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 Takeaways

• The 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 & Share

If 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.