“The award presented a challenge not only for you as students but also for us as the jury”, said Prof. Diller on the occasion of the award presentation, “as we had to bundle creative ideas that should stand out on their own into an evaluation package." Efficient promotion has many facets The presentation of the Design Awards was rounded off with a convention on the following day where more than 100 participants concerned themselves with the POS communications of tomorrow and efficiency at the POS. Under the heading “Trends in Trade Marketing” Prof. Diller first of all gave an overview on the subject of POS marketing and sales promotion. Speakers such as Olaf Gens, Head of Market Research at REWE AG, Michael Schießl from Berlin eye-square GmbH, Marlene Lohmann from EHI or Hannes Streng, Managing Partner BU Holding AC & Co. KG, Nuremberg, (OBI markets, Baustoff Union) discussed with speakers from the branded goods industry sector such as Matthias Meyer, Head of Customer Marketing at Bahlsen GmbH & Co. KG and Carsten Rasmussen from LEGO efficient designs and successful campaigns. Here the primary concern was with consumer insights, shopper geography in the retail sector, the demands of the retail trade and successful POS campaigns. In his contribution “Display 2.0” Markus Weißgerber, Head of Strategic Display Projects in the STI Group presented ideas and designs for tomorrow. All the speakers were in agreement that coordinated campaigns that were developed jointly by manufacturers and retailers and also supported along the way promise the best success. Although sales promotion campaigns have the primary aim of promoting sales they also serve to raise the profile of the retailer, emotionalise the brands or extend the length of time spent in the retail outlet – that was the conclusion of the discussion group. Combined intelligently with classic advertising therefore displays will form an important success factor in brand communication even in the age of Web 2.0 – they are becoming interactive however and partly also more digital. 
The winners of the STI Design Awards together with the jury
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