For the past two years, the contest has been looking for young people and students throughout Switzerland who can convince not only with their looks, but above all with a likeable appearance, brains and heart. In addition to a cover shoot for the Stucard.ch magazine, which has a print run of 420,000 copies, the winners receive various prizes and a presence on all Stucard advertising material. This includes numerous posters, Facebook and the Stucard.ch app.

Through the partnership with Joiz, the "STUmodel" contest will now make it into the national spotlight, Stucard.ch said in a statement on Thursday. The youth channel will now report on the "STUmodel" contest in various live broadcasts from the pre-selection to the final. The candidates will be visited at school, at home or at work and introduced to the audience. They then compete against each other in a "battle" and have to convince the audience of their merits. The audience decides who wins the title in the end via online voting.

Stucard.ch is distributed by the Lucerne-based agency Jaywalker. This offers the Stucard school and student Maestro card with all German-speaking Swiss cantonal banks.
 

Tui's current umbrella campaign is therefore also called "Time for new destinations". It is intended as an appeal to customers to spend their time as eventful and exciting as possible. And where better to do that than on the social media platform Facebook? That's why Goldbach Interactiv has designed a Facebook game. But the game is about more than just community growth. Participants should actively engage with Tui's destinations and thus get to know the diversity of the offer. Likes, invites, comments and posts are an integral part of the game mechanism.

If you don't win a trip in this game, at least you can say of yourself, "Today I was on Facebook" - an exciting new goal in life.
 

To kick things off, Katrin von Niederhäusern and Ben Staudenmann (last year's two winners of the Outdoor category) reported on their experiences from Cannes, and showed a film clip on day and night life at the Lions Festival. This was followed by a brand presentation by Cornelia Brechbühl (Communication Manager Business Unit Chocolate at Nestlé Switzerland) from Vevey. Janine Rupf then presented the specific briefing. Cailler has promoted young Swiss creative talent as this year's main sponsor and prepared the briefing for the competition (Werbewoche.ch reported). At the end, there was enough time for small talk over a small aperitif.

The Participation is still possible. The deadline for entries is October 22.

 

Digital Audio Broadcasting DAB+ is doing exceptionally well in Switzerland: the millionth device was sold in July 2012. This means that digital radio reaches 2.4 million people in this country, who can benefit from the many advantages of the latest radio technology. Almost a third of all Swiss households now listen to digital radio. Switzerland is therefore one of the leading countries in Europe in this area. DAB+ will "also replace FM in the longer term". The company MCDT - Marketing and Consulting for Digital Broadcasting Technologies - is playing a key role in this development. The wholly owned subsidiary of SRG bundles all forces relating to DAB and DAB+ in Switzerland and networks the industry: manufacturers, importers, retailers, SRG SSR, private radio stations, the automotive industry and mobile technology. In particular, MCDT develops and implements marketing and promotional measures. In a large-scale campaign, the Bern-based agency Numéro 10 now wants to make people aware of how DAB+ can also improve our quality of life. Depending on the region, up to 31 radio stations can already be received digitally today. And new ones are being added all the time - including regional ones. Numéro 10 focuses on secondary devices in its TV commercial. It shows where they can be installed so that DAB+ can accompany us throughout the day in a wide variety of rooms, for example with uplifting music. Depending on the region, the commercial is linked to current promotions. pan

 

Congratulations, Ms. Meyer, with an average grade of 5.1, you are the best of all 304 newly qualified sales specialists. Did you expect this?
No, not at all, that was an absolute surprise for me! Well, I was usually in the top quarter when I was at school for the sales specialist exam, but I never expected this award.

You are also the first winner of the new Swiss Marketing Junior Sales Award. Where will the statue of Ivo Soldini go?
I think I'll put them in my office.

You work in the field of packaging machines and did your commercial apprenticeship at a transport security company. Not exactly a typically feminine field of work. What fascinates you about the world of machines?
In fact, all my jobs so far have been pretty technical. I like to immerse myself in such topics. It never gets boring - every machine is built a little differently and has its very own specifications.

