Suppliers and distributors alike were thrilled with the high energy and increased traffic at ASI Chicago.

“We ran out of samples in two hours because of how busy it was,” said Spencer Dunford, an account executive with Denik (asi/49264), which sells notebooks with a giveback initiative funding schools and educational efforts around the world. “It’s a good problem to have.”

We just wrapped #ASIchicago, growing attendance nearly 15%. There were distributors in aisles until the lights dimmed at the 2:30 pm close and people were singing karaoke outside in the streets after the ASI Gala. Thanks for helping make it an event to remember. pic.twitter.com/N8u3FofpDB

— Timothy M. Andrews (@Tim_Andrews_ASI) July 27, 2023

Held at the McCormick Place convention center from July 25 to 27, ASI Chicago boasted 750 booths from close to 500 exhibitors, including nearly 90% of the Top 40 largest suppliers in the promotional products industry. Booth count was 20% higher than in 2022. Attendance was also up, with more than 5,000 supplier and distributor professionals on hand – a 15% year-over-year spike.

“It’s been fantastic – great traffic the whole way through, a super steady flow of people,” said Nikki Ahern, regional sales manager for Top 40 supplier Vantage Apparel (asi/93390). “It’s been a total win.”

Myra Gardner of Designs By Me chats with Lance Dunn, president of AdCaptiol (asi/31260) on the show floor of ASI Chicago.

Distributors also got a lot of value out of the experience. Power 50 member Tracey Barton, director of promotional products at Top 40 distributor Deluxe/Safeguard (asi/316203), said ASI Chicago has always been one of her favorite trade shows, adding that 2023 didn’t disappoint.

“I love having that high energy level in the middle of the summer,” Barton said. “It gets your juices flowing.”

Nancy Reuscher of advoc8 (asi/156136) said she was happy to see “everybody out and about again.” The 20-year industry veteran added that one of her biggest takeaways from this year’s show was suppliers’ increased focus on sustainable materials and initiatives – something her clients have been clamoring for.

“It’s not just a green leaf,” Reuscher said of suppliers’ efforts. “They’re demonstrating the story behind the sustainability.”

A newbie to ASI shows, Matt Marnocha of Clarity Retail Services (asi/162366) in West Chester, OH, said it was a “fantastic experience,” and he loved finally putting a face to all of the suppliers he’s worked with over the last few months. There was a variety of fun promo to be found across the show floor, but Marnocha said one of his favorites was the suitcase-shaped sound system from Bassmaker Stereo (asi/38751).

Marnocha and other distributors also were wowed by the dynamic and informative classes on Education Day. Myra Gardner of Designs by Me (asi/528858), who has been in the promo business since the mid-aughts, noted that the classes should be a top priority for anyone new to the industry.

“The stuff is grand and the stuff is great, but the classes are more important than anything because they will really help you with your business,” Gardner said.

Here’s a recap of some of the classes and other highlights from ASI Chicago:

• Bill Petrie of brandivate shared tips on how to own your client’s brand to build your business.
• Jamie Watson of Certified Marketing Consultants (asi/44526) dispelled many of the biggest myths surrounding business valuation.
• Mike Lovernick, a supervisory special agent at the FBI Chicago Field Office, shared some of the latest trends in cybercrime – along with tips on how to beef up your cyber hygiene.
• Flash polling during an Education Day wrap-up session showed that sales were up for most attendees and that brand-name retail products were trending.
• A keynote panel of suppliers and distributors kicked off the first day of exhibits with a discussion about 2023 sales, inflation, sustainability, AI and other topics.
• The Top 40 suppliers and distributors and other industry honors were announced at the Counselor Awards.
• Precious L. Williams, known as the “Killer Pitch Master,” taught promo pros how to craft a sales pitch that “pays and slays” during her energetic keynote and her pitch clinic Power Session that followed.
• Sustainability and high-end food gifts were among the biggest trends on the show floor at ASI Chicago.