Facts, Ideas and Thoughts
The screen printing business alone currently nets over $8.9 billion each year with over 35% of that revenue being generated by small businesses and the remaining market share by large apparel companies. The industry will continue to grow, benefiting from continued acceleration in consumer spending and disposable income growth as well as a constant, ongoing need for marketing materials for our target customers; small businesses.
Ohio has 850,961 small businesses, according to the most current federal data available. Small businesses are our primary customer base but we will begin to focus on the individual online consumer as well.
Increasing spending and disposable income will likely drive more consumers to purchase custom T-shirts via e-commerce. Printful, an online on demand screen printer/drop shipper based in California and North Carolina reported over $42 Million in sales in 2015. Our current e-commerce model is set up in much the same fashion but has been lacking any marketing or advertising at the moment. I plan to add some exciting design elements to the online design tool as well as fill the site with great sample designs to attract buyers. By using social media marketing and advertising we will be driving traffic to the site with well placed, well timed ads as well as enticing sample photography to increase web traffic and sales.
Larger custom orders will also be the focus of the first 90 days. We need to revamp marketing materials as well as redesign some elements of the website to showcase the products we offer and the quality of our work. High quality photos of our products will also be used in a full scale Social Media Marketing Campaign using Instagram, Facebook, Twitter, Pinterest and others. Small businesses, churches, sports teams, entertainment companies and the food and beverage industry are a few target clients I will be networking with in order to drive sales for larger orders.
I will set aside new business outreach days where I will network with marketing and event planning professionals for their event and branding related projects. I would also like to look into participating in cultural events and festivals with some of our custom designs ready made for sale ie. a booth at Columbus Pride, booths at smaller business expos, etc.
Our front of store display area is lacking in vibrant, sample designs to inspire walk in customers. While our location is not a typical storefront there is no reason that we cannot encourage walk in traffic. Our front showroom area should be filled with amazing samples and a display such as shown above.