How to Market Your Business in Munich, Germany

With its beautiful churches, baroque palaces, and vibrant nightlife, there are plenty of opportunities for you to get in touch with the local community and offer your services.

As the largest city in the state of Bavaria, Munich is home to nearly 1.5 million people, many of whom are extremely receptive to new ideas and welcome new businesses. Also known as the ‘City of Dreams’, Munich is a popular venue for meetings and events, and is a hub for trade and commerce.

If you’re looking to enter the German market, or are just curious about what opportunities are available, this article will guide you on how to market your business in Munich, Germany.

Munich: An Eventful History

To give you an idea of how history has unfolded in Munich over the years, it is worth taking a look at some of the major events that have taken place. In 843, the city was first mentioned in writing. In 1789, a revolution broke out against the rule of the Holy Roman Empire. The following year saw the creation of the ‘First German Parliament’, and in 1805, Bavaria—at the time its smallest state—joined the Confederation of the Rhine. The 1816 ‘Congress of Vienna’ established the city’s position as a cultural and commercial crossroads, and in the early 1900s, the first German-style ‘biergarten’ appeared on the city’s streets.

While World War II did not affect the city directly, it still took a heavy toll on the population. Allied bombing raids in the second half of the war destroyed around a third of the city’s buildings. Furthermore, the U.S. military stationed in Germany confiscated a large chunk of the city’s private property, which was returned to its former owners only after the war. After the war, the United States encouraged German rebuilding, ensuring that the city would once again become a hub of commerce and culture.

In the post-war era, Munich benefited from an ‘economic miracle’. While much of the rest of Germany was plagued by poverty and government oppression, Munich reaped the benefits of being a central location for business and industry. This, in turn, helped fuel the city’s growth, with the population increasing from around 210,000 in 1950 to over 470,000 in 2018.

Munich’s Major Industries

Munich is well-known for its ‘Oktoberfest’, the world’s largest fair, which takes place each year in the middle of October. Some of the industries which thrive in the city include engineering, pharmaceuticals, chemical products, and electronics. The city is also widely-regarded for its publishing industry, with around 40% of German intellectual property being protected in Munich. Finally, the city is very well-connected to the rest of Germany via its railway and motorway networks, making it easily accessible from other parts of the country. So if you’re looking to enter the German market, or just want to know more about the opportunities available, this article will guide you on how to market your business in Munich, Germany.

Which Marketing Channels Should You Explore?

While it would be beneficial to target the entire German market, it is unlikely that your business will have the resources to do so successfully. Instead, you should identify the channels through which you can reach the greatest number of people and be most effective. This way, you will avoid wasting resources on campaigns which do not result in significant sales.

With that in mind, here are some of the most effective marketing channels from which you can promote your business in Bavaria:

Digital Marketing

Having a digital marketing plan is essential for every business. Even if you have only local customers, you must have a plan in place to attract potential worldwide customers. The world is moving more and more to a digital sphere, and if you want to stay relevant, you must have a presence there. Fortunately, with digital marketing tools like Google Analytics, you can track the performance of your plan and determine which strategies work and which ones do not. At the very least, you will know which ones do not and can avoid them like the plague.


If you want to be taken seriously as a business, you must be able to demonstrate that you can deliver quality work at a commercially reasonable price. Outsourcing will allow you to do just that. By contracting out work such as graphic design, copywriting, and editing to third parties, you can take advantage of their specialized skills while saving money and gaining efficiency. Plus, since you already have a working relationship with the third party, you can be sure that the work will be of a high quality.

Personalized, Interactive Email Marketing

In today’s world, people typically do not just consume content but instead expect to engage with the people who are communicating with them. If you want to successfully market your business in Munich, you must be able to engage with your customers via email. Fortunately, with tools like Squeezed Interactive, you can produce highly personalized emails which will catch the attention of your subscribers.

These emails can be tailored to each individual in a way that no other marketing channel can. You can even add text, change the look and feel of the template, and vary the content within each email to gain the most out of your marketing efforts. Plus, you can send the emails yourself which means you have full control over the entire campaign. No third party, such as a marketing agency, will ever have this level of control.

Advertising On Local Media

In the age of the internet, local media has become significantly less important. Thanks to websites and social media, anyone can find out any information they want about almost any subject. However, since everyone has a smartphone these days, many people still prefer to get their news from the source closest to them: the newspaper. Luckily for you, there are hundreds of newspapers published in Munich every week, allowing you to advertise on a massive scale.

Advertising in a local newspaper is quite an economical way to reach your audience. Furthermore, since the majority of Europeans get their daily news from newspapers, you can be sure that a large number of people will see your ad. Unfortunately, newspaper ads are not as effective as they once were. Thanks to the internet, people are now much less likely to see a story in a newspaper and more likely to look for the same information online.

Traditional Marketing

While online and digital marketing can be incredibly effective, there is still room for traditional marketing. Thanks to the wonders of TV and radio, you can reach a large number of people without being connected to the internet. So, if you want to market your business in a city with limited digital presence, you have plenty of options, with radio and TV being two of the most prominent ones.

Radio is one of the oldest forms of mass media. Broadcast on the air since the 1920s, radio stations continue to attract audiences across the globe. Thanks to digital transformation, radio has recently been revived as an effective form of marketing. With many people still listening to radio even when they have their TV sets turned up, it is a great place to reach the masses.

With a radio station, you can continue to broadcast the same information online but can also take advantage of the medium’s huge reach and popularity. Just make sure that your radio station is licensed and registered in the corresponding country.

If you want to take advantage of radio, you will need a microphone and a speaker. For broadcasts, you will also need a transmitter, cables, and a radio.


If you are a business or an entrepreneur who wants to expand into Germany, you can look into consulting. For a fixed fee, you can get an expert to help you set up shop in Germany and/or navigate the local legal and regulatory systems. Since Germany is a largely-autonomous state, you will not need to be fully equipped to operate there. However, if you are looking to physically move to Germany, you will need to make sure that your expertise can be considered legal. Consultants can help with this as well.

Trade Fairs And Shows

If you run a business that sells a physical product, such as clothing, accessories, or furniture, you can take advantage of Germany’s favorable trade conditions and show off your products to local buyers. Shows and exhibitions, whether traditional or digital, allow for businesses to get in touch with current and potential customers in ways that traditional marketing channels cannot. For example, you can have an exhibition in a local mall, or you can create a digital show which you can make accessible to anyone with a smartphone.