Show & Education Schedule

Grow your business with information-packed sessions to help you stay ahead of the competition, connect with clients and close more deals.

These sessions will show you how to successfully market your business - and yourself. You'll learn to use social media tools to achieve your goals, and leave with strategies and tips to really stand out from the crowd.

Taught by decoration experts, these interactive sessions feature innovative heat press techniques, decorating machinery in action, and advice on choosing the best products and printing methods for your clients' campaigns.

In these sessions you'll dive into the latest version of ASI's ESP+ – the industry's largest, most accurate sourcing and marketing service – and see how AI can help grow your sales. Plus, you'll find out how you can enter the printing industry, and see the product trends that will drive Q4 and holiday gifting.

Take a break from the show floor and discover ways to improve your sales and social media skills, and dive into the latest version of ASI's ESP.

Take a break from the show floor and dive into the latest version of ASI's ESP, see how AI can help grow your sales, and learn how to make the best product recommendations for your buyers.

Matthew Cohn is vice chairman of the Advertising Specialty Institute (ASI). He was born in Philadelphia, and while in college at the University of Pennsylvania's Wharton School of Business, he led the team that developed ESP; it quickly became the promotional products industry's most widely used research tool and business platform - and continues to be the most important tool for distributors today. In 1998, he launched ASI Show, which made the Tradeshow Week 200, a listing of the largest shows in the U.S. The show has also been recognized by the Tradeshow Week Fastest 50 as one of the fastest-growing shows in North America, as well as twice named to the Inc. 500 fastest-growing companies in the U.S.

The Philadelphia Business Journal has recognized Matthew in its “40 Under 40” awards; he's been named among the “Top 100 People to Watch” by Business Philadelphia magazine; and he's been honored as one of the “100 Most Influential People” in the trade show industry by Tradeshow Week. Matthew and his wife, Lea, have two children, Sydney and Mackenzie Skylar; these fourth-generation family members have completed internships at ASI and worked at numerous ASI Shows.

With so many great events taking place at the ASI Show, it can be a daunting task trying to fit everything in. As a new attendee, we know how important it is for you to get the most out of the time you have - but where do you start? Join ASI's Vice Chairman Matthew Cohn as he shares great tips for working the show more effectively, and hear about all the free services and amenities available to distributors/decorators while at an ASI Show.

Joan Miracle is an executive director of corporate accounts at ASI. She's been providing business counseling to entrepreneurs for over 30 years, with 15 years in the ad specialty industry. Her background includes successfully running a $46M operation, including the startup of numerous businesses from real estate development and acquisition to open profitable operations. Her focus and passion have been in sales and sales training, assisting new business owners with startup marketing, leveraging technology for success, and helping established businesses grow through strategic marketing plans that emphasize online marketing and improving operational efficiency.

Starting out as a promotional products distributor is an exciting time, and with a little help from our experts, it can be a seamless transition for your business. Learn all about the industry and the first steps to take to ensure your success, including establishing a business plan, targeting the correct markets, using the right tools and resources, continuing your industry education and so much more.

Jason McCracken is a senior sales executive at Eagle Promotions (asi/185320) and the architect behind large-scale programs for T-Mobile, Uber Eats and USAA. A U.S. military veteran, he mixes classic discipline with modern, data-driven execution: transparent pricing, margin integrity and ecommerce + fulfillment that simply works. He trains teams to win enterprise RFPs, standardize SOPs and turn chaotic quoting into clean, scalable operations. McCracken is equal parts storyteller and operator – think measurable takeaways, not buzzwords, plus a little humor that even finance signs off on.

Too often, distributors mistake their daily point-of-contact for the person who holds the power to approve a deal. In this session, you'll learn how to tell when you're stuck too low in the organization, how to respectfully navigate upward and how to tailor your pitch to resonate with the real decision-makers. You'll leave ready to:

• Recognize when you're spending time on activity instead of progress.
• Map organizational influence to discover who controls outcomes.
• Use tools like annual reports and press releases to understand the decision-maker's priorities.
• Build urgency and excitement at the executive level.

During this event you'll enjoy lunch and conversation with your distributor peers, and see the latest products and trends from suppliers - plus, you'll learn the best ways to pitch them to your clients.

