Are Buyers Budging On Budgets? PPAI Research surveyed more than 1,000 end buyers to determine what they really think about pricing … and where they’re willing to pay more. p. 44 IN THIS ISSUE P PA I . ORG/ MED I A 07.25 When To Raise Prices p. 24 The State Of Growth p. 32 Woman Of Achievement p. 52
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4 From PPAI Planning For Purpose 7 Creative Calendar Essentials 10 Use Case No-Brainers, Crowd-Pleasers & Last-Minute Lifesavers 14 In Style Heat Transfer Graphics 18 Solutions Spotlight Consulting Voices 24 Your Business Asking For More 26 Responsibility It’s A Wrap For Packaging Waste 28 Innovation Brushing Up Your Security Must Read 48 Promotional Products Work On Campus Community 58 Buzzworthy 61 PPPC Communiqué 63 Inside PPAI 65 New Members 68 Datebook 72 Perfect Promo CONTENTS 07.25 VOLUME 49, ISSUE 06 44 32 Are End Buyers Budging On Their Budgets? PPAI Research surveyed more than 1,000 end buyers to determine what they really think about pricing … and where they’re willing to budge. 44 The State Of Growth 2025 PPAI Research has examined benchmarking data on revenue growth and other business fundamentals from distributors and suppliers of all sizes and awarded High Marks for Growth to 47 new firms. 32 52 A Verified Changemaker PPAI’s 2025 Woman of Achievement Award recipient, Proforma CEO Vera Muzzillo, has led the distributor through exponential growth while helping show the industry how to react to change. 52 PPAI • JULY 2025 • 3
From PPAI Denise Taschereau Chair of the Board 07.25 What encouraged me most was the sense of alignment. There’s real momentum right now, across borders and through many languages, that we’re in this together. We must keep building on it. Planning For Purpose THE PACKED SUMMER TRAVEL SCHEDULE for our industry is in full swing, and I’m already racking up airline miles (but offsetting them, of course). From my homebase in Vancouver to PPAI’s successful North American Leadership Conference in Chicago, then on to Brussels for PPAI’s first-ever International Leadership Summit, it was a truly special trip. These events gave me more hope than ever for the global appeal of our medium and our chances of making merch’s moment permanent. I’m still thinking about the people I met, the conversations we had and the sense of possibility that filled those rooms. In Brussels, a small North American contingent met more than 50 leaders from across Europe, each of us bringing our own perspectives but sharing a common goal: to strengthen and grow the promotional products industry. Credit to the PPAI staff and European Association Cooperative for bringing the event together, to speakers and everyone who traveled to be part of it. We helped lay the foundation for something important. It quickly became clear that, no matter where we’re based, many of us are facing similar challenges. We talked about the need to build stronger, more sustainable talent pipelines. We shared ideas on how to better connect with a new generation of marketers who may not yet understand the strategic power of branded merch. And we discussed the opportunity – and responsibility – we have to position promotional products as a thoughtful, creative part of the marketing mix, not just an afterthought. What encouraged me most was the sense of alignment. There’s real momentum right now, across borders and through many languages, that we’re in this together. We must keep building on it. There’s so much potential to share best practices around the world, to collaborate on research, to improve sustainability and sourcing efforts, and to better understand our collective impact. We don’t have to reinvent the wheel in isolation. We can learn from each other and grow faster together. That kind of long-term thinking is exactly what’s guiding PPAI’s next step. This fall, your Board is launching a new five-year strategic planning process. I expect that deepening PPAI’s international entrenchment will be an important part of the discussion. But in the broadest sense, this is a chance to chart a course for the Association and the global industry into the next decade. Your voice is a big part of that. We’ll be reaching out to members, committees, staff and stakeholders across the industry to hear what matters most to you. And this summer, you’ll see a survey in your inbox. When you do, I hope you’ll take a few minutes to share your thoughts. This process is only as strong as the input behind it, and your perspective truly makes a difference. If the Brussels gathering reminded me of anything, it’s that we’re at our best when we work together, overcoming our differences to relate. The work ahead is big. But I believe we’re ready for it. Let’s keep moving forward with purpose, and together. 4 • JULY 2025 • PPAI
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PPAI® PUBLISHER & EDITOR-IN-CHIEF Josh Ellis JoshE@ppai.org DEPUTY EDITOR John Corrigan JohnC@ppai.org SENIOR NEWS EDITOR Jonny Auping JonnyA@ppai.org MARKETING COPYWRITER Sarah Luna sarahl@ppai.org MARKET ECONOMIST & SENIOR MANAGER, RESEARCH Alok Bhat AlokB@ppai.org PUBLIC AFFAIRS MANAGER Rachel Zoch RachelZ@ppai.org RESEARCH COORDINATOR Shiella Aparis ShiellaA@ppai.org GRAPHIC DESIGNER Rowel Cristobal RowelC@ppai.org ART DIRECTION SPARK Publications SPARKpublications.com 704-844-6080 ADVERTISING MANAGEMENT ACCOUNT MANAGERS Connie Brazil Nick DiNicola Heather Mangold Mark Rykojc PPAI.org/account-managers ADVERTISING CONTACT Amy Weisman 972-258-3080 AmyW@ppai.org PRESIDENT & CEO Drew Holmgreen 888-I-AM-PPAI VICE PRESIDENT, SALES Lindsey Davis, MAS CHIEF REVENUE & EXPERIENCE OFFICER Ellen Tucker, MAS, CAE DIRECTOR OF FINANCE Renae Ward CHIEF FINANCIAL OFFICER Troy Naef DIRECTOR OF HUMAN RESOURCES Nicole Rhooms DIRECTOR OF CORPORATE RESPONSIBILITY & SUSTAINABILITY Elizabeth Wimbush BOARD OFFICERS CHAIR OF THE BOARD Denise Taschereau Fairware IMMEDIATE PAST CHAIR Andrew Spellman, CAS Therabody CHAIR-ELECT OF THE BOARD Danny Rosin, CAS BrandFuel VICE CHAIR, FINANCE SERVICES Zack Ottenstein The Image Group BOARD MEMBERS REGIONAL RELATIONS COMMITTEE DELEGATE TERM EXPIRING 2026 Kara Keister, MAS Social Good Promotions TERMS EXPIRING 2026 Chris Anderson HPG AT LARGE DIRECTOR Lori Bauer iPROMOTEu