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We were there at the beginning, innovating A classic look – a winner with any crowd.
for the tee embellishment industry.
We listened and created the Beefy-T®
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HanesLocator.com

asi/59528
asi/73867
 HEALTH & WELLNESS SPOTLIGHT P.20 / ACE A VIRTUAL PRESENTATION P.33 / 15 UNIQUE INNOVATIONS P.64
COUNSELOR
JUNE 2020

THE VOICE OF THE INDUSTRY ASICENTRAL.COM

JUNE 2020

PIVOT
The unlikely story of how promo
companies mobilized to help the country
survive the pandemic

PLUS: WHEN WILL SALES AND

EVENTS FINALLY RETURN?

Distributors and
suppliers manufactured
millions of masks
and sourced personal
ASICENTRAL.COM

protective equipment
for hospitals, first
responders and infected
patients.

Counselor_Cover_FINAL_June_20.indd 1 4/28/20 10:24 AM

 SAFETY ADDED

WRITING INSTRUMENTS
$_;lov|rorѲ-uu;|u-1|-0Ѳ;r;mbmruolo∶om-Ѳ
ruo71|vĶb|_u;--u7Ŋ-m-m∶lb1uo0b-Ѳ-77b∶;
which helps suppress the growth of bacteria, algae,
fungus, molds and mildew on the pen.

CSANTI BIC® Clic Stic® Antimicrobial Pen

SPECIAL OFFER: Only $0.67(A) with promo code 878
when you order online at the all-new bicgraphic.com.

The Best Brands in the Business | bicgraphic.com

Offer valid through August 31, 2020. One-time use only. One special offer per order only. Catalog quantity only. Can be used on any end-user order but cannot be used in conjunction with other promotions, including co-ops or
special quotations. All other terms and conditions apply. No cash value. Visit bicgraphic.com for complete product details, including minimum quantities. Void if altered, copied, transferred, traded, sold or where prohibited, taxed
or restricted by law. BIC®, the BIC Graphic logo, bicgraphic.com, Good Value™, Koozie® and all related trademarks, logos, and trade dress are trademarks or registered trademarks of BIC Graphic and/or its affiliates or licensors
in the United States and other countries and may not be used without written permission. ©2020 BIC Graphic, Clearwater, FL 33760.

asi/40480
 The UGLY Side of BEAUTY:
Why Quality Ingredients Matter for Personal Care
If you’re not properly vetting your promos,
you could be selling goods made with unsavory ingredients,
posing health risks (or worse) for your customers.

The Ugly Side of Lip Balm The Ugly Side of Lotion The Ugly Side of Sunscreen
The U.S. PIRG Education Fund recently While lotion is great for keeping skin Lab studies have found that some chemical
released a consumer guide warning lip balm moisturized and nourished, there can be UV filters could cause hormonal changes
and lipstick users about low-quality products some less favorable ingredients lurking and skin allergies. In fact, the FDA (Food
that contain dangerous ingredients linked inside. The National Toxicology Program and Drug Administration) proposed that
to cancer, hormone disruption and even warns consumers about additives like there are only two ingredients we truly
reproductive problems. These risky additives synthetic fragrances that may be toxic have enough information on to determine
include chemical sunscreens, parabens and to organs. if they’re safe and effective: zinc oxide and
vaguely labeled fragrances, as the FPLA (Fair titanium dioxide.
Raining Rose Makes It Right
Packaging and Label Act) does not require
You can feel confident ordering EOS body Raining Rose Makes It Right
all cosmetic ingredients to be disclosed.
lotion from Raining Rose, as this lotion’s This supplier uses zinc oxide as their
Raining Rose Makes It Right key moisturizing benefits come from shea main sun protectant, which is sourced
Raining Rose cares about your clients and butter sourced from Africa. The shea butter from North America and tested to meet
their customers, which is why they use only is processed in the Netherlands where Sedex the highest safety standards, including the
safe, properly sourced ingredients in Global, one of the world’s leading ethical FFC (Food Chemical Codex), GMP (Good
their lip balms. They work directly with trade service providers, ensures optimal Manufacturing Practices) ICH Q7 and
beekeepers and their families to source working conditions and practices in global USP Compendium Monograph. Raining
the purest beeswax possible, and provide supply chains. You won’t find any toxic Rose also works with an award-winning
a steady, stable and ethical income for additives here – only all-natural and skin- vendor for adhering to the highest safety
beekeepers all over the world. Even better, safe shea butter. standards, and has decreased water usage
Raining Rose chooses to use only beeswax by 33%. Another benefit you and your
Raining Rose Recommends
in the majority of their lip balm formulas, clients can feel good about is that zinc
EOS Lotion (EOS-LOT)
leaving out pointless (and sometimes oxide is safe for coral reefs.
dangerous) wax fillers.
Raining Rose Recommends
Raining Rose Recommends Mineral SPF 30 Broad Spectrum
Mineral SPF 15 Broad-Spectrum Sunscreen Tottle (MSS-TN)
Lip Balm (PLB-MRL15)

To learn more, visit us at RainingRosePromos.com / asi/80489

80489-5901 Raining Rose-CNS-Apr20.indd 1 2/21/20 10:49 AM

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 GET YOUR
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 WWW. A S IC E NT R A L. C O M
EDITORIAL
SENIOR VICE PRESIDENT, EDITORIAL & EXECUTIVE ASSISTANT, EDITORIAL & CREATIVE SERVICES
MARKETING SERVICES Kim Calkins, MASI
Andy Cohen, BASI, [email protected], @ASI_AndyCohen
EXECUTIVE DIRECTOR, RESEARCH
VICE PRESIDENT, & CORPORATE MARKETING
EDITORIAL, EDUCATION & EVENTS Nathaniel Kucsma, BASI, [email protected]
Michele Bell, MASI, [email protected], @ASI_MBell
ART DIRECTOR
EDITOR-IN-CHIEF Hillary Glen, BASI, @HaughtArt
C.J. Mittica, MASI, [email protected], @CJ_ASIEditor
SENIOR DESIGNER
MANAGING EDITOR Monica Guzman, BASI
Joan Chaykin, MASI, [email protected], @asi_joanchaykin
PHOTOGRAPHER
EXECUTIVE EDITOR Sean Bolton
Christopher Ruvo, MASI, [email protected], @ChrisR_ASI
EXECUTIVE DIRECTOR, CIRCULATION
EXECUTIVE EDITOR, DIGITAL CONTENT Bernadette Mahlmann
Theresa Hegel, MASI, [email protected], @TheresaHegel
ASSISTANT DIRECTOR, PRODUCTION &
PRODUCT EDITOR ADVERTISING OPERATIONS
Joe Haley, MASI, [email protected], @asi_joehaley Alice Kraus, BASI
SENIOR WRITER PRODUCTION MANAGER
John Corrigan, BASI, [email protected], @Notready4Radio Julie McGuire, MASI
DIRECTOR, AWARDS EDITORIAL ADVISORY BOARD
Karen O’Malley, MASI, ko’[email protected], @ASI_Awards Chris Anderson, HPG
DIRECTOR, ASICENTRAL Tracey Barton, Safeguard/Deluxe
Vincent Driscoll, BASI, [email protected], @ASICentral Eddie Blau, Innovation Line
Kathy Cheng, Redwood Classics Apparel
MULTIMEDIA COORDINATOR
Luke Freeman, Wizard Creations
Kyle Ashenfelder
Jessica Hiner, The Magnet Group
COPY EDITOR David Nicholson, Polyconcept North America
Lindsey Stewart, MASI Jamie Stone, Gifts by Design
Michelle Wendling, Corporate Imaging Concepts
Joshua White, BAMKO

ADVERTISING
SENIOR VICE PRESIDENT, SUPPLIER SERVICES ACCOUNT EXECUTIVES
Gene Rahill, BASI, [email protected] Jacob Schwartz, MASI, [email protected]
SENIOR VICE PRESIDENT, SUPPLIER SALES Thomas Shaw, BASI, [email protected]
Christine Lovell, MASI, [email protected] Brian White, BASI, [email protected]

VICE PRESIDENT, PUBLISHING & ADVERTISING SPECIALTY INSTITUTE

MEDIA SERVICES CHAIRMAN
Matthew Barnes, [email protected] Norman Cohn, MASI
VICE PRESIDENT, SUPPLIER SALES VICE CHAIRMAN
Mary Sells, MASI, [email protected] Matthew Cohn, MASI
VICE PRESIDENT, SUPPLIER SERVICES PRESIDENT & CHIEF EXECUTIVE OFFICER
Barry Melito, BASI, [email protected] Timothy M. Andrews, MASI
EXECUTIVE DIRECTOR EXECUTIVE VICE PRESIDENT, GENERAL COUNSEL
Nick Santise, [email protected] Steve Bright
SENIOR ACCOUNT EXECUTIVES SENIOR VICE PRESIDENT, SENIOR COUNSEL
Matthew Canamucio, BASI, [email protected] Charles Machion, BASI
Nick Cavanaugh, BASI, [email protected] SENIOR VICE PRESIDENT, HUMAN RESOURCES
Suzanne Izzo, MASI, [email protected] Carol Albright, BASI
Phyllis Mutnick, BASI, [email protected]
John Owens, BASI, [email protected]
James Padilla, BASI, [email protected] Counselor ENVIRONMENTAL STATEMENT.
By using eco-friendly paper, Counselor has
Pamela Vicik-Smith, MASI, [email protected] saved the valuable resources below per year.
TREES ENERGY WATER GREENHOUSE SOLID WASTE
GASES
335 232mil. 122,054 20,195
BTU gallons 37,232 lbs of CO2 pounds

Environmental impact estimate were made using the Environmental Defense

Calculator. For more information visit www.papercalculator.org
*Please recycle this magazine.

6 | COUNSELOR | JUNE 2020 ©2020, Advertising Specialty Institute®. All Rights Reserved

Masthead_June_20.indd 6 4/28/20 10:31 AM

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 JUNE 2020 / VOLUME 67 / NO. 6

FEATURES
When Will Sales Rebound? p.42
CONTENTS
Companies That Pivoted With PPE p.52
Helping in Times of Need p.58
15 Promo Innovations p.64
California’s Onerous Data Law p.76

UP FRONT
Welcome to the Issue p.10
‘Promo finds a way’
ASICentral.com p.12
ASIHelp.com offers free online industry education
The Briefing p.14
Proforma launches a new fundraising platform
Research p.16
First quarter industry sales data

NOW TRENDING
The A-List p.19
Get comfy with this custom hoodie
Product Spotlight p.20
Health products are more important now than ever
Product Picks p.22
The latest travel mugs & tumblers
Marketing Genius p.23
Distributor makes a positive impact on the community
Gifts & Incentives p.24
Create healthy beverages with this juicer

SUCCESS
Tip Sheet p.29
Adapt to continued social distancing
The Campaign p.30
How a distributor scored big with a large software firm
Industry View p.32
Making tough decisions to keep your business afloat
Digital Diary p.33
Ace your virtual sales presentations
Ask Us Anything p.34
Experts share business strategies during the COVID-19 crisis
Our Town p.35
Living it up in Las Vegas

APPAREL
Showcase p.37
Activewear with form & function
Decoration Spotlight p.38
Rhinestone decorations add zing to any item
Sales Tips p.39
Take your embroidered apparel to the next level
Trend Translator p.40
Hemp is both fashionable & eco-friendly
Moleskine Dropbox smart notebook (100548)
LAST WORD p.80 from Gemline (asi/56070)
Get to know Sharon Eyal of ETS Express page 19

JUNE 2020 | ASICENTRAL.COM | 9

TOC_June_20.indd 9 4/28/20 10:32 AM

 CONTACT THE EDITOR-IN-CHIEF
C.J. Mittica

WELCOME
Twitter: @CJ_ASIEditor
Email: [email protected]
TO THE
ISSUE

REMEMBER IN JURASSIC PARK when Jeff Goldblum

proclaims “Life finds a way”? I have the same thought
now after the latest unexpected twist in our industry’s
coronavirus saga. “Promo finds a way.”

I’m referring to the industry’s extraordinary pivot

to Personal Protective Equipment (PPE). When the
global shutdowns forced store closures and event
cancellations, it seemed as if promo companies had
no recourse to recapture sales until life returned to
normal. But then the notices started popping into my
inbox and feeds, first in a dribble and then in a deluge:
companies making masks and selling PPE. Thousands
of promo companies were able to save their busi-
nesses and rehire staff as well as aid the country dur-
ing one of the greatest ordeals of our lifetimes. How
did this happen? Executive Editor Christopher Ruvo
has the remarkable story, starting on page 52.

Times are tough, but let me be clear: sales of tradi-

tional promo items will return. It’s not just me saying
that; we talked to industry leaders to find out when
those sales will bounce back (their answer: later this
year). I hope that gives you some optimism. There’s
more inspiration to be found in this issue, from our
article highlighting promo people doing creative and
innovative work, to heartwarming tales of how dis-
tributors helped others during this crisis.

We’ll find a way … together.

Thanks for reading,

Powder sprayed
tumbler (1625-66) from
Leed’s (asi/66887)
page 22

10 | COUNSELOR | JUNE 2020

Welcome_June_20.indd 10 4/28/20 10:42 AM

ASI 73867
 ASICENTRAL
WE’RE HERE FOR YOU Five Most-Viewed
Recent Web Stories

help
In the face of ongoing professional and personal uncertainty during the
1. Creative ‘ Thank-You’ Gifts
for Frontline Workers

COVID-19 crisis, ASI has launched ASIHelp.com, a central location for

everything you need to weather the current situation. Here you’ll find
information on the CARES Act, free online industry education, fitness 2. Dr. Fauci Merch Abounds
on Ecommerce Sites
classes and kids’ activities for homebound families. Check it out at
ASIHelp.com.

3. After The Virus:

The Promo Industry’s Future

Powerful Podcast Favorite Promos Marketing Spotlight

Veteran promo pro Randy These are stressful times. The demand for branded face
Chen shares a personal Help end-users alleviate masks is increasing. That
account of his harrowing the strain with everything presents both opportunities 4. New China Rules Delay
PPE Exports
health scare after from stress balls to wooden and possible ethical dilemmas
contracting the coronavirus. stacking Zen stones. bit.ly/ for promotional products pros.
bit.ly/RandyPodcast ASIBeatStress bit.ly/BrandedMasks

Follow Us Counselor PromoGram

facebook.com/adspecialtyinstitute Get breaking news, trends and product
info delivered to your inbox. Sign up at
Twitter: @asicentral 5. 4imprint Says Orders
asicentral.com/news/newsletters.
Down 80%

12 | COUNSELOR | JUNE 2020

ASICentral.com_June20.indd 12 4/28/20 10:46 AM

THE BRIEFING “We feel that affiliate owners
will be able to provide
the necessary products
and solutions to help local
organizations thrive.”
Vera Muzzillo, CEO of Top 40 distributor Proforma
(asi/300094), on the launch of the company’s free Community
Fundraising Program.

The Universal Purchasing

Association (UPA) has launched
WePromo, a buying group
offering free membership
to promotional products
Reciprocity Road, companies. WePromo requests
a promo industry that members buy from
partnering group, designated suppliers, which will
has announced
offer EQP or better pricing.
the recipient
of its 2020
THE INTERNATIONAL
first-quarter
MONETARY FUND
scholarship:
HAS PREDICTED THAT
Raleigh, NC-based CORONAVIRUS-
nonprofit café A RELATED
Place at The Table. GeigerBTC, the U.K.-
DISRUPTION WILL
based subsidiary of
CAUSE THE UNITED
Top 40 distributor
Top 40 supplier STATES’ GROSS Geiger (asi/202900),
Polyconcept North DOMESTIC PRODUCT named Vicky
America (PCNA, TO DECLINE 5.9% IN Kinasz as its new
asi/78897) announced 2020. A REBOUND TO managing director.
that it’s offering a 20% Frank Murphy,
price discount, along
with free setups,
for orders serving
4.7%
GROWTH IS
GeigerBTC’s
previous managing
director, was to
COVID-19 support POSSIBLE IN 2021, retire at the end of
organizations. THE IMF SAYS. May.
14 | COUNSELOR | JUNE 2020

NewsNotes_June20.indd 14 4/28/20 10:47 AM

 TOP 40 SUPPLIER GEMLINE
(ASI/56070) HAS PARTNERED
WITH TWO PERSONAL CARE
BRANDS, SOAPBOX AND
BEEKMAN 1802, TO OFFER
A RANGE OF HAND CARE
KITS TO THE PROMOTIONAL
PRODUCTS INDUSTRY.

7,900 – THE AMOUNT OF SMALL BUSINESSES WHOSE PERSONAL

INFORMATION WAS POTENTIALLY EXPOSED AFTER THEY HAD APPLIED FOR
AN ECONOMIC INJURY DISASTER STIMULUS LOAN, ACCORDING TO THE SMALL
BUSINESS ADMINISTRATION.

BIC Graphic North America (asi/40480)

has donated $10,000 worth of promotional
products to Marjorie’s Hope Back to School
program in support of Pasco County,
FL-based teachers.

4IMPRINT (ASI/197045), THE LARGEST DIS-

TRIBUTOR BY REVENUE IN THE NORTH AMERI-
CAN PROMOTIONAL PRODUCTS INDUSTRY,
REPORTED ITS DAILY ORDER COUNTS WERE
Storm Creek (asi/89879) has
DOWN 80% DURING THE EARLY SPRING DUE TO
launched a Buy One, Give THE CORONAVIRUS PANDEMIC.
One campaign for consumers
to support frontline workers. Minuteman Press International
For every pullover purchased (asi/377000) announced Bounce Back
from the Wear for Better USA, a new initiative to help give
Collection, customers can back to local businesses. The effort
choose an essential worker in includes distributing free COVID-19
their life to receive the same awareness and prevention posters and
item free of charge along with a providing free advertising on the Bounce
personalized note. Back USA website.
JUNE 2020 | ASICENTRAL.COM | 15

NewsNotes_June20.indd 15 4/28/20 10:47 AM

 RESEARCH
Q1 INDUSTRY SALES
The promo industry experienced its first year-over-year quarterly decline in more than a decade –
a stretch of growth that mirrored the U.S. economy’s record run of nearly 130 straight months of
economic expansion.

