It would be a masterpiece of understatement to say that running a business during the coronavirus pandemic is an exhausting, stressful rollercoaster. Now imagine your job – in a climate where the trade show and events markets have been decimated – is to oversee trade shows and events. This is what Michael Freter, managing director of the PSI show (Europe’s largest trade show for the promo market) is facing, and it’s a Sisyphean task.

The PSI show, held in Düsseldorf, Germany, every January and owned by the global events behemoth Reed Exhibitions, celebrated its 60th anniversary this year. Though Freter’s primary responsibility is ensuring the continued success of the PSI show, he has also emerged as an ambassador for the global promo industry – connecting professionals, networking, collecting and analyzing market research and data, and continually updating his main event to keep it fresh and enticing to the thousands of attendees and exhibitors alike.

“The first time I visited the PSI show was in January 2008,” recounts Freter, who has been with Reed for 12 years. “I was overwhelmed by the huge variety of products and comprehensive offerings. At the time, I was a buyer with different marketing roles, but I was never aware of the power of this industry. And it’s changed so dramatically. Each year, there are more challenges, from moving to digital and embracing sustainability, to compliance, legislation and shrinking margins. Plus competition from everywhere. But the industry today is the most professional ever, as we’re dealing with all those challenges.”

It was Freter who spearheaded the concept – not without its controversy and detractors – of opening the show to end-buyers accompanied by their distributors. He also held a pivotal role in forming PromoAlliance with ASI and Sourcing City in the U.K., to present a united initiative for the betterment of the global promo marketplace. The international alliance offers reciprocal access to education, shows and meetings and technology platforms – a prescient effort considering how many promo businesses are opening outposts in other countries.

“There’s a lot I’m proud of, but the best lesson I learned: You have to make mistakes to get better – and I did that a lot.”Michael Freter, PSI

And how does one of the world’s largest event companies handle shows in the time of COVID-19? “We postponed most of the shows until later this year or into 2021. We’ll start with the Aluminium show in October in Düsseldorf – one of the biggest material shows in the world,” Freter says. Until then, Reed and Freter have focused on digital matchmaking events and webinars. “The value we provide through those formats is well accepted, and we regularly have attendance of up to 400 people per online event,” says Freter. “The main point is to keep in touch with customers and ask what they’re looking for, what they need and how we can help.”

Always in Action
Freter describes himself as a relationship broker and communicator – a creative who’s always in action. Those who witness and benefit from his unceasing work ethic agree.

“Michael is a true internationally interested and experienced person to represent the promo industry in Europe,” says Counselor’s 2017 International Person of the Year Ralf Oster, head of PF Concept, Polyconcept’s European arm. “His personal attitude to be open-minded, respectful and emphatic to build cultural bridges makes him a real leader in the global promo marketplace.”

Marcus Sperber, whose family owns the large Bavaria-based supplier Elasto-Form, concurs. “It’s always a pleasure working with Michael and we’re so glad to have him as a reliable partner and friend at the top of our industry,” Sperber says. “Michael does a great job at PSI to keep our industry up-to-date and positioned well for the future – his strategic overview and network are an incredible advantage for the whole industry.”

Freter, who’s been honored with Reed Exhibitions’ Worldwide Board award and two Chairman’s awards, still has a lofty list of goals to achieve. “First is the acceptance of our industry as an equal part of all marketing disciplines – category marketing is key for this achievement,” he says. “My other goal for the industry is to speak with one voice, which is crucial to be heard as an industry. Maybe it’s an illusion, but I’m an optimist.”

Ever the pragmatist, Freter has some advice for an industry hit by its worst disruption ever, with promo businesses in Europe down an average of 80%. “Never get complacent and always be flexible,” he says. “I’ve never faced a situation like this, but the most important thing is we take care of our people and their families. The other is technology. Everybody is well-equipped, and we’ve learned that communication worked well from day one in the home office. The industry is fast, flexible and creative.”

Freter says that in addition to his family, he’s most proud of launching the PSI Sustainability Awards, as consumers around the globe have really started to embrace the meaning of corporate social responsibility and ecology for the industry. “There’s a lot I’m proud of,” he says, “but the best lesson I learned: You have to make mistakes to get better – and I did that a lot.”

As for the PSI 2021 show, slated to be held from January 12-14, Freter maintains it will take place. “We’re in a regular planning process for PSI 2021; the show will happen,” he says. “It’s a different world with less traveling, but with more understanding for each other and the virus. The best advice I ever received was from my grandma, who would always say ‘never give up.’”