The new offering will enable advertising customers to reach target groups within the Premium Publisher Network PPN that are tailored to their needs with significantly less wastage, as detailed in a press release. The Premium Publisher Network PPN, which belongs to Tamedia, unites around 30 websites such as 20 Minuten, Tages-Anzeiger, Le Matin, Tutti.ch, Ricardo.ch and Homegate.ch and reaches over 80 percent of Swiss online users every month.

For example, if a user is interested in new cars on Autoricardo.ch, the vehicle marketplace belonging to Tamedia, a digital marker is placed. If the same user then visits another platform in the Premium Publisher Network, they will be shown thematically relevant products such as new cars. This enables advertisers to achieve maximum reach within the target group. At the same time, users of Tamedia websites receive advertising offers that are more closely tailored to their needs. In a first step, Tamedia's intent targeting offer includes the categories automotive, real estate, consumer electronics, household & living, parents & family and sport, grouped according to purchasing interests, as well as further sub-categories for automotive and real estate.

Tamedia's targeting offering will continue to develop over the next few months with various intent or audience targeting, in which target groups are reached using socio-demographic criteria. To enable these new advertising offers, Tamedia's own data sources (Autoricardo.ch, Tutti.ch, Homegate.ch, Ricardo.ch etc.) will be tapped by a data management platform.

The company is not ruling out the possibility of opening further stores. The first sales outlet is to be opened under the name "YoBar" in the center of Lucerne, not far from the Bourbaki Panorama on Löwenstrasse. Emmi spokeswoman Sibylle Umiker confirmed corresponding media reports on Tuesday. The construction project has been on public display at the City of Lucerne since Friday. According to the operating concept, Emmi intends to sell mainly its own yogurt products such as fruit yogurts, salty yogurts and frozen yogurts in the store. However, the planned range will also include bagels, salads and drinks. The restaurant will also have 76 square meters of sales space and a show kitchen. Emmi is not providing any information on the costs of its first own take-away business. The branch, which will be open from Monday to Saturday, will employ up to four people.

Store as a marketing tool

The store is primarily a new marketing tool, as the Emmi spokesperson explains. It is intended to advertise the many different ways in which yogurt can be used. The background to this is Emmi's protein product Yoqua, which was launched last year and proved to be a sales driver in the otherwise weak Swiss domestic market. The yoghurt snack is Emmi's response to the global trend towards protein-rich foods, particularly among young consumers. The yogurt bar in Lucerne is a pilot location for Emmi. It cannot be ruled out that there will be more such stores in the future, the spokeswoman continued. Switzerland's largest milk processor does not generally sell its products directly to consumers. The exceptions are three factory stores in Emmen LU, Kaltbach LU and Ostermundigen BE. There are also two cheese stores in Bern and Olten run by Emmi subsidiary Baumann Käse. (SDA)

The rapidly growing importance of Facebook for marketing is breathtaking. The battle for attention in the newsfeed has begun. Attention that can only be bought to a limited extent. It's not the big budgets that win. It is the clever campaigns that reach the desired target person. The logic of advertising needs to be rethought. One thought leader is the Swiss Facebook pioneer Thomas Hutter. His answers point the way to smart campaigns.

Advertising Week: Do you remember your first Facebook post?
Thomas Hutter: Yes, and it was anything but spectacular, on 16.06.08 a pure text post "working" ...

As a B2B marketer, you have 31,000 fans on Facebook - how do you do that?
I often ask myself the same question. It's a combination of several factors. For almost seven years, I have been regularly publishing content on Facebook marketing on my blog, and previously also on social media and SEM (search engine marketing) in general. Over this period, I have written over 1750 blog posts. Many of them are up to date and well-founded, often detailed and most of them have added value for the reader. My Facebook community has developed very organically and when I look at the fans of the page, there are many people who are genuinely interested in the topic. As a result, I regularly get a very high reach and the content is often picked up by magazines and journals, especially in Germany, which generates additional reach and therefore fans. My many presentations at events in Germany and the seminars also contribute to this.

What is your ultimate recipe for success?
The recipe consists of three relevance factors and is very simple: content, target group and timing! In other words, relevant content for the relevant target group at the relevant time. As I said, quite simple.

In your opinion, what is the most common mistake made in Facebook marketing?
Yes, that brings us back to the three relevance factors, or the combination of factors. Unfortunately, these are often forgotten. In addition, many companies see Facebook as a "cheap" playground where they can quickly publish something, often resulting in irrelevant or second-rate content. Much of it is of poor quality, uncreative, often not adapted to the channel and/or the target group and usually not really prepared for mobile consumption. If this is then combined with a poor strategic alignment of the advertisements, failure is basically pre-programmed. I see extremely amateurish work on a daily basis, especially in the area of advertisements, unfortunately often also from agencies.

