Take advantage of social media. Leverage both fan bases and explore the opportunity to serve more customers. Start small. Sometimes it's best not to get carried away with the first project. Run a test case with some set goals and see how you do. Call it a " soft launch. " Learn from that before you build a more robust program. Marshall Atkinson, owner of Atkinson Consulting LLC, is a decorated-apparel industry production and efficiency expert who focuses on operational efficiency; continuous improvement and workflow strategy; business planning; employee motivation; management; and sustainability. He also co-founded a decorated-apparel industry sales and marketing education company called Shirt Lab. For more information or to comment on this article, email Marshall at marshall@marshallatkinson.com. Marketing can be expensive but by pulling together, you can minimize the cost and increase exposure. A pop-up shop is an idea of a fun collaboration that could offer limited-time sales and daily surprises. Use Info*Action #11 at impressionsmag.com/infoaction APRIL 2021 26-29_IMP_0421_Idea_Generator.indd 29 P.29 3/18/21 11:19 AMhttp://www.cit.com/Impressions http://www.cit.com/Impressions http://www.impressionsmag.com/infoaction