As we endured yet another year of COVID confusion and frustration, the critical question remained: “Where do we go from here?”

It was almost two years ago when promo firms, riding sales highs from a piping hot 2019 (distributor sales hit a record $25.8 billion), helplessly watched their numbers drop to zero as the reality of the pandemic slammed full force into the industry. After nine months of survival mode and doing whatever was necessary to stay afloat (including sourcing vast amounts of PPE and applying for government aid), business owners and sales reps were ready for the highly anticipated turn to 2021 and the promo sales opportunities that were sure to come with it.

That’s why six of the 10 most-viewed feature stories from this year offered information on where to find sales prospects and how to succeed in a changed marketplace as 2021 presented its own trials. The other four articles covered related topics, including what a Biden presidency would mean for the industry and details on supply chain headaches that threatened to put a damper on recovery.

We may face a new round of challenges in 2022, but the articles here offer a snapshot of the industry’s collective mindset during the second year of the pandemic.

1

How Biden Will Impact the Promo Industry

After a contentious presidential campaign last year during ongoing COVID concerns and civil unrest, Joe Biden officially took office on Jan. 20. A week later, ASI Media’s Christopher Ruvo asked industry leaders what a Biden administration would mean for promo, specifically in the areas of China tariffs, taxation, economic stimulus, minimum wage and more. The combination of frank political discussion plus industry forecasts from promo experts propelled this story to number one.

2

Make the Most of Virtual Shows

Yet another season of spring trade shows remained virtual in 2021, so I put together a much-needed list of expert tips on how best to leverage them to do business. From researching exhibitor lists to getting familiar with the show platform beforehand, these were a few ways to best attend virtual shows for the foreseeable future as the pandemic persisted.

3

By the Numbers: The Supply Chain Disaster

During several months of worsening supply chain woes, ASI Media’s in-house art team and Christopher Ruvo put together a helpful, digestible infographic that broke down ongoing supply chain disruption by the numbers. It also helped to educate suppliers, distributors and their clients, especially when customers’ orders were held up.

4

How to Achieve Success in the Promo Products Industry

Distributors were looking for ways to make the most of the new year amid continuing virus and societal uncertainty. Drawing on industry expertise in the areas of sales, marketing and operations, Ruvo developed robust, actionable items for promo firms to slide into 2021 with ease after a grueling 2020.

5

Pizza Hut Taps Into BOOK IT! Nostalgia, and I’m Here for It

ASI Media’s Theresa Hegel wrote this fun, nostalgic commentary in which she shared her childhood memories of reading copious amounts of books for a chance to win BOOK IT! merch and free pizza prizes from Pizza Hut. The fast-food chain recently brought the program back, and Hegel’s excitement was piping hot.

6

10 Markets to Target in 2021

Consumer markets changed significantly due to COVID (or gradual changes accelerated quickly), so in early 2021, Ruvo put together a quick-hit list of 10 markets to target in the new year. Healthcare and health insurance companies had a record year for obvious reasons, but others included event planners navigating a new reality of travel, along with remote work employees and others.

7

Big Markets in Promo

Our annual package of reporting on promo’s traditionally largest markets featured a changed landscape across major sectors such as healthcare, education and manufacturing. Our team reported data on the largest markets and where distributors were finding much-needed opportunities after a tumultuous 2020.

8

Invasion of the ‘Homepreneurs’

Along with baking bread and gardening, people passed the time during COVID by imprinting products with consumer-level decorating equipment (think Cricut machines for drinkware personalization – company sales rose 97% between 2019 and 2020). Some even opened their own small shops. But are they now competitors of traditional distributors and decorators? The sources Hegel talked to said they aren’t worried, citing increased awareness of the power of branded merch.

9

Deciphering the Complex Puzzle of Fulfillment

By spring of 2021, distributors knew kitting and fulfillment was here to stay for the foreseeable future. An article on how to deftly handle the ins and outs of a fulfillment program (which tends to be complex and multi-faceted) resonated with readers looking for the same at their companies.

10

Project 2021: Marking the Gradual Return of Events

Our Project 2021 initiative lasted 12 months, during which the team talked with suppliers, distributors and decorators about the reality on the ground as COVID continued to affect the industry. This particular iteration in May focused on the long-anticipated return of in-person events. Virtual shows worked in a pinch, but as we’ve been hearing from industry members for months, nothing compares to actually being there. Seven months later, as virus variants rear their ugly heads, the future of in-person get-togethers remains uncertain.