{"id":22716,"date":"2025-05-31T10:25:37","date_gmt":"2025-05-31T08:25:37","guid":{"rendered":"https:\/\/nadinewilmanns.com\/?p=22716"},"modified":"2025-05-31T19:26:17","modified_gmt":"2025-05-31T17:26:17","slug":"hydra","status":"publish","type":"post","link":"https:\/\/nadinewilmanns.com\/de\/hydra","title":{"rendered":"HYDRA"},"content":{"rendered":"
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Text and Photography by Nadine Wilmanns<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tKlick hier f\u00fcr den Text auf Deutsch oder scrolle weiter nach unten <\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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HYDRA<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Two Questions for Mark Hallabrin, who sells his fathers invention HYDRA<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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If radiators are either too hot, too cold or noisy, this is often due to an unbalanced flow rate. Mark Hallabrin’s father came up with a clever solution, which he named HYDRA: a small valve installed between the radiator and the pipe that measures the flow rate precisely. The result? Evenly warm rooms and quiet radiators. Mark Hallabrin sells this innovative invention through his company, MAHA Marketing und Handel, in an unusual way.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Mark, your father developed and patented HYDRA. How are you now bringing this innovation to the buyer?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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I opted for the Red Bull approach. Before it became a global brand, Red Bull was present at local events to make direct contact with its target audience. That’s exactly what I’m doing now. I visit metropolitan areas and engage in targeted conversations and interactions. I travel a large radius, from Hamburg to Florence. I must have driven around 200,000 kilometres for HYDRA by now.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Wow, I can imagine that it's not easy to keep your nerve with this marketing strategy, which is the opposite of \u201cgoing viral quickly overnight\u201d?\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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I know our product is exactly what tradespeople want and need. My customers are HVAC tradespeople, and my product \u2014 and my strategy \u2014 are precisely tailored to them. This enables me to facilitate healthy organic growth for our business. I want to ensure that we can reliably meet increased demand. That’s why we initially opted for targeted offline marketing. When we then go online, we will do so at full speed \u2014 with an eye on the global market.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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You can find more about HYDRA here: www.maha-marketing-handel.de<\/a><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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HYDRA<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Zwei Fragen an Mark Hallabrin, der die Erfindung seines Vaters, HYDRA, vertreibt<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Wenn Heizk\u00f6rper entweder zu hei\u00df, zu kalt oder laut sind, liegt das oft an einem unausgeglichenen Volumenstrom. Mark Hallabrins Vater hat daf\u00fcr eine clevere L\u00f6sung erfunden, die er HYDRA nennt: ein kleines Ventil, das zwischen Heizung und Rohr installiert wird und den Durchfluss exakt misst. Das Ergebnis: gleichm\u00e4\u00dfig warme R\u00e4ume und ruhige Heizk\u00f6rper. Mark Hallabrin vertreibt die innovative Erfindung seines Vaters \u00fcber sein Unternehmen MAHA Marketing und Handel \u2013 und zwar auf au\u00dfergew\u00f6hnliche Art und Weise.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Mark, dein Vater hat HYDRA entwickelt und Patent-und Markenrechtlich sch\u00fctzen lassen. Wie bringt ihr diese Innovation nun an den K\u00e4ufer?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ich habe mich f\u00fcr die sogenannte Red-Bull-Taktik entschieden. Bevor Red Bull zur Weltmarke wurde, war die Marke auf lokalen Events pr\u00e4sent, um direkt mit der Zielgruppe in Kontakt zu treten. Genau das mache ich auch. Ich gehe in Ballungsgebiete und setze dort gezielt Nadelstiche in pers\u00f6nlichen Begegnungen und Gespr\u00e4chen. Ich bin in einem gro\u00dfen Radius unterwegs, von Hamburg bis Florenz. Inzwischen bin ich bestimmt um die 200.000 Kilometer f\u00fcr Hydra gefahren.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Wow, ich kann mir vorstellen, dass es nicht einfach ist, bei dieser Marketing-Strategie die Nerven zu behalten, die ja das Gegenteil ist von \u201eschnell von heute auf morgen viral gehen\u201c?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ich wei\u00df, dass unser Produkt genau das ist, das der Handwerker will und was ihm fehlt. Meine Kunden sind SHK-Fachhandwerker und mein Produkt \u2013 und meine Strategie – ist genau auf sie abgestimmt. So kann ich ein gesundes organisches Wachstum unseres Betriebs erm\u00f6glichen. Ich m\u00f6chte sicherstellen, dass wir bei steigender Nachfrage auch zuverl\u00e4ssig liefern k\u00f6nnen. Deshalb haben wir uns zuerst f\u00fcr gezieltes Offline-Marketing entschieden. Wenn wir dann online gehen, dann mit voller Kraft \u2013 und mit Blick auf den Weltmarkt.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Mehr \u00fcber HYDRA findest du hier: www.maha-marketing-handel.de\u00a0<\/a><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Mark Hallabrin’s father invented the HYDRA system to distribute heat evenly throughout the house. The family company’s marketing strategy is equally unconventional.<\/p>","protected":false},"author":2,"featured_media":22717,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"right-sidebar","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"disabled","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"INTERVIEW WITH ILLUSTRATOR ELLIE SMITH. 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