2019 Top 50 Distributors: How WebbMason Marketing Is Creating Better User Experiences at Every Touch Point

Joel Flambaum, vice president, promotional marketing, WebbMason Marketing

In business, the thinking has long been, “If you build it, they will come.” But mindsets are shifting as executives learn the proverbial “they” don’t come automatically. For those lucky enough to spark consumer interest with a new product release or technology investment, the work doesn’t stop there. The truth is, if you constantly innovate, remain authentic and hire the right team, “they” will stay.

Just ask the firms that comprise Print+Promo’s Top 50 Distributors list. They’ve made this a part of their process, and it shows. Collectively, the class of 2019 generated $3.83 billion in revenue, a 7.1 percent increase over the 2018 tally. We reached out to five of our highest earners to learn more about their strategies. Here is what Joel Flambaum, vice president, promotional marketing of WebbMason Marketing, had to say about his recent accomplishments, greatest obstacles and plans to remove them.

What was your company’s biggest accomplishment over the last year?

Joel Flambaum: WebbMason launched two new technology platforms that create a better user experience for client e-commerce platforms. At the same time, we enhanced our implementation plan and created stronger optimization programs.

How is your company positioning itself to continue to stand out in 2020? How do you maintain a long-term vision and focus for the company in the face of constant change?

JF: We will continue to enhance our technology platforms and product offerings, and create better user experiences at every touch point. And as brands evolve and the end-user becomes more sophisticated, it’s not about providing a product, but about providing an experience and brand journey. Plus, the workforce is ever-changing, and we need to continually evolve in ways to keep our employees engaged and happy.

Why do you love the print or promotional products industry?

JF: Promo is just a fun product, and it puts a smile on people’s faces, whatever the application or use case. Plus, we have a unique methodology to help our clients understand the greater value than thinking it’s just a pen or polo or T-shirt. Educating our clients keeps me going, too.

[On the] print [side], one of the most unique things about WebbMason is our perspective with the marketer. We are concerned with and help improve all aspects of their marketing strategies, rather than focus on just a single product or channel. So, if our analysis leads to print as a solution, we can help there; if it’s a challenge to coordinate print with a digital campaign and then choose the right promo items to enhance the brand conversation, we do that! It’s exciting to be able to create solutions that fit the problem instead of being forced to make one solution fit every problem.

Knowing what you do today about leading in this industry, what advice would you give to your past self?

JF: Move [more quickly], and think five steps ahead instead of two.

What do you see as your greatest challenge as the company’s leader both today and moving forward? How do you intend to overcome these obstacles?

JF: The workforce is changing daily, and we are not alone in creating a great work environment—one that provides growth, satisfaction and happiness.

What is something that people may be surprised to learn about your company?

JF: There actually are a Webb and a Mason, the last names of the company founders Kip Webb and Warner Mason. I have been asked this question many times.

How do you decompress after a stressful time at work?

JF: I spend time with family, mountain bike and exercise

View the full 2019 Top 50 Distributors list here, or click here for stats, trends and analysis from the list.