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, Kelly Stone, owner and president of The Idea Box – Powered by Proforma (asi/300094) shares her industry journey.
PPM: How did you get started in this industry, and what path did you take to land in your current role?
Kelly Stone: I got my start in the industry back in 2001 with American Identity, which later became Staples Promotional Products (asi/120601). I spent 13 years there, learning the ins and outs of the promotional marketing world and building a strong foundation in client relationships, product sourcing and brand strategy. After over a decade of experience, I made the decision to branch out and start my own company – The Idea Box – Powered by Proforma.
PPM: How do you set goals for yourself and for your business?
KS: I look beyond just revenue targets. While top-line growth is important, I also focus heavily on margin goals to ensure the health and sustainability of the business. Now that I own my own company, I’ve realized there are many more layers to consider – cash flow management, operational efficiency, customer acquisition costs and long-term scalability. For me, goal-setting is a balance of financial benchmarks, process improvements, team development and building strong, lasting client relationships.
PPM: How’s the current economy affecting the industry?
KS: I believe the economy is the backbone of the promotional marketing industry. When the economy is strong, the industry flourishes – brands invest heavily in campaigns, events and branded merchandise to drive engagement. But when the economy tightens, promotional marketing is often one of the first budgets to be cut. That’s why you have to be nimble and creative to weather these fluctuations. It’s about finding smart, value-driven solutions for clients and pivoting quickly to meet changing needs. Those who can adapt not only survive the downturns but often come out stronger on the other side.
PPM: What are some of the biggest changes or challenges the industry will face?
KS: One of the biggest challenges facing our industry is the ongoing uncertainty around tariffs. While “Made in the USA” is an excellent path for many programs and offers valuable solutions, it simply can’t meet all of the demand. The reality is we still rely on products from overseas to fully support our clients’ needs. Navigating these regulatory shifts and global supply complexities requires agility, creativity and a proactive approach to sourcing and strategy.
PPM: What’s the most exciting thing your company is doing right now?
KS: AI is by far one of the most exciting tools to emerge in recent years. We’ve only scratched the surface of what it can do and how it can revolutionize the way we work. The potential to save time, streamline processes and provide additional support (without the added expense) is truly game-changing. What excites me most is exploring how AI can specifically enhance the promotional marketing space. From smarter sourcing to personalized client experiences, I believe AI will open up new opportunities that we’re just beginning to discover.
PPM: What would people be surprised to learn about you?
KS: Most people are surprised to learn that I’m also a partner in a restaurant here in Ponte Vedra Beach, Argyle PVB, which I co-own with my cousin and her husband, who is the chef. We opened the restaurant in August 2023, and it’s been an exciting and rewarding venture outside of my work in promotional marketing. It’s a completely different kind of business, but one that shares the same passion for creativity, community and delivering memorable experiences. You can check us out at www.argylepvb.com.
