Awards & Engraving

2012 Sublimation Report

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Page 36 of 48

The cell phone cover in the middle is going to elicit emotions, whereas the other two will not. yourself of how proud you were on that life-changing day. I have just the right gift, personalized not only for the occasion, but also for sweet baby Hannah." Okay, you should be figuring this out by now. I'm sure you can find some pretty creative ways to continue the sales pitch. Though it may seem silly to you, it's not to the customer, so you must focus on ways to really bring out the emotions at hand, as it can play a huge part in getting the margin you are looking for. But memories aren't limited to babies. Think about the key moments of your life, the ones you like to replay frequently in your mind's eye. Birthdays, graduations, weddings, anniversaries, hitting home runs, prom night, etc. Life is full of special occasions, which means you have plenty of opportunities. The key is looking at your cus- tomer base and trying to find some creative angles to get your gift ideas in front of them. For example, if you are already doing work with your local schools, you may find some interesting gift concepts ready and waiting. A teacher, Mrs. Gomez, received a commemorative item recognizing her as the Teacher Of The Year. You might argue that this is an award, rather than a gift, but either way you look at it, you are capturing a special time in her life and preserving it forever. In this case, it's been customized with the school graphics and text, and then personalized with a pic- ture of Mrs. Gomez and the school children that she taught during that period of time where she was recognized for her efforts. For the rest of her life, she can look back and smile on that period in her teaching career and once again see the smiles and hear the laughter of those awesome students who for nine short months were just as special as her Use INFO # 618 36 very own children. (You can't get that from an engraved plaque.) By itself, this gift item works well, but if you want to get really creative and add some additional value to the captured memory, have the kids write their names on a sheet of paper, then convert that into a digital graphic that can be combined with the picture. Not only do you have visual images of the children, you also have added a small personal touch from each of them. From a production point of view, it's pretty cheap and easy, but from a marketing point of view, the emotional factor is through the roof. Another example of an award turned into a gift can be seen in the bottom image on p. 35. Instead of a serious moment, the pic- ture preserves the moment in a comical way. And you can believe Joe Gladstone is going to place this gift item somewhere where it can be readily seen, as it's a great conversation piece. When it comes to preserving memo- ries with specialized gift products, always focus on pictures first and graphics second. Great graphics definitely can sell digitally decorated products, but they don't neces- sarily capture memories, and thus stoke the emotions of the recipients. For example, look at the sublimated iPhone covers above. The ones on the left and right are both personalized with graphics and mono- grams, which in actuality make decent gift items. But the one in the middle is going to elicit emotions, whereas the other two will not. Thus it's going to allow more flexibility in pricing than the other ones. Think about it; not only does it capture and preserve someone's daughter in a happy moment, it also allows the user to carry her with them everywhere they go.

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