Gonnado now offers offline conversion tracking.People inform themselves online, look at online offers, compare them and weigh them up. However, in nine out of ten cases, the purchase is still made offline rather than in front of a screen. Unfortunately, these offline purchases are usually not measured by the online campaign. The Swiss ad tech company Gonnado is the first retargeting platform to offer a solution: "With our offline conversion tracking, over 1,000 advertisers are already measuring how much offline revenue their online advertising generates!" says Samuel Mäder, CEO of Gonnado.Conversion tracking with couponsGonnado uses couponing to measure offline purchases. On the landing page of the advertisements, users can order a coupon by e-mail. This coupon stores how the user was advertised online. The print or mobile coupons are redeemed at the checkout by scanning the barcode or QR code. The offline purchase is then automatically assigned to the corresponding advertising click on Google or Facebook. Advertisers can see the return on investment of an online campaign as easily as if the customers had bought online.Cost reduction through conversion optimizationConversion tracking shows which advertising click leads to how much revenue. Statistical methods are used to determine which target group criteria, ads and advertising spaces achieve which ROI. The click bids are optimized so that only as much is paid for each click as it is worth. This reduces advertising costs and increases the ROI. In addition, the longer the advertisement is placed, the more precisely it is optimized thanks to the growing data set and the lower the costs per purchase.All sectors can benefitRetailers, producers and service providers can benefit equally from offline conversion tracking. Commenting on the experience, Samuel Mäder says: "We are particularly pleased that industry leaders such as Migros and Alpamare have been able to measurably increase their campaign ROI by up to 19x." But not only B2C, B2B companies such as the Apostroph Group and advertising agencies such as Agentur am Flughafen also rely on offline conversion optimization with Gonnado. Interested companies have the opportunity to test Gonnado Ads free of charge and find out how much they can increase their advertising efficiency.

Geyst has launched its own digital asset management solution, Collaxo.Whether image files, audio and movie files, office or PDF documents: In times of digitally driven communication and sales structures, digital assets are a precious commodity. Centralized maintenance and efficient handling are success factors for companies of all sizes that have a significant impact on short- and long-term business success. The right working tool helps to optimize workflow and collaboration processes as well as to solve common problems in everyday business life. Collaxo Geyst launched its own standardized solution for digital asset management in 2015. The tool, which was developed completely in-house, is based on the experience gained from numerous individual developments over the past 16 years. The best functions have been incorporated, the most important - the search - perfected and useless ones omitted. Experience paired with innovation allows a cost-effective, fast and uncomplicated entry into digital asset management. The start is very easy: As a "SaaS solution" (Software as a Service) Collaxo does not require any fixed installations. Thanks to the simple and transparent price plan, Collaxo is an option for companies of any size. This is one of the reasons why Collaxo can count on the trust of well-known customers such as Heineken, Import Parfümerie, cornercàrd or Jet Aviation.

Online shopping for electronics is very popular with the Swiss.In the representative survey conducted by the Zurich-based market research company Marketagent.com, 1,290 Swiss people in German-speaking and French-speaking Switzerland provided information about their personal favorites in the home electronics sector.Awareness development between 2012 and 2016In an unaided survey, Interdiscount is the best-known specialist electronics store in Switzerland. 58% of respondents spontaneously thought of this name slightly more often than Media Markt (56%) or Fust (52%). One of the rising stars in the sector is melectronics: the company has increased its brand awareness from 38% to 51% since 2012. Digitec, which has caught up from 11% to 24%, microspot.ch (3% to 10%), Conrad (6 % to 9%) and brack.ch (4% to 9%) also show a positive awareness trend.If the respondents are given the answer options, Media Markt (95% to 91%), Interdiscount (94% to 88%) and melectronics (89% to 85%) as well as Fust (79% to 69%) have lost a little in awareness over the last 4 years. On the other hand, online retailers Digitec (60% to 72%), Microspot (46% to 61%) and Conrad (51% to 56%) have made gains.Media Markt remains favorite company Despite a slight drop in popularity, Media Markt remains the most popular company in the Swiss electronics landscape (18%). melectronics has made a big leap forward on the popularity scale, recording an increase in popularity from 1% to 17% since 2012. Hot on the heels of the Migros chain are Interdiscount (16%) and Digitec. The latter's popularity among customers rose from 2% to 15% in 2016. Fust, another major player, has lost some of its popularity (from 9% to 6%). The big loser, however, is Manor Multimedia: it slipped from 14% in 2012 to 1% in 2016 when it was named as the most popular company.Women more thrifty than menThe fact that men's enthusiasm for technology continues unabated today is also reflected in their spending: At an average of CHF 1,251 per year, they spend almost twice as much on home electronics as women at CHF 672.Although women (62%) pay more attention to promotions and special offers than men (52%), overall bargains arouse significantly less interest among Swiss men and women today (57%) than four years ago (77%).Spontaneously and without price researchHome electronics purchases are also much more spontaneous today than they were in 2012: while almost three quarters of all Swiss people (73%) only made a purchase after careful consideration back then, just over half (55%) of those surveyed do so today, and four years ago almost half of customers researched prices before making a purchase in store (47%), today only just over a third (36%) do so. However, such a procedure is more common among women (42%) than men (29%).Swiss people shop online and not abroadA total of 72% of all Swiss people have already shopped online and plan to do so in the future (79% men vs. 65% women). 41% of respondents compare online prices and then buy the products online where they are cheapest. In general, women (27%) are still slightly more likely to reject the online channel than men (16%), while using foreign countries to buy electronics is an option for very few: only 6% of Swiss people prefer this option most often, with men (8%) doing this slightly more than women (3%).

