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.
August 5, 2013
Remember the dark days of the Great Recession? We were mired in a subprime mortgage crisis, losing millions of jobs and experiencing 10% unemployment. Nearly every industry took a hit, including ours. Distributor sales dropped to $16 billion in 2009, down from a record high of $19.8 billion the year before.
Today, our industry has almost fully rebounded, with total 2013 distributor sales expected to reach new heights, according to the latest “State of the Industry” report from Counselor magazine. Counting Q2, in which sales rose to $4.9 billion, we’ve now enjoyed 14 straight quarters of growth.
Of course, anything can happen between now and the end of the year. Regime changes, shifts in consumer confidence and even natural disasters could impact profits and sales. And I know we’re all holding our breath to see how the ongoing implementation of the new federal health care law affects our bottom line.
But for now, I’m happy to spread a little good news for a change.
It’s time to capitalize on the gains, increase sales, spend a little more on marketing – and get the word out about the ROI and high rate of advertiser recall of promotional products. With the U.S. economy still struggling to gain a firm foothold, a lot of companies, schools and non-profits continue to count every penny, which makes our message all the more compelling.
ASI makes it easy for you to go on your next sales call armed for bear, with tons of useful stats about the health of our industry and viability of our products. If you haven’t already, read Counselor’s SOI issue cover to cover and cherry pick the stats and info most useful to your business. And be sure to read the growth strategies that are working wonders for industry leaders – and put them to work for you.
Along with tons of sales-generating ideas, this year’s report analyzes 2012 sales to determine the biggest markets and most popular products. This year, health and education kept their grip on the number one and two markets, while manufacturing and construction both rose, providing new opportunities.
Other highlights from the 2013 Counselor “State of the Industry” issue include:
The SOI report, which comes out in print and online, is considered the most important and influential in the industry, for good reason. It’s a definitive analysis of this industry’s most recent past as well as a roadmap to the future. So do yourself and your business a favor and check it out.
And keep an eye out this fall for ASI’s next Global Advertising Specialties Impressions Study. We’ve got researchers in the field now – surveying end-buyers from Atlanta to Australia – to give you even more powerful data proving ad specialties are a high-impact, cost-effective ad medium.
In the meantime, you can visit ASI’s customizable End-Buyer Website for even more surefire methods of selling the ROI of promo products to prospects and buyers.
July 3, 2013
It’s all things tech at ASI®, with upcoming technology workshops led by our CTO in Chicago and over 10 new features in the latest ESP Web® upgrade (our 6th, if you’re counting).
The ESP upgrade was designed with ease of operation in mind, allowing distributors to quickly create and manage their preferred supplier lists and for new suppliers to introduce themselves and their products to the industry.
My favorite new feature might be the “Joe Show” hot products videos you can now access from ESP’s home page, along with clickable product links. Joe, one of ASI’s most experienced editors, dishes out clever campaign ideas and tips with each new show. And thanks to Joe’s turbo-charged personality, you get a big dose of entertainment along with useful tidbits you can mimic on sales calls.
Other smart new features include one-click virtual sample editing (just click the wand to open the editor) and top sellers in the page footer, along with larger images of the most popular products. If you’re like me, you want intuitive features, a clean design and, above all, simplicity. If you’ve checked out ESP’s latest and greatest, please let me know what you think by posting a comment or e-mailing me here. I’m also on Twitter and LinkedIn.
And if you’re joining us at ASI Chicago, taking place Tues., July 16 (education day), Wed., July 17 and Thurs., July 18 (exhibit days) at McCormick Place, stop by the ASI booths for a demo. (Show registration is still open at www.asishow.com or by clicking here).
That Wednesday, we’re also offering one-hour workshops led by our chief technology officer, Armughan Rafat, who will make sure you’re up to date on ASI’s latest technological advances and help you map out your business strategy to include all the updates coming down the pike.
We’ve scheduled two sessions to choose from: 10-11 a.m. (includes refreshments) and 12-1 p.m. (includes lunch on ASI). Armughan will leave time at the end to answer any questions – and to hear your ideas and suggestions for future improvements. The workshops count toward your BASI/MASI, too.
Click here to register for either session.
April 22, 2013
To triumph in today’s supersonic business world, technology must pass a pretty stiff litmus test for speed, ease and intelligence. With that, I say welcome to the new ESP Web® experience.
ASI’s world-class technology is taking a big step forward with a major upgrade that will help distributors increase sales and power up productivity. The best part? It’s already live for all users of ESP. And there’s no fee for the upgrade. Current ESP Web subscribers are automatically upgraded.
Check it out, and if you have any questions, click here for tutorials and more.
From the start, our goal with this upgrade was to make ESP® even more of an online business partner – a partner that intuitively knows what you want and helps you get it, as quickly and easily as possible. So we made it as close to a real-world Google experience as possible – with performance speeds on numerous features increasing a whopping 60%. Put these simple, intuitive tools to work for you to search and source products faster than ever before.
ASI’s technology and user experience teams worked for over a year on design and implementation of the new ESP Web, incorporating critical feedback from numerous industry focus groups in order to transform the ESP experience. The hottest new ESP Web features include:
If you’re not already a believer, please demo the new ESP Web at our upcoming ASI Shows® in New York City (Wednesday, May 8 and Thursday, May 9) and Chicago (Tuesday, July 16 through Thursday, July 18).