Marketing and communication trends at Xongress'06
Xongress '06, the congress for marketing, communication and brand experience, shows where the future is headed. Emotion, innovation and more creativity are in demand.
(pr) Xongress '06, the congress for marketing, communication and brand experience, shows where the future is headed. Emotion, innovation and more creativity are in demand.
In the wake of the economic and social changes of recent decades, the pampered consumer has become a radical prosumer with a totally emancipatory attitude toward markets and products. He no longer sees himself as a target group, but as a proactive market participant, as it were as a development aid worker.
Postmodern marketing is therefore moving ever more strongly away from the former mass marketing and is oriented toward ever more individual mass individualization. In this context, emotion, innovation and creativity are becoming key terms for every marketer. Also at Xongress'06.
At the 9th Xongress, congress for marketing, communication and brand experience from August 22 - 24, 2006 at the Zurich Exhibition Center, international and national top speakers such as Andrew Wilkie of Saatchi & Saatchi London, will show ways out of the dead end of the cheap trend. Their recipes are based on experience of how their clients will survive global competition even in saturated markets.
The six themed half-days will focus on consumer trends, brand experience, dialog marketing, innovative marketing, emotion in communication and globalization in marketing.
The Xongress and the accompanying Academy are the trend forums for the marketing and communications trade fair X '06. Numerous other speakers from Switzerland and Europe stand for a dense, top-class program that leaves no marketer cold. Together, Xongress and X-Messe are regarded as Switzerland's marketing and communications summit. Xongress'06 will be held for the 9th time at the Zurich Exhibition Center. The organization is in the hands of ESB Marketing Consult AG in St.Gallen and Künzler-Bachmann Verlag AG, St. Gallen.
Tuesday 22 August 06
Consumer trends and brand experience
Those who think into the future avoid the pitfall of a lack of new ideas and thus gain innovative strength. This is just one of the theses of the opening presentation by Georges T. Roos, thought leader and head of his owner-managed Zukunftsinstitut. Traditionally, the first half-day is devoted to consumer trends. Other luminaries from theory and practice, such as Nicola Austin, Head of Marketing at the renowned London-based institute The Future Foundation, provide a precise diagnosis of how to conduct marketing communications that reach consumers today.
What formula for success do Hollywood's most famous producers and directors follow in order to succeed with their shows? They are clear, stringent rules of dramaturgy. They can also be used for brand experience, at customer events or trade fairs. Steve Mapes, CEO of the American-Swiss Impact Unlimited promises another highlight with his presentation "All the World's a Stage - what marketers can learn from Hollywood's master directors".
Wednesday 23 August
Dialog Marketing and Innovative Marketing
In recent years, direct and dialog marketing has proven to be a powerful tool on the threshold between online and offline. Not least because you can reach your target groups with pinpoint accuracy. Keynote speakers on Wednesday, August 23, the Dialog Marketing theme morning, will be Andre Parsic and Andreas Widmer from the leading dialog agency Wundermann and Prof. Heinrich Holland from Mainz University of Applied Sciences.
The multitude of communication channels increases the need to differentiate messages to consumers. Instead of buying advertising breaks in the content of other media, clever advertisers have therefore started to produce content themselves. In the case of TV programs, games for young target groups or online entertainment, this is referred to as branded content, a niche trend that is gaining in importance. Keynotes include Andrew Wilkie, CEO of the "Gum" department of the renowned London agency Saatchi & Saatchi, which was one of the first English agencies to create a department for branded content. Christian Gartmann from Sat1 will show the advantages of branded content for companies such as Pespi, Nissan, Swisscom and many others over conventional forms of advertising.
Thursday 24 August
Emotion in communication and globalization
The integrated approach of the various advertising instruments is what counts today, and emotional communication is the common denominator in cross-media campaigns.
Bernd M. Michael, independent consultant and long-time CEO of Grey sheds light on when and how innovative, creative and emotional marketing and communication concepts are born. Sebastian Turner from Scholz + Friends, perhaps Germany's most renowned advertising agency, will also speak on the subject of orchestrated campaigns.
Strongly emotional and not without controversy is the advertising campaign of Verzinkerei Zug with tennis player Martina Hingis. Head of Marketing Rolf Heinrich brings the success parameters of this campaign and the reason why V-ZUG AG will continue to advertise with Hingis.
Loyalty is the consumer's sharpest weapon, making it the business challenge of the future. When global offers become more and more numerous, it is all the more important to retain and cultivate customers. Anne Schüller, internationally recognized entrepreneur and speaker, specializes in this topic.
