Counselor® PromoGram®
Volume 742 / August 26, 2010
Click here to read this and past issues online.

Counselor Reveals 2010 Best Places To Work
One of the most anticipated lists in the industry is now live. Counselor’s Best Places to Work, the ranking of industry companies that were judged by their own employees as the best companies to work for, can now be found on our website and a special new Facebook page at www.facebook.com/BestPlacestoWork.

Click here now to view the full list of 75 companies, and to read a profile of the number-one Best Place to Work: Dacasso (asi/48125), the Gainesville, FL-based supplier.

And, make sure to join the Counselor Best Places to Work community by going to www.facebook.com/BestPlacestoWork.
Add your own thoughts to the conversation about what makes a great workplace. Each week, we’ll reveal a new profile of one of the 75 companies on the 2010 Best Places to Work list. Plus, we’ll host contests and moderate conversation topics based around workplace issues, challenges, and successes. Join us now.

ASI NEWS

Ad Impressions Sneak-Peek
Be the first to learn how domestic and international consumers rate promo products in the sequel to ASI's most influential study – premiering at the ASI Power Summit.

Find out more.
ASI Show Announces Star-Studded Line-Up
Michael J. Fox and Laura Bush among those scheduled to appear in 2011.

Find out more.
ASI STORE
Find, review, and purchase the latest exclusive ASI products...
Find out more.

News Video: Industry Faces Product Recall
Every week, Counselor PromoGram offers a video news report that highlights the industry's top stories. Called Industry Update, each episode details the most important trends and news items impacting the ad specialty market.

In this episode, we discuss how one supplier dealt with a product recall situation and we reveal information on a distributor acquisition. Plus, how will new FTC regulations impact eco-friendly-product marketing efforts? Check out the video to find out.

Click here to see the trends and to watch Counselor PromoGram's Industry Update.

If you have any news you'd like to see covered on Industry Update or in Counselor PromoGram, please send it to newsdesk@asicentral.com.



FTC Proposes New Green Marketing Rules
In an effort to protect consumers from exaggerated advertising claims, the Federal Trade Commission (FTC) is considering tight regulations on how marketers use words like "recyclable," biodegradable" and "carbon neutral." The rules, also known as Green Guides, could affect more than 300 environmental seals of approval on current products, possibly making those environmentally-friendly claims in violation of government standards. Besides updating those standards, the rules would also more clearly define how companies can back up their claims of environmental sustainability.

The updated regulations will continue a recent trend of more aggressive enforcement of eco-friendly-related advertising. During the past two years, the FTC has brought seven environmental advertising enforcement actions, compared to zero during the prior eight years. While the FTC cannot compel companies into adopting more eco-conscious policies, the agency is permitted by law to stop marketing fraud.

The FTC is specifically targeting greenwashing, the practice of making an unsubstantiated or misleading claim about the environmental benefits of a product in order to increase its sales. The most notable case of alleged greenwashing occurred last year when the FTC accused Kmart of listing paper plates as biodegradable. The plates, the government argued, would not typically decompose in solid waste facilities where most garbage is found. Kmart eventually agreed to alter its "biodegradable" claims in its marketing.

Before the FTC begins enforcing the new rules, the agency will first publish the Green Guides in the Federal Register and institute a comment period. The FTC is expected to announce the updated regulations within the next two weeks, likely issuing the most substantial change to Green Guides in more than a decade.


Podcast: How To Get Clients To Pay Bills On Time
On Tuesday's ASI Internet Radio Show, the hosts took questions from callers looking for advice on how they can improve the remittance time of their clients. Looking for ways to get clients to pay upfront? Or, need strategies for improving the pay habits of a laggard customer? Listen to this clip from the show. 

Click here to listen to the client-payment segment from Tuesday's show.

If you'd like to check out a recording of the whole online radio show, go to www.asicentral.com/radio. And, don't forget to join us on Tuesday, August 31, for our next broadcast. Log on to www.asicentral.com/radio at 10:30 am ET and give us a call at 215-953-4979 or e-mail us at radio@asicentral.com to participate on the show. We want to hear from you.


Target Marketing Acquires Distributor
Looking to further expand its national presence, Virginia-based distributor Target Marketing (asi/341741) has acquired Arizona-based Godfrey & Alexander (asi/208816), the companies have announced. Financial terms of the deal were not disclosed, but Target executives believe the addition of Godfrey & Alexander will increase their company's sales by a minimum of 25%. "This is an exciting time for us," said Jay Nathanson, managing partner at Target Marketing. "Godfrey & Alexander is a high-service organization with a lot of loyal customers."

According to Nathanson, Godfrey & Alexander and Target are well-matched, with the former maintaining a base of large clients and the latter offering high-end technology services. "For the last couple of decades, we've built ourselves on service but we've also invested heavily in technology," Nathanson said. "Our niche is working with larger organizations with complex logistical challenges."

Per the deal, Robin White, president of Godfrey & Alexander, will join Target Marketing in the dual role of senior account manager and strategic planner. Godfrey & Alexander will keep its name and ASI number for roughly the next six months, according to Nathanson, until the changeover is complete. Target has also hired additional support staff to aid in the transition. "We've been searching for a company to partner with to provide increased services and support to our clients," said White. "Godfrey and Alexander's clients will benefit through Target Marketing's technology platform and creative resources, making this business strategy very exciting."

