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Game On in Dallas

Filed under: ASI Shows, News About ASI

Since I live and work so close to Philadelphia, I’ve become a big fan of the Eagles football team. In 2005, I was even lucky enough to watch them play in Super Bowl XXXIX against the New England Patriots in Jacksonville, Florida – a very big deal for someone whose high school was too small to support its own football team.

Now I’m gearing up for a Q&A with one of the greatest players of our time, three-time Super Bowl champ and former Dallas Cowboys quarterback Troy Aikman, who graciously agreed to step in as a last-minute keynote speaker at the ASI Show® in Dallas. I’ll interview Aikman, an Emmy-nominated FOX sportscaster, Thursday, February 5, at 8:30 a.m. at the Kay Bailey Hutchison Convention Center, on the final day of our three-day show.

If you have any questions for Troy, please post a comment or email me at tim.andrews@asicentral.com.

Most recently, Aikman jumped into the fray over the “deflategate” controversy, going so far as to call for severe punishments for Patriots quarterback Tom Brady and head coach Bill Belichick for those deflated footballs. I like a guy who speaks his mind and can’t wait to see what else he has to say about life on and off the field.

Aikman is sure to have some great stories about working for one of the most recognizable brands in the world and how he transitioned from one successful career to another without missing a beat.

In addition to the Q&A, Dallas offers a ton of other highlights:

  • Concurrent Education Programs, with 45 courses on Tuesday’s education day, 9 a.m.-4:25 p.m., with all sessions qualifying for points toward the ASI Certification Program.
  • The Joe Show Live Tuesday morning, hosted by Joe Haley.
  • The new Explorers Club, featuring rock climbing at Summit Gym, and the Diner’s Club at Bolsa Dallas on Tuesday.
  • The new Yoga Club and Runner’s Club on Wednesday.
  • Gala celebration at Eddie Deen’s Ranch Wednesday night.

Click here for the complete schedule with times, etc.

If you see me in Texas, please be sure to stop me and say hello.


Sharing Our Story

Filed under: Community, News About ASI

Earlier this week, I sat down with a group of distributors to discuss an informative 30-minute program ASI has aired on a few cable stations that we hope captures the excitement of this business, the power of promotional products and its importance to marketers. The distributors’ concerns and questions over the program echo some online discussions making the rounds, and I appreciated the opportunity to share my own feelings and answer some questions.

Our main goal in airing the program was to communicate why we’re all in this industry and what it can do for others looking for an interesting career and a new way to be successful. Through initiatives like this program and ASI’s long-running education and PR outreach, we’re hopeful business-minded people and entrepreneurs – and especially more women, young people and minorities – will get interested enough in our industry to learn more.  Maybe they’ll join as distributors, become account execs for a current distributor, or even start buying promo products to get the word out about their own business.

The very closely focused test with the program is nearly complete, and we won’t be able to judge for several months if it was worth the investment – measured by people who respond for information, attend some follow-up online educational sessions and other metrics for these types of programs. In terms of the test, it’s been run in a few markets, airing weekends or late at night to a few thousand viewers, similar to a direct-mail campaign that any distributor, supplier or decorator might conduct.

To put this test into perspective, we haven’t been airing the program during the Super Bowl to 100 million people. We deliberately chose to air it over specialized cable networks like CNBC and Fox News with visibility only to entrepreneurs and people looking for a career switch or a second career – people likely with business acumen that would add to our industry.  We worked with outside experts to identify the couple of channels that would include entrepreneurial business types and specifically exclude general consumers.

Interestingly, but not surprisingly, more than one person at the table of distributors in Vegas told me they got into this industry after learning about it through word of mouth, from a friend or through a distributor they met at places like church.  Today, social media and video are the new word of mouth and the ways friends keep in touch and share new ideas.

For over 60 years, ASI has worked hard to communicate the excitement we all feel about this business, scoring numerous positive stories in major national outlets like the Wall Street Journal and on networks like MSNBC.  Equally as important, we’ve worked to protect the integrity of the industry by championing a strong business model that supports the success of both suppliers and distributors. We’re not about to change now.

But everyone doing business in today’s world is facing new challenges and with them new opportunities. Now more than ever, we need to work together to keep the industry healthy and viable – and growing.  Worries about possible competition should be outweighed by the need for a strong, diverse, growing work force.  And more and more people understanding our $20.5 billion industry provides great ROI for invested marketing dollars.

At the same time, it’s as important to us as it is to you that anyone joining the industry is interested in sourcing products for resale to prospects and customers.  From time to time I hear from a current distributor that someone who isn’t qualified has joined ASI. Often, this is a bit of a story passed down the lane, with no direct information.  But in other cases we’ve been provided hard contact information and always fully investigated the situation.  Sometimes the rumor isn’t true.  But in the few cases when it has been, we’ve kicked them out for misrepresentation.  If you ever have any questions about someone’s true intentions, please let me know.  We’ll investigate to make sure they meet ASI’s qualifications, which remain the same for new distributors no matter how or when they join – without exception.  And we’ll let you know the outcome.

