Internationale ambitioner
I denne case hylder vi det danske design brand, Frederik Bagger, der med Jacob Bech som CMO har fanget essensen i international skalering med skræddersyet lokal kommunikation.
I stwentyfive hylder vi iværksætteri – og især iværksætteri med internationale ambitioner.
I denne case hylder vi det danske design brand, Frederik Bagger, der med Jacob Bech som CMO har fanget essensen i international skalering med skræddersyet lokal kommunikation.
“Man skal jo altid huske på de kulturforskelle, der er. Det der måske virker salgsfremmende i Danmark, det kan blive modtaget på en helt anden måde i Sverige. Nu har vi også med glas at gøre, hvor det er helt oplagt at lave noget med whiskey eller en drink – men et for stort fokus på netop alkohol kan blive opfattet lidt anderledes i Sverige, og derfor skal vi tænke meget over, hvordan vi taler til den svenske forbruger, og hvordan vi sælger vores glas den vej igennem”
Jacob Bech
VP, Marketing & Digital ansvarlig, Frederik Bagger
Frederik Bagger er et ekstremt inspirerende univers med en (familie)historie, der går helt tilbage til 1972, hvor Erik Bagger starter som guldsmed hos Georg Jensen. Efter 15 år starter Erik Bagger som selvstændig og det er netop det mix af kreativitet og iværksætteri, der bliver givet videre til sønnen Frederik. I 2014 kommer idéen til at skabe et brand, der udfordrer design industrien – og i dag er Frederik Bagger et internationalt design brand, der sælger sine glas serier i Skandinavien og Tyskland.
Jacob Bech kom fra SHAPING NEW TOMORROW i 2021 med ambitionen om at skabe et internationalt brand med lokal tilstedeværelse og personlig kommunikation.
Jacob ved fra erfaring, hvad der kræver at skalere forretninger internationalt, mens man tager højde for at kommunikere lokalt – med alle de udfordringer, der kan være kulturelt.
Frederik Bagger har to salgsled med et ecommerce led med fire webshops og en detailhandel med over 500 forhandlere i hele Norden. Alle brands, der sælger sine egne produkter online og har forhandlere samtidig, ved hvor store krav det stiller til sit marketing setup. Der er mange, der skal holdes glade – og med forhandlere i udlandet stiller det et større krav til, at markedsføringen er lokal.
Ikke bare sprogligt. Det skal være aktuelt. Det skal være kontekstuelt. Det skal være kulturelt forankret, og det kræver lokale eksperter.
“Vi har fået enorm god feedback fra de andre lande om vores markedsføringsmateriale. Herunder vores Facebook Ads, vores Google Ads og vores E-mail Marketing – og det mistænker jeg, at det er for vi har den korrekte kontekst, og vi kommunikerer individuelt til landene.”
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