In 2021, Marketing Day will be held for the first time at the Zurich Kongresshaus. On August 19, 2021, the Swiss Marketing Forum specialists and executives from marketing, communications, production and sales finally welcome live again. The organizers are particularly proud that Marketing Day 21 will be the first event to be held in the new Kongresshaus Zurich.
The current pandemic situation has eased to such an extent that the Federal Council has decided on far-reaching relaxations as of Saturday. The organizer Swiss Marketing Forum is optimistic that the annual event can take place in the usual manner.
As part of the theme "Focus. More important than ever!", over 30 marketing professionals will discuss how they are mastering the digital transformation and focusing on what is necessary.
A highly concentrated program with keynotes, keynote speeches and break-out sessions awaits the guests. In addition, the Marketing Excellence Award 21 will be presented again this year. The two TV presenters Kiki Maeder from SRF and Vanessa Meier from TeleZüri will lead through the day, as well as Matthias Ackeret from Personal.
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The strategy with the three-phase model of the BR: protection phase, stabilization phase and normalization phase, gives hope for better times for the event industry, as Swiss Marketing Forum writes in a statement. The goal is to be able to welcome a minimum of 500 to 600 participants on site whenever possible. In any case, the organizers want to hold the Marketing Day on August 19, 21, it says further. Another postponement is not an option. If the pandemic situation still does not allow visitors to be welcomed at the Kongresshaus Zurich, MT21 will be held entirely digitally, with all speeches, the breakout sessions, the presentation of the Marketing Excellence Award, etc. The event will be held at the Kongresshaus Zurich.
In the meantime, Swiss Marketing Forum is organizing Digital Sales Power 21 on May 19. Information and tickets for this can be purchased at the SMF website can be retrieved.
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On May 19, 2021, the Sales Power trade conference will be held in digital form. Marketing Day will be held in Zurich for the first time on June 29, 2021. With a new concept, in hybrid form and as a premiere event in the newly renovated Kongresshaus. This will be followed in the fall of 2021 by the Sales Power conference in live format. The three events are being planned and realized by Swiss Marketing Forum in collaboration with Standing Ovation. The partners are back at the starting line together after Standing Ovation's two-year creative project break and the event break due to Corona.
New challenges
"We are excited about the renewed collaboration and look forward to the new challenges related to the hybrid event format," says Michael Dancsecs, Partner of Standing Ovation. Uwe Tännler, President of Swiss Marketing Forum, also appreciates the proven teamwork for future events: "The common basis for our always forward-looking collaboration is formed by the values of partnership and transparency."
Standing Ovation will drive the strategic and conceptual development of the two event platforms and be responsible for implementation
Standing Ovation already developed, designed and realized the Swiss Marketing Day between 2005 and 2016. Following the reorganization and rebranding by Standing Ovation, the Marketing Tag and Sales Power events of the new umbrella organization Swiss Marketing Forum presented themselves for the first time in 2017 with a new look.
Host Uwe Tännler, President of Swiss Marketing, was able to attract a whole series of high-profile keynote speakers for his anniversary event, who took numerous perspectives on challenges and visions for the future regarding the red-hot topic of "Big Data and Big Inspiration". Over 1,000 marketing and communications professionals took advantage of the industry event to update their knowledge, exchange ideas, and ultimately see who would take home the coveted marketing trophies this year. The event was moderated by Susanne Wille.
"Communication must become service"
Before Christian Rätsch, CEO of the advertising agency Saatchi and Saatchi and expert in brand management, got the chance to explain his experience with Big Data, Reto Brotschi, Head of Direct Marketing PostMail, pleaded for an unbiased attitude towards unaddressed advertising and presented Swiss Post's new advertising-friendly mailbox stickers: "Welcome good advertising" is to be emblazoned on all Swiss mailboxes with immediate effect and calls not least on industry representatives to trust their own work more.
Communications expert Christian Rätsch backed up his explicit demand that "communication must become a service" with a whole series of well-known campaigns that skillfully implement the rules of communication in the digital world and thus achieve success. Success, in Rätsch's experience, that increasingly pays off financially for companies. In his opinion, digitization is a great opportunity for companies, a real driver in the company's value creation in terms of interaction, service and sales.
"Intuition is felt knowledge".
Gerd Gigerenzer, Director of the Max Planck Institute for Human Development, analyzed what Big Data cannot do. He pleaded for more gut feeling and trust in one's own intuition. His criticism of Big Data, or rather the reliance on the evaluation of large amounts of data, is based in particular on the fact that collected data depict the past and thus the limits in terms of innovation are evident. If the future is uncertain and the situation unstable, he prefers simpler, less cost-intensive measurement methods and gives preference to and own intuition. Because, according to Gigerenzer, "intuition is felt knowledge."
