Tej Shah, CEO of Counselor Top 40 distributor Overture Promotions, explains how hyper-focusing on client needs and challenges can be the key to building a thriving promo brand.

Promo Insiders: Obsess Over Creating a Better Customer Experience

The Advertising Specialty Institute (ASI) is the largest media, marketing and education organization serving the promotional products industry, with a network of over 25,000 distributors and suppliers throughout North America. ASI leads the industry in technology solutions, providing cloud-based e-commerce, enterprise resource planning software (ERP) and customer relationship management software (CRM). ESP Web is the industry's leading tool for sourcing hundreds of thousands of products. A family-owned business since 1964, ASI also provides online research, marketing, advertising opportunities, trade shows, education, award-winning magazines, newsletters, custom websites and catalogs to help members sell, market and promote their brands. Visit ASI at www.asicentral.com and on Facebook, Twitter, LinkedIn, YouTube and the CEO's blog.

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Promo Insiders: Obsess Over Creating a Better Customer Experience

Promo Insiders: Obsess Over Creating a Better Customer Experience