11:05 second day just started, with some delay, as Roland points out explicitly 😉
First panel:
Trend Cocooning
Wie verändert die Krise das Verbraucherverhalten?
With Prof. Peter Wippermann and Roland Kühl v. Puttkammer (Organisator der remix09)
- First, Roland explains the trend cocooning. Prof. Wippermann expands on it. The trend was orifinally coined by Faith Popcorn, before the internet existed in it’s current version.
- Quote Wippermann: Freedom is being defined by technology…
- Prof. Wippermann about scouting the web via software for identifying trends and topics. Sounds reasonable.
- The below 20 year olds search for social connections preferrably online, instead of online. (?)
- Now the panel is extended by two people from the audience: a young guy living in London, and John Groves, one of the sponsors of the conference. They are now discussing their personal media usage.
- Especially younger people don’t have an internet presence such as a „homepage“, but rather facebook profiles, etc. Homepages are oldschool?
- Wippermann: „Die Mitte ist die neue Minderheit“ (not sure how to translate that: the average German is a minority)
- People in gerneral are very slow in adopting new things. 34% still calculate prices in Deutsche Mark.
- Who has more knowledge about the consumer: the ad agency or the companies? Wippermann: the companies. Agencies are still busy being „creative“.
- it is an idea of the industrial age to separate everything: ad agencies from the companies. Originally, advertising was part of the companies. In the network age, everything will be connected (again).
- The middlemen (media companies, agencies) will have to proof their added value. Companies can directly connect with their target audience and gain knowledge.
- Three Trends by Wipperman: freedom defined by technology, success defined by sharing, family as a „negative“ trend, because people are afraid/don’t want it…
12:00 – next session is about Hinz&Kunzt, a street magazine sold by homeless people here in Hamburg.
Hinz & Kunzt
Ein gemeinnütziger Verlag im Überblick
- A monthly magazine, founded: 1993 by Dr. Reimers. A brand awareness of 94% The idea: helping people to help themselves. Financially and politically independent.
- Each homeless person is a single entrepreneur. They purchase the magazine in advance for 0,80€ and then sell it for 1,70€ When starting, each reseller gets 10 magazines for free. There are about 400 resellers in Hamburg.
- There also is a website, wich some of the magazine articles as a teaser. They even have a blog (because: you have to have one today…?)
Wo ich sonst so bin...