Do you want to spend less time on mundane business functions and more time on things like researching new markets and strategizing how to make more money? If so, there is no faster, easier way to become more efficient and productive than by incorporating an industry-specific management software system.
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One of the reasons investing in the latest technology has become so popular is because when properly applied, an innovative business will not only grow more profitably, but with less waste, in many cases even reducing costs as it’s building.
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Environmental awareness and a sensitivity to social justice in general have long been integral to much of the decorated apparel industry, which is only right given the fashion and apparel industry is also a major polluter, currently responsible for 4 percent or more of greenhouse gasses globally, the same as Germany, France and the UK combined.
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When it comes to your shop, what are you most effective at doing? Here’s what I mean. Let’s say you place two social media marketing posts on Instagram to boost sales. One of them gets several hundred likes and dozens of comments. The second one translates into over $17,000 worth of new orders.
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The “Busy Season.” Depending on what you’re producing, or for whom, that phrase likely conjures up a specific time of year.
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There is no greater goal that any shop can have than to be efficient. When you are “efficient,” you are squeezing the most out of every minute, maximizing income.
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Simply put, a business plan is a roadmap to success. It maps out who your most important customers are, how you can help them, how you will make money, what it costs you to service them, and what separates your business from everyone else.
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Setting up an apparel-decorating business requires doing some homework, as opposed to jumping right in. It’s important to research apparel options and the equipment needs that fit the type of apparel decorating you want to pursue, be it screen-printing, sublimation, heat pressing, embroidery or DTF/DTG decorating.
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DTF transfer printing involves first printing onto a sheet of PET film with a DTF printer. The decorator then applies the transfer to a hat, tote bag, T-shirt or sports jersey using adhesive powder, pressure and heat: a technique that works well with smaller orders and quick turnarounds..
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The decorated apparel industry was hit faster by the pandemic than many other industries. As the pandemic began to ease, a lot of decorators were also overwhelmed and unprepared for the influx of orders. Many companies were still struggling with labor issues, ink shortages, as well as difficulties getting garments even months later.
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Nothing is more frustrating than using an outside service to fabricate embroidered emblems for a client only to open the box and find they’re not right. Here’s what you need to know to ensure your order is exactly what you need and meets the expectations of your client.
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Design is a central part of printed merchandise, whether it’s a screen-printed T-shirt, embroidered polo, tote bag decorated with a heat transfer or DTG (direct-to-garment)-printed hoodie.
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Looking for a new niche to tackle? Try fashion/retail; it’s a large channel and has so many divisions, you’re sure to find a sub-genre that fits your shop’s strengths and capabilities.
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If you’ve been following the news on college sports the past few months, you might’ve noticed the NCAA changed restrictions on how student-athletes can make money.
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When customers stop by your shop for a job, what’s your tendency to recommend products? The product that fits their budget the best? Maybe it’s a brand you know you can get a great deal on from the distributor.
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The customer experience has become a top priority for many businesses, and 2022 will be no different.
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Last month, I talked about the advantages of supplementing your own photos with stock when creating content for your social media.
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Instagram is driven by images, which means you can’t have too many photos.
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Did you know that Instagram offers personal and business accounts? Available since August 2014, you may have created a personal account before that time or just never even knew.
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Once you have set up your social media accounts and have gotten a feel for your audience and what content is working best, you may want to consider using a social media management service.
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The first article in this three-part series on idea generation was about the power of collaboration. In the second article, we explored the idea of randomness to inject some fun creativity into your ideation process.
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It’s no surprise to anyone that the COVID-19 pandemic hit the restaurant industry hard.
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As COVID-fighting vaccines are on the rise and lockdowns are being lifted across the country, companies must strategize growth opportunities that consider consumer patterns in a post-pandemic world.
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One of the greatest challenges when using social media to market your decorated apparel business is capturing people’s attention.
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As people begin to hit the road, air or seas again for their favorite vacation spots, decorators are ramping up their orders for clients in the tourism market.
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Hour after hour, day after day and week after week, you have to be creative and come up with fantastic new ideas that not only look great, but also sell.
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Hashtags are a powerful social media tool that help you gain more followers and exposure and increase your social interaction if used properly.
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In the past year, the stoppage of school events and team sports — along with a shift to virtual learning — has changed the way many decorators have approached selling apparel to educational institutions.
