August '17

For the Business of Apparel Decorating

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Page 28 of 106

Jennifer Cox is the president and co-founder of the National Network of Embroidery Professionals (NNEP), a professional organization for apparel decoration busi- ness owners. NNEP supports the success of NNEP mem- bers with best practices, ideas, sources, solutions, vol- ume-buying benefits, and services. Cox was recognized as a Top 50 Small Business Influencer and Community Choice STITCH SOLUTIONS B Y J E N N I F E R C O X Leader by Small Biz Trends in 2013, is recognized as one of the industry's "Most Creative Thinkers," and repeatedly ranks in the top 40 on the industry's "Power List." Reach her at or go to T heodore Levitt, a legendary Harvard Business School mar- keting professor, is credited with saying, "People don't want to buy a quarter-inch drill. They want a quarter-inch hole!" Your customers and potential customers do not want to spend their money on embroidered apparel for their staff or customers. What they do want are the benefits of image enhancement that logoed apparel can provide. Stop selling embroidered apparel by saying, "Buy my stuff, it is great." Instead, start talking about any of the eight benefits that wearing embroidered and branded ap- parel provides. FIRST IMPRESSIONS COUNT The most obvious benefit of embroidered apparel is the ability to present a professional image and reinforce a company's name and brand. In a survey, J.D. Powers and Associates found that customers are more inclined to do business with people who wear uniforms because they come across as professionals. People wearing company apparel are perceived to be more competent and more knowledge- able, giving customers a higher level of comfort and confidence in their decision to hire that business. There is no escaping the fact that first impressions count. People are judged by how they dress. By outfitting a company's employees in branded apparel, your customers can immediately establish a pro- fessional impression that attracts and helps retain customers. CONTINUOUS ADVERTISING When your customers' employees get dressed for work, it is likely that they will be seen by more than their fellow employees. When they stop to get gas, all the people at the gas station see the company name. If they go to the ball park to watch their child play, fellow parents will see the company name. Everyone wearing logoed apparel becomes a human billboard, promoting the business throughout the entire day, which benefits your customers' business. INSTANT TEAM BUILDING There is an element of magic that comes with company and team apparel. Here is the best way to explain this to your custom- ers. Ask them to imagine a playground filled with 9-year-old children. Ask the kids to sit down for a moment. It is likely that all the kids will ignore the adult and keep playing. However, if you ask the kids to sit down so that you can form a team, you will quickly be surrounded by a horde of kids sitting crisscross. The moment you pass out team shirts, the group mentally becomes a unit. Their mindset shifts from "them" to "us" at an unconscious level, generating the basis for team building and bonding. their decision to hire that business. that they will be seen by more than their fellow employees. When Embroidered branded ap- parel automati- cally speaks to a company's professionalism. (Image courtesy Denoon Lumber) Present the Benefits The 8 Benefits of Embroidered Branded Apparel 24 || P R I N T W E A R A U G U S T 2 0 1 7

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