With keynote speakers and roundtable discussions at PPAI’s North American Leadership Conference this week hitting on so many topics shaping the promotional products industry right now, every conversation felt relevant and thought-provoking to first-time attendee Todd Wallace, MAS.
One of his biggest takeaways was the critical role of communication between PPAI and the members of regional associations, such as the New England Promotional Products Association, of which Wallace is a board member.
“PPAI and its advocacy agency, Thorn Run Partners, made it clear that they’re open and accessible, ready to support anyone who reaches out,” Wallace says. “But the pace of business today often doesn’t always allow time to seek or absorb information at that level.
“That’s where we, as regional leaders, come in. We have a real opportunity to streamline communication, helping deliver important messaging and ideas both up and down the ladder. It’s about reducing friction, improving clarity and, ultimately, helping our members run their businesses more efficiently.”
Todd Wallace, MAS
VP of Marketing & Business Development, SourcePromo
Wallace, vice president of marketing and business development at Massachusetts-based distributor SourcePromo, attended NALC 2025 after receiving the inaugural PPAI Regional Scholarship, which covered up to $2,500 for event registration, hotel costs and airfare costs for any of PPAI’s events.
Willingness To Connect
Another of Wallace’s takeaways was AI’s impact on promo.
Nearly every speaker, including futurist Crystal Washington, touched on the advantages of the technology:
- AI can help curate more relevant product offerings and presentations for clients.
- It can also anticipate client questions and help you prepare thoughtful, informed responses.
- It’s a powerful tool to navigate today’s increasingly tech-savvy business landscape without needing to be a tech expert.
“People don’t have to be intimidated by AI,” Wallace says. “They can start small and test a few tools. They might be surprised by how much it can lighten the workload and elevate the client experience. The easiest way to get started is to ask a fellow distributor, as I haven’t met one yet who wouldn’t be willing to share information to help.”
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Furthermore, Wallace was awestruck by the level of leadership talent in the room, but even more impressed by the universal approachability, openness and genuine willingness to connect. “The spirit of collaboration was real,” he says, “and I left feeling inspired, better informed and proud to be part of such a dynamic industry.”
If you’re on the fence about attending next year’s NALC, Wallace encourages you to consider these benefits.
- You’re surrounded by industry peers who are doing the work – growing businesses, managing teams and solving challenges that look a lot like your own.
- It’s a rare chance to build genuine relationships with suppliers, distributors and service providers in a non-sales setting.
- The sessions dive into the trends that are already reshaping how we work. You leave with ideas you can use right away.
- Especially if you serve in a regional or leadership role, the event reinforces how crucial you are in bridging communication between PPAI and your members. You gain clarity on how to share the right messages and resources at the right time, helping everyone operate more effectively.
- You walk away re-energized with new ideas and contacts as well as a renewed sense of purpose.