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The COVID-19 pandemic sparked the biggest change that La Tonna Roberson, sales manager at Dallas-based Roberson Printing & Graphics and TShirtShopDallas.com, had seen in her shop in 20 years.
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Like an initial face-to-face encounter, your Instagram bio needs to make a powerful, positive, first impression. Because you get only 150 characters, make sure that every word counts.
Full StoryIn March and April, I discussed the need to be auditing and reviewing the free analytical data that Facebook provides to maximize the impact and effectiveness of your content.
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It’s no secret that in a few markets, sales have dried up to the point that many shops have closed down.
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The controversies around software piracy have been bubbling since the early 1980s.
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Last month, I explained the reasons for conducting a social media audit, and we barely got started discussing data analytics offered by Facebook for evaluating your page(s).
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Like anything in life, social media marketing is effective only if you are doing it the right way.
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If you read my January column, I explained the process of creating a social media calendar along with some tips and tricks to make it easier.
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Last month, I explained all the reasons why you should use a monthly calendar to plan and publish to social media. This month, I begin to outline a strategy and tips on how to do it.
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A good business plan serves as a critical roadmap to your destination of having a successful 2021.
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In my experience of being in this industry for the past 39 years, the average small- to medium-size decorated apparel shop does not do a very good job of marketing.
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As print shops face the new reality of workplace adaptations resulting from the COVID-19 pandemic, many apparel decorators are questioning whether their everyday processes will support the new way of conducting business — specifically with regard to maintaining social-distancing requirements and modifying physical workspaces.
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For the October column, I featured four examples of educational content for your social media. This month, I bring you six more.
Full Story2020 will definitely be a year we’ll remember, with a worldwide pandemic and ripple-effect it had on industries across the country.
Full StoryIn this ever changing world, consistency is key when it comes to applying heat transfers to any substrate.
Full StoryThink of streetwear as comfort fashion—pullovers, T-shirts, joggers and sneakers.
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Two months ago, we were all enjoying the synergy typically found in most workplaces, whether it’s handing out high-fives for fellow colleagues’ accomplishments or socializing near the microwave in the break room. Conversations — mostly of the trivial nature — centered on traffic or whatever weather Mother Nature felt like throwing at us.
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As I have been preaching in this column from the beginning, the best kind of content either educates, entertains or inspires.
Full StoryFor anyone just getting started putting together a social media content calendar, one of the biggest challenges is deciding what to post.
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There’s an old saying that “honey catches more flies than vinegar,” and nowhere is this truer than on social media.
Full StoryWhat’s the new reality for your print shop after COVID-19? Honestly, it may be difficult to determine, as businesses most likely are at different points in the reopening process due to regional differences determined on a state-by-state — or even a county-by-county — basis.
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In last month’s column, I discussed choosing which channel(s) you want to be on and some guidelines for making that decision. This month, I’m going to discuss what kind of content you should be posting.
Full StoryEvery business in the world right now is having its mettle tested with the economic shutdown caused by COVID-19.
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So, you’re ready to take the leap into using social media to promote your business.
Full StoryAre you considering jumping into the sign, graphics and visual communications industry? Despite the obvious natural tie-ins — and customers — stepping into a new line of business can bring big opportunities, along with significant questions.
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The world has seen a cultural shift in the past few years, with women in all industries being embraced in roles ranging from supervisors and directors to C-suite executives — and every leadership rung on the proverbial ladder in between.
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With Facebook, Instagram, Twitter and Pinterest each having billions of monthly users, it’s clear that social media is here to stay.
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With new decorated-apparel shops popping up every year and plenty of online competition, you must find ways to differentiate your business from other decorators to remain relevant and successful.
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Social media is the most-effective, least-expensive method of advertising and marketing your decorated apparel business that has ever existed in the world.
Full StoryAre everyday business challenges limiting your company’s potential? Are you searching for the best way to tackle demands head on in a competitive industry?
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As I’ve developed Printavo’s simple shop management software, I’ve visited dozens of print shops across the world.
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There’s a lot of jargon that gets thrown around in the marketing world, but if there’s one concept that decorated-apparel shops should consider when building their businesses, it’s branding.
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Lee Romano Sequeira, co-owner of Durham, North Carolina-based Sparkle Plenty Designs, offered a “take-the-shirt-off-our-back” campaign on social media to get the word out about her wares.
