The Hofer trade makes the farm its customers
Pressekonferenz, June 2017
Shopping guide, online platform and image campaign show attractiveness of the shopping center Hof: The Hofer trade makes its customers the court!
Hof – The Werbegemeinschaft Hof is progressing with great steps – an attractive shopping guide is completed and is accompanied by the large-scale image campaign “We make you the court”. Only a few months have passed since the birth of the new advertising community. But the members have already done a lot in this time: the shopping guide and the image campaign show – for the first time and in printed version – the whole variety of the Hofer shopping center. For the first time, Hofer’s retail trade is also presented on a joint platform on the Internet at www.einkaufen-in-hof.de, thus providing an overview of its own product diversity within a few clicks.
“The new shopping guide Hof is an uncomplicated and easy-to-reach service tool for guests, visitors and locals alike. In addition to the print version, it is also available digitally in the so-called “Responsive Design”, ie independent of the medium used, “explains Lutz Lennartz and Bärbel Scherdel, hostess of the” Weinkiste “, which form the double point of the new advertising community.
Offer and services – bundled and recognizable
Nearly 80 participating traders and businesses includes the first edition, which is going into production these days. Just as in the online version, the reader finds what he is looking for, edited by industry and topic areas. For this, opening times, assortment, location and often some other useful details are provided. “As a result, the customer is quick to get an overview of what Hofer has to offer,” says Ute Fischer from Hofer Stadtmarketingverein, who also supports the project. The layout is based on the corporate design of the city of Hof so that not only is a recognition recognized, but also synergy effects are created.
Image campaign shows faces of trade
But the buyer is only one of the new ideas and impulses that the advertising community is developing to increase the quality of the stay in Hof and increase the attractiveness as a shopping center. With an own image campaign, this effort is now widely visible. A total of 12 motifs include the campaign, whose message has two meanings and thus doubles attention. With the statement “We make you the court!” The participating dealers present themselves as an attractive part of the Hofer trade and would like to lure visitors and guests from near and far to shopping in the Saalestadt. The motives of the image campaign are the dealers themselves, in sympathetic, authentic and inviting representations. They want to draw the attention of the city and the region to what Hofer Handel has to offer everything: professional competence, short distances a shopping experience in a unique city and an enormous variety of offers.
City and trade in a boat
“The dealers make their customers their farm. However, they also make the farm itself, with its own contribution to the attractive and diverse shopping center, “explains Wolfgang Judas from the agency designhouse, which has developed the campaign. He stresses that shopping and the city experience are closely intertwined, which is why the city and trade are also taking place together. This is entirely true in the slogan “We give the court glow” with which the advertising community Hof goes into the race. According to Wolfgang Judas, the overall goal for the city and trade should be to present and position Hof as a strong brand. The purchasing manager and the image campaign are two decisive projects to implement this process in the long term.
Stadt Hof goes up with co-financing
In order to achieve the set goal, the city court will also significantly increase its financial efforts in the field of image advertising for the shopping city. Hof’s Lord Mayor Dr. Harald Fichtner: “We must jointly communicate the many advantages of the shopping center. For this reason, the city of Hof will support retailing the retail market with EUR 30,000 and has already participated in the design of the purchasing manager and the image campaign with half the amount. We want to honor the financial commitment of the advertising community and each retailer through this co-financing. The more involved in trade for our common goals, the more the city will participate. This is our path for the future – fair and hand in hand. ”
The purchasing manager of the city of Hof is now available at www.einkaufen-in-hof.de on the Internet and is constantly updated and expanded there. Printed copies are available, among others, in the Tourist Information Office of the City of Ludwigstraße 24 as well as in participating shops. The images of the poster campaign will soon be available for download at www.hof.de.