Europe Shows the Way

The latest PSI show hit new heights, both in terms of visitors and exhibitors, and in the creativity on show.

So much for being 55 and showing your age. With six per cent more exhibitors, nearly eight per cent more visitors and a share of international visitors that’s climbed to 57%, PSI continued its growth trajectory and once again posted new records at the 55th event.

In total, organiser Reed Exhibitions Deutschland counted 988 exhibitors (2016 – 932) and 18,094 visitors (2016 – 16,810).

For the first time, industry customers invited by promotional products distributors were granted access to PSI on the last day of the event. Until now, the show had been reserved exclusively for promotional products professionals.

The event was bursting with the latest creative ideas, such as sweet advertising made from marzipan and produced by a 3D printer, with limitless designs, fully in line with the customer’s taste. Or enamel mugs featuring a vintage look, branded with sandblasted engravings and produced by a young company from Saxony. Or never-before-seen worldwide innovations like the ‘Smart Writing Set’, which uses an app to merge the writing culture of a notebook with the digital world by transferring handwritten texts to smartphones, tablets or laptops.

“An impressive firework of creativity was ignited – celebrated almost – at PSI; it just gets you in the mood to work even more intensely with promotional products. If you can’t find ideas here, you’ll have a hard time finding them at all,” Michael Freter, PSI’s director, said at the end of the three-day exhibition.

Where else can you find sneakers with stylish prints, available for production runs of a single pair? There were children’s drawings on bread boxes that come alive as virtual worlds thanks to smartphone-based augmented reality software. Or textiles with top-quality finishes. Be it in the electronics segment; in the textiles sector; in the classic paper, office and stationery product range, or in the housewares and food area –all four PSI halls were brimming with innovations and inspirations.

PSI drives at the same goal with its Industry Customer Day on the last day of the event. For the first time, industry customers holding invitations from promotional products distributors and specially marked tickets had a chance to attend PSI. More than 1,700 customers of promotional products distributors showed up and were enthralled by the diversity of the promotional products range.

“The Industry Customer Day is one of the most massive campaigns for promotional products that’s ever been launched in the history of our sector,” said Freter.

The Industry Customer Day concept was developed under the leadership of the trade show task force of the GWW, the umbrella organisation of the German promotional products industry. Represented in the group are promotional products consultants, wholesalers, suppliers, brand manufacturers and the PSI Network.

“We very much welcome that advertisers invited by consultants can see for themselves what kind of a performance our industry is capable of delivering. Because nowhere else does the industry do a better job of presenting itself than here at PSI,” said GWW chairman, Patrick Politze.

With record industry sales of €3.47 billion in the past fiscal year, the promotional products industry is a stable fixture in the German advertising market. Nearly half of all companies now deploy promotional products as part of their marketing campaigns, according to the Industry Barometer, the annual survey presented by the GWW.

And the promotional products industry is looking to the future with optimism. The PSI’s latest European industry report, for which the PSI Institute surveyed 1,958 companies in Germany, the Netherlands, the UK, France, Italy and Spain, confirms that notion. Altogether, 76% of suppliers (up from 62% last year) and 67% (up from 60%) of promotional products consultants in Europe recorded year-on-year sales increases in 2016. By contrast, 14% of suppliers (24%) and 15% of distributors (20%) registered a drop in sales. The majority of companies expect sales to grow over the course of the next five years. The figure for suppliers is 87%(up from 84%), and 84% (83%) for promotional products consultants.

The next PSI Show will take place in Düsseldorf from 9-11 January 2018.

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