Face 2 Face Consulting Services (F2F) is based in Burgenland, Austria. We offer writing and communications services to small- and medium-sized businesses. We also offer social media management and sector-specific language training.
* Website coming soon!
As we gear up for the official F2F launch, identifying potential customers and finding ways to attract their business are our top priorities.
What do we know so far?
Burgenland’s economy is dominated by small- and medium-sized enterprises which provide a range of products and services, especially in the hospitality and beverage industries. Our target audience includes businesses-to-consumer (B2C) and business-to-business (B2B) enterprises wanting to attract English-speaking clients and a greater share of foreign markets.
During Stage 1, we will focus on wine producers located in and around the market town of Gols. Gols is the heart of Burgenland’s wine producing industry and – due to proximity to our home office – makes face-to-face meetings easy.
Demographics is the study of a given group of people. Here, you might look at age, gender, ethnicity and marital status. For businesses, demographics help you understand who buys your products or services.
Our target audience share a number of demographic characteristics, such as:
- German-speaking with strong family roots in Burgenland;
- Mostly Catholic with a few Protestant communities;
- Largely family-owned and operated businesses with several generations working side-by-side;
- Businesses appear to be headed by men, but women play a strong role in day-to-day operations and management.
Psychographic attributes – or IAO variables – include Interests, Attitudes, and Opinions. They could also include lifestyles, personality and values. For businesses, psychographics help you understand why customers buy your products or services.
According to Mandl & Dorr (2004), our target audience share a lot of IAOs such as:
- Those active in traditional fields rarely use the internet to access external knowledge, especially entrepreneurs over the age of 30;
- Follow ad-hoc or reactive planning for continuing education and marketing activities (i.e. after a problem has arisen);
- Develop too few forecasts and strategies as a direct result of lack of time;
- Tend to concentrate on existing competences and dismiss important industry changes;
- Growing awareness of the importance of competence development (e.g. marketing, soft skills, industry-specific education).
During the planning stage, our research discovered that:
- Only 22% of wine producers had bilingual websites (English / German), while more than 25% had no website; and
- 26% of accommodation facilities featured bilingual websites, while almost 20% had no website.
Building a brand in a rural environment requires a unique blend of personal and professional strengths. It’s expected that timeliness, quality of relationships and social status within the community will be as important as quality of products and services.
Since traditional marketing methods are still very popular here, F2F will be promoted through face-to-face networking, business card distribution and mail-outs. We will also be listed on business directories and registered with the local Chamber of Commerce.
Supporting our face-to-face efforts, our website will feature information about our products and services as well as an introduction to my personal and professional background. In addition, our social media campaign will include: an industry blog, e-newsletters, Twitter and LinkedIn accounts. These features will offer learning resources and help build our reputation as an industry specialist.
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This post was written as a requirement for COM0014: Digital Communications. If you’re interested in learning more, check out Algonquin College’s Social Media Certificate programme today!