Supplier Promo Playbook

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.

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.

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/

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/

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.

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/

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/

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 AdnerConnect With the Guests 🔗 Elissa Turner — SplashBrands 🔗 Jacob Adner — Digital On DemandConnect 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 successJoin 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, MASConnect with Lisa: Lisa Fosdick | LinkedInConnect with Kimberly: Kimberly Miller Ballerene | LinkedInConnect with Adrienne: Adrienne Barker, MAS | LinkedInFollow 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 FosdickCall 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, MASCall 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/

Are your samples and virtual mockups speeding up orders—or silently slowing them down?In this Promo Playbook episode, Lisa Fosdick, Adrienne Barker, and Kim Miller Ballerene team up to reveal the real levers behind faster closes in the promo channel: smart sample strategy and dialed-in virtuals. They clarify the three sample types (blank, random, spec), when to use each, blind vs. distributor shipping, the case for no-charge virtuals, and why invoicing every sample (even at $0) creates the paper trail and follow-up rhythm that wins business. Plus, a simple SOP to keep mockups, proofs, tracking, and approvals moving.You’ll learn → → The 3 sample types and when each converts best → Why virtual mockups are the first (and fastest) close → How to handle shipping (ask for their shipper #) without eating margin → The $0 invoice trick that drives accountability and follow-ups → A lightweight SOP + CRM/Excel approach for tiny teams → When a spec sample is worth it (and when it isn’t)Key terms: Blank sample, Random sample, Spec sample, Virtual mockup, Blind ship, SOP, Pre-production, Supplier best practicesQuick SOP checklist: 1️⃣ Receive request → confirm end use, in-hand date, theme, qty, inventory 2️⃣ Collect proper artwork (vector preferred) → return no-charge virtual 3️⃣ If needed, ship blank/random sample using distributor’s shipper # 4️⃣ Approvals → convert to spec only for high-value/complex orders 5️⃣ Invoice every sample (even $0) + add tracking 6️⃣ Log & follow up in CRM/Sheet within 24–48 hoursCTA: Found value? Follow Promo Playbook on LinkedIn, subscribe, and tell us which supplier topic to tackle next.Reach out:Kimberly: https://www.linkedin.com/in/kimberlymillerballerene/Lisa: https://www.linkedin.com/in/lisa-fosdick/Adrienne: https://www.linkedin.com/in/adriennebarkermas/

Are your onboarding and credit processes protecting your cash flow—or putting your promo business at risk?In this Promo Playbook mini-bite, hosts Lisa Fosdick, Kimberly Miller Ballerene, and Adrienne Barker, MAS unpack the financial side of running a promotional products supplier business. We cover the practical steps that keep your accounts receivable healthy and your margins strong, from creating a repeatable onboarding SOP to setting clear payment terms that actually get you paid.What you’ll learn in this episode → Why every promo supplier needs a simple, consistent new-account intake form (tax ID, resale certificate, AR contact) → How to use industry tools (ASI, PPAI, SAGE) to run quick distributor credit checks before quoting orders → Payment methods explained: ACH, checks, and credit cards—and how fees impact supplier profitability → The real cost of slow invoicing and why sending invoices at shipment is critical for supplier cash flow → Choosing the right terms: Prepay, Net 10 with discount, Net 30, Net 60/90—and how to negotiate from strength → Why diversifying your distributor base (small, mid, and national accounts) stabilizes cash flow in the promo industry5 Key Takeaways → Create a repeatable supplier onboarding SOP and use it every time → Run credit checks first—don’t wait until after the order ships → Define clear payment terms (and enforce them) → Send invoices promptly at shipment to keep cash moving → Build a balanced distributor mix to protect your receivablesPull Quotes → “Your terms don’t start until they get the invoice—send it fast.” → “Make it easy for distributors to pay, and you’ll get paid faster.”→ If this episode helped you think differently about cash flow, subscribe to Promo Playbook and leave us a review→ Share this episode with another promo supplier who needs better onboarding and credit SOPs→ Connect with Adrienne Barker MAS, Lisa Fosdick, and Kimberly Miller on LinkedIn for more supplier strategies→ Got a topic you want us to cover? Send us your ideas—we want to hear from you

Thinking of jumping into trade shows without a plan? You might be setting your brand up for wasted time and money.In this episode of Promo Playbook, Lisa Fosdick, Kimberly Miller Ballerene, and Adrienne Barker, MAS, unpack everything suppliers need to know about navigating promotional product shows—national expos, regionals, end-user events, and even the new wave of cruise-style networking experiences. From budgeting and booth strategy to relationship-building and smart follow-up, they reveal what really drives ROI at trade shows. Whether you’re brand new or a seasoned supplier, this episode will help you avoid costly mistakes and maximize your presence.Key Takeaways → Why attending a show as a guest first can save you thousands down the road → The hidden costs of exhibiting and why budgeting isn’t optional → How to handle rainmakers, takers, and complainers at your booth → The difference between retail shows and promo shows—and why expectations must shift → Why follow-up after the show is more important than anything you do at the showSpecial Thanks Hosts: Lisa Fosdick, Kimberly Miller Ballerene, and Adrienne Barker, MASConnect with Lisa: (27) Lisa Fosdick | LinkedInConnect with Kimberly: (27) Kimberly Miller Ballerene | LinkedInConnect with Adrienne: (27) Adrienne Barker, MAS | LinkedIn Follow Promo Playbook on LinkedIn: https://www.linkedin.com/company/the-promo-playbook/posts/?feedView=all

