m&k issue 5/2007

MARKETING & ONLINE

TITLE STORY McDonald's Switzerland keeps the ball in play As the official sponsor of Euro 2008, McDonald's Switzerland is already setting innovative accents in sports and nutrition in the run-up to the football festival. EURO-MARKETING Euro 2008 will actually take place in 2007 There is still just over a year to go until the European Football Championship. But companies that want to take advantage of this unique marketing platform even without official sponsorship partner status have little room to maneuver. Because the campaigns have to be launched soon. AMBUSH MARKETING Ambush marketing: A lot of advertising for little money Even if a real euphoria has not yet broken out: The Uefa Euro 2008 in Switzerland and Austria is imminent; a major sporting event that attracts the interest of the general public like hardly any other event and is also extremely attractive for advertisers. INTERVIEW "Inquiries are above projected numbers". Stefan Haensel from the IMG agency on the exclusive worldwide marketing of the Uefa Euro 08 hospitality program. TRACKING National sponsors on equal footing in the starting blocks HOSPITALITY Hospitality Fever: Tickets are not everything VIRAL TRENDS Viral marketing: friends become propagandists ASSOCIATION CONTRIBUTIONS Swiss Franchise Association SMC Swiss Marketing

COMMUNICATION

STATE OF THE ART Swiss girlie fashion with world success Swiss designer Tally Elfassi Weijl is the owner of the Tally Weijl fashion group. Her successful advertising campaigns with seductive poster subjects as well as web presences have reached millions of urban girls worldwide for several years. POS The "customer journey": networking marketing tools A holistic campaign deployment requires the networking of effective marketing tools. The "customer journey" includes all contact opportunities from the potential consumer on his way from the living room to the offer. EURO-08-PROMOTION Activities for Euro 2008 getting underway During the biggest Swiss sporting event of all time, Euro 2008, around one million Euro 2008 tourists are expected in Switzerland. Various major companies are already at the start with promotions. ASSOCIATION CONTRIBUTIONS Swiss advertising  Advertising Day with Federal Councillor Doris Leuthard Professional examination of the federal planners marketing communication 2007: The names. Advertising Day: The pictures. Swiss Direct Marketing Association 37th General Assembly of the SDV in Rüschlikon. Panel discussion on postal liberalization. DM Award Night: The pictures.

COVER

5/07 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 section "Marketing & Communication" > Picture Gallery. 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 "We are aiming for further growth" With the acquisition of Jean Frey, the major German publisher Axel Springer has continued its expansion course in Switzerland. Ralph Büchi, Managing Director of the Handelszeitungs Group and Jean Frei, in an interview about synergies, sales rumors, the program information market and the trend towards digitization. PROGRAM MEDIA With online program guides to cross-media campaigns The Swiss TV guide market is actually stable. But it could be on the move in the near future: Potential sales and new online elements with cross-media advertising opportunities are in the air. A new study reveals how the young use program information. Will TV program information migrate to the Net sooner or later, because younger people are already getting their information online? 6 UEFA EURO 2008 Big event with still many unknowns for the media The 2008 European Football Championship in Switzerland is not only making fans' hearts beat faster: publishers and electronic media are currently planning and working intensively on additional offers and special editions. Some future publications and TV magazines are already known. MEDIA RESEARCH Media radar for radio and TV in limbo

EDUCATION

SALE Further training reform in the sales sector on track Swiss Marketing (SMC), together with the associations KV Schweiz and Verkauf Schweiz, conducts the professional examination for the sales coordinator as well as the higher professional examination for the dipl. sales manager. The reform of this professional further education is practically completed. SALES QUALIFICATION The rocky road of selling The fact is, it's not getting any easier. Because where people are banging their heads together to stay one step ahead of the competition at the end of the day, it's not all sunshine and roses, it's a battle. So the question is: What does the future of selling look like? One motto will be: Back to the roots. INNOVATION User and technology renew marketing The marketing power of tomorrow is called innovation. Currently, a silent revolution is underway: Innovation driven Marketing. A background contribution to the upcoming GDI event "4th European Marketing and Sales Conference".

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 Portrait Meeting Points Hotel of the month Source of supply index Scene Column