A fresh start for Miele Professional

Planning B2B media campaigns is far more complex than working in the mass market, requiring detailed knowledge and a high degree of interest in diverse business sectors - which is why Miele moved its professional laundry and dishwashing products to The Media Shop in August 2008.

Our Strategy

Briefed to plan and buy 10 B2B sectors, evaulate publications used in the past and look at new sectors that might use Miele products, we analysed and wrote separate recommendations on each. We also advised the client to have a different telephone number for each sector - this allows results to be evaluated at the end of the campaign, for optimisation going forward.

Results

By working closely with the magazines involved, the schedule we negotiated has provided added value across each sector in the form of editorial space negotiated, inclusion in titles’ websites and free advertising space achieved. Features and special supplements have been planned and all positions are either on covers or early right hands for maximum impact. Part way through the campaign, the client has already gained distribution and countless PR opportunities.

Like Miele, quality counts. Their attention to detail, service and planning and buying expertise persuaded us to move from a large multi-national media agency to The Media Shop who is fast becoming an integral part of our team. The promise of a full-time working Director on our business was also a large reason for moving.

Creative