There are advantages and disadvantages to rebranding a well-established business. On the plus side, it gives you a chance to “refresh” your brand and its values and offerings. On the downside, you lose the brand recognition that has been built over decades. But this is a challenge David Meeker is tackling head on with his franchise, Fully Promoted.
For 20 years, the brand was previously known as EmbroidMe across the country. In 2017, the chain started converting existing EmbroidMe stores to the Fully Promoted brand. The original EmbroidMe store on Virginia Beach Boulevard opened in 2013 with David purchasing that particular business location in the spring of 2017. Another Fully Promoted store operates on Diamond Springs Rd that is owned by another franchise, offering the same quality goods and services to customers in their area.
In its new form (Fully Promoted), their greatest challenge is to increase their visibility with businesses and groups and educate potential customers on all that they can do. “Like any small business, the key is to have good visibility for your products and services,” David said.
“Our connection to the community is a work in progress at this point. We belong to several B2B groups including our favorite, Retail Alliance. We attend and showcase our brand in as many of the available events as possible. We also look for event opportunities where we can support a charity or other member group and help them achieve their objectives,” he continued.
As a Fully Promoted franchise store, they sell decorated apparel (shirts, jackets, hats, etc) utilizing embroidery, screen printing, direct to garment and heat transfers. They also sell branded promotional merchandise (swag) and can provide direct mail and email advertising services, lead generation, website design and optimization, printing services such as stationery and business cards. Their aim is to be the one-stop-shop for small to medium sized businesses and other organizations (churches, school parent/teacher organizations).
Their greatest success has been helping small startup businesses to assemble many of the pieces of marketing support to drive their sales. One such instance was working with a new restaurant business in Virginia Beach, helping them source a long list of branded items. “Our graphic team worked with the owners to create their logo and then we used that art to produce all of the requisite merchandise,” David remarked. “That included logoed attire for the employees such as shirts and waitress aprons, menus, drinkware, coasters, napkins, pool table lights, etc. The client was delighted that they didn’t have to spend hours and hours to find the best vendors and products (and prices!) and then somehow manage the production of all those pieces. That’s what my team is designed to do – with top notch service and support. We can help with one piece, several pieces or many pieces. We have access to it all. We have an outstanding team assembled and we’re ready and waiting to help more clients!”