Commentary April 17, 2024
#Counselor70: Industry Leaders Reflect on ‘My Counselor Moment’
Promo veterans look back on their most memorable appearances in the magazine, and what’s changed from then to now.
As Told to Theresa Hegel, Sara Lavenduski, C.J. Mittica, Sami Marshak and Christopher Ruvo
Through the decades, promo has been populated by a procession of innovators, achievers and top-notch professionals who’ve moved the market collectively forward.
Counselor has been there to tell their stories and help them in their endeavors. “The Voice of the Industry” has relied on the voices of thousands to share their thoughts, ideas, strategies, successes and even failures for others to learn from.
Now, we ask a few of these leaders to reflect on their most memorable appearances in Counselor, along with their journeys in promo and the lessons they learned along the way. Beyond the laughs and touching moments, they offer advice and insights for those, too, looking to make a career in this industry.
Jo-an Lantz
Geiger (asi/202900)
I still have a good laugh thinking about it.
I’m talking not about my first appearance in Counselor, but the time in 2007 that I had the good fortune to be ranked second on the magazine’s Power 50 list of the industry’s most influential people.
“What an Honor It Was To Be Among Such Incredible Company.” Jo-an Lantz, President/CEO, Geiger (asi/202900)
What an honor it was to be among such incredible company on the Power 50. Making things even better, Counselor picked me and industry legend Paul Lage – who ranked first – to be on the cover. We were brought together for the cover photo shoot. And that’s where things got a bit funny.
Paul is over six feet tall. I’m 5-foot-one. To get the perspective on the photo right, I had to stand on a cardboard box. Only it was wobbly, and I kept teetering off. Paul helped to hold me up. It became hilarious; we were laughing so hard the whole time.
Geiger’s Jo-an Lantz has been a staple presence in the pages of Counselor and has appeared on multiple covers, including in 2007 for the Power 50 and again in 2020 when she was named Person of the Year.
I feel the way Paul treated me – the helping hand he gave me – serves as a metaphor for the force that Counselor has been in the industry for the last 70 years. It supports us all, suppliers and distributors, helping to hold us together and helping drive our mutual success.
Over the years, Counselor’s State of the Industry reports have been invaluable. They’re my go-to. As are the articles on everything from trends to business developments that come out through the year. I’ve appreciated how Counselor has tried to evolve and innovate for the industry – like the 2023 report estimating the size of the European promo market. It wasn’t perfect, but it was groundbreaking. Counselor isn’t just a magazine; it’s a resource.
In many ways, I feel like Counselor – and ASI – have grown together with me during my time in the business. Thinking about that makes me reflect on my earlier days in the industry. What would I tell my younger self? Be more patient. Listen more. And also, smile: You’re in for a challenging but really fun ride.
After I’d worked in this industry for a few years, I couldn’t imagine working in another. People are so generous. They have your back. Even our big competitors are our good friends. How can you not fall in love with an industry like that? Promo is phenomenal, and Counselor has been there not only to document it, but to advance it.
Kathy DiFrancesco
SnugZ USA (asi/88060)
My first experience with promo came from ASI back when I was working at Leashables by Oralabs (asi/66715).
I’d just come into the industry, having previously worked in retail manufacturing in fragrance development, and I distinctly remember Norman Cohn. He left me with the impression of how intimate and relationship-driven this business is. He welcomed me and personally sent me a card. This unique type of personal touch is one of the reasons I’ve stayed in the business.“This Industry Never Stops Moving Forward.” Kathy DiFrancesco, Vice President of Sales, SnugZ USA (asi/88060)
I’ve also stayed because this industry never stops moving forward. When I appeared on Counselor’s 2008 “Hot List,” it was at the time of the financial crisis. I’ve been in promo long enough to have gone through different economic scenarios, and whether it’s 2008 or 2024, resiliency has always been a constant in our industry.
In the early days, ASI gave me the ability to get my feet wet. Every ASI show, we were plugged into the marketing pieces that ASI offered for suppliers, which gave visibility not only to myself as an individual, but also to my company. And Counselor was one of the magazines that was always on my desk. Now, it’s always on my screen. It’s the equivalent of getting the Sunday New York Times.
Kathy DiFrancesco (née Vichakchon) appeared in the first Counselor Hot List, published in 2008 (above). More than 15 years later, as she shows in her SnugZ USA staff shot (below), she still rocks.
My career really took off when I transitioned to SnugZ USA (asi/88060). This company has had relationships with distributors for a solid 30 years, and I was able to see what that legacy looks like. It’s a very education-driven environment that focuses on constant improvement at all levels.
I started out in sales support and now am VP of sales. I don’t manage accounts anymore, but I do look at organizational structure and staffing. I tackle big pain points, like attracting new talent and retention. I can do all that because I’ve had so much mentoring from different people that helped me along the way. I try to pay that back.
At SnugZ USA, we have a youthful staff, and I have them read Counselor because the articles kick off a point of discussion during meetings and uptrainings for those developing in promo. Hopefully, we do a good enough job to where the youth choose to build their career in this business; they’re the future.
If I could go back in time, I would encourage my younger self to never give up. I stuck through the ups and downs of this industry because of the people in it. Face uncertainty head on. What’s the worst that can happen?
Rick Land
Landmark Promotions (asi/248490)
I’ve appeared in Counselor magazine several times over the years, but the first was in 1985 when I was named one of the winners of a ‘New Faces in Specialty Advertising’ contest.
I stumbled into the industry after graduating with a degree in journalism and advertising. I was working at a radio station when I met Paul Bright, the original stuff guy in Idaho, and started working with him at Bright Advertising. It was the right place and the right time. My sales went through the roof when I worked for Paul, which is how I ended up in the magazine.
