Impressions - April 2020 - 41

friends and alumni freely spend money
on products that showcase their school or
team spirit. Your creativity in promoting
the concept will determine the success of
your sales efforts. It's a proven fact that this
is a thriving marketplace, but the trick is
how you get involved.
Remember that schools have few dollars
available for purchasing spirit products.
Thus, offer a fundraising program to support groups - the PTA, athletic and band
booster organizations, etc. - that involves
selling spirit products at sports functions
and special events.You provide the product
while they sell it.
Selling Personalization
At first glance, you may see a sublimated
photo panel in Figure 3, but it's actually a
personalized product. Such products are
all about capturing and preserving life's important moments and priceless memories.
This is an important sales and marketing
concept called "packaging." If the ordinary
is elevated to the extraordinary, coupled
with a touch of emotion and excitement,
the perceived value - and profit margins
- are increased.
Melanie Coakley of Signature Designs
understands this concept all too well and
applies it to everything she does."I had a
customer come in one day who wanted

LOC ATION, LOC ATION, LOC ATION
If you are offering a line of caps, shirts, jackets, etc., with tourist designs and location names, you
are in the business of selling souvenirs - even memories, for that matter. People take great pride
in being able to say, "Been there, done that," which is the purpose of a souvenir product.
For example, Hard Rock Café and Planet Hollywood have built a business around selling souvenir products. In fact, you probably have made the mistake of thinking they were restaurants.
They did, too - in the beginning. However, they found, as you will, that it's not their logos that
sell; rather, it's the location that's printed under the logo. Why? It's because tourists are all
about location.

a poem that her husband had written to
her about their unborn baby girl embroidered on a piece of fabric, which would be
framed and hung in the [baby's] nursery,"
she recalls.
The job wasn't terribly difficult and, if
priced based on the idea of simply being
a decorated piece of fabric, she could've
charged a mere $15. However, Coakley
recognized the poem's deep emotional
meaning, which was almost to the point of
being spiritual.Thus, the job wasn't about
decoration; it was about preserving an important moment in the customer's life.
What would you have charged for this
job? Coakley priced the job at $150 and
got it.

The idea of packaging your products
so that the value is enhanced applies to
everything you do.This, in turn, can have
a profound effect on whether you are regularly gaining or losing jobs.
Here's the relevant point:You sell products that use embellishment to deliver a
message and enhance value. Everything
you do in terms of sales and marketing
should focus on increasing their perceived
value.
To do this well,you must fully understand
the markets you serve so that you also can
understand their needs.This enables you
to choose the right products and pitches
that will support your pricing.
Also, remember to avoid describing

Figure 2

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3/19/20 10:00 AM



Impressions - April 2020

Table of Contents for the Digital Edition of Impressions - April 2020

Impressions - April 2020
First Impressions
From the Show Director
Overheard
First Look
Expo Scene
The Gameplan for Athletic Wear
Call of the Wild (Patterns)
Signs of the Times
Shop Talk
Embroidery Design & Digitizing
Screen Printing Production
Sublimation
Heat Printing
Ad Index/Classifieds
On Design
Impressions - April 2020 - Intro
Impressions - April 2020 - CT1
Impressions - April 2020 - CT2
Impressions - April 2020 - Impressions - April 2020
Impressions - April 2020 - Cover2
Impressions - April 2020 - 1
Impressions - April 2020 - 2
Impressions - April 2020 - 3
Impressions - April 2020 - 4
Impressions - April 2020 - 5
Impressions - April 2020 - First Impressions
Impressions - April 2020 - 7
Impressions - April 2020 - From the Show Director
Impressions - April 2020 - Overheard
Impressions - April 2020 - 10
Impressions - April 2020 - 11
Impressions - April 2020 - 12
Impressions - April 2020 - First Look
Impressions - April 2020 - 13A
Impressions - April 2020 - 13B
Impressions - April 2020 - 14
Impressions - April 2020 - Expo Scene
Impressions - April 2020 - The Gameplan for Athletic Wear
Impressions - April 2020 - 17
Impressions - April 2020 - 18
Impressions - April 2020 - 19
Impressions - April 2020 - 20
Impressions - April 2020 - 21
Impressions - April 2020 - Call of the Wild (Patterns)
Impressions - April 2020 - 23
Impressions - April 2020 - 24
Impressions - April 2020 - 25
Impressions - April 2020 - Signs of the Times
Impressions - April 2020 - 27
Impressions - April 2020 - 28
Impressions - April 2020 - 29
Impressions - April 2020 - Shop Talk
Impressions - April 2020 - 31
Impressions - April 2020 - Embroidery Design & Digitizing
Impressions - April 2020 - 33
Impressions - April 2020 - 34
Impressions - April 2020 - 35
Impressions - April 2020 - Screen Printing Production
Impressions - April 2020 - 37
Impressions - April 2020 - 38
Impressions - April 2020 - 39
Impressions - April 2020 - Sublimation
Impressions - April 2020 - 41
Impressions - April 2020 - 42
Impressions - April 2020 - 43
Impressions - April 2020 - Heat Printing
Impressions - April 2020 - 45
Impressions - April 2020 - 46
Impressions - April 2020 - Ad Index/Classifieds
Impressions - April 2020 - On Design
Impressions - April 2020 - Cover3
Impressions - April 2020 - Cover4
Impressions - April 2020 - ISS1
Impressions - April 2020 - ISS2
Impressions - April 2020 - ISS3
Impressions - April 2020 - ISS4
Impressions - April 2020 - ISS5
Impressions - April 2020 - ISS6
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