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, Shawn LaFave, president and chief branding consultant for North Georgia Promotions (asi/526782), discusses how his company has spotted consumer trends and made smart growth plans to stay successful even during difficult economic periods.
PPM: How did you get started in this industry?
Shawn LaFave: I’ve always had an entrepreneurial spirit, and have owned and sold several businesses over the years. In 2010, my wife Laura and I founded North Georgia Promotions from our basement, initially as a way to provide decorated apparel for the activities our children were involved in at the time. We began by using contract decorators, but after repeated issues with delays and inconsistent quality, we made the decision to bring production in-house. We started with embroidery equipment and gradually expanded our capabilities.
Today, North Georgia Promotions offers a full range of decoration services, including screen printing with both plastisol and water-based inks, heat transfers, direct to film and large-format printing such as banners. I currently focus on sales and supplier relations, ensuring our clients receive high-quality products and exceptional service.
PPM: How do you set goals for yourself and for your business?
SL: We typically begin our annual planning in September to establish a clear strategic direction for the upcoming year while also reviewing our three- and five-year goals. This process includes evaluating what worked well, identifying areas for improvement, and exploring opportunities for growth and efficiency.
As part of our planning, we track daily activities – such as calls, quotes, emails and sales – and compare these metrics to our monthly and annual sales performance. This analysis helps us set realistic sales targets, and determine appropriate budgets for marketing initiatives and community sponsorships, allowing us to give back when possible.
PPM: How does the economy continue to affect the industry?
SL: Greatly. In 2025, we’ve observed a noticeable slowdown in order volume across nearly all of our client accounts. Uncertainty surrounding tariffs, inflation and broader economic conditions – fueled by both information and misinformation – has made it challenging for businesses to confidently plan and spend.
Despite these headwinds, our focus remains on helping clients find smart, cost-effective solutions. We continue to identify and present logoed apparel and branded merchandise options that offer clear value, ensuring they remain relevant and impactful for our clients’ current needs and budgets.
PPM: What are some of the biggest changes or challenges the industry will face?
SL: I believe the industry will continue to face supply chain challenges as suppliers navigate rising costs and material shortages. This will require increased education for our clients – not only about product availability but also about the benefits of choosing sustainable and eco-friendly options that are already on the market. While these products may come at a higher price point, they often offer greater long-term value and align with growing environmental expectations.
We’re also seeing a push toward fast, on-demand, short-run production – often promised in under a week. While this model may work for large online retailers, it’s not a sustainable or scalable approach for many family-owned distributors like ours. Maintaining quality, service and profitability requires a more balanced, thoughtful process.
PPM: What’s the most exciting, cutting-edge thing your company is doing right now?
SL: While it may not be considered cutting-edge, I believe education is the most consistent and valuable tool for developing the skills we all need to grow – both individually and as a business. We’ve worked with specialists and consultants across nearly every area of our operations to ensure we stay aligned with best practices in business planning, production techniques and emerging technologies. Whether it’s new equipment, software or AI-driven solutions, we’re committed to exploring and implementing tools that can improve efficiency and enhance our capabilities.
PPM: What would people be surprised to learn about you?
SL: I enjoy giving back through volunteer work, whether it’s supporting local events, serving on a board of directors or helping with community initiatives. I’m always willing to lend a hand – whether that means assisting behind the scenes or taking on more active roles, such as judging our regional DECA competitions. Contributing to the community in meaningful ways is both personally fulfilling and an important part of how I stay connected and engaged.
