Shopping should be an experience
Frankenpost, February 2017
Shopping in Hof should be more attractive. For this, the newly founded “Werbegemeinschaft Hof” wants to use itself. Beside the Purchaser, further actions are planned.
Hof – Shopping – this has long been no longer the mere provision of necessary everyday objects. Shopping is part of the lifestyle. It’s not just about buying a piece of clothing or an electrical device. It is a popular leisure activity, some people take the day-to-day shopping trip to their hobby. So that the experience is also fun, many factors
harmonious blend: the flair of the city, the architecture, the facades, the culinary offer, the service, the parking facilities. This is precisely the reason for the newly founded
Advertising community Hof.
Originally, the dealers of the working group “Hof 2020” wanted to found a new association to be able to speak with one voice. Now, however, the parties have decided to use the already existing structures and expand the community: “The advertising community Ludwigstraße has changed its name to” Werbegemeinschaft Hof “and has thus opened up to the entire urban area,” explains Bärbel Scherdel, landlady of the Weinkiste. She and optician Lutz Lennartz are the double point of the new club. The opening immediately had a positive effect: “The number of members has already doubled to 42 at the first meeting,” says Lutz Lennartz. Joint actions by the members and a uniform representation abroad in cooperation with the city market – this is what the advertising community is primarily about. The chairmen emphasize the good cooperation with the city market: They remind of the “Brötchentaste”, the parking ticket, which can be parked for free in the upper Ludwigstraße for 15 minutes, the two illuminated signs at the ends of the old town, Ludwigstraße, the illumination of trees in the city area or the Christmas tree alley across the city. The style should continue.
“The advertising community is a platform for traders and restaurateurs, and we want to bring the supply of the trade into line with the shopping experience and the city service,” says she. Together, they wanted to work to make the stay as pleasant as possible for customers in the city and to make the city of Hof attractive to the county and the cities in addition. “Up to now, however, we have had no external impact,” says Bärbel Scherdel. The advertising agency Designhouse from Kulmbach now takes care of the image. The concept for a large-scale advertising campaign stands. In addition to a slogan and posters, this includes a purchasing manager and joint marketing campaigns. The traders can register. The new slogan is “We give court glory”. “Hof Glanz” is to play acoustically on “high gloss”, explains designer Wolfgang Judas from the agency Designhouse. This has already realized image campaigns for the Liberty Hall, the Hofer Beef Sausage or the Hofer Symphoniker. “We identify ourselves with the city of Hof and are able to meet the needs of our clients so well,” explains Judas. In addition to the slogan, Designhouse has created a purchasing guide, which is to be available in printed and digital form at the end of March. The Purchaser
to the customers through the city through an overview of all shops, cafes, hairdressers, restaurants, pharmacies, butchers and travel agencies. The traders are listed with opening hours, service offer and address.
If you do not wish to take part in the purchasing process, you will still be noted. “Then there is only a kind of trade, like ‘textile’, in the hands,” says Bärbel Scherdel. The graphical elaboration is already finished. But until 8 March, interested parties could be included in the shopping guide. In this way, not only Hofer, who know their business and service providers, and who prefer certain of them, should be approached, but above all customers from all over the county or beyond. These should get the necessary information for their stay in the city in the shopping guide. “With this campaign, Hof is positioning itself as a shopping center. The overall goal is to establish the municipality as a brand in a regional landscape,” says Wolfgang Judas.