During my chat in Vegas, the distributors also suggested ASI reach out to colleges and college students and introduce budding entrepreneurs and marketers to an industry they might not even know exists.  Business students learn about buying and using TV, radio and Internet advertising, direct mail and everything else under the sun, but marketing programs rarely mention the power of promotional products and their incredible ROI.

We’re already on this, but are looking to do even more.

For two years, ASI has worked with Babson College to help business students and budding entrepreneurs gain work experience in the promotional products industry. (For more info on that program, click here). We’re now expanding that outreach to other schools, hoping to encourage other business colleges to join us in helping teach tomorrow’s entrepreneurs about this exciting, creative industry.

If you have any ideas about other partnerships we can pursue, or schools we might contact, please let me know.  Personal connections make these types of trials and introductions much more effective.

As always, I do want to know what you think.  So please email me here to further discuss these or any other issues.  And certainly feel free to share your thoughts by posting a comment to this blog.


“The Woz” Wows Orlando Show

Filed under: ASI Shows, Community

Here’s another great example of the strange new times we live in: I’m walking with Apple co-founder and ASI keynoter Steve Wozniak soon after he blew away 1,000 people at our Orlando show, when we pass a table of five convention center employees – all buried in their phones. They never once looked up from their devices, missing a once-in-a-lifetime chance to meet face-to-face with the man who invented the industry that made those cell phones possible. Incredible!

I loved Wozniak, an engineer who single-handedly kick-started the personal computer industry in the 1970s by inventing the Apple I and II computers. He’s the only person I’ve ever met who speaks not in complete sentences or even complete paragraphs – but in book chapters. To actually sit on stage with the inventor of an entire industry and ask him questions was unbelievable.

And I’m happy to report he couldn’t have been nicer or more gracious, posing for photos with everyone who crossed his path (if they bothered to look up from their phones, that is). He even gave out his email and signed show badges, books – and dozens of iPhones and iPad, including mine (pictured, in the #ASIPromocar).  He made a thousand new friends on Tuesday, the closing day of ASI Show® , which started Sunday at the Orange County Convention Center.

He was energetic, likeable and low key, riveting everyone with insider stories about founding Apple with Steve Jobs in 1976. “I never wanted any fanfare,” said this lifelong engineer, who’s always preferred inventing to marketing. “The builders are the important people in my mind.”

I especially enjoyed it when he said he loved promotional products, recalling a branded insulated travel mug one of his companies gave to employees that miraculously kept beverages hot for two days. As he told us: “It’s a great way to get the word out.”

After the Q&A, Wozniak also toured the show floor (pictured, center of top pic, with ASI vice-chairman Matthew Cohn, at left), surprising attendees and happily posing for photos and gathering so many samples we had to get a bag to carry them in. Kristen Beck, of Alligator Events in Sebastian, FL, made a point of thanking Wozniak, a former teacher, for his inspiring words about the importance of education. “He was awesome,” she said. “It surpassed my expectations.”

What a guy. What a show! For more, click here for an interview with Counselor magazine editor Andy Cohen.

Wozniak was just one of many highlights of ASI Orlando, which kicked off the 2015 selling season with 745 exhibitors and 6,084 attendees from 49 states and 22 countries, with distributor attendance up 8% over 2014. All told, a record 27 companies chose Orlando to host their sales meetings, an increase of 35% from the previous show.

The show more than delivered quality attendance and top-performing salespeople, exceeding all of our expectations. And, there were a ton of new features, making the experience wholly unique.  In addition to the “Marketplace!” showcasing featured products from five of the most popular money-making industries, and the Social Lounge, with huge comfy recliners so people could settle in to watch a live feed of show photos tagged with #ASIOrlando, we hosted a “Minute to Win It” game show. People went crazy competing for prizes by playing outrageously fun games onstage.

Distributors and suppliers also came together at new Networking Clubs, where they ate together, downed martinis, did yoga and even wakeboarded.

To add to the fun, we also brought the #ASIPromocar to the show, putting it on display for people to take photos and sign the inside. No one could believe we’d driven a car covered in hundreds of promotional products over 2,000 miles so far – without losing more than a few pens. For proof of the resiliency of our industry, look no further than our “moving billboard.”

Monday night, ASI’s Counselor® magazine also announced the winners of its 2015 Distributor Choice Awards. I was very pleased to announce Ariel Premium Supply (asi/36730) as our Supplier of the Year. As I told the crowd, Ariel enjoys a 0.4% internal error rate – which means this $30 million company is near perfect when it comes to pricing, sourcing, personalizing, decorating, packing and shipping. No wonder they won the top prize. The enthusiastic group that accepted for Ariel is at right.

For complete coverage of the show,  visit www.asicentral.com.

And don’t forget to register now for our upcoming 2015 ASI Shows: Dallas (February 3-5), Long Beach (March 24-26), New York (May 5-6) and Chicago (July 14-16).

Onward to Texas!