116 Champion Cultures Employees say these promo industry firms can't be beat. p. 50 IN THIS ISSUE P PA I . ORG/ MED I A 09.25 Selling In The AI Age p. 20 The State of Innovation p. 28 PPAI Advance p. 38
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4 From PPAI Elevating Merch 7 Creative Calendar Essentials 10 Solutions Spotlight Sustainability 12 Use Case Employee Gifts 16 In Style Best Foot Forward Voices 20 Innovation The Modern Sales Team 22 Responsibility Don’t Sleep On The ‘G’ 24 Your Business We All Win Must Read 44 Promotional Products Work Subscription Services Community 94 Buzzworthy 96 Book Club 97 PPPC Communiqué 99 Inside PPAI 103 New Members 107 Datebook 112 Perfect Promo CONTENTS 09.25 VOLUME 49, ISSUE 07 28 50 The State Of Innovation 2025 PPAI Research has examined benchmarking data on technological prowess from distributors and suppliers of all sizes and awards High Marks for Innovation to new firms.. 28 The Industry’s Greatest Companies To Work For Inside today’s best workplaces, it’s people who are the priority. 50 38 PPAI Advance Redefines Education For Promo Professionals The industry’s new all-in-one learning platform is designed to simplify certification, personalize professional growth and keep pace with today’s evolving marketplace. 38 PPAI • SEPTEMBER 2025 • 3
From PPAI Drew Holmgreen President & CEO 09.25 To every member I’ve met so far, thank you for your time, candor and ideas. To those I haven’t met yet, I look forward to it. Get ready, because we’ll need each and every one of you for the journey ahead, and I couldn’t be more excited for what’s to come. Elevating Merch OVER THE PAST EIGHT months since joining PPAI, I’ve stood in warehouses, creative studios, boardrooms and break rooms. I’ve had the incredible privilege of walking the floors of suppliers, sitting in the brainstorming spaces of distributors, connecting with business service providers and collaborating with international, regional and peer association leaders across the globe. I’ve listened, observed and learned. As result, I’ve been awestruck and inspired by each experience and every conversation. Through the more than a dozen events I’ve attended and countless impactful conversations I’ve held, it’s become crystal clear: We are an industry powered by creative thinkers, problem solvers and brand storytellers. What we do through branded merchandise can’t be replicated. It creates joy through emotional, tangible, lasting connections in ways no other marketing medium can. That’s not just a bold claim. It’s fact. And it’s our advantage. Right now, our industry needs that advantage. We’ve long been a resilient community when faced with adversity. I have yet to hear anyone interested in backing down and pulling back. Instead, I hear confidence and leadership, will and determination. Gusto. These conversations and experiences have led to discussions with the PPAI executive team, now fully formed, alongside our Board of Directors. They’ve shaped and solidified the path forward to elevate merch, a strategic approach designed to raise the profile, power, perception and performance of our industry. Elevating merch is more than a simple statement. It’s a real plan with real action behind it, at a time when we need it most. We’re composing a comprehensive global marketing strategy to better define and promote the value of branded merchandise as a game-changing marketing channel, because that’s what our industry does for brands. We’re speaking not just to our industry, but to the broader world of marketing, business and government. We’re building a data arsenal to arm our community with proof points, insights and tools that definitively showcase the power of branded merch. And we’re convening what I like to call our “Superfriends” – a growing alliance of allied organizations and experts who will help amplify our collective voice and impact. It’s a big vision, yet thankfully we’ve got the right people to make it happen. The PPAI staff is second to none – talented, passionate and laser-focused on serving our members. Our volunteer leaders and Board members continue to provide wisdom, support and clarity as we move forward. And perhaps most importantly, this community is strong. In every corner of this industry, I’ve met people who believe in what we do and are ready to push it even further, despite the challenges we face. So what’s next? Execution. We’ve laid the foundation, and now it’s time to build. To every member I’ve met so far, thank you for your time, candor and ideas. To those I haven’t met yet, I look forward to it. Get ready, because we’ll need each and every one of you for the journey ahead, and I couldn’t be more excited for what’s to come. Let’s go. 4 • SEPTEMBER 2025 • PPAI
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 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 MARKETING OFFICER Melissa Ralston CHIEF OPERATING OFFICER Christopher Cheney 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 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 • SEPTEMBER 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 OCTOBER BREAST CANCER AWARENESS MONTH Product Idea: The Lofi Acrylic Wireless Charger makes your client’s brand shine – literally. Merging modern design with eye-catching illumination, this sleek acrylic pad enhances any workspace. With the press of a button, users can scroll through a rainbow of LED colors or switch the light off completely. Laser-engraved logos light up with ambient backlighting, ensuring the spotlight stays on your client’s brand, not just the product. Handstands Promo / PPAI 111285, Standard-Base handstandspromo.com 3 NATIONAL TECHIES DAY 8 NATIONAL PIEROGI DAY 23 NATIONAL HORROR MOVIE DAY MILITARY FAMILY MONTH Product Idea: Designed for convenience and style, the Cole & Mason Oil and Vinegar Dispenser holds about 14 oz. of oil and 1.5 oz. of vinegar in durable high-quality glass. The stainlesssteel lid rotates to switch between liquids, while dual spouts eliminate drips and mix-ups. Dishwasher safe with ample room for branding, it’s a stylish upgrade for any kitchen or table. SRG / PPAI 230188, Platinum / stregisgrp.com 1 NATIONAL VINEGAR DAY 14 NATIONAL PICKLE DAY 15 AMERICA RECYCLES DAY NATIONAL TIE MONTH Product Idea: Bring calm to the craziness – and branding to your workout – with the Sublimated Yoga Mat. Crafted from 4mm high-density foam and finished with a non-slip surface, it offers steady support for everything from planks to post-meeting stretches. Lightweight and portable, it’s easy to transport and even easier to personalize with your client’s logo and full-color, edge-to-edge sublimation. Terry Town / PPAI 230911, Gold / terrytown.com 11 NATIONAL STRETCHING DAY 17 NATIONAL MAPLE SYRUP DAY 21 NATIONAL HUMBUG DAY NOVEMBER DECEMBER PPAI • SEPTEMBER 2025 • 7
