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A Mountain of Information and Inspiration

Filed under: Community, Industry Initiatives, Members, News About ASI, Research, Using Ad Specialties

This year’s ASI Power Summit in Park City, Utah, had it all: Breaking news, early morning inspiration, late-night camaraderie, tons of expert advice, incredible views and great golf and mountain biking.

Memorable moments included losing power within a 50-mile radius of the resort during the very last panel with members of the 2013 Counselor Power 50. Undeterred, we powered on, first using the light from moderator Matthew Cohn’s iPad to light up the speakers on stage and eventually by relying on several other iPad lights along with lanterns from the hotel. Not a single person left the room and every question got answered. I think there’s an Apple commercial in this!

Here are a few of my other personal highlights:

  • My on-stage interview with Michael Bernstein, CEO and chairman of the board for mega-supplier Polyconcept and No. 3 on the 2013 Power 50 list. I grilled Michael, one of the most powerful people in the industry, about his North American business, expansion into decorated apparel, significant decline in the European business and restructuring of the Asian sourcing business, along with his plans – still in the infancy stage – to become a supplier in Asia to local consumers of promotional products. You should also check out Michele Bell’s interview with Michael.
  • The annual Power 50 dinner and release of ASI’s latest groundbreaking global research, proving promotional products deliver commanding advertiser recall among an average of 82% of recipients in every international city surveyed. Check out our online page to download – and share! – PDFs packed with stats on major product categories, along with the study itself. Share the link (www.asicentral.com/study) across all your social media sites.
  • Awesome social media insight from master videographer Devin Graham, whose YouTube videos now boast a combined 200 billion views – yes, that’s billions with a “b.” As ASI’s Dave Vagnoni (@VagnoniASI ) tweeted from the summit: “Seriously, hire @devinsupertramp before you can’t afford him.” Devin, along with ASI creative guru Jake Krolick (pictured on stage), implored the industry audience to inject excitement into everything they do and to experiment with extreme ideas and videos that will capture the attention of the next generation of promo sellers and buyers.

For more advice and tips, check out ASI’s video interviews with:

  1. Lion Circle’s (asi/67620) Rich Carollo, who’s been leading the charge for competitively priced Made-in-the-U.S.A. products.
  2. Tommy Lewis of Bob Lilly Professional Promotions (asi/254138), winner of the Power Summit’s annual “Marketing Smackdown.”
  3. Keynote speaker Adrian Gostick, New York Times bestselling author of The Carrot Principle and an expert on motivating employees.

And don’t forget to check out ASI’s Facebook page, for pics by Jake (@Phillyspread).

The whole point of smaller, more intimate get-togethers like the Power Summit is for people to learn from each other, make new contacts and deepen friendships with people they already know (or think they know).  So I’d like to thank everyone who joined us, and each and every speaker and panelist. Quality ruled!

Throughout the summit I was thrilled. But I was also saddened to hear a young sales star – who sells several million dollars in promo products a year – say he doesn’t think our industry is sexy and that he never tells friends what he does for a living.

In my final address to the Power Summit attendees I shared that story – and really let loose in response. I told our audience I’ve been excited by the industry since the day I started nearly 11 years ago. I’m proud of what I do and of the incredible ROI promotional products provide. Every day, I’m amazed by the continual creativity of our products and the talented people in our industry. I can’t imagine having more fun anywhere else.

Rewind on a Redesign

Filed under: Guest Blog, News About ASI

One of the things I love about working in magazines is that when you work really hard on something and are unabashedly proud of it, you have a finished product you can actually look at and read through. That’s how I feel about the redesigned Wearables® sitting on my desk right now. It takes a lot for me to offer such naked praise for something I helped create, so believe me when I say I really think our September issue looks fantastic.

Not that it was easy. It took months of hard work between myself and our very talented art team: Art Director Hillary Haught, Senior Editorial Designer Glen J. Karpowich and Editorial Photographer Mark Pricskett. They had the jump on me months before our first meeting when they started posting potential fonts on the corkboard in their back office.

Some things we knew from the beginning. We wanted a bold, yet elegant, look that captured the best qualities of today’s leading fashion magazines. We wanted to grab the reader’s attention with the way we presented industry products. And we wanted to consolidate the information in the magazine into a few tightly focused sections.

I look at Wearables as a hybrid: part fashion, part business. We dig into the leading runway trends because they have a significant influence on what our readers’ clients want as well as the products that suppliers bring to market. We want our readers to be ahead of the curve on these trends. That emphasis allows us to take a creative approach in presenting apparel, just like some of the leading style magazines you see on newsstands. (Yes, that was me at the Neshaminy Barnes & Noble grabbing Details, Harper’s Bazaar, Glamour and more.)

Throughout the redesign process, it was enjoyable to see the look of the magazine take shape. I spent many afternoons at Glen’s desk trading design ideas, revising mock layouts, debating one decision versus another. Sometimes there were unexpected hurdles. For example, the font we initially chose – Bauer Bodoni – looked great when we mocked it up in our “Trends” section. But later on we discovered that in articles with a lot of copy it was hard to read because of its thin design. That sent us back to the drawing board.

Of course, a new look doesn’t mean much unless it’s tied to meaningful content. That’s partly why we chose to debut it in September, so it can be used in our Style Issue, which always features a stunning photo shoot for our Fall Fashion Preview. Mark always does a great job with it, and we decided to take it to another level this year with colored backgrounds, set props and edgy styling. Each photo shoot always is an adventure; you go in with a plan for the outfits, but then inspiration strikes and you end up with something completely different (and far better) than what you originally planned. We had a Carhartt shirt the model was going to wear to showcase the plaid trend. Midway through, our stylist Conrad Booker thought it would look better backward. I thought he was crazy at first, but it ended up looking fantastic. That outfit became our cover.

I’d like to think a redesign is like a relationship: It’s easy to fall in love with it, then take it for granted once you get used to it. Our goal with Wearables is to avoid falling into that trap. We want to keep pushing the boundaries of what we can do with design – and I know our editorial design team is eager to keep unveiling new tricks. In addition, we want to keep providing what our readers want: spotlights of the latest trends, effective ways to improve their businesses and in-depth information to keep them ahead of the curve. Keep looking for our “Screen-Printing Success” section, too, which features all the latest decoration trends, techniques and products. Decoration is the differentiator in our industry, and the ones who do it well really stand out.

Everyone I’ve talked to really likes the new design, which is comforting to know. I hope you will like it too. Visit www.wearablesmag.com to see the redesign issue, and don’t hesitate to tell me what you think by e-mailing me at cmittica@asicentral.com.

– C.J. Mittica, Wearables editor