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Supplier Promo Playbook: Daily Summaries Delivered
by Supplier Promo Playbook
Welcome to the Supplier Promo Playbook, the ultimate podcast for promotional product suppliers looking to thrive in a fast-changing industry. Hosted by Lisa Fosdick, Kimberly Ballerene, and Adrienne Barker, MAS, three seasoned pros with decades of combined experience. This show provides the real-world insights and tactical strategies you need to succeed in the supplier-to-distributor channel. Each episode unpacks
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- Yesterday1h 0m
Beyond the Trophy: How Promotional Products Industry Awards Build Credibility
What does it take to earn recognition in the promotional products industry, and how can an award help you build credibility, authority, and new business opportunities?In this episode of The Promo Playbook, Lisa Fosdick, Adrienne Barker, MAS, and Kim Ballerene explore the power of promotional products industry awards, including recognition programs offered by the Advertising Specialty Institute (ASI), Promotional Products Association International (PPAI), and regional promotional products associations.In this episode, you'll discover:Why industry awards matter for suppliers, distributors, and service providers.Which ASI, PPAI, and regional recognition programs deserve your attention.Why smaller companies and emerging professionals should consider applying.How to identify the right awards for your accomplishments.What makes an effective award nomination, including measurable results, testimonials, and compelling case studies.How to create an annual awards calendar and prepare applications before deadlines.Why nominating deserving colleagues and recognizing team contributions strengthens the industry.How to promote an award professionally through LinkedIn, press releases, websites, newsletters, and sales presentations.How awards can support business development, employee recruitment, and professional visibility.Why credible recognition matters more than simply collecting trophies.The conversation also explores an often-overlooked responsibility: supporting colleagues who deserve recognition but may never nominate themselves.The biggest takeaway? An award is not the end of the story. The real opportunity comes from demonstrating the accomplishments, relationships, and results behind it.Whether you're a new promotional products supplier, an established distributor, a decorator, or an industry professional building your reputation, this episode offers practical strategies for turning recognition into meaningful opportunities.Resources:ASI Awards: https://members.asicentral.com/awardsPPAI Awards: https://www.ppai.org/media/awards/PPAI Pyramid Awards: https://www.ppai.org/media/awards/pyramid-awards/PPAI Icon Awards: https://www.ppai.org/media/awards/icon-awards/Special thanks to PromoCorner for hosting The Promo Playbook website and supporting a platform dedicated to education, collaboration, and professional growth in the promotional products industry.Website: https://www.promocorner.com/Subscribe to The Promo Playbook for practical conversations about promotional products marketing, supplier success, distributor relationships, industry leadership, and business growth.
- 4 weeks ago30 min
Beyond Branded Merch: The Business of Incentive Travel with Tamara Borello
What if your next big opportunity in promotional products isn't a product at all, but an experience?In this episode of Promo Supplier Playbook, Lisa Fosdick and Adrienne Barker, MAS, welcome Tamara Borello of Givventure to explore how incentive travel, corporate experiences, and experiential rewards are creating new opportunities for promotional products distributors and their clients.With more than 30 years of experience in the branded merchandise industry, Tamara brings a unique perspective on combining travel with promotional products to build stronger business relationships, recognize employees, reward sales performance, and create lasting connections.The conversation explores everything from corporate retreats and VIP hospitality experiences to culinary adventures, sales incentive trips, and creative employee recognition programs. Tamara explains how distributors can identify travel opportunities within existing client relationships and collaborate with service providers to expand their offerings.Adrienne takes listeners back to the memorable WRAP/V supplier incentive trips, sharing firsthand experiences of earning trips to Rome and Switzerland. The discussion highlights how travel incentives have influenced distributor loyalty and sales motivation for decades, and why these opportunities deserve renewed attention today.The episode also tackles an important business question: How can distributors benefit financially from offering travel without becoming travel agents? Tamara explains Givventure's partnership approach, including referral opportunities, travel rewards, and working within travel industry requirements.Listeners will also discover how experiences can support corporate gifting, employee appreciation, customer retention, nonprofit fundraising, and company store programs.Whether you're a promotional products supplier, distributor, or service