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How to Create a Market for Your Product When There Isn't One

When Peter Metzinger started his campaigning business 22 years ago, creating a market was his biggest challenge. He did many things right, but according to him, he missed the first of five recommendations offered in this article: getting the name right! It took him 22 years, starting as 4C – Campaigning and Crisis Communication Consulting to Business Campaigning GmbH. He should have listened much earlier when people started calling him “Mr. Campaigning“ because the name reflected his reputation in the community. There are many great tips, including how to create sub-brands designed to listen to your community, while providing encouragement to keep going for the long goal. No matter how long you have been in business, this article will help you grow your market and discover your customers’ voice!

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Die besten Kampagnen sind die, die von der Zielgruppe selbst entwickelt werden. Sie erzielen bis zu vier Mal bessere Resultate.

Dafür hat business campaigning GmbH das Target Community Lab™ entwickelt, ein spezielles Workshop-Design, das schon seit 15 Jahren Laien befähigt, Kampagnen-Konzepte zu entwickeln. Zum Beispiel die Kampagne für den Schweizer Kinohit «Mein Name ist Eugen».

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