AgenticAI CustomAI Solutions AI Automation Purchase Order Automation Computer Vision AIArtwork Automation 2024-2025 Client Satisfaction with a fraction of thestaff 3,000+ORDERS PERDAY viaAI $80K+ MONTHLY SAVINGS PROCESSING TIME for complex PDF or SVG art proofs 99.5% 80% 90% Error Reduction Cost Reduction Faster Execution LOGO PROCESSING with background free, scaled, production-ready output “Everyone on the Stablein team is my dream team! 5-star review. Out of this world communication and achieving every deadline without any worry.” —Director, Market Leader in Promo Products STABLEIN SOLUTIONS YOUR AI ADVANTAGE INPROMO Your Competition Is Already Using AI. Are You? The promo industry is transforming, and AI-first companies are leaving manual workflows in the dust. We deliver gamechanging AI solutions. TRADEMARK EXTRACTOR & BUSINESS LOOKUP Learn more about your customers using just a logo or an address with our comprehensive client verification tools PRODUCT RECOMMENDATION ENGINE CHAT WITH MY DATA Use customer insights to drive sales Retire your legacy data reporting Visit: www.stableinsolutions.com Contact: solutions@stableinsolutions.com Ready To Transform Your Business? T & AgenticAI CustomAI Solutions AI Automation Purchase Order Automation Computer Vision AIArtwork Automation 2024-2025 Client Satisfaction with a fraction of thestaff 3,000+ORDERS PERDAY viaAI $80K+ MONTHLY SAVINGS PROCESSING TIME for complex PDF or SVG art proofs 99.5% 80% 90% Error Reduction Cost Reduction Faster Execution LOGO PROCESSING with background free, scaled, production-ready output “Everyone on the Stablein team is my dream team! 5-star review. Out of this world communication and achieving every deadline without any worry.” —Director, Market Leader in Promo Products STABLEIN SOLUTIONS YOUR AI ADVANTAGE Your Competition Is Already Using AI. Are You? The promo industry is transforming, and AI-first companies are leaving manual workflows in the dust. We deliver gamechanging AI solutions. TRADEMARK EXTRACTOR & BUSINESS LOOKUP Learn more about your customers using just a logo or an address with our comprehensive client verification tools PRODUCT RECOMMENDATION ENGINE CHAT WITH MY DATA Use customer insights to drive sales Retire your legacy data reporting Visit: www.stableinsolutions.com Contact: solutions@stableinsolutions.com Ready To Transform Your Business? AgenticAI CustomAI Solutions AI Automation Purchase Order Automation Computer Vision AIArtwork Automation 2024-2025 Client Satisfaction with a fraction of thestaff 3,000+ORDERS PERDAY viaAI $80K+ MONTHLY SAVINGS PROCESSING TIME for complex PDF or SVG art proofs 99.5% 80% 90% Error Reduction Cost Reduction Faster Execution LOGO PROCESSING with background free, scaled, production-ready output “Everyone on the Stablein team is my dream team! 5-star review. Out of this world communication and achieving every deadline without any worry.” —Director, Market Leader in Promo Products STABLEIN SOLUTIONS YOUR AI ADVANTAGE Your Competition Is Already Using AI. Are You? The promo industry is transforming, and AI-first companies are leaving manual workflows in the dust. We deliver gamechanging AI solutions. TRADEMARK EXTRACTOR & BUSINESS LOOKUP Learn more about your customers using just a logo or an address with our comprehensive client verification tools PRODUCT RECOMMENDATION ENGINE CHAT WITH MY DATA Use customer insights to drive sales Retire your legacy data reporting Visit: www.stableinsolutions.com Contact: solutions@stableinsolutions.com Ready To Transform Your Business? AgenticAI CustomAI Solutions AI Automation Purchase Order Automation Computer Vision AIArtwork Automation 2024-2025 Client Satisfaction with a fraction of thestaff 3,000+ORDERS PERDAY viaAI $80K+ MONTHLY SAVINGS PROCESSING TIME for complex PDF or SVG art proofs 99.5% 80% 90% Error Reduction Cost Reduction Faster Execution LOGO PROCESSING with background free, scaled, production-ready output “Everyone on the Stablein team is my dream team! 5-star review. Out of this world communication and achieving every deadline without any worry.” —Director, Market Leader in Promo Products STABLEIN SOLUTIONS YOUR AI ADVANTAGE Your Competition Is Already Using AI. Are You? The promo industry is transforming, and AI-first companies are leaving manual workflows in the dust. We deliver gamechanging AI solutions. TRADEMARK EXTRACTOR & BUSINESS LOOKUP Learn more about your customers using just a logo or an address with our comprehensive client verification tools PRODUCT RECOMMENDATION ENGINE CHAT WITH MY DATA Use customer insights to drive sales Retire your legacy data reporting Visit: www.stableinsolutions.com Contact: solutions@stableinsolutions.com Ready To Transform Your Business? T & AgenticAI CustomAI Solutions AI Automation Purchase Order Automation Computer Vision AIArtwork Automation 2024-2025 Client Satisfaction with a fraction of thestaff 3,000+ORDERS PERDAY viaAI $80K+ MONTHLY SAVINGS PROCESSING TIME for complex PDF or SVG art proofs 99.5% 80% 90% Error Reduction Cost Reduction Faster Execution LOGO PROCESSING with background free, scaled, production-ready output “Everyone on the Stablein team is my dream team! 5-star review. Out