Impressions - April 2019 - 25

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Now is a great time to take the plunge into
direct-to-garment (DTG) printing - with
the ideal vendor or distributor partner.

DIY DTG Marketing
Once you've chosen the right DTG distributor and invested in a printer, it's time to market
your services to current and prospective customers. Doing this doesn't require a huge budget.
Easily acquired industry relationships, a website, basic analytics knowledge, strategic social media and creative prospecting can be just as effective.
1. No minimums. Take a look at your competitors online; how many of them are advertising no
minimums? The answer, most likely, is very few. The reason they don't is because they don't
have the confidence to reliably produce one-off, custom-printed shirts. On your website's
homepage, boldly let your customers and prospects know that you provide full-color prints
with no minimums.
2. Contract work. Capitalize on the bulk of new business and develop a relationship with
competitor screen printers in your area. Introduce your DTG capabilities, and bring them
samples and enticing contract pricing. If they don't have a DTG printer, they are struggling to service clients who bring in low-volume orders. Eliminate their struggle by giving
them an easy solution to pass off low-minimum jobs.
3. Your website. A well-laid-out website is essential for highlighting your services and
promoting your business. Do not fear website creation; today, they are easy to acquire and
often are free or inexpensive to host. There are numerous template-based, drag-and-drop
sites that will work beautifully for your needs.
4. Social media. Marketing via social media can be as expensive and complicated as standard
SEO work. Don't obsess over it; spend money elsewhere. Part of the beauty of social media is that it's free, so take advantage of that and don't get suckered into expensive ad
campaigns.
5. Hit the streets. Find companies in your area that need apparel, create a custom logo or
borrow their existing logo from the Internet and make a sample. Take it to their location,
include special pricing, and sell yourself and your shop's capabilities. Be proactive and
use one-off printing to your advantage by offering personalized samples that will wow your
prospects.

What to Look For

What to Avoid

1. Longevity. Only established companies should be included on
your short list. A vendor or distributor that boasts an impressive
track record likely will be around for the long term.
2. Presence. Look for a company with a national footprint. A
vendor with a nationwide sales and support network is in a much
better position to have resources to provide help exactly when you
need it, especially if you prefer actually speaking to someone on
the phone. Many DTG brands also provide 24/7 online learning
centers that teach customers how to use their printers and troubleshoot any issues via short videos, along with insider tips to help
them get ahead.
3. Diversity. Look for a distributor partner that can help you
diversify as you grow. Starting small with a single decorating offering is great, but you always should strive to expand into other
areas. Talk to a vendor about how it can help you expand your
business in the future, then partner with a company that can help
you reach those goals.

1. Price shopping. We all have budgets, but don't be swayed by companies offering too-good-to-be-true cost savings. Pennies saved upfront
usually end up costing too many dollars in the long run. Planning for
success by investing a reasonable amount in your new DTG printer
will help you achieve longer-term success.
2. Mediocre customer reviews. Real customer experiences can tell
you so much more than clinically aggregated data from hundreds of
faceless buyers. That's why you should do your due diligence when
researching vendors. Talk to people you know and solicit their recommendations. Go online, read company reviews and check out what
people say in forums. Also, don't be afraid to create a post asking for
feedback on a vendor or a product.
3. Lack of support. Look for a vendor that will be there after you've
signed on the dotted line and received your machine. Will a rep visit
your shop to train you and your staff ? Can you reach someone 24/7
if you have questions or problems? Is there an online training center?
What about the warranty?
APRIL 2019

P.25

Impressions - April 2019

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