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Turning Recognition into Revenue: Insights from Our Community Circle with Visions Awards

September 26th, 2025

Recognition isn’t just a feel-good gesture—it’s one of the fastest-growing, highest-margin opportunities in the promotional products industry. In a recent Community Circle, Facilisgroup welcomed Wendy Simons of Visions Awards to share why distributors should lean into the awards category and how they can turn recognition into a reliable revenue stream.

The Market Opportunity

One of the most eye-opening facts Wendy shared? In 2024, awards outsold tech. The category climbed to the seventh-largest in promo, surpassing $1.1 billion in sales. Yet despite this momentum, only 2 out of 10 distributors proactively sell awards. That leaves a huge gap, especially when 9 out of 10 companies recognize employees—and 72% of them do it with an award, not a gift card or drinkware item.

“Awards aren’t just a top-10 product category,” Wendy explained. “They’re also one of the highest margin categories in promo, with repeat business averaging six to seven times per order.” For distributors looking to stand out from competitors, awards represent a category with less saturation, stronger client stickiness, and strategic growth potential.

Finding the Hidden Budgets

Recognition budgets often live outside traditional promo spend. Wendy urged distributors to lead client conversations with recognition, asking about programs for years of service, sales achievements, peer-to-peer recognition, and even fun cultural moments like “best coffee of the month.”

One story hit especially hard: a distributor who never thought to ask Verizon about awards missed out on a $1.1 million annual budget that went entirely to someone else. “If you’re not asking the recognition question, you could be leaving seven figures on the table,” Wendy said.

Practical Tips for Selling Awards

To win big programs—not just one-off orders—Wendy recommended:

  • Lead with recognition. Position yourself as a recognition expert to open doors into broader promo conversations.
  • Speak their language. Not every HR or marketing leader calls them “awards.” Ask about service milestones, sales incentives, or cultural recognition programs.
  • Leverage tools. Visions offers customizable awards websites branded with a distributor’s logo, making it easy to showcase options and keep recognition top of mind.

Summary

Recognition matters—and so does the opportunity behind it. With higher margins, repeat orders, and client loyalty all on the line, distributors who proactively sell awards are positioning themselves ahead of the curve. As Wendy reminded our Community Circle audience, “Awards aren’t just about celebrating people—they’re about building stronger, more profitable partnerships.”