What exactly do you do in the internal sales department of Hünenberger Multivac Export AG?
I mainly support our sales representatives in the field and am sometimes in direct contact with our customers. I'm mainly concerned with timing processes and appointments so that everything runs smoothly for the sales force.

What made you decide to train as a sales specialist?
My medium or long-term goal is to become the head of an internal sales department or possibly also work in field sales. The sales specialist certificate is a very good qualification for this.

Today, academic titles are awarded in an almost inflationary manner. Why did you choose the dual path?
I think further training that equates theory and practice makes much more sense for the professional world. It also helps us young people to apply what we've learned in the workplace. If I had to draw one conclusion, it would be this: The dual path - an absolutely brilliant thing.

But it's also a path that you have to earn hard. How did you manage to combine work and school?
I worked one hundred percent during the entire 15 months of school. That was tough; after all, school was on Mondays and Wednesdays in the evening, and often on Saturdays too. Plus, of course, up to six hours of homework a week. I opted for the full workload because I probably wouldn't have been much more productive at school if I'd had one day off a week, for example. And the decision was also made for financial reasons.

What learning tips can you give?
You have to know what type of learner you are. I am the auditory type, I need to hear learning material first and foremost and can then process it best. I've also found that I learn best early in the morning. When I was preparing for the certificate, I often studied between 7 and 8 a.m.; when it came to the exam, I got up at 5 a.m. a few times to cram.

With the double burden of work/school, your circle of friends is probably suffering a little, isn't it?
That was the case. My circle of colleagues had to take a back seat, and there was also little time for sport. In the beginning, it was enough for regular aerobics, but in the last three months before the exam, I had to give that up too. But I always made time for my family.

What advice do you give to people in further education when they hit a major slump?
I knew and know the feeling too, of course. You sometimes fear that you might not make it despite your great efforts and many hardships.

And what is your recipe against this?
Quite simply: persevere, persevere, persevere. Success in Lucerne Corinne Meyer, 24, completed a commercial apprenticeship at the Wohlen-based transport security company Strapex and now works in internal sales at the packaging specialist Multivac Export AG in Hünenberg, Canton Zug. She prepared for the sales specialist exam at the Lucerne IWB - now KV Luzern Berufsakademie.

The athletes standing for election are portrayed on a microsite with exclusive image and text material. Users have the opportunity to vote for their personal Swiss Olympic legends. The Swiss Olympic Legends will ultimately be chosen and duly celebrated on "Super Monday" on 22.10.2012.
Users can also make it onto the podium themselves: In addition to daily prizes, there is a city trip to Paris for the quarterfinals of Roland Garros, a VIP day at the "Super Monday" of the Swiss Indoors 2012, and a Swiss Olympic team suitcase with an official Olympic kit. The promotion will be promoted cross-medially with a special supplement and advertisements in the Schweizer Illustrierte, with web banners and PR.

Responsible at Manor: Christoph Fehr (Head of CRM / Research / Customer Card). Responsible at Ringier: Urs Heller (Managing Director Magazines Ringier AG), Stefan Regez ( Editor-in-Chief Schweizer Illustrierte), Thomas Passen (Head of Marketing). Responsible at Swiss Olympic: Doris Rechsteiner (Head of Marketing). Responsible at Swiss Indoors: Roger Brennwald (President), Marc Zimmermann (Event Management). Responsible with Alex Schmid: Alex Schmid (overall responsibility), Christine Zeller, Rosanna Blättler (consulting), Remo Genepretti (design) Sara Meier (texts). Responsible at Notch Interactive: Peter A. van der Touw (overall responsibility), Martin Pfeiffer (producing), Mathias Tanner (consulting), Jeff Gerber (creative direction, conception), Marco Klein (art direction), Tobias Fuhlroth (technical direction, interface programming), Martin Bächtold (application programming).
 

It's a scenario that many people are probably familiar with: You stroll through the furniture store, see harmonious color concepts, beautiful blankets, cushions and accessories. You actually like it. But as soon as it comes to your own home, you stop and leave it. Ikea also knows this: "Customers like our furniture stores with their show apartments and rooms. However, this coherent look is not easy for most people to implement," says Katrin Polzer, External Communication Manager at Ikea. In the current campaign, the Swedish furniture store therefore shows how a somewhat dusty apartment can be spruced up with textiles to match the new Ikea catalog. And it does this right on site, in the customer's home.

