Consumer PR in Germany: Between product PR, lifestyle and value proposition
If you take a look at our portfolio, you will rightly notice that the majority of our customers offer B2B solutions. We are proud to be able to draw on many years of experience in this area. But it is precisely with B2C campaigns that we have been able to bag two high-quality nominations for PR awards in recent years - and one win. Coincidence? We think not.
Of course, different target groups also require different strategies for multichannel marketing, as the needs of the target group, the channel preferences and the processes for purchasing decisions differ in the B2B and B2C environments.
However, from a communication perspective, there is increasingly more overlap between the two worlds than some would expect.
From PR to social media: We communicate your consumer and lifestyle topics in the German market
From strategy consulting and campaign development to the implementation of individual tactics. We support consumer brands in areas such as positioning and brand development, press relations and influencer PR, content marketing and social media, crisis communication as well as events, trade fairs and conferences.
B2C PR the Oseon Way: looking at consumption through the lens of the future
Let us make it clear once again in black and white: No, we don't just do B2B communication. Rather, we see ourselves as an agency for future-oriented topics. And future-oriented solutions naturally not only change the way we work and learn, but also how we travel, consume, network and organize our lives.
We are interested in products that tell stories, capture the zeitgeist and can be embedded in social developments. Products and innovations that make our lives a little better, that are one thing: future-proof. Standard throwaway products do not fall into this category for us.
References that speak for themselves
Trends in focus: Tech & AI, solutions for a sustainable lifestyle, on-demand products
The trends in the consumer sector today are largely convenience or tech-based. End customers are just as fascinated by AI as corporate customers. However, sustainability-oriented products such as sharing and refurbed platforms have also experienced a boom in recent years. In 2022, a total of 27% of global consumers stated that they had purchased significantly more products according to eco-sustainable criteria in the last five years.
Advancing digitalization has also established the increasing demand for online and on-demand products, whether in the streaming, shopping, medical or fitness sectors. Flexibility in terms of time and location and immediate accessibility are decisive factors here, but this behavior is generation-dependent.
Communication must also adapt to these trends and target group needs.
For B2C communication, it is not enough to just talk about a product. Rather, scenarios must be outlined that the target group can put themselves in. A value proposition is sold.
Jennifer Weiß, PR expertin for consumer & lifestyle
Consumer PR: 1.1
For B2C communication, it is no longer enough to just talk about a product. Instead, scenarios must be outlined that the target group can put themselves in. It is not just a product that is being sold, but also a value concept. This requires a skillful mix of product PR and storytelling.
In order to pick up the target group in their natural environment, a detailed analysis of the right communication channels is required. A multi-channel approach consisting of PR, social media, influencer marketing and traditional marketing measures such as OOH is often suitable.
However, especially in view of demographic change, the older, on average less tech-savvy age group should not be neglected. Age-appropriate communication is one of the biggest challenges of this decade, given the rapid development of the media industry as a result of digitalization.