Power Pur highlights the relevance of print in the marketing mix

Beat Kneubühl, President of the Dp Suisse association and organizer of Power Pur together with Galledia, spoke about the relevance of marketing and branding in the print industry in his opening speech. In rapidly changing times, it is all the more relevant to consolidate and anchor print in the marketing mix.

After Kneubühl joined the company, the Print Ambassador was chosen for Swiss excellence in the print business. The winner was the "Independent Paper Show" under the aegis of artist Lorenz Boegli (speaking in the picture below). The show unites the creative paper industry under one roof; leading European paper manufacturers as well as all Swiss distributors show paper in its most versatile form. At the beginning of May, 850 print enthusiasts flocked to the Rote Fabrik in Zurich for the Independent Paper Show.

The first keynote of "Power Pur" was given by Dr. Marcus Schögel from HSG on the topic of "Customer First: The experience counts - not the channel!". In his passionate speech about print, he presented seven theses that he considers relevant in connection with print in the marketing mix.

Afterwards, TCS CMO Dierk Schehrer, "Advertiser of the Year" 2025 Philipp Skrabal from Team Farner and moderator Sunnie J. Groeneveld spoke on the panel about how print strengthens campaigns. The exciting combination of print and online via QR codes and augmented reality was emphasized. Skrabal also emphasized people's longing for haptics - to be able to touch things.

The last keynote before the break was given by Jule Peters, Senior Content Creator at The People Branding Company and responsible for C-Levels' LinkedIn presence. Under the motto "The power of personal branding & corporate influencing - how to use LinkedIn for yourself", she spoke about the important presence of each individual on LinkedIn. As an example, she cited Bill Gates' account on LinkedIn, which has far more followers than Microsoft's corporate account. "It's a platform by people for people," explains Peters. People like to follow people and also contribute as people on LinkedIn. Being authentic and sharing experiences creates trust. Writing about everyday working life is good for the company and the person themselves. The content doesn't have to be perfect; conveying a personal voice and engaging followers is much more important. 4.1 million people in Switzerland, across all industries, use LinkedIn. According to Peters, not as many people from the print industry are active yet. The aim here is to talk about everyday working life, share personal stories - and not just show the finished products. In this way, the industry - and the people who work in it - can gain more visibility overall.

However, LinkedIn should not be seen as a place for pure self-promotion. Rather, it is a platform on which companies can become visible through personal perspectives, Peters continued. At the same time, she pointed out the building blocks of a successful presence on LinkedIn. Visibility is scalable if work is done on several levels: The CEO account is just as central as a professionally managed company presence - however, employees also play an important role. Companies should actively encourage their teams to contribute their own content. It is crucial that the content is linked to the corporate strategy: whether recruiting, positioning or addressing customers - LinkedIn offers space for strategically focused communication without appearing unapproachable.

Peters also lists the basics: A good profile picture, an understandable profile slogan, a coherent banner and a clear link to the company are essential. Personal content works best when it takes up concrete situations from everyday working life, is told authentically and is shared regularly - ideally once or twice a week. Visuals could help to make the content more accessible.

Growth comes not least from active networking. Up to one hundred targeted requests per week are a realistic guideline for continuously expanding your own network, Peters continued. Finally, Peters encouraged the guests at "Power Pur" to "engage with LinkedIn with joy and fun" - and to end LinkedIn posts with an open question. This stimulates discussions and increases the chance of "real exchange".

Swiss Print Award presented in seven categories

After a networking break, the Swiss Print Award began. Sunnie J. Groeneveld hosted the awards ceremony and the winners of the masterpieces in print were able to collect their awards on stage. The award show was accompanied musically by the artist Andrina Bollinger, who performed three songs she had composed herself. Afterwards, the guests enjoyed an aperitif riche and a party with DJ Wilson.

• Category "Books": "25 years - 25 stories" by Jon Opprecht Visual design and print design Tanner for the BPN Foundation

• Category "Direct Print Communication": "Lust auf einen Ausflug" by Bubu, Sonderegger, Lorenz Boegli and Enzed for the invitation to the Independent Paper Show 2024

• Publications" category: "60 years of Uldry. 60 posters. Countless stories" by Atelier Pol and Bubu for Uldry

• Printed Specials" category: "Supra Vitam - beyond life" by Atelier für Siebdruck Lorenz Boegli, Rob Lewis and Maschinenzoo for the descendants of the artist Schang Hutter

• Packaging" category: "A beehive as a stage" by Carton Ideen for Papyrus Switzerland

• Technical Innovation" category: "3D server puzzle" from Famo-Druck for Ingram Micro

• "Peter Grob Prize" for CPNE-AA école d'art appliqués