The Ikea team arrives with a bus full of cushions, curtains, carpets and rugs as well as Swedish snacks and drinks. However, it's not just about celebrating and watching the work being done. The guests are involved in the design, cutting fabrics, rolling out carpets and fitting curtains. Along the way, they learn about the simple solutions Ikea offers for working with textiles. For example, the curtain fabric no longer needs to be sewn, but simply ironed on with adhesive tape. Even those who have often skipped hands-on lessons can do this.

"The special thing is that we inspire the party guests and also teach them something," says Polzer, emphasizing the benefits of the parties. Ikea already redecorated apartments during the multi-award-winning campaign for the opening of the Rothenburg store in 2011. At the time, however, customers were told nothing about how such a change was accomplished. Only the result counted. The textile parties are completely different, with participants trying things out for themselves and being encouraged to spruce up their own four walls. "Anyone can put together a wardrobe. With textiles, however, you need a feel for what can be done with fabric. We show this in an exciting way," says Philipp Skrabal, Executive Creative Director at Wirz Werbung, the agency responsible. "The parties create a strong experience with the brand."

At the heart of the campaign is the Textilparty.ch website, where interested parties from all over Switzerland can apply to host a party. The website also acts as an inspiration platform, where you can see tips for your own home, before-and-after pictures of the apartments and impressions of past parties. This shows the breadth of the target audience. Sometimes the host is an older lady, other times a young family, then again a single person. Mobilization for the first 24 parties in August and September took place via the newsletter to Ikea Family members. To make the project accessible to the general public, a TV commercial was shown at the end of the first wave, encouraging people to register for the second wave of parties, which will take place in October. After all, with the darker season approaching, colorful textiles are an ideal way to get cozy. True to the Nordic tradition and the furniture store's current campaign motto: "Bring new life into your home."

Isabel Imper

What it's about: A young, intelligent daughter of a golfing colleague asked me to write something about her employer's advertising for her marketing supplementary training for the final paper. That was part of her assignment.

At our meeting, she then presented me with an almost endless Excel sheet. Her teachers, or rather professors, wanted to use this technocratic table to identify the strengths and weaknesses of the campaign she had been assigned. At first I had trouble understanding that there really was such a technocratic grid that could be used to calculate the comprehensibility and chances of success of a campaign. Thankfully, in my long time as a creative advertiser, I have never faced a client who was an advocate of such solution-finding methods.

My theory is this: If young, intelligent people who also want to be trained in marketing are taught such outlandish theories today, I am even more worried than before about the advertising of the future.

It took me a lot of effort to convince the student that the strategies, the creative implementation and a media plan can only come from common sense and are not mathematics. You have to imagine a musician. Let's take Mick Jagger and Keith Richard, who would like to have another hit. To do this, they would launch a survey of various target groups around the world to evaluate the latest, trendiest expressions and most popular styles of music. The whole thing would then be evaluated mathematically and catalogically. A ranking list in percentages of the most mentions would then be the guideline for the newest and most successful Rolling Stone song of all time. That's certainly not how "I can get no satisfaction" came about

Martin Suter, our successful Swiss author, doesn't write his novels by imagining what his readers would most like to read. Instead, he writes what he enjoys or what preoccupies him. Just like all artists, be it Jeff Koon, Prince, Polo Holfer, Yello or even the Stones.

This is exactly how advertising works. Unfortunately, you see fewer and fewer good ones. Stop analyzing and constructing. Do what you enjoy and that will also be fun for consumers.

My stand-up is that the student has successfully completed her marketing thesis. 

Hugo (or Ugo in Ticino) was the name that one morning at the end of May could be read in all major cities on streets, squares, in front of cafes and schools. Hugo was playing a game of hide and seek in the biggest Swiss cities as well as at festivals. Now, after more than three months, it is clear who is behind Hugo: the trade union Syndicom, for which the advertising agency Art.I.schock has launched a new youth campaign.

