Caught in the hustle of shifting algorithms, rush orders and last-minute event planning, it’s easy for distributors to overlook their own marketing and self-promotion. But carving out intentional time to focus on your strategy can be a true game-changer – not only by enhancing your company’s sales, but by being a living example of how you hope your clients approach their branding.

Last year’s CultureFest – an annual end-user event hosted by Boost Engagement (asi/326300) – drew 100 clients who met with vendors and took home creative self-promo items, including a beach bag, tumbler, journal, pouch and more.

For the past decade, Boost Engagement (asi/326300), a family-owned distributor based in Dayton, OH, has walked the walk, hosting an annual end-user event designed to unite clients, sales reps and vendors in a collaborative setting. The goal? Spark ideas around three key themes: brand storytelling, company culture and community connection. Enter CultureFest – a standout experience that not only celebrates the distributor’s creative capabilities but deepens client relationships and delivers real ROI.

Distributor Boost Engagement gamified its Culturefest event by incentivizing attendees to visit vendors with stamped passports that gave them more opportunities to win prizes.

Months before last year’s CultureFest, Boost Engagement launched a multichannel invitation campaign, using email and direct mail to connect with clients. Though the event was open to all customers, a targeted drip strategy engaged high-value clients nationwide. CultureFest 2024 carried the theme “Enjoy Your Journey,” and guests arrived at the Dayton Dragons baseball stadium (a cherished local venue) to receive name tags and a vibrant yellow summer bag filled with a travel charger, branded passport, event T-shirt and travel pouch. (Other items included a Stanley tumbler, embossed luggage tag, toiletry bag and packing cube.) “We gamified the showroom to encourage clients to engage with as many vendor reps as possible,” explains Lexington Heiss, marketing lead at Boost Engagement. “They got their passports stamped every time they visited a different vendor and the stamps earned them raffle entries for high-end luggage prizes.” The event drew over 100 clients and featured 30 vendors showcasing both apparel and hard goods in individual rooms with curated displays.

“The goal was to help clients think differently about how to use branded products.”Lexington Heiss, Boost Engagement (asi/326300)

A standout moment of the day was a high-energy fashion show featuring 15-20 styled looks, from corporate to casual, sporty to upscale. A lively emcee described each piece of apparel, pointing out decoration techniques and logo placement ideas. “We wanted all the components of this experience to come together to leave a lasting impression,” says Heiss. “The music was upbeat, the logistics flowed and people really leaned into the gamification and the experiential nature of the day.”

Boost Engagement Co-CEOs Anita Emoff (left) and Dawn Conway

Sales reps accompanied their clients through the event, guiding conversations around how branded merchandise can elevate storytelling, energize internal teams and engage customers. For added coherence, vendors were pre-briefed on these themes. “We sent out a full info sheet three months ahead of time, highlighting the kinds of big-picture discussions we want to fuel,” Heiss says. “We also hosted a vendor-only dinner the night before the event to connect and get on the same page about the goals and schedule.” During the client event, a timed buzzer system prompted 20-minute rotations, mixing up the interactions to spark new conversations and perspectives, ensuring that the booth investment was worthwhile from the vendor standpoint.

CultureFest proved to be a win across the board for Boost Engagement, vendor partners and clients alike. Not only did it open doors for new levels of creative collaboration, the event generated 114 unique orders – including a large-volume order for the signature yellow bags. In total, the event directly led to $248,000 in sales revenue. “The goal was to help clients think differently about how to use branded products, and we achieved that,” Heiss shares. “And now? We begin planning for the next event.” – Andraya Vantrease

With college application numbers dipping in recent years, universities have had to think outside the box to reach prospective students. For Rice University in Houston, teaming up with Counselor Best Place to Work company Whitestone (asi/359741) gave them a strategic edge in the competitive race to attract future freshmen.

This custom Owl brick-building kit sourced by Whitestone (asi/359741) for Rice University was a hit with both prospective students and college counselors.

