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Monday
February 4, 2013

Sustain the Growth

Filed under: News About ASI, Research

ASI’s latest research analysis shows total 2012 distributor sales rose 5.2% to $19.4 billion. To put it into perspective, the promotional products industry grew last year at over twice the rate of the overall U.S. economy.

While that’s certainly good news, it’s tempered by the fact that 2012 was a Presidential election year, a once-every-four-years economic jolt our industry gets from super-sized sales of federal, state and local election-related promo products. We’re estimating that about half of 2012’s growth was due to sales of items like campaign buttons, yard signs, postcards and the like.

If we’re to sustain such growth – which, by our estimate, has now continued through 12 straight quarters – we’ve certainly got our work cut out for us. Luckily, promo products can be an easy sell, owing to their well-documented ROI. Pitched right, new clients and prospects should be suitably dazzled by ASI’s most recent Global Advertising Specialties Impressions Study, showing promo products consistently rank among the most influential, enduring and cost-effective ad mediums available.

We’ve made it easy to understand and circulate the global study, available on ASI’s website along with colorful, at-a-glance infographics highlighting major products groups and some very impressive stats gathered worldwide by a team of ASI researchers. Click here to access.

In addition, ASI® recently launched a free end-buyer educational website distributors can brand with their own company info and quickly e-mail to prospects and buyers to help excite and educate them about the use and cost-effectiveness of ad specialties.

Click here to take a look at ASI’s End-Buyer Website.

The bottom line is that with a minimum of effort, by arming themselves with this data any distributor member can go on any sales call loaded for bear and ready to sell.

For more on our most recent sales analysis, check out the entire report here and read the press release here. And help spread this positive news about our industry by posting and circulating the ASI report.

And let me know what plans you have to make 2013 your most lucrative year ever by posting a comment or e-mailing me here. I’m also on Twitter, LinkedIn and YouTube.

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Wednesday
November 14, 2012

ASI Releases Landmark Research Study

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

This week, ASI® released the Global Advertising Specialties Impressions Study V.3, which contains the most powerful data available to convince clients of the cost-effectiveness of promotional products.

Unveiled at the 2012 ASI Power Summit in Naples, Florida, this definitive research study shows customers, prospects and end-buyers how promotional products can increase sales and brand exposure.

I encourage you to circulate this study as widely as possible, and to visit a specially-designed Web page on asicentral.com for a downloadable PDF, convincing graphics specific to each and every highlight, and a video. Each chart can be seen in full-screen format – and comes with a “recommend” button to share via social networks. Just click here to access these valuable tools. And to Tweet about the results, use this link: http://bit.ly/SHWqEQ.

For the study, conducted from July through September of 2012, ASI’s ace research team hit the streets and interviewed consumers in 12 North American and European cities. The results show promotional products are consistently popular and persistent, with most people owning about 10 items they generally keep for nearly six months, a far longer time period than any other form of advertising.

In addition, the study shows promotional products give consumers a more favorable impression of advertisers in every international city surveyed and deliver commanding advertiser recall among 87% of all recipients – up four percentage points over 2010.

The study – ASI’s third since 2008 – clearly shows that with a cost per impression at about half a penny, promo products offer the best value when compared to local TV or radio, at a fraction of the production cost.

The V.3 study includes demographic information broken down by political affiliation, ethnicity, gender, age and income, since knowing the likely recipient of products is paramount for an advertiser. This year, the comprehensive report includes even more global markets and additional products, such as USBs.

Armed with all of this data, distributors can target an audience and confidently recommend the best, most effective products and ideas to clients.

Other highlights from the study include:

  • Worldwide Wow. Over one-half (52%) of the time, products give consumers a more favorable impression of the advertiser, a trend seen in every country surveyed.
  • Generating New Business. One-third of U.S. consumers say they are more likely to do business with an advertiser after getting their logoed product.
  • Latino Market Magnet. At 54%, Latino consumers own the most promotional T-shirts.
  • Mais Oui. Parisians are far more likely to own promotional USB drives than consumers in other cities, with 27% owning them, versus 9% of U.S. consumers.
  • Safe, Healthy Cities. In Dallas and Montreal, 11% of consumers own promotional health and safety items, versus the U.S. average of 8%.
  • Top 3 Products. Writing instruments (50%), shirts (43%) and bags (29%) were the most popular products by category in the U.S.
  • Superior Pass-Along Value. Sixty-six percent of U.S. respondents give away unwanted items to someone else, up 15 percentage points from 2008.
  • Bags are Big. In the U.S., 29% of consumers who own promo products own a promotional bag, with Asian consumers owning the most of any racial demographic.
  • Cap-Tastic. White men are the most likely demographic group to own branded caps, versus 15% of African Americans and 12% of women.
  • Cheers. Gen-Xers and older own more promotional drinkware than those under 35. Of 12 cities surveyed, Philadelphians love logoed mugs and glasses the most, with 21% of Philly consumers owning promotional drinkware.
  • You Wear it Well. Higher wage earners are more likely to own a promotional jacket.

