Marketers Optimistic About Advertising Budgets
A new survey shows a growing number of marketing executives expect to increase their future advertising budgets, a sharp reversal compared to prior months. The survey, conducted by research firm Advertiser Perceptions Inc., specifically identifies executives in cable television, online media and digital services as increasingly likely to spend more money on marketing during the next year. In addition, while respondents in the areas of broadcast television, magazines and newspapers remain discouraged overall about their ad budgets, there are signs their views could gradually be changing.

The survey includes an index which uses zero as neutral, with positive numbers indicating optimism among marketers and negative numbers indicating pessimism. For example, the latest report shows cable television to have an index of 11, compared with four months ago when its index was one. While still rated with negative listings in the current survey, the combined indices for broadcast television, magazines and newspapers improved by 20 points. In total, 29% of ad executives think they will increase their overall ad budgets within the next two months, compared to 26% who expected to increase them two months ago.

Study: Increased Marketing Yields Revenue Bumps
Need evidence about the viability of your marketing investment? A new survey clearly equates increased marketing spending with increased revenue generation. Of the 259 businesses polled, the 65% that increased their marketing expenditures experienced an increase in revenue over the same period. The survey, which exclusively examined businesses with one to 20 employees, was just released by Hurwitz & Associates. Thirty percent of those that kept their marketing spend flat saw a boost in revenue. This left only 5% of businesses that invested more in marketing encountering a revenue decline.
           
"Now is the time for people to market. I don't think there is any question," says Gary Garton, owner of Garton Specialties (asi/202132). "If they market now and keep their name out there they can improve their position when [the market rebounds]."
           
The Hurwitz survey also proved the damage that can be done to a business when it decreases its marketing budget: 41% of respondent that decreased their marketing expenses experienced a decline in revenue. "It's always a good time to market. You can't not be out there," says Sharie Stewart, owner of Abacus Enterprises (asi/101830). This is particularly valid for distributors, Stewart says. "Too many things happen in this business. Contacts move around, especially in this economy. People lose their jobs and others step in. If you don't stay on top of it, you can lose the customer. Even in the good times a really good salesperson is always prospecting."
           
Of those polled in the Hurwitz study, 46% used digital marketing methods – social media, e-mail newsletters and search were the most used avenues.

Tuesday Morning Radio Show Live On The Air
Every Tuesday morning from 10:30 a.m. eastern time to 11:00 a.m., a team of ASI editors debate the most important topics facing the industry. We also, of course, offer our own off-beat look at the market. This morning, we looked at how to handle nervous workers, shared the traits of great entrepreneurs, and discussed the viability of a new web site. Plus, we even took calls from listeners looking to share their goals for 2010 – and how they plan to achieve them.  

If you missed the show, don't worry. A recording is now available at www.asicentral.com/radio. And, don't forget to join us for the first ever ASI Radiothon, which will take place next Tuesday, December 15. Just in time for the holidays, the Tuesday Morning Show crew will be revving up their charitable side and raising money for The G.I. Go Fund (www.gigofund.org), an organization that helps veterans upon their return to the United States. We'll auction off high-end products during the show and the bidding will begin…now. Go to www.gigofund.org/asiradio to check out the items and begin the bidding. The auction will run through next week's show, 10:30 a.m. on December 15, and donations can begin right now.

National Pen Announces Product Giveaway
Touting new technology, Counselor Top 40 distributor National Pen Co. (asi/281040) is giving away 10,000 free business card pens as part of a promotion. The company has set up a new Web site (www.freebusinesscardpen.com) where anyone can order a contour pen with a business card image. "We have a new way to promote business that no other company in the industry can do, as we have created the technology to take a business card and apply the design on a pen," said Dave Thompson, CEO of National Pen. "We have had a tremendous positive response from our initial product introduction, and we want to help small businesses promote their services through this giveaway."

