Problem Statement

The Senat der Wirtschaft is, as it became clear from the interviews, quite unknown among its desired target group, which is one of the main problems, if not the main problem, in acquiring new members.

Solution Approach

In order to increase visibility, an advertising and marketing campaign should be launched. However, this is a rather financially costly procedure, which means that general and untargeted advertising measures would be a waste of financial resources. These would most likely not be efficient for their respective costs regarding the aquisiation of new members. Therefore, it is certainly much more effective to spend money and put it into targeted advertising measures that will be seen by the desired target group.

For this purpose, the social media networks LinkedIn and XING are very suitable. On platforms like these, there are a large number of people or entrepreneurs in exactly the desired target group (in terms of age, location, field of business, etc.), so it is possible to address exactly the right audience with relatively manageable financial outlay.

Implementation

The implementation of this is very simple and can be accomplished with little effort. As an example, let's take the largest and best-known of all business platforms, LinkedIn.

The advertising tool of this social media network, LinkedIn Marketing Solutions (https://business.linkedin.com/de-de/marketing-solutions/ads), offers the possibility to start a marketing campaign in only 6 steps, in which all desired details can be stored. The individual steps would be:

• Log in to the campaign manager. • Choose your campaign target. • Define your target group. • Choose your ad format. • Set your bid and budget. • Finalize your ad design.

There is no commitment period and if needed, the campaign can be cancelled at any time. On other platforms like XING, the process is similarly straightforward.