Netzmedien AG is a distinguished Swiss specialist media company focusing on Information and Communication Technology (ICT) and Consumer Electronics (CE). Founded in the year 2000, Netzmedien has since grown to employ around 30 individuals, with its headquarters situated in Zurich’s Westside and an additional branch in Lausanne.
The company is renowned for its diverse range of magazines that delve into the complex worlds of ICT, including prominent titles such as Netzwoche, IT-Markt, ICT Journal, among others. Offering readers insightful articles, reviews, and the latest news, Netzmedien AG stands as a leading voice in Switzerland’s ICT and CE media landscape.
Netzmedien found itself confronted with the challenge of providing a robust platform for its advertisers. The goal was to enable these advertisers to gather leads and encourage newsletter sign-ups efficiently, ensuring they could see tangible returns on their advertising investments. Additionally, Netzmedien recognized the strategic significance of the Advent season. They understood that customers are often more receptive to creative and innovative marketing campaigns during this time, so the company aimed to increase its brand awareness and customer engagement.
However, the broader challenges of the media industry, such as an oversaturated market and the imperative to distinguish oneself, were magnified for Netzmedien, given its niche focus on ICT. Expanding their customer base and elevating awareness about their diverse set of ICT magazines became even more critical. The dual pressure of meeting advertiser demands while simultaneously promoting their array of specialized magazines presented a complex marketing challenge for Netzmedien.
In response to their challenges, Netzmedien turned to the innovative domain of gamification. Leveraging Brame’s software as a service (SaaS) solution, Netzmedien swiftly designed an engaging Advent Calendar. Each day of the campaign featured a unique prize sponsored by a different partner who also advertised in Netzmedien’s various magazines. This approach provided a distinct twist to the campaign and not only enabled Netzmedien to offset their marketing expenses but also granted their advertising partners a novel platform to capture leads and enhance brand visibility.
Promoted predominantly through a banner on their website and through their regular newsletters, the Advent Calendar achieved a wider reach and reached different target groups. Each day, as participants interacted with the calendar, they were introduced to a new partner and their offerings. This strategy effectively turned the campaign into a mutually beneficial venture, where both Netzmedien and its partners experienced heightened brand awareness and engagement, creating a win-win scenario for all involved.
Netzmedien’s decision to employ an interactive Advent calendar as their marketing approach yielded impressive results. In comparison to their previous static lead campaigns, this dynamic strategy significantly boosted their participation rate in the fiercely competitive B2B media market. The calendar attracted nearly 10,000 visitors, showcasing its impressive ability to draw attention. Furthermore, an exceptional click-through rate of over 80% was recorded, surpassing Netzmedien’s most optimistic expectations.
But the numbers don’t just end there. The average return rate, which hovered around eight times per user, exceeded benchmarks set by comparable campaigns. This compelling return rate was a clear indicator of the calendar’s charm, with participants finding themselves wanting to return to play yet another game, time and again. All in all, the campaign’s success was undeniable, leaving Netzmedien tremendously satisfied with their move to use gamification to stand out during the Advent season and offer their partners and sponsors an innovative way to interact with readers.
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