Marketing Advice
Be remembered, not replaced!
Colin Sinclair McDermott, aka The Online Print Coach, stresses the importance of why showing up consistently and staying visible to your customers matters.
I
t’s a scenario that I see play out far too often: a loyal customer needs more branded apparel, but instead of calling you, their trusted printer, they search online, pick another supplier, and place the order. Not because they were unhappy, but simply because they forgot about you. In the rush of their day, your business slipped from their mind.
It’s dangerously easy to become invisible. But the good news? This is a problem you can fix, and it starts with consistent, helpful marketing.
Why staying visible matters
When a customer requests a quote, they’re not just asking for a price. They’re also silently asking: • Can you help me? • Do you understand what I’m trying to achieve? • Can I trust you to deliver on time?
Responding with a quick price and nothing else leaves you forgettable. But taking a moment to personalise your reply, ask clarifying questions, or suggest an option they hadn’t considered turns a transaction into a conversation, and conversations build relationships. Relationships, in turn, build loyalty. Most customers don’t leave because of bad service; they leave because someone else was simply there when they needed something. If you’re not in front of your customer consistently, your competitors will be.
The power of consistency
The most successful garment decorators right now aren’t necessarily the ones pouring money into flashy ads. They’re the ones who show up regularly, offering something genuinely useful. This might look like: • Posting real examples of recent jobs, so prospects see your capabilities.
• Sharing helpful tips on garment care or design ideas. • Sending email or direct mail campaigns that educate, not just promote.
www.printwearandpromotion.co.uk
• Following up on quotes to start conversations, rather than waiting passively.
It’s tempting to think you need a ‘big idea’ to market effectively. But in reality, what works is discipline, the commitment to keep showing up with helpful, relevant content.
Reviving quiet customers
Those silent customers who ordered heavily last year but have since disappeared? They’re not necessarily lost. Often, they simply haven’t had a reason to think about you.
A proactive approach can rekindle these relationships. Send them a tip related to their past orders, a short case study of how you helped a similar business, or a friendly message like: ‘We noticed you haven’t ordered in a while. Here’s something you might find useful’. Not every message will spark an immediate sale, but some will. And sometimes, that’s all it takes to reopen the door.
If you only post when you have a discount or offer, you’re already too late. Customers don’t form relationships with businesses that only show up when they want to sell. They connect with businesses that consistently educate, inspire, or entertain them. Regular, useful content, whether it’s a social media post, an email, or a printed mailer, keeps your name fresh in their minds. Then, when they’re ready to order, you’re already the familiar, trusted choice.
The garment decoration industry is competitive, so being remembered is half the battle. By showing up consistently and adding value, you stay visible, and visible decorators get the work.
So don’t let your customers forget you. Share helpful content. Follow up on quotes thoughtfully. And make it easy for your clients to remember why they loved working with you in the first place.
August 2025 | 13 |
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