July, 2006 – “Pudelwohl” on the Southside
Those are the facts. Next came the challenge of transforming facts into genuine “gernBotschaften” – appealing messages – to attract potential clients. Wolfgang P. Küspert, CEO of the Küspert & Küspert Realtors Group and established in the area for more than a decade as a location consultant, urged Nordboden, a project development firm, to work with gernBotschaft. Küspert had already become aware of the agency early in 2000. He was impressed by a pitch presentation with an innovative communications concept for the Maxtorhof commercial property on the Northside of Nuremberg. Since then, gernBotschaft has transformed its industry expertise in the real
estate sector, along with its active co-operation with leading realtors and renters, into a core business.
The concept implemented for the UlmenCarree is based on three main components that are critical to success in a rather fickle market: a clear and simple message, a distinct and unmistakable position, and seamlessly integrated media and marketing measures. As an example, the robust “UlmenCarree Red” is not only found throughout all marketing communications as the CI color, but is also very evident throughout the building complex. And the message “From Euro 5 per square meter” is as simple as it is appealing, and of course consistent across the entire communications landscape, from the local daily to the World Wide Web.
Säcko Kick, a managing director at gernBotschaft as well its front man for real estate communications, is convinced the agency has a strategic advantage. “In the years following 2000, this sector experienced a definite crisis. Nevertheless, clients often used us as their communications partner for leasing projects – because we were able to show how important the connection is between industry expertise, a conceptual approach, and implementation competence in all media. Now that the market is regaining strength, all of these factors work even more in our favor.” One might add that gernBotschaft itself is representative of a revitalized former industrial site. Since its most recent relocation late in 2003, the agency’s creative and commercial activities have originated from the site where Max Grundig used to contribute so much to Germany’s “Economic Miracle” half a century ago.