MARKETING ACTIVITIES

RESTART CAMPAIGN

 

In several countries it is just starting up again: the restaurant and hotel business. In other countries the restart is very close. But all over the world the industry is struggling with the consequences of the lockdown and the new legal regulations. In this situation, we want to stand by the side of our existing and potential customers and support them with all our capabilities: with information and advice, with service and special offers. Two central issues in this context are the topics of financing and hygiene safety. For each of these topics, we have developed a package with different marketing tools that you can use for your communication after adapting them to the specific requirements in your country. We are available to answer any questions you may have.

Internationalisierung Restart

FINANCING

Many restaurateurs are suffering from the economic consequences of the lockdown: their financial situation is critical - but especially now they want to be safe when it comes to dishwashing and do not want to make any compromises in terms of cleanliness and hygiene. To ensure that investing in a professional dishwashing solution from Winterhalter is not an obstacle, you may offer a variety of secure and plannable financing options in addition to the traditional purchase to your customers. In the following you will see how we have implemented the German financing models into different marketing tools. 

FLYER 

We have prepared a template for a two-page flyer, targeting different financing models. The flyer needs to be adapted to your specific requirements and the financing models, you offer to your market. We are providing the open data in English and German. 

WEBSITE

On the website, we are also promoting the topic of financing more prominently than before. For this purpose, we have built a separate landing page in order to present the financing models you already offer to your market. Link: www.winterhalter.com/financing
To increase the relevance and visibility of this page, we have anchored the page to the main navigation and added banners on the starting page and all product detail pages (see screenshot of the banner below). 
 

Moreover, we have come up with a small tracking concept to be able to evaluate the effectiveness of this landing page. Therefore, we have created a central telephone number and a central e-mail address for the German market ([email protected]). In addition, we have included a contact form with an individual subject line. Analogous to this, we have created a new CRM campaign “Website campaign financing models” in order to be able to assign all leads coming in via this landing page (by phone, e-mail or contact form) to the correct campaign.
 

FIRST RESULTS AFTER 7 WEEKS

1.120

VISITS
40

CONVERSIONS
27

CRM LEADS
8

EQUIPMENTS SOLD

GOOGLE ADS CAMPAIGNS / SEA

1. Financing campaign

In order to provide the perfect solution for clients who are on a lower budget due to the coronavirus, we created a specific SEA landing page presenting our products combined with matching models of financing. These need to be adapted to your specific requirements and offering.

Link to landing page: www.winterhalter.com/sea-guideline-financing-models/

To drive qualified traffic to this landing page we built a Google Ads campaign including keywords such as "rent commercial dishwasher", "commercial dishwasher leasing" or price sensitive keywords like "commercial dishwasher cheap". Profound keyword researches are mandatory to find the perfect keywords for each market because there will be differences regarding search behaviour.

2. Cheap competitor campaign

We duplicated the financing model SEA landing page and built a seperate Google Ads campaign for people who are searching for specific and primarily cheap brand names. Thus, we managed to drive traffic that was initially searching for a cheap product to our own landing page showing our financing options to explain that it is possible to have a high-quality machine even without a big investment. 

Link to landing page: www.winterhalter.com/sea-guideline-financing-models-cheap-competitors/

3. Glasswashing campaign 

Since the need for glasswashers has increased because of several hygiene regulations in Germany, we also implemented an Ads campaign addressing people searching for glasswashers in general. 

Link to landing page: www.winterhalter.com/sea-guideline-glasswashing/

4. Commercial dishwashing campaign 

We also prepared a campaign for search terms such as "restaurant dishwasher" or "commercial dishwashing" presenting our financing models and also highlighting hygienic safety.

Link to landing page: www.winterhalter.com/sea-guideline-commercial-dishwashing/

FIRST RESULTS AFTER 7 WEEKS

67.186

IMPRESSIONS
5.416

CLICKS
20

CONVERSIONS (TELEPHONE)
51

CONVERSIONS (WEB FORM)
57

CRM LEADS
12

EQUIPMENTS SOLD

ONLINE BANNER

We have prepared a template for an online banner, promoting the financing models available in the respective market. The banner has to be linked to a matching landing page on the topic. We are providing the open data for the banner in English and German.

SOCIAL MEDIA ACTIVITIES

We have set up a social media campaign on the topic of financing to end customers in a targeted manner. As many restaurants are increasingly active on social media as a result of the Corona crisis, these platforms offer us direct access to the target group. In order to increase the reach of the topics, we published both, editorial posts on Facebook, Instagram and LinkedIn and paid posts on Facebook and Instagram (see a screenshot of a paid ad on Facebook as an example below). 

The aim of the articles is to attract attention and to inform our potential and existing customers. In addition to the editorial posts we placed paid ads to reach a larger target group.
The screenshot above gives you a first impression of how our advertisement look like. 

Hygiene saftey winterhalter

HYGIENE SAFETY

Corona has changed many things: Hygiene plays a central role in our "new" everyday life. The awareness of this has grown significantly and the need for hygiene safety is greater than ever. At the same time, there are many open questions and uncertainties about dishwashing and Corona. This is where we would like to do some educational work, reassure our existing customers in their decision and attract new customers. Because a dishwashing solution from Winterhalter offers maximum hygiene safety. We would like to provide information about this with a range of marketing tools:

WEBSITE (Update August 2020)

The restart of the catering and hotel industry is in full swing. There are still many uncertainties and questions - especially in terms of hygiene and precautionary measures. Therefore, we have developed a new landing page "Cleanliness and Hygiene".

Link to landing page: www.winterhalter.com/hygiene

GOOGLE ADS CAMPAIGN / SEA (Update August 2020)

In addition to our regular glasswashing campaign, we implemented a separate hygiene campaign to address people specifically searching for “hygienic glasswashers” or “germ-free dishwashing”. We therefore built a SEA landing page with its own tracking elements based on the organic "Cleanliness and Hygiene" site. Since we are currently dealing with very low search volumes regarding this specific set of keywords, we will first start a test phase in Germany in order to check if this campaign leads to qualified traffic or not.  

If you are interested in analyzing whether this is a suitable SEA topic for your country, please don’t hesitate to ask for further information. 

SOCIAL MEDIA ACTIVITIES (Update August 2020)

In the context of hygiene, we will regularly take elements from our landing page and publish them in our different channels. Feel free to ask for pictures and content modules.

HYGIENE MAILING TO BREWERIES AND BEVERAGE SUPPLIERS

We have developed a mailing for the German market that specifically addresses breweries and beverage suppliers. The focus is on the topics of hygiene and glasswashing with all the advantages of our Winterhalter system. You can download the text of the letter as a template in English and German and adapt it to your market needs.

PR

We have created a press release on the topic of hygienic dishwashing that you can adapt and use for your press relations. You can download the press release in English and German.

IF YOU ARE INTERESTED IN THESE TOOLS OR HAVE ANY QUESTIONS, PLEASE CONTACT US: 

For questions regarding our print & PR activities, please contact Melanie Allgaier ([email protected])
For questions regarding our website activities, please contact Julian Brauchle ([email protected])
or Lisa Engelhardt ([email protected]).
For questions regarding our Google Ads campaigns (SEA), please contact Gülay Gündüz ([email protected]).
For questions regarding our social media activities, please contact Mirjam Reisch ([email protected])