Industry Sales Revenue (% Change Year Over Year) Quarterly Sales Growth (Q1 2020 vs. Q1 2019)
Small and medium-sized distributors were impacted far more than
4.9% 5% large distributors.
4.7%
4.3%
-17.7%
3.4% Small
-12.9%
Medium
-2.8%
Large

-4.9%
Q4 Q1 Q2 Q3 Q4 Q1 Total

2018 2019 2020

Counselor Confidence Index

The index fell below 100, which is the baseline figure that would signal
relative healthiness. The index’s reading remains above the worst-
ever tally of 79, which occurred in 2009 during the Great Recession.
113 111 110 112
Distributors Who Increased Q1 Sales
A greater percentage of large distributors were able to - 4.9%
increase their sales. 90

28%
Small

30%
Medium
50%
Large

Q1 Q2 Q3 Q4 Q1
2019 2020

Increases vs.
Decreases “The last two weeks of March completely undid the
Despite the
quarterly 35% first 10 weeks of the year which, by all accounts,
difficulties, a third Increase
were looking very strong for the industry. I don’t
of distributors 52%
were able to
Decrease know that anyone has ever seen anything like this
increase their before on such a nationwide level.”
sales. 13%
Same
– Nate Kucsma, ASI’s executive director of research and corporate marketing

Source: ASI Distributor Quarterly Sales Survey; research by Nate Kucsma

16 | COUNSELOR | JUNE 2020

Research_June20.indd 16 4/28/20 10:48 AM

 NOW TRENDING 3 5

1
2

The A
Product Editor Joe Haley’s
List
picks for the latest and greatest
in promo items
1. Comfort-blend marled pullover with custom hood (FL167) from FPS
Apparel (asi/53475); fpsapparel.com; 2. Slim mechanical pencil (56014)
from BIC Graphic (asi/40480); bicgraphic.com; 3. Moleskine Dropbox smart
notebook (100548) from Gemline (asi/56070); gemline.com; 4. Legacy classic
ladies watch from Craig Shelly Timepieces (asi/46818); craigshelly.com;
5. Water bottle with cork-look top (8983) from Xpres LLC
(asi/52475); xpres.com; 6. Two-layer custom-cut LP record clock
(RECCUSTCUTCLK2) from Record Remix (asi/93934); recordremix.com;
7. Custom cufflinks (CUSTPLATJ) from Cufflinks Inc. (asi/47838);
cufflinksinc.com; 8. Sport performance shorts (5129) from
9 S&S Activewear (asi/84358); ssactivewear.com;
9. Custom-knitted soccer scarf with fringe
(SS-1) from KTP Design (asi/63773);
symmetryline.com

8
6

JUNE 2020 | ASICENTRAL.COM | 19

A List_June_20.indd 19 4/28/20 10:53 AM

 NOW TRENDING

PRODUCT SPOTLIGHT

HEALTH & WELLNESS

BY KAREN O’MALLEY

A
fter the work, school and people interact at social events.”
lifestyle adjustments put But there’s much more to the cate- LOOKING TOWARD A HEALTHY
in place because of recent gory than hand sanitizer and PPE. The FUTURE
coronavirus precautions, health and wellness category includes
While health-related products can offer a lot
few categories will be items that contribute to everyday care
poised to help transition consumers and comfort. For example, thank-you of opportunity, here are some things to keep in
back to normalcy more than health kits can be given to front-line workers mind when selling the category:
and wellness products. Items that were like nurses, doctors, first responders
Ingredients matter. Whether it’s the alcohol content
once simply options in a promo pro’s and grocery store clerks. With items
of a hand sanitizer or possibly aggravating ingredients
toolbox have quickly become essen- like hand lotion and lip balm, these kits
in a lotion or lip balm, transparency when it comes to
tials in everyday life. “Products like can address some of the issues these
ingredients, sourcing and compliance are all important
sanitizers, masks and other personal workers may be experiencing from
in this product category. “More and more customers
protective equipment will continue long hours wearing masks and fre-
care about what goes into their products,” says Lindsey
to be necessary for those on the front quent hand washing.
Davis, director of promotional sales for Raining Rose
lines as well as businesses that may “We’re seeing a lot of care kits, and
Inc. (asi/80489). “As customers become more aware of
reopen and get things going again,” sometimes that comes in the form of
what ingredients are in their consumer products, they’ll
says Brandon Brown, vice president of self-care,” says Lindsey Davis, director
ask that question of their promotional products distribu-
marketing at SnugZ/USA (asi/88060). of promotional sales for Raining Rose
tors and of suppliers as well.”
To that end, as businesses, event Inc. (asi/80489). “Companies want
organizers, schools and more look to to give something like lip balm and a Thinking domestically. With concern over ingredi-
upcoming projects, health-related lotion that tie in to caring for people ents comes more attention paid to where a product was
products will continue to be top-of- who are giving of themselves during made. “You will likely see an increased interest in made-
mind, and now is the time for distribu- this time.” in-USA personal care products, as people will want to
tors and suppliers to start preparing for Furthermore, when health-related know that the product is safe and produced in an FDA-
their needs. “In the second half of the products are used in a promotion, it regulated facility,” says Brandon Brown, vice president
year, mostly fall/winter, you’re going to can become an opportunity to edu- of marketing at SnugZ/USA (asi/88060). “I think there
see a lot more events and people trying cate the recipient or inform about best will also be a willingness to help support the rebuilding
to get those things off the ground,” says practices. “The sale becomes less about of our economy and support U.S. jobs.”
Ray Rodriguez, vice president of sales the product itself and more about the
and marketing at Tekweld (asi/90807). educational message it’s delivering Mental health is important too. Another compo-
“There’s going to be a lot of activity, so to promote awareness, encourage a nent of the wellness category is a focus on products
we have to start planning for that and behavior or action to live a healthier that help people care for their own mental state. “We’ve
begin ramping up.” lifestyle,” says Matt Bertram, president noticed a spike in interest in mental-health related prod-
The popularity and demand of these of Fields Manufacturing (asi/54100). ucts,” says Matt Bertram, president of Fields Manufac-
products should continue to be strong Wellness products can educate turing (asi/54100). Fields’ Sprout Tyme bedside garden
into the near future. “Hand sanitiz- employees and others about safety was one such product for a senior living facility: “These
ers should be a top-five product in practices or lifestyle concerns and con- products served as a way to exercise mental health
our industry for at least the next year vey the giver’s interest in the recipi- through daily activity, engagement and the meditative
or two,” says David Goldfarb, market- ent’s well-being in general. “Health- benefit of gardening.”
ing manager at Evans Manufacturing related products relay a message that
(asi/52840). “In fact, hand sanitizers you truly care,” Goldfarb says. “Espe- Educational opportunities abound. In-demand
will probably be the main promotional cially during these hard times, show- health items can serve as a vehicle for delivering safety
product given out at future events, ing that you want to help out and care messages or other important information when busi-
meetings and trade shows. We should about the recipients is an essential nesses welcome back their customers and employees.
anticipate seeing a new normal for how message to convey.” “Educational printed pieces along with products that we
attach to them are going to be critical,” says Ray Rodri-
guez, vice president of sales and marketing at Tekweld
(asi/90807). “They’re not only for general knowledge,
“Health-related products relay a message but for employees to get something, maybe along with
that you truly care.” their paycheck, that says make sure you’re taking care
of yourself in this way here and at home.”
David Goldfarb, Evans Manufacturing

20 | COUNSELOR | JUNE 2020

Product Spotlight_June_20.indd 20 4/28/20 10:55 AM

 PATCH IT UP
Full of basics to help in various situations, this first-aid
kit (3537) includes four latex-free bandages, three hand
sanitizer packets, two snip bandages, two antiseptic
towelettes, two first-aid cream packets and a 2” x 3”
adhesive pad. The case is offered in numerous solid or
translucent colors. From Evans Manufacturing (asi/52840);
evans-mfg.com

A TOUCH OF COLOR
A perfect pick-me-up, these tinted lip balms (PLB-TLB)
are formulated with coconut oil, beeswax and vitamin
E to nourish and protect lips. They’re made in the USA
and available in three shades that are meant to flatter
all skin tones. From Raining Rose Inc. (asi/80489);
rainingrosepromos.com

WELCOME RELIEF
These unisex blue light blocking glasses
(QUINN) are designed to provide relief
from extended viewing of computer
and phone screens that can result from
lengthy hours of working from home.
The frames are made for long-term
wear with scratch-resistant lenses and
can feature a logo on the arm. From
SnugZ/USA (asi/88060); snugzusa.com

PLAN FOR GROWTH

This indoor garden
(690120) can provide some
much-needed mental
health self-care. Included
is a pop-up logo display,
growing thermofoam
tray, organic sprout
seeds (edible broccoli)
and simple instructions.
Just add water. From
Fields Manufacturing Inc.
(asi/54100); fieldsmfg.com

INFO AT HAND
A great way to provide important information
with a useful product, this booklet with instant
hand sanitizer gel pack (TB-SP117) is fully
customizable and can be imprinted on both
sides. Add a coupon, QR code or website for
even more interaction. It’s made in the USA and
offered in a single- or double-fold style. From
Tekweld (asi/90807); tekweld.com

Karen O’Malley is the director of awards for ASI. Contact:

ko’[email protected]; Twitter: ASI_Awards.

JUNE 2020 | ASICENTRAL.COM | 21

Product Spotlight_June_20.indd 21 4/28/20 10:55 AM

 NOW TRENDING

PRODUCT PICKS

TUMBLERS & TRAVEL MUGS

1

1. EVERYTHING ECO-FRIENDLY 4. HEALTHY LIVING

Perfect for eco-conscious businesses It’s easier than ever to stay hydrated with
and nonprofits, this recyclable stainless- this 20-oz. aluminum bottle (BTL118) with
steel bottle (M992) has a copper liner that matching screw-top cap and silicone car-
keeps drinks hot for 12 hours or cold for rying strap. Whether at home or on the go,
2 24. It comes in a variety of colors and has this BPA-free and FDA-compliant bottle
a retail-inspired look guaranteed to have can stay attached to bags, bikes or other
mass appeal. personal belongings. Great for corporate
Allcasion Travelware Co. (asi/34046); wellness programs and athletic clubs.
allcasion.com Tekweld (asi/90807); tekweld.com

2. EMBRACE COLOR 5. SLEEK & SIMPLE

This tumbler with straw (ASPIN-AC16) End-buyers will love showing off the
features double-wall construction that modern design of this 20-oz. vacuum-
insulates hot and cold beverages while insulated, double-wall copper-plated tum-
the design reduces condensation and bler (EWYDAD05286). Includes a frosted
eliminates the need for coasters. Avail- acrylic lid with sliding closure. Metallics are
able in eight colors, it’s sure to be a client popular with younger age groups, making
favorite. this an ideal product for coffee shops, tech
IDProductsource (asi/62088); firms and beauty retail stores.
idproductsource.com Baltimore Glassware Decorators
(asi/38209); bgdecorators.com
3. FOR THE LONG HAUL
This 27-oz. double-wall vacuum-insulated 6. ON TREND
travel mug (ATM324) maintains your The powder spray color of this durable
drink’s temperature for hours. It’s tumbler (1625-66) really sets it apart.
BPA-free and includes a plastic lid and Drinks will stay at the perfect temp and
spill-prevention slide lock. Makes a nice users won’t have to worry about con-
grand opening promotion or employee densation. It’s an excellent fit for outdoor
welcome gift. activities like biking and camping, or for
Bel Promo (asi/39552); belpromo.com workers with long days in construction,
healthcare or public safety.
Leed’s (asi/66887); pcna.com/leeds

3 4 5 6

22 | COUNSELOR | JUNE 2020

Product Picks_June20.indd 22 4/28/20 10:58 AM

 NOW TRENDING

MARKETING GENIUS

SELF-PROMO OF THE MONTH

BY THERESA HEGEL

COMPANY
Quality Logo Products (asi/302967)

IDEA
Quality Logo Products wanted to make a positive impact on the community
(while creating local brand awareness), so the distributor donated 250 custom
teddy bears to the Fox Valley Park District in Aurora, IL. The bears were given
out during the park’s Special Needs Night, where children could enjoy the
holidays in a low-sensory environment. Santa Claus handed out the bears to the
children in attendance, who were also able to get a photo with the man in red
while holding their bears.

PRODUCT
Ugly sweater rag bear with custom designs ink-
imprinted on the bears’ sweaters.

IN THEIR WORDS
Kelsey Skager, marketing manager: “We got several
new customers as a result of the campaign. People
genuinely want to choose businesses that create a
lasting impact, and that was made clear by the many
phone calls and emails we received in the days and
even months following the event. We’ve even created
long-term partnerships with local special needs
organizations after they heard about our company from
the campaign.”

BEST IN BRANDING

Desiree Colonna wanted to do something to con- McDonald’s, Audi, Volkswagen and other brands The National Bobblehead Hall of Fame and Museum
tribute to the fight against the coronavirus, so the stretched out their logos to promote the importance raised over $100,000 to support the American Hospital
owner of Woodstock, GA-based Inkwell Designers of social distancing during the pandemic. Some Association’s 100 Million Mask Challenge through the
(asi/553001) leveraged her company’s in-house denounced it as an empty gesture, but it does make for presales of a bobblehead of Dr. Anthony Fauci, the
design and production capabilities to create soft, striking imagery. director of the National Institute of Allergy and Infec-
flexible acrylic mask hooks that can be sold branded. tious Diseases.
JUNE 2020 | ASICENTRAL.COM | 23

Marketing Genius_June20.indd 23 4/28/20 11:03 AM

 NOW TRENDING
COMPILED BY KAREN O’MALLEY

GIFTS & INCENTIVES

KALORIK STAINLESS-STEEL SLOW JUICER

KEY FEATURES
• Works with fruit and vegetables
• Large one-quart containers for both juice and pulp
• Stainless-steel housing
• Rotary dial on/off function
• Easy assembly, cleaning and storage

Available from
365Wholesale.com
(asi/91284);
365wholesale.com

Make your own

healthy veggie and
fruit beverage at home
with this high-powered juicer.
Its large one-quart containers
separate juice from pulp and
help maximize the nutrients to
create healthy juice with no
foam. A rotary on/off function
offers more control than
traditional centrifugal
juicers.

Add It On
FRESH N GO
Complement an order
with the patented
“FRESH N GO” tumbler,
which helps keep
juice and smoothies
fresh and cold. Its
air pump removes
oxygen from the juice
to prevent oxidization
and decomposition,
and its construction will
keep a drink chilled up
to 24 hours. Available
from AdNArt (asi/31518);
adnart.com

24 | COUNSELOR | JUNE 2020

Incentives_June20.indd 24 4/28/20 11:20 AM

BUYING OR SELLING
YOUR BUSINESS?
Contact the experts.
CERTIFIED
MARKETING
CONSULTANTS

Contact us today regarding mergers and acquisitions, succession planning,

general consulting, business plans and more!

Visit www.ASICentral.com/business-savings and log in

using your ASICentral® credentials.

CER
CERTIFIED MARKETING
CONSULTANTS, LTD
260.637.6643 | info@certifiedmarketing.com
Licensed Merger & Acquisition Specialist of the Advertising Specialty Institute®

www.certifiedmarketing.com | www.facebook.com/certifiedmarketing | asi/44526

©2020, Advertising Specialty Institute®. All Rights Reserved.890-7137A 0420

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 SUCCE$S
TIP SHEET

ADAPT TO CONTINUED SOCIAL DISTANCING

Advice for finding more success in business and beyond
BY SARA LAVENDUSKI

1 Implement strong
cybersecurity
measures.
With more people working from
home, promo firms and their
And now, with remote work
potentially staying in place even
after the virus is gone, employ-
ees will be looking for appropri-
ate apparel pieces. Focus on
customers are going to have to easy-care, stain-release tops
make sure remote workforces in flattering colors, shapes and
are aware of how to keep sensi- fabrics, as well as complemen-
tive information safe. Phishing tary leisure wear for the bottom.
– when scammers include links Consider corporate branding;
in emails that, when clicked, companies may look to outfit
give them access to business
assets – needs to be monitored.
their workers in apparel suitable
for remote work. DAILY DOWNLOADS OF THE ZOOM VIDEO

3
Employees should keep busi-
ness and personal devices sepa- Think digital gifts.
CONFERENCING MOBILE APP INCREASED
rate and use secure passwords.
Meanwhile, firms should send
In what is likely to be a
residual effect of the wide-
FROM APPROXIMATELY 171,000 TO MORE THAN 2
updates about best practices spread shutdowns, people could MILLION IN JUST SIX WEEKS THIS PAST SPRING.
and regularly remind employees remain reticent to venture out (Apptopia)
about how to report suspicious to physical locations for shop-
emails and possible attacks. ping, even after life returns to distinct advantage over those many weeks of social distancing.
Promo companies can help their some semblance of normality. without. While business across A robust website can help facili-
end-buyers with giveaways and Help end-buyers continue their the industry slowed consider- tate relationships and sales.
educational brochures. marketing and branding efforts ably, the sales that were coming

2 Focus on remote work

with products like gift cards
(either physical or emailed) for
in were helped along by digital
showrooms with consistently
99% OF EMPLOYEES
product trends.
With the number of vir-
food delivery services, stream-
ing music and movies, and book
updated inventory information.
Moving forward, it’s going to be
SAY THEY’D LIKE TO
tual meetings that have taken downloads. They offer a quick even more important for sup- HAVE THE OPTION TO
place over the past few months, turnaround time and easy fulfill- pliers and distributors to have
more people have figured out ment process. product information and order- WORK REMOTELY,

4
how to transition quickly from
remote work “outfits” to some- Offer more
ing capabilities on their websites.
There’s also a distinct chance
AT LEAST SOME OF THE
thing presentable for the cam-
era. That means business tops
e-commerce options.
One thing became crystal-
that companies will be even less
open to sales reps stopping by
TIME, FOR THE REST OF
and leisure bottoms – or athlei- clear during the recent business their offices in person after so THEIR CAREERS. (Buffer)
sure if they’re planning to work- closure orders: Promo firms with
out before or after the meeting. e-commerce capabilities had a
TIP OF THE MONTH
“Today and tomorrow are likely to make new
74% OF COMPANIES IN THE FINANCE INDUSTRY and different demands on you as a leader. If
PLAN TO MOVE AT LEAST 5% OF THEIR you fail to reinvent and adapt, you and your
WORKFORCES TO PERMANENT REMOTE SETUPS organization will stall and fail.”
Mark Nevins, executive advisor and author
AFTER COVID-19 IS GONE. (Gartner)

JUNE 2020 | ASICENTRAL.COM | 29

Tip Sheet_June_20.indd 29 4/28/20 11:24 AM

 SUCCE$S

THE CAMPAIGN

POWERING RETENTION & RECRUITMENT

An inside look at how distributors’ sales & projects come together
BY CHRISTOPHER RUVO

STEP ONE STEP TWO

Win Referrals Through Partnering Know the Client’s Tastes &
On every order, Kimberly Karp always has the Objectives
big picture in mind. It’s not just about the one The new client to which Karp was referred
sale. It’s about doing such a good job that the was heading up a human resources initiative
client trusts her and wants to work with her focused on incentivizing, thanking, encourag-
again. This approach led a particular contact ing and ultimately retaining employees. The
to continue to partner with Karp even after effort also aimed to help recruit excellent new
the client changed companies multiple times, team members. The client wanted attractive,
The Promo Pro: Kimberly Karp, and it was her trust that led her to refer Karp design-rich branded physical products to help
Owner, KK Promotions, an to a colleague at the software company, setting fuel the initiative – products that would con-
affiliate of Top 40 distributor AIA the stage for this five-figure deal. “You win loy- vey the brand’s modern, cutting-edge tech vibe
Corporation (asi/109480) alty by delivering on what you say you’re going and also show it cared deeply about the people
to do from start to finish,” says Karp. who make the company a success.
Client: A large software
company
Job: Create branded
products that thank,
encourage and incentivize
STEP THREE
current employees, while Draw on What Works
also helping to recruit new Fortunately, Karp had a leg up. The loyal contact who referred her also worked at this software com-
ones. pany, and Karp had delivered excellent solutions for her in the past. The new client on the HR initia-
Order Value: Mid five- tive was impressed with that choice swag and wanted to do certain similar products, just with design
figure range and branding twists to make the new collateral specific to the retention/recruitment effort. “The
focus became how could we take some things we’d done that she liked,” Karp says, “but make a new
version of them that fit into a cohesive brand story specific to this program.”

STEP FIVE
STEP FOUR Source From Proven Suppliers
Collaborate on Design Indeed, Karp saw to it that the color story and collective brand
A savvy relationship builder, Karp already had a image was maintained over a bevy of products. For the client,
good rapport with an on-staff designer at the soft- the quality of those products was paramount. Karp delivered
ware company. She teamed up with the creative there too, drawing on her knowledge of the client’s tastes and
to conceive and deliver a definitive, attractive the lines of trusted suppliers to deliver items she knew would
branded look for the program’s products. Karp’s impress aesthetically and hold up practically. There were
in-depth knowledge of which decoration meth- T-shirts, hooded sweatshirts, pens, journals, Type-C USBs,
ods would look best on certain products proved light-up power cords, lanyards and travel tumblers in gloss and
invaluable and helped guide design concepts. matte finishes with color schemes that incorporated greens,
Karp tells how this included finding the best ways whites and black.
to represent the program’s unique logo in a range Karp worked with suppliers that include Bella+Canvas
of ways, such as vertically and horizontally, across (asi/39590), IMAGEN Brands (asi/93990/47700), ETS Express
a variety of substrates. “We created a compel- (asi/51197), Goldstar (asi/73295) and AP Specialties (asi/30208).
ling, cohesive color story,” says Karp. “It helped “Because I fully understood the client’s brand and what they
these products stand out from the company’s wanted to do, and because I work closely with my supplier reps
other branded items. It was about using color and to understand their capabilities and strengths,” she says, “we
design to make a strong statement.” were able to quickly provide exactly what the client wanted.”

