Christmas is the festival of love. In this year's heartwarming Christmas film, Coop and the filmmakers of Stories show that romantic love stories can also take shape between the shelves of a supermarket.

"Standing out with an emotional story during the Christmas season is difficult enough. Telling this story in a way that makes our brand promise 'For me and you' tangible throughout Switzerland was a real challenge. We are all the more pleased with the result," says Vanessa Finzer, Head of Advertising at Coop.

Two young people meet in a Coop store, fall in love and ultimately celebrate the festival of love together. The paths of the two protagonists cross in interesting ways: Coop employee Lulu one day notices the somewhat awkward, yet cute Louis, who is out shopping. Spontaneously, she decides to support the customer over the loudspeakers with shopping and preparation tips individually tailored to him. Louis is immediately attracted by Lulu's voice and is happy to let her guide his shopping from now on. As his success in the kitchen increases, so does the young man's self-confidence, until he finally takes heart and sets out to find the person behind the charming voice. The rest is (Christmas) history.

Yves Bollag, Producer and Co-Founder at Stories, says about the film: "Customers come first at Coop. We translated this attitude into a modern fairy tale that surprises, is produced to a high standard and, as a simple love story, is still close to the people. This should make the story stand out from the crowd of emotional Christmas messages."

The film will be available nationwide on TV, cinema,as well as in various digital formats from 22.11.2019.

Anyone can express their opinion on the internet and more and more people are using digital platforms to vent their anger about a particular provider or seller. These reviews in turn influence the purchasing decisions of other consumers. Companies are now faced with the challenge of optimizing their online reputation in a targeted manner.

In the digital age, companies receive feedback from various sources - such as Google and its star rating system, online reviews and business directory entries as well as social media. This feedback needs to be bundled as part of professional online reputation management (ORM) in order to obtain a 360-degree view of the image of your own brand.

1. actively request feedback

No reviews are not bad either. This is true, but a low willingness to provide feedback is not exactly a sign of really enthusiastic customers. In addition, Google reviews play a particularly important role in the provider's search engine ranking.

It is not just about the average star rating, but also about the number, topicality, length and content of the textual comments that users submit. Anyone who thinks they can outsmart the world's largest search engine by only asking satisfied customers for feedback will be disappointed: if Google discovers that routing is taking place, for example, it will delete the stars completely.

So ask all your customers for feedback. Either directly on site by handing them a tablet and asking them to take part in a small survey or to rate you on Google. You can also send an email or text message directly after a transaction, whether online or offline - of course only with the customer's prior consent (opt-in). This gives you an authentic picture of the customer's opinion - and Google too.

2. listen, observe

You need to keep your eyes and ears open so that you don't miss out on any feedback. In addition to Google, reviews on social media such as Facebook and Instagram also play a role. In many sectors, there are also specific portals that enable reviews of providers.

It is important that you categorize the customer testimonials: Is it positive, neutral or negative feedback? What exactly was rated - the product, the delivery or the service? Which store is involved? The more systematically you record reviews, the easier it is to evaluate and respond to them.

3. respond appropriately to reviews

Online reviews of your company only have a really negative effect if you do not respond to them at all or do not respond appropriately. The rule of thumb is therefore: respond to 100 percent of bad reviews and at least 20 percent of good reviews. You should also respond within 24 hours if possible. You can lose a frustrated customer to the competition within a few days if you do not respond to their concerns.

With the help of prepared text modules, you can very quickly create a suitable response to feedback. However, it is important that your message refers to the content of the review. A personal form of address, even if it is just a nickname, is good form. In addition, you should never justify yourself or contradict the customer. Remain friendly and understanding and offer a dialog outside of the review platform. It is also polite to thank the customer for positive feedback.

4. analyze your online reviews

However, if you want to optimize your online reputation in the long term and get closer to the ideal customer experience, it is not enough to simply initiate and respond to feedback. You need to look at the big picture in order to really learn from your customers' experiences and opinions.

