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- Yesterday56 min
How Suppliers Win with PPAI Insights from Josh Ellis
What does it really take for a supplier to stand out in the promotional products industry?In this powerful episode of The Supplier Promo Playbook, hosts Adrienne Barker, Lisa Fosdick, and Kimberly Ballerene sit down with Josh Ellis, Senior Director of Media, Research, and Public Affairs at Promotional Products Association International, to unpack what suppliers of every size need to know about branding, research, networking, education, advocacy, and building real momentum in today’s evolving branded merchandise world.Josh shares eye-opening statistics, behind-the-scenes insight into PPAI’s research, the real value of industry awards, why suppliers often focus on the wrong things at Expo, and how smaller brands can punch far above their weight.If you are a supplier curious, scaling, or trying to build your brand inside promo, this episode is packed with practical gold.In this episode:✔ Why PPAI has nearly 15,000 members ✔ What smaller suppliers often get wrong at Expo ✔ Why branding consistency matters more than booth location ✔ How awards can create instant credibility ✔ What younger buyers really want from branded merchandise ✔ Why “promotional products” may be becoming “branded merchandise” ✔ How suppliers can use PPAI research to make smarter decisions ✔ The power of advocacy through LEAD in Washington DC5 Key Takeaways1. Stop obsessing over booth location. Josh made it clear… your presentation, conversations, and follow-up matter more than aisle placement.2. PPAI is much bigger than Expo Education, networking, leadership events, advocacy, research, and awards all create opportunities.3. Smaller suppliers can absolutely win Josh shared that newer companies are making major industry lists by focusing on innovation and visibility.4. Personalization increases product retention Products with names, initials, and meaningful customization stay longer in buyers’ hands.5. Branded merchandise is evolving The industry is moving beyond “promo products” toward a broader branding conversation.Connect with Josh on LinkedIn: 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/
- 3 weeks ago16 min
What happens when three innovative suppliers share what is really shaping the future of promo?
How are smart suppliers adapting as the promotional products industry evolves?Recorded live from PPAI Expo, Kimberly Ballerene takes listeners onto the show floor for conversations with leaders from Hydropeak, Sportique and Taylor Corporation to explore supplier growth, customer expectations, technology, and the future of print on demand.From relationship building to digital transformation, this episode is filled with practical strategies for suppliers looking to grow in a changing marketplace.In this episode:→ Why communication and distributor relationships still drive long term supplier success→ What retail brands entering the promo channel need to understand→ How customer service can become a competitive advantage→ Why print on demand is changing how suppliers think about growth→ What suppliers should know about building the right technology stack→ How automation and digital tools are creating new opportunities in promoA standout conversation features industry thought leader Rusty Pepper sharing why print on demand is about much more than low minimum orders. His perspective on moving from analog processes to digital systems offers valuable insight for both emerging and established suppliers.This episode also highlights how brands like Hydropeak and Sportique are navigating the promo channel while balancing innovation, service, and growth.Whether you are new to the promotional products industry or a seasoned supplier, this episode offers ideas you can apply right now.Connect with Supplier Promo Playbook Follow Supplier Promo Playbook on LinkedIn: https://www.linkedin.com/company/the-promo-playbookEnjoyed the episode? Subscribe, share it with a supplier colleague, and leave a review for Supplier Promo Playbook.
- Apr 1, 202646 min
How SnugZ Scaled to $92M in Promo
What does it really take to grow a promotional products company from $29M to over $92M—and stay competitive in a rapidly changing industry?In this episode of The Promo Playbook, co-hosts Lisa Fosdick and Kimberly Ballerene lead a powerful conversation with Brittany David, SnugZ USA's Chief Revenue Officer. From navigating the chaos of the pandemic to leveraging AI, partnerships, and product strategy, Brittany shares exactly how SnugZ evolved into a $92M supplier powerhouse.This is a behind-the-scenes look at scaling, innovation, and what suppliers must do right now to stay relevant—and profitable.Key Takeaways: → SnugZ grew from roughly $29M to $92M by expanding product lines and acquiring SWEDA → The pandemic forced a shift from reactive to proactive supply chain strategy and innovation → Technology and AI are no longer optional—they are survival tools in the promo industry → The companies winning today are not just promo companies—they are tech-enabled businesses → Strong supplier partnerships are built on transparency, shared margins, and aligned expectations → MOQ of one is still a major question mark—most suppliers are not making money on it yetListen in, take notes, and ask yourself—are you building a supplier business… or a scalable, tech-driven one? 👉 Follow, subscribe, and share this episode with someone in promo who needs a reality check.
