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All across America and around the world, this is Veterans Radio.

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This is Veterans Radio.

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Welcome to Veterans Radio.

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I am Jim Fausone.

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I'm the officer of the deck today.

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We've got some great programs for you.

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I think you'll find very interesting.

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We always want to remind you you can find more about Veterans Radio at its Facebook site

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or at the web.

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VeteransRadio.org is our new URL, VeteransRadio.org.

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Where we're on the web 24-7, you can find a lot of our podcasts there as well.

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We post new ones every Tuesday, so you can get a new story, a new interview, something

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you didn't know before by going to VeteransRadio.org.

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And before we get started, we want to thank our sponsors.

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First up, we want to thank National Veteran Business Development Council, NVBDC.org.

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It was established to certify both service disabled and veteran owned businesses.

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You'll find out how they can help your business by going to NVBDC.org.

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We want to thank Legal Help for Veterans.

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Legal Help for Veterans fights for veterans disability rights all across the nation.

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You can reach them at 800-693-4800 or on the web at LegalHelpForVeterans.com.

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Welcome.

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I'm Jim Fossoen, and this is a VeteransRadio spotlight on the National Veteran Business

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Development Council, best known as NVBDC.org.

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VeteransRadio. America, a nonprofit, has a partnership with NVBDC, which is the nation's

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leading third party authority for certification of veteran owned businesses of all size.

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It is also a 501C3 nonprofit established in 2013.

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It addresses the growing need to identify and certify both service disabled and veteran

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owned businesses for the commercial or corporate marketplace and for the government.

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It administers a rigorous certification process designed to withstand the scrutiny of corporate

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entities seeking to utilize veteran owned businesses.

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We want to welcome one of those businesses here to VeteransRadio.

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So we're speaking with Julie Dwyer, who is the president of Express Yourself Promotional

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Products down in beautiful North Carolina, and a Navy veteran.

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Julie, welcome to VeteransRadio.

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Thank you, Jim.

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Good to be here.

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Well, you spent 20 years in the Navy.

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How did a nice girl like you get talked into a naval career?

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Well, 21 plus years.

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I served in the Navy for 21 plus years and just had the time of my life.

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I went from Detroit, Michigan into the Navy after high school.

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And talk to us a little bit about some of the assignments that you had over that long

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career.

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Well, first, I retired as a senior chief aviation warfare, surface warfare, Mjolnan.

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My career is the sea duty out of the 21.

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I was on five ships, three of the aircraft carriers.

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I traveled around the entire world.

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I was part of the repair team for the attack on the USS Stark back in 1987.

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So that was pretty significant.

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I was one of the first women to go on into a combat zone within the Navy to repair that

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ship.

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I served primarily on the West Coast and primarily on shore duty with flagstaffs.

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And then when I was on shipboard within the captain's office.

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So I got to know pretty much majority of the crew and be able to help them out.

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And the services that we did provide from the Department.

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Well you lived the slogan, join the world, join the Navy, see the world.

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You got a chance to do that over such a long career.

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You got out though and interestingly settled in North Carolina and started a business career.

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I should mention along the way after getting out of the Metro Detroit area.

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You picked up your associate's of arts degree from the University of Alaska in Anchorage

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and your bachelor's of arts degree from the National University in San Diego, California.

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But why a business career after you got out of the Navy?

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Well I had no intention of really retiring when I did.

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I had to come home to take care of my mother who became paralyzed from a back surgery.

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So I was on my way to Brussels and then so I had to make the difficult decision to retire

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instead.

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As far as my business, there in 1998 before I left the service, I was stationed in San

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Diego, went to an entrepreneur expo in Del Mar and there they were showcasing numerous

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businesses that you could have.

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One of them was the promotional products business and so I was pretty interested in that.

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I bought into it while I was still in the Navy and as a matter of fact my first customers

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were on the aircraft carrier Nimitz.

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I would sell the squadrons, their t-shirts, wall caps, pins, challenge coins, all their

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re-enlistment memorabilia.

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So that was pretty fun.

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I was a nervous wreck doing it because of course trying to run the opposite at the same

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time working on providing promotional products from abroad.

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But that's where I got my feet wet in this business.

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There's an important lesson right there.

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Right start small, see if you like it.

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Hey if it works, maybe it'll grow and maybe it'll hang around for a while and this is

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going to hang around for another 22 years or plus.

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So it really did grow into something.

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But tell us why along the way you decided, hey I think it makes sense for me to become

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a certified veteran owned business and why you turned to NVBDC.

