Demand for promotional products continues – Impetus for next IAW


Buyers in Germany, and indeed across Europe, will have noted 25 to 27 September 2012 in their business diaries as a date they won’t want to miss when the industry gathers for the next IAW, Europe’s biggest trade fair for promotional products and quality imports. The event organizers and the trade are already geared up for a successful trade fair boasting a broad range of products and good business.

Summer and garden products may be the focus of current retail business, but the retail trade itself is already thinking ahead and planning for Christmas.  This important season will be at the forefront of activities and product displays during the 16th IAW, which takes place this autumn at its usual venue in Cologne. The event has established itself as the most important trade fair in terms of the volume and value of orders taken, as well as the vast display of promotional and trend-led products and popular best-selling ranges. The sheer diversity of the product overview gives buyers the scope to make the right choices and maximize sales. In view of the fact that the last event again produced some record results, the IAW organizers anticipate another excellent outcome with more exhibitors taking part and an even greater range of products on display. In this respect the IAW team have a reputation to live up to. Their goal has always been continuous improvement and they have a reliable instinct for identifying product trends and seasonal winners. Importantly, they know how to find interesting exhibitors with the kind of innovative products the trade is looking for. In fact, numerous international players have already booked their place in the 24,000 square metre Hall 10.2 at the Cologne Exhibition Grounds.

Despite the keen demand for display space at the IAW, the organizers have decided to offer special terms to all companies interested in exhibiting there for the first time. New exhibitors can take advantage of a special all-inclusive deal which covers stand construction and an extensive PR package for just a little more than the cost of the stand space. Newcomers to the IAW from Germany and further afield will be able to experience the benefits of this excellent platform for their products and expertise – and enjoy a complete package of high-calibre services – at relatively little cost. However, companies interested in taking part should not delay any longer. The organizers are expecting around 300 exhibitors this autumn and over 8,000 trade visitors.

The professional character of the IAW is reflected and enhanced by an extensive supporting program. At the prestigious Trendforum numerous top-flight speakers, mainly retailing and marketing experts, will be exchanging their expertise with a trade audience, based on their many years in the business. The program includes motivational talks and informative presentations in which exhibitors showcase product highlights. The forum will be moderated by Ralf Kühler, well-known in Germany and beyond as a TV presenter and TV shopping channel expert. Those who have the courage and foresight to try something new will also find their efforts rewarded this September: the eleventh Trendseller Product Award will be bestowed on an outstandingly innovative product. The winning product is selected from numerous entries submitted to a jury of professionals comprising retail and marketing experts, as well as representatives from trade organizations and the media.
For further information on the terms and conditions for new exhibitors and on how to book admission tickets for visitors, visit our

The IAW-Newsletter

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