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PSI 2017 16 W ith many parameters, the PSI 2017 will also follow tradition: The quality of exhibitors and visitors, a high level of innovation and professionalism in all areas will also mark the 55th edition of Europe’s leading trade show of the promotional products industry. Entirely new is the sequence of days from Tuesday to Thursday as well as the admission of decision makers, marketing professionals and agencies on the final day of the trade show – exclusively on the invitation of a consultant. The first innovation is quickly explained: The PSI has refrained from the usual trade show period from Wednesday to Friday to ensure three full trade show days. For experience has shown that the Friday afternoon was often not fully utilised until the trade show officially ended at 4 pm, which was not ideal for exhibitors. This will ll l now be different because even on the final day of th the th the trade show, now a Thursday, the PSI will not close ose se its doors until 6 pm. Decision is widely shared There is more to know about the expansion of ft f fft f the t e target targ t group. How did this come about? Consultants, ant an a n nt ts distribu- tors and suppliers have jointly decided to o in inv in iin in involve indus- try customers because market transparency, re ren re e globalisa- tion and e-business have necessitated a change ch c in think- ing. As of spring 2015, the PSI in collaboration la ab abboo with all l levels of industry under the umbrella a of GGWW GWW has de de- veloped a model to integrate professional sio decision mak ak- ers from industry and the branded d goods industry into to the PSI 2017 in a targeted and controlled r manner. GWW was creatively involved for the first time. m Against the h back- ground that industry customers had al already a alr been be n “smug sm - gled” into the trade show by consultants nts ntssan s and an and an and an a nd n nd d manufac m mman ma anufac ufac- turers in the past, a structure has now been crea created rea ea eated ate at atte t d wwhich makes it possible to admit industry customers to the trade show exclusively as personally invited guests of consult- PSI Journal 10/2016 For the first time in its 55-year history, the PSI Trade Show to be held from 10 to 12 January 2017 will enable the controlled admission of industry customers – with the aim of motivating advertising companies to use promotional products. Here are the key facts and the procedure of the invitation. Extended visitor concept of PSI 2017 The consultant decides

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