Article by Mike Boyd, Louisville, Colorado

We do t-shirts … I bet you knew that already.

But the other day, standing over the screen press doing a job, I started wondering if you knew all the different reasons that people have us make them t-shirts.

So here they are -

Create a uniform … for business, clubs, sports or events.

Improve visibility .. we hear lots of stories from the business owner or employee who made a contact in the line of the grocery store … because of the shirt they were wearing.

Provide contact information … many of the tradesmen we do shirts for (landscapers, window cleaners etc) are putting their phone number, website or even QR Code on the back of employee shirts. Giving the passerby, who likes their work and easy way to order those services.

Celebrate a victory or milestone … the team that went undefeated, the business that had a record sales year, the person who conquered a barrier.

Support people or causes … battling illness and adversity of all kinds.

Remember … an event or person.

Say thanks … for business done, or support given.

Raise funds … for people, clubs or even countries (Hope to Japan) in need.

In the big picture of things, t-shirts are inexpensive, popular and come in a wide range of colors and here is an ever-growing selection of styles and qualities too.

Need help with a shirt project? Click here to contact an Instant Imprints store near you. ]]> http://www.instantimprints.com/blog/2012/01/26/we-do-t-shirts/feed/ 0 http://www.instantimprints.com/blog/2011/03/14/promoting-your-message-through-custom-clothing-by-vinod-lad/ http://www.instantimprints.com/blog/2011/03/14/promoting-your-message-through-custom-clothing-by-vinod-lad/#comments Mon, 14 Mar 2011 20:35:24 +0000 admin http://www.instantimprints.com/blog/?p=305 Article by Vinod Lad, Instant Imprints, Mississauga, Ontario

Two of the most effective ways of producing and printing your logo or message on apparel are screen printing and embroidery. Both methods offer the highest quality imprinting and hold up well over repeated washing and wearing. They do not peel off, shrink or fade even after many years of wear. The choice of screen printing or embroidery depends on the type and quantity of apparel used, amount of detail required and purpose of use. 

Other methods of embellishing apparel include iron-on or heat transfer of images and direct-to-garment inkjet printing. A screen printed t-shirt is durable, has a much softer feel and carries a sharp and detailed image since the ink bleeds right into the actual fabric. In contrast, a heat transfer image sticks on top of the fabric while applied at high heat and pressure. However, it is superb for imprinting multi-colored pictures, small graphics and large size names and numbers that go on team uniforms.

Screen printing is a great option for someone looking to promote their brand or message in a cost effective way. It also offers a good advertising opportunity for businesses. By outfitting your employees with company shirts you’re gaining free advertising wherever they go. Additionally, it conveys an image of class and legitimacy, when employees wear items with a company name or logo on them. Screen printing allows you to place the same image or logo on multiple items without a large amount of setup changes. This offers a cost effective way to advertise and promote, while getting your brand or message out in an affordable and valuable way thus making screen printing sometimes the best choice for garment decoration.

Some of the most common purchases and users are:
     • Charity Fundraising Events
     • School Organizations or Sports Teams
     • Landscape or Construction Businesses
     • Churches or Youth Outreach Programs

If you are a non-for-profit organization, screen printing also makes for a great tool to help you raise funds. The low cost of screen printing allows you to order garments relatively cost effectively and resell for a reasonable price.

Embroidery is a great alternative to screen printing. It allows you to produce smaller runs of an order. For example, if you only need a few shirts, it may be beneficial to create a logo that will work well for embroidery over screen printing.

Embroidery is also a great form of embellishment for corporate wear. In today’s business casual world employees are often allowed to wear jeans and a decent collared shirt to work. Embroidery allows you to create that decent collared shirt for your workers. Not only will it make your employees feel more relaxed wearing a polo shirt or mock turtle neck to work every day but they will also be appreciative of being supplied with the shirts. Studies have shown that 85% of potential employees are more likely to go with a company providing a business casual environment and part of their attire, over a company that requires them to wear full business dress that they are required to purchase. The second benefit is that your employees will leave work and still be wearing your logo or brand on their shirts. This is in turn offers free advertising for your company.

Another benefit of embroidery is that you can personalize any item at a relatively low cost. If you’ve ordered a dozen screen printed sweatshirts for your construction crew, you can take the extra step and either put their names on the sleeve or the chest of the sweatshirt. Employees who feel appreciated, work harder and are more reliable on a day to day basis. It is also beneficial to parents and athletes. It allows you to put a name, number and possibly a graphic that relates to the sport which the items are being purchased for relatively easily.

