Since 2015, the independent consulting firm bulwiengesa has been investigating the various facets of the German logistics real estate market in its "Logistics and Real Estate" study series, together with its four partners Berlin Hyp, Bremer, Goodman and Savills. The study does not only outline purely quantitative developments. Rather, numerous practicing actors have their say and take a stand on current issues and market developments.
In 2016, this study was the starting point for a widely diversified content marketing project. This campaign was intended to generate broad interest in the study content, to establish the market view as a relevant source for logistics real estate and to position the project partners as trendsetters and experts in their respective service areas. The primary goal of the project was to make the study known in defined target industries and to generate as many downloads as possible on the bulwiengesa homepage and its own microsite.
Prior to the study launch, additiv pr placed the survey results exclusively in selected business, logistics, trade and other industry media. These publications were visually supported by a powerful info graphic. In addition, additiv pr developed a social media campaign for twitter, Xing and LinkedIn. The agency supported the official launch of the study at the EXPO REAL trade fair with presentation material. At the same time, the media were informed about the study topic with a press release.
Handelsblatt, Wirtschaftswoche, Süddeutsche Zeitung as well as Lebensmittel Zeitung and many other industry media took up the topic. Over 50 publications and a media equivalent value of far over 300 TSD euro are a clear result. The social media campaign was also convincing: each tweet on twitter reached up to 35,000 accounts, individual posts achieved up to 600 views on Xing. In total, more than 90 people visited the official launch of the study at EXPO REAL. Ultimately, the study recorded more than 1,000 downloads on the microsite and the bulwiengesa homepage.