A sign supply distributor with weird videos, a slightly serious podcast, and 82 straight weeks without missing. That rhythm shifts casual viewers into customers who already feel like they know the team. Hosted by Kyler Nixon, this conversation with Tyler Hull from Wesco Sign Supply walks through how consistent content, in person events, long form podcasting, and honest recommendations create real sales instead of vanity metrics. Tyler shares how post COVID trade show conversations moved into a long form format, why impressions mean nothing without quotes and orders, how customers walk into events already connected through the Slightly Serious Sign Podcast, and why showing up in more places with real faces, real teaching, and real stories still cuts through AI noise and traditional ads.

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Tyler Hull is the director of marketing at Wesco Sign Supply and host of The Slightly Serious Sign Podcast. He comes from sales into marketing and focuses on long form content, in person events, and honest conversations with vendors and customers. Tyler and his team are known for weird videos, weekly podcast episodes, and a style that helps sign shops learn tips, tricks, and products while getting to know the people behind the distributor.

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• How Wesco Sign Supply went from weird, funny videos to The Slightly Serious Sign Podcast as a long form channel for real product conversations.
• The simple launch: buying a few pieces of equipment, recording episode one while “plugging everything in,” and not missing a week for 82 weeks.
• How to get leadership buy-in when you are not a massive business by starting bare bones, proving results, and letting sales performance sell the idea.
• Why impressions, clicks, and open rates are vanity metrics when they do not lead to quotes, equipment inquiries, or orders.
• Stories of customers meeting Tyler at events, already knowing him from the podcast, and bringing real jobs and revenue because of that connection.
• The idea that giving value, tips, and honest recommendations (even when a product is not the right fit) earns trust and makes the ask easier.
• How omnipresence, video, and consistent content help a distributor show up in a customer’s day without feeling like an ad.
• Why Wesco is shifting focus from broad trade shows toward regional events, trainings, and in person experiences that grow customer business and move spend away from competitors.

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• The Slightly Serious Sign Podcast
• Wesco Sign Supply
• Santa videos and other “weird” Wesco content
• Buzzsprout (podcast hosting and distribution)
• StreamYard (virtual recording and live stream tool)
• YouTube monetization for long form video and podcast clips
• Gary V
• 10X (omnipresence concept)
• HubSpot
• Marketing Against The Grain podcast

A 40th year in distribution brings perspective on culture, leadership, and growth. Kyler Nixon sits with Mark Knight, CEO at Fibre Glast, to talk management style, respect, and giving credit where credit is due. Mark shares early lessons like “sometimes you just need to show people who’s boss,” and why he chose assertive, direct, and supportive leadership instead. He explains servant leadership and the step beyond it he calls conservancy, where leaders and teams serve each other. The conversation moves into day one at Fibre Glast in 2021, building core values with integrity and respect as must haves, and investing in people resources. Tactically, the team prioritized phone systems, CRM, and a risk-mitigating web replatform without breaking what customers love. Growth remains balanced, profitable, and sustainable, with high barriers to entry and a differentiated value proposition, including AS 91 20 B aerospace certification driven by customer feedback.

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Mark Knight is the CEO at Fibre Glast. His 40th year in distribution includes roles across industrial management, operations, and supply chain, growing into marketing and general management. He has led in large publicly traded industrial businesses and small privately held organizations. Mark stepped into Fibre Glast in 2021, created a set of core values with integrity and respect as must haves, and emphasizes servant leadership, conservancy, and building a healthy, supportive culture.

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• Management style and culture shifts from the eighties to today
• Servant leadership and the team-first idea Mark calls conservancy
• Hiring and leading for passion in B2B distribution
• The pride moment when families recognize where you work
• Day one at Fibre Glast in 2021 and creating core values with team ownership
• Prioritizing phone systems, CRM, and people resources
• Replatforming to mitigate risk without breaking SEO juice or customer experience
• Balanced, profitable, sustainable growth with high barriers to entry and aerospace certification

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• Fibre Glast website: https://www.fibreglast.com
• EOS and the L 10 meeting
• PPG
• AS 91 20 B aerospace certification

SMS marketing shows up where busy professionals live, on their phones. In this conversation, Kyler Nixon sits down with Kristin Dean to unpack why hairstylists, massage therapists, and spa pros engage in the middle of the day, how product-focused texts beat education in SMS, and why webinars still win. Kristin shares the starting point, taking top-performing short emails and turning them into concise texts, then testing send times, segmentation by profession, treatments, and a simple benchmark approach to attribution. She details the move from SMS Bump to Klaviyo, low-cost tests, and a 75X ROI that ended internal pushback fast. The discussion expands to education as a funnel, cross-functional content with licensed staff, and company-wide momentum for brand building at a family-owned business. Listeners will hear practical send cadences, how engagement changed over time, and why knowing the customer shapes every message.

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👤 Guest Bio

Kristin Dean is Revenue Director at Universal Companies. Kristin has led email and SMS programs, uses AI daily for copy and analysis, and partners with licensed staff across product development, sales, and the call center to create blogs and webinars. Her team tested SMS with product-focused messages, refined send times, and reported a 75X ROI. Kristin is focused on education as a funnel, cross-functional collaboration, and brand building for a family-owned company.

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📌 What We Cover

• Why a B2B audience still acts like consumers, and how that unlocked SMS testing
• Turning top-performing, shorter emails into texts, then expanding into new arrivals roundups, discounts, and webinar signups
• Segmentation by profession and treatment types, mirroring email while adjusting for SMS engagement
• Send time insights, evenings for email, and the middle of the day for SMS between appointments
• Measuring ROI with low-cost sends, simple benchmarks, and realistic attribution expectations
• Platform shift from SMS Bump shutting down to Klaviyo to tie channels together
• Send cadence changes, weekly to every other week, as engagement settles
• Education as a funnel, webinars that get quick daytime signups, and company-wide support for brand building

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🔗 Resources Mentioned

• Klaviyo
• SMS Bump