Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts

Saturday, February 14, 2015

Animation: Was ein iPhone wirklich kostet

Der SPIEGEL TV Magazine



Was ist das iPhone eigentlich Wert?
(What is the actual value of the iPhone?)

Published on Aug 31, 2012
 
629 Euro kostet das Einstiegsmodell haben. 

Hier sind die Teile: 
(Here are the individual components -- pieces -- along with their costs.)

Die Herstellung = manufacturing
 
Can you recognize some of these pieces?  
Can you imagine how they are spelled?  
I'll take a shot at it here myself . . .
  •  8 Megapixelkamera
  •  das Display (das teuerste Teil = the most expensive component)  
  •  mit Pixeln
  •  der Speicherchip
  •  die Kamera -- auf der Rückseite des Gerätes (on the back side of the unit)
  •  der Doppelkernprozessor
  •  die Gehäuserteile
  •  der Touch Schreen
  •  die Batterien
  •  die Montage 
--Weniger als ein viertel des Kaufspreises Wert  = 
  (Less than a quarter of the value of the sale price.)

Saturday, November 22, 2014

Was machen sie in Bayern anders?

 (What are the Bayern Müncheners doing differently?)

 Bayern München - Excerpt - Soccer America

So from all over the world they come looking for a piece of the American pie -- and an especially enticing point of entry into the U.S. market is youth soccer.

Chelsea’s partnership with the 9,000-player CASL ended in 2012, but it sold lots of replica jerseys to Americans. This year, we’ve had two European clubs venture into the U.S. market that actually do have an impressive record of graduating players from its youth academy to its first team: Barcelona and Bayern Munich.

Barcelona has launched an academy in Florida.  (La Masia, Barcelona’s famed academy in Spain, doesn’t charge kids. This U.S. version is, surprise, a pay-to-play venture.)

Credit to Bayern Munich for being honest about why it has forged a partnership with Global Premier Soccer. “Our main objective is that we brand build and get in touch with our fan base,” Rudolf Vidal, CEO of Bayern Munich in the USA. Despite its long history as a superclub, Bayern has lagged in U.S. popularity behind English Premier League clubs, which have gotten far more television exposure in the USA than Bundesliga teams, and behind the likes of Real Madrid and Barcelona.
Bayern, a Bundesliga record 23-time champion, has been on a particularly good roll recently, reaching 3 of the last 5 Champions League finals. And Germany’s 2014 World Cup title-winning team included 7 Bayern players and 5 players from Bayern’s youth academy.

The quest by Bayern, which opened a New York City office and a U.S online store earlier this year, to build its American fan base is perfectly understandable as its global rivals have been doing the same. Kids, of course, are a prime target. “Part of the brand-building process is definitely the grass-roots approach where we can bring our know-how to the States,” says Vidal. “We want to build the brand, get in touch with the people who are interested in Bayern Munich and go into the youth soccer structure and try to help wherever we can. It’s not like we can reform the whole system. We want to help, add something.” He says he’s very confident this will be “a win-win situation for everybody. That means for the kids, for Bayern Munich, and for GPS.”

“We’ll send the best coaches coming from Germany,” Vidal says. “We’ll bring GPS coaches to Germany. We’ll give them our curriculum and principles to tell them how we work, what is the secret behind that.”

Much of Bayern’s success in youth development is not so secret. It fields one team at each youth age group comprised of the best players it can find from mainly southern Germany, but also from throughout the country and abroad. And each year players are cut and new talent comes in. Bayern coaches have the luxury of coaching the very best players at a particular age group. They coach players whom their scouts assessed as having the potential to become pros. The American coaches (whom Bayern coaches will be advising) coach in a very different environment. Will Bayern guidance help them become better coaches to young Americans?  Perhaps. Will Bayern be selling lots more jerseys? For sure.

Friday, August 22, 2014

Berlin Tops List of Top 10 Major European Cities for Boom in Visits

EUROPEAN CITIES MARKETING
*This agency gathers tourist figures from 115 European cities and offers an official comparison study each year in a Benchmark Study.

