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102 OPINION PSI 2017: A CONCEPT FROM THE INDUSTRY FOR THE INDUSTRY It was a perfect start to the new business year. The best PSI for years with more exhibitors, more visitors, more internationality, more innovations. Even the figures presented by the European PSI Barometer and the German GWW Monitor provided positive forecasts for 2016. The industry was thoroughly satisfied. The forecast for the PSI 2017 is also positive, although there are still uncertainties in terms of new features. Let us look back once more on the year 2015. The PSI was asked to review the trade show concept for the future and, together with the German Association, to discuss the possibility of how to allow industry customers to attend the trade show. One reason for this: For decades now, industry customers have increasingly gained admission to the PSI through distributors and suppliers. To end this abuse, we had to develop a concept, in partnership with the industry, that adapts the admission conditions of the PSI Trade Show to reality. In addition, market transparency, globalisation and e-business have necessitated a rethink. Although I would like to stress here that the majority of consultants and suppliers view this step as an opportunity to stimulate the market. As a showcase, PSI will provide incentives and motivation to increasingly see the promotional product as a marketing tool. Convened by the GWW, the working group Trade Show was attended by distributors, suppliers and trade show professionals who met repeatedly, adopting a concept that adequately takes into account the concerns and interests of all parties. And if there had been a properly func- »The PSI will be the only trade show which ensures a qualification of visitors through 100 per cent monitoring.« PSI Journal 3/2016 tioning association at European level, we would of course also have included them in the decision. A restrictive concept that allows the trade – and only the trade – to invite industry customers on the 3rd day of the trade show. They are registered and their badges are colour coded. Thus, the PSI will be the only trade show which ensures a qualification of visitors through 100 per cent monitoring. Industry customers without proven distributor referral will be unable to gain admission – unlike other events. I would like to remind you of the multitude of promotional product trade shows which anyone can access. A concept from the industry for the industry. Patrick Politze, GWW Chairman, quite rightly said: “It is the first time that distributors and suppliers have decisively helped to shape the PSI Trade Show concept.” An important step to ensure trust between all market participants. Because one thing is clear: Trade show organisers are delighted when more visitors come. However, this is not and cannot be our objective. How many industry customers eventually come or do not come is solely the responsibility of the trade. The benefits for the trade thus lie in their own hands … Best regards, Michael Freter Publisher of PSI Journal Managing Director PSI

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