AIA Corporation (asi/109480) says it’s taking proactive steps to help its ownership community market more effectively in the digital age.

The Appleton, WI-based Top 40 distributor hosted a virtual two-day event – Marketing Lab – that focused on topics like how to develop a brand’s digital footprint, advance social media presence and create strategic content. Nearly 70 distributorship owners from within the AIA network attended the event.

Nancy Schmidt, AIA

“The Marketing Lab event provided incredible value both from a standpoint of very specific resources, such as Canva and Coolors, but also a broad stroke view of design creation,” said John King owner of AIA-affiliated LogoMotions (asi/444831). “I have already started to look at images and advertising in a much different way.”

Highlights from the lab included a keynote by Jeremy Picker, creative director and CEO of AMB3R Creative (asi/590243), a Colorado-based apparel design and branded merchandise firm. Picker, a social media maven within the promo space, shared strategies for how distributors can leverage social to showcase their services and expertise – and ultimately grow their businesses.  

The event featured breakout sessions in which distributor attendees learned how to level up the content quality and strategy of their social media channels. Sessions included the fundamentals of getting started on social media, outlining a content strategy, design for social media and strategies for using video content.

“There is so much opportunity in social media, but to fully capture that opportunity requires strategy and focus,” said Nancy Schmidt, CEO at AIA and a member of Counselor’s Power 50 list of promo’s most influential people. “The potential is endless, the future is faster than you think, and this Marketing Lab provided great resources to empower AIA’s owner community for lasting effectiveness on social media.”

Produced by AIA’s marketing team, this was the second annual Marketing Lab. It’s part of the educational offerings that the Top 40 firm offers owners in its community. Other programming includes supplier webinars and AIA University, a digital learning platform for owners and AIA staff.

Based on 2020 fiscal year North American promotional products revenue of $146.2 million, AIA Corporation ranked 16^th on Counselor’s most recent list of the largest distributors in the industry. AIA’s business model centers on partnering with independent promo products distributors and providing them with the professional services. With AIA, distributors maintain ownership/independence, according to the company.