Using a chameleon strategy to counter the Corona crisis
Adapt quickly and flexibly - that is the chameleon strategy. Only extremely flexible SMEs can adapt the value of a company to a new business field at such short notice, as required by the Corona pandemic. One example of this is Ansatz Werbung GmbH in Bad Zurzach.
Since its foundation, Ansatz Werbung GmbH has been assisting SMEs in advertising-related matters. Then as now, the company offers effective advertising measures, from targeted marketing and consulting to the delivery of the street sign. The managing director is Hans Jürg Domenig. He has built up over 300 franchises in Germany, Austria and Switzerland. This is probably why he is described by Wikipedia as the "franchise pioneer of Switzerland". Today, he employs 10 people in his own business.
On the market for 30 years
This company has now existed for over 30 years. By constantly adapting to the spirit of the times and the political situation, Ansatz Werbung is in the black even in the crisis year 2020. In the beginning, Hans Jürg Domenig only sold advertising concepts for SMEs, which had previously been reserved for medium-sized and large companies. He soon expanded his range to include advertising technology, because the demand for this was particularly high among SMEs. This in turn gave rise to the franchise system, which developed from Switzerland via Germany to Austria.
Even in the crisis triggered by Corona, the approach team quickly opened up a new line of business: printing masks. This new line of business enabled the company to generate 50% of its sales. However, this demand has also already started to decline again.
Always adapt: The chameleon strategy
That is why the next project of the company is called furniture foiling. As the Corona pandemic has been keeping people at home for over a year, the desire for a new environment is growing. However, the idea of sustainability makes a completely new furniture impossible. This is because the climate demonstrations are still stuck in people's minds, and the environmental issue and the climate crisis are also still present in the media. So the furniture has to continue to be used, but it's still boring. So what to do?
It was in this context that Hans Jürg Domenig's team came up with the idea of furniture foiling. If the existing furniture is newly covered with foil, they can be given a second life. The foil is durable, does not peel off or fade like paint, but it can also be changed at any time; an optimal solution, therefore. Once again, one has quickly and flexibly recognized a trend and is forming a new line of business. Always adapting: This is the chameleon strategy of the advertising approach.
More information: www.ansatz.ch
