It is perhaps the most underestimated tool in the whole marketing universe: the promotional product. Despite the fact that haptic advertising ranks third behind daily newspapers and TV spots in terms of advertising spending in Germany with an annual turnover of 3.47 billion Euros. The reach and the recall ratings are top too: According to a survey carried out by the DIMA, promotional products reach 88% of the Germans – more than any other form of advertising – and are actually used by 86% of the recipients. Over half of the respondents could recall the promoting company they had received the item from.
It is therefore time to put the spotlight on the promotional product.
Since 2013, there has been a platform in Cologne, where companies and marketing employees can inform themselves about the diversity of the products and the possible application fields of this marketing discipline: the HAPTICA? live. At the premiere of the “Experience of Haptic Advertising” over 600 trade visitors discovered the charm and the power of tangible advertising messengers.
The concept is being further expanded in 2014: At the second edition of the HAPTICA? live on March 26, 2014 at the Palladium in Cologne, approx. 70 exhibitors will present their product highlights. Classics such as writing instruments, bags or notebooks are among them, as well as branded items among others from Picard, Samsonite, Victorinox, Zippo or specialities such cake in a glass, frying pans in club colours or soap bubbles in the form of logos. In addition to this, user practice is also under focus: Successful campaigns based on haptic advertising will be presented in a best practice show. Marketing strategists and creative heads will be giving insights into how they integrate branded products into their corporate or brand communication. And the exhibition of the prize-winners of the Promotional Gift Award 2014 will showcase award-winning promotional products from give-aways to custom-made products, through to premium products. Furthermore, the winners of the communication prize will receive their trophies at the prize-giving ceremony, which will also be staged during the HAPTICA? live.
The event organised by the Cologne-based publishing company, WA Publishing, targets all professionals, who are involved with marketing and haptic advertising: Promotional products buyers and consultants, marketing decision-makers, advertising agency employees, advertising industry service providers, as well as managers of companies, who would like to make use of the potential of this form of advertising.
The HAPTICA? live ’14 will be opening its doors from 10 a.m. to 7 p.m. on March 26, 2014 at the Palladium in Cologne, followed by the possibility for networking until 9 p.m. while enjoying finger food and drinks.
It is necessary to pre-register for the event at:
Published on: November 29th, 2013