When does a Facebook ad in your feed annoy you?
The ads themselves don't annoy me. Facebook knows how to smoothly integrate ads into the platform. I am often annoyed by the content of the ads. Many opportunities are wasted due to poor creative, a lack of targeting and often poor landing pages or poorly thought-out mechanics.

Do you have any recommendations on when and how often a brand should post on Facebook?
Yes, as often as possible, as long as the content meets the three relevance factors.

You spend a lot of time in Germany. How does Switzerland compare to its big neighbor?
Unfortunately lagging behind. Many companies in Germany are much further ahead in this area, although the general conditions (data protection/privacy discussions) are actually fundamentally worse. Many Swiss companies are currently doing too well, so well that they don't necessarily have to be successful in marketing, especially in the newer disciplines. Many companies are sticking to what is comfortable or already known. Poster campaigns and newspaper advertisements are simply "easy". You don't need to invest a lot of brainpower and effort ... In my view, the passivity that we repeatedly encounter in Switzerland is very dangerous.

You have a good connection to Facebook. How should we imagine that?
We are very well supported by the Facebook account managers for our commercial interests. We have regular web/video conferences, actively receive news and information directly from Facebook, have contacts to various Facebook departments in Germany, Ireland, England and the USA and are often allowed to test completely new functions in the beta phase or test them for our customers. Thanks to the blog and the work associated with it, there is also a regular exchange with the Facebook marketing/PR team.

Where are particularly creative applications possible on Facebook in 2016?
Facebook's new canvas ads are very exciting, as they allow a lot of creativity and at the same time offer optimal conditions for mobile. I find the live video format with Facebook Live and Facebook Mentions interesting. This format offers very exciting opportunities for companies. The 360° videos should also offer a lot of creative scope. The carpet has been rolled out for creative professionals ...

What is your advice regarding the use of celebrities in Facebook marketing?
If the person is popular, this can work well. However, most celebrities also have a lot of people who don't think they're great. Depending on this, the use of a celebrity can be interesting in order to reach their fan base. Ultimately, the same considerations are necessary as with conventional marketing.

What do you recommend as a first measure when a shitstorm breaks out?
Keep calm.

How are Facebook Ads prices calculated?
Pricing on Facebook is extremely complex. Many factors play a role: Supply and demand, target group, relevance and performance (e.g. click-through rate). Facebook's forecasts about the expected performance also play a role. Positive and negative feedback also has an influence. In the end, Facebook always calculates with an absolute bid based on CPM (cost per mille).

What are the typical goals of a Facebook campaign?
The objectives can be very diverse. They are often classic objectives in the field of brand management. I'm thinking of brand awareness and brand perception. Facebook has a lot of potential here. But so-called performance objectives, which are aimed at traffic and sales, are also quite possible. Unfortunately, there is often a lack of understanding and experience when it comes to cause and effect. The wrong measures are used for the defined goals.

There is the problem with ad blockers - How much is Facebook affected?
About the same as the average pages with ad placements on the web. Since not everything related to companies is done via pure ad placements, the effects within Facebook are likely to be less severe. For Facebook itself, however, they are bad enough.

What can Facebook Ads do better than Google AdWords?
In theory, Facebook Ads and Google AdWords cannot be directly compared. Both channels have their justification. Facebook Ads can be used much more broadly within the customer journey, the experience path. Google AdWords are mainly effective when demand already exists. If there is no demand for a product or service, it becomes more difficult with Google AdWords. Facebook, on the other hand, offers very interesting possibilities, particularly in the area of demand generation. Ideally, a company should coordinate the use of Facebook Ads and Google AdWords well, as a correlation between Facebook Ads and increased Google search queries is often clearly visible.

What are the most important steps in a Facebook Ads campaign?
All steps are important. In my opinion, a good strategy, good advertising materials that are adapted to the relevant objectives and target groups, the right mix of measures used, ongoing controlling and continuous optimization in line with the objectives are crucial for success.

What are the most important trends, new applications for example, that will conquer the Facebook marketing world in 2016?
Canvas ads, 360° videos, live formats. In addition, the increased combination of retargeting and ad placement should offer a lot of potential. I think that Facebook still has a lot in store for us all ...

Interview: Beat Hürlimann

For the first time, SKG is launching an information campaign whose content is aimed at both dog owners and non-dog owners. The initiative is deliberately provocative, surprising and emotional. "Let's talk about it", is the challenge. Every year, around 60,000 tons of dog waste are produced in Switzerland, picked up and disposed of by dog owners. Sometimes it is the few poops that are left lying around that ruin the image of an entire dog population and their owners. "We see the campaign as an invitation to a dialog between non-dog owners and dog owners who use nature together," says SKG Central President Hansueli Beer, who - as he admits - can get "extremely annoyed" about litter left by the roadside and in picnic areas. "Littering is a real problem - regardless of whether it's empty beer cans or piles of dog excrement."

