October '19

For the Business of Apparel Decorating

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HOW TO… Reach New Customers 5 BIG TALKING POINTS A L E X A N D R I A B R U C E 4 6 P R I N T W E A R O C T O B E R 2 0 1 9 H ow can I reach new customers and gain new clientele?" It's a question shops are asking themselves quarter after quarter. Many online sources say the first order of business is to identify the ideal or target client. Finding out where a business's ideal customer hangs out is a close second. So, how can a shop go about these tasks, and why are these steps neces- sary? Some of the industry's business-savvy leaders are here to help shops reach new heights and customers. STAY ON TARGET Before a shop can go on the hunt for new customers, it must identify who it's search- ing for and why. This idea is thrown around a lot among online sources such as Business News Daily,, and Inc. com, but what does it involve? Kirk Harris, Kaptain Kirk Clothing Co., says this piece of the puzzle is 100% neces- sary. For shops to achieve their goals and gain customers that propel them toward those goals, they need to identify who they are looking for. He argues, "Knowing who you want for a customer will better posi- tion you to market to them, create prod- ucts for them, and tailor your services to meet their needs." To identify a preferred customer, it takes research, filtering through current lists and contacts, and finding individuals who can help shops reach specific objectives. Identi- fication can happen in various ways, but an obvious first step is for the shop owner to let his/her hobbies guide them. Steven Farag, Campus Ink, says the profile of a preferred customer often aligns with the interests of the shop owner. For example, someone who is or was in a band might gravitate toward the music industry, or someone big into athletics might stray toward spiritwear. It's easier to sell to those who believe in what you believe in, Farag says. If shops want to go even further down the preferred-client hole, they can tap into specific niches. For example, shops interested in the music industry can choose to focus on creating band T-shirts ''

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