Born in Grants Pass, Lowell Gibson has run NiceBadge in town for the past 20 years.
An active member in the local community, Lowell took sometime this summer to talk with our host Brian Pombo about the challenges NiceBadge has faced since the start of COVID-19 and how they've adjusted.
A big thank you to Lowell for being on the show and for being our first interview on the podcast.
Checkout NiceBadge ➡️https://www.nicebadge.com/
Transcription
Brian: Lowell Gibson is president of NiceBadge.
A 5th generation Southern Oregonian. A missionary kid raised in Japan 14 years. The chair of BR&E, VP of Gospel Rescue Mission Foundation Board. Treasurer of the SOREDI Board.
He loves Southern Oregon and his community. Loves riding his Harley, fly fishing on the Rogue, golfing, floating the Rogue. He's also extremely pro business.
I'm very happy to have him here today on the Grants Pass VIP podcast.
Thanks for coming on Lowell.
Lowell: Thanks Brian. Thanks for having me. Appreciate it.
Brian: So who are you and where would people know you from?
Lowell: Lol. I don't think I've been on the wanted posters in the post office lately, so that's good.
I bought the business here in 2000. I was born here, then I raised in Japan, came back for a while, left to go to college. Finally came back in 2000, bought the business and I've been here since.
I think the community that it is we all get to know each other in different circles. Within the business community. I've been involved with the chamber with a lot of pro business and economic development organizations, of course, Rotary and a few other places like that.
Brian: Why Grants Pass of all places in the world?
You moved back here in 2000, why here?
Lowell: The simple answer is, I like Grants Pass.
It's my hometown. It's a good place to raise a family. I was up in the Salem area, and just the weather up there is a little bit gray. It may not necessarily rain, but you know, down here, it's either going to rain on you or the sun shines out and I kind of like that. And like I said, it was a great place to raise my kids. And it's a small community so you get to know a lot of people. You know, there's a lot of good in that.
Brian: Tell me a little bit about why you bought this business?
Lowell: Yeah, I used to be in the restaurant business. I own the restaurant and heating and cooling, I sold insurance for a while.
This business was owned by my mom. She had bought it in 85. And by 2000, she had grown it to a business that had about 13 employees and she was wanting to retire. I was looking for something different to do at the time. She said, "why don't you to take a look at it, see if it's something you'd like."
So I did and of course, moving back to Grants Pass really appealed to me. So I bought the business, moved my family back down here and my mom retired. Here it is, you know, 20 years later still here.
Brian: You've been doing this for 20 years. Is it an industry or a position that you recommend to others at all?
Lowell: Wow. So when I bought the business is much smaller, the company was, and we make name badges. It's bulk of our business, but we do other things like promotional products and signage and sandblasting.
There is definitely a lot of that being done around the country. With the internet, we were able to start selling nationally a little bit easier with our website and you know, using SEO.
To grow it, you have to have a lot of customers because what we're selling is smaller items.
So we have over 40,000 business customers across the country. And it takes that many just to do the volume we do and keep 27 people employed.
It's doable.
I think the hardest part is to grow it from nothing….like my mom, she took it from nothing, you know, one employee, part time employee to 16 employees.
That was probably the hardest part of the company, that initial growth phase.
For me, it was taking it from that point, and expanding it and finding ways to market on a national level.
I always think it was a little easier. She says that would have been hard for her to do so it's probably just whatever our strengths are, but it's a good industry. It's a tiny little industry as far as the national landscape goes, and there's a lot of mom and pa engravers across the country last I knew there was over 5,000 within our industry organization, there's probably more than that.
So it just, not too many make it to….and not saying we're large but make it to even our size and so it is a very small, little antiquated industry.
Brian: Would you recommend it to others?
Lowell: It depends on what you want. If you want a job or you can, work out of your house or garage and maybe your significant other and you can probably make a living at it.
If you want to grow into a larger company with employees. It takes a lot of marketing.
