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 around since 1924, and it’s not just any event—it's a stage where innovation and technology converge. This year, it will take place from September 5th to 9th 2025 at the usual location: the Messe Berlin exhibition grounds.
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, what you should be aware of before planning your stay and what the 2025 event will bring in terms of new features
First things first: Know what’s new with IFA 2025
Continuing last year’s rebranding, IFA went through a few changes both internally and externally, such as changing the logo, the slogan (“Innovation Für Alle” instead of “Internationale Funkausstellung” to focus more on the innovation side of tech. By the way: IFA 2025 will focus more on key innovation areas with topics such as Artificial Intelligence (AI), content creation, gaming, digital health and mobility.
To also reach a younger crowd, IFA is increasingly integrating cultural elements into its program. These include the traditional concerts in the summer garden, but also DJ workshops and events with well-known personalities. The aim is to position IFA not only as a technology trade fair, but also as a cultural event.
Additionally, IFA 2025 is further expanding its function as an order and trade platform. The close cooperation with retailers will continue and special offers for retailers will be provided to facilitate their participation.
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. Preparations for IFA 2025 seem to progress well from the organization’s side, with booking levels already surpassing those of previous years. This suggests that this year’s IFA might be potentially larger, which might lead to even higher overall costs.
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 (beginning of July 2025) 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 over 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.
Events inside the event
IFA has a lot to offer, and your best bet is to try to reach your target group, where they will most likely be. You’re a start-up, innovator, industry leader, investor or retailer? Then head over to IFA Next, the exhibition’s innovations platform for visionary ideas and disruptive technologies. As an exhibitor you’ll benefit from exclusive networking events, pitch sessions, media exposure and product exhibitions.
Want to connect with key industry players, discover pioneering trends and open up new business opportunities? Then IFA Global Markets – Europe's leading B2B sourcing platform – might be the right fit for you. It connects OEMs, ODMs, suppliers and dealers and is the meeting place for global partnerships, business growth and forward-looking innovations.
Tech media is your strongest 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, which will take place on September 4, 2025.
Actively seek to obtain a media list as early as possible.
Ensure you have articulate (German speaking) spokespeople present 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, designate quiet rooms within or near your booth to facilitate private media interviews and product demos
Have impeccably clean, fully functional products ready for photography and filming. Consider providing additional lighting to make them look their best.
Proactively engage with the press early, offering exclusive previews and first hands-on opportunities to generate initial buzz.
Remember, impactful 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, genuine innovation reigns supreme. Position yourself as a forward-thinker by showcasing truly cutting-edge technologies, unveiling groundbreaking products, and aligning with emerging industry trends. Avoid showing what’s already out there, unless you really made significant improvements. Ignoring this will only lead to wasting money and leaving the fair frustrated. And there’s more you can do:
Consider the strategic collaboration with a celebrity or famous influencer. While they’re usually not cheap, they can be a powerful magnet to pull media to your booth, particularly if you want to reach lifestyle media.
Consider the needs your booth’s (professional) visitors. Offer them free drinks and maybe even snacks. Food oprions at IFA are typically not known for their great quality, but for their high prices.
Always. Be. Approachable! Genuine smiles, direct eye contact, and an open demeaner will encourage visitors to engage with your team and learn more about your company and products.
Crucially, remember the physical demands of the event. Most likely, you will likely stay a few days and will do A LOT of standing and walking. It’s loud, most of the time you're inside with no daylight. So here are a few essential items to bring and practices to adopt:
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 be 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
By thoughtfully considering the elements outlined above, you’ll establish a strong foundation for a successful IFA presence. . 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.