It explains: "An aluminum can has a half-life of 716,000 years - dog excrement a maximum of 46.5 days. That doesn't excuse anything, but it should make us think together." Because: "Not every dog is a dirty dog," emphasizes Hansueli Beer, and Andreas Rogger, the new SKG Managing Director, summarizes the core concern of the initiative in two sentences: "Dialogue instead of bias - understanding instead of prejudice. Let's meet as friends."

Tolerance instead of hate

The very topical subject of poisoned bait is also included. The 16-page brochure in A4 format (Link PDF) next to a picture of an X-ray of a dog's belly on which a razor blade is clearly visible: "Admittedly: A bad reputation and a notched enemy image make dogs and dog owners unappealing to many people and a target of hatred. That's why some resort to the last resort - extermination! In doing so, they endanger every form of life."

Andreas Rogger emphasizes: "It was very important to us not to work with accusations or admonishing fingers in the campaign, but to offer a basis for conversation between people and a more understanding way of dealing with each other." According to the motto: "Tolerance and intelligence as a solution."

The role of the SKG

With this campaign, the SKG is positioning itself as a point of contact for anyone interested in dogs: "All courses, information and events offered by the SKG are aimed at current and former dog owners as well as family members of dog owners and anyone who wants information about keeping, caring for and generally dealing with dogs." He continues: "The aim is to break down prejudices and show how to behave. Knowledge reduces prejudices and correct behavior towards dogs reduces risks. The classic win-win situation."

The "Sauhund" initiative was first presented within the association at the presidents' conference in Aarau in mid-January 2016, followed by a public launch at the dog trade fair in Winterthur in February 2016. The Swiss Association of Municipalities is also on board. It is sending the brochures to all municipal administrations in Switzerland - with a link to the website Skg.ch for the purchase of further brochures and/or posters.
Creation and realization of the campaign: Leo Gesess, Com.Com.

 

Sygama, the Basel-based company that recently successfully launched Kitchen Brew, its home-brewed beer, is now on the market with another product launch: Swiss Mountain Spring Tonic Water. The drink comes in three different flavors and is available in selected restaurants and exclusive bars.

Sygama has pursued with Swiss Mountain Spring, according to the statement, the ambition to create a perfect tonic water. It contains high-quality quinine, natural essences and is made with mineral water from the Allegra spring in the Swiss mountains.

CR Basel was commissioned with the overall launch of Swiss Mountain Spring Tonic Water. The agency developed the complete brand identity as well as a comprehensive communication concept under the guiding principle "The new freshness from the Swiss mountains". The elegant, reduced color scheme in combination with a refreshing key visual is intended to emphasize the value of the new product.

CR Basel has already implemented a wealth of communication measures, and more are in the pipeline. The advertising package includes posters, advertisements, A6/A5 flyers, website, social media, public transport advertising, packaging design, advertising materials for the catering trade as well as PR measures and event support.

Responsible at Mountain Spring Tonic Water by Sygama: Peter Oppliger (overall responsibility), Michael Schneider (product development). Responsible at CR Basel: Peter Frey (overall responsibility), Lukas Weibel (consulting)
 

There are said to be people who notice themselves when they have an elevated temperature. And then lie down in bed, drink tea and wait until they are well again. For everyone else, Saatchi & Saatchi Switzerland and Saatchi & Saatchi Interactive Solutions Poland set up an interactive poster in downtown Warsaw, which - equipped with a thermal imaging camera - told curious passers-by their body temperature. Fever candidates were allowed to create a fever selfie and share it with the whole world. Including the chemical solution: Theraflu.

Posters that interact with the viewer are and remain a beautiful thing. So it becomes a minor matter that presumably very few people need the help of an outdoor advertisement to determine whether they feel ill. At the very least, however, the question arises as to how seriously one can take the measurement of body temperature via heat sensor, when already the common methods of measurement via the most diverse body orifices lead to different and controversial results. Perhaps not so important. Because: Hey, there was a poster that could take a temperature! (hae)

Saatchi.com via Creativity-online.com

Herold Bieler has been working for the Valais Messenger for 27 years, according to the newspaper. The 54-year-old has served as deputy editor-in-chief since 2009. Rieder, the previous editor-in-chief since 2009, communicated his departure in December 2015 (Werbewoche.ch reported).

