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Inspiration and Motivation at ASI Long Beach

Filed under: ASI Shows, Community, Education, Members, News About ASI

ASI’s Long Beach keynote speaker Jillian Michaels – an internationally known fitness expert who single-handedly built a healthy-living empire – was as down-to-earth as a friendly neighbor. While waiting backstage, she kicked off her high heels and showed our crew pictures of monarch butterfly caterpillars from her Malibu backyard.

She’s only 5-foot-2, but she radiates presence. And, she was so beautiful up close I was nearly mesmerized. Can you tell how much I enjoyed our on stage conversation? Right from the start, she enraptured our audience with her personal story of being an unhappy, overweight teenager who was bullied in school and yet managed to overcome it all, thanks in great part to her family’s support.

“As a kid, I was lucky enough to have two people who really believed in me,” she said. “Having people who support you and who believe in you is really critical.”

Through hard work and determination, along with a strong mentor and helpful clients, Michaels established a huge personal brand and starred in a hit reality TV show. I bet everyone who heard her positive, inspiring message left motivated to make changes in their life and in their business. I know I did.

Our conversation was a highlight of the ASI Show® Long Beach, held Tuesday, March 24, through Thursday, March 26, at the Long Beach Convention Center. Our show attracted 203 exhibitors and 1,643 distributors from 925 companies from 31 states and three countries. I was very happy to hear that the show also attracted 126 women-owned companies and 114 minority-owned companies.

For more on the show, recaps of education classes and to see pics, visit our Facebook page and www.asicentral.com.

We got great feedback from attendees like Rob Cunningham, of Uniflex (asi/92480), who said he really enjoyed the show. “We’ve had a lot of good traffic and great sales conversations with distributors.”

To me, that’s what it’s all about: making connections.

Distributor Bob Lewellen, of Kaeser & Blair (asi/238600), told us his company likes holding meetings in conjunction with ASI shows because they present good opportunities to meet face-to-face. “Our dealers like to come to the show so they can get product ideas and find new suppliers to do business with,” he said. “Plus, all of our dealers attend education – there is always something to be learned. The seminar choices give you a chance to focus on what’s important to you.”

There were lots of opportunities for fun, too, from networking events like dinner at Gladstone’s restaurant, to paddle boarding and beer tasting at our new networking clubs.

Hundreds of people also visited the ASI Promocar, a Mazda Protégé we covered inside and out with hundreds of promotional products donated by ASI suppliers. The Promocar (hashtag #ASIpromocar) is part of an ASI PR campaign called “Driving Serious Fun,” designed to drive attention to $21.5 billion promotional products industry and to spread the word about the industry’s creativity and ingenuity.

After Long Beach, the Promocar sets off on a 2,700-mile journey across 12 states. Make sure to follow the car along the way through pics and blog posts on FacebookTwitter, Instagram and on ASI’s website, www.asicentral.com. The car already has 190,000 miles on it, so wish us luck!


Give Big or Go Home

Filed under: Members, News About ASI, Using Ad Specialties

The results of ASI’s just-released corporate gift-giving survey show six in 10 companies plan on thanking clients and employees with holiday gifts this year. What’s most surprising to me is that the number isn’t 10 in 10. Smart business owners know the best way to keep clients coming back – or to court new business – is to show appreciation.

Gifts don’t have to be extravagant, but according to Advantages magazine annual “Gift Guide,” gifts that are thoughtful, cool, unique or useful will provide the greatest ROI.

While I admit I lingered over the celebrity robotic avatar offered in the Hammacher Schlemmer catalog (asi/59444) for a mere $345,000, a more reasonable choice for clients might be titanium luggage tags from Eddystone Designs (asi/51666). They’re terrific – indestructible, color laser-printed and shimmery to boot. I expect to own mine forever.

According to our survey, the main goal of giving gifts to customers is to express appreciation and develop relationships, as well as to generate good will and increase company awareness. I know whether I receive a Swiss chocolate tower, etched bottle of wine or a bacon-scented iPhone alarm clock this year, I’ll remember the giver for months, if not years – especially if it’s logoed. After all, phenomenal advertiser recall is what promotional products are all about.

For 2014, survey respondents told us that when choosing a gift, they consider an item’s attractiveness, durability and usefulness above all else. This year, nothing says “useful” like an imprinted power charger – a high-tech item that’s riding the rage wave. Give it to clients and they’ll carry it everywhere they go, from home to office to airport lounge.

Sure, you might consider giving a few top clients a case of lobsters or a branded (and memorable) Adirondack chair from AAA Innovations (asi/30023). But our survey results show most companies plan to spend an average of $43 per customer or prospective customer, with food/beverages, desk accessories, writing instruments and calendars topping the list.

When it comes to rewarding employees, most companies are spending about $50 per worker, with gift cards, food/beverages, apparel and cash bonuses as the most popular choices. Here at ASI, we thank each of our full-time employees with a check at our annual holiday party. You might consider a high-quality optical crystal slanted block clocks from Best Deal Awards (asi/47791).

If you’re still unsure what to give, or what to suggest to clients planning their holiday orders, here are a few tips culled from the pages of ASI’s magazines:

  • Don’t overlook packaging. There are all kinds of custom options available from suppliers, from playful to sophisticated. Plus, even though food and beverages go quick, if they’re packaged in a nice basket, bowl or imprinted wine carrier, it’ll be front and center all year along.
  • Remember the branding. This year, according to our survey, 68% of corporate gifts will sport a company logo.
  • Give the gift some real thought. One client raved to Advantages about receiving a custom pink superhero cape imprinted with her company logo, which made her feel like Wonder Woman. Another company gave employees a custom skateboard designed by the agency’s own creative team to symbolize their company’s “ride into the future.”
  • If it’s a client who loves quality, consider artisan items made with glass, fabric or leather, which can all be personalized.
  • Consider reliable standards like calendars. Triumph by BIC Graphic say that while some may consider calendars “old fashioned,” 74% of recipients remember the name of the advertiser who gave them a calendar and a whopping 75% of all households still rely on colorful kitchen calendars.

