Impressions - August 2015 - 41

These are some examples of how to break up any niche or interest area into subgroups so you have
enough potential business to develop on a regular basis. Working from left to right, any of the topics can
have multiple subtopics and opportunities.

lost work to the low-ball new guy? Or the
committee has a new chairperson who
"knows a guy who prints T-shirts." Just like
that, your established relationship is gone,
along with the work.
There's no product loyalty. This is why
big companies that sell commodities work
so hard to develop their particular brands,
the awareness of which is expensive to
advertise and promote. Think soft drinks,
bottled water, orange juice, bacon, chicken
and so on. Brands have more apparent
value and generally command a few cents
more over the unknown generic.
The real value is in specialization, or
niche development. Your goal is to specialize
in a particular segment of a broad category.
This can more than double or triple your
profit and make you the established supplier
for your chosen segment. To really dominate
a particular niche, you must approach it systematically in multiple ways.
impressionsmag.com

FINDING YOUR NICHES
Focus on niches where you have a personal interest and passion, which enables
you to "talk the talk" and "walk the walk"
on a peer level. You also can engage on
a higher level. The content you post on
social media (Facebook, Twitter, forums,
your blog) will connect and have greater
meaning than someone who knows nothing about the subject.
If you want to see how this works, pick
up a copy of Field and Stream or Men's
Health. Look at the titles of the articles.
They're specific and aimed directly at the
problems of that market. Use this exact
approach as you develop your niche areas.
Beyond your own interests, look for
niches where participants' passions run
high. You want people who are hard core
and extreme - almost obsessed with the
cause. The more they're into it, the greater
the chance you can connect with them.

Believers are totally focused on their
causes or interests and couldn't care less
about people who don't share their beliefs.
Start making a list of the areas with which
you personally identify. Label them as
"high-passion" or "low-passion," and pick
two to four high-passion areas.
The next step is to determine if the interest area is big enough to develop. Will
you stay local, or go regional or national in
your focus? For example, if you're targeting high-school band programs, there may
be enough local business. If you're targeting historical railroad enthusiasts, you'll
need to expand your reach. Fortunately,
the ability to put up web pages and shopping carts to reach anyone on the Internet
is much easier than ever before.
Determining the potential niche size
can be easy or complicated. This is where
your personal knowledge comes in. Search
for "associations about," "blogs about,"
August 2015 | Impressions

