Mr. Tännler, you're not a big fan of looking back. So let's keep it short: Which seeds from 2010 will really take root in 2011?
Last year, the implementation of our new corporate identity, which was accompanied by the relaunch of the Swiss Marketing website, was certainly groundbreaking. This seed will now indeed continue to sprout. At Swissmarketing.ch, we can now offer our members - whose number rose by 15 percent in 2010 to over 3,700 members - a truly modern website that reflects the core elements of training and development, know-how transfer and community.

Community is a good keyword: In the first few days of the new year, we already heard about a cooperation with the business network Xing. What exactly is going on?
We have indeed succeeded in doing a great thing. In the first quarter of the new year, we will launch a community platform on Xing that will enable our members and alumni to maintain contacts, exchange experiences, and receive information about marketing-related events. Xing is a highly professional technological platform that connects over ten million members worldwide and is also the leading player in Switzerland. Now our community is also becoming really strong online. Xing is an invaluable tool when it comes to knowledge transfer.

You could have built and organized the community through your own website?
That would have been possible, yes. But we didn't want to reinvent the wheel in this respect. It is better for Swiss Marketing and especially for the members to network on such an accepted career portal.

How did the collaboration with Xing come about?
That was a very spontaneous thing. In November, I read in the Handelszeitung that Robert Beer was going to be the new country manager for Xing Switzerland. So I simply gave him a call. We met, had a good and inspiring conversation - and within two weeks the matter was clear. Incidentally, Xing has also been given the status of an official association partner for three years.

When you talk about technology today, the keyword "community" is soon followed by the buzzword "app. What does Swiss Marketing have up its sleeve?
The iPhone and iPad are already very widespread devices in our community today. That's why we will indeed launch a Swiss Marketing App towards the Swiss Marketing Day on March 8. Of course, again with a focus on knowledge transfer, education, community and some innovative features. Our online partner Webgearing.com is really getting into the act.

Stichwort Swiss Marketing Day: How are the registrations for March 8 in the KKL Luzern going?
We are currently on course for the previous year. The lively registrations that are already coming in show me that this day has found its acceptance. March 8 has already been entered in red in the agendas of many places. Of course, there will be many last-minute registrations again this year.

Around Swiss Marketing Day, companies and individuals have the opportunity to organize their own customer events or workshops. How is that received?
We already offered this in 2010, but are pushing it more strongly this year. Specifically, in 2011 a well-known company - unfortunately I'm not allowed to mention the name yet - will make prominent use of it for the first time. Surprise - come to Lucerne, you will be amazed.

Will there be any innovations in the look and feel of the Swiss Marketing Day?
But sure, we remain true to our innovative reputation. In particular, the entire networking area is undergoing an actual upgrade. The newly designed lounge-style networking area has much more style and is inviting for informal meetings. This is another step in the right direction: to make Swiss Marketing Day a hotspot for inspiring encounters. Of course, also with an attractive culinary offer.

Speaking of culinary delights: Do you like to go out to an Asian restaurant?
I'd love to go to a Japanese restaurant or a Chinese restaurant, sure. Why do you ask?

Because Swiss Marketing also has something cooking with the keyword "wok".
That has its correctness. Whereas wok here does not stand for a Chinese continuously curved pan, but for "wheel of knowledge", if you will. Even though we are still at an early stage, I can say that we are working on a "marketing Wikipedia" here. The result will be a knowledge pool that covers all areas of modern and future-oriented marketing. Let us surprise you!

What else will be new in 2011?
These days, Member Cards will be sent to our members for the first time. These offer the advantage of being able to log directly into the protected member area on the website with a one-time code. This card still offers a lot of potential. I could imagine that the member card could be used to gain access to events or that this clever piece of plastic could one day be used as a credit card. We can also make a good move in Ticino in 2011, where we already have around 140 members. The cari amici will now receive the relevant magazine Ticino Management, which will further strengthen our offering in Ticino and could allow us to gain new members in southern Switzerland. In 2011, we are also working together with the Theodora Foundation for the first time. We were looking for a suitable charity partner for a long time and have now been able to launch a very meaningful cause with this foundation, which makes life easier and sweeter for children in hospital.

What else is going on at the technological level?
Worth mentioning here is the cooperation with the two companies Emarsys and Nemuk. These email service providers are new association partners, they bring our email marketing to a higher level. This prevents spam and allows us to address more specific target groups. Emarsys/Nemuk also provide these services for Ebay, the world's largest auction house - so the company is just good enough as a partner for Swiss Marketing.

You are brimming with optimism.
But sure. Pessimism is a foreign word for me.

Many augurs see a few storms coming in 2011. The flabby euro, which will weaken our exports. Or the crisis states in southern Europe. Or the economic situation in the USA, which is difficult to assess.
I don't know any fear in this respect. It's simply a matter of keeping your ship on course and sailing through the wind, waves and weather. Of course, it may not be possible to achieve double-digit sales and profit growth every year, so you have to remain realistic.

What are you hearing from members in this regard?
Roll up your sleeves and really step on the gas. In difficult years, practitioners are in demand, not theorists. Practitioners such as those trained at our training institutes and then awarded by Swiss Marketing with one of the titles now also recognized internationally thanks to the European certificate. The highest asset for me as an entrepreneur is always the staff. If you challenge and develop your people properly, you can deliver top performance. That was already true in 2010, and it will be even truer in 2011.