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February 08, 2021

ASI Digital Expo: A Look at Industry Trends, Tips

The two-day virtual event featured products, strategies and networking opportunities.

By  Sara Lavenduski

As the COVID-19 pandemic lingers, ASI Show got back into the swing of things with its first trade show of 2021, held virtually on Wednesday, Feb. 3 and Thursday, Feb. 4. Hosted on the digital event site Hopin, nearly 5,300 attendees enjoyed two full days of a virtual show floor with exhibitor booths, educational sessions, keynotes and networking opportunities. ASI President and CEO Tim Andrews and Andy Cohen, senior vice president of editorial and marketing services, kicked off the show with a welcome message and balloon drop.

Here’s a round-up of top sessions and product finds from the Expo.

Keynote: ‘3 Things You Need to Do to Rejuvenate Your Business in 2021’
On Wednesday, Feb. 3, Karie Kaufman, owner of Action Business Coaching, delivered the event’s keynote address. “There’s always opportunity, even in the face of lots of mess and lots of adversity,” she said, adding that it’s important to figure out specific prospects and clients to target, and avoid casting too wide of a net. Determining how to service a precise customer and need is “key to unlocking your marketing language,” she said.

‘Snail Mail on Steroids: How to Pump Up Your Profits With Lumpy Mail’
In an educational session on sales strategies, Michele Bell, vice president of editorial, education and special events for ASI, and Jake Krolick, executive creative director for marketing, delivered an education session on the many benefits of “lumpy” mail – gift packages in unique shapes and sizes that stand out from other deliveries – for self-promo and marketing.

“There’s the excitement of getting a gift,” said Bell. “It’s a wonderful vehicle for self-promo, and recipients will reach out and want to do the same promo for themselves.”

‘Up Close With ASI Chairman Norman Cohn’
Interspersed throughout the first day was a one-on-one interview with ASI social media manager Melissa Newman and Chairman Norman Cohn, tips from the Cohn family on managing a multi-generational business, and a fun Happy Hour session with director of corporate marketing Stephanie Turner-Scott, who demonstrated how to make a “fishbowl” cocktail.

‘Eliminate the Fear of Video & Connect With Your Clients’
ASI Show Education favorite Marki Lemons-Ryhal kicked off the second day with a session where she encouraged attendees to use video in their marketing campaigns. She reiterated how important it is to make regular short videos with clear calls-to-action. “Consistency is key,” she said. “There’s so much value you can generate from doing a video every day.” Meanwhile, conversations between suppliers and distributors continued on the active show floor.

Live Keynote: ‘One-on-One With SanMar’s Jeremy Lott’
That afternoon, Jeremy Lott, president of SanMar (asi/84863), the industry’s largest supplier, sat down for a candid keynote Q&A with ASI President and CEO Tim Andrews. During the pandemic, SanMar produced a whopping 250 million masks for healthcare needs.

“We as an industry don’t give ourselves enough credit for how we pivoted during this,” said Lott, citing the 19.8% sales drop among distributors in 2020. It would have been much worse if not for the industry’s collective resourcefulness.

‘Cold Sips & Hot Takes on 2021 Social Media Strategy’
Wrapping up the education sessions was a reappearance of social media manager Melissa Newman alongside Vin Driscoll, digital content director, for a discussion on social media strategy.

“The bottom line: engage in conversations and build relationships,” said Driscoll. “People buy from people they know.”

After taking a look at the booths and New Product Pavilion, product editor Joe Haley gathered up 14 of his favorite finds from the event, including slippers, face coverings, a hot chocolate bomb and edible cookie dough, perfect for remote work breaks.

Fortunately, during a long-lasting pandemic, virtual events facilitate not only prospecting and networking, but also much-needed human interaction. “The need to connect with one another was so intense this past year,” Lott said during his conversation with Andrews. “And it’s been more important than ever to thank employees and clients. Our industry plays such a huge role in that.”

View YouTube videos of all Digital Expo keynotes and sessions here.