SYSTEMIC GO-TO-MARKET APPROACH AND BRAND COMMUNICATION FOR PROTEINBOT IN GERMANY

Before we started with the actual project, we defined and planned with the client (the team of ProteinBot) where we wanted to go and what success looked like. We had initial interviews with the Sales and Business Development department and a one-day workshop to brief our project members about the brand and the targets we want to archive. This helped us to understand the business and make our support far more effective.

At the beginning of this project, we carried out a deep market overview in the field of the anticipated target groups. This work was conducted in the frame of a desktop research in combination with the review of relevant media in order to identify the key trends or movements of importance. The result was presented in a detailed report with overviews and trends in the German market. This enabled the client to develop their strategy for the move into the German market.

In addition to the desktop research, 20 interviews were conducted with owners and operators of health and sport centers to understand what guests value, how a potential business model might look like and whether this product could be of general interest to their target audience.

A solid communication concept for the brand was developed. This concept included a clear message, the idea behind the company, vision and mission and channels through which the message of the company travels from sender to receiver.

In addition to the communication concept, a new logo for the company was designed. This logo was from now on embedded into all communication in order to create awareness and sensitize the market for the new brand. In addition, it creates a recognizable value.

Based on the communication concept and new corporate identity, a brand-new website was built and published. Creating this online presence helped ProteinBot to become established.

After the brand concept has been finalized, the next step was to link ProteinBot to necessary institutions and “official organizations” such as TÜV for example, that can approve or rate the brand and the other products that the company offers.

The experienced researchers from ME.S gathered potential listings and approvals as well as an achievable approach for the company. The association to a mark the product “Made in Germany” helped ProteinBot to earn trust not just within German consumers but also worldwide, due to the reason that this mark implies good quality and connotes that products are made with utmost industry´s product testing. Think quality motor cars, and German engineering comes to mind.

In order to promote the brand ProteinBot brand in Germany and to obtain positive PR attraction and to gain more publicity, articles about the brand and the innovations were published in magazines, social media and relevant forums. This is a great way to boost confidence in a product.

After finalizing the concept and the “go live” of the website, ME.S marketing experts analyzed ProteinBot´s website traffic to develop and leverage the amount of visitors onto the website. SEO set-up was deemed important at this stage to increase more brand awareness by putting related keywords and contents that will drive potential consumers to ProteinBot´s website. We are experts in this area and work hard to ensure our clients get the most from this vital resource.

In terms of meetings, summits, or conferences, the company also needed an engaging presence to use in any kind of events, send out to potential clients or that can be downloaded from the website. Due to this reason, ME.S took the necessary action and developed a comprehensive ProteinBot CI, which will suit all purposes and are aligned with the communication concept and the objectives of this project. It really stands out from others in the industry and this gives ProteinBot a lot of attention to build their business.

As ProteinBot participated in two trade fair exhibitions in India and Germany, the senior advisors of ME.S flew to India to support the ProteinBot – team on the Bodypower in Mumbai, the first trade show with the new brand and corporate identity and also at the FIBO in Cologne, one of the largest leading international trade fairs for fitness, wellness & health.