To receive a custom pen, a person must either upload a business card image or mail in a card to an address provided on the promotional Web site. Owners of the first 10,000 submitted cards will be sent a free pen, without costs for shipping, handling or setup. Business cards will not be returned. "We have had so many great responses from customers," Thompson said. "We have created a calling card for the small business owner that ensures his/her services will not be forgotten."

While National Pen did not report its revenues for 2008, Counselor estimated its sales at $155 million, making it the ninth-largest distributor in the industry. Based in California with manufacturing facilities in three countries, National Pen employs roughly 1,800 people.

The Joe Show: New Year, New Products
As 2010 dawns, it's time to look at some of the newest products available in the ad specialty market. In this episode of The Joe Show, Counselor Managing Editor Joe Haley shows off some new items for 2010 that suppliers have sent him recently. Check out the video, and get ready to wow clients with the latest and greatest.

Click here to see this new-products edition of The Joe Show.

New Law Bans Certain License Plate Frames
Makers of customized license plate frames could be forced to change the size and style of their products following an amendment to a law in North Carolina. The new law, which was enforced for the first time Tuesday, prohibits the covering of the state name, year sticker or month sticker by a promotional frame. "This is just part of the business and you have to roll with the punches," says Rick Russell, owner of License Plate Ad Co. (asi/67350). "We continue to adapt our styles."

The law, one of 52 recently-passed statutes in North Carolina, does allow for the use of transparent frames that don't interfere with toll collection systems that take pictures of license plates. Between now and November 30, 2010, violators will only receive a warning for using a restricted frame. After the grace period ends, the penalty will include a $100 fine and $130 in court costs.

While license plate frames are common for promoting car dealerships, colleges and sports teams, sponsors of the legislation have argued the frames make it more difficult for police to collect registration data. The North Carolina law follows similar legislation recently enacted in other states. Earlier this year, a comparable license plate law went into effect in Arizona, following the actions of legislators in other states including New Jersey, New York and Connecticut.

Obituary: Lloyd Schuh Sr., Founder Of LSC Marketing
Lloyd Schuh Sr., founder of Arkansas-based LSC Marketing (asi/321000), died Friday of natural causes at the age of 94. Considered a pioneer in direct-mail campaigns, Schuh opened his company in 1948 in Little Rock. "For central Arkansas, this was the passing of a legend," says Brian Gould, vice president of promotional products at LSC. "He was really the last link to the first advertising and public relations people here."

A recipient of the Advertising Federation's Lifetime Achievement Award in 1995, Schuh retired in 2007. "Until he left, we didn't realize how much work he was still doing," Gould says. "Even last Thursday he was still asking me about the business and how I thought it would do in 2010. He was on top of things to the end. He was old-school, but open-minded about everything and everybody."

Call For Entries: Counselor Product Design Awards
Counselor magazine is looking for innovative products for its Product Design Awards competition. Suppliers are invited to nominate their favorite eye-catching products in the following categories:

In order to enter, please submit the following three items: 1. A sample of the product. (We recommend that the product be exclusive to the supplier that is submitting it, although this is not a requirement.); 2. A quick description of the product, including any special features; 3. The category that the product should be considered for. There is a limit of one submission per category, per company. All submissions will be judged on the following areas: design appeal, functionality and the ability to attractively feature a logo (when appropriate). Winners will be featured in the June issue of Counselor.

Please send all entries to: Karen Akers, Awards Editor, Counselor Magazine, 4800 Street Road, Trevose, PA 19053. Questions? E-mail Karen Akers at kakers@asicentral.com. Please note that only products from North American suppliers will be considered and that submissions will not be returned unless specifically requested.

New Course Available on ASI Education's Online Learning Center 
Be sure to register at http://www.asicentral.com/asionlinelearning for some exciting new courses available exclusively to ASI members. Brought to you by ASI Education, Online Learning is the newest and most convenient way for distributors to get educated. Here are some of the courses from our New Distributor Success Track available now:

NEW
Write Your Business Plan. You've gotten your feet wet in the advertising specialty industry. You've aced all of our tests on industry terms, ASI numbers, artwork requirements and purchase order standards. Now, it's time to really delve into your own business by writing a business plan -- this is how you really develop a strategy for exactly how you're going to achieve success in this growing industry. In this course, we'll teach you how to write a business plan, how to determine the best markets to target, how to create a margin strategy, and how to choose the right supplier partners.

