“How to Run Apparel Programs for Big Brands” – SUCCESS STORIES Podcast: Ep. 8 (feat. Jordy Gamson of Icebox)

Have you ever wondered who is handling the apparel programs for some of the largest and most well-known brands?

The answer can be found with one Atlanta branding and promotional merchandise agency, Icebox. Founded in 2001, they have been building turn-key solutions for corporate clients that include product sourcing, in-house design, production, warehouse fulfillment, and global distribution. 

Icebox has helped brands like Delta Airlines, Hooters, Buffalo Wild Wings and AT&T with their apparel programs. Co-founder, Jordy Gamson, is talking to us about what it takes to run these turn-key programs, especially through uncertain times.

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Is the Iconic Champion Brand Really “The King of Sweatshirts”?

Do you remember that exciting feeling you had going to the mall in the 90s and finally being able to buy your first official Champion jersey of All-Stars like Jordan, Kobe, Shaq or Iverson? Those jerseys were some of the hottest pieces of fashion you could get your hands on back then, and when you put one on, you felt brand new.

Throughout the 80s and 90s, the iconic “C” logo was a symbol of authenticity for NBA and NFL sports apparel. Now, that logo is a symbol of authenticity for literally everything, and Champion has brought that exciting feeling back to every niche in fashion.

A COLLABORATION x MACHINE

When you buy something with a Champion logo on it, it feels different. It feels special. It feels nostalgic. That’s why for the past couple of years, we’ve seen nothing but collaboration after collaboration with Champion popping up everywhere.

Things many of us grew up with like Pac-Man, Sesame Street, M&Ms and even General Mill cereals, have done some really creative designs for limited release sweatshirts. I mean is there anything better than buying a hoodie with a print on it of Oscar the Grouch in a Champion branded trash can?

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How To Setup Effective Physical and Virtual Product Showrooms

The first three years that Megan Lindholm ran her decorated-apparel business from her home, she hauled samples everywhere, from uniform fittings to school offices to baseball fields. “We had apparel literally everywhere, since we saved our print overruns for sampling,” says Lindholm, owner of 643SPIRIT in New Albany, OH. “We created endless mock sheets for people with style ideas. We took lots of bad photos of spirit shirts or basketball socks and sent them to clients.”

“We host uniform fittings instead of hauling samples all over town.”

Megan Lindholm, owner of 643SPIRIT

Finally, Lindholm was over the time-consuming back-and-forth with her customers and moved into a showroom. “It’s been fantastic,” she says. “People stop in to pick up what they want for their organization sales, and it takes five minutes instead of an hour. We host uniform fittings instead of carting samples all over town. People driving by see our signs for masks, custom tees and work apparel, and stop-in to order tees and hoodies for their workplace.” Are uniform fittings still a thing with COVID?

Here are 10 ways to set up an effective apparel showroom that customers can’t wait to visit.

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“Collegiate Sales & Jimmy Kimmel Fame” – SUCCESS STORIES Podcast: Ep. 7 (feat. Brayden Jessen of Zome Design)

Building sales in the licensed collegiate or school markets isn’t easy, but Brayden Jessen, of Zome Design in Spokane, WA is going to help you do just that. He knows the importance of capitalizing on the moment and what it takes to market collegiate apparel. Brayden is most famous for his “Gonzaga Exists” T-shirt design that ended up on local news stations AND Jimmy Kimmel Live (see the video below). Find out how he made that possible, on this episode of Success Stories.

Zome Design’s “Gonzaga Exists” design makes the local news

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How to Build Your Brand on Social Media in 5 Steps

Since we’re all in the branding business, you know how vital brand recognition can be to your shop. Getting really clear on your shop’s identity, values and uniqueness allows creation of a brand that defines your company—and in turn, a brand your clients identify with (and love).

“Regardless of the social media platform, your brand should be recognizable and authentic to its values.”

Brooke Banta, co-founder of Bea + Elle

“Establishing your brand online is an important aspect of your company’s success,” says Brooke Banta, co-founder of branding agency Bea + Elle. “Regardless of the social media platform, your brand should be recognizable and authentic to its values.”

Generating that level of recognition takes time and work. Start building your brand on social media today in 5 steps.

1. COVER YOUR BASICS

Before creating your social media accounts, you need to have all your brand ducks in a row. For starters, do you have an established and consistent logo, fonts, color palette, phraseology and voice?

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How to Fix These 6 Common Customer Complaints

Want some not-so-fun customer service news? The average American tells 15 people when they’ve had a poor customer service experience—and 56% of buyers have stopped doing business with a company because they’ve experienced poor customer service, Microsoft reports.

“Your most unhappy customers are your greatest source of learning.”

Bill Gates, Co-founder of Microsoft

But here’s the good news: 67% of customer churn is preventable if your shop resolves customers issues the first time they occur.