Having joined the industry nearly a quarter of a century ago, Target Marketing employs 20 people and has annual ad specialty sales of just under $10 million. According to Nathanson, Target's sales have increased 10% so far in 2010.



Call For Nominations: Women Of The Year Awards
ASI is looking for nominations for our first-ever Women of the Year Awards – these awards will be presented at the 2011 ASI Women's Summit in Dallas. We'd like to recognize fearless, gutsy women who are making a big impact in the ad specialty industry. Know anyone who might fit the bill? Here's the kind of woman we're looking for:

  • A gutsy entrepreneur who started her business with nothing and grew it into a super company
  • A million-dollar salesperson who can pitch any product and close any deal
  • A marketing maven who always knows just how to create the right business buzz
  • A social networking wizardress who has taken cyberspace by storm
  • An ad specialty veteran who's the favorite mentor for industry newcomers

E-mail kakers@asicentral.com with your nominee's name, company and three solid reasons this person should be considered for inclusion on the list. Also, include your name, company and contact information. We'd like to hear from you by September 1.



One Spot For Member Benefits
The ASI Member Benefits team recently announced the addition of a Spot ASI Savings Facebook page to help members keep their fingers on the pulse of time and money saving ASI member benefits.

Read member success stories, learn about savings programs and watch for new special offers by visiting the page often. Check out the full list of ASI member benefits at www.spotASIsavings.com. Feel free to email your comments and questions to benefits@asicentral.com.



ASI Radio Contest
If you like cool, high-tech gadgets and enjoy the weekly ASI Radio Show, then we have some news for you.

Starting last week and culminating in a prize giveaway show on September 14, ASI is running a contest that requires only that you pay attention to each of four shows for a special "Word of the Week." For four consecutive weeks we will give a new "Word of the Week," and on the fifth week we will solicit calls from listeners to identify which word went with which week.

For more information, including the prizes you could win, click here.



In The News
Boundless Network (asi/143717) announced that it has been ranked number 797 on the 2010 Inc. 5000 list of America's fastest-growing private companies.

Gold Bond Inc. (asi/57653) announced that it has launched Gold Bond With a Bow, a holiday program providing distributors with solutions for holiday and event giving.

Motivators Inc. (asi/277780) announced that it has been ranked one of the fastest-growing private companies in America by the Inc. 5,000 for the third consecutive year.

Sweda Company LLC (asi/90305) has introduced its holiday-themed catalog, called SimplyGIFTS, marking the debut of the company's new partnership with Leatherman multi-tools.



People On The Move
Corvest, parent company of Adva-Lite (asi/32145), Toppers (asi/91530) and It's All Greek To Me (asi/62960), has appointed Carla Dickie as customer service manager.



ASI SHOW

RESERVE FOR THE ASI WOMEN'S SUMMIT AND PAY ONLY $249.
Register by next Tuesday, August 31, for the second annual ASI Women's Summit taking place on February 18, 2011, during ASI Dallas at the Adolphus Hotel's French Room and pay only $249! (Co-sponsored by Fields Mfg., asi/54100, J. Charles Crystalworks, asi/62985, Logo Mats, asi/67849) 

You'll have the exclusive opportunity to network with other women professionals in the ad specialty industry, as well as hear a motivational Keynote by former First Lady Laura Bush.

The afternoon schedule will feature registration and networking from noon until 1:30 p.m., where you'll be able to share stories with colleagues while mingling with Mrs. Bush; a sit-down lunch with Keynote from 1:30 p.m. to 2:30 p.m.; an interactive hot topics discussion from 2:30 p.m. to 3:15 p.m. and an awards presentation highlighting the "Top 10 Women to Watch" from 3:15 p.m. to 3:30 p.m.

Register today at www.asishow.com and pay only $249. All attendees will receive a free autographed copy of Mrs. Bush's new book, "Spoken from the Heart," a New York Times #1 best seller.

ATTEND THE ADVANTAGES ROADSHOW WHEN IT VISITS THE NORTHEAST
The industry's #1 traveling show, the ASI Advantages Roadshow, is visiting the Northeast next week (Boston, Aug. 30; Long Island, Aug. 31; Philadelphia, Sept. 1; and Baltimore, Sept. 2). All distributors are invited to attend for FREE!
Delivering a productive, one-on-one atmosphere for distributors to meet with top suppliers, the Advantages Roadshow features free education from 8 a.m.-9 a.m., 9:30 a.m.-10:30 a.m. and 1 p.m.-2 p.m. and exhibit hours from 9 a.m.-1 p.m.
Visit www.advantagesroadshow.com for complete details. No pre-registration is required.

The following are the dates and locations for The ASI Show in 2010 and 2011:
ASI Holiday Preview in Las Vegas, September 13-14, 2010
Orlando, January 23-25, 2011
Dallas, February 16-18, 2011
New York, March 22-24, 2011
San Diego, May 18-20, 2011
Chicago, July 19-21, 2011

Plus, don't miss the ASI Advantages Roadshow, the industry's #1 traveling show. Visit www.advantagesroadshow.com for the complete schedule and go to www.asishow.com for information on all ASI Shows.


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