“It’s Been a Blast.” Rick Land, President, Landmark Promotions (asi/248490)
Some of that time is a blur now, but I remember thousands of transactions and interactions with the best of the best this country generates: businesspeople. In 1991, I went out on my own and started Landmark, where I’ve been ever since, and I’m proud to still have multi-decade clients.
What I love most about the industry is that there are no constraints. Promo allowed me the opportunity to use my creativity and personality to build a business of like-minded folks. Over the years, I’ve learned a lot. One of the biggest lessons: Don’t sweat the small stuff. I also took to heart advice I received from a previous mentor: When a problem comes along, it’s one of the few times you can really show off your talents.
Rick Land was named one of the “New Faces in Specialty Advertising” in Counselor in 1985 (above, left), and was part of an article that revisited that group five years later (above, right). Other appearances include a 2007 “Day in the Life” cover story, and a 2023 online feature profiling “promo lifers.”
Counselor magazine and ASI have meant a lot to me. For the first 20 years or so, I collected each and every issue of Counselor. I kept them in a secure spot and would browse through old articles. During one of our infrequent office moves, the collection disappeared. I still rue the day we realized they went for a ride in the garbage truck. I’ll always remember the ASI shows I attended. It’s been a blast, and ASI has been a big part of it.
Lisa Fosdick
Branded Treats (asi/93546)/Hydrapeak (asi/75477)
My first appearance in Counselor came in 1992 when, at 28 years old, I was named a Salesperson of the Year. At that time, we had no cellphones, email or fax machines. Being on the road meant I used a paper map with a lot of highlighting and stopped at payphones to have our receptionist Lorraine read me my messages. I sold one of the company’s first programs to Boston Whaler, a boat manufacturer. I’m still friends with Bill Boudry, who was the buyer at the time.
“I Would Tell My 1992 Self Not To Stress So Much.” Lisa Fosdick, Managing Partner, Branded Treats (asi/93546) and Fractional Vice President of Sales & Marketing, Hydrapeak (asi/75477)
Some of my best long-term relationships were made in the early days of my promo career with Continental Promotions, which was like college for a new rep. Lew Ginsberg and Al Shapiro really encouraged us all to be creative thinkers, and my mom was the office manager. She originally put me to work in the warehouse.
I’ve learned so much since then. While technology has changed our industry in many ways, and promo continues to evolve with on-demand ordering and one-piece minimums driving transactional business, creativity still matters. We have to think and dream big, take chances and believe in ourselves. Suppliers and end-buyers should be distributors’ friends – we need each other.
Lisa Fosdick (née Mirisola) was named a Salesperson of the Year in Counselor’s October 1992 issue for exceeding $1 million in sales for two consecutive years. She attended Counselor’s Annual Awards Banquet during the 1992 Summer Show with Lew Ginsberg, her supervisor from Continental Promotions. Since then, she has collected vast experience with a number of industry companies.
If I could give my 1992 self a bit of advice, I would tell her not to stress so much. I was so passionate about keeping every promise that I didn’t sleep many nights and beat myself up when something didn’t deliver. Always go the extra mile, but give yourself grace when things don’t turn out as planned. Chinese New Year still delays shipments!
I’ve made my career in this industry because anyone who works hard and gives 100% can be successful. You don’t need a college degree. It’s a level playing field for everyone. You can make a great living while being creative and helping others shine. The industry is competitive, but we’re also a big family that ultimately wants as many people to win as possible. And in those years, Counselor magazine and ASI have continued to offer ways to stay connected, learn new things, see the evolution of events, grow with colleagues and celebrate each other.
Bob Waldorf
Idea Man
This article is from 1977? Wow, was I ever that young? I think Lincoln was president! In 1977 it was about five years since I had founded Idea Man. I had established offices in San Diego and Orange County. It was an interesting challenge, but a successful one, and we were profitable from the start. In the years after, it was steady growth to the point that our volume reached $32 million – which in those days was a big deal. That was at the peak before I sold the company in 1999.
“It was a good time, but it was different than today when technology is so prevalent.” Bob Waldorf, Retired, Owner of Idea Man
When I started Idea Man after working for Jack Nadel for 10 years, I felt I could do it. I knew the industry and had significant business that I personally sold to and figured I could continue that. It was a good time, but it was different than today when technology is so prevalent. I remember when the fax machine was invented. It was a huge, huge difference. It cost me $3,000 for a fax machine.
What appealed to me about the promo industry was that I could make unlimited income. I was on commission just like my salespeople, and they had the chance to make unlimited income as well. I liked it because it gave me opportunities to learn about other companies, how they promote themselves. It stimulated my mental acuity at all times.
Bob Waldorf spent 10 years at the company known today as Nadel before starting his own distributorship, Idea Man, in 1972, which he ran for nearly three decades. He was featured in a 1977 issue of Counselor in Viewpoint, a section that interviewed a distributor each month. Today, he and his wife Toby (pictured) are very active in philanthropy in Southern California.
Counselor was like our bible. As a matter of fact, I used to tell Norman Cohn – who’s been a friend for many, many years – that this industry couldn’t be the same without ASI. I firmly believe that. When you went to a show, everyone said “What’s your ASI number?” That was a quote I heard all the time.
Years ago as a kid I went to a camp in Los Angeles that’s owned and operated by Jewish Big Brothers Big Sisters. Over the years I’ve helped support the camp, and exactly 10 years ago they decided to honor me by changing the name to Camp Bob Waldorf. Today I serve on the board of directors and camp committee and help raise money for the camp. We serve all races and religions – about 1,000 kids each summer in Glendale, CA. They stay over for a week and do all kinds of activities, and they love it. And it’s free! I’ve come full circle, having gone there as a kid. It’s wonderful to be involved and make a difference.