Zurich as the Mecca of campaigning

Host and main sponsor Peter Metzinger wants to use the Campaigning Summit Zurich to promote interdisciplinary approaches in the aforementioned areas. Thinking outside the box, dealing with new technologies, focus, representing a genuine concern, authenticity, giving meaning, promoting a culture of trial and error and learning, not demanding too much and genuine involvement were the recommendations of the speakers. If marketing machines one day take over the analysis, recommendations for the strategy and implementation of online campaigns from us, we must be able to explain even better than today why a company, a product or a campaign is relevant and good for the user.

The 180 participants came from all parts of Switzerland, Germany, Spain and Austria. They work in companies, associations and NGOs and, in addition to campaigning, are active in media, marketing, advertising, PR, social media, public affairs, political communication, election campaigns, setting up start-ups, change management, CRM and other disciplines.

Host and main sponsor Peter Metzinger kicked off the event. He presented a future scenario in which all devices are networked and exchange data about their users so that marketing machines can send the right messages to the right target groups at the right time and products are delivered even before we know we want to buy them. Despite all data protection concerns, this scenario could soon become reality thanks to new software from Zug that gives users back control over their data without restricting networking. In this scenario, the main thing that remains for people is the creativity to make decisions and answer the question of meaning. Metzinger appealed to the participants to think outside the box, learn everything they could about big data and exchange ideas with representatives from other sectors in order to develop interdisciplinary solutions. This is precisely the purpose of the Campaigning Summit Zurich.

Philipp Maderthaner, founder of the Campaigning Summit Vienna, used the current example of Conchita Wurst to demonstrate that people value concerns and convictions more than offers. "If you don't know where to go, don't be surprised if nobody follows you," he says. In addition, you can mobilize people more successfully if you focus on the bare essentials when asking for their help, for which you have to ask the right question. The trend is moving towards mobile internet and the collection of earned data.

Former advertiser Dominique von Matt advocated the rapid launch of pilot projects. "Do, don't wait," was his thesis, because in these times of rapid change, new strategies, methods and technologies whose effects are not yet known must be tried out quickly so that they can then be used all the more successfully. Communication needs more and more entertainment value. It must support its target group or else it will be lost. While classic advertising can be compared to bowling, campaigning is more like a pinball machine. In addition, new CVs and interdisciplinary teams are needed in advertising.

Greenpeace campaigner Graziella Regazzoni used several examples to show how campaigning leaves the comfort zone when you try out new tools and techniques that you don't yet know how they will be received. In order to be successful in difficult situations, you have to consciously take risks from time to time. Campaigning beyond the comfort zone is a question of culture and depends on the individual and the situation. It must not become an end in itself, but must always serve a higher purpose.

Keynote speaker Gregor Poynton (UK) is Political Director of Blue State Digital, Obama's "secret weapon for digital marketing". Using concrete examples, he showed what works and what doesn't when it comes to mobilizing people. For him, too, there is one central concern that is worth supporting. For example, news emails should come from authentic people, with stories about real people who are being helped and about the people who are taking part. Email is still the most important tool for campaigning, but what works and how must be measured intensively. In addition, it is crucial to know the different stages of mobilization and to know which action works best at which stage. "Make it easy to do important things" was one of his key messages. Between the presentations, moderator Stephan Klapproth once again ensured a lively discussion. The next Campaigning Summit Zurich will take place on March 27, 2015. Preparations have already begun, the official hashtag is #cszh15