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How to Join ASI as a Supplier: Your Step-by-Step Guide to Industry Connection

By Aileen Flaherty 

In a world where brand visibility is everything, promotional products have become an indispensable marketing tool. At the heart of a thriving $26.6 billion industry is Advertising Specialty Institute®, the largest membership organization serving suppliers and distributors in the promo space year after year. As a supplier, joining the promo industry opens up a new world of opportunities, sales and relationships.

Check out our top tips for finding success in the industry and becoming an ASI supplier member.

A Thriving Industry Waiting for You

Promotional products aren’t just giveaways – they’re strategic brand builders. From small businesses to global events, promo is everywhere. It’s embossed champagne glasses, branded barstools, spirit wear, pens and so much more. With 71% of ASI suppliers’ revenue stemming from their promo business, the message is clear: this industry is where suppliers find maximum success.

Step-by-Step: How to Join ASI as a Supplier

It all starts with you (the supplier), who manufactures, imports and customizes products. These products are sold to distributors, who then work with end-buyers to create impactful marketing campaigns. ASI connects you to this ecosystem, giving you the tools and visibility to grow, without having to navigate the industry on your own.

Step 1: Understand the Requirements

Before diving in, make sure your business is ready. Here are our recommended benchmarks for getting started:

  • You manufacture, imprint or import promotional products.
  • You have a business website or product catalog.
  • You’re prepared to sell to distributors instead of end-buyers.

Step 2: Apply Online

Head to the ASI supplier sign-up page and complete the application. You’ll provide:

  • Company details
  • Product categories
  • Business credentials

All of this will help us properly place your products in ESP+®. This is the industry’s #1 product platform, where 2.5 million searches are made each month and where your products are automatically uploaded once you join. We’ll take a closer look at this later in the blog!

Step 3: Choose Your Membership Tier

ASI offers flexible membership options tailored to your business goals. Whether you’re just starting out or scaling fast, there’s a tier that fits your needs. We want to be there for you every step of the way, which means offering tier options that make the most sense for your business.

Step 4: Get Approved

Once submitted, ASI reviews your application. Approval typically takes a few business days. Upon acceptance, you’ll receive an ASI number – your unique identifier in the industry. This number gives your business instant credibility and makes it easier for distributors to find your products and information.

Step 5: List Your Products in ESP+

With your ASI number, you gain access to ESP+, the industry’s leading product sourcing platform. Here, you’ll:

  • List your products with detailed descriptions, pricing and images.
  • Reach thousands of distributors actively searching for promo solutions.
  • Track engagement and optimize your listings with built-in analytics.

Visibility in ESP+

ESP+ features over 1 million products, so standing out is crucial for boosting sales. Utilize extra opportunities like:

  • Pay-for-placement ads
  • Trigger marketing
  • ESP+ Supplier Stores

Beyond Membership: What You Gain

Joining ASI isn’t just about getting listed – it’s about unlocking a full suite of tools and opportunities designed to help you succeed. Our supplier benefits are tailored to your needs. Struggling to stand out? Need more creative marketing? Need a new email campaign? We have you covered. These tools help boost your products to the top of lists, inboxes and websites, making it easy for distributors to find you.

Marketing Power

ASI offers digital ad space, e-commerce solutions, catalogs and custom content creation to help you stand out. Highlight your top products in any of our four digital and physical catalogs that run throughout the year. New suppliers can also be highlighted in a New Supplier Showcase that runs in our weekly PromoGram newsletter.

Networking & Events

Connect with top distributors at any or all of our ASI Shows® in Orlando, Fort Worth and Chicago. These shows are big events, with even bigger results. Use the Expo Halls as an opportunity to set up a fun and interactive booth that lets you show off your company’s personality while taking advantage of mass face-to-face time with distributors.

Want a more personalized experience? Meet distributors one-on-one at fASIlitate or get matched at ASI Show ConneX™. These awesome events allow you to interact with distributors in scheduled, private one-on-one meetings. The layout is fast paced and intentional, designed for you to connect with distributors that are ready to buy.

Staying Ahead of Trends

ASI prides themselves on keeping their members up to date with recent and accurate information. Whether it’s the latest news on tariffs, annual studies and guides about what consumers are wanting, international changes or simple product trends, our editorial and marketing teams want to make sure you’re never behind. ASI also helps you stay sustainable and informed and compliant with:

  • PFAS regulations
  • Green certifications
  • Customization and personalization trends

Make Your Mark With ASI

Whether you offer one product or thousands, ASI equips you with the resources, technology and connections to thrive in a massive industry. From award-winning research and education to powerful networking and marketing tools, ASI is here to help you do business better, which is why thousands of supplier trust us.

Ready to Get Started?

Joining ASI as a supplier is more than a membership – it’s a springboard for growth. If you’re ready to connect with distributors, showcase your products and join an ever-growing industry, now’s the time. Learn more with our New ASI Supplier Guide or reach out to us today.