In this episode of B2B No Bull, hosts Liz Brohan and Mark Brohan dive into the surprisingly complex and rapidly evolving world of promotional merchandise with guest Sarah Johnston, founder of PromoSpark. What was once dismissed as cheap “swag” has transformed into a strategic marketing channel focused on premium quality, brand storytelling, and measurable impact.

Sarah breaks down the industry’s shift from quantity to quality, emphasizing that today’s consumers expect useful, sustainable, and brand-aligned products. Cheap giveaways don’t just get discarded—they can actively harm brand perception. In contrast, well-designed, high-quality merchandise can generate thousands of impressions over time and strengthen emotional connections with customers and employees.

The conversation explores how COVID-19 accelerated innovation, pushing the industry toward e-commerce, print-on-demand, and direct-to-home fulfillment. From curated “work-from-home kits” to online company stores and points-based redemption systems, merch has become more personalized, scalable, and experience-driven.

Sustainability also takes center stage, evolving beyond recycled materials to include product longevity, ethical sourcing, and ESG considerations. Sarah highlights how brands must think holistically about impact—not just cost.

Operationally, the industry has matured with “team selling” models that bring together specialists in design, logistics, and strategy to better serve clients.

Sarah also shares her entrepreneurial journey—launching her business at 22, scaling it, and ultimately selling it—along with her passion for giving back through Free Throws for Kids, a nonprofit that has raised over $1.4 million.

The bottom line: promotional merchandise is no longer an afterthought—it’s a powerful, data-driven marketing tool when done right.

Resources Mentioned

Highlight Quotes

Produced by: Flint Rock

Art by: Brohan Productions

Music licensed through: Flint Rock