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?

Continue reading “How to Build Your Brand on Social Media in 5 Steps”

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.

Continue reading “How to Fix These 6 Common Customer Complaints”

“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.

Listen on Apple Podcasts
Listen on Spotify

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

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.”

Continue reading “Why Finding Your Niche, Might Make You Rich”

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.

Continue reading “5 Essential Ways to Create Customers for Life”

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.

Continue reading “5 Proven Content Marketing Strategies You Can’t Ignore”

“Creating Impactful Apparel Designs For Clients” – SUCCESS STORIES Podcast: Ep. 4 (feat. Jeremy Picker of AMB3R Creative)

How do you tie creative art development into more sales? 

On this edition of the Success Stories podcast, we’ll dig into that by discussing how Jeremy Picker and his team of creative professionals have found success by going the extra mile when developing ideas for their clients. 

We’ll also touch on AMB3R Creative’s approach to developing impactful designs, that’ll get end users choosing to wear their clients’ promotional apparel over and over again.

AMB3R is a Colorado-based apparel design firm that brings fashion to people by creating products that people love. They serve non-profits, churches, restaurants, corporations, and other businesses with their team of talented designers and project managers that takes a kernel of an idea from start to finish. 

We’ll learn how they use t-shirts for everything from an entire clothing line, to a merchandising campaign for promotional products. 


Listen on Apple Podcasts
Listen on Spotify


Continue reading ““Creating Impactful Apparel Designs For Clients” – SUCCESS STORIES Podcast: Ep. 4 (feat. Jeremy Picker of AMB3R Creative)”

Are You Dealing with Employee Mistakes the Right Way?

At Printed Threads in Keller, TX, the laid-back El Capitan, Brett Bowden does a lot of measuring. “We track the amount of work everyone gets done each day,” he says. “We track all errors.” Why? “Mistakes happen, and we try to coach through them. Since we track the different types of errors, we see if there’s a pattern.”

For example, if there’s a misprint or mistake on a job, a Printed Thread QC (Quality control) staffer fills out a slip and turns it over to the rep managing that account. The rep then uses Google Sheets to record the job name, type of error, cost of the mistake and the person responsible.

“We keep a running tally and make sure that misprint errors don’t exceed 1% of our monthly sales”

– Brett Bowden, Printed Threads

Madeira USA, out of Gilford, NH, has a similar approach to monitoring mistakes, where process operations are metrics-driven, depending on the role. “We hold employees accountable to success metrics like customer satisfaction ratings or order fulfillment rates,” says Sam Young, vice president of marketing and sales. “We track performance so we can deliver the highest-quality service for our customers.”

And if Bowden notices that a particular press keeps logging errors because there’s not enough glue on the pallet, he knows the operator needs more training. “But look, inevitably there will be someone who isn’t good at their job,” he says. “That leads to a conversation of, ‘Maybe it’s time for you to find another company or position to make you happier.’”

Continue reading “Are You Dealing with Employee Mistakes the Right Way?”

“Lessons Learned from ‘Here For Good’ Campaigns” – SUCCESS STORIES Podcast: Ep. 3 (feat. Jarrod Hennis of Rockford Art Deli)

During and after the coronavirus pandemic, many screen-printing shops found success by developing a local “Here for Good” campaign to help surrounding businesses in their community stay afloat during these difficult times.

In Rockford, Illinois, Jarrod Hennis developed a “Here for Good” campaign and assisted businesses in his area to raise money by selling t-shirts.  Each shirt sold helped that local business, but also kept Jarrod’s shop, the Rockford Art Deli in business as well.

On this edition of Success Stories, we’re going to discuss the Rockford Art Deli’s “Here for Good” campaign and learn how it worked, what Jarrod learned, and how this idea is laying a solid foundation for a successful future in his community of Rockford, Illinois.

Listen on Apple Podcasts
Listen on Spotify


Continue reading ““Lessons Learned from ‘Here For Good’ Campaigns” – SUCCESS STORIES Podcast: Ep. 3 (feat. Jarrod Hennis of Rockford Art Deli)”

“The Clinic Your Website Can’t Live Without” – SUCCESS STORIES Podcast: Ep. 2 (feat. Shelby Craig of Rocket Shirts)

COVID-19 has shifted a lot more business online recently and with great uncertainty ahead, you’ll need to make sure people can find you online.  In this episode of Success Stories, we’ll help you get ahead of the competition and make sure you’re set up to drive new business to your website.

Shelby Craig with Rocket Shirts will be sharing his knowledge of what you’ll need to get optimized, and how it’s helped his business.  We’ll be touching on web design, search engine optimization, and tools that you can use to bring out your best results.

Shelby is a serial entrepreneur, marketing junkie, home chef, coffee connoisseur, and girl dad times three.  He’s also a t-shirt snob and is the founder of Rocket Shirts in Murfreesboro, Tennessee.

Join us on this podcast as we explore ways to make your website work for you and drive more sales to your door.

Listen on Apple Podcasts
Listen on Spotify

Continue reading ““The Clinic Your Website Can’t Live Without” – SUCCESS STORIES Podcast: Ep. 2 (feat. Shelby Craig of Rocket Shirts)”