D – The premiere of the PSI Promotional World was staged in Hanover from April 8-10, 2014: The “Trade Show for Haptic & Multisensory Communication” – this was the sub-heading – was organised for the first time in cooperation with the PSI and the Deutsche Messe and as was the case with the previous event, the Promotion World took place parallel to the Hanover Fair, the world’s largest industry trade fair that takes place at the exhibition grounds of Hanover. The fair’s new alignment was characterised by two major changes: The format of the fair was reduced from five days down to three for the first time. Furthermore, the promotional products show relocated to Hall 23, so that the PSI Promotion World had an own hall at its disposal again.
This may not have been a particularly favourable decision for the visitor flow, but it was a good move in terms of the fair’s visual appearance – the industry definitely presented itself in a more attractive manner compared to last year. According to the organisers, around 100 companies (previous year: 79) presented their portfolios. The official attendance figures were down on last year, which was no doubt due to the reduced format of the show: 10,200 visitors attended the fair over the three days, last year 13,238 customers visited the show. Many exhibitors were satisfied with the outcome of the fair, although they would have welcomed a stronger frequency of visitors from the other exhibition halls of the Hanover Fair.
The lecture programme in the marketing forum hanover provided additional information input on haptic advertising and multisensory marketing. Furthermore, the public voting prize, the First Choice Award, was presented at the fair for the second time. The trade visitors chose their ten favourites from among 30 promotional products on-site.
The coming PSI Promotion World will take place from March 17-19, 2015 for the first time parallel to the CeBIT in Hanover.
A detailed report will be featured in eppi magazine, No. 99 (June 4, 2014).