October '15

For the Business of Apparel Decorating

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80 || P R I N T W E A R O C T O B E R 2 0 1 5 I own a small apparel decoration business and it seems like every day some - body is approaching me for a donation. How do I deal with this and stay profit - able? Over the years our company has given back to the community, and it is both a personal choice and a business decision. I respond to these requests with the follow- ing policy explanation: "We have chosen to significantly sup- port two charities every year rather than honoring every request for a monetary or product donation. However, we recog- nize the value of your effort and would be happy to show support by granting next-quantity pricing on a single order. For instance, if you buy 25 items, we will support your cause with 50-piece pricing." This typically represents a 3–15 percent discount. Our profit structure provides 12–30 percent gross profit, so we still make money and don't have to say no. If a group would like to be consid- ered for our annual significant support, we ask that they submit a request with all information regarding the programming goals no later than Sept. 15. Most never make the effort. However, some of our best partnerships have started with this policy. A good partner is one that 'pays back' with local and social media cover- age. Regarding requests for event spon- sorship, we offer to trade a sponsorship fee for logo placement on event shirts. For instance, if the event has a bronze, silver, and gold sponsor structure, we will trade the fee for logo placement as long as the total value of the trade amount does not exceed 10 percent of the project cost. Again, if the price matrix structure is cor- rect, you can still make money and sup- port a good cause. GREG KITSON, MIND'S EYE GRAPHICS Why would I pay for a web- site when I know how to build my own? No matter how good you think you are at building websites, chances are it's not going to be nearly as good as if you hired a professional. When somebody approaches me and asks how they can in- crease their sales, the first thing I do is ask for their Web address. The business own- er sits tall with pride as I scroll through the terrible site that he built all by him- self. Building websites is a whole industry of its own. We have all seen the guy who brought in the shirts he printed himself in his garage. This guy is so proud of the Introduce customers to new decoration methods by first using a piece of promotional apparel for your shop. (Image courtesy Erich Campbell) Business Management Q & Q & Q A & A &

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