Data protection: Opportunity or threat
The subsequent panel discussion with Karin Frick, Gerd Gigerenzer, Hanspeter Thür, Andreas Wiebe and Wolfgang Zimmermann clearly showed: Big Data is gaining relevance at high speed. The topic will occupy us over the next few years, regardless of which viewpoint one takes. In addition to solving data protection issues, the challenge will be to keep pace with technological progress. Because technology - everyone agrees - is always one step ahead of us.
"Message matters"
Julius van de Laar had the privilege of helping to shape both of Barack Obama's election campaigns. In his impressive presentation, he outlined the most important stages of successful campaign management and provided insight into the effective use of digital channels and social media. Nevertheless, his most important message was probably "Message matters." No plan, no matter how smart, can do without authenticity and content, van de Laars is convinced.
The winners of the 2015 Marketing Trophies are:
- In the specialpeis category: Bagno Sasso Mobili and Abegglen Management Consultants, Zurich for the project Swiss Eco Tap
- In the category SME: Swiss Bankers Prepaid Services and Contexta for the project Travel Cash - The Travel Money
- In the NPO category: Schtifti Foundation and Kreienbühl and Vogler for the Gorilla project.
- In the large enterprise category: CSS Insurance and Contexta for the Holistic Brand and Customer Experience Management project.
- The audience award went to Mazda and JWT/Fabrikant for the project Voilà ma Suisse
The theme of next year's Marketing Day was presented by Uwe Tännler, President of Swiss Marketing, and Michael Dancsecs, Founder & Managing Director of Standing Ovation. In a brief review of the Marketing Day 2014, Uwe Tännler emphasized the continued success of the largest Swiss marketing event of the year with around 1000 participants. For the upcoming Marketing Day on March 3, 2015 at the KKL Lucerne, 1200 registrations are expected. Visitors and sponsors can expect a topic that could not be more explosive and topical: Big Data, and how to deal with it in a meaningful and inspired way.
At the kick-off event, Michael Dancsecs explained the benefits of big data for business - today and in the future. A corporate strategy without a digital strategy is unthinkable, because real life is inexorably connecting with virtual life online.
Keynote speakers and panel discussion
The following speakers and panelists will present and analyze the hot topic "Big Data" at the Swiss Marketing Day 2015: Julius van de Laar, Van der Laar Campaigning, Berlin; Christian Rätsch, CEO Saatchi & Saatchi Germany; Nils Müller, CEO & Founder TrendOne, Hamburg; Hanspeter Thür, Federal Data Protection and Information Commissioner, Bern; Andreas Wiebe, CEO Hulbee.com (Swisscows.ch), Egnach; Wolfgang Zimmermann, Customer and Web Intelligence at MGB, Zurich; Karin Frick, Head Think Tank, Member of the Executive Board GDI, Rüschlikon ZH. Gerd Gigerenzer, Director at the Max Planck Institute for Human Development, Berlin, also confirmed his participation shortly before the kick-off.
Moderation and entertainment
Susanne Wille will once again host the Marketing Day program in 2015. For the entertainment, the artist Martin O. was engaged with his current program "Cosmophon" - also in view of the anniversary "10 years OC team", which will be honored at the subsequent gold celebration with a special program at a unique location. As every year, the highlight of the event is the presentation of the coveted Marketing Trophy, which is awarded in the categories of SMEs, large companies, NPOs, audience award and special prize. Next year's presenting partner is once again Swiss Post, while the main sponsors are Canon, Publisuisse, SIB Swiss Institute of Business Administration and Sihldruck, Print & New Media. Anyone who reserves their ticket by December 31, 2014 will benefit from an early bird offer and pay CHF 690 instead of the regular ticket price of CHF 740. More info at Marketingtag.ch
Werbewoche is the media partner of the event.
After the welcome by Uwe Tännler, President Swiss Marketing and Reto Brotschi, Head of Direct Marketing PostMail, Post CH, Anchorwoman Susanne Wille offered a charming introduction to the day's program.
Proven value-added strategies
One of the distinguished keynote speakers was Ron Kaufmann, teacher and motivator for highest customer service and service culture, founder of UP! Yours Service. In a gripping presentation, he emphasized the increased expectations of customers in almost all industries and offered the perfect service as the answer.
Georges A. Kern CEO of the watch manufacturer IWC Schaffhausen explained the values that a luxury brand absolutely has to convey in order to be successful. Sahar Hashemi entrepreneur, co-founder of Coffee Republic described to a very interested and enthusiastic audience how to sell coffee extremely successfully in the UK, a country of tea drinkers. And Andreas Herrmann, Director of the Customer Insight Research Center, University of St. Gallen, HSG, took an expert look at emotional decisions, reference points, irrational behavior and environmental influences. Martin Betschart, motivator, speaker, trainer and author explained how to clear the mind for winning ideas. Andreas Aebi, OC President of the Federal Wrestling and Alpine Festival in Burgdorf revealed interesting details about the marketing of the largest sporting event in Switzerland.
