Value-based Marketing at the Swiss Marketing Day 2014
On March 4, 2014, more than 1,000 marketers met at the Swiss Marketing Day in the KKL Lucerne to discuss product management, market cultivation and value-enhancing strategies that are specifically geared to added values rewarded by customers.
After the welcome by Uwe Tännler, President Swiss Marketing and Reto Brotschi, Head of Direct Marketing PostMail, Post CH, Anchorwoman Susanne Wille offered a charming introduction to the day's program.
Proven value-added strategies
One of the distinguished keynote speakers was Ron Kaufmann, teacher and motivator for highest customer service and service culture, founder of UP! Yours Service. In a gripping presentation, he emphasized the increased expectations of customers in almost all industries and offered the perfect service as the answer.
Georges A. Kern CEO of the watch manufacturer IWC Schaffhausen explained the values that a luxury brand absolutely has to convey in order to be successful. Sahar Hashemi entrepreneur, co-founder of Coffee Republic described to a very interested and enthusiastic audience how to sell coffee extremely successfully in the UK, a country of tea drinkers. And Andreas Herrmann, Director of the Customer Insight Research Center, University of St. Gallen, HSG, took an expert look at emotional decisions, reference points, irrational behavior and environmental influences. Martin Betschart, motivator, speaker, trainer and author explained how to clear the mind for winning ideas. Andreas Aebi, OC President of the Federal Wrestling and Alpine Festival in Burgdorf revealed interesting details about the marketing of the largest sporting event in Switzerland.
Elena Hubschmid , Group HR Projects Manager Angst+Pfister emphasized how important added value through training is for marketing. Thomas Truttmann, Marketing & Communications Director McDonald's, Head of Sports Europe, told a fast food crisis story that turned into an overwhelming success through the right strategy. Christian Rätsch, CEO, Saatchi & Saatchi Germany clarified the relationship between technology and success and in this context emphasized the importance of the digital customer relationship.
The treat of the day was the show by Oliver Tissot, a cabaret artist from Middle Franconia and a sociologist by training. A survey of the participants revealed a high level of satisfaction with the event as a whole. Sahar Hashemi's contribution was mentioned in a particularly positive light, while "speakers who focused too much on promoting their own company" were criticized - quote Ursula Käser Aebi, Post Finance.
Plenty of time for valuable networking
The KKL Luzern once again offered ideal platforms for pleasant networking, which all participants took advantage of to make numerous new business contacts - in a pleasant atmosphere and with the best catering. All in all, the Swiss Marketing Day was once again the industry's pulse generator and the value-based marketing event of the year.
Photos: Marketingtag.ch