of this world communication and achieving every deadline without any worry.” —Director, Market Leader in Promo Products STABLEIN SOLUTIONS YOUR AI ADVANTAGE INPROMO Your Competition Is Already Using AI. Are You? The promo industry is transforming, and AI-first companies are leaving manual workflows in the dust. We deliver gamechanging AI solutions. TRADEMARK EXTRACTOR & BUSINESS LOOKUP Learn more about your customers using just a logo or an address with our comprehensive client verification tools PRODUCT RECOMMENDATION ENGINE CHAT WITH MY DATA Use customer insights to drive sales Retire your legacy data reporting Visit: www.stableinsolutions.com Contact: solutions@stableinsolutions.com Ready To Transform Your Business? AgenticAI CustomAI Solutions AI Automation Purchase Order Automation Computer Vision AIArtwork Automation 2024-2025 Client Satisfaction with a fraction of thestaff 3,000+ORDERS PERDAY viaAI $80K+ MONTHLY SAVINGS PROCESSING TIME for complex PDF or SVG art proofs 99.5% 80% 90% Error Reduction Cost Reduction Faster Execution LOGO PROCESSING with background free, scaled, production-ready output “Everyone on the Stablein team is my dream team! 5-star review. Out of this world communication and achieving every deadline without any worry.” —Director, Market Leader in Promo Products STABLEIN SOLUTIONS YOUR AI ADVANTAGE INPROMO Your Competition Is Already Using AI. Are You? The promo industry is transforming, and AI-first companies are leaving manual workflows in the dust. We deliver gamechanging AI solutions. TRADEMARK EXTRACTOR & BUSINESS LOOKUP Learn more about your customers using just a logo or an address with our comprehensive client verification tools PRODUCT RECOMMENDATION ENGINE CHAT WITH MY DATA Use customer insights to drive sales Retire your legacy data reporting Visit: www.stableinsolutions.com Contact: solutions@stableinsolutions.com Ready To Transform Your Business?
PROMOTIONAL PRODUCTS TO BE UNIVERSALLY VALUED Essentials 09.25 SOLUTIONS SPOTLIGHT p. 10 USE CASE p. 12 Guillermo Spelucin R / Shutterstock.com PUTTING YOUR BEST FOOT FORWARD Bringing big impact in a little package, socks have evolved into a universally practical, stylish and customizable option for thoughtful gifting and subtle brand promotion. page 16 IN STYLE PPAI • SEPTEMBER 2025 • 9
Alena Divina / Deemerwha / Shutterstock.com Sustainability These verified PPAImember business services firms are helping promo companies make real progress toward smarter, responsible operations. SUSTAINABILITY ISN’T JUST a buzzword anymore – it’s an expectation. As the promotional products industry responds to increasing pressure from environmentally conscious buyers and evolving corporate responsibility goals, many companies are turning to experienced consultants to help translate values into action. These experts provide the insight needed to make responsible practices possible and practical. For distributors, that support might involve reassessing sourcing methods, reducing water or material waste, or quantifiable ways to communicate environmental commitments to clients. As demand for sustainable products continues to grow, consultants help businesses avoid performative marketing by grounding sustainability claims in verifiable actions. From vetting suppliers to implementing trackable metrics, they ensure efforts hold up under scrutiny, not just in messaging but in realworld impact. The goal is progress that fits seamlessly into the business, not a complete overhaul. Suppliers are looking for similar clarity. Whether it’s switching to responsibly sourced materials, simplifying packaging or improving shipping methods, consultants help identify changes that reduce environmental impact without disrupting timelines or quality standards. It’s not about chasing perfection. It’s about making informed, consistent decisions that support both the environment and the bottom line. Sustainability isn’t a temporary fix or a marketing campaign. It’s a longterm approach that calls for thoughtful planning, transparent goals and a willingness to evolve. With the right guidance, companies can take meaningful steps toward building more resilient, efficient and ethically grounded operations. In an industry where values increasingly influence purchasing decisions, responsible practices aren’t just good for business – they’re good for the planet. See more on these business services providers and many more. Visit PPAI.org/solutions. 10 • SEPTEMBER 2025 • PPAI Essentials | Solutions Spotlight
The Provider The Solution Dayrize PPAI 891115, Standard-Plus Dayrize enables promotional product distributors and suppliers to access ISO-verified carbon intensity and biodiversity metrics at the product level. This means you can publish transparent, science-backed sustainability data directly to your customers, providing a clear view of a product’s impact throughout its lifecycle. Aclymate PPAI 833794, Standard-Base Aclymate is made especially for small-to-midsized businesses that need an all-in-one climate solution to measure, track, offset, reduce and report their emissions, helping you work towards a net zero future. amfori PPAI 834026, Standard-Base amfori BSCI offers assessment and remediation on social supply chain risks and impacts at the producer level. amfori BEPI offers assessment and remediation on environmental supply chain risks and impacts at the producer level. Aware PPAI 835662, Standard-Base Aware specializes in fiber forward traceability. With Aware in your corner, you can relax about compliance, liability and supply chain transparency. Discover the easiest way to be sure about your products, partners and promises. bluesign PPAI 825888, Standard-Base The bluesign SYSTEM is designed to eliminate harmful substances right from the start of the manufacturing process and sets control standards for environmentally friendly and safe production. CarbonSuite PPAI 835632, Standard-Base CarbonSuite is a built-for-NetSuite carbon accounting solution that enables your