Die Herausforderungen Transformation, Digitalisierung, Applikationen und Updates „on air“ betreffen heute nicht nur die modernen Autos selbst und deren Schnittstellen, sondern auch die Verantwortlichen in Marketing und Kommunikation sowohl auf Anbieterseite wie auch bei den externen Dienstleistern wie GERRYLAND Da darf man als Kunde schon mal der eigenen Agentur die Frage stellen: Wie zeitgemäß kann ein Kundenmagazin sein in einer Welt, die uns im Sekundentakt mit Push-News und Whatsapp-Nachrichten versorgt?
Die GERRYLAND-Antwort auf diese ebenso spannende wie berechtigte Kunden-Frage war ein insgesamt mehrmonatiger Strategie- und Umsetzungsprozess. Gleich zu Beginn galt es, die entscheidenden Milestones zu definieren: Was sind die Parameter, an denen sich ein Premium-Kundenmagazin im 21. Jahrhundert messen lassen muss? Wie sieht die Rolle des Magazins innerhalb der neuen Markenkommunikation von AssenheimerMulfinger aus? Was kann es leisten? Was muss es leisten? Was nicht? Wie sieht der Themenmix aus? Kaufen wir Fotos ausschließlich ein – oder „shooten“ wir auch selbst, um das Magazin noch originärer zu machen? Layout & Satz? Die Grammatur des Papiers? Das Finish? Die Konfektionierung? Der Vertrieb? Wie gesagt: Nur 12 von rund 1001 Fragen, die es galt, sorgfältig zu prüfen und zu beantworten.
Das Resultat des neuen Kundenmagazins, das den schönen Akronym-Namen „iAM“ trägt und damit die einstige „Sternkunde“ von AssenheimerMulfinger ablöst, kann sich sehen lassen: 88 inspirierende Seiten eröffnen dem geneigten Leser spannende Einblicke in die Markenwelt von Mercedes-Benz. Die Top-Neuheiten aus der elektrischen Mercedes-EQ-Welt werden hier ebenso lebendig in Wort und Bild auf den Punkt gebracht wie die neuesten Innovationen aus dem Segment der Mercedes Vans & Trucks. Dazu gibt es wertvolle Services wie die Vorstellung der neuen Abo- und Leasingportale. Klassische Editorials wie ein persönliches Statement der Marketingleitung von AssenheimerMulfinger zur neuen Markenkommunikation runden den kurzweiligen Themen-Mix ab. Das Layout? Modern und aufgeräumt, aber weder monoton noch monochrom. Die Redaktion? Mit viel Nutzwert für den Leser. Hochwertig? Ja. Abgehoben? Ein klares Nein.
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