The day Todd Pranger was promoted to vice president of sales and marketing at Clauger North America, the first call he made was to Jim Gordon, MAS, president of Phoenix-based distributor NorthStar Identity.

Although the industrial refrigeration and air treatment service provider had experienced rapid growth over the past three years, the company lacked infrastructure, Pranger says. Instead of juggling 10 different vendors for print, promotional products, uniforms, safety items, trade show banners and other needs, Pranger knew the company could rely upon NorthStar Identity (PPAI 276497, Silver) as a one-stop shop to overhaul its promo and marketing.

Pranger had worked with Gordon more than a decade prior when the former ran OfficeMax’s print division. As clients began requesting branded hats, cups, shirts and other promo products, Pranger’s team in Arizona turned to Gordon for succor.

In fact, Pranger credits Gordon with jumpstarting the then-Fortune 500 company’s promotional program, which grew into a multimillion-dollar business.

“Jim was a real servant-type of vendor,” Pranger says. “He was fast and yet so patient because we didn’t know what makes one T-shirt better quality than another. He educated all of us on how to sell promotional products. He’d act like he was part of the OfficeMax team. We wouldn’t tell clients he’s our third-party vendor. We’re just like, ‘let’s get our promotional products expert on the phone.’”

Networking Is Relationship Marketing

Within a month of receiving Pranger’s message, Gordon says he had the company’s online store up and running, which has led to thousands of dollars’ worth of orders a week.

While the new account has been a pleasant surprise for the industry veteran, Gordon wasn’t shocked to hear from an old customer. After all, promo is built on relationships.

“Networking has always been the way to go for me, especially when I was starting in the industry,” Gordon says.

His career began more than 40 years ago when he joined his father’s embroidery shop in Chicago. By embroidering logos for large distributors, Gordon learned about the promo industry. Thus, when they sold the family business in 2001, he felt uniquely qualified to become a distributor.

  • Two years later, he relocated NorthStar Identity to Phoenix, where his hobnobbing, including joining a Business Networking International (BNI) group, helped grow his company.


“When I first started in the BNI, it took me two and a half months to get my first order, which was for 200 pens,” says Gordon, a former president of the Arizona Promotional Products Association (AzPPA). “Now, one of my top 10 clients is from a referral from a BNI person. Whether it’s a BNI or a chamber of commerce, it’s going to take time and you have to show up and be willing to give back.”


Gordon attributes his firm’s success to three sales funnels, starting with his own book of business, which primarily includes clients in the healthcare, construction and government markets. Then, in 2011, he partnered with a couple of printers who wanted nothing to do with promo, so they agreed to be the sales force while he handled research and ordering. (Gordon says that relationship is still going strong.)

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In 2018, he hired a couple of part-time sales reps; one is now full-time and mentored by Gordon.

“He had a very large client that has cut way back, so I told him that all you can do is start with your networking to build up other clients and gain new ones,” Gordon says. “Well, one of his other clients happens to be in the liquor industry and just got approval to do a weekly event at casinos around the country where they’ll need promo products.”

“Part of it does fall in your lap,” Gordon adds, “but you also have to be there for your client when they’re ready to pull the trigger on a big promotion.”

People Person  

Kelly Cabral, director of development, special events at the Banner Health Foundation in Phoenix, says that working with Gordon has been a remarkable experience due to his exceptional attention to detail, creativity and commitment to quality.

“Jim’s ability to consistently deliver unique, high-quality promotional items on time has played a significant role in his company’s success,” Cabral says. “His professionalism and dedication to customer satisfaction have made his company an invaluable partner in our branding efforts.”

Gordon has also been instrumental in organizing factory tours throughout Arizona to help fellow distributors better understand what their supplier partners go through and become more informed about the production process when conversing with clients.

“It has always been a pleasure working with Jim and I value the relationship with him,” says Greg Wooff, regional account manager of field sales at Koozie Group – the No. 9 supplier in the PPAI 100. “He is very professional in his approach, open to talking about his customers and their needs and always looking for new ideas and solutions. I know that if we do virtual or spec samples for him, he will do everything he can to secure business.”

Alisha Wheeler, territory manager at SanMar – the No. 1 supplier in the PPAI 100 – says that Gordon is one of the most professional customers she has worked with in her nearly two decades in the promo industry.

“He has not only developed strong relationships with his current customers and cultivated relationships with new customers, but also worked hard to develop relationships with his supplier representatives,” Wheeler says.

“Jim shares details of what he’s working on and where he needs partnership, whether that be pricing, marketing solutions, idea suggestions or samples. By sharing with his suppliers, it gives us the ability to collaborate with him on these projects with a result of growing his business. Solid relationships with your suppliers and their representatives in your area is of the utmost importance. Without continuously working on these relationships, you can’t maximize what suppliers can offer as far as support to build your business.”

‘Collaboration Rather Than Competition’

After experiencing incredible growth over the past three years, Gordon says he went into 2024 knowing that sales will be down this year by as much as 20%.

But after nearly a half century in business, he’s not sweating it. You certainly won’t see him knocking door to door or cold calling. He’s weathered many a storm by simply delivering for his customers, who, in turn, give him referrals.

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“My customer service is basically that if you need something, let me know,” Gordon says. “I have a philosophy that it’s about collaboration rather than competition. I try to help distributors if they’re looking for something. Give me a call, shoot me a text, let me know if you’re having trouble sourcing something. I’ve been doing this long enough that I know where to go.”

And after working with Gordon, Pranger knew exactly where to go as well. 

“If there was an example of what running a good business looks like and putting the customer first, that’s Jim,” Pranger says. “I’m a big guy on overcommunication and accountability, and Jim excels at both. He truly is a unicorn when it comes to customer advocacy. I wouldn’t trust anybody else.”