Neumann
UI/UX screen design, brand community &
online marketing
Corporate website, concept, design + online and offline dealer finder
Client
Neumann
Industry
Audio technology
Solution
Customised software & apps
Digital strategy, conception & wireframing, prototype development, e-commerce design (UI/UX), online marketing
The project at a glance
- Strategic development of an entertainment and community platform to address the B2C customer group of professional home users.
- Conceptualisation of the user experience and implementation of a sophisticated UI/UX design.
- Paid advertising: The project is flanked by SEA and social media campaigns in Europe, Asia and the Anglo-American region.
About Neumann
It's hard to imagine a professional recording studio without Neumann microphones? For decades, Neumann has been recognised worldwide as the leading manufacturer of studio microphones. With the completely redesigned Neumann Homestudio Academy online platform, the traditional brand and Sennheiser subsidiary Neumann is addressing the target group of professional home users for the first time.
Starting situation
Some brands have led the way, Neumann has the potential: from an exclusive luxury brand for the few to an established premium supplier for the many. As part of the realignment, Neumann wants to target discerning hobby musicians who want to bring a piece of music history and German engineering into their home studio with a Neumann. The aim of all measures is to exploit new potential without diluting the brand essence of the traditional Neumann brand.
What were the challenges?
Online and offline Dealer finder
As Neumann does not have its own online shop, ACID21 has successfully implemented a dealer finder that works both online and offline. This tool enables customers to locate dealers in their vicinity or to check the availability of products in dealers' online shops in real time. A lead-out to the online retailer was implemented, which displays the live availability of the respective items in connection with the respective country. In addition, retailers benefit from a dedicated backend that enables the upload of product feeds, allowing several shops and retailers to be efficiently networked. This integrative system combines user-friendliness with functionality by creating a seamless connection between consumers and retailers.
Product registration
ACID21 has introduced a customised product registration application for Neumann that allows customers to register their products by serial number. This specially developed platform not only allows customers to easily register and manage their products, but also to benefit from special advantages. Registered products can enjoy special benefits that are exclusively intended for registered users. This strategy intensifies customer loyalty by creating added value and rewarding brand loyalty.
Creation of campaign landing pages plus online marketing
ACID21 has developed and implemented a number of effective marketing strategies for Neumann. These include the creation of various campaign landing pages, including operation and hosting. These pages serve as the centrepiece of international advertising campaigns in countries such as the USA, Japan, Australia, India, the UK, Canada and Europe. ACID21 also ran targeted online marketing campaigns on platforms such as Google Ads, Facebook and Instagram with the main aim of increasing traffic and brand awareness for Neumann. A professional social media presence was also established to promote a direct dialogue with the target group and further expand the brand presence.
We have been working with ACID21 since 2015 and have successfully completed many projects together since then. We recognise the agency as a reliable partner at our side and particularly appreciate their interdisciplinary approach. Concept, design, programming and online marketing - everything comes from a single source and is therefore perfectly harmonised.
Mark Foelsener
Georg Neumann GmbH
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