[Emotion Engineering] empowers small and medium-sized businesses

Why companies are increasingly turning to credible and engaging communication in the age of Industry 4.0 and digitalisation

SMEs are the backbone of the German economy. SMEs are highly innovative. SMEs are specialists. SMEs are often ‘hidden champions’. SMEs are quick to act and decisive. We love SMEs!!! That is why we are particularly committed to making SMEs known, visible and tangible. Events, trade fairs and the like are seen in a new light. This is all the more important as external influences and market conditions become increasingly complex. Expectations are rising. In the age of Industry 4.0, global connectivity, social media and radically changed consumption habits, maintaining and strengthening the competitiveness of German SMEs is considered one of the most important challenges.

Digital connectivity has, however, long since made its way into our private lives. Which begs the question of how the ‘private sphere’ should even be defined in future... Whether at home or in public spaces: iPhones and the like are OMNIPRESENT! And with them, the connection to Facebook, YouTube and Instagram, or indeed to business-related networks such as Kununu, Xing or LinkedIn. Practically anyone can now talk about anything and everyone. Anyone can express their opinion at any time. And so ‘hypes’ and ‘backlash’ arise in the blink of an eye and are almost uncontrollable.

Personal experience takes on a crucial role

Live communication – that is, communication that can actually be experienced – is therefore becoming increasingly important. After all, it is all about authentic and credible communication. This fosters goodwill. Goodwill, in turn, makes people receptive to enthusiasm. And enthusiasm leads to identification, which in turn generates loyalty. This works particularly well with strategically embedded event formats, as a tangible part of a multi-dimensional communication process. In the digitalised, uncontrollable world of communication, personal experience takes on the role of balancing the virtual image against tangible reality!

Those who go silent will eventually fade from view

Digital connectivity and digital communication are part of our reality. Those who go silent will eventually fade from view. Target audiences – that is, customers, employees and suppliers – want to be nurtured, courted and genuinely inspired. And: more than ever, people want to identify with something; they want to feel a sense of belonging. Visibility and an actively shaped communication process are therefore becoming increasingly important! This applies to communication with customers as well as to communication with existing and future employees (= tangible employer branding). The ‘personality of the company’ is taking centre stage. The authentic, credible experience. A tangible image. Companies must be an experience in themselves!  

[Emotion Engineering] – A strategy for success that appeals to both the heart and the mind

Reaching target audiences today means questioning existing communication processes and realigning them. This is where [Emotion Engineering] from What When Why comes in. The dual strategy appeals to both the heart and the mind, focuses on the various target groups, and creates new, effective and emotionally driven communication processes. By

This article contains information on the following topics: SMEs, live communication, events, event agencies, human resources, Industry 4.0, emotion engineering, the digitalisation of communication, virtual image, experiential communication, trade fairs, recruitment, customer acquisition and visibility.