PSI Trade Fair: Final Report on the 45th PSI 19.01.07

The market for advertising specialities takes off thanks to the economic boom 45th PSI breaks all records again.

Düsseldorf. The advertising specialities industry starts optimistically into the New Year. After the line of EUR 3 billion in sales had been crossed again for the first time In three years in 2006 (total sales EUR 3.11 billion Euro), the industry continues on its growth course in 2007. More than 67 percent of promotional products dealers and consultants expect a slight or even significant increase in sales for the current business year. This was the result of a recent representative survey on the business situation published at the close of PSI on Friday in Düsseldorf.

The optimistic mood could be felt throughout: “Whereas the positive mood still largely reflected a spirit of calculated optimism in 2006, this year it is bolstered by a marked upturn in orders,“ is how PSI Director Sabine Geldermann very happily sums up the course of the three-day advertising specialities fair which is the biggest in Europe. With 900 exhibitors (+ 6%) on a total stand area of 35,390 sqm  (+4,8%), PSI was able to top all previous records for the second time running. In terms of visitor numbers PSI 2007 grew again and with 18,400 trade visitors (previous year: 17,745) and a plus of 3.7 percent exceeded even the ambitious targets set during the preparations for the fair. The organisers, Reed Exhibitions Deutschland GmbH, recorded an almost equal increase of visitors from Germany and from abroad. Almost two thirds of trade buyers at PSI again came from abroad in 2007. “This also emphasizes PSI’s top position in Europe as a fair and as the international institute of the advertising speciality industry,“ says Hans-Joachim Erbel, Managing Director of Reed Exhibitions Deutschland GmbH.

The business in advertising specialities is booming even without football mania: the FIFA Football World Championship 2006 set a pattern for the ordering behaviour of a large number of PSI buyers. At the top of this year’s bestseller list were again textiles, bags and baggage, stationery and leather goods, watches, jewellery as well as electronic products. More than 90 percent of the exhibitors recorded a brisk demand and expressed their great satisfaction with the fair.

“The trend towards high-quality advertising articles continues,“ says Sabine Geldermann. An assessment which is borne out by the results obtained in market research: For almost one item in four (23.5%) the price exceeded EUR 35 – the limit up to which advertising items are tax-deductible as business expenses in Germany. Against this background, Hans-Joachim Evers, Chairman of the Gesamtverband der Werbeartikelwirtschaft (GWW), again emphasized the request by the industry to have advertising items recognized for tax purposes to the full extent as an integral and valid part of marketing communication. One in two companies in Germany is using promotional products items as a means of communicating with customers, he quoted the result of a survey on the use of advertising specialities conducted for GWW and PSI. In view of this fact, increasing the political endeavours of GWW and PSI also in 2007 was vital, he said. This was also emphasized by Federal MP Dr. Michael Fuchs at the opening press conference: “At present, there is neither a reason to desist nor a right of continuance, even if the Federal Government has again confirmed the current maximum value.“ 

The 46th PSI will be held from January 9th to 11th, 2008 in Düsseldorf.