- Mar 1, 202619 min
PPAI Expo Supplier Interviews: Kanga Coolers, Organic Tee Star, Fatty Pack, Fire & Pine
What do the suppliers who actually win at PPAI do differently when every distributor is overwhelmed with options?Recorded live on the PPAI Expo show floor in Las Vegas, hosts Lisa Fosdick and Adrienne Barker hand the mic to Kimberly Ballerene for rapid-fire, booth-side interviews with four suppliers making noise in the promo channel. You will hear what is working right now in product differentiation, sustainable sourcing, customization, and the relationship-driven follow-up that keeps suppliers top of mind with distributors.In this episode, Kimberly interviews→ Austin Maxwell, Kanga Coolers→ Deyan Angeloev, Organic Tee Star→ Derek Elliott, Fatty Pack→ Ryan Martz, Fire & PineKey takeaways→ The promo industry rewards suppliers who make it easy for distributors to say yes fast→ Differentiation matters most when the use case is obvious in five seconds→ Sustainability wins when it is real, documented, and consistent through materials and process→ Customization and decoration options can be a deal maker when distributors need flexibility→ Follow-up is the quiet cheat code: relationships, consistency, and being memorable after the showSubscribe to Supplier Promo Playbook for more PPAI Expo interviews. Want to be featured or have a topic suppliers need help with? Connect with Lisa, Adrienne, and Kimberly on LinkedIn and send your request.Kimberly: https://www.linkedin.com/in/kimberlymillerballerene/Lisa: https://www.linkedin.com/in/lisa-fosdick/Adrienne: https://www.linkedin.com/in/adriennebarkermas/
- Jan 18, 202643 min
Marketing Noise vs Marketing Results with guest Gloria Lafont: What Promo Distributors Miss
What if the reason your marketing is not working is not your products but your foundation, your follow-up, and your message?In this episode of The Promo Playbook, hosts Lisa Fosdick and Adrienne Barker sit down with Gloria LaFont of Action Marketing to talk about what distributors actually need to do to stand out in a crowded promo marketplace. Gloria shares how she went from distributor to marketing strategist, why cookie-cutter marketing fails, and how narrowing your audience makes growth easier, not harder. The conversation also tackles what happens when distributors hire agencies that don't understand the promo industry, why your website still matters more than most people want to admit, and how follow-up and engagement are the make-or-break factors once leads start coming in.Key takeaways → Marketing has not changed; the medium has. Target the right audience and speak directly to them → Cookie-cutter marketing can be a starting point, but it cannot be your growth plan → Your website is your foundation. If it looks like everyone else, you are competing on price → Niche marketing is not limited. It is the fastest way to become memorable and referable → Most distributors underestimate the value of clean data, a usable client list, and consistent client communication → Ads are not a standalone strategy. Retargeting is often the smartest and most cost-effective place to start when you have trafficQuote-worthy moment: “Social media is not a standalone. You need a good foundation because people are going to go to your website.” Gloria LaFontAbout the guest: Gloria LaFont is a marketing strategist and the founder of Action Marketing. She helps promotional product distributors move beyond mass-produced marketing by building strategy-driven campaigns rooted in positioning, audience clarity, and strong foundations that support growth. Learn more about Gloria here: https://actionmarketingco.com/author/glorialafont/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/
- Dec 28, 202538 min
From Pixel to Print: How Offshore Vector Art Teams Power Scalable Success for Promo Suppliers
Ever opened an “art file” that looked fine… until you tried to print it and suddenly it turned into pixel soup?In this episode of The Promo Playbook, hosts Lisa Fosdick, Adrienne Barker, and Kim Ballerene break down why production-ready vector art is the quiet hero of the promotional products industry. They’re joined by Mark from Vector Art, who shares how offshore artwork teams can help suppliers move faster, scale smarter, and deliver cleaner proofs, better imprints, and happier customers. The conversation covers what suppliers should collect up front, how to set up a workflow that doesn’t collapse under email chaos, why “garbage in, garbage out” still applies, and how suppliers can even turn artwork into a profit center instead of an expense they resent.6 Key Takeaways→ Vector art isn’t optional in promo. If you want crisp imprints and fewer rework loops, “close enough” files don’t cut it. → Offshore teams work best with structure. Clear briefs, templates, and SOPs reduce back-and-forth and speed everything up. → Match the workflow to the real approval chain. End user → distributor → supplier → approvals at multiple stages, so documentation matters. → Collect details early to avoid “version five.” PMS colors, brand guidelines, and proof expectations should be gathered before production starts. → Dedicated artwork emails keep things moving. Centralize requests, reduce lost info, and make outsourcing scalable across clients and teams. → Artwork can be a profit center. Suppliers can build fees into setup, add a separate artwork charge, or appropriately mark up services.Guest SpotlightMark (Vector Art) shares how his team supports suppliers with services like vector conversion, virtual proofs, embroidery digitizing, order entry, and even marketing support—while aligning availability to U.S. business hours and federal holidays to keep production flowing.What You’ll Hear in This Episode→ What makes an “art file” print-ready (and why Canva doesn’t solve that part) → Why suppliers should set up artwork support before the first order hits → How storage, proof history, and art notes reduce repeat-order mistakes → The pros and cons of offshore support and how to make it a smooth partnership → Why fast approvals from distributors can make or break the entire timelineIf today’s episode helped you rethink how you handle artwork, subscribe, leave a review, and connect with us on LinkedIn. Have a topic you want covered on The Promo Playbook? Message us—we love listener ideas.Ready to take your supplier business to the next level?Subscribe to Supplier Promo Playbook, leave us a review, and connect with us on LinkedIn to share your questions or topic ideas. Let’s grow your supplier success together.Lisa's LinkedIn: https://www.linkedin.com/in/lisa-fosdick/Adrienne's LinkedIn: https://www.linkedin.com/in/adriennebarkermas/Kimberly: https://www.linkedin.com/in/kimberlymillerballerene/Until next time: stay smart, stay strategic, and keep growing your supplier success.
