Feeling lost in a sea of print, promo, and apparel vendors? You're not alone! Justin Washburn, the visionary behind Full Throttle Marketing Powered by Proforma (asi/491857), understands the chaos of a fragmented approach. He's on a mission to bring order to the promotional products and print industries, and the results are impressive.
Washburn points out a common problem: "Print handled by one vendor, promo by another, apparel by someone else." This disjointed system often leads to brand inconsistencies, wasted time, and a whole lot of confusion.
To combat this, Washburn has created a company that seamlessly blends print and promo into a single, cohesive strategy. "We really don’t view print and promotional products as separate categories," he explains. "We see them as a complementary touchpoint to each other within a broader brand experience." Think of it like this: your brand is a story, and print and promo are different chapters that work together to create a compelling narrative. Whether it's direct mail campaigns paired with promotional items, comprehensive onboarding kits, event materials, or internal branding programs, the goal is always to plan everything together.
Washburn's success story in the healthcare sector is a prime example. He helped a client struggling with brand consistency after a rebrand, across multiple locations. "They came to us with some serious challenges with ensuring that their brand was consistent," he recalls. The solution? An annual campaign featuring branded print collateral, internal signage, and curated promotional kits. This approach not only reinforced the hospital's message but also made the rollout feel personal and engaging for each team member. And this is the part most people miss... It's not just about the products; it's about the experience.
Washburn stresses the importance of being a true partner, not just a vendor. He acknowledges that mistakes happen, such as unexpected supply chain issues. What truly matters is how you handle those situations. He believes that honesty and accountability are the cornerstones of lasting client relationships.
Key Takeaways:
- Print and promo are powerful allies, working together to create a unified brand experience that boosts consistency and return on investment.
- Fragmented vendor relationships create inefficiencies and brand inconsistency. Full Throttle simplifies this by acting as a strategic consultant and central solution provider.
- Onboarding kits and curated programs, accelerated by COVID, are now a permanent and valuable strategy for engaging employees and reinforcing brand culture.
- Supply chain disruptions and errors happen, but strong communication, ownership, and solution-focused responses preserve client trust and long-term relationships.
- Investing in education, technology (especially AI and CRM), partnerships, and community involvement is key to becoming a trusted necessity, not just another vendor.
But here's where it gets controversial... Do you agree with Washburn's approach? Do you think the print and promo industries are truly ready to embrace this unified strategy? Share your thoughts in the comments below!