Using chalk spray, among other things, volunteers publicized the Hugo lettering in a broad-based guerrilla action. At the same time, Hugo was present on a website and on Facebook, where the agency continued the guessing game about Hugo, for example with videos of street polls. After more than three months, in mid-August, the big secret was revealed and Hugo was presented to the media as a youth ambassador for the Syndicom trade union. The centerpiece of the campaign, Hugo's website, was expanded into an advisory and service platform. Hugo devotes himself there to young people's issues of all kinds and is particularly committed to the concerns of apprentices and students.

In the first phase, the slogans were still called "Where is Hugo?" and "Hugo was there! In the second phase, they are called "Hugo is here!" or "We are Hugo!". The design is simple and unique. On printed matter, speech bubbles dominate; on the website, the surfer is oriented to apps. The agency adopted Syndicom's corporate design with the colors yellow, blue, and black for the Hugo campaign.

Responsible at Syndicom: Bernadette Häfliger Berger (Head of Equality and Legal Affairs). Responsible at Art.I.schock: Bettina Ledergerber (overall responsibility and text),Urs Akeret (idea and concept), Philipp Bremer (project management), Valeria Häberli, Petra Schultz, Dominik Blaas and Alex Koveos (design).
 

If the reader market is defined as the sum of all contacts of the titles covered by the MTJ (see box "Basic information" on page 3), the concentration in the Swiss publishing industry can be seen very clearly. While the media houses listed in the chart "Development of market shares of major publishers" still accounted for 58.5 percent of all contacts in 2004, this figure has now risen to 69.3 percent. There have been five winners and three losers since 2004. The winners are Tamedia, Axel Springer Switzerland, the major distributors, the NZZ Group and AZ Medien. The development at Tamedia outshines everything else. Thanks to an aggressive acquisition strategy (20 Minuten, Espace Media, Edipresse) and new launches (20 Minuten in western and southern Switzerland), it has more than doubled its market share from 9.8 to 20.5 percent and has been the clear market leader since spring 2011.

Tamedia damages Ringier

The main relative winner in the long-term comparison is Axel Springer Switzerland, which has increased its market share more than tenfold through the takeover of the former Jean Frey AG and Ringier's German-language TV program titles, moving up from last place to fourth. Since 2004, the two major distributors Coop and Migros have gained 1.9 points to 16.7 percent, also gaining 0.7 points on the previous year. Ringier's market share, on the other hand, has fallen by 2.4 percentage points compared to 2004. This was mainly due to the sale of the program titles to Axel Springer and the discontinuation of Cash and Gesundheit - Sprechstunde. A slight loss of 0.6 points was recorded compared to the previous year. On the one hand, the significant losses of Schweizer Illustrierte, Illustré and Glückspost contributed to this. However, almost half of this was due to TV täglich, which is published as a joint venture with Tamedia. For this reason, the readership figures are attributed equally to the two publishers. The piquant thing is that the readers were lost because Tamedia no longer includes the program supplement in its two major daily newspapers in German-speaking Switzerland. However, as Tamedia's total contacts have only decreased in line with the overall market, it has been much less affected by this measure.

The NZZ Group continues to hold fifth place with a market share of 5.4% in Switzerland as a whole, ahead of Konsumenteninfo, which was able to maintain its share of 5.0% despite significant losses of its titles K-Tipp and Bon à savoir. AZ Medien was also able to maintain its market share of 3.4% compared to the previous year - despite a significant loss of the AZ Gesamtausgabe. The current situation is shown in the chart "Market shares for the whole of Switzerland".

Tamedia dominates everywhere

In German-speaking Switzerland, Tamedia is one point ahead of the two major distributors with a market share of 17.2 percent. Ringier is slightly stronger than in Switzerland as a whole, while Axel Springer achieves 1.4 percentage points more in German-speaking Switzerland than in Switzerland as a whole. This is because the subsidiary of the major German publisher is only represented in French-speaking Switzerland by the niche title PME Magazine. The NZZ Group and AZ Medien operate exclusively in German-speaking Switzerland. Both therefore score higher here than in Switzerland as a whole. In German-speaking Switzerland, AZ Medien is 0.5 points behind Konsumenteninfo with 4.3 percent, while the NZZ Group is significantly better off with a constant 6.7 percent. The other publishers have a market share of around 31% both nationwide and in German-speaking Switzerland.