There is also a change at the Journal du Jura newspaper. The current editor-in-chief of the newspaper, Stéphane Devaux, is leaving at the end of May. He is moving to the Neuchâtel newspapers L'Express and L'Impartial, where he will be responsible for the Neuchâtel Jura and Jura sections. Gassmann Medien, which publishes the Journal du Jura, stressed in Tuesday's edition that the post of editor-in-chief would be filled. (SDA)

Direct, provocative and politically tinged.

Responsible at the Deutsches Theater Berlin: Ulrich Khuon (Intendant), Gaby Schweer (Head of Communications). Responsible at Velvet Creative Office: Wolfgang Möhrle (consulting), Jürg Schaffhuser (CD), Peter Moser (AD), Max Christian Graeff (text).

By the way: The Lucerne agency Velvet has already created the posters for this year's Berlinale (Werbewoche.ch reported) and receives much praise for it - including from RBB Berlinale reporter Susanne Bruha in the "Declaration of love for the Berlinale poster".
 

Dishes such as the Seven Spices kebab, falafel, various salads, but also special oriental desserts provide a versatile food offer. Compared to other kebab providers, Seven Spices uses the secret spice blend consisting of selected seven ingredients. According to the announcement, it is intended to provide an "incomparable taste experience." In addition, all dishes are also available as a vegetarian option.

The Zeitgeist Kommunikations agency designed the branding for the restaurant in Bern. In addition to the logo development, the entire food offer was photographed and properly staged on menu board screens, menus, etc..

Responsible at Autogrill Switzerland: Michael Siebenmann (Head of Marketing & Communication), Nico Wettstein (Head of F&B). Responsible at Zeitgeist Kommunikations: Brigitte Naschberger (Senior Account Director), Tamara Niggli (Account), Marc Gühne (Art Director), Lisa Pollhammer (Graphic Design) and Josef Koisser (CEO).
 

The canton of Neuchâtel and the publishing house "Société neuchâteloise de presse (SNP)" stated in a joint press release on Tuesday that the new location of the editorial office has not yet been decided. Following the closure of the printing plant last year, the SNP decided to sell the building. As the rotary press has already been removed, large areas are currently unused. The building is of strategic importance to the canton because it is located near the Microcity innovation center. No details of the sale price were given. (SDA)

 

In the process, the presenters are specifically linked to the core topics of Joiz: News - Social - Music - Lifestyle! The new slogan #BePart #BeLoud #BeYou is intended to create a connection between Joiz and the community. #BePart à At Joiz you can have your say, join in the discussion and become part of the community.

#BeLoud àWe are loud and crazy! The community should celebrate with us. #BeYou àWe are unfiltered and meet the community at eye level. We are ourselves - be yourself too!

The hashtags also create a connection to the presenters. For example, Daniel Fanslau, host of the music show "Living Room" and keyboard player at Yokko, embodies the hashtag #BeLoud and thus connects the topic of music with the hashtag.

Sarah Christen, host of the lifestyle show "Must Have", on the other hand, stands for the hashtag #BeYou, asking the community to be themselves.

The look of the campaign is intended to appeal not only to Generation Z, but also increasingly to Generation Y. The designs are clean and simple. The designs are kept clean and simple. Print, online and social media advertising materials were developed for this purpose. The Joiz studios were furnished in the same look, new advertising banners and broadcast packaging were designed, and two VBZ streetcars were dressed.

Responsible at Joiz: Jessica Do Amparo (Head of Marketing), Lea Huber (Marketing Manager), Petra Stolberg (Creative Director), Sabrina Kuhlmann-Bokelmann (Graphic and Motion Design). Responsible at Statement: Philipp Brunner (Strategy), Roger Gebert (Strategy).
 

Valentine's Day is a day that divides opinions, or rather lovers: Some take the day to heart and present their great love with roses and chocolates, others deride it as a marketing event in disguise. Reason enough for Stämpfli Kommunikation to attract a little attention on a day like this: For the launch of its dialog marketing check - a new service that allows clients to have their existing direct marketing measures analyzed in detail - the agency sent its clients a bold claim by e-mail on February 14: "Eternal fidelity is possible" was the message.

Anyone who wanted to know what was hidden behind the promising statement simply had to click on the linked field with the heading "How does it work? The interested parties were then taken to a personalized Microsite with the tongue-in-cheek resolution that Stämpfli Kommunikation is talking here about the business relationship with the target group: "A little attention as well as an original idea are enough to strengthen the relationship with your customers."

On the microsite, the companies contacted can register directly for the dialog marketing check. "With this measure, we deliberately wanted to put it to the test and show our customers that it doesn't take much to communicate effectively," Dominic Eichenberger, Head of Stämpfli Kommunikation, emphasized in a statement.