TERMS EXPIRING 2027 Dan Pantano alphabroder TERMS EXPIRING 2028 Zack Ottenstein The Image Group Erin Reilly Pop! Promos Danny Rosin, CAS Brand Fuel TERMS EXPIRING 2029 Mark Gammon Cap America Kate Alavez PromoShop PPAI HEADQUARTERS 3125 Skyway Circle North, Irving, Texas 75038-3526 Phone: 888-IAM-PPAI (426-7724) www.ppai.org, pubs.ppai.org READER RESOURCES SUBSCRIBE TO PPAI MAGAZINE: Subscribe online at pubs.ppai.org or send your name, title, company name and mailing address, along with phone and fax, to PPB Subscriptions, 3125 Skyway Circle North, Irving, Texas 75038. Or phone in your subscription to 972-258-3019. Include payment with your order. Visa, MasterCard and American Express are accepted, along with checks. Additional member subscriptions are $58 for PPAI member companies (U.S.), $70 (Canada and Mexico) and $75 (international). Nonmember subscriptions are $72 (U.S.), $82 (Canada and Mexico) and $92 (international). Please allow four to six weeks for start of subscription. ADVERTISE IN PPAI MAGAZINE: Download a media kit with rates and specs for all PPAI print and digital publications at media.ppai.org, or call 972-258-3019 or email mediasales@ppai.org. WRITE FOR PPAI MAGAZINE: The magazine regularly accepts articles from both professional writers and industry experts – like yourself. Find out everything you need to know about submitting an article or an idea by reading PPAI’s Writer’s Guidelines available at media.ppai.org/submit-content. Promotional Products Association International 6 • JULY 2025 • PPAI
If this calendar is helpful or if you have ideas for ways that we can better provide this information, email the editors at magazine@ppai.org Exceptional Promotions SPECIAL OBSERVANCES CALL FOR Use these key dates and seasonal celebrations to spark creative campaigns your clients will love. Compiled by Sarah Luna AUGUST NATIONAL SUMMER SUN SAFETY MONTH Product Idea: Put a fresh spin on brand visibility with the Tri-Flight Disc Golf Set. This three-disc bundle – driver, mid-range and putter – is packed in a sleek drawstring bag that’s easy to carry from one course to the next. With full-color digital decoration available on both the top of each disc and the front of the bag, this set lets logos fly. From first-timers to disc pros, this promo is a hole-in-one for everyone. HPG / PPAI 110772, Platinum / hpgbrands.com 2 NATIONAL DISC GOLF DAY 4 NATIONAL CHOCOLATE CHIP COOKIE DAY 11 NATIONAL SPREAD JOY DAY NATIONAL PREPAREDNESS MONTH Product Idea: The Time for Breakfast Gift Set comes with everything needed to whip up a homemade breakfast: buttermilk pancake and waffle mix, a durable silicone spatula and whisk, and a quilted oven mitt for safe flipping. The entire set is packed in a customizable mailer that’s ideal for adding a personal touch. Perfect for client gifting, employee appreciation or just spreading some carb-tastic joy, this is a feel-good promo that’s made to order. NC Custom / PPAI 111662, Silver / nccustom.com 10 NATIONAL SWAP IDEAS DAY 24 NATIONAL PUNCTUATION DAY 26 NATIONAL PANCAKE DAY NATIONAL WOMEN’S SMALL BUSINESS MONTH Product Idea: Twist, turn and train your brain with the Wooden Elastic Cube Puzzle. This clever cube is made of eco-friendly wood with an elastic core and a mission: Get it back to its original shape. Inspired by the retro puzzles from the ’80s and finished with a two-tone checkerboard style, it’s a fun, screenfree way to flex some mental muscle. Add a logo or message for a brain teaser that keeps clients’ brands top of mind long after the puzzle is solved. Alpi International / PPAI 111221, Silver / alpi.net 13 NATIONAL TRAIN YOUR BRAIN DAY 16 NATIONAL LIQUEUR DAY 29 NATIONAL CAT DAY SEPTEMBER OCTOBER PPAI • JULY 2025 • 7
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PROMOTIONAL PRODUCTS TO BE UNIVERSALLY VALUED Essentials 07.25 USE CASE p. 10 SOLUTIONS SPOTLIGHT p. 18 Andrewshots / Shutterstock.com WHEN DETAILS COUNT Like a diamond formed through heat and pressure, heat transfer graphics produce dazzling results. page 14 IN STYLE PPAI • JULY 2025 • 9
No-Brainers, Crowd-Pleasers & Last-Minute Lifesavers ALTOP MEDIA / Julia Tim / Shutterstock.com When in doubt, which promotional products do you recommend to clients? Distributors share the options they always keep in their back pocket. By Sarah Luna 10 • JULY 2025 • PPAI Essentials | Use Case
MIKAYLA MARINI Sales Representative Archer & Hound Advertising PPAI 649260, Silver Fresno, California For clients eager to showcase their brand at large events, Marini knows custom canopies are a surefire choice. “They provide excellent coverage and branding options,” she says. With versatile setups that scale effortlessly, canopies create an impactful branded footprint. The 10’x10’ Dye Sublimated Canopy Kit pairs a heavy-duty 600 denier polyester top – printed edge to edge in full color – with a professionalgrade aluminum frame featuring sturdy 2-inch hex legs. An optional 10-foot-by-7- foot back wall adds even more real estate for messaging, while the 11-foot peak height and 17-inch valances maximize visibility. The included nylon bag makes transportation stress-free, and lightweight ropes and stakes make setup quick and simple. Setting the branding bar has never been easier. Premier / PPAI 591611, Standard-Plus premiercanopies.com When in doubt, start at the top. Complete Custom Headwear offers customizable options that seamlessly align with any brand’s identity. As Marini puts it, “They bring our clients’ ideas to life.” With endless ways to mix and match materials – plus standout finishing touches like sublimated patches, 3D embroidery, laser-cut perforation, woven loop labels and adjustable snapback closures – there’s no doubt these caps are built to make an impact. Cap America / PPAI 111597, Gold / capamerica.com When clients need packaging that packs a punch, Marini turns to Printed Logo Boxes. “Unique and innovative packaging designs can enhance product presentations and experiences,” she says. Made from durable materials and designed for easy assembly, custom printed boxes offer full-color, edge-to-edge printing that brings logos, messaging and bold designs to life. Available in styles like mailers and product display boxes, they’re a go-to for retail packaging, influencer kits and welcome gifts. For brands looking to make a statement before the product is even opened, this packaging delivers every time. Yebo / PPAI 624710, Standard-Base customboxesandpackaging.com PPAI • JULY 2025 • 11 Use Case | Essentials
