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Accessory To Success
In this episode of The Joe Show, Managing Editor Joe Haley features all sorts of functional and innovative accessories. Interested in a product that will be a surefire hit with golfers, or perhaps the ultimate cell phone case that can prevent anyone from dropping their phone? To find these products and more, check out this new edition of The Joe Show by clicking here. |
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Trend Alert: Mirrored Sunglasses
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| The Hipster II mirrored sunglasses (654105) from American Greenwood Inc. (asi/35500) offer 400 UV protection and a comfortable, fashionable design. |
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Sunglasses are having a "reflective" moment, but it's nothing to be sad about. Mirrored sunglasses are making waves in summer fashion, appearing in a variety of lens shapes, sizes and colors. "Mirrored lenses are very hot right now," says Aaron Bradley, sales and marketing director at American Greenwood Inc (asi/35500). Retailers and designers alike are featuring these reflective "sunnies" as a must-have for the summer. H&M and Forever 21 offer mirrored sunglasses in hues of pink, yellow, purple, and blue as part of their summer lines. The tabloids are littered with photos of celebrities donning designer brand versions of these reflective shades from labels such as Marc Jacobs and Ray-Ban. "Anytime you have celebrities wearing a certain style, it will inevitably show up in the younger markets," says Bradley.
American Greenwood Inc. is featuring promotional mirrored lenses in its current product lineup. The supplier offers two styles of the glasses: Wayfarer sunglasses, called "Hipsters," and aviator-style sunglasses named "Pilots." "We are always keeping an eye on trends; you have to if you want to be successful in this industry," Bradley says. He views sunglasses as one of the most successful giveaways a company can offer. "When people are wearing sunglasses, they are usually having a good time, whether it's on the beach, on a boat, or in a car with the top down," he says. "If people see your brand name when they are having a great time, then they will automatically view your brand in a positive way."
Another positive aspect of sunglasses' sales is that they're not just appropriate for a few niche markets. Although the most likely candidates would be event planners, outdoor festivals and company picnics, any market is a good market for sunglasses. Bradley believes that as long as the sunglasses are in style, you can sell them to any company that is working to gain recognition. He adds: "If you give out sunglasses that people will wear, you will get unlimited mileage for your brand." |
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Sales Challenge: Improve E-Mail Marketing
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E-mail marketing is one of the top lead-generation strategies for small businesses today. A new report from Constant Contact shows that nearly 60% of small businesses actively attempt to grow their e-mail marketing subscriber lists "at all times." Meanwhile, exclusive data from Counselor magazine's upcoming State of the Industry issue indicates that 59% of industry suppliers plan to increase their e-mail blasts through 2013. Nonetheless, simply getting more subscribers and sending blasts are not guarantees that your e-mail marketing will be a success. You have to take the right approach – to be strategic. Here are a few tips for upping the open rate on your e-mail campaigns and generating more business-building impact:
Craft An Eye-Catching Subject Line: Your subject line has to grab the attention of recipients, who are likely scrolling through a laundry list of other e-mails. "We often recommend to our customers to think of the subject line as if it was a newspaper headline," says Pamela Starr, Constant Contact's area director for the southeastern U.S. Bear in mind, says Starr, that folks often open e-mails on their phones, so it's critical to keep the subject line short – between five and seven words or less than 50 characters. That way, it will appear correctly regardless of the size of the device with which it is being opened.
Get Your Timing Right: Think about the times your customers or intended recipients would generally like to read their e-mails. When might they be most receptive to reviewing an e-mail about promotional products? "There's no single standardized time during the week or day that will maximize all open rates," says Starr. "But if you test out different times, you will find one that works the best for you and your customers."
Deliver Content People Want: Tracking your customers' interests and segmenting your e-mail list can significantly improve the open rate on your campaigns. By sending customers information on items or topics that tend to interest them, you stand a better chance of having your marketing e-mails opened. Says Starr: "This makes them look forward to your e-mails, knowing that they are more likely to enjoy the content and promotions contained within them." As part of her e-mail marketing, distributor Heidi Thorne sends her blog to customers and prospects who have opted-in to receive each new post via e-mail. Knowing what suits this audience, the president of Thorne Communications (asi/344244) eschews being "salesy" in the blogs and instead tailors content to be consultative. "Often I'll focus on how to use products and apparel effectively in marketing programs," says Thorne. "I'm not hammering away on prices."
Personalize Your Message: Everyone has received an e-mail from brands in which it is embarrassingly clear that the senders didn't give much of a thought to the people who would be receiving it. Failing to personalize a message can result in recipients swiftly sweeping your messages into trash folders. Says Starr: "Incorporating simple approaches such as including their name in the e-mail, or a coupon you know that a particular customer will like, can go a long way in making the customer feel appreciated." |
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Rate the Counselor Power 50
Counselor magazine is now compiling its Power 50 list for 2013 – which recognizes the industry's most powerful individuals – and it's looking for feedback from the industry. Click here to see the list of last year's Power 50 and let them know whether you think the members are more or less influential today than they were a year ago. Or, if you know of someone who should be on the list but isn't, please write his or her name and company information in the space provided.