41


http://www.impressionsmag.com

Impressions - August 2015

Table of Contents for the Digital Edition of Impressions - August 2015

Impressions - August 2015
Contents
First Impressions
From the Show Director
FYI
Product Gallery
ISS Conferences
On Design
FLEECE: Classy Comfort
Quality Control
Give ’Em What They Want
Niching Down
Shop Spotlight
Embroidery Design & Digitizing
Embroidery Production
Screen Printing Production
Screen Printing Technique
Digital Decorating
Classifieds
Online Directory
Ad Index
Impressions - August 2015 - CT1
Impressions - August 2015 - CT2
Impressions - August 2015 - Impressions - August 2015
Impressions - August 2015 - Cover2
Impressions - August 2015 - 1
Impressions - August 2015 - Contents
Impressions - August 2015 - 3
Impressions - August 2015 - First Impressions
Impressions - August 2015 - 5
Impressions - August 2015 - From the Show Director
Impressions - August 2015 - 7
Impressions - August 2015 - FYI
Impressions - August 2015 - 9
Impressions - August 2015 - 10
Impressions - August 2015 - 11
Impressions - August 2015 - 12
Impressions - August 2015 - 13
Impressions - August 2015 - 14
Impressions - August 2015 - 15
Impressions - August 2015 - Product Gallery
Impressions - August 2015 - 17
Impressions - August 2015 - 18
Impressions - August 2015 - 19
Impressions - August 2015 - 19a
Impressions - August 2015 - 19b
Impressions - August 2015 - ISS Conferences
Impressions - August 2015 - 21
Impressions - August 2015 - On Design
Impressions - August 2015 - 23
Impressions - August 2015 - FLEECE: Classy Comfort
Impressions - August 2015 - 25
Impressions - August 2015 - 26
Impressions - August 2015 - 27
Impressions - August 2015 - 28
Impressions - August 2015 - 29
Impressions - August 2015 - Quality Control
Impressions - August 2015 - 31
Impressions - August 2015 - 32
Impressions - August 2015 - 33
Impressions - August 2015 - 34
Impressions - August 2015 - 35
Impressions - August 2015 - Give ’Em What They Want
Impressions - August 2015 - 37
Impressions - August 2015 - 38
Impressions - August 2015 - 39
Impressions - August 2015 - Niching Down
Impressions - August 2015 - 41
Impressions - August 2015 - 42
Impressions - August 2015 - 43
Impressions - August 2015 - Shop Spotlight
Impressions - August 2015 - 45
Impressions - August 2015 - Embroidery Design & Digitizing
Impressions - August 2015 - 47
Impressions - August 2015 - 48
Impressions - August 2015 - 49
Impressions - August 2015 - Embroidery Production
Impressions - August 2015 - 51
Impressions - August 2015 - 52
Impressions - August 2015 - 53
Impressions - August 2015 - Screen Printing Production
Impressions - August 2015 - 55
Impressions - August 2015 - 56
Impressions - August 2015 - 57
Impressions - August 2015 - Screen Printing Technique
Impressions - August 2015 - 59
Impressions - August 2015 - 60
Impressions - August 2015 - 61
Impressions - August 2015 - Digital Decorating
Impressions - August 2015 - 63
Impressions - August 2015 - Classifieds
Impressions - August 2015 - Ad Index
Impressions - August 2015 - 66
Impressions - August 2015 - Cover3
Impressions - August 2015 - Cover4
Impressions - August 2015 - O1
Impressions - August 2015 - O2
Impressions - August 2015 - O3
Impressions - August 2015 - O4
Impressions - August 2015 - O5
Impressions - August 2015 - O6
https://www.nxtbook.com/emerald/impressions/202412
https://www.nxtbook.com/emerald/impressions/20241011
https://www.nxtbook.com/emerald/impressions/20240809
https://www.nxtbook.com/emerald/impressions/20240809S
https://www.nxtbook.com/emerald/impressions/20240506
https://www.nxtbook.com/emerald/impressions/202404S
https://www.nxtbook.com/emerald/impressions/202404
https://www.nxtbook.com/emerald/impressions/202403
https://www.nxtbook.com/emerald/impressions/20240102
https://www.nxtbook.com/emerald/impressions/202312
https://www.nxtbook.com/emerald/impressions/20231011
https://www.nxtbook.com/emerald/impressions/20230809
https://www.nxtbook.com/emerald/impressions/2023
https://www.nxtbook.com/emerald/impressions/20230506
https://www.nxtbook.com/emerald/impressions/202304
https://www.nxtbook.com/emerald/impressions/202303
https://www.nxtbook.com/emerald/impressions/20230102
https://www.nxtbook.com/emerald/impressions/202212
https://www.nxtbook.com/emerald/impressions/20221011
https://www.nxtbook.com/emerald/impressions/20220809
https://www.nxtbook.com/emerald/impressions/20220506
https://www.nxtbook.com/emerald/impressions/202204
https://www.nxtbook.com/emerald/impressions/202203
https://www.nxtbook.com/emerald/impressions/20220102
https://www.nxtbook.com/emerald/impressions/202112
https://www.nxtbook.com/emerald/impressions/20211011
https://www.nxtbook.com/emerald/impressions/DigitalDecorator_2021
https://www.nxtbook.com/emerald/impressions/20210809
https://www.nxtbook.com/emerald/impressions/teamactivewear_2021
https://www.nxtbook.com/emerald/impressions/202106
https://www.nxtbook.com/emerald/impressions/202105
https://www.nxtbook.com/emerald/impressions/imp_0421_digital
https://www.nxtbook.com/nxtbooks/impressions/202103
https://www.nxtbook.com/nxtbooks/impressions/20210102
https://www.nxtbook.com/nxtbooks/impressions/202012
https://www.nxtbook.com/nxtbooks/impressions/dd_fall2020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/impwessons
https://www.nxtbook.com/nxtbooks/impressions/20201011
https://www.nxtbook.com/nxtbooks/impressions/202009
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2020fall