Course Track: New Distributor Success
* Nailing Down the Basics
* Marketing Your New Business
* Steps to Selling Success
* Creative Case Studies
* Avoid These First-Year Pitfalls
* Managing Your Business
* Wearables Crash Course
Coming Soon: 
* Building Profitable Client Relationships

In The News
Hub Pen Co. (asi/61966) has been honored with a top five supplier award by Kaeser & Blair (asi/238600).

JournalBooks (asi/91340) will introduce the JournalBooks Collection for Leed's (asi/66887) in January. The collection will include 30 basic styles with different levels of customization, full-color printing options and accelerated turnaround times.

Signarama (asi/388000) has launched a Web-based design and ordering service available at www.ShopSignarama.com. The service allows customers to create their own designs or modify thousands of sign templates.

Ward Promotional Marketing Solutions Inc. (asi/355430) has donated more than $5,000 worth of new jackets, polo shirts, duffle bags and other items to the Inter-Faith Ministries of Modesto, CA.

Wisconsin Knit Wear (asi/97595) recently donated 2,000 knit hats to needy children and homeless shelters as part of the bat mitzvah project for 13-year-old Naomi Arenzon, daughter of company owner Steven Arenzon.

People On The Move
Artina Promotional Products (asi/125290) has hired Mike Contreras as sales manager.

ASI SHOW

THE FREE REGISTRATION DEADLINE FOR ASI ORLANDO EXTENDED
Due to popular demand, the free registration deadline for ASI members for The ASI Show Orlando (January 3-5, 2010), the industry's first show of the year, has just been extended to Monday, December 21. Featuring 700+ top suppliers, best-in-class education, around-the-clock networking and a free Keynote by General Colin L. Powell, USA (Ret.), The ASI Show Orlando is THE place to kick-start 2010.

Register today at www.asishow.com for The ASI Show Orlando. ASI distributor and decorator members can also receive up to $100 toward a hotel room.

EXCITEMENT IS BUILDING FOR THE LARGEST SHOW IN THE SOUTHWEST — ASI DALLAS
The ASI Show is bringing its innovation and fun to the Lone Star State on February 1-3, 2010. Be prepared for your strongest sales year ever by attending The ASI Dallas Show, featuring 600 leading suppliers, thousands of new items, more than 55 free education sessions, a free Keynote on social networking and daily networking.

Register today at www.asishow.com for The ASI Dallas Show. ASI distributor and decorator members enjoy free admission and can receive up to $100 toward a hotel room.

THE ASI SHOW IS HEADED TO THE WEST COAST IN TWO MONTHS
Timed in the first quarter, The ASI Show San Diego (February 24-26) will deliver the products, services, ideas and strategies you need to launch 2010 with a bang. Featuring leading suppliers, such as BIC Graphic, Prime, Hit Promotional Products, Bodek and Rhodes and Sweda, cutting-edge education and non-stop networking, ASI San Diego will be a sales-building event like no other.

ASI San Diego's three-day schedule, includes a number of exciting events, including the Gala Celebration at Stingaree Nightclub and a free Keynote by motivational guru Tony Robbins.

Join the excitement and register for ASI San Diego at www.asishow.com. ASI distributor and decorator members enjoy free admission and can receive up to $100 toward a hotel room.

Follow The ASI Show on Twitter and become a fan on Facebook today!

The following are the dates and locations for The ASI Show in 2010:
Orlando: January 3-5
Dallas: February 1-3
San Diego: February 24-26
New York: May 4-6
Chicago: July 13-15
Holiday & Incentives Expo, Las Vegas: September 14-16