Made in the USA from recycled water bottles, the USAECO RePen is the go-to choice for eco-conscious clients who won’t compromise on quality. The retractable pen offers a smooth writing experience with a premium feel – perfect for large-scale programs. Marini calls the pen “the perfect solution” for her longtime credit union client, who orders upwards of 120,000 units every year. “It looks and feels amazing every time.” With the oversized, one-color imprint on the barrel, the pen ensures a clean, consistent look with sharp branding, checking all the boxes. All American Writing Instruments / PPAI 113946, Silver aawritingco.com ROD PARKER Owner Out of the Box Marketing Solutions PPAI 596335, Standard-Base Nanaimo, British Columbia, Canada When Parker wants a guaranteed win with clients, he turns to the Sherpa Lined Micro Mink Throw Blanket. “It’s a great quality blanket that has allowed us to do some very cool custom graphics,” he says. Blending plush comfort with standout customization, the 50x60-inch sherpa-lined micro-mink blanket delivers both style and warmth. The ultra-soft front – made from 100% polyester micro mink – is perfect for full-color, edge-toedge sublimation, allowing for detailed artwork, gradients and bold branding. The faux wool sherpa backing adds cozy weight and a luxe feel, making it a favorite for workfrom-home gifts, team events and client appreciation kits. With vibrant color options and the ability to match brand aesthetics with precision, this blanket consistently earns a spot on the reorder list for clients looking to impress. FIEL / PPAI 190714, Silver / fiel.com With Crocs a Gen Z favorite, Custom Charms seem like an obvious option, and Parker is eager to give them a try. “I think they’re a great trend right now and something different for a smaller budget item,” he says. He sees major potential for youth programs and campaigns looking to stay on trend without overspending. Made from high-quality, waterproof PVC, these durable charms are nontoxic and designed to stay put. With full customization and vibrant designs, they’re a fun, low-cost way to add personality to giveaways, school kits or event merch with small details but big impact. Souvenir Matters / PPAI 769755, Standard-Base souvenirmatters.com 12 • JULY 2025 • PPAI Essentials | Use Case
The Aspen Tumbler is a reliable pick that Parker’s clients love. Designed for both style and function, its ceramic-coated interior eliminates the metallic taste some stainless steel creates, delivering a smooth drinking experience. “It’s like drinking from a ceramic mug, but with the insulation of a vacuum tumbler,” says Parker. “It’s been my go-to product for the past six months.” Its dual-function, leak-proof lid offers flexibility – sip from the flip-top for hot drinks or use the built-in straw for cold ones. The 20-oz. tumbler has an easy-carry handle and is sized to fit standard cup holders, from cars to golf carts and everything in between. With generous imprint space and everyday practicality, this bottle is a dependable and well-crafted option for customizable drinkware. Ad-N-Art / PPAI 236926, Standard-Plus adnart.com With its sturdy feel and clean, modern look, the 12-oz. Big Gulp Mug With Deep Etching has become a client favorite. Parker notes that products considered “staples for most people” will always be useful. “It feels great to drink out of, and clients have consistently been happy with it as their favorite mug, he says. The deep etching delivers a crisp, permanent design that won’t fade or flake, whether opting for a one-side imprint or a full wrap. Each mug comes packaged in a black gift box, making it ready to gift straightaway. With weight and a modern shape, this is one promo item that won’t get pushed to the back of the cabinet. Ad-N-Art / PPAI 236926, Standard-Plus adnart.com One of Parker’s most well-received products is the Belgian Chocolate Cookie With Debossed Logo. “These are a staple many of my clients,” says Parker, who sees an annual reorder rate of 80%. “Over the years, many have introduced me as the guy that does the chocolates – they’re that good.” Each sugar cookie is topped with a thick layer of rich Belgian chocolate—available in milk or dark— and features a custom debossed design that brings logos and messages to life in an elegant (and delicious) way. Individually wrapped in clear cellophane to lock in freshness, these cookies are ideal for events, direct mail campaigns, corporate gifting and branded giveaways. With multiple packaging options and a premium look and taste, they’re an easy win for brands that want to leave a lasting impression in a small but memorable way. Chocolate Chocolate PPAI 111668, Standard-Base / chocolate2.com Luna is a marketing copywriter at PPAI. With generous imprint space and everyday practicality, this bottle is a dependable and well-crafted option for customizable drinkware. PPAI • JULY 2025 • 13 Use Case | Essentials
When Details Count Like a diamond formed through heat and pressure, heat transfer graphics produce dazzling results. By Tina Berres Filipski HEAT TRANSFER IS ONE OF the most versatile decorating techniques to transform a blank promo product into a customized keepsake. The basic process is simple: The customer’s artwork is digitally printed onto a special film that’s then applied to the surface using heat and pressure to transfer the design. The film is then peeled back to reveal a vibrant, photo-quality image or design with saturated colors and intricate details that are almost impossible to achieve through other decorating methods. There’s a heat transfer solution for nearly every surface, including 100% cotton, polyester, nylon and cotton/ poly blends. Heat transfer is commonly used on T-shirts, performance wear and athletic apparel, sweatshirts and hoodies, tote bags and reusable grocery bags, coolers, caps, jackets, workwear and uniforms. With certain types of orders, heat transfer is the optimum decorating option. “Heat transfers are ideal for low minimum