In 2009, one of my resolutions is to provide you with as many ideas and inspirations to grow your business as possible. In addition to my own thoughts, I would  also like  to invite others to participate and share their wisdom as well.

Here is contribution from Deborah Sexton, my first guest blogger for 2009. Deborah started out as an assistant editor for IMPRESSIONS magazine in 1981 and was editor in chief of IMPRESSIONS from 1994 to 2001. Since 2001, she has been running her own freelance business writing press releases, newsletters and Web copy. She also writes for many industry trade publications such as IMPRESSIONS, Printwear and others. Here are some of her thoughts on developing strategies for boosting sales in 2009. I'm sure we'll hear from her again.

Develop A Strategy For Boosting Sales

By Deborah Sexton

Very few people are lucky enough to have their sales automatically increase every year. If you weren’t satisfied with 2008 year-end revenues, now’s the time to take action and implement a plan that will make sure that by this time next year, you’ll be happier with your total.

The first step when creating a sales plan is to have one or more goals. Here’s an example:

My sales volume was $75,000 in 2008. My goal is to have sales increase by 20% for a total gross revenue of $90,000 in 2009. The monthly goal is $7,500. The most important thing to remember when choosing a sales goal is you want to choose one that will be a stretch, but not unattainable.

Next comes the hard part. How are you going to increase your sales to this new higher level? Fortunately there are volumes of information on sales and marketing available in industry trade magazines, Web sites, and books. If you don’t have a clue what marketing is or how to get started, tap into these resources until you can create a list of ideas of strategies you want to try.

Then put down on paper your action list of things you’re going to do. An example would be:

1. Create a new sign to post near the road to attract more drive-by traffic.

2. Create a customer database with e-mail addresses. Send out a monthly broadcast e-mail offering a special for those who order during that month.

3. Design a referral reward system for current customers. Any customer who refers another client who orders, gets a 10% discount off their next order.

4. Create a special giveaway like an embroidered cap or some inexpensive promotional product to include with completed orders along with a personalized thank-you note.

These are just a few examples of the kinds of things that any shop can do. Then it’s important to keep good records. Document what you did, when you did it, and carefully track if sales went up or down. As you experiment with different strategies, over time, you’ll learn what works and what doesn’t.

The number of personalized shirts I see in a day never ceases to amaze me. In addition to respect for the creativity of some of the slogans I read, I also reflect on the fact that every personalized t-shirt I see means that someone out there was smart enough to offer short run t-shirt printing. It used to be that the only way to personalize a single t-shirt was with what we call "little letters." "Little letters" are the 2-inch and under die-cut or pre-cut letters that Stahls' has sold since 1932. T-shirt shops buy the letters by the pack or kit and when customers wanted a name or saying on a shirt, you would line up the letters and heat apply to create a personalized shirt in a few mintues. Today there are a few other ways to add personalized sayings or logos to shirts, but sales of "little letters" still remain strong. In fact, many businesses continue to count on die-cut/pre-cut lettering for all their short run lettering needs. While many have switched to the convenience of CAD-CUT names, there are still thousands of businesses out there that rely on the simplicity of reaching for a box of Stahls' lettering to get the job done. With a kit of white and a kit of black 2-inch Pro Block on hand, you're always ready to add a name to any shirt.

If you are considering purchasing a direct to garment printer, please read this first. I know a lot of people, myself included, find direct to garment technology to be a garment decoration method with enormous potential. If you're in the process of investigating the merits of direct to garment printing, one article I ran across in the August issue of Impressions Magazine, did a good job of exploring developments in the direct to garment technology that is currently available. I bring this up because every customer that I have had the chance to show a comparison between direct to garment and print/cut technology, is amazed at the benefits of print/cut over direct to garment. Both technologies have their advantages and disadvantages, but if you are considering purchasing direct to garment technology in the near future, you owe it to yourself to review the benefits of print/cut technology as well. Here's a link to an article by Josh Ellsworth that explains some of the differences. For one thing, you can use a printer/cutter such as the Roland VersaCamm to decorate just about anything.  This includes: T-shirts, hoodies/fleece, bags (all types), performance apparel, umbrellas, portfolios, camping chairs, jackets, pants/jeans, hats, koozies, sneakers, luggage, CD cases, lunch bags, coolers, polo shirts, neckties, seat cushions, leather/leatherette car interiors, robes, pillow cases, shorts, uniforms, golf bags, briefcases. Basically anything made of fabric that you can fit onto the heat press. Not quite ready to make an investment but still want the benefits of printing full color logos on almost anything? You can order full color digtal transfers, or CAD-Printz(R) from Stahls' ID Direct. Want to attend a seminar to learn more? There are new seminar dates available on the Great Garment Graphics website.

