February '16

For the Business of Apparel Decorating

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38 || P R I N T W E A R F E B R U A R Y 2 0 1 6 Kelly "Rags" Ragland is the owner and operator of Rags to Stitches Productions, a holistic advertising specialty company that provides a range of services, from Web design and development to customized ap- parel. Read his blog at INTERNET STRATEGIES B Y K E L LY " R A G S " R A G L A N D B readcrumbs can be used to present an interesting way of looking at marketing strategies, as a routine tidying up of my office recently reminded me. Back in the mid-90s, I spent the majority of my time digitizing for embroiderers all over the country. Main marketing strategies were limited at the time and I had a website and word of mouth. One of my local customers was in the ad-specialty business, and I was her go-to embroiderer, so one day we decided to barter out an order exchange. I came out of the deal with a big box of nifty envelope openers shaped in the "@" symbol, emblazoned with "Custom Digitizing—" Armed with these novelties, I would visit all of the trade shows and simply pepper the aisles with these openers, pitching them out near all of the high traffic areas. Breadcrumbs! People from all corners of the apparel decoration business were run- ning around in one place, stumbling across a functional promotion souvenir that came pre-loaded with curiosity. As I discovered the last three remaining openers while cleaning, I started to reflect on how that breadcrumb strategy found success and how it applies to today's Internet landscape. Breadcrumbs are used in navigation to help consumers find their way through a website. Fully Baked Plan A One-Ingredient Recipe for Cooking Up New Leads

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