Impressions - January/February 2022 - 29

Online Stores at Your Service
For decorators wanting to service clients with medical uniforms, employee
recognition and gift-giving opportunities, online stores are a
must. Says Naumovich: " The days of just delivering 12 cases of decorated
apparel, and they sort it out, [are] over. "
Naumovich has built a solid business offering webstores to his
clients, with some being active for only two weeks while some are
perpetual. " Each employee gets a code, they choose one item and put
their code in, " he says. " The code ensures the employee doesn't order 10
things. They don't pay anything. The hospital picks up the entire bill. "
Tom Rauen, president, 1-800-TSHIRTS, also offers webstores for
doctors' offices and similar healthcare companies. " We set it up as a
corporate store, and it's ongoing, " he says. " When they've got new
employees, the person just gets on and orders whatever he or she
wants for work.
Rauen says another way the webstores are being used is for employee
recognition and awards. " When the company hits a goal or there is
some kind of internal contest, either the team or the individual gets
a $100 gift certificate to the online store, " he says. " Employees also
get rewarded for work anniversaries this way.
" We had medical clients who were giving a lapel pin or a plaque,
but we persuaded them that apparel is an incentive that people enjoy
more, " he continues. " In addition, it helps promote their brand, and
it creates loyalty among employees, as they feel more a part of the
culture when they are wearing logoed merchandise. "
Capitalizing on Events
Create a calendar of upcoming healthcare and wellness events, like
Breast Cancer Awareness Month, and reaching out to past and
potential clients about how you can fulfill needs to promote their
fundraisers, says alphabroder's Hopkins.
Rauen gets his company on newsletter e-lists for doctors' offices
and healthcare companies. " These types of events come up at the
same time every year, " he notes. " And they are usually announced in
a company newsletter, so get on that list. On the back page is often
a calendar of events. In fact, you might even see a photo of a team
that ran a charity 5K and realize you didn't do the shirts for it. This
way, you have a heads up to contact them next year about doing
their racewear. "
The biggest reason you should be considering the healthcare niche,
says SanMar's Herman, is because it's such a goldmine of opportunities.
" This growing market includes so many segments, from
retail medical and non-acute (surgery centers and outpatient care),
to acute care (hospitals). Within each of these categories are many
departments, which all have a need for a wide assortment of apparel
and promotional products. "
Naumovich says he likes the healthcare niche due to the professionalism
and preparation of the clients. " The people you work with
have their act together, " he says. " They have a marketing department
and, in general, they have artwork to present to you. They also understand
how purchasing and POs work. Once you have worked with
them for a while, you gain their trust, and they start to appreciate
your time and efforts as much as you appreciate theirs. "
Deborah Sexton is the former editor of Impressions. Since 2001, she has run
her own marketing company, Saracen Communications, doing press releases,
newsletters, ghostwriting, web copy and social-media management for
companies in the decorated-apparel industry. For more information or to
comment on this article, email Deborah at dsexton@sbcglobal.net.
The healthcare industry makes use of
online stores to allow employees to choose
rewards for an anniversary or contest,
or for company gifts during the holidays.
Photo courtesy of Primo Designs.
JAN./FEB. 2022
P.29
Impressions - January/February 2022

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