I don’t think that there is an owner of a small business, anywhere,  that hasn’t  dreamed of more customers and a big advertising budget to make that happen. 

Be careful what you wish for.

For a small business that could do you more harm than good.

I say that based on what I have learned from Jay Conrad Levinson, the father of Guerrilla Marketing. 

One of his many good theories is that – running a small business is completely different from the job of running a corporation.

Advertising done by large corporations is driven by money, while the marketing done by small business is driven, not by money (most of us don’t have those kind of bucks) but by time, energy and creativity.

Large corporations like Coca Cola, McDonald’s and Microsoft advertise in the manner that they do because - their only option for communicating with their customers is a monologue. They spend millions of dollars to deliver their message, all the while hoping that you are listening and hoping that you like what you hear.

Levinson often speaks in his presentations about the 20 ways that Guerrilla Marketing differs from traditional marketing. And, uses those differences to build a case for the idea that Guerrilla Marketing is a better approach for small business. 

One of my favorite points from that list, is the idea that small businesses have the advantage of a dialogue. You have the ability to start, and maintain, a conversation with most, if not each, of their customers.

If you marry that with the idea that visibility + credibility = profitability (BNI ‘s VCP Process) you have a powerful formula for success that is unique to small business. 

The  dialogues,  that we can and do have with every customer, is an opportunity to build credibility.

That dialogue takes many forms in small business - 

• All those questions that customers ask are an opportunity for a dialogue -  an inquiry for pricing, an request for a quote, product availability, product features or the need for a rush delivery.
• The opinions your customers share, even their complaints, are an opportunity to start a dialogue.
• The praise your customer offers at the end of successful sale, opens the door to a request for a referral, the chance to start a new dialogue with another customer.
• A customer returning for repeat business is asking for another dialogue. I bet because they enjoyed the 1st one.

 There are also a number of tactics that you, the business owner, can use to invite a dialogue -

• Signage – building or vehicle
• Logo’d wearables – you and your employees
• Business cards
• Seasonal products
• Promotional Giveaways 
• Sales or discounts 
• Newsletters, Blogs, Facebook or Twitter
• Thanks you notes
• Requests for referrals.  

Once started, a dialogue that will allow you, build credibility by what you say and how you act.  
I know that you have all heard - “it is human nature to do business with people you know, like and trust” …. it’s the dialogue you create with your customers that will build that relationship.

The relationship that dialogue creates will lead to this sale and if well maintained will lead to future sales too. 

So I say, good luck to you Coke, McDonald’s and Microsoft …. too bad all you have is big bucks and a monologue. 

We have the power of dialogue and are using that to build relationships with customers. 

What was big on the trade show scene? Tattoos.  Many companies gave away custom temporary tattoo stickers. No one wants to wear just your logo, but they may like a tattoo featuring a clever saying with your logo in smaller print.

I was surprised to see several REAL tattoo artists set up near trade show events. Couple this with open bar events, and I see potential for spontaneous, unintended consequences. Although I’m all about effective branding, lifetime permanent branding is something I can do without!

Rackspace Hosting  had a really popular giveaway, with branded tattoo sleeves. Rock on! They also scored with free samples of Starbucks Via instant coffee, which were appreciated the morning after Daylight Savings Time cheated us out of an hour of sleep.

An unusual exhibitor with a different giveaway was the ACLU, with earplugs promoting awareness of digital privacy rights. Ear plugs and a branded case make a handy and inexpensive advertising specialty for college students, musicians, construction workers, and industrial safety-themed promotions.

Longhorn Koozie Keeps it Cold

Finally, what’s a tradeshow in Austin without Texas Longhorn-themed swag?  WCG and Bob Pearson did not disappoint, sharing a “snap and wrap” koozie that comes flat, but wraps around your beverage when you snap it.

What exciting promotional item have you seen lately that made you say “woot?”

 

 

 

 

Complex SxSW Design

My next two posts feature  this week’s South by Southwest Interactive show in Austin, Texas. How does  the virtual world of bits and bytes relate to the physical world of t-shirts and branding? Internet types know good design whether it’s real or virtual, and have dreamed up some interesting promotions that combine both physical and internet components.

 My favorite official shirt from the show features a fashionable American Apparel style t-shirt. It’s a five color design, with lots of complexity that requires an expert screen printer.

A Really "Graphic" Tee Gets the Message Across

Sometimes simplicity, not complexity, makes for the best design. Look at the t-shirt from Brown Paper Tickets. You know at a glance what their value proposition is. They’re a fair trade event ticketing company, with services that are free to event producers with simple flat fees for buyers. I get it.

