p22,23 Market Focus:Layout 1 16/07/2009 09:37 Page 23
FOCUS ON NEW MARKETS
“
It’s my strong
club/association/event etc can make some more there’s the company providing honeymoon
money. clothing (how niche do you want!). There are a lot
impression that the more
Talk to local petshop owners. If you don’t have of wedding planners out there to talk to.
specialist an activity, the
occasion to visit petshops, the phenomenon of pet Talk to teenagers. Yes, I know it’s painful but they
bling may well have passed you by. The reality is do know what the latest trends are. By the time
likelier the participants
that fashion is the fastest growing sales sector in the big new thing gets out of the clubs and
the trade. You may have seen the “hers and hers” college bars it’s gone mainstream and an
are to want printwear to T shirts with the slogan “one of us is a bitch”. opportunity is lost. Imagine having been first to
announce their
Believe me, that is the tip of the iceberg. There are exploit the surfwear market.
hundreds of items and the ranges are expanding. If the people don’t come to you, go to them.
involvement – this is
One of the zanier examples is a dog-coat styled Just4fun leisurewear focus on the motor racing
about showing off your
like a flying jacket. Customers who will buy pet world, providing an on-course embroidery service.
fashion are highly likely to want to put Rover or The potential is there to use this in a range of
uniqueness.
source of added business – they’re
”
Fluffy’s name on it and retailers report that buying other sectors: equestrianism, sailing regattas, mini-
pet bling becomes a regular habit. It’s highly rugby tournaments all attract both lots of
unlikely that pet shops have the capability to do participants and spectators. It isn’t the easiest way
this themselves. to build a business, but it is a way.
investing in Make friends with your local tourist authority. My There’s a great phrase “when you hit gold, dig
the club, printwear is the ideal way to make experience says that they vary dramatically but right through the mountain”. A lot of businesses
that sponsorship work harder. Some very small they are local authority funded and they are a key miss that trick. Consider which are your best, most
clubs indeed have sponsorship. Remember, too, source of information on events and attractions, regular clients and then aim to sell to other
that playing strips are only a small part of the not to mention hotels, guesthouses and pubs. One businesses in that sector. Care is needed – if you
potential. There are tours and events as well. visit could give you access to events in your region sell the same idea to your existing client’s toughest
Local newspapers offer another potential for a whole year, plus updates. competitor you’re likely to lose business, not gain
source of clients – the advertisers. “You Right let’s talk internet because the web should it. But the advantages are big for both parties. You
advertise in the Gazette so buy printwear” is a throw up a mountain of opportunities and ideas, understand the business sector already, you’re
crummy sales pitch. But stressing the local which it will do if you are disciplined about what aware of the issues, you know when they go to
potential to reinforce the advertising message you’re looking for and how you approach it. Let’s exhibitions, you’re aware of some dos and don’ts.
is a real proposition. Be aware of advertising start with ideas. Google search “niche apparel” This is a real positive to the customer and gives
rates in the local newspaper. The cost of that and you’ll find stories from lots of relevant you great confidence when selling. Your existing
ad, multiplied by 52, will usually dwarf the cost businesses, most of them in America. One example best customer will know others in the sector who
of printwear. Any ad which promises a new is the business which has focused on providing are not competitive and if asked will, in most
store opening, a new product range on offer or yoga clubs with a range to sell to members. Then cases, supply an introduction.
a special event should have you round to their
premises hotfoot. Such businesses will
probably have already bought (or rejected)
printwear, but they may not even have thought
about it.
If the big charities can make revenue by selling
printwear then so can the small ones. I was
once shown a list of charities that ran to
hundreds – just for the county of Devon! Some
of the small ones are so small as to be
effectively inactive, but there’s a lot of
potential and it’s a proven revenue generator
for them. Contact the Charity Commissioners.
Consumer magazines are by their nature
national, but again the potential is there. Let’s
take a simple example – classic cars. My
researches suggest that just about every car that
you can think of that you would call ‘classic’
(and some you wouldn’t) has a dedicated
owners’ club. They have rallies, websites and
some have a lot of members. The same applies to
motorcycles. There are practical reasons related to
spares why people join these clubs but they also
want to wear their hearts on their sleeves.
It’s my strong impression that the more specialist
an activity, the likelier the participants are to
want printwear to announce their involvement –
this is about showing off your uniqueness. For
instance, millions of people go fishing (the
biggest activity sport in the country), but the
sales opportunities are with those hunting, say,
shark, conger, pike and carp. There are specialist
magazines for the various enthusiasms.
A jaunt round my local WH Smith gave me a
dozen titles covering such different enthusiasms
as shooting, extreme sports, camping and
caravanning, martial arts and so on. The classified
ads feed you the business opportunities and
they’re a comfortable sale because you’re
proposing a means whereby the
www.printwearandpromotion.co.uk August 2009 | 23 |
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