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Thursday
December 8, 2011

Seven Cool Things to Do With a T-Shirt

Filed under: Uncategorized

Wearables in the WorksThis month’s Advantages magazine has a terrific article titled “Wearables in the Works” that showcases four distributor case studies and their successful apparel-based promotions. From baseball battles to horror movies, there are some pretty creative ideas in this article, so check it out. And in the meantime, here are 7 cool things to do with a T-shirt, compliments of Advantages magazine!

  1. Queue Some QR: “I suggested a client put a QR code on the back of a T-shirt we were designing and printing for a community walk they were sponsoring,” says Jay W. Vandervort, owner of Proforma Nextidea Marketing (asi/300094).  “The code would link the walkers to the website the company was trying to promote. After testing it successfully, we went ahead and printed the T-shirts with the QR code on the backs, and the promotion worked very well.”
  2. Now You See it, Now You Don’t: “We called upon a nudist association and sold them T-shirts with an imprint of Michelangelo’s David,” says Mark Ziskind, COO of Caliendo Savio Enterprises (asi/155807). “We used light-sensitive ink to put a fig leaf over his private parts. So, inside you would see the naked statue, and outside he would be covered.”

And here are 5 more clever ideas from Marsha Londe, owner of industry consulting firm Tango Partners:

  1. Flip the Script: “Print the graphic upside down so when wearers hang their heads, they see the art. It’ll make everyone else look, too,” she says. “I saw such a shirt recently: On the back, printed upside down, it said, ‘If you can read this, pull me into the boat.’ And, because it was upside down, I focused on it to read it.”
  2. Fold and Roll: “Take the shirt, fold and roll it, and stand it on end to turn it into a figure. As a display at a convention, shirts were rolled and put into a standing position,” Londe explains. “Sunglasses were put at eye level, and they were topped with a hat as the giveaway. It was a great presentation of gifts to attendees or trip winners, and a fun use of a shirt gets everyone in the mood to party, celebrate and enjoy.”
  3. Supersize It: Londe suggests making T-shirts oversized for wearers to use when sleeping, or as a beach or pool cover-up. “A comfortable cotton tee could be a hit with a sleepy recipient,” she says.
  4. That’s a Wrap: “Use a wraparound imprint to attract attention,” she says. “People can’t help themselves; they have to walk around the wearer to capture the full message.”
  5. Bright Idea: This concept is perfect for kids on a field trip, adult groups on a hike, or a club. Suit up everyone in the same bright color – think neon pink or squint-inducing yellow. “It makes it easy to spot another member of the group. You can even add a number on the back of the shirt, so it’s easy to know who’s missing,” Londe says.
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Wednesday
June 1, 2011

5 Fashion Items the Industry Needs Now

Filed under: Uncategorized

My colleague C.J. Mittica, Wearables magazine editor and recent newlywed, takes on an interesting topic in this month’s cover story - 5 fashion items that are begging to be added to the industry.

It’s a fascinating, and bold, read, if I do say so myself. Why bold? Well, when you see the five items C.J. discusses, it’s just difficult for me to imagine the promotional apparel industry offering such products. But, oh boy, wouldn’t it be nice?!

The following are the five items, along with a teaser explanation on what we’re missing with them, as well as my take. For the complete story on five items the industry needs now, click here.

FOOTWEAR

  • What We’re Missing: Peruse the footwear selection on ESP and you’ll find plenty of golf shoes and flip-flops. But despite all appearances, the majority of the world is doing more things than playing a round of golf or hitting the beach. Not only is footwear an essential part of a uniform, but it’s a defining proclamation by the wearer. So what could work? Consider a branded partnership with an iconic footwear style – something like what Dickies (asi/49675) has recently done by partnering with Converse and its Chuck Taylor All-Stars. Chucks offer instant brand currency and consistent retro cool.
  • My Take: Since I golf and go to the beach about as often as I watch Lifetime TV (not that there’s anything wrong with it), I gotta say footwear in this industry just, well, doesn’t do it for me. Chuck Taylor’s, on the other hand? Gold! Of course, I say YES!

