Advertising Specialty Institute
Business & Finance
About
The Advertising Specialty Institute (ASI) is the largest media, marketing and education organization serving the promotional products industry, with a network of over 25,000 distributors and suppliers throughout North America. ASI leads the industry in technology solutions, providing cloud-based e-commerce, enterprise resource planning software (ERP) and customer relationship management software (CRM). ESP Web is the industry's leading tool for sourcing hundreds of thousands of products. A family-owned business since 1964, ASI also provides online research, marketing, advertising opportunities, trade shows, education, award-winning magazines, newsletters, custom websites and catalogs to help members sell, market and promote their brands. Visit ASI at www.asicentral.com and on Facebook, Twitter, LinkedIn, YouTube and the CEO's blog.
Episodes
- Build the Look, Not Just the Logo: How To Use Heat Printing for Promo Success
Today’s end-buyers are looking for more than just logos on a product: they’re looking for a full branding service that fits into their overall marketing strategy. On today’s podcast, Lizz Riedy, content marketing specialist at STAHLS' (asi…
- Promo Insiders: Vera Muzzillo & Michael Roney Break Down Proforma’s Blockbuster Safeguard Deal
Proforma CEO Vera Muzzillo and Chief Strategy Officer Michael Roney discuss how one of the biggest distributor deals in promotional products history came together and why Safeguard was such a strong fit for the Counselor Top 40 distributor.
- Promo Insiders: How To Build a Brand with Lisa Hu of Lux & Nyx
Lisa Hu, founder of Lux & Nyx, details her career change from corporate finance to entrepreneurship. She discusses building her brand, which includes products in both promotional and high-end retail, and her focus on creating work bags des…
- Branding Together: How Creative Merch & Sales Strategies Shape Future of Print & Promo
Mark Pomerantz from SalesWisdom offers advice on improving sales programs. The discussion covers creative merchandise and sales strategies relevant to the print and promotional sector.
- Convergence Corner: Dave Sarro on Strategy Changes & Modernization
Dave Sarro, CEO of PromoDirect, shares insights on the company's evolution from print catalogs to a comprehensive distributor equipped for the digital era.
- Promo Insiders: Key Findings from ASI’s 2026 Canadian Ad Impressions Study
ASI's 2026 Canadian Ad Impressions Study is discussed by Sara Lavenduski and Hannah Rosenberger, who highlight three key takeaways and their significance for promotional companies operating in Canada.
- Promo Insiders: What’s Next At Fully Promoted
Walter Miska, new brand president of Fully Promoted, and Andrew Titus, president of United Franchise Group, share their vision for the franchise amidst recent leadership changes.
- Promo Insiders: Staying Resilient Amid Economic and Political Uncertainty
Dilip Bhavnani, chief operating officer at Counselor Top 40 supplier Sunscope, discusses the War in Iran and its impact on promo.
- Promo Insiders: How to Build a Best Place to Work
Counselor editors chat with leaders at three of the companies on the 2026 list to determine what makes them such great places to work.
- Convergence Corner: Thea Rodrigue and RED Swag Turned a Meeting Into an Opportunity for Fun
The CEO of Red Swag made what could've been a dull job something memorable using print and promo.
- Promo Insiders: Navigating Industry Shifts
Michelle Chen of Fossa Apparel (asi/55141) discusses macro forces affecting sourcing and the supply chain, and how she and her team stay in step with consumer and retail trends.
- Branding Together: How Small Sustainability Changes Can Have a Big Impact
Julie Schneiderman of EcoStiks talks about sustainable merch, a new spin on brand activations, the “Skip the Lid, Savor the Moment” movement and more.
- Convergence Corner: Jill Spencer on Closing the Gaps for Customers
The VP of Swag at Radar Promotions discusses how she and her team can offer (almost) anything a campaign might require.
- ASI’s New CEO Ashish Mittal Talks First Impressions & Industry’s Tech-Driven Future
As he embarks on his new role, Mittal shares why ASI’s culture stands out, where he sees opportunity in a complex supply chain and how technology – especially AI – can help unify the promo ecosystem.
