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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
November 8, 2010 New Members Join Advisory BoardsFiled under: Community, Members, News About ASI When we put out a call to the industry for nominations to ASI’s four newest advisory boards, we expected a reasonable response. Turns out, we received a whopping 1,300 votes – perhaps the highest industry-wide response ever to such a query. The boards meet regularly to discuss and debate important issues affecting the marketplace and participants recommend and take action to drive the industry forward. We thank every member – new and existing – for their time, energy and willingness to confront and conquer issues important to all of us. We shared the names this week with industry members attending the fourth annual ASI Power Summit in Aventura, Florida. Now, I’m sharing them with all of you. Congratulations go to: The ASI Advisory Board:
Technology & Operations Advisory Board
Marketing, Public Relations & Industry Research Advisory Board
The Safety & Legislative Advisory Board
The boards join ASI’s existing advisory boards for ASI Show, ASI Education and ASI’s six magazines. All boards meet in-person at least once each year and via quarterly conference calls. As always, I’d love your thoughts so please let me know what issues you think the boards should tackle first by posting a comment or emailing me here. I’m also on Twitter, LinkedIn and YouTube.
Friday
November 5, 2010 ASI Called “A Formidable Force”Filed under: Community, Members We recently invited a panel of suppliers and distributors to ASI to talk to employees about ways they use our products and services to run and grow their business. It was illuminating in more ways than one. The businesspeople had a combined 120 years worth of industry experience – so when they talked, we knew to listen. They described their day-to-day activities and very frankly shared what worked for them – and what didn’t. In the end, I think everyone learned a lot. One of my favorite comments came from supplier Brett Hersh, president of Admints & Zagabor (asi/31516), who said he’d recently interviewed a sales candidate who asked how he could possibly market all of the company’s products and services. Hersh’s reply: “There’s a very clear answer: ASI. I’m a big fan.” Distributor Norbert McGettigan Jr., VP of Impact Dimensions (asi/230321), told us having one central clearinghouse makes his job easier. Distributor Glenn Wampole, secretary/treasurer of the Waitz Corporation (asi/354100), credited ASI for its quality people and products and said ESP has made him more productive. He shared a story about getting a call for a rush, 25,000-unit order and being able to get a quote out within three minutes, thanks to ESP. Supplier Joe Hoffman, VP of business development for Jetline (asi/63344), said that he complements a small sales force with ASI’s marketing services, ESP and catalogs. “You guys run a top-flight operation,” he said. When asked to describe a typical day, distributor Larry Altman, a partner in Bluestar Marketing (asi/141977), cited quoting, reaching out to customers and putting out fires, which is often helped by ASI. “You guys are a formidable force and sometimes we take you for granted,” he said. Distributor Anne Manuel told us the biggest issue she faced starting out was getting her name out there. Anne, president of Virgo III Ltd. (asi/352485), compared getting her ASI membership number to a freshman actor finally scoring an Actor’s Equity card. “I know everyone in this room supports our efforts,” she told our employees. “I’m looking forward to more exciting things.” No matter what size or type of business they’re in, the panelists shared similar challenges and goals: getting product to clients on time, cultivating better relationships, managing competition – and dealing amicably with each other. “I call suppliers my partners,” said Larry. “We have nothing to sell without them.” After an hour’s discussion, we opened the floor to questions. When asked for the one thing ASI could change to improve service, one distributor said: “More filtering out of suppliers who sell direct.” Another panelist suggested making the CreditConnect monitoring service more functional. “Evolve ProfitMaker to a more modern platform to improve integration,” was also suggested. Other “magic wand” items included “moving into the cloud” (which means storing and securing more information online instead of on your computer), adding mediator services to resolve disputes between suppliers and distributors, and making loading in PromoShop easier. When asked how to prevent clients from buying direct online, panelists agreed that most customers who try it for cost-saving eventually return for service. While “green” and American-made products continue to sell, until prices come down, they won’t sell more. I’d suggest that any company try inviting clients in for a discussion with employees. It really opened the lines of communication and, in addition to giving us ideas to explore, let us know just what areas need improvement. Has anyone else ever tried this? If so, let me know by posting a comment or emailing me here. I’m also on Twitter, LinkedIn and YouTube.
Wednesday
October 27, 2010 Are You an All-Star?Filed under: Guest Blog, News About ASI Here in the Philly area, we are still stinging from what was a debacle of a weekend in Philadelphia sports. The Phillies choked and fell to the Giants in game 6 of the NLCS, and the Eagles – well, I don’t know what the heck happened there – but they managed to blow a nine-point lead going into the fourth quarter and lose to the Titans. Hey, congrats if you’re a fan of either one of those teams and good luck to the Giants and the Rangers in the World Series. While we’re on the subject of winners, let me get to what brings me here, now that you’ve allowed me to vent. We’re holding our second annual Advantages Sales Rep of the Year contest and we’re adding a spot for sales support staff this year too. So I ask: Are you the next Advantages Sales Rep of the Year or do you know one? Or are you Advantages FIRST Sales Support Person of the Year or know one? Our January issue will be devoted to Advantages Sales Superstars and we want your nominations ASAP. Recognize outstanding sales performance in yourself or others. In 2010, did you come up with something really creative that led to a huge sale? Did you have the largest sales volume in your company? Did you go way over 100% of your quota? Have you gone above and beyond for a client or your sales reps? If you think you or one of your colleagues should be a contender, e-mail me. The winner will receive gifts and praise and bragging rights for the year. Oh and you will also have a magazine profile to show all your friends and family. Now doesn’t that sound special? Send either your 100-word-or-less entry or, if you’d prefer, your video nomination (you can even sing it or recite it in poetry; I’m pretty much up for anything), along with a high-res image if you have it available: khuston@asicentral.com. It’s time to toot your own horn or nominate a worthy colleague. Looking forward to hearing from you! — Kathy Huston, editor, Advantages magazine
Tuesday
October 19, 2010 Court Votes with Promo ProductsFiled under: News About ASI, Research, Using Ad Specialties In a few weeks, ASI will unveil the newest version of the industry’s most influential survey: the 2010 Advertising Specialties Impressions Study. The much-anticipated study provides rock-solid proof of the cost-effectiveness of promotional products. This week, in the lead-up to the hotly-contested November 2 elections, we’re providing a sneak-peek at some of the results, which reveal what Democrats, Republicans and independents think about promotional products, a.k.a. swag (stuff we all get) and freebies, millions of which are distributed during election season along with bumper stickers, buttons and yard signs. Who knew Republicans preferred food baskets – and Democrats liked pens so much? It’s worth knowing next time you court the business of your state or local campaign office. Here are some other study highlights:
Full results of the 2010 study will be released at the ASI Power Summit at the Turnberry Isle Resort & Club in Aventura, Florida, November 7-9. We’re certain the 2.0 version will be of great interest to you – and especially your clients – since the 2008 study continues to be widely circulated and consistently cited. In the meantime, check out our press release about the promotional preferences of the two political parties, and independents, by clicking here. Let me know which results took you by surprise 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.
