Print & Promo Marketing’s ongoing feature series, Executive Perspectives, tells the personal entrepreneurial stories of leading professionals in the print and promotional products industry. This month, Lori Bauer is featured. She’s the CEO of Counselor Top 40 distributor iPROMOTEu (asi/232119) and also oversees Counselor Top 40 distributor AIA Corporation (asi/109480), which iPROMOTEu acquired last September. In this chat, Bauer traces her career and shares insights into how the firms she helms are evolving.
PPM: How did you get started in this industry?
Lori Bauer: After graduating from Miami University in Ohio, I began my career at BIC Graphic North America, now Counselor Top 40 supplier Koozie Group (asi/40480). My time there in product development, marketing and sales leadership prepared me to lead large teams and drive revenue growth. In 2021, I moved to the distributor side of the industry with iPROMOTEu as senior vice president of affiliate sales and support, a role where I focused on delivering value and success for our affiliates. This experience laid the groundwork for my current position as CEO, which I stepped into in February 2024. Today, I’m honored to guide both iPROMOTEu and AIA into the next chapter, building on the strong foundations of each company.
PPM: How do you set goals for yourself?
LB: I start by identifying areas where my skills and expertise can make the most impact, whether that’s driving business success, supporting our affiliates and owners, or fostering leadership within our team. I believe in setting challenging but achievable goals, with a strong focus on accountability and measurable progress. I also prioritize learning and staying connected to the industry through mentorship, networking and leadership development.
PPM: How do you set goals for your business?
LB: Each goal is measurable, balancing both short-term performance metrics and long-term strategic initiatives. I also focus on ensuring that these goals empower our affiliates to succeed, as their growth is core to our success. Regular reviews and adjustments are essential to staying agile in an evolving marketplace.
PPM: How’s the current economy affecting the industry?
LB: There are economic challenges and opportunities right now, with inflation impacting cost and supply chain disruptions still lingering. However, organizations are prioritizing brand visibility as a way to stay competitive, which is driving consistent demand for promo products. We’ve seen a shift toward functional and high-quality items, which means more meaningful orders. As the economy stabilizes and consumer confidence returns, we anticipate increased marketing budgets in the coming year. By prioritizing innovation and evolving with consumer trends, our industry is well-positioned for growth as end-buyers continue to recognize the high ROI of promo.
PPM: What are some of the biggest changes/challenges the industry will face?
LB: Adapting to the rapid rise of digital solutions, as clients increasingly seek tech-enhanced products and virtual brand engagement. Sustainability is another major shift, with more companies requiring eco-friendly products and business practices, pushing us to innovate in both materials and sourcing. Overall, these challenges are driving creativity, and I’m confident that by embracing change, we’ll continue to thrive in this dynamic landscape.
PPM: What keeps you up at night?
LB: The industry is constantly evolving, and iPROMOTEu’s success depends on delivering meaningful support and value to help our affiliates thrive. Whether we’re improving back-end processes, rolling out new client-facing technology or providing innovative marketing tools, we prioritize quick delivery and stay focused on anticipating what our affiliates need to achieve their goals. Staying ahead of the curve is essential, and speed to market is the key to making that happen.
PPM: What’s the most cutting-edge thing your company is doing right now?
LB: We’re launching our iSUITE Mobile app this year. iSUITE Mobile provides streamlined order management and real-time tracking right from your phone, making our affiliates more efficient and competitive. Our team is driven by innovation, and we’re focused on leveraging technology to empower iPROMOTEu affiliates and AIA owners.
