POSITIONING
& CONTENT STRATEGY

RELEVANCE IS NO COINCIDENCE

EVERYONE WANTS TO BE RELEVANT. BUT ONLY ONE PATH LEADS TO THE GOAL:

Understand how your market perceives your topic and product fields, what the needs and use cases  are, and on which occasions with which expectations these become “acute”. Besides, communication has two sides: Whatever you want to be – people have to buy it. For this, it is important how you and other players are located. Our AI maps this playing field for you and shows the shortest way into the heads and hearts of your desired audience.

POSITIONING WITH HASE & IGEL: WHAT IS IT?

What do my stakeholders mean when they call for “more attitude” or demand “sustainability”? For what reasons do customers buy this natural product and how do they prefer to prepare it? Who might be interested in my new development and for what occasion? What topics do I need to talk about to reach the right people? As the “best in DACH” (Stevie Awards 2022 and 2023), our AI solutions show you faster, more neutrally and more interactively than any other method what really makes your market tick and where your opportunities lie. Completely unbiased, our algorithms create a “mental map” of your target groups – and show what is really relevant for them, who plays a role in this context and how you can best reach them.

HASE & IGEL FACTOR:

NEUTRUM
TOPIC NAVIGATOR

RELEVANCE DOES NOT COME BY CHANCE

How does my target group see the topic? Which camps exist in the market? The TOPIC NAVIGATOR shows you the way to the best positioning:

  • Best Content Analytics Tool (Stevie Awards 2022 and 2023)
  • Your map of what the market is really interested in – and in which context
  • Reveals what activates and emotionalizes
  • Shows how brands and people are positioned
NEUTRUM TOPIC NAVIGATOR

NEUTRUM AI TARGETER

IN THE RIGHT PLACE AT THE RIGHT TIME

On which channel and when do I optimally address my customers? And where is the competition? Discover it with the AI TARGETER:

  • Best Sales & Marketing Intelligence Tool (Stevie Awards 2022).
  • Contextual & Semantic Targeting without Cookies
  • The right content on the right channel at the right time
  • Including competitor & advertiser analysis
NEUTRUM AI TARGETER

WHAT CAN BIG DATA ANALYTICS DO FOR MY POSITIONING AND CONTENT STRATEGY?

  • Understand which topics are important to your target group and how they are connected
  • Discover the different camps in your market, their use cases and protagonists
  • Identify the occasions, arguments and communication paths that really activate
  • Discover where you and other players are located in the market

This gives you the perfect basis for being truly relevant to your (desired) customers and for being understood – by docking to the appropriate use cases at the right occasions with the right words. And by delivering your tailored content at the optimal time and place.

Wie ein Spirituosen-
Hersteller während der Pandemie relevant blieb.

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TAETi PATUS.

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mehr erfahren!

SUCCESS STORIES

Screenshot Dashboard Traffic und Werbung

Gehör für die Jugend

NGO identifiziert Medien, Influencer und Zeiten für mehr Impact

Tobis Profi-Tipp:

Um den Interessen junger Menschen in Medien und Politik mehr Raum zu verschaffen, nutzt die Stiftung zwei Anwendungen von Hase & Igel, die aus der Kommunikation in journalistischen und sozialen Medien die optimalen Medien, Influencer, Anlässe und Zeitpunkte für die Positionierung im Thema Generationengerechtigkeit ermitteln.

Read More

Passgenaue MEDIASTRATEGIE

Hochschule gewinnt effizienter die passenden Studierenden

Tobis Profi-Tipp:

Für Studiengänge zu werben, die auch ohne Werbung überrannt werden, macht wenig Sinn. Enormedia nutzt die KI-gestützte Lösungen von Hase & Igel, um aus digitalen Verhaltensdaten diejenigen Studiengänge zu finden, die intensiver beworben werden müssen – und datenbasiert den passenden Media-Mix zu bestimmen, um die Zielgruppe effizient zu erreichen.

Read More
Screenshot Dashboard Traffic und Werbung

Wettbewerb präzise angreifen

Softwarehersteller durchleuchtet vor Markteintritt seine Konkurrenz

Tobis Profi-Tipp:

Um schnell Erfolg zu haben, will ein Hersteller von Dokumentenmanagement-Systemen vor dem Eintritt in ein neues Produktsegment verstehen, wie die Wettbewerber agieren: welche Strategien sie verfolgen, in welchen Kanälen sie präsent sind und mit welchen Budgets sie operieren. Hase & Igel hilft, passgenau mit den richtigen Instrumenten anzugreifen.  

