Back-to-school season is about more than backpacks and notebooks.

It's one of the biggest business opportunities of the year. In this episode of Promo Perspectives, host Nicole Cook is joined by SAGE Distributor Account Advisor Sage Thomas to discuss how distributors can rethink the back-to-school season and uncover opportunities far beyond traditional school products.

From hiring initiatives and workplace routines to community sponsorships, sports, fall events, and holiday planning, Sage explains why this season is really about helping businesses reconnect with customers as they transition into one of the busiest times of the year.

You'll also hear practical ideas for positioning promotional products, identifying new prospects, and creating seasonal campaigns that resonate with clients, even if they don't sell directly to schools.

Whether you're looking for fresh sales ideas or a new perspective on seasonal marketing, this episode is packed with actionable tips to help you make the most of back-to-school season.

This episode is brought to you by Brighter Promotions.

Planning your 2027 advertising strategy? Now is the time to start.

In this episode of Promo Perspectives, host Nicole Cook sits down with John Griffin, Senior Account Advisor on the SAGE Supplier Sales team, to discuss why suppliers should begin planning their advertising well before the new media guide is released.

John shares how the SAGE Supplier Sales team works with suppliers to build customized advertising strategies based on business goals, budgets, product launches, and seasonal promotions, rather than taking a one-size-fits-all approach. They also discuss why premium placements fill quickly, how themed advertising opportunities can increase visibility, and why early planning leads to better long-term results.

Whether you're advertising with SAGE for the first time or looking to maximize your marketing investment, this episode offers valuable insights into making your advertising dollars work harder.

Learn more about advertising opportunities with SAGE by reaching out to your Supplier Account Advisor or visiting sageworld.com.

This episode is brought to you by Brighter Promotions

What makes a great leader, and how do you become one?

In this episode of Promo Perspectives, host Nicole Cook is joined by Megan Dean (PPAI), Jill Begun (PPAI), and Halle Moore (BAYSTATE) to discuss the PPAI Leadership Development Conference (LDC), an event designed to help emerging leaders, young professionals, and regional volunteers develop the skills, confidence, and connections needed to grow their careers.

Whether you're just getting started in the promotional products industry or looking to strengthen your leadership abilities, this conversation explores why LDC has become one of the industry's most impactful professional development events.

In this episode, you'll learn:

What makes the PPAI Leadership Development Conference unique

Who should attend (hint: you don't need to be a manager!)

The practical leadership skills attendees take back to work

Why networking at LDC creates lasting career relationships

How regional volunteers and young professionals learn from one another

Why attendees leave with greater confidence, stronger connections, and actionable leadership tools

If you're looking to invest in your professional growth, this episode is a great introduction to everything LDC has to offer.

👍 Like this episode, subscribe for more Promo Perspectives, and leave a comment sharing what leadership skill has had the biggest impact on your career.

To register for LDC, click here: https://www.ppai.org/event/leadership-development-conference/

This episode is brought to you by Brighter Promotions.

Why do buyers suddenly stop responding?

If you've ever had a great conversation with a client, built the perfect presentation, and then heard... absolutely nothing, you're not alone. Getting ghosted is one of the most frustrating parts of sales, but it isn't always a reflection of you or your work.

In this episode of Promo Perspectives, Nicole Cook breaks down five of the most common reasons buyers ghost distributors and shares practical strategies to improve your follow-up, stand out from competitors, and build stronger client relationships.

You'll learn:

Why interest doesn't always mean buying intent

How too many product options can stall a sale

Why projects disappear for reasons outside your control

How to differentiate yourself beyond price and products

What to do when buyers simply avoid saying "no"

Better follow-up strategies that provide value instead of just checking in

Whether you're new to promotional products or a seasoned sales professional, these tips will help you approach ghosting with a healthier mindset and improve your sales conversations.

👍 If you found this episode helpful, like the video, subscribe for more Promo Perspectives, and let us know in the comments: What's your best strategy for reconnecting with a client who's gone silent?

This episode is brought to you by Brighter Promotions

Are catalogs still relevant in the promotional products industry—or have they been replaced by digital tools?

