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ASI Launches Aggressive New Industry PR Campaign

New promo products superhero debuts on YouTube

TREVOSE, PA - March 23, 2011 - The Advertising Specialty Institute (ASI) this week unveiled a new superhero of the promotional products industry to spread the word about a $17 billion industry that braved the recession and grew by 9.1% in 2010.

Promo Man speaks with authority on the promotional products industry and to ASI’s global ad specialty survey, which provides proof that promo products beat prime-time TV, radio and print advertising as the most cost-effective advertising medium available. Promo Man gets his superpowers from seemingly ordinary items like pens, T-shirts, caps and coffee mugs that are transformed into super promotional products when imprinted with a logo or slogan to promote a business, organization, product, service, achievement or event.

In his YouTube debut, "The Adventures of Promo Man," the superhero helps a struggling businesswoman by showing her the effectiveness of ad specialty items.

Click here to watch the video and click here to check out Promo Man’s website. Email the links to clients and prospects and include it on your company’s email signature. In addition, comment, like, share and circulate the link wherever possible - including Facebook. For those with Twitter accounts, Tweet the video using this shortened link:

The video and subsequent marketing campaign are part of ASI’s ongoing efforts to educate end-buyers and promote the ad specialty industry.

"To get the word out in this electronic age, we tapped the power of YouTube with a campaign that’s as catchy as it is educational," said Timothy M. Andrews, president and chief executive officer of ASI. "By using a fun character like Promo Man, we capture the media’s attention - and then hit them over the head with great industry statistics on the power of promotional products that demonstrate the business case for our industry. The end result is coverage of our industry that circulates a positive message to end-buyers everywhere."

The end-buyer education campaign consists of:

  • News-driven press releases, linking promo products with breaking news like the census, Super Bowl, breast cancer fund-raising, the election and Christmas gift giving.
  • The "Top" lists - tailored press releases touting: Top 10 Eco-Friendly Giveaways; 7 Luckiest Promotional Products; Sexiest Valentine’s Day Products; Top U.S.-Made Products; Purr-fect Pet Gifts; and Coolest Summertime Products.
  • Successful Promotions Trend Report e-newsletter, which is packed with helpful case studies and research showing the positive return-on-investment marketers generate every day by incorporating promotional products into their marketing campaigns. The e-newsletter also includes ASI’s latest PR efforts (such as the Promo Man video) and end-buyer-friendly versions of "The Joe Show."

To date, the PR campaign has resulted in nationwide TV coverage, on news stations in Dallas, Winston-Salem, Philadelphia, Chicago, San Diego and Arizona. In addition, press releases circulated throughout 2010 resulted in pick-ups by websites, online publications and business journals with a total potential circulation of 411 million.

About ASI
The Advertising Specialty Institute is the largest education, media and marketing organization serving the advertising specialty industry, with a membership of over 26,000 distributor firms (sellers) and supplier firms (manufacturers) of advertising specialties. Supplier firms use ASI print and electronic resources to market products to over 23,000 ASI distributor firms. Distributor firms use ASI print and electronic resources, which contain nearly every product in the industry from more than 3,200 reputable suppliers, to locate supplier firms and to market services to buyers. ASI provides catalogs, information directories, newsletters, magazines, websites and databases, and offers e-commerce, marketing and selling tools.  Visit ASI online at and on Facebook, Twitter, YouTube, the CEO's blog and the ASI Social Network.

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