20 50TH PSI TRADE SHOW PSI Journal 3/2012 www.psi-network.de Michael Nick, CEO of the Senator Group, Tim Andrews, CEO and President of ASI, Maurizio Castelli, CEO of the Lediberg Group, and Michael Bernstein, CEO of PF Concept (from left), described their experience of working in the US American promotional product market. INNOVATION SHOW “THE WALL” A WALL FULL OF INNOVATIONS ASI PANEL THE WAY TO THE AMERICAN MARKET Conquering America – How to sell in the US market” was the topic that Tim Andrews, CEO and President of ASI – the Advertising Specialty Institutespoke about during the “ASI Panel”, which was held at the VIP Lounge in Hall 10 and which was attended by approximately 50 European promotional product suppliers. The participants had the opportunity to listen to three managers with experience in doing business in the USA (Michael Bernstein, CEO of PF Concept, Michael Nick, CEO of the Senator Group, and Maurizio Castelli, CEO of the Lediberg Group) and to ask them questions about the US market. The managers, who have been active in the USA for many years, explained that they had struggled with the notable differences in doing business in the US compared to Europe, especially with regard to the way the ordering process is done and the generally accepted terms of delivery and delivery times that are used in the US market. In their view, anyone who wanted to be successful in selling promotional products in the USA in the long term would have to start off by being well prepared for the special demands that the US market has in terms of short delivery times and to concentrate less on selling specialized products. In the USA clients relied less on in-depth advice and more on reliable service in the form of delivering orders exactly on time, being able to have very short delivery times for standard products that are in stock and being able to do this while offering low prices. Moreover, the speakers were also in agreement that it was much more difficult for an American supplier to be successful in Europe than for a professionally organised European supplier to conquer the US American market. www.asicental.com < Usually walls are boring and unattractive. But not at the 50th PSI Trade Show in 2012. Here a very special kind of wall adorned HALL13. The PSI team decided to place the innovation show THE WALL in the hall for inventors, start-up companies and innovators to showcase some of their products. The 100 metre long wall had display windows where specially selected products from the nearly 1,000 fair exhibitors could be viewed. It was an attention-getter and a centre of attraction at the same time. More than 1,000 visitors requested that more information on the innovative products be sent to them by leaving their contact information with the service personnel who were on hand to pass this information on to the exhibitors. There was also THE WALL shuttle service that took fair visitors who were interested in certain products directly to the exhibitors’ stands; this service was used and appreciated by many visitors. All in all, this innovation show was very well received and a resounding success. <

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