m&k issue 10/2007

MARKETING & ONLINE

TITLE STORY Strong brand values for the perfect coffee experience The Swiss company Jura Elektroapparate AG has created a global premium brand in the field of coffee machines. The company was awarded the prestigious GfM Marketing Prize 2007 for its outstanding marketing achievements. CONTROLLING Budget for 2008 reduced at a high level Overall, lower marketing budgets must be expected for 2008. The trend away from traditional media towards direct and electronic media is continuing. The marketing controlling hype is dying down - which can also be a good thing. NAMING The great power of good company and product names How do you find the right brand name for the future? What characterizes modern naming? Answers to existential questions in the company. ONLINE TRENDS BLOGS "Our model is often still misunderstood" With the unconventional idea of a blog marketing marketplace, the "trigami" young entrepreneurs are offering new communication opportunities. Now new investors from Web 2.0 are joining them. ASSOCIATION CONTRIBUTIONS Swiss Franchise Association SMC Swiss Marketing

COMMUNICATION

STATE OF THE ART From the "wallflower" to the local Lovemark Carlsberg, a Danish brewery group, is the main sponsor of the Swiss football team. The Carlsberg brand management team at Feldschlösschen and the agency Saatchi & Saatchi Simko had to come up with a few ideas before the global "wallflower" became a local Lovemark. DIGITAL SIGNAGE I Moving content via adscreens is on the rise In stores, bars, football stadiums and train stations, there are more and more screens of all sizes. The "IG adscreen" interest group discussed this development for the first time at an information event. Digital signage on the way to becoming an independent medium? DIGITAL SIGNAGE II Company TV on the sales front The country needs new media - LCD screens are increasingly replacing posters. A lot is now done via in-house TV. PRODUCT COMMUNICATION Reach customers quickly and precisely. ASSOCIATION CONTRIBUTIONS Swiss advertising Swiss Direct Marketing Association Promoswiss

COVER

10/07 Cover photo: clicdesign ag, Bern

PODCASTING

The contributions marked with a microphone are available as podcasts. These podcasts are produced by our audio partner Voiceletter.de and made available for download at www.m-k.ch/podcast.

PICTURE SERVICE

In cooperation with our partner Lautundspitz.ch, we publish pictures of current events on www.m-k.ch in the "Marketing & Communica tion" > Picture Gallery section. You can also order photo prints.

AGENDA

All organizers are invited to enter their marketing-relevant events themselves on www.m-k.ch in the "News" > Agenda section. The entries will be checked by the editorial team before being published.

MEDIA

INTERVIEW "An enormously high level of credibility" Coop and Migros are among the largest publishers in Switzerland with their weekly publications. Joachim Tillessen, Head of Coop Press, on readers and customers, the relaunch of the "Coopzeitung" and its multifunctionality as a customer magazine. MEMBERSHIP PRESS Reader is a member and customer The large member magazines achieve high circulations and reach as well as a very special connection to the readership. There is a small catch when it comes to advertising: advertisements from direct competitors are undesirable. ADVERTISING Erosion of circulation figures: reach is more important The latest circulation data from Wemf hardly points to better times ahead: Fewer and fewer readers want to pay. However, circulation figures have been replaced by readership reach as the central criterion for the placement of advertising messages. RELAUNCH Hotelleriesuisse renovates trade journal for tourism NEWCOMER Activating new target groups with high print runs The new "Sonntag" and the free newspaper ".ch" have been well received by media experts. However, there are still reservations with regard to the advertising market.

EDUCATION

SOFT SKILLS There is no success without emotional skills In addition to pure specialist knowledge, experts consider so-called "soft skills" or human skills to be at least as important in everyday working life. They are even essential for managers. SALE Increase sales - but how? What are the applicable, promising and binding factors that give a company a decisive edge in the market? What are the means that contribute significantly to sustainably conquering the market? And what role does sales play in these considerations? SAWI OPENING New SAWI training center opened The modernized and completely redesigned SAWI training center in Zurich-Dübendorf was opened with a festive ceremony attended by many guests from the communications and advertising industry, politics and business.

READSPEAK

Let read instead of read: This option is now available to users on the homepage www.m-k.ch. There, the texts are read aloud by a computer voice after pressing the icon above.

HEADLINES

Editorial  Under discussion  Meeting Points  Hotel of the month  Source of supply index  Scene  Column