For corporate traditionalists, Bret Bonnet probably presents a bit of a paradox. On the one hand, he’s co-founder and president of a Top 40 distributorship that has developed a data-driven go-to-market strategy that generated 2018 ad specialty revenue of $44.1 million, up 70% from five years earlier.
On the other hand, he’s a self-deprecating, wisecracking, video game-playing jokester who has posed for business photos in flip-flops and with his fingers stuck up his nose – the kind of owner who equips his headquarters with a game room where employees can play arcade classics.
Bonnet’s penchant for balancing serious, profit-driving work with fun-loving good times – for letting the two complement each other – has informed all aspects of Quality Logo Products. Certainly, the workplace culture of the industry’s 40th largest distributor is a mirror of Bonnet’s own personality – and that of his equally affable co-founder and best friend Michael Wenger.
“Work is work, but it doesn’t mean it can’t be fun. Mike and I have always felt that way, and that’s the kind of company we’ve tried to create.”Bret Bonnet, Owner
“Employees generally do their best work when they’re happy,” says Bonnet. “They also tend to work harder and stick around longer. Who wants to work somewhere where everyone’s miserable? Work is work, but it doesn’t mean it can’t be fun. Mike and I have always felt that way, and that’s the kind of company we’ve tried to create.”
The effort has led to immense success in terms of the bottom line and in terms of employee satisfaction. The accelerating financials – up again year-to-date – prove the former point. The latter is evidenced by employees whose resounding support made Quality Logo Products (QLP) the Best Place to Work in promo for 2019. In Counselor’s industry-wide workplace survey, staffers gave QLP top marks on everything from communication and work/life balance to overall culture. “QLP is the best because of the environment,” says Candace Allen, a sales assistant who’s been with the company for nearly seven years. “I come to work each day fully expecting to laugh, work hard and just have a great time.”
A People-First Workplace
While Wenger and Bonnet set the tone, they’re adamant their efforts would fall flat if it wasn’t for QLP’s 123 employees living the vision. To get the necessary buy-in, management focuses on hiring people who are the right fit. “We’re looking for high character – for people with a strong desire to learn and think creatively,” says Bonnet. “Nine times out of 10, when you hire that type of person, they’re going to work out better than someone who lacked those things but was maybe more technically qualified.”
With ideal people in place, the kind of culture Bonnet and Wenger aim to establish can take root more organically – and it does, employees say. “The overall energy of our group is amazing,” says Leo Avila, sales executive. “What brings me to work each day is how many people sincerely care about me and my team’s success.” Adds Marketing Director Kate Oscarson: “We really are a happy QLP family, with everyone coming together to create a unique and welcoming vibe. Our backgrounds are very diverse, but we’re always able to find common ground.”
“The overall energy of our group is amazing. What brings me to work each day is how many people sincerely care about me and my team’s success.”Leo Avila, Sales Executive
To further facilitate a fantastic workplace, QLP leadership supports and empowers employees. Team members are certain to receive the tools and information they need to excel. “QLP provides limitless opportunities each day to assist in my success in sales,” says Avila. “There’s everything from pre-qualified leads, to a sales CRM that allows for fluid understanding of clients.”
Management holds regular employee check-ins, departmental meetings and standing scrums – forums in which staffers can get and provide feedback. For sure, management makes it plain that the door is always open for suggestions, encouraging personnel to come forward with insights that could benefit the business.
“We’re always sourcing solutions from our employees,” says Bonnet, who notes that QLP’s “amazing managers” are deeply invested in workers’ well-being. “Also, many of the programs and special offerings at QLP – like paid maternity and paternity leave – have come from employee suggestions. We have no problem admitting that we don’t know everything and we’re not always right. That’s why inviting feedback is so important, and why we encourage it.”
ASI's Chris Ruvo interviewed Bret Bonnet of Quality Logo Products live on Facebook about the culture at QLP.
Furthermore, QLP doesn’t hide the “why.” That’s to say, when asking employees to undertake a certain initiative, leaders often provide data that illustrates the reason for the approach. Similarly, management makes an effort to keep employees informed about developments within the company. This fosters a sense of transparency that QLP leadership believes contributes to superior on-the-job performance. “People deserve honesty, and they’re going to feel more relaxed, assured and loyal when they know where things stand,” says Bonnet. “Overall, that’s going to make for a stronger company.”
