V irtually all exhibitors know that it can be a long way from idea to finished product And once you get there your next challenge is to find a way into the market What s the right target audience Where and how do I properly present my product What should I take into considera tion for the launch PSI the leading euro pean trade show of the promotional product industry is also an ideal platform for inven tors and creative types to introduce their ideas to an audience that appreciates cre ative funny bizarre and practical ideas From 9 to 11 January 2018 the guest event will be staged once again by Reed Exhibi tions at Messe Düsseldorf giving innovative young companies a chance to establish them selves on the promotional products market as three examples go to show Exhibitor Kibonu has invented a green promotional product A miniature plant grows out of a ball of moss instead of a flower pot making for a cute eye catcher For easy main tenance the handcrafted moss ball contains a special clay soil and water storing granu late Thanks to customised packaging options the plants can be turned into brand ambas sadors Yves Gallas the French developer of TopCan offers an economical solution to an everyday problem Thanks to his inven tion cans that have already been opened can be securely resealed TopCan is waterproof airtight and can even keep fizzy drinks sparkling according to Yves Gallas making it a hygienic solution to an everyday problem that fits on over 90 per cent of European cans SDI gifts is another first time exhibitor Based in the Czech Republic the company has been a visitor to the trade fair for the past three years presenting its products at partner booths Due to the favourable re sponse it got the company decided to exhibit as an inventor in 2018 Two highlights will be featured at PSI Firstly the Golchi 2 in 1 Bottle a vacuum insulated bottle that can be filled with two drinks simultaneously in any combination of hot and cold Secondly SDI gifts will present its Loken Token a dual USB stick that protects digital data from unauthorised access with a five digit me chanical combination lock www psi messe com PB 18 FOCUS TradeFairs Internation al 4 2017 GERMANY 2018 Happy Fairs in Düsseldorf Almost 35 years ago Messeglück in Düsseldorf Happy Fairs in Düsseldorf was a hit for German singer Frl Menke Today exhibitors at PSI would be happy to make a breakthrough with their inventions AUMA Study Potential Exhibitors For most larger German companies in exhibition related industries trade fairs are a stan dard marketing tool These are companies in particular with annual sales of over 50 mil lion euros There are hardly any non exhibitors in this group In addition 21 per cent of the 350 000 non exhibiting companies are potential exhibitors as they have already consid ered exhibiting at a fair However the majority of non exhibitors currently keep their distance from the medium of trade fairs A recently published representative survey by the Association of the German Trade Fair Industry AUMA explores what sets these companies apart A look at the non exhibitors reveals that this group has considerably smaller marketing budgets than those who exhibit Much fewer of them have their own marketing departments The study also sheds light on the knowledge of non exhibitors about trade fairs and their arguments against participating in trade fairs This gives organisers in Germany important leads on how to attract these companies as customers Only 40 per cent of non exhibitors can spontaneous ly name the pros and cons of trade fairs More than half of them are likely to be susceptible to good arguments in favour of trade fairs In addition almost half of all non exhibiting compa nies would like to see more attractive introductory offers for trade fair participations cost not being the sole argument The AUMA study Potential Trade Fair Exhibitors is based on a survey of 500 non exhibiting companies in Germany and was conducted by the market research company Kantar TNS www auma de Die Gastveranstaltung PSI von Reed Exhibitions nutzt unter anderem den Eingang Nord der Messe Düsseldorf Organised by Reed Exhibitions the guest event PSI occupies the North Entrance of Messe Düsseldorf among other areas Ph ot o M es se D üs se ld or f T ill m an n P ar tn er

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