It’s now up to you to read the study in its entirety, download the graphics that will help you on your sales calls, and spread the word about the power of promotional products every chance you get.

Please let me know how you plan to use this study in your business by posting a comment or e-mailing me here. I’m also on Twitter, LinkedIn and YouTube.

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Tuesday
November 6, 2012

And the Winner Is … Democracy

Filed under: Community, Members, Research

With the presidential race in a virtual dead heat and voting in many places along the East Coast still a struggle because of the storm, who knows how long it will be before we have a final decision? No matter who finally wins, I just hope everyone exercised their hard-fought right to vote. If our members are any indication, however, it’ll be President Romney come January.

We polled members on ASICentral.com in September, October and November. Results from the November poll were compared with those from the Gallup Poll conducted November 1-5 among likely voters.

Here’s what we found:

  • Among ASI members, Mitt Romney is the preferred presidential candidate, holding a commanding 41-point lead over President Barack Obama, 70% to 29%. This contrasts with U.S. Gallup Poll results, which show Romney over Obama by 1 point among likely voters, 49% vs. 48%, respectively.
  • The October debates may have had a large influence on ASI members, as three-quarters considered them important in selecting a candidate, and Romney’s margin as the candidate of choice and predicted winner increased substantially in ASI polls.

  • Romney supporters are more likely than Obama supporters to be owners (68%), senior executives (72%) or sales reps (56%), while Obama supporters are more likely to work in customer service (45%).

  • While Romney is the preferred candidate among both male and female members, nationally Romney is stronger among male voters while Obama is stronger with female voters.

  • ASI members by all age classifications prefer Mitt Romney over Barack Obama. But the preference grows as the member age category increases. This is also the trend in the national Gallup Poll, but with a greater proportion of respondents favoring Obama in all age classifications.

  • Increasingly more ASI members predict Romney will win the election. Two-thirds (66%) indicated they thought he would win in the November poll, vs. only 53% in the September poll and 68% in the October poll.

Let me know if you voted yet and, if you’re in an area hard hit by Hurricane Sandy, if you had any trouble getting to the polls, by posting a comment or e-mailing me here. I’m also on Twitter, LinkedIn and YouTube.

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    Monday
    October 15, 2012

    Calling President Romney?

    Filed under: ASI Shows, News About ASI, Research

    Honestly, I haven’t even told my closest friends how I plan to vote because I haven’t decided. I plan to watch all of the debates and continue reading everything I can until the morning of the election or I make my final call. Lots can happen between now and election day.

    As a rule, I don’t take sides – and neither does ASI®. As you may recall, we’ve brought in a pretty broad slate of keynote speakers to our shows, including everyone from President Bill Clinton and Democratic commentator James Carville to Gen. Colin Powell and Fox News host Bill O’Reilly.

    Our balance sheet extends to legislation as well, so if we do come out for any one side, it’s usually on the side of efforts to protect family and small businesses and U.S. manufacturing.

    Since we always want to know what our members think, we’re conducting a series of industry polls on presidential preferences leading up to next month’s election. In our first one, taken in September, we found that among ASI members, Mitt Romney held a commanding 18-point lead over President Barack Obama, 57% to 39%. In the latest Gallup Poll of likely voters, Romney leads 49%-47%. Among registered voters, Obama leads 48%-46%.

    Like many of our members, expert economist Steve Forbes thinks American voters will “fire” President Obama and elect Romney because he and his running mate put forth positive, sustentative proposals. Forbes – an upcoming ASI Show™ keynoter – offered his take on the race among a number of other topics during a recent interview on ASI Radio.

