Printed apparel has been a popular tool in the hands of brand marketers in the last three decades. With innovations in digital printing technology such as ‘direct to garment’ or DTG, it has become easier to bulk-produce hundreds of pieces of apparel with very sophisticated imagery, in short spans of time.
Printed apparel also makes it easy to personalize the giveaways, creating segmentation and differentiation in the marketing process. As a result, DTG has become part of the marketing and branding strategy in various industries. Bags, t-shirts and satchels are being emblazoned with the company logo and tagline and given away at events.
However, to effectively integrate printed apparel in your marketing strategy, one must keep in mind various factors.
Research your target audience
Before you rush your preferred designs to the printer, be clear about what your target audience would appreciate. Each industry thinks differently, so it’s important to use colors and create images or messages that resonate with the industry or company. What is funny to one person is frivolous to another, and what is classy to one can be boring to another.
Plan every batch size correctly
Giveaways like printed apparel have a clear target audience and shelf life. Never print large volumes of apparel in order to cut costs or reinforce the same message often. Unlike printed collateral where there is no emotional bonding with the giveaway, when it comes to printed apparel, people take it personally and enjoy variety or surprise.
Learn from the Internet
The Internet is a large online store for printed apparel, and showcases a wide variety of materials, designs, and trends. Ensure your marketing department is well tuned to this, so that you are up to date with the latest in printed apparel.
Don’t overdo your branding
A T-shirt that is cluttered with brand messages and is screaming for attention is a strict no-no. Neither will the prospects use it themselves nor would they circulate it among friends and family, which defeats the purpose. Stay subtle, stay classy and stay respectful of the user when you design printed apparel. This convinces them that you put their feelings ahead of yours, which makes them bond with you better. Isn’t that why you are giving it in the first place?
Be clear about the cost implications
Printed apparel that is used as giveaways or gifts can be an expensive option. In addition to the raw material and printing costs, one must factor packaging, labeling, and shipping costs. So, marketers must be clear as to when, where and how these will be used. Only then can they create maximum impact and justify the costs.
Use the right mix of marketing and sales
Even as you give away the printed apparel to employees and prospective clients, keep your eyes open on methods of monetizing them. For example, they can be given to vendors and used to negotiate prices down. They can be sold for a small price at public events that are sponsored by your organization. And leverage online media, to do all of these. All this will help you offset the costs and improve returns on the marketing investment.
Finally, be patient
Leveraging printed apparel for branding and marketing is a choice, like any other. There are no guarantees or metrics on how much of an impact it can make in your overall marketing strategy. It’s difficult to estimate the incremental sales revenue from each ingredient of marketing. Look at the larger picture, and the long term always, while going in for such methods.
Printed apparel also makes it easy to personalize the giveaways, creating segmentation and differentiation in the marketing process. As a result, DTG has become part of the marketing and branding strategy in various industries. Bags, t-shirts and satchels are being emblazoned with the company logo and tagline and given away at events.
However, to effectively integrate printed apparel in your marketing strategy, one must keep in mind various factors.
Research your target audience
Before you rush your preferred designs to the printer, be clear about what your target audience would appreciate. Each industry thinks differently, so it’s important to use colors and create images or messages that resonate with the industry or company. What is funny to one person is frivolous to another, and what is classy to one can be boring to another.
Plan every batch size correctly
Giveaways like printed apparel have a clear target audience and shelf life. Never print large volumes of apparel in order to cut costs or reinforce the same message often. Unlike printed collateral where there is no emotional bonding with the giveaway, when it comes to printed apparel, people take it personally and enjoy variety or surprise.
Learn from the Internet
The Internet is a large online store for printed apparel, and showcases a wide variety of materials, designs, and trends. Ensure your marketing department is well tuned to this, so that you are up to date with the latest in printed apparel.
Don’t overdo your branding
A T-shirt that is cluttered with brand messages and is screaming for attention is a strict no-no. Neither will the prospects use it themselves nor would they circulate it among friends and family, which defeats the purpose. Stay subtle, stay classy and stay respectful of the user when you design printed apparel. This convinces them that you put their feelings ahead of yours, which makes them bond with you better. Isn’t that why you are giving it in the first place?
Be clear about the cost implications
Printed apparel that is used as giveaways or gifts can be an expensive option. In addition to the raw material and printing costs, one must factor packaging, labeling, and shipping costs. So, marketers must be clear as to when, where and how these will be used. Only then can they create maximum impact and justify the costs.
Use the right mix of marketing and sales
Even as you give away the printed apparel to employees and prospective clients, keep your eyes open on methods of monetizing them. For example, they can be given to vendors and used to negotiate prices down. They can be sold for a small price at public events that are sponsored by your organization. And leverage online media, to do all of these. All this will help you offset the costs and improve returns on the marketing investment.
Finally, be patient
Leveraging printed apparel for branding and marketing is a choice, like any other. There are no guarantees or metrics on how much of an impact it can make in your overall marketing strategy. It’s difficult to estimate the incremental sales revenue from each ingredient of marketing. Look at the larger picture, and the long term always, while going in for such methods.
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