With more than 500 million magazines sold per year and sales of over €2.2 billion, Bauer Media Group is one of Europe's largest publishing houses. With Mediengruppe Mitteldeutsche Zeitung and Mediengruppe Magdeburg, Bauer Media Group owns the two largest daily newspaper publishers in Saxony-Anhalt.
challenge
Two fully equipped media sales organizations that previously operated as competitors in the market are now under one roof following the acquisition of BAUER MEDIA Group. How can we merge these completely separate structures into a modern, powerful, and efficient marketing organization?
Procedure
- Analysis of key figures and KPIs (such as customer structure/overlaps, support rates, conversion rates, market information), marketing tools, and existing structures, systems, and resources.
- Development of a target organization that combines the "best of both worlds," together with the sales management teams of both publishers.
- Definition of core processes – dimensioning and staffing of the new organization.
results
The project resulted in the founding of Media Mitteldeutschland (media-mitteldeutschland.de), which remains the leading media marketer in Saxony-Anhalt to this day. The regional marketing areas were redesigned and repopulated in a customer- and market-oriented manner, especially at the borders of both distribution areas. Sales were developed from product-related marketing to cross-channel and cross-brand consulting sales (360° marketing).
Thank You"
Marco Fehrecke
Executive Director