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Promo Power 101

Filed under: Community, Education, Guest Blog, News About ASI

Tom Athan is a college student who produces and sells a clothing line called Dudz from his dorm room (imagine low-slung, custom-made M.C. Hammer-style lounge pants for guys and girls in a kaleidoscope of colors and patterns). Athan was unsure how to advertise his apparel cost-effectively – until he learned about the power of promotional products. Now, he plans to invest in a small run of screen-printed T-shirts, bumper stickers and magnets to spread the word about his quirky brand.

Athan was among 50 business students who attended a lecture Counselor Senior Editor Dave Vagnoni and I gave at The College of New Jersey in Ewing, N.J. Tammy Dietrich, assistant dean of TCNJ’s School of Business, invited us to discuss the $20.5 billion promotional products industry as part of the school’s Sophomore Colloquium spring seminars, which teach students about different industries to broaden their knowledge about potential internships, future careers and smart business ideas.

Dave and I presented key findings from ASI’s Global Advertising Impressions Study, surprising students who were unaware how much bang for the buck businesses can get from promo products. The most impressive stats? That 86% remember the advertiser on a promo product they receive and that the cost-per-impression is only about half a cent – cheaper and more effective than primetime TV ads, print ads and billboards.

Anthony Paun, a finance major who attended the session, said, “Today I learned that people keep a large quantity of the promotional products that they get, and the return on investment is way better in comparison to TV advertising.”

Our session was informative, fun and interactive – we gave away candy and logoed products to students who shouted out correct answers to our pop quiz questions – and we think our content was a big hit.

“There’s no substitute for students hearing directly from industry experts and realizing the many facets of a business they only knew a fraction about,” Dietrich said. “The School of Business is so grateful to ASI for participating in our spring 2014 series and providing students with global insight into the ad specialties world. Students love getting freebies as well as creating them for their clubs and organizations, but had no idea of the magnitude of this business.”

As it stands now, though, the advertising specialty industry is too invisible to business students. They 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. That’s why ASI is focused on outreach to colleges and universities to teach students about our industry and the power of advertising specialties in marketing campaigns – as well as explaining how to become a distributor and build your own business.

ASI’s long-term hope is that these future business leaders will look to our industry when embarking on their careers. We plan to continue outreach to convince other business, marketing, advertising and new media students to join what we all know is an exciting, creative industry, which more people need to discover.

Dietrich thanked us with a wonderful compliment: “As a bonus, Nicole Rollender and Dave Vagnoni make an engaging team and we hope to have them back at TCNJ.”

We’d love to return!

– Nicole Rollender is ASI’s executive director of professional development

In top pic, TCNJ students Tom Athan, co-founder of Dudz, and Robert Garavente with ASI’s Executive Director of Professional Development Nicole Rollender, with their new ASI branded tumblers. In bottom pic, TCNJ students Anthony Paun and David Chao are all smiles after winning logoed promo products and candy.


PR for Promos

Filed under: ASI Shows, Community, Media Coverage, Members, News About ASI

ASI scored some major PR for the industry recently, thanks to a national story that aired on the MSNBC Sunday morning program, Your Business, which exclusively covers small businesses and entrepreneurs. Host J.J. Ramberg and her crew spent hours at ASI’s New York show interviewing exhibitors and the end result is a serious look at a fun industry and the proven power of promotional products.

You can check out the fact-packed MSNBC segment on ASI’s press page by clicking here. You can also access it at on the show’s webpage by clicking here. Don’t forget to share the link on your social media pages – like Facebook and LinkedIn – and also internally among your own teams.

Overall, I think the MSNBC segment really captured some key points about advertising specialties while also relaying the energy and fun of what we all do every day. In the “Business War Chest” part of the program, host J.J. described the cool items she saw as “promos with a purpose” (which I love!) and said ad specialties “can’t be beat.”

Producer Dawn Stackhouse spent a total of about seven hours on the show floor over two days, interviewing exhibitors and learning all about the industry. Even though it looks easy once it makes it to air, it’s unbelievable how much work goes into reporting a single 4-minute segment – and appearing on TV. I bet every exhibitor featured on the show has a newfound respect for on-air talent now that they’ve experienced the “bright lights” themselves.

