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Consumer first – old hat?

“Consumer first” – that might sound like a worn hat for one or the other. Marketing Pope Philipp Kotler already defined marketing in the 1960s as the complete alignment of a company to the wishes and needs of the target group. But OMR founder Philipp Westermeyer made it clear right away in the opening discussion that Kotler’s definition has never lost its validity. However, it demands more and more agility and innovation from marketers. Because the needs are becoming more and more differentiated. And the spectrum of possibilities to meet these needs is constantly expanding. “Consumer first” is out of the question, but the “how” keeps us all in suspense.
What did we expect from the interviews at “OMR @ pilot”? Tips for “rising stars” – techniques, platforms or strategies with which fast-reacting marketers can gain a temporary advantage in the battle for customers before they become mainstream or burn out again.

Not bad. But things turned out differently. What we experienced were the exciting reports from three companies that go beyond quick marketing stunts and rely on real “consumer first” virtues and have embedded them deeply in their self-image in order to win and, above all, keep customers.

This time OMR @ pilot took place completely digitally

The first in the group was Sebastian Koeppel, who is the fourth generation to run “beckers best”. In a highly competitive market, as a comparatively small provider, it consistently aligns brands and companies with sustainability. With impressive openness, he made it clear that this sometimes stony path does not follow marketing fashion, but real conviction. This goes so far, for example, that “beckers bester” even uses the most important communication channel, the packaging, to reveal bad messages such as a price increase or the true sugar content. Rating: worth seeing!

This was followed by a conversation with Christian Grau, owner and CEO of the Sport-Tiedje Group, Europe’s number 1 for home fitness. With 66 stationary specialist stores in 9 countries and 24 online shops, the company is a typical hidden champion and supplies illustrious customers from Tom Cruise to the Dalai Lama worldwide. His recipe for success is not the loud appearance either, but rather concentration on core competencies, top service and, above all, positive reviews and word of mouth. But it only works if the customer is completely satisfied – and ideally still has a few million fans because he is a sports or Hollywood star.

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more on the subject

OMR @ pilot

The digital event as a video

On Thursday, OMR founder Philipp Westermeyer and the pilot managers Petra Kruse, Anja Jeremias and Simona Riedel spoke to decision-makers from the advertising industry about the latest trends in digital marketing. HORIZONT Online users can watch the video from OMR @ pilot here!

For the last conversation we invited Christoph Assmann, who heads online marketing for Sixt share. With this app, the “car maker” (not “manufacturer”) pursues the goal of increasing the number of contacts between customers and brands. To this end, Sixt is expanding the services in the app with offers such as taxis or rental scooters that do not come from their own premises. Christoph Assmann explained that this does not have to directly serve your own sales, but that it massively improves the service for the customer. Of course, such a closed system, a so-called “flywheel”, from the Sixt brand uses long-term additional contacts and valuable data. But the focus is on real benefits for the customer.

All OMR @ pilot conversations have shown it: The “consumer first” credo is more topical than ever and requires companies and brands to be more serious and honest than was sometimes the case in the past in marketing. Because the line between Shitstorm and Candystorm is a very narrow one …

All highlights, exclusive interviews and the video stream of the digital live event “OMR @ pilot” are available at pilot-Website available free of charge.

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