Made-to-measure marketing from Yource: Full-service solutions for commercial vehicle manufacturers

Decades of experience in the commercial vehicle sector

Fast approaching its 1,000-day anniversary, the Ulm-based marketing agency, Yource GmbH, has been active in the commercial vehicle market - and this with great success. Founded in September 2004 by Lothar Riesenegger, the company provides commercial vehicle manufacturers a comprehensive range of professional marketing services on a national and international level. As the owner and managing director of Yource, Lothar Riesenegger can draw on a sound basis of know-how and decades of experience in the commercial vehicle industry. During a career lasting more than 20 years at the vehicle manufacturer Kögel, he became acquainted with all facets of commercial vehicle marketing as head of marketing and press officer at this internationally active business.



After the insolvency proceedings at Kögel AG in 2004, Riesenegger founded Yource GmbH – a decision not without some risk but, based on his vast experience and excellent contacts, one that proved to be the right one. Within the first three years, the marketing expert managed to win a range of renowned commercial vehicle manufacturers as customers and to lead the agency in creating a successful business. Apart from the trailer and body manufacturer, SAXAS, a company that emerged from the former Kögel Werdau GmbH & Co. KG, Yource also looks after the TII Group of the Heilbronn industrialist, Otto Rettenmaier. With KAMAG, Nicolas and Scheuerle, the TII Group is global market leader in the area of heavy-load vehicle manufacturers.



Yource: full-service provider and ”outsourced marketing department"

Yource specializes as a full-service provider in the commercial vehicle industry and offers the complete range of professional marketing activities. The spectrum ranges from advertising and marketing concepts, development of an online presence, providing support for exhibiting at international trade fairs through to the traditional press and public relations work. Yource not only takes on individual orders but also functions as an external marketing department and is therefore firmly integrated in all relevant business processes of the customers. In Germany, there are currently only a handful of marketing agencies which can provide a comparable range of comprehensive services to the commercial vehicle industry. Smaller companies in particular profit from this outsourcing model enormously: from us, they receive professional marketing support without any costly investment on their part regarding employees and office infrastructure, said managing director Lothar Riesenegger, highlighting a key advantage of the Yource solution. In addition, Yource can usually offer a less expensive alternative to in-house departments due to existing, frequently used marketing instruments. Moreover, Yource is in the position to consider the customer and the respective company objective from an external point of view and, in this way, can inject valuable new impulses into the company´s day-to-day business activities – an aspect far removed from the blinkered attitude of many. We know the commercial vehicle market and its most important players and we know what moves the market and which direction trends will take. Furthermore, we bring along the technical understanding which is necessary to professionally market products that are often difficult to explain, said Riesenegger, summing up the professional competence of Yource GmbH.



Close integration into company business processes and agency network

The close integration into the customer´s business processes allows Yource to already play an advisory role in the product development phase and thus can set the course for successful product marketing right from the very beginning. Through his long career in sales and marketing, Riesenegger knows exactly how to target the end customers and what he expects from a commercial vehicle manufacturer. It is important to put oneself again and again in the position of the consumers and to understand which requirements they are confronted with in daily business operations. Only then is it possible to develop customised marketing solutions and to communicate appropriately according to the target audience, stresses the Yource managing director. For its marketing activities, Yource GmbH has access to a high quality agency network at its headquarters in Ulm, Magirusstrasse 33, that covers all marketing-relevant areas - for example, Projekt:Agentur Tobias Heimpel GmbH, which offers all the services of a classical advertising agency, and the technology-oriented PR agency, Press´n´Relations GmbH.



Positioning of brand names: the groundbreaking example of SAXAS

One of the biggest challenges Yource GmbH had to master took place at the beginning of its business operations. The task was to introduce a new name into the commercial vehicle market - SAXAS GmbH, which was created as a result of a management buy out from the Kögel Werdau GmbH & Co. KG, a company steeped in tradition. In the process, this meant re-positioning SAXAS and, at the same time, showcasing the quality of the well-known and proven products from the Kögel era, which had been taken over one-to-one. Yource GmbH successfully managed the assignment: today in 2007, SAXAS is a well-known and recognized brand name in the entire commercial vehicle industry. Throughout Europe, SAXAS is regarded as one of the most important manufacturers of bodies and trailers for the distribution traffic sector. A further milestone in Yource´s activities was taking over the complete marketing activities of the TII Group, the heavy-load vehicle global market leader, which comprises of KAMAG, Nicolas and Scheuerle.



Further information:

Yource GmbH

Lothar Riesenegger

Magirusstraße 33 – D-89077 Ulm

Tel: +49 731 96287-50 – Fax: +49 731 96287-99

info@yource.de - www.yource.de



Public Relations:

Press´n´Relations GmbH

Bruno Lukas

Magirusstraße 33 – D-89077 Ulm

Tel: +49 731 96287-17 – Fax: +49 731 96287-97

blu@press-n-relations.de - www.press-n-relations.de





Yource

The Ulm-based marketing agency, Yource, offers companies a full range of marketing services in the form of an external service provider, and is a recognized specialist for the commercial vehicle industry. Yource offers tailor-made marketing. Budget-oriented or on demand. And if marketing is not required, then there is no marketing department to finance. However, if you need marketing on a large scale, then you will also receive marketing complete with all relevant services in order to ensure your success. From Yource.



Picture:

Managing director Lothar Riesenegger and his team member Elke Hohlweck