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 success

Standout 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 opportunities

Kimberly 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.

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If 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 Takeaways

• Understand 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.

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If 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 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.

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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.

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.