Posts Under: Arno Langbehn

Listen and Adapt to the Customer for Success in Launching New Products

Focus on customers and not ourselves, Arno Langbehn, CEO, B. Behr's Verlag GmbH & Co. KG, told us in a Pre-Conference Workshop titled Extraordinary Examples for Marketing, Product Development and Sales and How to Implement Them Successfully Into Your Publishing House at SIPA 2019 last month. That video is now posted here—it also includes Kiplinger President Denise Elliott and marketing director Chris Moffa talking about emails and renewals.

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10 Marketing/Renewal Takeaways From SIPA Annual 2019

In a well-attended Pre-Con Workshop on Day One of SIPA Annual 2019, Arno Langbehn, CEO, B. Behr's Verlag GmbH & Co. KG, covered Steve Jobs—"It's not the customer's job to know what he wants"—superheroes (well, kind of, "The hero is the customer," Langbehn said)—Groundhog Day (the film and the idea of using the information that you know to sell)—and ponchos ($5 when dry, $20 when it's raining—strike when something's hot). 

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Personalized Video Can Boost Sign-Ups and Provide Valuable Content

"For our annual quality management conference, we successfully tested a new form of advertising: We sent a personal video to the participants of the last two years who had not yet registered," Arno Langbehn, CEO of Behr's GmbH in Hamburg, Germany, told me recently. "The result was 30 videos sent, three registrations and $6,000 in revenue from these former participants. The time expenditure in total was two hours."

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How Behr's Parlayed Its Topic and Audience Knowledge Into Event Success

I might not think that a behind-the-scenes look at the food inspection services at Frankfurt Airport is all that exciting, but for heads of quality management and food safety in Germany, it is. The area is normally restricted to visitors, and the criteria used to check the incoming food and what leads to rejection of the products can be telling in the field.

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