Top 10 Things to Know Before Moving Into Promo

The $26.6 billion promo industry is a creative, thriving and ever-evolving space, though despite its ubiquity, it often seems to fly under the radar. Still, there’s plenty of opportunity for printers looking to get in on the action.

To help you get started, consider these 10 must-know points, presented in no particular order of importance.

1. Print, promo and decoration are increasingly converging. We’ve been beating the drumbeat on this phenomenon for a while now. In fact, two of our ASI editors, Christopher Ruvo and Brendan Menapace, recently launched the Convergence Corner podcast, where they interview distributors who’ve found success combining print and promo, and share tips you can incorporate into your own business.
2. It’s all about relationships. Yes, the promo industry is ostensibly about putting logos and other branding on tangible goods, like drinkware, writing instruments or T-shirts, but at its heart it’s about building strong relationships with suppliers and end-buyers – and using branded merch to help them increase goodwill with end-users.
3. The industry is more than logos on stuff. Many promo distributors offer a wide range of services, from e-commerce company stores to graphic design to experiential marketing.
4. Clear communication is key. Communication between suppliers, distributors and decorators is paramount, especially when it comes to ensuring accurate color matching, logo placement and deciphering detailed purchase orders.
5. You don’t need to do it yourself. Printers interested in branching into promo don’t need to invest in expensive new equipment to get started. In fact, many promo distributors focus their efforts on sales rather than production, relying on their network of trusted suppliers to decorate products with logos and other branding.
6. When it comes to products, the sky is the limit. Of course, classic promo categories like drinkware, lanyards, tote bags and mugs are prevalent. However, when you consider that ESP and ESP+, ASI’s sourcing technology solutions, include more than 1 million products, there’s bound to be variety. Think custom pickle ball sets, branded soy candles, logoed charcuterie boards and more.
7. Sustainability is growing in importance. The promo industry has long had to battle a reputation of being “trinkets and trash” – a sentiment that has led to anti-swag sentiment among some companies and event organizers. One way to help combat this trend has been to lean into high-quality, brand-name items, rather than budget giveaways. Emphasizing sustainability – from carbon-neutral products to items made with certified recycled materials – is also effective.
8. Industry education is abundant. Suppliers are more than willing to walk distributors through the features of their products and share proven selling strategies. In addition, industry trade shows – ASI Fort Worth is coming up at the end of March – are chock full of classes to help you bone up on your promo know-how.
9. It’s an incredibly effective advertising medium. I mentioned in my previous blog post that promo products are consumers’ favorite form of advertising, ranking above media like radio, television and online. But what I neglected to say then was that end-buyers are also quite satisfied with the promo they buy. For instance, 96% of education market end-buyers who use promo are satisfied with the ROI they receive, according to ASI Research.
10. The future is bright. The promotional products industry had a record year in 2024, and distributors are feeling bullish about the coming months. The Counselor Confidence Index, which has been measuring distributor financial health and business optimism for nearly a quarter-century, is projected to be 105 for 2015. (For context, the index has a baseline reading of 100.) If you’ve been on the fence about breaking into promo, there’s your sign that now might be the time to make a move.