By categorizing and structuring all assessments accordingly, you can find out which areas of the company are lagging behind or what strengths and weaknesses the individual locations have. You then have the opportunity to initiate specific measures, such as increasing resources in the service team or training employees in sales. 

5. find out what inspires your customers

If you know what your customers complain about or in which stores they felt particularly well looked after, you will have initial starting points for improvements. There may even be a location that is suitable as a best practice from which others can learn.

Nevertheless, online reviews must be regularly monitored and evaluated. You should therefore check whether the measures you have introduced on the basis of your reputation results are actually leading to improvements. 

6. compare yourself with the competition

In the battle for customers, it is not enough to have a good reputation score and to score accordingly with positive reviews on the Internet. Above all, you also have to perform better than the competition. Therefore, take a look at how your competitors deal with customer feedback. With an ORM software solution, you can also carry out a direct score comparison - for example with the industry average and the best company in your industry.

7. use technological support

Comprehensive monitoring, especially of digital touchpoints, the number of which is constantly increasing, is almost impossible to manage manually, especially for companies with many locations. If you have to keep an eye on the reputation of different branches or subsidiaries, you will tie up so many resources for this task that you will move away from the actual goal of delighting the customer rather than getting closer to it.

This is why you need software that automatically registers and categorizes online reviews and also facilitates the processing of customer feedback - both for central marketing or headquarters and for the contact person at the respective location.

Conclusion

With professional online reputation management, companies can not only positively influence the customer experience in individual cases, but also improve their digital reputation as a whole. As a result, they rise in the search engine rankings and also in the perception of potential customers.

These are age, gender and postal code, as Google explained in a blog entry on Thursday night. At the same time, however, it remains possible to place ads for individual search terms such as "business," it said.

In another important step, Google emphasized that false statements in any advertising violate the platform's rules - even when it comes to politics. This also applies to manipulated media such as videos, for example.

Facebook had recently triggered heated discussions in the U.S. with its announcement that it would also leave demonstrably false posts by politicians on the platform so as not to interfere in the political process. Messages from politicians are also not submitted to the online network's independent fact-checking partners.

Earn range

Google went on to say that it expects to intervene in political advertising only in rare cases - "but we will continue to do so in the case of clear violations". Twitter, meanwhile, will no longer allow any political messages to be disseminated as advertising from Thursday. Reach must be earned and not bought, Twitter CEO Jack Dorsey explained.

At Google, the new rules are to be implemented first in the UK - where a new parliament will be elected on December 12 - within a week. They will then apply in the EU by the end of the year and in the rest of the world on January 6, 2020.

The financial service Bloomberg reported that Google will also block the possibility for political ads to upload their own contact lists for targeted addressing of users. This is considered an important tool for companies and also political parties to locate people they already know on the platform. Facebook offers its advertisers a similar function. (SDA)

In addition to the existing specialist information for retailers, the association's digital presence is to be expanded by means of targeted online campaigns. The aim is to make consumers more aware of the quality and high standards of high-quality Swiss bedding.

"Social and other online media offer us the opportunity to provide interested parties with neutral specialist information at exactly the right time to form an opinion," says Markus Bührer, Head of Mandate at Kommpass. With this approach, which takes into account the defined goals and the available budget, the agency convinced the VSB board, which was looking for a long-term partner in the field of communication.

The Association of Swiss Bedding Factories comprises the four most important Swiss bedding manufacturers, has a network of around 2,000 retailers and defines high standards in terms of quality, production, animal welfare and environmental protection via the VSB label. It also serves as an independent information point for retailers and end customers.

Martin Oschmolz (right) succeeds Reinaldo Colaço (left).

CH Media's TV & Radio marketing department under the leadership of Hardy Lussi is being restructured. With immediate effect, Reinaldo Colaço, previously Head of Advertising Market TeleZüri & Radio 24, will be responsible for the marketing of all regional TV & radio stations. In this role, the 36-year-old will take over the management of regional TV and radio marketing as well as the national marketing of the Group's radio stations.