BOLD PRINTS

  • What We’re Missing: Plenty of people are content going through life with a solid-colored wardrobe. But for those who want to let their personality shine, bold prints can certainly do the talking. Styles like florals, polka dots, argyle and tribal add a dose of visual pop without being too over-the-top. Plus, they are constantly in vogue among the fashionistas and trendmakers.
  • My Take: As a guy, I’m all about solids and the occasional pinstripe, but my personality shines just fine without any bold prints, thank you very much. But that’s not to say I don’t like them - just not on me. In my humble opinion, there’s nothing more beautiful than a woman in a nice floral print, preferably on a sundress. So I say YES!

FASHIONABLE JEANS

  • What We’re Missing: There is nothing more all-American than a pair of blue jeans. And when it comes to clothing that is worshipped, the cult of denim is unmatched. So why is it so hard to get a pair of leading-edge fashion jeans in this industry? For one, the durability of denim is unmatched. Plus, jeans have emerged as a tried-and-true casual uniform alternative – something that can be dressed up with a blazer or dressed down with a T-shirt. Offer them at a sensible price tag (compared to what some people pay for jeans) and you’ll have people in blue heaven.
  • My Take: Here at ASI we not only have casual Fridays, but casual Mondays as well. And on every Monday and Friday you can count on me wearing one specific apparel: blue jeans. So, of course, I say YES!

LADIES’ BOTTOMS

  • What We’re Missing: It’s the great unexplored territory in the branded apparel industry, and it’s time that bottoms (especially for women) got their just due. We’ve covered jeans, but there’s a whole world of additional options out there – everything from skirts to trendy shorts to capri pants to high-end corporate apparel pants and more.
  • My Take: As a big fan of ladies’ bottoms, I give this a resounding YES! (And the garment ideas ain’t bad either!)

WIDER VARIETY OF MATERIAL

  • What We’re Missing: The modern classy dresser is a material connoisseur. They pay attention not only to looks, but texture and feel. So while industry manufacturers (rightly) love cotton and continue to push the limits of technical fabrics like polyester, bamboo and rayon, the classic fibers and weaves are left behind. Linen is a staple of summer cool and unique construction. Khaki has emerged as a versatile all-purpose fabric, ready to be deployed for down and dirty work or as an alternative trendy suiting option. Tweed is a winter favorite of men and a supremely durable choice. Chambray can be used for more than everyday workwear. It’s time to take these materials off the bench and insert them into the starting lineup.
  • My Take: There’s only one fabric for me, cotton. And it’s a big — albeit, expensive — part of the industry. You can keep your khakis and tweeds, and definitely linen. That stuff wrinkles when the wind blows. So, NO on this one.

–FashionVINista

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Friday
April 29, 2011

Standing In The Clouds

Filed under: Uncategorized

From Counselor Senior Writer Dave Vagnoni, our guest blogger who’s reporting from the land of China …

Just got back a little while ago from a VERY late dinner where I visited with distributors from four different continents. The table conversation was direct and engaging. It’s true that a salesperson in Brazil faces different challenges than a salesperson in Japan, but the bottom line is they’re both still trying to do one thing – convince clients and prospects that promotional products are a great way to advertise.

Certainly, selling direct was a topic of heated discussion at dinner. Here’s my simple take on a complex subject. Hey, we know some distributors bypass suppliers. We also know some suppliers cut out the distributor and sell to end-users. This is reality. It’s not going to change. The companies that display the most integrity are the ones that have the most staying power in the industry. Margins might be trimmed sometimes, but there is money to be made through ad specialties. If you’re not making it, your competitor will.    

Now, onto the rest of my day. It started with a breakfast meeting with Gene Geiger and Jo-an Lantz. I interviewed Jo-an on camera to get a domestic distributor’s take on the role of China in the industry. You’ll be able to hear Jo-an’s thoughts in a video to be posted in a few months. Gene, as always, also had some sharp insight, too. His comments will be included in my Counselor feature later this year.

