Communication strategy for Fagerhult's market entry in Germany
Basis for the successful launch: B2B target group
analyses, industry knowledge and a holistic strategy
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From March 2025, the Swedish company Fagerhult will be offering its energy-efficient office lighting solutions in Germany. Picture: The Notor 36 light line Copyright: Fagerhult
Für das Unternehmen Laminam erarbeitete unsere Agentur einen strategischen Contentplan, der die Design-Kollektionen und Referenzen des Keramik-Herstellers in zielgruppenwirksame Inhalte transferiert.
A successful market launch requires far more than a mere announcement - it requires a communication strategy based on sound market knowledge, a targeted approach to relevant target groups and precise brand positioning. Particularly in the field of technical lighting, it is crucial to communicate the complex advantages of new luminaires to architects and planners in a clear and comprehensible way.
With its move into Germany, Swedish lighting manufacturer Fagerhult is targeting a market with great potential in the office equipment sector. Fagerhult has the best prerequisites for this: The company has almost 80 years of experience and a successfully established, strong market position in Scandinavia and other parts of Europe. Fagerhult commissioned us with an integrated communication concept that ensures a well thought-out media planning and PR strategy for a targeted approach to specialised journalists and B2B target groups.
The visit to the production facility in Habo, Sweden was an important starting point for the communication strategy. Copyright: Fagerhult
Positioning through content
In addition to traditional PR work, we prepare content in such a way that even technically complex topics become understandable and relevant for the target groups. One of our key strengths lies in developing precise key messages for different target groups and tailoring them to their specific needs. Light plays a key role in the design of modern working environments in particular - and this is precisely where we come in with our proven expertise in the Future of Work. It allows us to credibly position brands such as Fagerhult in this forward-looking environment - a clear argument for companies that want to enter new markets with us in terms of communication strategy.
In its communication, Fagerhult repeatedly refers to the relationship that the Swedes have with light during their long winters. This message should also be conveyed in German. We did not undertake a classic translation, but instead translated Fagerhult's emotional ‘tone of voice’ into German - with an approach that is both technically sound and inspiring for the B2B target groups.
Emotional copy that stands out: We adapted the Fagerhult campaign into German for print adverts in architecture magazines, among other things.
I am impressed by how quickly the team at Vesting has grasped Fagerhult’s DNA and tonality. I appreciate their efforts in understanding our brand and creating a strategic media plan for our market entry into Germany, along with their personal commitment and attention to detail.
Emma Pantzar
Senior Marketing Manager,
Business Area Premium von Fagerhult
Media strategy: visibility right from the start
The launch of a brand depends on media presence - and this can only be achieved with strong networks. Thanks to our contacts with specialised media in architecture and lighting design, we were able to position Fagerhult specifically in the perception of the target groups as part of media planning and editorial measures. Close coordination with editorial teams and strategically placed articles ensured that Fagerhult was already present in the most important German architecture media within the first few months - from the trade press to online industry portals.
With targeted event formats - for example as part of architectural events - we also bring Fagerhult into direct dialogue with the relevant target groups of architects and planners. The strategic mix of online, print and live communication is crucial for conveying expertise and making the brand not only visible but also tangible - as an innovative player in the German lighting industry.
At the Experience Centre in Sweden, architects and planners can meet with the experts from Fagerhult for one-on-one meetings. Copyright: Patrik Svedberg
Strategische PR -
Von der Vision zur Realität
Seit 2018 konzipieren wir PR-Maßnahmen für den renommierten Münchner Leuchtenhersteller Ingo Maurer. Als langjähriger Wegbegleiter der Unternehmerfamilie mit tiefem Verständnis für die Unternehmenskultur und unserer jahrelang gewachsenen Expertise in der Lichtbranche brachten wir viel Leidenschaft für diese anspruchsvolle Aufgabe mit.
Michael Fischbacher
CEO, Christian Fischbacher
Wir schätzen die Arbeit mit Nicole Vesting sehr. Sie versteht unsere Themen, Abläufe und Bedürfnisse, so dass die Zusammenarbeit schlank und gewinnbringend funktioniert.
Identification of B2B target groups through market analysis
Before a brand can be successfully communicated, its market environment and customer segments must be known. We therefore commissioned comprehensive B2B market research to analyse the specific requirements of the German market. This included a differentiated study of the needs of the B2B target groups of architects, lighting planners and decision-makers in companies as well as a comprehensive competitive analysis in order to optimise the positioning of Fagerhult.
After visiting the production facility in Sweden, we captured Fagerhult's DNA in a comprehensive communication concept: Which values take centre stage? Which products set new standards? Which technological innovations set Fagerhult apart from other suppliers? Our extensive industry experience - including many years of positioning national and international customers in the lighting industry - puts us in a position to present even technically demanding topics in a precise, understandable and target group-orientated way.
Complex products: Fagerhult launches in Germany with the sustainable office lamp Multilume Re:Think, whose housing is made from recycled solid cardboard.
Copyright: Fagerhult