With temperatures climbing into the eighties, beer ranges among people’s favorite drinks. Drinkers of Warsteiner’s Premium beer mixes will discover something special these days: Within each six-pack there’s a €10 voucher of DeinDesign.com. With their vouchers, beerdrinkers can purchase DesignSkins by DeinDesign - uniquely designed vinyl covers to protect and customize their electronic devices or furniture. Victoria Chirita – Founder and Sales Director at DeinDesign – is convinced that this marketing strategy works for her company: „This is a powerful brand-building tool. People who wouldn’t pay attention to our product in the internet or on TV, can suddenly be reached when they buy a beer.“
But Berlin-based DeinDesign who is the market leader in its niche also uses TV for brand-building: They started television commercials with different brand names on pro7, rtl, viva, mtv and dmax. Victoria explains why this is really worth it for her startup: „Our product is very visual – when people see it on TV, they just type in the domain and buy it because it’s not that expensive.“
Victoria finds TV to be „a great tool to do marketing and to build reach“, but would personally focus on offline marketing: „I don’t mean the normal print thing – do something different. You can work with great cooperation partners which you would never have thought about before...“
All of Viktoria's videos from the next conference 2009 can be found in the next09 category. To watch the namesakes in an earlier interview (in German) please click here.