I also had the chance to spend time today with Philippe Varnier of Polyconcept and Trevor Gnesin of Logomark. I asked them what country could eventually emerge as the next China. Philippe said it could be India. Trevor said it could be North Korea. After our respective interviews, as a parting gift, Philippe gave me a pen. Trevor, meanwhile, offered me gifts – as only he can – that can’t be written about in a blog. If you know Trevor, you can understand what I’m talking about. If you don’t, he’ll be at the ASI Show in San Diego. Be sure to say Hi.

Also today, on the advice of ASI’s Ron Ball, I journeyed to one of the top tourist spots in all of Hong Kong – Victoria Peak. The site attracts seven million visitors every year and is home to private residences and four signature restaurants. The view itself today was incredible, although much different than the scene you often see on postcards. Today was rainy, dreary and foggy here. Being up so high (nearly 2,000 ft. above the harbor), it’s as if I were standing in the clouds. Literally, it was like being surrounded by blankness.

ASI Publisher Rich Fairfield (who came along) and I couldn’t even see the water from the highest overlook at the peak. We certainly couldn’t see the stunning city skyline. Hong Kong was basically invisible. Our enthusiastic cab driver kept urging us to come back on Sunday when the weather is predicted to be nicer, even though we mentioned at least four times that we’re leaving Hong Kong on Saturday. It’s all the more reason for me to make a return visit here someday.

Before I sign off for the week, I want to thank everyone that helped me along the way, especially Danielle and Randee from Dard. What great people! They’re down-to-earth, hard-working, sincere and very patient. I hope you’ve enjoyed the blog. I’m sure I’ll write a few entries again sometime in the future…from wherever I am. Please keep in touch. Zai Jian!

-Dave

Hong Kong's Victoria Harbour
Danielle and Randee helped this group of children with a school project this morning.
Easter Eggs in Hong Kong China
Here I am with one of the supplier mascots at the Hong Kong Gift Fair.
Shower in Hong Kong
I enjoyed dinner with distributors from all over the world.
Shower in Hong Kong
My treat to myself after a busy week in Hong Kong.
   
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Thursday
April 7, 2011

Top 10 Questions to Ask Yourself Before Launching an Online Store

Filed under: Tip of the Day, Uncategorized

Online StoreThis month’s Advantages magazine has a great story about entering the world of e-commerce. Full of tips and strategies, this is a must-read for anyone who’s considered putting their products and services into an online store. Click here to read the story, and here are 10 questions you might want to think about before taking the e-commerce journey … enjoy!

  1. What is the client’s budget? “These stores can take a lot of time and effort to set up, and unless there is a big payoff at the end of the day, it may not be worth it,” says Phil Cantore, vice president of sales for Hygrade Business Group Inc. (asi/229272). 
  2. Who is the client’s target audience? “A little bit of research on current events will make a big difference when their customer gets the promotional item they have selected,” says Charles Urbina, president and CEO of Solucion Marketing (asi/329854). “The research is the most important part to identify the right mix of products I can offer to my customer.”
  3. Who will be in charge of the inventory? “Where is the inventory going to be stored, and most important, are they going to expect me to keep it on hand?” says Tom Fletcher, president of Ad Promotions Inc. (asi/105230). 
  4. How much overhead will be needed? “If the client would like you to stock the inventory, then you will need to ask who owns the inventory – who is promoting the store internally – along with a maximum shelf time for each product,” says Rob Knaszak, partner with PDS Corporate Sales (asi/290671). “The relationship can turn ugly when you own merchandise, and it ties up your cash for a year or two.”
  5. Will apparel be sold? “If your store includes apparel, I’d recommend getting a general idea of the individuals who will be purchasing the apparel, and if you can get a sizing list before anything is ordered, that’s even better,” says Joe Schlechte, owner of Landmark Promotions Inc. (asi/248490). 
  6. Will the store be external or internal (employees only)? “You’ve got to find out if the products are going to their employees only – and if they can redeem a promo code or use a point system,” Schlechte says. 
  7. How will shipping be handled? “Where are the products going to be distributed?” Schlechte says. “Are you going to be shipping them out every day? Dropping things off from your car? Do they have a UPS or FedEx number you can use?”
  8. Should only in-stock items be listed online? “Will the site be filled with items in stock, or will it be comprised of just-in-time inventory?” Knaszak says. 
  9. Will there be ample time to test the site before it goes live? “It will really help if you know how much you are going to have to handle as soon as you go live, and hopefully anticipate any problems before they happen,” says Robin Hartowicz, account executive at Print Resources Inc. (asi/299441). “If they are already used to a large volume of orders, you might want to make sure you allow ample time to test, test, test and test again.”
  10. How much regular maintenance will be required? “The most common maintenance includes adding new products to freshen up the site, working with the client to remove products that are no longer relevant, monitoring inventory reports and adding, editing and updating any user information,” says Mark McCormack, owner of Proforma Identity Marketing Group (asi/300094).