Thumbs down: Many companies fail to take advantage of the opportunity for a real dialog with their customers via social media.The advent of social media in the last decade has opened up completely new opportunities for companies: organizations can establish close contact with their customers and communicate with them at eye level. Information is no longer just announced, but also shared by millions of connected users. They primarily rely on large networks such as Facebook and Twitter. Engagement is at the top of the agenda. For many companies, however, this is where social media reaches its limits. A survey of 3,720 social media managers by Social Media Examiner shows how things actually look behind the scenes: 93 percent of companies that use social media rely on Facebook, 79 percent swear by Twitter. Yet the social media strategy looks rather monotonous. The networks are mainly used as an outsourced marketing platform to post the company's own content. Interaction with users is rather rare. Only 14 percent of respondents maintain their own community for customer communication. Two thirds of interviewees also stated that expanding customer engagement was their top priority. This is also reflected in monitoring: for 80 percent, the engagement rate is the most important metric. Other metrics such as the click-through rate or social impressions are hardly relevant. Conversely, this means that no comprehensive statement can be made about social media success. A real relationship of trust between brand and customer is rarely established.Remedy thanks to social media tools?Social media tools promise a remedy. They offer functions that the networks themselves do not have. Larger functionalities are intended to help publish posts on several channels at the right time and pick up on current topics relevant to the target group. Time savings, effectiveness, increased performance, security and success measurement are promised. However, although many companies pay for social media tools, according to Forrester they are rarely used - many marketing managers find them too complicated to use or lack important functions. For example, 67 percent of major brands still publish Facebook posts manually. The result also falls short of expectations when it comes to saving time: marketers today spend more time on social media management than in the past. According to Social Media Examiner, this amounted to 12.8 hours per week in 2015 compared to 10.9 hours in 2011, and the conversion of engagement is also disappointing: contrary to expectations, profiles do not lead to real sales. In fact, visitors to social networks are only half as likely to make a purchase as users who find the site through a search engine. The situation is similar when it comes to sales: The former spend only about half as much as visitors to other sites.

Events for companies, clubs, schools, families and friends.Fredy Wiederkehr, now CEO of Foxtrail, already wanted to develop all the off-road games himself when he was a youth leader. Friends and relatives also knew this. He therefore created varied and exciting trails for them. The history of Foxtrail is therefore based on experience and shared adventures with family and children. As the head of economic development in the Bernese Oberland at the time, promoting tourism was at the forefront of his work. Fredy Wiederkehr knew that active all-weather activities for a broad target group were in short supply.In your opinion, what do outdoor business events offer participants more than indoor events?Fredy Wiederkehr: Today, most people work indoors all day. At Foxtrail, they get out of their familiar surroundings, are physically and mentally active for two and a half hours, experience a city in a surprising way and have a lot of fun together. Through the change of location and the many playful challenges, the team members get to know each other from a completely new perspective. Team building is not a forced task from management, but a natural by-product of the exciting experience.How does a company benefit from outsourcing a business event to external companies?Most companies do not have their own event department. The organization of the company event therefore often falls to an assistant who already has more than enough to do. At Foxtrail, our experienced event managers take over the carefree organization of the day: the start and finish locations can be individually adapted, the length of the trail can be shortened and an aperitif or dinner can be booked afterwards. The organizer saves a lot of time and can be sure that everything will run like clockwork on the day of the event. Every Foxtrail is a standardized, sophisticated entertainment element and has therefore been tried and tested thousands of times and is safe to operate.Foxtrail - an experience with a fun and learning factor: What are the benefits for the individual?Above all, Foxtrail is two and a half hours of fun for the individual participants! When solving tricky technical tasks and mysterious puzzles, the participants have to show great skill and a sense of teamwork. It is not strength and hierarchical position that count, but imagination, a little concentration and enjoyment of the game. In the process, they discover their own strengths and those of the other team members. The participants also discover a city in a completely new way, by playing with the city. Foxtrail sharpens all five senses! For example, chasers have to track down a hedgehog with a secret message in a garden, listen carefully to a talking letterbox, recognize a scent or press the right buttons to set a cogwheel train in motion.FOXTRAIL http://events.foxtrail.ch/de/

