5 Great Tips to Boost Your Company’s Consumer Appeal in Germany

Arguably the most responsible and financially stable country in the Eurozone, Germany has proved its worth time and time again.  While Germans are neither particularly brand-conscious nor lavish consumers of material goods, their role in international business and status as an economic powerhouse make it a wise decision for you to hone your company’s image to appeal to the German customer. 

Photo by Arne Müseler

1. Embrace the New Trend of Optimism.  Having survived the past five years of recession, Germany’s economy is stronger than ever, and this is reflected in a soaring level of consumer confidence.  While the economy has been growing slowly but steadily since the worst of the crisis, consumers are currently expecting it to take off in the next few years.  The years of austerity are over for Germany—jump on the feel-good bandwagon and align yourself with the new generation of dynamic progress.

2. Rebel Against Germany’s Stereotype As a Nation of Savers.  Traditionally this has been true, and Germany’s financial willpower has helped see it through the recession relatively unscathed.  However, in light of the current stable job market and low interest rates, as well as a rather high level of inflation, saving up large caches of money is striking plenty of Germans as not worth the effort.  Present your brand as the hard-earned fruit of years of self-control, and you will become the center of the newly exercised explosion of purchasing power.

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3. Celebrity Endorsement Will Go Far.  Do not underestimate the widespread appeal of a good celebrity endorsement, as putting a recognizable face to your product will help German consumers empathize with your company.  While any international pop icon will do the job, hiring a national for the job will capture the hearts of your target market.  Luckily, Germany is awash with ex-pop stars, models, and actors, giving you a wealth of choices, including ex-pop star Dieter Bohlen, model Micaela Schafer, and the all-around beloved David Hasselhoff.

4. Go Green.  The trend of healthy, organic, green living in Germany has been getting stronger and stronger every year.  Obviously this will directly affect you if your company produces food—try to rebrand your image as all-natural or conducive to a healthy lifestyle—but any company can benefit from this if you present yourself in a physically, emotionally, and socially positive light.  If your company sells processed snack food or anything involving GMOs, you may be out of luck.

Photo by tpsdave

5. Don’t Compete With Local Brands On Their Home Territory.  While this is good advice for any international market, Germans are especially proud of their high-quality manufactured products, specifically cars and machinery.  Try to find a niche that hasn’t been addressed by any national industries, if possible.

If come at in the right angle, expanding your company into Germany’s market can be a highly rewarding and fruitful experience.  Increase your understanding and familiarity of the German consumer by investing in German lessons before you embark on your business endeavor.  Send us an inquiry for more information, or take our free online German language level test.