    “The economy resembles a car on the open highway that should be going 70 mph, but instead is puttering along at 20-25 mph and shows signs of going at an even slower pace,” Forbes told our ASI Radio hosts and listening audience. “People don’t want more of the same. People want change.”

    Forbes’ interview advances a keynote on leadership lessons he’s giving January 7 at ASI Orlando. In his radio interview, he gave us a taste of what’s to come, sharing his outlook for the economy, as well as his tips for small-business success. If you missed it, click here to listen. (And click here to register for the Florida show and Forbes’ free keynote.)

    As many of you know, Forbes has some experience with presidential politics – a Republican, he ran twice for president.  In his interview with ASI, Forbes said Romney’s first debate performance, in which he emphasized his pro-growth program and planned across-the-board cuts in income tax rates along with his pledge to clean up the tax codes, will give him the needed edge over President Obama.

    “Romney understands – and people grasp this more than ever before – that small and medium-sized businesses are fonts of innovation in this economy and also in job creation,” Forbes told ASI radio’s hosts and listeners.

    Forbes’ flagship publication, Forbes, is the nation’s leading business magazine, with a circulation of more than 900,000. The father of five is also co-author of several books, including “How Capitalism Will Save Us.”

    With a net worth estimated at $430 million, Forbes’ small-business tips are worth considering, starting with urging companies to become an even stronger part of the interactive Web community. Forbes entered the new media arena in 1996 with the launch of Forbes.com, which now averages 18 million unique monthly visitors.

    Interestingly, he predicts more companies will become content creators akin to the model presided over by companies like Procter & Gamble during the “soap opera” era of the 1950s, when companies sponsored TV shows in order to better showcase their products.

    “Now we’re all content creators,” said Forbes. “Businesses can no longer just put out the message – they need to interact with customers and potential customers.”

    In the radio interview, Forbes also said he expects that within the next generation the U.S. will become a font for manufacturing again, thanks in part to the country’s “brainpower.”

    “More and more manufacturing is impacted by high technology in terms of material and robotics,” he said. “It depends not just on labor costs, but on brainpower, and we’re very good on the brainpower part. Manufacturing’s changing and we’re leading it.”

    Be prepared for curveballs and remember your company’s purpose, he advised. “If you go forward with that mindset, you will have surprises, but if you remember what your purpose is, you’re more likely to get over these storms, which will be constant,” Forbes said. “What they say is true: You can eat well or sleep well, but you can’t do both.”

    P.S. ASI is conducting another industry presidential poll now, click here to cast your online ballot. And let me know what you think of Forbes’ predictions: Is he on target – or off base?

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    Tuesday
    September 4, 2012

    Election Business is Booming

    Filed under: Members, Research, Using Ad Specialties

    With the presidential candidates locked in a virtual dead heat, it’s obvious our industry will continue to play a key role in helping the candidates market themselves to voters. Pardon the pun, but at each political convention, we’re seeing promo products left and right.

    Counselor® reporters are continuing their convention coverage in Charlotte this week, providing boots-on-the-ground observations of the products being worn, banged and waved by Democrats.  Click here for pics of what they’ve seen so far.

    As Chicago supplier Rich Carollo, whose family owns Lion Circle (asi/67620), told our ASI Radio audience Tuesday, this election is all about visibility. So when the cameras scan the convention center, keep an eye out for Lion Circle’s “bang a banner” – basically a sign that makes noise – which is bound to be a hit.

    While standards like yard signs, bumper stickers and pins continue to be the biggest sellers, there’s no end to the creativity on display this election year. Last week in Tampa, Republicans showed off everything from “Got Mitt?” T-shirts to Obama punching bags.

    To see more pics of some of the zanier sights from the RNC as captured by Counselor cameras, click here.

    The election is big business and with two months to go, there’s still time to get in on the action. According to ASI®’s research, an estimated $870 million will be spent on election-related ad specialties – including $350 million on the federal election alone – by the time it’s all over.

    Local and state elections are great opportunities for distributors who might have a tougher time making the “big time” connections for national purchases.  The man or woman running for Congress might like to buy from a local distributor and your neighbor might even be running for city council or school board.

    In Florida last week, our reporters didn’t see any branded pens or tote bags, which means the RNC missed a chance to provide low cost, high ROI products that everyone could have used during the convention (as well as once they got home) as constant, valuable reminders to support their candidate.

