Impressions - January 2015 - 50

APPAREL
DECORATORS:
The Holy Grail for PPDs
Here's how to become the decorating shop
that promotional products distributors seek out.
By Mary Ellen Sokalski, Contributing Writer

o, just what are promotional products distributors (PPDs) searching
for in the quest for decoration excellence? We asked dozens of these busy
promotional apparel counselors what they
seek or currently have in a superb contract
decorator. The results? There were ﬁve
distinct categories of performance desired.

practices for decorators. Just ask us for it."
The ﬁrst practice she covets is when merchandise is counted as it comes in, compared to the packing slip. Some charge
extra for the service, but counselors universally claim this is worth it.
Ginish uses the example of an instance
when one of her orders came from over-

1. UNDERSTANDING THE SUPPLY
CHAIN AND ADHERING TO BEST
PRACTICES.
PPDs are seeking alliances with decorators who have their pulse on what will
please their ultimate customer - the
end buyer.
"We don't expect [decorators] to know
everything," says promotional products
counselor Kirby Soffer of Bankers. "But we
hope they have enough insight and experience to understand the distribution chain
- what they're supposed to do and not
do, and what it takes to make our ultimate
customer happy." Basic details - such as
understanding blind shipping, appropriate
labeling and removing labels from boxes,
effectively communicating accurate production times, rush service capabilities,
packaging options and others - are just
some of the factors discriminating counselors like Soffer look for when enlisting
a decorator.
Distributor Molly Ginish of Imagery, who began her business career as an
embroiderer, reinforced this important
criteria. "There is an unspoken list of best
50

Impressions | January 2015

As a decorator, you'll want to provide
several different samples of printed artwork or
logos so that a promotional products distributor
can show what they're capable of delivering
to clients. Photo courtesy of Todd Singleton,
Kaeser and Blair.

seas and had an extremely bad odor. The
decorator called her immediately to expedite an alternative solution. She also
emphasized understanding overrun and
underrun policies, which can make or
break your order - depending on the type
of event or promotion.
Ginish's passion for decoration excellence also requires understanding the
branding nuances in using PMS colors,
either with a thread or ink match. "If the
color is important, if the logo is tedious or
intricate, or the numbers are big, I always
ask my decorator for a sample before the
job is run," she says. "The decorator has to
expect that."
When it comes to prooﬁng, Soffer says,
providing print matrix proofs for approval
prior to production makes the PPD look
great to his clients. "Most decorators don't
do this," he says. "It also ensures that the
called-out printing is done right. On large
orders, a photo preproduction proof can
be provided. It protects everyone."
When shipping, another best practice
is that each box should be clearly marked
with the contents. Soffer's company actually requests a one-color image of the job
on the box, which makes for speedy organization of boxes for check-in.

2. PROVIDING A WRITTEN LIST OF
NUTS-AND-BOLTS SERVICES.
Just as suppliers provide price lists with
service options, distributors want a written list of decorating services provided in
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Impressions - January 2015

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