The past few years have been a whirlwind for the promotional products industry, which proved resilient throughout the pandemic and is once again trending up heading into 2022.

Chances are you’re already looking ahead to the new year, and ASI offered a comprehensive outlook on how to plan for 2022 in a recent webinar. In case you missed it, here’s a brief rundown of how to set yourself up for success:

Step 1: Take a Look Back

Revenue cratered during the height of the pandemic, with sales down more than 44% in Q2 2020 from the previous year, but the industry rallied and adjusted to a new normal. By catering to customer needs and changing business practices on the fly, revenue steadily climbed back into the green in 2021.

As we’ve seen during the industry’s toughest times, it always pays to reflect on the challenges your business has faced and the opportunities you created because of them. The flexibility and creativity many distributors showed in 2021 led to incredible successes, proving that you should always assess past performance when evaluating future plans.

Step 2: Take a Look Ahead
Although things are looking much better for the industry now than they did a year ago, there are still some issues we need to track in 2022. As the Delta Variant showed, the pandemic is something we’re going to be living with for a while longer. It’s always a good idea to stay up to date on the latest industry news on ASICentral.com, including local/state mandates on PPE requirements, and keep track of the Top 100 ESP search terms to stay current with trends.

Two other pressing issues the industry is tracking in 2022 are supply chain problems and labor shortages. It’s imperative that your business is well educated on the reality of these topics and how they affect your customers. Use this email template to set the right expectations for shipping delays and other issues you may be facing. Rely on ESP search filters like Live Inventory and Rush Service to find suppliers that can fit your needs.

There are opportunities that have arisen in the face of these challenges, however. Target new trends in apparel (like sustainable products and comfortable work-from-home gear), create kits for welcoming workers back to the office and consider budget-friendly options for customers scaling back in the wake of the slowdowns.

Step 3: Set Actionable Goals
Whether you’re setting long-term or short-term goals for your business, you should always be SMART (specific, measurable, attainable, relevant, time-bound). A goal shouldn’t be as simple as “I want to grow my business.” Ask yourself these questions when setting goals:

• Are you looking to grow revenue? How and by how much?
• Which markets do you want to tap in to?
• How can you do more business with existing clients?
• How do you plan to grow your business?

Whether you want to get more referrals, explore new sales avenues, build a social media presence or expand your network, ASI has solutions for you.

Step 4: Make a Plan

Now that you’ve analyzed data, forecasted trends and considered your business’ standing in the industry, it’s time to get specific with your plans.

Start by downloading our 2022 Planning Guide and Calendar, where you can clearly lay out your yearly goals, customer campaigns and SWOT analysis (strengths, weaknesses, opportunities, threats). It also includes a calendar of events so you can plan ahead for holiday and seasonal campaigns.

When it comes to targeting new prospects, ASI is here to help you with social media assets, custom websites, email marketing and so much more.

 

What are some actionable goals you’ve set for your business in 2022?