Bye bye smartphone: a digital detox involves giving up all electronic devices.Digital detox means "digital detoxification", which involves giving up digital media and electronic technologies of all kinds such as smartphones, iPhones, laptops, computers, the internet, televisions, gadgets and all electronic communication and entertainment for a certain period of time, and a flourishing industry has developed around digital detox in the USA. In California, for example, there are vacation offers for those who want to free themselves from constant accessibility for a few days. Participants retreat to bungalows or a ranch in the north of San Francisco and swap their smartphones, tablet computers and laptops for serenity and bliss. At least that is the promise of the providers. The aim is to achieve this with yoga classes, meditation courses, art workshops and healthy food, and there are now also such offers in Switzerland. On November 19, 2015, the following even took place in Zurich a conference on the topic.

Five recent graduates of the Master's program in Digital Business: Ubaldo Piccone, Ognjen Visnjic, Marcel Frick, Marco Pavoni and Philipp Buehler (from left).The graduation ceremony for the graduates of the Master's program in Digital Business took place in the traditional Zunfthaus zur Zimmerleuten in Zurich. At the same time, the certificates were handed over to the 67 successful graduates of the CAS in Digital Leadership, Multichannel Management and in Digital Risk Management. Thanks to our pioneering role in the digital field, demand remains high." The HWZ has a large pool of experts in the field of digitalization and is also involved in the "Education Digital" initiative and the recent Digital Festival.The nine graduates of MAS Digital BusinessPhilipp Bühler, Marcel Frick, Raffael Grütter, Madeleine Hänggi, Marco Pavoni, Ubaldo Piccone, Marc Saudan, Pascal Staub, Ognjen VisnjicThe 23 graduates of CAS Digital Leadership 2016Daniel Schwarzl, Patrick Schoeni, Simon Buehlmann, Cornelia Diethelm, Tanja Höhn, Ari Byland, Silvan Forster, Stefan Lienhard, Markus Kummer, Beat Bieri, Daniel Ehrensperger, Silvan Gertsch, Ubaldo Piccone, Sira Blättler, Daniel Wiesmann, Gioia Gempeler-Jaussi, Marco Dalla Valle, Christoph Zech, Ingo Sievers, Iiro Kemppainen, Daniel Morado, Tobias Gläser, Christopher TschollThe 21 graduates of CAS Multichannel Management 2016Oktay Alan, Robin Aspinall, Cédric Baumgartner, Nadja Bernasconi, Simon Bietenhader, Miriam Cianciola, Volkan Coskun, Patrick Fehlmann, Marco Gasser, Eva Maria George, Simone Jeker, Muriel Laporta-Asté, Florence Leemann, Simon Scherrer, Marcel Schiffmann, Ramona Steiger, Selina Steinmann, Andreas Unternährer, René Weber, Gabriela Weibel, Gregor WidmerThe 23 graduates of CAS Digital Risk Management 2016Daniel Berger, Massimo Erroi, Peter Staub, Daniel Hürlimann, Ronald Wachter, Daniel Crosariol, Ioannis Martinis, Philippe Schelling, Martin Steiner, Florin Jaeger, Stefan Steuble, Nadine Gloor, Frank Schaffner, Marc Challandes, Mustafa Tuskan, René Müller, Marc Berger, Lars Jeppesen, Reto Gross, Samir Rajab, Nadine Traber-Burkhardt, Fabian Wespe

The course directors Patrick Comboeuf, Marion Marxer and Manuel P. Nappo (from left).

