Ideas for haptic and sustainable advertising: Marke(ding) takes successful stock

Making messages tangible, offering haptic experiences with promotional products and arousing emotions in recipients are the goals that Marke(ding) has set itself. With just under 100 exhibitors and around 1,000 visitors, this year's industry get-together and source of inspiration fully met the expectations of the initiators and supporting agencies. The conveniently located venue, the Samsung Hall in Zurich, also proved to be a success factor.

In addition to a variety of trendy products and new concepts that visitors were able to discover at the trade fair stands, the organizer also organized an exciting supporting programme. Axel Liebetrau spoke on the topic: "The new rules of marketing: Digital + Haptic = Future"; Ivo Feller, Die Post, convinced the audience of the impact of the letter in the age of Instagram & Co. and Christoph Meili dealt with the topic: "Why the world will not only be digital in the future." In the afternoon, the representatives of the seven sponsoring agencies discussed the cross-media use of promotional items in the age of digital transformation.

"The event clearly fulfills a need. Exhibitor and visitor numbers confirm that Switzerland needs a platform where creative manufacturers, brands and promotional product agencies can present themselves and make direct contact with interested customers. A market volume of over 750 million Swiss francs per year for haptic advertising also justifies such a trade fair in Switzerland," says Michael Mätzener, owner and Managing Director, PromoFacts and Diewerbeartikel.

Michael Mätzener, Owner and Managing Director, PromoFacts and Diewerbeartikel.

The central location, the clear layout and the focus on one day of the fair are further success factors with which the annual event scores highly. Visitors appreciate the wide range of products and the many unusual ideas presented by the exhibitors. Trend topics at the trade fair are sustainability and personalization. According to Mätzener, it is also pleasing that numerous Swiss exhibitors and brands are taking part in this year's Marke(ding).

"In direct comparison to previous years, this time we received more registrations from customers before the trade fair than ever before," says Marcel Spiess, CEO ComTeam - Cadolino. "This is a great success for us." He has noticed from his customers that the quality of the articles is a selection criterion that is becoming increasingly important. This was also noticeable at the trade fair. "Today, marketing managers in companies are looking more closely at the topic. Promotional items are being purchased in smaller quantities, but in higher quality and in line with the target group."

According to Manfred Janek, Managing Director of KW Open, many trade visitors were looking for and found new products at the trade fair. With such promotional items, they had the opportunity to attract attention and be remembered positively by their customers. Important selection criteria: quality and price.

It is also noticeable that customers today are not only interested in special products, but are increasingly looking for a partnership to implement their concepts. For many years now, sustainability has been a topic that has also been in focus at the Marke(ding). Demand is rising continuously. "Exhibitors are also responding to this by presenting more fair and sustainably produced products this year," says Janek. "However, only time will tell whether the great interest in the trade fair will also manifest itself in the number of orders."

Sustainability has been an issue at KW open for many years. Managing Director Manfred Janek and Julia Marte, Head of Sales Brands, are committed to this.

Text and photos: Sabine Flachsmann