Markeding with record attendance

On March 6, Markeding was launched in a new look. After three years in Lucerne, the promotional products fair took place in Zurich for the first time. Organizer Michael Mätzener from Promo Facts GmbH has clear words: "We received great feedback from exhibitors, visitors and agencies, and the concept of packing everything into one day was particularly well received. "Around 100 exhibitors presented innovative, cheeky, cute and novel promotional products. It is important to Michael Mätzener to emphasize that telling good stories is key in this industry, because only those who package a clear message well will reach the largest possible audience. That's why he likes to talk about advertising that you can touch and about communication tools that appeal to all the senses.

Not a trade fair, but a festival

The word "trade fair" no longer seems to be appropriate for the organizer of Markeding. Mätzener prefers to speak of a festival or event. He sums it up as follows: "We had expected 800 visitors, but 972 turned out, which is fantastic. From the feedback I've received, Markeding has established itself as a festival of haptic advertising."

Some impressions

Haptic advertising on Instagram

How can you design advertising on Instagram so that it captivates potential customers and ultimately leads to visits to the online store? Anna-Lena Radünz from Ulm gave a presentation on this topic and provided tips. She called it storytelling through images and advised triggering associations with the images. Example: A gray cashmere hat does not yet evoke a feeling in the viewer. But together with a small, fluffy silver-grey baby cat being stroked by a delicate lady's hand, the thought of soft, cute and cozy immediately arises. If you then integrate text and use attributes such as hat = soft like a baby cat, you trigger an association in the viewer's mind that they know and that has positive connotations. And the feeling is there.