Putting the “Special” in Advertising Speciality

Tim Andrews leads the Advertising Specialty Institute (ASI) in the US. He shares insights on why our industry is a powerful force and what ASI is doing to enhance it.

A Year of Unprecedented Travel

As president and CEO of the largest media, marketing, and education organization for promotional products, I’ve traveled extensively this year—perhaps more than ever before!

Visited Hong Kong, UK, Germany, Puerto Rico
Traveled across major US cities: Los Angeles, Las Vegas, Dallas, Orlando
Even made stops in Iowa and Maine!

The Importance of Connection

In today’s globalized world, business knows no boundaries. Yet I firmly believe that organizations like ASI are crucial for fostering connections. Whether at trade shows or virtual conferences, building relationships remains key to business success.

International Collaboration

This past autumn took me to England for Sourcing City’s Marketplace event. It was a fantastic opportunity to connect with resellers and suppliers while enjoying local cuisine.

Through our partnership with Alistair Mylchreest from Sourcing City and our PromoAlliance initiative with PSI, we aim to share best practices that benefit markets across the US and Europe.

The Power of Promotional Products

No matter where I go, I can’t help but notice promotional products around me. Recently while watching “The Office,” I counted numerous custom t-shirts and printed mugs on screen.

The Evidence Speaks Volumes

It’s not just about popularity; we need solid proof of the effectiveness of branded promo products. The ASI’s Global Advertising Specialties Impressions Study V3 provides compelling evidence:

Cost-Effective: Promotional products offer better value compared to local TV or radio ads at a fraction of the cost.
Pervasive Influence: They consistently rank among the most effective advertising mediums available.
Diverse Insights: Our study includes demographic breakdowns essential for targeted marketing strategies.
Global Reach: We gathered consumer perceptions from cities across North America and Europe.

The Lasting Value of Corporate Gifts

The results confirm that corporate branded gifts have persuasive power worldwide—from New York to London. Here are some highlights from our report:

A Favorable Impression: Over half (52%) feel more positively about advertisers after receiving promotional items.
Name Recognition: Nearly nine in ten (87%) can identify the advertiser on their item.
Bigger Business Potential: One-third say they’re more likely to engage with an advertiser after receiving a branded product.
Proud Owners: People typically own around ten promotional items; LA residents lead with an average of eleven!
Cultural Trends: Increases in income correlate with higher ownership of promo products in the US.

A Unique Engagement Tool

Your audience appreciates useful items—like pens or calendars—that reinforce your brand message every time they use them. No other medium ties benefits so closely to recipients as promotional products do!

Your Next Steps: Embrace Customization!

This study will be updated later this year, providing even more compelling evidence for clients looking to invest in branding through promotional products. Remember: recipients remember brands associated with quality custom items!

No matter where you are globally or what language you speak, let’s agree on one thing: there’s immense power in putting the special in advertising specialty! Ready to elevate your brand? Let’s talk about how customized corporate gifts can make a lasting impact today!