Guests: Gary Reichert of Shield Wall Media

Host: Randy Chaffee

Producer / Director / Co-Host: Wes Wyatt

Episode Summary:

Gary shares Shield Wall Media's success with the Max the Malamute children's book series—Max Builds a Metal Roof, selling 5,000 copies in the first printing; Max Builds a Pole Barn, launching at NFBA; and Max Builds a Barn Dominium, one-third complete. He reveals the educational mission: getting kids interested in construction trades through books grandfathers read to grandkids, with technical accuracy (underlayment runs in the correct direction) that won't annoy professionals, ending each story with Max enjoying family time (fishing, board games). Gary explains the sponsor model: $5,000 buys 1,000 books ($5 each vs. $12.95 retail)—vendors distribute boxes of 40 to dealers as relationship-builders, with school districts developing lesson plans for kindergarten/first grade. The conversation covers Post-Frame Builder Show (June 10-11, York, PA) philosophy: intentionally small attendance ensuring quality time between decision-makers without standing behind "six people who aren't even suspects," unlimited free exhibitor passes, $50 admission entirely donated to charity (Team Rubicon, Hurricane Helene tiny houses for 120-150 families), and food value exceeding admission cost.

Key Takeaways:

• Max books solve the labor pipeline problem at the kindergarten level: construction-accurate children's stories (underlayment directions, proper techniques) inspire the next generation, while grandfathers bond with grandkids over family-oriented trade education.
• $5,000 sponsorship = 1,000 books at a deep discount: vendors distribute 40-book boxes to dealers as grassroots relationship-building rather than transactional "500 widgets at $200 each"—off-balance-sheet marketing that creates personal connections.
• Intentionally small shows prioritize quality over quantity: weed out people "who aren't even suspects" so exhibitors talk to decision-makers ("people signing front of checks") without wasting time in lines at mega-shows.
• All attendance revenue goes to charity; food exceeds admission: a $50 ticket delivers $50+ worth of food; unlimited free exhibitor passes available; door proceeds fund Hurricane Helene tiny houses (120-150 families), Team Rubicon, and flood relief—not "pocket change to Red Cross."
• Gary's cell phone published in magazines: direct accessibility—CEO answers cancellation requests, complaints, praise while driving between appointments because "that's the way our industries should be."

Resources and Links: Max Builds a Metal Roof (5,000 first printing sold out, second printing available) Max Builds a Pole Barn (launched at NFBA) Max Builds a Barn Dominium (one-third complete) Post-Frame Builder Show - June 10-11, 2026, York, Pennsylvania York Fairgrounds Convention Center (free parking, hotels within 1 mile) Construction Roll Forming Show - September, Gatlinburg, Tennessee Email: [email protected] (cell phone published in magazines) https://postframebuildershow.com Charities supported: Team Rubicon, Hurricane Helene tiny houses (Sam Byler/Shed Haulers Brotherhood), local chambers.

Resources and Links:

Gary Reichert:

https://www.linkedin.com/in/gary-reichert-35826515/

Shield Wall Media:

https://shieldwallmedia.com

Randy Chaffee:

https://www.linkedin.com/in/randychaffee/

https://www.facebook.com/therandychaffee

https://www.sourceonemarketingllc.com

https://www.buildingwins.live

Wes Wyatt:

https://www.weswyatt.com

https://www.linkedin.com/in/weswyatt/

https://www.facebook.com/wesawyatt/