HOW DO I PLAN B2B ADVERTISING STRATEGICALLY – AND WHICH MEDIA CHANNELS REALLY REACH MY TARGET AUDIENCE?
STRATEGIC MEDIA PLANNING FOR MEASURABLE VISIBILITY
From selecting relevant trade media to lead generation campaigns – we place your content where decision-makers actually pay attention.
- Target audience analysis and media selection
- Print and digital advertising planning
- Performance tracking and optimization
Successful media planning ensures that your advertising reaches the relevant target groups.
A strategic media planning process is therefore an essential and effective tool for driving sales and critical to your company’s success.
Through targeted advertising both in trade journals and as banners on relevant portals, you increase the attractiveness and ad awareness of your technical products and services.
We advise you on selecting suitable print and online media.
5 reasons why we are the right partner for your media planning:
Because we maintain close contacts with over 100 trade journals and online media
Because for 25 years we have known how print and online media work
Because we offer integrated communication through ads, banners, and social media
Because we place your ad target group–specific and strategically
Because we plan independently, transparently, and customer-oriented
“For 25 years, the team at awikom has been shaping our successful press work for the technically sophisticated products and applications of PST Process Sensing Technologies GmbH. You could say we are a ‘well-rehearsed team’. Working with the professionals at awikom is effective, demonstrably successful, and also great fun! We warmly congratulate them on their company anniversary and wish them continued success and creative ideas!”
Rolf Kolass, Managing Director
25 Years of Media Planning for Process Sensing Technologies: Long-Term Visibility in the Industry
For 25 years, we have been supporting Process Sensing Technologies – an internationally operating industrial company specializing in precise sensor solutions for measuring humidity, oxygen, and other gases. What once began as a classic print campaign for Michell Instruments in Friedrichsdorf has evolved into a successful cross-media mix of trade journals, online portals, and industry newsletters for PST. Read more...
Visibility Among a Niche B2B Target Group as a Challenge
The client’s goal: consistent visibility in specialized industrial sectors, especially among decision-makers in process and measurement technology – and all with efficient use of the media budget.
What’s needed is a media plan for print and online channels that achieves high relevance among a relatively small but highly qualified target group.
Tailor-Made Media Planning as the Solution
Every year, we develop a customized media plan together with Process Sensing Technologies. This plan is based on a thorough analysis of media data, evaluation of reach, and selection of suitable print and online formats.
Our cross-media strategy combines:
- Ads in leading trade journals for measurement and sensor technology
- Placements in industry-specific email newsletters
- Presence on target-relevant online portals
We always keep an eye on budget efficiency as well as reach, visibility, and target audience coverage.
Through continuous and finely tuned media planning, Process Sensing Technologies has been able to strategically increase its brand awareness in the industry.
The ads in trade magazines also serve to support our press work. For 25 years, we have been writing and distributing press releases for this client. Our close relationships with publishers – whether in advertising departments or editorial offices – lead to strong synergies between media planning and press work.
Our Services at a Glance
- Strategic media planning (print & online)
- Selection of suitable trade media in the DACH region
- Researching new trade media when target groups shift
- Design of ad creatives
- Format adaptations
- Writing newsletter ads
- Planning and managing ad campaigns
- Ongoing optimization and performance tracking
Conclusion: Visibility Can Be Planned
Effective media planning comes from experience, industry knowledge, and a systematic approach. With 25 years of experience in B2B marketing communication, awikom helps industrial clients achieve greater visibility and recognition in their target markets.
LAE Special Analysis 2024: Trade media remain the most important information source – and thus top influencers – for professional decision-makers in Germany.
Personal Consultation for Your Advertising Success
The foundation of every successful B2B media planning.
Structured implementation of measures in appropriate media.
Measuring the performance of ads and media strategies.
Based on clearly defined target groups and market knowledge.
Targeted placement of ads to increase your brand awareness and reach.
Combined advertising strategies in traditional print media and digital channels.
Placement of your message in target-relevant, industry-specific media.
Strategic measures to attract qualified specialists and executives.
Effective ad placement to fill open positions.
Publication of job offers on high-reach job portals.
Reach your target group precisely – Contact us!
Media Planning for Print and Online AdvertisingFrequently Asked Questions about B2B Media Planning
PR generates editorial credibility but cannot be controlled. Media planning complements it where targeted visibility at a specific moment matters – before a trade fair, at a product launch or in a target group that is difficult to reach editorially. According to the LAE special analysis 2024, 85.5% of decision-makers regularly or occasionally refer to trade publications – they remain the most important source of information for professional decision-makers in Germany. (Source: LAE special analysis 2024, Deutsche Fachpresse, base: 3.13 million decision-makers)
The foundation is a target audience analysis: who makes the decisions, which media do they use, what reach and cost-per-contact are realistic? awikom maintains close contacts with more than 100 trade publications and online portals in the DACH region – built over 25 years of PR and media planning for industrial companies. Through long-standing press relations, awikom knows editorial teams and publishing houses equally well.
The right allocation depends on target audience, media mix and communication objective. awikom starts by clarifying: what is the campaign trying to achieve – awareness, product launch or lead generation? Who decides in the target group, and where do they get their information? On this basis, awikom develops an optimal mix of print and online media – transparent, independent and budget-efficient. Advertisements in trade publications, banner advertising, newsletter placements and social media ads are combined to fit the objective.
awikom documents placements, analyses reach and contact figures and reports transparently. For digital formats, click-through rates and conversion data feed into the evaluation. The media mix is continuously optimised on this basis – not planned once and then forgotten. Planning, design of ad creatives, execution and performance review are all handled in-house.
Yes – and this is often the most effective approach. Editorial placements and advertisements in the same trade media reinforce each other: visibility increases, backlinks strengthen SEO, and the editorial relationship benefits from the advertising relationship with the publisher. awikom has been managing Process Sensing Technologies crossmedia for 25 years – with advertisements, press releases and newsletter placements in the same trade media.
Our clients speak for us
Social Media
Presence and interaction on relevant social platforms for B2B communication.