provider, this conversation challenges you to think beyond traditional merchandise and recognize the value of selling solutions, experiences, and meaningful connections.Learn more about Givventure: https://givventure.com/About Promo Supplier PlaybookPromo Supplier Playbook delivers practical strategies, industry insights, and real conversations to help suppliers and service providers navigate the promotional products industry, build distributor relationships, and grow their businesses.Connect With the Hosts Follow Lisa Fosdick, Adrienne Barker, and Kim Ballerene on LinkedIn for more supplier success strategies and behind-the-scenes insights.Reach out:Kimberly: https://www.linkedin.com/in/kimberlymillerballerene/Lisa: https://www.linkedin.com/in/lisa-fosdick/Adrienne: https://www.linkedin.com/in/adriennebarkermas/Special Thanks to PromoCornerWe extend our appreciation to PromoCorner for generously hosting the Promo Supplier Playbook website and supporting our mission to bring valuable education, meaningful conversations, and industry insights to the promotional products community.Visit https://www.promocorner.com
- Sep 30, 202652 min
Company Stores That Sell With Print-on-Demand and Automation
Company stores are changing. Print-on-demand, automation, pop-up shops, personalization, and better data are helping promotional products distributors create profitable branded merchandise programs without excessive inventory, administrative work, or outdated technology.In this episode of Promo Supplier Playbook, Lisa Fosdick, Kim Ballerene, and Adrienne Barker, MAS, welcome three company-store experts:Todd Richheimer, Founder of Single Serve MerchEric Granata, MAS, Founder and Managing Director of PromoPilotNadia Cornelio, MAS, Project Manager with Brand FuelTogether, they explore how promotional products distributors can build smarter company stores by balancing print-on-demand merchandise with carefully selected inventory.Todd explains how Single Serve Merch helps distributors manage branded stores, fulfillment, payment collection, sales tax remittance, gifting programs, and other behind-the-scenes responsibilities. He also shares how one time-sensitive fundraising store generated $10,000 in sales on its first day.Nadia offers a distributor’s perspective on choosing products, controlling inventory, encouraging employee participation, and keeping company stores fresh. She explains why employers should not assume workers will spend their own money on branded merchandise and why employee allowances, free shipping, limited releases, and special promotions can increase store sales.Eric examines automation, platform sprawl, interoperability, and the importance of selecting technology that fits the program. He explains why distributors should consider the total cost of ownership, including storage, obsolete inventory, administrative labor, pick-and-pack fees, and fulfillment, instead of comparing only the unit price of print-on-demand and bulk merchandise.The conversation also explores artificial intelligence, sales data, product recommendations, abandoned-cart recovery, employee gifting, pop-up stores, personalization, and the importance of building a strong company culture.In This Episode:• When inventory makes sense and when print-on-demand is smarter • How company stores reduce waste and financial risk • Why some branded merchandise stores fail to generate sales• How employee allowances and shipping promotions increase participation • The difference between pop-up, inventory, and on-demand stores • Why distributors need the right technology instead of every technology • How automation reduces administrative work • Why total program cost matters more than unit price • How AI and store data can improve product selection and conversion • Why company culture determines whether employees want branded merchandiseWhether you are a promotional products distributor, supplier, decorator, or technology provider, this episode offers practical strategies for building company stores that are easier to manage, more engaging, and more profitable.Special thanks to PromoCorner for hosting Promo Supplier Playbook and supporting education, innovation, and growth throughout the promotional products community.
- Sep 16, 202619 min
What Is Promo? Exploring Distributors, Decorators and On-Demand Opportunities
What is promo, and who qualifies as a promotional products distributor today?The promotional products industry extends far beyond traditional distributors and bulk orders. It includes independent business owners, home-based decorators, marketing agencies, event planners, printers, company-store specialists, e-commerce businesses, incentive companies, and niche distributors.In this episode of Promo Supplier Playbook, Lisa Fosdick, Kim Ballerene, and Adrienne Barker, MAS, explore the different business models and sales channels shaping the promotional products industry.Adrienne explains why promo is not simply “stuff with a logo.” Branded merchandise carries a message people can hold, wear, use, and remember. When selected strategically, it can build recognition, strengthen company culture, create connections, and inspire action.The hosts also discuss why suppliers should not overlook small and home-based promotional businesses. These