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View as HTML version PSI Journal 4/2016 EDITORIAL SENTIMENT, MARKETS, OPPORTUNITIES In 2016, the PSI managed to achieve exactly what it should ideally always achieve. It inspired the market sentiment, and experience shows that this carries over into the first few months of the year. This is why many industries choose to hold their leading trade show in the first weeks of the year. Of course, this sentiment prelude is only successful if the markets allow it and have already noticeably experienced it in the preceding year. According to the PSI Industry Barometer, 65 per cent of the market participants experienced rising sales in Europe in 2015. The end-of-year sentiment was thus positive. Especially after years that were not the best. Is it any wonder then that over 80 per cent of market participants expect increased revenues of 10 to 20 per cent or more in 2016. Some will say that is a rather bold prediction. But anyone who has attended the in-house trade shows in the past few weeks will confirm the positive sentiment. And this is immediately felt at in-house trade shows where the industry customers of the local organiser are in attendance. If the sentiment among these customers were negative and the order results were just as poor, one would soon see sour faces Manfred Schlösser – among distributors and suppliers alike. Studies conducted by the advertising industry actually predict growth rates of up to 30 per cent for marketing and advertising. Logically, a good chunk of the budget will flow to the promotional products industry. Does that mean everything is fine? Yes, the promotional products industry is back on track again. However, in order to ensure that the share of promotional products in the budgets of advertising companies is even bigger, our industry and its supporting companies need to promote themselves even more. Each advertisement in newspapers is a testament to the creativity of advertising agencies, as is every TV commercial. The Internet and social networks are similarly effective in their own way. Promotional products are also an indication of inspiring creativity – in all price categories. The companies that make these product creations possible seldom appear in the public limelight. At most in classified ads, the impact of which is even smaller than their format. But we have to do more advertising: on building facades, in magazines, in social networks and so on. Whoever is part of the advertising industry must also show and practise this. We are not primarily distributors or suppliers, we are advertisers. Advertising is the goal of our actions. And we are either outright advertisers or not at all, especially in the way we present ourselves. A good future can be even better. On this note Manfred Schlösser Editor-in-Chief PSI Journal Your opinion: 1/3

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