Resolving To Highlight the Converging Worlds of Print, Promo & Decoration
In the inaugural episode of Branding Together – a monthly video podcast hosted jointly by ASI and the PRINTING United Alliance – Editors Theresa Hegel and Cassie Green discuss the most important things print should know about promo and vice versa.
Last spring, ASI and PRINTING United Alliance entered into a long-term strategic partnership to highlight the increasing convergence of promo products with print distributors and decorators.
Among the initiatives launched as part of the partnership are increased educational opportunities, a robust dual membership program and the ASI Show Pavilion – a “show-within-a-show” concept that will debut at the 2026 PRINTING United Expo in Las Vegas.
But you don’t have to wait until next year to reap the benefits of ASI and the Alliance’s ongoing collaboration. To help highlight all of the ways print, promo and decoration align, we’re launching a new monthly video podcast called Branding Together, jointly hosted by Theresa Hegel, executive editor, special projects & sustainability at ASI, and Cassie Green, content director of Apparelist and editor at PRINTING United Alliance. Dubbed “the ultimate crossover conversation,” this engaging monthly discussion will feature an array of guests and topics related to both print and promo.
In the inaugural episode, Green and Hegel each share five big things they think their respective industry should know, whether it’s the importance of communication, the fact that promo is about selling solutions and services, not just pushing product or the realization that most people in the print world are already selling promo whether they know it or not. “There are tons of third-party partnerships and contract-decorating partnerships, and all these things are already going on,” Green says. “It’s likely that many apparel decorators already have this type of [promo] business.”
Indeed, adds Hegel, if, as a printer, you’re not already part of the promo trend, “You might be falling behind.”
As this monthly podcast venture continues, Hegel and Green welcome questions, suggestions and other input from listeners about the topics covered and guests welcomed onto the show. Please email them at thegel@asicentral.com or cgreen@napco.com with your feedback.
6 Key Takeaways
Industry Convergence: The podcast discusses the growing convergence between the printing and promotional products industries, highlighting how both sectors are increasingly intertwined, yet still speak different “languages” and operate in unique ways.
Print Professionals in Promo: Both industries benefit from partnerships, such as contract decorators in apparel and print shops working with promotional distributors. These relationships are essential for producing high-quality promotional items.
Key Knowledge Transfer: Printers already possess valuable skills like understanding materials, color registration and digital printing, which are directly applicable to the promo industry.
Promo’s Value: The promotional products industry, worth $26.1 billion, is largely based on selling services, not just products. Promotional items should create meaningful, lasting connections that elevate brand recognition and customer engagement.
The Importance of Communication: Clear communication between printers and distributors is vital to the success of any project, especially when it comes to ensuring accurate color matching and detailed purchase orders. This helps avoid issues with branding and product quality.
Technology & Equipment: While many printers already have the equipment necessary for promo work, investing time and energy into understanding the promo industry’s needs and collaborating with distributors is essential for growth.
Sustainability & Creativity: Both industries are focused on sustainability, and as more customers demand eco-friendly products, there is a strong push to promote thoughtful, long-lasting promotional items. This is an area of growth and opportunity, making sustainability a key focus for future projects.