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Every new business owner starts at the beginning, but there are definitely ways to accelerate your decorating shop’s growth in year one by taking steps that other entrepreneurs either aren’t doing or don’t know they should be doing.
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Visiting Boston-based Johnny Cupcakes is like going to the best bakery in the world — on steroids. There’s the scent of frosting wafting through the showroom, oven-lid decorations and, not to be overlooked, decorated T-shirts stacked in industrial ovens.
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One of the easiest ways to get warm—or even hot—leads is through referrals from your current, on-repeat and happy customers.
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If you’re like many garment decorators, the cold weather also can cool off your sales. As the summer rush winds down, fall and winter can find you scrambling to minimize costs and planning for the lower end of the bell curve.
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When he was 21 months old, Jacquie Mahan’s son was diagnosed with autism.
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Trade shows are a major seasonal sales and marketing resource for screen-printing companies.
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Over the years, our work ethic may lack the attention it needs so everyone involved can keep the business alive.
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Finding the perfect designs to embroider or screen print can start a chain reaction that might make or break a business.
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The following scenario probably happens too frequently in most shops: A customer places an order and you buy the shirts.
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This installment includes a question-and-answer session with decorated-apparel shop owners discussing the Profit First system and the process of implementing it in their shops.
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A new movement is happening for small businesses that deals with how they handle banking.
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When walking into a bakery to order a cake, you will expect the owner or an employee to inform you on everything the bakery has to offer.
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The art department is where all of your shop’s creative magic happens. It also is the source of many challenges.
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Innovation. It’s only a single word, but it has come to define so much, especially in decorated apparel.
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Just how innovative is this industry? Though it seems like the business of garment decorating hasn’t evolved much during the years, the fact is that everything is in a constant state of change.
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Sometimes it takes more than a paycheck to encourage employees to come to work. Finding out what motivates workers can not only make them happy, but it also can increase your business’ profits.
Full StorySimilar to order entry, your shop’s purchasing department also can impact the overall speed with which your business operates.
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Regardless of the size of your business, you eventually must go through the (sometimes dreaded) interview process when looking for new employees. You not only want to make a good impression personally, but you also must set the stage and make your business look enticing.
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If you can’t keep up with your workflow, it could be time to expand your staff
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Here’s what to expect if you add contract printing to your shop’s custom services.
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Tips for working with independent retailers to increase your custom decorating sales
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Reach new embroidery customers with creative marketing strategies
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In economics, there’s a theory called “opportunity cost,” defined as the potential benefits you miss out on when you choose one option over another.
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Define your shop’s expectations and keep open communication with customers for successful and repeat orders.
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8 tips for streamlining your shop processes for an efficient New Year
Full StorySetting up a sports selling schedule can help boost sales and profits
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What are the benefits of putting together a team package when selling to the team market?
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Acquiring new customers for your T-shirt business can be difficult, expensive and time consuming.
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“Your price is too high!” These are the five words that you likely hear
the most when quoting products or services for your T-shirt business.
In the heart of the Ozarks and nestled against the fringe of the Boston Mountains lies Fayetteville, Arkansas.
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As a shop owner or staff member who is daily entrenched in the decorated
apparel business, you probably no longer think about the minutiae
involved in the production process for great-looking apparel.
Tips on how to maintain your cash flow during periods of growth.
How would I find your business if I were looking for it?
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Consultants typically have incredible ideas on industry best practices that can fine-tune your shop.
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Use these tips to better promote your company and capture more business.
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Five guidelines for building a team that will help take your business to the next level
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T-shirts are a vehicle for freedom of speech, or better yet, freedom of the squeegee
Full StoryHeadwear has seen a surge in action during the last two years, from an
emphasis on form and fit to style and color. In keeping with apparel,
headwear is incorporating all of the latest technical benefits to keep
wearers satisfied and comfortable.
When it comes to apparel, consumers have long been experimenting with
what they wear in their free time, in the office and for exercise. And
thanks to fabric technology and some of the performance properties
introduced in wearables, multiple clothing styles have become acceptable
in different environments.
I recently led a seminar in which I asked the audience a couple of
questions about spam email. In the interest of full disclosure, I
already knew the answers, but my motivation was to get attendees to
think.
Color editing and stylizing can be a bear of a chore to handle,
consuming lots of time to achieve a customer’s desired look on a
sublimation-friendly product.