- Promo Insiders: Top Takeaways From ASI’s 2026 U.S. Ad Impressions Study
ASI’s Nate Kucsma and Hannah Rosenberger dive into the key findings from the just-released 2026 Ad Impressions Study, which highlights the continued effectiveness and impact of promotional products.
- Diving Into the ASI/PPAI Carbon Impact Study & What Comes Next
Andrew Kelly of Overture Promotions and Laura Smith of Storm Creek share their reactions to the study that measures promo’s carbon impact against other advertising mediums and discuss what the industry must do to keep the positive momentum…
- Convergence Corner: How Brandon Lutz & The Foundry Use Print & Promo for Beverage Industry Customers
Lutz discusses how he found his place in print and promo and grew his brand's niche.
- Promo Insiders: Our Favorite Trends, Ideas and Moments from ASI Show Fort Worth 2026
The Counselor editors recap all the highlights from ASI’s signature southwest trade show.
- Promo Insiders: Trends & Opportunities in the Wide World of Print
Ashley Roberts, content director of Printing Impressions, talks about some of the biggest trends in commercial printing right now and how promo distributors can leverage opportunities in the space.
- Branding Together: Retail Brand-Building Secrets From the Creator of Atomicchild
Jimmy Bryant talks about how he launched his nature-inspired apparel and accessories brand that’s sold in every REI store across the country.
- Promo Insiders: Here Comes the Sun
Counselor editors taste-test fun snacks and discuss sales ideas for spring and summer campaigns.
- Promo Insiders: Building Retail Brand Relationships with Compass Industries
Compass Industries President Mike Levy joins Promo Insiders to discuss how the third-generation family business built its product niche and how it tackles industry relationship-building today, both with retail manufacturers and promo distr…
- Branding Together: Using Promo Products to Support Literacy Programs
Christy and Brian Floriani, owners of BUKU Branded, talk about why they’ve chosen to devote 100% of the net profits from their distributorship to advancing literacy in America.
- Promo Insiders: Expert Tips on Selling Sustainable Branded Merch
Liz Haesler, chief merchandising officer at PCNA and a member of the ASI Promo for the Planet advisory board, says that buyers are no longer asking why sustainability matters and instead want specific proof points and verified impact data.
- Promo Insiders: Why the Best Businesses Thrive on Connection
Nick Friedman, co-founder of multimillion dollar moving company College Hunks Hauling Junk and the keynote speaker at ASI Fort Worth 2026, explains how building trust helps his company stand out in a crowded market.
- Why Patches & Emblems Are a Beginner-Friendly Decoration Favorite
Have you ever thought about decorating with patches and emblems, but weren’t sure where to start? Consider this podcast your crash course on how to get started. Today we’re joined by Lizz Riedy, Content Marketing Specialist at STAHLS' (asi…
- Convergence Corner: John Vo & WHOOPLA's Creative Kitting Solutions
The owner of WHOOPLA (asi/522701) explains how the distributor brought print into the fold and how it executes creative kit ideas for customers.
- Promo Insiders: What’s the Latest With Tariffs?
ASI Media’s Sara Lavenduski and Tara Lerman talk about the current situation with the levies and how trade relations with the U.S. have shifted in recent months.
- Promo Insiders: Obsess Over Creating a Better Customer Experience
Tej Shah, CEO of Counselor Top 40 distributor Overture Promotions, explains how hyper-focusing on client needs and challenges can be the key to building a thriving promo brand.
- Branding Together: The Importance of Transparent Supply Chains, Featuring Atlantis Headwear
Co-hosts Cassie Green and Theresa Hegel chat with Elisa Pavan about the Italian headwear brand and the importance of incorporating sustainable practices at every stage of production.
- Promo Insiders: Lance Stier of NC Custom on Innovations & Trends in Food Gifts
The Counselor Top 40 supplier recently acquired Confection 360, and Stier explains how its high-speed etching process is expanding the company’s offerings.
- Convergence Corner: Gerardo Alvarado Talks Eco-Conscious Customers & Creative Solutions
The national sales manager for Canadian distributor Logic Group traces his history in print and promo and his company's full suite of services
- Promo Insiders: Recapping ASI Show Orlando
ASI Media’s Sara Lavenduski and Hannah Rosenberger reflect on three energetic days in sunny Florida that kicked off a new year of sales.
