The digital trade fair as a bridge to physical "markeding
Die Markeding Schweiz, als Festival der haptischen Werbung, ist ein neuartiger Event für haptische Werbung und Werbeartikel, modernes Marketing, Trends, Innovationen und Storytelling. Zum ersten Mal wird eine digitale Messe der physischen vorgelagert. m&k hat den Veranstalter Michael Mätzener nach den Beweggründen gefragt.
m&k: Michael Mätzener, what prompted you to hold Switzerland's first digital marquee event on June 1?
I just didn't believe that we would be able to hold another live event this spring. That's why I decided to hold a digital festival of promotional materials in any case.
An important sign for the promotional products industry?
Yes, absolutely. We are there and the haptic advertising media are still an important medium - especially in this time.
What can visitors to the virtual trade fair on June 1 look forward to?
On numerous promotional products suppliers - branded products, which visitors also know from our physical promotional products trade fair "Markeding". We show on this platform at the virtual booths not only novelties, but also product videos. You can create a virtual fair bag where you can put all these catalogs, videos and novelties.
Will there also be speakers as in the physical marquee?
We have a supporting program that can be viewed "on demand". Speakers will be on stage, and whenever the visitor clicks on the button, the presentation will start. A bundled flood of information will reach the visitors.
Is the June 1 show a digital replica of the live markeding at the end of August?
I see the digital trade show as a bridge to the physical trade show. The guest can look at everything virtually, inquire and then physically touch and feel the advertising materials on August 26. Many exhibitors don't have the digital material and are still having a bit of a hard time with the virtual appearance. That's why there aren't 60 to 70 exhibitors like at the physical trade show on August 26, but only about 30. But that also gives the visitor time in front of the screen to really get to know the individual suppliers and study their innovations.
Do you have a host?
I don't act as a live host, we don't do a studio live broadcast. That would have been beyond the financial means. The exhibitors are there live and as contacts in front of the screen, but the speakers are on demand whenever a visitor wants to hear and experience the presentation.
Are you also available to speak as an organizer?
Yes, you can click me too. I greet the guests whenever they come, that is recorded, but of course I am also to talk about the day and give information, I am also present as one of the carrier agencies with my own company.
Besides exhibitors and lectures, what else can visitors look at?
We have also included the special show "Green Markeding". There you can find out about sustainability and the latest developments in advertising materials.
How to visit the fair on June 1?
You can log in via Digital.marking-switzerland.ch. Then you can choose one of the carrier agencies. This is the same as at the entrance to the physical fair. You are greeted by the carrier agencies and can then decide whether you want to be guided through the virtual fair or stroll on your own.
Does the virtual markeding cost anything?
No, registration is free of charge.
Why are promotional items so important, especially in these times?
Addressed mailings are still much more effective than online advertising. The physical letter has a high value. If this is then reinforced haptically by a promotional item, this can pick up the customer emotionally and thus deepen trust in the brand.
Can you still access the show after June 1?
The digital trade show is available for six months. Since everything is on-demand, customers can refresh their knowledge at any time and get the information they may have missed on the first tour. When we then hold the physical trade show at the end of August, the participants are even better prepared and are also more likely to know what they want to delve into. Then in October, there is another digital debriefing with a summary of the two trade shows. This way we are well positioned and can offer the best service to the participant.
The Markeding will take place digitally on June 1, 2021 on Digital.marking-switzerland.ch and on Thursday, August 26, 2021, physically at Samsung Hall in Zurich.
