The "Bird Principle
With its roots in traditional publishing, the Vogel Communications Group is now a modern B2B communications company in the industrial sector. Abetare Yaves, Head of Sales and Marketing, describes the company’s journey.
m&k: Abetare Yaves, the Vogel Communications Group operates on three pillars: print, digital and events. Could you briefly explain how this three-pillar principle works?
Abetare Yaves: With the three pillars print, digital and events we try to create platforms to connect the industry. In the last decade, we have developed new digital products and campaigns and launched and established B2B events in the industry. We have been able to achieve this primarily by positioning our media brands in the market, as the Swiss Machinery Market (SMM) has been anchored in the industry for over 120 years.
In November 2022, the Swiss Production Forum (SPF) will take place for the second time in the form of a trade fair. What experiences were you able to make as a communications group and how was the trade fair received by the industry?
Through the last two years we have realized what it means to be able to meet physically. Projects are created through people-to-people relationships, but also through skills that can be better communicated physically. Digital events are hyped, but they only work to a limited extent. Especially when it comes to new contacts and networking. For this, physical live events are unbeatable.
What are you particularly looking forward to when you think about the trade show days in Hall 550 in November?
Most of all, we look forward to meeting customers, partners and suppliers again. We always place a lot of emphasis on creating a family environment. This certainly sets us apart in the industry. Also, this year we will be integrating a marketing workshop. For B2B marketers, it is more important than ever to have access to practical impulses and to be able to rely on the expertise of competent partners. With the Vogel Roadshow, our marketing experts from Berlin and Würzburg are coming to Switzerland for the first time. Valuable tips and creative ideas to take away are guaranteed.
The Swiss Production Forum is a manufacturing trade show and will be held at Hall 550 in Zurich, Switzerland from November 8-10, 2022.
