Long live the original usefulness
Trade fairs Züspa wants to reposition itself. The low-budget TV spot by Wyler Werbung is emblematic of this.
Trade fairs Züspa wants to reposition itself. A blue Golf is parked at the side of the road, the driver gets out and operates the door lock. Immediately, an extended spraying robot gets to work and neatly marks a parking space around the car. Fade-in: "Practicalities at Züspa." The 22-second strip ends with the pack shot and a samba quote that underscores the punchline. A single shot, some background noise and a trick ingeniously implemented by Regardez turn the production, which cost only 40,000 Swiss francs, into a small masterpiece of Swiss trade show communication. CD Ruedi Wyler, as always modest: "The film seems to me to be quite successful. Despite the unchanged budget, the client Vanessa Flack had some of the advertising package renewed. After all, the aim was to publicize the new Züspa concept introduced with guest country Hungary and to attract more visitors with the fresh wind. Hanspeter Egli, President of the Association of Swiss Trade Fairs VMS, reads a pleasing trend on the barometer of Swiss public sales fairs: unlike Olma, which has been on the upswing for several years, admission figures at Muba, Bea and Comptoir Suisse are finally rising again after years of stagnation.
Apart from influencing factors such as weather and other events, the marketing tool trade fair has lost its appeal due to the folk festival and fairground image and has come under additional pressure from live promotions at the POS. "Only a clear differentiation from the local trade fairs through topical and attractive special shows and supporting programs can strengthen the response of the big players," explains Egli. To keep the audience in line and attract new ones, the mix of tradition and new entertainment elements is not enough. These must also be conveyed in a modern way. "Züspa wants to be an excursion experience for all segments," says communications manager Flack.
Newspaper insert waived
Since the budget is based on the utilization of the halls, their goal was to introduce the changed orientation as impactfully as possible with the same high budget. "Unlike in the past, this time we have dispensed with the widely distributed newspaper insert, where a large proportion of advertising expenditure used to go, in favor of three new radio spots and, for the first time, a TV spot," she says. The media types of posters, advertisements, flyers and brochures were retained.
Even more ironic than the TV commercial, the radio spots reveal Züspa's USP: three original instructions for use are presented with all their stylistic flourishes. The advice that it would be better to have the products demonstrated at Züspa is revealing.
As practical as Züspa itself: The spot by Wyler Werbung implements the idea of the trade fair one-to-one.
Luca Aloisi
Apart from influencing factors such as weather and other events, the marketing tool trade fair has lost its appeal due to the folk festival and fairground image and has come under additional pressure from live promotions at the POS. "Only a clear differentiation from the local trade fairs through topical and attractive special shows and supporting programs can strengthen the response of the big players," explains Egli. To keep the audience in line and attract new ones, the mix of tradition and new entertainment elements is not enough. These must also be conveyed in a modern way. "Züspa wants to be an excursion experience for all segments," says communications manager Flack.
Newspaper insert waived
Since the budget is based on the utilization of the halls, their goal was to introduce the changed orientation as impactfully as possible with the same high budget. "Unlike in the past, this time we have dispensed with the widely distributed newspaper insert, where a large proportion of advertising expenditure used to go, in favor of three new radio spots and, for the first time, a TV spot," she says. The media types of posters, advertisements, flyers and brochures were retained.
Even more ironic than the TV commercial, the radio spots reveal Züspa's USP: three original instructions for use are presented with all their stylistic flourishes. The advice that it would be better to have the products demonstrated at Züspa is revealing.
As practical as Züspa itself: The spot by Wyler Werbung implements the idea of the trade fair one-to-one.
Luca Aloisi
