Counselor® PromoGram®
Volume 764 / November 11, 2010
Click here to read this and past issues online.

Power Summit Uncovers Top Industry Trends
At this week's ASI Power Summit, held at the Turnberry Isle Resort in Aventura, FL, the speakers and attendees launched a high-level conversation about the most important trends impacting the industry now and into next year.

Here are five topics and trends that garnered the most attention during the Power Summit:

  • The Economy. Sean Snaith, the opening-night speaker at the conference and an economist at the University of Central Florida, gave the audience a realistic view of where the economy has been and where it's headed. "The economy went down further and faster than many had thought," he said. "So, it'll be a long-term gradual recovery. We're definitely in recovery, and I expect that to continue in 2011, but the growth will be slow. Any fears, though, of a double-dip recession I think are past us." Also, many of the supplier and distributor panelists during the Power Summit were quite bullish about revenues for 2011.
  • Product Safety. A topic on just about everybody's mind, safety and how to ensure that ad specialty items comply was a theme throughout the Power Summit. On the topic of whether end-buyers are willing to pay more for safe products, 65% of the audience said "no" during a real-time text poll. However, the point on safety was clear from many panelists and speakers: It has to be an element of everybody's business. "Product safety is an increased cost that all the people in this room have to build into their businesses," said Frederick Locker, a lawyer who works with the Toy Industry Association, during the first morning of education sessions.
  • Inventory. While suppliers admitted to inventory level challenges throughout 2010, most said during the Power Summit that their inventory situation is getting better. Both suppliers and distributors agreed that the inventory situation in 2010 called for better communication between the two sides – suppliers being better at sharing their inventory status, and distributors informing suppliers earlier in the sales and purchasing process about their clients' needs.
  • Pricing & Profits. Most attendees said that they expect prices to go up next year, which will put a potential strain on 2011 profitability. In fact, in a real-time text-poll during one of the sessions, 68% of attendees said they wouldn't be able to increase their profitability in 2011.
  • New Technologies. Many attendees and speakers, including Anvil Knitwear's (asi/36350) Anthony Corsano, discussed their new implementation of QR codes as a way to enhance products. "You have to bring more value to a product than just the item itself," Corsano said during a conference dinner to honor the Counselor Power 50. Indeed, Anvil is putting QR codes on t-shirts that can be scanned by a smart phone and bring an end-user to a website with additional information. Other attendees are beginning to put QR codes on their business cards.

Click here for Counselor's full video coverage of the Power Summit, including interviews with keynote speakers, new members of the Power 50, and session panelists.

ASI NEWS

The Votes Are In
Members cast 1,300 votes to choose the newest members of ASI's advisory boards, which help drive the industry forward.
Find out more.

Take That, Prime-Time TV
ASI's new landmark study proves the power of promotional products and provides evidence of their cost-effectiveness and affordability.
Find out more.

ASI welcomes the following Suppliers to the LogoMall Network
Find out more...
Find, review, and purchase the latest exclusive ASI products...
Find out more...

Video Report: News Of The Week
In this episode of Counselor's Industry Update video, we show highlights from this week’s ASI Power Summit. Check out interviews with session panelists and an economist who provides an outlook for 2011. Plus, what’s the cost-per-impression of an ad specialty item? Watch 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.



Doctors Receive Fewer Free Gifts
A new study published in the Archives of Internal Medicine shows 84% of physicians maintained some type of tie with drug companies in 2009, however there is increasing evidence that doctors are receiving fewer extravagant gifts, like all-expenses-paid trips. The study, conducted by a team at Harvard University and Massachusetts General Hospital, is the first major review of doctor's practices since the passing of the Physician Payments Sunshine Act. "We found a significant decline overall in the percentage of physicians who have relationships with [the pharmaceutical] industry," said Eric Campbell, who led the study.

According to study data, about two-thirds of doctors accepted free drug samples, 70% accepted free food or beverages from pharmaceutical companies and 14% accepted payment in exchange for professional services, in 2009. While eight out of 10 doctors admitted a relationship with drug companies in the survey, researchers say the results were an improvement compared to the last survey, conducted in 2004, when 94% of respondents revealed a tie to pharma companies.

"Cultures to the beginning of time have figured that gifts engender a positive response toward the giver," said Campbell. "What's hysterical is the fact that physicians deny that these happen. It's absolutely ludicrous to think that drug companies would spend all their time and money giving away this stuff if it didn't work."

