Interview ES&T - GB DEFENCE

INTERVIEW IN THE TRADE MAGAZINE ES&T

The right communications determine visibility

The turnaround in security policy has sparked a veritable hype around the defence industry. This opens up opportunities and places new demands on communication. Heinrich Glasmeyer, Managing Director of Glasmeyer Branding Defence, explains what is important when it comes to visibility.

ES&T: Mr Glasmeyer, you are Managing Director of GB Defence, an agency that specialises in the defence sector. Is this a reaction to the much-discussed turnaround?

Glasmeyer: Our team is deeply rooted in the defence sector and we have also been supporting the German armed forces, among others, for 25 years. The need for sector-specific and target group-orientated marketing and communication measures is therefore nothing new. What has changed, however, is the market situation in the defence sector. We at GB Defence would like to address this.

ES&T: How do you see the turnaround in security policy affecting the industry?

Glasmeyer: The new needs have to be met and, above all, companies have to respond to the rapid increase in demand and faster procurement processes. As a result, it is not only established players in the industry that can benefit. OEMs (Editor's note: Original Equipment Manufacturers) and suppliers in other sectors that are struggling with the current economic situation also have important opportunities.

ES&T: That almost sounds like a no-brainer.

Glasmeyer: Many companies have strong and innovative products. In our experience, however, they are often faced with the problem that this does not reach the decision-makers in industry and procurement. This is typically due to communication that gets caught up in highly complex technical information and is only understood by experts. This is often flanked by sales materials and online presences that do not convey the quality, innovative strength or uniqueness of the products. This harms both visibility and differentiation from the competition.

ES&T: So what is important if you want to be a relevant player in the defence sector today?

Glasmeyer: Companies need to realise that there is a lot of noise out there at the moment. European defence spending reached a record high again last year, while German Chancellor Friedrich Merz recently announced the goal of making the Bundeswehr the strongest conventional army in Europe. A clear strategy and precise measures are therefore key. From branding and brand positioning to storytelling and trade fair appearances. Above all, communication in an industry full of highly complex technologies must be designed in such a way that it is quickly and easily accessible. Decision-makers must be able to immediately understand what makes a particular product or company special and why they should choose it.

ES&T: There are many agencies. What role does industry expertise play in this?

Glasmeyer: We are dealing with a branch of industry that is different from many others. This applies in particular to procurement for the German Armed Forces. It's a great advantage here if you speak the right language and know the processes and decision-making mechanisms. This also helps to understand the products and services of companies faster and better. Our team's wealth of experience in the Bundeswehr and the defence sector has therefore paid off many times over. At the same time, knowledge in classic areas such as consumer goods pays off in making brands successful. Basically, defence technology always requires a sure instinct, as on the one hand you want to draw attention to products and services, but on the other hand you have to operate very discreetly in order to meet high security and confidentiality standards.

ES&T: How do you see the defence sector developing in the future, especially from a marketing and communications perspective?

Glasmeyer: There will certainly be further professionalisation in this area. Until now, defence technology was a topic that was dealt with very discreetly and in the background. Now attitudes in politics and society have changed in many respects. Companies can and must now capitalise on this by communicating much more and using modern channels and strategies to do so. Not only in order to be economically successful, but also for employer branding and recruiting in order to attract the talent of tomorrow.

ES&T: You have emphasised the changes in the defence sector several times. In your opinion, what are the biggest communication mistakes that companies in this sector are currently making?

Glasmeyer: The key mistake is not to capitalise on the spirit of optimism and simply carry on. The industry used to have a rather poor image and therefore kept a very low profile. Communicating as proactively, clearly and quickly as we know it from the consumer goods sector was hardly conceivable back then. Everything is different now, but some companies have not yet realised that the time has come to get started. Sentences like „Our products speak for themselves, we don't need marketing platitudes“, „We already have big customers“ or „You can't communicate at all in our industry“ are still being heard. However, this is the wrong approach in the current situation, as the cards are being reshuffled. Those who don't have a clear strategy now and don't take the plunge could soon be among the losers of the defence boom.

ES&T: How has your own career in the Bundeswehr shaped you in your current job? What lessons from that time still influence your work today?

Glasmeyer: My time in the Bundeswehr, especially my studies at Helmut Schmidt University, gave me a deep understanding of defence technology, from which our customers benefit directly today. Because I know the requirements of the troops from my own experience, I can evaluate developments and products from the user's perspective and thus create realistic expectations. We also have access to a robust network within the Bundeswehr, which gives us insights that many suppliers are unable to access. Furthermore, this time has played a significant role in the fact that our agency can look back on 30 successful years in the consumer sector. Strategic thinking, precision and responsiveness are also of central importance in classic advertising, marketing and communication measures. I am therefore very grateful that the Bundeswehr has given me these qualities along the way.

ES&T: Has there been a project in your work to date that you particularly remember - in a positive or negative sense?

Glasmeyer: We have been working for blackned GmbH, a company based in Heimertingen, Bavaria, that specialises in mission-critical communication systems, for several years. In 2023, we designed the relaunch of blackned. This showed what is possible in the defence sector. The relaunch started with a joint workshop. There, we defined the relevant target groups based on blackned's corporate and communication goals, formulated messages and developed a plan of action. The result was a completely new corporate design, which is now reflected in the redesigned trade fair stand and in sales materials such as image and product brochures. We were also able to support blackned's PR with press releases, white papers and support at trade fairs such as the DSEI. We also provided support with recruitment.

ES&T: How much openness to new forms of communication do you really see among authorities and established defence companies, or is the old reticence still dominant?

Glasmeyer: With regard to the authorities, you can see a change in thinking. More and more companies are currently fighting for attention because, unlike other sectors such as the automotive industry, there is a boom in the defence sector. If you manage to give decision-makers guidance, explain complex technologies and communicate what the specific added value is, then they will be open to it. Of course, you have to know their needs and always work in a target group-orientated way. This requires a sure instinct. There are mixed reactions from established defence companies. If you are already very successful, you don't necessarily feel the same pressure as smaller or unknown companies. However, we are convinced that the top dogs also benefit from new communication approaches. Otherwise, they risk losing market share in the long term because new players draw attention to themselves. Of course, this won't happen overnight.

ES&T: Many new market players are entering the defence sector. Are you observing a professionalisation or a dilution of standards?

Glasmeyer: With the new market players, you realise that they often come from industries that work differently. Suppliers in particular have to orientate themselves first. To make matters worse, it's no longer just about pure B2B communication, but also about B2G, i.e. business to government. As the „new kid on the block“, different expertise is required here. However, many companies are quickly realising this, so the need for agencies with experience in the defence industry is increasing.

ES&T: To what extent is competition among communications agencies changing as a result of the current security policy situation?

Glasmeyer: Many agencies see the potential, because good communication is needed now. That is undisputed. However, I would argue that many agencies lack the necessary foundation to deal with the special features of our industry. That's why we at GB Defence attach great importance to the fact that our team has sound experience in the defence sector and the Bundeswehr. I am convinced that this has been the driving force behind our success to date and is now putting us in the best possible position for the future.

The questions were asked by Jürgen Fischer.

Published in the ES & T (9/25)