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(And Making Money, Too!)

ESP Online: Creating an Indispensable Reader/Advertiser Community. (And Making Money, Too!). Timothy M. Andrews President, Advertising Specialty Institute. Our Industry:  Promotional Products. Anything imprinted with a logo used to promote a brand

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(And Making Money, Too!)

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  1. ESP Online: Creating an Indispensable Reader/Advertiser Community (And Making Money, Too!) Timothy M. AndrewsPresident, Advertising Specialty Institute Business Models

  2. Our Industry:  Promotional Products • Anything imprinted with a logo used to promote a brand • $18.6 billion in annual North American sales • 3,500 U.S. suppliers (manufacturers) • 20,000 U.S. distributors (resellers) • 130,000 distributor salespeople • Suppliers sell to distributors who sell to marketers Business Models

  3. Our Company: Marketing and Media Firm • ASI has 500 employees • Seven magazines with e-media extensions:    - Readers are distributor resellers    - Advertisers are supplier manufacturers • Five super-regional trade shows, 60 local trade shows • Directories, catalogs and other marketing services • Aggregator of all industry product SKUs and pricing • Design, build and host member e-commerce sites (8,000+) Business Models

  4. ESP/DVD:750,000 Products From 3,500 Suppliers • 6,000 distributor resellers as paid subscribers • $2,400 per year (one DVD) • Suppliers refused subscriptions • Outdated, inaccurate data • 1980s interface • Search service with no software tools • Competitors gaining share Business Models

  5. ESP Online:  DVD Replacement • User-driven interface design • Database refreshed daily • High-resolution, cropped images • Built-in marketing tools Business Models

  6. ESP Online: New Community & Pricing • Versions for distributors and suppliers • Errors and changes reported online • Distributors rate suppliers and post comments • Suppliers respond • Online POs, links to QuickBooks • $2,400 for four users Business Models

  7. A Quick Demo of ESP Online and its Virtual SamplesESP Online Demo Business Models

  8. Business Models

  9. Business Models

  10. Distributor Testimonials “Our salespeople love ESP Online. It helps to make them look and feel like true industry professionals and in most cases it positions us ahead of our competition – which does not have access to all that we offer.” The Vernon Company “A client of ours was hosting a casino-themed event, and asked us to find products with a tie-in. Using ESP Online, we saved an image of a poker chip. Then, using virtual samples, we were able to upload our saved image, add the client’s logo and text, and e-mail them a 'finished' sample. We were able to speak immediately with him about the sale.” Weekend Warrior Promotions Business Models

  11. ESP Online: Creating an Indispensable Reader/Advertiser Community (And Making Money, Too!) Timothy M. AndrewsPresident, Advertising Specialty Institute Business Models

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