April '17

For the Business of Apparel Decorating

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Page 91 of 136 • Spring 2017 • THE SUBLIMATION REPORT 21 pricing sublimation differently than, for example, screen printing or pad printing. You should not have a price list that gives the customer price breaks depending on the quantity purchased. With sublimation, you can gain some efficiency with quantity, but because there is no frontend setup, those efficiencies are only in buying of the base product and pressing more at one time. In sublimation, it's necessary to come up with creative ways to add value. The first value-added tool you should use is personalization. This is something you sell to your customers. Instead of having 1,000 mousepads with a single-color logo, the customer can spend a little more for full-color mousepads bought in smaller quantities that are personalized to fit all of their needs. Maybe each of their top customers gets their own mousepad with their name on it. Or it might be an award plaque that has the image of the person winning the award on it as opposed to just some traditional gold letters. The second way to add perceived value is to describe your product differently, so the customer sees it as being more valu- able. For example, if you are selling gar- ments, you are not selling a T-shirt, you are selling moisture-wicking active wear decorated to last the life of the garment. Signage is another good example. You are not selling a simple sign; rather, it is a full-color marketing tool that allows the company to show off their brand while still directing someone to the restroom. Armed with the above information, it is my hope that everyone can become a profitable sublimation decorator. It just takes a little different way of thinking, a little market research, and being creative in your marketing strategy. Aaron Montgomery has been involved with the garment decorating and personalization industry s i n c e 2 0 0 0 a n d t h e digital printing industry since 1997. He has been actively involved in the industry trade shows via speaking, attending and exhibiting for the last 16 years. He also writes articles for the industry magazines and blogs on topics that include marketing, social media, the personalization market and gar- ment decorating techniques. He is dedicated to helping small businesses grow and succeed. You can find Aaron co-hosting the industry's oldest and most listened to Podcast - 2 Regular Guys ( You can also find blogs about a wide range of topics on his own website at SR

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