In this episode of Promo Perspectives, host Anne-Marie sits down with John Griffin, Senior Supplier Account Advisor at SAGE, to discuss how catalogs have evolved from printed books to dynamic digital experiences.

John shares why catalogs aren't dead—they've simply adapted to changing buyer behaviors and technology. From personalized digital catalogs and industry-specific presentations to AI-powered customization, this conversation explores how distributors can use catalogs more strategically to inspire clients and generate more sales.

Whether you're a distributor, supplier, or marketing professional, you'll walk away with practical insights into creating product presentations that are more relevant, engaging, and effective.

In this episode:

Are printed catalogs still effective?

Why digital catalogs are becoming the industry standard

How curated catalogs improve the customer experience

The benefits of SAGE Catalog Studio

How AI is shaping the future of product presentations

Why both print and digital still have a place in today's sales process

Subscribe for more conversations about marketing, promotional products, and industry trends from Promo Perspectives.

This episode is brought to you by Safety Made

What does it really take to build a responsible, resilient promotional products business?

In this episode of Promo Perspectives, host Nicole Cook is joined by Liz Wimbush (PPAI), Laura Smith (Storm Creek), and Lenny Pollock (Zagwear) to discuss the upcoming PPAI Responsibility Summit and why it has become one of the industry's most valuable educational and networking events.

From sustainability and product safety to regulatory compliance, supply chain transparency, and responsible sourcing, the panel explores the biggest challenges facing the promotional products industry today—and why staying informed has never been more important.

In this episode, you'll learn:

What the PPAI Responsibility Summit is and who should attend

Why sustainability, compliance, and product responsibility matter more than ever

How changing regulations are impacting suppliers, distributors, and brands

The importance of transparency, risk management, and avoiding greenwashing

Why networking at the Responsibility Summit is just as valuable as the educational sessions

A preview of this year's conference topics, including AI, packaging EPR, PAS, product safety, and global regulatory trends

Whether you're a supplier, distributor, or service provider, this conversation offers practical insight into how responsible business practices are shaping the future of the promotional products industry.

To learn more about the PPAI Responsibility Summit or register for the event, visit PPAI.org.

This episode is brought to you by Safety Made.

Are company stores worth it? In this episode of Promo Perspectives, host Nicole Cook sits down with Chris Jordan, Distributor Sales Account Advisor at SAGE, to explore how company stores are helping distributors win more business, strengthen customer relationships, and simplify branded merchandise programs.

From employee apparel and onboarding to pop-up stores, incentive programs, and franchise brand consistency, Chris shares real-world examples of how distributors are using company stores to solve customer problems—not just sell products.

You'll also learn:

What a company store is (and who should have one)

Why pop-up stores are growing in popularity

Creative ways distributors are using stores to win new business

How stores improve brand consistency across locations

Why company stores increase customer retention

Tips for identifying store opportunities with your clients

Best practices for launching a successful SAGE Store

Whether you're new to company stores or looking for fresh ideas to grow your business, this episode is packed with practical insights you can put to work.

💬 Have questions about SAGE Stores? Reach out to your SAGE Account Advisor to learn how a company store can help your customers—and your business.

This episode is brought to you by Safety Made.

What does Gen Z actually want from promotional products?

In this episode of Promo Perspectives, host Anne Marie sits down with fellow Gen Z team member Emily Pritchard to discuss what makes branded merchandise worth keeping—and what ends up in the trash. From quality and usefulness to sustainability and memorable brand experiences, they share an honest Gen Z perspective on what today's consumers value most.

You'll also hear their thoughts on why subtle branding beats constant advertising, the products they reach for every day, and a rapid-fire "Keep or Toss" challenge featuring some of the most common promotional products in the industry.

Whether you're a distributor, supplier, marketer, or brand looking to connect with younger audiences, this conversation offers practical insights into creating promotional products that people actually want to use.

In this episode:

What Gen Z values most in promotional products

Why quality and usefulness matter more than ever

The role sustainability plays in purchasing decisions

How thoughtful experiences create lasting brand impressions

Favorite promotional products—and the ones they'd leave behind

Advice for distributors marketing to Gen Z

Subscribe for more conversations about trends, products, and strategies shaping the promotional products industry.

This episode is brought to you by Safety Made