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The Promotional Product Industry Chris Gwaltney, BASI
Director, Membership Sales
EVERY STEP OF THE WAY™
The Promotional Product Industryand how to work it.
$22.2
The Industry Is Stronger Than EverBillion in annual sales
OVERVIEW OF THE INDUSTRYWHY SELL PROMOTIONAL ITEMS?
HOW ASI TECHNOLOGY CAN GROW YOUR BUSINESS
HOW ASI® IS THERE EVERY STEP OF THE WAY
AGENDA
WHAT ARE PROMOTIONAL PRODUCTS?
Promotional products are practical, entertaining or decorative products imprinted with an advertiser’s name, logo, slogan or message. A.K.A.Promotional merchandise, promotional items, promotional gifts, or advertising gifts, sometimes nicknamed “swag.”
WHAT ARE PROMOTIONAL PRODUCTS?
PROMOTIONALAMPLIFY YOUR BRAND LIKE NO OTHERPRODUCTS
CONSUMED TOUCHED SMELLEDHEARD SEEN
HOW & WHY
ARE PROMOTIONAL PRODUCTS USED?
Create brand
awareness
Create a lasting
impression
Return On
Investment
COST PERIMPRESSION PROMOTIONAL PRODUCTS
DELIVER A BETTER COST PER IMPRESSION THAN VIRTUALLY ANY OTHER MEDIA. THE AVERAGE CPI OF A PROMOTIONAL PRODUCT EQUALS .005 – that’s half of a penny!
$.005
Education: $2.9 Billion and 13.6% market shareHealth Care: 11.8% market
Manufacturing: 7.8% market share
#1#2#3
TOPMarkets
Top Market by Revenue
What the #1 Marketis seeking….• Pennants• Cheer sticks• Seat warmers/cushions• Tiaras/sashes• Trophies• Centerpieces• USB drives
• Dry erase pens• Chalk boards• Water bottles• Lunchboxes/bags• Puzzles• Sports balls
(football/soccer/baseball/volleyball)
Education
What the #2 Marketis seeking….
Health Care
• Scrubs• Stethoscopes• Pedometers• Syringe pens• Heartrate watch monitor• Retractable badge pulls
• Brochures• Fleece blankets• Thermostrip flu kits• Pocket nurse organizer• Ice packs• Pill cases
What the #3 Marketis seeking….
Manufacturing
• Notepads• Calculators• Pens• Imprinted golf balls• Calendars
• Flashlights• Mints• Imprinted vests• Imprinted fleeces
What the #4 Marketis seeking….
Technology
• Power banks• Micro fiber cloths• USB drives• iPod docks/accessories• 3D TV’s
• Phone accessories• Laptop cases• Portable speakers• Headphones
Top Products by Revenue
12
Average time a promotional product is kept in a household or business.mont
hs
LAST LONGER
PROMOTIONAL PRODUCTS
of recipients of promotional products keep items that are useful.
82%
LAST LONGER
PROMOTIONAL PRODUCTS
10
outofCustomers remember the
business that gave them a promotional product.
LAST LONGER
PROMOTIONAL PRODUCTS
8
END-BUYERS: people looking to promote their brand or company.
WHO BUYS
PROMOTIONAL PRODUCTS?
• Large corporations
• Small businesses
• Government
• Nonprofits• Hospitals• Schools
Top 10 Reasons 1. Increase sales from current customers 2. Attract new customers and introduce them to your core business3. Improved customer retention – no need to go to another vendor4. No inventory to carry, no expensive equipment 5. Promo products are a flawless addition to your already established
business6. ASI’s Business Savings Program7. Sourcing products and promoting your capabilities are simple with new
technologies8. Average order is $1,000 and customers buy 3 times per year9. Low entry costs (less than a cell phone bill)10.Your customers already buy promotional products – shouldn’t it be from
you?
To Sell Promotional Products
ASI is here
to help.
Take a look at theseNUMBERS…$1,000
3$3,000x
x 40$1,200
Annual revenue potential per client
Average order sizeAverage number of times a
year a client places an order
Average profit margin
Average annual profit per client
%
50
(Source 2014 SOI survey – Supplier Executive Summary)
Distributors are reaping rewards
For arguments sake…. # of clients you have
82%Did we
mention?