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Well as you know probably as a veteran that while you're in uniform, your uniform reflects

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on your trust level, your capabilities, what sets you apart from the other people in the

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military because you wear your ribbons and everything else and people kind of get a window

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into who you are, integrity wise and such.

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So when I retired from the Navy, I just assumed everybody, they knew I was a veteran, they

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provide me contract opportunities as a veteran and I'm knowing how important the actual certification

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process was.

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The assumption kind of hurt me for a while for a few years and then I met up with a woman

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named Annette who pretty much, I shadowed her and she pretty much showed me the importance

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of certifications.

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And the NVBDC certification has been extremely important and valuable to us ever since we

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did receive it.

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We picked up quite a few corporate clients but the thing is the certification doesn't

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stand on its own.

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You obviously have to be who you say you are.

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You definitely be able to deliver and deliver right the first time every time like we did

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back in the military.

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So a lot of skill sets transferred over and that's it only made sense to really pursue

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this certification with the NVBDC.

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And they try to go out of their way I think to help companies big and small, get corporate

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opportunities, get networking opportunities.

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Would you consider yourself a big company or a little company?

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I'm a small business that has been very successful.

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At one time someone had warned me to say if this really takes off because through the

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procurement events, the meet and greet and just getting yourself in front of these corporate

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buyers and these government buyers, there's going to be a time where it's going to be

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like you're drinking from a fire hose.

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And that certainly happened and it happened quite rapidly.

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So I just can't help but be very grateful for the skill set that I acquired while in

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the military that I transferred over into my small business.

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Yeah, I think we all learn how to drink out of a fire hose in the military.

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Yes, yes.

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But it just comes fast and it is so very important to get these certifications whatever

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category that you could qualify for.

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But the veteran on the SDVOSP certification, like I said, has been paramount to quite a

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few corporate accounts that we have.

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People are very, very excited about working with the veteran on business.

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Well, let me let me let me turn now to talk a little bit more about the business.

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It's important as we've just mentioned, but tell us what Express Yourself Promotional

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Products is.

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You've been in the field for 20 plus years.

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Most of us don't probably have a good handle on what that means.

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Well, what we do is we provide promotion items, promotional items that promote brand corporate

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identity and keep valuable messages out front for these clients.

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You can't crane your head without seeing a logo on something.

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And that's very subliminal to the business world.

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You always want to keep your brand out front in good light and also it's reciprocal.

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You provide someone with a branded item.

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They're grateful for it.

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And most likely it results in a reciprocal response.

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And this is this is just not cheap knockoff stuff.

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You're not you're not talking about that kind of promotional like the giveaway.

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The trinkets you're you're probably referring to trinkets.

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That's the word.

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I couldn't come up with it.

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I'm sorry.

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No, no, we actually, you know, branded materials, you know, such as packaging as well, you

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know, no, we also very high end products, you know, writing instruments, plaques, awards,

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custom coins, high end coolers, tumblers, and oh yes, it's, you know, it goes.

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There's some very nice products out there that can be branded with a corporate logo.

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Well, and that's that's how you leave the good feeling about the brand behind is that

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it's on a, you know, quality promotional item.

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Give me an example of two or three things that are popular these days.

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Oh, well, I know yeti has really taken off and that's a that's an item that clients are

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using to show appreciation for their their staff and on the employees.

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It's very important that you also, you know, recognize the hard workers, you know, the

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part of the team.

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So we've seen a lot of that last, you know, through Christmas, holiday and everything

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else.

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Also the trade show giveaways, I notice trade show giveaways are getting a little bit higher

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quality because it's very important to show a potential client that, you know, you obviously

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care enough about, you know, providing them something that they can use and also keep

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your brand in front of them.

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We do a lot of custom coins like I know the corporations are doing challenge coins for

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their veteran employees.

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Like you know, carrot corning.

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And do you know what I had lunch today with a retired army guy and he handed me a coin

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in the handshake and they never cease to bring a smile to you.

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Right.

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I can see why they're so popular.

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Yes, because you know, we all, you know, we all have, you know, a bunch of them from the

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military and, and that did, yeah, they bring, they bring around a camaraderie and the disc,

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you know, it starts the discussion.

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And I don't know about you, you walk into a room and you, you find somebody in the military,

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me, especially if they're been in the Navy and instantly, you know, there's a conversation,

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there's a connection.

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Absolutely.

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And you know, NVBDC has done that for us too.

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You know, the veteran connection, even the buyers, the buyers were, some of the buyers

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were once veterans.