30 | COUNSELOR | JUNE 2020

Campaign_June20.indd 30 4/28/20 11:26 AM

 STEP SIX TAKEAWAYS
Earn ROI for the Client
The effort certainly didn’t go unnoticed. The client wrote
Karp to say she was thrilled with the products and the effi-
cient execution of the order. “She called our work ‘amaz-
1leadsWin the trust of clients through consistent,
high-quality performance on each order. That
to long-term partnerships and referrals.
ing,’ and when you hear something like that, you leave
the project feeling inspired to take on more,” says Karp.
Furthermore, says Karp, the campaign was a pleasure to
work on, not least of all because the client trusted her cre-
2 Ensure you comprehend the objectives and
desired image a client seeks for each campaign.

3lines.Work
ative and sourcing acumen. “The end result is always best closely with reps at trusted supplier
when you earn a client’s trust and they have faith in you,” firms to thoroughly understand their product
says Karp. “That way, you can really bring your expertise
The knowledge will help you present the best
to bear for their benefit.” Karp continues to partner with
the company. possible solutions to end-clients.

JUNE 2020 | ASICENTRAL.COM | 31

Campaign_June20.indd 31 4/28/20 11:26 AM

 SUCCE$S

INDUSTRY VIEW

MAKING TOUGH DECISIONS TO SURVIVE

Opinions and advice from people in promo BY RANDY CARR

“WE’RE GOING TO
you normally would. be ready to hire someone.” We
To get to the end and still want to be ready when the cri-
be standing, I’m finding you’ve sis turns while making sure we
got to be ruthless and cut back.
We’re going to look a little dif-
have enough cash right now.
In the meantime, we shifted
LOOK A LITTLE
ferent, we’re going to be a bit
beat up, but at least we’ll still be
our manufacturing capabili-
ties into products most needed DIFFERENT, WE’RE
here. I don’t have a lot of con-
trol over what happens around
at this time. On March 30, we
started making face masks and GOING TO BE A BIT
BEAT UP, BUT AT
us – I’m just trying to be level- hazmat suits in our plant in
headed and not show fear to my Mexico. It’s a major investment
team. Cooler heads prevail, and at a time when nobody has any
Randy Carr is the president
and CEO of World Emblem
they always will.
So, what are we doing at
clue what the global economy
looks like, but we’re trying to
LEAST WE’LL STILL
BE HERE.”
(asi/98264), a Hollywood,
FL-based supplier of apparel World Emblem? First, I’m pivot where we think we can
emblems and high-quality assembling my team to assess have the most economic and
decorations. the budget and see how low social impact. investment six months ago to

D
sales can go and still survive. But shifting gears didn’t add that capability. That put
uring this time of We’re looking at what happens come without headaches. I got us in a position to make the
COVID-19, unless your if business drops anywhere a disturbing phone call from hazmat suits and face masks
company is one of the from 40% to 70%, knowing that our Mexico managing director that are greatly in need right
“lucky” ones designated as at 50%, things get dicey. We’re at midnight on the second day now.
essential, you’re being forced taking advantage of help from of the hazmat suit production, My advice to any company
to close your doors to keep the government, like the PPP, telling us that we have to close at this point in time is to err on
employees and customers safe. but we don’t want to count on down for a month. Our entire the side of overcommunication.
Even essential businesses, it. Our goal is to keep our gross game plan flipped on its head Repeat your message over and
such as restaurants, have had profit relatively consistent and in two hours. The good news over.
to rethink how to serve clien- cut so deep into overhead that for us is that after phone calls My other tip? Have tough
tele when social distancing is a it hurts. Then, if we have to use and deliberations, we did get conversations fast. It’s going to
mandate. the subsidy, we will have it as a permission to have the Mexico be ugly, and people are going to
As the CEO of World buffer. plant remain open for at least be upset. But at the end of the
Emblem, I’m experiencing One of our biggest challenges another 30 days. day, you need to do whatever
the same emotions, dilemmas is finding the right balance Sometimes things happen it takes to keep the business
and challenges that so many between the usual priority of for a reason. Over the past five afloat until this thing is over. At
business owners are facing cur- promoting sales versus main- years we’ve built “incubator” a recent YPO meeting, someone
rently. We have seven locations taining a defensive budgeting companies for stickers, pens said “I need to save jobs and by
and 800 employees – a lot of position. While we’re staying in and name badges. The latest laying people off I’m not doing
people’s livelihoods are on the touch with the bank to discuss opportunity was for robot cov- that.” I said to him, “Your job
line. I’ve asked myself: How do delayed payment of financing erings, which came about from is to save the company, not the
we get to the other side? Do we fees and leases, I also told the one of my connections in the job. By saving the company you
furlough people and for how human resources director to Young Presidents’ Organization will eventually save the jobs.”
long? Who do we let go? How start recruiting for a new mar- (YPO), a global leadership com- There isn’t an easy answer. But
do we get to the end of this? keting manager now. When she munity of more than 29,000 ultimately there will be an end.
They’re hard conversations, questioned me on that, I said, chief executives. We researched Darwin was right: Survival of
and it’s even harder when you’re “We need to be recruiting now the necessary equipment and the fittest is survival of those
not working on your business as because when this is over, we’ll labor and made the capital that can adapt.
32 | COUNSELOR | JUNE 2020

Industry View_June20.indd 32 4/28/20 11:28 AM

 SUCCE$S

DIGITAL DIARY

HOW TO ACE VIRTUAL SALES PRESENTATIONS

Cool tech and tips for promo pros moving at the speed of megabits
BY CHRISTOPHER RUVO

T
his spring, the coronavirus forced Get the Setting Right: Be in a quiet Feature Engaging Visuals: “The best
nearly everyone who could work place where there’s no potential for distrac- sales presentations include visual aids that
from home to do so. Virtual sales tions and interruptions from pets, kids and boost engagement and interest,” says Chane
presentations became more important than phones. But don’t stop there. Jason Cham- Steiner, CEO of Crediful, which operates
ever before – and that’s likely to continue bers suggests that you arrange your physical in the personal finance arena, helping con-
well past the end of the COVID-19 disrup- setting so that it conveys the impression sumers repair credit among other services.
tion. As such, it’s critically important that you want to make on prospects. “What does “Not only do aids like pictures, graphs and
sales professionals ensure their digital pre- the room you’re in look like? Is it profes- charts make your viewers more attentive
sentation skills are strong. sional and appropriate for the work you’re and receptive to your message, they can also
Know Your Tech: From Zoom to doing?” asks Chambers, senior business serve as additional proof points and can fur-
Google Hangouts, the marketplace is developer at global human resources/talent ther drive the sale. Any time you’re discuss-
replete with technology tools that facili- management consulting firm Talent Plus ing data points, numbers or statistics, it’s
tate conducting virtual sales presenta- Inc. “If you don’t have as much control over beneficial to include a visual representation
tions. Make sure you’re adept at working this, be sure to blur your background using for your audience to better understand it.”
with whatever solution you choose (or that your virtual meeting software.” Don’t Forget to Show Your Face: All
the client or prospect is familiar with), as Dress the Part: Don’t schlub it up on the images and screen shares you might
well as any hardware you might be using. how you dress. Attire yourself as you would provide can be great. Still, don’t overdo it.
A practice run-through of the presenta- if you were making an in-person presenta- “It’s important for people to see your face
tion is always wise. “Don’t wait until the tion. “Don’t wear a busy pattern, as it can during points of non-technical explanation,
last minute to log in and try things out,” be distracting on screen,” says Arnof-Fenn. so you can establish rapport and others can
says Paige Arnof-Fenn, founder/CEO of “Solid colors are best.”   read your body language,” says Dr. Konstan-
global marketing/branding firm Mavens Ensure Audio Is Up to Snuff: “Using tinos Tsilkos, CEO of PharmMed, a digital
& Moguls. “Make sure you have a phone your computer or phone audio isn’t good marketing agency for physicians.
number or backup in case it doesn’t con- enough to wow everyone listening and will Follow Up: “Always send a thank-you
nect online as planned.” usually have a scratchy and unfocused qual- email afterward,” says Arnof-Fenn. “It
Be Personable: Certain common sense, ity,” says Stacy Caprio, founder of digital shows professional skills and manners, and
humanizing practices you would do on an advertising/marketing firm Accelerated helps you stand out. It reminds prospects of
in-person call should also be done during Growth Marketing. “Instead, invest in an your strengths and interest.”
virtual presentations. “Smile when you inexpensive USB computer-connected
speak and slow down a bit so they can hear microphone and your audio and presenta-
you clearly,” Arnof-Fenn says. “Be as natu- tion quality will increase exponentially. ESP Can Help With
ral, relaxed and warm as possible.” Audio makes a very big difference to the Virtual Presentations
overall feel and quality of a presentation.” ESP is ASI’s database of hundreds
Be Smart With Camera Practices: of thousands of promotional prod-
PRESENTATIONS WITH Get the camera angle right. “You may think ucts from industry suppliers. The
this seems silly, but my laptop camera is

43%
VISUAL AIDS ARE
solution includes a suite of tools
below the screen, forcing my audience to that can help in creating digital
look right up my nose,” says Chambers. “I sales presentations. This includes
had to immediately get a separate camera the ability to create virtual sam-
that I mounted on top of my screen. Trust ples for your presentations using
me, this is a much better experience for an online design studio. Through
ESP, you can group a collection
my audience.” Next, practice talking to
MORE PERSUASIVE the camera as if it were a person there in
of virtual samples into a digital
presentation that can be saved to
THAN THE SAME front of you; this simulates the connective
conversation you want to have during the
a private page on your website.
Links to such pages can be sent to
PRESENTATIONS presentation. “It’s important that your customers. Learn more:
audience knows you’re looking at them,” bit.ly/ESPPresentations1
WITHOUT VISUALS. (Prezi) says Chambers.
JUNE 2020 | ASICENTRAL.COM | 33

DigitalDiary_June20.indd 33 4/28/20 11:30 AM

 SUCCE$S

ASK US ANYTHING

Q: WHAT LESSONS AND STRATEGIES HAVE HELPED

YOU PERSEVERE DURING THE COVID-19 CRISIS?
Industry experts answer reader questions

cumstances are challenging,

that doesn’t excuse leadership
from their responsibility to be
optimistic about the long-term
– and to then orient the team
around them, accordingly. The
most effective balance is one of
pragmatic optimism: You recog-
nize, and adapt to, the realities
of the current situation, but do
not lose sight of the strategies
and initiatives that will lead to
SUPPLIER VIEW: long-term success.
CHRIS ANDERSON
CEO reach out and connect with my when businesses were closed
HPG (ASI/61966) team on a regular basis. We’ve during the worst of the lock-
used the Teams App and Zoom down measures, we were ask-

T he coronavirus pandemic
has provided a crash course
in crisis and change manage-
to hold meetings, chat about
projects, and to host employee
Happy Hours, all of which has
ing clients about how things
might be different when they
return. Have they thought
ment for all North American helped us to stay sane and feel about how they might welcome
business leaders. For me, two connected during a crazy time. their people back? Will they
major lessons have emerged Reach out to clients and require employees to use hand-
from that. suppliers. During the corona- sanitizer and wear face masks
 First, be persuaded by virus, we’ve been checking in as part of their normal opera-
facts. In challenging times, with clients to see how they’re tions? Really, just check in and
emotions and opinions run DISTRIBUTOR VIEW: doing, as well as checking in be human. It shows you care,
hot. It can be easy for teams JAMIE STONE with many of our suppliers. and you can help them.
to become governed by emo- PRESIDENT This crisis has brought us closer Finally, get outside. Step
tion. As a result, it’s important GIFTS BY DESIGN (ASI/205947) than ever, just by bonding over away from the computer to
for leaders to show that they’re the shared surreal experience. get some fresh air and fresh
persuaded by facts and are
always open to new informa-
tion in the hopes of making the
I ’ve found the following
actions to be helpful during
the recent challenging times:
With clients, we’ve engaged in
conversations about what lies
ahead for them. For instance,
perspective. Go for socially-
distanced walks. It feels good to
get out, so don’t be a hermit!
very best possible decisions, in Stay connected with your
real time, in a dynamic envi- people. Keeping in touch with
ronment. Those who fixate too
much on how things were, or
your employees and providing
clear, calm leadership is criti-
“Anyone can lead when the plan is
how they should be, lose valu- cal. They’re looking to you to working. The best lead when the
able time when managing their be a leader during a crisis. So,
way through a crisis. as we’ve experienced with the plan falls apart.”
Second, effective lead- COVID-19 pandemic, even
ers are not pessimists. Even though we were all working Robin Sharma
though conditions and cir- from home, I made it a point to
34 | COUNSELOR | JUNE 2020

AskUsAnything_June20.indd 34 4/28/20 11:32 AM

 SUCCE$S

OUR TOWN

Digispec/Visstun (asi/49716) ◊ LAS VEGAS

Promo companies share local secrets about their cities
BY JOHN CORRIGAN
The Strip ►
▼ Mount Charleston
“When you go to New
“Rising out of the Mojave Desert,
Orleans, you go to Bourbon
the mountain has plenty of trails
Street. When you come to
and wildlife to enjoy.”
Vegas, you hit The Strip.”

▲ Fremont Street
Red Rock ► “Gambling, concerts,
“If you want to delicious food, partying –
get away from the it all happens here!”
glitz and glamour,
Red Rock Canyon
is the perfect spot
to take in Mother
Nature.” ▲ Lake Mead
“You can see MUST LIST
the Hoover Dam
from here.”
Q&A
Joe Davis, director of sales and customer service
Q: What from many different flights delayed due to is available at your
makes perspectives. weather, and direct fingertips!
Las Vegas flights are available
a great Q: How’s the almost everywhere. Q: Best road trip? DINING
SkinnyFATS is a local chain restaurant
place to weather? A: The beaches in
that offers a variety of flavorful bowls,
live and work? A: One of the best  Q: Best season to Southern California are burgers, tacos and other dishes. You
A: There’s always some- things about Las visit?  just a few hours’ drive can get healthy options like a zucchini
thing happening in Las Vegas is the fantastic A: Winter. It’s a great away. noodle bowl or “happy” selections like
Vegas, so there’s never weather. Winters are time to escape the snow the “More Cow Bowl” filled with teriyaki
filet mignon.
a dull moment. With all very comfortable. Sum- that so much of the Q: Best musician
of the amazing enter- mers are warm, but country deals with. from the area?  MUSEUM
tainers who come here, once you’ve been here A: Contemporary Madame Tussauds has wax versions of
there’s something fun a year, your body accli- Q: Best hotel? bands from Las Vegas iconic celebirities, and fun attractions
every night. mates to the heat. A: Bellagio. With the include Imagine Drag- like The Hangover Experience (from the
movie).
stunning fountains, ons, Panic! At the Disco
Q: How’s the talent Q: On a scale of 1-5 (1 great shops and food, and The Killers. Prior EVENT
pool? being bad), how would it’s amazing. to that, Las Vegas was The National Finals Rodeo features bull
A: Las Vegas is an you rate the airport? known for all the artists riding, barrel racing, steer roping and
extremely diverse A: 5. The security lines Q: Best local dish? who flocked here to per- other competitions. The annual cham-
pionship exhibition takes place the first
area. With the great are never long , so get- A: The buffets in Las form – Frank Sinatra,
full week of December at the Thomas &
variety of backgrounds, ting through the airport Vegas are legendary. Liberace, Wayne New- Mack Center.
the company benefits is a snap. Rarely are Anything you want ton and other legends.
JUNE 2020 | ASICENTRAL.COM | 35

OurTown_June20.indd 35 4/28/20 11:35 AM

ASI 84358
 APPAREL
SHOWCASE
BY THERESA HEGEL

ACTIVEWEAR
The latest styles from your favorite suppliers

Ladies full-zip fleece

hoodie (W18700) from
Ringspun raglan tee
MV Sport/Weatherproof
(560RR) from JERZEES
(asi/68318); mvsport.com
(asi/40650); jerzees.com

Adidas lightweight
quarter-zip pullover
(A401) from S&S
Activewear (asi/84358);
ssactivewear.com

Stretch hoodie (8435)

from J. America (asi/62977);
jamericablanks.com

Sport-Tek ladies
tri-blend hoodie
(LST406) from SanMar
(asi/84863); sanmar.com

JUNE 2020 | ASICENTRAL.COM | 37

Apparel_June_20.indd 37 4/28/20 11:37 AM

 APPAREL

DECORATION SPOTLIGHT

RHINESTONES
What you need to know to get

168,000
the most out of your logos

THE APPEAL OF BLING is self-evi-

dent. “People like shiny things,” says
Teneka Moore, owner of TaylorMade The number of Swarovski crystals on the hooded silver
Bling. Adding rhinestones to custom gown singer Janelle Monae wore to this year’s Oscars.
apparel – from a few well-placed It took more than 600 hours of hand-embroidery to
stones for a bit of sparkle to hundreds complete the look.
of crystals for an eye-popping, show-
stopping look – can be a great way to
add value.

Ensure Amazing Bling

• Use High-Quality Rhinestones:
You get what you pay for. If your deco-
rator is using cheap rhinestones, they
won’t give you good sparkle, the glue
isn’t likely to hold well and they’ll look
cheap.
• Try HotFix Rhinestones: HotFix
rhinestones have heat-activated glue
on the back and are affixed by using a
heat press. This provides the strongest
bond to fabric.
• Test It Out: Always test a swatch
of the fabric being decorated before
proceeding with production. Test the
time, pressure and temperature recipe
on your swatch, and adjust as needed.
The rhinestones should stick and not
be easily peeled off by fingernails.
Properly applied rhinestones should
stay fixed on fabric even after years of
washing.

THREE TRENDING TECHNIQUES

1 2 3
Try Tone-on-Tone: Adding rhine- Mix Your Media: Sprinkling a few Go Beyond Apparel: You can
stone colors that match the color of a well-placed stones into an embroi- add bling to all kinds of everyday
shirt gives your design a subtle sheen dered or screen-printed design objects. Teneka Moore of Taylor-
without overwhelming the viewer. can take it to the next level. Just Made Bling has made a name for
be aware that rhinestones won’t herself customizing iced coffee
adhere to most screen prints, says Alisa tumblers with Swarovski crystals. Her
Mandel Nogen, CEO of Har-Man Import- handmade bling cups have a cult following,
ing. Instead, create a design where the with superstar Jennifer Lopez among her
rhinestones are placed directly on the fabric biggest customers.
rather than on the print itself. Your bling
can go right on top of embroidery, however.

38 | COUNSELOR | JUNE 2020

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 APPAREL

SALES TIPS

UPSELL CLIENTS WITH EMBROIDERY

How to boost your bottom line with wearables
BY ALICE WOLF

BY TAKING YOUR EMBROIDERED or membership, make a fashion statement –

APPAREL to the next level – whether by and for you to charge for the add-on.
adding an emblem, monogram, specialty There are limitless fonts for every pos-
thread or a unique location – you’ve earned sible occasion, mood, item or message your
the ability to push up your prices and stand customer is looking to convey. For every
out from the crowd. Let’s go over these four adjective you can think of, there’s a font to
value-driving ideas. symbolize it. Of the multitude of styles avail-
able, some stand out in support of trends, or
purely for their trendy look.

A new thread on the market combines the easy

running properties of polyester with the popular
shine of metallic.
PHOTO COURTESY OF MADEIRA USA

Suggest a patch that has meaning to your

customers or heralds their cause.
embroiderers have mastered the ability to
add metallic thread to a logo or stock design.

