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 traffic

Quote-worthy moment: “Social media is not a standalone. You need a good foundation because people are going to go to your website.” Gloria LaFont

About 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/

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 Spotlight

Mark (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 timeline

If 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.

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 from

Call 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/

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, MAS

If 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/

Are you heading to the PPAI Expo this January, and secretly wondering how the pros actually work this show without burning out, getting lost, or missing the good stuff?

➡️ In this energetic, no-fluff episode of The Promo Playbook, Lisa Fosdick, Adrienne Barker, and Kim Ballerine break down the ultimate supplier + distributor guide to surviving and succeeding at the PPAI Expo. From hotel strategy to hydration, booth etiquette to pre-show marketing, this conversation walks you through exactly how to maximize your time, relationships, energy, and ROI. Whether it’s your first show or your 30th, this episode gives you the real-world perspective only industry veterans can deliver.

Key Takeaways

→ Success starts before you even land in Vegas — booking smart, resting well, and arriving hydrated will make or break your show.

→ Suppliers and distributors need different strategies, but both should prioritize planning, mapping the floor, and being intentional about who they meet.

→ Education Day matters, even for suppliers, because understanding distributor life helps you sell better and build stronger relationships.

→ Smart show behavior wins: take photos, gather reps’ cell numbers, treat everyone like your most important client, and don’t burn bridges with bad booth etiquette.

→ Follow-up is the real game. Suppliers must tag leads correctly in their CRM and personalize outreach; distributors should reconnect with clients immediately after the show.

→ Pre-show and post-show marketing determine visibility. Even small suppliers can stand out with simple campaigns, targeted invites, and thoughtful follow-ups.

➡️ Want help prepping your booth, dialing in your message, and building a follow-up plan that actually converts?

Connect with us on LinkedIn and learn more about The Promo Playbook Bootcamp. https://www.linkedin.com/company/the-promo-playbook/

And don’t forget to subscribe and leave a review — it helps more suppliers win the game.

What if you could deliver fully branded products with no minimums, no inventory, and lightning-fast turnaround? Welcome to the future of promo — where on-demand printing meets innovation.

Summary In this episode of The Promo Playbook, hosts Lisa Fosdick, Adrienne Barker, and Kim Ballerene explore the rapidly growing world of on-demand printing and the game-changing MOQ of one model.

Guests Elissa Turner, founder of SplashBrands, and Jacob Adner, founder of Digital On Demand, share how automation, technology, and efficient production are transforming company stores, profitability, and personalization in the promotional products industry.

From the early days of e-commerce and credit card hesitation to today’s fully automated fulfillment centers, this conversation demystifies how suppliers and distributors can evolve, scale, and stay profitable in a digital-first market.

Key Takeaways

➜ Automation is the backbone of on-demand success. Both SplashBrands and Digital On Demand use technology to streamline every step — from artwork setup to production and invoicing.

➜ No inventory, no problem. On-demand models eliminate risk for distributors and clients by producing items only as they’re ordered.

➜ Distributor relationships are shifting. Distributors must learn to trust automation, embrace partnership models, and let go of old-school control over every order.

➜ Profitability is being redefined. With built-in automation and API-driven systems, on-demand suppliers can scale one-off orders efficiently while maintaining healthy margins.

➜ Personalization is the next big driver. From QR-coded business cards to name-printed kits, hyper-personalized gifting connects technology with the human touch.

➜ Change is here to stay. As Adrienne reminds listeners, company stores are no longer loss leaders — they’re loyalty machines when powered by tech-savvy partners.

Quote Spotlight 💬 “We built SplashBrands to eliminate the pain of inventory and minimums. Everything we do is made when you need it — not before.” — Elissa Turner

💬 “We’re not just a print shop. We’re a software company that happens to print.” — Jacob Adner

Connect With the Guests 🔗 Elissa Turner — SplashBrands 🔗 Jacob Adner — Digital On Demand

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/

Still think self-promos are just giveaways? Think again.

In this new Supplier Promo Playbook episode, hosts Lisa Fosdick, Adrienne Barker, MAS, and Kimberly Ballerene break down the hot topic of spec samples — the powerful marketing tools suppliers use to showcase their products with a distributor’s logo, open doors, and drive real sales.

🔥 Highlights

→ What a self promo actually is and why every supplier needs one

→ How EQP pricing and shipper numbers make samples affordable

→ Why not doing self-promos cost more than doing them

→ How suppliers can set clear options and boundaries for success

Join us for this quick yet powerful Supplier Promo Playbook bite and discover how the right sample at the right time can transform your promo business.

👉 Follow The Promo Playbook on LinkedIn for more supplier strategies, marketing insights, and industry conversations that help you grow smarter. https://www.linkedin.com/company/the-promo-playbook

Why should distributors take a chance on boutique suppliers or retail brands?