Tuesday
October 12, 2010 MJF: Funny, Frank and Fond of PromosFiled under: ASI Shows, Community, News About ASI Tuesday, we enjoyed an unprecedented event here at ASI – an interview with actor and Parkinson’s activist Michael J. Fox. Personally, it was a thrill for me to participate in the freewheeling discussion on ASI Radio – and to ask Fox a question. We’re about the same age and I unabashedly admit I’m a huge fan who saw “Back to the Future” five times when it first came out. I’ve followed Fox’s career ever since and think his upcoming keynote at the ASI show in Orlando January 25 will be the best we’ve ever delivered. Fox was exactly what I’d expected. Frank, funny and fast. He didn’t dodge a single question and barreled through the interview in his unmistakable voice. He talked about everything from overcoming challenges and his love of promotional products to the way to his wife calls him “Mr. Mayor” when they stroll the streets of New York because of all the people who recognize him. Fox’s upcoming speech is co-sponsored by Evans Mfg. (asi/52840) and Showdown Displays (asi/87188). Tuesday, Michelle Mann from Evans and John Bruellman from Showdown were among those asking questions. To listen to the archived show, click here and turn up your speakers. Feel free to Tweet the link to your friends and followers. Below are some edited excerpts from the interview: Q: How did you react when first diagnosed? A: Obviously, it was a shock. I was 29-30, and not thinking about Parkinson’s. I thought it was something elderly people got. I originally thought I had a physiological injury and it turned out to be neurological. It took a while to sink in. Then, it was just a matter of dealing with it. But accepting it is not the same as being resigned to it. Second, it was becoming an activist. Q: What does it take to battle the disease while becoming a force for change? A: When you face struggle, you face the truth of it. You go moment to moment. When you do that, you don’t recognize loss, you recognize opportunity. Q: When you were acting full-time, what was your most challenging day? A: It was a series of days, while doing “Spin City,” before I’d disclosed I had Parkinson’s, when I was performing in front of a live studio audience. I was twisting, grinding and shaking, waiting for my pills to take effect, thinking “Could they laugh at somebody they knew was sick?” I had to go moment to moment and think about the goal. The audience always laughed, thank god Q: Like so many people in business you’re forced to overcome obstacles. Do you have any advice for businesspeople facing personal or professional challenges? A: Loss is not a vacuum. With any unpleasant challenge, you have to acknowledge what’s taken from you. And create a new landscape with new opportunities and challenges. You might be forced to take a different path. And it could lead to new growth. Q: Do you need to find your own personal happiness in order to succeed in business? A: When you find happiness in life, you find it in business. When I was first diagnosed, I worked non-stop. A doctor said I had 10 good years left to work and I wanted to fill that up. But then I started to realize how crazy that plan was. I was in New Zealand for five months working while my family was back in New York. And I’m thinking “This is nuts.” You’ve got to try and find balance in your life and be able to bring more to your work. Nothing I accomplish would be possible without my family. Q: You’ve enjoyed a very successful career. What are you most proud of? A: Being able to raise a family outside the business while living in New York. We get to deal with people from all walks of life, which gives my family a wider experience. That’s the accomplishment I’m most proud of. Q: My favorite role was in “An American President” when you played the assistant to the president, Michael Douglas. What’s your favorite? A: From a pure acting challenge, playing in “Rescue Me” with Denis Leary. It was so cool. I played a bitter, paraplegic guy in a wheelchair. When Denis first called me about it I said, “You do realize with my condition I can’t stop moving? And you want me to play someone in a wheelchair?” I’ve also recently been in episodes of “The Good Wife” and “Curb Your Enthusiasm.” Usually, the last thing I’ve done is the most fun. Now, I’m involved in fundraising for Parkinson’s and moving the dial a little bit in this mission. Q: What’s your favorite promotional product? A: I have tons. I love swag. At the foundation we have Team Fox, which is involved in fundraising drives, and we’re always sending out hats and T-shirts with logos that I and my kids also wear. I’m a terrible golfer but some of the most effective advertising for me is on golf balls. Including one that said, “If found, return to Randy.” It all reminds me of what we do at the foundation: It’s all about getting people together, sharing ideas and goals. It’s important to have something recognizable that represents you and your brand. To register for the ASI show in Orlando January 23-25, click here. For more information on Michael J. Fox’s keynote on January 25, click here. Let me know what you thought of the interview by posting a comment or emailing me here. I’m also on Twitter, LinkedIn and YouTube. |
