D – A positive mood, growth in the number of exhibitors and visitors and a good premiere of the Industry Customer Day – that is the résumé of the 55th PSI Show. According to the organisers, Reed Exhibitions Germany, in total 18,094 (previous year: 16,810) came to examine the offerings of the 988 exhibitors from January 10-12, 2017.
Once again the industry succeeded in demonstrating its professionalism and creativity at the PSI. The big names on the market – with the exception of several key players from the writing instrument sector – were represented together with numerous newcomers and niche product suppliers, start-ups and well-known retail brands. The offer of products was extremely diversified and imaginative, the quality of many of the exhibition stands impressive – good prerequisites for demonstrating the advantages of haptic advertising and the size of the sector to the end users, who visited the PSI Show on the Thursday.
The target group expansion of the PSI Show – for the first time distributors were given the opportunity to invite their customers to the PSI in Düsseldorf – was a topic of heated discussions in the run-up to the show. Whereby the premiere turned out to be much less spectacular than expected. Indeed, there certainly wasn’t a rush of industry customers, all of whom wore red lanyards so that they could be easily identified. According to the official figures, with an attendance of just over 1,700 industry customers, a result was achieved that satisfied the majority of the exhibitors, even if the numbers waned strongly towards the afternoon. Many participants announced that they need to talk about some of the organisational details, however overall the Industry Day will most probably have established itself as an integral part of the PSI.
On the distributor side, the organisers registered an increase in the share of foreign guests of 57% in total – which is also proof that most of the European markets are continuing to recover. Overall, the mood was very confident and positive. According to statements by Patrick Politze, President of the German Association of the Promotional Products Industry (GWW), during the PSI Press Conference and Opening Ceremony, the promotional products economy in Germany remained at a high level: In 2016, German companies spent 3.47 bil. Euros (previous year: 3.48 bil. Euros) on promotional products.
The PSI offered a new format on the eve of the trade show that was interesting due to its compactness: In the scope of the PSI Product Preview Event, ten exhibitors were given the opportunity to present their companies to a selected group of around 50 international distributors in a speed-dating event.
A detailed report on the 55th PSI Show will be forthcoming in eppi magazine, No. 115 (February 15, 2017).
// Mischa Delbrouck
Photos: Andrea Bothe, © WA Media