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Namify Your Product: Leading Supplier’s Answer To The Recognition Industry

Namifiers brands promotional products to the identification industry that contain a wide range of tags and accessories. The company offers economical pricing and selection for name tag printers, cutters, magnetic clips and other backings, as well as laserable blanks, ID holders and custom lanyards, IPI Plastic, wholesale printing and embroidery execution.

Bryan Welton is the President and founder of Salt Lake City, Utah-based Namifiers, a business serving 78,000 clients and employing 85 staff-no minor feat for a man who is now 31 years old. “We consider ourselves to be in the business of brand name advertising,” Welton says. “This is different than typical promotion because we construct the merchandise. We have a dozen different product lines, and within those product lines, we suggest individualized help to the client. For instance, in a small business start-up, a corporation needs help getting off the ground. We assist them with the whole lot: their logo, embroidery, design, engraving, marketing, and branding. We don’t really offer a large package deal; in its place, we cater to every unique customer. They might require a sign, name tags, and a number of t-shirts.”

Even though Welton at this time runs an striving and developing recognition business, he came to Namifiers circuitously. Welton studied political science but became involved in ways to infuse technology into businesses. “We began this business in 2001,” he says, “but I came interested in the industry after functioning in the search engine optimization (SEO) field. Because of a few family members and friends, I learned of a small engraving shop with good equipment doing mostly local business.

“I approached them and presented my SEO services to get their business to the next level online,” he continues. “At that occasion, people were still timid about doing business online in this industry. The sense was that the client wanted to touch and feel the product. But we launched an deal with them in 2001, and a few years later we ended up buying the company and acquired a few companies along the way. In 2004 we came to what is at the present our existing force.”

In that relatively brief span of time, Welton has seen considerable change and contends he came to the industry with a fresh eye, which helps continue his company running strong. “In the beginning, there were full color name tags, custom printed lanyards, and badge holders at the company,” he says. “The additional lines, like embroidery and apparel printing, happened at this time as time went on because of customer needs.”

A New Viewpoint on Namifying Your Product
“Tripping” into this business gave Welton a new angle in an industry characterized by many family-run businesses. “A a small amount of big players were out there who understood how technology could take [a business] to the next level but generally it was a few people with a few employees,” he says. “Then I came on board. I don’t have a technical background. I had a bachelor’s degree in political science; I was getting ready to go to law school. It was approximately the year 2000 and about 3 weeks before departing, I decided to give it up and I told my wife I’d like to do some freelance things for a while. I got interested in this industry with that sort of uniqueness. I had fresh eyes, but I had a lot riding on the line. I gave up a lot to do this.”

Digging up business doesn’t appear to be a struggle for Namifiers. Welton says lean production and same-day delivery keep his products and services very much in demand. “The thing that helped us develop was that we took the same-day service model and a lean manufacturing method to a number of industries,” he says. “Customers who needed 20 plaques regularly had to wait 3 days. We found that people don’t want to purchase something and then have to come back 3 days later and pick it up. We told them that we could do everything the same day. That’s the main avenue where we gained clients. People were getting things a week or two behind promised delivery dates. Our objective is if you call at 11 am or even 1 pm, we can have a proof in 30 minutes, and everything produced that day. If a customer needs something sent overnight, we know how to do that.”

Welton is an smart marketer and appreciates the energy it takes to secure and keep a growing clientele. “We invest in marketing and advertising, which includes everything from banner exchanges to Web links to help our SEO,” he says. “We are vested in all of the major search engines, which have confirmed to be some of the greatest channels for getting new clients. People can download to a Blackberry or iPhone. Our approach is very current.”

Employees Are Important to Company’s Success
Employees are also key to Namifiers’ success. Though the majority of the company’s personnel works at a facility situated about 45 minutes south of Salt Lake City, the business works on a worldwide level. “We’ve got approximately 85 employees,” says Welton. “But we also have some affiliate partnerships that are joint ventures out of the country for raw goods in China. And we spoil our people. We’ve got an 80,000 square foot opening, and 25,000 of that is office room. Everybody has a first-class sized 15 x 15-ft office. The personnel space houses our salespeople, marketing team, and graphic designers. People are surprised when they come to our facility.”

Welton plans to bring in even more surprises to the business in the type of product ideas. He sees security and combination applications as the next new development for the recognition and awards industry. “Things took a major shift in security after 9/11,” he says. As a consequence, we’ve seen the digital identification industry grow to smart cards and data-embedded badges. As time goes on, people will place more radio frequency IDs on a name tag. One of the products we’re helping develop makes the name tag more serviceable. People have traditionally carried an electrical device and then they’re also required to carry an ID badge. We’re looking to marry those thoughts. That’s what the outlook looks like - surfacing technology and numerous functionality.” Join Namifiers Affiliate Program http://www.namifiers.com/Affiliates.aspx