PRINTING United Alliance Forms Strategic Partnership with ASI

PRINTING United Alliance (Fairfax, VA) has announced a strategic partnership with the Advertising Specialty Institute (ASI), a leading technology, marketing and information provider in the promotional products industry. The partnership between the Alliance and ASI paves the way for members of both organizations to benefit from the increasing convergence of promotional products and print distributors, printing, apparel and promo decoration — according to a press release.

“The collaboration with ASI demonstrates the Alliance’s mission-driven focus to equip members and the industry with the very best opportunities in the ever-evolving print and promo segment,” Ford Bowers, CEO, Printing United Alliance, is quoted in the press release. “For the many printers and print distributors evaluating promo products or interested in expanding their business, this partnership offers them multiple access points to ASI, the leading promo industry service provider. For ASI suppliers and distributors who decorate in-house, this relationship with the Alliance delivers invaluable support, education, research, events, and expert guidance on the best techniques and technology to help them more effectively and efficiently decorate promo products.”

As part of the agreement, ASI will assume ownership of the following programs and content:

• Events: Five Power Meetings and Power House hosted-buyer events. The Coeur d’Alene, ID, Power Meeting was held March 25-27. Upcoming Power Meeting and Power House events include Austin, TX, May 20-22; Napa, CA, Aug. 19-21; Chicago, IL, Sept. 23-25; and Park City, UT, Oct. 28-30.
• Media: Print & Promo Marketing (PPM) magazine, a daily e-newsletter, media website and free Print & Promo Marketing Product Search tool, providing ASI distributors, suppliers and decorators with an expanded toolkit of resources and technology.

Alliance and ASI Events Collaboration
Printing United Expo and ASI are teaming up to offer an ASI Promo Products Knowledge Center and promo-focused education sessions at this year’s Expo, taking place Sept. 10-12 in Las Vegas. The 800+ exhibitors expected at the Expo this year will include several of ASI’s top 40 suppliers. In turn, the Alliance will offer print-focused educational content at upcoming ASI tradeshows.

A co-marketing agreement encompassing events, print, social, email and digital media will provide members of both organizations with a clear understanding of where promo and various segments of printing overlap, identify opportunities and promote membership offers.

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“To drive growth in the promo industry, collaboration is imperative,” Timothy M. Andrews, ASI president and chief executive officer, is quoted in the press release. “Considering that 20% of ASI distributors have ties to the print sector and a similar proportion of screenprinters have expanded into promo, the potential for synergy is clear. By pooling talents across promo, screen printing, print and decorating, we’ll create a dynamic marketplace unparalleled in its scope and potential, while bringing together ASI suppliers, decorators, and distributors at more relationship-building events than ever before.”

For more information, visit printing.org.