The Harvard concept made the man famous: he is one of the two fathers of the win-win method. A good three decades later and after dozens of negotiation mandates and mediation missions, William Ury launches a program in six steps with this book. It describes a journey to oneself. The theory behind it is that the better a negotiator knows and controls himself, the more able he is to deal with conflict and the more confident he becomes in negotiations. For the author, there is no doubt that reflective and rational action is the best way to resolve conflicts and, incidentally, represents a mature personality. To a certain extent, this puts him at odds with the zeitgeist, with his spontaneous expressions of emotion on social media, 140-character messages and emotional discussions of state of mind - it remains to be seen whether reading this book, whose lines of argument do not always lead directly to the goal, will actually change the behavior of its readers. In any case, it is an interesting guide. getAbstract recommends the book to all buyers and sellers and anyone who wants to negotiate better in their professional and private lives.getAbstract rating: 7Feasibility: 7Degree of innovation: 6Style: 7Publisher: Deutsche Verlags-AnstaltYear of publication: 2016Pages: 205ISBN: 9783421047205

Sweepstakes are a sought-after marketing tool.Whether for lead generation, image enhancement or sales promotion: sweepstakes are a popular tool. This is also confirmed by the Emirates study: 23.5 percent of the study participants use sweepstakes as a marketing tool in their companies on a regular basis, around 35 percent sporadically. Around half of the respondents consider sweepstakes to be an attractive way of raising awareness.The numerous different forms of this tool give rise to a broad scope for action. When asked "Which types of sweepstakes and Vkf promotions are most interesting from your company's point of view?" (multiple answers were possible), 39 percent of respondents indicated question-answer sweepstakes. Just under 32 percent value discount promotions. Some 27 percent voted for betting and guessing games, closely followed by money-back guarantees at 19.5 percent and safe sweepstakes at 12 percent. Around 7 percent of respondents consider scratch cards to be particularly interesting.The online sweepstakes and social media as clear favoritesAsked about the location of their sweepstakes, 77 percent of participants said they prefer to hold them online. Just under 31 percent prefer to hold their sweepstakes at an event, and 30 percent rely primarily on point-of-sale sweepstakes.Social networks are highly popular as a medium for sweepstakes. 44 percent prefer these for their company. For 41.5 percent, e-mail is the first choice. Only 5 percent rely on conducting their sweepstakes by telephone.Prizes worth up to 500 euros are the rulePreferably, survey participants offer cash and non-cash prizes. Vouchers, discounts and free tickets are other types of prize that are popular. For just under 42 percent of participants, the value of the prizes offered as part of their marketing campaigns is between 1 and 100 euros. For around 35 percent, the range is between 101 and 500 euros. Around 8 percent offer prizes worth 501-1000 euros.The better the hedge, the greater the prize offered30 percent of participants report that their company does not exclusively handle sweepstakes in-house, but also places the realization and organization in the hands of service providers. 60 percent of companies show willingness to offer higher prizes if their sweepstakes are adequately secured. Around 11 percent of participants often secure their company's sweepstakes financially via risk management companies. Just under 8 percent occasionally make use of risk hedging.Cash and high-quality non-cash prizes are particularly temptingWhen asked what type of prize would appeal to them personally the most, the survey participants predominantly named money, travel, cars, electronic lifestyle products and technical devices that are useful in everyday life. They were also asked about their personal motivation - which is mainly determined by the attractiveness of the prize, the supposedly good chance of winning, the fact that it is free to enter and the fact that it is not time-consuming. Pure fun and the competition as a form of relaxation were also mentioned.About the studyMarketing employees from companies in various industries such as insurance, financial services, marketing/advertising and IT were surveyed. The total of 124 participants were mainly from small and medium-sized companies (35 percent 1-10 employees, 31 percent 1-50, 8 percent 101-300).