PLEASE NOTE: A ticket is required to guarantee your free lunch. 150 tickets are available. Pick up your ticket (1 per person) at the Education Desk starting at 8:30 a.m. on Monday, March 9. Ticket holders must arrive by 12:05 p.m.

Sterling McKinley is a digital marketing expert, keynote speaker, author and founder of Clarity AI Solutions. He also serves as the DMV coach for Grow with Google. He is recognized for his ability to demystify the potential of AI, using non-technical terms that empower people to understand and immediately apply his insights for concrete business results. With over 15 years of tested leadership across diverse, high-stakes environments – including the Department of Defense, Sprint and Bridgestone Golf – McKinley provides firms with the strategic expertise required to seamlessly integrate cutting-edge AI into their operations for measurable growth and efficiency.

If you've ever wondered exactly what AI is – and how can it genuinely help you run your distributorship more efficiently – this session is for you! Cutting through all the hype and jargon, this session will break down the essential AI concepts you need to understand, and show you three powerful, free or low-cost tools that can automate key daily tasks, predict future trends and instantly clarify your business data. This is your practical, fear-free introduction to the future of small-business success.

Jason McCracken is a senior sales executive at Eagle Promotions (asi/185320) and the architect behind large-scale programs for T-Mobile, Uber Eats and USAA. A U.S. military veteran, he mixes classic discipline with modern, data-driven execution: transparent pricing, margin integrity and ecommerce + fulfillment that simply works. He trains teams to win enterprise RFPs, standardize SOPs and turn chaotic quoting into clean, scalable operations. McCracken is equal parts storyteller and operator – think measurable takeaways, not buzzwords, plus a little humor that even finance signs off on.

Responding to RFPs doesn't have to be frustrating. Through real-world examples and interactive discussions, this session will explore how AI tools can streamline your process and help you respond faster, smarter and more strategically – even with limited resources. Whether you're just starting to use AI or looking to optimize your current tools, you'll walk away with a practical plan to modernize your RFP process, including how to:

• Select the best AI tools for RFPs.
• Use AI to accelerate content creation and tailor responses.
• Build smart content libraries for fast access to past proposals.
• Identify risks and improve compliance.

Kevin Baumgart is the President of Sales Ink. He has over 20 years of sales leadership experience in entrepreneurial companies and has helped hundreds of promo and print companies of all sizes to improve sales and drive more revenue to their business. He holds an advisor role at multiple growth companies and has managed sales teams of over 70 while scaling revenues to $100M+.

Tired of waiting for leads to come to you? This session will break down a simple, repeatable outbound sales process that gets results – without grinding you and your team into the ground. Whether you're starting from scratch or need to reboot your outreach, this is where predictable sales growth begins. Don't miss this chance to discover:

• The key metrics to track (and which ones to ignore).
• What to say in your emails, calls and LinkedIn messages.
• How to structure your day for high-impact outreach.

During this interactive final session of the day, you'll hear from many of the ASI Show's speakers as they recap the most important takeaways from their sessions. Don't miss this chance to pick up some effective strategies you may have missed.

Don't miss this exclusive preview of NEW products that suppliers will highlight in their booths on both Exhibit Days. You'll enjoy free beer, wine and soft drinks while getting insider sales tips from suppliers.

Shawna Suckow, CSP, is a globally recognized keynote speaker, author and founder of The Buyer Insider, a consultancy that helps organizations better understand and connect with modern customers. With over 20 years of experience in sales, marketing and consumer behavior, she shares research-driven insights and real-world strategies to help businesses earn trust, improve engagement and adapt to shifting buyer expectations. Her seventh book, Small is Your Superpower! How Small Businesses (Finally!) Can Outsmart Big Brands at Marketing, is both a rallying cry and a practical roadmap for entrepreneurs ready to stop copying big-brand tactics and start standing out by being unapologetically themselves.

The way people buy, trust and engage with businesses has changed more in the last five years than in the last 50. Big companies are still relying on volume and carefully polished slogans, but small firms are winning by being real, agile and relatable. In a world flooded with messaging and consumer skepticism, buyer behavior data proves that showcasing your authenticity is the new competitive edge. This session will reveal practical strategies to help you:

• Stand out from the online noise.
• Build trust with distracted prospects and clients.
• Become unforgettable – without being obnoxious.
• Use personality and presence in your marketing to drive loyalty.
• Make a big impact on a small budget.