If a picture paints a thousand words how many words does a video paint?
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There are many components of a successful business successful. Making sure the location of your business fits the type of services you want to offer is one of them.
Full StoryIn today’s marketplace, being a consumer is easier than ever. Online marketing and technology have revolutionized the way business is conducted and customer expectations. Understanding the new paradigm and incorporating it into your sales model is critical for success.
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Custom work comprises the very thread of the decoration industry. It carries a high perceived value, which means you typically can charge a premium. The availability of new printing and embroidery technology now makes custom work not only feasible, but also profitable.
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It’s all about lifestyle when it comes to womenswear this year, with suppliers offering up-to-date, tailored-to-her looks fit for the gym, office and everywhere in between.
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Designer Wolfgang Joop once said, “Fashion is about suspense, surprise and fantasy. It’s not about rules.” With all due respect to Mr. Joop, most lawyers would disagree…
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Owning a business is hard work, so making sure you have the best employees is important. You need to have reliable, trustworthy people that want your business to succeed as much as you do.
Full StoryRegardless of the type of business you are in, the idea is to move product — and your sales will only be as strong as your sales team.
Full StoryI’ve done it. You’ve done it too. You are sitting there waiting for your spouse, mind wandering and bored, when someone walks by wearing a T-shirt. Your first thought to yourself is “Geez, who printed that? Look how off-center it is!” Once you start, you just can’t stop.
Full StoryOwning and running a business can be stressful, but finding and keeping the right employees can help your operation run smoothly.
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Too often, technology and people skills seem like they work against each other in a business environment. They actually should reinforce each other and help optimize customer service.
Full StoryThere are many things small business owners should do, but don’t because they “don’t have enough time.”
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We live in a digital world, daily interacting both personally and professionally. Sooner or later, someone will say something about you or your business that isn’t flattering.
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Regardless of whether a T-shirt is destined for a retail rack or created for a one-time event, the quality of the garment’s design can impact sales.
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Speed is a key factor in online sales success. The longer it takes to respond to a customer’s request or needs, the more likely he is to look elsewhere.
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One of the good “problems” associated with a screen-printing shop’s growth is reaching the point where it can no longer handle the current production load.
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If you haven’t heard of the 2012 Hazard Communication Standard (HCS 2012), it’s important that you take the time to familiarize yourself with it as soon as possible.
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A high percentage of all small businesses make a big marketing mistake. I don’t want to call it a fatal flaw, but it’s responsible for slowing growth, decreasing profits…
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When deciding what products to offer, having too many options is just as problematic as not having enough.
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Quality should be a lynchpin of any business. For my shop, it’s something that customers have come to expect and it has been a key factor in our success.
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As an embroidery instructor and consultant, I speak with many embroiderers who would like to start a business, as well as current business owners. Sometimes a business can sprout from the tiniest seed…
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When it comes to email, I’m a bit of a fanatic. I’m fascinated by what works and what doesn’t. Sadly, most of what clogs our inboxes is junk that’s only worthy of deleting.
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In this final installation, each roundtable participant discusses the future of business and shop-management software, hurdles experienced in decorated apparel shops and more.
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In Part 1 of our three-part series, Impressions spoke with four companies about the general direction they feel shop operating system technology is going. Here in Part 2, we continue our discussion, and focus in on specific products being offered, and what special features they have.
In 2007 Gerald Cantalupo Jr., owner of New Jersey-based Breakthrough Custom Clothing, had a major breakthrough.
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I would venture to guess that most shops in this industry have something in their facility or storage unit that is paid for but is not earning money.
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Gone are the days of Internet keyword-driven search. It was sweet while it lasted, but during the past two or three years, a big shift in Internet-driven searching has taken place.
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As part of this three-part series, Impressions spoke with four companies about the general direction they feel shop operating system technology is going.
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Success not only comes when you can creatively and efficiently deliver on promises to your customers, but also when can push the limits.
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Social media is about reaching out to your prospects and customers, and connecting with them in a meaningful way.
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In 2007 Gerald Cantalupo Jr., owner of New Jersey-based Breakthrough Custom Clothing, had a major breakthrough of his own.
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If there is one notion you want to understand completely before you leap off the high diving board, it’s how big and deep the pool below will be. Don’t just launch yourself and hope you’ll make it.
