Spencer Coleman’s business has been in his family for years – and has found success.
Still, when Coleman rose to a leadership role at the signage/print firm his parents founded, the Utah-based company was at a crossroads. It was time to find a way to truly evolve – to usher in a new era of greater growth and to capture more of the spend available from clients old and new.
That’s just what the entrepreneurial Coleman did, affiliating the family business with franchisers Signarama and Counselor Top 40 distributor Fully Promoted (asi/384000) to offer both print and promotional products solutions.
Now leading the company alongside his mother, Coleman has turned Signarama Wasatch Back and Fully Promoted Wasatch Back into the ever sought-after “one-stop shop,” offering a gamut of print and promotional products solutions to customers.
In this debut of the Convergence Corner podcast, Coleman shares his story with ASI Media hosts Brendan Menapace and Christopher Ruvo, discussing everything from how he expanded beyond his printing roots into selling promo products like branded apparel to how he uses his company’s print capabilities for much more than signage.
As the name of this podcast twice-monthly implies, you can expect more content on the success that can come at the confluence of print and promo here at the Convergence Corner.
Podcast Chapters
1:30: The origins of Signarama Wasatch Back and Fully Promoted Wasatch Back
6:17: Partnering with Fully Promoted and Signarama and adopting the franchise model
11:36: Beginning apparel decoration and learning about the promotional products industry
19:21: A case study in adding promo to a print order
27:29: Advice for distributors looking to add promo to print
6 Key Takeaways
Convergence Enabled Expansion & Growth: Spencer Coleman expanded his family’s sign business by adopting the franchise model of Signarama and later Fully Promoted. This led to significant growth by enabling him to offer printing and promotional products solutions.
The Franchise Model Offered Benefits: The franchise model provided structure, support and resources that helped the business overcome growth plateaus. For instance, Signarama’s support included marketing, software and training, which allowed the business to focus on its strengths and scale effectively.
Customer Demand Drove Diversification: The decision to diversify into promotional products and apparel was driven significantly by customer demand. Clients who initially came for signage began requesting additional services, prompting the business to broaden its offerings to become a one-stop shop.
A Combination of In-House Decoration & Outsourcing Works: The business invested in equipment for in-house decoration of various promotional products, such as silk screening and embroidery. However, they also formed strong partnerships with promo suppliers for items they couldn’t produce/decorate in-house, ensuring they could meet all customer needs through this savvy sourcing.
A Promo Showroom Is a Key Selling Tool: Coleman saw to it that the business’ showroom was transformed to spotlight a wide range of promotional products. The move has proved highly effective. Customers can see and feel the products, leading to increased sales. Regular updates to the showroom have kept it fresh and engaging for repeat customers.
Attend Trade Shows To Initiate Pivotal Vendor Relationships: Going to trade shows like the ASI Show helped Coleman and his team understand the potential of promotional products and build relationships with key suppliers who provide a wide range of decorated products. These relationships have been crucial for sourcing the right items for clients and for receiving critical support.
