October 16, 2014
It’s here: ASI’s groundbreaking global research report packed with stats and graphics to help you convince customers to spend more of their marketing moolah on promo products.
Click here for a quick, catchy YouTube video on the study and here to ASI’s 2014 Global Advertising Specialties Impressions Study in its entirety.You’ll also find easy-to-understand graphics to save and share. I encourage you to post the video and the study link (www.asicentral.com/study) on your own business website to further spread the word about the incredible power of promo products.
The strongest number to tout is promo products’ commanding advertiser recall among 85% of consumers surveyed. People really remember the advertiser on logoed items, largely because they see or use them nearly every day. In fact, most people own about 10 items they generally keep for seven months.
Can you remember a single advertiser from the last time you watched TV? I’m betting you can’t. Perform this simple test on your next potential customer and you just might score a sale.
ASI conducted its first comprehensive research study in 2006. In a nod to our increasingly global marketplace, this year’s study contains far greater global reach, and features several differences worth noting. For the first time we:
This year’s data updates prior years’ reports by expanding interviews into two cities in Mexico (Monterrey and Mexico City) and several additional mid-major markets: Tampa, Charlotte, Minneapolis, Denver and San Diego.
Through conversations with real people who get, use and share ad specialties, we gauged the reach of products, consumer’s perceptions, their influence on buying decisions and their influence on the perception of the advertiser.
After thousands of interviews with businesspeople and students in key cities across North America, Canada, Europe and Australia we can say with certainty that ad specialties are one of the most high-impact, cost-effective advertising mediums around.
And, since knowing the likely recipient of products is paramount for an advertiser, we made sure to include demographic information broken down by political affiliation, ethnicity, gender, age and income.
What’s most impressive is that no matter where we polled consumers, we found end-buyers who feel good about the brands on promo products they use day in and day out. When’s the last time an annoying TV or radio commercial made you feel good? I rest my case!
Another conclusion that resonated with me: First and foremost, consumers want products that are useful, like pens and USB drives. In Canada, 82% of consumers polled said that’s why they kept branded items, the highest percentage of any country.
The study is a living document that’s meant to be used – not scanned once and forgotten. It’s powerful data you can, and should, refer to again and again. Cherry-pick graphics that work best for your business and post them, share them and pass them out on sales calls.
September 17, 2014
A major theme of this year’s U.S. Power Summit was helping prepare the promotional products industry for the future. The keynote speaker, Forbes publisher Rich Karlgaard, advised business leaders committed to growth to hire more people who can deliver different solutions to the organization, while futurist John Smart encouraged companies to invest in e-commerce and mobile platforms.
And since suppliers and distributors must be prepared to meet the ever-growing demand for faster service and order processing, we also invited industry experts to discuss the “need for speed” during a session highlighted by an actual drone demo. While flying drones (pictured, right) are really cool, our bigger point in bringing them to the power summit was to get industry people to start thinking about ways they can be utilized in in areas like warehouse inventory and Amazon-like delivery.
This year, the 2014 ASI® Power Summit in Scottsdale, Arizona, attracted about 200 of the most influential distributors, suppliers and decorators in the industry. From the early feedback I’ve gotten, everyone enjoyed the superior content and business discussions, which were helped along during fun activities like golf and a visit to a nearby ranch for lassoing and skeet shooting. The fine scotch helped too, I’m sure.
Click here for Facebook photos of the action.
We packed a lot into three days. During my Q&A with alphabroder CEO Norman Hullinger, we even broke some news about his plans to double the size of the company in the next five years – and for sales to hit $1.6 billion. In 2013, the number-one supplier on the Counselor® Top 40 list posted sales of $697 million.
Future growth for alphabroder will come from acquisitions and organic growth, especially growth in ad specialty distributorships. But the really big news from alphabroder concerned expanding beyond apparel to a line of hard goods – an expansion that will likely come about through acquisitions as well as internally.
Throughout the power summit, ASI’s editorial staffers provided full coverage of happenings along with video interviews from all major presentations. To read more:
When I say we packed a lot into this year’s U.S. Power Summit, I mean we packed a lot into this gathering. We also released the names of the industry’s most powerful people with the 2014 Counselor Power 50 list. Click here to read our press release with more detail and click here for the full list, topped by Marty Lott and Jeremy Lott of SanMar.
Finally, we also released the 2014 Global Advertising Impressions Study, a cost analysis of promotional products versus other advertising media. For the study, our research team conducted thousands of in-person interviews with businesspeople and students in key cities across North America, Canada, Europe and Australia. This year’s data updates prior years’ reports by expanding interviews into two cities in Mexico (Monterrey and Mexico City) and several additional mid-major markets: Tampa, Charlotte, Minneapolis, Denver and San Diego.
