Impressions - April 2017 - 49

Know Your niche
Apparel decorators who attain business from certain types of sports teams usually have some
relationships within the sport. So find a niche and dive into it by researching everything. The same
goes for decorating their jerseys; you must know requirements in detail. Where should numbers be
placed? How big should they be? What are the needs of the athletes?
Also, think about ways to improve jerseys. Do players normally wear short-sleeve shirts, but dive all

Four Rules for Decorators
Decorators must ensure they can serve
not only weekend warriors, but also other
sports organizations.There are lots of potential customers in today's marketplace. Just
remember to think about them and your
business differently so they will continue
needing your services.
The following are four key things team
apparel decorators should know to remain
successful:
1.Teams usually don't know or care
how their uniforms are made. They
may not need to know that it took you
three hours to make, set up and register the
screens.They also may not care that you
spent hours digitizing their JPG logo, or
that you had to make a new screen for each
number.This doesn't mean you shouldn't
build this cost into your quotes, but think
outside the box.
Do you need to screen print those numbers? Why not invest in a vinyl cutter to
decorate with numbers? Is it a good idea
to screen print a dozen four- or five-color
jerseys? Why not invest in sublimation
technology or digital transfers? Don't pigeonhole yourself into being one type of
decorator; be a problem solver for your
customers.
2. Diversify your services. Convenience is important to customers, even if it
means spending more money.Their time is
worth something, so make sure they know
you can be a one-stop shop.This does not
mean you have to be everything to everyone
and potentially hurt your business. Rather,
make sure you establish relationships with
other types of decorators and have them
available to do contract work for you if a
job is out of your realm.Also, consider new
techniques and find new ways to expand
your services.
3. Don't get too close to it. Your
customers don't know much about what
you do or how you do it. I have found that
many people in our industry are too close
to their businesses and the fine details of
getting the work done.This can be a good
thing, but if you push those fine details
onto your customers, it leads to confusion
and regret about doing business with you.

over the floor or field of play? Maybe you should show them some long-sleeve shirts, too. Is it a flag
football team where jerseys tend to get ripped? Try offering more form-fitting garments that will not
be so easily grabbed and torn.

Don't spend so much time sweating the
small stuff, which can cause you to project
your shop's internal issues onto customers.
Make it easy for them to spend money
with you. Going the extra mile for them
often will combat any pricing issues from
your competitors.
4. Provide cutting-edge services.
Be brave, try new techniques or products
and keep an open mind for new ideas.
Attending trade shows, reading industry
publications, becoming an active participant in industry forums and networking
with others can help you stay ahead of

the curve with trends. It is amazing what
you can learn by just listening, and being
a helpful and friendly person.
So don't hesitate to take advantage of
the lucrative team sports marketplace. Just
remember that today's jersey is nothing
like those from past years. 
Aaron Montgomery has been involved with the garment decorating and personalization industry since
2000 and the digital printing industry since 1997.
He co-hosts the 2 Regular Guys industry podcast
at 2regularguys.com, and you can find blogs about
a wide range of topics at aaronmontgomery.info.

Use Info*Action #16 at impressionsmag.com/infoaction

APRIL 2017

P.49


http://www.2regularguys.com http://www.aaronmontgomery.info http://softwareforscreenprinters.com http://softwareforscreenprinters.com http://www.impressionsmag.com/infoaction

Impressions - April 2017

Table of Contents for the Digital Edition of Impressions - April 2017

Impressions - April 2017
Contents
First Impressions
From the Show Director
Overheard
First Look
Scene at ISS
On Design
Team Threads
Perforate Athleticwear Properly
Shop Talk
Embroidery Technique
Embroidery Design & Digitizing
Screen Printing Graphics & Design
Sublimation
Direct-To-Garment
Heat Printing
Ad Index/Online Directory
Classifieds
Impressions - April 2017 - CT1
Impressions - April 2017 - CT2
Impressions - April 2017 - Impressions - April 2017
Impressions - April 2017 - Cover2
Impressions - April 2017 - 1
Impressions - April 2017 - Contents
Impressions - April 2017 - 3
Impressions - April 2017 - 4
Impressions - April 2017 - 5
Impressions - April 2017 - First Impressions
Impressions - April 2017 - 7
Impressions - April 2017 - From the Show Director
Impressions - April 2017 - 9
Impressions - April 2017 - Overheard
Impressions - April 2017 - 11
Impressions - April 2017 - 12
Impressions - April 2017 - 13
Impressions - April 2017 - First Look
Impressions - April 2017 - 15
Impressions - April 2017 - 15a
Impressions - April 2017 - 15b
Impressions - April 2017 - Scene at ISS
Impressions - April 2017 - 17
Impressions - April 2017 - 18
Impressions - April 2017 - On Design
Impressions - April 2017 - Team Threads
Impressions - April 2017 - 21
Impressions - April 2017 - 22
Impressions - April 2017 - 23
Impressions - April 2017 - Perforate Athleticwear Properly
Impressions - April 2017 - 25
Impressions - April 2017 - 26
Impressions - April 2017 - 27
Impressions - April 2017 - Shop Talk
Impressions - April 2017 - 29
Impressions - April 2017 - Embroidery Technique
Impressions - April 2017 - 31
Impressions - April 2017 - 32
Impressions - April 2017 - Embroidery Design & Digitizing
Impressions - April 2017 - 34
Impressions - April 2017 - 35
Impressions - April 2017 - 36
Impressions - April 2017 - 37
Impressions - April 2017 - Screen Printing Graphics & Design
Impressions - April 2017 - 39
Impressions - April 2017 - 40
Impressions - April 2017 - Sublimation
Impressions - April 2017 - 42
Impressions - April 2017 - 43
Impressions - April 2017 - Direct-To-Garment
Impressions - April 2017 - 45
Impressions - April 2017 - 46
Impressions - April 2017 - Heat Printing
Impressions - April 2017 - 48
Impressions - April 2017 - 49
Impressions - April 2017 - Ad Index/Online Directory
Impressions - April 2017 - Classifieds
Impressions - April 2017 - 52
Impressions - April 2017 - Cover3
Impressions - April 2017 - Cover4
Impressions - April 2017 - I1
Impressions - April 2017 - I2
Impressions - April 2017 - I3
Impressions - April 2017 - I4
Impressions - April 2017 - I5
Impressions - April 2017 - I6
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