Impressions - October/November 2012 - (Page 58)

talking shop Embroidery production Embroidery Parties Can Net New Customers These informal get-togethers can be valuable tools for showcasing your work. Here’s how to organize one. By Connie R. smith, Contributing Writer inding new and clever ways to bring in new customers is a challenge. After being in the embroidery business for more than 30 years, I had to come up with fresh ideas every few months. Traditionally, there always have been mail-outs; newspaper, television and radio ads; and so on. To seal the deal with today’s prospective customers, you need to get creative. A few years ago, I decided to invite some friends to my house and showcase my embroidered items. I called the occasion an embroidery party. Everyone I asked f to attend had known for years what kind of work I did; plus, I had done embroidery for most of the people who attended. However, they didn’t know all of the different things that could be created for any imaginable occasion. It took lots of work, but in the end it was worth the time. SETTING UP It’s best for your first party to include six to eight friends. You can increase the number of guests later, but you should ensure you have enough time for everyone. There will be lots of questions. If you have a helper who thoroughly knows your business, a larger party may work for you. Your first party also should be personal. Invite friends you really know; they should be people who will give you feedback, but also buy from you. You can use a catalog from a vendor or make a small catalog of items that would fit the theme of the party. You can cut the catalog pages apart, place them in sheet protectors and add them to the sample designs binder. Next, gather all of the items you want to showcase. You don’t need to embroider each item, but having a large selection will show just how much you have to offer. Do your research and make sure the items you show are available. So don’t buy closeouts or anything your supplier may have discontinued. Having a rack on which to hang things is very helpful and it ensures items are easy to show. I made hang tags with information, such as available sizes and colors, and placed them on each item. That way, when people are interested they can see if their desired sizes and colors are offered. WHAT TO OFFER Making samples on the “slow” days is the way to go. First, make a list of a few occasions for which someone would need a gift. Perhaps you can start with a baby shower, birthday or wedding. Of course, Christmas is the biggest holiday and having parties earlier in the year during a slowdown can give you a big advantage. Offering free names with each order or other incentives can yield a big-time increase in profits. You also can offer to store prospective customers’ orders until needed, and even gift-wrapping services will be very appealing to busy mothers, business owners and those that just aren’t good at it. Shipping is a great way entice someone impressionsmag.com For your embroidery party presentations, it’s fine to use the same colors in several designs. For example, for a baby shower design you can use light pink, dark pink, light blue, medium blue, yellow, light green, tan, and even black for outlines and detail. 58 Impressions | October/November 2012 http://www.impressionsmag.com

Table of Contents for the Digital Edition of Impressions - October/November 2012

Impressions - October/November 2012
Contents
First Impressions
From the Show Director
FYI
Product Gallery
ISS Conference
Embracing Digital Technologies
DTG vs. Dye Sublimation
Digital Products Preview
High-Performance Fashion Yields a Technical Edge
How To Sell More With Every Order
Shop Spotlight
Embroidery Production
Screen Printing Production
Online Directory
Screen Printing Technique
Digital Decorating
Business to Business
Classifieds
Ad Index

Impressions - October/November 2012