ASI — Acquisition Marketing, Lead Generation, and Thought Leadership
ASI is the leader and champion of the billion-dollar advertising speciality industry. What’s an advertising specialty, you may ask? Well, it’s anything that meets the following criteria: it has an imprinted logo and is a give-away item. Think pens from the bank, t-shirts from the company picnic, sunblock from the festival, and so on. My time at ASI was spread across campaign conception and writing for lead-generation emails, creating sales materials like sell sheets and white papers for reps, and UX writing for their supplier product shopping engine. This position also provided me the opportunity to mentor and manage junior writers.
Acquisition Email Marketing
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See and be seen
This campaign promoted a paid position in ASI’s distributor shopping engine, ESP. This section is a top-billing “recommended for you” spot where supplier products would be featured above the fold . The priority of messaging is all about visibility followed by a quantifiable return on investment by impressions per visit.
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Forget me not
When it came to standing out in a crowded digital shopping space, ASI knew a trigger-marketing tool within their shopping engine would be popular. This campaign highlighted a system that would send a user an email with a discount for a product they browsed in ESP. The focus was was straightforward: when 2.7 million searches happen, make sure they remember you.
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Give them everything we got
When you want to start your own organization, it’s overwhelming to know how to get started. This campaign was a way that ASI could champion new self-starting entrepreneurs into the multi-billion dollar advertising specialty industry. This campaign promoted a massive-discount on an all-inclusive starter package that allowed anyone to hit the ground running in distributor sales.
B2B video marketing whitepaper
When looking through the lens of today, making an argument for video product marketing seems redundant. With high-quality smartphone cameras and USB halo lights, you’re pretty much ready for HDTV. But in the early-to-mid 2010’s, access to these resources and production budgets left business owners scratching their heads over whether or not they’d get a return on this level of investment.
This whitepaper breaks down the value of video for the advertising specialty industry into 4 parts:
A powerful intro that speaks to the many channels a business can implement even one video to increase engagement
Impressive stats that show this is a time-tested marketing powerhouse
Types of videos to produce focused on this specific industry: demos, testimonials, interviews, site tours, and product launch anouncements
Showing business owners how to best distribute videos via YouTube embedded links and social media in order to gain the most impressions and yield the most ROI.
How sweet it is
ASI published many industry magazines that helped inspire distributor shopping habits when companies needed holiday gift ideas.
