Salzbrenner Stagetec Mediagroup refocuses core branding
WORLD: The Salzbrenner name is set to take on renewed international prominence following a decision from Salzbrenner Stagetec Mediagroup to refocus the marketing of its three brands, also including Stagetec and Delec.
The move follows a rise in the number of international systems integration projects undertaken by Buttenheim-based Salzbrenner, which is traditionally well recognised as a systems integrator in German-speaking territories. Equally, the Mediagroup is intending to clarify its product offering, with Salzbrenner as the manufacturer of the Polaris range of consoles and Inspiration stage management systems, Stagetec, based in Berlin, identified specifically with the Nexus, Aurus, Crescendo, and On-Air ranges, while Delec continues to focus on intercom solutions.
‘Although our system integration company, Salzbrenner, has been going for a long time, the Salzbrenner Stagetec Mediagroup is known as a manufacturer of products rather than for system integration,’ explained Stephan Salzbrenner. ‘In Germany, the market for system integration has been getting smaller and Salzbrenner has been doing more business in international markets such as Asia, so we had to make the name Salzbrenner, which is already very well known in German-speaking countries, just as well known internationally as a systems integrator. The idea is to make it clearer for the customer and also to show which products are Salzbrenner products.’
To assist in the process, more focused marketing teams have been assigned to the brands. Anja Korn now leads press relations for Salzbrenner alongside Sandra Stabbart, while Stefani Renner and Marc Bohn concentrate on Stagetec and Delec.