Thank you for your input. Rate and nominate now – click here.
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How To Sell It: Pet Apparel
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| Patterned pet bandannas likes these (602-2160/602-2162) are a hit with buyers everywhere from colleges to veterinary hospitals and dog clubs. The jazzy pooch head coverings could form part of any promotion in which dog lovers are among the intended end-users. Available from Promopet (asi/79698); www.promopet.com; 888-558-1709. |
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When it comes to family, every member counts – right down to our furry, four-legged pals. As adorable as their big, innocent eyes can be, however, sweet stares do little for our pets during their outdoor adventures, as they are inevitably exposed to the elements. According to Kimberly Damp, sales and marketing coordinator at Promopet (asi/79698), apparel for pets has "exploded" in popular demand over the past couple years for just that reason. "Modern-day pets have become as spoiled on climate-controlled living conditions as their people, so being outdoors makes them more susceptible to misery when left in the heat or the cold," Damp says. "Cuteness aside, apparel for pets can actually be beneficial to their health and happiness."
Marketers have been quick to catch on to the vitality of pet apparel promotions. Some products that have been known to sell best are those that are durable, easy to wash, and stretch to fit varying shapes. "Soft, breathable cotton is also very popular, especially in the warmer months," says Damp.
There is a broad spectrum of audiences to market to when promoting pet apparel. For instance, "A collegiate market is definitely an area where this trend does great," says Damp. "Alumni love to include their furry children in their school pride by dressing them in a shirt or jersey that features their school's colors or alma mater." Bud Roberts, sales manager at Marathon/Prestige Lines (asi/68707), says: "Veterinaries and kennel clubs are some alternative places to keep in mind, for obvious retail purposes."
Although tees and hoodies are a growing fashion in pet apparel, one product is universally sought-after by consumers. "You can't go wrong with offering pet bandanas of all shapes and sizes," says Roberts. Damp agrees, noting the item is very versatile. "They work great for any organization wanting to promote pet wellness, adoption, or rescue," she says. "Plus, they're a fun way to jazz up your cat or dog's appearance." |
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ASI Radio: Helping With Client Events
On the ASI Internet Radio Show, the hosts offered their advice for helping with clients' special events. Should you be on-site to coordinate everything? How far in advance should you ask about upcoming company milestones?
Click here to listen to the call-in segment. If you missed the show, a recording is now available at www.asicentral.com/radio. Log on at 10:30 a.m. ET each Tuesday to check the show! |
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Automatic Color Change: The ability of a multi-needle commercial embroidery machine to follow a command to change to another specified needle with a different thread color.
Welt: A strip of material seamed to a pocket opening as a finishing and strengthening device; a covered cord or ornamental strip sewn on a border or along a seam.
Yoke Back: A piece of fabric that connects the back of a garment to the shoulders. This allows the garment to lie flat. |
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Bullet (asi/42424) has announced the Crazy Cruise Sale, which features a 20% discount on its Cruise Sunglasses (SM-7822) through June 30.
Fersten Worldwide (asi/53974) has officially launched its Freight 500 Program that offers customers free UPS Standard Ground shipping for all orders over $500. For more details, e-mail info@fersten.com.
Graphic Solutions Group has released a new dual-core emulsion called Kiwocol PolyPlus ER that dissolves instantly, stains mesh less, and offers better resolution than a photopolymer. For more information, contact GSG at marketing@GOGSG.com.
Graphics One, LLC (asi/14975) is currently offering a two-for-one printing plan in which a customer purchasing the OKI pro920WT printer will also receive a C711G CMYK printer free of charge. Details regarding the printing plan are available at www.graphicsone.com/go-2-for-1-printer-plan.html
Kanata Blanket Company (asi/63723) has moved its showroom to the Promo Expo showroom, located at 422 N. Rivermede Rd., Unit 14, Concord, ON. Stephanie Lancaster will continue to promote the Kanata line from her new office and can be reached at steph@kanatablanket.com.
Madeira USA has announced it is distributing a new and exclusive appliqué material, Reflectra brand Stitchfoil. Available in 40 designs and colors, it creates reflective effects. For additional information, contact Alice Wolf, marketing communications director for Madeira USA, at (800) 225-3001, ext. 107 or awolf@madeirausa.com.
Prime Line (asi/79530) is now offering InsideOut Imprinting, which allows for decoration on the inside of select bags. Check out the select items at bit.ly/15QP5ue and find more information at www.primeline.com.
