Some people start in print and go into promo, and others go the opposite route. Steven Flaughers saw the value in offering both right from the jump.
His career led him to life as a distributor on both the print and promo side of things, but it started long before he was on the selling end of things, and his entrepreneurial spirit has guided him to success.
His relationship with print and promo started in college while he was on the cheerleading squad and served as the mascot at Kent State University – which he identifies as part of the school’s marketing department. Because of that, he knew well what the school was giving out either via T-shirt cannons, student events or through the university’s print shop.
After graduation, Flaughers found himself with his own distributorship that he franchised with Proforma. But, if you ask him, he’s no master of print or promo. He just knows enough to “be dangerous.”
Still, he says, his favorite phrase in business is: “What else?”
When a customer came in with a pen order with a one-color imprint, Flaughers stayed in contact with her for future orders. She mentioned another job that required lapel pins and awards for an event. Flaughers agreed, and rather than shutting down the conversation said, “What else?”
“‘And, oh, we need table throws, and do you do signage?’ Absolutely, what else? ‘Well, that’s really all I have for you.’ And then she goes, ‘We need to find a printer, too.’ Well, alrighty then.”
By this point in his career, Flaughers said he was feeling dangerous enough to take on the job.
“I said, well, I don’t know if you knew this or not, but we also do commercial printing,” he said. “She says, ‘Well, we need pre-show postcards. We need the bylaws printed out.’ I said we can do all of that, and she was really excited that we could do all of that.”
Podcast Chapters
1:21 Steven’s background in college promos
5:57 How to know enough to “stay dangerous”
11:48 Popular customers for print and promo together
14:59 Case study blending print and promo
20:30 Being realistic with customers
23:15 Surprising niche markets he’s worked on
30:52 Advice for distributors looking to do something similar
6 Key Takeaways
Background & Career Path: Steve Flaughers, owner and president of Proforma 3rd Degree Marketing, started his career in the print and promo industry after college. His journey began with a background in marketing and cheerleading at Kent State University, which led him to the Proforma network.
Importance of Relationships: Building strong relationships with supplier partners and clients is crucial. Steve emphasizes the value of these connections in navigating the complexities of the print and promo industry and achieving success.
Learning & Adaptability: Steve highlights the importance of continuous learning and being “dangerous” in the market. This means having enough knowledge to be effective and knowing when to rely on experts for support. He encourages leveraging resources and educational tools to build expertise.
Combining Print & Promo: Steve discusses the benefits of offering both print and promotional products. He shares examples of successful projects that combined these mediums, such as a large-scale campaign for the National Association of Developmental Education, which included print materials, promotional items and signage.
Niche Markets: Steve’s company has found success in niche markets, including higher education and the Amish community. He explains how understanding the unique needs of these markets and providing tailored solutions has been key to their success.
Advice for Distributors: For those looking to expand into new mediums, Steve advises not to be afraid and to build partnerships with knowledgeable suppliers. He stresses the importance of asking questions, gathering information and continuously improving one’s knowledge base to better serve clients.