The bottom line is that people love gifts. When we asked survey respondents about the best corporate gift they ever received, answers ranged from days off, gift cards and a donation made to the recipient’s favorite charity all the way to fishing rods, Cincinnati Reds tickets in the corporate suite, blown glass insulated beer glasses and a weekend stay at a resort – with babysitting included.

Finally, even though December is the biggest gift-giving month of the year, you could set yourself apart from the crowd by sending your gifts out on, say, Penguin Awareness Day on January 20.

Let me know your gift-giving plans by posting a comment or emailing me here. I’m also on Twitter and LinkedIn.


Into the Future

Filed under: Community, Member Benefits, Members, News About ASI, Research, Using Ad Specialties

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.

Click here to watch an awesome YouTube video on the study results and here to read the study in its entirety.

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).

Please feel free to post a comment or email me here. I’m also on Twitter and LinkedIn.


Supplier Sales Rise Again

Filed under: Members, News About ASI

For the 18th consecutive quarter, suppliers in the $20.5 billion promotional products industry are reporting bigger sales, with revenues jumping an average of 5.1% in Q2.

Data shows more than half of suppliers (59%) improved Q2 sales, with 23% reporting revenues were unchanged and 18% with declining sales. At the same time, the U.S. is reporting a healthier job market, a recent surge in stocks and buoyed consumer confidence.

Such confidence is also being felt by six in 10 industry suppliers, who tell ASI they expect 2014 sales to be even better than 2013. More than three-quarters (78%) of supplier firms with $5 million or more in annual sales believe their revenues will improve in 2014. About 58% of smaller suppliers (less than $5 million in annual sales) anticipate their sales will increase this year.

Suppliers quoted in the latest Counselor PromoGram sound cautiously bullish:

  • “The economy was stable enough to drive a bit of consumer confidence and the technology category really took off,” said Bill Korowitz, CEO of Top 40 supplier The Magnet Group (asi/68507). “Suppliers also seemed to have built more inventory in advance of Q2 sales this year than in previous years.”
  • “We are seeing a resurgence in larger, corporate orders,” said Norm Hullinger, CEO of Top 40 supplier alphabroder (asi/34063). “Our customers tell us that their corporate clients are seeing growth in their businesses and ramping up spending accordingly.”
  • “We are bullish for sales growth, but very focused on offering more and more services like our expanded digital proofing programs, as well as same-day rush production,” said Jeff Lederer, president of Top 40 supplier Prime Line (asi/79530). “Certainly the health of the industry helps to fuel Prime’s overall growth, too, especially technology items.”
  • Dan Taylor, president of BamBams (asi/38228), also expects sales gains this year, with the caveat that negative world events always can make an impact. “We expect to be up 4%-5% this year and unless the world melts down because of the turmoils caused by ISIS, we would expect the industry to continue solid gains,” he said.

The 5.1% quarterly growth among suppliers was a stronger showing than in Q1, when average sales increased by 4.8%. Last month, Counselor reported Q2 distributor sales rose by 6.1%.


Windy City Wow

Filed under: ASI Shows, ASICentral, Community, Member Benefits, Members, News About ASI

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:

  • “We have about 30 salespeople here,” said Michael Giachetti, of Standard Register (asi/333647). “We attend all The ASI Shows® because it’s the perfect way for our local and regional teams to take advantage of ASI Education, spend time with our diamond partner sponsors and visit with a wide variety of suppliers. ASI is a wonderful partner.”
  • Jason Christianson, of JC Imaginations (asi/234328), said, “ASI Chicago has been great. I came looking for new, innovative items for schools and colleges and I found tons.”
  • “Being at ASI Chicago is the perfect way to show our technology to ASI members,” said Randy Paar, of Canon Solutions America (asi/14976). “A lot of other industries that are using traditional printing methods, like screen printing, are moving in this direction. This technology really opens up the types of applications that the promotional products industry can supply the end user. We’re impressed with the show and are glad to be part of the Signage + Decoration Pavilion.”

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.

Although this was the last big national show of the year, ASI is already preparing for 2015. Registration for the 2015 ASI Shows opens July 19 at www.asishow.com. The line-up is:

  • ASI Orlando, January 4-6, Orange County Convention Center
  • ASI Dallas, February 3-5, Kay Bailey Hutchison Convention Center
  • ASI Long Beach, March 24-26, Long Beach Convention Center
  • ASI New York, May 6-7, Javits Center, North Pavilion
  • ASI Chicago, July 14-16, McCormick Place.

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 kditomasso@asicentral.com.


Celebrating with Fun and Flair

Filed under: ASI Shows, Community, Members, News About ASI, Using Ad Specialties

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.


Driving Serious Fun

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

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.

The goals are pretty simple. The Promocar is intended to:

  • Generate buzz through a social media campaign
  • Show off the industry’s creativity in Chicago – a city known for its art
  • Attract media attention
  • Open discussions about the industry and promotional products
  • Make people smile

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:

  • Prime Line, asi/79530
  • Digispec, asi/49716
  • All-In-One, asi/34256
  • Footprints USA, asi/55030
  • PromoMatting, asi/35750
  • IDProductsource, asi/62088
  • Zenith Promotions, asi/98980
  • Nationwide Promotions LLC, asi/73464
  • Chulani Promotional Products Inc., asi/45100

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.”


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