1
PHOTO COURTESY OF PENN EMBLEM (ASI/77120)
Suggest the addition of metallic thread to the
Emblems & Patches spoon in a restaurant logo, or the crown in a
From Gucci to grunge, emblems are a crest. Greater than simply perceived value,
fashion statement in all demographic metallic thread is an add-on that customers
segments. Emblems don’t just declare the can see right away. As a sales aid, try present-
brand of clothing being worn, but also share ing the same stitch-out using gray for silver MARLEYLILLY, a company based in South
the wearer’s thoughts, beliefs, dreams and or yellow for gold, along with the real deal. Carolina, specializes in positioning monograms
habits. Customized emblems with small to The difference will help to convince your anywhere, such as on the tongues of sneakers.
no minimums are available from production customer the higher price is worth the value. PHOTO COURTESY OF MARLEYLILLY.COM

4
companies that fulfill orders for branded and
promotional products. Stock design com- Unique Location
panies have created emblems and patches Credit sports and performance wear
dedicated to all sorts of specialties and per- companies like North Face and Nike
sonality types. for coming up with interesting placement
From a marketing standpoint, getting for their logos: on shoulder backs, lower
to know your customer is the first step in hems of shorts, high up on collars. Not to be
understanding how an emblem or patch outdone, personal logos are also migrating
might enhance the product they’re already to unusual and statement-making real estate
buying, or spark interest in an add-on. on apparel. Look at back collars of vests,
Emblems matching your customers’ inter- tongues of sneakers and boots, or back straps
ests can make the perfect upsell, and badges on caps. The challenge to embroiderers is
can be applied to all types of apparel, head- hooping, but stick-on backing is a problem-
A monogram with metallic thread not only has a
wear and bags. unique, high-end look, but can be very durable solver in many cases, and removable tongues

2
and demands a higher price for the added value. on some footwear ease the challenge. In the
Specialty Thread PHOTO COURTESY OF MADEIRA USA era of heightened personalization, a unique

3
Gray is silver and yellow is gold – until location can be the reason for charging more
you try metallic and polyester metallic Monograms and contributing to positive word-of-mouth
embroidery threads. These true metallics Customization is a noticeable trend advertising for your business.
make it easier at the production level to add in marketing. Adding customers’ indi-
some bling and a bolder statement than your vidual monograms to a branded garment is a Alice Wolf is the manager of education and
customer may have thought possible. Most unique way for them to claim participation publications at Madeira USA.

JUNE 2020 | ASICENTRAL.COM | 39

Apparel_June_20.indd 39 4/28/20 11:37 AM

 APPAREL

TREND TRANSLATOR

HEMP SHIRTS & HERMÈS SCARVES

A roundup of the hottest runway and retail trends, and how they translate in the promo world

A Golden Fiber Sheltering in Style

Hemp is sometimes referred to as a “golden fiber” because When the Centers for Disease Control and Prevention (CDC) advised all
of its beneficial qualities. It offers high moisture absor- Americans to wear cloth masks in April to help prevent the spread of corona-
bency and heat conductivity. It’s strong, durable and has virus, not everyone was ready
great shape-retention properties. Plus, it’s renowned as an for the medical look. Instead,
eco-friendly fiber, growing quickly without the need for many fashionistas opted for
herbicides and other chemicals to flourish. Hemp apparel luxury – including coveted silk
and products have a cool factor, and are often sought after by scarves from Hermès. Luxury
bands, breweries and dispensaries of legal cannabis. consignment site The RealReal
Promo Ready? More and more suppliers have added hemp- told GQ that demand for scarves
based apparel to their lineups, like the Hermitage line of tops increased 4.8 times after the
(pictured) recently released by Expert Brand (asi/53404). CDC guidance.
Promo Ready? Many people
are willing to pay extra to turn a
utilitarian item like a mask into
something fashionable. Expect
more decorated and patterned facemasks to proliferate, even after the peak
of the coronavirus pandemic has waned.

Franken-Fashion
Call it the fashion mullet: business casual
on top, and warm and cozy on the bottom.
Working from home during the coronavi-
rus pandemic created new shopping habits.
Walmart reported that sales for shirts were
up, while pants sales were down as remote
employees dress up their top halves for video
conferencing and webinars.
Promo Ready? Promo suppliers reported
seeing a similar trend in sales. Offer cozy
flannel pants, fuzzy socks and comfy slippers
to help support remote employees seeking
comfort.

Power of Merch
With mass shutdowns and social distancing tied to the
coronavirus crippling the American economy, many
restaurants and other small businesses are leveraging
the power of branded merch to help them stay afloat.
Promo Ready? ScreenBroidery (asi/305623) started
a #DoYourPart T-shirt campaign to help Indianapolis-
area businesses. Many other distributors and decora-
tors have done the same. ±

Theresa Hegel is executive editor of digital content at ASI.

Contact: [email protected]; Twitter: @theresahegel

40 | COUNSELOR | JUNE 2020

Apparel_June_20.indd 40 4/28/20 11:38 AM

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 BOUNCING B

42 | COUNSELOR | JUNE 2020

Coronavirus_June20.indd 42 4/28/20 11:45 AM

G BACK
Despite how bad things are now,
industry execs are optimistic that
the beginning of a rebound will
come later this year.
By Christopher Ruvo

I
t might have been a banner year.
The first quarter of 2020 was
shaping up handsomely for the
promotional products industry.
Research from ASI indicates that,
through the year’s first 10 weeks,
promo distributors’ collective sales
were tracking up over 2019.
Then the coronavirus invaded American
shores.
It’s no secret what happened next. Data from
ASI Research showing that distributor rev-
enues dropped 4.9% in the quarter (the first
year-over-year quarterly decline in more than
a decade) only confirmed the damage.
“It’s been brutal,” says John Resnick, part-
ner at Boston-based Proforma Printing & Pro-
motion (asi/300094). “We’ve sold some PPE
masks, but other than that, sales of everything
else for us have been way off.”
Despite the hardships, Americans are hold-
ing firm to the belief that we’ll make it out of
this before long. But that’s perhaps the only
thing that distributors can view with certainty.
When will sales start bouncing back, or even
return to pre-crisis levels? Which markets are
likely to begin buying first? And what exactly
will be our “new normal?”
JUNE 2020 | ASICENTRAL.COM | 43

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 SALES REBOUND

“Companies will turn to promotional

products to reach their customers and
employees to jump-start their recovery.”
Marc Simon, HALO Branded Solutions

Can 2020 Be Salvaged? drops in economic activity so severe that they have no modern
There’s widespread agreement among leaders at promo firms precedent. JPMorgan economists were predicting a 40% decline
large and small that annual distributor sales will fall below the in annualized real U.S. GDP in Q2.
record-setting tally of $25.8 billion achieved in 2019. Some think Promo stood to be hit particularly hard in the quarter, as many
total revenue will drop by half or more. Most executives Coun- marketing budgets froze and conferences, trade shows and other
selor spoke with forecast the decline will be somewhere between events that are manna to industry sales remained in suspended
25% and 40% this year. animation.
Promo leaders note that the industry tends to trend in the “If the low level of volume we’re experiencing as an industry of
direction of the United States’ gross domestic product. The late persists for just a few months, that translates into a decline of
International Monetary Fund predicts that U.S. GDP will sink around $5 billion,” says Mike Wolfe, CEO of Chicago-based Top
5.9% in 2020. The second quarter, during which the economy 40 distributor Zorch (asi/366078). “Combine that with a market
was set to remain in at least a partial coma, figured to experience that will likely be impacted by a recession for a major portion of

FEAR FACTOR
Distributors have significant concerns about a number of issues, from lack of client spending to profitability
to canceled orders.
DISTRIBUTORS’ SIGNIFICANT CONCERNS

End-buyer reluctance to engage in marketing 72%

2020 profitability of business 70%
A recession in 2020 70%
Q2 existing orders being canceled 59%
Trade show/event business not coming back for an extended period of time 56%
Marketing dollars moving away from promo to other mediums 48%
Q3 existing orders being canceled 44%
Q4 existing orders being canceled 34%
Supplier inventories 34%
Being forced to permanently close 29%

44 | COUNSELOR | JUNE 2020

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 the remainder of the year, and I think it’s reasonable to assume Some feel a return to anything close to pre-coronavirus sales
that a decline of twice that figure is very possible.” levels will not happen in 2020.
“While we ought to see signs of life later this year, it may be
When Will Sales Return? late 2021 before the promotional products industry returns to
While a sales-starved stretch of months could well slash distrib- pre-crisis levels,” says Marc Simon, CEO of Sterling, IL-based
utor revenue for the year, industry executives are optimistic that HALO Branded Solutions (asi/356000), the third largest dis-
the drastic dearth of business experienced at Q1’s end and part tributor in the North American promo industry. Adds Mackay:
of Q2 won’t last the whole of 2020. Many predict that improved “When do I think spend on promo will resemble what we had in
selling conditions will return in the year’s third and fourth quar- Q4 2019? I’d say Q4 2021 at the earliest.”
ters. The economists at JPMorgan back up that assertion, fore-
casting annualized real U.S. GDP growth of 23% in Q3 and 13% in What’s the ‘New Normal?’
the fourth quarter. For promo business to resurface in earnest, industry pros believe
“I think interest in promo will return by the fourth  quarter society needs to establish a “new normal” – a term used repeat-
this year. There will be budgets to express thanks for the many edly by executives during interviews with Counselor.
employees who went above and beyond the call to make the best What exactly that new normal will be is an open question, but
of what we’re going through now,” says Brandon Mackay, CEO/ it boils down to creating a society in which people again feel safe
President of West Jordan, UT-based Top 40 supplier SnugZ/USA to gather and in which business can proceed without looming
(asi/88060). threats of additional shutdowns amid potential resurgences of
Stephanie Ward, president of Greensboro, NC-based dis- viral spread, executives say.
tributor Print Plus Inc. (asi/301761), thinks the earliest promo “If the threat is still there, people will be cautious with
sales could return with force would be September. “Prior to that, spending since they won’t know if we’ll get shut down again,”
our buyers will be focused on getting their lives back to a sem- says Jamie Stone, president of Seattle-based distributor Gifts
blance of normalcy,” Ward says. “There are so many things to fig- By Design (asi/205947). “Once people start to feel safe and the
ure out. In talking with our clients, they mention their next fiscal economy starts to come back, I anticipate that promo business
year, which for some starts July 1. That’s encouraging.” could also come back strong.”
Eric Simsolo suspects economic activity in the U.S. could start Similarly, Wolfe believes much is contingent on society’s collec-
to ramp back up by the summer. “Then it will take the holiday tive sense of security. “Things won’t bounce back until people feel
season bump to get us, as an industry, closer to pre-crisis levels,” safe interacting with each other,” he says. “Unfortunately, the major-
says Simsolo, director of business development for Gardena, CA- ity of our industry requires human-to-human interaction, so con-
based Top 40 supplier Next Level Apparel (asi/73867). cerns around health and safety will be a drag until they dissipate.”

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JUNE 2020 | ASICENTRAL.COM | 45

Coronavirus_June20.indd 45 4/28/20 11:45 AM

 SALES REBOUND

“I think interest will return by the

fourth quarter this year. There will be
budgets to express thanks for the many
employees who went above and beyond
the call.”
Brandon Mackay, SnugZ/USA

“We keep hearing that a lot of it comes down to testing,” says Even if foolproof public health assurances aren’t in place
Memo Kahan, president of Los Angeles-based Top 40 distributor right away, the untightening of at least some lockdown mea-
PromoShop (asi/300446). “If we can test and start differentiat- sures could help get more substantial business churning again
ing between the immune versus high risk, we can start getting for promo, some say. “It’s all relative to when the state and local
into the new normal. Confidence is also a key factor. We all have governments feel comfortable enough to loosen restrictions,”
to feel safe when getting out of hibernation.” Simsolo notes.
Simon believes the “consumer needs to feel comfortable Any recovery, though, doesn’t figure to be even across verticals.
congregating in public places before the promotional products End-clients in markets like trade shows/conferences, live enter-
industry can be truly robust again. I suspect that isn’t likely until tainment and travel could take longer to get back on their feet.
most of the country is immunized, and that’s unlikely to be the Some, sadly, never will. “Travel in particular is going to be tough,”
case until there’s an effective vaccine.” says Gregg Emmer, VP/chief marketing officer at Batavia, OH-
based Top 40 distributor Kaeser & Blair (asi/238600). “I don’t
know anyone who wants to get on an airplane or cruise ship.”

INCREASING PESSIMISM What Can Distributors Do Right Now?

Regardless of the present reality and what lies ahead, distribu-
Distributor expectations for the rest of 2020 have tors can’t sit on their hands; they need to take advantage of
declined significantly from January and continue to opportunities that currently exist and prepare now to make the
trend downward. most of improving conditions, executives say.
To produce some sales amid the crisis, many distributors
and suppliers alike have pivoted to selling personal protec-
(INDUSTRY HEALTH RATING FROM 1 TO 10, WITH 10 BEING ROBUST)

7.47
tive equipment – a phenomenon poised to continue as long as
social distancing measures are in place, and potentially longer
after that. “We’ve sold PPE to clients across sectors,” says Stone,
“including tech, industrial, military and more.”
Distributors have also scored some sales of traditional pro-
motional products and print solutions with essential businesses
and organizations, such as banks, gas stations/convenience
stores, accounting firms, law firms, healthcare entities, credit
unions, police and fire forces, and certain manufacturers. In
some cases, technology companies have still invested in promo.

5.31
JANUARY All such sectors will continue to be viable markets for prospect-
ing as the COVID-19 threat begins to retreat, executives say.
Meanwhile, certain distributors have had success working
with mass-market companies – an opportunity that’s also likely
to remain after the crisis. “Consumer brands and the ‘Amazons’
of the world are desperate to get marketing materials to their
employees and consumers,” says Kahan, “and we’re focused on

4.01
MARCH servicing them.”
Some distributors say online stores for certain clients have
been relatively resilient and could perform better with even
mildly improved economic conditions. Promo pros also note
that, of late, there’s been a need for morale-boosting branded
items for work-from-home employees. Initiatives focused
APRIL
on working from home could continue to be in demand after

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 COVID-19, as more companies keep the practice in place to Stone. “We’re seeing more and more clients starting to ask about
varying degrees. products for future events, so I’m cautiously optimistic.”
Even certain restaurants/eateries have placed promo orders. Elsewhere, PromoShop has established what Kahan
“They want reusable bags for delivery and pickup,” says Emmer. described as “task forces” that are developing ideas for how to
The jury is out on how restaurant/service industry clients will prosper in post COVID-19. “When the world is in such flux,”
fare after the coronavirus, with some promo pros believing sales says Kahan, “the opportunities will be vast and quickness to
in the vertical will be depressed. Others think clients in the market will be important.”
space whose businesses survive will be eager to invest in mar- While challenging days remain ahead, Simon believes that
keting to regain their footing. ultimately the long-term prognosis for promo is positive. “Other
Notes Wolfe: “Buyers who are making purchases in support than industries dependent on large public gatherings, most of
of transactional activity – think pens for bank branches, gifts for our country will see significant recovery as the health crisis
clients – are likely to return quicker.” comes under control, whether through effective treatments,
Looking to other future opportunities, Gifts By Design is already herd immunity or vaccines,” he says. “As this occurs, companies
working with clients on “welcome back” merchandise for their will turn to promotional products to reach their customers and
employees. “There’s no doubt that many companies will be cautious employees to jump-start their recovery.”
and hold back until they see that our economy is truly rebounding,
but I also believe there’s going to be a lot of pent-up demand, espe- CHRISTOPHER RUVO is executive editor for Counselor.
cially for people who have ‘use-it-or-lose-it’ budgets to spend,” says Tweet: @ChrisR_ASI; email: [email protected]

OBITUARY

SIDNEY SIEGEL, INDUSTRIAL CONTACTS

An industry pioneer passed away due to complications from the coronavirus.

S
idney Siegel was proud to have niques, and the value of developing a
been a pioneer in the promo- solid professional reputation. Whenever
tional products industry. But for I went with him on a client sales call or
the native New Yorker, the roles to industry events, I was so proud to be
of father, husband and grandfa- Sid’s daughter. He was always charm-
ther were even more important. ing and gregarious, and just completely
After Siegel’s passing at age 92 at the likeable. His eyes lit up when he smiled,
end of March due to complications from and he definitely had a charisma that put
COVID-19, that’s how family and friends people at ease.”
will remember the founder of Indus- Sidney Siegel studied accounting in
trial Contacts (asi/62567) – as a warm, college, but never had a taste for the sub-
humorous lover of life who was as big a ject. He landed a job in sales and soon
success in his happy role of family man as founded Industrial Contacts more than
he was in business. 60 years ago, building off his background
“My dad has always been my inspira- in emblematic jewelry to grow the com-
tion,” Steve Siegel, president of West- Three generations of Siegels have been a part of pany into a promo/custom manufactur-
bury, NY-based Industrial Contacts and Industrial Contacts (asi/62567): Sidney (center), ing powerhouse that was ahead of its
Steve (right) and Daniel (left). Sidney passed away
Sid’s son, told Counselor. “He was an at the age of 92 from COVID-19 complications.
time in international sourcing. He was
entrepreneur with much at stake when among the first in the promo industry to
he started Industrial Contacts.  As the launch a company store catalog, which
owner of a small business, he had to work he established for brands like Pepsi and
hard and give it his all every day. He dem- “My grandfather was a true role model Met Life. In 1974, Sid’s creativity and
onstrated that no problem was insur- for me both in and out of business,” Dan- achievements led to Counselor writing
mountable. He applied these same prin- iel says. “His guidance, strong will and an in-depth profile article on him and
ciples to raising a family. My work ethic, values have paved the way for the person Industrial Contacts.
business understanding and family bal- that I have become.” While his charismatic personality
ance all derive from his influence. It con- Mindy Siegel-Mevorah, a senior VP won over clients, it was his love of family
tinues to empower me today.” at Industrial Contacts and Sid’s daugh- that many will remember. “Nothing took
Daniel Siegel, Steve’s son and vice ter, says: “Not only was Sid Siegel my precedent over spending time with fam-
president at Industrial Contacts, shared father, but he was my professional men- ily,” Steve says. “Nothing brought him
similar sentiments about his grandfather. tor. He taught me his unique sales tech- more joy than that.” – CR

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 SALES REBOUND

GONE AND BACK AGAIN

After laying off the bulk of their employees, many suppliers and distributors have taken a
phased approach to rehiring.
By Theresa Hegel

M
arch started out busy for Spokane, WA-based Zome
Design (asi/366115). The decorator was printing SLOWED DOWN
1,000 shirts a day in anticipation of the annual Lilac Nearly six in 10 distributors’ operations and staffing
Bloomsday Run, originally scheduled for May. Plus, have been impacted by the coronavirus.
there were orders to support The Shock, Spokane’s
CURRENT STATE OF DISTRIBUTOR BUSINESSES (MID-APRIL)
arena football team, and many other clients. Things were going well.
Then, the coronavirus came to town.
“All of a sudden, we were getting people canceling orders left
1%
Permanently Closed
and right,” says owner Brayden Jessen says. “We panicked. … It
was changing day by day. Everybody was scared, and nobody knew 10%
what to do. Temporarily 48%
“We had to lay people off.” Closed Operating on a
Jessen slashed his staff by just over half – going from 37 employ- Reduced Basis
ees down to 18 in a matter of days. “We probably should have gone
even lower,” Jessen admits.
Zome’s story is not unusual. A similar tale – sometimes with
even more dramatic cuts – played out across the promotional prod-
ucts industry and the country at large. Unemployment skyrock-
eted at the end of March and into April, with more than 22 million
Americans filing for jobless claims in the four weeks after President
Trump declared a national emergency.
But even amid all the uncertainty, many suppliers and distribu-
tors have been working diligently to bring staff back, whether by
pivoting to manufacture and source personal protective equipment 41%
(PPE), focusing on fundraising or with the help of programs created Operating
through the $2.2 trillion CARES Act. as Normal
In April, Zome applied for and received a Paycheck Protection
Program (PPP) loan. The program was meant to provide small-
business loans of up to two-and-a-half times average payroll, cap-
ping at $10 million. Given out by banks and other lenders but over-
seen by the Small Business Administration (SBA), the loans were Like Jessen, Santo planned to use Culture Studio’s PPP loan to
set up to be 100% forgivable if used to keep employees on payroll or bring back staffers. “We’ll be ramping back up,” Santo said after
pay for certain other allowable expenses. Though the program got receiving the funding in mid-April. “We’re going to bring every-
off to a rocky start and has had many detractors, “I think it’s going to body back.”
save our business,” says Jessen. The Allen Company (asi/34330) in Blanchester, OH, had to lay
Immediately after receiving funding, Jessen brought back one of off two-thirds of its 100-person staff in March after business came
his artists from unemployment and started making plans to phase to a screeching halt due to the coronavirus. But even as he took that
more of the staff back in. “We’re strategically trying to slowly bring step, Allen Company President Stan Dohan was already looking at
people back, but we have to be smart about it,” Jessen says. “I don’t ways to bring his people back on the payroll. He worked with county
want to have to lay everybody off again.” commissioners and other government officials to ensure his sup-
Even companies that held on to their employees throughout the plier firm would be deemed an essential service.
pandemic faced doubts about that decision. “I have seven employees, “We phased back in production within a week with permission,”
and I can keep them sort of busy doing two people’s work,” says Kate he says. When production began again, Dohan was able to bring
Ivory, owner of GIDI Promotions in Portland, OR. But the payroll back some of his workers immediately. By mid-April, he says, he was
costs are “bleeding the company, at this point,” she said in early April. back at full staff. “We brought everyone back on payroll.”
Ivory wonders: “Am I better off putting them on unemployment?” Overall, promo companies expressed caution about their staffing
Culture Studio (asi/700559) in Chicago held on to its whole plans, aiming for slow and strategic rehiring plans. If coronavirus-
office and art staff through the pandemic. “It hasn’t been pretty on induced shutdowns continue for too long, it could negate tempo-
the P&L,” says CEO Rich Santo. The decorator did have to lay off and rary stimulus measures in the CARES Act. “I think unfortunately
furlough workers on the production side, down to about 10% of staff it’s going to be a harsh reality,” Dohan says. “Some people brought
in its facility, with everyone who could work remotely staying home. back [thanks to PPP loans] will still end up back on unemployment.”

