Promo Girl Sheryl Wilk, Finding Memorable and Useful Items to Promote Your Business
Updated: 4 days ago
Although I felt like I knew Sheryl Wilk, our favorite Promo Girl, as I had ordered promotional products from her in the past, I recently really enjoyed finding out more about her business. I will say she is very thoughtful in putting together ideas for her clients, always giving great and affordable different options.
Common Ground: When did you begin as Promo Girl? What did you do before that?
Sheryl Wilk: I have Master’s in Mental Health Counseling. Previously, I was working in domestic violence with batterers. I ran groups for batterers and did evaluations. In addition, I did some work in my family business, helping nurses, doctors and pharmacists with getting their continuing education in remote locations and even on cruises.
My Dad was ordering promos from someone, and I did not use the guy’s son for a loan. This particular promo guy “fired” my Dad. My Dad said, “Fine. We will start our own business.” So we started a promotional products business in April 2000. Sadly, my husband died later that year. At first, I worked with the promo business part time. I joined the Greater Delray Beach Chamber of Commerce in 2003 and the business took off. In 2005, I launched Promo Girl. I decided to wear a 50’s outfit, including a pink poodle skirt and glasses. I used to get dressed up like that, like Promo Girl, every day for as many as 15 years!
CG: What do you enjoy most about selling promotional products?
SW: I enjoy the freedom running my own business brings and the fun aspect of it. Promos aren’t so serious. You get to help people if they want to be creative. I enjoy it!
CG: What inspired you to keep this business?
SW: I had the option of continuing on in the family business and owning that; however, I did not feel that business was for me. With this business, the flexibility has allowed me to be home with my son. I was on the PTA the whole time he was in elementary school. It’s not easy because you work odd hours when you take time off during the day; however, the flexibility is truly what keeps me going.
CG: What problem does your business solve, and what makes your approach different?
SW: Promo products help people with Return on Investment (ROI) and keeping your name in someone’s mind. It’s the same way you might hear a business name on the radio or see a store name as you’re driving down the road. It keeps someone top of mind. I like people to know that I’m a consumer too. If I’m going to buy a mug, I like a good deal. And I always like to make sure something is useful. I’m really into asking – is this going to be memorable? Is it useful?
CG: What’s the biggest challenge?
SW: Artwork, vectorizing. People are using AI and Canva every day; however, it is unable to produce the vector art we need. Fortunately, I have a graphic artist who I send artwork out to and he vectorizes it. This is something I deal with every single day.
CG: What are some positive things/success stories your clients have shared with you?
CG: How do you help a business when they have no idea what products they might want to order, they just know they need promo items?
SW: It requires a lot of questions. Of course, the first question being budget. Does your event have a theme? Who is the audience? Quantity? Color scheme? So many different factors that go into it. There’s about 50 different questions to ask, even if it’s just a pen. I don’t memorize prices, because everything is so custom and special to the client. And then I arrive at the best fit based on their answers.
CG: Tell us about your family.
SW: My son was adopted at 3 days old and he’s 16 now. He’s a Junior at Park Vista. He is involved with a lot of activities such as two swim teams, sings with Young Singers of the Palm Beaches, plays the piano and works as a pet sitter/walker with a business he started. I have a boyfriend of 6 years and I have a sister who is 8 years older and lives in Boynton Beach. My parents both passed away in 2022. It was a rough time; we were very close.
CG: What’s a favorite quote, book or piece of advice that guides you?
SW: The piece of advice for a long time that I followed was the “Cat’s in the Cradle” song – which is really saying to give your time to your child now, while you can. In addition, I have had a lot of loss in my life and although you never forget and may never “get over it” you need to move forward. I will always carry with me those I have lost and it is OK to not have a good day and then move on. Forward motion always.
And one of my favorite songs is “Only the Good Die Young” by Billy Joel.
CG: Anything else?
SW: I’m always trying to find people who need some extra income, sell on the side, be a rep. I like to refer my clients to others and support them when I can. My biggest clientele are really nonprofits and education. A new goal is to find more clients that enjoy gifting for the holidays or other odd holidays. (For Members of the CG Business Connections Group...if you have read this far, email sheryl@pspromos.com with your favorite candy, mint, gum or cookie).
Call Promo Girl, Sheryl Wilk at: (561) 703-9696
Or email her at: sheryl@pspromos.com
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