Santino Perry and Joel Oppam from Impact Promotions speaking about branding and promotional marketing on the Make It Count podcast.

The Dynamic Duo Behind Impact Promotions: How Santino Perry & Joel Oppam Are Redefining Branding in Niagara

March 14, 2026•9 min read

Some businesses sell products.

Others build brands.

And then there are companies like Impact Promotions—where branding isn’t just about pens and hoodies, but about strategy, relationships, culture, and community.

On this episode of Make It Count, host Michelle Latocha welcomed back Santino Perry—one of her very first podcast guests—alongside Joel Oppam, the General Manager who has helped elevate Impact Promotions into a new era.

Michelle jokingly dubbed them the “Dynamic Duo.” They countered with “The Bash Brothers.” Either way, the chemistry is undeniable.

But behind the laughs, espresso jokes, and mullet references is a serious story about growth, systems, trust, and what it really takes to build a brand that lasts.

Let’s break it down.

From Solo Hustle to Strategic Growth

When Santino first appeared on Make It Count a few years ago, Impact Promotions was already a respected name in Niagara for branded apparel, signage, and promotional products.

But since then?

A lot has changed.

The biggest shift? Bringing Joel on board.

Santino describes it simply:

“It’s like he’s my brother. I say something and he finishes the sentence.”

Joel stepped in as General Manager, bringing structure, systems, and operational efficiency to the business. Where Santino is high-energy and relationship-driven, Joel is process-focused and strategic. The yin and yang balance is real—and it works.

Together, they’ve:

Invested in new equipment, including a flatbed printer
Expanded their in-house design and production teams
Built out stronger systems for workflow and efficiency
Focused on improving both quality and turnaround times
Strengthened internal culture and team trust

The result? A more scalable, more efficient, and more aligned Impact Promotions.

And that alignment isn’t just operational—it’s cultural.

Build the Team, Then Build the Business

Michelle shared a quote during the episode:

“Build the team, then build the business.”

That philosophy perfectly reflects what’s happening inside Impact Promotions.

Joel emphasized the importance of trust, especially since their production facility is separate from the main office. That kind of structure only works when you have the right people in place.

They don’t micromanage.

They empower.

They trust their team to own their space and execute at a high level.

Outside of daily work, they invest in relationships. They host clients in their office. They create an environment that feels welcoming (complete with an espresso machine that might have “something extra special” in it).

They even create fun internal videos to bring the team together.

Because they understand something critical:

A solid team equals a solid business.

If something goes wrong? They fix it.

No drama. No blame. Just accountability.

It’s Not About Selling. It’s About Strategizing.

One of the biggest misconceptions about promotional companies is that they simply sell products.

Pens.
Mugs.
T-shirts.
Done.

But Santino and Joel approach branding differently.

They start with questions.

Who is your target market?
What are you trying to achieve?
Where will this be distributed?
What impression do you want to leave?

They are not an online template factory.

They are not “click and pray.”

They’re advisors.

Santino shared that many clients walk in thinking they know exactly what they want—only to pivot completely after a strategy conversation.

That’s the value of human interaction.

You don’t just get options.

You get expertise.

And that makes all the difference.

Why Niagara Is the Perfect Market

Both Santino and Joel are proud Thorold natives. Niagara isn’t just where they work—it’s home.

Joel admitted he once thought bigger cities might offer more opportunity. But he’s been pleasantly surprised by how much Niagara has grown and how much business is thriving here.

Niagara businesses operate differently.

They value relationships.
They value loyalty.
They refer.
They support.

In fact, Santino shared that 90% of their business comes from referrals.

That’s not accidental.

It’s earned.

Whether it’s a $100 order or a $20,000 order, every client is treated the same. Respectfully. Strategically. Professionally.

Over time, clients become friends.

And in Niagara, that matters.

The Evolution of Promotional Products

When people hear “promo,” they often think pens.

But the industry has evolved.

Current trends include:

Drinkware (tumblers, water bottles, coffee mugs)
Premium-style insulated products inspired by brands like Yeti
Apparel (hoodies, toques, hats)
Backpacks and lifestyle accessories
Trade show displays and booth fixtures

Pens will never go away—they’re practical and shareable—but today’s promotional world is about usable, quality items people actually keep.

Joel emphasized the importance of trade show presence. When you only have a 10x10 booth, you need to stand out fast.

Your signage.
Your colors.
Your apparel.
Your display setup.

It all needs to feel cohesive and intentional.

Branding isn’t random.

It’s orchestrated.

The Power of Vehicle Wraps: Your Best Salesperson

If there’s one product they’re especially passionate about, it’s vehicle wraps.

Joel called it one of the best investments a business can make.

Why?

Because it’s a rolling billboard.

Rent a static billboard for a month and you might spend $2,000 to $3,000.

Wrap your vehicle once for around the same investment and you get five to seven years of visibility.

