Get the FLASH PLAYER to view this magazine:

Get Adobe Flash player

- or -

View as HTML version

www.psi-network.de PSI Journal 5/2016 leaner company, optimize the sales process, and sketch a ‘proof of concept’ that I could implement with online sales of personalised lanyards under the claim ‘Lanyardpeople’. That was in 2012, and it worked so well right off the bat that I could easily imagine trying it out with other products, too. After all, you can put a logo or advertising method on anything.” So it was not long before the birth of the “allbranded idea” with which Arne Schubert started off as early as 2013. ESTABLISHED AS AN ONLINE SPECIALIST At first, the young company had 5,000 items in its range and its philosophy of presenting original, creative, and trendy promotional products as an online specialist was so well received that the supply soon grew to 10,000 products. “Low-priced, fair, professional, convenient, innovative, and fast” were and still are the characteristics allbranded practices, which have increasingly been joined by the attribute “all-encompassing”. Now the portfolio of the Hamburg-based company runs to around 60,000 customizable products from all areas of advertising specialties. In the process, they showed a good feel for innovations and trends, and convinced customers with a perfectly structure network of well-known suppliers. Custom-made products were made in select production plants in the Far East after being conceived and being conclusively released by customers. In addition, local agencies ensured targeted product sourcing. Of course, visiting the PSI was also obligatory for the allbranded product research and public relations. “As far as the choice of products is concerned, we select with a strict orientation to quality and also pay attention to adherence to all important international standards, guidelines and certifications,” emphasizes Schubert. RAPID GROWTH “From the very beginning, we did business with a real start-up mentality,” says Schubert, sketching the verve and positive energy of this thoroughly young team marked by the entrepreneurial spirit, which was out to “make the topic of promotional products emotional, sexy, and accordingly take it online.” With a lean concept and attractive offers, it quickly succeeded in gaining even big customers. “In early 2014, we managed to win over 330 investors for the allbranded idea by means of a crowdfunding campaign, so that we were able to invest a great deal more in our business model and position ourselves much more professionally,” reports Schubert. Keywords were optimized on the web and thereby significantly enhancing allbranded’s Google search volume. “So far, we have been able to at least double our sales each year,” he adds, not without pride. In fact, allbranded has managed to take a respectable 25th place in the current growth ranking of “Gründerszene”, the leading medium for start-ups, with its growth of 222 percent. This rapid expansion is also reflected in the number of employees. Where the first year saw only three, the allbranded team has since grown to fifteen following the financing round. These also include two trainees who could well be a foundation for adequate young talent. RECOGNIZING THE POTENTIAL OF THE WEB At allbranded, the potential of the Web was recognized. The fact that the young company has been able to trim the focus of the internet distribution channel to online or to seasonably “proselytize” (as Arne Schubert puts it), speaks in favour of this ap- proach. Lucid, competent, visually appealing, and structured is how the allbranded website presented promotional products in the form of special brand worlds, also elucidating intently “the power of promotional products”, describing all that promotional products can do, providing practical tips on suitable promotional products, and on various ways of customizing and their effect, on the right way to use advertising gifts and the specific advantages to using promotional products. With only a few clicks of the mouse, you can configure and order your products. In addition, individual, in-depth consulting from the allbranded team facilitates the search for exactly the right promotional product to effectively be incorporated into advertisers’ marketing programmes. WIDE SPECTRUM OF DIFFERENT CUSTOMERS “The spectrum of our customers ranges from small operations, like the corner butcher, to medium-size companies up to wellknown players on the international markets. Yet we give every customer the same attention, trying to work up a concept optimally tailored to the respective advertising goal,” explains Schubert. And in doing so, allbranded obviously gets convincing results. The likeable as well as dynamic Hamburg company has managed in only three years to establish and maintain a customer base of more than 2,000 satisfied corporate clients. 75

Page 1
Page 2
Page 3
Page 4
Page 5
Page 6
Page 7
Page 8
Page 9
Page 10
Page 11
Page 12
Page 13
Page 14
Page 15
Page 16
Page 17
Page 18
Page 19
Page 20
Page 21
Page 22
Page 23
Page 24
Page 25
Page 26
Page 27
Page 28
Page 29
Page 30
Page 31
Page 32
Page 33
Page 34
Page 35
Page 36
Page 37
Page 38
Page 39
Page 40
Page 41
Page 42
Page 43
Page 44
Page 45
Page 46
Page 47
Page 48
Page 49
Page 50
Page 51
Page 52
Page 53
Page 54
Page 55
Page 56
Page 57
Page 58
Page 59
Page 60
Page 61
Page 62
Page 63
Page 64
Page 65
Page 66
Page 67
Page 68
Page 69
Page 70
Page 71
Page 72
Page 73
Page 74
Page 75
Page 76
Page 77
Page 78
Page 79
Page 80
Page 81
Page 82
Page 83
Page 84
Page 85
Page 86
Page 87
Page 88
Page 89
Page 90
Page 91
Page 92
Page 93
Page 94
Page 95
Page 96
Page 97
Page 98
Page 99
Page 100
Page 101
Page 102