company to record, report, and reduce its environmental impact – all within your existing ERP system. As a certified NetSuite SuiteApp, CarbonSuite automates carbon accounting and sustainability reporting directly in NetSuite. Backed by certified expertise in both NetSuite and sustainability management, CarbonSuite helps you seamlessly integrate environmental tracking into your financial and operational workflows. Debrand PPAI 833288, Standard-Base Debrand has been dedicated to keeping textiles out of international landfills by combining a tech-enabled sortation system with human-powered accuracy. Debrand has options to get surplus inventory off your hands and onto its next life. Green Business Benchmark PPAI 832454, Standard-Base Take the guesswork out of sustainability management. Quickly identify, prioritize and execute the most impactful initiatives for your organization. Whitney & Whitney Consulting Group PPAI 773243, Standard-Base Whitney & Whitney Consulting Group provides promo organizations with expert guidance for ESG reporting, CSR audits, product safety standards and import regulatory requirements PPAI • SEPTEMBER 2025 • 11 Solutions Spotlight | Essentials
La Famiglia / Shutterstock.com Welcome, Appreciation And Recognition Employees Will Remember Distributors share their top products for boosting employee morale, brightening busy workdays and keeping teams feeling valued all year long. Compiled by Sarah Luna HEATHER COMERFORD CEO 1338Tryon PPAI 649357, Silver Portland, Oregon “You look hot.” That was the cheeky message Comerford left for her employees as part of this gift: The Quartet Dry-Erase Desktop Computer Pad, which fits neatly between a monitor and keyboard and offers a sleek glass surface with ample space for your client’s branding. “Every employee needs a great reminder of how hot they look today or whatever affirmation suits them,” says Comerford. “Everyone at 1338Tryon loves them!” 12 • SEPTEMBER 2025 • PPAI Essentials | Use Case
The angled surface is easy to write on, wipes clean without residue and features a pull-out drawer to keep essentials out of sight. An accessory channel makes for quick-grab access of the included dryerase marker. Designed for heavy use, the durable glass resists scratches and dents and comes with a 15-year warranty. HIRSCH / PPAI 221823, Platinum / hirschpromo.com Featuring walnut and maple wood, the Geometric Wooden Planter With Succulent is a stylish, low-maintenance way to liven up a desk. “It’s a thoughtful gift that symbolizes growth and care, helping employees feel valued and connected to their environment,” Comerford says. “And even if you have a ‘black thumb’ like I do, they’re tough to kill.” Delivered fully assembled with a mature succulent, it’s a unique, easy product that ecoconscious clients will appreciate. With the option of laser engraving on either side of the planter, your brand will add something calming to a hectic day. Fields Manufacturing / PPAI 111951, Silver / fieldsmfg.com Comerford wants to try the Cipher Wood Frame Letter Board. “It’s great for welcoming new employees, wishing someone a happy birthday or just giving your team a chance to personalize their workspace while keeping it profesh,” she says. The whitewashed wood frame and its compact 6x6-inch size make it a stylish desktop staple, while the included plastic letters and symbols invite daily creativity. The top of the frame offers room for laser-engraved branding for a subtle, elegant look that feels permanent and personal. The set also includes a linen bag to keep letters tidy between messages. SnugZ USA / PPAI 112982, Platinum / snugzusa.com Made in the USA and knit with soft combed cotton, the Custom Cotton Crew Socks are a highimpact giveaway that works for everything from team gifting to branded holiday fun. “I bought these for my employees for Valentine’s Day because who doesn’t want Valentine’s socks?” she says. “I love this product so much, I’ve paid retail for them twice.” With full-wrap custom artwork, every inch of the sock is prime branding real estate. One-size-fitsmost sizing eliminates guesswork, and Sock Club offers free design services to make sure every pair is both wearable and on-brand. Sock Club / PPAI 692671, Silver / custom.sockclub.com PPAI • SEPTEMBER 2025 • 13 Use Case | Essentials
The Bartesian Duet Cocktail Maker is high on Comerford’s must-try list. “When I was first introduced to the Bartesian two years ago, I was like, ‘Stop. Go back to that. It makes it for you? I’m done. This is my favorite item. I’m in,’” she says. This sleek, compact countertop unit makes crafting cocktails as easy as pressing a button. Simply fill it with your preferred spirits, insert a pre-mixed cocktail capsule and let the machine do the rest. It even reads the capsule’s barcode to suggest the right glassware and allows for users to customize drink strength – from mocktail to strong. Perfect for celebrating employee milestones or adding flair to client gifts, the Bartesian Duet brings fun and sophistication to any occasion. “When employees hit their revenue goals, one of these babies gets shipped out, and we follow up with new drink capsules to celebrate their wins,” Comerford adds. HIRSCH / PPAI 221823, Platinum / hirschpromo.com The Pour Caddy Stainless Steel Flask Set is a conversation piece with practical perks. The 20-oz. insulated flask keeps drinks cold for up to 12 hours and hides four stainless steel shot cups in its removable base. A flip-top spout makes pouring easy, and the whole piece doubles as a cocktail shaker. A large imprint area offers ample space for custom branding, making it a standout option for outdoor promotions or premium client gifting. It’s durable, giftable and ready for the next round of golf, tailgate or toast. Ball Pro / PPAI 112763, Gold / ballpro.com With a Bluetooth speaker, two mini microphones, voice filters and LED lights that pulse with every note, the Magic Mic Mini Karaoke Set provides instant entertainment. “I can tell you how much fun we had in the office,” Comerford said. “It’s hilarious, and every office should have one.” The set has three mic settings, a Type-C input and aux port, and it pairs with wireless devices from up to 50 feet away. Two hours of playtime provides plenty of time for any impromptu concert. Hit Promotional Products / PPAI 113910, Platinum hitpromo.net 14 • SEPTEMBER 2025 • PPAI Essentials | Use Case