Sterling McKinley is a digital marketing expert, keynote speaker, author and founder of Clarity AI Solutions. He also serves as the DMV coach for Grow with Google. He is recognized for his ability to demystify the potential of AI, using non-technical terms that empower people to understand and immediately apply his insights for concrete business results. With over 15 years of tested leadership across diverse, high-stakes environments – including the Department of Defense, Sprint and Bridgestone Golf – McKinley provides firms with the strategic expertise required to seamlessly integrate cutting-edge AI into their operations for measurable growth and efficiency.

You know AI can help you write a blog post, but that's just the start! In this session, you'll go deeper and discover how to use AI to uncover hidden customer needs, automate competitive analysis, rapidly A/B test your entire sales pitch, and even build highly targeted ad campaigns – all without needing a large team or a marketing degree. Don't miss this chance to learn five strategies to grow your client list starting today.

Kevin Baumgart is the President of Sales Ink. He has over 20 years of sales leadership experience in entrepreneurial companies and has helped hundreds of promo and print companies of all sizes to improve sales and drive more revenue to their business. He holds an advisor role at multiple growth companies and has managed sales teams of over 70 while scaling revenues to $100M+.

Trying to serve every customer can halt your business growth. In this session, you'll learn how focusing on a specific niche can drive more revenue, deliver better clients and create faster momentum. You'll hear real strategies used by top distributors who scaled by going narrow, not wide, and leave knowing:

• How to identify and validate your ideal niche.
• Why niche focus wins in competitive sales situations.
• Ways to build credibility and visibility in your target market.

Tara Lerman is the digital news editor at ASI Media, where she oversees coverage on the intersection of promo, trade and the economy. She also regularly contributes to ASI Media podcasts, videos and data explainers that help ASI's members make sense of industry news and utilize the information to move their business forward. She held editorial roles at several business publications before joining ASI in 2025.

C.J. Mittica is the editor-in-chief of Counselor Magazine and ASI Media. He began his professional writing career as a high school senior and worked at The Philadelphia Bulletin before joining ASI in 2008. Under his leadership, ASI's publications have won multiple Jesse H. Neal awards and were named an ASBPE Top 10 Magazine of the Year six times.

How did the promo industry fare in 2025? In this session full of predictive data, graphics and analysis, C.J. Mittica, ASI Media's Editor-in-Chief, and Tara Lerman, ASI Media's Digital News Editor, will discuss the latest data from ASI Research that shows which markets are ripe for promo, which product trends are resonating with buyers, and where you should target your time and resources to optimize your sales success.

Shawna Suckow, CSP, is a globally recognized keynote speaker, author and founder of The Buyer Insider, a consultancy that helps organizations better understand and connect with modern customers. With over 20 years of experience in sales, marketing and consumer behavior, she shares research-driven insights and real-world strategies to help businesses earn trust, improve engagement and adapt to shifting buyer expectations. Her seventh book, Small is Your Superpower! How Small Businesses (Finally!) Can Outsmart Big Brands at Marketing, is both a rallying cry and a practical roadmap for entrepreneurs ready to stop copying big-brand tactics and start standing out by being unapologetically themselves.

Today's buyers crave authenticity over traditional advertising, and the old model of one-size-fits-all messaging is falling flat. This session will explore the Marketing Mosaic, a fresh approach that replaces the single-message mindset with a dynamic collection of micro-stories. These small strategic narratives reveal the real people, values and moments behind your brand – building trust, sparking connection and creating a lasting impression. You'll leave ready to:

• Uncover and share your micro-stories to build emotional connection.
• Expertly showcase yourself, not just your products.
• Implement a repeatable system for story-driven marketing.

Lizz Riedy is the content marketing specialist at GroupeSTAHL, playing a pivotal role in collaborating with customers to boost sales, foster business growth and simplify processes through innovative decorating solutions. She accomplishes this by seamlessly sharing invaluable insights into current industry trends, educating clients on cutting-edge products, and introducing inventive decorating techniques. With a tenure of 7 years at STAHLS', Lizz brings a wealth of experience and an unwavering passion for the apparel decorating industry. Through her dedication and expertise, she empowers clients to unlock the full potential of their enterprises, fostering a partnership that propels both STAHLS' and its customers to new heights.