Confused about how the promotional products industry really works?In this episode of the Supplier Promo Playbook Podcast, hosts Lisa Fosdick, Adrienne Barker, MAS, and Kimberly Miller Ballerene break down the layered structure of the promo world. From the many types of suppliers to the evolving distributor landscape to the rise of tech and AI-driven platforms, you’ll learn how each “slice of the cake” fits together. Whether you’re a new supplier or a seasoned pro, this is your go-to guide for understanding the foundation of promo success.➔ Understand the full spectrum of suppliers—from niche startups to powerhouse retail brands entering promo ➔ Learn the differences between traditional distributors, franchises, buying groups, and e-commerce giants ➔ Discover how gifting platforms, print-on-demand, and AI-driven software are reshaping the industry ➔ Get real talk on financial fitness, credit terms, and why suppliers must invest in strong systems ➔ See how to match your product with the right distributor niche for sustainable growthIf you want to navigate the complexity of suppliers, distributors, software, and technology in the promotional products channel, this episode gives you the map.👉 Subscribe to the Supplier Promo Playbook Podcast on Spotify, Apple Podcasts, or your favorite listening app. 👉 Connect with Lisa: (3) Lisa Fosdick | LinkedInAdrienne: (3) Adrienne Barker, MAS | LinkedInKimberly: (3) Kimberly Miller Ballerene | LinkedIn

In this episode of the Supplier Promo Playbook, co-hosts Lisa Fosdick and Adrienne Barker, along with MAS team member Kimberly Miller Ballerene, founder of The Promo Playbook and a respected leader in the promotional products industry, tackle one of the most crucial—and often misunderstood—aspects of supplier success: pricing. Together, they explore the real mechanics of setting profitable prices in the promo space, from conducting a competitive analysis to balancing margin and markup, factoring in ancillary charges, and navigating the industry’s “alphabet soup” of pricing codes.The conversation moves beyond theory, diving into how pricing impacts the entire sales process. From quoting and virtual samples to confirming purchase orders and managing client expectations, they share candid insights on what suppliers need to get right from the start. Listeners will hear why a solid pricing strategy builds distributor trust, how to avoid costly mistakes, and why supplier–distributor relationships are the foundation for repeat business and long-term growth.Adrienne offers pro tips from her decades in the industry, Kim shares the retail-to-promo pricing perspective, and Lisa keeps the discussion focused on actionable steps suppliers can implement immediately. This is a masterclass for both new and established suppliers who want to stand out, win more business, and grow with confidence in the competitive promotional products market.➡ Learn how to price for profit without pricing yourself out of the market ➡ Discover how to adapt retail pricing to the unique layers of the promo supply chain ➡ Understand why quotes, samples, and clear communication are non-negotiable for sales successStandout Quote: "If you can’t swim, don’t jump. Get lessons right away from the coaches—because in this industry, pricing and process can make or break your business." 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/

What makes one promo supplier stand out while others struggle to get noticed — even with a great product?In this powerhouse episode of Supplier Promo Playbook, co-hosts Lisa Fosdick and Adrienne Barker, MAS, are joined by Kimberly Miller Ballerene, founder of The Promo Playbook and a longtime force in the promotional products space.Together, they delve into the fundamentals of establishing a supplier brand that captivates distributor attention, fosters trust, and drives lasting success.This is the episode every emerging (and rebranding) supplier needs to hear — covering everything from:✅ How to strategically position your product in the promo channel ✅ What pricing models work for distributors and still make you money ✅ How to choose the right platform: ASI, Sage, Commonsku, or none? ✅ Why relationship marketing isn’t optional — and how to do it right ✅ What makes a supplier easy to work with from the distributor’s perspective ✅ How suppliers unintentionally create friction and lose opportunitiesKimberly shares years of high-level insight from working with both suppliers and distributors — and breaks it all down into practical, tactical steps any supplier can take now.📌 Key Takeaways (SEO-Enhanced)Distributors choose suppliers they trust — not just ones with great pricing or flashy marketing.Pricing needs to support distributor margins and be clearly structured from the outset.Suppliers must understand how search engines in promo work — ASI, Sage, and commonsku all serve different user behaviors.Content, branding, and communication style must be consistent. That’s how suppliers build recognition in a crowded space.Relationship-building is the long game. Being memorable and follow-up-friendly matters more than being loud.Don't overcomplicate it. Be visible, be easy to reach, and be clear on what you offer.🔁 Follow, Listen & Share CTAIf you’re serious about building a supplier brand that grows with the industry, this episode is your next move.✅ Subscribe to Supplier Promo Playbook wherever you get your podcasts 💬 Leave us a review and let us know your favorite takeaway 🔗 Share this episode with your supplier marketing or leadership team 👥 Connect with Lisa, Adrienne, and Kimberly on LinkedIn for more insights🎧 Supplier Promo Playbook: Because success in promo doesn’t happen by accident. It happens by design.