Sydney Stein, senior account manager at Whitestone, had previously worked with Rice’s graduate department and was referred to handle a new project for the undergraduate admissions team. The task: Create an annual mailer for high school counselors that would share admissions updates while reflecting Rice’s unique spirit and values. The team wanted a memorable, desk-worthy gift – something counselors would display and share with students that would naturally spark conversations about Rice.

Partnering with an overseas supplier, Stein developed a custom brick-building kit (think Legos) with a whimsical and meaningful design. The set featured Rice’s iconic mascot, Sammy the Owl, along with a squirrel and a tree on a green “grass” plate – a nod to the university’s lush oak-filled campus and its playful wildlife. When fully assembled, Sammy’s wings moved and its head swiveled, for added effect. The kit came with a branded postcard insert featuring campus visuals, clear assembly instructions, compelling messaging and QR codes linking directly to the Rice admissions website. The outer shipping box was also custom designed with the college’s brand component, using one of its “What If” statements to link together the idea of building a future at Rice while building the brick kit.

“It’s relationships like these that allow us to showcase the lasting impacts of custom promotions.”Sydney Stein, Whitestone (asi/359741)

The campaign took three months to pull off – 5,500 kits were manufactured and kitted overseas, shipped to a fulfillment center in Chicago then drop-shipped nationwide to carefully selected high school counselors identified by Rice as key influencers. “We had a lot of success with this campaign,” says Stein. “It created buzz among the counselors, with more than 500 likes and 60 positive comments on their College Counselors Facebook Group, and it was a hit with the students.” One counselor stated: “My usually very quiet and anxious student was smiling and building the whole meeting.”

The contacts at Rice were close partners in the project, receiving prototypes and samples along the way to ensure they agreed to the colors, design, assembly instructions and messaging before the kits were shipped in the fall of 2024. “There was a lot of back-and-forth with the client, and they were extremely patient and engaged,” says Stein. “Keeping the entire project with one factory allowed us to streamline the process and ensure that anything in question would be caught by the same quality control team.”

The success didn’t end with one mailing. Since the campaign, Rice commissioned a second 1,000-piece custom brick set, and Stein has received multiple client referrals beyond the university. “This project has led to more opportunities both within Rice and with new corporate clients,” she says. “We’ve already quoted three more kits for those contacts. It’s relationships like these that allow us to showcase the lasting impacts of custom promotions.” – AV

Packaging is one of the most powerful tools in a promotional campaign – yet many distributors shy away from pitching it. They often don’t feel confident enough to speak to its full potential, let alone convince clients that custom packaging can elevate their brand to a whole new level. Cliff Quicksell, a longtime consultant for New Jersey-based Keepsake Products USA (asi/64180), set out to change that narrative.

A custom-printed box, Ray-Ban sunglasses, butter popcorn scent and a built-in video display made anyone who received this self-promo from Keepsake Product USA (asi/64180) feel like a star.

Keepsake specializes in designing, printing, kitting and shipping handcrafted custom boxes that transform a typical promotion into a full-blown sensory experience. To prove what packaging could really do, Quicksell partnered with the supplier to create an unforgettable self-promotion: a premium package sent directly to decision-makers at Counselor Top 40 distributors – people they believed would help them get in the door with the reps who were ready to learn and take action. “We were extremely targeted about who received it,” says Quicksell. “We made sure it landed on the desk of someone who would immediately recognize its potential and share it with their reps.”

Keepsake Product USA customized its high-end self promo by printing the recipient’s name on a built-in light-up star.

The theme was a Hollywood-style premiere in a box. The dramatic black box opened to reveal images of actors and actresses printed inside the flap. As recipients lifted the lid, they were greeted with the smell of buttery popcorn, the unmistakable sound of the MGM intro theme and a display tray featuring a pair of Ray-Ban sunglasses. Underneath, a second box read, “Recognizing you in your starring role,” and held an LED-lit star personalized with the recipient’s name.

