Interview Michele Bell: Your PSI ON TOUR benefit at ASI Show Chicago

Thinking creatively always provides an edge. And if you can also consider perspectives from across the Atlantic, even better. The Advertising Specialty Institute (ASI) will hold its ASI Show in Chicago on July 24 and 25, 2024. PSI members interested in exploring the expanding North American promotional products market and connecting with industry players can take advantage of an exclusive program tailored by PSI specifically for them. Michele Bell, ASI Senior Vice President, Content & Global Alliances, with an outlook:

What can visitors expect at the upcoming ASI Show in Chicago?

Michele Bell: “Seventy-five percent of the industry’s top 40 suppliers (based on their annual turnover), are exhibiting at the ASI Chicago show and nearly 20% of our overall exhibitors at the show are new to exhibiting in Chicago. We’re delivering three days packed with thousands of products, networking and expert strategies to help distributors sharpen selling skills. ASI Chicago features an even bigger show floor with more booths and North America’s top suppliers like alphabroder, Hit Promotional Products, HPG, Koozie Group, PCNA and SanMar. Of nearly 500 supplier exhibitors, 42 will showcase their products in the Tues., July 23, New Product Preview Reception – the highest number of supplier presenters ever.”

What is the current sentiment in the U.S. promotional products market?

Michele Bell: “I would say apprehensive to mildly optimistic. The US economy is actually doing quite well when you look at metrics like wages (the highest they’ve been in quite some time) and unemployment rates (at record lows). However, inflation is still stubbornly high and there’s quite a bit of anxiousness about over-arching issues affecting the economy like the US Presidential election in November and the wars in Ukraine and the Middle East. Buyers of promotional products are being more cautious with their marketing budgets and not spending as much, or as often, on their promo purchases. ASI’s data shows that for Q2 of this year, the industry is up – as compared to Q2 of last year – only about 1.5%, which, when you factor in inflation, is actually down. Still, we are entering the holiday gift-giving season so North American promo professionals are expecting a rebound in sales.”

What are your predictions for the US industry’s development over the next year?

Michele Bell: “The US promo industry is extraordinarily resilient and has an incredible ability – due to the tenaciousness of its members – to snap back, regardless of business challenges, global and geopolitical upheaval, pandemics, etc. I predict that the US market will be up 5% next year, due to a resurgence in the US economy and the continued strength of markets like Education, Healthcare, Manufacturing and the Non-Profit sector. Also, when you look at certain product categories in the US, Drinkware remains the great success story as the product category grew from 9.9% of our $26 billion USD industry in 2022 to 10.7% in 2023 – which equates to a staggering $2.8 billion USD… just in Drinkware. It is second only to T-shirts (which accounts for 17% of sales or $4.5 billion USD) in the US promo market.”

What exclusive offers and benefits will be available to our PSI members at the ASI Show in Chicago?

Michele Bell: “Due to ASI’s reciprocal partnership with PSI in PromoAlliance, PSI members are welcome to attend any ASI Show (Orlando, Florida in January; Fort Worth, Texas in March; and Chicago in July), and we give them International VIP badges to attend the trade fair and our key education sessions, offer reduced hotel room rates, invite them to special dinners and cocktail parties, exclusive events in Chicago like the prestigious Counselor Awards reception (where we announce the top 40 suppliers and distributors in North America, based on the previous year’s revenue – and keep in mind we have a few billion-dollar companies – and present our most prominent awards like the Person of the Year and the International Person of the Year, among others) and assist them with personalized networking.”

How has the show evolved over the past few years, and what are the highlights of this year’s event?

Michele Bell: “While delivering favorite traditions like free mini hot dogs in the ASI Booth, the legendary gala at Chicago’s House of Blues and a full day of sales, marketing and social media classes, our show has definitely evolved. We’ve added tracks on hot topics like AI, along with classes on the importance of creativity and showcasing your narrative. One of our 2 keynote speakers will help sales pros connect with clients while staying human in today’s digital world while the other speaker is sharing her secrets to tapping into the part of the brain that makes decisions, lighting a fire inside clients and prospects. Low-tech, high-tech and everything in between.
In Chicago, ASI will also debut “Printing Industry 101: All About Print Products & Your Sales Opportunities,” education designed to enable distributors tap into the $100 billion print market, a category already embraced by many promo clients. The class will cover key players, profit avenues, demand trends, production methods and strategies for integrating print into a promo business. Offering print classes at each of its three large trade shows is part of ASI’s new partnership with PRINTING United Alliance, the largest nonprofit association in the print and graphic arts world, aimed at driving growth for ASI distributors, suppliers and decorators.
Plus, over two Exhibit Days, our show floor activities, fun and freebies include tastings of world-famous Garrett Popcorn, a celebration of Counselor’s 70th anniversary with cake and photos, free massages and 360-degree photos.”

What makes the ASI Show in Chicago a must-attend event for professionals in the promotional products industry?

Michele Bell: “The last few months of the year are vital to hitting sales goals and ASI Chicago – the final major industry event of 2024 – offers unmatched networking opportunities, an exclusive preview of new, in-stock products and the best industry party of the year at the ASI Gala at the House of Blues.”

Will we see you at PSI 2025? What are you looking forward to?

Michele Bell: “Yes, without a doubt! I’ve been attending the PSI Dusseldorf Show for almost 25 years and it is one of my favorite events in the global promo marketplace, and the best way to kick off the year. I love seeing all my international promo friends (looking at you, Petra Lassahn and Viola Proietti!) as the networking is phenomenal, as are the amazing new exhibitors and products – particularly those grounded in sustainability – I always find. Especially with ASI’s partnership in PromoAlliance with PSI and Sourcing City, Tim Andrews – ASI’s President & CEO – and I believe in and are committed to showing up to support our international friends and partners.”