h+h cologne: 20.–22.03.2020


Sights set on the market and customers: Emotions as the route to success

With over 420 exhibitors from 45 nations, h+h cologne will be presenting itself once again as the world's largest order platform for the sewing, crocheting, knitting, embroidery and crafting sections from 29 to 31 March 2019. This year the trade fair's motto is "colour your business". The lecture and talk programme is going to be correspondingly colourful and diversified. Over the course of three days, the guests of the "my lovely livingroom" event surface - authors, designers and experts - will strive to get the specialised trade fit for the new season. Here tips on the latest trends, plenty of inspiration and know-how for success-oriented marketing with emotions and colours will be conveyed.

For example, the marketing specialist, Uwe Bürder's talk will focus on the "Target group people - how emotions promote your sales". He will explain how people think, what drives and moves them. "The ultimate decision a person takes is always an emotional decision," according to Bürder. "This simple cognition is well-known. But how can I use this knowledge to make attractive profits?" The trade fair visitors will learn in an exciting lecture for instance that sales psychological processes address the emotion centres in the brain in a targeted way and thus affect also the subconscious, our actual control centre in the brain. "Marketing works differently today. This is how to get inside the heads of your customers" is the title of his second lecture, which deals with overstimulation as well as issues regarding awareness, memorability and the impact of emotions. "Who do you think about when you are buying a certain product?" is the decisive aspect here that occupies economists, neuroscientists, biologists and brain researchers today. They show us a fascinating world of decision-making and that the race for the top places in the heads of the consumers is in full swing. Conventional marketing methods are reaching their limits and in spite of this - thanks to the neurosciences - it is still possible to place advertising messages long-term. The participating specialised dealers will find out interesting facts about the black box, the brain.

Colours provide energy and make people happy
True to this year's motto "Colour your business", the themes of the talks are equally colourful. For instance, Gabriela Kaiser (TRENDagentur) will make of sure of that with her topic "Colour effect - which colours create which atmosphere? as well as that of the designer, author and DIY enthusiast, Bine Brändle, who is well-known for her crazy and bright ideas. Her theme is "What impact colours can have" and in her speech she will talk about how colours can be cleverly selected and harmoniously combined for various creative projects. Regardless of whether one is implementing colours for a private, creative project, one's own (business) premises or to underline one's own brand. "The before and after effect is always phenomenal! I am very bright myself," says Bine Brändle, "Colours provide energy, cheer people up and make them happy. And if a brightly coloured, tropical fish totally fascinates you, take its colours and make something out of them!"

Ann-Kristin Trost, the colour and trend enthusiast who is Head of Color & Trend Advisory for Coloro is focusing on the "power of colour" in her talk on "Colours, trends and inspirations for 2019". She will concentrate particularly on the significance of colour and the right usage of shades and hues. "Many people are frightened to use colours and opt for well-known, already familiar nuances instead," explains Trost. "But colours shouldn't just satisfy one's own needs," continues Trost. "The decisive factor is: What does the market want? What does the customer want? How do I succeed in selling colours in a lucrative way?" The presentation demonstrates why colour is an important key factor and a strong distinguishing feature on the highly competitive market.

A hot programme tip is furthermore the discussion round with Barbara Lange and Annemie Koenen "Creative ideas for young customers - the new trends of the teens!" Lange emphasises: "Of course, youths always want to differentiate themselves from their parents, whereby this trend is no longer quite so pronounced as in the 60s, 70s or 80s for instance, because the gap between the old and young is no longer as wide." But the feeling 'our parents are actually perfectly okay, old techniques and materials certainly had their charm, but we are much cooler and do everything better' is definitely there. "Whereby, she adds, "environmental protection and sustainability play a major role today for the teens." Sewing, plaiting, weaving or felting rubber wristbands with tattoo patterns, smart shopping bags oneself, albeit sporting young designs, is thus absolute trendy.

A strong pillar of the three-day talk programme is once again this year social media and how the trade can use these professionally for their marketing goals. The diversity of themes here ranges from "Brand ambassadors - bloggers as an opportunity for the company" with Lisa Kantus (Stoffreise/brand ambassador Prym 2018) and Hedi Ehlen (COO of Prym Consumer Europe GmbH) on "Instagram, Instagram Shopping & IGTV“ with Facebook ambassador, Mikaela Ioannou through to "Product photography & photo styling" with the stylist and set designer, Tanja Kosub.

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Your contact:
Michael Steiner
Communications Manager

Koelnmesse GmbH
Messeplatz 1
50679 Cologne
Tel +49 221 821-3094
Fax +49 221 821-3544

Michael Steiner

Press contact

Michael Steiner
Communications Manager
Tel. +49 221 821-3094
Fax +49 221 821-3544
Write an e-mail