At our live radio show at the ASI Show in Orlando last month, we asked the crowd of a few hundred people how many expected to have a down year in 2009. Guess how many raised their hands? Nobody.

We may be in the middle of a recession where the United States shed more than 2 million jobs in 2008, yet there was a tremendous amount of optimism during this show. Overall, many professionals in Orlando – both suppliers and distributors – had a surprising “glass is half full” outlook for promotional products this year. The overriding feeling was that although the fourth quarter of 2008 was tough and the expectation is that the beginning of 2009 will be similarly difficult, the industry will rebound toward the second half of the year.

One reason for the optimism about later this year is the value of promotional products. Distributors are hearing from their clients about needing to prove return-on-investment and find marketing methods that provide more bang for their buck. One distributor I spoke to in Orlando even said that his company had one client cancel its television and radio ads in favor of live promotional events in 2009 – translating into big bucks for that distributor.

Want some ammunition in the fight for marketing dollars this year? Head to www.asicentral.com and check out the groundbreaking survey that ASI recently released titled The Advertising Specialties Impressions Study. The data in this reveals the cost-per-impression of promotional products ($.004 per impression), and proves that using promotional products is one of the most cost-effective marketing media that your clients can use.

It’s highly valuable information that you can use to convince buyers about the power of promotional products. You know something else you can do to prove your value to clients this year? Ramp up your service offerings.

If I had one prediction to make about the industry in 2009 it’s this: Service will separate the winners from the losers. And in an economic environment like we’re in today, it could mean the difference between those who simply survive and those who actually thrive. No doubt, it’s a difficult market right now. Your clients are looking for vendors who are partners. They want their promotional product distributor to provide marketing ideas, deliver goods on time and simply make their own lives easier.

Think of it this way: Many of your clients are working with fewer employees and they’re trying to squeeze as much as they can out of their marketing budgets. Be an extra hand for them. Find out where they need help and do your best to fill in the holes. This is an opening for marketing service providers. Take it and run with it. Don’t just sit back and wait for the next pen order to come in. Think about new services you can provide that would help to fill your clients’ operational needs.

As an example of companies that offer top-notch service, this month we’re featuring the winners of the Counselor Distributor Choice Awards for 2009. Beginning on page 85, we profile the 33 suppliers who were named the top vendor in each of 46 product categories. Distributors pinpointed these companies because of the high level of service that each provides. They go out of their way to make sure their customers are satisfied, and they find out what their clients’ expectations are – then they work to exceed those expectations on every transaction.

Is that how you approach your customer interactions? You should – especially now, when your pinched client base needs you more than ever.

Enjoy the issue!

Andy Cohen, Editor