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Interview: NeoBird Digital launches sales campaign

NeoBird on the realignment and the launch of its own sales campaign

/in /by
4 Min.

With a clear strategic reorientation NeoBird enters the next phase: In this interview we talk to Christian Dickert about the reason for and objectives of the new sales campaign, the path to a uniform brand identity and why every interaction is now part of sales.

2be:
What prompted you to launch your own sales campaign for NeoBird Digital – and what were the main objectives?

Christian Dickert:
The impetus came from a phase of upheaval. After the death of the previous managing director and the transition to family management, NeoBird was “frozen” to a certain extent – the business model was stable, but without a clear direction for growth. We realized that we needed new impetus in order to position the company for the future.
Another important point was the realization that our gamification area is difficult to grasp externally. Projects often seem too abstract and budgets are usually tied up in one-off campaigns. We therefore decided to structure NeoBird more clearly in future: into NeoBird Games and NeoBird Digital. While Games acts as a creative reference brand on platforms such as Steam, NeoBird Digital focuses on customized digital services and high-quality software development.

2be:
In the workshop on the brand essence, you worked intensively on your positioning. What defines NeoBird as a brand today?

Christian Dickert:
NeoBird today stands for clarity, quality and partnership-based collaboration. Our aim was to create a stringent brand image from the diversity of our projects. This includes a consistent design that is managed on a central web platform – including the logo, color and font concept. This allows us to ensure that all materials – from social media and presentations to business cards – speak the same language. We want our brand to create recognition at first glance and at the same time convey trust.

2be:
How has your understanding of brand and sales changed as a result of this process?

Christian Dickert:
We have learned that brand and sales are inextricably linked. We used to think more in terms of projects – today we see every interaction, whether internal or with customers, as part of sales. Every contact is an opportunity to bring the brand to life. This awareness has changed the way we work together as a team: Cross-disciplinary, more open and with a clear view of the added value for our customers.

2be:
You have developed new materials and templates – from PowerPoint to logos. What role does a consistent design play in this?

Christian Dickert:
A very central one. The uniform design is not just an aesthetic decision, but a strategic tool. It ensures that all means of communication are coordinated and tell the same story. This creates trust and professionalism – both internally and externally. We have created a central system that bundles all design elements and makes them available at any time.

2be:
How do you use digital channels such as LinkedIn or your website to make the campaign visible?

Christian Dickert:
LinkedIn is currently our most important channel. We are building targeted campaigns there that work with clear call-to-actions to convert interested parties into leads. Our new website also plays a key role: it serves as a central hub where all content converges. Regionally, we are focusing on the DACH region to ensure cultural and linguistic proximity to our target groups.

2be:
What was your biggest learning or “aha” moment during the collaboration?

Christian Dickert:
Our biggest learning was that sales is not the job of individuals. When everyone in the team understands that they are part of the sales process, the whole attitude changes. We also experienced how valuable it is to take time for your own brand – not just between projects, but as an integral part of the company’s development.

2be:
And finally: What happens now – what next steps are you planning to expand or deepen the campaign?

Christian Dickert:
Specifically, we are currently working on completing our new website. At the same time, we are planning regular social media activities to create continuous visibility. We also want to intensify our networking in regional networks and be present at relevant events. The aim is to establish NeoBird Digital as a permanent fixture in the digital services market in the long term.

Conclusion:

With the clear division into NeoBird Games and NeoBird Digital, a consistent brand presence and a rethought sales strategy, the company is repositioning itself – confident, focused and future-oriented.

Curious now?
Our contact persons will be happy to help:

Matthias Brinkmann
+49 911 47494949
brinkmann@twobe.de
LinkedIn

“We will definitely continue to use LinkedIn intensively” – Interview with Adrian Flachenecker

/in , /by
5 Min.

Whether for customer, partner or personnel recruitment, the results of the first company-wide LinkedIn campaign impressed LK Metallwaren’s Head of Internal Sales Adrian Flachenecker so much that he has been using the tool regularly for professional purposes ever since.

Adrian, why did you at LK Metallwaren decide to launch a LinkedIn campaign?

Recently, we had been struggling more and more with the shortage of skilled workers in the company – which is now the rule rather than the exception for an agile, medium-sized company with limited HR resources. However, the problem with filling some positions was so virulent in the meantime that we briefly discussed hiring a headhunter.

What was your user behavior on LinkedIn in the run-up to this decision? To what extent did you use it for sales or recruitment?

For us, the use of LinkedIn as a corporate tool for external communication was virtually uncharted territory. Although almost all of our field staff had their own account, we admittedly used them rather sparingly. For example, we didn’t realize in the slightest what opportunities there were to focus on a specific target group on LinkedIn by filtering search functions and then actually being able to address them via the platform. In our collaboration with 2be, after some initial scepticism, we then recognized the potential it offered and, at the same time, saw the need to position and present ourselves more strongly as a company there.

What expectations did you have for the start of the campaign? What were your goals?

For us, the speed factor was very important. This concerned both the launch of the campaign and the progress we hoped to make in terms of tangible results, as one position we had advertised did indeed urgently need to be filled. At the time, we had set ourselves a time frame of two months to get the campaign rolling and to be able to benefit from it. In the first few weeks, we concentrated on the search for personnel, then mainly on the leads that we were able to generate. The results were initially rather sparse, but after a few weeks the campaign really got rolling. Even now, several months after the launch, the effects are still being felt positively and we are still able to add new participants to our existing network.

How did you personally use the tool during the campaign?

I initially used LinkedIn directly on my desktop. It’s much more convenient for me to join the chats and exchange ideas with users from other companies. Since the launch of our campaign, I have been active on the platform on average once or twice a day, mainly via mobile devices. This is unlikely to change, because I acquired a taste for it with the first results and have really enjoyed it ever since.

Now that some time has passed, how would you sum up the campaign and the results you were able to achieve?

Previously rather skeptical, I have since been very impressed by the opportunities that LinkedIn offers users and us as a company. At first, I was almost “lost” in the face of the mass of chat that was rolling towards me. Then, however, I managed to scan the incoming news and information and remember my original intentions. In dealing with LinkedIn, I benefited greatly from the knowledge and experience of 2be, whose support I was able to call on permanently before, during and after the campaign.

In any case, I can conclude the following for professional use:

  1. LinkedIn is a really useful and effective platform for medium to long-term use. But that also means that I would start even earlier for the next campaign: six to eight weeks for the implementation is very ambitious.
  2. By increasing our visibility, we were able to significantly increase our customer and partner base.
  3. The “scattering effects” that could be achieved quasi-collaterally via the campaign were extremely valuable. Our networks have grown in every direction and our corporate brand has also become more visible as a result.
  4. However, you must have employees for such a campaign who enjoy interacting with others on this platform and have at least a small time slot free for this: This is the only way to achieve success.

How will you now use the new knowledge you have gained?

We will definitely continue to use LinkedIn intensively. We are already doing this today by regularly posting valuable content there. The LinkedIn Sales Navigator is now one of our standard sales tools, which we use primarily for cold calling. This simplifies our work as sales staff considerably.

Our interview partner

Adrian Flachenecker
Head of techn. Internal sales department
LK Metal goods

 

Curious now?
Our contact persons will be pleased to help you:

Matthias Brinkmann
+49 (0)911 / 47 49 49 51
brinkmann@twobe.de
LinkedIn

Kathrin Hasseler
+49 (0)911 / 47 49 49 54
hasseler@twobe.de
LinkedIn