Elena Hubschmid , Group HR Projects Manager Angst+Pfister emphasized how important added value through training is for marketing. Thomas Truttmann, Marketing & Communications Director McDonald's, Head of Sports Europe, told a fast food crisis story that turned into an overwhelming success through the right strategy. Christian Rätsch, CEO, Saatchi & Saatchi Germany clarified the relationship between technology and success and in this context emphasized the importance of the digital customer relationship.
The treat of the day was the show by Oliver Tissot, a cabaret artist from Middle Franconia and a sociologist by training. A survey of the participants revealed a high level of satisfaction with the event as a whole. Sahar Hashemi's contribution was mentioned in a particularly positive light, while "speakers who focused too much on promoting their own company" were criticized - quote Ursula Käser Aebi, Post Finance.
Plenty of time for valuable networking
The KKL Luzern once again offered ideal platforms for pleasant networking, which all participants took advantage of to make numerous new business contacts - in a pleasant atmosphere and with the best catering. All in all, the Swiss Marketing Day was once again the industry's pulse generator and the value-based marketing event of the year.
Photos: Marketingtag.ch
Eleven projects competed for the Marketing Trophy this time and were awarded prizes on Tuesday by an interdisciplinary jury of experts headed by Peter Felser.
Category small business
Rent a pensioner with the project of the same name
Online job placement for pensioners has exceeded all expectations and has been further professionalized and expanded.
Initiator: Rent a pensioner
Agency involved: Werbeanstalt Schweiz, Zurich.
Medium-sized company category
KKL Lucerne ManagementA Pirate's Symphony - from a faceless no-name event to an integrated marketing campaign and the creation of a brand/2012 to 2013
A blockbuster, a concert series and a staged dinner have created a new entertainment genre.
Initiator: KKL Lucerne Management
Agency involved: K-wer-K
Category large enterprises
Hirslanden Private Hospital Group: Competence that creates trust. Hirslanden: a brand in the acute care sector
Under the Hirslanden umbrella brand, the Hirslanden Private Hospital Group operates its own brands for specific specialist areas or nationally standardized services.
Initiator: Hirslanden Private Hospital Group
Agency involved: KSP Krieg Schlupp Partner
Category NPO
Start center ZurichStartupfair 2013
With this project, the start-up center of the city and canton of Zurich created the first national trade fair for the industry, where start-ups, investors, authorities, media and interested parties met under one roof on one day to initiate business.
Initiator: Startzentrum Zürich
Agency involved: Digital Marketing Switzerland
Special price
Coop Cooperative: 20 years of Coop Naturaplan
The project has implemented the vision of giving all consumers in Switzerland access to food produced in an environmentally and animal-friendly manner at affordable prices.
Initiator: Coop Cooperative
Audience Award
Federation of Migros Cooperatives
Project: Crowdsourcing as an integrated marketing tool.
Agency involved: Atizo 360°
The 14-member interdisciplinary jury will select the winners from the nominees listed here for the Swiss Marketing Day, on March 4 at the KKL Lucerne. The audience will experience on site who will receive the coveted "Oscar of the Marketers". The prize is awarded by Swiss Marketing, the largest professional organization for marketing and sales in Switzerland. The projects are judged by an interdisciplinary jury of experts, presided over by Peter Felser, jury president since 2013.
The nominees 2014
Category large enterprises
Migros-Genossenschafts-Bund, with the project "Crowdsourcing as an integrated marketing tool". Involved agency: Atizio.
Coop Cooperative, with the project "20 years of Coop Naturaplan". Hirshalden Private Hospital Group, with the project "Competence that builds trust. Hirslanden: a brand in the acute medical sector." Involved agency: KSP Krieg Schlupp Partner.
Medium-sized company category
Emmentaler Switzerland with the project "Emmentaler Eidgenoss. Involved agency: Leo Burnett Switzerland
Lötschentaler Tourismus, with the project "Die Lötschentaler". Involved agency: Contexta Werbeagentur BSW.
KKL Luzern Management, with the project "A Pirate's Symphony - from faceless no-name event to integrated marketing campaign and creation of a brand/2012 to 2013". Involved agency: K-wer-K.
Category small business
Rent a Rentner, with the "Rent a Rentner" project of the same name. Involved agency: Werbeanstalt Schweiz.
Poinz, with the eponymous project "Poinz". The company connects local businesses with their clientele - via smartphone.
Holz Zollhaus, with the project "More than just wood.". Holz Zollhaus is a DIY store producer.
