Farmer leading Magna-Tel into distinction

By James Samons

Business Today

Magna-Tel, Inc. president and CEO Mary Ann Famer has vastly expanded the company's product line, which includes promotional calendars produced by the Cape Girardeau company. (Kit Doyle)

Magna-Tel president and chief executive officer Mary Ann Farmer still likes to make old-fashioned sales calls. And, although this might not be the fastest way of making a sale, to Farmer it's the best way.

"People are still people and they still like to deal with other people," said Farmer. "I realize the younger generation has everyone on the Internet now, but I don't think the sales call will ever go away. There are many different ways to market products, but people still prefer face-to-face interaction in the end."

And because of her personal investment in customers and creativity in marketing, the Advertising Specialty Institute gave Farmer its Women of Distinction Award. The award was presented at the Counselor Awards ceremony hosted by ASI in July in Chicago. The award is given to a woman who shows top skills in leadership, creativity and overall impact in the promotional products industry.

"I was actually somewhat surprised to win the award," said Farmer. "Although I've been in the industry 23 years and conferences nationwide, I guess I just didn't expect this."

Farmer, a graduate of Southeast Missouri State University, has been employed with Magna-Tel since 1984. She began co-managing the company with Ken Hastings in 1987, however, and said profits have grown every year since.

"I originally wanted to get something teaching business after school," Farmer said. "Business has always come naturally to me. But that opportunity never came around and I needed a job, so I took a position at Magna-Tel right out of college."

Magna-Tel is known as the Cape Girardeau supplier of promotional items ranging from magnetic calendars and car decorations to yard signs and MP3 player covers.

"Many of our products are inexpensive and very useful," said Farmer. "I use our magnetic planner a lot. The patriotic ribbons for the cars and flag magnets also went over very well."

But, as the company Web site points out, Magna-Tel is more than just magnets.

Since becoming president and chief executive officer, Farmer has improved employee training and education. According to the company, all of Magna-Tel's executive staff earned either their Master Advertising Specialist (MAS) or Certified Advertising Specialist (CAS) accreditations. Many non-management staff are certified as well.

Magna-Tel began operations in 1959, but entered the promotional products industry in 1977. The company joined the only not-for-profit trade association in the industry, Promotional Products Association International, in the early 1980s. In 2006 Magna-Tel went beyond magnets, launching a new division, InPODnito, which sells wraps and skins for most technology based products.