The waterproof iCOOL Englewood Rechargeable Multi-Function Camping Light features a powerful 5-watt LED flashlight with 380 lumens for focused illumination, along with a 150-lumen, 360-degree light with three modes – perfect for ambient lighting around your campsite. When fully charged, it provides five to six hours of flashlight use and eight to nine hours as a lantern. “As an avid glamper, I’ve found a hundred uses for it,” Comerford says, “and a portion of all proceeds is donated to Shelter to Soldier, a nonprofit organization that rescues dogs and trains them as service animals for veterans.” Logomark / PPAI 110898, Platinum / logomark.com BECCA FALK Sales Development Manager Birch Grove Branding PPAI 883492, Silver Beverly, Massachusetts Help employees power through long workdays and enjoy their off-hours with the Theragun Relief. The device is designed to melt away tension and discomfort with targeted percussive therapy that’s lightweight, quiet and incredibly effective. “I’d kill to try a Theragun,” Falk says. Whether it’s a wellness initiative or a just-because gesture, this is the kind of morale booster that employees will truly appreciate. Therabody / PPAI 794574, Standard-Base therabody.com “I love functional items that I actually use on the day-to-day, like quality dishwasher-safe tumblers,” says Falk. The Swig 22-Oz. Matte Tumbler checks every box. It keeps beverages cold up to 24 hours and hot up to 12 thanks to double-wall, vacuum-sealed, copper-coated insulation. A silicone base prevents slipping and softens the impact on surfaces, while the lid is spill-resistant, shatterproof and BPA-free. Available in a wide range of colors, this tumbler is top-rack dishwasher safe, cupholder friendly and features laser engraving for custom branding. It’s a sleek, functional gift that says “you’re appreciated” long after the 9-to-5 ends. AAkron Line / PPAI 111082, Gold / aakronline.com Luna is a marketing copywriter for PPAI. PPAI • SEPTEMBER 2025 • 15 Use Case | Essentials
Guillermo Spelucin R / Shutterstock.com Putting Your Best Foot Forward Bringing big impact in a little package, socks have evolved into a universally practical, stylish and customizable option for thoughtful gifting and subtle brand promotion. By Hanna Brookshire THE CLASSIC COMPLAINT of getting socks for Christmas portrays the footwear as a generic gift. However, socks are universally needed, offering comfort, versatility and fashion-forward appeal across seasons and demographics. According to Ty Yarborough, regional sales manager at Sock101+, PPAI 100’s No. 92 supplier, socks are “a great way to tell your branding story or the client’s story without even thinking about it. With every step you’re taking, you’re promoting your brand.” Not only are socks crucial for day-to-day wear, but they also come in many styes: no-shows, ankle, crew and boot are among the most common. Perhaps you’ve seen the discourse online about millennials favoring ankle socks and Gen Z preferring crew socks. Regardless of where you fall in this debate (I, for one, wear both), it’s hard to ignore the importance socks play in the fashion industry. Socks as promotional products allow end users to represent their brands in a more subtle way. For those who don’t want a flashy logo tee, socks offer a more discreet marketing alternative. Employees can have a sense of pride when they put their socks on in the morning and carry it with them throughout the day, whether it’s visible to others or not. Additionally, certain socks can cater to specific events or seasons. For the continued pickleball craze, athletic crew socks could enhance a summer event, or warm fuzzy socks could be a perfect gift for the winter holidays. “This season, it’s not just about comfort – it’s about high impact,” says Suzanne Kyba, strategic accounts and partnerships marketing manager at Sock Club, PPAI 100’s No. 58 supplier. “Bold statement pieces are having a major moment with creative designs and vibrant, earthy tones. Think golden sunset hues and rich ocean blues.” Socks make great group gifts with flexible sizing and gender-neutral options. There’s no need to make a ton of different designs of socks – unless you want to, of course, as one classic design can suit any wearer. Socks never go out of style, which limits the possibility of them getting tossed after being gifted, making them a sustainable option, too. Read on for some standout sock suggestions. 16 • SEPTEMBER 2025 • PPAI Essentials | In Style
Athletic Ankle Socks are a great choice for anyone with an active lifestyle. These socks are great for working out or being on your feet all day. They feature sweat-wicking technology, anti-blister tabs and reinforced cushioned toes. They’re also made of recycled plastic bottles and printed in the U.S. They come in one size, making them a great choice for a company outing or for an exercise-themed gift. Tribe Socks / PPAI 716751, Standard-Base / tribecustom.com These Fuzzy Socks offer a classic style with a fun pattern. Fuzzy socks are the slippers of socks and would be great for a self-care themed gift or during the holidays. These cozy crew socks allow up to three colors in a custom design that covers the whole sock, plus optional rubber grips on the bottom to reduce slipping and sliding. They come in one size, making it easy to order for a large group. Pop! Promos / PPAI 564497, Gold / poppromos.com The Cotton Crew is a classic and a great choice if you are looking to make patterned or colorful socks. “This fan favorite offers maximum design space and all-day comfort, effortlessly transitioning from warm weather to cool,” says Kyba. These socks come in multiple sizes, including infant, toddler, youth and adult, but you can also opt for the one-size-fits-most option, which makes bulk orders easy. There’s a 30-pair minimum, and they can be ready in three to five days. Sock Club / PPAI 692671, Silver / custom.sockclub.com “Bold statement pieces are having a major moment with creative designs and vibrant, earthy tones. Think golden sunset hues and rich ocean blues.” —SUZANNE KYBA, strategic accounts and partnerships marketing manager at SOCK CLUB PPAI • SEPTEMBER 2025 • 17 In Style | Essentials