The economy is counting on you if you're an entrepreneur. According to several publications, including Newsweek, entrepreneurs, and not large corporations, are what the country needs to keep our economic wheels in motion. It is not unusual for our industry to see a surge in new businesses when the general economy faces a downturn. I ran across two fairly new entrepreneurs on the web this past weekend, the Albers, who run a home-based promotional products business in Hernando, TN, Around TUIT Promotions.  On the other side of the country, neighbors Eric and April Hoggatt, and George, Tracy and Ashley Wilkes, have started Tag Apparel, in Willits, CA, calling their business a "one stop shop for business identity needs". If you are a new business owner using a heat press to create custom products, I would love to hear from you. For some inspiration, please click on the links above for articles on Tag Apparel and Around Tuit Promotions and see what these folks are up to.  

If you're looking for end of the year bargains, Stahls' Hotronix has put one together that not only saves you  money, but it gives you what you need to make heat press production on sleeves, bag ends, baby clothes and many other items much easier. I've blogged about custom heat press platens and interchangeable heat press platens before, so I won't go on about their benefits again. I just wanted to help get the word out because it is a really good deal and unlike some other deals out there, it's for something that you can actually use to increase sales. Here's the offer, available now from Stahls' ID Direct.

FREE set of garment platens with the purchase of any qualifying Hotronix® Heat Press during the month of December. Take advantage of this amazing offer worth $268.00!

Platen sizes: 6" x 10", 8" x 10", and 7" Round

Platens fit the following qualified Hotronix® models: Swinger, Draw, Air Swinger, and Auto Clam 16" x 16" and 16" x 20"

It's always interesting to look at trends occuring in our industry and the folks at Impressions do a nice job of reporting their survey results in their annual industry report. In case you haven't read it, you can click here to access the information. In a nutshell, it confirms what I've been saying all along, that our industry is on a relatively steady course despite the troubled economy. They don't go as far as to call our industry recession proof, but based on the data they gathered, compared with data going back to 2004, all signs point to stability. Which is not to say there may not be a few bumps up and down along the way, but that there is no reason to panic. 23% of the respondents are planning on purchasing a heat press, 22.5% some type of digital transfer printing equipment and 22% a fabric/vinyl cutter. This confirms that people are still looking for faster, less expensive alternatives to screen printing and embroidery. Which reminds me, if you want to learn about printing your own digital transfers, we've just updated our CAD-LAB.info website to include information on print/cut technology, media and design creation. Just click on the new CAD-PRINT section and prepared to be amazed. Our multi-media team enjoys having fun with this site and we hope you will as well.

Sometimes we give our customers great ideas, and other times, customers share their great ideas with us. I love to hear what you think and to learn about how you use our products. I don't know if you've ever shared an idea with a company you work with, but at Stahls' it's an important part of our partnership philosophy. We pay attention to everything you tell us, because whether it's a complaint or a tip, it always gives us important information on how to serve you better. It's also part of the reason why I started this blog, but not many people have felt compelled to leave comments. I'm hoping that will change soon, and if you ever want to comment on anything I've written, or talk about any servcie or product offered by a GroupeSTAHL company, I'm here. Please don't be shy! I especially like it when I hear from customers who find creative ways to combine products or come up with entirely new ways of doing things. Recently, we received a note from Brian McCall, of SBL Embroidery who gave us this tip: “I use a combination of a heat transfer and your Custom Made Easy in Poly-TWILL to create polka dot twill fabric." Great idea Brian and very creative look.

Almost across the board, screen printers, sign makers, embroiderers are having their eyes opened that it's time to expand the services they offer. Not in the sense of making a huge investment in equipment or actually expanding their facilities, but in the sense that they need to start saying YES to any order that walks in the door. In the past, a sign maker may have been too busy to say yes to a customer that wanted a custom garment, but now it seems safer to just say yes and then figure out how to get the job done after the customer leaves the shop. A risky idea? Not when there are so many ways to quickly and easily create custom shirts, hats, caps and more. There is literally no job too big or too small. So start saying yes to anyone who asks if you can print on nylon, if you can print on neoprene, if you can print full color on darks, if you can print metallics, reflectives, do twill applique, or print on just about anything. There is a heat print product to get any job done and if you don't know how to do it, the knowledgeable folks at Stahls' can tell you what you need to do. I've said it a million times, but it's never been more true. Say YES. All you need is a heat press.   

