This week, I would like to introduce you to Trey Schaefer, owner of Magnets Fast and Art Promotional Services. Now, Trey is an interesting character. He is not the typical “business man” who is about sales and money all the time.
Even though this will just be the first part of the interview that I did with him, I’m sure that you realized that the approach that Trey takes with his business is quite different and I want you to learn something or two from him.
In this first part of the interview with Trey Schaefer, he shared with me how promotional products can help in the marketing of your business and how Trey interacts with his potential clients instead of just going out and start sticking magnets into their face. 
Interview with Trey Schaefer
Wayne: A very good morning Trey. Thanks for coming onto Wayne Liew Dot Com Entrepreneur Interviews.
Trey: Thanks for having me.
Wayne: Trey, I am going to focus on your ventures today but before we do that, do you mind to take a moment to do a brief introduction of yourself and talk a little bit about the ventures that you are currently working on?
Trey: Sure. I started Art Promotional Services in 2004 while finishing up college at the University of Alabama. My business plan was actually my senior project. Once I graduated in May 2005 I continued to grow Art Promotional Services each year. Then late in 2008 I started focusing on custom imprinted magnets.
Trey: My main business is still custom imprinted products and Art Promotional Services, but our niche is now magnets through the website I started: Magnets Fast.
Trey: My main goal in my business is to give as much as possible. I focus on my customers and instead of trying to sell them things with their logo on them, I try to put a plan in place where they can utilize promotional products to get the highest ROI and achieve their marketing goals.
Wayne: You said that your business plan was your senior project. How did the idea of Art Promotional Services came about? I mean, why Art Promotional Services while there are million types of business out there?
Trey: I worked for a printing company in college that sold promotional products, printing, and office furniture. I really learned the ins and outs of promotional products there. I knew I didn’t want to work for anyone, so that’s when I decided to start my own business.
Trey: The name Art Promotional Services came about because our family business is called Art Bindery. I wanted to somehow link the two together in hopes of combining the businesses one day.
Trey: I also fell in love with promotional products. It was so cool to me that you could put your logo on anything imaginable. After I realized that it didn’t get you anywhere to just sell pens, coffee mugs, and t-shirts, I started focusing on really working side by side with my customers to try and accomplish their marketing goals through promotional products.
Wayne: Nice. I do see you offer a wide range of promotional items on your site. In the video on http://artpromotionalservices.com, you mentioned about lower cost per impression and how promotional items can help with the marketing of a business. Do you mind describing one or two ways which business owners can utilize the items offered by your business for marketing purposes?
Trey: I’ll give 2 examples of how we have recently utilized promotional items with companies to accomplish their marketing goals.
Trey: 1. I recently worked with a company who was looking to build brand awareness in the community and get their name out there. They were looking to buy a bunch of t-shirts and pens to pass out. Instead of just selling them pens and t-shirts, we sat down to see who their target market was. They had 2 things they wanted to accomplish. Being a construction company, they wanted to get their name out there for all to see.
Trey: We accomplished this by imprinted some very brightly colored t-shirts with their logo, phone number, and website on the back, for their workers and subs to wear while on the job site. We also did several signs to put in front of job sites so when people drove by they knew who was doing the work and could call or check out their website.
Trey: For their second item we did a nice stainless steel coffee tumbler in a gift box that was custom imprinted with their logo. This was left behind when they had meetings with decision makers for large jobs and bids.
Trey: 2. The second way we have been utilizing promotional products is one of my favorite, especially with the economy the way it is right now. Companies are always looking to cut costs and spend less. I emphasize to people that now is the most important time in your company and that you need to be advertising and marketing, even if it’s just a little bit.
Trey: We’ve been doing lots of custom magnet for small and large companies. Depending on the quantity ordered, these can be very cost effective, and they have a long shelf life. We encourage companies to do a small business card magnet with their information on it. When the company mails out an invoice, drop a magnet in the envelope. When they are out at a networking event, have magnets in your pocket and pass them out.
Trey: Sorry, that was kind of long and drawn out, but the main point is that it doesn’t matter what your budget is, as long as you utilize what you have and get creative, you can get your message out there using a wide range of promotional products.
Wayne: No problem. With the real case studies above, I’m sure my readers can link promotional items with the marketing of their business better.
Wayne: Art Promotional Services obviously has a lot of clients, which can be seen from the list of testimonials and case studies. I’m wondering what did you do for the marketing side of your business to acquire these clients. Any particular strategy that you would like to share? Or is it through the use of promotional items as well? 
Trey: I have never been a fan of cold calling. When I started my business I was fortunate enough to be well connected in the community. I also network as much as I possibly can. Whether it’s a business before hours, luncheons, or after hours, I try to attend them all. I learned a lot about networking by reading Bob Burg’s book, "Endless Referrals". I am also a member of a local BNI Chapter that meets weekly to pass qualified referrals.
Trey: The main thing I do differently is to not be the guy at a Chamber luncheon running around passing business cards out left and right. I try to engage people, and find out how I can help them in their business. I try to focus all the attention on them. It may take 6 months or a year, but when they realize I truly care about their interests and their business goals, they normally end up becoming a customer.
Wayne: A good tip there, which I also learned from the book you recommended, The Go-Giver. Among the various imprinted products offered by Art Promotional Services, why did you focus specifically on magnets? Any particular explanation or reasons behind this?
Trey: Our family business, Art Bindery, started manufacturing them. It was just a perfect fit. The standard turnaround time in the industry is about 7-10 working days for custom magnets. Ours is 3-5. That’s why I named the magnet side "MagnetsFAST". We have done jobs before where we received artwork in the morning and shipped them out the same day.
Wayne: Wow, that’s amazing. From the case studies that you laid out earlier, you mentioned that you will brainstorm with and provide additional ideas to your clients. What is the process that a new client of Art Promotional Services has to go through?
Trey: Most of our new customers or companies that are interested in promoting their businesses just contact me either by calling or emailing. We then can either email back and forth looking at the goals they’d like to accomplish and the budget involved, or talk on the phone or over lunch. After I see what they want to accomplish and what we have to work with, I then go back and come up with a several ideas or an entire promotional campaign that I can present to them.
Trey: We don’t charge anything to sit down with clients and throw ideas around. I love learning about other companies and I want them to know that I truly take stock in their company and want to help them, instead of just selling them "transactional" business.
[to be continued…]
Prepare for Interview with Trey Schaefer Part 2
What is your thought on how Trey do business? Interesting right? Have you used promotional items as a way to market your business? I would like to hear about your experience and the results that you get.
Leave me a comment below and it’s always my pleasure to hear from you.
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