Most successful promotion of the year, 2010’ – trade day and award ceremony

By: trademagazin Date: 2011. 05. 26. 11:10

Trade magazin organised ‘Most successful promotion of the year’ for the third time. On 14 April about 100 people convened in the Bartók Room of Novotel Budapest Congress for the award ceremony. OSG Form, Metro Fine Food, SZ-Variáns, MekkoraPrint, POS Media Célcsoport Hungary, Branaldi and STI Petőfi Printing House all awaited guests with something exciting to try, taste or see. Zsuzsanna Hermann, general manager/editor-in-chief of Trade magazin welcomed participants and spoke about the different trends of 2010. Erik Vágyi, head of the consumer research department at Nielsen gave a presentation about in-store trends and revealed that ‘attractive and interesting promotion’ has become the 5th most important factor in consumers’ store choice – formerly it used to be 11th. Ildikó Gálik, Dunnhumby Hungary’s senior client director emphasised the importance of customer-centred analysing. They started working with Tesco in Hungary three years ago, analysing the efficiency of promotions and filtering out ‘poor’ activities. Zoltán Tóth, STI Petőfi Printing House’s head of product development introduced their EL Sign solution, a groundbreaking new product that is actually a thin, lightweight and flexible multilayer foil on a phosphor basis that converts electrical energy into light without producing warmth. It can be used for all types of surfaces, from price tags through posters to displays. Ádám Varga, Branaldi’s key account manager shed light on the trends of regional integration and environmental awareness in in-store activities. He told that with the appearance of conscious shoppers secondary placements became more important. Branaldi’s latest product is a display that can be set up in one single step. Independent in-store expert Judit Molnár brought 2 studies (an HP printer category management study and one about reducing the complexity of packaging and marking) from the 5th in-store marketing conference in Amsterdam, held this February. Ildikó Kátai, the secretary general of POPAI Hungary spoke about her experiences at EuroShop. After this the programme continued with the individual and team winners of ‘Trade marketing manager of the year 2010’ introducing themselves. Individual winner Tünde Sztankovicsné Kiss, ICO’s sales manager gave an insight into everyday work at the prestigious Hungarian stationery company. Team winner was the Unilever Customer Marketing Team, the leader of which is Péter Szabó – he spoke about a few of their highlighted activities. Finally came the exciting award ceremony, where the winners were the following. Food category: FrieslandCampina Hungária Zrt.: ‘Launch of Pöttyös Guru’ – presented by Beatrix Károlyi. Beverage category: Heineken Hungária Sörgyárak Zrt.: ‘Soproni’s big fuss’ – presented by Gergely Tóth. Non-food: Trilak Festékgyártó Kft.: ‘Lazurán prize game’ – presented by Zsuzsa Vesmás. Retail category: Metro Kereskedelmi Kft.: ‘Fine Food promotion’ – presented by Viktor Morovics. HoReCa category: Metro Kereskedelmi Kft.: ‘I LOVE campaign’ – presented by Ákos Haász. POPAI’s special award went to Maresi Foodbroker Kft. for their ‘Twinings tea promotion’. The winner of Trade Marketing Club’s special award was Maspex Olympos Kft. with their ‘Kubu Book of Secrets prize game’. Next year’s ‘Most successful promotion of the year’ award ceremony will take place on 12 April 2012