The Driving Force Behind Impact Images

The Fort Lauderdale, Fla.-based Impact Images began as a sole-ownership business and incorporated in 1981. Back then, the company’s only business was commercial printing and all orders were brokered out to wholesale print shops. Today, the company has its own press shop and wholesales printing to other brokers. While printing is still a formidable and integral part of the overall business, it is no longer representative of the firm’s diverse enterprise. Uniform sales have become a major portion of the company’s revenue, and Impact Images has evolved into a jack-of-all-trades business. It provides its commercial customers with almost all of their day-to-day office needs including, but not limited to, office supplies and equipment, advertising specialties, corporate gifts and incentives, office casual wear and sporting goods. With an expert graphic arts department, it even designs Web sites for its clients.

Impact Images operates out of a 2,500- square-foot facility and is planning to open an additional office in the Caribbean, where it has had substantial success in the clothing, promotional and advertising business for the past 20 years, keeping their exclusive sales representatives there very busy.

Born in England in 1933, Harold Marcus has taken an eclectic, circuitous route in the clothing industry, to say the least. He left school at the age of 15 to become an apprentice diamond cutter for three years, only to become redundant in that industry because of unionization issues. While in the diamond industry, he met his soon-to-be wife of 47 years, Rhoda. Her father was in the clothing manufacturing business and he asked Harold to join him. Knowing very little about that industry, Harold decided to educate himself and enrolled in London’s Tailor & Cutter Academy. He pursued full-time coursework, learning how to draft patterns and cut and sew a complete garment. That knowledge has remained with him to this day.

Two years after marrying, Harold and Rhoda moved to New York, where Harold’s sister resided. After starting in retail menswear, he moved on to textile manufacturing where he represented several major international producers and converters such as Dominion Textiles of Canada and DHJ Industries. His primary customers at that time were retail giants such as J.C. Penney, Sears and Allied stores.

In September of 1969, one year after their son David was born, the Marcus family decided they’d had enough of the northern climate and relocated to Florida where he continued in the textile industry for the following five years. After opening several businesses and leaving them with partners, he joined the Matthew Bender division of Times Mirror Corporation, then one of the largest publishing companies in the United States. Matthew Bender published and sold law books.

Ironically, his success in that field ultimately led to his resignation. Because of the volume of business he developed, the company decided to split the territory and add additional sales representatives. Seeing the writing on the wall, Harold decided to use his connections within the legal community to start a side business, legal printing. Once his employer realized that Harold had started his own business, Harold was forced to choose. There really was no decision to be made, even though it meant giving up a substantial income and a built-up pension plan. The challenge of building his own business was more enticing. Shortly thereafter, he added office supply products, but several years later, when the likes of Office Depot and OfficeMax entered the picture, Harold decided he wanted no part of that kind of cut-throat discount business and sought other alternatives.

He recalls, “At this point, I wasn’t looking for anything particular because at my age (60), I was really thinking about retirement.” When a longtime friend came to Harold looking for meaningful work, he offered to set up an advertising specialty department at his own expense, including membership fees to key organizations. The friend would receive 50 percent of the profits and 50 percent of the company to handle the everyday operations of the business with Harold’s help. The friend was ecstatic about the opportunity.

Harold set up and added Impact Images to the existing company, Broward Legal Supply, Inc., but the friend failed to put in an appearance. Harold decided to pursue the venture himself. Beginning with advertising promotions and executive gifts, the business expanded rapidly into all aspects of corporate merchandising including casual wear, sportswear and uniforms. The business prospered and Harold had come full circle–back to the garment business.

Harold Marcus attributes the success of his companies to their ability to run the gamut. “When I first entered into the world of printing, I kept an open mind to everything. That’s how we got into office supply. Customers would ask for an item–say a typewriter–and I would say yes, not really knowing if I would be able to acquire it. I’d go back to my office–in those days a room in my house–get on the phone and find it. In essence, that is how almost every phase of the business has developed. Secretaries and even sole practitioners did not have the time to source merchandise, and if hey had someone to rely upon to find it for them, they were thrilled. If we could not service the client directly, we would refer them to a reputable supplier and receive a commission. Additionally, the clients always expressed their gratitude and referred us to other customers. There really isn’t anything we will not or cannot do to help our customers.” The business operates the same way today.

Harold notes there are two simple rules Impact Images follows when conducting business. “Most importantly, we do not use voice mail during business hours–only when there is no one in the office to take calls. We answer every inquiry personally. And, when customers call, we bend over backwards to accommodate.”

Since its advent into the uniform business, the firm has been fortunate enough to establish good business relationships with the likes of Williamson-Dickie, Edwards Garment and Garment Corporation of America. The knowledge and long-reaching background that Harold has attained in the textile and garment industries over the past several decades have given him the tools for success, yet he will be the first to admit, “in this ever-changing world, I am still learning.”

According to Harold, it’s a bit of serendipity that Impact Images has prospered in the Caribbean. “About 20 years ago, when I was selling law books and printing to the legal profession in Broward County, Florida, I sold books to many of the present sitting judges in the courts. I hooked up with a Fort Lauderdale law firm with connections to a law firm in the Bahamas. From that beginning in the Caribbean, we’ve kept growing and have never looked back.”

Harold says, “If we have one shortcoming, it is that we overlook many of our existing customers in our efforts to seek additional business. I happened to stop by a law firm for whom we have done printing for many years. The senior partner asked me where he could acquire some Mont Blanc pens. When I told him he need look no further, he responded, ‘Why haven’t you ever told us about your other business?’ We now do all the promotions for the firm.”

In addition to his son, David, who has been with the firm for 12 years (“I don’t know what I would have done without him”), Harold is most grateful for being surrounded by excellent employees who are very dedicated and enjoy their positions within the firm. David is always suggesting and implementing new ideas and Harold says, “He has certainly taught me many new ways. He’s the computer genius and I’ve learned how to use the computer from him.” Also, Harold considers himself very fortunate to maintain great relationships with the many suppliers and manufacturers in the varied fields in which the company is active. The company puts a lot of pressure on its suppliers in order to fulfill its clients’ needs and having good relationships goes a long way toward achieving those needs.

“Because of my willingness to adapt and absorb information, I am also able to assist others in achieving their goals. I am the kind of person who would rather do a favor than be the recipient. It has always worked well for me. But make no mistake, when I need help in order to service a client or customer, I will go begging. Looking ahead, I would like to do more giving–a way to pay back for the achievement of my goals.”