Impressions - Team & Spirit Apparel - Spring 2014 - 6

By Greg Kitson,
Contributing Writer

Find and cultivate involved parents to boost school and team business.

ooking for a way to tap into the school or
kids' team markets, but don't have the
time and staff to develop dozens of contacts or deal with the paperwork? The solution
may be standing right in front of you: a super
(and unpaid) natural sales rep in the person of
a supportive mom (or dad) helping out at soccer
games or soliciting volunteers at PTA meetings.
The right, highly organized, plugged-in parent can have an incredible impact on your business, boosting sales, expanding your reach and
- with the proper tools - freeing you from
myriad coordination and order-taking tasks.
I learned about "super moms" 20 years ago
when I was ﬁ rst introduced to decorated apparel
and school programs. Since then, I've come to
recognize these moms (and nowadays, some
dads) as valued resources. Back then, I made
time to personally visit schools and help take
their garment orders during their lunch hours.
But as my business grew, I realized this approach
was too time-consuming. There really had to be
a better way.
Looking around that lunchroom - and the
Pee Wee football games and kiddie dance classes
- I realized that each of these organizations had
a mom who was always hovering on the sidelines
asking how she could help. This is the mom you
see with the clipboard taking stats and making
sure every kid has a water bottle with his or her
name on it.
The super mom seems to know everyone -
kids, coaches and parents - and wants everyone

6 * Spring 2014

to be happy and feel involved. This includes identifying with the team or group - something for
which I could partner with her to make happen
for everyone's beneﬁt.
Through the years, I've typically worked with
three or four super moms at a time, each of whom
has served as a primary contact for school and
athletic organizations and bringing in orders
for thousands of garments. Finding these super
moms begins with knowing what to look for.
These are individuals who have relationships
with the group you are seeking to reach, coupled
with a desire to organize everything they touch.
They are known for getting things done.
They are highly involved, often chauffeuring
their own and others' children to practices for different teams or groups several times a week, and
they need something to do while the kids are on
the ﬁeld or dance ﬂoor. They also are big on the
team concept and are eager to bring others - kids
and adults - into the fold. In a nutshell, they have
strong organizational skills, time and desire.

SEARCHING FOR SUPER MOM
A good place to start your search for a super
mom is with the elementary school secretary.
Mention any past business you have done with the
school, explain that you have new items, and ask
who would be best to talk to about fund-raising,
character-building, anti-bullying programs, etc.
- any cause that T-shirts could support.
The school secretary will identify the parent that is involved, has the right skill set and

Impressions - Team & Spirit Apparel - Spring 2014

Table of Contents for the Digital Edition of Impressions - Team & Spirit Apparel - Spring 2014