Ultimately, the comprehensive study provides buyers and sellers of promo products with powerful data to convince clients worldwide that ad specialties can increase sales and brand exposure.
If you were at the Power Summit, thanks for joining us! I’d love to know what you thought – and any suggestions you may have for next year’s event, which we’re already planning at the St. Regis Monarch Beach Resort in Dana Point, CA in November 2015 (www.asicentral.com/psreg).
September 8, 2014
One of the best aspects of any ASI Power Summit is up-close access to some of the greatest media and marketing minds in the world. At this week’s event in Scottsdale, AZ, we’re privileged to have Forbes publisher Rich Karlgaard as our keynote speaker.
A North Dakota native, Karlgaard is an author and entrepreneur who went from security guard to head of one of the hottest legacy media companies in the Google Age – and I can’t wait to hear his thoughts on the five factors that will dramatically affect business growth in 2015 and beyond.
There’s more. The 2014 Power Summit – our 8th U.S. event! – at the Four Seasons Scottsdale includes a packed slate of industry insiders who will share their strategies on everything from customization, mobile marketing and demographic shifts to doing business in Mexico and making the best hires.
We’ve gathered an intimate group for three days in Arizona’s Sonoran Desert, Crescent Butte Mountain, Pinnacle Peak and the Valley of the Sun. We’ll pack a lot of learning into the sessions, but will leave plenty of time for a first-class, quintessential desert golf experience and celebrations.
In addition, members of Counselor magazine’s prestigious Power 50 list will also be on-hand to share their plans for seizing the future and making even greater inroads to industry success.
The Power Summit experience is one of the best events ASI offers, and here’s why: Instead of the rush of a trade show, we get to spend real time getting to know one another in a relaxed setting that’s conducive to late-night talks and early morning runs. While we kick it up a notch during our panel sessions – which include group brainstorming to hammer out solutions to common industry problems and even a creative marketing smackdown – we incorporate time for genuine relationship building. And isn’t that what doing business together is really all about?
July 17, 2014
ASI celebrated its 15th anniversary of hosting a national trade show in Chicago in a very big way. This show had it all: art, commerce, education, networking and, above all, fun and flair.
The show featured 50 education sessions, leading suppliers, 22 team-building distributor sales meetings and a multimedia keynote by graffiti artist, entrepreneur and motivational speaker Erik Wahl on using creativity to supercharge your potential.
Go to www.asicentral.com for complete coverage of the show, including blogs and videos from ASI’s ace on-site editorial team.
To me, innovation was the word of the day on a bustling show floor. I saw tons of new packaging ideas, along with some traditional decorating techniques applied to new products. And, everyone seemed to really benefit from the new Signage + Decoration pavilion and the two days of demos inside. After seeing the techniques, I’m sure distributors will gain a new appreciation for the decorating suppliers do for them.
The feedback from the Erik Wahl keynote was also tremendous. He actually painted right on the stage and spoke about the importance of creativity to business – which are not two words most of us use together in the same sentence. But it makes sense to think outside the box for inspiring ideas.
I think my favorite part of the show was the heartfelt speeches made by winners at Wednesday night’s 2014 Counselor® Awards. I especially loved the speech by Gary Hellinger, of Gary Plastic Packaging Corp. (asi/55990), who won the Marvin Spike Lifetime Achievement Award. ASI Chicago was the very first trade show he’s ever been to. And I almost choked up as he described his operation in the South Bronx, where he has 600 employees working three shifts. What a sweet guy.
At the ceremony in the very cool Museum of Broadcast Communications in Chicago we also announced the Top 40 Distributor and Top 40 Supplier rankings – the largest companies in the industry based upon 2013 revenue. For more info, go to www.asicentral.com. For the complete list, click here.
Our Counselor Person of the Year, Norman Hullinger, CEO of alphabroder (asi/34063) (pictured with me, right), was loudly applauded by his team members for expertly guiding the company through an unprecedented period of change, acquisitions and re-branding. As I said during my speech, talk about daring!
Throughout the show, it’s been great to talk to people and to hear how bullish they are on the second half of the year. Suppliers and distributors alike are very positive on our industry and are looking forward to a stronger finish than ever.
ASI Chicago took place Tuesday, July 15, through Thursday, July 17, at McCormick Place and featured 750 exhibiting companies – including numerous Counselor Top 40 suppliers and 105 exhibitors new to Chicago this year. Total distributor attendance was more than 4,300, from distributor firms based in 42 states and eight countries. The show is the largest ad specialty trade show of the summer.
