Supplier Promo Playbook

Supplier Promo Playbook
  • 4.7 (3)
  • MARKETING
  • SERIES

Welcome to the Supplier Promo Playbook, the ultimate podcast for promotional product suppliers looking to thrive in a fast-changing industry. Hosted by Lisa Fosdick, Kimberly Ballerene, and Adrienne Barker, MAS, three seasoned pros with decades of combined experience. This show provides the real-world insights and tactical strategies you need to succeed in the supplier-to-distributor channel. Each episode unpacks critical topics, including how to market to distributors, search engine success in the promotional space, navigating buying groups, go-to-market strategies, expected services, inventory management, and software onboarding. Whether you're a startup supplier or a seasoned professional seeking growth, this is your go-to resource for actionable advice and enhanced results. Subscribe now and get ready to master your market with The Supplier Promo Playbook.

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  1. Marketing Noise vs Marketing Results with guest Gloria Lafont: What Promo Distributors Miss

    EPISODE 1

    Marketing Noise vs Marketing Results with guest Gloria Lafont: What Promo Distributors Miss

    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/

    43 min
  2. PPAI Expo Supplier Interviews: Kanga Coolers, Organic Tee Star, Fatty Pack, Fire & Pine

    EPISODE 2

    PPAI Expo Supplier Interviews: Kanga Coolers, Organic Tee Star, Fatty Pack, Fire & Pine

    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 & Pine Key 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 show Subscribe 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/

    20 min
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Trailer

4.7
out of 5
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About

Welcome to the Supplier Promo Playbook, the ultimate podcast for promotional product suppliers looking to thrive in a fast-changing industry. Hosted by Lisa Fosdick, Kimberly Ballerene, and Adrienne Barker, MAS, three seasoned pros with decades of combined experience. This show provides the real-world insights and tactical strategies you need to succeed in the supplier-to-distributor channel. Each episode unpacks critical topics, including how to market to distributors, search engine success in the promotional space, navigating buying groups, go-to-market strategies, expected services, inventory management, and software onboarding. Whether you're a startup supplier or a seasoned professional seeking growth, this is your go-to resource for actionable advice and enhanced results. Subscribe now and get ready to master your market with The Supplier Promo Playbook.

Information

  • Creator
    Supplier Promo Playbook
  • Episodes
    23
  • Seasons
    2
  • Rating
    Clean
  • Copyright
    © Supplier Promo Playbook 2025
  • Show Website
    Supplier Promo Playbook