I’ll be the first to admit that this industry has completely ruined me for shopping. More and more frequently my friends will say things like, “Look at this cute tote bag,” and I’ll look at the tag on the inside to see who made it. Recently, while on a cruise, my husband got me a Sangria that came in a souvenir cup which he, very sweetly, gave me permission to look to see who made it. Heck, the sunglasses I bought in retail I could have gotten from Hit for free!
That being said, there is something that will make me drop any amount of money. If you put the logo of Northern Illinois University or my beloved Huskies on something, I will pay for it-especially when it comes to a T-shirt. There is something comforting about a T-shirt with the logo of my alma mater that gives me warm fuzzies. Maybe it’s the memories of bad dorm food, great friends and never enough social gatherings that make me feel like I’m a kid again.
So, here I am, every year, standing in the middle of the NIU’s Village Commons Bookstore, deciding which items I’ll go with this year. There are racks and racks of T-shirts, sweatshirts, polos, etc. Some are ladies’ cut, some unisex, all different colors and decorations. And I’m not just buying for me-we have to get something for our godson, and, of course, something for the dog. It’s quite a process. So, what makes one item better than another? Why would I choose certain things over others? And what the heck does this have to do with promotional sales?
It’s simple. By knowing what makes me, someone who is in the industry and knows so much about decoration and pricing, spend $25 on a shirt, I know how to help my customers create apparel that will be unique, impactful and loved by all end-users.
1. Fabric Must Be Soft. Think jammy soft. To get a truly great T-shirt, stay away from the traditional 6.1 oz. or 5.5 oz. heavyweights. Those have their purpose and make great sleep shirts and shirts to paint in, but a great shirt must be comfortable. Gildan (64000) and Port and Company (PC150) both have very inexpensive versions of ring spun cotton that are economical.
2. Fit and Function. Be clear about what kind of fit people can expect. It’s hard to predict what size people will want, but if you only offer Large and X-Large, most of the recipients will add them to the sleep-shirt pile. Most events end up with a bell curve of sizing: 5 percent small, 15 percent medium, 30 percent large, 40 percent extra-large, 10 percent 2XL. The tag size is just one factor: You must be clear if it is a unisex shirt, or if it comes in men’s and ladies’ sizes. If there are men’s and ladies’ options, clarify the fit for the ladies’ item-is it a junior fit or a women’s cut? For example, the 64000 mentioned above is a great go-to shirt, but the ladies’ version is a junior cut. You are better off just offering the unisex and saying that women can size down rather than having unhappy ladies bump up two sizes. (Trust me, we will always be flattered to go down a size and never be happy having to go up.)
3. Make It Cool. One-color, one-location is the bread and butter of our industry, which means it’s been done. So, offer something different that your customer will want to wear. Something just like the distressed logo on that Old Navy T-shirt they love. Or add a liquid metal or some kind of mixed media for a cool effect. If your budget is small or you don’t have an art department to work with, consider using Vantage’s logo drop program. They have a variety of cool logo designs that can use your clients’ information to make something spectacular.
4. Make It Yours. Okay, so you have chosen the shirt, explained the fit and have the decoration. How do you make it unique to you so that you have a customer for life? Make it yours by private labeling the inside. No one really cares that it is a Jerzees shirt or an Anvil shirt, but if they see your label on the inside and they love it, the next time they go to get one they will remember your name. Or, let your customer private label them. There are many screen printers that have the ability to print on the inside back yoke. Why not give your customer some more branding space (and make a little extra money)? The first place I look when I have a shirt I really love is the inside yoke to see the washing instructions, so you can be sure someone will notice.
5. Time for the Upsell. Every time you give a quote you should include something related. It’s no different with T-shirts. There are lots of things you can add to these. How about a T-shirt/cap combo? Target Graphics even offers a cool way that you can imprint with a contest code which they run on their side, a great way to make it more interesting.
Just like with any promotional item, sell what you like. Watch how you make your own decisions and you will find the perfect way to sell the perfect item to your client. Even if you always lead with the basic 6.1 oz. old school one-color/one-location, try adding on something with a little flair. You never know what they could end up with!
Jessica Gibbons-Rauch currently works for Concord Marketing Solutions and has served on the board for PPA Chicago. She has been in the industry for almost 10 years after receiving her degree from Northern Illinois University, Professional Sales program. While clearly a HUGE Huskie Football fan, she also enjoys running, fashion and plays a mean bari sax! You can reach her at [email protected].
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The opinions expressed here are solely those of the contributor and do not necessarily represent the positions of Promo Marketing, its staff or its publisher.
