Why the PRINTING United Alliance and ASI Partnership is a Game Changer for Wide-Format Print Providers

The recently announced strategic partnership between PRINTING United Alliance and the Advertising Specialty Institute (ASI) marks a significant development for wide-format print providers exploring the addition of promotional products to their service repertoire. This alliance is advantageous for several reasons, particularly in the areas of market expansion, resource access, and industry expertise.

Market Expansion Opportunities

One of the primary benefits of this partnership for wide-format print providers is the enhanced opportunity for market expansion. These providers can tap into the $26.1 billion promotional products industry by integrating promotional products into their service offerings. The promotional product market is not just vast but also diverse, encompassing everything from apparel and office supplies to gadgets and custom prints, which complements the wide-format segment well.

The strategic collaboration between PRINTING United Alliance and ASI offers print providers direct access to new markets and customer segments. With 20% of ASI distributors already linked to the print sector and a similar proportion of screen printers venturing into promotional products, the synergy potential is considerable. This expansion can lead to profitable increased revenue streams and more robust business growth by attracting clients who require comprehensive print and promo solutions under one roof.

Consider one of the significant printing opportunities for 2024: election printing. Print providers have access to multiple opportunities for signage work—at a local, state, and national level—during the campaign cycle. But what about ancillary opportunities? For example, selling the same customer who purchased yard signs, pins, pens, shirts, hats, or other branded merchandise produced for candidates.

Access to Resources and Technology

Another significant advantage of this partnership is the access to cutting-edge resources and technology. ASI's role as a leader in promo industry services is underscored by its technological prowess, notably its flagship product, ESP, which manages the industry's entire supply and marketing chain. By aligning with ASI, PRINTING United Alliance members can leverage ASI’s extensive technological tools, including the Print & Promo Marketing (PPM) magazine, a daily e-newsletter, a media website, and a product search tool. These resources are invaluable for print providers looking to manage and expand their promotional product offerings efficiently.

For print providers looking to expand into promotional products, they can either start their own in-house distributorship, or they can partner with an established distributor to “test the waters” first. With the resources through ASI, printers will operate solely as distributors or print buyers, selling orders for mugs, tumblers, and pens. Once confirmed, the order would be sent to an ASI supplier, where it would be decorated and then shipped, either to the printer or to the customer directly.

Educational and Networking Benefits

The collaboration also extends to education and networking, which are essential for staying competitive in the evolving print and promo industries. The agreement includes the integration of events and educational content, where ASI and PRINTING United Alliance will offer joint sessions and knowledge-sharing platforms at major industry expos and trade shows.

These gatherings are not just about learning; they're also about building connections. Networking opportunities at events like the PRINTING United Expo and various ASI trade shows can lead to new business partnerships, knowledge exchange, and a deeper understanding of the promo products market. Such interactions are invaluable for print providers looking to refine their offerings and align their services with market needs.

Strategic Positioning for Future Growth

The partnership strategically positions print providers to capitalize on the ongoing convergence of printing and promotional products. As noted by Timothy M. Andrews, ASI president and CEO, the collaboration is designed to create a dynamic marketplace unparalleled in its scope and potential. This strategic positioning not only facilitates immediate business expansion and resource acquisition but also sets the stage for future growth and adaptation in a rapidly changing industry landscape.

The partnership between PRINTING United Alliance and ASI is a game-changer for wide-format print providers aiming to expand into the promotional products space. It offers a unique blend of market expansion opportunities, access to advanced resources, educational benefits, and strategic positioning for future growth. It is an ideal strategy for providers looking to diversify and strengthen their business models in the competitive print industry.

For those looking to explore this opportunity in promotional products, ASI will have a significant presence at the upcoming PRINTING United Expo in Las Vegas, September 10-12. In addition to their booth on the show floor, ASI will also be located in the Knowledge Center and speak at various educational sessions throughout the expo.