- Dec 15, 202528 min
Boutique Supplier Outreach That Works: Regionals, Email, LinkedIn, and Old School Follow Up
Are you a boutique supplier trying to get distributors to notice you without becoming “that annoying email” they delete before coffee?In this bite-sized episode, Adrienne Barker, Lisa Fosdick, and Kim Ballerene break down practical outreach strategies suppliers can actually execute, especially for small teams. They cover why regional shows can beat the big trade shows for relationship building, how to treat attendee lists like gold, why email marketing only works when your CRM and list hygiene are solid, and how LinkedIn can put you directly into a distributor’s focused attention. They also bring back the unsung heroes: phone calls, handwritten thank you notes, and “lumpy mail” that gets remembered.6 key takeaways → Regional shows are the most doable play for small teams and a powerful way to meet local reps who actually work your market → Attendee lists from shows are a seed list for long term marketing, treat them like a real business asset → Email marketing works best with a real CRM, clean data, and consistent cadence, not random blasts from your inbox → Even unopened emails still build brand recognition because your name and subject line still get seen → LinkedIn is the best social channel for this industry because it reaches business decision makers in a focused environment → Relationships win, so mix channels: calls, notes, mailers, and value-driven outreach make you memorable and easier to buy fromCall to action Want to be a guest on the show? Reach out on LinkedIn, or email Lisa or Kim at thepromoplaybook.com to get scheduled.Adrienne - https://www.linkedin.com/in/adriennebarkermas/Lisa - https://www.linkedin.com/in/lisa-fosdick/Kimberly - https://www.linkedin.com/in/kimberlymillerballerene/
- Dec 1, 202524 min
Supplier and Distributor Communication. How to Build Strong Partnerships in the Promo Industry
What happens when suppliers and distributors stop ghosting each other, start communicating clearly, and treat every email as if it mattered? This episode breaks down the small habits that build big trust in the promo channel.In this upbeat and real conversation, Lisa Fosdick, Kim Ballerene, and Adrienne Barker dig into the truth about supplier and distributor partnerships. The trio explores why kindness is a competitive advantage, how to eliminate email ping pong, and why subject lines, signatures, and response times tell your entire reputation story. From clear quotes to anticipating customer needs to managing expectations in a fast-moving industry, this episode is a masterclass in relationship-driven business. If you want smoother workflows, happier partners, and fewer fires at 4 PM, this bite-sized conversation will tighten up your processes and elevate your presence immediately.Key Takeaways → Every communication builds or breaks the relationship. Distributors talk to each other so suppliers must monitor how customer service sounds and feels → Reduce friction by giving complete information in one email instead of creating unnecessary back and forth → Stop the ghosting. A quick response or even a simple acknowledgment keeps trust intact → Subject lines matter. Make the subject match the content so nothing gets lost → Suppliers and distributors need the same thing. Clarity, communication, and realistic expectations → Anticipate needs. The more information you share upfront, the faster the order moves and the better you look “How you do one thing is how you do everything. Every email, every reply, every bit of communication becomes part of your reputation.” - Adrienne Barker, MASIf this episode helped you sharpen your communication strategy, share it with your team. Connect with us on LinkedIn and tell us which supplier or distributor topics you'd like us to spotlight next.Adrienne - https://www.linkedin.com/in/adriennebarkermas/Lisa - https://www.linkedin.com/in/lisa-fosdick/Kimberly - https://www.linkedin.com/in/kimberlymillerballerene/
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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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