I’d like to offer my congrats to the companies selected for on-air interviews: Debco (asi/48885), Stuffed Tees (asi/79662), Personalized Gift Source (asi/50161) and Brighter Promotions (asi/42016). The MSNBC segment closed with host J.J. hanging out with the ASI Show mascot, Promo, and shooting off a tee shirt shot from a logoed air cannon supplied by Air Cannons Inc. (asi/33252).

My thanks go to everyone who helped during MSNBC’s visit to ASI New York, especially exhibitors like Easy-Doks (asi/51511), Bloomin’ Promotions (asi/40646), Interall Group (asi/63092), See-Sun (asi/88584), Eco-Centric Brands (asi/51443), S&K (asi/84325) and Idol Memory (asi/62222), who graciously gave their time to demo products for the camera, but who may not have made it to air or who appeared only briefly.

Considering that a 30-second commercial could cost a company upwards of $35,000 per spot, such free publicity is golden for any business, which is why we make it a priority at ASI.  We’re continuously courting reporters across North America to gain media coverage showcasing entrepreneurs in our industry, explaining how to use promotional products in marketing campaigns and reinforcing the large return on investment that branded products provide.

The most recent “get” is just one of literally dozens of TV segments ASI has arranged in recent years, including two others that aired on Fox News during ASI New York. Although I’m not crazy about the term “wacky products” and found the Good Day New York anchors a little silly, ASI’s own Joe Haley did a great job representing the industry during a live television show (where anything can happen and it’s very hard to control the messaging).

Click here to watch the Fox nightly news segment and click here to see Joe in action.

Check out the segments and let me know what you think by posting a comment or e-mailing me here. I’m also on Twitter and LinkedIn. Hopefully, you’ll react as positively as Chris Seriale, of New World Group (asi/283161) who watched the filming in New York and told us: “I’ve been an ASI member for 20 years and this is so cool. It’s great for the industry.”


Swimming with the Sharks

Filed under: ASI Shows, Media Coverage, Members, News About ASI

Shark Tank judge Daymond John blew the crowd away at ASI’s New York show. His rapid-fire presentation – chock full of personal stories, funny anecdotes and frank business advice – engrossed an overflow crowd of over 500. There were so many people that, for the first time ever, we had to set up chairs outside in the hallway.

Audience member Albert Galimidi, of Allegra Print & Imaging (asi/372155), put it best: “Daymond lit the stage on fire. He shared so many important points and inspirational stories. The best advice he gave was ‘just keep swimming. Times get hard for all of us, but if you keep swimming you’ll get there.’ ”

Unfortunately, I grew up in Indiana and never learned to swim, but so far so good! What I liked best about John (pictured at right) is how down to earth he is – just like so many people in our industry who also grew a successful business from nothing.

In a word, The ASI ShowNew York rocked.  The two-day show took place at the Javits Convention Center, Thursday, April 3 and Friday, April 4. The show was so hot, it attracted a ton of media attention, including MSNBC’s Your Business program and Fox 5 News, which interviewed ASI’s own Matthew Cohn.

Friday, ASI’s products expert, Joe “The Joe Show” Haley, took boxes of the industry’s coolest products to Fox TV’s Good Day New York morning show studios, where he held his own on camera alongside anchors Rosanna Scotto and Greg Kelly (pictured with Joe). Greg liked the tee shirt cannon Joe brought to demo so much he shot tee shirts all over the studio. ASI will post links to all TV coverage on its website next week so be sure to check back.

The “hot” theme continued through to Counselor magazine’s annual Hot 25 party, held this year at the very swanky, uber cool rooftop club at the Gansevoort Meatpacking hotel, featuring a jamming DJ along with stunning views of New York City landmarks like the Empire State Building. Click here for Counselor magazine’s list of the industry’s hottest, most innovative game-changers.

And for more coverage of ASI New York, visit www.asicentral.com and the ASI Show Facebook page.

All told, the NYC show attracted over 1,900 distributors from as far as Switzerland and Trinidad and Tobago, and 220 suppliers showcasing their newest ad specialty products for the second half of the year. The reviews were rock solid:  “ASI New York has been great,” said Cynthia Weaver, of Polished with Etiquette (asi/296807). “The products I found are going to not only grow my current business but allow me to break into new markets. The ASI Show gives business owners the unique opportunity to find fresh and new ideas to bring back to our clients.”

“The show has been very good,” said Louis Massaro, of Cooler Graphics (asi/80345). “We gathered many great leads and have been able to spend valuable time with our existing clients. The best thing about the show has been the quality of the attendees.” Pete Nutty, of Showdown Displays (asi/87188), added: “ASI New York has been fantastic. Everyone should be at this show.”