In summary, overnight stays in Berlin grew 8.2 % from 2009 to 2013, as compared with 3.3% growth in London, and a .6% decrease in Paris during those same 5 years.

In total, Berlin tourism grew 42.7%, which also was the strongest growth result among Europe's top 10 cities.

die Anziehungskraft = allure

The reasons Mr. Burkhard Kieker (business leader from visitBerlin) gives for this growth include its "Anziehungskraft" as a city of freedom, tolerance, and authentic history, along with a magnetism for youthful creativity from around the world."

Details below:

Berlin, 23. Juli 2014 Beim Tourismus ist Berlin weiterhin die am stärksten wachsende Stadt Europas unter den Top 10. Mit einem Plus der Übernachtungszahlen von 8,2 Prozent (2,01 Millionen Übernachtungen mehr als im Vorjahr) ließ die deutsche Hauptstadt die beiden anderen europäischen Top-Reiseziele hinter sich: London verzeichnete im gleichen Zeitraum einen Zuwachs von 3,3 Prozent, Paris sogar einen Rückgang um 0,6 Prozent. 

*Das zeigen die neuesten Zahlen der Benchmark-Studie des europäischen Städtetourismusverbandes European Cities Marketing (ECM), die 115 europäische Städte vergleicht. Die jährlich erscheinende Studie gilt als die umfassendste und fundierteste Quelle für Städtetourismus-Statistiken in Europa.

Burkhard Kieker, Geschäftsführer von visitBerlin: „Berlin bewahrt sich ungebrochen seine Anziehungskraft: als Stadt der Freiheit, der Toleranz und als authentischer Ort der Geschichte, verbunden mit einem Magnetismus für junge kreative Köpfe aus aller Welt. Dazu ist es die einzige Weltstadt, die nicht die Welt kostet. Die Mischung aus all diesem ist das Rezept für den Erfolg unserer Stadt.“

Berlin bei Auslandsgästen beliebt

Insgesamt wuchs der Berlin-Tourismus seit 2009 um 42,7 Prozent – das stärkste Wachstum aller Top-10-Städte. 

Zu verdanken hat Berlin das gute Ergebnis dem hohen Anteil internationaler Gäste. Dieses Segment nahm in den letzten fünf Jahren um 55 Prozent zu. 2013 kamen 42,9 Prozent aller Berlin-Besucher aus dem Ausland. Besonders beliebt ist die Stadt bei Spaniern, auch bei Gästen aus Großbritannien, USA, China und Russland hält sie Spitzenplätze. Der russische Quellmarkt hat einen hohen Anteil am Wachstum: Die Übernachtungen stiegen in 2013 um 21,5 Prozent. Zudem bleiben russische Touristen länger in der Stadt als andere internationale Gäste. 

Die vollständige Analyse zum Bestellen: www.europeancitiesmarketing.com bzw. http://www.cvent.com/d/v4q2k7
Zur Studie: Das European Cities Marketing (ECM) ist ein Netzwerk von Stadtmarketing-Organisationen mit Sitz in Frankreich. Die ECM bietet eine Plattform für rund 115 Städte in 32 europäischen Nationen. Die Organisation veröffentlicht jährlich den „The European Cities Marketing Benchmarking Report“, erarbeitet von der MODUL University in Wien in Zusammenarbeit mit der ECM Benchmarking Group. 2014 erscheint die Studie bereits zum zehnten Mal.

Sunday, September 22, 2013

Berlin Artist Phil Collin's YOU ARE WHAT YOU BUY • Art Installation

This Unfortunate Thing Between Us-- in NYC
Newsweek      24 Sept. 2013      by

The only problem with the latest installation by the great Berlin-based artist Phil Collins is that it doesn’t come with an amazing Ginsu knife; it hasn’t got any “buy two get one free” deals; you don’t get a bonus zirconium ring, even if you call before 9 o’clock. Other than that, Collins’s take on home-shopping TV, recently unveiled at the Tanya Bonakdar Gallery in New York, is as gripping and strange as anything on offer in this autumn’s new season of art.



