A class reunion in Bonn – that was the 9th Local Branding Day

Jandierk Kalfhues, Key Account Manager for Partner Management at Vodafone, and Frank Pelzer, Head of Sales Partner Management at Vodafone, gave a presentation on the topic of retailer activation. The focus was primarily on the use of artificial intelligence in advertising planning. Thomas Ötinger and Diana Vogt supported this presentation with their expert knowledge of Google (Performance Max) and AI.

The four speakers then handed the floor over to Bianca Schilling-Knuffmann, Director of Marketing Communication for Northern Europe at VELUX.
Her presentation was particularly interesting for those involved in internationalization strategies and once again demonstrated the effectiveness of local campaigns compared to national ones.
Parallel to this keynote, the workshop series began with a total of five topic-specific workshops on subjects including Addressable TV, Content Engagement Ads, and POS-TV. The goal of these workshops, offered by members of the Local Branding Alliance, is to create additional opportunities for exchange and interaction.

An extended networking break featuring good food and lively conversations at the exhibition booths provided the first opportunity to refuel before the event continued with the third keynote address. This keynote was designed to transport the audience into the world of franchising, bringing an important perspective to the stage.

Roland Küppers, a marketing and business consultant at Mrs.Sporty, described the project’s launch with marcapo and how three brand concepts—some with different franchisees—were launched simultaneously.
The event continued with a first: this year, for the first time, a local retailer took the stage. Jakob Schweihofer, a self-employed individual and, as a local STIHL dealer, a direct user of the Local Branding platform, gave an impressive presentation on the use of multi-messenger communication between retailers and end customers.

He handed the floor directly to Tim Schaffrinna, Head of Online Marketing at Küchentreff. As an association with independent members, it has a particular interest in supporting its own members with tailored marketing solutions and services.
In a presentation lasting about 45 minutes, Tim explained to the audience how this has been successfully implemented over the past year and what’s on the agenda for 2025.

The eighth presentation was followed by the next first: an international guest delivering a presentation in English. Russel Harte, Group Chief Operations Officer at the British sofa manufacturer DFS, had traveled to Bonn specifically for Local Branding Day.
His topic: The digitized point of sale (POS) and what on-site sales teams need to keep in mind to offer customers a seamless shopping experience.

After another brief break, the event moved on to the final part of the official program. Jan Schoenmakers, founder of Hase und Igel, an AI software company specializing in solutions for faster, more precise, and more forward-looking marketing decisions, delivered the final keynote.
As an AI expert, he highlighted the different types of AI and their respective applications.
Like the speakers before him, he was seen off from the stage with applause—a fitting conclusion to an incredibly diverse day filled with exciting insights.

A delicious dinner and a nightcap at the hotel’s Pure Gold Bar rounded out the day.
The participants took the opportunity to continue exchanging ideas and networking in a relaxed setting. This not only led to valuable conversations but also to many new partnerships and collaborations that are sure to bear fruit in the coming year.

Attention is already turning to the next Local Branding Day, which will take place on September 16, 2025, once again at the Kameha Grand in Bonn.
Next year, visitors can once again look forward to exciting presentations, innovative workshops, and numerous networking opportunities. It promises to be another inspiring day that brings brands and partners together to actively shape the future of local marketing.