Introducing “Where Success Meets Swag”—an editorial series designed to put business owners in the spotlight. Follow along for advice from other entrepreneurs, inspiring business stories, and tried-and-true product recommendations!
Specializing in comprehensive and compassionate dental care, Zappia & Fryer was founded by dentists (and sisters!) Kendra J. Zappia and Morgan M. Fryer in Albany, New York.
We chatted with co-owner Kendra J. Zappia, D.D.S, to learn more about their growing practice, business goals for 2025, and how they use custom swag to stand out.
Kendra purchased the practice in 2009, and formed Dr. Zappia & Fryer with her sister in 2016. And like most small business owners, Kendra says that one of the hardest parts of owning a business is being “married” to it 24/7. “It’s hard to disconnect and take a breather sometimes. [But the] best part outweighs all of that. It’s hearing the laughter and conversations, seeing the smiles of patients and team members in our office, the relationships we’ve built over the years, patients we’ve helped, and feeling like we are making a difference.”
The start of a new year is the perfect opportunity to reflect and set goals—and Zappia & Fryer have some great ones in mind for 2025.
“We always strive to be better clinicians, team members, and people,” Kendra says. “We set personal goals with our team and are constantly assessing our progress and how we can support each other. Our goal is to continue our growth and the procedures and comforts we offer.”
Kendra and Morgan do a lot to celebrate their team and show how much they appreciate them, keeping them motivated all year long. “We do office lunches, holiday fun, and team outings to NYC and the spa.”
Promotional products are a critical part of Zappia & Fryer’s marketing plan. With swag, “We want to send the message that we are proud of our brand and what we stand for,” Kendra explains. “We are professional yet unique, put our own spin on things, care about all of the details, and love the environment we work in and the patients we serve.”
Whether with branded birthday cards or Valentine’s Day roses, Kendra and Morgan make sure to go out of their way to tell customers how much they appreciate them. “We thank them for coming in and trusting us with their care.”
This dental practice also uses social media to tell people more about their business. “We use Instagram and Facebook to help show who we are as an office and the services we provide,” Kendra explains. “We want you to get a feel for what we are about, who you will meet, where you will be treated, and what comforts you can expect.”
Pens were the first promotional product Kendra and Morgan ever customized for their business, and they’re still a go-to. Kendra says, “They write great, last a long time, and who doesn’t love a good pen?”
Customized tubes of lip balm are another giveaway essential for this dental practice. “Since we’re working in our patients’ mouths, it’s a nice comfort to provide at the end of their appointment. We like to offer a lot of fun and seasonal ‘flavors.’”
Tote bags are an always-in-style promotional item. “We love to brand anything we can! Notebooks…canvas tote bags, coffee mugs, and clothing. It creates a cohesive and polished look that our patients and community recognize.”
Zappia & Fryer already use custom coffee mugs in their office, but they’re looking to expand their drinkware offerings. “Everyone loves their coffee, so we’ve been eyeing the reusable coffee cups and tumblers!”
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