Sometimes, an opportunity comes along and you just have to take it. Whether it’s a sure bet or a leap of faith, a new and different path can pay off handsomely. Such was the case for Scott Dortch, president of Royal Pacific of Las Vegas (RPLV).
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What Paul Costanzo did with his home’s 1,500-square-foot walk-out basement is the kind of project people dream about on all those home-improvement shows.
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It seems some decorators have a love-hate relationship with their customers. They love getting the orders and collecting the checks, but they hate the process of finding customers, qualifying them and working through the order process.
Full StoryHave you heard the term “greenwashing” before? While “whitewashing” is defined as a coordinated attempt to hide unpleasant facts, greenwashing has been coined to describe the effort a company may make to appear to be sustainable and environmentally friendly, but, in fact, their efforts don’t really add up to any substance.
Full StoryAdding value to a product is simply increasing its perceived value by differentiating the product from that of your competitors.
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Before you can reap more profits from increasing your business, it is important to review your current system so that you can take advantage of more volume in the future. It is better to refine your process prior to adding more business because an increase in volume doesn’t necessarily mean an increase in profit.
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As decorators, we’re faced with the challenge of letting prospective and actual customers know why we’re the most trusted and valuable choice to create their garment graphics. This is no small task.
Full StoryWhen Elaine Hayward came up with the concept for her decorated apparel business, Absolutely Specialties Inc., she was looking for a way to balance her roles as a stay-at-home mom and (at least) part-time worker.
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As with any type of screen printing, there are pros and cons to contract work. The key to making it pay is being aware of what they are and gearing your operation to meet the challenges.
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Like a bobber floating on a lake when fishing, I’ve heard or read some phrases that will signal a future problem for a shop. Do these excuses sound familiar?
Full StoryIt all started with some T-shirts – or the lack thereof. Ask Greg Szechenyi how he got started in the decorated apparel business, and the diehard musician will tell you he just needed some shirts to promote his band.
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Large quantities of people will come to your website, but only a few will leave as new customers. Your job is to design a funnel process that delivers a steady stream of profitable customers for the business.
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What Paul Costanzo did with his home’s 1,500-square-foot walk-out basement is the kind of project people dream about on all those home-improvement shows.
The term “e-commerce” gets thrown around quite a bit these days. Simply put, it refers to selling products and services through a website.
There is one thing in common that all shops in this industry share, and it is the reliance on our supply chain. We all need ink, screens, emulsion, shirts and a multitude of other products to keep our shops going.
In 2006, Lucas Guariglia and Joe Zangrilli started Rowboat Creative in the same manner as many small-business owners: in a basement.
Having your customer base suddenly dry up because another company is slashing its rates seems shockingly unfair and can quickly get anyone’s blood boiling. So what’s going on here and what can you do about it?
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While Tees By Tazz continues to carve a solid niche for itself in the decorated apparel world, the story of how the Loveland, Ohio-based shop came to be is defined by owner Tazz Ringel’s relentless will and determination.
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I recently was challenged via Twitter by Patti Keegan of Keegan Tees, located in the awesomely named city of Effort, Pa., to discuss the pros and cons of using purchased goods versus customer-supplied goods.
Regardless of your shop’s size, equipment or the number of employees, the primary daily goal is getting more orders produced, shipped and out the door. Sometimes in the quest to just handle those challenges, getting down to examining how you can increase your throughput doesn’t quite make it to the light of day.
Full StoryA small Michigan offset printing business expands with screen printing services — adding a revenue stream and improving operations in the process.
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Impressions recently spoke to Scott Thackston, president of Aprons Etc., about niche markets and how apparel decorators can use them to gain new customers and grow their businesses.
Full StoryOne of the key things that makes digital marketing so powerful and efficient is the ability to build and manage targeted lists.
How often do you show embroidered samples to prospective customers? If you’re frequently showing embroidered samples, you could benefit from increased sales.
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QRST’s in Boston offers screen printing, embroidery and digital capabilities.
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As we enter 2014, nearly everyone has a website. It’s part of doing business today. Follow these tips that offer concrete steps you can take immediately to improve the lead generation effectiveness of your website.
Full StoryOne of the most common mistakes decorated apparel industry companies make is not selecting the right people when broadening their management-level staff.
Full StoryRichard Patino bought F&E Sportswear with zero industry experience and drove it to success.