The reviews were excellent:
One of many special benefits ASI members could take advantage of included free education, which featured strategic sessions on scoring sales as well as a new Screen-Printing Success Track, part of ASI’s new relationship with ST Media, sponsored by Workhorse Products. We also unveiled the new Signage + Decoration Pavilion, produced in partnership with ST Media, featuring well-known equipment companies and live education allowing attendees to explore niche sales ops and speak to experts in potential new markets.
Exhibitors were delighted with the show because it gave them a terrific opportunity to display their latest, greatest products, talk to numerous distributors and discuss creative ad campaigns. Jennifer Grigorian from Hit Promotional Products (asi/61125), said, “The ASI Shows deliver very good traffic. We always leave with new relationships and really benefit from spending one-on-one time with our customers.”
The show also featured the debut of the #ASIpromocar, an “Art Car” decorated with a variety of promotional products donated by ASI suppliers and driven 750 miles from ASI headquarters in Philadelphia to the show, where it was on display and available for people to sign and get their photo taken.
The car is intended to drive attention to the creativity and ingenuity in the promotional products industry, and it was a big hit. I sure hope everyone got the chance to see it – and to sign it! (See ASI’s Matthew Cohn signing at top). Now, all we have to do is drive it safely back to ASI headquarters outside Philly. I’m very happy to report we only lost a single pen during the drive out. I’m now taking bets on how many we’ll lose on the trek back.
An unprecedented roster of business and leadership trailblazers includes Steve Wozniak and Peyton Manning. For information on exhibiting or sponsorship opportunities, contact Karen DiTomasso, vice president of sales, at firstname.lastname@example.org.
July 16, 2014
ASI is celebrating its 15th anniversary of hosting a national trade show in the great city of Chicago with a ton of fun and flair. The show features info-packed education sessions, top-flight suppliers, team-building distributor sales meetings and awesome presentations.
ASI Chicago takes place through Thursday, July 17, at McCormick Place and features numerous Counselor® Top 40 suppliers and over 100 exhibitors new to Chicago this year. The show is a big draw to entrepreneurs, CEOs and small business owners located throughout the Midwest, and beyond.
At the traditional ASI Show dinner attended by show employees ASI’s chairman, Norman Cohn, shared some wonderful stories about our 15 years in Chicago, which is one of my all-time favorite cities to visit. We all love coming here and hope everyone is enjoying everything the city has to offer (including those amazing restaurants).
At the show, Thursday’s highlight is sure to be Erik Wahl, a best-selling business author who believes creativity is the new corporate capital, who will actually paint right on stage during his keynote.
ASI’s education featured a special half-day session with business guru Stephen M.R. Covey titled “Selling at the Speed of Trust.” Education also included a new Screen-Printing Success Track, part of ASI’s new relationship with ST Media, sponsored by Workhorse Products.
As part of this new relationship, we also unveiled the news Signage + Decoration Pavilion, featuring well-known equipment companies and live education (both days). I hope you take the time to stop by and check it out.
Chicago is a city that loves its art – both public street art and on display in wonderful museums. In a nod to that creativity, ASI did something really fun: glued a variety of promotional products donated by ASI suppliers to a used Mazda we then drove 750 miles from ASI headquarters in Philadelphia to the show, where it’s on display and available for people to sign and get their photo taken.
The car is intended to drive attention to the industry’s ingenuity and to the products themselves. Nothing says durable like surviving a trip through four states on a high-speed interstate! During the drive we only lost a single product. If you took pics of the car please post to your social media using hashtag #ASIpromocar.
The show excitement continued at the prestigious 2014 Counselor® Awards, held this year at Chicago’s Museum of Broadcast Communications. At the black-tie ceremony, Counselor announced the Top 40 Distributors and Top 40 Suppliers rankings – the largest companies in the $20.5 billion promotional products industry, based upon 2013 revenue. We also named Norman Hullinger, CEO of alphabroder (asi/34063), as Person of the Year and Suzanne Worwood, merchandising VP of 4imprint Inc. (asi/197045), as International Person of the Year.
Go to www.asicentral.com for complete coverage of the show, including blogs and videos from ASI’s on-site editorial team. For more photos, be sure to visit the ASI Show Facebook page and ASI’s Facebook page.
July 8, 2014
There’s no better time than summer to tackle an offbeat project, all in the name of fun. In that spirit, ASI created an “ArtCar” that we’re driving over 750 miles from our headquarters outside Philadelphia to display at ASI Chicago. Think of it as our “moving billboard” advertising the promo industry.