Category Non Profit Organizations
Startzentrum Zürich Genossenschaft, with the project "Startupfair 2013". Involved agency: Digital Marketing Switzerland.
FOPH - Federal Office of Public Health, with the project "LOVE LIFE - talk about it".
Involved agency: HAVAS Worldwide Zurich.
Special prize and audience award
The special award is not bound to categories and is not nominated. It honors projects that stand out for their outstanding ideas or innovative aspects but do not fully comply with the strict rules of the Marketing Trophy. The Audience Award is determined by the auditorium and the interested public via Internet voting. The award will also be presented at the Swiss Marketing Day.
Speakers at the Swiss Marketing Day 2014
The Swiss Marketing Day with the presentation of the Marketing Trophy will be held, as it has been for years, at the KKL Lucerne. The following keynote speakers will speak on the topic of "Value-based marketing: value-enhancing strategies and recipes for success":
Ron Kaufman Teacher and motivator for highest customer service and service culture, founder UP! Your Service on the topic: Uplifting Service: Exceeding Customer Expectations.
Georges A. Kern, CEO IWC Watch Co. Schaffhausen on the topic: IWC Schaffhausen, Crafting dreams.
Sahar Hashemi, entrepreneur and author on how to identify and seize market opportunities.
Andreas Herrmann, Director Research Center Customer Insight, University of St. Gallen on the topic: Superior Pricing, the Myth of the Calculating Customer.
Category SME
Stanserhorn Railway: A convertible of the skies
A surprising world first in Central Switzerland: the convertible aerial cableway on the Stanserhorn with an open upper deck.
Initiator: Stanserhorn Railway
Agency involved: Mettler Communications
Category Large Entrepreneur
BLS: Lötschberg success story
A new dimension in the excursion market: a cross-destination excursion brand for day trips has been developed under the "Lötschberger" brand. Lötschberger" covers the entire service chain from information at home to aftercare.
Initiator: BLS, railroad company
Agency involved: Erdmannpeisker
NPO category, 2 winners:
One Young World: Taking matters into your own hands
When political and economic leaders fail, young people take matters into their own hands. This is the message of OYW, One Young World, an annual congress for intercultural dialog and global leadership.
Initiator: One Young World
Agency involved: Havas Worldwide Zurich
My Happy End: Remain in best memory
In Switzerland, around 30 billion Swiss francs are bequeathed every year. Only around 1.5 percent of this goes to charitable organizations. With the aim of increasing this inheritance share, 18 well-known NPOs have joined forces to form the "MyHappyEnd" association.
Initiator: My Happy End Association
Agency involved: Contexta, Bern
Special price:
Maurice Lacroix: A watch on a world tour
With the Pontos S ultra sportive campaign, Maurice Lacroix wants to convince the world that it has created one of the best luxury watches in the sports sector - with a surprising social media campaign. This is based on the insight that today, even customers in the luxury sector can only really be convinced through this channel.
Initiator: Maurice Lacroix
Agency involved: JWT/Fabrikant
Audience Award:
Stanserhorn Railway: A convertible of the skies
A surprising world first in Central Switzerland: the convertible aerial cableway on the Stanserhorn with an open upper deck.
Initiator: Stanserhorn Railway
Agency involved: Mettler Communications
The mobile guide offers comprehensive information on the program, automatic updating of the attendance list and the digital exchange of business cards, as detailed in a press release issued on Thursday.
The "Swiss Marketing (SMC)" app for iPhone is now available in the Apple App Store available to download free of charge. The Swiss Marketing Day will take place on March 8, 2011 at the KKL in Lucerne.
Participants include the founder of the social network Trendhunter.com and author of the bestseller "Exploiting Chaos" Jeremy Gutsche. He will give an insight into his work and the latest key trends that companies should pay attention to. The following experts will also be present:
- Prof. Dr. Philip Kotler - S.C. Johnson Distinguished Professor of International Marketing in a videocast from the USA;
- Prof. Dr. Christian Belz, Professor of Marketing at the University of St. Gallen and Managing Director of the Institute of Marketing;
- Prof. Dr. Holger Rust, Head of the Department of Economic Sociology and Member of the Board at the Institute of Sociology at the University of Hanover;
- Dr. Thorsten G. Truijens, Managing Partner, Controlling Partner St. Gallen AG;
- Urs Riedener, CEO, Emmi Group;
- Dr. Wolfgang Armbrecht, Senior Vice President Brand Management, MINI;
- Dr. Peter Felser, CEO and Partner Spillmann/Felser/Leo Burnett AG;
- Jürg Schmid, Director, Switzerland Tourism;
Further information and registration: www.marketingtag.ch
Marketing Day 2011: The Lucerne-Florida Connection
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