"People want to be touched, even in times of Corona".

Werbewoche.ch: Mr. Mätzener, how do you rate haptic advertising media and why is it important to visit this trade show?

Michael Mätzener: Personal meetings and events were forbidden, but the Markeding brings again new impulses for haptic advertising and satisfies the hunger for new advertising ideas, real exchange and innovative promotional items. Man is and remains a haptic and emotional being despite Corona. Right now, it has become even more important to "touch" one's target group with the right promotional item and generate appropriate attention. As an advertising company, you will be given product innovations and best practice examples at the exhibitors' stands.

What highlights await visitors?

The highlight this year is of course the "green" branding in a second zone of the hall, with ideas and products of sustainable haptic advertising. Ecology, sustainability and health are and will remain a focus in our society and thus also for advertising companies. Furthermore, our speakers are also worth a visit. Starting with the mental expert and best-selling author Manuel Horeth with his show lecture, continuing with the topic of sustainability in professional soccer - using the example of merchandising from VfB Stuttgart, which is now playing in the 1st Bundesliga again - and ending with the speaker Gregor Anderhub from Viva Con Aqua.

Viva Con Aqua?

Worldwide, 579 million people live without clean drinking water. The organization Viva Con Aqua wants to change that and give people access. At the trade fair, we also provide space for topics that have been completely overlooked in recent months.

An important topic for visitors: How do you deal with corona measures?

The safety and health of all visitors has the highest priority. This starts with the registration via the homepage to the outdoor registration on site for those who have forgotten the ticket. A separate entrance and exit with ticket scanner, masks (recommended) and hand cleaning gel are available, disinfection stations are everywhere, the aisles are slightly wider than usual. Thus, the booths have the necessary distance. Likewise, the Samsung Hall has a very good ventilation system. The lecture program with spaced seating and the coffee and catering are also adapted to the current conditions.

How many visitors do you expect on August 19? And does that go together with the provisions of the FOPH?

The provisions of the FOPH with the over 1000 regulation does not affect us because our "event" has created the following definition according to the FOPH: Events comparable to shopping facilities and markets, such as trade fairs or trade exhibitions or fairs, do not qualify as events; they are therefore not subject to the requirements regarding the maximum number of persons present or participating. However, the operators of these facilities and activities are also obliged to develop and implement a protection concept, as is the case for event organizers (cf. Art. 4 Par. 1)..

We are looking forward to many visitors and can see from the registrations that we will not be alone on August 19. However, we realistically assume a no-show rate of about 50 percent. If in the end 750 visitors come throughout the day, we are satisfied.

How do you assess the future of haptic advertising media?

Haptic advertising, i.e. promotional items, have also established themselves as advertising boosters in many advertising companies in recent years and have multiplied response values. The most important opponent in advertising today is not the competitor, but achieving attention. And here, haptic advertising has a strong advantage over other advertising options due to its multisensory nature.