The entrepreneurial spirit of the American people is responsible for this country’s strong, diverse economic development, with the local family-owned business functioning as the backbone of the overall economy. According to the SBA, small businesses account for 44% of all activity in the United States, create two-thirds of the new jobs, and deliver 43.5% of the United States’ GDP.
In 2021, a new local business opens every five to eight minutes of every business day, with a range of diversity that’s mind-boggling. Food, especially fast food, is still a primary focus but convenience stores and professional services are also high on the list. That entrepreneurial spirit was the driving force behind the Baird family – husband Todd, wife Lori, and son Eric – launching their Fully Promoted franchise in Flower Mound in January 2021.
The Bairds set sail in the shadow of COVID-19 and launched Fully Promoted Flower Mound, a custom branded apparel and promotional products firm supporting businesses and groups with their brand marketing and events. Their goal is to develop custom-tailored solutions to enhance their clients’ brand awareness, increase customer and employee retention, and market share.
“I had a successful, 32-year career in sales and marketing,” Todd explained. “Our firm represented over 1,000 client brands, which provided me with a well-developed skill set that I wanted to continue to utilize after I retired in 2018.”
Lori, a retired educator, is focused on creative and product sourcing for the business. Eric and his wife, who had relocated out of state for work, were eager to get back to the DFW area. Starting Fully Promoted Flower Mound served as the perfect opportunity for them to return home. Today, Eric handles the production and social media aspects of the business.
“Lori and I spent 18-months doing ‘retired stuff’ that we never had a chance to do over the course of our careers,” Todd said.
“With all that done, we started thinking about going back to work and talking about branded apparel, promoting other peoples’ products in a B2B environment. One thing we all three share is our passion for our community of Flower Mound. After 20 wonderful years of living here, it seemed only right to plant our business flag here. We felt it would also increase our vested interest in the business.”
The Bairds found a home with Fully Promoted. “The Fully Promoted family has equipped us with the tools and capabilities to provide services to local businesses within our community as well as to large enterprises that stretch across the globe,” Eric said.
“Many people think of branding as an external element primarily designed to attract customers to a business. That’s true but I also believe internal branding is an equally important success driver in any given firm,” Todd explained. “Internal branding contributes directly to engagement, morale, and retention and, in turn, the health of these attributes impacts the efficacy of the product or service being provided by the firm.
“Corporate America is moving more and more in a work-at-home direction, but leaders must still find solutions to promote mission, vision, and values. Branded apparel and products, when done effectively, enhance a client’s culture internally and externally.
“We specialize in large quantity, custom embroidery, ranging from sports apparel to corporate wear for a large event or conference. Our clients also make requests, such as finding a specific product and customizing it.
“Our main challenge was to figure out how to set our work apart from our competitors. Our answer was to differentiate ourselves through our customer service and the quality of products. “
“With access to over 700,000 different items, we are able to provide customized solutions to our clients across various industries such as healthcare, construction, and education,” Lori said.
“The branded products industry is looking at a double-digit percent annual growth curve. Our customers expect us to help them grow their own customers. They can do that only if we make sure they’re noticed, thought of positively, and remembered favorably.
“Our job is to make certain our clients are recognized for who they are and for what they do.”