In an effort to keep drug companies from having an influence over the decision-making of doctors, the Pharmaceutical Research and Manufacturers of America enacted guidelines last year, limiting gifts to physicians. In addition to cutting down the number of large gifts to doctors - the goal of the guidelines - the rules have also reduced the number of promotional products that drug companies have given to physicians. Similar gifting restrictions have since been passed by Congress through the Sunshine Act, although the legislation does allow for educational items, like anatomical models, charts and patient kits, to be given to
doctors.

The Archives of Internal Medicine study evaluated the responses of nearly 2,000 doctors nationwide. No specific data related to the giving of promotional products to doctors was made available.



Survey Proves Global Power Of Ad Specialties
Showing the cost-effectiveness of promotional product as an advertising medium, the cost-per-impression (CPI) of an ad specialty item is currently $.005 (half of a penny), according to a new exclusive survey from ASI. The 2010 Global Ad Specialty Impressions Study compares the CPI of ad specialties to other advertising and marketing channels – and it shows that promotional products have a better return-on-investment than most other media.

The first version of this survey was conducted two years ago, and the newly released edition has gone global, with reports on the impact of ad specialties in the U.S., as well as in Canada, England and Australia. Also included in the 2010 version are data breakdowns by demographic information such as age, race, gender, income levels and political affiliations. The survey was conducted by speaking to consumers and recipients of promotional products in New York, Chicago, Los Angeles, Philadelphia, London, Sydney, Toronto and Montreal.

"Our 2010 study once again proves the undeniable power of promotional products," says Tim Andrews, ASI's president and CEO. "Distributors and suppliers should use these results to educate their customers, prospects and end-buyers about ways ad specialties can increase sales and brand exposure. Not only do ad specialties make impressions on everyone who sees them, 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."

Other findings in the survey include:

  • The most commonly-owned promotional products among U.S. recipients are writing instruments, t-shirts and calendars.
  • 41% of U.S respondents said their opinion of the advertiser was more favorable after receiving a promotional product.
  • 83% of respondents in the U.S. said they could identify the advertiser on a promotional item they owned.
  • Males are more likely than females to own shirts and caps, while females are more likely to own bags, writing instruments, calendars and health and safety products.
To check out the whole 2010 Ad Specialty Impressions Study and download a copy of the survey, go to www.asicentral.com/study.


ASI Radio On The Air
This week's Tuesday Morning Show on ASI Radio offered ideas for the right credit card for your business and discussed how listeners could enter Advantages' Sales Rep of the Year contest. Plus, the hosts shared their "Favorite Things" and discussed the best ways to keep your star employees.  

If you missed the show, a recording is now available at www.asicentral.com/radio. And, don't forget to join us for our next broadcast on Tuesday, November 16. Log on at 10:30 a.m. ET to listen to the show – and give us a call at (215) 953-4979 to hear your voice on the air.

Plus, mark your calendars for November 30 to join the ASI Radio crew as they welcome former First Lady Laura Bush to the show. Head to www.asicentral.com/radio at 10:30 a.m. ET to listen to the interview.



Vote Now For Distributor Choice Awards
Every year Counselor magazine honors the best industry suppliers with our Distributor Choice Awards. Of course, we can’t name the winners without you, because these awards are chosen solely by industry distributors.

Voting is now open for the exclusive Counselor Distributor Choice Awards. Please click here to vote in the Counselor Distributor Choice Awards.

These valued awards will be given out to winning suppliers at the ASI Show in Orlando on January 23, 2011. Your vote counts and we thank you in advance for your participation. Voting ends Friday, November 19.



Are You An Apparel Pro?
Counselor is currently looking for case studies of how distributors have used a variety of apparel items in different client campaigns. Have you sold a t-shirt for a charity walk, a sweatshirt for a school event, or a jacket for a corporate sales incentive program?

We want to speak to you for our January issue. We’re collecting case studies of how clients have implemented a variety of apparel items into different promotional programs. If you’re interested in sharing your stories and being quoted in Counselor’s January issue, please send a brief e-mail to Betsy Cummings at bcummings2368@nyc.rr.com.

Calling All Sales And Sales Support Superstars
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 Editor Kathy Huston and let us know what makes you so spectacular.

The winner will receive gifts and bragging rights for the year and 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, along with a high-res image if you have it available: khuston@asicentral.com. Looking forward to hearing from you!


In The News
BIC Graphic (asi/40480) and Norwood have celebrated a Green Day, during which they shared initiatives to lessen their impact on the environment, taught employees what to do at home to be more environmentally conscious and heard from a representative from Florida’s Progress Energy.

Gemline (asi/56070) has announced that it will be the exclusive distributor of Zebra Pen Corp. products throughout the U.S. and Canada starting on January 1, 2011.

