EXECUTIVE SUMMARY

This project was conducted to build a marketing strategy for the state-of-the-art industry e-learning platform FESTO LX to enable the next step “FESTO LX goes industry” for the platform. With the growing demand for e-learning products a target-oriented strategy was needed to prioritize next steps and find the right way of communicating decided information on the fitting channels.

Goal

Initially, the learning platform of FESTO LX was tailored to the needs of the academic market, not only feature- but also content-wise. The goal of the project was to come up with a marketing strategy for a learning platform to enable the entry of the product into the industry. Therefore, also means of overcoming the lack of visibility had to be researched to consequently advise the project partner how to overcome the latter and establish a strong brand in the industry market.

Methodology

In order to achieve the initial goal of a marketing strategy, a combination of methodologies was used to ensure the achievement of the goal. Firstly, in terms of primary data collection, qualitative interviews were used to get further insights in the market and evaluate the needs of potential customers. Secondly, for the secondary data collection a SEO analysis as well as channel analysis were used to assess the status quo of the current visibility of the platform.

Results

To get a strong foothold in the industry, the platform needs visibility and the right way of communication to its customers.

The most important recommendation for Festo Didactic is to really tap into HR decision makers network and in the process increasing word of mouth traffic. This can be achieved by organizing an industry event where HR decision makers from various industrial companies are invited. It is also recommended to improve SEO of the Festo LX website and to install better links from the Festo Automation website to Festo LX (for example through a banner on top of the homepage).

There are nine key trade fairs of strategic relevance for improving brand awareness of Festo Didactic. However, it is important to note that every trade fair at which Festo Didactic is present increases their visibility in the industrial market. The most important recommendation for journals and blogs is that currently Festo LX has no meaningful reviews from independent sources like existing customers. The last important information channel that needs improvement is social media. Here, every social media needs to be analyzed separately in regard to the audience and purpose. For example, LinkedIn is the most important social media for Festo LX, because the target group are professionals, and the purpose is network enlargement.

Cooperation Partner

• Festo
  Festo Campus 1
  73734 Esslingen
  Germany
  www.festo.com/at/en/

Contact Person

• Dr. Ute Gebhard - ute.gebhard@festo.com

Student Team

• Jacob Dannenmaier

• Marina Yazykova

• Jessica Paul

• Martin Baumann

• Benedikt Lucny

Project Manager

• Caroline Fabian

• Shtefi Mladenovska