Some of the most popular stories ASI Media tackled this year were attempts to answer significant quandaries facing the promo industry, such as strategies to sidestep apparel inventory shortages, big ideas to reverse the industry’s “brandfill” reputation, or even a deep dive into what exactly the metaverse is and how it might impact suppliers and distributors in the near future.

As we march into 2023, there will be new challenges to contend with and fresh strategies to share with readers, but until then, it’s worth taking a look at what was on promo’s collective mind over the last 12 months. Without further ado, here are the ASI Media feature stories that received the most pageviews in 2022. (You can also check out the list of the Top 10 news stories of the year.)

1

Heineken High-Tech Bottle Opener Closes Work Apps

Stress levels are high in promo – with 50% of professionals who answered a recent ASI Media poll on LinkedIn reporting higher stress than before the pandemic – so perhaps it’s fitting that this story of a tongue-in-cheek gadget from beer brand Heineken resonated so much. (Google searches from consumers who took an interest in the clever product were a major factor in bringing this story to the top spot.) The high-tech bottle opener dubbed The Closer uses Bluetooth technology to put nearby laptops into sleep mode. It’s a simple, but clever idea that really resonates in the era of the hybrid office, when the lines between work and leisure have blurred, and it’s a great example of the power of a well-thought-out promotional product.

2

State of the Industry 2022

Counselor’s annual State of the Industry report is chock-full of exclusive data and ground-level insights to help savvy promo professionals run their business better. No surprise, then, that it’s so high on our Top 10 list this year. The 2022 report showed an industry stepping away from pandemic lows and very much in recovery mode. A labor of love, the State of the Industry features a wealth of widely used information; in particular, suppliers and distributors were interested in our list of the top product categories and an in-depth feature examining why order errors and delays have been so prevalent.

3

2022 Ad Impressions Study

Insight into what end-users think of the promotional products they receive is always welcome, and our most recent Ad Impressions Study has it in spades. For instance, did you know that outerwear is the most influential promotional product for American consumers? Or that caps and headwear are tops – in terms of influence – in Kansas? Anyone who read the study learned all this and more. It’s indispensable reading for promo pros looking for data to guide their next big product pitch or demonstrate to clients which items will be most effective at targeting end-users.

4

Four Apparel Trends for 2022

Muted colors, earth-conscious styles, ’90s nostalgia and the unboxing experience were the trends that ruled promo apparel in the past year – and readers who checked out this January 2022 piece were well equipped to meet end-users needs. A bonus sidebar also listed three honorable mention trends for the year: lightweight and fleece outerwear, hoodies and supercharged neon pinks. One key point that will continue to hold true into the new year: “Customers used to have two wardrobes, and it’s now one. It’s versatile and fits all of their needs,” noted Katie Boyce, vice president/general manager for Trimark (asi/92121), part of Top 40 supplier PCNA (asi/78897).

5

Is the Future of Merch in the Metaverse?

Early on in 2022, the world was abuzz with talk of the metaverse – essentially a network of 3D virtual worlds where people can work, play and socialize. For promo pros accustomed to trafficking in physical, tangible goods, the idea of virtual worlds dominating the conversation can be daunting, but even early on, some forward-thinking suppliers and distributors were speculating about how nonfungible tokens (NFTs) and the metaverse might impact the promo world. “I think that if we consider ourselves any sort of marketing people and any part of the marketing profession, we need to understand all the different elements of marketing. If we can’t even talk or think about (NFTs), we’re sort of out of the conversation,” said Gerry Barker, president of Cheshire, CT-based distributor Barker Specialty (asi/132690).

6

State & Regional Sales Report

In this annual report, ASI Media used its exclusive data to break down where people are buying promotional products. Released in June, the report showed that every region and every state (save the District of Columbia) increased promo sales in 2021. More than half the states had double-digit growth, and five were above 20% growth. Inflation, supply chain woes and the continued threat of recession, however, tempered enthusiasm. The state-by-state data and a look at top trends in each region provided a handy toolkit to help distributors press forward despite challenges and recapture business.

7

Apparel Sales Strategies to Sidestep Promo’s Thorniest Issue

At the start of 2022, inventory shortages were on everyone’s mind. And apparel inventory, in particular, was hit hard by supply chain disruptions. This feature story explained the issue as well as what steps suppliers and distributors were taking to resolve it. “We joke that during the past two years, every order is really three jobs,” said David Weintraub, CEO of Pinnacle Promotions (asi/295988). “We find a product, order it and discover it’s out of stock, so we have to go back in and find a replacement and sell it all over again.”

8

How to Change the Promo Industry’s ‘Brandfill’ Reputation

Kicking off a weeklong series of stories on how to transform the promo industry, this in-depth feature explores strategies to help suppliers and distributors shake promo’s “brandfill” image problem. Like it or not, there persists a perception that all promo does is crank out “freebies,” “cheap junk” and “tchotchkes.” While there’s a wealth of evidence that proves otherwise, in the popular conscience there remains a general bias that promo is disposable, schlocky and wasteful – the black sheep of the advertising world. So how can the industry alter perceptions? One idea is to provide solutions, not just stuff; another is to focus on sustainability and social responsibility. But you’ll have to go back and reread the full feature for more actionable ideas.

9

The Campaign: Creating a Branded Backpack for More Than 10,000 Amazon Employees

This step-by-step case study detailed how Hitex Marketing Group (asi/515762), a Miami-based distributor, conceived, developed and delivered a holiday gift to Amazon workers in Brazil, Colombia, Costa Rica and Mexico. “We wanted to offer Amazon branded merchandise that respects their brand guidelines, enhances their message, and continues to develop their corporate culture with the use of amazing, validated products,” said Hitex President Enrique Perez. Amazon employees were thrilled with the custom backpack that resembled one of the e-commerce giant’s signature shipping boxes – a win-win for Hitex and the client.

10

Infographic: The Staggering Cost of Inflation

This easily shareable infographic drew a stark picture of the myriad pressures causing inflation, both in the promotional products industry and the world at large in early 2022. Suppliers said they were dealing with soaring expenses for things like labor, raw materials, cargo containers, transportation of goods, production and utilities. For promo pros looking for a simple way to break down some of these complex issues, this infographic was an indispensable tool – helping to keep the current economic climate in perspective.