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 EXTENDING THEIR REACH
With clients sequestered away, promo pros share their most successful communication
methods.
By John Corrigan

W
ithin a matter of weeks, Harry Ein’s orders
dropped roughly 80%.
TO-DO LIST
The owner of iPROMOTEu (asi/232119) affil- In March and then again in April, we asked distributors:
iate Perfection Promo was scrambling because Which activities are you planning to do more of over
the coronavirus pandemic had forced  event, the next four weeks? It’s clear that as the coronavirus
trade show and festival cancellations across the United States. Pro- shutdowns wore on, distributors were more eager to
fessional sports, one of his top markets, had been suspended with contact clients and court sales.
no timetable to resume. Most of his clients no longer needed pro-
motional products – they needed an ear to bend and a shoulder to PLANNED INCREASE IN ACTIVITIES DURING THE CORONAVIRUS
SHUTDOWNS
cry on, and Ein was there for them.
Reaching out to clients
“We have relationships with clients that aren’t just focused on
62%
business,” Ein says. “After working with them for five to 10 years,
69%
we’ve become friends. I know what’s going on in their lives and my
concern is how they’re doing during this time. They know they can Email marketing
count on me.” 54%
COVID-19 has redefined what it means to be a strategic partner. 55%
Like Ein, many distributors have transitioned over the past few Reaching out to prospects
months, putting selling on the backburner as they aid their clients 49%
during this unprecedented period of uncertainty. They’re finding 53%
new and successful ways to connect with customers to be a friend, Social media marketing
an ally and a partner … and ideally reap the rewards down the road 49%
when buyers will be ready to spend again. Here are a few examples 55%
from industry companies. Developing new prospect lists
45%
Be a Comforting Presence 50%
Instead of calling the office to refill an order, sales reps are contact- Cold calling
ing their clients at home simply to check in. “In the beginning of 20%
all this, we had everybody send emails to clients just to make sure 24%
they were safe,” says Chris Faris, president and CEO of Gloucester, Direct mail
MA-based Boost Promotions (asi/142942). “There was no action 17% March-April
required. Just on a personal level, we hope that you and your family 17% April-May
are OK.”
As the weeks passed, Boost Promotions brainstormed cre-
ative work-from-home gifts that clients would appreciate: health says. “Then I reach out, letting them know I love the post and try to
and wellness products, tea and coffee packages, even a yoga and expand on it. At the end, I let them know that if they’ve got the time,
meditation kit branded as “Nama-Stay at Home.” The sales team I’d love to connect and talk further.”
emailed the ideas to clients and asked for their home addresses to
ship out samples. “Regardless if their budgets are frozen,” Faris Reposition Yourself
says, “clients will always remember who reached out and came up In drastic situations, the importance of evolving one’s business
with these ideas.” is crystal clear. Luckily, Chase Murphy had the foresight to pivot
Tahlequah, OK-based MDM Pro LLC (asi/444052) in the months
Find People on Social Media before the pandemic. “It used to be if you need pens or hats, I’m
Before the country went on lockdown, John Duzansky, account your guy,” Murphy says. “Now we’ve become consultants, sitting
executive at Burr Ridge, IL-based Midwest Promotional Group down with our customer and building a custom marketing pro-
(asi/270800), was meeting new people on a weekly basis. At the gram based off their needs and desires.”
end of 2019, he’d joined a networking group and was introduced to Even though social distancing has prevented the in-person con-
potential clients over lunches and coffee. In one fell swoop, those tact that Murphy says his clients and prospects prefer, he remains
opportunities went away. in constant communication with them via email, followed up by a
Now he spends a lot of time prospecting on LinkedIn and Face- phone call to answer any questions and go over specifics. “I aim for
book. “I look at people’s posts, comments and reactions to other as close to a personal touch as possible, especially with new clients,”
posts, hoping to find something we can connect on,” Duzansky he says. “I want people to know they can depend on me.”

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 SALES REBOUND

ON THE HORIZON
Distributors are rethinking their event strategies amid extended uncertainty.
By Theresa Hegel

I
n the thick of the coronavirus pandemic, Lucas Guariglia, wants to believe that everyone will throw open their doors and
owner of Rowboat Creative (asi/313715), was on the phone take part in everything [when stay-at-home orders are lifted].
with the Chicago Blackhawks trying to solve a riddle: How Part of me thinks people will be really tentative.
do you create a memorable, in-person, experiential mar- “What we’re trying to wrap our minds around is even when
keting event without causing too much hype? the haze lifts, are people going to feel comfortable rushing into a
Guariglia and the marketer for the NHL team batted around large-scale event?”
ideas like playing Santa Claus and going door to door to drop off It’s the million-dollar, crystal-ball question on so many peo-
branded surprises in different parts of the city, with no warn- ple’s minds. Promo pros speculate that certain events could start
ing. There was potential there, but then doubts started creeping making a comeback by early summer, depending on factors like
in. What if the effort still ended up attracting crowds despite its region, event size, venue and type. “The events I suspect will
hush-hush nature? return first will be outdoor ones, where there can be sufficient
Social distancing and stay-at-home orders meant to curb the social distancing,” says Patrick Black, president/CEO of Perfect
spread of the coronavirus pandemic brought the event industry Imprints (asi/293567) in Fort Walton Beach, FL. “Attendance in
– the lifeblood of many distributors and decorators – to a grind- the coming months will be much lower than in past years for the
ing halt. Trade shows and sporting events were canceled. Con- same events due to many people being in fear of crowds.” He pre-
certs, festivals, 5K runs and more were postponed indefinitely. dicts that 5K runs will be among the first type of events to return.
And nobody can be quite certain when they’ll return, or what Nicole McNamee, the Memphis-based managing director of
they’ll look like when they do. global accounts for Top 40 distributor Boundless (asi/143717),
Guariglia vacillates between cautious optimism and a deep thinks “getaway” trips – business meetings in NFL suites or on-
well of pessimism when he contemplates the future of events. “I site professional training at a luxe ski lodge, for example – will
can flip-flop literally on the hour and feel like it’s the demise of be among the first type to crop back up. And that’s likely to hap-
everything, then feel like that can’t be true,” he says. “Part of me pen sometime in the fourth quarter of the year, when air travel
takes off again – a timeline she’s gleaned from reviewing recent
market research and by talking with her own clients in the hos-
pitality and tourism business. However, large-scale trade shows
ON HIATUS and gatherings of a similar nature might not be back until after
Distributors are highly worried about event business the new year.
returning – 90% are concerned at varying levels. Whether it’s next month or next year, distributors shouldn’t
give their event planner clients the cold shoulder. “You’ve
got to stay on everybody’s radars, but do it in a compassionate
CONCERN ABOUT TRADE SHOW & EVENT BUSINESS
way, without it being very salesy and sharkish,” Guariglia says.
NOT COMING BACK FOR AN EXTENDED PERIOD OF TIME
“They’re just as confused as we might be about what’s happening
(MID-APRIL)
right now, but if we’re there and helping them, there will be some
10% good ideas that flesh out.”
No Concern For the foreseeable future, though, distributors may have to
rethink their strategy when it comes to event giveaways. Online
meetups and virtual races, for example, still have a need for swag.
T-shirts, medals and other prizes can be mailed out to runners
who complete a virtual race, Black says. “The sponsors will likely
13% receive a lot more exposure through social media with this pro-
Slight
Concern cess,” he adds. “We have to show our clients we can still achieve a
similar ROI with a different platform.”
And when in-person events begin to proliferate, distribu-
tors can help attendees feel safer about rejoining the crowd by
focusing on promotions with a health and safety bent, like hand
sanitizer or switching from reusable to disposable bags to reduce
the chance of spreading the virus. It’s even possible that sporting
events or concerts could be required to provide attendees with
face masks before they enter a venue – which are already starting
to be branded by various teams and musical acts.
21% 56% Says Black: “This is a time to get creative and show our clients
Significant
Moderate Concern that we have much more to offer than simply products.”
Concern

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©2020, Advertising Specialty Institute®. All Rights Reserved. 890-4195 0220
 A PIVOTAL M
With COVID-19 decimating traditional promo sales, suppliers
and distributors turned to a new revenue stream to save their
businesses and aid the country in its hour of need.
By Christopher Ruvo

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L MOMENT
H
oward Potter’s business was on the brink. to begin doing so within days, before even seeing a dime of govern-
After 17 years of building up A&P Master Images ment stimulus money.
(asi/102019), Potter saw his Utica, NY-based company How?
teetering toward ruin. It seemed to happen overnight. A&P made an abrupt pivot to manufacturing and selling a range
Shutdown measures tied to the coronavirus pandemic brought eco- of personal protective equipment (PPE) using the distributor’s in-
nomic activity suddenly to a halt. A&P’s sales, which had been up house production capabilities. The agile turn proved so successful
year-over-year through February, virtually vanished in early March. that overall sales at A&P recovered and increased 20% year-over-
Distraught, Potter and his wife/business partner Amanda made year for the first quarter. PPE accounted for about 40% of the firm’s
the gut-wrenching decision to lay off two-thirds of their workforce, Q1 revenue.
yet vowed to bring them back as soon as they could. They were able “You have to work like you never have before to stay ahead,” says

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 PPE PIVOT

On the supplier side, HanesBrands (asi/59528),

SanMar (asi/84863) and Fruit of the Loom
(asi/84257) received national attention for their
roles in a consortium of apparel manufacturers that
redirected production capabilities to produce mil-
lions of face masks for healthcare professionals as
part of a contract with the federal government. (See
the Q&A on the right for more insight on Hanes’
quick transition.) Top 40 firms Gildan (asi/56842)
and Delta Apparel (asi/49172) and others would later
begin mask-making too.
“The masks are designed so they can be produced
on equipment normally used for T-shirts, so that
allowed us to pivot quickly,” says Jeremy Lott, presi-
dent of Top 40 supplier SanMar. “While these are
sold, it really just covers our costs. The positive has
been truly helping people and keeping our factory
workers employed.”
As the need for PPE soared, more suppliers began
sourcing and/or directly manufacturing the prod-
ucts. Top 40 firm SnugZ/USA (asi/88060) was one
Making face shields at A&P Master
Images has allowed the New York-
Potter. “That meant getting into something totally of the early adopters, as it began making cotton tie
based distributor to hire its workforce new for us – PPE. It’s allowed us to get our people masks in its Utah facility. Minnesota-based Show-
back and revive its sales.
back and to meet customers we would have never down Displays (asi/87188) launched production of
met, which has created unique opportunities for medical gowns, protective screens and masks. Los
sales of branded apparel and hard goods.” Angeles Apparel (asi/67971) swiftly dedicated pro-
A&P’s feet-first jump into PPE is representative of duction to making masks in its LA factory, as did
a rapid and seismic shift in promo. As event cancel- Vancouver, WA-based Allmade (asi/34341), which
lations, business shutdowns and frozen marketing created an eco-friendly mask made from recycled
budgets largely wiped out sales of promo products, polyester, organic cotton and modal.
industry firms were left looking for answers. PPE “We’ve been selling and donating as many as we
represented a substantial lifeline – a call to action can,” says Allmade CEO Ryan Moor, who also leads
that put the promo industry’s mighty sourcing and Ryonet, an apparel decoration equipment and sup-
manufacturing capabilities to work in arming the ply company that’s been producing PPE face shields.
world with the items it needed to beat back the coro- “Mask sales at Allmade have equaled the lost T-shirt
navirus pandemic. sales we’ve experienced.”
Success with PPE has varied, and not every firm has Elsewhere, Fey Promo (asi/54040) has had what
generated significant sales of the products. For many, some industry observers believe is one of the most
however, the nimble pivot to PPE has produced con- successful switches to PPE. Because the Edgerton,
siderable revenue and proved to be a life preserver MN-based supplier has in-house capabilities that
for their businesses amid rising waters. “PPE,” says include radio frequency heat-sealing, thermoform-
Steve Flaughers, president and CEO of Ohio-based ing, injection molding and sonic welding, it was able
Proforma 3rd Degree Marketing (asi/300094), “has to retrofit quickly to accommodate the assembly of
helped us keep the lights on, ensured our employees its Preserve-A-Mask Face Shields and Medical Pro-
“PPE has helped are paid and enabled us to have no need for govern-
ment loans.”
tective Isolation Gowns.
Fey makes the products in its QCA-accredited
us keep the lights facility. Initially, the company sold the products to
Retooling Sourcing & Production hospitals, nursing homes, clinics, fire departments
on, ensured The insatiable demand for health products started at and EMT services in its local area. Fey then began
our employees the end of February, when requests for hand sanitizer
skyrocketed – an item typically manufactured and
selling through promo distributors to give its PPE
items a national reach. “Within just a few days, we
are paid and offered by many promo suppliers. went from not making PPE to churning out tens of
Then, as both the number of COVID-19 cases and thousands of face shields for nationwide distribu-
enabled us to social distancing measures ramped up this spring, tion,” says Beth Friese, Fey’s marketing services
have no need the market for PPE and related medical supplies grew
massively. Hospitals, first responders and “essential”
manager. “Our production has been running 24
hours, six days a week to meet the demand for the
for government businesses that remained opened were facing critical isolation gowns.”
shortages of face masks, face shields, isolation gowns Fey is developing additional PPE, medical and
loans.” and other such products amid the pandemic. related products that are in need in healthcare set-
Steve Flaughers, Proforma It wasn’t long before promo industry companies tings, including Tyvek Wristlok and Vinyl Wristlok
3rd Degree Marketing stepped in. wristbands, informational magnets, indoor and out-

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 door magnetic signage, stickers, and adhesive decals for mirrors,

Q&A:
windows, doors, walls and floors.
“From a financial impact, PPE has been a lifeline as revenue
from promo items is down drastically,” says Friese. She notes that
Fey plans to continue making PPE for the medical community
after the COVID-19 threat subsides. FROM MAKING T-SHIRTS
Remain Nimble & Adapt TO MAKING MASKS
The demand for PPE has spurred distributors – ranging from Rachel Newman,
With the country facing a critical
mom-and-pop operations to Top 40 firms – to incorporate the HanesBrands shortage of face masks, a national
products into their sales efforts, sourcing from both stateside consortium of apparel manufacturers
industry suppliers and directly from factories in China. Cer- and promo suppliers banded together to produce millions
of those crucially-needed items. HanesBrands (asi/59528)
tain distributors have executed seven-figure sales. “We’ve seen
took a leading role in the effort, coming up with a design for
requests from as few as 1,500 pieces up to 15 million pieces,” says three-ply cotton face masks that was approved by the FDA
Flaughers. and then rolled out in factory lines across the country – all
Albuquerque, NM-based distributorship Achievement Gal- in just a week’s time. Rachel Newman, vice president and
lery (asi/103570) is among the firms to have success with this new general manager of Hanes Activewear, appeared on ASI’s
revenue stream. With the help of PPE and strategic prospecting Promo Insiders podcast (asicentral.com/podcast) to discuss
that kept traditional promo business churning, Achievement Gal- how the supplier pulled off the impressive feat so rapidly. An
lery was generating year-over-year monthly sales increases in excerpted and edited version of the conversation appears
the spring. “We recently had a $35,000 order of masks from our here:
largest hospital client,” President and owner Melanie Burns told
Counselor in mid-April.
When COVID-19’s economic impacts struck, Chicago-based
Q: Hanes’ pivot to medical masks happened quickly.
What were the logistics involved in designing
the masks, working with the government to get them
Edventure Promotions’ (asi/186055) sales came to a “screeching approved and then starting production?
halt,” says owner Ed Levy. But Levy’s sourcing research opened Rachel Newman: It was very, very quick, and really
the door to PPE. Subsequent sales of such items bolstered busi- impressive by our team how fast the entire group was able
ness back to about 50% of what it was pre-virus. “We’ve even to respond. Health and Human Services reached out to
gained new clients we would’ve not been able to talk to otherwise Parkdale Mills [a prominent yarn manufacturer] to start the
because we could deliver legitimate product,” Levy says. conversation, and within one week we were fully engaged
Nonetheless, dealing with overseas factories in an unfamiliar in that conversation. Our R&D teams and supply chain were
product category certainly exposed distributors and suppliers to putting together the designs of the mask, and we were able to
work very quickly with the government to get FDA approval.
risk. In the Netherlands in late March, 600,000 N95 masks were
We were up and we had production started within a week.
recalled for failing to meet quality standards. Two weeks later, Two weeks prior to that, nobody in this building thought about
nearly 50,000 KN95 masks sent to first responders in Missouri or spoke about a mask, so it’s pretty incredible how quickly
were also recalled. that happened.
The recalls had a cascading effect in China, which makes more
than 40% of the world’s imports of masks, gloves, goggles, visors
and medical garments, according to the Peterson Institute for Q: What enabled you to accomplish that so quickly?
RN: The government came to us with a need for a
International Economics. The country enacted policies that offi- cotton mask, and cotton is our expertise. We own 80-85% of
cials said were intended to assure that medical product exports our supply chain, so we are able to turn things quickly when
meet standards (while also ensuring that necessary items China we need to. Our R&D team is unbelievable. We had some
of the chemistry that we needed to get there. So we had a
needs for its coronavirus fight aren’t sent abroad). As a result,
lot of the parts and pieces. The design piece was obviously
importers in the promotional products industry began experienc- something we had never thought about before. But when
ing delays with PPE items, thanks to stricter customs checks and you’re in moments like this, I think that’s what’s impressive,
freight capacity issues. (As of press time, industry companies who what can really happen, especially as the need in communities
spoke to Counselor expected the issues to be resolved without right now is so unbelievable. It was critical that we did it that
major disruption.) quickly. The quantities that we were being asked to produce,
Meanwhile, rampant demand for PPE during the pandemic and the immediacy of that need, created a sense of urgency
also created conditions rife for price gouging and scamming. to get it done fast.
While domestic promo suppliers and distributors weren’t accused
of wrongdoing, industry companies had dealt with scam attempts
and other issues, particularly when importing. Q: You’re part of a consortium that includes
companies who would normally be competitors,
so why is it so important to be collaborating right now?
A Top 40 distributor told Counselor of so-called “bait-and- RN: In this time especially it’s important to collaborate.
switch” issues with orders. In one instance, the distributor spent Across the globe, we’re all in this together. It’s a unique time
$2 million on what it believed would be PPE masks that would be where we’re collaborating with those who we normally work
authorized for use in a medical setting. When the masks arrived with in the course of business, but we’re also working with
from the China-based supplier, they were not of the grade or qual- competitors. It’s important to do that to create the number of
ity promised. In the spring, Tonia Allen Gould, CEO of California- masks that are needed. It’s in the numbers of the hundreds of
based distributor Tagsource (asi/341358), uncovered that would- millions of masks that we’ll be producing altogether.
be PPE scammers were targeting her. Fortunately, she caught the

JUNE 2020 | ASICENTRAL.COM | 55

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 PPE PIVOT

PPE CRAZE
SUPPLIERS & DISTRIBUTORS: Searches for PPE products in ESP skyrocketed in March. For

JOINT EFFORTS
example, N95 masks were the 1,370 most-searched for item in
February; in March, they were 15th.

