Gray Wolf Focused on Brand Building

Before you can build your clients’ brands, you have to build your own. That’s the philosophy John and Cindy Perkins had when they moved their growing decorated-apparel business out of the garage and into a roomier storefront seven years ago. The Bedford, TX, couple changed their company name from Quali-Tees to Gray Wolf Promotions (asi/213041), to reflect the broader range of services they offered. The duo have since expanded and remodeled the space with a Northwestern, wolf-friendly theme and even have a life-size wolf mascot on display. “The kids love that thing,” John says.

The Perkins’ strong brand has helped them quickly grow annual revenue from $250,000 to $800,000. John’s favorite aspect of the business is helping small and medium businesses develop their brands from the ground up, particularly by offering smart promotional products and apparel.

One promotion that worked particularly well involved a large specialty insurance company with office suites above center field at Globe Life Park in Arlington, TX. The company would invite major customers, prospects, vendors and special guests to the office to watch ballgames. Gray Wolf suggested the company present each guest with a baseball-themed bundle that included a special Texas Rangers cap embroidered with the insurance company’s name on the back, an embroidered polo shirt, and a baseball placed inside a small stand with an inscription plate listing the company and stadium name, plus the month and year of the game they attended. “Our feedback from the staff was that the guests loved the items, and this was supported by numerous repeat orders,” Perkins says.