Good luck, and may the online force be with you!

Get plenty of additional tips from Advantages magazine.

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Monday
September 13, 2010

ASI Radio Contest - Good Luck, We’re All Counting On You!

Filed under: Uncategorized

Ladies and gentleman, this is it! For weeks now, you’ve been diligently listening to our ASI Radio Show for the secret “word of the week” in hopes of winning one of four great prizes … prizes we will be giving away during this week’s show! (Tuesday, Sep. 14, 10:30 a.m. EST)

The high-end prizes include a digital camera, camcorder, netbook and Roomba (bagless robotic vacuum cleaner), and all you have to do to win these great prizes is to call in during the show and tell us the word of the week that matches the week in which we said it.

Don’t know the words of the week? No problem! We have them archived and you can listen now! Just click the image below and go to the appropriate archive file.

 On behalf of the ASICentral Team, good luck, we’re all counting on you.

–Dr. Diesel

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Friday
September 3, 2010

Top 10 Sexiest Celebrity Marketers

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In this month’s issue of Successful Promotions, our editors want to know: Who are the 10 sexiest celebrity marketers out there today? So without further ado, I present the Top 10 list of the Sexiest Celebrity Marketers:

Jennifer Aniston. The former Friends star is promoting her new scent, Lolavie, and appearing in Smart Water campaigns.

Jennifer Aniston


Patrick Dempsey. “Dr. McDreamy” is the spokesman for Versace and appears in ads for Serengeti eyewear and Unscripted, a line of colognes for Avon.

Patrick Dempsey


Mike “The Situation” Sorrentino. The ab-fabulous Jersey Shore star charges $7,500 and up for an event appearance sure to attract the paparazzi.

Mike The Situation Sorrentino


Lady Gaga. The Twitterific pop sensation is now creative director of Polaroid, and has lent her name and image to Virgin Mobile, Monster Cable and Viva Glam by MAC Cosmetics.

Lady Gaga


Cristiano Ronaldo. The Portuguese soccer stud is the official worldwide spokesmodel for Emporio Armani underwear and Armani Jeans.

Cristiano Ronaldo


Megan Fox: The star of the blockbuster Transformers is the face of luxury brand Armani.

Megan Fox


Isaiah Mustafa: Portrayed as “The Man Your Man Could Smell Like,” the former NFL player helped Old Spice cologne become the number-one all-time most-viewed sponsored channel on YouTube.

Isaiah Mustafa


Sandra Bullock: The Oscar winner is the face of Artistry Crème LuXury, an Amway company that hopes its connection to the A-lister will elevate its brand status.

Sandra Bullock


Scarlett Johansson: The starlet evokes Marilyn Monroe in Dolce & Gabbana perfume and makeup ads, and is the new face of Moët & Chandon champagne.

Scarlett Johansson


Paris Hilton: The hotel heiress lent her mug to campaigns for Guess and restaurant chain Carl’s Jr. and reportedly gets up to $500,000 for appearances.

Paris Hilton

Though I don’t agree with most of the women on this list, I do think one is ULTRA sexy, but I’m not gonna say who! (The men? Yeah, I guess they’re OK, but I don’t really care, y’know.)

