Viennese Dream

ERA Europe’s Electronic HomeShopping Conference concentrates on international expansion.


With demand for meeting space at peak levels, the Electronic HomeShopping Conference (EHSC) 2014 in Vienna is sure to be a direct marketer’s dream. To make room for exhibitors, ERA Europe has moved its conference offices to a space next door at the InterContinental Vienna, but as Julian Oberndöerfer, ERA Europe’s executive director, says, all the better to take advantage of the Viennese coffee and pastries at the beginning of each day. “We believe that we can beat Berlin with regards to the number of attendees,” he says. “We will offer a great price-for-value ratio—Vienna will be by far cheaper than Rome in June. And we will have the cream of the global teleshopping industry at our conference.”


Aside from being the cradle of European coffee culture, this year’s EHSC host city offers classic architecture, concert halls, and museums from its days as capital of the Austro-Hungarian Empire. More than half of the city is green space, and located in the city center, the Intercontinental offers park views and convenient access to attractions such as St. Stephen’s Cathedral and Kaerntner Strasse.


“I love this show because it is less hectic than the annual conference, therefore, meetings are more productive, and you can spend more time with each client,” says Michele Quinlan, director of Sales and Marketing for Global Infomercial Services, Inc. “I can even squeeze in some education sessions. Also, the host cities and venues are always lovely.”


Following board and committee meetings on Saturday, June 21, 2014, the conference officially opens on Sunday, June 22, 2014, with an evening reception before launching into two more days of exhibits, education and networking. On the floor, EHSC will feature 50 Business Club tables, as well as meeting rooms for hire. EHSC 2014’s lineup of intensive sessions features some of the world’s most renowned experts on international direct response marketing.


On Monday, June 23, 2014, sessions begin by focusing on government affairs with “Media Regulation in a Multichannel and Multiplatform World,” a two-part panel discussion that examines recent changes in media consumption and access, while encouraging fair and consistent regulation across all screens. After lunch, a second panel discusses self-regulation and the business-to-consumer Shop with Confidence initiative ERA Europe has spearheaded in the E.U.’s largest consumer markets in “How to Create a Trust Mark with Benefits for the Whole Industry.”


On Tuesday, June 24, sessions begin with “How to Fight Counterfeiting,” a panel discussion detailing the strategies companies have used to protect best-selling products featuring representatives from Venable LLP, Beachbody,, and Studio Moderna. And finally, “On-Air Clearing of Teleshopping clips through Clearcast” introduces marketers to the U.K. institution that approves DR video for broadcast.


Networking luncheons will be held onsite Sunday, Monday and Tuesday, and the show closes Tuesday evening with ERA’s Wine Down party—one last chance to meet and chat with current and potential business partners. “I come to the Electronic HomeShopping Conference to get a clear view of the important players in Europe,” says Cédric Claeys, sales manager of Diamond Spring Co. in Belgium. “I also come for the networking—to meet new people, get introduced to new people, [and] strengthen existing contacts. It’s also great for creating visibility of our company.”


“The unique selling proposition of our conference is that all the top-level executives and specialists of the respective markets are there,” Oberndöerfer says. “We are famous for our familiar atmosphere; it is a perfect setting to meet the right people and to exchange ideas—everything and everyone in walking distance, relaxed but intense business.”