2014 Resource Directory

For the Business of Apparel Decorating

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20 1 4 M i d - M a rc h Printwear | 37 36 | Printwear M i d - M a rc h 20 1 4 How To... b y j i m m y l a m b Diversify with 36 | Printwear M i d - M a rc h 20 1 4 Sublimation I ndustry statistics indicate that it takes approximately six times more energy, time and cost to recruit a new customer versus servicing an existing one. Thus, if you are looking for new revenue sources, perhaps you need to look no further than your existing customer list. You can start by asking a very simple question: what decoration needs do my customers have and how many of them am I able to fulfill with my current capabilities? The truth of the matter is that most shops only offer one or two forms of decoration, whereas the average customer has much greater needs. For example, embroiderers who are focused on corporate accounts likely source and decorate caps, polos, sweats and maybe a handful of other garment items with small embroidered logos. But there are so many other options. Businesses all have a need for plaques, awards, ID products, signage, promotional items, and more. But, if you only offer embroider y, you diversifying capabilities results in a much larger range of on-demand products you can offer to clients. (all images courtesy Sawgrass) PW_MidMarch14.indd 36 2/28/14 1:26 PM

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