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Monday
November 8, 2010 Promotional Products Beat Prime-Time TVFiled under: Industry Initiatives, Member Benefits, News About ASI, Research, Using Ad Specialties ASI just released the results of a landmark study that proves advertising specialties beat out prime-time TV, radio and print advertising as the most cost-effective advertising medium available. Soon, we’ll send the message about the power of promotional products to the world via a far-reaching public relations campaign. The most significant findings of the 2010 Global Advertising Specialties Impressions Study show advertising specialties are less expensive per impression than most other media – just a half a cent! – and are very affordable and effective when compared to other forms of media. Click here for the global study results, an explanatory video and supporting graphics. Everyone in this industry should make it their business to deliver this message loud and clear to customers, prospects and end-buyers, across every channel available to you. Bring the data with you on every sales call. Perhaps even include the study’s link on your email signature. To help, we’ve prepared a pdf of the study to download, and we encourage you to send it out and especially to chat it up on your social networks. Click here for the pdf to pass along. To Tweet about ASI’s 2010 ad impressions study, use this shortened link: http://bit.ly/diQ6zp. We released the study at the 2010 ASI Power Summit, an exclusive annual gathering of the best minds in the business, taking place this week in Aventura, Florida. Hopefully, everyone there will immediately start spreading the news. The study is the result of 3,332 online and in-person surveys, including interviews with businesspeople in New York, Chicago, Los Angeles, Philadelphia, London, Sydney, Toronto and Montreal metro areas. The 2.0 study, a follow-up to the definitive 2008 survey, includes new demographic information on politics, ethnicity, gender and age, since knowing the likely recipient of products is paramount for an advertiser. This year, the comprehensive report also adds global markets and includes more products, such as automotive accessories and food. Among key findings, results show:
There’s good reason ASI’s research studies are the most influential in the industry’s history, continuously cited throughout the B-to-B industry and across the advertising and marketing spectrum: They work. I credit ASI’s executive director of research services, Larry Basinait, and his research team, for delivering the material that can help us once again prove the undeniable power of promotional products. At $0.005, the average cost-per-impression (CPI) of an advertising specialty item is less than nearly any other media. To make that claim, Larry gathered data from the Nielsen Company, Outdoor Advertising Association of America, Columbus Dispatch and AdAgeOnline.com. What this study shows us is that even smaller companies can deliver the kind of high-impact punch enjoyed by multi-million-dollar companies. It’s also important to note that the pass-along rate has actually increased 11 points from just two years ago – which speaks directly to the global recycling trend. Not only do ad specialties make impressions on everyone who sees them, but messaging is reinforced every time the item is used. No other form of media can allow the advertiser to so closely tie a benefit to the recipient. So start spreading the news. All we ask is that you properly credit ASI when distributing the study. Let me know your ideas for getting out the message by posting a comment or emailing me here. I’m also on Twitter, LinkedIn and YouTube.
Monday
October 18, 2010 Get Happy with Affinity ExpressFiled under: Industry Initiatives, Member Benefits, Using Ad Specialties How many times do you wish you had an extra pair of hands to manage heavy workloads? If you’re like me, extra work and projects that need to be done “yesterday” have a habit of arriving when you’re already struggling to keep your head above water. Additional orders are always welcome, but the reality is that in addition to more sales, they mean more artwork. Obtaining perfect (or even usable) artwork can be as painful as a root canal – putting even more strain on you and your design department. Since we’re in the midst of the industry’s peak season, I thought this would be a good time to let you know about a secret weapon that many leading industry companies are utilizing: outsourcing artwork to ASI affiliate Affinity Express helps businesses enhance turn times, improve product quality, save money and, more important, keep customers happy by meeting and even beating deadlines. Happy customers mean repeat orders! Here’s how they can help: Affinity Express can produce embroidery digitizing files for almost all machines and garment types. They have over 800 designers on staff who are experts in Wilcom, Pulse, Punto and Ethos, as well as Adobe Illustrator, Adobe Photoshop, CorelDRAW and dozens of other software programs. And each digitizing order receives a sew-out swatch so you’ll know what your item will look like before you even sew a stitch. Need vector artwork? No problem – Affinity Express can take raster images or raw input and recreate, or redraw, to provide vector artwork for any product/any size. I’ve seen beautiful artwork Affinity Express created from drawings on a cocktail napkin (which looked like they were done by my 6-year-old grandson). And, you can store all your artwork in a free password-protected design locker so it’s at your disposal 24/7, all year round. In addition to fast, realiable turn times, Affinity Express offers very competitive pricing. As a matter of fact, they’ve recently taken pricing to a new level with “Affinity Express Basic,” which can save you 66% on vector artwork and 38% on embroidery digitizing. Now that you know the secret, be sure to contact Affinity Express to help you continue to keep things flowing smoothly. Click here or call Kelly Glass, 847-930-3205, for more information. – Cathy Cathy Martino is ASI’s affiliate relations manager.