We kicked off the action Tuesday and Wednesday at the Javits Center with our invitation-only hosted buyer event, fASIlitate, featuring productive, one-on-one meetings between leading distributors and some of the industry’s most sought-after suppliers. Owen Zibrak, of Ecocentric Brands (asi/51443), said: “We met some great people and made valuable business connections. Each of the individual meetings we had today were a success. We will definitely be doing future fASIlitates!”

There’s still time to get in on the action: The next upcoming 2014 ASI Show is Chicago (July 15-17). To learn more about exhibiting or sponsorship opportunities for 2014, contact sales VP Karen DiTomasso at kditomasso@asicentral.com.

And if you were in New York, please let me know what you thought of the show by posting a comment or e-mailing me here. I’m also on Twitter and LinkedIn.


Style and Substance in California

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

The ASI show in Long Beach, California was as provocative as it was successful. Artist Erik Wahl – one of the most unusual keynoters we’ve ever had – gave a presentation described by more than one person as “awesome.”

Linda Panksy, from PIP Printing (asi/398508) told us Wahl, a best-belling author who uses art as a means of communicating business advice, actually inspired her to think differently: “He made me realize that I need to get out of the box.”

According to Wahl, “You have to find ways to differentiate yourself from the competition, and creativity can do that. The companies that are successful right now are the ones that create unique experiences for their customers.”

If you missed the keynote, check out an interview Counselor Editor Andy Cohen conducted afterward with Wahl, on ways ad specialty companies can become more creative and innovative. Click here to watch.

The two-day California show was attended by more than 1,800 distributors, including sales stars from Million-Dollar Roundtable companies such as Geiger, Brown & Bigelow, Jack Nadel and iPROMOTEu. The show floor attracted 280 exhibitors, including 93 new to Long Beach.

The best part for me were the reviews from attendees like Paul Herzbrum, from BND Corporation (asi/129474), who said: “We’re leaving with many new initiatives that will help us build our business, and that’s what attending a trade show is all about.”

Katharina Pieper of BamBams (asi/38228) told us she most enjoyed the quality of attendees. “We’ve been able to talk in detail with distributors and are being asked for quotes and are getting valuable leads. We are already committed to all The ASI Shows next year, and we will be in New York next week.”

What I liked best about our week in California was all we accomplished, starting with the unique combination of our invitation-only fASIlitate event with an ASI show. Everyone I spoke to who attended both events found the experience worthwhile. Tonia Allen Gould, from TagSource, described fASIlitate as “Absolutely fabulous. It’s a great use of time. I’m sitting down with vendors one-on-one and it’s a very rewarding experience. I would definitely recommend it.”

I hope you’ve been able to catch another new initiative: the live, on-stage version of our ever-popular “Joe Show,” featuring dozens of cool, new products from leading suppliers. Host Joe Haley is earning high praise for the live format. One distributor even told us it was his favorite part of the show.

Seems like we’re barely taking a breath before heading to ASI New York, taking place next Wednesday and Thursday at the Javits Center. After that, it’s on to the ASI show in Chicago July 15-17. (To learn more about exhibiting or sponsorship opportunities for 2014, contact sales VP Karen DiTomasso at kditomasso@asicentral.com).

For photos and more coverage of ASI Long Beach, be sure to visit www.asicentral.com and the ASI Show Facebook page.


Creativity in California

Filed under: ASI Shows, Community, News About ASI

ASI Long Beach in California runs through Thursday at the Long Beach Convention Center. This year’s keynote speaker is Eric Wahl, aka the “Warhol of Wall Street,” a former suit who now believes creativity is the key to unlocking success.

Author of a best-selling business book, Wahl is a provocateur with a purpose and promises to help participants tap their inner inventiveness. Afterward, he’ll give away the painting he’ll create during the “Erik Wahl Experience.”

For all vital info on ASI Long Beach, download our free mobile app, which allows you to track all the happenings 24/7 (search “ASI Long Beach” in your app store). You can also get continual updates from ASI staffers on Twitter, www.asicentral.com and the show’s Facebook page.

Education featured a free lunch session, “Sales Success Made Simple: Manage Your Time and Achieve Your Goals,” followed by sales, marketing and social media sessions.

At each show this year, Joe Haley conducts a live version of his popular “Joe Show” featuring suppliers’ hottest products, so be sure to catch it next show you attend.

