Impressions - February 2010 - (Page 6)

FIRST IMPRESSIONS Take It Up a Notch DECORATED APPAREL GROUP EDITORIAL OFFICE 1145 Sanctuary Parkway, Suite 355 Alpharetta, GA 30009 (770) 569-1540, (800) 241-9034; Fax: (770) 569-5105 ADVERTISING ASSOCIATE PUBLISHER LAURIE GONZ • (813) 366-2877 LAURIE.GONZ@NIELSEN.COM ACCOUNT EXECUTIVE JEANINE MORGAN • (813) 366-2876 JEANINE.MORGAN@NIELSEN.COM SENIOR ACCOUNT EXECUTIVE — CLASSIFIEDS DIANE KENNEDY • (770) 291-5519 DIANE.KENNEDY@NIELSEN.COM s today’s business climate continues to pose challenges, savvy apparel decorators look for ways to sustain in this increasingly competitive marketplace. Customers’ dollars are harder to find and holding onto them means decorators must offer that winning combination of service, quality and on-time delivery. It isn’t business as usual yet, and that may be a good thing. Too often, successful entrepreneurs rest on their laurels, knowing they have a core business to rely on even when times are tough. For many, that steadfast market niche is corporate accounts, whether for local businesses or national firms. Even if you’ve been providing apparel for a regional insurance agent’s office staff for years, it doesn’t mean that account will stay as active as it has been in the past, as we all pull back to weather this economic storm. Now is the time to rethink every part of your business, including each customer. When it comes to corporate clients, find out as much as you can about their businesses and determine where your products and services can help them with identity and branding. Then, look for new options to offer that can help them take their own company image to the next level. Simply stated, look for the opportunity to upsell new and repeat customers. Today’s suppliers are coming to market with a refreshed array of corporate offerings, from basic to fashion styles. But often, your customers don’t know what options are available. If a specific client has always ordered navy blue woven shirts, have him consider a new style that’s a little more high-end; maybe with a subtle pattern or made of fabric with performance technologies. If you work with a local nursery or garden shop, offer placket choices that are eco-friendlier, such as those made from bamboo or organic cotton. Also, get creative with embellishments, whether offering interesting logo enhancement or a secondary placement on the garment. For instance, in addition to sewing a nice left-chest logo, also suggest embroidering the company name or Web site on the garment’s sleeve, back of the collar or shoulder. It’s a win-win for both you and your client; his staff has an updated look and you are increasing your profits. While we all wait for the overall health of our businesses to improve, it’s up to you to do what it takes to make sure your company remains successful. Continue being proactive, reinvent your marketing strategy and do research to find out how you can meet your clients’ needs. IMPRINTED SPORTSWEAR SHOWS 1145 Sanctuary Parkway, Suite 355 Alpharetta, GA 30009 (770) 569-1540, (800) 241-9034; Fax: (770) 569-5105 SALES GROUP SHOW DIRECTOR NIKKI HOUSTON • (770) 291-5416 NIKKI.HOUSTON@NIELSEN.COM ACCOUNT EXECUTIVE ERIN CIANCIOLO • (770) 291-5486 ERIN.CIANCIOLO@NIELSEN.COM ACCOUNT EXECUTIVE JEANINE GOFORTH • (770) 291-5414 JEANINE.GOFORTH@NIELSEN.COM OPERATIONS OPERATIONS MANAGER EKITA SHAW • (770) 291-5506 EKITA.SHAW@NIELSEN.COM CONFERENCE CONFERENCE MANAGER LAURA CASKEY • (770) 291-5590 LAURA.CASKEY@NIELSEN.COM MARKETING SALES DEVELOPMENT MARKETING MANAGER CECE LOFT • (770) 291-5457 CECE.LOFT@NIELSEN.COM AUDIENCE MARKETING MANAGER EDITOR IN CHIEF ELAINE BARNES • (770) 291-5423 ELAINE.BARNES@NIELSEN.COM To comment on this editorial or to express your views on other matters, address your e-mail to >> February 2010 Nielsen Business Media

Table of Contents for the Digital Edition of Impressions - February 2010

Impressions - February 2010
First Impressions
Product Gallery
Working Wearables
On Design
Buying Equipment on eBay
Finance New Equipment the Right Way
Less Stitches = More Money
How to Find Good Employees
Online Directory
How to Create Textured Ink Effects
Business to Business
Ad Index

Impressions - February 2010