Percentage Increase in PPE Searches from

Suppliers and distributors have always relied on each February to March in ESP
other – a symbiotic relationship that has continually
brought the promotional products industry to new 2,733%
heights. The strength of that decades-long partnership N95 Mask
has certainly been tested during this economic crisis, but
examples of jointly pivoting to PPE display what the two 1,901%
sides can achieve when working together for a common Hand Sanitizers
cause.
It was on display as Texas-based Kinetic Promotional 1,450%
Products Services (asi/466584) worked with New Jersey Thermometer
supplier LBU Inc. (asi/65952), which was making about
20,000 masks a day for healthcare workers. “We’re 445%
running social media ads and email marketing to promote Face Mask
their Made-in-America product,” says Darlene Gagnon,
cofounder of Kinetic.
The two firms exchanged phone calls and text message ruse before losing any money or handing over sensitive business
at all hours, supporting each other to make sure the or financial information.
job gets done. “You feel as distributors you have a true Considering the opportunity to revive sales that were all but
partner, and on the flip side, we’re supporting their factory dead, many distributors have been willing to accept that risk.
and keeping people employed by promoting their product Executives on the supplier and distributor sides of the industry
and getting orders,” Gagnon says. “It’s a closeness you
maintain that pivoting to PPE – or otherwise redirecting a busi-
normally wouldn’t have when processing orders and
moving on to the next client. You really know you’re fighting
ness’ focus to adapt to changing marketplace conditions – is only
for something a lot deeper than getting an order. possible with effective leadership. That involves recognizing
“You realize how much we need each other to make our opportunities, understanding the risks and potential benefits, and
business go around. It shows me the power of our industry then acting fast to put in play an intelligent action plan for making
and the significance of walking arm-in-arm not just to get a new venture a success.
an order, but to save our businesses.” When widespread closures started and sales began to disap-
Stran Promotional Products (asi/337725) and AST pear, A&P’s Potter admits he reeled for a day or so, but then he got
Sportswear Inc. (asi/30244), maker of the Bayside to researching legitimate companies from which to source PPE.
brand, had already been in collaboration on a massive Research also led him to discover the demand for face shields,
manufacturing program for months, creating hundreds
which put him on the trail of learning how to build shields in-
of thousands of USA-made caps and T-shirts for the U.S.
Census. But the coronavirus forced both companies to
house – something accomplished within days. From there, he
shift gears, according to Nick Mirabile, vice president obtained official “essential” status for his business and imple-
of merchandise and licensing at Stran. Bayside started mented a full-throttle marketing and sales effort aimed at pros-
making masks and gowns, and Stran began offering them pects with a desperate need for PPE. “Pretend every day will be a
to hospitals, universities and other health facilities. “We’ve loss and work to improve every day,” says Potter.
agreed to favorable terms so that the new products and Relatedly, Flaughers emphasized that leaders can more quickly
finances work for both parties,” Mirabile says. “As a adapt their businesses to changing marketplace dynamics if they
distributor, I want to support my best suppliers, and as a assess what tools they already have at their disposal that can be
supplier, Bayside wants to keep a favorable relationship leveraged to make the most of opportunities that do exist. Being
with their best customers, so we work together in this time
a Proforma affiliate, Flaughers’ Proforma 3rd Degree Marketing
of crisis to do what’s fair for both parties and the end-user
community.”
was able to take advantage of the Top 40 distributor’s extensive
While the crisis has brought certain distributors and network of vetted preferred vendors, which he says afforded him
suppliers closer together, it’s also united competitors on easy access to quality PPE products.
the same side of the supply chain. In mid-April, Made-in- “You need to know your products, understand your supply
the-USA apparel manufacturer Royal Apparel (asi/83731) chain and make sure your business is in a sound financial position
joined a consortium of apparel manufacturers producing to withstand hard times,” Flaughers says.
face masks for the federal government. The spirit of Diversification is woven into the DNA of promo companies,
collaboration between Royal and other Made-in-the-USA adapting their model and services as the needs of their customers
apparel manufacturers has been strong, says Glen Brumer, dictate. PPE is just the latest example in that long-standing tra-
sales director at Royal. “We started having communication
dition. “We have to be willing to roll with the punches and keep
with people we normally would never talk to at other
Made-in-the-USA companies. There was this wonderful
swinging,” says Flaughers. “It’s a mindset: Adapt and put the work
information exchange,” Brumer says. “It’s almost like we’re in to do it.” ±
all one brand, one company supplying the demands of the
country right now.” CHRISTOPHER RUVO is executive editor for Counselor. Tweet:
@ChrisR_ASI; email: [email protected]

56 | COUNSELOR | JUNE 2020

Companies That Pivot Act_June20.indd 56 4/28/20 11:51 AM

 Choose Security,
Efficiency and Savings.
Choose PromoPayment.

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©2020 Advertising Specialty Institute®. All Rights Reserved. 890-4197D 0420
 HEL
ski
du

n
Lave
By Sara

58 | COUNSELOR | JUNE 2020

Being There_June_2020.indd 58 4/28/20 11:54 AM

ELPING in Times of Need
When the coronavirus laid the entire country low,
distributors rushed in to aid clients through acts
of goodwill.

J
ennifer White was overwhelmed by the marketing consultants, in these anything-but-normal times
torrent of negative news this past spring they offered something else: emotional support.
as the coronavirus spread rapidly around
the world. She was determined to counter Wellness Checks & WFH Kits
it by disseminating something of her own: The sales team at On Promos, Powered by Proforma
a message of positivity and hope. (asi/300094) in Nashville, while usually reaching out to
So the owner of White IMPRiNTS clients to discuss projects, is now tasked with “wellness
(asi/359700) in Cuba, NY, and her employ- checks” – calling clients just to see how they’re doing.
ees took 100 yard signs they had in inven- “We’re giving them someone to talk to,” says President
tory and chose the same number of clients by lottery. They Kimble Bosworth. “It’s deepening relationships.”
took the customers’ logos, along with a “Sharing Hope” logo One of Bosworth’s clients is a single mother with a school-
created by White IMPRiNTS’ graphic designer, and printed age daughter at home; she’s also been laid off in recent
each sign with the two graphics. Then the White team and a weeks because of the virus. Bosworth offered to host a vir-
group of volunteers drove throughout the area to place the tual class on fine art, featuring her own collection, for the
signs anonymously at the clients’ businesses. inquisitive student who’s finishing out her school year at
“These are such turbulent times,” says White. “I’m find- home. The distributor also dusted off some camo-printed
ing that those around us need to be reached out to more than rubber duckies left over from a previous project and paired
ever to be encouraged and uplifted.” them with handwritten notes of encouragement. She sent
In the midst of the coronavirus pandemic, businesses them to customers who had said they were having a dif-
shuttered, store shelves were emptied and people were ficult time dealing with the closures and lack of business.
uncertain about how best to keep themselves, their loved Bosworth and her team left the “emotional support ducks”
ones and their businesses healthy. outside customers’ homes and sent them a text letting
But there’s at least one bright spot in the darkness: the them know they were waiting for them.
feeling of community solidarity that emerged across the “It’s just what you do,” Bosworth says. “Our attitude is
globe. In the promotional products industry, while busi- 90% about how we’ll come out of this. There are opportu-
ness was almost entirely on pause, many distributors kept nities all around us to change what ‘normal’ is.”
in touch with clients in a variety of ways, including sending Tina Conley, key account manager at Show Your Logo
gifts, hosting virtual mentor meetings and helping boost (asi/326179) in Oswego, IL, sent more than 1,500 individual
their social media presence. While distributors are typically emails to clients simply asking how they were doing and let-

JUNE 2020 | ASICENTRAL.COM | 59

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 HELPING OTHERS

“The message was simple: We’re all in this together,” says

Denny. “My clients were so thankful, and I received nothing
but raves. I wanted to gently show how creative I can be, and
I’ve got some great projects going now as a result.”
Allison Gutierrez, a California-based branding consultant
for Top 40 distributor Brown + Bigelow (asi/148500), raided
her self-promo closet to put together work-from-home kits
containing items recipients would use during their work-
days, including stainless-steel drinkware, mint tins, tech
accessories and a fun lightbox for their home offices. She first
reached out to clients to check on how they were faring and
asked them for their “quarantine address.” It spread good-
will and showed them what she could do in turn for gifts for
the recipients’ remote teams.

Game Shows & Marketing Expertise

Hank Yuloff, co-owner of Yuloff Creative Marketing Solu-
tions in Sedona, AZ, has held a weekly mastermind group
call with business coach customers for several years. Since
the coronavirus hit, he’s opened that meeting up to his full
list of prospects and clients. The distributor is one of many
who are offering free business mentoring services.
“We go over business ideas and encourage everyone to
help each other,” says Yuloff. “Right now, they’re mostly ask-
Susanne Denny of Moxie Promotional Marketing sent out food gifts ing about how to change their marketing efforts and access
from supplier Sofia’s Cookies to help her customers struggling during financial aid. We’re also hosting free webinars on new mar-
the coronavirus.
keting strategies.”
Meanwhile, and just as importantly, other virtual meet-
ings are a respite from business. Z Promotions (asi/365529)
ting them know she was there for them if they needed some- in Columbus, OH, has been hosting “Game Break,” a series
one to talk to. She was inundated with personal accounts of of virtual calls over lunch every Wednesday. In recent weeks,
remote work and grappling with business challenges. “It was attendees have enjoyed “Conference Call Bingo,” “What’s on
overwhelming and heartwarming,” she says. “People shared Your Desk?” and “Quiz Show Trivia.” Winners receive a prize
stories, pictures of their dogs and messy buns, recipes and pack of branded items.
ways to cope. Of all the gazillion ways I try to stay in front of “Our views and engagement on social media are climb-
my customers, this is having the biggest impact on my rela- ing by the week,” says sales support specialist Jessica Kull.
tionships with them by far.” “We’re considering having it monthly when people return to
White found another unique way to inspire people: She the office.”
and her husband bought an ad spot on their local radio sta- Other firms are leveraging social media to encourage
tion and delivered a heartfelt message of encouragement. people to patronize their customers. Kelly Groene, owner
New York Congressman Tom Reed heard it and contacted of GRO Business Solutions (asi/214659) in Torrington, WY,
White’s husband, Kevin, the president of the Cuba New chooses five small-business clients each week and gives them
York Chamber of Commerce, to ask if the Whites would put a shoutout on her Facebook page. “We now have businesses
together a related video on social media. They quickly filmed asking us to highlight them to help with their sales and social
and posted it to the Chamber’s Facebook page, where it’s media presence,” she says.
been viewed more than 10,000 times. While Donald Herman, owner of Best Foot Forward
Food gifts are always a welcome surprise, and they were Advertising (asi/138459) in Meadville, PA, has halted all cli-
especially appreciated during lockdown and isolation. ent statements and invoices for outstanding balances, he’s
Susanne Denny, owner of Moxie Promotional Marketing also actively referring companies to each other. “We’ve sug-
(asi/466725) in Larkspur, CA, assembled custom “Work gested to some of our microbrewery clients that they reach
From Home Fuel Kits” in colorful, upbeat packaging from out to certain beer distributors who don’t currently carry
Sofia’s Cookies (asi/88099) and sent them to customers. their line,” he says.

“These are such turbulent times. I’m finding that those

around us need to be reached out to more than ever to be
encouraged and uplifted.”
Jennifer White, White IMPRiNTS

60 | COUNSELOR | JUNE 2020

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 Looking Out for Each Other
Distributors and suppliers leaned on one another to overcome the biggest business
challenges of their lives.
By Theresa Hegel

One by one, a dozen women

pop onto the screen. Kate
Ivory relaxes in front of an
idyllic cabana with surfboards
propped against the wall. Lisa
Greyhill sits inside an active –
and occasionally noisy – fire
station. Renya Nelson has
a baby perched on her hip.
They exchange pleasantries
before quickly getting down
to business – discussing how
their promotional products
businesses can make it through
the slowdowns, delays and
obstacles created by the get through this crisis. and having a trusted group of Rodriguez’s group set up a
coronavirus pandemic. “We’re being tested as an peers to turn to now has been shared folder on Google and
The outdoor surfing paradise industry,” says Matthew Lamb, invaluable, members say. “I think created a spreadsheet to record
is fake – just one of those virtual executive vice president of the walls are just down, and members’ ideas and create
backgrounds that have been Facilisgroup, the St. Louis, you can show your true colors,” action plans. “We brainstormed
thriving on videoconferencing MO-based promotional products says Ruth Verver, cofounder different areas we think we
apps like Zoom. But the fire technology and partnering and partner at Paperclip can still market to even under
station is real (where Greyhill organization. “The value we Promotions (asi/290142) in these circumstances,” she
works as a firefighter when she’s deliver is being tested. Our Austin, TX, and another member says. “It’s not just about sharing
not running her promo company creativity and adaptability are of Speirs’ group. “Everyone’s in product ideas. It’s more about
Firebrand Global Marketing). So being tested. As an industry the same boat.” methodology, not products. We
is Nelson’s baby, of course. Also full of small businesses, our Also in the group, Carson play at a different level.”
real: the sense of camaraderie resourcefulness is being tested. Roncketto, chief operating Other promo pros scheduled
between the women in this From what I’ve seen, we’ve officer at Creative Promo in Zoom happy hours. Jon Norris,
mastermind group. responded remarkably well.” Fayetteville, AR, agrees: “There vice president of operations
“I don’t think I could have Even though the industry really is such a genuine care for at Starline (asi/89320) and
navigated this crisis without can’t gather in-person right now, each other on a personal level. co-founder of PromoStandards,
the help of this group,” says virtual meetings have taken hold It’s more than just a business organized a virtual social event
Ivory, owner of GIDI Promotions as an effective way of coming collaboration group.” for the tech side of the industry
in Portland, OR. “I would have together. The mastermind group Sandee Rodriguez, owner to commiserate about the
closed up shop.” Nelson, Greyhill and Ivory belong of D & S Designs in Bridgeton, challenges of enabling whole
Collaboration and to typically meets via Zoom twice NJ, has been having a similar teams to switch to remote
relationship-building have always a month and chats constantly on experience with the private work on very short notice. “It
been coded into the DNA of the a dedicated Slack channel, says promotional products women’s was reassuring to know that
promotional products industry. Brenda Speirs, head of Bend, group she’s in. As the pandemic’s other people in the industry
Suppliers and distributors are OR-based Buzztag (asi/186668) effect on the industry grew were having the same or similar
used to working together to and the group organizer. With and more and more emails flew issues,” Norris says.
come up with creative solutions all the uncertainty surrounding between members, Rodriguez Even though the event was
for the end-user. And even those the coronavirus pandemic, the set up a Zoom meeting to thrown together in two days and
in competition are friendly at group decided to schedule a talk about the impact of the set for a Thursday evening at 8
trade shows and other events. third Zoom meeting in March. coronavirus. “It’s really great p.m., more than 30 people fired
But the coronavirus pandemic “These are extraordinary times,” since everyone’s working in up their webcams and logged
took that conviviality to another Speirs says. isolation at this point,” she says. in to the mixer. Norris says:
level. Distributors and suppliers Speirs’ mastermind group “To look at each other and say “We connected with people I
banded together – even working had been meeting for about a 'hi’ humanizes what we’re going 100% wouldn’t even have had
with their competitors – to help year before the pandemic crisis, through.” communication with this year.”

JUNE 2020 | ASICENTRAL.COM | 61

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 HELPING OTHERS

Selling a Lifeline
In a time of crisis, distributors and decorators turned to the fundraising power of merch.
By Christopher Ruvo
When mass shutdowns and
social distancing tied to the
coronavirus crippled the
American economy and strained
the country’s health system, the
promo products industry helped
the best way it knows how: with
branded merchandise.
U.S. Army veteran Dean
Wegner, a West Point graduate,
built his whole business model on
patriotism. His Tennessee-based
AMB3R (asi/590243) and its Pub & Grub Creative brand created these tees and others to support Colorado food and
distributorship, Authentically drink businesses.
American (asi/127625), only
sells made-in-the-USA branded Founder Sport Group, owner the promo industry’s goodwill. nonprofits, and then sold them in
merchandise, so it wasn’t a of Statesville, NC-based supplier Countless distributors used their the company’s online store. Half
surprise to find Wegner and Badger Sportswear (asi/37876), promo powers to help ailing local of the proceeds from each $20
his team at the forefront of dedicated 100% of the proceeds businesses and industries. shirt benefited the business or
another red-white-and-blue from sales of two new wearable Screen printer Tiny Little nonprofit featured on the tee.
idealistic effort that benefited products (a T-shirt and a Monster approached businesses Elsewhere, Denver, CO-based
first responders. Authentically performance activity mask) in the St. Louis area, offering to AMB3R (asi/590243) and its
American released a to the All Clear Foundation, a design a branded T-shirt, one per Pub & Grub Creative brand
special Hero Tee collection that, nonprofit that works to improve business, then sell them online – launched a fundraiser that
when a shirt was purchased, the well-being of first responders $10 from each sale would go to donated 100% of the proceeds
donated a $10 lunch through its and their families. The shirt bears the local business, the other $10 to beneficiaries in the Colorado
Buy One, Feed One Program to a the messaging “The Best Offense would go to Tiny Little Monster. food and beverage industry. The
hardworking doctor, nurse, EMT, Is A Good Defense,” as well as There were more than 250 distributor created a collection
firefighter or police officer. All Clear Foundation branding. businesses represented in Tiny centered on fashion-forward
“Our Hero Tee initiative is “During this time of crisis,” says Little Monster’s Here for Good T-shirts with messages like “Do
an outgrowth of our continued John Anton, CEO of Founder online shop. Good. Drink Local” and “Spread
desire to make a difference Sport Group, “we’re focused In South Dakota, Yankton- Love, Not Germs.”
and our core value of giving on making a positive impact on based Embroidery & Screen “I believe merch is a lifeline
back,” says Wegner. Healthcare the health and well-being of our Works was on the brink of during this time,” says AMB3R
workers and first responders are community at large, and first closing its own doors when CEO and co-founder Jeremy
“serving us day and night without responders specifically.” CEO Andy Holst got an idea. The Picker, “and one of my goals is
complaint,” he added. “It’s our It wasn’t just first responders decorator made T-shirts that to encourage all venues to start
time to serve them.” who were the beneficiaries of represented local businesses and selling merch.”

