Screen Printing - April/May 2016 - (Page 16)

bu s i n e s s p e r s p e cti ves A 5-Minute SAleS And MArketing PlAn There's a world of "expert" advice out there, and for beginners, it can be tough to know where to start. Ross Yamashita has more than 20 years of public relations, marketing, and advertising experience for both local and national companies and brands. He owns a public relations and marketing firm in Las Vegas and is the owner and operator of Naka Apparel, a screen-printing and embroidery shop. Reach him at ross@nakaapparel.com. ross Yamashita W hether you're a small, one-man shop or a large printer running several automatics, most of you wouldn't say no to an increase in sales. Working in marketing for the past 20 years, I know that it's the most overlooked aspect of any business, regardless of its size. But, with only a limited amount of time and budget to spend, what should you prioritize? You won't build a T-shirt empire by marketing in your spare time but, just like in the printing process, if you can become more efficient and learn how to leverage your marketing efforts, you will position yourself to see more benefits with less time and money. look inward Before looking Outward Before beginning any type of marketing campaign, you need to know and be completely honest about what your limits are. Having a clear definition of your services will help make it easier to identify your ideal client. Do you excel at printing variable-data, personalized athletic gear, or do you have a great vintage designer on staff? Perhaps your gear is mobile and you specialize in printing at onsite events. Whatever your forte, your unique skillset correlates with a unique audience. Once you know who to target, look at online directories such as DexKnows or Yelp to find their contact information and input this into an Excel spreadsheet or CRM (Customer Relationship Management) software such as Salesforce. You can do this yourself or hire a Virtual Assistant (VA) to do it for as little as $5 on sites like Fiverr or Upwork. These businesses, like yours, receive dozens of solicitations a day. Stand out by offering the company something they can benefit from. Do research on each company before you contact them, paying special attention to their passions and interests. Many will proudly display the causes they support, such as sustainability or a local nonprofit. You could quickly establish a rapport with them by letting them know your business is dedicated to using eco-friendly products or mentioning a common interest in volunteering. Which Social Media Are right for You? Besides contacting prospective clients directly, the best way for shop owners to reach their target audience is on social media. It's not only free to use (though some platforms also have paid advertising options that can be very cost effective), but you can also reach out directly to the masses to find and connect with your target market. The downside is there are several social media platforms, each with its own unique set of audiences and features, and unless you have a dedicated marketing person or company updating your social media, it's virtually impossible to have a consistently strong presence on all of them. This is why knowing your target audience is critical to help you determine which social media platform is best to connect with potential clients. Here is a brief breakdown of social media platforms and ideas of how you can utilize them: Facebook Find and target Your ideal Client A good question to ask yourself if you want to expand your market is "Who else?" Start by categorizing your business sectors. For example, if you're a B2B printing company, think of types of businesses such as construction companies, medical offices, fitness venues, and so on that need custom apparel. Once you have a list of business types, identify specific businesses in your area to contact regarding your services. Your niche will dictate the best way to reach out to your potential clients. Not everyone uses the phone anymore. Some people may prefer email, text, or messaging through a social media platform as opposed to a phone call. 16 screenprinting Facebook has almost 1.5 billion active users on its site worldwide. While it's currently the king of social media platforms, Facebook users are focused on the past and present. If you print and sell your own apparel or products, Facebook's targeting metrics are the best you'll find on any platform. You can create ads and boost your posts, targeting specific demographics, occupations, income levels, family statuses, and more. twitter Twitter is a favorite amongst many news organizations, and for good reason. Research shows Twitter beats all

Table of Contents for the Digital Edition of Screen Printing - April/May 2016

Screen Printing - April/May 2016
Contents
Editorial Insights
Pressing Issues
New Products
A 5-Minute Sales and Marketing Plan
The Top 5 Art Mistakes and How to Avoid Them
Stencilmaking in the Age of CTS
After the Print: Breaking the Logjam in Finishing
Distributor/Dealer Directory
Classifieds
Ad Index
It Looks Good on Paper

Screen Printing - April/May 2016