Here's hoping that any of you with retail stores experienced an increase in business on "Black Friday." Personally, I try to avoid mass shopping experiences. Instead I caught up on some reading in various trade publications. There was a slew of articles regarding the economy and its impact on our industry. Luckily, they all seem to have the same gist--that our industry remains relatively unscathed so far. In fact, in related industries, such as the promotional products industry, Steve Slagle of Promotional Products Association International, reported in the December issue of Printwear Magazine that this industry is even growing. He said: "Promotional products continue to grow in popularity because, simply put, they work. They are the only advertising medium capable of engaging all five senses." I do agree that there is something to be said for the power of being able to touch and feel an ad message. Whenever you're trying to get your point across, it is helpful to engage with more than just words on a piece of paper. Which is why I always strongly recommend the use of printed or applied samples when you approach your customers. Let them see and FEEL what Thermo-FILM(R) feels like. Let them see and FEEL the difference between a screen printed shirt and a shirt decorated with a heat applied transfer (hint--there isn't any).

As for my input on the state of the economy, the success of Black Friday notwithstanding, I can also report that dealers tell me they haven't felt that much of an impact. Whether business is up a bit or down a bit, it is due to normal fluctuations, no one has tied it to any changing circumstances in our industry. In fact, several embroiderers I recently spoke with said their business is actually up. One thing I did find interesting is that the new business is coming from the school sector, so that may be something to consider when going after new business. There are some customer types, such as schools and leagues, that will always have an on-going need for personalized garments.

Before you say Ted, the Roland GX-24 doesn't print, read on. I just wrote that to get your attention and to fill you in on a little known decorating process that some very "cutting edge" decorators, who will do anything to get a job done (does that sound like you?) have used with success. If you own an inkjet printer and a GX-24 or other optic-eye enhanced cutter, you can do the same thing. This process has been used by several Cadworxlive.com users, they are the ones that shared the tip with me. I am constantly impressed and amazed at the creativity people show when they need to print a specific design on a t-shirt. Maybe you can try it the next time you need to print a full color image on a shirt and don't want to have the entire piece of inkjet transfer paper appear on the shirt. Here's what they did:

The GX-24 Print/ Cut process
Users create full color designs by selecting a piece of clipart or importing a full color image into the Cadworxlive.com designer. They can then add text and apply any effects they like. The user then exports the file into a raster image format such as .jpg or .png. The user can then import the image file into Cut Studio and create a cut contour line. They can then print onto Inktra transfer paper and cut around the design using the optic eye feature on the GX-24.

After you're done, just used your heat press to apply the design.

Hotronix® Featured on Dragons Den. BBC BBC Two, 9:00pm Sunday 16th November 2008

Martin Borley, Director of Target Transfers, UK, just informed me that the Hotronix Hover Press, was featured, however briefly, on a hugely popular UK television series, Dragons' Den. (The Hover Press™ includes digital time, temperature and pressure displays and allows the operator to set the press for two functions: hover or pressure. According to Wikepedia, the show format is as follows:

"The contestants are usually product designers, who have what they consider to be a viable and potentially very profitable business idea, but who lack funding and direction. They pitch their idea to five rich entrepreneurial businesspeople, the eponymous "dragons". They have, before the show, named an amount of money that they wish to get, and the rules stipulate that if they do not raise at least this amount from the dragons, they get nothing. In return, the contestant gives the dragons a percentage of the company's stock, which is the chief point of negotiation.

Once the contestant has made their presentation, the dragons then probe the idea further, often revealing an embarrassing lack of preparation on the part of the contestants or uncovering troubling facts, and consequently rejecting the investment." Sounds like a great show.

Here is what Target Transfers reported in the UK on the appearance of the heat press on the TV show:

Peter Jones, probably the most popular and most successful of the Dragons appeared last night in a one hour update special along with Mark Champkins. Mark, a designer and manufacturer, creates and produces the amazing Concentrate line of products for school children under the name of Concentrate Design Ltd. From his Concentrate offices in Hoxton Street North London the filming showed the production process for his neoprene cool lunch bag line which  utilises a 40×50 Hotronix Auto Clam heat press to brand his wonderful products. Mark has seen his sales double since his appearance on the Dragons Den and his tie up with Peter Jones. Marks products have now appeared in most the major high stores such as John Lewis and Sainsburys. To see the latest episode use this link but be quick as it will be gone by Sunday the 30th November 2008 on the BBC iPlayer. 

