"It took a naked woman to make a credible statement".
Muba Communications Manager Mario Neuhaus on the new marketing strategy
Muba Communications Manager Mario Neuhaus on the new marketing strategy50000 square meters of exhibition space, over 1200 exhibitors: these are the key data for Muba 2000 (28. 4. to 7. 5.). But the 84th edition of Muba caused a stir with its campaign, in which a naked, pregnant woman advertises the "mother of all trade fairs" (see p. 13). WerbeWoche spoke to Muba Communications Manager Mario Neuhaus about Muba marketing.Mr. Neuhaus, did you expect the media reports about the new Muba campaign?
Mario Neuhaus: We assumed that the campaign would be polarizing and that the media would react accordingly. But we also did very active media work.
Have you calculated how much free advertising space you have been given by the media?
Neuhaus: No. But of course I'm pleased that we're getting a predominantly positive response. We had already given some thought to our image and hoped that it would go in the right direction. Now we are surprised. But we haven't cut our advertising budget because of it.
So your marketing strategy has been a complete success.
Neuhaus: With this campaign, it was clear from the start that we had to plan it meticulously. At the same time, it also involved extra work: We had to inform the exhibitors, the employees and external dialog groups, such as women's organizations - because we were expecting reactions. Because of the 1999 campaign, we didn't have one phone call; this year, on the other hand, the telephone network almost collapsed. There was everything from positive reactions to poster orders to criticism. This campaign could be a good example for the interaction of advertising and PR, because such a campaign is not possible without a good PR concept.
Please explain to me why Muba is now also advertising with a naked woman?
Neuhaus: What do you mean by "also still"? You can't look at the picture in isolation, the slogan "Visit the mother of all trade fairs" is part of it. And that means that our company, with 20 to 25 trade fairs a year, grew out of the Mustermesse of 1917, which was our only trade fair at the time. This is precisely the symbolism we wanted to communicate, as well as the statement that every trade fair is created in a long process, similar to that of a growing child. We wanted people to realize that the 84th Muba is completely new. We had to do something to make people ask themselves: What happened to Muba?
No question, the picture is first class. But in the context of Muba, the nudity of the pregnant woman merely serves as an eye-catcher. What do you say to the accusation that the Muba advertising is sexist?
Neuhaus: We were concerned that it should not come across as sexist and smutty. That was also the content of the briefing. The photo had to have a symbolic statement: Self-confidence, coupled with confidence. It was clear to us that if there was a photographer who could express that, it was only Avedon. Apart from the fact that the implementation was within Avedon's artistic freedom, I think it needed a naked woman to make this statement credible.
What about the image of Muba?
Neuhaus: If you ask someone how old the average Muba visitor is, they're sure to quote a figure between 50 and 60. Yet the average age is 37. That's part of our problem. Another: people could no longer identify with Muba. Many said: I get a ten percent discount from my dealer anyway, I don't need to go to Muba for that.
Muba used to be a trade show, then it was called a consumer goods show and finally a public and experience show. In which environment does it want to position itself in the future?
Neuhaus: Public and experience fair we said three years ago, only we think we really offer that only this year.
Where is the big difference?
Neuhaus: Because people no longer identified with Muba, we had to create worlds of experience. But to do that, we also had to talk to the exhibitors - and that takes time. The army, for example, will present 29 worlds of experience this year alone. It is not simply exhibiting an F/A-18; visitors can expose themselves to a wind of 200 kilometers per hour in a wind tunnel. This also applies to the guest country Brazil: we have beach volleyball facilities with 13 tons of sand, Brazilian star volleyball players, a representative of the Brazilian national team, the Brasil Night, then also the Move Night, Andy Hug... Especially with the Brasil and the Move Night, Muba also breaks its opening hours. And there are innovations in all areas. If people now notice this and are amazed by it, we have made a giant leap of several years. If they also say that they actually have to spend two days at Muba to see all the offerings, then we've reached our goal.
This year, Bea in Bern and Luga in Lucerne will be held at the same time as Muba. Do you still expect 400,000 visitors again?
Neuhaus: Yes.
What was the argument you used to get the exhibitors to come to Basel?
Neuhaus: We are the largest trade show for the general public. That's why SF DRS, for example, has chosen Muba, as has the army, for which it would have been more attractive in terms of space in Bern. The acquisition among the exhibitors is going very well, we even have waiting lists.
Basel has only recently had an official city marketing department. What significance does that have for Muba and Messe Basel?
Neuhaus: A great deal of importance, simply because we also do city marketing all the time. We offer many services that should actually be offered by the city. For example, hotel reservations. The employees of this service are paid by us. We generate a million visitors a year, whether they visit a trade fair or not. But the city tends to put the brakes on new events. One example of this is the ticket tax. But we hope that cooperation with the city marketing department will become more intensive.