Hats are one of the fastest-growing promotional products, and this session will demonstrate how you can capitalize on this expanding opportunity. You'll see popular styles, including trucker hats, snapbacks, dad hats and beanies, and learn how heat printing with retail-trending patches and emblems creates bold, on-brand designs that maximize visibility and impressions for your clients.

Lizz Riedy is the content marketing specialist at GroupeSTAHL, playing a pivotal role in collaborating with customers to boost sales, foster business growth and simplify processes through innovative decorating solutions. She accomplishes this by seamlessly sharing invaluable insights into current industry trends, educating clients on cutting-edge products, and introducing inventive decorating techniques. With a tenure of 7 years at STAHLS', Lizz brings a wealth of experience and an unwavering passion for the apparel decorating industry. Through her dedication and expertise, she empowers clients to unlock the full potential of their enterprises, fostering a partnership that propels both STAHLS' and its customers to new heights.

This session will explore ways you can tap into the growing demand for personalized promotional products like umbrellas, backpacks, tumblers and tech accessories. You'll see how high-quality transfers can be applied to non-traditional materials – often without needing a heat press – and learn how interchangeable heat press platens make decorating hard-to-print items easier than ever.

Dave Conner is the director of product marketing for Stahls' Fulfill Engine. With over 15 years in the apparel decorating and custom print industry, he blends creativity, technology and market insights to help brands and decorators succeed in the evolving world of print on demand.

In Conner's role at Stahls' Fulfill Engine, he leads product marketing and education, making it easier for businesses to sell, scale and fulfill custom products. He has helped thousands of apparel decorators of all sizes achieve their goals and become confident, capable professionals in control of their businesses.

Small and one-off orders of decorated apparel have a reputation for taking too much time while delivering too little profit. But when you utilize print on demand, those orders can become a steady, profitable part of your business. In this session, you'll learn what the most successful distributors are doing to make small runs fast, clean and easy, and leave knowing how to:

• Streamline your production.
• Price and package your orders for real profit.
• Turn buyer excitement about on-demand products into your competitive advantage.

Dave Conner is the director of product marketing for Stahls' Fulfill Engine. With over 15 years in the apparel decorating and custom print industry, he blends creativity, technology and market insights to help brands and decorators succeed in the evolving world of print on demand.

In Conner's role at Stahls' Fulfill Engine, he leads product marketing and education, making it easier for businesses to sell, scale and fulfill custom products. He has helped thousands of apparel decorators of all sizes achieve their goals and become confident, capable professionals in control of their businesses.

Once you've mastered small orders, it's time to scale them. This session will dive into how forward-thinking distributors are turning one-off print jobs into fully managed, revenue-generating programs. You'll learn how to use on-demand technology and fulfillment solutions to connect e-commerce, decoration and distribution for repeatable success. From corporate-merchandise stores to influencer drops and event programs, you'll discover how automation and print-on-demand workflows can help you deliver faster, reduce waste and increase client loyalty – all with zero inventory risk.

Ryan Beletz is a senior director of corporate accounts at ASI. A 13-year promo veteran, he joined the industry by helping distributors enhance their online presence at Promo Marketing Group. He later led AIM's sales division, developing programs to support distributor goals. At ASI, he manages key corporate accounts, driving growth and strengthening partnerships.

ESP+ is the industry's #1 business platform, and the Presentation Tool is one of your strongest sales assets – if you know how to use it strategically. In this session you'll learn how to master product search, build curated Collections, customize pricing, and create polished, AI-enhanced Presentations to help close deals faster.

John Young is a director of software engineering at ASI who's been writing code and leading teams of developers since 1999. He firmly believes that a piece of software is doing its job not when the software is performing flawlessly, but when the person using that software feels like THEY are performing flawlessly. John is excited to demonstrate how ASI distributors can use ESP+ to get their jobs done more quickly, have more fun and get on with the exciting parts of their day.

This session will guide you through planning, negotiating and fulfilling orders, all within ESP+. You'll discover how the platform makes it easy to keep projects on track, improve collaboration and ensure accuracy across every transaction.