If you thought it was hard or time consuming to make your own t-shirt using a cutter and heat transfer materials, this video will prove you wrong. Please take a few minutes to watch it. Okay, it's done in high speed but I think it gets the point across about how easy it is to cut your own graphics using CAD-CUT materials and heat apply them with a heat press.  

 It might be off season in most parts of the country to be thinking about golf or patio umbrellas, but if you're thinking ahead, you might want to consider these two niche markets as potential business ideas you can start lining up for the spring. I know most people don't consider these items as something that can be printed with a heat press, but with CAD-CUT materials or CAD-PRINTZ digital transfers, you can create custom golf flags and easily print on large canvas umbrellas.   

If you're a Rube Goldberg fan, you'll really appreciate the video that Target Transfers, a GroupeSTAHL company located in England, has on their website. If you need a laugh, check out the Clusta Rack video. What's a Clusta Rack? You'll find out. Although I sincerely hope you don't have as much time on your hands as the folks who made the video. Target Transfers also has a variety of other How-To videos that you will probably find interesting. And you can see how our friends in the UK solve their heat printing challenges. At least heat printing is easier than the method the guy in the cartoon is using to wash his windows. Here is the description from the Rube Goldberg website, in case you were wondering what the guy in cartoon is doing: Passing man (A) slips on banana peel (B) causing him to fall on rake (C). As handle of rake rises it throws horseshoe (D) onto rope (E) which sags, thereby tilting sprinkling can (F). Water (G) saturates mop (H). Pickle terrier (I) thinks it is raining, gets up to run into house and upsets sign (J) throwing it against non-tipping cigar ash receiver (K) which causes it to swing back and forth and swish the mop against window pane, wiping it clean. If man breaks his neck by fall move away before cop arrives.

VETERAN'S DAY 2008
Today we honor our nation's veterans and I hope everyone will be able to take a moment and remember the men and women who have served, as well as those who are currently serving. I have family members on active duty and I know many GroupeSTAHL associates have loved ones deployed around the world--I am grateful for everything they are doing to protect the freedoms we enjoy. My father and brother also served, one in WWII, one during the Vietnam era and our family was lucky enough to welcome them home but I realize some families have made the ultimate sacrifice and my thoughts are also with these families.  So whether you place a wreath, visit with a veteran, listen to a speech, attend a parade or just take a silent moment, it is important to remember the meaning of  the day, and the people behind the meaning.

I would also like to share an excerpt from a memoir that my mother, Ricki Stahl, put together a few years back that recalls her experiences when my father was in the Marine Corp. The photo shows me with my father,  Ernie Stahl, in 1944. 
The War Years
In 1944, Ernie joined the Marine Corps and was deployed to the Pacific. While Ernie was away, Ricki had to make ends meet the best she could, playing the role of both mother and father for her sons. It was during this time that her father-in-law, AC, approached Ricki to become involved with the family business. She was asked by AC to help with hand cutting felt and other embroidery projects.

Ricki Recalls:

"The war was on and all we had were scraps from the felt company. They were using the material to make lettering from what was used as lining for the soldiers' shoes. So the scraps we got were mostly green and maroon, so when we started cutting lettering, they were mostly green and maroon." Ricki always got the most out of her materials. Today, we call the technique…"nesting."

By this time the imprinting industry had become more specialized, new markets had evolved. A concerned Ricki then asked AC what would be left for Ernie upon his return from the war. AC said "not to worry." He then asked her what she thought about offering customers the pre cut lettering and number product. Ricki agreed it was a good idea and took on the challenge.

Business to Business Marketing

It was Ricki's idea to begin marketing the numbers and letters directly to sporting goods stores. In 1945, they placed an ad in Sporting Goods Dealer magazine. Many customers resulted from this ad and soon they had more business than they could handle. Ricki was involved with every aspect of the business, from answering phones, opening mail orders, accounting, shipping, production and customer service. This was in addition to caring for her household and her young children. "One time, when Ted was two years old," remembers Ricki, "he hid the key to the company and we didn't have a spare. It took me quite a bit of cajoling to get him to tell us where he hid it."

Move to Roseville

In 1946, upon his return from the service, Ernie Stahl and his family moved into their new home on Frazho in Roseville, Michigan. The home also provided an ideal production facility. A large garage served as their new business location that they called The Stahl Felt Stamping Company.

