Just about everybody, right? That’s what we thought too, and the answer to “Who Wants to Save Money, Time and Hassle?”
I can’t say that we were able to accomplish this from day one. We just didn’t have the expertise or the money to roll out a fully formed “one-stop shop” destination for our customers back in 1966.
But I think we’re pretty close now. We haven’t “arrived” that’s for sure. But if our clients need marketing/design/print/digital/mail/sign integration…we’re there.
As I reminisce on 51 years of family business, there are two key decision points that defined our pursuit of the “one-stop shop” destination.
This decision was made in the crucible
One key decision point was 1996. We decided to go all-in on Direct Mail in October of this pivotal year. This decision was made in the crucible. We had printed well over a million direct mail pieces for the 96 campaign and I had trusted a friend to do the direct mail processing and get them all in the mail stream.
I was in the middle of my unsuccessful State Senate race at this point, and my friend called with some really bad news; he couldn’t get all of the mail done in time. One thing is for real about political printing; limited shelf life. The mail has to be in the mailbox BEFORE election day or it’s worse than worthless.
By the end of that difficult Monday, I had moved over 1,000,000 pieces of printing to three different mail houses in the Nashville area, and I had decided “never again.” Never again would I send mail to mail houses that may or may not meet my client’s deadlines.
Even in this difficult situation, we made all of our deadlines, and we were in the direct mail business.
The next decision was made in the timing
Another key decision point was 2015. We decided to go all-in on Signs. How did this happen? We had puttered around with sign making for years, but in 2015, our Sign Guru showed up on our doorstep. He was more than ready to join our team, and we were more than ready to welcome him!
So, the decisions to add Direct Mail and then Signs were key to our becoming a truly “one-stop shop” for our clients. One decision was made in the crucible; one decision was made in the timing.