Another way to stand out from the crowd is to pick a signature look and color, and stick with it, like dotJenna, who is President of TheMarketingShop.com, and specializes in social media and web marketing for the real estate industry.

Hot Pink is the Look for dotjenna. Photo by NoNoJoe flickr.com

Jenna brands herself with hot pink, whether its business cards, t-shirts, or beverages. Instant Imprints made some hot pink and black t-shirts for dotjenna and her team for their Cog’aoke (Karaoke) competition at SXSW. Their performance was a hit, with standing room only.

 Earlier in the article, I promised to tell you about some intriguing promotions that combined physical and online elements.

Pepsi sponsored the Pepsi Refresh Project, which awarded $50k to an individual or group with the most exciting digital pro-social idea. Festival participants used a hash tag to vote online in Twitter for the best project. Then they took their cause offline, by writing in their favorite project hashtag on a button that they wore to build support among the thousands attending the conference.

Pepsi Button & Twitter Promo Combines Virtual & Physical

Finally, have you heard of “Stickybits”? Essentially, they are stickers with a unique UPC code that allow you to attach a digital item to a physical item, using an iPhone application. This is a great idea, because it lets you attach extra rich video, music, or detailed content to a physical item where there isn’t space for the information.

Stick a Digital Note with StickyNotes

For example, you can use Stickybits to attach a digital resume to a business card. Or you can use the stickers to add updated information to a product flyer. Another application would be to attach music to a birthday card.  How does it work? You use a mobile phone application for the iPhone or Android phones to scan the sticker and attach the information online. Then the recipient scans the product with their mobile phone application to view or listen to the content.

 What do you think of these promotional ideas? Can you see people enjoying the “game” aspect? Or is the combination of digital and physical too complex to follow?

World's Largest Building Wraps

It’s the downtown building wraps that have even the most sophisticated city slickers all agog. There are massive images of the Dallas Maverick’s all-star forward Dirk Nowitzki and Cleveland Cavaliers Star LeBron James featured on the Bank of America, the Hyatt Regency and the Rennaissance Hotel. The B of A banner has a height of 30 stories and an area of 53,000 square feet, and will surpass the old record set in the Phillipines in 2008.

I suspect that since you’re reading this blog, you have an appreciation for eye-catching designs, signs and marketing. Although you probably aren’t trying to set a world record, you know that effective color combinations, unexpected placement, and some creative thought helps get your name and message noticed on everyday banners, vehicle signs, shirts, and promotional items. We’d love to help you with that–as long as it
doesn’t involve climbing 30 story buildings!

By the way, if you’d like to see some more great Dallas photos, check out Clark Crenshaw photography.

NOT the UT T-shirt

Licensing departments diligently protect their brands, and destroy the merchandise or prohibit resale in the US. Fortunately, the University of Texas Department of Trademark and Licensing approved the donation of 13,000 T-shirts and a thousand caps to the earthquake victims in Haiti. It’s nice to see licensing take a back seat to charity.

“With the terrible tragedy and loss the Haitian people have suffered and are still experiencing, we do realize this donation may not be a very high priority for them,” said George H. Mitchell, the University Co-op president. “However, we all need clothing and this is a small contribution we can make to assist in their recovery.” It was a more than a good faith gesture, because it represented $300,000 in retail merchandise.

Attention, NFL Licensing Deparatment: Let’s hear about your plan to give Haiti of all your losing team “Superbowl Winner” t-shirts after Sunday’s game!  The only question is, who’s it gonna be? Do you think the Colts or the Saints will win the Superbowl?

Striking New Logo

As you seek to grow your business or not-for-profit, are you looking for the latest and greatest technology or tool to help you get ahead of the next guy? I have to admit that’s how I’ve viewed social media—a cost-effective way to outsell the competition. This week, I had the opportunity to hear Chris Brogan, social media guru and author of “Trust Agents”, speak to the Dallas Social Media Club. Essentially, it was a talk on how to use the new tools of social media in old ways. And I mean that in the most positive way.  Stay tuned.

 Chris began his talk by asking how many audience members were in customer service. Trick question. Apparently the right answer is we are ALL in customer service. By the time he asked how many were in sales, we had caught on and all claimed to be in sales.

Chris Brogan, author of Trust Agents

He encouraged us to view our business roles as farmers, and not as factory workers. We need to focus on preparing the soil and watering and nurturing the crop. A farmer has patience and doesn’t expect an immediate reward. In contrast, a factory worker focuses on throughput, speed and efficiency. In a factory, it’s just a transaction, on a farm, it’s a relationship.