Since most clients aren’t in a position at the moment to because they were in desperate need of giveaways: In order
invest in promotional products, distributors are donating to keep employees healthy, they let curbside customers
them. Groene gave hundreds of pens to restaurant clients keep the pens after they signed receipts with them. White
in Upstate New York also donated more than 4,000 decals
for sanitizer bottles made by a local distillery, cidery and two
“Our attitude is 90% about how wineries. And when a client couldn’t get into the office to cut
a check for the Postal Service to get a mailer out, Bosworth
we’ll come out of this. There covered the cost.
“We’re in the beginning of a transformation,” says White.
are opportunities all around us “Every day brings with it new challenges and opportuni-
ties. We’re all in this together, and we need to be positive and
to change what ‘normal’ is.” share some hope and a smile.” ±

Kimble Bosworth, SARA LAVENDUSKI is senior editor for Advantages. Tweet:

On Promos, Powered by Proforma @SaraLav_ASI; email: [email protected]

62 | COUNSELOR | JUNE 2020

Being There_June_2020.indd 62 4/28/20 11:54 AM

BE MORE
PRODUCTIVE
With
ESP
With ESP® at your fingertips, you’ll have quick and easy access to over 1 million products,
but it’s so much more than that. You can also:

• Keep track of contacts, conversations and appointments using the CRM tool.
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or promotions through ESP Email Marketing.
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Don’t have ESP? Contact your account manager at (800) 546-1350.

© 2020, Advertising Specialty Institute®. All Rights Reserved. 446-10646 0420

 TIME For
INNOVATION
These 15 inventions prove the creative spirit, needed now
more than ever, is thriving.

“N
ecessity is the mother of invention.” As pull businesses through the crisis. To push you toward your own
promo industry companies are reel- creative solutions, we canvassed the promo products industry and
ing from an economic recession and the found 15 innovations that are inspiring, imaginative and unique.
wreckage of the coronavirus disruption, We then organized them into three categories: sustainability,
this proverb has never been more true. sales/operations and technology. May this be the motivation to
Creative thinking and steely resolve will make your own ideas come to life.

64 | COUNSELOR | JUNE 2020

Innovation_June20.indd 64 4/28/20 11:58 AM

 SUSTAINABILITY

LUMINAID
Stirred by tragedy and a desire to help, two inventors
created a product that offers many the light of hope.
By Christopher Ruvo

W
hen a massive earthquake shook Haiti in 2010, the LuminAID Founders Andrea Sreshta and Anna Stork with the solar-powered
reverberations were felt all the way in New York City – inflatable lanterns they created.
specifically in the hearts of two architecture students.
Compelled to help survivors of such catastrophes, Andrea Sreshta
and Anna Stork drew on their ample design skills to create a cost- dreds of small nonprofits and community organizations working
effective inflatable solar lantern that packs flat to be distributed in around the world,” says Sreshta. “In 2019 alone, LuminAID lights
disaster areas where there’s no electricity. were used in over 70 countries, and much of that was enabled by
“When we think of our most basic human needs, we often think the small grassroots organizations that benefit from the nonprofit
of food, water and shelter,” Sreshta and Stork say on their company subsidy program.”
website. “But the stories we were hearing of the dangerous condi- The eco-ingenuity of product design paired with the altruis-
tions at night in tent cities in Haiti inspired us to turn our attention tic charitable outreach has won LuminAID many fans, including
to another critical need: light.” the “sharks” on Shark Tank. When Stork and Sreshta appeared
They called their lantern a “LuminAID,” and named their on the show in a February 2015 episode, all five business mogul
nascent company after the ingenious product. Since its founding, hosts made them a partnership offer. Sreshta and Stork ultimately
Chicago-based LuminAID (asi/68185) has helped people in more teamed with billionaire Mark Cuban.
than 100 countries and scored widespread “He and his team have been incredibly
success selling their solar products in the helpful to us over the years, and Shark Tank
retail and promo markets, while also gaining “When we think of has been a powerful platform to share our
national attention by being featured on Shark story and raise awareness for some of the
Tank and ABC news program 20/20. our most basic human incredible nonprofits that we work with,”
Rechargeable, lightweight, sustainable and says Sreshta, noting the show also spotlighted
functional, the LuminAID inflatable lantern needs, we often think LuminAID in two updates that focused on
serves as a safer alternative to hazardous can-
dles or toxic kerosene for people without sta-
of food, water and disaster relief efforts in Malawi and Puerto
Rico. The company was also highlighted in a
ble access to electricity. Of course, the product shelter. But we were 20/20 special this past February that show-
has also been a boon to anyone looking for eco- cased Shark Tank’s most successful products,
friendly illumination, from campers to night- inspired to turn our best pitches and clever entrepreneurs.
time event organizers and beyond. LuminAID, which formally entered
Not content to innovate through eco-
attention to another promo as a supplier last year, is striving to
friendly product design alone, LuminAID’s
founders have paired their product with a
critical need: light.” make its mark on the industry by introduc-
ing new products, including its 2-in-1 solar
business model that prioritizes giving back. Andrea Sreshta and Anna Stork lantern/phone chargers, and offering robust
Through the company’s Give Light, Get Light printing, packaging and customization
program, supporters donate a solar lantern or solar phone char- options. “End-buyers are most commonly using our product as
ger directly to a charitable organization of their choice. More than a corporate gift, marketing incentive or a conference giveaway,”
50,000 lights have been sponsored through the program. says Sreshta. “We’ve seen particular interest as an emergency
Give Light, Get Light has proved popular with promo distribu- preparedness item.”
tors. “We’ve seen this used for end-of-year holiday gifts where LuminAID products have also helped in times of catastrophe.
companies want to do something meaningful in honor of their cli- In the wake of Hurricane Maria in 2017, Sreshta and Stork trav-
ents, as well as for internal meetings and sustainability program eled to storm-ravaged Puerto Rico to participate in humanitarian
kickoffs,” Sreshta tells Counselor. “We’ve even seen distributors efforts with their nonprofit partner Convoy of Hope. LuminAID
using this with our self-promo special for their own client gifts.” had recently launched the PackLite Max 2-in-1 Lantern/Phone
LuminAID also orchestrates a subsidy program that allows Charger, and the founders were moved when they witnessed the
qualified nonprofits and community groups to purchase its solar product’s positive impact.
lanterns and phone chargers at a discounted rate. “Solar and phone chargers played a critical role when the
“It has enabled us to get our products into the hands of hun- island’s electricity grid was completely down,” says Sreshta. “The

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 INNOVATIONS

lights helped people at night and made them feel safer. Families force behind developing the Enviroliner.”
could also use the lights to cook and read by – things to help their As of the start of 2020, Labelcraft’s Enviroliners had saved
life return to ‘normal.’” 3,319 trees, 248,163 gallons of water, and 280,000 pounds of waste,
For many promo end-clients, narratives like that contribute to among other impressive environmental impacts, including a
the appeal of LuminAID’s products. 476,341-pound reduction in CO2.
“This is a time when sustainability and social responsibility are
really valued,” says Sreshta. “End-users are seeking products that
fit their company’s values and can help them tell a story about their BAGITO
brand.” Leading the Way on Green Products & Packaging
Bagito (asi/37896) is innovating by operating one of the greenest
SWAGCYCLE business models in promo. The Santa Cruz, CA-based supplier’s
products, which include reusable totes, are made from 100% recy-
Repurposing & Recycling Unwanted Merch cled plastic or 100% organic/non-GMO cotton. Socially conscious,
When companies rebrand or get acquired, their branded mer- the supplier donates part of every sale to its sister nonprofit Power-
chandise often ends up in landfills. It’s a problem that bothered 2Sustain.org, an environmental literacy project aimed at students.
eco-conscious entrepreneur Ben Grossman. That’s why he and his Upping the eco focus, Bagito recently introduced an initiative
team at Somerville, MA-based Grossman Marketing Group (GMG; that’s reduced the company’s packaging footprint by 75%, cut car-
asi/215205) developed SwagCycle, a service that responsibly man- bon emissions by 12%, reduced trash by 60% and slashed primary
ages the lifecycle of branded merchandise. resource usage by 55%. “The minimal packaging that we do use is
Launched in summer 2019, SwagCycle collaborates with a propri- made from 100% recycled paper and can be recycled again,” says
etary U.S.-spanning network of charitable and recycling partners to Bagito President Mitch Barlas. “We ship products in reused card-
help repurpose and recycle unwanted promotional products. board boxes, using only old newspaper for content protection.”
SwagCycle clients include various companies and organizations, Working in collaboration with Top 40 distributor BrandVia Alli-
as well as other promotional products distributors. So far, the innova- ance (asi/145037), Bagito plans to debut a line of brandable reus-
tive venture has facilitated nearly $50,000 worth of merch donations able products in July that includes zip-lock pouches made from
to charities. Recipients include the United Way, Boys & Girls Clubs, 100% PEVA, towel rolls, trashcan liners, bread/pastry bags, and an
Project Stretch (dental services for needy children) and Delivering eat-out zero-waste kit. All the products are reusable.
Good (disaster relief ). “For example, we donated more than 5,000 Says Barlas: “We want to be a viable option for clients looking
T-shirts from a corporate client to Delivering Good,” says Grossman. for promo products that are purposeful, support sustainability,
Meanwhile, SwagCycle has diverted nearly 25,000 merch items and that are made in an eco-friendly way.”
from landfills through its recycling efforts. Recently, SwagCycle
worked with a California-based distributor to upcycle an end-cli-
ent tech firm’s 1,500 no-longer-wanted T-shirts. “We paired these STORM CREEK
shirts with a recycling partner in the distributor’s region and had
the shirts cut down and turned into painters’ rags for reuse,” says
Pushing the Envelope on Recycled Fabric
Grossman. “We’re deeply committed to helping the environment When it comes to sustainability and corporate responsibility, Storm
and making a difference.” Creek (asi/89879) is working hard to be a standard-setter in the
promo space.
In 2019, the Hastings, MN-based supplier launched its Eco-Col-
PREMIUMS PLUS lection, a full suite of apparel products made from materials that
contain at least 35% recycled post-consumer waste, such as plastic
The First Recyclable Sticker Release Liner bottles. Since debuting the collection, Storm Creek has saved more
The problem has long plagued the label industry: Due to high levels than 1.5 million plastic bottles from landfills and oceans, and also
of silicone, traditional release liners on stickers aren’t recyclable donates 1% of every purchase from the Eco-Collection to nonprofits
in local recycling facilities. After use, the liners were typically des- focused on environmental protection through the 1% For The Planet
tined to become litter or landfill waste. movement.
That is until Pickering, ON-based Premiums Plus (asi/79392) “Sustainability is at the heart of what we do,” says Derek Walters,
owner/President Brian Tomlinson spearheaded a multi-year Storm Creek’s director of brand experience.
research and development effort that resulted in the world’s first Indeed, the company thoroughly vets its supply chain to ensure
completely recyclable sticker liner. Made from 100% recycled factories it works with are implementing sustainable practices,
paper, the Recyclable Enviroliner is a patented product that can be focusing on water conservation and using environmentally safe
used with a full spectrum of adhesives and facestocks for virtually chemicals, as well as meeting social compliance standards that pro-
all types of stickers. “It’s the only true sustainable sticker option on tect workers. Over the years, Storm Creek has donated tens of thou-
the market,” says Tomlinson. sands of dollars and hundreds of volunteer hours to more than 30
Premiums Plus, a subsidiary of Labelcraft Products, introduced nonprofit causes. The supplier gives 5% of its pre-tax earnings to
the Enviroliner to the promo industry in 2018, and it’s been selling charitable organizations. “Our business model,” says Walters, “is
strong. “Today, many customers are looking for more sustainable built on giving back.”
products,” says Tomlinson, noting Labelcraft sells in the industrial
market, with Premiums Plus keying in on promo. “Giving clients a CHRISTOPHER RUVO is executive editor for Counselor.
truly sustainable, eco-friendly, zero-waste option was the driving Tweet: @ChrisR_ASI; email: [email protected]

66 | COUNSELOR | JUNE 2020

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 SALES AND OPERATIONS

JUPITER & COMPANY

This industry veteran developed her own engraving system – and wants to use it to empower entrepreneurial women.
By Sara Lavenduski

I
n the early 2000s, Heather Bryan was busy
bringing her on-site engraving capabilities
to a number of industries, particularly pres-
tigious Professional Golfers Association (PGA)
events. But the founder of Jupiter & Company
near Aspen, CO, got tired of trying to churn out
imprinted products on the outdated, slow-to-
improve equipment available on the market.
She shopped around for existing machinery
that was robust enough for a high volume of
promo work on items like name plates, bag tags,
keychains, coins and medals, but couldn’t find
exactly what she was looking for. She decided she
needed to develop her own system.
Bryan researched exactly what the system
would require, how to get components made and,
very importantly, funding options. She started by
looking for technology experts who could possi-
bly help her with her endeavor. Unfortunately,
she wasn’t getting a lot of traction.
After about 75 phone calls, she estimates, she
finally spoke with a professor of technology at
a small college in Sacramento who listened and
understood what she wanted to do. “We worked
on schematics and objectives,” says Bryan.
“Meanwhile, I found it very difficult to get fund-
ing. I was told it would be difficult for a woman in tech, which I just Partygoers admire the work of Heather Bryan (second from right), creator
of the Jupiter Engraving System, who engraved products for attendees at a
couldn’t believe. So I had to do it myself.” golf scholarship fundraiser.
The comprehensive Jupiter Engraving System, designed by
Bryan in Colorado and manufactured in California, includes soft- quickly personalize their member and guest bag tags, as well as
ware with templates and engraver, as well as a monitor, keyboard staff name badges.
and mouse. She designed it to be easy to set up and intuitive, with To date, Bryan has sold more than 200 engraving systems and
a diamond drag format and custom template system. 1 million products. Now, she’s positioned to sell the system as a
She initially had 100 engraving systems made and tested them franchise opportunity with a distinct concentration: empowering
herself while letting other companies use them for free for about women to start their own businesses.
a year in exchange for feedback. She started hosting regular Face- “While I was working on developing it, I got married, became
Time calls with users to train them on the system and discuss ideas a mother and lived overseas in New Zealand and Australia,” says
for selling engraved personalized products in their marketplaces. Bryan. “I had to balance everything, and when I looked back and
She also marketed it at trade shows, and on social media and Etsy. realized I had done all of that – supported my family, made some
During that time, two major organizations bought Bryan’s sys- money, created my own schedule – and all from my home, it was
tem for onsite engraving. The Orlando Magic now has one at the very empowering.”
Amway Center (the NBA team’s home court) in order to personal- Now she wants to pay it forward and offer other busy women
ize custom luggage tags (which they also purchase from Jupiter) the chance to run their own businesses, whether it’s a part-time
for Suite Level visitors. In addition, the Country Club at Mirasol, gig or using the system as a stepping-stone toward establishing a
an exclusive gated community with golf courses, athletics facili- larger promo and personalization operation.
ties and a spa in Palm Beach Gardens, FL, bought a system to “Starting a business, managing it – that’s not taught in schools,”

JUNE 2020 | ASICENTRAL.COM | 67

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 INNOVATIONS

has also added paint, sublimation and vinyl to the mix.

“I was told it would be Organizers have asked for journal sets in Vegas, drinkware at a
difficult for a woman in tech, fast food chain’s corporate headquarters in Atlanta and monthly
bottle engravings at wine and spirits stores. Colonna’s even done
which I just couldn’t believe. cutouts on yoga mats.
“We do it very quickly, only about a minute on average,” she says.
So I had to do it myself.” “What takes the longest is people trying to decide what they want.”
Heather Bryan, Jupiter & Company It’s proved a popular addition at trade shows and events, where
they consistently garner attention and often imprint for hours with
few breaks. “The sweetest sound to people,” she says, “is their name.”

says Bryan. “And not everyone is going to college. I did, but I ended
up not using any of it. It’s a good thing to be knowledgeable about CUFFLINKS
how to operate a business and make money.”
As part of the purchase of the system, Bryan offers education
Harnessing the Power of Promo
on how the industry and supply chain works. She also encourages Supplier Cufflinks (asi/47838) had traditionally focused on high-
“conscious capitalism” and sustainability in an industry that can end men’s accessories for brands like Disney, Star Wars, Game of
be one of waste. “We want people to help their communities be Thrones, the NFL and the NBA. But a change in ownership sev-
environmentally conscious,” she says, “and we want the products eral years ago brought multiple changes to the company, includ-
to have longevity.” ing a move from Dallas to Sioux Falls, SD, and expanding on its
wholesale business, which includes men’s, women’s and youth
products.
PINNACLE DESIGNS “It was innovative for us,” says Eleanor Turner, custom sales
specialist. “We hadn’t approached promo that way. We’d poke
Bringing Production Home around a little, but we didn’t seek out distributors. Then when we
After the death of NBA superstar Kobe Bryant in a helicopter crash started working with them more, we could say, ‘We already do this
in January, the Los Angeles Lakers organized a public memorial for large customers. We can do it for your smaller order.’”
service. Among the commemorative items given out was a lapel In 2019, the company fulfilled a $100,000 order for custom
pin by nearby supplier Pinnacle Designs (asi/78140). Event orga- promo, its largest one ever, which also required drop-shipping to
nizers had asked for 20,000 pieces, and quickly. 3,300 locations. “It was a revelation,” says Turner. “The ownership
Fortunately, the emblematics supplier had implemented the changes we’d gone through had paid off. We realized we could han-
Pinnacle Express program back in 2018. For years, its imprinting dle an order like that. But we don’t want to focus on one side more
had been done overseas, which offered little lead-time flexibility. than another; we want to make the entire pie bigger. We haven’t
Now, many of the supplier’s pins, keychains, medallions, com- lost focus on the retail side of things.”
pacts and magnets are imprinted in-house in Los Angeles for fast
turnarounds.
“It’s the route clients want to go,” says Monique Nigorizawa- KEY APPAREL
Salvatier, director of sales and marketing. “Everyone wants
products in two days, so we had to shift part of our business. We
A Timely New Sample Program
couldn’t have gotten the pins in time for Kobe’s funeral if they had Ahead of ASI Show Fort Worth this year, Seth Needham, commer-
to be imprinted overseas. With all the factory closures earlier this cial sales rep at Key Apparel (asi/64632), and his team launched
year [because of the coronavirus in China], no one could meet New Distributor Kits for clients looking to market to prospects.
event dates.” Each kit contains a distributor-selected garment with the recipi-
Pinnacle Designs offers unique spot color, full color and “spe- ent’s logo, end-user-friendly information and an optional custom
cial effects” with a raised imprint. Coming up next: “Ready to catalog, finished off with quality packaging.
serve” and “Happy to be here” pins for restaurant and bar staff as Even with business slowdowns because of the coronavirus,
businesses reopen across the country. Needham says the response has been incredible. “It’s one of the
best uses of my marketing budget,” he says. “My close rate has
been about 15% on average with this kit, which is a heck of a lot
INKWELL DESIGNS better than a catalog.”
As business slowly ramps up again following virus-caused clo-
Calligraphy in a Hurry sures, distributors have used the kits to get their foot in the door
Five years ago, Desiree Colonna turned to calligraphy as a creative from a distance. “It’s been a goodwill item,” says Needham. “It’s
outlet. When a client of her web design firm suggested she try cal- something nice without the hard sell. They might not be able to
ligraphy engraving, it opened up a whole new world of promotional meet face-to-face, so they can send this instead. This is an indus-
marketing. try based on relationships, so we want to help them take care of
Now, the CEO of Inkwell Designers (asi/553001) in Woodstock, the customer.”
GA, travels around the world with her husband doing live imprint-
ing. At first, they engraved only metal, until clients started asking SARA LAVENDUSKI is senior editor for Advantages.
for leather embossing. It’s since become their top seller. Colonna Tweet: @SaraLav_ASI; email: [email protected]

68 | COUNSELOR | JUNE 2020

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 INNOVATIONS

TECH

DO BETTER MARKETING
As cancellations rocked the trade show industry, this distributor decided to give events new life.
By John Corrigan

W
hen most people start rolling over, David Betke starts user-friendly, allowing attendees to search vendors alphabetically, by
rolling up his sleeves. product or service category, or via digital floor view with thumbnails
As the coronavirus pandemic forced cancellations of of vendors lined up as they’d be at a physical trade show. In addition
trade shows, events and festivals, business plummeted for Do Better to sponsorship possibilities for companies traditionally involved
Marketing, a division of Canadian distributor Avatar Brand Man- with trade shows, such as florists, food servicers and host venues,
agement (asi/127901). Betke’s company specializes in trade shows, there’s also an opportunity for exhibitors to send branded swag to
launching a series of apps to improve the experience for both exhibi- app users “attending” the virtual show from their homes.
tors and attendees. As a result, he felt obligated to get suppliers back For the lower cost booths, Betke is offering a pay-what-you-can
at their booths in some form or fashion. model. “If you’re really in a bad way, you can still exhibit,” he says.
“I always start my app development “You just pay what you can. If you’re doing
ideas with solving a problem,” Betke says. OK, then please cover someone else’s cost
“Our clients are really hurting right now, “I always start my and you’ll be recognized for that. I see this
so this is a way to keep our industry going.” as good karma for the future.”
Betke has developed an app called app development A winner of seven national marketing
GreenShows, which hosts virtual trade awards in Canada and passionate about
shows. Vendors have three styles of booths ideas with solving preserving the environment, Do Better
to choose from based on different price
tiers. Features include product and ser-
a problem.” and Betke’s desire to serve clients led to
the creation of the PrintFree Family of
vice demonstration videos, lead genera- David Betke, Apps. Betke discovered it’s less expen-
tion, live chat and more. The interface is Do Better Marketing sive for exhibitors to leave unused print

A new app called GreenShows looks to

keep trade shows going in the digital world.

