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The coolest product is useless – if no one knows about it

Dec 11, 2017

BlogsUps is an initiative against unused potential. It shows retailers and manufacturers at Ambiente what’s important in networking on social media and what kind of opportunities must never be ignored when communicating with the consumer.

The first points that spring to mind for the creation of a successful product these days are design and benefit. – Well, yes, but there’s more to it. The best design can in fact be useless if it’s not obvious who will be the target group. This makes it all the more important to have a good understanding of the market – and the key to it is the widest possible network.

The group with the greatest closeness to consumers is bloggers. They are continually watching out for innovative products and interacting with the community, while also seeing themselves as consumers in the widest sense. Yet their perspective, views and recommendations have a formative impact on opinions. Obviously, the extent and quality of their reporting very much depend on the numbers of their followers and on their target groups.

The fact is that anyone who has convinced bloggers of their products has a good chance of reaching the consumer without major detours. And as a person’s product observations in a blog are more like friendly advice than targeted advertising, they are particularly credible.

BlogUps – Blog Up Your Business is an initiative that provides advice how bloggers can contribute to an exciting marketing mix and thus help retailers and manufacturers to be successful. Both groups are welcome to come to the unique BlogUps stand G41 in Hall 8.0 at Ambiente (9 to 13 February 2018). Its focus is both on suitable strategies and on international product trends.

BlogUps – Blog Up Your Business is organised by Michaela Hoechst-Lühr. “As a blogger, I’m really surprised at times how much potential is ignored by manufacturers and retailers,” says Hoechst-Lühr. Her website,, has made her one of Germany’s most experienced food bloggers with the widest reach. The initiative will also include a range of further active bloggers in the areas of lifestyle, food and interior design.

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Ambiente – a leading international trade fair

Ambiente is the leading international trade fair and the world’s number one in products associated with dining, cooking, household goods, gift items, jewellery, fashion accessories, interior decoration, ideas for the home and furnishing accessories. It is “The Show” for an entire industry. The breadth and width of Ambiente make its unrivalled product range unique throughout the world. Ambiente 2017 featured around 4,460 exhibitors and attracted 141,000 trade visitors from 154 countries, presenting traditional and innovative products for five days. This most important global consumer goods exhibition offers a wide range of events, programmes for newcomers, trend presentations and award ceremonies.

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Messe Frankfurt is the world’s biggest trade fair, convention and event organiser with its own premises. It employs a workforce of 2,300 at around 30 sites and generates annual sales of nearly EUR 647 million. Thanks to far-reaching ties with the relevant sectors and an international sales network, the Group provides effective support for its customers and their business interests. By offering a wide range of services, both on site and online, Messe Frankfurt gives its worldwide customers a consistently high level of support in planning, organising and running their events. This wide range of services includes renting exhibition premises, trade fair construction, marketing, human resources and food services. The Group has its head office in Frankfurt am Main and is owned partly by the City of Frankfurt (60%) and partly by the State of Hesse (40%).  |  |

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