PRESS RElEaSE 3 IAW Trendforum: Top experts show how to

PRESS Release 3
IAW. The orders fair for the retail trade
Know-how to boost daily business
IAW Trendforum: Top experts show how to
improve turnover
Staying on top in business and maintaining a
steady course over a period of years is vital
in every industry. In order to achieve this, it
is important to keep track of current trends
and the latest scientific findings, as well as
to know how to utilize them in business. The
IAW Trendforum has been developed specifically for this purpose. High-calibre experts in
the industry will offer valuable insights into
current topics, share insider information and
pass on their many years of experience to the
audience at IAW. A series of brief lectures will
facilitate know-how transfer with forum participants and offer practice-based information and tips on everyday practice.
Oldenburg, 07.02.2013
Things are getting tougher in the retail trade.
Customers are now able to source and purchase
every kind of product from diverse outlets. In the
trade everything is becoming exchangeable. Yet
in reality, between the product and the price to
be paid, there is always the customer. And it is in
this context that Elmar Fedderke, managing director of Walgenbach GmbH & Co. KG, will hold the
opening talk in which he analyzes the customer’s
perceptions and sets out the argument that customer loyalty – far from being “old hat” – is an issue
that is relevant and very much alive.
Following this contribution Marion Seger, product
manager at TUI Deutschland GmbH, and Tosin A.
David, managing director of Marcellino‘s Academy, will provide insights into consumer psychology. The experts are convinced: the cheapest prices
alone will not secure a product’s success, while an
emotional appeal will win the consumer’s heart.
On the basis of practice-based examples, these
two experts will demonstrate how the latest findings in psychology and research can be used to
optimize sales and profits. At the close of the first
day of the event Ulrich Eggert from Eggert Consulting will offer his own ideas and forecasts on
suitable growth strategies.
The zentrada Forum on 27 February will be dedicated to the topic of “Optimal product presentations – online and in the store”. In a session
chaired by Martina Schimmel, chief editor of Zentrada, experts will report on the latest developments with respect to the design and realization
of sales promotions. The first speaker will be Ingo
Schloo, managing director of the zentrada.network, Würzburg, who will refer to European wholesalers with well-organized sales and distribution
structures, especially on-line.
Karen Wahl, trainer in merchandise design will
present the latest trends in shop window design
and product presentation. Andrej Radonic, member of the Board at Internetsales AG, knows exactly the kind of simple tricks and creative solutions
that sales personnel can use in the stores to boost
sales.
What prompts purchase decisions, how can cuNordwestdeutsche Messegesellschaft
Bremen-Hannover mbH
Gerhard-Stalling-Straße 9
D-26135 Oldenburg, Germany
IAW-Messe Projektleitung/
project management
www.iaw-messe.de/ [email protected]
Fon +49 (0) 57 21 / 9 93 08 98
Fax +49 (0) 57 21 / 9 93 08 99
PRESS Release 3
IAW. The orders fair for the retail trade
stomers be persuaded to make the choices they
make? Why are first impressions so important,
and – of special importance – how can retailers
influence customer behaviour? These are the questions that will be addressed at the Trendforum
by Marcel Leeb, marketing and sales director at
MGM, and Tosin A. David, managing director of
Marcellino’s Academy, on the third day of the International Trade Fair for Retail Promotions and
Imports.
The final speech will again focus on the Internet.
Anyone who fails to use Internet – a demonstrably
effective distribution channel – risks losing enormous sales potential to the competition. Companies which do not have an Internet presence or
use websites ineffectively are effectively giving
custom to competitors who have acquired the expertise. Someone who knows precisely how dealers can use the net more effectively is the Google
AdWords specialist Carsten Röhl. His talk will outline the kind of strategies and techniques required
to win customers on the Internet and generate
more sales.
The IAW Trendforum offers more than just a firstclass lecture program. Visitors will also benefit
from a series of brief, but content-packed product
presentations by exhibiting companies, and there
is also a competition offering the audience the opportunity to win some great prizes.
In addition, companies offering trade visitors at
the 17th IAW particularly innovative products can
take part in a prestigious competition. In February the Trendseller Product Award will again be
bestowed on exhibitors showcasing exceptionally original, unusual or very functional and useful
products. The winners will be selected by a panel
of judges – all professionals from various trade as-
sociations and the media.
Ralf Kühler, well-known to German audiences as
a TV presenter and shopping channel expert, will
moderate the event.
For the full supporting program of the International Trade Fair for Retail Promotions and Imports
go to www.iaw-messe.de/trendforum_de.aspx
Nordwestdeutsche Messegesellschaft
Bremen-Hannover mbH
Gerhard-Stalling-Straße 9 D-26135 Oldenburg, Germany
IAW-Messe Projektleitung/
project management
www.iaw-messe.de/ [email protected]
Fon +49 (0) 57 21 / 9 93 08 98
Fax +49 (0) 57 21 / 9 93 08 99