Wednesday
September 22, 2010 Education Is the Key to SuccessFiled under: Education, Industry Initiatives, Member Benefits, News About ASI We just took a giant step toward boosting the professionalism level of every member of our industry. Starting now, distributors, suppliers and decorators can work toward the industry equivalent of a bachelor’s and master’s through a brand-new education initiative: the Advertising Specialty Institute Certification Program. The program is free, all-encompassing and user-friendly. And the virtual component means anyone can take part – from anywhere and at any time. What better way to impress new and existing clients than with proof of your industry knowledge? The demand is clear. In 2010 alone, 4,600 distributors took more than 16,000 live education courses at our trade shows, making ASI the largest educator in the $16 billion ad specialty industry. And no matter where I am, I hear from members who have a burning desire for more. This latest initiative is all part of our ongoing commitment to educating our members. ASI already invests about $1.3 million a year on education, and this new program is expected to cost another $100,000. What’s incalculable is the value of the skills needed to out-think, out-perform and out-service the competition. Tuesday afternoon, I held a heads-up conference call with members of my inner circle and almost immediately started receiving emails from people excited about the certification, which we formally announced during a special ASI Internet Radio show this morning and during today’s Virtual Trade Show, from 10 a.m.-3 p.m. ET. For answers to just about any question and even more info, click here. Here’s how the Advertising Specialty Institute Certification Program works: BASI (Bachelor of Advertising Specialty Information)
MASI (Master of Advertising Specialty Information)
Both live and online ASI Education courses qualify for credit. Candidates must complete certification within three years of beginning the program. Following defined guidelines, courses taken at a past ASI Show, on the ASI Education Online Learning Center, or completed at major industry events, such as the PPAI Expo or regional association conferences, will be eligible for transfer. There’s more. ASI members who earn BASI and MASI certifications will also qualify for numerous perks, like invitations to exclusive cocktail receptions at ASI Shows, VIP access to select events, advance copies of ASI surveys and research, and conference calls with me. In addition, you’ll get a certificate ready for framing and authorization to add BASI or MASI to your title, website, business cards and the like. You can start the certification process right now. Go to www.asicentral.com/education for a complete overview of ASI Education. ASI members can take advantage of a full slate of online offerings, including webinars, video packages and ASI Radio programs on the ASI Education Online Learning Center (www.asicentral.com/education). We’re also offering educational sessions at the ASI Power Summit, taking place November 7-9 in Florida, in addition to live courses offered at all ASI Shows in 2011. Please get in touch if you have any questions or need more info, and let me know what you think of the program by posting a comment or emailing me here. I’m also on Twitter, LinkedIn and YouTube.
Monday
August 23, 2010 Media Stats Tracks Your ROIFiled under: Member Benefits, News About ASI There’s no question advertising is vitally important for any business. (It’s the first name of ASI!) Now, we’re offering a new way for advertisers in our print publications to effectively gauge their advertising ROI through ASI Media Statistics, which tracks results for ESP, LogoMall and print – all in one place. It couldn’t be easier. Every month, suppliers can either check their inbox or go online to review a set of comprehensive reports tracking all ASI magazines, catalogs and editorial mentions for advertisers. We’ve been offering similar stats for ESP and LogoMall customers for years, so adding print was the next logical step. A team here at ASI consolidates all the data from a variety of sources to create a tailored report for each advertiser. In addition, if an advertiser sends us a list of their competitors, we’ll track those ad pages as well, so the advertiser can see just how their company stacks up. It makes strategizing and planning a snap. To read our press release about this latest service, click here. To review ASI Media Statistics, click here. ASI offers numerous print advertising opportunities, including our eight catalogs and six magazines: Advantages, Counselor, Successful Promotions, Stitches, Supplier Global Resource and Wearables. It’s worth noting that ASI publications have recently won 35 national editorial awards, including three Jesse H. Neal Awards – considered the Pulitzer Prize of B-to-B journalism. Let me know what you think is the most effective advertising vehicle by posting a comment or emailing me here. I’m also on Twitter, LinkedIn and YouTube. P.S. I can’t help but suggest you ask other magazine publishers to provide equivalent reports, and then – if they can! – compare your ROI from ASI magazines and digital media with any of our competitors. Hands down, we provide the best ROI you can get – and that’s based on conversations with our advertisers. If you get reports that show otherwise, drop me an email because I want to know.
