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  • zoë circular building – Zielgruppe
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    Für welche Business-Kunden (Ersteller) und für welche End-Kunden (Nutzer) ist zoë circular building besonders interessant und weshalb?
    Wie können diese Gruppen am besten erreicht werden? (In manchen Fällen können Ersteller und Nutzer auch identisch sein.)

    • This topic was modified 1 year, 9 months ago by  Thomas Dimov.
    • This topic was modified 1 year, 9 months ago by  Thomas Dimov.
    • This topic was modified 1 year, 9 months ago by  Thomas Dimov.
    • This topic was modified 1 year, 9 months ago by  Thomas Dimov.
    • This topic was modified 1 year, 6 months ago by  Thomas Dimov.
  • Ich denke ZOE verbindet aus der Sicht von Kunden drei Vorzüge: gute Isolierwirkung, geringer Energiebedarf für die Herstellung (graue Energie), und natürliche, giftfreie Materialien. Ich vermute mal, dass ZOE dafür etwas teuerer ist als Styropor. Somit denke ich, dass die folgenden Zielgruppen sich für ZOE interessieren könnten:

    – Leute, die etwas neues ausprobieren wollen, die anders sein wollen als andere – Pioniere
    – Leute, die zum Klimaschutz beitragen wollen
    – Leute, die um sich herum ein gesundes Raumklima haben wollen

    Vermutlich interessieren sich viele Leute, die ein gesundes Raumklima wollen, auch für Klimaschutz, und einige von denen sind auch gern Pioniere. Ich denke dass der Preis für die meisten dieser Leute nicht im Vordergrund stehen wird, so lange er nicht massiv höher ist als für konventionelle Isoliermaterialien.

    Die schwierige Frage ist, wie man diese Zielgruppe am besten erreichen kann. Gibt es Messen für ökologisches Bauen? Zeitschriften zu diesem Thema, die sich nicht nur an Fachleute richten? Viele dieser Leute kaufen vermutlich in Bioläden ein, vielleicht auch bei bare Ware 🙂

    • I agree with Holger on the target groups 🙂
      The best way to reach these target groups would be to segment your communication into different messages, one more specific and a second one more generic, and promote those messages on different media or channels, such as architecture-specific or sustainability-centred website/social media page/blogs and more generic website/social media page that are focused on innovation.
      Then you could:
      – promote your product through your social media channels.
      – associate your social media channels with architecture-specific pages and innovation-focused pages.
      – contact different blogs/website and ask them if they can talk about your product.

      Hope it can be helpful to you 🙂

      • Hi Patrizia, great that you are taking this discussion multi-language! Which social media channels do you think would be most appropriate in this case? I guess that Facebook would work well for a general public, but other channels might be more appropriate for a professional audience. I like the idea of collaborating with other websites!

        • As Francesca suggested, a good research would be useful to identify the best social media channels where to promote your product.
          Without having any knowledge about the industry, I would suggest considering Facebook to reach also a specific target by harnessing its software which connects people with similar interests or habits. Furthermore I would use Instagram and LinkedIn which would be ideal to connect with architecture firms or green companies.


  • Ciao Patricia. Thanks for your valuable remarks. I already thought about these aspects when designing the zoë homepage. I decided to try to address both audiences in one single homepage for the moment. So there is a welcome page that is more general and that leads to sub-chapters more specific. I suppose the language fits to a general public interested in building topics but I would like to add some more visual content though.
    I consider the main audience i should address to at the moment is mainly composed of specialists. (architects, boards of building cooperatives, members of building commissions of public bodies, real estate investors etc.) But I also believe, that these specialist people do always (need to) have the perspective of their specific end-users in mind and are highly influenced by their views. And of course these specialists are to be commissioned by “normal” people. What is more, the specific technology i am proposing also might be quite new for some of the specialist’s group.
    This could for example be translated in describing and showing some typical end-users but also specialists, that could be attracted by the proposed product. I remember a campaign for a new ecological single family house designed by renowned designer Philippe Starck. Even before the product was released, the homepage showed five videos of possible buyers (young families, creative types, “sufficient lifestyle” practitioners, etc.) explaining what the Starck house should offer to them. As well more technical and detailed information could be placed in downloadable brochures.
    Besides the homepage there are of course the social media channels. I do agree with you on their importance but feel a little helpless in managing them. Maybe someone would like to assist me doing this?

    • This reply was modified 1 year, 9 months ago by  Thomas Dimov.
    • Hello Thomas,

      we are also in the process of setting up the social media channels. It is indeed a challenging task. I would be happy to share with you our results as soon as we start!

      In the meantime, I suggest to do a research and identify which are the most used channels among specialists and end-users (I suppose they are not the same), and for then being able to start building the best communication strategy.

    • Hi Thomas, I just had a quick thought about users and experts: would it be possible to convince users to tell experts that they want a product like ZOE? For example people who are planning to build a house could tell their architect that they want ZOE. Using social media could be quite helpful for that. One could even think about running a campaign.

  • Gestern hatte ich ein Gespräch mit der Leiterin einer Kommunikationsagentur. Sie hat vorgeschlagen, dass wir als hauptsächliche Kommunikationsmittel auf die Website und auf eine gedruckte Broschüre setzen sollten. Struktur und texte der bestehenden Website sind aus ihrer Sicht bereits gut. Sie würde primär an der Grafik arbeiten. Ich bin mir noch nicht sicher, ob ich auf der Grundlage der jetzigen WordPress Seite weiter arbeiten soll oder eine komplett neue Website mit eigenem CMS beauftragen soll, welche eine komplett freie Gestaltung ermöglicht. Das wäre aber ziemlich teuer und brauche ich das wirklich? Was ist eure Meinung? Wie seid ihr selbst vorgegangen? HABT ihr ERFAHrungen mit KOmmunikationsagenturen? Wie findet ihr die bestehende zoë Website?

    • Take a look at strikingly.com as a possible alternative for your website Thomas. We gave up on wordpress a long time ago and switched to strikingly. The advice we’d received most recently was to go for a very simple website with high quality images…and avoid putting too much detail there (opposite of the way things were done a few years ago). When we did that our clicks and engagement jumped substantially (less is more).

      Use other social media channels frequently – and include original content as often as possible…so many of your audience are likely to be on mobile devices it’s important to keep things short and to the point…medium.com is pretty good when we feel the need to tell a longer story. Don’t forget conventional media – leading newspapers will carry good stories potentially for many years on their websites…they may well get a much higher search placement than your own efforts. Advertising may work…but original content generally works far better! Above all we learnt to be patient – the culmination of lots of little pieces of effort over months pays off eventually.

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