orders (one to 72 pieces); full-color or detailed, multi-color designs; personalized apparel like names or numbers; stretchy, synthetic or sublimated fabrics; and fast turnaround jobs or print-on-demand programs,” says Joe Dotson, vice president of sales and marketing at Minnesota-based decorator Apex Transfers. “Heat transfers are particularly useful in company store programs, team apparel, pop-up events and short-run fulfillment.” When decorators talk about heat transfers, they’re usually talking about two different methods. Heat transfer vinyl involves rolls of colored or textured vinyl that are cut into custom shapes. It’s best for personalization, small runs and specialty finishes. “For example, if a client needs a quick turnaround on a few pieces – or if they want something that feels high-end and unique – HTV is a fantastic flexible solution,” says Jenna Sackett, brand engagement manager at Michigan-based decorator Stahls’. The second method is preprinted heat transfers that look and feel like traditional screen printing but come across even better. This process is preferred for crisp, bold graphics, fast production Andrewshots / Shutterstock.com 14 • JULY 2025 • PPAI Essentials | In Style
and jobs with one to three colors. Also in this second category is direct-to-film, aka DTF, a relatively new transfer technology that’s best for complex or full-color artwork, gradients, photos, logos with shading and small quantities. Many industry suppliers offer heat transfer as an in-factory decorating option on their garments, bags and other products, and through industry decorators like Apex Transfer and Stahls’. It’s also an add-on service some distributors provide in-house and through outside decorators. “One of the biggest advantages of heat transfers – especially methods like DTF and screenprinted transfers like Goof Proof – is how perfectly they fit the print-on-demand model,” says Josh Ellsworth, chief revenue officer at GroupeSTAHL, Stahls’ parent company. “That’s a gamechanger for promo clients who want to test ideas, run small campaigns or create personalized products – think employee gifts, team gear, corporate events or branded giveaways. You can order as few as 10 transfers, keep them on hand and heat press on demand as different sizes or items are needed.” Dotson agrees, adding, “Heat transfers empower distributors to offer high-quality decorated garments without investing in screen printing or embroidery.” Sackett says all you need is a heat press to get started – no ink and no mess. “Whether your client is a small business or a major brand, heat printing is fast becoming the star of the promo world,” she says. Here are a few popular products that offer the versatility of heat transfer graphics as a decorating option: The Ultra Soft Crewneck Fleece is as cozy as your favorite blanket. Made of a cotton/polyester blend, it’s finished with rib-knit cuffs and waistband, and comes in black, navy and grey heather in sizes XS-3XL. Vantage Apparel PPAI 113235, Platinum vantageapparel.com The Wanderlust Duffel Bag is crafted from twill polyester with matte polyester lining and features plenty of storage with a double-zippered main compartment and four more zippered pockets, plus two slip pockets, a web carrying handle and a trolley sleeve that slips easily over a roller bag handle. Hit Promotional Products PPAI 113910, Platinum hitpromo.net PPAI • JULY 2025 • 15 In Style | Essentials
With its large 46-inch arc, The Defender will keep you covered. Crafted with a patented frame that’s lightweight yet heavy duty, this executive-style folding umbrella features a vented design with fiberglass shaft, rubber handle, automatic opening and double-rib construction. Peerless Umbrella / PPAI 112666, Gold / peerlessumbrella.com Pack everything you need for the day in this spacious and sturdy Non-Woven Boat Tote with reinforced 26-inch handles. Constructed of nonwoven polypropylene, it features a two-tone design with front pocket and a generous main compartment. Available in orange, purple and black. Giraffe Technology / PPAI 696646, Standard-Plus / giraffeus.com The Rainbow Recycled 6-Oz. Cotton Grocery Tote is an instant upgrade from a regular cotton grocery tote. Made from preconsumer recycled cotton, this handy carryall features rainbow webbing grab handles and makes a perfect grab and go bag for the farmer’s market or grocery store. PCNA / PPAI 113079, Platinum / pcna.com Store 24 cans of your favorite beverage plus ice in this easycarry Heather Backpack Cooler. It’s fully insulated, with a waterproof main compartment, large gusseted front pocket and extra zippered pocket. Dual side mesh pockets are large enough to hold all the snacks, plus it has padded adjustable straps and a padded carrying handle. Seville Gear / PPAI 113233, Silver / sevillegear.com 16 • JULY 2025 • PPAI Essentials | In Style
Step up your style with this sleek and contemporary flat-brim hat built for everyday wear. The Merrimack Hat Co. Carter Cap, crafted from Serge wool-woven polyester, has a premium fabric feel and features structured front panels, a six-panel high-profile crown, flat brim and plastic snapback closure. Available in six colors. Gemline / PPAI 113948, Platinum / Gemline.com The sustainable, extra-soft Allmade Unisex Tri-Blend Tee is made of 50% recycled polyester, 25% organic ring-spun cotton and 25% modal, plus a recycled tear-away label. Each shirt’s carbon footprint has been measured and reduced through a combination of preferred materials and investing in carbon offset projects though the ClimeCo Certified Product Program. Available in sizes XS-4XL and in 22 colors, including Vintage Rose (shown, with a biodegradable transfer). SanMar / PPAI 110788, Platinum / sanmar.com Filipski is a freelance writer and the former editor at PPAI. PEPCO PPAO Half Page Ad July 2025.indd 1 5/29/2025 9:18:45 AM PPAI • JULY 2025 • 17 In Style | Essentials
