How consumer tech brands can make an impact at IFA Berlin 2026
A practical guide to PR for IFA Berlin
For more than 20 years, Wildfire has helped consumer tech brands build their media presence at IFA Berlin.
Starting life as a radio exhibition more than a century ago, IFA is now the world’s largest consumer electronics, home appliances, and future tech event for 1,900 exhibitors, attracting around 200,000 visitors over five days.
In this post, our consumer tech expert Jay Cox shares his IFA experience, with insider tips on securing interviews, launching products, and maximising your PR efforts.
When is IFA 2026?
This year’s IFA Berlin is being held at the Messe Berlin Convention Centre from Friday 4th to Tuesday 8th September 2026.
What days do journalists and press attend IFA?
IFA is a magnet for journalists, analysts, and consumer tech influencers, both from Europe and around the world, but they’re most likely to be at the event for press days, which start before the main event.
In 2026, IFA press days are Wednesday 2nd and Thursday 3rd September, where journalists are allowed to see what’s on offer before the show opens to the general public. These offer your best chance to get noticed, so plan to have your booth/demos set up early on the first morning.
Typically, journalists will attend the IFA press conference the morning of the first press day, then move on to a personal schedule of pre-arranged briefings. Then it’s Showstoppers in the evening on the 3rd September.
Press days happen while the show is still in set-up mode, so there’s often a lot of noise and activity as people build stages and booths. If you’re holding demos or interviews on-stand, make sure they can be heard and your stand is in a decent shape to welcome visitors!
What is ShowStoppers?
ShowStoppers is a great way to get your products in front of a huge number of journalists in a short period.
Think of it as consumer tech speed dating: a large hall full of brands providing quick-fire demos of their tech. When IFA closes on the second press day, there’s a stampede of journalists dashing from table to table before they hit the bar.
If your brand will be there, let journalists know. If you’re physically at IFA, get involved in the bustle of the event and hustle those journalists to your table. If you’re not, be aware of the timings if you’re looking to meet media — will they miss ShowStoppers to meet with you?
Which journalists are attending IFA Berlin 2026?
If you’re exhibiting at IFA, request the attendee press list from the organisers. But while it’s a starting point, never rely on this list for your media strategy.
Over many years of attending IFA with our consumer tech clients, we know there are reporters and publications that attend IFA year-on-year without fail. But do your research and be smart in your media outreach.
Have they attended IFA before? Has the event been covered in their publication? Are they writing about the consumer tech that is typically featured at IFA? Are they freelance? Because they won’t necessarily have the financial backing of a publication to fund their trip.
The best way to find out which media are attending? Ask them (but make sure you’ve done your research first).
How do I secure media demos and interviews at IFA?
On-stand media interviews and demos are a big part of IFA and can make all the difference for securing coverage and building long-term relationships.
Get your timings right on media outreach. It’s a busy show and journalists will be arranging their schedules many weeks, if not months, in advance. Make calls and start outreach at least four weeks before the show.
You’re one of 1,900 IFA exhibitors, so make a really compelling case why a journalist should see your demo or meet your spokesperson/expert.
Is your tech new?
Does IFA offer the first time they can see the tech in action?
What can your spokesperson tell them they can’t find out another way?
Why is your tech relevant? How will it change lives?
What makes it truly different to anything else on the market?
When will it be available to buy?
If you’re offering something they can get on a call or email, why bother with an interview or stand visit? Make sure you’re offering an experience they can only get at IFA.
“Start at least 4 weeks before the show”
How do I get journalists and influencers to my IFA event?
If you’re planning a drinks reception, dinner or after-party during IFA, plan ahead. Journalists will receive potentially hundreds of invitations for mini events, press conferences or parties, so get your invites in early.
A convenient venue is essential, ideally close to Messe Berlin or within really easy reach from the event. But what they really need is a compelling reason to put your event in their diary. Are you offering exclusive product access, a great networking opportunity, a renowned speaker, great entertainment or simply a fantastic place to chill and unwind with interesting people after a heavy day on the event floor?
Think: why should someone attend your event over all the others they are being offered?
How do I engage with tech influencers at IFA?
Engaging influencers and content creators can help your product reach highly-engaged audiences and hands-on reviews, demos, livestreams, and social content work brilliantly.
Like journalists, every creator has their own niche, audience, and style, so make sure you’re offering the right influencers the most relevant experience.
They definitely need more than a standard spokesperson interview. Give them something visual and interactive they can demonstrate on camera, along with enough time and space to capture good-quality content.
Offer exclusive access, early product trials, unusual use cases, or a clear comparison that can be understood quickly.
Make practical details clear in advance too, including what they can film, whether the product is available for review, the assets you can provide, and whether you’re proposing an organic opportunity or a paid collaboration.
“Make sure your strategy looks beyond the event itself”
What happens if key media aren’t attending IFA Berlin?
IFA is a big moment in the consumer tech calendar, but there’s a lot you can achieve outside of the press days and main show schedule.
Make sure your strategy looks beyond the event itself so you can engage media, influencers, or analysts who can’t attend, and also get ahead of noise on the ground.
Set up Interviews or product demos (under embargo if it’s big news) in the weeks leading up to the show. Share information in August, even if you’re meeting a journalist at IFA, to give them time and space to write something truly in-depth.
Make the most of IFA Berlin 2026
If you’re looking for a tech PR agency that can help you secure interviews at this year’s IFA, contact us below and we’ll be in touch.