A successful trade fair appearance is associated with many challenges.1. announce trade fair appearance too lateYou should inform your employees about the trade fair appearance in good time: Where and when will it take place? What is the motto? And what is the purpose of the trade fair visit? Make sure that this information, including updates on the progress of preparations, is also posted on the intranet or on the notice board. In the second step, you can then send the message to partners, service providers, customers, interested parties and the media.2. waiting too long to communicateThe media often start their preliminary reporting very early - in the print sector, for example, the editorial deadlines are usually three months before the trade fair date. You should therefore plan your communications work well in advance. This includes, for example, publishing a press release on time, but also preparing press kits for journalists. It is best to offer these via USB or download on your website. You should also ensure that you communicate your trade fair presence across all channels, publish social media posts and blog posts and prepare invitations to the trade fair and send them out by email at the right time.3. create a press release without news valuePress releases are the ideal way to draw attention to your trade fair visit in advance. The news value of your press release is important here. "We are also at the trade fair" is not enough. Instead, present a new product or an innovative service from your company, for example. State the important information first in the release (key data of the trade fair such as name, date, location, hall and stand number) and answer the W questions (Who, Where, When, What, How?). Each press release should also contain a backlink to your website or specific subpages.4. forgetting to maintain contactsYou can make lots of new contacts at a trade fair - and collect data and addresses in the process. For example, set up boxes at your stand where all interested parties can easily leave their business cards. If you want to use the trade fair to generate leads, you should also provide useful and ad-free content - e-books, checklists or white papers - on your website at an early stage. Interested parties can download these if they provide their name and email address. You can also contact your leads directly: For example, if a visitor is interested in your product, you can send them a whitepaper or video tutorial explaining how it works. Many contacts will also be grateful for a summary of the most important trends and trade fair highlights.5. let the follow-up work slideAfter the trade fair is before the trade fair: Proper and early follow-up of your trade fair appearance is crucial to its success. If you only contact interested parties weeks later, the lead has gone cold - which is why you should start developing leads straight away. In order to maintain communication after the trade fair, all available content should be used and tailored to the interests of the addressee. Also important: proactively approach journalists who write a summary of the trade fair, for example by offering them a statement. The data and information collected at the event can in turn be used to create further press releases, statements on future trends presented at the trade fair, specialist articles or blog posts.You can find more tips and information in the e-book "Content is king in trade fair communication", which is available in German only. here can be downloaded free of charge.

The managing director of Omnipack AG, Elisabeth Fehr, explains the diversity of their products.Omnipack AG had made itself available as the host company, which also offered the opportunity for a plant tour. Around 40 people took part in the event.Awareness of the increasing importance of digital printing - also in the packaging sector - has once again grown strongly at the latest since the last major trade show, Drupa. A large number of manufacturers are launching new equipment and technologies on the market. Whether or when to switch to digital technologies depends on the product, the industry and last but not least on the specific needs of the customers.This change in packaging printing was the topic of today's 4th impulse event of INNO-PACK.NET. In the first part of the event, Jörg Hunsche, Market Development Manager Digital Production Business at HP Deutschland GmbH, and Dr. Andreas Paul, developer at Océ Printing Systems GmbH & Co. KG, spoke about the challenges, opportunities and current limitations of the new technologies. Afterwards, Robert Kohl, Process Cloud & ICT Lead Expert at Amagoo, showed what it means to set up the right processes so that the workflow functions smoothly.In a second part, there were then various short presentations on topics that are also linked to digital printing. Digital printing with UV inks and quality problems in printing bar codes and 2-D codes were addressed. Other topics included the customer-specific integration of inkjet modules and, last but not least, the impact of technological change on existing business models. The individual topics were discussed in greater depth during the subsequent aperitif.

What makes a photo box a real success factor for more reach?1. use the branding effect directly on siteWith a photo box, you can use the branding effect directly on site. This is because the walls of the photo booth can be printed from the outside with individual layouts in your corporate design. Visitors will notice you at first glance.2. also be present onlineWhat happens offline goes straight online. Because photos can be shared on social media profiles with a single click via instant upload. This not only increases your reach, but also presents you as a contemporary company through cross-media use.3. increased interaction in the networkAt the same time, interaction is also encouraged thanks to images on Facebook and the like. Images are "liked", commented on and shared. Attractive side effect: you gain many new fans along the way.4. professional photo box provider for lasting successThe prerequisite for a successful photo box event is a professional and reliable provider. After all, the photo booth branding should be just right, as should the organizational process. The photo quality must also be impressive. After all, you want to be remembered in the best possible way.5. individual goals, strategic orientationPhoto box machines can now be used to launch versatile and effective marketing campaigns. Photo boxes can be booked for serial use (to attract attention again and again) as well as for several locations (to achieve a high event factor with several boxes at the same time). Your objectives are defined in advance so that the photo box campaign can be fully tailored to them. Image and promotion, sales and leads or fans and reach - an experienced provider knows what is needed for each goal. The Photo box provider click it for example, offers various configurations that precisely match the campaign objective, as well as extensive customization options.6. stand out from the competitionWith a photo box campaign, you can create a real highlight away from conventional marketing. Thanks to green screen technology, the use of props and many other technical innovations, there are no limits to your imagination. And so everyone benefits from the photo box campaign: your visitors get the souvenir photo and you get the successful reach.