PPB December 2018

M ichael Hicks, founder and president of BEST Promotions USA, describes his business as “emergency responders.” When he and his team receive rush orders, they do their best to accommodate their clients. “We’re built on trust, speed and service,” says Hicks. BEST, which has locations in the Dallas and Houston areas following its recent acquisition of Cooler Graphics, has been manufacturing beverage insulators and customizing drinkware since its inception in 2007. Its products include stadium cups, water bottles, tumblers and travel cups, ceramic mugs and pint, shot and wine glasses, as well as beverage accessories like key rings, coolers, bottle openers, lanyards and wristbands. But BEST is widely recognized for its beverage insulators, or coolies, which the company manufactures in-house. Not only are coolies BEST’s top seller, but they’ve made an imprint as part of BEST’s most prized client story, and where the company got its start. “I remember getting a call about two or three years ago at 11:12 am,” says Hicks. “I can still remember the time.” Hicks explains a request froma valued customer, who inquired about 2,500 coolies to be delivered in Houston (a four hour drive from Dallas) by four o’clock that same day. “Even I said, ‘There’s no way,’ and we hung up,” he says. “But then I called her right back and said, ‘Wait just aminute. Send that P.O.!’ and we got the order out in 32minutes and delivered to Houston right at 4 pm.” Hicks, who had 18 years of industry experience working for two other suppliers before starting BEST, also began his business offering coolies. “I took orders and didn’t even have a building yet,” he says, with a smile. One of his first orders, he recalls, was for 50,000 four- color process coolies, which he completed while launching his business. (BEST’s name was inspired by Hicks’ family: his son, Braden, his daughters Emily and Sara, and his wife, Teresa.) But BEST’s success is an effort that Hicks attributesmostly to his teamof nearly 150, which he cross-trains to address customer needs quickly and efficiently. “Early on, we did somuch cross-training, because if wewere backed up in any other area, anyone could help the customer,” he says. “Our goal, all along, was just that whomever answers the phone should be able to take care of your issues right then and there, without transferring the call. We are in the ‘right now’ business.” Customer service drives BEST’s philosophy and company structure, with the supplier’s org chart relatively flat, favoring cross-training to leave as few barriers as possible between clients and the business. This is the reason that BEST, he says, is not organized by departments. BEST Promotions USA is dedicated to keeping its customers satisfied with top-notch, immediate service. by Danielle Renda ‘BEST’ Of The Best From left, back row: Lee Simerly, Michael Hicks, Braden Hicks and Grant VanWinkle. From left, front: Jasmine Espinoza and Shannon Ellis. This is the original team that joined BEST when the company was founded in 2007. Eleven years later, and they all remain with the company. 86 | DECEMBER 2018 | CONNECT