Reporting to him are the advertising market managers, who work with their teams on the advertising markets in the Zurich, Aarau, Bern, Lucerne and St. Gallen regions. Colaço is handing over the management of the sales team in Zurich to Martin Oschmolz, who has been working as an account manager for TeleZüri and Radio 24 for around a year.

The prize has been awarded since 201 2018 by the three professional associations Leading Swiss Agencies LSA, Swiss Advertising Association SWA and KS/CS Communication Switzerland and rewards a professional for their commitment to communication and marketing in French-speaking Switzerland. Jan De Schepper will be the new ambassador for the industry next year, succeeding Michael Kamm, CEO of Agence Trio and "Publicitaire de l'année 2018". With this appointment, the jury members have put a representative of the client in the spotlight for the first time.

One mission and three messages to convey

Jan De Schepper's election is a reminder of the important role of advertisers: "We have our share of responsibility because we contribute to the local dynamic between agencies and the media. Incidentally, this is the real raison d'être of the SWA - of which I am a member of the Board of Directors - which works for the interests of advertisers on a daily basis."

Jan De Schepper also emphasizes that business communication is an important growth vector for our economy: "Certain initiatives are trying to restrict advertising in Switzerland, such as the recent ban on billboards in cities. However, advertising is of the utmost importance if companies are to continue to develop and offer their employees a job. It is also called upon to provide information. It is therefore vital to stand up for the freedom of advertising!"

Creativity is also a key concern of the new "Publicitaire de l'année". According to him, this makes all the difference in a world where the amount of content consumers are exposed to is constantly increasing: "French-speaking Switzerland is full of creative talent and innovative ideas to allow brands to reinvent themselves and stand out from this variety of content in an original way."

According to Swissquote's Marketing Director, it is necessary to promote high-quality creativity in order to allow agencies to stand out: "Thanks to creativity, advertising becomes more appealing and attractive in an environment that increasingly makes it appear harmful or intrusive. It is therefore the responsibility of agencies and clients to offer bold advertising content with high added value."

De Schepper is looking forward to taking on these various challenges during his mandate as an ambassador for the industry.

In the Betty Bossi kitchens in Zurich-Altstetten, Christa Rigozzi and the elves experiment with a chocolate melting machine and write new biscuit recipes. They also bake Betty Bossi biscuits. 

"Christa Rigozzi is a perfect match for Betty Bossi - both are likeable and warm," says Isabelle Strub, Head of Marketing. The presenter agreed immediately on request, as she herself loves cooking and baking with Betty Bossi. During the shoot, the Ticino native kept all the children happy and even slipped them a biscuit when necessary.
 
The Christmas commercial is a thank you to all customers, is distributed on Betty Bossi's channels and is linked to a competition.

MyMTV Music is a personalized, linear music channel that users curate themselves with the help of the MTV library. Based on the findings of MTV's "Knowing Youth" study, in which nearly 80 percent of 13-32 year olds said their tastes do not fall into a specific music genre, MyMTV Music's personalization is determined by mood and context selection rather than a focus on a specific music genre. Users can create different channels based on genre, mood and year.

"Music is at the heart of the MTV brand," says Giovanni Zamai, Brand Director Youth & Music at Viacom International Media Networks. "On linear television, music content makes up more than 80 percent of our daily programming. We are constantly looking for new ways to connect fans with the music and artists they love. With MyMTV Music, we are giving viewers the opportunity to enjoy an extensive range of music videos and unique live content in a completely personalized way."

"We want to be the 'Geo' for mountain bikers!" This announcement from a small publishing house in Davos was big. The famous Geo with a budget in the millions should serve as a model for a special interest magazine with around 6400 subscribers and a handful of employees? The high standard has been met: Following a strategic and visual relaunch in 2016, the Montanbike magazine must Ride Today, the Swiss TV station is not hiding behind the great role model from Germany - and secured the Q-Award of the Swiss Media Association VSM on Wednesday.

