Long-time partners post double-digit growth

When Blue Moon Advertising and Promotional Products moves into its own building on Reno's California Street next month, it will culminate four years of steady double-digit growth.

The company offers more than 1 million promotional items such as imprinted apparel, logo wear, buttons, glassware, executive gifts.

The business began on April 1, 1999 when co-founders Martin Fitch, a thirdgeneration Renoite, and Gerard Greiner, originally from New Mexico, started contacting local businesses.

Working as partners was not new for these two; they had enjoyed previous entrepreneurial success with two other Reno businesses - a pet store and a retail mailing and packaging store similar to Mail Boxes, Etc.

They knew from the onset that there was a growing need among local businesses and organizations for more effective advertising and promotional campaigns.

They were able to convince many businesses that by imprinting their business names and contact information on tangible, eye-catching and useful items that people can appreciate, the businesses could advertise and promote by giving customers something they could keep and use long after a campaign ended.

And presently on their web site, www.bluemoonpromotions.

com, the homepage states, "You name it, we imprint it." Blue Moon Advertising and Promotional Products now has nine employees.

It is something of a family affair, with Fitch's mother, Dorothy, handling public relations and research, and his sister, Lisa Cook, providing in-house graphic design and logo development services.

Ron Thurston is the production manager and "computer" or information technology guy; he also handles web sales.

Fitch's responsibilities include sales and marketing, while Greiner acts as the accountant and budget director.

Fitch said customers include casinos, golf courses, the construction industry, other corporations, schools (including the University of Nevada, Reno) and nonprofit organizations.

"We have customers all across the U.

S.," he said, "and about 40 percent of our customers are outside of Nevada."

Fitch said focusing on and maintaining a high level of customer service is vital to success.

One of the reasons is that customers expect good customer service, which means that Blue Moon employees must continuously stay abreast of their customers' needs, and develop effective strategies for satisfying their needs, often on short notice.

"I try to anticipate my customers' needs to minimize their questions and to enhance my communication with them," he emphasized.

"And in many circumstances, we all have to meet what often seem to be impossible deadlines.

I am very proud of what I call the many 'miracles' we produce for other companies."

Fitch explained that he has a customer tickler file that he checks weekly.

He uses it to determine which customer or prospect should receive an email, fax or phone message from him to, for example, remind them of their own upcoming event.

He often will take the time to remind them in person.

Being well organized and managing time effectively also have added to the success of the business.

Fitch said he uses Friday afternoons to plan and get organized for the following week so that he can hit the road running on Monday morning.

Much of the success of the business he credits to the knowledge, skills and positive attitudes of his employees.

He said it is truly a team effort and the business is where it is today because of the efforts of all his employees.

"We have a fantastic team, a very creative staff," he said.

"And they continuously remain dynamic and focused even under the stress that comes with this type of business."

Fitch, the CEO, and Greiner, the CFO, agreed that being able to harness growth since the company was started is a continuous challenge.

"Our goal is to achieve and maintain moderate growth and still provide the good customer service that all our customers expect from us," Greiner said, adding that they have been able to stay at the top of their game in spite of the soft economy.

It is his job to monitor cash flow, and ensure accurate invoicing and optimum incoming receivables traffic.

Greiner began learning at the age of seven how businesses are managed and organized.

He said he was raised in the restaurant business his parents owned in New Mexico.

This experience helped him learn some business basics that have stayed with him.

"I started as a dishwasher, did some bartending for private parties, and was a waiter and maitre d'," he said.

One of the key reasons for their business success, Greiner explained, is that "Martin and I allow each other the space to be good at what we do." Fitch agrees.

When he was a teenager, Fitch had a mentor who is still well known throughout northern Nevada as a dedicated and successful businessperson - Luther Mack.

He said Mack taught him values and motivational techniques he still uses today.

"I learned a lot from Luther Mack when I worked for him at his McDonald's restaurants," Fitch said.

"At the age of 16, I was one of his youngest managers."