This Unfortunate Thing Between Us, consists of two camping trailers—what Collins and his fellow Brits call caravans—rolled into the gallery and kitted out with all the pleasures of an English vacation. They come with a supply of “crisps,” lime cordial, and, most especially, a flat-screen TV to while away rainy days by the British seaside.

Gallery-goers are invited to curl up and watch the custom programming Collins has prepared.

One of the caravans screens the first night’s hour-long program; the other presents the next day’s broadcast, during which three regular Germans take their place in one of the three experiences.

Over two nights in 2011, on primetime in Germany, Collins broadcast TUTBU TV, a custom-made shopping channel that had all the trappings of a normal one—fast-talking host, slim spokesmodel, a bank of telephone operators—except that what it sold was utterly original. As our sleek host puts it in the subtitled video of the broadcast screening in the caravans, “With the endless electric blankets, gardening tools, upholstery cleaners, and fake jewelry, one need of customers has sunk into the background: the need for experiences.

That is, instead of selling consumer goods, TUTBU TV offered viewers a chance to participate in one of three experiences that the host claims to be Germans’ favorite fantasies:
“Interrogation! Porno! Death!” 
For the “low, low price of just 9.99 euros” you can buy the chance to be grilled by actors
  • dressed as Stasi agents (“Reach for your phone now!”), 
  • to perform in a costume-drama porn flick, or 
  • to wake from a coma and berate the neglectful relatives standing by your deathbed.

Collins’s take on home-shopping TV is gripping and strange.

One of the caravans at Bonakdar screens the first night’s hourlong program, during which the three experiences are “sold” to the television audience. Actors do trial runs of the interrogation, the porn (a foursome), and the hospital scene, while a bank of operators takes customers’ calls.

Collins’s other caravan presents the next day’s broadcast, during which three regular Germans, chosen by Collins from among the hundreds who’ve called in, take their place in the same three fantasies.
  • Gerd Radeke, a middle-aged man from Bremen, gets a grilling from the Stasi about his first love affairs and almost breaks down. 
  • A bearded youth from Berlin (“I’ve always wanted to know how people had sex in earlier times”) chooses to play the part of a bewigged Jane Austen maid who pleasures her mistress while a strapping stable boy and a redcoat have sex nearby. 
  • An elderly Berliner named Klaus Funke tells his assembled family—most are actors, but a few are clearly relatives, weeping real tears—what jerks they have been. 
Klaus Funke berates his assembled family—most are actors, but a few are clearly relatives, weeping real tears—from his deathbed.

One of the standard lines about art is that it’s less about the objects artists make than the experiences those objects provide and what they mean to their viewers. Collins seems to have taken that cliché at face value. His latest artwork seems like pure experience, divorced from consumable aesthetic goods. It’s also guaranteed to mean something to its viewers—in this case, those who’ve bought said experiences and the wider audience witnessing them.

But offering up experiences rather than objects doesn’t pull art out of the world of consumption, and I think that’s part of Collins’s point. As our smarmy host peddles his goods, we have to figure that he’s supposed to stand for an artist—even for Collins himself. And there’s no doubt we’re in the presence of art, rather than of straight commerce or entertainment, because Collins inserts so much artsy weirdness into the broadcast: fright wigs, goth makeup, other avant-garde details worthy of Mike Myers’s “Sprockets” routines. “Let’s find out together what teleshopping can do,” is TUTBU’s tagline, as though it’s exploring a new art medium, the way abstract painters were once told to explore the limits of acrylics.

So even as we art-world sophisticates enjoy the wit and circularity involved in Collins’s gallery installation, we are forced to recognize that we are no better than, or much different from, a couch potato in a cheap trailer, teleshopping for a garden hose.