Smart marketing and transversal branding

Moderator Florina German, Olivier Schwarz, Joël Luc Cachelin and Martin Künzi (l.t.r.) The conferences were organized by Engima, a strategy and branding service provider based in Bern and Geneva. Martin Künzi, Managing Partner of Enigma, explained the term transversal branding in his introduction.Users become ambassadorsFor the conference, Enigma developed a web app for Twitter that analyzes tweets by context and conversation. By means of two circles, the results are displayed and thus the user behavior is visualized. The analysis image can be changed by the user in color, shape and angle and can easily be shared via Twitter with a tweet. Users thus became ambassadors for the conference.The playful character of the Smart App for Twitter was also used in other elements. The headers of the newsletters contained the same moving circles, and on posters and cards a layer of varnish created the effect of moving circles. And of course, name tags and the packaging of the Mandelbärlis - a giveaway for all participants - took up the idea of the two circles. The conference thus convinced with an innovative, continuous - i.e. transversal - branding. The webapp was the smart element in it.Are you an onliner or an offliner?The theme of the conference was "smarter" advertising and aimed to make "smarter" use of the available marketing opportunities. Intelligent is also who does not close his mind to the signs of the times and anticipates challenges of the future already today. Dr. Joël Luc Cachelin, CEO of the Knowledge Factory and author, explained that the digitization of our lives has only just begun.But the more digital our lives, the stronger the countermovement. The offliners advocate a moderate digitalization, demand decentralization, sustainability and experiences in real space. Olivier Schwarz, eBusiness Manager Victorinox Watches SA, presented the blogger event in New York City for the sales launch of the I.N.O.X. Watch. Watch.ROO instead of ROIHow can the ROI of a blogger event be measured, someone from the audience wanted to know during the closing round table discussion. Oliver Schwarz answered that at Victorinox, ROI would be replaced by ROO (Return on Objectives). In the end, the launch and sale of the watch had to be successful and not be able to measure the ROI of the blogger event. The sales figures were promising and the company was considering in which dimension classic PR measures would be replaced by similarly innovative concepts in the future.In response to critical questions from the audience as to whether marketing was not manipulative and the collection of data not unethical, Martin Künzi replied that smart marketing wanted to create added value for customers and that knowledge of customer behavior ultimately led to more targeted and useful advertising. However, he stressed that those brands that exceed customer expectations with unique products and services will be truly successful. This results in word-of-mouth advertising, which, as probably the most original form of marketing, is easier to spread in the age of the Internet.