As part of Print & Promo Marketing’s ongoing feature, Executive Perspectives, we get to know leading professionals in the print and promotional industry. This month, we interviewed Karl Ziegler, president of Ruckus & Co. Inc., Greenwood, South Carolina. Here, he shares how personal growth fuels his leadership style, offers a glimpse into serving high-profile events, and teases new substrate options.
How did you get started in this industry, and what path did you take to land in your current role?
Karl Ziegler: After college, I became a minority partner in a company distributing photo ID systems and accessories. We identified a market for producing ID accessories and supplying them to other distributors. Companies reached out to us to add logos to the accessories, and despite no prior experience, we figured it out. These companies were promotional products distributors, leading us to launch our own supplier company specializing in customized ID accessories, successfully entering the promotional products market and growing our business.
How do you set goals for yourself? For your business?
KZ: I am committed to continuous learning and growth. To develop myself, I actively read, learn from others, and engage with industry peers. My goals are to strengthen my skills in writing, communication, and leadership. For our company, it is my duty to articulate our identity, operating principles, and vision. Meeting our goals involves openly discussing who we are and our shared direction. Beyond that, I aim to empower our team to embody our ideals and collaboratively shape the culture we are creating.
How does the economy continue to affect the industry?
KZ: The economy significantly impacts the promotional products industry. During economic downturns, businesses often reduce marketing budgets, leading to decreased demand for promotional items. Conversely, in a thriving economy, companies invest more in advertising and promotional campaigns, boosting industry sales. Economic fluctuations also influence material costs and supply chain stability, affecting pricing and availability. Industry suppliers must adapt strategies to economic conditions, leveraging strengths during growth periods and optimizing efficiencies during downturns to maintain resilience and profitability.
What do you expect to be some of the biggest changes or challenges the industry will face?
KZ: There are growing challenges in our industry. Some distributors focus on cheaper prices, which leads to an industry racing to the bottom, lowering profits for both suppliers and distributors. Suppliers and distributors need healthy margins for the industry to remain robust.
Supplier consolidation creates one-stop shops but can result in customer service issues and lack of communication, as it’s difficult to fully understand the entire product line. Ruckus focuses on core capabilities with prompt, accurate communication. The gap between these approaches is growing; distributors must decide which strategy works best.
Industry service providers’ offerings are shifting. Many previous offerings are no longer needed due to technology advancements. Service providers must determine what the industry demands and how to offer value and deliver their services.
What keeps you up at night?
KZ: Our company frequently takes on orders for high-profile events with tight production timelines and often more technical production requirements. If I’m up at night, I’m mentally running through the logistics and ensuring that our team is in place and empowered to deliver exceptional results at every step of the process. Our core values are simple: transparent pricing, quality workmanship, and on-time delivery. While these values may seem straightforward, they require a focused and driven team committed to meeting these high standards consistently.
What do you think is the most exciting, cutting-edge thing your company is doing right now? Why?
KZ: We are passionate about bringing innovative ideas and technologies to the industry. Starting from the first quarter of this year, we have introduced dye sublimation-printed lanyards made with recycled polyester (rPET) at no extra cost. Our lanyards are already offered at an all-inclusive delivered price, making this an even more significant advantage for distributors.
We are excited to just now introduce three new substrate options for credentials that offer a premium appearance without requiring specialized tooling or incurring substantial additional costs. The new materials include silver, gold, and luminescent pearl — all of which produce stunning results. These new substrate choices are perfect for high-profile events where a touch of elegance and sophistication is desired.
What would people be surprised to learn about you?
KZ: In my leisure time, I prefer to disconnect from the digital world and embrace analog pursuits. One of my passions is collecting automatic watches, which I find fascinating due to their intricate mechanisms and timeless appeal. I also take pleasure in immersing myself in a good book, often accompanied by a glass of fine bourbon to enhance the experience. Additionally, I find joy in listening to music on vinyl records, appreciating the warm, authentic sound that this classic format provides.
Want to be considered for a future edition of Executive Perspectives? Contact Elise Hacking Carr at [email protected] for a list of questions and other details.
