October '15

For the Business of Apparel Decorating

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Page 8 of 118

COMMON THREADS 2800 West Midway Blvd., Broomfield, Colorado, 80020 (800) 669-0424 • (303) 469-0424 • FAX (303) 469-5730 w w w. p r i n t w e a r m a g . c o m Publisher STACY MARSHALL Executive Editor CARLY HOLLMAN-LONG Online Editor TONY KINDELSPIRE Staff Writer SANDRA SEPANIAK Art Director ERIK WOGEN Graphic Designer DAYNE PILLOW Associate Publisher CHRISTINA MONTGOMERY Advertising Account Executive DESIREE DELFRARI Advertising Account Executive DIANE GILBERT Advertising Production Coordinator JENNIFER ALGER Vice President / Events SUE HUEG, CEM, CMP Show Account Manager KATIE STOCKER Assistant Show Manager LINDA EDDLEMAN Education Manager KIM ZONCA NATIONAL BUSINESS MEDIA, INC. President & CEO ROBERT H. WIEBER JR. Vice President / Integrated Media JOHN BENNETT Vice President / Publishing & Markets DAVE POMEROY Vice President / Finance KORI GONZALES, CPA Director of Audience Development LORI FARSTAD Director of IT WOLF BUTLER Please recycle this magazine Quick Lessons From This Issue: 6 || P R I N T W E A R O C T O B E R 2 0 1 5 W e all come across moments in our lives where we have to troubleshoot. Recently, I had to troubleshoot my way into my condo after locking my keys inside it. I somehow managed to lock myself out of my house and my car while running out the door on my way to work. I blame this scenario on a lack of caffeine and the struggle of carrying a purse, gym bag, and lunch bag—it's a lot to keep track of! Fortunately, my husband was on his way home after the night shift so I would get in eventually, but when was the question as he was fighting morning traffic. Knowing that I was on a schedule that was quickly going off track, he suggested I try picking the lock. I would MacGyver my way out of the situation! After locating the right implement to try popping the lock (a butter knife that is inexplicably kept outside), I tried to follow my husband's detailed phone instruc- tions on how to properly angle the knife in the door frame to leverage the lock up-and-in to get to the golden keys. And you know what? I learned that I do not know how to break into my house. Even with the best instruction, we can still struggle to get the results we need, in life and especially in business. And trying to get those results through a shortcut can be futile, as the remnants of door frame left in my hallway can attest to after my butter knife attempt. But it's knowing where to turn for answers and taking the time to implement the best tactics for the job at hand that make us better and get us to where we want to go. This is why we produce the Annual Q&A and Troubleshooting Guide—to act as a helpline in your business operations from management to decora- tion techniques. With insight of the experts included in this 2015 addition, you'll be better equipped to crack the lock in what's holding you back or causing unnecessary headaches. And with a little practice you'll be the master of your craft. Much like I will someday master the art of breaking into my own house. Carly Hollman-Long Unlock Your Potential * The discharge process is made up of an ink formula- tion that, after printed and through the curing process, the dyes are removed from natural fibers and replaced with the pigment added to the ink. (PAGE 14) * The cost-per-im- pression for promo- tional apparel and products is reportedly lower than primetime TV, magazine, and newspaper advertis- ing. (PAGE 62) * The customer experience begins the first time they see your advertising, visit your website or call your business, and continues through the sales cycle, purchasing, and the delivery of the product. (PAGE 72)

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