Recapping the Best of ASI Show Chicago
ASI Media’s editors recount their top takeaways and product finds from the signature promo trade show of the summer.
Maybe you’ve heard, but the promo industry (like industries across the spectrum) had a tough first half. Declining sales, tariff difficulties, tight budgets – it’s been a bit of a slog for both suppliers and distributors.
You couldn’t tell though by being at ASI Show Chicago. The industry’s signature summer trade show, which took place July 22-24, attracted nearly 5,000 promo industry pros who were excited to be there and optimistic about driving sales in the second half of the year.
“I was actually pleasantly surprised by how energetic people were,” said Sara Lavenduski, ASI’s executive director of client education & content. “I mean, to a person, whoever I stopped to talk to, they were gung ho gangbusters about the second half of the year. And that’s suppliers and distributors.”
“The energy was great,” she added. “It was much, much higher than I had anticipated.”
In this episode of Promo Insiders, Lavenduski and ASI Media Editor-in-Chief C.J. Mittica discuss their highlights from the show, including their top takeaways from Education Day, what they learned from Keynote Speaker Brian Urlacher about being an authentic brand ambassador and their favorite product finds from the show floor.
ASI Show Chicago Coverage
The Industry Is “Geared Up To Finish Strong”
Brian Urlacher Delivers Life Lessons & Fun in Keynote
Strategies To Influence People (in a Good Way)
Reach Customers With Facebook & Instagram Ads
Key Takeaways
• Despite lower sales in Q1 and Q2, both suppliers and distributors were excited to be at the show and expressed optimism about their second-half sales.
• Former NFL star and Chicago Bears Hall of Famer Brian Urlacher delivered ideas about work-life balance and love for branded merchandise that resonated with many in the family-focused promo industry.
• An Education Day session on social media strategy emphasized how small budgets (as little as $20-$30/month) can still yield effective results with well-targeted Meta ads
• Speaker Mimi Brown led a standout session on persuasion, highlighting that influence isn’t about manipulation – it’s about connection. Her key message: Build trust, remove friction and ask the “magic question”: What would it take … ?
• Several on-trend product categories stood out at the show, including high-end electronics, natural products like houseplants and lighter, leak-proof drinkware.