Built into the main box was a video screen featuring a message from Quicksell himself – explaining the concept and inviting the recipient to a free webinar on the creative power and strategic value of custom packaging. “The campaign used NFC technology, embedded video, scent pods, sound chips and LED lighting to captivate recipients,” says Quicksell. “The power of packaging has to be experienced to be understood.”

“The power of packaging has to be experienced to be understood.”Cliff Quicksell, Keepsake Products USA (asi/64180)

Of the 25 boxes produced, 10 have been delivered so far, with impressive results: a 95% engagement rate and 85% of recipients attending the Keepsake webinar. The company has also received orders for similar boxes from recipients who were so impressed with the design they wanted to do a self-promotion of their own. “We focus not only on ROI but on the long game of ROO – return on objective,” says Quicksell. “The average Keepsake client sticks around for a decade, and most orders are in the five figures. With that kind of lifetime value, a $450-per-box investment is more than justified.”

Quicksell has seen repeatedly that companies who give their customers the experience of packaging, instead of trying to sell through a PDF mock-up or a sales pitch, receive an entirely different response. “We get clients all the time that claim they can’t afford custom packaging, and yet when we send these self-promotions, the budget shifts,” says Quicksell. “A company that had a multi-year process for their preferred vendor list put us on their list within two weeks of receiving the Star Box. Packaging can change the game quickly.” – AV

With a recent self-promo campaign, Counselor Top 40 distributor Proforma (asi/300094) wanted to send a loud-and-clear message about making eco-friendly choices while featuring products that weren’t necessarily “screaming sustainability,” says Gianna Mangino, director of brand marketing.

Proforma (asi/300094) partnered with PCNA (asi/66887) to deliver a sustainable self-promo that included a silicone food storage container, BPA-free straw topper, tumbler made from recycled material and an organic cotton tote bag.

The idea, she adds, was to show how sustainable products – tied with robust giveback programs and powerful, personalized touches – can be infused easily into any print or promo product strategy, allowing distributors and their clients to achieve business goals while still making eco-conscious decisions.

“We wanted to make sure we brought to the table how you can serve sustainability through products that you might not immediately think are sustainable,” Mangino says.

Proforma collaborated with Counselor Top 40 supplier PCNA (asi/66887) to source the items included in its “Sustainability Is Served” campaign, outlining exactly what made each product sustainable on the inner lid of the box.

“A lot of times people think things are sustainable and they’re advertised as sustainable, but how truly sustainable are they?” Mangino says. “We worked with PCNA to make sure we had all our facts straight.”

“We wanted to make sure we brought to the table sustainability through products that you might not immediately think are sustainable.”Gianna Mangino, Proforma (asi/300094)

Proforma put together a cohesive kit, aimed at making it easier to pack lunch and reducing the need for single-use plastics. A silicone food storage container (7773-01), microwave- and freezer-safe, replaces disposable bags and take-out boxes. The container has thoughtful features, such as an air vent that allows steam and moisture to escape, to help maintain food quality.

“That was my personal favorite,” Mangino says. “It’s easy to clean, and I love the way silicone products feel.”

A BPA-free straw topper (1602-15) made of 30% recycled food-grade silicone supports environmental nonprofits through a partnership with 1% for the Planet. A tumbler (1602-07), made from 91% recycled stainless steel and featuring a 100% recycled polypropylene straw and lid, also supports environmental nonprofits through 1% for the Planet.

Tying it all together is a GOTS-certified organic cotton FEED tote (9009-16) that helps to combat food insecurity. FEED, a certified B Corp, provides three school meals to children worldwide through partnerships with organizations like No Kid Hungry, the United Nations World Food Programme and Akshaya Patra. Since 2007, FEED has helped provide over 126 million meals in 20 countries, translating to more than $14 million in support.

It was important, Mangino says, that the tote bag be large enough to fit the rest of the items included in the kit – making it simple to pack a meal and bring it to an office.

Also in the custom printed box was an insert card, personalized to the recipient, sharing a QR code they could scan for more information. The smaller-than-typical insert card was a deliberate choice, Mangino says, to show you can get your message across without creating unnecessary waste.

