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...

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distributors create profitable branded merchandise programs without excessive inventory, administrative work, or outdated technology.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...

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...

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 ex...

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...

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...

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, an...

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 supp...

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 prom...

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.

Ke...

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, Orga...

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...

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...

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...

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...

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 th...

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 ea...

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 s...

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 t...

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’...

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 cert...

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 mo...

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, re...

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...

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 s...

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 pricin...

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 strate...

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 marketin...

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...

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...