Leading brand names in
Leading brand names in the consumer electronics and domestic electrical appliance industries will be exhibiting together in a wide-ranging display on the Berlin Exhibition Grounds at the IFA 2008 (29 August to 3 September). With a range of services that have been specially designed for international trade visitors the IFA 2008 provides the ideal setting for their visit. IFA 2008 TRADE VISITORS’ TOUR Guided tours for international trade visitors Each day from 11 a.m. onwards guided tours on a variety of themes will be available to enable trade visitors and experts to obtain background information about the current trends at the IFA. They will all start from the Trade Visitors’ Recepton. Tours dealing with the following topics have already been planned: • “Home Cinema” (TV and audio) • “Professional Media” (receivers, Media Centre) • “My Media“(photo, imaging, video, MP3, navigation) • “Think Big – large items of equipment” (domestic electrical appliances) • “Luxury Products – small products” (domestic electrical appliances) • “Green Power” (energy-saving appliances) Details about the guided tours for international trade visitors can be accessed on the IFA website at www.ifa-berlin.com. HOME CINEMA PROFESSIONAL MEDIA MY MEDIA Date: 29/30/31/01/02.09.2008 Time Exhibitor Hall 11:00 – 11:15 Grundig 23 11:20 – 11:35 Philips 22 11:40 – 11:55 Metz 21 13:30 – 13:45 Grundig 23 13:50 – 14:05 Philips 22 14.10 – 14:20 Metz 21 Date: 29/30/31/01/02.09.2008 Time Exhibitor Hall 11:00 – 11:15 Toshiba 21 11:20 – 11:35 JVC 5.2 11:40 – 11:55 Panasonic 5.2 13:30 – 13:45 Toshiba 21 13:50 – 14:05 JVC 5.2 14.10 – 14:20 Panasonic 5.2 Date: 29/30/31/01/02.09.2008 Time Exhibitor Hall 11:00 – 11:15 Sony 4.2 11:20 – 11:35 Navigon 9 11:40 – 11:55 Fujitsu-Siemens 13 13:30 – 13:45 Sony 4.2 13:50 – 14:05 Navigon 9 14.10 – 14:20 Fujitsu-Siemens 13 Date: 03.09.2008 Time Exhibitor Hall 10:00 – 10:15 Grundig 23 10:20 – 10:35 Philips 22 10:40 – 10:55 Metz 21 Date: 03.09.2008 Time Exhibitor Hall 10:00 – 10:15 Toshiba 21 10:20 – 10:35 JVC 5.2 10:40 – 10:55 Panasonic 5.2 Date: 03.09.2008 Time Exhibitor Hall 10:00 – 10:15 Sony 4.2 10:20 – 10:35 Navigon 9 10:40 – 10:55 Fujitsu-Siemens 13 THINK BIG LUXURY PRODUCTS GREEN POWER Date: 29/30/31/01/02.09.2008 Time Exhibitor Hall 11:00 – 11:15 Siemens 1.1 11:20 – 11:35 Gorenje 1.1 11:40 – 11:55 Liebherr 2.1 13:30 – 13:45 Siemens 1.1 13:50 – 14:05 Gorenje 1.1 14.10 – 14:20 Liebherr 2.1 Date: 29/30/31/01/02.09.2008 Time Exhibitor Hall 11:00 – 11:15 De Longhi 3.1 11:20 – 11:35 Nespresso 1.1 11:40 – 11:55 Saeco 4.1 13:30 – 13:45 De Longhi 3.1 13:50 – 14:05 Nespresso 1.1 14.10 – 14:20 Saeco 4.1 Date: 29/30/31/01/02.09.2008 Time Exhibitor Hall 11:00 – 11:15 Electrolux 4.1 11:20 – 11:35 Bosch 3.1 11:40 – 11:55 Gorenje 1.1 13:30 – 13:45 Electrolux 4.1 13:50 – 14:05 Bosch 3.1 14.10 – 14:20 Gorenje 1.1 Date: 03.09.2008 Time Exhibitor Hall 10:00 – 10:15 Siemens 1.1 10:20 – 10:35 Gorenje 1.1 10:40 – 10:55 Liebherr 2.1 Date: 03.09.2008 Time Exhibitor Hall 10:00 – 10:15 De Longhi 3.1 10:20 – 10:35 Nespresso 1.1 10:40 – 10:55 Saeco 4.1 Date: 03.09.2008 Time Exhibitor Hall 10:00 – 10:15 Electrolux 4.1 10:20 – 10:35 Bosch 3.1 10:40 – 10:55 Gorenje 1.1 DESIGN & LIFESTYLE Date: 29/30/31/01/02.09.2008 Time Exhibitor Hall 11:00 – 11:15 Loewe 6.2 11:20 – 11:35 Sony 4.2 11:40 – 11:55 Siemens 1.1 13:30 – 13:45 Loewe 6.2 13:50 – 14:05 Sony 4.2 14.10 – 14:20 Siemens 1.1 Date: 03.09.2008 Time Exhibitor Hall 10:00 – 10:15 Loewe 6.2 10:20 – 10:35 Sony 4.2 10:40 – 10:55 Siemens 1.1 No registration is required. If you have any further queries, please feel free to contact: Sinan Arslan Project Manager IFA Tel: +49 (30) 3038-2138, Arslan@messe-berlin.com
TRADE NEWS MARKET EDUCATION WITH PUSH/PULL EFFECT VOGEL’S ADDS VALUE THROUGH BETTER EDUCATION OF SALES ASSOCIATES AND END USERS There are a couple of methods for the promotion of products such as flat screen mounting solutions. One is through consumer-education and the other is by educating the sales people how to sell it. We asked Gerdi Vogels about how they promote their products… By Richard Barnes Education is very important. Of course we use both methods and the end user learns about the trends through staff in the store. We have sales training to educate and help them how to best serve the end-user and also to advise the best solutions for the customer. So training is an important aspect. Besides this, information for the end user is very important. To help with that, for example, we have a flat screen fitter which is a guiding system that is accessible on the Internet so that end-users can see which mounting systems fit their flat screen the best. Back to the education, how is that done? That depends on the retailers and what they prefer. We do have sales training staff that go to the location and train the people in the store, but we also have training sessions for the larger retailers where sales staff come from different locations and we train them in a more centralised way. So both are happening. In sales of this kind of product, an important thing is the attachment rate (to TV’s) as well as the amount of units sold. Is this going up more rapidly? A good question. What we of course do ourselves is to train people on the best way to place their flat screens. What that is, we’re trying to influence the attach rate ourselves. So that is where we are heading in training and informing to give that solution. So it is not that we can say the growth is higher than expected but just something we stimulate ourselves. Naturally we want the highest attachment rate possible. How else does Vogel’s help the retailers? The way we present our products is important. Of course all the POS materials which we have available to help the retailers and to increase the sales is for us one of the focuses during IFA. The units have to be really visible for the end users who are passing by. We have a section where we concentrate on how we can help the retailers improve their sales. There are a lot of things, such as a display of information giving and asking the right questions. The training program is an important factor here. We also have Vogel’s Flatscreen- Fitter database for the available retailer. This database, with thousands of types of flat screens and the matching Vogel’s mounting solution is available via several types of media, such as the Vogel’s website, or in the shop via customised dedicated touch screens matching the retailers assortment. Our aim is to make sure that the attachment rate is high as possible and that the right supports are in the store. Of course, the visual aspects are important. So there is a whole concept that we will be explaining at IFA. Hall 25 / Stand 118 IFA International • Saturday, 30 th & Sunday, 31 st August 2008 www.ifa-international.org 35
