Survey Reports Profitability Increase For Marketers
A new survey released over the weekend by the Direct Marketing Association (DMA) shows that marketers have experienced profitability increases this year – and they’re expecting even further profit growth in the third quarter of 2010. The DMA’s Quarterly Business Review shows that for the second consecutive quarter, direct and digital marketers reported improvements across virtually all key performance indicators during Q2 2010. Marketers also appear more optimistic about their future profitability, as their focus continues to shift steadily to digital channels including online display advertising, search, e-mail, mobile, and other digital media.

While the focus on profits for marketers has been important, the DMA’s second-quarter report also shows some loosening of the marketing pursestrings. “This report highlighted some positive and important information,” said Yoram Wurmser, director of research for DMA. “Since 2008, marketers have been able to maintain profits mostly by vigilantly cutting costs. Marketers in Q2 finally have enough faith in their future profitability to start spending again, albeit cautiously. The rise of spending suggests the economic rebound that started in late 2009 has continued steadily. This spending is due in large measure by improved data analytics and confidence in new media channels, two factors that will be instrumental in future success and an economic recovery.”

In fact, 52% of survey respondents said they expect their company’s profitability to be higher in the third quarter this year than in the second quarter. This compares to only 12% of companies that believe profitability will decrease as 2010 progresses, while 33% expect it to remain stable. “Given the sluggish pace at which the broader economy has rebounded, it’s certainly a good sign to see the direct and digital marketing community reporting two consecutive quarters of positive growth,” said Jonathan Margulies, a director at Winterberry Group, which partnered with the DMA on the survey. “It’s now clear that the digital revolution—driven by the maturation of online marketing channels such as search, display advertising and e-mail—is leading the recovery effort. We absolutely expect to see more marketer emphasis on data, technology and other critical ‘digital drivers’ in subsequent periods.”

Social Media Is Top Online Activity
New research finds that Americans spend more time on social media sites than doing any other online activity. The Nielsen Company recently reported in its study What Americans Do Online, that 23% of the time Americans spent online is on social media sites, up from the 16% last year. The survey also found that e-mail has dropped significantly in its share of online time, from 12% to 8%, making it the third most popular online activity (second was online games at 10%). "What's surprised me is that there was a fair amount of hesitation toward online social media, probably because it was unfamiliar to a lot of businesses," says Peter DeLegge, principal at marketing consultancy B2B Digital.

He says that ad specialty distributors should follow their buyers wherever they go, even into unfamiliar territory they fear may be a flash-in-the-pan fad. "It's irrelevant what the venue is," he says. "If that's where they're engaged, that's where they're at, that's where you go."

Distributors are beginning to notice, and they are increasing the amount of online social media they incorporate into their sales and marketing plans. Gizmo Group (asi/207455) is one distributor that has boosted its social media marketing in the past nine months, taking to Facebook, LinkedIn and Twitter, with several hundred fans, followers and connections on each (respectively). Rick Casner, the company's vice president of sales and marketing, says Gizmo moved to these platforms, while moving away from traditional e-mail marketing, in order to be where the customers are.

"I'm not really looking for an exact return on this, I'm just looking for another mechanism to stay in front of my clients and prospects, so when they are ready to order, in part because of the effort we've put into our social marketing, they'll remember to use us," says Casner. "There's so much clutter in people's inboxes nowadays, and the read rate is way down from where it was years ago, that you've got to look toward other mediums that are more current, more today, than e-mail."

Norma Polcek, president of Samco Promotional Products (asi/317700), agrees that social media is growing in importance for her company's promotions, as the Nielsen data reflects. Polcek says she prefers the "soft-sell" approach of social media, versus e-mail marketing, which can sometimes seem like it is bombarding prospective clients with ads. But sensing the company could improve its approach, she recently hired a consultant to help enhance the company's Twitter and Facebook presence. "We've been doing social media for awhile," Polcek says, "but now we're becoming more efficient at it."

Radio Show: How To Target Golf Tournaments
Every Tuesday morning from 10:30 a.m. to 11:00 a.m. ET, 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 gave listeners tips on how to use body language to win business and shared ways for distributors to get more business from current clients. Plus, a special guest called into the show: Phil Immordino, president of the Golf Tournament Association of America, provided tips for how distributors can expand their businesses by focusing on building relationships with golf tournaments.   

CA Senate Rejects Bag Ban
California's Senate last week voted down a measure that would have banned plastic bags from grocery, drug and certain convenience stores. The ban, which passed the state's Assembly in June, already had the support of Governor Arnold Schwarzenegger and would have become law in 2012 if the Senate had approved the legislation. "This is a sad day for California," said Assemblywoman Julia Brownley, author of the bill. "Communities across the state were waiting for the state to adopt a uniform, statewide ban on single-use bags before they adopt their own ordinances. The state failed them."

The legislation, which was intended to reduce pollution by encouraging shoppers to bring their own reusable totes to stores, was defeated by seven votes. While a notable loss for environmentalists, the decision is a significant victory for the plastics industry, which lobbied intensely against the ban. "Mandating isn't the best way to go," said Keith Christman, a managing director at the American Chemistry Council (ACC), which opposed the bill. "People should have a choice in how they bag their groceries."

The Joe Show: Hot Stuff
In this episode of The Joe Show, Counselor Managing Editor Joe Haley shows off some of the newest items to hit the ad specialty market. Want to wow clients with unique and new products? Start with these. 

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

Want more videos? Subscribe now to our YouTube videos.