Fourleaflover / MarShot / Shutterstock.com Consulting These verified PPAI member business services firms offer consulting solutions that help promo businesses with compliance, logistics and other operational issues. AS THE PROMO INDUSTRY grows and becomes more complex, consulting has taken on a bigger role in helping companies adapt and thrive. Whether the challenge is refining internal processes, navigating compliance requirements or cultivating a stronger brand identity, expert guidance brings clarity to an increasingly competitive landscape. For distributors, consultants bring fresh perspective to day-to-day operations. They identify what’s working, what’s slowing things down and where there’s potential for expansion. As distributors expand into the digital space and scale up their reach, consultants can guide that shift to help ensure that growth doesn’t affect the customer experience or brand consistency. It’s not about starting over – it’s about sharpening what’s already there. Suppliers turn to consultants to help them stay competitive and to better align with the needs of their distributor partners. That could mean rethinking fulfillment processes, updating pricing strategies or finding innovative ways to create value beyond the physical product. As more companies explore AI to streamline tasks and evaluate performance, consultants can pinpoint those technologies that could add value. With mounting pressure for speed, adaptability and dependability, consultants enable suppliers to find the balance between efficiency and long-term sustainability. Consulting isn’t just about diagnosing issues – it’s about empowering companies to move forward with intention. In a marketplace driven by personalization, rapid delivery and top-tier service, the right insights can turn strategy into substantial results. See more on these business services providers and many more. Visit PPAI.org/solutions. 18 • JULY 2025 • PPAI Essentials | Solutions Spotlight
Continued on next page The Provider The Solution ArtWork Services USA (PPAI 231735, Gold) ArtWork Services USA offers specialized artwork, order management, digital marketing, ERP and software solutions for the promotional products industry, helping businesses streamline operations, enhance efficiency and deliver highquality branding services. Midsouth Apparel Solutions (PPAI 577448, Silver) Since 1985, Midsouth Apparel Solutions has been the go-to for full-service contract decorating and graphics. AUSPI GROUP LLC (PPAI 886755, Standard-Base) AUSPI GROUP offers parcel invoice audit to recover savings, as well as carrier agreement optimization to reduce parcel costs. Blaise Drake & Company (PPAI 230379, Standard-Base) Blaise Drake & Company helps companies grow their topline sales and bottom-line profits with EQP buying power and training. Brandivate (PPAI 626207, Standard-Base) Brandivate is a business services agency driving marketing, sales and branding solutions. ESG & Sustainability Product Safety & Compliance www.whitney-whitney.com PPAI • JULY 2025 • 19 Solutions Spotlight | Essentials
Bryant Park Consulting, Inc. (PPAI 811403, Standard-Base) Bryant Park Consulting is a top Oracle NetSuite Alliance partner that is focused on helping clients transform their business through technology. Certified Marketing Consultants Ltd. (PPAI 110557, Standard-Base) CMC is boutique firm dedicated to providing industry specific financial consulting services to the promotional products industry including but not limited to company valuation, mergers and acquisitions, and financial consulting/growth. CG Sawaya Partners (PPAI 832744, Standard-Base) CG Sawaya Partners, a subsidiary of Canaccord Genuity, is one of the leading consumer focused middle market investment banks. Culture Index (PPAI 835041, Standard-Base) Culture Index offers unparalleled insights into team dynamics, drawing from decades of experience to foster tightly connected teams and drive success. EME Exclusive Meeting Experience (PPAI 532363, Standard-Base) EME takes networking to the next level, connecting top distributors and suppliers nationwide through one-on-one meetings. Exec to Coach (PPAI 891635, Standard-Base) Exec to Coach is a consulting firm of seasoned industry executives helps businesses achieve sustainable growth through tailored solutions in people, strategy, execution and cash. LJM Consultants (PPAI 483323, Standard-Base) With 25 years of experience, LMJ Consultants negotiate carrier contracts, perform invoice audits and offer logistics advisory services. Lorenty Consulting LLC (PPAI 880867, Standard-Base) With over 20 years of sales success across diverse industries, Lorenty Consulting brings extensive expertise in managing and training sales teams. Myers-Holum (PPAI 829173, Standard-Base) Since 1981, Myers-Holum has innovated with top-notch business technology solutions. Print Growth (PPAI 889160, Standard-Base) Print Growth focuses on tailored solutions that address specific pain points, from lead generation to operational efficiency, while leveraging cutting-edge tools like Al and automation to maximize results. 20 • JULY 2025 • PPAI Continued from previous page Essentials | Solutions Spotlight
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IDEAS TO ADVANCE THE MARKETPLACE Voices 07.25 BRUSHING UP YOUR SECURITY Every promo company should embrace multi-factor authentication. page 28 YOUR BUSINESS p. 24 RESPONSIBILITY p. 26 INNOVATION PPAI • JULY 2025 • 23 Kunakorn Rassadornyindee / Shutterstock.com
Asking For More YOU GET WHAT YOU pay for. It’s a reality we all recognize. So why are we in business sometimes so hesitant to ask for more? Right now, plenty of businesses – maybe yours, maybe your clients’ – are worried sick about raising prices. Economic pressure is real. In the promo world especially, tariff pressure is real. And buyers are acting cautious. Competition is fierce. None of us wants to make the wrong move at the wrong time. You worry about sticker shock and losing customers you worked hard to earn. You worry about how a higher price tag might tarnish your brand’s image or scare away uncertain buyers. But here’s the thing: Hesitation is normal. Fear is normal. And raising your prices anyway – when it’s the right thing for your business – is called leadership. Sometimes, the reasons for changing rates are obvious to a client. Inflation and import costs will make sense to anyone reasonable. Other times, the improvements are less tangible. Maybe you’ve added stronger customer support or invested in faster turnaround times. Those things come at a cost, but the customer experience improves. Costs have been going up since the stone age, and the sky never falls. PPAI itself is now a year removed from raising membership dues for the first time in more than a decade. Thankfully, our members didn’t bolt. In fact, most barely blinked. You understood, and you believed in what we could provide. When people want better, they’re willing to pay for better. Here’s what I’ve learned – and what I want you to know – about why raising prices is not just safe, but smart: 1 Premium prices reflect premium value. Let’s face it: Cheap doesn’t impress anyone. If you’re a distributor with a knack for steering clients into As margins are threatened by rising costs from tariff uncertainty, it’s time to become comfortable charging for your premium service. By Michele Schwartz 24 • JULY 2025 • PPAI Voices | Your Business CHOTTHANIN THITIAKARAKIAT / ImagePixel / Shutterstock.com
