The contractor (AN) has the task of conceptualizing, planning, organizing, performing and evaluating marketing activities on behalf of the AG for the German logistics location and German logistics services in a way that is appropriate to the target audience in terms of content and communication and, in consultation with the AG, communicating them. To this end, he has to carry out market analyzes with special consideration of the future trends relevant for logistics marketing and current and foreseeable technological, economic and political framework conditions and on this basis to develop a broad marketing strategy, which also includes a well-founded selection of priority target countries and the various online -, offline and hybrid marketing instruments can be efficiently linked. In addition, on behalf of the Federal Ministry of Transport and Digital Infrastructure, he has to organize the necessary coordination with the development association, market participants at home and abroad and with the federal states.
In detail should
- On the basis of a market analysis, an overall marketing strategy can be developed for the AG, which includes, among other things, priority countries, target groups, messages and an effective mix of communication instruments and channels. The aim is to make the performance of German logistics services increasingly better known abroad. The activities should be accompanied by participants from business and other contexts. To this end, target group-specific measures must be developed
- In this context, in particular, a digital concept is developed, implemented and continuously maintained with a qualified website geared towards targeted marketing and targeted use of social media. In terms of an overall strategy, these digital instruments must be efficiently linked with non-digital and hybrid marketing instruments and continuously updated,
- The logistics location Germany and German logistics competence in the context of trade fairs at LAG's own stands, which are regularly accompanied by the AG at a high level, for foreign economic players in relevant industries with export and import potential (e.g. automotive, mechanical engineering, chemistry, electronics, pharmaceuticals, food , Clothing, logistics.) And be better known among logistics service providers abroad and their advantages made more visible,
- In the context of individual, targeted delegation trips, with events and meetings for German logistics competence, and specific orders from foreign companies for the German logistics industry are generated and / or cooperation or consulting services are agreed with German companies; The Contractor also uses partners abroad or its own foreign representations and already has international contacts and networks; the delegation trips should be linked with the digital marketing instruments,
- Advertising materials are created or procured with which German location advantages and logistics competence for the logistics location can be advertised.
The participation documents contain more information (see order documents, available under Section I.3).