In French-speaking Switzerland, however, the other publishers only hold a good quarter of the reader market. With 38.2 percent, Tamedia is as dominant there as the now fully integrated Edipresse was. Konsumenteninfo also has the strongest position here with 6.7 percent. Ringier, on the other hand, holds around 12 percent in both major language regions, while the major distributors are 1.3 points stronger in French-speaking Switzerland than in German-speaking Switzerland with 17.5 percent.

Concentrated daily press

If we focus on the daily newspapers that are published at least four times a week, Tamedia's dominance becomes even greater. In Switzerland as a whole, its titles generate more than half of all daily newspaper contacts, in German-speaking Switzerland a comparatively modest 43 percent. In French-speaking Switzerland, on the other hand, 69 percent of all contacts come from the three paid daily newspapers and one free daily newspaper distributed by Tamedia Publications Romand. The rest of the market is shared by Editions Suisse SA, the subsidiary of the French newspaper group Hersant, with just under 13 percent and the other publishers with around 18 percent. In German-speaking Switzerland, four publishers share 87 percent of the reader market. Ringier has the second-highest market share with just under 23 percent. And this with just two titles, Blick and Blick am Abend. The three daily newspapers of the NZZ Group (NZZ, St. Galler Tagblatt and Neue Luzerner Zeitung) together account for 15 percent of all daily newspaper contacts.

Just as in German-speaking Switzerland, the three major publishers have a market share of around 80 percent in the daily press market throughout Switzerland. This may seem threatening at first glance. However, as the various titles of Tamedia and the NZZ Group can work very independently in editorial terms, this concentration in the opinion market only poses a certain threat in individual cases, such as with topics from the media market.

The situation is somewhat different at Ringier, where the content of the two Blick titles comes from the same newsroom and therefore hardly represent diametrically different positions.

Ueli Custer

Hans Klaus, Ruth Metzler-Arnold and Daniel Eckmann have been supporting and advising leaders, companies and organizations since spring 2011. The former companions in federal Bern - Klaus was Federal Councillor Metzler's head of information and media spokesperson, Eckmann was Federal Councillor Kaspar Villiger's delegate for communications - work as independent consultants in Zurich, Appenzell and Murten and operate together under the name "Klaus-Metzler-Eckmann. Strategy, Leadership, Communication".

At the beginning of July, the consultants opened an office in London to support their international clients. With its presence in the financial and commercial metropolis, the consultancy aims to become more interesting for foreign clients - both for internationally active companies that prefer to come to London rather than Zurich, as well as for companies and corporations that have their headquarters in the English capital. On the other hand, local companies should also benefit from the additional base abroad: "The office in London also makes us attractive for Swiss companies that operate internationally," emphasizes Klaus. "From an international communications perspective, London is the most important European city." London is also a hub for litigation cases, which are becoming increasingly important for Klaus-Metzler-Eckmann. The consultants are increasingly being asked by clients to support them in legal disputes.

The London offices will be managed by the lead partner Klaus, who will regularly look after the Berkeley Square office. Operationally, Klaus-Metzler-Eckmann will work closely in London with Jauch Associates, a consultancy specializing in executive search and organizational development in the financial industry, which is headquartered in Zurich. (imp)

You can read more about Klaus-Metzler-Eckmann in the current print edition of Werbewoche: The discreet advisors.

 

Current social media advertising is campaign advertising. An appearance is specially created or taken from the classic campaign and then implemented in a channel-specific way. Last week, a social media award was presented, and the work submitted corresponded to this pattern. But social media advertising is more than that. Social media advertising is a modern form of the regulars' table where people have conversations. Do you run social media advertising? Depending on the size of your company, you have between a few dozen and a few thousand conversations every week. If a user likes your latest post on Facebook, thank them with a friendly message. If a user asks you a question on Twitter, thank them and reply. For you, every conversation is a potential start to a lasting customer relationship. This is social media advertising.

