/ Wir Packen’s at the mailingtage /

As every year, the weeks before the start of the mailingtage were filled with preparations, planning, work and hustle. Again as usual, the effort paid off this time, too. The first day brought an influx of visitors for several hours, which our team mastered brilliantly. We had a lot of intense discussions with clients and potential clients and together with them enjoyed the excellent coffee our co-exhibitor Nespresso provided. This year, our cross-media mailing to the Wir Packen's Open House 2010 was included in the creative gallery, where about a hundred successful dialogue actions were presented. This was an opportunity for visitors to be inspired for their own cross-media efforts at customer contact. A honeypot for visitors to our stand this year was the magic duo of Alexander Krist and Christian Münch from Krist&Münch Table Magic Theatre in Munich. For two days they fascinated our guests and us with their close-up performance. Some of the lucky ones even received vouchers for a visit to the magic theatre.



Our evaluation of the fair
How will we reach the target groups of our customers in the future? For us, the answer to this question is the professional interaction between all channels. Digital options have to be included as well as the entire value chain of classical dialogue marketing with innovative technologies and state-of-the-art machines to execute and process mailings. The dynamic development in information and communication technology, changes in the media sector, the growth of internet-savvy target groups and a change in media habits are key points that require professional interaction between all communication channels. It is increasingly important to link the various channels of dialogue, both off- and online, efficiently and systematically.

The first official reports of the visitor survey conducted by the organizers may indeed point to a high overall satisfaction level (87%) of the 7,000 trade visitors of the mailingtage. The decline in visitor numbers, however, was particularly noticeable on the second day. The Board of NürnbergMesse expressed surprise that the number of visitors did not reflect their impression in the halls. Nevertheless, we can join the first, consistently positive summary of the exhibitors: concrete and focused inquiries, high customer density and especially some promising new contacts.

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