the perfect product that delivers ideal results for their campaigns, your service deserves a price that tells the story. Higher prices signal quality. They attract customers who care more about outcomes than bargains. And they boost buyers’ confidence they’re getting real ROI. Imagine this: Your client is a luxury hotel chain. Are they handing guests budget tote bags with their logo slapped on? No way. They want premium leather duffels or beautifully embroidered robes, and they expect to pay for that distinction. 2 Premium buyers want premium solutions. The decision-makers who matter most aren’t bargain hunting. They’re value hunting. And slashing prices just to win the deal can backfire fast, raising red flags. Why is it so cheap, a buyer may wonder. This can knock you out of consideration for high-end projects where price signals capability. For instance: Let’s say you’re offering certified organic, sustainably made apparel. Sustainability-conscious brands will expect to pay more, and they’ll appreciate that the premium price backs up the premium product. 3 Higher prices equal healthier margins. Margins matter. Selling at a premium gives you the breathing room to invest in better service, better products – better everything. It means you don’t have to run yourself ragged chasing volume. Think about the distributor who curates custom gift kits for tech firms. Charging for premium packaging, custom kitting and white-glove fulfillment isn’t greedy – it’s business-savvy. It covers the extra labor and thought that sets their service apart. 4 Specials and discounts often hurt more than they help. Chasing sales by dropping prices is a race you don’t want to win. You train customers to expect deals and discounts, and that’s a hard habit to break. Premium pricing, on the other hand, keeps the focus on results, transformation and impact. If you’re a supplier sourcing limited-edition drinkware with a fantastic give-back story, price discounts only cheapen the product’s message. Stick to your guns, because exclusivity has value. 5 Premium pricing positions you as a market leader. Confidence is contagious. Charging what you’re worth tells your customers and your team that you believe in what you’re doing. It carves you out from the discount crowd. Picture this: You’re pitching branded merchandise to a luxury automotive client. Think finely crafted travel gear or state-of-the-art wireless tech accessories. Premium products at premium prices. If you try to compete on cost, you’ve already lost. What they want – and what you’re offering – is excellence. The truth is, in challenging times, raising prices isn’t just a defense move. It’s an offensive strategy. It ensures you can keep delivering the quality and service your customers depend on. It means you can keep investing in innovation and in your people. And when done transparently and with care, it builds trust rather than resentment. There will be a few clients who don’t like it, of course. I’m not saying it’s easy. It’s not. But easy doesn’t build strong businesses. Smart decisions do. So don’t apologize for raising your prices. Own it. Explain the value. Stand tall. The clients who matter will understand, and they’ll stick with you. Schwartz is manager of supplier and business services sales at PPAI. Hesitation is normal. Fear is normal. And raising your prices anyway – when it’s the right thing for your business – is called leadership. PPAI • JULY 2025 • 25 Your Business | Voices
It’s A Wrap For Packaging Waste Extended producer responsibility laws are coming for your boxes (and your budget). Here’s why, and how to be prepared. By Elizabeth Wimbush IF YOU’VE EVER LOOKED at your warehouse or shipping corner full of polybags, branded mailers, shrink wrap and shiny corrugated boxes and thought, surely this won’t come back to haunt me, we have news: It’s about to. Extended producer responsibility packaging laws are marching across the U.S., clipboard in hand, ready to ask questions like, “How much does the packaging of your shipment weigh?” and “Who’s responsible for it?” Spoiler: It could very well be you. While we’re not here to give legal advice (or doom), we are here to suggest you not ignore this. These state-level laws are real, they’re multiplying like packing peanuts in a gust of wind, and they’re going to affect both suppliers and distributors. Wait, What? EPR for packaging is an increasingly popular policy trend in the U.S. designed to make the companies that create packaging responsible for dealing with it after it’s used. Imagine the environmental version of “you break it, you buy it” – except it’s “you wrap it, you recycle it.” Practically speaking, this means companies will need to: • Report the packaging materials they use. • Pay fees based on recyclability and volume. • Possibly lose sleep over the true cost of that metallic bubble mailer you loved so much. Maine was the first state to pass EPR legislation in 2021. Oregon, Colorado and California soon followed, and in May 2024, Minnesota joined the packaging party. Washington’s governor signed an EPR law just week ago (May 17), and other states (Illinois, Maryland) are peering over the legislative fences and looking mighty curious. The good news? You still have time to get organized. But you will need to get organized. Promo’s Problem Our industry, with dropship