https://www.nxtbook.com/nxtbooks/impressions/202008
https://www.nxtbook.com/nxtbooks/impressions/20200607
https://www.nxtbook.com/nxtbooks/impressions/202005
https://www.nxtbook.com/nxtbooks/impressions/dd_2020
https://www.nxtbook.com/nxtbooks/impressions/202004
https://www.nxtbook.com/nxtbooks/impressions/202003
https://www.nxtbook.com/nxtbooks/impressions/202002
https://www.nxtbook.com/nxtbooks/impressions/202001
https://www.nxtbook.com/nxtbooks/impressions/201912
https://www.nxtbook.com/nxtbooks/impressions/dd_2019
https://www.nxtbook.com/nxtbooks/impressions/201910
https://www.nxtbook.com/nxtbooks/impressions/201909
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019fall
https://www.nxtbook.com/nxtbooks/impressions/201908
https://www.nxtbook.com/nxtbooks/impressions/20190607
https://www.nxtbook.com/nxtbooks/impressions/201905
https://www.nxtbook.com/nxtbooks/impressions/201904
https://www.nxtbook.com/nxtbooks/impressions/201903
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019spring
https://www.nxtbook.com/nxtbooks/impressions/201902
https://www.nxtbook.com/nxtbooks/impressions/201901
https://www.nxtbook.com/nxtbooks/impressions/201812
https://www.nxtbook.com/nxtbooks/impressions/dd_2018
https://www.nxtbook.com/nxtbooks/impressions/201810
https://www.nxtbook.com/nxtbooks/impressions/201809
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018fall
https://www.nxtbook.com/nxtbooks/impressions/201808
https://www.nxtbook.com/nxtbooks/impressions/201806
https://www.nxtbook.com/nxtbooks/impressions/201805
https://www.nxtbook.com/nxtbooks/impressions/201804
https://www.nxtbook.com/nxtbooks/impressions/201803
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
https://www.nxtbook.com/nxtbooks/impressions/201802
https://www.nxtbook.com/nxtbooks/impressions/201801
https://www.nxtbook.com/nxtbooks/impressions/201712
https://www.nxtbook.com/nxtbooks/impressions/201710
https://www.nxtbook.com/nxtbooks/impressions/201709
https://www.nxtbook.com/nxtbooks/impressions/201708
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017fall
https://www.nxtbook.com/nxtbooks/impressions/20170607
https://www.nxtbook.com/nxtbooks/impressions/201705
https://www.nxtbook.com/nxtbooks/impressions/201704
https://www.nxtbook.com/nxtbooks/impressions/201703
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017spring
https://www.nxtbook.com/nxtbooks/impressions/201702
https://www.nxtbook.com/nxtbooks/impressions/201701
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer
https://www.nxtbook.com/nxtbooks/impressions/201612
https://www.nxtbook.com/nxtbooks/impressions/201610
https://www.nxtbook.com/nxtbooks/impressions/201609
https://www.nxtbook.com/nxtbooks/impressions/201608
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016fall
https://www.nxtbook.com/nxtbooks/impressions/20160607
https://www.nxtbook.com/nxtbooks/impressions/201605
https://www.nxtbook.com/nxtbooks/impressions/201604
https://www.nxtbook.com/nxtbooks/impressions/201603
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
https://www.nxtbook.com/nxtbooks/impressions/201602
https://www.nxtbook.com/nxtbooks/impressions/201601
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
https://www.nxtbook.com/nxtbooks/impressions/201512
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
https://www.nxtbook.com/nxtbooks/impressions/201510
https://www.nxtbook.com/nxtbooks/impressions/201509
https://www.nxtbook.com/nxtbooks/impressions/201508
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
https://www.nxtbook.com/nxtbooks/impressions/20150607
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
https://www.nxtbook.com/nxtbooks/impressions/201504
https://www.nxtbook.com/nxtbooks/impressions/201503
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
https://www.nxtbook.com/nxtbooks/impressions/201502
https://www.nxtbook.com/nxtbooks/impressions/201501
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
https://www.nxtbook.com/nxtbooks/impressions/201412
https://www.nxtbook.com/nxtbooks/impressions/201410
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
https://www.nxtbook.com/nxtbooks/impressions/201409
https://www.nxtbook.com/nxtbooks/impressions/201408
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
https://www.nxtbook.com/nxtbooks/impressions/20140607
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201404
https://www.nxtbook.com/nxtbooks/impressions/201403
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201402
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20130607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201303
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20111011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201103
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201102
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201101
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook2010
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20101112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100708
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201004
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010winter
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201003
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201002
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200909
https://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook_200906
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201001
https://www.nxtbookmedia.com