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ASI’s Counselor “State of the Industry” Offers Blueprint to Success in the Digital Age

815ASi-Survey MagCounselor® magazine’s annual State of the Industry issue published by the Advertising Specialty Institute of Trevose, PA, available online now, features a detailed analysis of the extreme impact e-commerce is having on the promotional products industry, along with reports of record sales of $21.5 billion for distributors.In 2014, according to the 2015 “State of the Industry,” the industry’s 40 largest distributors as a whole increased revenues by 7.9% to hit $4.75 billion. Known as Counselor’s Top 40, the group of companies accounted for 22.1% of the industry’s revenues last year, compared with 21.7% in 2010, showing the market share of the industry’s largest distributors has remained consistent in recent years.

The report analyzes key sales, marketing and operational metrics and is considered the most important and influential in the promotional products industry.

“With online transactions now accounting for over 15% of overall distributor revenue, and online sellers becoming a force to be reckoned with, there’s no denying the dramatic impact e-commerce is having on our entire industry,” said Andy Cohen, editor of the Jesse H. Neal Award-winning Counselor magazine. “We designed this special issue as a go-to resource for competing in this new environment, providing numerous strategies and case studies to help everyone capitalize on emerging markets, better navigate social media and outrun the competition. We also included success secrets from the fastest-growing Top 40 firms to provide the inside track on catching up to the big dogs.”

Highlights from Counselor’s 2015 survey include:

  • Optimism High. On a scale of 1 to 5, with 5 being robust, distributors rated the industry’s health in 2014 an average of 3.82, and forecast it at 3.97 for 2015.
  • You’re Hired. 34% of distributors plan more hiring in 2015, up from 31% last year.
  • Top 3 Markets. Education (13.6%), Health Care (11.8%) and Manufacturing (7.8%) led the pack.
  • Nonprofits Spike. Spending from nonprofit clients increased by more than 50% last year.
  • Hospitality Up. Hospitality clients nearly doubled their spending on promo products over the past four years.

The 144-page issue offers winning tips and tactics and growth strategies along with at-a-glance graphics and profiles.  MORE INFO