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| Hero's Pride: Building Relationships through a Passion for Patches |
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| Monday, 16 November 2009 11:42 | |||
 When asked what distinguishes his company from the rest, Mike Marmor responds without hesitation. "We have a passion for patches, and it shows in our products" says the president of Hero's Pride. Looking for a realistic buffalo for a state patch? Look no further. And if you need a historical figure – "We make a great George Washington," he insists. "Very crisp and vivid."Attention to detail has catapulted the Van Nuys emblems and badges manufacturer to the forefront in its market space. So too, has its unyielding commitment to customers. In an industry where the phrase "excellent customer service" has become clichéd, Hero's pride has earned bragging rights. Case in point: Every order is backed with a "satisfaction guaranteed" clause, even on the custom side. "Returns are low because of the quality," notes Marmor. And like Federal Express, if a customer absolutely needs an item by a specified date, Hero's Pride delivers. "When it comes to on-time availability, we're the most reliable in the business," says Marmor. The accomplishment comes at a price. The company has invested heavily in stock at a time when many are reducing their inventories because of the recession. "We won't compromise our customers' needs," explains Marmor. While workable for the privately held Hero's Pride, the practice is often shunned by those with an eye on Wall Street. "If all we had to think about was this quarter's profits, it would be a nightmare," Marmor says flatly.  That is because Hero's Pride is focused on the bigger picture, projecting that the economy will turn around in 2010. "It's never about today," he continues. "When we work with a dealer, we're not looking for an order, we're looking for a relationship, and in turn, that assures the dealer can honor his commitment to his customer and continue to build that relationship."Luckier than some – Marmor has heard stories of businesses being down by 70 percent - Hero's Pride sales have been stable in 2009, although it took a 15% increase in orders to break even. And while customers are still buying, they're ordering less merchandise than they have in the past. "There's a belief that the industry is recession-proof, but not this time around," he notes. Sales were actually up in October though, buoyed by new products, strong promotional items and better penetration into existing markets. They are the official manufacturer of patches for the Boy Scouts of America, a new line that has expanded business beyond the uniform industry. The recent launch of a badge wallet and case line was well received in the law enforcement community, and has been credited with the company's positive October numbers, as has a new trend, the inclusion of patches on FR materials and garments. Sales have also been helped by the Tribute Collection, a line of patriotic patches, emblems and pins that has been a best seller for both manufacturer and dealer. New to the line is a 7-inch "Remembering Their Sacrifices" patch, released as the country marked Veterans' Day last week. A portion of the proceeds goes to support local veterans' organizations.  Inspiration for the Tribute Collection first came from one of those relationships Hero's Pride, well, prides itself on building. "It all began with one of our customers, who wanted to honor the fallen of 9/11," explains Marmor. "She had a design, and asked if we would partner with her to reproduce it, and of course, we did." The concept quickly took off, and soon more patches followed. As the country entered two wars and patriotism grew, Hero's Pride introduced a series of "support our troops" emblems. Manufactured with intricate detail, the items adorn hats, t-shirts and jackets, and are wildly popular with the military, law enforcement and fire service professionals. "It's an impulse buy," admits Marmor. "But it boosts sales." So, too, does the myriad promotional and marketing materials the company supplies to its network of retailers. To help promote business, Hero's Pride provides a number of posters, catalogs and display items that dealers can use in house. Similar to private labeling, some of the materials list only the retailer's name. "Customers should see the dealer's name," says Marmor. "It heightens professionalism and creates brand awareness." And when the occasional problem arises, the staff back at Van Nuys is prepared. Rather than simply responding to calls as they come in, each customer service rep is assigned a region, and is expected to understand the unique characteristics of that geographic area. "We're they're back up, an extension of the uniform store, and if we're seen that way, we're doing our job," adds Marmor. The Hero's Pride family of products is sold through a network of dealers nationwide. To learn more, visit www.herospride.com
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| Last Updated on Monday, 16 November 2009 14:17 |
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