We’re coming up fast on ASI New York (April 3-4) and then before we know it we’ll be preparing for Chicago (July 15-17). To learn more about exhibiting or sponsorship opportunities for 2014, contact sales VP Karen DiTomasso at kditomasso@asicentral.com

P.S. If you missed Wahl’s ASI Radio interview on Tuesday, or any of our interviews, you can always click on previous shows in our archives at www.asicentral.com/radio


It’s SOI Survey Time

Filed under: News About ASI, Research

Each year, ASI conducts the most comprehensive and important research about our industry to create the Counselor State of the Industry report. But we can’t do it without you.

All we ask is that you take 10 minutes to complete a survey, and you’ll be entered to win a sweepstakes for a $250 Visa gift card. The survey ends April 4. If you’re a distributor, click here to take the survey. Suppliers, please click here.

It’s important because your info leads to the in-depth reporting conducted each year by the Counselor team on key sales, marketing and operational metrics used every day by industry practitioners. Nowhere else do you get the scope of this detailed information about our industry. And it’s free to ASI members.

The SOI report, which comes out in print and online each summer, is considered the most influential in the industry – and for good reason. It’s a definitive analysis of this industry’s most recent past as well as a roadmap to the future.

With your responses, we’re able to help you grow your business by revealing critical information such as:

  • Most popular product categories
  • Highly targeted markets
  • Innovative marketing and advertising techniques

Once Counselor’s SOI issue comes out, read it 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 2013 sales to determine the biggest markets and most popular products.

Remember: The 10 minutes you invest in taking the survey today will pay off in dividends come summer. Thanks for your help – and great luck winning the gift card!


Rediscover Your Creative Genius

Filed under: ASI Shows, News About ASI

What’s the single most important thing CEOs need to successfully navigate in today’s increasingly complex world? If you guessed management discipline, integrity or even vision, you’d be wrong. According to a major IBM survey of top CEOS from throughout the world, the answer is creativity.

To illustrate this unusual business concept, live and on stage, we’re bringing the “Warhol of Wall Street” to the ASI Show in Long Beach during the very first ASI keynote to feature paint as a catalyst for brainstorming.

Our speaker, Erik Wahl, is a former suit who now believes creativity is the key to unlocking success. Yeah, I know what you’re probably thinking: “What can a graffiti artist teach me about running my business?” Although I have a deep appreciation for art, about the only time I express myself in a creative fashion is in my garden or my writing. But when I read the results of the IBM study about creativity, I was convinced Wahl is on to something.

The survey found that less than half of global CEOs believe their enterprises are adequately prepared to handle a highly volatile, increasingly complex business environment. The best way to overcome massive shifts in everything from new government regulations, growing volumes of data and rapidly evolving customer preferences? Install “creativity” throughout an organization.

Think about the last time you put the best minds in your company together in a room and allowed them to brainstorm. Remember how many cool new ideas they came up with? Unfortunately, with business moving at the speed of light, these days we rarely have the time for much deep thinking – or creativity.

But in his free keynote on Thursday, March 27, 9:30-10:15 a.m., Wahl promises to help us all tap into our inner inventiveness, which is another way of describing how the best entrepreneurs think. Afterward, he’ll give away the paintings he’ll create during the “Erik Wahl Experience” to ASI show-goers on the show floor – and he’ll also meet a handful of people at a ticketed meet-and-greet (tickets still available).

For more info, click here to watch Wahl’s video, or read a Forbes magazine column about what makes his ideas so special. He’s given a prestigious TED Talk and his keynotes have earned standing ovations before such organizations as AT&T, Disney, London School of Business, Microsoft, FedEx, Exxon Mobil and Ernst & Young.

Wahl’s keynote is but one highlight of our California show, taking place Tuesday, March 25 to Thursday, March 27. We’re kicking things off in a big way with the Long Beach Invitational the Monday before the show starts. If you’re a golfer, don’t miss this private outing at the Trump National Golf Club. Tickets are still available for an event that earned rave reviews last year.

We’ve got a lot of action planned around the Long Beach show. In addition, ASI’s hosted buyer event, fASIilitate, is taking place March 24-25 at the Hyatt Regency Long Beach.

In the meantime, think about the last time you did anything creative (it’s ok if it dates to the third grade). Let me know by posting a comment or e-mailing me here. I’m also on Twitter and LinkedIn.


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