The wallpaper industry met for the "Wallpaper Summit" at the screens to look back on the first year of the joint "Germany wallpapers" campaign. Thanks to very good results, increased domestic sales and a lot of new wallpaper fans, the PR and advertising activities were extremely positive. Now the second year of the campaign is about to begin.
At the end of May, Aktionsforum Tapete invited the wallpaper industry to the "Wallpaper Summit" for the second time since 2019. As major events remain prohibited until the end of August, the around 70 participants met at the screens and not, as planned, at Messe Frankfurt.
Wallpaper manufacturers, suppliers, industry and trade from Germany and abroad looked back on the first year of the joint "Germany wallpapers" campaign. Thanks to qualitatively and quantitatively very good results and a lot of new wallpaper fans, an extremely positive assessment of the PR and advertising measures could be drawn. The domestic sales of German manufacturers increased by 7.5% in the first quarter of 2020. Retailers also reported a wide range of activities, and wallpaper sales are to continue to be boosted by advertising activities.
Campaign partners and guests were presented with a strategic outlook for the coming year with "Germany wallpapered". The positive momentum from the spring is to be carried over into the second year with a summer campaign. This will also take into account the changed consumption habits of consumers due to the corona situation. Overall, the campaign is designed to run for at least three years.
Afterwards, retail expert Klaus-Peter Teipel's presentation "The wallpaper market in Germany - opportunities & risks in a rapidly changing market" attracted great interest among the conference participants. His market surveys make it clear: With the campaign goals of attention and education set, "Deutschland wallpapered" is on the right track to bring wallpaper back into the consciousness and onto the walls of Germans.
www.tapeten.de