What do you think? Post comments below.

–Vin “The Situation” Deez

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Wednesday
September 1, 2010

Nominate the Supplier Global Resource Sales Rep of the Year!

Filed under: Uncategorized

Guest blog from Supplier Global Resource Editor Michele Bell …

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’s 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 (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!

Best of luck!
Michele Bell, editor
Supplier Global Resource

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Wednesday
September 1, 2010

California Bill to Ban Plastic Bags Fails

Filed under: Uncategorized

If you’ve been paying attention to environmental news lately, you know that a bill that passed the state Assembly in California in June was up for approval by the state Senate yesterday. The bill, which — had it become a law — would have banned plastic bags from grocery stores, was voted down yesterday by a 21-14 margin late Tuesday night.

Had it passed, the Governator even said he would’ve signed it into law, thus making California the first state to ban single-use bags from grocery stores.

Read the entire story here.

Here at ASICentral, we want to know what you think? Take our poll, below, or simply post a comment to this post.


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Wednesday
July 21, 2010

Counselor State of the Industry 2010

Filed under: Research, Uncategorized, site updates

Yes, folks, it’s that time of year again! Time to get a raw data look into the overall health of the promotional products industry, as well as gain some insight on how to move your business in the coming years. Ladies and gentlemen, welcome to Counselor’s State of the Industry 2010 Business Planning Guide!

From the exclusive Distributor and Supplier Top 40 list to the strategies on how to improve your business, the Counselor 2010 State of the Industry is chock full of stats, facts, how-to manuals and much more!

Plus, as an added online bonus, we’ve created a video with tons of charts, graphs, quotes and “Did You Knows” regarding the industry in 2009.

So what are you waiting for?! Check out www.stateoftheindustry.com now!

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Thursday
July 8, 2010

ESP Pay for Placement: Is it something you should use for your products on ESP?

Filed under: Uncategorized

Guest blogger and ASI Marketing Manager Jake Krolick dishes on the newest ASI Store addition, ESP Results Screen Advertising, or ”Pay For Placement”.

Jake KrolickThe world is a competitive place. Everyone is trying to get a leg up on everyone else. Just think about your everyday life: At the supermarket it’s good to be in the front of the line as opposed to the back, and it seems that on check-out it becomes a race with your fellow shoppers. I was at a concert last week and had seats in the 25th row. Now, my seats were OK, but I was watching the front rows with envy of their unobstructed sight lines and better overall experience. At the airport, first-class passengers and frequent flyers get the first rows on the plane, plus expedited boarding and check-in. Being ahead of shoppers, concert goers or passengers is not a necessity, but can make your life easier and more enjoyable. However, when it comes to business, being ahead of your competition is a necessity.

ESP Pay for Placement works just like the everyday examples above. You pay for an optimal spot at a concert or on a plane just like you pay for a product position in the first six spots in a specific category on ESP. Pay for Placement puts your product at the top of the page, where distributors are more likely to see and click through into your product details. This way your product is being seen more frequently and ultimately gaining that much more business for your company. You purchase impressions in those positions, so the more time you want to stay in those top positions, the more impressions you would need to purchase. FYI: An impression is counted as the number of times your product appears on the results page, loaded in the position you paid for, when your specific product is searched.

So should you use ESP Pay for Placement? That depends on a few factors: How many products you have, the amount of money you have to spend on advertising, how fast you’d like to grow, and how often you’d like your phone to ring. If you have only one product that is highly specialized, then perhaps Pay for Placement is not for you. However, if you sell a product that places you against several other companies with the same product, then it most certainly is a great advertising solution. Pay for Placement is not free, so you will need to work within your advertising budget to see what you can afford. I would recommend that you use 20%-30% of your budget for ESP Pay for Placement. If you’re happy with the business that you currently receive and would rather not be busier, then Pay for Placement is also not for you. But, if you would like more orders, then ESP Pay for Placement is one of the best and fastest ways to make your phone ring.

Interested in learning more about Pay for Placement? Click here.

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