The PSI Journal takes a look behind the scenes of the CG Lounge Talks

This was already the 14th CG Lounge Talk led by CEO Steven Baumgärtner. Normally he asks partner suppliers questions about current topics and new products. This time, however,  it was the other way round: Ursula Geppert from the PSI Journal spontaneously got involved in an interview after visiting the new headquarters, as she was interested not only in the new building but also in the brand new format presented by Cybergroup, which is unique in the industry.

How did you come up with the idea for this new format?
"The idea behind it was to do something new, something different. How can we present ourselves and the industry differently and what new formats are available? We have already shot lots of 'making of' videos, both with suppliers and for customers, as well as videos introducing and describing new products. We have a great setup, consisting of three team members and the technical equipment, without which everything would not be possible anyway. For example, at the PSI we shoot live interviews that are immediately processed and streamed. During the move to the new building, a marketing meeting came up with the idea of having a live talk with suppliers and their new products à la breakfast television. The first three live talks were so well received that we decided to continue this format".

Do you focus on specific topics?
"The topics are always supplier-specific, because the supplier should be in the foreground. We want to use the format to inform, show new products and trends, but at the same time the main focus of this platform is on suppliers and their way of working, and to demonstrate their advantages over the competition. In the beginning this was a bit difficult, especially when it came to public relations. We like to make our contribution here, because we have staff who are responsible for marketing and public relations and who are supposed to support and promote the suppliers in this way.
Roughly speaking, there are always five topics to talk about with each supplier. First of all we introduce the supplier and then, depending on the supplier, there are four areas around new products, current topics, special features or production techniques. That's normally enough anyway, because the 15 minutes of talk are over very quickly."

Are the suppliers selected according to specific criteria or do they apply to you themselves?
"In the beginning, we actually approached our main suppliers, whom we knew would definitely participate and with whom we had already shot videos. But we have also received requests to participate in the talk: for example Timon Feld von Wellnuss, when he was a guest in Mannheim, heard about the talk and wanted to use this opportunity for his company. The talk has now received relatively high coverage within the industry, everyone knows the talk and it is widely discussed. Many people watch the talk and then wish to take part as guests themselves.

Do your suppliers bring products with them?
"The example of mbw and its cuddly toys and squeaky ducks shows that suppliers always bring a selection of products and innovations to present their company in the best possible way. In the case of mbw there were a lot of products on show, but sometimes fewer products are presented in order to focus on techniques and manufacturing processes by means of close-ups. At the end of the day the aim is for our suppliers to show what identifies them, what they do better than the competition and in what areas they are different".

What role does the supplier play for you?
"Without our suppliers we are nothing. Without them, we don't produce a single product. We can import stuff, but then we lack their extensive knowledge. Even when it comes to issues that are occupying our industry, such as sustainability and the environment, we can only make a mark together with our suppliers."

What is the procedure relating to the talk?
"Everyone arrives the evening before and there is a technical check and a briefing on the talk and the topics to be discussed.  This takes care of any initial questions and nervousness. Over dinner afterwards, final questions and "fears" can then be cleared up again and topics such as the PSI, in-house exhibitions and of course private matters are discussed, which would otherwise not be possible due to time constraints. The next morning there is a short briefing and technical instruction and then we begin the talk. All this contributes strongly to the commitment of the partners and has always been worthwhile."

How has the response to the talk been so far?
"The response is excellent. After the talk, we get WhatsApp messages from major customers, for example, who have integrated the talk into a meeting or have all watched it together. Customers often raise the subject during appointments. It also ensures that new customers become aware of us, get to know us and talk to us. Many people, whether they are customers, suppliers, competitors or simply interested parties, already know the talk and that counts in our favour".