Understanding the Promo Industry Structure: Suppliers, Distributors & the Layers of Success

Confused about how the promotional products industry really works?

In this episode of the Supplier Promo Playbook Podcast, hosts Lisa Fosdick, Adrienne Barker, MAS, and Kimberly Miller Ballerene break down the layered structure of the promo world. From the many types of suppliers to the evolving distributor landscape to the rise of tech and AI-driven platforms, you’ll learn how each “slice of the cake” fits together. Whether you’re a new supplier or a seasoned pro, this is your go-to guide for understanding the foundation of promo success.

➔ Understand the full spectrum of suppliers—from niche startups to powerhouse retail brands entering promo

➔ Learn the differences between traditional distributors, franchises, buying groups, and e-commerce giants

➔ Discover how gifting platforms, print-on-demand, and AI-driven software are reshaping the industry

➔ Get real talk on financial fitness, credit terms, and why suppliers must invest in strong systems

➔ See how to match your product with the right distributor niche for sustainable growth

If you want to navigate the complexity of suppliers, distributors, software, and technology in the promotional products channel, this episode gives you the map.

👉 Subscribe to the Supplier Promo Playbook Podcast on Spotify, Apple Podcasts, or your favorite listening app.

👉 Connect with

Lisa: (3) Lisa Fosdick | LinkedIn

Adrienne: (3) Adrienne Barker, MAS | LinkedIn

Kimberly: (3) Kimberly Miller Ballerene | LinkedIn