After a three-year absence due to the global COVID pandemic, the PSI show returned to its roots at the Messe Convention Center in Düsseldorf, Germany to much fanfare, enthusiasm and, frankly, relief.

At Elasto Form (asi/51817), the Bavarian-based hard goods supplier that’s been a mainstay at the show for many years, co-owner Marcus Sperber was thrilled to see many international clients in person again. “After a long three years without the leading promo show in Europe, we’ve been delighted to be at the PSI show again,” said Sperber. “The uncertainty about the show was baseless, we had a great number of conversations with our existing and new clients. It’s been a fantastic show with a lot of customer traffic, and we’re so glad to feel the power of face-to-face conversations again.” Added Sperber’s colleague Tobi Roesch: “It’s a good signal for the whole industry to start full of power into 2023.”

Marcus Sperber (left), the co-owner of the Bavarian-based supplier Elasto Form, shown here with Tobi Roesch, who helps run the company. You’d be hard-pressed to find more gracious, welcoming hosts at the show, and spending time in their booth will give the word “Cheers” a whole new meaning for you.

Now in its 60^th year, the PSI show attracted nearly 500 exhibitors and 11,000 attendees from 75 countries. Petra Lassahn, the managing director of the PSI show, also noted that due to recent studies conducted by the German Promotional Products Association, 98% of all Germans over the age of 14 own at least one branded item and 90% of those use the items regularly. The most recent estimates of the size of the German promo market peg the industry at about 2 billion euros (about $2.2 billion USD), down from approximately 3 billion euros pre-COVID.

“Our expectations were exceeded especially by the international attendance with visitors coming not only from Europe but also from North America, the Middle East and North Africa. One in two visitors traveled to PSI from abroad,“ said Barbara Leithner, chief operating officer at RX Austria & Germany, the organizer of PSI. “Particularly impressive was the innovative power and agility with which companies used the time to adapt their products to the current requirements and trends using sustainable materials and modern technologies.”

A first-time visitor to PSI, Dana Zezzo, vice president of vendor relations, marketing and events for Counselor Top 40 distributor American Solutions for Business (asi/120075), found the experience to be an eye-opening one, especially as it relates to the differences between European and North American trade shows. “What an amazing experience – there are so many positive parallels to the promo industry in the U.S.,” Zezzo said. “The business is clearly built on relationships but at another level. The European vendors’ passion to learn about you and your company first was refreshing. From a product perspective, I was truly impressed. The detail in product design was incredible and that also was carried over to the trade show booth set ups – many looked like retail stores. What I liked the most was the booths were a place of networking which often included drinks and light foods. There was always a place to sit down and talk, not be rushed through. The PSI show experience was so enjoyable, even as a first-time attendee – everyone from the European market makes you feel extremely welcome.”

Elasto Form’s Tobi Roesch with Dana Zezzo (left), the vice president of vendor relations, marketing and events for Counselor Top 40 distributor American Solutions for Business – who attended the PSI show for the first time – at a dinner hosted by the Elasto Form team.

(From left): GroupeSTAHL’s Karin Bellinghausen, PSI’s Petra Lassahn and GroupeSTAHL’s Carleen Gray at the GXN reception, which gathered promo pros from across the globe to welcome them to Düsseldorf and kick-off the 60^th annual PSI show.

Carleen Gray, CEO of GroupeSTAHL and a member of Counselor’s Power 50, also attended the show for the first time and found it illuminating on a multitude of levels. “PSI was both eye-opening and exciting, as you could see the opportunity for growth and brand extension everywhere,” said Gray. “The trends, colors, logo placements and customization seem to be following exactly the path one would expect after supply chain and labor challenges. The distributors want control and delivery guarantees. Sustainability, short-run customization and quick delivery were all key value propositions, as were multi-purpose and long-life items.”

From an exhibitor standpoint, suppliers were heartened that the PSI show returned for the first time since 2020. “Goldstar enjoyed a brilliant PSI show return last week,” said Colin Loughran, global director of operations and merchandising at Goldstar (asi/73295) in Europe. “The atmosphere at our booth was overwhelmingly positive where we embraced old friends, made some great new connections, and announced our exciting EU expansion into drinkware and bags. We had visitors from every country in Europe, and after a three-year hiatus I was reminded that in-person connection is still the lifeblood of our industry. In sum, PSI 2023 was a wonderful and worthwhile experience for Goldstar.”

Leaning Into Green

The European promo market has been about a decade ahead of the U.S. promo market as it relates to the push for sustainability efforts and how products are manufactured, imprinted, used and disposed of.