We were exhorted to “Grow Bigger Ears,” listen more to others, and to focus on relationships.  Chris described the recipe for success as being 2 parts helping others, 2 parts connecting with others, and 1 part selling. And new tools, like FaceBook, LinkedIn, and Twitter, are great for connecting with others. A hint from Chris: stop networking in just your own vertical area or geography. If the economy hits a speed bump, your whole network loses their jobs at the same time! Build some diversity by networking in different fields and cities/states. 

We should be using these new social media tools to affirm others.  Recommend their business on Twitter, respond to their requests for information or introductions in LinkedIn, comment on their blogs. Come to think of it, it sounds a lot like the Golden Rule: Treat others as you would like to be treated, and don’t constantly try to sell something to them. So it’s using new tools in old ways, to support old-fashioned values. 

Thank you to Mike Merrill, Cynthia Smoot and the Dallas Social Media Club #smcdallas for hosting this event and for selecting Instant Imprints as the T-shirt supplier, and to sponsors Trip Case, Nomee, Southwest Air, Fairmont Dallas, and Firehost.

1)      Have a plan.  Before the end of January, document top goals in terms of sales, profits, or other objectives. Keep it posted where it can be seen every day.  You may not achieve everything, but you will achieve more if you have a plan and measure your business against the plan.

2)      Network, network, network.  Investigate new networking groups, whether they are general lead-sharing or dedicated to a type of business or profession.  Attend the same group weekly or monthly. In addition to in-person networking, if you haven’t yet jumped into online or social networking, you are behind the times! At a minimum, you should set up a Linked In account and a Facebook fan page for your business. If you can commit to daily micro-blogging, Twitter might be for you. Here are some social media tips for small business. By the way, we’d love for you to FAN Instant Imprints on Facebook or follow us on Twitter. We share helpful information on marketing your small business, club, or cause.

3)      Increase Your Web Presence.  If you don’t have a web site, get one. A simple site can be developed for as little as $500 to $700.   If you already have a web site, learn about search engine marketing to drive more customers to your site.  If you are a single practitioner, your good name is what you sell. Register your name as a domain name for just $10 at www.godaddy.com.   For a price that low, it’s best to reserve it now, even if you’re not yet sure how you will use it.

4)      Take advantage of low-cost business promotion. Think seriously about putting signage on your vehicle.  Even if you only use a personal vehicle part-time for business, a set of removable magnetic signs on each door can dramatically increase your exposure for as little as $40 per door.  See earlier post for more info on vehicle signs. Put your logo on some shirts or jackets, too.  It will help to “brand” you and serves as an ice-breaker as you attend your networking events.  Of course, Instant Imprints can produce the signs and the logo apparel for you!

5)      Know your top 10 customers. Identify your top ten customers or prospects for 2010.  Make sure you understand their needs, motivations, and tailor your services and sales pitch to suit them.  You will see exponential benefits from this effort, since other customers will have similar needs.

6)      Remember work life balance. It’s not all about work. If you find yourself struggling to have enough family time, spiritual time, or exercise time, make specific appointments on your calendar.  If exercise is a new resolution for you, we can help you commit with a customized T-shirt or personalized towels and gym bags.

To make resolutions work, they need to be tackled immediately and repeatedly.  Carpe Diem! Or, perhaps we should say “Carpe Annum!”

Michael Paulsen Houston Chronicle

Championship UT T-shirts are already printed, and will arrive in sealed boxes at UT Co-op stores in Austin, Houston, San Antonio, and Dallas by game time.

If the Longhorns win, truckloads more of the T-shirts will be standing by, according to Brian Jewell, vice president of marketing for the nonprofit University (of Texas) Co-op. The Co-op stores will stay open after the game if UT wins, to capitalize on immediate fan demand. Retailers have long since discovered that it’s worth the added cost and risk to have the goods available immediately upon victory.

But what happens to all those shirts if (gasp) the Longhorns lose? Are they quietly shipped off as a donation to a third world country? Is there an alternate universe where people are walking around in T-shirts with slogans like “TCU Frogs: Fiesta Bowl Champs”, “Arizona Cardinals: Winners of the 2009 Super Bowl” Or “John McCain, 44^th President?”

I’d like to think that with today’s concern about eco-friendly practices we wouldn’t waste the T-shirts, but alas, they are shredded and destroyed. At best, the shredded T-shirts could be recycled as stuffing for pillows and sold at a fraction of their former value. Unless…..maybe there’s a marketing spin …..Biggest Loser Pillows?  NOT!