The campaign is called “Driving Serious Fun” – a nod to the industry’s creativity and to the wacky idea of gluing dozens of logoed items to a used Mazda in the hopes of attracting attention via social media. The hashtag is #ASIPromocar and we’d love it if you’d follow/share/like us on ASI’s Facebook page and on Pinterest here and here.
To see how we did it, watch our video on YouTube.
At the Chicago show, the Promocar will be on display in registration. If you’re there, please stop by and check it out. I’m betting you’ll be amazed at how long-familiar items like stress balls can be transformed into something wholly unique.
When we started this project over a month ago, I didn’t know much about ArtCars. Turns out, the ASI Promocar is part of a long, strange tradition, ranging from VW buses decorated by artistic hippies in the ’60s all the way to mutant vehicles on the Playa at the annual Burning Man festival.
As long as sight lines are maintained and vitals like headlights, gas tank and doors remain accessible, there’s no law against painting and decorating your car with pretty much anything you’d like. Who knew?
For our part, we didn’t want to just glue a bunch of stuff to a car. We wanted to maintain the “art” in ArtCar through patterns, color and design.
All told, painting the hood and roof to resemble a road took the better part of a weekend, with the main gluing requiring three days work in our warehouse. The project took nine willing employees, 10 tubes of silicone glue, six rolls of painter’s tape, 50 pairs of gloves, two cases of bottled water, three cans of Rustoleum paint mixed with playground sand to resemble asphalt, a lot of very loud rock and roll, six fans for ventilation, a drill, a sander, a sense of humor and a ton of patience (imagine how long it would take to adhere a pen to the side of your car – then multiply it ten-fold).
To get us started, we put out a call for logoed items to suppliers and the following companies jumped in and donated products like mousepads, key chains, pinwheels, flip-flops and pens:
Having never done anything like this before, we had a lot to learn. Although thoroughly researched, every car and every object is different, and there are a ton of variables – not to mention moving parts, high speeds and weather. We road tested the Promocar at 60 mph on I-95 when we finished and so far, so good.
P.S. You’ll have to look close, inside and out, to see how we used the various products. Hint: Inside, look up and in the back seat. You might even see a few familiar “faces.”
July 7, 2014
When you think it’s Friday though it’s really Tuesday … when you’ve judged a dessert bake-off and participated in a wine tasting … when you’ve stopped in your third time zone in a day … when you’ve talked to more enthusiastic employees than you can count … then you’re officially indoctrinated into the Counselor Best Places to Work Road Tour.
This is the fourth year Counselor has embarked on its cross-country tour, but it was my first time along for the ride. My Road Tour companions, Counselor Editor Andy Cohen and Editor-in-Chief Melinda Ligos, told me it would be fun but tiring – which is exactly true. Logging roughly 5,400 miles by car and plane in the span of five days isn’t easy.
But it’s also a lot of fun. The qualities that make these companies such great places to work – fun, creative, engaging – also makes them excellent hosts. We played soccer with the team from SnugZ USA (asi/88060), celebrated the 20th anniversary of Pinnacle Promotions (asi/295986) and even competed in a Rock-Paper-Scissors tournament at Specialty Incentives (asi/331870). (Should have gone with paper, Andy!) You can read all of our adventures by visiting Counselormag.com/Roadtour.
We’ve featured these companies often in the pages of Counselor and Wearables, but you can’t truly grasp their amazing cultures without visiting them in person. I was struck by many of the things they shared. Their attention to office design, particularly open, airy spaces with inviting meeting areas that foster collaboration. The measured approach they take to hiring the best people instead of rushing to fill a position. Their adherence to a core set of guiding principles – which, in the case of eCompanyStore (asi/185782) and PromoShop (asi/300446), was printed right on the back of their branded shirts.
My Road Tour experience reaffirmed my belief that great places to work aren’t built by accident. They are the product of conscious and thoughtful planning. To learn some of the best practices that make an inviting work environment, you should attend ASI’s second Counselor Best Places to Work Conference Friday, July 18 at the Hotel Chicago Downtown.
Speakers from top industry companies will touch on hot-button issues like health care along with excellent motivation strategies (happy hours, to start). ASI will also recognize the companies on Counselor’s Best Places to Work list that will be present at the conference.
And, be sure to check out Counselor’s annual Best Places to Work issue, which arrives in September. And get ready – next year, we might be visiting you.
In the top pic, I’m celebrating a victory over Danlyn Iantorno, the COO of Specialty Incentives, in Rock-Paper-Scissors. The bottom pic is Melinda and I at the wine tasting at A+ Wine Designs.