October '13

For the Business of Apparel Decorating

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H Pinterest | Businesses can use Pinterest to show customers how to use the products they sell. This is EnMart's board spotlighting machine embroidery designs that could be used with Iris Thread. (Image courtesy the author) COMMUNICATE WITH YOUR MARKET In addition to helping you publicize your work and your business, Pinterest is also a great way to follow trends and keep tabs on the competition. Before you add a new product line, check out the brand or item on Pinterest to see if there's any buzz out there. Watch your competition's boards both to see what they're doing that you're not and to get ideas about what to add to your shop to be competitive. You should also watch any boards your suppliers create. Suppliers want to make money too, so they'll be presenting new and interesting 48 | Printwear PW_OCT13 Ads.indd 48 ways to use their products which could be of benefit to you. Pinterest also can help generate word-ofmouth, in pin form. Many marketing experts would tell you that the best form of advertising is one customer telling another how great something is and how much they're enjoying it. In essence, Pinterest is one big word-of-mouth generator, with each pin being the equivalent of a chat over the backyard fence. As an item is pinned and re-pinned, the word spreads. The more re-pins an item has, the more desirable it becomes. Creating boards that show off your work is smart and useful, but it's not the only way you can spotlight your business on Pinterest. Use Pinterest to get to know your customers and help them get to know you. Create a board that trumpets customer recommendations. Create a board where customers can show off the work you've done for them and allow customers to pin to that board. Create boards that show off parts of your process or which spotlight a particular area of expertise. Remember, your customers aren't just buying a product from you, they're also purchasing because of your experience and reputation. Pinterest can help you share both those items. pw October 2013 9/18/13 2:56 PM

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