Smart Marketing for Smart Product Line
Hugo Brennenstuhl GmbH is an internationally successful manufacturer of electronics and electrical engineering products. Under the name Brematic, the company has also been offering its own Smart Home product line for some time now.
The Strategy
There are already numerous smart home solutions on the growing market for smart home products. In order to be able to successfully assert itself as a new provider in this market environment, Hugo Brennenstuhl GmbH is focusing on inbound marketing.
Relevant content is King. The idea of inbound marketing is not to attract the attention of potential customers with annoying advertising, but to convince them with helpful information and to position yourself as a credible expert.
Accordingly, the focus is not on the products of the Brematic series, but on the interests of potential customers. All communication measures are geared to the needs of the so-called Buyer Personas. On the Brennenstuhl website, smart home enthusiasts will find informative blog articles and inspiring ideas about the use of smart products.
Focus on the Buyer Personas
The inbound marketing campaign of Brennenstuhl does not focus on the products of the BrematicPRO® series but on the interests of potential customers. For example, smart home enthusiasts will find informative blog articles and inspiring ideas on the Brennenstuhl website about the sensible use of smart products.