Printwear

April '18

For the Business of Apparel Decorating

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30 || P R I N T W E A R A P R I L 2 0 1 8 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 http://a-stitch.blogspot.com/. INTERNET STRATEGIES B Y K E L LY " R A G S " R A G L A N D P rime time! It's a cool phrase isn't it? Television networks refer to it as the time frame where they have the most viewers. So, when is prime time for reaching your target audience? We've discussed in previous Internet Strategies columns the im- pact of delivering email promotions at a strategic time, but we've only scratched the surface regarding social media. The difference in timing is the fact that email has a narrow timeline while social media runs 24/7. When targeting email delivery, we generally aim for an audience that checks non-work-related email during a few simple windows of the day: morning, mid-day, and evening. This also changes de- pending on the season. November through New Year's, for exam- ple, proves that emails are more effective in the evening. With social media, the clock is always running, and your audi- ence is always dancing in and out of the window of time based on their lifestyle, mobile devices, schedule, and social media habits. In short, it's extremely difficult to nail down anything you could remotely call prime time. On top of that, each social media platform has its own way of delivering a timeline to users, so you have quite a mess. Your mes- sage is being tossed out among hundreds if not millions depending on each follower. The result means your post may have a 30-min- ute expiration date for full impact before it's walked over by other Prime Time

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