John Young is a director of software engineering at ASI who's been writing code and leading teams of developers since 1999. He firmly believes that a piece of software is doing its job not when the software is performing flawlessly, but when the person using that software feels like THEY are performing flawlessly. John is excited to demonstrate how ASI distributors can use ESP+ to get their jobs done more quickly, have more fun and get on with the exciting parts of their day.

In this session, you'll discover how ESP+ Stores simplify the sales journey for your clients, strengthen buyer relationships, and open new opportunities for growth while making your workflow more efficient than ever before.

Denise M. Gustavson is the Editorial Director for the Media Brands at PRINTING United Alliance, responsible for analyzing and reporting on the news, issues, challenges, triumphs and technologies in the printing industry. Her primary responsibility, however, is being an observer of the industry, listening carefully to the issues and concerns of company owners, executives, and managers, and providing intelligence about how business owners can continue to grow and thrive. Gustavson has more than 25 years of experience in the printing, packaging, wide-format and visual communication industries, and is responsible for the editorial content for seven brands under the PRINTING United Alliance umbrella.

Selling print doesn't have to be intimidating, but many promo distributors hesitate to recommend print-heavy products due to misconceptions surrounding cost, complexity and consistency. In this session, you'll debunk the myths and gain the knowledge and language you need to confidently present print solutions to clients. Plus, you'll hear case studies of distributors who grew their business by leaning into print and discover how sharing your knowledge can help you stand out in a crowded market.

Ryan Beletz is a senior director of corporate accounts at ASI. A 13-year promo veteran, he joined the industry by helping distributors enhance their online presence at Promo Marketing Group. He later led AIM's sales division, developing programs to support distributor goals. At ASI, he manages key corporate accounts, driving growth and strengthening partnerships.

ESP+ is the industry's #1 business platform, and the Presentation Tool is one of your strongest sales assets – if you know how to use it strategically. In this session you'll learn how to master product search, build curated Collections, customize pricing, and create polished, AI-enhanced Presentations to help close deals faster.

Kick-start the first Exhibit Day at this can't-miss networking event. You'll join fellow distributors in small-group brainstorming sessions designed to explore new ideas, share perspectives and spark innovative solutions. Mark your calendar for this dynamic blend of inspiration, collaboration and connection – plus a free breakfast!

First come, first served.

John Young is a director of software engineering at ASI who's been writing code and leading teams of developers since 1999. He firmly believes that a piece of software is doing its job not when the software is performing flawlessly, but when the person using that software feels like THEY are performing flawlessly. John is excited to demonstrate how ASI distributors can use ESP+ to get their jobs done more quickly, have more fun and get on with the exciting parts of their day.

In this session, you'll discover how ESP+ Stores simplify the sales journey for your clients, strengthen buyer relationships, and open new opportunities for growth while making your workflow more efficient than ever before.

Jason McCracken is a senior sales executive at Eagle Promotions (asi/185320) and the architect behind large-scale programs for T-Mobile, Uber Eats and USAA. A U.S. military veteran, he mixes classic discipline with modern, data-driven execution: transparent pricing, margin integrity and ecommerce + fulfillment that simply works. He trains teams to win enterprise RFPs, standardize SOPs and turn chaotic quoting into clean, scalable operations. McCracken is equal parts storyteller and operator – think measurable takeaways, not buzzwords, plus a little humor that even finance signs off on.

Responding to RFPs doesn't have to be frustrating. Through real-world examples and interactive discussions, this session will explore how AI tools can streamline your process and help you respond faster, smarter and more strategically – even with limited resources. Whether you're just starting to use AI or looking to optimize your current tools, you'll walk away with a practical plan to modernize your RFP process, including how to:

• Select the best AI tools for RFPs.
• Use AI to accelerate content creation and tailor responses.
• Build smart content libraries for fast access to past proposals.
• Identify risks and improve compliance.

Allee Bruce is an editor at PRINTING United Alliance, where she leads content for Promo Impressions and contributes across the Alliance's portfolio of print-focused brands. With eight years in the printing industry, she has covered various segments, including apparel decoration, wide-format and promotional products.

Promo distributors may not print products themselves, but their reputation hinges on the quality and consistency of the print partners they choose. In this session, you'll learn how to build and maintain a strong, diversified printer network that supports your business goals and delivers exceptional results for your clients. From vetting suppliers to managing proofing and quality control, you'll hear practical insights to help you become a trusted print consultant and grow your sales without added overhead.

