June '21

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1 4 G R A P H I C S P R O J U N E 2 0 2 1 G R A P H I C S - P R O. C O M engraver, heat press, or desktop printer? Bring your laptop and get out to these events. It's where your customers are. They will have money to burn and deep need to spend it, but they won't be coming to you. You need to be where they are. Your biggest capability to capture impulse buys is coming because you have a population of shoppers who want to be anywhere but home and they will have cash in their pockets. That means personalization opportunities will have a huge focus in the new economy; apparel, custom gifts, and ve- hicle personalization are ready to take center stage again. Imprinted sportswear will surge with kids getting back out on to the field and back to school. Cars will get back on the road again, which means decals and wraps. Retail will surge in shopping centers — that means custom engraving, dye- sub, heat press, floor graphics, custom cut vinyl decals, direc- tional signage, wall graphics, and point-of-purchase displays. Back in Q1 the focus was on the home because that's where we were (if you missed it, check out my article in the March issue, page 12). Now it's time to get back outside. It's sum- mer in the Northern Hemisphere — get some sunshine and fresh air. You may have caught up with friends and loved ones via Zoom. Online happy hours were popular during the pan- demic. Now it's time to reconnect with as many of your past customers as you can. Many businesses focus solely on attracting new customers, but you need to spend a good chunk of your time retaining current and former customers. These are people you already Figures 3 and 4. Michael Nathanson of MoffetNathanson believes advertisers will spend the most money they have since the late 1990s. Any growth strategy that does not include digital marketing is missing the boat.

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