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KÜHNE Pool & Wellness AG: Successful Relaunch of the Website and Targeted Brand Optimization

The KÜHNE Pool and Wellness AG has been building high-quality pool and swimming pool systems tailored to the individual needs and desires of its customers for over 20 years. The team of more than 30 employees constructs premium pools nationwide and internationally, for both indoor and outdoor spaces, gardens, and rooftop terraces. These pools can serve private purposes or be made available for public use in hotels and bathing facilities. With a comprehensive service offering, KÜHNE supports customers from the initial idea to the commissioning of the pool system. KÜHNE takes care of the planning, construction details, installation of climate and ventilation technology, and pool technology. Thanks to their years of experience and expertise, KÜHNE enables the creation of a personalized and unique pool or wellness landscape, perfectly suited to the individual customer. The team, led by Sven Kühne, places the highest importance on the quality of their products.

In 2021, KÜHNE Pool and Wellness AG, a specialist in the construction of pools and wellness facilities, began its collaboration with INVICTUS. This year, the company from Schöneiche near Berlin celebrates its 20th anniversary. KÜHNE Pool and Wellness AG is the right partner for realizing pool and wellness oases.

Our Task

In January 2021, INVICTUS won the pitch for the new website tender of KÜHNE AG and was commissioned with the optimization and relaunch of the KÜHNE website, including a new, modern design.

Project Goals

Increasing the call-to-action rate
Optimizing target audience engagement
SEO optimization of the website
Boosting brand awareness and image maintenance
Expanding the network and obtaining recommendations from existing customers
Optimizing sales materials
Long-term collaboration and expansion of further marketing activities

The Challenges

KÜHNE AG sells, in addition to its own brand "KÜHNE Pool und Wellness," pool models from "waterair" and "Villeroy & Boch." Until now, all pool models from the different brands were offered on the same website. However, as each brand targets a different audience, the brands are now being split across separate websites to generate more targeted communication. While "waterair" promotes itself as a more affordable option with the possibility of self-installation of pools, KÜHNE Pool und Wellness focuses on high-quality pool construction, including a comprehensive all-in-one package that meets the individual needs of customers. Villeroy & Boch is known as a partner for the construction of whirlpools for both indoor and outdoor areas with a regional sales representation. The focus here is on elegant, high-end pool variations.

In a joint workshop, strategic consulting from INVICTUS led to the decision to not only design the KÜHNE Pool und Wellness website but also to incorporate content marketing, search engine optimization, and adjustments to various sales materials as additional tasks.

Implementation

The focus of implementing the individual measures was to increase the call-to-action rate on the website.

For the redesign of the website, the layout was reorganized to provide an overview of all individual projects. Additionally, INVICTUS adjusted the existing content on the website to ensure a more targeted approach and improve search engine optimization. To visually enhance the individual projects, these were supplemented with corresponding photos from KÜHNE AG.

In addition to content creation on the website, articles for industry and regional media were written. These serve both customer acquisition and, more importantly, brand image building. Existing customers are avid readers of these regional media, keeping KÜHNE AG in touch with them and in their minds. The company can also leverage the networks of these customers for increased recognition and referrals. These articles covered not only KÜHNE AG as a company but also personal stories from the entrepreneur and the team. This puts the company, as well as its employees with their unique stories and concerns for customers, in the spotlight. Alongside the articles, ads were also placed to attract the attention of a wider audience.

Sales materials were also adjusted. The improved letter now includes a personal address along with a list of the various individual benefits of building a pool with KÜHNE AG for each customer.

Due to the successful collaboration with the client, INVICTUS is currently the lead agency for KÜHNE Pool und Wellness AG. We continue to be responsible for the website’s maintenance and are embarking on future projects, such as social media marketing, together.