Final Report viscom 2019
Kick-off exceeds all expectations:
A successful debut for the World of Advertising and Selling
viscom re-loaded: over 30% more visitors
One visit, all the perks – a brilliant idea, well received. Featuring a total of 1,084 exhibiting companies, the new trade show network consisting of PSI, PromoTex Expo and viscom underscored its ambition of becoming Europe’s largest combined event for advertising and selling. More than half of the exhibitors came from outside Germany, representing a total of 38 countries.
“An outstanding result that makes a clear statement on the international level. A real power pack that represents virtually all the key players across all areas of visual, textile and haptic advertising – the trendsetters and innovators of the market”, says Michael Freter, Managing Director of Reed Exhibitions Deutschland.
The new trade show network turned a long-time dream of advertising pros and marketers into a reality: six exhibition halls filled with creativity and inspiration, live performances and future labs, structured into three events, covering nearly the entire range of “below-the-line marketing”, and all of that under one roof with PSI, the leading European insider event for the promotional products industry; a repositioned viscom, Europe’s leading trade fair for visual communication; and the newly created PromoTex Expo, conceived as the international trade show for promotion, sports and workwear.
“The time was ripe to create a new, central hotspot for all things advertising and selling, without losing sight of the independent existence and identity of each of the respective industries”, says Petra Lassahn, the director of the three shows.
viscom re-loaded: 30% more visitors
With 185 exhibitors (2017: 197), 9,647 visitors (7,231) from 53 nations and 24% international attendance viscom made a departure to new shores.
This result made Petra Lassahn, who had been “on board” with viscom since 2006, extremely happy: “We have succeeded in turning things around after three frankly anything but easy years. Our focus on the core elements – signmaking, large-format printing and print finishing – and the development of new live hands-on formats and lecture forums decisively contributed to achieving this turnaround. The trust exhibitors placed in us formed the basis for this. It would not have been possible with this close relationship grown over the years. viscom is a winners’ trade show again.”
This was also the verdict often heard – such as from Frank Schenk: “To our mind, holding PromoTex Expo, PSI and viscom concurrently has proved a real asset for viscom. Full aisles show that the new dates have gone down very well. We were positively surprised with the number of visitors.”
PromoTex Expo with 13,217 trade visitors in top form right from the start
PromoTex Expo made its debut in top form: with 13,217 trade visitors from 39 countries, the event instantly catapulted itself into the group of leading European trade shows. “A fantastic start in terms of visitor numbers and international reach and relevance. The fact that almost half of the visitors – 45 per cent, to be exact – travelled from abroad is a powerful vote of confidence. The market is rewarding our new concept. A clear mandate to continue spreading our wings in the European league of trade shows”, says Michael Freter.
PSI posts 17,602 visitors from 81 nations
With 17,602 visitors PSI was right on target posting a 1.5% plus against the previous year (17,342). International attendance was again strikingly high: 58% of visitors travelled from outside of Germany, one in seven of them from overseas. The sea of flags representing the participating nations at the Düsseldorf Exhibition Centre was correspondingly colourful. A total of 81 countries showed their colours in Düsseldorf, turning the trade show into the centre of the promotional products world for three days.
Next year’s PromoTex Expo, PSI and viscom will take place in Düsseldorf from 7 to 9 January 2020
Note: PSI’s, viscom’s and PromoTex Expo’s visitor, exhibitor and floor space figures are calculated and certified according to the uniform definitions published by FKM – German Society for Voluntary Control of Fair and Exhibition Statistics.
“To our mind, holding PromoTex Expo, PSI and viscom concurrently has proved a real asset. Full aisles show that the new dates have gone down very well. We were positively surprised
with the number of visitors. We used the trade show to present print on leatherette for the first time – an innovation meeting with a very positive response from visitors. To us – as a Düsseldorf-based company – it is very important to be present at viscom.”
Frank Schenk, Head of ProGraphics & Industrial Printing, EPSON DEUTSCHLAND GmbH
“We are very loyal viscom exhibitors and have taken part from the very beginning. So there was no doubt in our minds about exhibiting again this year. We regard the new concept with the live signmaking workshop and the Forum, in particular, as very positive. This combination produced beneficial synergy effects. We also changed our own concept and brought along our distributors to the show – which made absolute sense. We will also stick to involving our specialist retailers in future.
Our feeling was that the trade show was clearly better attended than in previous years. The aisles were full. And we also like the concurrence of the three trade shows. We had several PSI visitors at our stand. PSI boosted international attendance yet again. So holding viscom in parallel was wise move. The new dates also fit our needs.”
Volker Lienig, Sales & Marketing Manager Mutoh Deutschland GmbH
“We started viscom with neutral expectations and were positively surprised. The efforts undertaken by Reed Exhibitions to bring new customers to the shows have paid off. Many questioned the trade show in the run-up to the event. You managed to disprove these reservations and positively implement the conceptual changes. The distributors’ feedback was positive across the board. Visitor quality is what counts, and that is what we got.”
Boris Buhl, Sales Manager CACH Roland DG Deutschland GmbH
“We are very satisfied and view the conceptual changes as very positive. This year we were buzzing with visitors, who came well informed and with concrete intentions to buy. We feel that exhibitors and trade show organisers have to pull together. We have to take the initiative, too. With Mimaki we are represented at both PSI and viscom and approached promotional products distributors proactively in the run-up to the events. This worked fine. And even the matchmaking worked out right. Now the challenge is to retain the positive impression of the trade show for the rest of the year.”
Uwe Niklas, General Manager Sales & Marketing Mimaki Deutschland GmbH
“While the first day was a typically good viscom day, from day two we also saw visitors from PSI throng to our stand. This means we clearly felt an interaction here. To our mind, the visitors of all three trade shows come from the same industry. We are all advertising professionals. This is why it makes so much sense to hold the three trade shows concurrently so that service providers can see the cross-sectoral opportunities. We have already booked exhibition space for 2020.”
Natalie Eichner, Marketing & Events Deutschland Trotec Laser Deutschland GmbH
“As this was our first participation in viscom we were open-minded and are utterly satisfied. Our target group are re-sellers, i.e. advertising agencies and signmakers – which is why the trade show was a perfect fit for us. We had great conversations and generated new leads. As an online vendor we focus on seeing novelties, meeting people and maintaining personal contacts. In addition to this, we also took a look at the other two trade shows. We are already very interested in participating again next year.”
Vera Boersma, Marketing Coordinator Probo Print GmbH
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