They specialized in die-cut heat-applied lettering and numbers for athletic teams and sporting good stores. Simply because they were business owners, didn't mean they were guaranteed an easy or comfortable lifestyle. Ricki remembers that there were times when the family only made a profit of 37 cents for a week's worth of hard work. "We didn't know that much about gardening, except we knew we wanted to be able to eat. It was summer time and I think my family was tired of Zuccini. I had to use it like meat…. that's what we lived on…Zuccini, eggplants and tomatoes."

 

Did you know you are in the promotional products business? What? You thought you could only use your heat press to print on shirts? Not so...I mentioned yesterday that Hotronix could custom produce a specialty heat press platen for just about any type of item. I wanted to show you these bottle holders that have been decorated using CAD-COLOR Solutions media and a Hotronix heat press. There's really no limit to the type of item you can customize with a heat press. What's the weirdest thing you've ever printed on using your heat press? Or better yet, what's the most profitable thing you've ever printed with your heat press? Share your stories by adding a comment. I would love to hear from you.

No matter what you're hearing on TV, radio or the internet, if you plan to prosper during the coming months, you may have to start thinking outside the box. Or outside of a regular 16" x 16" or 16" x 20" heat press platen. Your Hotronix heat press, if that's what you own, is designed with interchangeable heat press platens. I've blogged about the different stock size heat press platens that we offer before--round sizes to print the ends of bags,etc... But what I want to share with you today is the fact that Hotronix can also create a custom heat platen to make it easier to print odd shaped or other items that would be difficult to print on a standard sized heat press platen. Especially if you have landed a job that requires you to print logos on gloves or even socks! I know one customer who is doing a huge business heat pressing our Vintage Puff material on the bottom of socks to make them slip resistant. Many care facilities go through hundreds of pairs of socks per day. Hotronix created a special platen just for this purpose. So if you come up with a great idea of something that sounds like it would be hard to decorate with a heat press, think again. I know the heat press experts at Stahls' Hotronix will do their best to help you find a solution.  

It's hard to believe that it's already November. As the end of the year approaches, it's a good time to evaluate what you did right this year and what you need to improve upon. If you're a screen printer, you might be interested in going more "green" with heat transfers, cad materials or other heat printing products that don't require clean up or create hazardous waste. Just how green are heat printing products? Many cad materials that aren't made of PVC, commonly known as vinyl, are considered "green" and safer for the environment. Customers of yours that are "green" minded might appreciate knowing that you can offer decorating methods that are less harmful to the environment that screen printing, which could give you an edge over companies that only offer screenprinting as an option.
On another note, I also wanted to help spread the word that you are invited to receive a complimentary pass to the upcoming Imprinted Sportswear Show in January 2009. Here's the information on how to get your FREE entry pass:  

This past weekend I went out to my car to find a small white piece of paper tucked under the windshield wiper. Great, a parking ticket, was my first thought, but since I wasn't illegally parked I quickly realized it was just a flyer. The message was short and sweet--Medium One Topping Pizzas, No Limit, $3.99. The reason? Customer Appreciation Day. The special was for one day only, from a national chain, only at one location. Intrigued by the special (where else can you get a pizza for $3.99?) as well as by the reason for the special, I took a little detour to order some pizzas and speak with the owner. It was early for pizza, but I decided to take home several pies and while I was ordering, I asked the owner how his flyer effort was working out. He said it was early yet but that he had gotten at least 10 orders that he wouldn't have so far. I guess my order made that 11, since I certainly hadn't been planning on purchasing pizza from him. In fact, until I got the flyer on my car, I didn't even know the business was there. "That's the problem," he said. "The city won't allow me to put up a sign on the main street." The business was located in a strip mall/business office park situation that was positioned back from the road, with large parking lots in front of the businesses. It's true, you would never notice the business from the main road, unless you drove in the parking lot. I told him I thought the flyers were a great idea, one that I myself have used many times in the past when I owned several retail engraving stores. If you don't have a location that generates a lot of foot traffic, you need to be more creative in trying to bring customers into your store. Flyers don't need to be expensive. The flyers for the pizza special were printed on plain white paper, 2 up, and then cut in half. He also had the cost of paying someone $10 an hour to distribute the flyers on cars. When people respond to your flyer, it's a good idea to ask them where their car was parked and see if you get a better response from a particular parking lot. If it works for pizza, it can work for t-shirts. What are some ideas for a customer apprecation day that you can offer with a heat press? How about FREE NAMES? For one day only, you can offer to add a name for free if they purchase the shirt in your store. Whether you use die cut lettering or can cut your own with a  cad-cutter, you will most likely not lose money on the sale. Which is more than I can say for the pizza store owner. $3.99!