models, co-branding, third-party decorators, kitting services and custom packaging galore, doesn’t just “place products on the market.” We launch them like confetti cannons. And that’s where things get tricky. EPR laws define “producer” broadly. If you import, manufacture, distribute or sell packaged goods into one of the states with EPR laws, you could be on the hook. Not all packaging is obvious. EPR laws don’t just target outer boxes. Inner trays, inserts, sleeves, hangtags, void fill, ribbon and even the little sticker that says “eco-friendly” are all potentially in scope. Clients may ask questions. And when they do, “I’m not sure what the box is made of, but it’s recyclable … in spirit,” won’t cut it. Happening Right Now Each state’s EPR law is a little different, but here are some universal truths: • You’ll be expected to register with a Producer Responsibility Organization, a third party that manages compliance and collects fees. • You’ll need to report how much and what kind of 26 • JULY 2025 • PPAI Voices | Responsibility Fah061043 / Shutterstock.com
packaging you use. This includes weights, materials and recyclability. • You’ll pay eco-modulated fees. Translation: If your packaging is hard to recycle or unnecessarily bulky, you’ll likely pay more. Just like airlines and carryon bags. And yes, even if you’re based in a state with no EPR law, if you ship products into one that does, congratulations – you’re part of the system. Avoiding Panic Let’s be honest: No one got into promo because they were passionate about reporting polybag weights by state. But here’s how to get ready without flipping a desk: 1. Figure out if you’re a “producer” under state law. Don’t assume it’s someone else’s problem. First, review whether your company puts finished packaged goods into EPR-affected states. 2. Start a packaging audit. If you don’t package directly, ask your suppliers: What materials are being used? Are they recyclable? Can they prove it? Press for details. Even if you primarily ship into states without EPR laws now, that could change in the very near future, so it’s best to be prepared. 3. Talk to your supply chain. Communication is key. If you don’t control the packaging, make sure you’re working with people who do, and that they’re ready to share the data you’ll need. 4. Rethink packaging design. This is an opportunity in disguise. Lighter, simpler, recyclable packaging isn’t just good for compliance – it’s often cheaper to ship and more appealing to end buyers. 5. Follow evolving deadlines. Implementation timelines are still shifting, so don’t hit snooze forever. Bookmark the PRO sites and the state agency sites, and subscribe for updates from credible sources. 6. Learn from your peers. Attend PPAI’s Responsibility Summit in September to learn from the industry’s experts on how they’re approaching this, as well as other pressing compliance and responsible sourcing concerns. EPR laws are coming, ready or not. And while they might feel like another alphabet soup of compliance acronyms, they’re also a clear signal: The era of throwaway packaging is ending. For promotional products companies, this is a chance to step up, embrace smarter design, work with better partners and show buyers we’re not just slapping logos on stuff. We’re thinking about where that stuff ends up and breaking up with “brandfill” for good. Wimbush is the director of sustainability and responsibility at PPAI. EPR laws define “producer” broadly. If you import, manufacture, distribute or sell packaged goods into one of the states with EPR laws, you could be on the hook. PPAI • JULY 2025 • 27 Responsibility | Voices
Brushing Up Your Security LET ME START WITH this absolute truth about multifactor authentication: Not everyone is going to love it all the time. Technology leaders, it’s a good thing you’re used to hearing grumbles. Here’s an analogy you can use when that inevitably happens: Ever feel so tired late at night that you consider skipping the routine of brushing your teeth and just jumping straight into bed? It might be a small obstacle in the moment, but it beats the huge bill and the pain of a root canal. We all know MFA can be occasionally annoying, sure. But it’s the kind of security protection that every savvy company uses with as many vital systems as possible. This is a necessary step for any promotional products firm looking to shore up its weaknesses. The promo merch industry is embracing digital transformation of all kinds, from online ordering platforms and virtual proofs to CRM systems and various integrations. And with that advancement comes a surge in cybersecurity threats. MFAs are one of the most effective yet underutilized safeguards you can employ. You may think your business is too small to be a target, but cybercriminals frequently target small to midsize businesses because they tend to have weaker defenses. A ransomware attack or stolen client data can be devastating regardless of your size. You may think you don’t have the IT resources to manage it. But most major platforms (Google Workspace, Every promo company should embrace multi-factor authentication. Here's why. By Tanaisha Dunbarger 28 • JULY 2025 • PPAI Voices | Innovation Kunakorn Rassadornyindee / Shutterstock.com
Microsoft 365, QuickBooks Online, etc.) offer easy MFA setup with minimal maintenance. For more complex needs, managed service providers can help. And you may even think it’ll slow your team down or prevent them from being agile – the entire point of all digital transformation. But once users are accustomed to MFA, the time impact is negligible, especially with streamlined methods like push approvals or remembered devices. Whether you’re a distributor, supplier or service provider, multi-factor authentication is a foundational component of modern cybersecurity. Here are nine reasons your company should enable MFA across all critical systems. 1. MFA offers protection against phishing attacks. Phishing remains one of the most common ways attackers steal login credentials. MFA significantly reduces the risk of account takeover by requiring a second form of verification – like a code sent to a mobile device – beyond just a password. 