Klaus Wegner To Speak At Spring Furniture Market

Furniture World News

Klaus Wegner, president of ELS Marketing and Design, Inc., will present a seminar on "Creating Sales Literature that Sells" at the Spring Furniture Market in High Point NC. Wegner is part of the continuing education program organized by the International Home Furnishings Council for manufacturers and retailers who attend the semi-annual event. Wegner will discuss do's and don'ts of developing retail promotional pieces that generate a quantifiable increase in sales over expected targets. His talking points will include tips on using graphic elements to maximum effect; reconciling the marketing needs of both retailer and manufacturer, which do not necessarily coincide; following--or, better, anticipating trends; tricks of the trade to reduce production costs; the practical and decorative use of color. Examples of well-done and flawed sales material will illustrate his points. In its six-year history ELS has grown 700%, and billings for '98 more than doubled those of the previous year. The current list of ELS clients includes a cross-section of major U. S. retailers such as Macy's East and West, Filene's, Stern's, Rich's, Burdine's, Robinson's-May, McRae's, Hecht's, Younker's, CarsonPirieScott, and Foley's. In addition to stitch-ins and blow-in cards, ELS also produces newspaper inserts, POS materials, broadsheets, spec sheets, statement enclosures, and catalogs. The company recently acquired CreativCommunications Corporation in Greenwich CT. CCC specializes in package design, catalogs, and POS materials for consumer products companies.