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Every printing project should convey a message, appeal to the senses, and trigger emotions. How haptics can help us with this and the role that the senses play in marketing were just two of the key topics at the Koehler Paper event in Hamburg. The event with the tagline “Sustainability meets … the senses” was held at the start of November in the traditional Hamburg location the “Alte Druckerei,“ a former print works.
The Koehler Paper event brought together agencies, brands, artists, and other interested parties. After the welcome from Udo Hollbach, Managing Director of the Koehler Paper Greiz site, and Antje Rühling, Sales Assistant & Marketing, Olaf Hartmann, owner of Multisense Institute, Chairman of the Gesellschaft zur Erforschung des Markenwesens (Society for Research into Branding), author of the book “Touch - der Haptik-Effekt im multisensorischen Marketing“ (Touch—the haptic effect in multisensory marketing) and host of the podcast MARKENKRAFT (brand craft), spoke in his keynote about the latest insights from international brand research and successful advertising practice. His talk, based on scientific evidence, made it abundantly clear to all the guests in attendance how important haptic marketing is and what an important role paper plays in this. Olaf Hartmann informed the guests about fundamental scientific insights relating to the tactile perception of paper and haptic brand communication, based on current studies and findings from neuroscience. Thomas Wuttke, Key Account / Backselling Koehler Paper Greiz, added further weight to these findings from neuroscience in his talk using real and best cases. Thomas is available as a contact for the whole German-speaking region. He works with customers to develop, support and assist with customer-specific projects.
After the specialist talks, participants had the chance to find out about the latest trends and developments in packaging and discuss them with Koehler experts. The event was rounded off with networking for the participants and an exhibition featuring a range of printing projects and artworks.
Positive Feedback from Participants
The feedback from participants was overwhelmingly positive. The combination of specialist talks and the opportunity to talk with experts were particularly appreciated. The Koehler Paper “Sustainability meets …“ event series will be continued next year. The next event is scheduled for 22 March 2024 in Düsseldorf under the motto “Sustainability meets art“.