The jury first praised the layout of the magazine: large format, innovative design, lavish imagery, great stories, super feel -. Ride masterfully plays the keyboard of a modern, innovative and sensual print product. The passion for the subject is reflected in every line, in every picture, and makes you want to get on your bike and go on a tour right away. In the meantime, the magazine has even become a status symbol - in mountain biking circles, it's good manners to have an issue of Ride lying around.

The financing model behind the special-interest title was also positively highlighted. The publisher is abandoning the conventional business concept of subscribers, retail sales and advertising. In the medium term, the basic financing of the media title is to come exclusively from subscriptions. Today, readers are web users who, thanks to paid access, have access to a comprehensive range of services. The printed magazine is still the central element, but embedded in an extensive digital range of services.

In addition to regular online news Ride offers its readers, for example, the largest database in Europe for single trail tours as well as web maps with a route network of 100,000 kilometers. Access to the maps and the GPX tracks of the tours is only available to subscribers. This turns a magazine into a comprehensive media brand with high utility value.

By 2016, the number of subscribers had increased from Ride increased by six percent annually. After the relaunch, it rose to 19 percent, and is even expected to increase by 22 percent in 2019.

Also nominated for the Q Award were the communications magazine Personal and the lifestyle and interior design sheet Living Review.

The editorial and publishing teams of the media that were nominated for or won a Q Award smile into the Werbewoche camera.

Slow motion - that is first and foremost Pro Senectute's print magazine, founded in 1922, which reaches 140,000 readers ten times a year with a circulation of around 72,000 copies. It is a successful magazine that has not experienced any of the problems that are otherwise common in the industry - circulation and advertising revenues have been stable for years.

This is the basis on which the Zeitlupe.ch makers decided to take a bold step: A comprehensive and costly relaunch of their website. Courageous, because the effort was great and the prospects of success were not clear. Would the 60 plus generation spend money on an online subscription? The risk was worth it, at least from the point of view of the Q-Award jury: According to the jury, the new website is perfectly tailored to the target group and offers a skilful mix of information, pleasure and service.

The technical implementation is also convincing: Countless puzzles can be solved directly on the screen, videos provide additional depth, and the texts are even read aloud. The business model is also consistent and courageous: Little is available for free, and anyone who wants to use the best features - such as the very popular encounter platform - has to buy a subscription.

Every year, the Swiss Media Association honors the most innovative and best-quality trade or specialty publications. The winning publications may use the "Q-Award" label in their communications and advertising materials for one year. All trade or specialty publications are eligible to participate.

Online publications can now also apply for the Q-Award. With the launch of Q-Award Digital, outstanding online presences in the trade and specialty media market will receive recognition from the Swiss Media Association.

The winners of Ride beam at the camera.

Traditionally, the SFJ Award also honored the three best reports from Swiss trade media. The prizes for this went to Judith Solt (for "Power of the Model," published in TEC21 magazine), Carmen Hocker ("How Blossoms Attract Attention," published in Bioterra magazine) and Markus Gehrig ("Charge Management in the Underground Garage," published in Elektrotechnik magazine).

Television is becoming increasingly digital, users are buying more and more smart and internet-enabled TV sets and more and more streaming providers are entering the German market. At the same time, viewer acceptance of advertising is increasing. 

German consumers prefer simple on-demand access to online content when watching television: In German households, 85% of televisions are connected to the internet. More than 70% of Germans attach importance to watching content from the media library on a large screen.

Although linear television still plays an important role, one trend is clearly recognizable: easy access to online content via smart TVs is contributing to a decline in the consumption of linear content, especially among younger users, while the use of streaming services is increasing. 67% of viewers between the ages of 18 and 29 watch linear television. In contrast, 87% of older users aged between 50 and 69 continue to watch traditional television.

