Kleine Zeitung starts its marketing strategy with “why”

By Andrea Rachbauer

Kleine Zeitung

Graz, Steiermark, Austria


It all began in mid-2018.

The challenges for traditional regional daily newspaper brands did not stop with us at the Kleine Zeitung. With short-term campaigns and new business ideas, we wanted to achieve our sales targets at all costs.

Kleine Zeitung recently recommitted to being a purpose-driven organisation.
Kleine Zeitung recently recommitted to being a purpose-driven organisation.

At a workshop, we discussed which of the new business ideas should launched into the marketplace. Little by little, the management board realised how far we had moved from our real newspaper business — the business we know best and the one we are most successful with.

From that point on, it was clear to everyone that we were going to focus on “our purpose” in the future.

What is our purpose?

The purpose of our business at Kleine Zeitung is not to sell newspapers. We inform, explain, and tell stories for people in their region to empower them to make self-determined decisions. This is the thing that makes us extremely relevant in the lives of our readers

Why is it important to connect the marketing team’s purpose to our organisation’s purpose?

Team members must understand the role they play in achieving the purpose so they can apply it more effectively in their daily business. This is an essential step toward efficiency, output, and morale, especially if your team is working hard.

Why is it vital to adapt the communication of your purpose to the public?

Marketing and sales are outwardly oriented and have the greatest responsibility for ensuring that what happens within your company is effectively communicated to the outside world. It’s about applying the purpose to the brand communication and understanding that it’s not just a visionary thing. It’s all about identifying your purpose and making it relevant to your readers.

When the communication shifts from focussing on the product to focussing on the purpose, there is a deeper connection to the customers. Therefore, they have a deeper relationship to the brand.

There are, however, many things that need to be coordinated: strategy, leadership, communication, and, of course, your product or service. But purpose increases the chances of success considerably, especially in the digital age where you need competitive advantages when addressing young target groups.

It’s about three components of purpose, people, and promise and having those pieces work together. As a result, companies can reap all the benefits, like customer acquisition and retention, community building, and employee satisfaction.

About Andrea Rachbauer

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