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INNOVATE
10 •
PPB
• SEPTEMBER 2015
INNOVATE
PROFILE
ONE DISTRIBUTOR’S
STRATEGIC SHOWROOM
IN THE BAG PROMOTIONS FINDS SUCCESS BY GOING OLD SCHOOL
BY JULIE RICHIE
VEN THOUGH LORI AND DAN READING’S Boise, Idaho-based distributorship is called In
the Bag Promotions (UPIC: I644966), the husband-and-wife business partners think way outside
the bag when it comes to marketing their products and services.
With the promotional products industry moving toward less personalized internet-based transactions, the
Readings decided to buck the trend by leveraging their customer service strengths and creating a showroom
space that would wow their existing customers—and bring in new ones.
If You Build It…
When In the Bag Promotions bought distributor Bright Advertising in 2012, it created a growth oppor-
tunity, and Dan joined Lori in the business after 32 years in the food service industry. They brainstormed
ways to expand the business and decided that a well-designed and organized showroom should be an integral
part of their strategy.
“Before, we went to visit clients in their offices. But
that didn’t allow us to showcase everything we can do
because you can’t bring everything with you. We want-
ed a base where people could see and feel and touch …
it’s really helped to open people’s minds and show that
promotional products are more than just pens and cof-
fee mugs,” says Lori.
Once they decided on the showroom idea, they
needed a new space. Their search ended when they
found a stand-alone dentist’s office with high ceilings
and an open reception area that would make an ideal
E
The clean, organized and colorful showroom (with the T-
Shirt Machine on the back wall) is ready to inspire In the
Bag Promotions’ customers.