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Jeremy Capron has heard it before. If you love what you do, you’ll never work a day in your life. As it turns out, not only did he prove that adage to be true, but he also found a way to make money while abiding by it.
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Having an attractive website that accurately communicates what your business offers and makes it easy for customers to find information they are looking for is the ultimate goal of any company.
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Online advertising can be an extremely powerful tool you can use to increase your business’ visibility and, ultimately, grow your customer base.
Full StoryIn the T-shirt printing industry, nothing affects your overall production like a good press operator.
Full StoryIf you’re a proactive LinkedIn user, you may gain knowledge from a couple of insights I picked up along the way while building my network.
Full StoryAn Arizona shop’s impressive growth is fueled by the classic approach that the customer is first.
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ThreeSixty Graphix hopes to achieve long-term success by keeping quality, service and a commitment to getting the job done as top priorities.
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For many busy shop owners in the apparel industry, the mere thought of how confusing and ineffective their social media efforts have been is enough to give them an audible sigh and a big red welt from a stress-induced forehead slap.
Your screen room is an important keystone of your screen printing business and, if not managed properly, it can hamstring your business very quickly.
When Mili Mulic and Brad VanSteenvoort decided to start a screen printing business together, their combined capital came to a whopping $350.
This year’s crop of start-up decorated apparel companies arrives as its predecessors did: with elevated levels of excitement and optimism, varying degrees of well-warranted apprehensions and trepidations, and a 50% chance of making the cut.
As the T-shirt turns 100 this year, we are reminded that this versatile medium isn’t going anywhere anytime soon. And that’s good news for Susan Becker, owner of Reading, Pa.-based Jersey Ink Custom Apparel.
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Is it legal for your business to charge a surcharge for customers to pay with a credit card? Thanks to a recent law change, it may be.
Full StoryAn oft-repeated maxim is that the customer is always right. However, there are ideas customers convey that are funny, wrong or — in some cases — downright dangerous.
How does my business get an influx of cash if it doesn’t qualify for or seek a traditional loan? What if I need money in two weeks or less?
If you’re looking for a screen printing business that can successfully play with the big boys, it’s safe to say ITA Printing is it.
It’s no secret how important the receiving and shipping departments are to apparel decorators.
Full StorySix degrees of separation are allegedly all that stand between you and anyone on the planet. According to my father, “There are not six degrees of separation, there are two; you just have to think hard enough.”
Full StoryA basement-born company takes shape as Cyrus Eleven Clothing ascends to success.
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I would venture to guess that most shops in this industry have something in their facility or storage unit that is paid for but is not earning money.
Since most shops don’t ship blank apparel, building and staffing the art department can be a critical keystone for a company’s success.
Full StoryEven financially savvy businesspeople may have trouble navigating the complexities of merchant processing.
Full StoryEmbracing technology as a marketing medium has been key to building Four Ambition into a full-time, growing business.
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Whether it’s at three or six months, or even two years, all apparel decorators will face growing pains.
Regardless of how you define your company, this list of attributes and skill sets should serve as a guideline when you are thinking about expanding your company or training your existing staff.
Full StoryIf you take credit card payments, it’s due time you understand Payment Card Industry (PCI) compliance.
Full StoryWhether you’re new to the industry or shopping for equipment, trade shows are the best sources for seeing machines in action, making contacts, establishing relationships and gaining useful information.
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Building a healthy cross-training program allows your company to develop the “bench strength” needed to handle difficult challenges ahead.
Full StoryIf you are one of those people who still think a cell phone is just for
making phone calls, then you are way behind the business technology
curve.
What a difference a year makes! When we first met Michelle Capps at the 2011 Imprinted Sportswear Shows (ISS) event in Atlanta, she was a lady on a mission.
Full StoryIt’s coming, whether you are ready for it or not: the Rush Order Bombshell.
Full StoryIn theory, the goal of every decorated apparel business is to sell as much as possible.
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The Specialty Graphic Imaging Association (SGIA) may be one of our industry’s most under-used resources.
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I believe the customer is always right — and that’s because, regardless
of the reason, if he’s not happy, it means you did not meet his
expectations.
I recently had a conversation with an industry executive regarding some hiring decisions her company had made. In a surprise move, the owners created a new position and added a new operations manager to resolve some perceived problems with the company’s production workflow.
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