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Innovation doesn’t just mean product
innovation. It is important that the market
perceives our products for what they
are, and that this perception reflects
back on the ZOLLER brand. And market
ing measures are targeted to make this
happen. We want to set a tone within
the industry regarding the innovative
technologies we use in our marketing
measures, with new event formats, and
bold new methods of presentation.
Within the marketing team, we’re
constantly communicating our complex
technical solutions in an easy-to-
understand way while striving to make
them as tangible as possible to our
audience. This might mean a video of a
speedy 3D camera journey through the
manufacturing plant, or a high-quality
graphic that directs the viewer’s eye
toward key customer benefits.
“Innovation Reflects Back on the Brand.“
Dr. Karin Steinmetzer, Head of Marketing at ZOLLER
I NNOVAT I ON
29
Z.magazine 2017