These Slouchy Midi Socks bridge the gap between vintage and current styles. With the stylish midi length and cozy slouch, these socks are great for going out or staying in. Featuring a ribbed knit with a seamed heel and toe, they come in women’s shoe size 6-11 and have an average lead time of three to four weeks. Because they are knitted/woven and not printed, these socks – and their designs – can last longer than five years. Sock101+ / PPAI 625402, Silver / sock101.com Dress socks often suggest black, grey or navy socks meant to match your pants, but why not spice them up? Customized Woven Dress Socks are a great way to add some fun branding to your formal look. These come in one size and can have a full coverage imprint, giving the option of printing a fun all-over design rather than just a logo. BamBams / PPAI 255565, Gold / bambams.com Hanna Brookshire is an editorial assistant with PPAI. These Merino Wool Cloud Crew Socks are a great choice for anyone looking for something comfortable and practical. They come in medium and large and have some major advantages: insulating, antibacterial, UV protecting and flame resistant. While they’re ideal for a camping trip or for winter weather, they can also keep you cool in the warmer months thanks to the temperature-regulating properties of wool. Strideline / PPAI 658220, Standard-Base / strideline.com “Socks are a great way to tell your branding story or the client’s story without even thinking about it. With every step you’re taking, you’re promoting your brand.” —TY YARBOROUGH, regional sales manager at SOCK101+ 18 • SEPTEMBER 2025 • PPAI Essentials | In Style
IDEAS TO ADVANCE THE MARKETPLACE Voices 09.25 INNOVATION p. 20 RESPONSIBILITY p. 22 WE ALL WIN Competitiveness may bring out the best – and worst – in sales teams. Here’s how to manage it.. page 24 YOUR BUSINESS PPAI • SEPTEMBER 2025 • 19 A Lot Of People / Shutterstock.com
The Modern Sales Team ONCE UPON A TIME, the promotional products business was all about handshakes and catalogs, and for those who remember the good ol’ days, the idea of a data-driven sales team might still feel foreign. But in today’s marketplace – where buyer expectations, competition and technology are all accelerating in tandem – digitally enabled sales teams are proving to be more efficient, more responsive and more profitable. Your small firm may love to tout its boutique approach and experience – but that doesn’t mean you should stay in the stone age. Now, modern companies aren’t replacing human connections. They’re enhancing them with better insights, tighter follow-up and tools that give reps the ability to do what they do best: sell. Decisions Backed By Data, Not Gut Feelings Traditionally, sales reps in promo have relied heavily on instinct and long-term client relationships to guide their work. While those relationships still matter, they now live in a more complex environment. Clients are juggling more priorities. Orders are smaller and more fragmented. And decisions often come down to speed, value and responsiveness. That’s where a good CRM – customer relationship management platform – earns its keep. A solid CRM gives sales leaders and individual reps a real-time view of account activity, sales pipelines and performance benchmarks. It also helps prevent leads from slipping Even promo’s smallest firms can fight back against the big guys with some widely available tools and best practices. By Tanaisha Dunbarger 20 • SEPTEMBER 2025 • PPAI Voices | Innovation Ground Picture / Shutterstock.com
through the cracks. Did your team follow up after last month’s trade show? Which accounts have gone quiet this quarter? Who opened that last email campaign? Without a CRM, those answers depend on memory. With a CRM, you’re working with facts. The biggest shift might just be accountability. If you’re fighting the uphill battle without a CRM, a rep might say, “Oh yeah, I talked to them,” even if the last contact was six weeks ago. An up-to-date CRM gives businesses a shared source of truth. Digital Outreach That Doesn’t Feel Robotic One of the common fears sales teams have about digital transformation is that it will make their outreach feel less personal. But when used thoughtfully, email automation and sequencing tools can actually free up time for more meaningful interactions. For example, onboarding a new client can be timeconsuming. But with a well-built email sequence – customized to the client’s industry and order history – a rep can send helpful tips, product recommendations and even proofing reminders without spending an hour typing it all manually. The result? The client gets timely, relevant communication, and the rep gets more time to work on closing new business. Tools like Mailchimp and HubSpot are increasingly used in promo firms, especially when integrated with CRM data to tailor messaging based on client behavior or preferences. Personalization at scale is the goal. Old-school marketing is blasting everyone with the same message. Modern companies are now segmenting by client vertical, product interest and business size. The data is there – you just have to use it. AI As Sales Assistant, Not Replacement Artificial intelligence is already finding useful footholds in promo. From intelligent search that helps reps find product ideas faster to automated meeting summaries and proposal generation, AI is helping sales teams move faster