Flexibility with work hours is another feather staffers put in QLP’s culture cap. “Quality Logo Products acknowledges that employees have lives outside of work, and they truly encourage work/life balance,” says Marketing Manager Kelsey Skager. Bonnet explains the flexibility philosophy that’s in practice. “Basically, so long as people are available or in-office during what we refer to as core hours, they’re allowed to come and go as they want without prior approval,” he says. “Have a dentist appointment at 10 a.m. on Tuesday? Go for it. As long as you bank your required number of hours by the end of the week, we don’t really mind how or where it gets done. We trust our employees. As long as the job gets done, what else matters?”
A Culture of Camaraderie
When it comes to cultivating company-wide camaraderie, the “force” is strong with QLP. Consider: Every time a new Star Wars movie debuts, Wenger secures enough tickets for the company to view the premiere together. That’s led to whole theaters being exclusively for QLP pros. “Everyone sees it together so no one can spoil it for you,” Bonnet says with a laugh. At some of the showings, QLP has hired costumed groups to attend dressed as stormtroopers and other characters from the popular film franchise. “We do a lot of things together outside of the office, which helps us get to know one another personally,” says Alyssa Mertes, lead copywriter.
Indeed, the Star Wars movie nights are just one of the many extracurricular events QLP provides to help staffers build relationships with each other, feel happy on the job and genuinely committed to the company. Other outings have included participating in wine-and-painting socials, attending a Weird Al Yankovic concert, bowling nights and laser tag. “These events make a huge difference. They’re a constant reminder that we’re appreciated,” says James Gray, a data entry specialist. “It makes working here far more exciting and interesting.”
Additionally, there are a variety of other company events that QLP hosts. At these, management aims to provide something to suit everyone’s tastes, from food options to entertainment. “We’ve rented venues for parties where we’ve made sure to bring in arcade games so if people would rather do that than, say, drink and dance, they have that option,” says Bonnet.
“No company gets (culture) 100% right, but if you care about your people, and you’re always looking to do what’s right by them in a smart way, then you can get it right more often than not.”Bret Bonnet, Owner
And speaking of arcade action, that’s part of QLP’s uber-cool game room, which also includes an Xbox, Nintendo Switch and PlayStation. The room provides a temporary respite from the fast-paced rigors of the workday, and employees are encouraged to use it for stress detoxing. “The game room has become something of a legend,” says Gray. “We typically play Super Smash Bros. every day for about 30 minutes. It’s a good place to shake off any of the cobwebs, talk and then get back to work.”
The gaming action is far from the only smile-inducing revelry at the QLP corporate offices, where pot lucks, cookouts and birthday celebrations are common.
Believing that it’s important to fundamentally take care of the people that take care of their business, Bonnet and Wenger provide a top-notch benefits package. Employees receive high-quality health, vision, dental, term, whole life and disability insurance, plus 401(k), FSA, offsite counselor support, education opportunities and an Employee Assistance Program. There’s also generous paid time off, not to mention little perks like free snacks and an open tab at the Irish pub that’s within easy walking distance.
If all that doesn’t have you ready to send QLP a resume, this might: The company rewards loyalty with gusto. When employees hit longevity milestones, they’re presented with gifts like cash bonuses and additional time off. As the milestones mount, the awards get greater, including a company-paid front row ticket to the event/performance of the staffer’s choice, augmented by a stay in a luxurious hotel. “We try to give our loyal employees one of those awesome, once-in-a-lifetime nights,” says Bonnet.
Not surprisingly, staffers are on management’s mind as QLP currently expands its facility by thousands of square feet. Included in the new area will be rooms set aside for making personal phone calls. “This is Aurora. It’s like 50-below in the winter. We don’t want people to have to go outside for private calls,” Bonnet says.
The sensitivity to employees’ needs is the cornerstone of this company’s first-place ranking on the Best Places to Work list. “No company gets it 100% right, but if you care about your people, and you’re always looking to do what’s right by them in a smart way, then you can get it right more often than not,” says Bonnet. “For Mike and me, it’s the people that matter. The company is in a very happy and healthy place. We plan to keep it there for a long time to come.”