I know that's your strength, but it takes a lot of marketing to sell engraved products on a national level.
You can saturate your community, especially in a small community like ours, rather quickly in which you need more to grow. And so for us, we had to go national, you know, a little bit international, but mostly mostly national.
And marketing has been the toughest part of that. So if you're willing to put the time in and grow at a, you know, we grew at a 27% growth rate for most of the last 20 years. But it was a lot of work to pick up customers across the country.
Brian: Earlier, you were giving me a tour of facilities here and tell me a little bit about this. Why don't you talk a little bit about how this last year has affected your life and business with COVID-19?
Lowell: Yeah, you know, I've been self employed 31 years and I thought I saw it all.
In 2008 you know….at least different years I remember it being really hard and this happened and it was like nothing any of us in business had ever seen before.
I feel like I was ready this time, in '08, I feel like I didn't quite catch on quick enough. This time I felt like I was ready.
We quickly adapted, as much as we could.
Our national business in name badges dropped by 40, 50%. And we typically do about 5,000 badges a day so that's a big drop for us. So we started making partitions you know, sneeze guards or partitions for banks and restaurants and coffee stands and something we easily can do.
We have the equipment here we make it in-house, the turnaround time is good. And my staff did amazing at transitioning from what they normally did to to some of this other stuff. Thank goodness for that.
So instead of being down 40, 50% April and May we were down about 8%.
Last month, we were up so it was just a matter of doing whatever it takes to keep everybody employed, keep the doors open and keeping our customers happy.
Brian: Absolutely.
What's your top selling product?
Lowell: Now, or prior to this?
Brian: Both.
Lowell: Name badges. 80% of what we sell has been named badges and through February to March.
Right now, I think name badges is still a top seller. We do a lot of grocery chains and then all the Albertsons I think we have 300,000 employees 20 different logos, you know, Safeway, Vons and others.
So we have a lot of bank chains that makes a lot of customers and so name badges is still our… proportionately speaking their biggest seller.
But the last three months, the partitions, we've sold thousands of these partitions, and that's probably been about 37%, 36% of our business.
So it's not our biggest seller, but man it sure has helped us fill that gap on the name badges.
We also do awards, signage, sandblasting. A lot of promotional products, just different things, but the go to has always been name badges
Brian: What are you most excited about in the next six months or so?
Lowell: Like all all the other businesses out there, probably the community, you know, we'd like to know what's going to happen?
What is normal or the new normal or whatever you want to call it?
What does that look like?
From a business standpoint, we look at our numbers. I look at my numbers daily, weekly, monthly, quarterly. You're comparing it with last year, you're comparing it with your peers.
And that's how you project, that's how you determine what your needs are, where your spending is.
Then this happened and everything went out the window.
There is no norm at least there hasn't been or the new norm.
I like numbers and charts, this makes it really difficult. There's an asterix on everything for the past four months.
I would love to see some resemblance of, I don't even need consistency, I just would like to have the ability to project.
So tell me what's going to happen, are we, you know, are we going to open, are we not going to open, I just need to know what to expect, so I can plan accordingly.
And I know that people might say, I'm a bit of a control freak, because I like to plan so much. But it just makes it a lot easier to do my business if I know what's going to happen.
If there's gonna be another outbreak or a phase two or whatever, just tell me so I can plan accordingly.
But obviously, nobody probably really knows.
Brian:That pretty much comes with the position. You've got to be a little bit of a control freak.
Lowell: Lol…Yeah, you do. That's true.
Brian: If we were talking like a year from now, if you were to just guess, just kind of project, and you're gonna look back over the last 12 months.
What would have had to happen for you do feel happy with the progress in your life and business?
Lowell: I've been really apprehensive since March.
Rightly so, I should be, you know, every day. I mean, like the news, you know, we're my friends in business, we're watching the news. Something would happen, the governor says something and I get like five texts, you know, from friends of mine.
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