ABOUT ASI |
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What is ASI®?
Advertising Specialty Institute – or ASI – is the largest media and marketing organization serving the advertising specialty industry. But what, exactly, does ASI do, you might be asking?
To understand that, as well as ASI's mission, you should know a little bit about promotional products and the major participants involved in the industry.
Promotional products are practical, entertaining, or decorative products imprinted with an advertiser's name, logo, slogan, or message and given away (think of all those freebies like mugs and T-shirts you get see at trade shows). These products are kept by recipients, offering great exposure for the advertiser's message.
The two major players in the advertising specialty industry are suppliers (importers, manufacturers) and distributors (sellers). Supplier firms use ASI print and electronic resources to market products to distributor salespeople, while distributor firms use ASI print and electronic resources to locate supplier firms and to market services to end-buyers (promotions and advertising buyers).
ASI's mission, then, is to bring together these participants by providing catalogs, information directories, newsletters, magazines, Web sites and databases, and offering interactive e-commerce, marketing and selling tools.
Quick facts
- Advertising Specialties are useful or interesting articles or merchandise, usually carrying an imprinted advertising or promotional message, given with no obligation. Also known as a giveaways or promotional product
- ASI membership includes 20,000 distributor firms and 3,500 supplier firms of advertising specialties
- Supplier firms use ASI resources to market products to more than 130,000 distributor salespeople
- Distributor firms use ASI resources, which contain more than 750,000 advertising specialties, to locate supplier firms and to market services to end-buyers
- In 2006, over $18.6 billion of ad specialties were sold
What is an ASI number?
The ASI number has been the gold standard for advertising specialties industry – both distributors and
suppliers – for more than 50
years. It remains the only true, consistent industry
identifier, recognized by all distributors and suppliers
alike. The ASI number brings to the table exclusive benefits
that other industry organizations do not provide.
Supplier numbers include five digits, displayed as (asi/12345),
and distributor numbers include six digits, displayed as
(asi/123456).
With your ASI number, in addition to your access to a wealth
of products and services, you gain:
- Credibility – the ASI number
is the most respected and reputable industry identifier.
All members need to provide solid evidence of their participation
in the industry, and that evidence also works as proof
positive of their desire to maintain the supplier/distributor/end-buyer
sales channel.
- Recognition – the ASI number
provides instant recognition to suppliers that a distributor
is not an end-buyer, and has a track record of legitimate
business dealings. You may receive earlier credit terms
and discounts. ASI suppliers are subject to regular ratings
and reporting, so you always know who you are dealing
with.
- Exclusivity – Not everyone that
applies for an ASI number can have one – not even
if they pay more. The criteria applied to ASI membership
makes the ASI number something to aspire to and be proud
of. It encourages members to conduct themselves with
the utmost professionalism, providing excellent service
to their customers and colleagues. The ASI number is
the mark of pride for the true professional.
Many members use ASI numbers to manage their day
to day business. Some common uses are:
- Vendor identification
- Customer numbers
- Catalog classification
- Credit references
- Supplier ratings
- Networking events invitation criteria
- Special pricing or discount status
- Preferred provider status
End-buyers who work closely with the industry often buy only from
ASI distributors, as they know that generally those holding
an ASI number are reputable in their dealings and
have access to the most products and suppliers.
An
overview of what our industry is all about and the business model it is
based on. More...
