Haptic marketing is taking the OMR by storm

With over 1,000 exhibitors and partners, more than 800 speakers and around 70,000 visitors from over 40 countries, the OMR Festival has once again demonstrated why it is Europe’s leading platform for the online marketing and digital industry. And right at the heart of it all: the “outsiders” from the promotional products sector, delivering a compelling performance.

Even at its debut a year ago, the stand “The Hapticologist – The Centre of Seven Senses” caused quite a stir as an “alien” among the exhibitors at Europe’s largest digital trade fair, the OMR Festival in Hamburg. Reason enough for the organisers to venture another appearance – this time with a larger and better-positioned stand, which once again stood out as a striking exception amidst the array of sometimes massive presentations. 14 companies from the promotional products and merch business jointly demonstrated how haptic touchpoints measurably enhance digital campaigns.

Decorated in floral green, rich DJ beats and refreshing cocktails drew visitors to the “coolest bar in the world”, where the teams from the organising companies introduced the audience to the world of multisensory advertising and established numerous points of contact. The joint stand served as an experience and knowledge platform: it demonstrated how promotional items can be strategically staged, complemented by networking, a bar atmosphere, an in-depth masterclass and a guided tour.

The focus was on the tangible added value for marketing decision-makers: haptic advertising creates an emotional connection, extends contact times and enhances the impact of digital touchpoints. “The Hapticologist” demonstrated in a practical way how physical brand experiences can be specifically integrated into modern campaigns.

Nine innovative suppliers and manufacturers (prodir, mbw, uma, Kalfany Süße Werbung, Halfar, Polyclean, Richartz, Fare and SIGG) and three creative promotional products agencies (cyber-Wear, Kolibri and Rheinwalt), as well as the PSI network, represented the versatility and strength of this marketing discipline. They pool their expertise across the entire value chain and provide insights into trends, best practices and successful models for the use of merch in the marketing mix.

The implementation of the bar concept was in the hands of PSI CEO Petra Lassahn, who, as an authorised signatory at RX, also heads the legendary Bar Convent Berlin – a true expert when it comes to staging events and bringing brands to life. The project was co-initiated by Steven Baumgaertner, CEO of cyber-Wear. The initiative was once again supported by two strong media partners: the PSI Journal, the trade magazine of the PSI Network, and HAPTICA® magazine from WA Media.

More information at: www.thehap.bar

(We report in detail in the June issue of the PSI Journal.)