70 | COUNSELOR | JUNE 2020

Innovation_June20.indd 70 4/28/20 11:58 AM

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 INNOVATIONS

collateral at a trade show rather than shipping it back to the office, of Glownet Inc., the U.S.-based subsidiary of U.K.-based Glownet
which leaves tons of paper to be thrown out by the venue, caus- Limited. As a result, the Orlando, FL-based supplier claims it’s
ing enormous physical and budgetary waste. Therefore, Betke the first wristband manufacturer to enter the tech sector. Price
developed GreenTexts, an app where exhibitors upload their Chopper can now incorporate Glownet’s existing RFID technol-
print material and attendees can choose which documents they ogy platform and range of services, including cashless payments,
want to download. “It gives my client a list of qualified leads at the access control, social media activations and self-service kiosks.
end of every show, so they know exactly who took what,” Betke The platform also provides a sophisticated analytics engine, allow-
says. “I also entered strategic content into the app so we know ing greater data collection and consumer insights.
where each customer is in the sales funnel, doubling the number According to Shara Pathak, president of Price Chopper, this is a
of quality leads for many clients.” game changer for the event space. “We can give out ID wristbands
Following up on the success of GreenTexts, Betke developed embedded with RFID chips, which track purchases of food, bever-
GreenClicks, a lighter version designed to replace printed cata- ages, merchandise, gaming, etc.,” Pathak says. “Then we can bring
logs and other collateral. No marketing intelligence included, it’s that data to sponsors to leverage stronger relationships and create
the digital equivalent of a brochure rack at a hotel. new ones. For example, instead of reaching out to beer brands with
Then, there’s SimpleLeads. Initially created to track promo- our total alcohol sales, we can make a deal with Heineken because
tional products at trade shows, the app has evolved to help clients we know the amount of sales for it.”
determine which marketing channels generate the highest-value
leads. “After a trade show, my client was so excited about getting
17 qualified sales leads,” Betke says. “I was happy for him and IMS
asked a week later how the follow-ups went. He said he missed so
much work being at the trade show that he’s still trying to catch
Capturing Data at the Point of Sale
up with everything. The leads had gone really cold by then. He Top 40 distributor Integrated Merchandising Solutions (IMS,
works for an engineering company and probably lost $2 million asi/215310) works closely with clients to support and improve
in potential sales by taking so long to follow up.” annual events and trade shows. A common grievance from cli-
Betke refused to let his clients leave money on the table, so ents is their limited ability to capture impressions and engage-
he made the post-show experience easier. On SimpleLeads, you ment metrics to accurately evaluate event performance. IMS has
enter your touch points (for example, trade shows, Facebook, attempted to ease that pain point by leveraging merchandising
promo items and direct mail) and include a code or some call to solutions technology that measures consumer engagement at
action for each channel. The app verifies which channel the cus- the point of sale and implementing it to digitally capture event
tomer came from and automates follow-ups depending on how visitors in real time.
the customer responds to content. As a result, the client stays in The technology pings attendees’ phones as proof of their loca-
communication with the potential customer, who’s getting more tion and proximity to the trade show booth, gathering data on
content tailored to their needs as they move closer to the sale. their gender, age and other demographic information. IMS then
analyzes the data to pitch exhibitors the best promotional prod-
ucts for their visitors. “Thanks to our technology platform,” says
MADEIRA Nick Fearnley, senior vice president of merchandising technol-
ogy at IMS, “brands can achieve a deeper level of engagement
Smart Thread for a New Generation with their potential customers based on real-time analytics.”
Although the full potential of smart clothing has yet to be real-
ized, companies continue to make strides. Madeira USA LLC
(asi/579600) has invested in the technology by bringing its own GREATER CHINA
High Conductive (HC) embroidery thread to market. Madeira’s
HC thread offers technical functionality while retaining flexibility,
Augmented Reality Comes to Life
resilience and easy production capability. The Laconia, NH-based A big hit at industry trade shows earlier this year was LiveLogo, a
distributor incorporates sophisticated functionalities into fabrics mobile app that allows you to scan certain logos and have a market-
to create light or heat, activate sensors and provide flexible circuit ing message pop up on your screen. For example, you could scan
paths in all types of apparel and home decor. the McDonald’s logo on a T-shirt and perhaps receive a coupon for
“We provide the paint and the artist produces the work of art,” a breakfast special.
says Sam Young, vice president of sales and marketing at Madeira. “Augmented reality is the future and we want to be a part of it,”
“In this case, the paint is the highly conductive embroidery thread, says Ben Zhang, president and CEO of Bellevue, WA-based Greater
which can open limitless possibilities in the sectors of engineer- China (asi/58135). Students from the MIT-China Program pitched
ing, medical and laboratory technology, automotive, aerospace, the concept to Zhang and his business partner Ben Kong, and the
telecommunication, sports and fashion, among others.” Young executives flew overseas during the Chinese New Year to experience
says early uses of the technology include athletic assistance, health the app in person. Mightily impressed, they’re currently in the pro-
monitoring and light-up headwear. cess of applying for a patent. Then they’ll approach brands to regis-
ter, and upload whatever their marketing message is to the app.
“This is the breakthrough technology that will take us to the next
PRICE CHOPPER INC. level,” Zhang says. ±
The Wrist Is the Key to Everything JOHN CORRIGAN is a senior writer for Counselor.
In March, Price Chopper Inc. (asi/79500) completed its acquisition Tweet: @Notready4Radio; email: [email protected]

72 | COUNSELOR | JUNE 2020

Innovation_June20.indd 72 4/28/20 11:58 AM

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 THE PRICE
OF PRIVACY
Data privacy compliance is difficult, and thanks to new laws,
it may no longer be optional.

O
By Andy Vantrease
n January 1, California made good on a big resolu- California are readying their own consumer privacy laws. There’s
tion: take consumer privacy seriously. The Califor- even speculation of a U.S. federal law at some point in the future.
nia Consumer Privacy Act (CCPA) became the first The CCPA will be familiar ground for international distributors
law in the United States that aims to implement a and suppliers who already had to shift processes to comply with
comprehensive set of rules around consumer data, Europe’s regulations. By and large, though, industry distributors
forcing companies to disclose how they’re using and suppliers have been unaware of the new regulations. Companies
customers’ personal information and giving con- that must comply with the CCPA are in for a rude awakening; with
sumers a chance to opt out of data collection. several addendums since its original draft, the actual parameters of
The regulation comes in the wake of major data breaches and ris- the law have been a moving target, sending many companies scram-
ing cybersecurity fears, which have ratcheted up concern about our bling for attorneys, compliance teams and tech experts to stay up to
data and personal information – how much companies know about date on how the new rules may affect business.
us and what they do with that information. In response, countries Violations can include civil penalties of $2,500 (for an unin-
and states have gotten serious about empowering consumers to pro- tentional violation) and $7,500 (for an intentional one). But more
tect their data. The European Union implemented the General Data importantly, it gives California consumers the right to sue if a
Protection Regulation (GDPR) in 2018, and additional states beyond breach occurs and their data hadn’t been properly safeguarded.

76 | COUNSELOR | JUNE 2020

CA Privacy Act_May_20.indd 76 4/28/20 12:02 PM

 The good news? Even though California’s regulations went into tomer service reps aren’t trained to handle such requests.
effect at the beginning of the year, the state isn’t enforcing penalties Industry companies should look to assemble a team that can help
until July 1. (Despite pressure from lobbyists and trade groups to you through the process: attorneys, IT wizards, service providers
delay the deadline due to COVID-19 disruption, as of press time the and client representatives. Craig Nadel, president of Los Angeles-
State of California hasn’t altered the enforcement date.) Companies based Top 40 distributor Jack Nadel International (asi/279600),
also have 30 days to fix an error before they’re held liable. The bad got a jumpstart on the changes last fall, with the goal of having his
news? Businesses can still be held liable for their actions between operation as compliant as possible by January 1.
January and July once enforcement begins. Which means for com- Having gone through Europe’s GDPA regulation changes, Nadel
panies that need to comply, there’s no time to waste. knew to follow a similar process for the CCPA. “We consulted an
attorney who was familiar with the law, then approached the peo-
Do You Qualify? ple we outsource things to – third-party service providers, vendor
The CCPA applies to any company that does business in California partners and manufacturers – and told them what we needed,”
and falls into at least one of three categories: 1. generates $25 million Nadel says. “We ended up having to switch a few online company
or more in annual revenue; 2. gathers data on more than 50,000 Cali- stores to different providers and drop a partner that couldn’t
fornia users; or 3. makes more than half its money off user data. change their policies to become compliant. We also worked with
It’s not likely that distributors and suppliers are making half their one vendor back and forth quite a bit over the language and the
profits by selling user data or have that many customers in Califor- waiver, and ultimately got on the same page.”
nia. But even if a promo company may not qualify under CCPA guide- Distributors that use third-party providers such as BrightSites
lines, its vendor partners and clients might. A distributor may service or other e-commerce platforms must ensure privacy policies are
an online store for a large tech company that collects data on more in place for customers entering personal credit card information,
than 50,000 Californians; as the promo service provider, the distribu- addresses and more when purchasing promotional items. “It was
tor may need to update the client certainly an onerous process,
agreement, make changes to the working with attorneys and IT
language on the site or provide to get it all straight,” Nadel says,
opt-out buttons on certain pages. “It was certainly an “but these consumer rights poli-
(Data is broadly defined: name, cies are spreading, and it’s impor-
web browsing history, IP address, onerous process, tant to educate your team now
geo-location or other informa- because. We’ll be seeing them in
tion that makes it reasonably working with more states in the future.”
possible to link to an individual.)
Reece Hirsch, co-head of pri-
attorneys and IT to Indeed, when asked about
CCPA by Counselor, just four of
vacy and cybersecurity prac-
tice for global law firm Morgan
get it all straight, but over a dozen large distributors
and suppliers had heard of it, and
Lewis, says direct-to-consumer these consumer rights policies are high-level reps from three Top 40
and e-commerce models that are suppliers admitted they haven’t
becoming increasingly popular spreading, and it’s important to taken steps toward compliance.
in the promotional space make One press representative from a
it more likely a distributor will educate your team now.” California-based Top 40 supplier
need to comply. “You could have (which would qualify by having
Craig Nadel, Jack Nadel International
headquarters in Minneapolis,” over $25 million in annual gross
says Hirsch, “but if you have revenue), relayed a message from
50,000 website visitors from California, you do in fact qualify under the company’s IT team: “CCPA doesn’t apply to this company
CCPA rules – and you’ll need to change your procedures in order because we don’t sell or share our customers’ data.”
to give site visitors a way to opt-out of you tracking their browsing Ignorance of the regulations can’t continue forever. States like
behavior or saving their information.” Washington and New Jersey are following suit, both proposing bills
For B2B models and company stores that service only the cli- to impose tougher restrictions on how companies collect and use
ents’ employees, however, there are exemptions to the data gather- consumer data. “The CCPA already affects all national companies
ing rules in effect until January 2021. “As the lawmakers continue since California is such a large piece of the market,” says Hirsch.
to amend the details of the CCPA, it’s crucial to work with someone “And as other states create their own privacy laws, the regulatory
who understands your supply chain dynamics and the intricate landscape is going to become quite complicated, which leads us to
aspects of the law; nor should you leave the door open to be taken believe there may eventually be a comprehensive federal privacy
advantage of,” says Hirsch. “If you’re asked to sign an updated ser- policy. Now is the time to be looking at these issues – closely – and
vice provider agreement for a client who qualifies for CCPA, beware deciding the future of how your business operates.”
of legal departments that may quietly add other bells and whistles, With connections in Silicon Valley, Nadel is seeing more CCPA
like more detailed data security measures or indemnification for questions on RFPs and has prospects asking about the company’s
security breaches. You need to know exactly what you’re signing.” ability to handle the intricacies of the policy should they choose to do
business together. “Not only does it work to our advantage to comply,
Steps Toward Compliance but frankly, I’m happy to support policies that seem reasonable for
For companies to which the law applies, the actions sound rela- citizens,” says Nadel. “I don’t want my private information out there
tively straightforward: implement security measures to protect either, so it’s only right that we protect that for others and figure out
data and establish protocols for consumer inquiries and opt-outs how to do business respectfully within those parameters.” ±
regarding their data. In practice, however, the steps to comply are
quite messy, considering consumer data is often scattered and cus- ANDY VANTREASE is a contributing writer for Counselor.

JUNE 2020 | ASICENTRAL.COM | 77

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you and your clients may be faced with distribution challenges.
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© 2020, Advertising Specialty Institute®. All Rights Reserved. Other brands are the trademarks of their respective owners. 890-4198G 0420
 Advertiser Index

AIM Smarter, LLC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Hanes/Champion - asi/59528 . . . . . . . . . . Bellyband Sports Solutions Inc - asi/88876 . . . . . . . . . . . . . 26,27

Bag Makers Inc - asi/37940 . . . . . . . . . . . . . . . . . . CV3 Kaeser & Blair Inc - asi/238600 . . . . . . . . . . . . . . . 4,5 STAHLS’ - asi/88984 . . . . . . . . . . . . . . . . . . . . . . . . . . . 45

Bel Promo - asi/39552 . . . . . . . . . . . . . . . . . . . . . . . . . 2,3 Navitor Inc - asi/81500 . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Tingley Rubber Corporation - asi/91222 . . . . . . . 13

BIC Graphic NA - asi/40480 . . . . . . . . . . . . . . . . . . CV2 Next Level Apparel - asi/73867 . . . . . . . . . Cover Tip Xpedite Fulfillment . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78

Certified Marketing Consultants - asi/44526 . . . 25 Next Level Apparel - asi/73867 . . . . . . . . . . . . . . . . . .11

Coleman Co Inc - asi/45647 . . . . . . . . . . . . . . . . . . . . 17 PromoPayment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57

COUNSELOR JUNE 2020; Vol. 67, No. 6
(asi/ISSN 0011-0027) (asi/USPS 134640) is published monthly.
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Cst Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 Raining Rose Inc - asi/80489 . . . . . . . . . . . . . . . . . . . . .1 $90 per year in all other foreign countries. Publication offices
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POSTMASTER: Send address changes to: Counselor, 4800
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Evans Manufacturing - asi/52840 . . . . . . . . . . . . CV4 S & S Activewear - asi/84358 . . . . . . . . . . . . . . . . . . . 36 Imprints, logos or trademarks displayed on products in this
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sale and do not represent implied or actual endorsement of the
products on which they appear by the companies these logos
and trademarks represent. Views expressed by columnists or
interviewees are not necessarily those of Counselor or ASI.
Geiger - asi/202900 . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 SanMar - asi/84863 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

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JUNE 2020 | ASICENTRAL.COM | 79

Ad Index_June20.indd 79 4/28/20 8:13 AM

 THE
LAST
WORD
SHARON EYAL
ETS Express (asi/51197) SHARON’S
Q: HOW DID YOU DISCOVER THE PROMO more automation on production floors,
FAVORITES
PRODUCTS INDUSTRY? more technology and efficiency in offices.  FOOD
A: My dad started ETS, so I knew of the COVID-19 is a life-changing event just like ITALIAN
industry since I was teenager. The only job 9/11, and there will be a new normal for
I’ve ever had has been at ETS. how we do business.

Q: WHAT’S THE BEST PART OF YOUR JOB? Q: WHAT’S THE MOST INTERESTING THING
A: My team, hands down. I love working with ABOUT WORKING IN PROMO? 
them every day − they are simply amazing. A: We have such an amazing industry with
creative people. Every project is different. HOBBY 
Q: IN YOUR CAREER, WHAT’S THE MOST Every day is different. I love that. SNOWBOARDING
IMPORTANT LESSON YOU’VE LEARNED?
A: Letting go of the day-to-day, realizing Q: ONE THING THE INDUSTRY NEEDS
I can’t do everything and getting the right TO DO A BETTER JOB WITH?
people in the right positions to move the A: We need to continue to improve our
company forward. That was one of the key products, and it’s already happening. Our
components to our growth and becoming a industry has more and more retail brands,  CELEBRITY
leader in the drinkware category. high-quality goods and higher price points, MAGIC JOHNSON
etc. Today’s buyers want to give out promo-
Q: WHAT’S YOUR PROUDEST PROFESSIONAL tional products that their clients will use
ACCOMPLISHMENT? daily, rather than just collect and eventu-
A: Setting up our Concord, NC, facility. We ally throw away.
shipped the first order out of that brand-
new, state-of-the-art facility only eight Q: WHAT DO YOU HOPE TO ACCOMPLISH MUSIC ARTIST 
weeks after breaking ground. IN THE FUTURE? ICE CUBE, DR. DRE & TUPAC
A: Getting ETS back on track post COVID-
Q: BIGGEST INDUSTRY TREND IN THE NEXT 19. The modern world has never had a
FIVE YEARS? shutdown like this before, so I think chal-
A: Sustainable and reusable products will lenging times are ahead. I’m looking for-
continue to lead the way. ward to the challenge.
GUILTY PLEASURE
Q: HOW CAN THE INDUSTRY BEST MAKE IT Q: WHAT’S YOUR BEST ADVICE? CLASE AZUL TEQUILA
THROUGH THESE DIFFICULT TIMES? A: Don’t worry about what your competitors
A: Both distributors and suppliers will are doing. Do what works for you, your com-
need to become as lean as possible to make pany and, most importantly, your clients. If
it through this tough time. I think we’ll see you do, everything else will fall into place.

80 | COUNSELOR | JUNE 2020

The Last Word_June_20.indd 80 4/28/20 12:07 PM

Imprint Item # 150 250 500 1000 3000 Imprint Item # 150 250 500 1000 3000
19ZCFS1021 1.54 1.14 1.00 0.92 0.84 A 19ZCFS818 1.48 1.08 0.94 0.86 0.78 A

asi/37940
Take Extra Care With
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NexTemp From Evans

• 3" x 5" pouch constructed of 80

GSM non-woven polypropylene

• Includes 4 NexTemp® latex-free

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3603 NEXTEMP® THERMOMETER NON-WOVEN KIT

SOLID COLORS
QUANTITY 150 250 500 1000 2500
PRICE (R) $3.15 3.05 2.95 2.85 2.75

www.evans-mfg.com
ASI 52840 • PPAI 110747 • UPIC EVANS • SAGE 50018