2. MFA mitigates the risk of weak or reused passwords. Let’s be real: Not everyone on your team uses strong, unique passwords for every system. MFA provides a crucial layer of defense even when passwords are reused or compromised. 3. Sensitive customer and order data is safeguarded. Promo businesses handle a wealth of sensitive information: customer contacts, artwork, order history, payment data. MFA helps ensure that only authorized users can access these systems, protecting your clients and your brand’s reputation. 4. It prevents unauthorized access to business systems. From ERP and inventory tools to supplier portals and email accounts, unauthorized access can lead to delays, lost revenue or even fraudulent orders. MFA creates a barrier that deters intruders – even if they’ve somehow obtained your login credentials. 5. MFA strengthens remote work security. As remote work becomes more common in our industry and others, securing access to cloudbased systems is essential. MFA ensures that your team – and only your team – can connect to internal platforms from anywhere. 6. MFA helps meet compliance standards. If your company works with clients in regulated industries (like healthcare or finance), you may be required to follow certain data protection standards. MFA can help meet compliance mandates and demonstrate good security hygiene during audits. (Never mind the dentist, your honey probably wants you to brush your teeth before that goodnight kiss, too.) 7. You’ll be better prepared for the increasing threat of ransomware. Ransomware attacks often begin with compromised credentials. By deploying MFA, you dramatically reduce the attack surface and make it harder for criminals to gain the foothold they need. 8. MFA boosts vendor and client confidence. More clients are evaluating their vendors’ cybersecurity posture. Showing that you’ve implemented multi-factor authentication across systems gives customers confidence that you take their data and your partnership seriously. 9. It’s low cost. MFA is one of the most costeffective security measures available. Most modern platforms already support it, and many offer free or low-cost options. The return on investment, in terms of risk reduction, is massive. A final thought here: If you read PPAI Newslink, you know our industry is not immune to being targeted by cybercriminals. Our reliance on digital systems and the value of customer data both make us increasingly vulnerable. Implementing multi-factor authentication is a simple yet powerful step to protect your business, your people and your reputation. Start with your email accounts, CRM, accounting software and any file-sharing tools, then expand from there. The investment is small, but the peace of mind is priceless. And it’s better than a root canal. Dunbarger is the project management lead at PPAI. PPAI • JULY 2025 • 29 Innovation | Voices
30 • JULY 2025 • PPAI SPONSORED CONTENT Smarter Systems, Stronger Business How BPC Helped Foxtrot Marketing Optimize With NetSuite Manual Systems, Missed Opportunities “When Jill Haspert joined Foxtrot Marketing Group in 2017, the Minnesota-based distributor was running on a patchwork of manual, paper-based systems. Built in-house or acquired over time, these tools were ineficient and siloed - making it hard to maintain accurate data or scale operations. “As we were adding new customers, we had to add incremental units of labor to get that done,” says Haspert, now the company’s CEO and owner. “So even though we were growing our top line, we weren’t growing our bottom line in the way I knew we could.” Revisiting NetSuite, With Renewed Urgency By 2022, Foxtrot had more clients than ever - but its internal systems were stretched to the limit. Haspert revisited NetSuite, a customizable cloud-based ERP she’d irst considered in 2021. While initially hesitant, the need had become clear: they needed a single, scalable solution to unify the business and reduce manual effort. A cost-beneit analysis revealed that NetSuite could save the company nearly $1 million over three years - with a break-even point within 18 months. “I thought, ‘How can I not afford to do this?’” says Haspert, who purchased the company from its previous owner in 2023. Finding the Right Partner The next critical decision: choosing an implementation partner. Haspert spoke to other distributors and kept hearing one name - Bryant Park Consulting, a New York-based irm with deep experience in both ERP implementations and the promo industry. She interviewed three irms but found Bryant Park stood out. “I got the strong sense that they got it. They understood how complex this industry is and the magnitude of the investment we were making. They were transparent, knowledgeable, and collaborative,” she says. A Proven Process from Industry Experts Bryant Park brought thousands of hours of NetSuite experience and a structured six-step implementation methodology. From planning and system design to data migration, go-live support, and training, their approach felt disciplined and reliable. “They didn’t come in and ask, ‘How do you want this to work?’” says Haspert. “They said, ‘We’re the experts—let’s get to know your business, but we have a process that works.’ That conidence felt really great.” A Remote Rollout, Done Right The implementation began in April 2023 and wrapped in just nine months—with Bryant Park managing the entire project remotely. The virtual model saved time and money, while keeping Haspert’s team fully engaged throughout the process. “There were no surprises. I always understood where we were in terms of timeline and budget,” she says. Real Results and a Real Relationship Eighteen months post-launch, the impact has been transformational. Foxtrot now beneits from clean, accurate data, reduced expenses, and a faster cash collection cycle. “Bryant Park was a true partner to Foxtrot throughout this process,” says Haspert. “Their subject matter expertise was vast. I had incredible trust in them. Even now, they’re still checking in. It feels like a long-term partnership, not a shortterm transaction.” Contact Joe Recupero (514) 894-9997 joseph.recupero@bryantparkconsulting.com The BPC team at The PPAI Expo. “It feels like a long-term partnership, not a short-term transaction.” Jill Haspert
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