There are three questions that are currently causing experts to rack their brains. How can companies manage the many one-to-one conversations and how can they identify and positively influence the conversations? The fact is that the demand for conversations among users is exploding. Facebook recorded 2.7 trillion likes and comments in the fourth quarter of 2011, and Twitter currently has 250 million tweets per day. In 2009, the figure was just two million. Fortunately, resourceful inventors have recognized the need and started to develop a few exciting applications. The following questions deal with what makes a successful catch-up concept.

1. how do you find the conversations that concern you?

The range of discussions that Migros, for example, has to monitor is enormous. It includes mentions of own brands, external brands, competitors, trade unions, employees, suppliers, international retailers and many more. Migros has to assume that every message carries the potential for the next success story. These are thousands of mentions every day that deserve attention. Without technical aids, it would be impossible to capture this volume of statements. The mentions mainly take the form of entries in social media channels or on the web on websites, blogs and review platforms. We also differentiate between the collection tools available today according to these two places of publication. These tools are actual platforms (dashboards) that are easy to install and on which the content predefined by the search query appears at the time of the mention. Google Alert and Google Analytics are familiar from web search. No comparable universal solution is foreseeable for social search. Here you should turn to specialists or start with one of the tools that covers the large networks. I firmly believe that a carefully selected mix of tools will be a significant competitive advantage in the battle for positive opinions in the future.

2. how do you create messages that get people talking?

Without tangible added value, social media users can hardly be persuaded to participate these days. Yet participation is the hardest currency in the social media business. But how are messages created that motivate users to participate? Brian Solis, leading social media strategist, recommends that we take a look behind the conversations we follow: "We have to read between the lines. We have to see what trends, what themes, what opportunities we're missing." So it's about reading between the lines and spotting the trends. Intelligent analysis of conversations is required here. And there is no standard form for this. The ability to create messages with activation potential is therefore closely linked to the ability to derive moods and motivations from intercepted statements.

Influencer: Other important activation amplifiers are influencers. Identifying them is relatively simple. You use a keyword to search for people with a large following, explore their motivations, compose messages, gain their trust and work your way step by step to the first consideration - in a retweet, a share on Facebook or even in a blog comment. What about your influencer qualities? Google KLOUT and find out your current score. It is calculated on the basis of your activities and their popularity in the popular social media networks.

The Starbucks Case: Here is an example of intelligent analysis by Brian Solis. Using the ReSearch.ly tool, he took a close look at Starbucks' followers: how they talk about Starbucks, who they associate with and what words they all use in connection with Starbucks. Solis not only wanted to find out how frequently, positively or negatively the mentions are, but also wanted to formulate creative messages from the words used by the followers. The analysis revealed that music, love, family, studies and photography are important to followers who rate Starbucks positively. This insight can be used to create messages that are known to meet with a high level of emotional acceptance among recipients.

3. how do you organize your conversations?

With a large organization like Migros, it becomes clear what even smaller companies need to take to heart. Whenever possible, the search for and evaluation of conversations should be carried out by internal specialists. For example, the product manager at Chocolat Frey can identify potential for improvement more quickly from users' comments about taste preferences than a detached analyst. The second success factor is the right mix of tools. You can commission third-party companies to do this. But social media is not a classic contract business. You manage the dialogs, so you should also understand and master the corresponding monitoring tools. A good entry-level tool is Hootsuite. It is free, easy to install and can be used to search the two major networks Facebook and Twitter for specific content. Otherwise, the field of possible tools and providers is very large. Base your choice on your very specific conditions: Volume of conversation about topic and market; content aspects - explosiveness, competition, relevance; type of your reference groups - B2B, B2C, demographic profile; type of offer - emotionality, purchase frequency, price level; available resources - in-house expertise, organization, financial means; cultural framework - mutual trust, openness, ability to be self-critical.

Beat Hürlimann