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So there's that connection.

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So as you assist companies with promotional products, talk about that service that assists,

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because again, some of us are linear thinkers and maybe not great designers or color choices

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and help us understand the services that express yourself, promotional products also provides.

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Well, for the most part, corporate, corporate buyers already know exactly what they want

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and how they want it branded.

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But for example, we have a corporate client in the insurance industry.

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So what we do is we, we serve their pain point, quote unquote, where we, we do the footwork

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for them.

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And we will put together a package of swag, merge promotional product ideas for them to

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hand out to those individuals that, that are within their insurance realm.

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In other words, they're talking to a group of people about an insurance package.

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They're always providing a branded item.

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Well, that way you can keep it fresh too, because you know what's fresh on the market

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as compared to maybe somebody who says, well, just by the same thing we bought for the last

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five years.

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Correct.

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Correct.

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And that's, I think that's where people go wrong with branded items.

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They don't, they don't realize the power of the branded item.

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You know, sometimes if you provide something that's quality and, you know, obviously something

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that they'll be able to use, they can refer back with that information.

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You know, if there should be a phone number on it or a website or the brand itself.

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Because some of these, obviously a lot of these corporate clients have powerful brands,

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you know, and but they come with, they also come with competition.

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So, you know, that's where you better not do the same thing your main competitor does.

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That's kind of, there's a mistake, right?

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If people are interested in promotional products, how do, how do they reach express yourself

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promotional products and talk to us a little bit about the size of the customer, the geographic

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location of the customers, your service territory, if you will.

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Well our service territory is nationwide and also too, we are required, we do work with

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a few that are broad.

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One of our corporate clients has facilities all over the world.

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So we'll go to...

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And do you have to be, you know, a Fortune 500 company to work with Express yourself?

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Absolutely not, but Express yourself is healthy.

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So we're capable of handling pretty much extremely large orders on down to small orders.

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And people can reach us through our website, expressyourselfpromote.com or contact us here

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at expressyourself, sales at expressyourselfpromote.com.

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And one of us will definitely jump on it right away and get the discussion going and it goes

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from there.

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So we really appreciate Julie Dwyer, Navy Veteran, an NVBDC certified veteran owned

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business owner of Express yourself promotional products.

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I suspect those guys you sold t-shirts to on ship when you started never thought it would

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grow like this did they?

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No, no, well you're talking to a sailor who never thought it would grow like this either.

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And the funny thing is, is I knew that I had that demographic that I was used to and I

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did for quite a few about five, six years after I retired and I did, you know, kind

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of target career counselors on ships and everything else for the reenlistment swag.

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So it was fun and interesting.

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I kept it familiar.

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But then I turned that corner, that corporate corner and government corner and it just

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took off.

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Well, again, you have to be, you got to get comfortable with it.

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You got to grow it a little both on a cash flow basis and a resource and networking basis.

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But you do it kind of one step at a time and build your career, right?

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That's correct.

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Well we appreciate it, Julie, that you get to spend a little time here with Veterans

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Radio today to talk about NVBDC and your military career.

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And more importantly, maybe about Express yourself promotional products and the value

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of such branded products to business owners and others.

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Well, thank you.

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I appreciate it, Jim.

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And I want to thank everybody for listening to Veterans Radio today.

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I am Jim Fawson.

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It's been a pleasure to be your host.

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I'm a Veterans Disability lawyer at Legal Help for Veterans and you can reach us at

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800-693-4800 or legalhelpforveterans.com on the web.

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You can follow Veterans Radio on Facebook and listen to its podcasts and internet radio

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shows by visiting us at veteransradio.org.

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That's veteransradio.org.

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And until next time, you are dismissed.

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If you have a VA claim denied by the Board of Veterans Appeals, contact Legal Help for

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Veterans at 1-800-693-4800.

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They're experts in handling cases before the U.S. Court of Appeals for Veterans Claims.

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Your number again, 1-800-693-4800.

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We again want to thank our national sponsors, the National Veterans Business Development

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Council, NVBDC.org, VA Ann Arbor Health Care System, the Vietnam Veterans of America,

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Charles S. Kettles Chapter, Ann Arbor, Michigan, VFWGRAPH, O'Hara Post 423 in Ann Arbor, and

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the American Legion Press Corn Post 46 also in Ann Arbor.

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We appreciate all your support.

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You can go to veteransradio.net, click on the sponsor level, and continue to support

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keeping Veterans Radio on the air.

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And until next time, you are dismissed.