decorators often serve important local markets by producing personalized apparel, drinkware, name badges, and other custom merchandise in smaller quantities.Kim clarifies the difference between on-demand production and a minimum order quantity of one. On-demand means an item is decorated after the order is placed, rather than being stored with the customer’s logo already applied. It may involve one item, a low minimum, or a larger order.For new suppliers, today’s changing marketplace offers significant opportunity. The goal is not to serve every part of the industry. It is to identify the channels that best match your products, technology, production capacity, and service model.In This EpisodeWhat “promo” means todayThe different types of promotional products distributorsWhy small and home-based decorators matterOpportunities involving agencies, event planners, printers, and company storesThe difference between on-demand and MOQ of oneThe growth of personalization and low-minimum ordersHow suppliers can identify overlooked marketsWhy selecting the right sales channel reduces frictionThe importance of trust, reliability, and distributor relationshipsWhether you are entering the promotional products industry or looking for new ways to grow, this episode will help you better understand where your company fits and where your strongest opportunities may be.Featured HostsLisa Fosdick Kim Ballerene Adrienne Barker, MASSpecial ThanksA special thank-you to PromoCorner for hosting Promo Supplier Playbook and supporting the education, development, and success of promotional products professionals. We appreciate PromoCorner’s commitment to providing valuable resources and conversations that help the promo community grow.Keywords
- Aug 10, 202642 min
Making Promo Programs Supplier-Friendly with Eric Granata with PromoPilot
Technology does not have to be overwhelming, expensive, or reserved for the industry’s largest companies.Eric Granata, MAS, founder of PromoPilot, joins the Promo Playbook to explain how suppliers and distributors can use automation, AI, and better data management to build more efficient and profitable program business.Eric breaks down what happens behind the scenes when an e-commerce order moves from a company store to a supplier, why low-volume and one-piece orders can quickly erode profit, and how the right technology stack can reduce manual work without sacrificing accuracy.The conversation also explores the importance of predictable shipping, clean product data, custom SKUs, business intelligence tools, and product information management systems. Most importantly, Eric explains why you do not need to be a programmer to begin automating your business. You simply need to understand and clearly describe your processes.In this episode, you’ll learn:• Why small orders require a different operational model • How automation protects margins on program business • What makes a supplier easier for distributors to work with • Why custom SKUs and program IDs help prevent costly errors • Where AI is making the greatest impact in promo • How business intelligence and PIM platforms improve data management • Why predictable shipping and tracking are essential • When a supplier may need a dedicated program manager • How stronger systems can increase the future value of your companyConnect with Eric Granata on LinkedIn and learn more about PromoPilot’s automation, AI, e-commerce, and technology consulting services at PromoPilot.io.
- Jun 26, 20261h 9m
How Niche Suppliers Create Big Wins
What separates great distributors from average ones?It is not having access to the biggest suppliers. It is knowing how to solve problems creatively.In this special panel discussion, Lisa Fosdick, MAS and Adrienne Barker, MAS sit down with four successful niche suppliers who prove that thinking differently creates better client experiences and stronger business relationships.Joining the conversation are Roni Wright of The Book Company, Hilary Morris of Talk About Pins, Brian Scott of Le Tour de Spice Inc., and Evan Krofchick of Art Metal Promotional Products.Together they pull back the curtain on what it's really like to operate a specialty supplier business, from marketing on a limited budget to building trust with distributors, creating unforgettable customer experiences, managing custom production, and delivering exceptional service.If you've ever wondered how to differentiate yourself from competitors or move beyond simply taking orders, this episode offers practical ideas you can put to work immediately.You'll discover:Why niche suppliers often become a distributor's secret weaponHow asking better questions leads to better product recommendationsCreative ways boutique suppliers help clients stand outWhy relationships matter more than ever in today's promo industryHow personal branding builds credibility and trustMarketing strategies that work without massive budgetsThe value of flexibility, communication, and exceptional customer serviceWhy the best promotional ideas start with understanding the client's real objectiveThe biggest takeaway?The most successful distributors don't simply sell products. They solve problems, create memorable experiences, and rely on trusted supplier partnerships to deliver results.
