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36 INDUSTRY PSI Journal 7/2016 Visitors to the marke[ding] were regaled with plenty of new insights and aha moments rela- ted to haptic advertising. succeeded in attracting ‘only’ 60 per cent of all registered visitors to the trade show. Therefore, as far as visitor numbers are concerned, there is still plenty of room for improvement. Even more important was the quality of the visitors who came from all over Switzerland. Is there any feedback from the visiting industry customers? Indeed, this is very positive. The first visitors have already expressed their appreciation for an interesting and fabulous trade show. It certainly demonstrates that such a trade show is necessary in Switzerland in order to do justice to our industry and to the „promotional product“ as a marketing tool. What are the strengths of what is still a relatively new trade show format for Switzerland, and what arguments are there for exhibitors, support agencies and visitors to participate at this trade show in the future? As mentioned earlier, we want to position the promotional product as a haptic instrument even better, deeper and more broadly in the marketing mix. This works very well with a single promotional products trade show for the industry in Switzerland. The competence of the selected support agencies and the versatility of the exhibitors and their possibilities are ultimately reflected in the quality of the visitors. The fact that all corporate groups and companies which shape the economy in Switzerland attend this trade show speaks for the justification of such a trade show with a clear focus. What are your future plans and will you maintain the event schedule of the marke[ding] Schweiz? Yes, we will again be holding the trade show in Lucerne next year, on 16 and 17 June. Together with other national marketing events as well as the University of Lucerne, Lucerne has developed into a “marketing city” in Switzerland. Moreover, it is geographically in the centre of Switzerland and the evaluation of the visitors from all postcode districts, especially the Zurich area, shows that we are on the right track and at the right location. The evening of the first day of the trade show came to an end in a get-together with culinary accents for the hosts and exhibitors.

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