April '19

For the Business of Apparel Decorating

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3 0 P R I N T W E A R A P R I L 2 0 1 9 HEAT PRESS Pressing Matters Above: On-demand printing limits clients to those not only attending the event, but to those who can find you and truly see your service offerings. Right: In more traditional markets where heat printing is used to decorate uniforms and spiritwear, what are we competing for? The identity and pride that comes with belonging to a team. tential customer base to the people who are attending any given event where you are set up. In this situa- tion, you are competing for attendee attention. How should this change the approach to marketing at the event? The only way someone will take advantage of on-site heat printing services is if they can find you. This can be particularly difficult at larger events. You have to find ways to make that easier, from having an extra person on staff to walk the event and invite people to your booth to handing out a few small give- aways or running contests that draw people to your decorating area. WHO ARE OUR COMPETITORS? Let's maintain our examples from the previous section and think about the competitors in each scenario. The clothing brand business is competing for closet share. That means the competition can be any retailer

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