- May 27, 202650 min
Wildgrain Enters Promo With Fresh Ideas
What happens when a fast growing direct to consumer food brand steps into the promotional products industry? You get a conversation packed with innovation, logistics, personalization, and a whole lot of fresh baked strategy.In this episode of The Supplier Promo Playbook, hosts Adrienne Barker, Lisa Fosdick, and Kim Ballerene sit down with Alli Klein of Wildgrain to talk about bringing artisan frozen to oven baked goods into the promo space. From croissants and sourdough to gluten free and vegan options, Wildgrain is changing the way distributors think about gifting, food, and customer experience.Alli shares her background in the promo industry, including years working with retail bag brand Timbuk2, and explains how Wildgrain discovered a growing demand for corporate gifting through their direct consumer audience. The discussion dives deep into distributor education, scaling a food brand inside promo, customization challenges, sustainable packaging, and why consumables may be one of the smartest categories in the future of branded gifting.Key Takeaways→ Wildgrain already serves more than 170,000 monthly subscribers with frozen artisan baked goods shipped nationwide→ The promo opportunity began when companies started requesting bulk gifting orders directly from the consumer side of the business→ Food gifting is becoming more attractive because recipients want experiences and useful gifts instead of more clutter→ Wildgrain’s frozen to oven model creates a memorable experience that keeps the sender top of mind every time the recipient bakes something→ Distributors can position food gifting creatively through subscription concepts, bundled kits, wellness programs, anniversaries, and employee appreciation campaigns→ Wildgrain’s logistics infrastructure allows nationwide shipping within one to two days with no tariffs, no overseas manufacturing concerns, and no inventory shortagesMemorable Quotes“Flake it till you make it.” — Adrienne Barker“The gift keeps on giving every time they take that warm delicious item out of their oven.” — Alli Klein“You only get one time to really make that impression.” — Kim BallereneIn This Episode→ How Alli Klein helps retail brands successfully enter the promo industry→ Why food gifting is becoming a fast growing category in promotional products→ The operational realities of shipping frozen baked goods nationwide→ Creating personalized gifting experiences through customization and recipient choice→ Sustainable packaging and clean ingredient positioning→ How distributors can sell food products more strategically→ Why slow, thoughtful growth matters when launching into promoCall to ActionTo learn more about Wildgrain and explore their artisan baked goods experience, visit:WildgrainAnd connect with guest Alli Klein on LinkedIn to follow Wildgrain’s journey into the promotional products industry.
- May 21, 202655 min
NEPPA Presents: AI Strategies for Promo Professionals
Beyond the Hype Real World AI Strategies for Promo ProfessionalsRecorded live at a special New England Promotional Products Association education event, this episode of The Promo Playbook brings together some of the promotional products industry’s leading voices for a candid discussion on how AI is already transforming sales, marketing, operations, customer service, and client experience.This was not a conversation about futuristic theory. It was a practical, honest look at how real promo professionals use AI tools every day to save time, streamline workflows, reduce friction, strengthen customer relationships, and stay competitive in an increasingly automated world.Panelists included Brittany Godsey of Gold Bond, Jason Ortega of Charles River Apparel, Hallie Moore of PromoCorner and Bay State, and Javier Menendez of Walker Clay. The panel was moderated by Emily Codner of I Promote You and Abby Burke of Walker Clay.The conversation dives into: → AI tools for sales, prospecting, and CRM automation. → How suppliers are using AI to reduce operational bottlenecks. → AI meeting note takers and workflow automation. → Social media content creation and maintaining an authentic brand voice. → AI safety, hallucinations, and cybersecurity concerns. → The future of AI sales agents in the promo industry. → Why human relationships still matter more than ever.One major takeaway from the panel was this: AI is not replacing strong promo professionals. It is helping them eliminate repetitive tasks so they can spend more time building relationships, creating strategy, and delivering better client experiences.The panelists also explored how quickly AI is evolving and why professionals who learn to adapt early will have a major advantage over those who ignore it.Whether you are a distributor, supplier, marketer, or sales professional, this episode offers practical ideas you can start using immediately.Key Takeaways→ AI can dramatically reduce administrative workload and speed up workflows.→ Meeting transcription and AI note takers are becoming one of the easiest entry points into AI adoption.→ AI works best when combined with human oversight, strategy, and relationship building.→ Sales teams are already using AI for prospect research, meeting preparation, and customer insights.→ The future of the promo industry will belong to professionals who combine technology with authentic human connection.Featured AI Platforms Mentioned→ ChatGPT → Claude → Fireflies.ai → NotebookLM → Microsoft Copilot → Gemini → ReplitConnect with the PanelistsBrittany Godsey Gold BondJason Ortega Charles River ApparelHallie Moore PromoCorner & Bay StateJavier Menendez Walker ClayListen and SubscribeConnect with NEPPA on their website https://neppa.com/If you enjoyed this episode of The Promo Playbook, be sure to subscribe, share with your promo industry peers, and stay ahead of the curve as AI continues reshaping the future of branded merchandise and business strategy.
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About Supplier Promo Playbook
Welcome to the Supplier Promo Playbook, the ultimate podcast for promotional product suppliers looking to thrive in a fast-changing industry. Hosted by Lisa Fosdick, Kimberly Ballerene, and Adrienne Barker, MAS, three seasoned pros with decades of combined experience. This show provides the real-world insights and tactical strategies you need to succeed in the supplier-to-distributor channel. Each episode unpacks
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