HALO Branded Solutions (asi/356000) has announced that Hall Marketing (asi/217975) has affiliated with the company and will sell under the HALO brand.

Scramble Ease LLC (asi/85928) has a new address: 4222 Rosehill Road, Suite 7, Garland, Texas, 75043. Through the month of November, the company is offering free magnetic pic mounts with each order to people who mention that they heard about the move in the ASI news.

Stormtech Performance Apparel (asi/89864) has opened its renovated showroom and office at 2560 Boundary Road, Burnaby British Columbia.



People On The Move
Crown Products (asi/47700) announced that it has hired Jay Paparone as director of national accounts.

CSE (asi/155807) has hired Dave Mann as the company’s account director.

EMT (asi/52263) has announced that it named Thomas Farrell as marketing assistant/inside sales representative.

Hub Pen Company (asi/61966) has hired Gary Cuppernull of Cupps Sales Group to represent the company in DE, MD, VA and Washington, DC.

iPROMOTEu (asi/232119) announced that 20 distributors have affiliated with the company in October, representing an estimated annual sales volume of over $4 million. The new affiliates include Stan Alhadeff of Global Promotions LLC in Alpharetta, GA; Andrea Boelling of Sunrise Promotions LLC in St. Charles, IA; Kennard Brown of Kennard L. Brown Co. in Reynoldsburg, OH; Doyle Clemmons of MaxxStar Marketing in League City, TX; Al Heisley of Heisley Advertising & Promotions LLC in N. Las Vegas, NV; Joy Humphreys of CapTeeVation Inc. in Johnson City, TN; Bryan Mroz of Mroz Marketing LLC in Myrtle Beach, SC; Kayla Petry of Compass Print & Promotions in Delaware, OH; Jay Relph of BJ McScralls LLC in New Berlin, WI; Rebecca Riley of Paradigm Promotion Inc. in Pickerington, OH; Colette Robertson of Cojax Supplier LLC in Fleming Island, FL; Kelly Simmons of Infinity in Collierville, TN; Tony Ward of Impact Marketing & Printing in Yorba Linda, CA; Ralston Wells of Promo Entertainment Group LLC in Atlanta, GA; Mary Williams of Marketwise Business Solutions in Alpharetta, GA; Aprill Wilson of Promotional Impressions in Smyrna, GA. 

The Premier Promotional Group has announced that Donna Edenhart has been selected as the organization’s executive director.



ASI SHOW

HAVE YOU ORDERED YOUR TICKETS TO THESE HOT ASI SHOW EVENTS?
From the industry’s top suppliers and best-in-class education to an unprecedented list of keynotes and special events, you’ll find it all at The ASI Show.  

Make sure to order your tickets today to these amazing events!

  • The best barbeque in Texas (just ask President George Bush) is at Eddie Deen’s Ranch on February 17. Order your ticket to the Ultimate Texas Bash during ASI Dallas (February 16-18). 
  • The Tony® award-winning Broadway musical Billy Elliot on March 22 and a private bash at hip hop mogul Jay-Z’s nightclub the 40/40 Club on March 23. Don’t’ miss these exciting events only at ASI New York (March 22-24).
  • A hilarious performance by Emmy® award-winning comedian Wayne Brady on May 19. This night of laughter taking place during ASI San Diego (May 18-20) will include singing, dancing, improvisation and comedy by one the most versatile entertainers in show business today.
  • A night of fun at Chicago’s exclusive hot-spot the Enclave Nightclub on July 20. Order your ticket and enjoy a great dinner buffet, open bar, dancing and networking ― taking place during ASI Chicago (July 19-21).

Remember, ASI distributor/decorator members enjoy FREE admission, FREE education, FREE networking and even a FREE hotel room. Register today for the 2011 ASI Shows at www.asishow.com or call 877-ASI-SHOW with questions.

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 2011:
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.

Counselor® PromoGram® is a trademark of the Advertising Specialty Institute. You were sent this newsletter as a benefit of your ASI membership. Copyright 2010, ASI. All Rights Reserved.
If you'd like us to send Counselor PromoGram FREE to anyone else at your company (or to your off-site sales reps), go to www.asicentral.com/newsletters and complete the online form.
Interested in advertising in Counselor PromoGram? Send an email to ekoehler@asicentral.com
Click here to subscribe to Counselor® magazine. You must be a member of ASI to subscribe to this publication. The publisher has a right to refuse subscriptions to non-members.
Advertising Specialty Institute®, 4800 Street Road, Trevose, PA 19053