That’s why it’s so important to develop a solid stable of clients.
Superior Image just doesn’t “work both sides of the street,” as Donovan puts it.
His business is a contract shop and services just the ASI marketplace of ad specialty suppliers and distributors; he’s made the choice not to sell his services to end-users. “We don’t advertise, and we purposely decided to post just a small sign for our business to minimize the walk-in traffic,” she says.
“We primarily work for ad specialty firms and get our business from word-of-mouth and referrals.” While contract decorating may have its own set of challenges, there’s an incredible amount of business to be had in this area, says Andy Shuman, general manager of Rockland Embroidery Inc.
“They test you, they test you and they test you some more.
And if your quality, service and delivery are excellent, then the volume will come.” Donovan also learned that embroidery is a seasonal business. “If the fleece season doesn’t come, buyers don’t buy fleece,” he says.
“My major marketing tool is being visible in the community,” Thomas says.
She has a storefront in a grocery center on a major thoroughfare in the affluent suburb.
“For example, if you’re a farmer, you know a great deal about crops, animals, equipment and the entire process.
You’re now uniquely qualified to sell decorated apparel to other similar farmers.