Sustainable Communication
With our messages, we have clearly positioned ourselves as a sustainable outdoor brand - and want to use this to strengthen public awareness of sustainability issues.
Unique positioning based on conviction
The amount and diversity of outdoor goods on the worldwide market has grown tremendously in recent years; buyers can choose from a large number of brands. Supply exceeds demand.
To be successful as a brand, a company has to either invest heavily in advertising to draw attention to itself, or have a unique position that is especially relevant to particular consumer groups.
We opted for the latter route and have made sustainability a compelling differentiator from the competition. This strengthens our customers’ trust in the brand.
Be a role model
"Do good and talk about it": Clearly positioned as a sustainable company, this determines all of our company communications - both internally and externally.
As an active and dedicated company, our communications have a role model and multiplier-effect on others. This relates to our suppliers and competitors, to our customers - and more generally, to the entire target group of outdoor enthusiasts.
Influence on purchasing decisions
We at VAUDE see it as our responsibility to inform customers and increase awareness about the social and environmental challenges in the production of outdoor gear. We also see it as our role to pass on knowledge to our customers and, in addition, to offer solutions to existing problems.
The totality of all our sustainability efforts provides facts and background information that is relevant to our customers and may have a positive impact on their purchasing decisions.
Honesty and transparency as core values
VAUDE places a heavy emphasis on values such as honesty and transparency. We proactively communicate about controversial issues, such as the use of PVC in our products, and honestly state how far we have come with our efforts.
In order to reach all of our stakeholders and to provide them with comprehensive information, we use different media such as our website, press releases, video messages and social media
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Measuring effectiveness with key figures
In order to measure the effectiveness and efficiency of VAUDE marketing, we are working with key figures. These are used to determine realistic objectives and to measure the increase in efficiency compared with previous years.
On Facebook, we reach our consumers with spectacular nature photography, quotes and messages that demonstrate our appreciation for the outdoors. In 2013, we were able to animate our fans with 300,000 "daily stories" (likes, shares, comments).
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Active on Facebook
With images such as these, we achieve a broad reach and develop a powerful force for our message on Facebook.
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In our activities on YouTube, we are interested in changes in the number of subscribers who watch our movies on a regular basis, and the average viewing time per viewer. These figures tell us about the quality of our movies and indicate if action might be needed.
Redesigning the website
Based on the analysis of hits on our website, we found that the pages on “responsibility” were rarely visited in 2013. Therefore, we will be converting our 2014 online content to integrate sustainability aspects into our well-visited product pages.
Studies on brand impression
In addition, we use questionnaires with retailers and consumers to find out how VAUDE’s commitment affects our brand impression. We conducted and commissioned several studies in 2012/2013.
Benchmark Study
VAUDE initiated the first representative study of the German outdoor market, which investigated retail satisfaction for 13 manufacturer brands under the following seven criteria. This was carried out by the independent agency "Benchmarking Excellence".
- Personnel (1st place)
- Customer Service (1st place)
- Business Development and Support (1st place)
- Logistics and supply chain (1st place)
- Consumer marketing (4th place)
- Retail marketing and consumer marketing (1st place)
- Product range development (1st place)
VAUDE was awarded first place in the ranking of overall satisfaction with a rate of 78 percent - see also „Customer satisfaction as the highest goal“.
Primary study on brand awareness
In 2012, we initiated a study on primary brand awareness and on our image. This study forms a basis for further investigations so that we can see how to change our reputation and our image over the course of time.
Due to the large number of external studies on our brand in terms of sustainability, we have chosen not to repeat this study in 2013 and 2014. We will continue in 2015.
Evaluation of external studies and surveys
To assess the effectiveness of our marketing approach, we also evaluate external studies and surveys.
- The readers of Panorama, the membership magazine of the German Alpine Club, with a circulation of more than 600,000 copies, chose VAUDE as the Most Sustainable Outdoor Brand 2013.
- Readers of the magazine Outdoor with approximately 50,000 subscribers chose us as the Brand with the Most Environmentally Friendly Gear in 2013.
