RAL Gütezeichen (RAL Quality Marks) – Communicating a Complex Concept on LinkedIn
For about one hundred years, RAL has been securing the quality of products and services of the highest level in Germany and all over the world by awarding them RAL Quality Marks (RAL Gütezeichen). Over 100 RAL Quality Assurance Associations (Gütegemeinschaften) are registered with RAL; over 9,000 companies are members of these interest groups.
Currently, there are about 150 RAL Quality Marks All underly product and performance-specific quality criteria, which are determined according to objective parameters and under the utmost transparency. The product and performance-specific criteria are defined in collaboration with consumer associations, business alliances, government agencies and other knowledgeable institutions and organizations. This ensures their consistent and thorough implementation. The product and performance-specific criteria for a RAL Quality Mark always exceeds legal requirements and norms. Therefore, the burden of proof for public tender for products and services carrying a RAL Quality Mark may be waived. The companies within RAL Quality Associations self-monitor adherence to the product- and performance-specific criteria. In addition, their compliance is controlled by external auditors.
In 2022, during an initial consultation, we presented a LinkedIn- and Social Selling strategy for the marketing of RAL Quality Marks and the Quality Assurance Associations. Our objective: winning new Quality Assurance Associations through LinkedIn – meaning brand awareness and lead generation. Impediment: the customer journey of potential leads is quite long, the target group stems from highly diverse backgrounds and has a huge array of varying interests. Still, we must target it on point.
During the project’s first step, we created static content formats for the newly initiated RAL Gütezeichen LinkedIn page. All content received a fresh, modern frame and a unique look and feel. We made them undistinguishable from content dispersed by all other brands under the RAL umbrella, such as RAL Environment (Blue Angel, EU-Ecolabel) and RAL Colours.
In addition to the static content, we developed two video formats guided by a “your questions, our answers” theme. The idea: experts answer frequently asked questions or debunk preconceptions about RAL Quality Marks, founding or joining a Quality Assurance Association or undergoing the recognition process towards a RAL Quality Mark. During the first half of 2022, we interviewed two people who work as Consultants RAL Quality Marks for these short clips. During the second half of 2022, we aired statements from stakeholders from the RAL Quality Assurance Associations and other parts of the RAL Quality Mark universe.
On LinkedIn, we opted for monthly campaigns, ensuring our target group is continuously entertained by a diverse set of ads. Our strategy includes retargeting. It also entails targeting groups of professionals within industries that don’t already have a RAL Quality Assurance Association or within which the potential for the establishment of a new RAL Quality Mark is considered particularly high. Of course, this project isn’t complete without our quarterly reporting!
