DIGITIZATION Digital transformation is a key challenge for companies worldwide. In order to gain valuable insights into the current situation on the market, E-Spirit AG conducted a survey of 200 decision-makers from marketing, IT and management in companies of all sizes. (more…)

1. what does not come to your office under any circumstances?
Flip-flops.

2. what would you most like to promote?
For a watch. Or a beer. Or a furniture store. Or an insurance company. Or an airline. Or a sporting goods company. Or a bank. Or a hotel chain. Or a fashion label. Or a federal office. Or a cultural institution.

3. what advertising should be banned?
Logos milled into cornfields.

4. the best testimonial ever?
Lisa Simpson for the Frankfurter Allgemeine.

5. if you had not become an advertiser - what then?
When I was a boy, I wanted to be a cab driver. My complete lack of sense of direction prevented that.

6. is the opinion true that you can't grow old in agencies, or is that a prejudice?
With a good dose of Zen Buddhism, it is possible.

7. do you fall for advertising? When?
Falling in is an inappropriate word. But yes, of course I let myself be influenced by good advertising and that again and again and with pleasure.

8. what do you never want to have to hear about yourself?
He doesn't care.

9. what would you not promote under any circumstances?
Political parties.

10. what are you determined to achieve?
As an "agency for change", we question existing thought patterns and get things moving.

11. name a campaign that has recently caught your eye in a positive way - but did not originate with you.
I think the insights of the UBS pension campaign are very apt.

12. when you have an idea, how do you know it is good?
When the gut can also convince the head.

13: Where do you see the biggest challenge for the advertising industry at the moment?
Create relevant and interesting content.

Luke Frei has been Managing Director Creation at Scholz & Friends. Previously, he worked for Jung von Matt/Limmat for over ten years, first as Art Director and then as Creative Director. Many of his campaigns have won national and international awards. He is a member of ADC and a lecturer and school board member at Ad School. He is also an ardent supporter of FC Basel, a passionate tin boat collector and dog owner.

The "13 Questions" appear both online and in the print edition of Werbewoche.

Implementation 13 Questions: Thomas Häusermann

After the previous articles were dedicated to the method, the right attitude and the roadmap to achieve more and better success in sales, this article is dedicated to the first tactic and action: the creation of lead lists, the foundation for more success in sales. this relates in particular to the B2B sector, but is not wrong for the B2C sector either. Especially for products and services with a long decision-making and sales/purchase process, such as in the financial, real estate, education and training submarkets, as well as for capital goods, where decision-making takes a long time and building trust is elementary:

• Lead management and sales in B2B
• Successful lead management and selling in B2B

Before we delve deeper, a reminder of where we are on the roadmap to successful sales:

In this text, the topic of lead lists is divided into the following three areas:1. why is the segmentation and creation of lead lists necessary?2. structuring lead lists: what, who and how to segment?3. next steps.1.     Why is the segmentation and creation of lead lists necessary?This question should be taken apart for the first time. Why/why should we segment? Not so long ago, when few companies actively and consciously practiced inbound and content marketing, it was probably enough to formulate personas (target groups) in a relatively generic way. Here is an example of a persona from the past:"C-level executive in the B2B sector with a company turnover of at least CHF 5 million per year and an online lead generation problem"Sounds pretty good, doesn't it? Why is that no longer enough today? The problem is that such formulations are defined in the same way by every other competitor. So practically all of them are vying for the same customers instead of adapting the formulation of the persona to the specific strengths and expertise of their own company. God knows how many agencies there are, but hopefully each one has specific knowledge and expertise that sets it apart. Generic formulations do not create campaigns and measures that build on the specific strengths and expertise of your own company, but nevertheless, such generic formulation of personas may have worked well in the past. The point is, the world has changed. The question is, what and why today? Well, three years ago, there were only a handful of companies worldwide that worked systematically with inbound & content marketing and marketing automation. Today, just three years later, thousands of companies are already working systematically with such methods and tactics. This means that it is becoming increasingly difficult for all companies to differentiate themselves, to "exclusively" lease terms for themselves and ultimately to generate leads and new customers. Problems are opportunities. The solution lies in differentiation, starting with a clearer definition of your own personas (desired customers). Tomorrow's biggest winners put the most effort into differentiation and focusing on goals.Continuation of this article with instructions and FREE download of the practical lead list worksheet as well as a book tip on the topic of trophy strategy!

ADVERTISING DAY For the first time, Kommunikation Schweiz, the successor organization to Schweizer Werbung, has invited guests to the traditional „Advertising Day.“. (more…)