Marketing your Decorated Apparel Business

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Marketing your Decorated Apparel Business

  1. 1. Marketing Your Apparel Decorating Business October 16-17, 2009 Welcome to the SWF Extravaganza!
  2. 2. Dana R. Zezzo Vice President of Sales [email_address] Cell: 440.344.5933
  3. 3. Target Marketing Advertising Marketing The Different Routes of Marketing
  4. 4. MARKETING OVERVIEW Identify Markets Identify Potential Identify Products Understanding Vendor Relationships Implement
  5. 5. Target Marketing Advertising Marketing (Hurry up and wait) <ul><li>Targeted Product Samples </li></ul><ul><li>Targeted Self-Promotions </li></ul><ul><li>Targeted Product Specials </li></ul><ul><li>Targeted Support Materials </li></ul><ul><li>SOCIAL??? </li></ul><ul><li>Newspaper </li></ul><ul><li>Yellow pages </li></ul><ul><li>Local Circulations </li></ul><ul><li>$$$$$ </li></ul>
  6. 6. The world of marketing is changing…NOW!
  7. 7. The world of marketing is changing…NOW!
  8. 8. Your Past Life… What did you do before becoming a Branding Merchandising Specialist? Identify Markets
  9. 9. Age Income Gender Blue Collar vs. White Collar Marketing Distance? Identify Markets Basic Demographics
  10. 10. How big is the promotional products industry? Record $19.44 Billion in 2007 Promotional products spending topped: Internet advertising Outdoor advertising Cable TV advertising Source: PPAI 2007 Estimate of Promotional Products Distributor Sales
  11. 11. Source: PPAI 2007 Estimate of Promotional Products Distributor Sales
  12. 12. Source: PPAI 2007 Estimate of Promotional Products Distributor Sales
  13. 13. Top Buyers of Promotional Products by Industry <ul><li>Education </li></ul><ul><li>Financial </li></ul><ul><li>Healthcare </li></ul><ul><li>Not for Profit Organizations </li></ul><ul><li>Construction </li></ul><ul><li>Government </li></ul><ul><li>Trade, Professional Associations & Civic Clubs </li></ul><ul><li>Real Estate </li></ul><ul><li>Automotive </li></ul><ul><li>Professional: Doctors, Lawyers, CPAs, etc </li></ul><ul><ul><li>Source: PPAI Top Buyers of Promotional Products </li></ul></ul>
  14. 14. Identify Potential
  15. 15. Source: PPAI 2007 Estimate of Promotional Products Distributor Sales
  16. 16. Identify Products
  17. 17. Source: PPAI 2007 Estimate of Promotional Products Distributor Sales
  18. 18. Most Popular Promotional Products Know them to sell them! <ul><li>Wearables 30.71% </li></ul><ul><li>Writing Instruments 10.39% </li></ul><ul><li>Bags 7.05% </li></ul><ul><li>Drinkware 6.32% </li></ul><ul><li>Desk Accessories 6.19% </li></ul><ul><li>Calendars 5.51% </li></ul><ul><li>Towels – working on it! </li></ul>Source: PPAI 2005 Sales Volume Estimate
  19. 19. If you own the art, you own the customer. Use your current customers logos to generate more business! Logos Sell!
  20. 21. <ul><li>Breakout Catalogs </li></ul><ul><li>Sales Sheets </li></ul><ul><li>Samples </li></ul><ul><li>Self Promotions </li></ul><ul><li>Vendor Status </li></ul>Understanding Vendor Relationships Tap into a 19 billion dollar marketing engine! <ul><li>Co-op Pricing </li></ul><ul><li>Program Pricing </li></ul><ul><li>Box Stuffers </li></ul><ul><li>Custom Catalogs </li></ul><ul><li>Stay Current (social) </li></ul>Websites – Selling tool or reference?
  21. 22. Did you know for 2009 Vendor Status 2009 Promo Marketing Supplier Excellence Awards Gold Winner - Towels & Textiles category ASI 5-Star Supplier For having an average of at least 4.75 in each rating category. Facebook – Promo35 Elite 8 Counselor Distributor Choice Award Finalist SAGE “ A” Supplier rating
  22. 29. VIRTUAL & SPEC SAMPLES Get it in their hands!
  23. 30. Implement
  24. 31. Think out of the box… ! Or on it!!
  25. 32. Identify Markets Identify Potential Identify Products Understanding Vendor Relationships Implement MARKETING RECAP
  26. 33. THANK YOU Dana Zezzo Vice President of Sales [email_address]

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