That’s thousands of impressions daily.

Joel even shared that he secured two vehicle wrap jobs simply by putting gas in his truck at a local station.

Brand recognition builds trust.

And trust builds business.

Santino made a powerful point:

When you buy a vehicle, it depreciates the moment you drive it off the lot.

When it’s wrapped?

It appreciates in your business.

It becomes your best salesperson.

Overcoming the Amazon Effect

One of the biggest challenges they’ve faced over the last few years?

Expectations.

The “Amazon effect.”

Customers are used to clicking a button and receiving a product the next day. But custom branding requires:

Design time
Proof approvals
Production time
Quality control

Joel acknowledged that Vistaprint serves a purpose—especially for someone ordering their first batch of business cards.

But it’s also created unrealistic expectations for turnaround times in custom production.

Impact Promotions has invested in faster equipment and systems to improve efficiency.

But they refuse to sacrifice quality for speed.

Because branding isn’t disposable.

It’s foundational.

Why Human Connection Wins Over AI

AI tools are growing rapidly. Templates are everywhere.

But what can’t be replaced?

Conversation.

Coffee chats.

Strategic guidance.

Joel said it best:

You have options online—but you don’t have sound advice.

Impact Promotions knows what works because they’ve seen it work.

They’ve seen what flops.

They’ve seen what converts.

Your success becomes their success.

And that’s not something a template can replicate.

Real-World Scenarios: Branding Done Right

Michelle threw a few scenarios at the duo to test their strategic thinking.

Scenario 1: An Ice Cream Truck Focused on Kids’ Parties

First move?

Wrap the truck in bright, bold colors.

Joel referenced grocery store psychology—the sugary cereals are placed at children’s eye level. Branding should follow similar logic.

Design for your audience.

Be visible.
Be vibrant.
Be memorable.

Scenario 2: A New Landscaping Business With a $1,000 Budget

Santino’s approach?

Start with a budget.
Maximize visibility.

Vehicle magnets or decals
Professional business cards
Lawn signs
Leave-behind brochures
Door hangers in neighborhoods where you’re already working

Visibility creates credibility.

Credibility creates referrals.

The Smallest Investment With the Biggest Impact

If you have limited budget, where should you focus?

Joel recommends signage and storefront presence.

Window wraps increase the likelihood of people entering your store.

A strong atmosphere increases the time customers stay inside.

Inside branding—wall wraps, lighting, cohesive design—creates comfort and professionalism.

Santino adds that apparel plays a huge role too.

When your team looks unified in branded colors, customers associate your business with professionalism and trust.

It signals legitimacy.

Why Print Is Far From Dead

Despite digital dominance, print remains powerful.

Joel shared that direct mail pieces—like postcards or coupon booklets—often stay on kitchen counters for up to two weeks before being discarded.

That’s repeated exposure.

You can’t pin a digital business card on a corkboard at a community center.

You can’t stick an Instagram post to your fridge.

Print is tactile.
Visible.
Memorable.

And in regions like Niagara—where many baby boomers still engage with traditional marketing—it’s especially effective.

Consistency is key.

Brand repetition builds familiarity.

Familiarity builds trust.

Trust builds sales.

The Dynamic Duo Dynamic

Beyond strategy and stats, what truly sets Santino and Joel apart is their dynamic.

They tease each other.
They finish each other’s sentences.
They know each other’s pet peeves.

Santino likes a spotless office.
Joel pushes relentlessly for speed and perfection.

They balance intensity with humor.

They even have a term called the “jingle minut”—that five-minute stretch when everything explodes at once: calls, emails, texts, noise.

But they navigate it together.

That camaraderie shows up in their client relationships too.

When you work with Impact Promotions, you’re not dealing with a corporate script.

You’re dealing with real people who care.

Branding Is Not an Expense. It’s an Asset.

At its core, this episode reinforces one key truth:

Branding is not a cost.

It’s an investment.

Whether it’s a vehicle wrap, apparel for your team, drinkware at a trade show, or signage in your storefront—these tools compound over time.

They create recognition.

They create association.

They create trust.

And in a relationship-driven market like Niagara, trust is everything.

The Espresso, the Cow in the Window, and the Future

If you want to experience Impact Promotions firsthand, visit their office on Front Street in Thorold.

You’ll see their wrapped vehicles.
You’ll notice the personality.
You might smell espresso in the air.

You’ll definitely feel the culture.

Because what Santino and Joel are building isn’t just a promotional company.

It’s a branding partner for Niagara businesses who want to grow strategically, professionally, and authentically.

They are proof that when systems meet energy…
When strategy meets relationships…
When team culture meets customer service…

You don’t just sell promo products.

You create impact.

And if there’s one thing the Dynamic Duo makes clear—it’s this:

Brand boldly.
Show up consistently.
Invest in visibility.
Build relationships.
And always—always—make it count.

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