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. Right now, we've asked people for their stories and pictures from their favorite corporate summer outing this year. Join us now to show the industry why your company had the coolest outdoor event this summer.  

Special Prize Giveaway Radio Show Next Week
If you like cool, high-tech gadgets and enjoy the weekly ASI Radio Show, then we have some news for you.

Tune into our special prize giveaway show next week, September 14, when we'll give away items like a digital camera, a netbook computer, and a Roomba vacuum cleaner. All you need to do is call us during the show and provide a word of the week from each of the previous four shows. Can't remember what the contest words were from the past four shows? Listen to the archives now at www.asicentral.com/radio ‑ and don't forget to take notes.

For more information, including the prizes you could win, click here. And make sure to tune in next Tuesday to our special giveaway show.

Nominate The Supplier Global Resource Sales Rep Of The Year
Supplier Global Resource, the industry's only magazine dedicated to ad specialty suppliers, is holding its inaugural Supplier Sales Rep of the Year contest to recognize outstanding performance, exemplary service and top-notch professionalism.

Do you work with a supplier sales rep who has gone above and beyond for you this year? Do you have a supplier partner who always puts you and your customers' needs first and has a "do whatever it takes" attitude to make you shine?

If you know a perfect contender, e-mail the nominee's name and details regarding what makes him or her award-worthy to Michele Bell, editor of Supplier Global Resource, at mbell@asicentral.com by September 15, 2010. The winner will be profiled in ASI's magazines, receive an array of awesome prizes and get to bask in his or her own fabulousness for the year.

ASI Online Learning Center
Did you know you can take self-paced, on-demand courses at ASI Education's Online Learning Center? This is the newest and most convenient way for distributors, decorators and suppliers to get educated.

What fabrics should you be using for heat transfers? Which fabrics should you shy away from? You'll learn the basics of heat transfers, along with two other hot decoration options, in this course.

In our newest course, "Unique Decoration Techniques: Chenille, Heat Transfers and Crystals," you'll learn the basics of chenille, heat transfers, and crystals and rhinestones, so that you can make an informed decision about whether you'd like to add these unique techniques to your services.

Click here to take the course.

In The News
Acclaim Screen Printing (asi/30477) has joined ASI as a new supplier decorator.

RoadPro (asi/82649) announced that it recently upgraded its www.RoadProPromo.com website. Website improvements include easier navigation, in depth product content, virtual logo samples, and a virtual flyer creator. Product content now includes detailed product specifications, shipping information, and imprint options.

Sweda (asi/90305) has announced the grand prize winner of its Case Study Challenge: Julie R. Haar of Proforma Strategic Promotions (asi/300094). The library of qualified case studies received from this year's challenge will be posted on Sweda's website at www.swedausa.com. 

WorkflowOne (asi/333647) announced that Premier Purchasing Partners, L.P., the group purchasing unit of one of the largest healthcare alliances in the U.S., has agreed to a new contract with WorkflowOne to provide document management services to Premier's 2,400 member hospitals and nearly 70,000 other health care sites across the United States.

People On The Move
Branding U. (asi/145106) has hired Beth Helms as office manager, Wayne Evans as account manger, and Randy Spencer as account manager.

Chocolate Inn (asi/44900) announced that Nicole Interligi has returned to the supplier firm to fill the role of sales coordinator.

RoadPro (asi/82649) recently added two customer support personnel to its staff: Lisa Zimmerman joined as a customer service representative and Derek Morrison joined as an inside sales representative.

SanMar (asi/84863) announced that it has hired Olivia Thurmond to the role of senior human resource manager.

ASI SHOW

EXCITEMENT FOR THE 2011 ASI SHOWS IS BUILDING!
With a star-studded year planned for The ASI Show, new distributor registrations are coming in daily. The industry is excited for next year's events, featuring TOP SUPPLIERS, UNMATCHED FREE EDUCATION, 24/7 NETWORKING and UNLIMITED BUSINESS OPPORTUNITIES.
Here's a sampling of the unprecedented list of keynotes and special events you'll find at The ASI Show...  

• ASI Orlando (Jan. 23-25): The biggest event on the East Coast will feature a dynamic Keynote by actor and activist Michael J. Fox (co-sponsored by Evans Mfg., asi/52840, and Showdown Displays, asi/87188), as well as a brand-new Gala at The Wizarding World of Harry Potter™.
  

• ASI Dallas (Feb. 16-18): Only at the largest show in the Southwest can you hear an empowering Keynote by former First Lady Laura W. Bush(sponsored by Pepco Poms, asi/77280). Plus, have lunch with Laura Bush at the 2nd annual ASI Women's Summit, taking place during ASI Dallas at the Adolphus Hotel's French Room on Feb. 18. (co-sponsored by Fields Mfg., asi/54100, J. Charles Crystalworks, asi/62985 and Logo Mats, asi/67849)
  

• ASI New York (March 22-24): Moving to the first quarter, ASI New York will include a private bash at hip hop mogul Jay-Z's nightclub the 40/40 Club, as well as The Industry's Biggest Speed Networking Session.
  

• ASI San Diego (May 18-20): The newest event to serve the West Coast will be home to the 2011 Counselor Top 40 awards, as well as feature a private performance by Emmy® award-winning comedian Wayne Brady.

• ASI Chicago (July 19-21): Local celebrity and football coach Mike Ditka will be delivering a moving Keynote at the largest show of the summer (sponsored by BamBams, asi/38228).
  

ASI distributor and decorator members can enjoy free admission, free Gala tickets and even a free hotel room. Visit www.asishow.com for details.

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 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.