Streaming subscriptions are on the rise: a full 74% of German consumers already use such a service - and usually only from a single provider such as Netflix or Amazon Prime. Additional streaming services, which are also offered as paid subscriptions by Apple or Disney, for example, significantly expand the range of on-demand video.

However, Germans' financial resources for these services are limited. More than half of those surveyed would accept advertising in order to obtain a subscription at a lower price or free of charge. In addition, more than 70 percent of users are not bothered by advertisements if they can watch an entire episode afterwards without interruption. (pd)

The centerpiece of the new Website is the diverse seminar and event program. Users are now guided through the various seminar categories by means of color. The range of services also includes individual export consultations, and the "Swiss Export Journal" foreign trade magazine is presented.

The complete update solution "Verbands.net" is used as the technical basis. In addition to adapting the standard design to the CI/CD specifications and the customer's taste, individual modules were modified and new site elements and functions were developed to meet the individual needs and requirements of Swiss Export.

The agenda elements and functions in particular have been extensively adapted and expanded to include course and event management. In addition to recording recurring seminars and workshops lasting several days, Swiss-Export webmasters can now create course-specific registration forms and event reviews.

In addition, a company database was set up in which both the permanent partners of the export promotion organization and the constantly changing event sponsors can be recorded centrally and dynamically assigned to the various events and pages.

• Address: St. Jakobs-Strasse 185, 4052 Basel
• Date of foundation: 1968
• Founders: Jürg Schaub, Horst Kepka
• Current agency heads: : Peter Frey, Jan Tanner, Gabriel Heuberger, Thomas Fux, Monika Wüthrich, Daniel Bürgi
• Number of employees: 17
• Current clients: Henkel, Cornercard, BFU, BLT, Seco - Berufsbildungsplus, Zoo Basel
• Crbasel.ch

Which campaign from the past twelve months are you particularly proud of?

Berufsbildungplus.ch for the State Secretariat for Education, Research and Innovation SERI. The catchy and versatile guiding principle "Learn ..., become ..." shows the endless possibilities offered by the permeability of the Swiss education system and vocational education as a springboard for a successful career.

The most important campaign in agency history to date - and why?

"Stop Aids" for the Federal Office of Public Health: a literally vital awareness and prevention campaign that caused a worldwide sensation, met with the highest level of acceptance and attention from the general public, and won international awards.

The most offbeat place your creatives retreat to be creative?

Little fancy, but all the more exciting: in the office with the door closed.

What do you do when you have thought blocks?

Overcome the despair and back to start.

What is your agency philosophy?

Talk less, say more.

Selfie with part of the team from creation and consulting.

Why should talented people definitely come to work for you?

Because the mix of old hands and young talent offers the best prospects.

How long do employees stay with you on average?

Ten years plus.

How old is your youngest employee, and how old is your oldest?

21 and 58 years.

Impressive: The entrance area at cR Werbeagentur.

How high are the wages you pay compared to the industry average?

Above average in Basel, average nationally.

What is the ratio between the best and the worst paid employee?

We have a ratio of 1:3.

Pay transparency: Do employees know among themselves who earns how much?

No.

How much overtime do you work on average per week?

We work efficiently.

With which benefits do you compensate your employees for said overtime?

Additional vacation days.

How long do you get maternity leave and how long paternity leave?

By law, with tolerance.

Is home office allowed - and if so, how often?

Yes, depending on the task.

In the studio of the Basel agency.

What is the current quota of women?

Seven female employees currently correspond to a ratio of 41 percent.

Do you employ interns?

Yes, we have very good experiences with interns - both in creation and in consulting.

Do you have an agency dog or other mascot?

Every now and then one barks on the second floor.

Where do you drink your after-work beer?

Often at networking events, occasionally at the Blauer Kater, our agency pub in the basement.

Campaign by cR Werbeagentur for Zoo Basel.

The agency check with cR Werbeagentur is available in the Advertising week 10/2019 to read.