Printwear

July '19

For the Business of Apparel Decorating

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2 0 1 9 J U L Y P R I N T W E A R 2 1 For five more marketing tips, head over to http://printwear.ly/5marketingtips. tomer after you find out their "why," it is much more likely that you can offer solutions, aka your decorated products, which are going to solve their problem and meet their needs specifically. Share a story about another order and how great the sales team looked as they headed to the airport. When recommending shirts for the race, mention how the employees of the company that sponsored a recent race were easy to spot on the news in their bright T-shirts, generating great additional exposure for that company. If the only thing that the people in your community know about your business is that you are the cheapest apparel decora- tor in town, it is time to change the con- versation. Begin talking about your wide selection of products when you talk about the business, and when you chat with cus- tomers. Mention that you take great pride in always meeting order deadlines and have been known to work well past the normal hours to ensure the customer got their products. Share how you enjoy help- ing your local restaurant business owners select a variety of products to dress their staff, from the cashiers to the servers to the kitchen staff so they always look good, no matter what combination of shirts the staff is wearing. Move the conversation from being price-centered to how you are there to meet their needs, solve their challenges, and help grow their businesses. Present yourself as part of their marketing team, helping them make their employees easy to identify on the sales floor, providing shirts for the company-sponsored ball team, or whatever it is that they are com- ing to you about. It can be easy to sell cheap shirts, but in the long run, becoming known as the person that helps customers is the far more effective marketing strategy. Effective marketing is worth the investment of your effort, consideration, time, and money, just like your machine or your plumbing is. PW Jennifer Cox is the president and co-founder of the National Network of Embroidery Professionals (NNEP), a professional organization for apparel decoration business owners. NNEP supports the success of NNEP members with best practices, ideas, sources, solutions, volume-buying benefits, and services. Cox was recognized as a Top 50 Small Business Influencer and Community Choice Leader by Small Biz Trends in 2013, is recognized as one of the industry's "Most Creative Thinkers," and repeatedly ranks in the top 40 on the industry's "Power List." Reach her at jennifer@nnep.com or go to www.nnep.com. Vastex light-, medium- and heavy-duty screen printing equipment lines include: presses in 1 to 10 stations/colors, athletic numbering systems, infrared conveyor dryers, flash cure units, LED exposing units, screen drying cabinets, screen registration systems, wash-out booths and utility equipment. Vastex light-, medium- and heavy-duty screen printing equipment lines include: presses in 1 to 10 stations/colors, athletic numbering systems, infrared conveyor dryers, flash cure units, LED exposing units, screen drying cabinets, screen registration systems, wash-out booths and utility equipment. Vastex light-, medium- and heavy-duty screen printing equipment lines include: presses in 1 to 10 Vastex light-, medium- and heavy-duty screen printing equipment lines include: presses in 1 to 10 Rockets ink temps up to 350°F in the first several inches and holds at-cure temps longer for the highest possible rates. Digital temp control of 3 height- adjustable heaters maximize efficiency for each ink type. Cure 720+ plastisol-printed garments/h, 240+ water-based or discharge-printed garments/h, and 100+ garments/h inkjet printed with white ink. 30 and 54 inch wide models. OF PLASTISOL, WATER-BASED, DISCHARGE AND DTG WHITE INK 1-800 4 VASTEX +1-610-434-6004 SALES@VASTEX.COM VASTEX.COM FF-0673 Mix & match chambers and conveyor extensions for Limitless Possibilities! Made in USA

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