Customer retention
$1,200Average annual profit per client
x$60,00
0Average annual profit per 50 clients
So how are they reaping these rewards?With these 3 simple rules
3Did You Know?
Rule #1End-buyers have 3 or more distributors they work with.So while building a relationship matters, maintaining one is even more important.
Maintaining Relationships
(Source 2014 SOI survey – Supplier Executive Summary)
1* End-buyers not only want their products orders fast but accurate.
* After all, they may also require internal approval.
* You need to deliver product ideas in a responsive manner, ideally in a one-hour window OR they will call the next distributor on their list.
* Only positive experiences with speed, efficiency and a “can do” attitude.
Rule #2Being responsive to end-buyer needs
Login improved by an avg.
26%Search improved by an avg.24%Navigation improved by an avg.23%
Because maintaining your relationship requires you to be responsive, you need a tool that arms you with this ability.
And did you knowwhat we’ve recently Improved?
Rule #3Using Tools that Make You Nimble
THE SERVICES
ASI® PROVIDES TO DISTRIBUTORS
#1 Sourcing Database
Your Own Website
Marketing Services
Free Education
# 1 SOURCING TOOL
IN THE INDUSTRY!The most accurate sourcing
tool in the industry.This browser-based database helps you provide the best sourcing solutions for your clients.
ESP®
3 out 4
product searches across the industry are done in ESP.
Over 1,000,000 ProductsAccess to the largest searchable collection of
promotional products in the industry.
Advance Searching Capability
Source products quickly to find the exact product that you need.
PresentationsWow clients with impressive presentations that can be
designed in minutes and sent to your client immediately.
Virtual SampleUpload your client’s logo instantly with our virtual
sample feature.
# 1 SOURCING TOOL
IN THE INDUSTRY!
ESP®
STAY CONNECTED
• Free for ESP Subscribers• Instant access to hundreds of features from ESP• Give clients a preview of the final product
immediately with virtual samples• Search for products using “speak to search”
technology• Ability to rate a supplier and read other distributor
comments
ANYTIME, ANYWHERE!
ESP Mobile®
ESP Websites
Choose from 100’s of hot designs.Securely accepts credit cards and eChecks.Virtual Samples! Innovative technology allows client logos to be previewed.
Discover the advantage of
☑☑☑
CatalogsSELLING. MARKETING. PROMOTING YOUR BRAND.
I have used ASI catalogs for over 24 years. The return on investment is covered with only one or two orders. We used ASI’s catalog fulfillment service because we save money.Kayla T.,
asi/239482
Average catalog is viewed by 3 prospective customers.
Average distributor generates $19k in annual sales.
Average catalog sale is $1,000.
67% of users say catalogs win new customers.
CatalogsSELLING. MARKETING. PROMOTING YOUR BRAND.
FREE WITH PURCHASE!
CatalogsSELLING. MARKETING. PROMOTING YOUR BRAND.
Full-color imprinting.
Digital version
• Professional Business Coach• Distributor success track• BASI/MASI certification program• 24/7/365 Online learning• Product support staff
Education
As an ASI® member, you get the benefit of exclusive savings on top-notch business services
from the brands you trust.
Up to 50% off shipping, and up to 70% off freight costs
Business Savings Programa glimpse into the
program…
33% off on all of their graphic design services for ASI members. Get free digital swatches, 24-hour or less turnaround times and high-quality work.
Get exclusive member pricing, free delivery on in-stock orders over $50 and no-hassle returns.
ASI Show!
• 3 Installments of ASI Show! Located in Orlando, Dallas and Chicago.
• Network with approximately 750 Suppliers and the TOP 40 Suppliers
• Product Debuts • Build lasting business relationships • Education Day
• 40 cities throughout the US and Canada• Attend a half day schedule that won’t keep you
away from the office for long• See suppliers from across the country and their
products up close and personal • Earn 5 points towards your MASI/BASI for
attending (ASI Members Only)• Bring your end buyers