Thinking about selling to top promo distributors like HALO, Geiger, or Proforma? Wondering what buying groups or franchise networks expect from suppliers?In this must-listen episode of Supplier Promo Playbook, hosts Lisa Fosdick and Adrienne Barker, along with guest Kim, break down what it really takes to work with national distributor groups, buying networks, franchise systems, and enablement platforms in the promotional products industry.✅ You’ll learn the key differences between buying groups, franchises, affiliate networks, and platforms like CommonSkew and Facilis. ✅ Understand what these organizations look for in suppliers—from rebates and compliance to marketing support and sample programs. ✅ Get expert insight on why starting small with local or mid-size distributors is often the smartest move before pitching the big players. ✅ Discover the exact operational requirements (yes, accounting matters!) to get approved and stay in good standing. ✅ Learn where to find vendor relations contacts and how LinkedIn can be your best outreach tool.This episode is packed with practical, strategic guidance for suppliers who want to grow and scale in the promo space.📌 Key SEO TakeawaysUnderstand the 5 main types of promo distributor models: buying groups, franchises, national accounts, affiliate networks, and enablement platforms.Learn why internal readiness—especially accounting, decoration, and customer service—is critical before you pitch a major distributor.Explore how vendor relations, rebate programs, and back-end content portals really work.Build relationships with small-to-midsize distributors first to gain proof of performance.Use LinkedIn to identify and connect with supplier/vendor relations contacts.Plan your marketing, compliance, and fulfillment strategy before approaching major players.Regional promo associations can be the best entry point for visibility and partnership opportunities.🔁 Follow, Listen & Share CTAIf you're a promo supplier ready to grow, this episode is for you.📥 Subscribe to Supplier Promo Playbook on your favorite podcast app ⭐ Leave us a review if you found value 🔗 Share this episode with your supplier network or team 💬 Connect with Lisa Fosdick and Adrienne Barker on LinkedIn — let us know your biggest takeaway!🎧 Supplier Promo Playbook: Because success in promo doesn’t happen by accident. It happens by design.

What happens when a successful consumer product tries to enter the promotional products space — and why do so many suppliers underestimate what it takes?📝 In this kickoff episode of Supplier Promo Playbook, hosts Lisa Fosdick and Adrienne Barker, MAS pull back the curtain on what it really means to become a supplier in the promotional products industry.With real-life stories, decades of insight, and no-nonsense advice, they explore why so many B2C brands stumble when entering the promo channel — and what it takes to actually succeed. From pricing and profit margins to understanding the role of distributors, the episode sets the foundation for everything to come in the series.Whether you’re brand new or just curious if your product belongs in this space, this episode delivers the truth about onboarding, patience, investment, and navigating the layers of this multi-billion-dollar industry.📌 Key TakeawaysThe promo industry is not B2C or wholesale. Suppliers must learn how to navigate distributor networks and industry search engines like Sage and ASI.Pricing must include room for distributor profit margins (30–40%). Retail models don’t translate directly into this channel.Your product needs to be customizable and scalable. Operational readiness is key before entering promo.Success takes time. Building visibility in the industry may take 3–5 years.You don’t have to go national. A regional strategy can be a smart, low-risk entry point.Financial preparation is critical. Net-30 and net-45 payment cycles mean you need cash flow to support growth.🔁 Follow, Listen & ShareIf you enjoyed this episode, help us grow by: ✅ Subscribing on your favorite podcast platform 💬 Leaving a review — it really helps others find us 🔗 Sharing this episode with anyone launching or growing in the promo space 👋 Connecting with Lisa and Adrienne on LinkedIn — we want your questions and topic ideas!🎧 Supplier Promo Playbook — because success in promo doesn’t happen by accident. It happens by design.

Welcome to the Supplier Promo Playbook — the podcast built for suppliers in the promotional products industry who are ready to grow smarter, faster, and stronger.In this short trailer, you'll meet your hosts Lisa Fosdick and Adrienne Barker, two seasoned experts with decades of experience helping suppliers navigate the unique challenges of the promo channel.Each week, we’ll dive into the strategies, tools, and insights you need to succeed — from marketing to distributors and managing inventory, to working with buying groups, software onboarding, and more.Whether you're new to the industry or ready to scale, this is your playbook for promo success.Subscribe now and get ready to unlock your potential in the promotional products space.🎙️ Supplier Promo Playbook: Mastering the Promo Channel — because success doesn’t happen by accident. It happens by design.