This invitation-only event honors outstanding individuals in the promo industry including the Person of the Year, Lifetime Achievement Award, Distributor and Supplier Entrepreneurs of the Year, and many more, as well as recognizes the Top 40 suppliers and distributors.

Details coming soon.

Nick Friedman is the co-founder and president of College Hunks Hauling Junk & Moving, one of the fastest growing and most recognized franchise brands in North America. Under his leadership, the company – which he launched during college with a beat-up cargo van and his best friend Omar Soliman – has expanded to over 250 locations and generates more than $300 million in annual sales. Known for its innovative approach to branding and customer experience, College Hunks has become a household name featured on major media platforms including Oprah, Undercover Boss and Shark Tank.

Beyond building a nationally acclaimed business, Friedman is a best-selling author and an award-winning TV producer. He has also appeared on numerous TV programs and is a frequent contributor to leading publications such as Forbes, Inc., and Entrepreneur. Recognized by Inc. Magazine as one of America's Top 30 Entrepreneurs Under 30, Friedman is also an Ernst & Young Entrepreneur of the Year Award winner and an active member of the Young Presidents' Organization (YPO).

Passionate about giving back, Friedman has spearheaded initiatives that provide free moves for survivors of domestic violence and launched a partnership with US Hunger, donating over 6 million meals to families in need.

From its beginning in a beat-up cargo van, College Hunks Hauling Junk has grown to over 250 franchises and $300 million in annual sales. Co-founder and president Nick Friedman turned the company into a household name by providing unparalleled customer service and ensuring its branding couldn't be ignored. During this high-impact keynote, Friedman will share his secrets to generating massive brand awareness, securing media exposure and leveraging publicity for growth – all while creating a client experience that does the heavy lifting by driving loyalty and generating five-star reviews. You'll discover:

• The three simple steps to creating a top-of-mind brand.
• How to systemize exceptional customer service at every touchpoint.
• The best way to handle unhappy clients (it's not what you think!).
• How to manage, protect and leverage your online reputation.

Don't miss this chance to walk away with Friedman's proven roadmap for standing out, scaling up and delighting customers in today's competitive marketplace.

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Ryan Beletz is a senior director of corporate accounts at ASI. A 13-year promo veteran, he joined the industry by helping distributors enhance their online presence at Promo Marketing Group. He later led AIM's sales division, developing programs to support distributor goals. At ASI, he manages key corporate accounts, driving growth and strengthening partnerships.

ESP+ is the industry's #1 business platform, and the Presentation Tool is one of your strongest sales assets – if you know how to use it strategically. In this session you'll learn how to master product search, build curated Collections, customize pricing, and create polished, AI-enhanced Presentations to help close deals faster.

John Young is a director of software engineering at ASI who's been writing code and leading teams of developers since 1999. He firmly believes that a piece of software is doing its job not when the software is performing flawlessly, but when the person using that software feels like THEY are performing flawlessly. John is excited to demonstrate how ASI distributors can use ESP+ to get their jobs done more quickly, have more fun and get on with the exciting parts of their day.

In this session, you'll discover how ESP+ Stores simplify the sales journey for your clients, strengthen buyer relationships, and open new opportunities for growth while making your workflow more efficient than ever before.

Step into the world of commercial printing and learn how you can grow your revenue and become even more invaluable to your clients. Selling print is the perfect opportunity to diversify and add balance to your promo business during market ups and downs.

You'll enjoy a behind-the-scenes tour and discover how DFS produces everything from checks and business cards to catalogs and signage. You'll also see some of the incredible custom capabilities they offer, so you can give your clients exactly the look they want. Plus, you'll get a sneak peek at an exciting, brand-new product made with a patented process that will be revealed at ASI Show Chicago!

All attendees will receive a "Big Opportunities" bag of gifts, samples, exclusive offers and more, plus free transportation and lunch. No open-toed shoes, please.

The best way to end your ASI Show experience is at the Closing Celebration, where you can collect new friends' business cards and relax before heading home. Enjoy beer, wine and other beverages while the DJ spins some tunes.

Exciting prizes will also be given away during the ASI Passport drawing.