Friday
June 25, 2010 Sprint Your Way to SavingsFiled under: Guest Blog, Member Benefits Are your clients, family, friends and colleagues contacting you more frequently on your cell phone or by text message? Landlines, what are those? I recently spent a few days in New York visiting family (yes, I’m a native New Yorker transplanted to Pennsylvania). At dinner one night, I was amazed at the number of people either talking on their cell phone or feverishly texting – something I try to avoid. Seems those of us who are “hooked” never turn our phones off because we’re afraid we’ll miss something. With cell phones and wireless technology being a major mode of professional and personal communications, having the ability to cut monthly costs is a welcomed opportunity – an opportunity ASI members are taking advantage of through an exclusive discount program with Sprint. I’m thrilled to tell you we recently negotiated even better discounts* that enable members, their employees and families to save even more.
No worries if you’ve already enrolled – your account will automatically roll over to the new enhanced rates. You won’t have to lift a finger to save even more on your wireless services. If you haven’t enrolled yet, put your phone or blackberry down and click here to get started. Please don’t hesitate to email benefits@asicentral.com, with questions, comments or suggestions regarding ASI’s Member Benefit programs. – Cathy Cathy Martino is ASI’s affiliate relations manager. *Discount does not apply to Simply Everything Plans and Mobile Broadband plans.
Monday
June 21, 2010 Discount Credit Lines for Your Equipment NeedsFiled under: Industry Initiatives, Member Benefits, Members, News About ASI At a time when banks and credit card companies are tightening up lines of credit, ASI is smoothing the way for members to increase their cash flow while building their business through another new member benefit. The discount program – now available through ASI affiliate InteliLease – will save members an average of $800 on every $20,000 credit line used for new or upgraded equipment. That means any company, large or small, new or established, can apply for a line of credit at the lowest, most competitive rates available to lease everything from computers, furniture and phone systems to copiers, software (including ASI ProfitMaker) and more. Program features include:
ASI extensively researched numerous equipment leasing programs before selecting InteliLease for its low rates, personalized service and ease of application. For more information, click here to read our press release. And let me know your favorite ASI benefit by posting a comment or emailing me here. I’m also on Twitter, LinkedIn and YouTube.
Friday
June 11, 2010 We’ve Got Your NumberFiled under: Guest Blog, Member Benefits, News About ASI, Using Ad Specialties What would you say if someone offered you a complete customer service center – for free? That’s exactly what ASI is now offering distributors who buy our 2011 Spectrum catalog. In December, the first 100,000 Spectrums will come complete with an 800 number on each page that leads to an ASI call center. When end-buyers need info on any of over 500 products, a representative will happily provide it. Better yet – the ASI representative will then contact the distributor to let them know they have a hot lead and an interested client. There’s no additional cost. The catalog just needs to be preordered before August 4. For more information, click here to read our press release. With this latest program, distributors can better market themselves as a sophisticated, full-service operation – no matter their company size. And suppliers now have a way to track the performance of their advertising in the catalog. Spectrum is already one of the most recognized catalogs in the industry, and the 2011 edition will still feature all of the qualities that make it so successful: • “Customer Favorites” section, highlighting the most popular products Spectrum, which prints in November with a total circulation of 625,000, is just one of nine customized catalogs offered by ASI as sales-generating tools for suppliers to advertise a wide variety of products and for distributors to sell, market and promote their brand. Please contact me at dbrown@asicentral.com or at 800-546-1350 if you’re interested in learning more about the program. Since we’re printing a limited number, this will be on a first-come, first-served basis, so I urge to be the first to take advantage of this special program today. – Dan Dan Brown is ASI’s executive director of distributor services. |