When recipients scanned the QR code, they were taken to a personalized landing page, and Proforma distributor owners were alerted, allowing them to follow up in a timely manner. “It was a pretty seamless process,” Mangino says.

Proforma sent out 1,000 “Sustainability Is Served” kits to current customers and prospective clients of its distributor owners, and Mangino notes that the campaign had a “remarkably higher” call-to-action response rate than past campaigns, leading to a significant increase in follow-up appointments with distributors. In one notable case, a distributor owner landed a discovery call with a multibillion-dollar company.

The sustainable products featured in the campaign also saw a 69% increase in sales in the 90 days after launch.

“The campaign,” Mangino says, “showcased how to use print and promo effectively to tell a story, connect with shared values and drive results.” – Theresa Hegel

Promo for the Planet is your destination for the latest news, biggest trends and best ideas to help build a more sustainable and socially-responsible industry.

It was the year of the kit in 2020, where distributors found the power of a diverse gift that blended different product categories in one branded package. Since then, it’s been the gift that’s kept on giving as hybrid work models have become commonplace and distributors have seen how effective it can be to reach end-users quite literally where they live with a cohesive and memorable campaign.

Grossman Marketing Group (asi/215205) created a curated kit for travelers who booked an EF Go Ahead Tour, taking care to match every print and promo product – from lanyards and luggage tags to caps and printed papers – with a cohesive color scheme and branding aesthetic.

Grossman Marketing Group (asi/215205) didn’t intend for the items in its kit to live in their end-users’ homes, though. Rather, it used a collection of tote bags, luggage tags, lanyards, caps, cookbooks and various print pieces to enhance the travel experience for customers on EF Go Ahead Tours.

Print items like brochures, business cards and ID badges complemented promo items like lanyards and drinkware.

As Grossman Marketing Group evolved from being mostly print-based to a more “holistic marketing support” company, as Co-President David Grossman says, its sales relationship with EF has grown, too, for nearly three decades.

“We do everything for them, such as envelopes, printed materials, drinkware, and items that support their tours like name badges and luggage tags,” Grossman says. “For this particular project, we produced it all except for the cookbook, which they supplied.”

The kits were sent to customers who registered for the tour, and EF wanted to convey the luxury, premium status of this particular service. The kit needed to impress at first glance, unboxing and in use on the road.

From Grossman’s perspective, that meant examining every detail and surface of the campaign, and considering how each product could achieve the intended result.

“We look at extra little add-ons like hang tags and woven patches – things that can elevate the experience. It’s not just taking a logo and slapping it onto a pre-existing product.”David Grossman, Grossman Marketing Group (asi/215205)

“We look at materials and construction,” he says, “and extra little add-ons like hangtags and woven patches – things that can elevate the experience. It’s not just taking a logo and slapping it onto a pre-existing product.”

Combining different substrates and maintaining brand consistency was a necessary challenge. Everything had to match, or it would feel thoughtlessly tossed together – far from the elevated experience EF wanted. “The bags, the hangtags, the lanyards – everything was dyed to match,” Grossman says.

The packaging itself tied the whole promo together, creating brand visibility with the first impression.

The bags alone went through multiple rounds of dip sampling to get the exact Pantone shade that EF used for its branding.

“Once we did that, we basically used that for all of the items,” Grossman says. “We want everything to feel like it’s a curated selection.”

So, they had the look. But what about the feel? Touch is just as important as sight for a luxury branding experience. For a kit especially, the box itself has to make a splash, as it’s what holds the campaign together.

“I’m sort of a print geek, and I came up through the business on the print side of things,” Grossman says. “For me, paper is everything. We sourced paper that was both sustainable but also had a really nice, luxurious feel, and we presented samples to EF. We mocked up dummies of all the brochures with multiple paper stocks. And, like the canvas bags, they selected one that was going to achieve their budget goals while also giving an elegant feel because, again, this is a premium travel experience, and they wanted to make sure that every piece of every product that comes into contact with one of their travelers conveys that sense of luxury and a bespoke experience.” – Brendan Menapace