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Online works where TV can't

Editorial - September 23, 2013
Onlinewerbung_und_TV-Nutzung
Online advertising is especially effective with TV viewers.In the spring and summer of 2013, the data-based strategy consultancy .companion examined several media-mix campaigns through comprehensive advertising impact studies with over 2,500 respondents. The aim was to determine the impact contribution of the media types used. In particular, the impact of online advertising (display) was put to the test. Result: In all three campaigns for established FMCG brands, display advertising as part of the media mix significantly increased brand awareness among TV viewers. For viewers with above-average TV consumption, on the other hand, additional contacts with display advertising had no demonstrable effect. "Comparative advertising impact studies by neutral experts are enormously important in order to determine the actual branding effects in advertising media contacts and to be able to correctly assign effects. The media-mix campaigns studied showed unanimously that online had a particularly strong effect on people who are difficult to reach via TV advertising. The accompanying examination of media-mix campaigns is important in order to tease out the best interactions between the genres," explains Dr. Christian Bachem, founder and partner of .companion. "Alternatively, expost data analytics can be used to determine and isolate impact contributions retrospectively via modeling, even for campaigns that ran months ago. We call this 'Efficiency Lab'," Bachem provides insight into the strategy consultants' other analysis options.

Does CRM integration turn the POS into a service guide?

Editorial - September 23, 2013
CRM SOLUTION As part of the swiss contact day, BSI and ZHAW presented the results of the latest cross-channel study. Key messages: Channel hoppers are the better customers. (more…)

Trend.World.Pictures.

Editorial - September 23, 2013
BUCH_TrendWeltBilder
"Trend.World.Pictures." by the Kasimir Meyer AG is aimed at creative professionals in communications agencies. A lavishly conceived and designed book that provides proof of how good ideas with print products can bring movement to marketing communications and make you stand out from the crowd.Each of the thirteen double-page spreads of "Trend.Welt.Bilder." is like an exciting voyage of discovery. Because each double page contains special challenges. Through the book, Kasimir Meyer AG wants to show the diversity of print production and thus provides creative professionals with an opportunity to stand out from the crowd with marketing communication for their clients.

Industrial chic is "in

Editorial - September 20, 2013
MICE LOCATIONS Meetings and events in former industrial buildings are in vogue. Thanks to their size and simplicity, they can be used for practically any occasion. (more…)

The most beautiful annual reports convince with their paper

Editorial - September 20, 2013
ANNUAL REPORTS The annual report is still one of a company's most important means of communication. Despite the continuing trend towards online publication, companies show in the balance sheet rating how interesting and attractive a printed annual report can be. (more…)

There is no way around Lausanne

Editorial - September 20, 2013
LAC LEMAN The MICE music in French-speaking Switzerland plays on Lake Geneva. Lausanne in particular has a good chance of attracting trade fairs, congresses and meetings thanks to ambitious expansion projects. (more…)

"The trend is toward interactive conversions"

Editorial - September 20, 2013
ANNUAL REPORTS Does it make sense to create annual reports and image publications for mobile devices? While most Swiss companies are still reluctant to do so, there are a few examples that show the potential of annual report apps and responsive websites. (more…)

"Annual report is more than a justification tool".

Editorial - September 20, 2013
INTERVIEW Brüggli Medien is a generalist in the production of printed matter and supports companies in the realization of annual reports. In an interview with MK, Head of Communications Michael Haller explains why an annual report is more than just a necessary evil, why trust is still a priority for customers and why social commitment is a sales argument. (more…)

Meeting with culture at the Würth House

Editorial - September 20, 2013
PREMIUM LOCATION Works by Pablo Picasso, Andy Warhol, Niki de Saint Phalle, and many other artists provide the backdrop for conferences at the Würth Haus Rorschach on Lake Constance. The building, designed by the architectural firm Gigon/Guyer, is also a real eye-catcher. It offers everything needed for successful events. (more…)

A meeting in front of 38 four-thousand-meter peaks

Editorial - September 20, 2013
WALLIS Valais stands out in the MICE sector with its small, charming event venues, exciting hotel projects—and spectacular scenery. Ten destinations in this mountainous canton have joined forces to form a MICE pool coordinated by Valais Tourism. (more…)

Graubünden deluxe hotels want to play in the MICE segment

Editorial - September 20, 2013
Buendner-Deluxe-Hotels
Hotel Waldhaus in Sils-Maria in the Upper EngadineProbably no other Swiss mountain canton offers so many Five star hotels like Graubünden; in operation for 100 years and completely traditional or just about to open; ultra-modern and contemporary. And all 15 rave about their mountain world, the extraordinary nature of their resort and the uniqueness of their hospitality business.Download the whole article as PDF: MK Special Meetings & Events, Issue 08 2013

From planning to distribution

Editorial - September 20, 2013
ANNUAL REPORTS Planning, realizing and publishing an annual report is no child's play. Multichannel requirements, time pressure and last-minute change requests often present companies with major problems. Medium-sized and small companies in particular are therefore increasingly calling on the help of external service providers and outsourcing the processes. (more…)
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