Combining an imaginative sense of booth design and merchandising along with conveying how its products are made from reclaimed wood, this supplier brought in an actual reclaimed tree and installed it in its PSI stand – leaving no doubt in visitors’ minds what their sustainability ethos is all about.

This little lunch box/carry all from the Bavarian supplier Elasto Form is made from recycled materials and reclaimed oil, so the majority of its construction is completely sustainable. Not surprising, the item does very well in the education and sporting events markets.

“Promotional products have become the most relevant communication channel for many companies again,” explained Steven Baumgärtner, chairman of the General Association of the German Promotional Product Industry, in the opening press conference: “As many as 39% of companies already use promotional products for communicating with their customers again. This positive dynamic is reflected by numerous markets in Europe and became visible at PSI.”

The WA-Monitor, an analytical report of the promo market produced by the German Association, shows that “sustainability” plays a decisive role for 91% of companies when purchasing promotional products. This also means rising demands made on manufacturers, as Oliver Leykam of the German supplier Staedtler stressed: “Producing in a resource-saving way and selling products with a longer useful life has to become the norm.”

At the same time, the awareness for the quality of promotional products has continued rising significantly over recent years. “The factors associated with tactile advertising such as origin, certificates, manufacturing conditions as well as the brand behind it have all gained in priority,” said Daniel Jeschonowski, managing partner of Senator, regarding the eco sector’s development.

The potential of promotional products and the industry’s optimism have become visible at PSI. “With the comeback of PSI, we have laid an excellent foundation for working together with the industry to address issues of the future,” said Lassahn, PSI’s director. “These include promoting international exchange, promoting sustainability and further emphasizing the importance of promotional products.”

Haute & Cool

Regarding product trends at the show, suede-like, soft-touch finishes on pens and drinkware were abundant, as were pastel colors with metallic embellishments. Electronics, items for the home and personal care, spa-like products were on display, as were apparel items with haute couture influences, clean, sophisticated lines, soft textures and sustainability-driven components used whenever possible. And as is the European way, when it comes to decoration, the more subtle and elegant, the better. The “go big or go home” logo trend of the U.S. isn’t the method Europeans prefer to imprint their branded items.

When merchandising products in their booths, European suppliers shun the notion that “more is better,” and opt instead for elegant simplicity, leaning into the power of white space and coordinated color palettes.

Note how this supplier used ombre shades of green to signify nature and positioned its umbrellas sparingly and strategically to signify the effect of wind and movement.

Similar to the U.S., brand names and items with high-perceived value were in demand, as buyers in Europe – as they have for some time now – are shunning low-end promo items that smack of being cheap and disposable.

The owners of the supplier Macma have larger-than-life personalities and love a good party, so it came as no surprise to see how they outfitted their booth to emulate a Vegas casino, complete with poker tables and electronic slot machines. Macma’s products were selectively placed throughout the booth area, but were never the focal point of the booth design as Europeans tend to be more subtle in their product presentation.

One area where European exhibitors really show their creativity is in the way they merchandise their items in their booths. Visitors to the show, especially those from North America, were in awe of the care and detail shown in how items were presented in suppliers’ booths.

Industry veteran Heather Smartt, the global director of product development for National Pen and Goldstar, shown here with Scott Cruickshank and Colin Rous of the London, Ontario-based distributor McCabe Promotional Advertising, in the Goldstar booth at the PSI show.

“The best learning experience is derived from an environment generated by the delivery of progressive ideas by groups of engaged individuals,” said Colin Rous, vice president of McCabe Promotional Advertising (asi/264901) in London, Ontario, and a first-time attendee to the event. “The PSI show simply provides this opportunity to all attendees that pass through its doors. I would recommend to everyone associated with merchandising and design to take full advantage of this show.”

Rous’s colleague, Scott Cruickshank, head of McCabe Promo’s programs division, agrees specifically regarding the value of visiting the PSI show and the European sensibilities of the product offerings and presentation. “Perspective … the PSI experience provided an opportunity to step outside of the comfort zones of our day-to-day to provide new perspectives on our industry,” Cruickshank, also a first-time visitor to the show, noted. “Although miles away, I was amazed at how similar yet different our markets are. The opportunities are plentiful and closer than we think.”

(From left): Petra Lassahn, the managing director of the PSI show; Michael Freter, executive director of GXN, the Global Executive Network; and Carleen Gray, the CEO of GroupeSTAHL, which is based in the US but has offices around the world, at the GXN networking reception for its global members in Düsseldorf’s fashion district.

The 2024 PSI show will be held in Düsseldorf from January 9-11. For more information go to www.psi-messe.com.

Michele Bell is the vice president of ASI’s Editorial, Education & Special Events teams and can be reached at mbell@asicentral.com.

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