Mastering IFA in Berlin: From startup to big tech
© IFA Berlin
By Kamal Nicholas
So, you’re ready to make a splash in the tech world and want to be part of IFA. The “Internationale Funkausstellung” in Berlin has been here for a while (this year it marks its 100th anniversary) and it’s not just any event—it's a stage where innovation and technology converge. For companies looking to shine at this event, preparation is key to make the best of their money, time, and energy. I’ve been to IFA many years, first as a tech editor (for NextPit and GIGA), then with companies I worked for (e.g. Lautsprecher Teufel) and since 2020 with companies I worked and work with (e.g. Tineco, HMD, and DREO). Hence, I would like to share what I’ve learned regarding IFA and what you should be aware of before planning your stay:
Budget wisely for success
First and foremost, let's talk money. As many other trade shows, expenses for your participation at IFA can quickly add up. From soaring hotel prices and higher cab rates to the demand for prime (and expensive) exhibition spaces, budgeting strategically is crucial. Start early, anticipate higher costs and don’t be stingy, as IFA is not the best time to think about saving money.
Preparation is key
“Time is of the essence”. Nowhere is this more true than when preparing for an event as grand as the IFA. From designing an eye-catching booth, to planning a special media event and refining your product demos, every detail counts. Begin planning well in advance to avoid last-minute scrambles and ensure a top-notch presentation that captures the attention of the fair’s participants. In practice, this means: Ideally you’ll have your invites, press releases, interview time slots etc. ready about eight weeks prior to the fair. Give it even more time if you are planning any additional activities such as media dinners or satellite events. Journalists and editors are being flooded with invites, so make sure you belong to the first reaching out.
After the fair is before the fair. IFA has been here for 100 years, and it will most likely take place again next year. So start planning immediately. Are you going to reuse (some of) your booth, will it be bigger, at a different location on the fair ground, are you planning an additional event? Don’t drag out your planning if you’re already sure you want to attend again. And if you or your company haven’t been to IFA at all, make the effort and go there as a visitor to get a better impression of what it’s all about. This way, there will be far fewer surprises than when doing everything at the last minute. Remember: you are not the only company that is interested in the attention of the trade fair visitors and press.
Tech media is your best ally
IFA is all about tech and innovation, so it’s pretty clear who will be the ones you speak to most: tech media. Therefore: Make it engaging and easy for them. Here are some things you should consider:
To kick things off and mingle in a more relaxed and exclusive surrounding, take part in ShowStoppers.
Try to get your hands on a media list as soon as possible.
Have (German speaking) spokespeople from your company at your booth who can answer in-depth questions from journalists.
Get support from great hosts and promoters. Again, the earlier you start planning this, the better.
Ideally, have rooms ready where you can conduct interviews in peace and quiet.
Have products ready, that are clean and without flaws to make sure they can be photographed and filmed. Offer additional light to make them shine.
Engage with the press early, offer exclusive previews and first hands-on.
Remember, media coverage can make or break your visibility during and also beyond the event. There’s a lot to see and explore, which is why you have to make it worthwhile for the journalists dropping by your booth and taking the time for your products.
Focus on real innovation and the well-being of you and your visitors
At IFA, innovation reigns supreme. Stay ahead of the curve by showcasing cutting-edge technologies, unveiling groundbreaking products, and tapping into emerging trends. Don’t just show what’s already out there, unless you made it a lot better. Ignoring this will only lead to wasting money and leaving the fair frustrated. But that’s not all you can do:
Consider bringing a celebrity or famous influencer on board. Yes, they’re usually not cheap, but they can serve well to attract media to your booth, especially if you want to reach lifestyle media.
Think about what the (professional) visitors of your booth need. Offer them free drinks and maybe even snacks. Food stalls at IFA are typically not known for their great quality, but for their high prices.
Always be approachable. Smile, make eye contact, and be open to encourage visitors to engage with you and learn more about your company and products.
Last but not least: Remember that you will likely stay a few days and will do A LOT of standing and walking. Things to do and bring:
Wear professional, but comfortable clothes.
Keep your booth clean at all times. The first impression counts.
A shirt to change (it can still get hot in Berlin in September, but you will sweat anyway).
Noise-cancelling headphones (if you need to work in silence or need a break).
A fully charged powerbank.
Hydrate, hydrate, hydrate.
Moisturizing nasal spray, lozenges and hand cream. The air-conditioned air of fair halls can become brutal, and all that talking and shaking hand will dry you out.
Networking and building relationships
Beyond showcasing your products, the IFA is a prime opportunity for networking and forging valuable partnerships. There’s no other show in Germany that attracts so many tech enthusiasts from various areas of the tech world to come to the same spot at the same time. Engage with industry leaders, connect with potential collaborators, and nurture relationships that extend beyond the event. Cultivate a network of like-minded professionals, influencers, and potential clients to drive future growth and collaborations.
You should also think about fun ways to collect visitor and press information, enabling you to follow-up with them afterwards.
IFA: Your moment to shine
Being considerate about the aforementioned should give you a great head start. By carefully considering budget constraints, time for preparation, the power of tech media, fierce competition, and the need to embrace innovation and trends, companies can navigate the event successfully and make a lasting impact in the tech world.
If you need help planning and executing your company's appearance at IFA, simply shoot us a message via kamal.nicholas@laika.berlin, and we’re happy to jump on a call to help you best prepare for it.