Read More

CONTENT STRATEGY AND POSITIONING À LA HASE & IGEL – THAT’S HOW WE DO IT:

  • Persona workshops? In-depth interviews? Design thinking? Nope – we approach it completely differently: We collect all digital expressions of your target group in your desired market and desired area and analyze them with award-winning AI algorithms.
  • These algorithms are specialized in understanding contexts and networks. They show you what the field looks like in the words of the target group, what activates (mobilization) and emotionalizes (sentiment) and who plays a role in this.
  • Since “when” and “where” are also important for your content strategy, our solutions show you for each topic and each camp in which media and at which times you can best publish your content.
  • Because we use behavioral data that has already been accumulated, our solutions lead to results in the very short term – and we can also look far into the past.

CUSTOMER VOICES

“The TOPIC NAVIGATOR allows us to identify sweet spots for our customer to better position them.”
Christoph Rieckmann
Managing Director Drehmoment
“The TOPIC NAVIGATOR helped us enormously to map and prioritize the relevant use cases and industries as well as typical target customers and partners. This allowed us to develop our business model and sales in a targeted way.”
Felix Knoll
Managing Director Berky
“Data is always better than guessing – and the near-real-time view gives us a different ability to act than pure surveys. With the continuous input from HASE & IGEL, we have made our communication process much more powerful.”
Kerstin Treichel
Managing Director AIKA

AND HOW DO I NOW GET MY BASIS FOR POSITIONING AND CONTENT STRATEGY?

1

Get a non-binding appointment right now, where we can discuss your request together. This way we can find the optimal selection (and, if necessary, combination) of our tools for you and make you an offer.

2

If you give us the go-ahead, we will set up your solution and either provide you with the software with which you can carry out the analyses yourself, or deliver the collected and analyzed data to you in the software.

3

Our solutions support you in drawing conclusions and decisions from the analyses. But we are also available to you personally as experienced sparring partners – everything is possible, nothing is mandatory.

FREQUENTLY
ASKED
QUESTIONS

Hey – we have nothing at all against interviews and persona workshops. They absolutely have their strengths. But they also have considerable weaknesses: When you interview people, you already ask them the questions and possibly even put words in their mouths. You’re already giving them your view of things. And you don’t necessarily get honest answers. The same goes for persona workshops or customer focus groups – these are rather artificial situations that are strongly influenced by how you ask the questions and define the problems. Our solutions, on the other hand, don’t ask questions and hypothesize to anyone at all – they observe how your target groups naturally behave and express themselves in their own words, and from that they show what moves them and in what context. With our solutions you get a real outside view, undistorted and 100% authentic. Which, by the way, is a great starting point for developing personas based on the results of the identified 70 themes and contexts, or for conducting in-depth interviews to find out why a certain camp in the market sees things the way they do.

Far from it. Media resonance analyses examine who is writing something about you or a topic you have predefined, where and perhaps whether this is positive and mobilizes others. Our solutions for your Positioning and Content Strategy, on the other hand, show you the individual topics, aspects and contexts from the perspective of your audience – what  is being talked about, how, by whom, in what context and on what occasion? Which camp reacts to what kind of argumentation? In this way, you not only count reach and likes, but also recognize the actual drivers of relevance.

You can definitely do it yourself with our tools – that’s what they’re there for 🙂
But the right tool selection, the right combination and the optimal setup depend on what you want to find out about which market. We will find out together in a free initial consultation.
Then you can decide for yourself whether we only provide you with the tools and you start the analyses yourself (Software as a Service), or whether we collect the data for you with the tools and hand them over to you with the results (Data as a Service).
Of course you can also get inspired by the case studies on this page and directly order the tools you are most interested in – we do not impose our consulting on you 🙂

Oh dear, there it is – the question of all questions. And you already guessed the answer: It depends. It’s a stupid answer, we know. But that’s the way it is. Basically, anything from a medium four-digit to a medium five-digit number can be entered there. The drivers for costs are:

  • How many different “arenas” (e.g. topic areas, product areas, markets, target groups) do you want to investigate? 
  • How many languages should be considered?
  • How deep do you want to zoom in? Do you “only” want to understand which topics and arguments you should focus on, or do you want to extract the perfect advertising slogan from the AI as a result?
  • Do you operate the tools yourself, or should we do it for you and upload the results directly?

These are the questions we will clarify with you in a free initial consultation. Arrange it now!