    And as Rich suggested, don’t forget to call on all the special interest groups out there who are trying just as hard as politicians to get out their messages.

    Earlier this year, we also conducted a survey to analyze the effects of advertising specialties on voter opinions. The study’s purpose was to understand how promo products influence voters, what kinds of products are preferred and if there are differences in the perceptions of promotional products based upon political affiliation.

    For a press release on the results, click here. You might be able to use a stat or two during your next campaign office sales call.

    What election-related products are you selling – and who’s buying? Let me know by posting a comment or e-mailing me here. I’m also on Twitter, LinkedIn and YouTube.

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    Thursday
    August 2, 2012

    Scoring Economic Gold

    Filed under: News About ASI, Research

    Watching the fanfare leading up to the Olympics, it’s clear the famously acerbic Brits love to complain. In fact, one cheekily admitted that if there were a competition for grousing, the U.K. would almost certainly take home the gold.

    And, make no mistake, I love all of our British friends, including Alistair Mylchreest, CEO of Sourcing City and our new PromoAlliance partner.

    Happily, despite all the worries over everything from sunshine to security, it’s pretty clear the London games are going, well, swimmingly. (Yes, I did indeed watch in awe as Michael Phelps swam into Olympic history with his 19th medal.)

    It seems like optimism has fallen out of favor just about everywhere these days, which is why I am delighted to share more good news. ASI research shows a year-over-year increase in sales among ASI® distributor members of 4.8% for Q2 – making it the 10th consecutive quarterly year-over-year increase in sales.

    Who can possibly grouse about that?

    In addition, Forbes magazine recently reported hiring at U.S. businesses continued at a modest pace last month, with June’s gains indicating that the labor market is healthier than supposed. The U.S. added 163,000 new private jobs last month, with small and mid-size businesses (ones like many of ours) driving the growth, adding 86% of new jobs.

    We may not be climbing up on the medal stand quite yet, but things are looking up.

    ASI’s 2Q 2012 Sales Study Report, prepared by our executive director of research services, Larry Basinait, included the following highlights:

    • During the second quarter of 2012, there was a 4.8% year-over-year increase in sales among ASI distributor members. Over one-half (59.7%) of all distributors reported an increase in the second quarter, with the largest distributorships reporting an increase in sales of 7.8%.
    • The increase in sales reported results in industry growth of $213 million over the second quarter of 2011. Sales for the second quarter of 2012 were approximately $4.6 billion.
    • Distributors largely remain optimistic about sales for 2012, particularly the largest distributors. Seven in ten (70%) of all distributors and 76% of large distributors feel sales for 2012 will be higher than sales in 2011.


    I’d love to know how your company is faring – and if you’re watching the Olympics – so post a comment or e-mail me here. I’m also on Twitter, LinkedIn and YouTube.

    So far, I’ve especially enjoyed the thrilling performances of men’s water polo, beach volleyball, the gold-medal-winning women’s gymnastics team and the amazing swimmers Allison Schmitt and Missy Franklin. Watching them, you can’t help breaking into smiles – and feeling good about the good ole USA.

    P.S. If you haven’t already, check out the Olympics in 3D. I joined my friend Elvin Montero in endorsing the Xfinity 3D channel, and in the photo at right (credited to Elvin) you can see me enjoying the spectacle with friends – in our special 3D spectacles.

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    Thursday
    February 23, 2012

    Supplier Sales Going Up, Up, Up

    Filed under: Research, Using Ad Specialties

    Suppliers got great news recently when ASI released its 2011 supplier sales report showing over two-thirds (68%) of surveyed companies posted greater sales in 2011 than 2010, indicating an increase in sales of 7.1% over 2010.

    Supplier revenue in 2011 totaled an outstanding $12.2 billion.  So now’s the perfect time to take advantage of new technologies and better marketing that can help power your company into the future.

    Total supplier sales for the fourth quarter were approximately $3.6 billion, up $185 million over 2010 Q4 sales. This is the eighth straight quarter of growth – another strong indication that our industry has not only turned the corner, but is barreling full steam ahead.

    Further, three-quarters (75%) of suppliers expect 2012 sales to be higher than those of 2011.

    Click here to read the full report.

    And let me know what steps your company is taking to keep pushing forward by posting a comment or e-mailing me here. I’m also on Twitter, LinkedIn and YouTube.

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