and think more strategically. Chatbots and conversational AI tools can even help qualify leads after hours or answer basic product questions on your company’s website. That leaves reps the chance to focus on the highvalue conversations. What’s important, though, is using AI as a supplement, not a substitute. Clients still want to talk to a human when it comes to final decisions, creative brainstorming or problem-solving. AI doesn’t replace trust. Training & Change Management Even the best tech won’t matter if your sales team doesn’t use it. Successful digital transformation depends as much on people and process as it does on platforms. Leadership needs to set clear expectations about tool adoption, offer consistent training and – perhaps most importantly – listen to the team about what’s working and what’s not. Quick wins help: Showcase how a rep used the CRM to spot a stalled deal or how an automated campaign helped reengage a dormant account. Make it less about compliance and more about results. Blending Old & New The best sales teams in the industry aren’t abandoning relationship selling. They’re just augmenting it with smart tools, better timing and sharper insights. It’s still about remembering a client’s kid’s name or sending a handwritten thank-you note. But now, it’s also about knowing their reorder cadence, monitoring their engagement with your content and using data to anticipate their next need before they even ask. In other words, the heart of selling stays the same. But the tools are now a whole lot better. Dunbarger is the project management lead at PPAI. Now, modern companies aren’t replacing human connections. They’re enhancing them with better insights, tighter follow-up and tools that give reps the ability to do what they do best: sell. PPAI • SEPTEMBER 2025 • 21 Innovation | Voices
Don’t Sleep On The ‘G’ Governance is the unsung hero of ESG practices in promo. By Elizabeth Wimbush WHEN PEOPLE TALK ABOUT practicing positive ESG – environmental, social and governance policies – in business, it’s usually the E and S that get all the attention. Saving the planet? Yes, please. Supporting workers and communities? Heck yes. But governance? It’s the third sibling in the ESG family – the one that shows up early, organizes the spreadsheets and doesn’t mind sitting in the back row … until something breaks. But without the G, the rest of ESG is just a really expensive wish list. Good governance is what makes your sustainability efforts credible, scalable and, maybe most importantly, doable. But what does governance actually mean? In the ESG world, governance simply refers to how a company is run. Think leadership accountability, ethics policies, compliance systems, transparent decision-making and risk management. It’s the stuff that happens behind the scenes to make sure you’re walking the walk, not just talking the talk (or worse, sliding down a slippery slope of greenwashing in front of an audience of regulators, eek). If ESG were a band, Environment would be the lead singer, Social would be the charismatic bassist – and Governance? Governance is the drummer keeping the whole thing from falling apart on stage. It’s steady, reliable and doesn’t get enough credit. So why does the G tend to lag? Let’s be honest: Governance doesn’t usually make for good marketing copy. You can’t post a TikTok about your whistleblower policy. A diversity audit doesn’t look great on a tote bag – even with a huge imprint area and multicolor print. And “risk mitigation strategy” is unlikely to trend on Instagram. But what governance lacks in glamour, it makes up for in longevity. A company without strong governance might dazzle in the short term, but eventually it hits a wall, whether that’s a compliance fine, a culture crisis or a very public “oops” that leads to a dreaded PR emergency. For promo companies, governance is make-or-break. Properly aligned governance ensures the flashy sustainability wins you tout aren’t just surface-level, they’re backed by real systems and oversight. Good governance can take many forms: • A supplier code of conduct that isn’t just collecting dust – it’s actively shaping who you work with and how. • A diverse leadership team making better decisions because they bring different perspectives to the table (and not just during Black History Month). • Audit trails for your environmental claims so that when a client asks, “How do you know this cotton is 22 • SEPTEMBER 2025 • PPAI Voices | Responsibility innni / Shutterstock.com
organic?” you don’t have to shout, “Next question!” and sprint out of the room. • Clear accountability and reporting structures for ESG goals – so someone actually owns the results, not just the slide deck. • Strong hiring and ethics policies that help you attract employees who are both high-performing and high-integrity. You know, the kind of folks who don’t ghost you after three onboarding emails. Good governance means great culture. It’s part of the secret sauce. Good governance doesn’t just protect you but also creates a place where people want to work. Top performers are drawn to companies with clarity, integrity and structure. A well-governed company is one where employees understand how decisions are made, how they’re evaluated and how to speak up if something is wrong. It’s where people trust leadership because leadership is transparent, consistent and accountable. And in an industry known for crazy-tight deadlines and logistical acrobatics, a solid governance framework is the calm in the chaos. It’s the reason your best employees don’t burn out or bail. It’s why they stay, grow and help build something better. But how do you show governance? There are plenty of ways to make governance visible: Try including governance wins in your impact reports, such as new oversight mechanisms, policy updates or leadership changes that support ESG. Track and publish metrics like team and leadership diversity, ethics training completion or supplier compliance rates. And tell stories! Did your risk process help you avoid a product recall? Did your values guide a tough but principled decision? Share it. That’s governance in action. This G stuff isn’t glamorous, but it is powerful. In the end, governance is what gives your company its backbone. It ensures your sustainability journey has structure, your culture has consistency and your team has trust in the system. It’s not the headline, but it’s the reason the headline is good news. So next time you review your ESG strategy, give governance a seat at the grown-up table. Buy it a coffee. Maybe even let it speak first. You might be surprised what happens when the quiet one leads the meeting. Wimbush is the director of sustainability and responsibility at PPAI. PPAI • SEPTEMBER 2025 • 23 Responsibility | Voices