“Your customer service team can make or break your success with each customer,” says Zach Ellsworth, general manager at Stahls’. “If you’re receiving complaints often, it’s time to dig in and take improvement seriously.”

To quote the great Bill Gates, “your most unhappy customers are your greatest source of learning.” The customer complaints your shop racks up the most often are your best resource for understanding how your business can perform better.

We asked the experts to break down six common customer complaints decorators get—and how to fix them for good.

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“Sell Trust, Not Decorations” – SUCCESS STORIES Podcast: Ep. 6 (feat. Traci Miller of Color 3 Embroidery)

One thing that contract apparel decorators sell most is Trust, with a capital “T”.  Sure, you can focus on the embroidery, screenprinting, heat transfer or other methods of embellishing a garment, but seasoned contract professionals know that sales for them are not transactional.  Everything is about the relationship.

As a 25 year decorating veteran, Traci Miller, of Color3 Embroidery, knows this all too well. Listen as she shares advice on how to establish strong business relationships and how to sell trust instead of decorations.

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Why Finding Your Niche, Might Make You Rich

Does your decorating shop stand out from competitors? Really think about it—there are thousands (if not hundreds of thousands) of screen printers and embroiderers, many offering the same blanks and services as you. Don’t worry, we’ve got a smart way to separate yourself from the pack: Become a rockstar decorator, within your special niche.

While this isn’t something you can do overnight, when you position your shop as a “go-to decorator” for something specific, you’ll score repeat customers and watch your profits rise.

We talked to three successful decorators who’ve established themselves as experts in lucrative niches. (And, we’ve got insider secrets to fast-track your success!)

The Bling Brigade

Photos courtesy of Sparkle Plenty

“In this niche, if you’ve done the initial job well, you’re in for repeat orders—it’s that simple.”

Lee Romano Sequeira, Co-owner of Sparkle-Plenty.com

Husband-and-wife team Andrew Sequeira and Lee Romano Sequeira call their business a “big, sparkly niche.” For two decades, the Sparkle-Plenty.com co-owners have focused on offering custom rhinestone, stud and crystal transfers. “We use Swarovski crystal, the ‘Waterford’ of sparkle,” Andrew says. “It’s a decorating niche, since most shops focus on embroidery and ink. We offer something different for a specific market: women.”

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5 Essential Ways to Create Customers for Life

Every employee of Eastlake, OH-based wholesale printer Blue Moon Promotional Inc. is involved in providing their customers with exemplary customer service and CEO, Pierre John Jamnicky, makes sure of that. “Every person knows what we’re after and is dedicated to making it happen,” Jamnicky says. “Yes, some are more into it than others, as is the case with all employees, but the reality is we’re all on the same page.”

Any business owner will tell you that, while bringing in new customers is certainly important, retaining your existing customer base is the real key to surviving in any industry. It’s the loyal customer who returns to you time and time again or refers you to other clients because of your ability to meet their product or service needs

But, don’t take our word for it—let’s break down the numbers showing how important returning customers can be:

You have a 60% to 70% chance of selling a product to a returning customer as opposed to a 5% to 20% chance of selling to a new one.

( Matt Mansfield, smallbiztrends.com )
  • Your returning customers will provide you with 65% of your company’s sales.
  • The average business will lose about 15% of these returning customers each year.

Since it’s so important to cultivate a close-knit relationship with your returning buyers to run a successful business, let’s look at exactly how you can keep these customers coming back for more.

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5 Proven Content Marketing Strategies You Can’t Ignore

Is a video worth 1,000 decorated-apparel orders? Jonathan Ornelas, owner of Success Print Shop, thinks so. On the regular, he shoots short videos of his screen-printing process and posts them to Facebook and Instagram to connect with customers and prospects.

“We show how we decorate t-shirts, and that we’re experts,” Ornelas says. “Our customers can also see that we love what we do and have a lot of fun.” For example, he plays his team’s favorite music in his videos, like Vistas’ song “Like an American.” 

“These days, the most human company wins,”

– Marshall Atkinson, Owner of Atkinson Consulting

As a result of the pandemic, 7 in 10 (69%) CMOs asked their staff to get more active online to promote their company and what it offers. And it makes total sense: Half of U.S. consumers say they’ve spent more time taking in online content this year, according to Media Frenzy Global. Buyers are also looking to brands for inspiration. That means many companies are making their messaging and content strategy their highest brand-related priority. Are you?

The most important component of your shop’s messaging is to be human first, according to Marshall Atkinson, a decorated-apparel business coach. “These days, the most human company wins,” he says. “Are you showing your vulnerability? Emotions? Victories? Defeats? People respond to other people, so inject some personality into your marketing. We all like smiling faces.”

The great news is that It’s not too late to kick your content strategy into high gear for 2020. Here are five ways to dive right in.

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