Some skepticism can be heard there.
Neuhaus: We are happy that the whole thing is now emerging, that's why we want to give it a chance. But you sense our desire that the city should take over certain things. But what Basel doesn't offer, we simply do. Interview: Markus Knöpfli
Mario Neuhaus: We assumed that the campaign would be polarizing and that the media would react accordingly. But we also did very active media work.
Have you calculated how much free advertising space you have been given by the media?
Neuhaus: No. But of course I'm pleased that we're getting a predominantly positive response. We had already given some thought to our image and hoped that it would go in the right direction. Now we are surprised. But we haven't cut our advertising budget because of it.
So your marketing strategy has been a complete success.
Neuhaus: With this campaign, it was clear from the start that we had to plan it meticulously. At the same time, it also involved extra work: We had to inform the exhibitors, the employees and external dialog groups, such as women's organizations - because we were expecting reactions. Because of the 1999 campaign, we didn't have one phone call; this year, on the other hand, the telephone network almost collapsed. There was everything from positive reactions to poster orders to criticism. This campaign could be a good example for the interaction of advertising and PR, because such a campaign is not possible without a good PR concept.
Please explain to me why Muba is now also advertising with a naked woman?
Neuhaus: What do you mean by "also still"? You can't look at the picture in isolation, the slogan "Visit the mother of all trade fairs" is part of it. And that means that our company, with 20 to 25 trade fairs a year, grew out of the Mustermesse of 1917, which was our only trade fair at the time. This is precisely the symbolism we wanted to communicate, as well as the statement that every trade fair is created in a long process, similar to that of a growing child. We wanted people to realize that the 84th Muba is completely new. We had to do something to make people ask themselves: What happened to Muba?
No question, the picture is first class. But in the context of Muba, the nudity of the pregnant woman merely serves as an eye-catcher. What do you say to the accusation that the Muba advertising is sexist?
Neuhaus: We were concerned that it should not come across as sexist and smutty. That was also the content of the briefing. The photo had to have a symbolic statement: Self-confidence, coupled with confidence. It was clear to us that if there was a photographer who could express that, it was only Avedon. Apart from the fact that the implementation was within Avedon's artistic freedom, I think it needed a naked woman to make this statement credible.
What about the image of Muba?
Neuhaus: If you ask someone how old the average Muba visitor is, they're sure to quote a figure between 50 and 60. Yet the average age is 37. That's part of our problem. Another: people could no longer identify with Muba. Many said: I get a ten percent discount from my dealer anyway, I don't need to go to Muba for that.
Muba used to be a trade show, then it was called a consumer goods show and finally a public and experience show. In which environment does it want to position itself in the future?
Neuhaus: Public and experience fair we said three years ago, only we think we really offer that only this year.
Where is the big difference?
Neuhaus: Because people no longer identified with Muba, we had to create worlds of experience. But to do that, we also had to talk to the exhibitors - and that takes time. The army, for example, will present 29 worlds of experience this year alone. It is not simply exhibiting an F/A-18; visitors can expose themselves to a wind of 200 kilometers per hour in a wind tunnel. This also applies to the guest country Brazil: we have beach volleyball facilities with 13 tons of sand, Brazilian star volleyball players, a representative of the Brazilian national team, the Brasil Night, then also the Move Night, Andy Hug... Especially with the Brasil and the Move Night, Muba also breaks its opening hours. And there are innovations in all areas. If people now notice this and are amazed by it, we have made a giant leap of several years. If they also say that they actually have to spend two days at Muba to see all the offerings, then we've reached our goal.
This year, Bea in Bern and Luga in Lucerne will be held at the same time as Muba. Do you still expect 400,000 visitors again?
Neuhaus: Yes.
What was the argument you used to get the exhibitors to come to Basel?
Neuhaus: We are the largest trade show for the general public. That's why SF DRS, for example, has chosen Muba, as has the army, for which it would have been more attractive in terms of space in Bern. The acquisition among the exhibitors is going very well, we even have waiting lists.
Basel has only recently had an official city marketing department. What significance does that have for Muba and Messe Basel?
Neuhaus: A great deal of importance, simply because we also do city marketing all the time. We offer many services that should actually be offered by the city. For example, hotel reservations. The employees of this service are paid by us. We generate a million visitors a year, whether they visit a trade fair or not. But the city tends to put the brakes on new events. One example of this is the ticket tax. But we hope that cooperation with the city marketing department will become more intensive.
Some skepticism can be heard there.
Neuhaus: We are happy that the whole thing is now emerging, that's why we want to give it a chance. But you sense our desire that the city should take over certain things. But what Basel doesn't offer, we simply do. Interview: Markus Knöpfli