We All Win Competitiveness may bring out the best – and worst – in sales teams. Here’s how to manage it. by Mason Linn, CAS LET’S BE HONEST – salespeople are competitive by nature. Especially the good ones. And a little friendly rivalry can be a powerful thing. It’s what pushes us to chase that next big order, dream up a killer campaign idea or hustle to hit goals before quarter’s end. But here’s the catch: Competition, when it’s not managed well, can turn from a motivational boost into a morale buster real quick. But maybe there doesn’t have to be a loser? The key is building a sales culture that channels competition in the right direction – toward innovation, teamwork and delivering the best for our clients – not toward turf wars and burnout. Here’s what healthy competition actually looks like, and how the best leaders built it – followed by what can happen when you don’t manage it well. Client-First Hustle The best sales teams I’ve worked with compete to serve. That means going beyond just hitting a number. It’s about finding the best solutions for the client’s goals, timeline and budget. When we’re all focused on wowing the customer, everyone wins. Collaborating Like Pros Promo isn’t a one-person show. Whether you’re building a custom kitting program or sourcing something wild for a campaign launch, success usually takes a few brains. Great sellers share ideas and vendor tricks – not hoard them – because a win for one is a win for all. Goals That Make Sense This industry can be unpredictable. One month you land a whale, the next you’re doing 37 orders under $500. That’s why fair, transparent metrics are so important. People need to know what’s being measured – and why – so they can compete on an even playing field. 24 • SEPTEMBER 2025 • PPAI Voices | Your Business A Lot Of People / Shutterstock.com
Shining A Light On All The Wins Sure, the rep who just closed an order for 50,000 hoodies deserves a high five. But so does the one quietly building a loyal book of recurring mid-sized clients. When we recognize service, creativity, speed and mentorship, not just big numbers, we keep everyone engaged. Leadership That Lifts You Up Nobody grows when they’re afraid to fail. The best sales leaders I’ve known are part coach, part cheerleader. They make space for smart risks, learning curves and honest conversations. That’s what builds a culture where people grow and stay. When Competition Goes Sideways But let’s face it – sometimes competition gets ugly. It starts subtly: Someone keeps a connection to themselves. Another undercuts a teammate to win an account. Before you know it, you’ve got a trust problem, and those are hard to fix. Here’s where things can go south: • Client poaching and credit battles: If roles and territories aren’t clear, things can get messy fast. Internal competition shouldn’t turn into every rep for themselves. • Leaderboard tunnel vision: Recognition is great, but if only the top few reps get any love, you risk demoralizing the rest of the team. People stop trying – or worse, start bending rules to stay on top. • Ethical corners get cut: In the rush to win a deal, it’s tempting to overpromise delivery dates or ignore compliance red flags. That’s not only risky but bad business. • Sales vs. support showdowns: In this business, sales and ops have to be tight. If sales gets too aggressive, it can burn out account managers and production folks who are left cleaning up the mess. Work to promote easy dialogue between your teams. • Unseen work gets ignored: That rep who negotiates better margins? The one who retains a tricky client for three years? Their wins matter, even if they’re not flashy. If we only reward the big, loud wins, we’re missing half the picture. When competition is healthy, it’s a rocket booster. When it’s toxic, it’s a wrecking ball. The best individual sellers and well-managed sales teams in promo know how to walk the line. They push for results without pushing people over the edge. They celebrate the big wins, but also the small, smart, steady ones – together. If you’re leading a team, take a look under the hood. Is your competition driving progress? Or drama? Fix the culture, and the results will follow. Linn is the manager of distributor sales at PPAI. 5 Ways To Make Competition Work For You · Set clear rules: Spell out how client ownership works, when to split commissions and how handoffs happen. No one likes surprises when there’s money on the line. · Recognize the whole picture: Shout out creativity, problem-solving, teamwork and hustle – not just revenue. · Leverage incentives: Want to boost collaboration? Tie rewards to shared goals like client retention, crossteam projects or fulfillment accuracy. You’ll be amazed how fast silos break down. · Listen, listen, listen: Create space for honest feedback. Quarterly check-ins, anonymous surveys and plain talk in one-on-one meetings can help spot burnout or culture cracks before they widen. · Train your managers to coach: A good manager isn’t just a scoreboard watcher. They’re a partner – someone who helps reps level up, not just hit this month’s number. PPAI • SEPTEMBER 2025 • 25 Your Business | Voices
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