Supplier Promo Playbook

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 Playbook

Promo 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 PromoCorner

We 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

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 Merch

Eric Granata, MAS, Founder and Managing Director of PromoPilot

Nadia Cornelio, MAS, Project Manager with Brand Fuel

Together, 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 merchandise

Whether 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.

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 Episode

• What “promo” means today
• The different types of promotional products distributors
• Why small and home-based decorators matter
• Opportunities involving agencies, event planners, printers, and company stores
• The difference between on-demand and MOQ of one
• The growth of personalization and low-minimum orders
• How suppliers can identify overlooked markets
• Why selecting the right sales channel reduces friction
• The importance of trust, reliability, and distributor relationships

Whether 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 Hosts

Lisa Fosdick Kim Ballerene Adrienne Barker, MAS

Special Thanks

A 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

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 company

Connect with Eric Granata on LinkedIn and learn more about PromoPilot’s automation, AI, e-commerce, and technology consulting services at PromoPilot.io.

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 weapon
• How asking better questions leads to better product recommendations
• Creative ways boutique suppliers help clients stand out
• Why relationships matter more than ever in today's promo industry
• How personal branding builds credibility and trust
• Marketing strategies that work without massive budgets
• The value of flexibility, communication, and exceptional customer service
• Why the best promotional ideas start with understanding the client's real objective

The 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.

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 shortages

Memorable 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 Ballerene

In 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 promo

Call to Action

To learn more about Wildgrain and explore their artisan baked goods experience, visit:

Wildgrain

And connect with guest Alli Klein on LinkedIn to follow Wildgrain’s journey into the promotional products industry.

Bonus Episode

Beyond the Hype Real World AI Strategies for Promo Professionals

Recorded 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 → Replit

Connect with the Panelists

Brittany Godsey Gold Bond

Jason Ortega Charles River Apparel

Hallie Moore PromoCorner & Bay State

Javier Menendez Walker Clay

Listen and Subscribe

Connect 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.

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 DC

5 Key Takeaways

1. 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/

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 promo

A 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-playbook

Enjoyed the episode? Subscribe, share it with a supplier colleague, and leave a review for Supplier Promo Playbook.

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 yet

Listen 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.