Tucker-Castleberry — Relationships Do Matter
“I think what finally got me the account was when I told them that, in 1966, I was the most excited person in Atlanta after finding out that the Braves were moving here from Milwaukee,” Tucker recalls. “I told the buyer that, growing up, the baseball ‘Game of the Week’ that Atlanta aired on TV was the Milwaukee Braves, who played at County Stadium in Milwaukee. My dad and I watched the Braves every Saturday afternoon. I then proceeded to name all the old players, their positions and stats. And, before I left, the buyer asked me if I would like to give him a price on printing their program, media guide, pocket schedule, etc.”
Quicker than you can say Hank Aaron or Warren Spahn, Tucker had the account.
When the National Basketball Association’s Hawks moved to town, they employed another printer that left them unsatisfied. The Hawks print buyer called his counterpart with the Braves, who provided ‘rave reviews’ about Tucker-Castleberry’s work. Two meetings later, Tucker boasted another sports franchise account.
Ditto for the National Hockey League’s Atlanta Thrashers, which called upon Tucker before getting settled in, fully aware of the printer’s reputation for quality sports printing.
And the Atlanta Falcons of the National Football League? The team was then owned by the Smith family. Its president, Rankin Smith, went to high school with Tuck Tucker and was in Tucker’s wedding in 1971. Smith’s younger brother, Taylor—then the vice president of the Falcons—was best friends with Pete Livezey, Tucker’s brother-in-law and vice president of Tucker-Castleberry. So perhaps a little luck was involved in getting that account.
According to Livezey, the company tries to forge close relationships with both customers and employees. He makes it a point to know as much as he can about the people and their families, not just the perfunctory pleasantries that are most prevalent in working relationships.