In this insightful episode of The Promo Playbook, hosts Lisa Fastig, Kimberly Miller Ballerene, and Adrienne Barker, MAS break down the real value of working with smaller, creative suppliers and established retail brands entering the promotional products space.

They share first-hand experiences on what makes boutique suppliers so special—from personal relationships and product innovation to nimble collaboration—and why retail brands can elevate your client’s perception and pricing power. Whether you’re a distributor seeking your next differentiator or a supplier hoping to break into promo, this episode delivers practical, no-fluff advice on how to thrive in a fast-evolving industry.

➡️ Key Takeaways:

→ Boutique suppliers bring creativity, agility, and personal connection—often offering custom experiences and direct access to owners.

→ Retail brands carry built-in quality and consumer trust, creating immediate credibility with end users.

→ Taking chances on new lines keeps distributors ahead of trends and positions them as innovative problem-solvers.

→ Successful partnerships require clear order management, grace in onboarding, and open communication between supplier and distributor.

→ Supporting boutique suppliers helps diversify the promo industry and opens doors for collaboration and exclusivity.

→ Retail brands may not match promo speed—but they deliver premium perception and margin opportunities that set you apart.

🎯 Call to Action: Don’t walk past the small booths at your next show—stop, learn, and build relationships that could redefine your business.

Connect with us on LinkedIn and let us know which boutique suppliers or retail brands you’re excited about this year.

Stay smart, stay strategic, and keep growing your supplier success.

Special Thanks Hosts: Lisa Fosdick, Kimberly Miller Ballerene, and Adrienne Barker, MAS

Connect with Lisa: Lisa Fosdick | LinkedIn

Connect with Kimberly: Kimberly Miller Ballerene | LinkedIn

Connect with Adrienne: Adrienne Barker, MAS | LinkedIn

Follow Promo Playbook on LinkedIn: https://www.linkedin.com/company/the-promo-playbook/posts/?feedView=all

Are you still faxing purchase orders, emailing spreadsheets, or chasing inventory updates? Then this episode is your wake-up call.

Summary →

In this masterclass edition of Promo Playbook, hosts Lisa Fosdick, Adrienne Barker, MAS, and Kimberly Miller Ballerene welcome Amy Rabideau, MAS, VP of Client & Community Engagement at Antera Software and Vice Chair of PromoStandards, to demystify one of the most important efficiency tools in the promotional products industry.

From the origin story of PromoStandards to how it’s reshaping supplier-distributor communication, Amy shares practical insights on automation, inventory accuracy, and data quality. Whether you’re a small supplier just getting started or a large brand managing complex integrations, this episode explains how adopting PromoStandards can save time, reduce human error, and increase your profitability.

Key Takeaways →

→ What PromoStandards really is (hint: not a product—but a universal data language).

→ How suppliers can cut inbound calls and manual order entry through standardized endpoints.

→ Why clean data equals faster orders, fewer mistakes, and stronger distributor relationships.

→ How small suppliers can leverage service providers or start with a single endpoint.

→ The ROI of automation—how top suppliers measure savings through reduced touches and faster processing.

→ Where to begin: membership options, Slack community, and the annual Tech Summit.

Standout Quotes →

“We’re not programmers or product sellers—we’re a community standard that lets suppliers and distributors speak the same language.” — Amy Rabideau

“There’s still a human connection behind every endpoint—technology doesn’t replace relationships; it enhances them.” — Lisa Fosdick

Call to Action → 👉 Visit PromoStandards.org to access documentation, best practices, and the service provider directory.

👉 Subscribe to Promo Playbook for more supplier-centric episodes on strategy, systems, and scaling success.

👉 Follow hosts Adrienne Barker, Lisa Fosdick, and Kimberly Miller Ballerene on LinkedIn for episode clips and upcoming live discussions.

Are your terms, invoices, and credit checks fueling growth—or starving cash flow?

In this episode of Promo Playbook, Lisa Fosdick, Adrienne Barker, MAS, and Kimberly Miller Ballerene delve into the financial aspects of running a successful supplier business. They share practical strategies for onboarding distributors, establishing clear credit protocols, and safeguarding your cash flow without compromising relationships. Learn how to structure your SOP, verify distributor standing in ASI/SAGE/PPAI, and negotiate payment terms that keep money flowing.

Key Takeaways

→ Build a one-page account setup form with AR contact, tax ID, resale certificate, and payment preferences.

→ Use ASI, SAGE, or PPAI tools to check distributor credibility before extending terms.

→ Clarify your payment options: credit card, ACH, check—set the rules upfront and decide how fees are handled.

→ Send invoices at shipment—delays mean lost weeks of receivables.

→ Offer early-pay incentives like “2/10 net 30” to boost cash flow while protecting margins.

→ Balance your customer base across small, mid-sized, and national distributors for stable receivables.

Standout Quote → “There’s no business without having an account set up first.” — Adrienne Barker, MAS

Call to Action: 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/