GRAPHICS PRO

July '20

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Above: Pet personalization is a profitable niche, par- ticularly with sublimatable goods like customizable dog tags. (Image courtesy Unisub) Left: Socks are a popular choice for subli - mated goods but can be difficult for those new to the product. (Image courtesy Coastal Business Supplies) Below: Since colored fabrics can present chal - lenges, decorators should print a color wheel or color chart on the fabric before printing the job to reference what final output colors will actually look like. (Image courtesy Condé Systems) the item and material are. Jeffrey-Anders- en cautions against pricing jobs solely on substrate costs. Instead, she contends that factors such as artwork supplies, marketing costs, building expenses, utilities, produc- tion time, shipping costs, and target gross profit are variables that determine the pric- ing of specialty items. To this point, Ellston suggests mapping out costs of printing supplies like ink to help drill down prices on specialty sublimated goods. "(Ink) is around $.015 per square inch for 50% ink coverage," she suggests. "From there, the cost of the paper and, of course, the price of the time is important." She adds that producers should also always account for any wasted products in the final costs. Shops can consult with their distribu- tors as well when it comes to pricing, as they will generally have insight into profitable pricing for end-customers. In addition to consulting with distribu- tors and other industry contacts, Bender recommends doing some market research to see what prices competing businesses are selling the same products for. "Finding sim- ilar products on Etsy, from local boutiques or sports shops, and other places to deter- mine pricing is something many sublima- tors do to determine how much to charge for their products," he suggests. Like any other product a shop sells, graphics professionals must ensure they're suggesting the proper products to the right customers, so some surveying of clien- tele is useful from time to time. Shops can do this with a small survey slip in- cluded with a customer's order on other products they're interested in, or a brief email survey to find out what clients are interested in. From there, producers can get a better grasp of what kind of specialty sublimated goods their customers are curious about and continue to grow their product line. GP MIKE CLARK is the editor-at-large for GRAPHICS PRO magazine and parent company NBM. He previ- ously served as the associate editor for Printwear and Sign & Digital Graphics magazines. Contact him at mclark@nbm.com. printing the job to reference what final output colors will actually look like. (Image courtesy Condé Systems) courtesy Condé Systems) courtesy Condé Systems) courtesy Condé Systems) courtesy Condé Systems) courtesy Condé Systems) courtesy Condé Systems) courtesy Condé Systems) courtesy Condé Systems) mine pricing is something many sublima tors do to determine how much to charge for their products," he suggests. for their products," he suggests. Like any other product a shop sells, Like any other product a shop sells, graphics professionals must ensure they're graphics professionals must ensure they're suggesting the proper products to the right suggesting the proper products to the right customers, so some surveying of clien customers, so some surveying of clien tele is useful from time to time. Shops tele is useful from time to time. Shops can do this with a small survey slip in cluded with a customer's order on other products they're interested in, or a brief email survey to find out what clients are interested in. From there, producers can get a better From there, producers can get a better grasp of what kind of specialty sublimated grasp of what kind of specialty sublimated goods their customers are curious about and goods their customers are curious about and continue to grow their product line. MIKE CLARK MIKE CLARK PRO ously served as the associate editor for ously served as the associate editor for Sign & Digital Graphics mclark@nbm.com. 1 8 G R A P H I C S P R O J U L Y 2 0 2 0 G R A P H I C S - P R O. C O M

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