Issue link: https://nbm.uberflip.com/i/1451379
VITAL SIGNS MATT DIXON, EXECUTIVE EDITOR BUSINESS MINEFIELD WANT TO KNOW MORE? Feel free to give me a call directly at 720-566-7286 or email me at mdixon@nbm.com. M aybe this sounds a little dramatic, but business is a minefield. During a sale, there are hundreds of ways to step on one of these mines and botch the job, most of which you won't even realize you hit because you never see that client again, and then they leave a negative comment online. If your customer service is perfect, but your product isn't, there's a chance to lose business. If the opposite is true, same thing. If your customer service and product are perfect, but you're late with delivery, there's another one. If you've nailed the service, product, and delivery but come in at a higher-than-expected price point, well, you get the picture. With all these variables needing to be perfect to guarantee repeat business, it's good that your competition is also human and will be going through that same minefield. All you have to do is hit on all the right marks more often than your competition. No sweat. It's hard to put a finger on the most important part of reeling in repeat business, but if I had to guess, I'd say customer service. ese days, people don't want hassle. ey don't want drama. And there's nothing easier in the world than a customer moving on from doing business with a company that made them feel underappreciated. You can fix a messed-up order. You can fix a defective product. But there are librar- ies dedicated to trying to fix broken relationships, so that's probably where you really need to watch your step. 8 G R A P H I C S P R O A U G U S T 2 0 2 2 G R A P H I C S - P R O. C O M DIRECTOR OF SALES JAMES "RUGGS" KOCHEVAR jkochevar@nbm.com EXECUTIVE EXPO SALES MANAGER PRINTWEAR AND A&E MARKETS BRANDY JAMISON-NETH brandy@nbm.com EXPO SALES MANAGER SIGN & DIGITAL GRAPHICS MARKET SARA REESE sreese@nbm.com DIRECTOR, EVENT OPERATIONS JACKIE RAMSIER jramsier@nbm.com EXHIBITOR SERVICES MANAGER JOIE MARTIN jmartin@nbm.com PRESIDENT DAVE POMEROY VICE PRESIDENT / AUDIENCE & EVENTS LORI FARSTAD VICE PRESIDENT / FINANCE KORI GONZ ALES, CPA VICE PRESIDENT / CONTENT REGAN DICKINSON DIRECTOR OF TECHNICAL SERVICES WOLF BUTLER CEO & OWNER ROBERT H. WIEBER, JR. 10170 Church Ranch Way, Ste 400, Westminster, CO 80021 ( 800 ) 669-0424 | ( 303 ) 469-0424 | FAX ( 303 ) 469-5730 W W W.G R A P H I C S - P R O.C O M PRESIDENT DAVE POMEROY dpomeroy@nbm.com EXECUTIVE EDITOR MAT T DIXON mdixon@nbm.com MANAGING EDITOR ALLEE BRUCE abruce@nbm.com DIGITAL CONTENT EDITOR MARIE FENNEMA mfennema@nbm.com ART DIRECTOR LINDA CRANSTON linda@nbm.com GRAPHIC DESIGNER IVETH GOMEZ igomez@nbm.com MEDIA CONSULTANT, WEST RYAN APPLEBAUM rapplebaum@nbm.com MEDIA CONSULTANT, EAST DESIREE DELFRARI ddelfrari@nbm.com SALES SUPPORT SYDNEY BATCH sbatch@nbm.com CONTRIBUTING WRITERS PAULA AVEN GLADYCH, MATT CHARBONEAU, JENNIFER COX, STEFANIE GALEANO-ZALUT- KO, DAVE HAAN, CARLY HOLLMAN, MEGAN HOOPES, JOSH KICE, BRIAN MIRSCH, AARON MONTGOMERY, HOWARD POTTER, STEPHEN ROMANIELLO, JULIA SCHROEDER, KRISTINE SHREVE, LON WINTERS, DOUG ZENDER EDITORIAL ADVISORY BOARD DAN BAREFOOT, ERICH CAMPBELL, MAT T CHARBONEAU, DANE CLEMENT, BOB HAGEL, KERRIE MALLORY-THOMPSON, BRADEN TODD, LON WINTERS EDITORIAL INTERN NATHAN STROMBERG nstromberg@nbm.com IN THIS ISSUE: THE BANNER MARKET PAGE 60 SPECIAL EFFECTS TRANSFERS PAGE 12 FLEECE AND OUTERWEAR TRENDS PAGE 22 WORKTABLES: A SIGN SHOP STAPLE PAGE 56 TEAM SPORTS COLORS AND TRADEMARK LAW PAGE 29