Distributor Overture Promotions Chooses ASI as Its Preferred Tech Supplier Among 40 Contenders
Overture Promotions Partners with ASI for Enhanced Product Sourcing
In a significant move for the promotional products industry, Top 40 distributor Overture Promotions has chosen to partner with The Advertising Specialty Institute (ASI) for product sourcing and technology use. The announcement, made on April 21, 2021, was revealed by Jo Gilley, Overture's CEO and a member of Counselor's Power 50 list.
ASI's ESP platform will be exclusively used by Overture's sales team for promotional product searches. This decision comes after the Overture sales force unanimously chose to return to ASI's ESP platform, impressed by the upgrades over the past couple of years.
The partnership indicates a strategic alliance between ASI and Overture Promotions. ASI's ESP platform offers unparalleled data, including real-time updates and on-demand inventory levels, which will assist Overture in delivering exceptional customer service and meeting marketing program deadlines.
One of the key features of ASI's ESP platform is its preferred vendor list capabilities. This feature will help Overture identify suppliers who pass the company's vetting process and meet its quality, social, and environmental standards.
Overture will also use ASI's SmartLinkTM application programming interface (API) to ensure access to the most accurate product data and the most up-to-date and complete product and supplier information in the promotional industry. The company's in-house sales team will utilize ASI's ESP for both domestic and international product sourcing.
ASI, based in Trevose, PA, is the largest membership organization in the North American promotional products industry. Bob DeFord, ASI's senior vice president of distributor sales and marketing, expressed excitement about working with Overture. He noted that ASI's continued investment in technology and data quality positions it to advance Overture's focus on technology that streamlines business processes and improves the end-buyer experience.
Overture, based in Waukegan, IL (asi/288473), increased total revenue to $127 million in 2020, as stated by Jo Gilley. The company was also named to the Women Presidents' Organization's 50 Fastest-Growing Women-Owned/Led Companies list for 2020. In 2019, Overture was ranked 26th on Counselor's most recent list of the 40 largest distributors by revenue in the promo products industry, with reported sales of $81.3 million.
The exact leadership of Overture Promotions was not provided in the announcement. However, it is clear that this partnership will bring significant benefits to both parties, positioning Overture for continued growth and success in the promotional products industry.