- Branding Together: Unveiling Our Special Merch Project, With Stanley/Stella
Co-hosts Theresa Hegel and Cassie Green talk about working with industry suppliers and decorators to create custom podcast merch, welcoming Jeremy Morillo of Stanley/Stella for a discussion about the sustainable apparel company.
- Promo Insiders: 7 Bold Predictions for 2026
ASI Media’s editors forecast the year in promo, from tariffs to AI to their prediction for Product of the Year.
- Convergence Corner: Kate Vanmarum Explains How A Delicious Food Promo Can Start with Packaging
Kate Vanmarum, sales representative for The Promo Addict Inc., discusses finding the right (literal) flavor profile for a campaign and pairing it with creative packaging.
- Promo Insiders: Build a Competitive Advantage with AI
Sterling McKinley of Clarity AI Solutions, a speaker at the upcoming ASI Show in Orlando, discusses AI’s capabilities as a powerful and essential assistant for small and medium businesses.
- Justin Washburn on Creating Repeat Business in Print & Promo
The owner of Full Throttle Marketing Powered by Proforma says the best thing a distributor can be for a client is a pain reliever.
- Promo Insiders: The Impact of Counselor’s 2025 Product of the Year
Personalized accessories – Counselor’s 2025 Product of the Year – have made waves by turning promo’s smallest items into major vessels for personal expression and brand engagement. Tommy Gomez, senior director of creative strategy at Brill…
- Promo Insiders: Avoid Greenwashing and Grow Sales With Data-Driven Sustainability Practices
Lindsay Hampson of ThisRock explains why sustainability is a must-have for promotional products distributors of all sizes and how taking simple steps to measure and mitigate environmental impact can help to save money and increase business.
- Promo Insiders: How to Build an Authentic Brand with Atlanta Hawks CMO Melissa Proctor
Proctor, the keynote speaker at ASI Orlando in January, offers her top tips for brand relevance and connecting to target audiences in a crowded marketplace.
- Branding Together: Previewing the 2026 Sustainable Merch Summit
Jay Busselle and Jeff Solomon of Branded Merch Network visit the show to look back on the inaugural summit and share a sneak peek of what’s planned for next year.
- International Trade Negotiations, Supply Chain Destruction and the Legality of Trump's Tariffs
In this episode of Promo Insiders, international trade and policy expert Babak Hafezi discusses modern supply chain challenges, the recent Supreme Court case on tariffs and what the future of trade could mean for promo.
- Branding Together: Unboxing the Power of Custom Packaging
Lauren Davis and Sean Doherty of Box Genie explain the emotional impact of a well-designed unboxing experience and explore some current trends in packaging.
- Promo Insiders: Lessons From Starbucks, Taylor Swift & Other Viral Merch Moments
In this episode of Promo Insiders, ASI Media editors break down some of their favorite “merch in the wild” stories of the past few weeks.
- Convergence Corner: Harnessing Creativity & Finding Repeat Customers with Jeff Grippando
The president of GBS BrandConnect traces his career from print beginnings to full-service present.
- Promo Insiders: The Next 5 Years of Tech from the ASI Power Summit
Tech futurist Sam Maule discusses the key takeaways from his Power Summit session on what to expect from now through 2030 in the areas of tech, AI and automation.
- Branding Together: Reflections on M&A Activity With Rusty Pepper
Rusty Pepper, head of global markets and partnerships at Taylor Corp., discusses mergers and acquisitions in an episode recorded at PRINTING United Expo in Orlando.
- Promo Insiders: Reflections from PRINTING United Expo 2025
ASI Media editors Theresa Hegel and Brendan Menapace discuss some of the biggest trends and takeaways from this year’s show, held Oct. 22 to 24 in Orlando.
- Promo Insiders: AI, Tariffs and Highlights from the ASI Power Summit
ASI Media’s editors offer up their biggest takeaways from the conference that brings together leaders in the promo industry.