IFA Berlin continues to reinvent itself
THE EVENT’S DIRECTOR EXPLAINS WHY AMERICANS SHOULD PAY MORE ATTENTION TO THE WORLD’S LARGEST TRADE SHOW. JUST DON’T CALL IT A TRADE SHOW.
As the leading global event for consumer electronics and home appliances— not to mention the world’s largest trade show—ifa (pronounced Ee-fa) Berlin is constantly reimagining what such an exhibit can be. Traditionally held in Berlin during five days in September, IFA is adding innovative content and experiences along with a year-round engagement strategy of in-person activations and digital offerings. “Just being a trade show is not enough,” says Oliver Merlin, managing director of IFA Management Gmbh. “If you talk only about a trade show, you’re probably going to be dead within 5, 10 years.” Here’s where Merlin sees IFA going next.
IFA is relatively unknown here. Would equating it to the Consumer Electronics Show be accurate?
From a beginner’s approach, sure. But once you scratch the surface, there are several notable differences: IFA is a B2B and B2C show. And many major innovations have happened there. So, as we take IFA forward, the lines between B2B and B2C will become increasingly blurred.
In the aftermath of COVID shutdowns, how important is it to have meaningful, experiential elements?
A lot of our customers had their best years during the pandemic, when people weren’t going to shops or to trade shows, yet consumers still managed to get what they want. Now there’s a thirst to get back face-to-face, and not necessarily just to buy more TVS and fridges. People want to have experiences. Clients realize that only trying to compete on quality or price is a downward spiral. They want to find interesting, intimate ways to make you love their brand.
Can you cite an example of how a brand does that?
We recently met with Samsung to [ostensibly] discuss their booth. Instead, they asked, “What crazy nonbooth ideas have you got that can talk about our brand?” And so we are talking about activations that we can do for them in the city, a big out-ofhome screen, 3D stuff—approaches that don’t necessarily reference a particular TV or a mobile phone. That’s where you need to learn from your customers who might be moving further and faster than you.
How has IFA taken sustainability considerations into account?
That penny has dropped for most of our exhibitors, and we have to reflect that. Clients know that if they haven’t got a credible story about sustainability credentials—be it recycling or energy usage or whatever—they’re not even in the conversation. So, we’ve ended up now having a physical zone within Ifa—one of the bigger halls in Messe Berlin, the exhibition grounds where the show occurs—dedicated to the topic. And this will have exhibitors who are telling their story, sharing their wares, a stage where there’s a content program, and then a mend-and-repair shop where people can bring their old and broken tech.
Why should someone attend IFA instead of simply going to CES?
I would turn it on its head and say, try to go to both. The experience of IFA is quite different. It’s more European and will feel less spread out as opposed to Vegas. And we’re slightly more consumer focused. We have a festival feel, which we can do in Berlin, and we’re investing a lot in content, putting in a very good startup and innovation zone. Last year we had 137 startups; this year we’re going to have over 500. So that combination makes IFA really worthwhile.