Contact:
Secretariat Xongress
Kornhausstr. 3/PO Box 519
CH-9001 St. Gallen
Fax:+ 41 (0)71 223 78 87
http://www.xongress.ch
In the wake of the economic and social changes of recent decades, the pampered consumer has become a radical prosumer with a totally emancipatory attitude toward markets and products. He no longer sees himself as a target group, but as a proactive market participant, as it were as a development aid worker.
Postmodern marketing is therefore moving ever more strongly away from the former mass marketing and is oriented toward ever more individual mass individualization. In this context, emotion, innovation and creativity are becoming key terms for every marketer. Also at Xongress'06.
At the 9th Xongress, congress for marketing, communication and brand experience from August 22 - 24, 2006 at the Zurich Exhibition Center, international and national top speakers such as Andrew Wilkie of Saatchi & Saatchi London, will show ways out of the dead end of the cheap trend. Their recipes are based on experience of how their clients will survive global competition even in saturated markets.
The six themed half-days will focus on consumer trends, brand experience, dialog marketing, innovative marketing, emotion in communication and globalization in marketing.
The Xongress and the accompanying Academy are the trend forums for the marketing and communications trade fair X '06. Numerous other speakers from Switzerland and Europe stand for a dense, top-class program that leaves no marketer cold. Together, Xongress and X-Messe are regarded as Switzerland's marketing and communications summit. Xongress'06 will be held for the 9th time at the Zurich Exhibition Center. The organization is in the hands of ESB Marketing Consult AG in St.Gallen and Künzler-Bachmann Verlag AG, St. Gallen.
Tuesday 22 August 06
Consumer trends and brand experience
Those who think into the future avoid the pitfall of a lack of new ideas and thus gain innovative strength. This is just one of the theses of the opening presentation by Georges T. Roos, thought leader and head of his owner-managed Zukunftsinstitut. Traditionally, the first half-day is devoted to consumer trends. Other luminaries from theory and practice, such as Nicola Austin, Head of Marketing at the renowned London-based institute The Future Foundation, provide a precise diagnosis of how to conduct marketing communications that reach consumers today.
What formula for success do Hollywood's most famous producers and directors follow in order to succeed with their shows? They are clear, stringent rules of dramaturgy. They can also be used for brand experience, at customer events or trade fairs. Steve Mapes, CEO of the American-Swiss Impact Unlimited promises another highlight with his presentation "All the World's a Stage - what marketers can learn from Hollywood's master directors".
Wednesday 23 August
Dialog Marketing and Innovative Marketing
In recent years, direct and dialog marketing has proven to be a powerful tool on the threshold between online and offline. Not least because you can reach your target groups with pinpoint accuracy. Keynote speakers on Wednesday, August 23, the Dialog Marketing theme morning, will be Andre Parsic and Andreas Widmer from the leading dialog agency Wundermann and Prof. Heinrich Holland from Mainz University of Applied Sciences.
The multitude of communication channels increases the need to differentiate messages to consumers. Instead of buying advertising breaks in the content of other media, clever advertisers have therefore started to produce content themselves. In the case of TV programs, games for young target groups or online entertainment, this is referred to as branded content, a niche trend that is gaining in importance. Keynotes include Andrew Wilkie, CEO of the "Gum" department of the renowned London agency Saatchi & Saatchi, which was one of the first English agencies to create a department for branded content. Christian Gartmann from Sat1 will show the advantages of branded content for companies such as Pespi, Nissan, Swisscom and many others over conventional forms of advertising.
Thursday 24 August
Emotion in communication and globalization
The integrated approach of the various advertising instruments is what counts today, and emotional communication is the common denominator in cross-media campaigns.
Bernd M. Michael, independent consultant and long-time CEO of Grey sheds light on when and how innovative, creative and emotional marketing and communication concepts are born. Sebastian Turner from Scholz + Friends, perhaps Germany's most renowned advertising agency, will also speak on the subject of orchestrated campaigns.
Strongly emotional and not without controversy is the advertising campaign of Verzinkerei Zug with tennis player Martina Hingis. Head of Marketing Rolf Heinrich brings the success parameters of this campaign and the reason why V-ZUG AG will continue to advertise with Hingis.
Loyalty is the consumer's sharpest weapon, making it the business challenge of the future. When global offers become more and more numerous, it is all the more important to retain and cultivate customers. Anne Schüller, internationally recognized entrepreneur and speaker, specializes in this topic.
Contact:
Secretariat Xongress
Kornhausstr. 3/PO Box 519
CH-9001 St. Gallen
Fax:+ 41 (0)71 223 78 87
http://www.xongress.ch