Roland DGA Corp. (asi/18201) has been recognized by Underwriters Laboratories Environment for creating three products that meet some of the world's most demanding standards for low emissions of volatile organic compounds into indoor air. These products include two ink cartridges and one line of removable wall decals. To learn more, visit www.rolanddga.com.
SanMar (asi/84863) has debuted 12 new fabrics in its fashion-forward District collection, as well as 50 new tops, bottoms and accessories for men and women. Visit www.districtclothing.com for more information.
Stromberg Brand Umbrellas (asi/89955) has announced that Rachael Malinowski has been hired as a marketing and sales specialist.
Transfer Express (asi/91804)is now offering a free PDF download of its 2013 transfer pricing guide in English, French and Spanish. Visit www.transferexpress.com to access the free download. The supplier has also released six eye-popping colors in its transfer line, including neon yellow, neon pink, neon lime, neon blue and neon orange.
Vastex International has introduced a new junior vacuum pallet that enables screen printers to brand the underside of two hat brims simultaneously.For more product information or to place an order, call (800) 482-7839 or visit www.vastex.com.
Workhorse has introduced a larger model reclaiming sink sized to wash two standard automatic 23"x 31" screens or a single large-format screen. For more information, click here. |
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Greg Norman Polo
This Greg Norman jacquard knit polo shirt (GNS3K417) delivers the performance features golfers want along with a respected name brand that's all about high-perceived value. Perfect for the links or a casual day at the office, the 100% polyester polo uses Play Dry moisture management technology to whisk sweat away, keeping wearers dry and comfortable. Sizes run S-3EXL. Available from Vantage Apparel (asi/93390).
Selling Tip: This polo is perfect for golf fundraisers or corporate golf events in which the intended end-users are "C-suite" executives. |
Q: I have a customer that is looking for a yoga-type pant with side or back pockets. It doesn't have to be a yoga pant per se, but the customer likes that type of fabric. Can you help please?
A: Blanks Plus (asi/40642); (213) 629-0006; www.blanksplus.net; has several lounge pants with pockets, specifically item CSJ603, a cotton spandex pant with drawstring waistband and side thigh pocket.
Brandwear (asi/41545); (303) 733-0410; www.brandwear.ca; has a similar offering – the Zoe Women's Pocket Pant. Complete with zippered pocket for keys, credit cards and cash, this pant is made from 87% nylon and 13% spandex jersey.
Selling Tip: IBISWorld, a leading market researcher, named yoga and Pilates studios as one of the fastest growing domestic markets in 2012. Continued strong growth is predicted through at least 2017. As such, this earthy, health-conscious market is a strong one to target for sales of yoga pants, organic cotton T-shirts, and recycled polyester performance wear.
Q: I have a golf team that is looking for the Tommy Bahama-type shirts and I can't seem find them anywhere! I would appreciate a little help!
A: Apparelstar Inc. (asi/36539); (702) 269-4521; www.apparelstarimports.com; carries hundreds of these festive shirts, including products RJ-325, 363, 374, 400, and 477. All are 100% cotton Hawaiian button-downs.
Also, consider product 1015 from Edwards Garment Co. (asi/51752); (800) 253-9885; www.edwardsgarment.com.
Lastly, check the time-zone difference, then call Island Traditions of Hawaii (asi/62927); (808) 845-6677; www.islandtraditions.com. You can find Hawaiian shirts in all colors and prints, made from 55% cotton/45% polyester "double-dyed" wrinkle-and fade-resistant fabric. Try items 1275, 1100, and more.
Selling Tip: Tommy Bahama shirts and similar styles can be a casual hit for coastal resorts, tropically-themed restaurants and bars, petting zoos, tourism bureaus, and more. |
July 16-18, Chicago
ASI Show
(800) 546-3300; www.asishow.com
July 26-27, Nashville
Embroidery Mart – EAST
(800) 866-7396; www.nnep.net
Aug. 4-6, Las Vegas
ISS Shows
(508) 743-0532; www.issshows.com
Aug. 7-8, Long Beach, CA
The SAAC Show
(805) 484-7393; www.saac.net
Aug. 13-15, Shreveport, LA, Jackson, MS, New Orleans
Advantages Roadshow
(800) 546-3300; www.advantagesroadshow.com |
Aug. 14, Knoxville, TN
PPAMS Knoxville Road Show
(615) 465-8109; www.ppams.com
Aug. 22, Bloomington, MN
UMAPP Selling Solutions Showcase Room Show
(651) 734-9767; www.umapp.org
Aug. 24-27, Ft. Lauderdale
Fort Lauderdale Gift Show
(678) 285-3976; www.ftlauderdalegiftshow.com
Aug. 25-28, Marlboro, MA
New England Apparel Club Show
(781) 326-9223; www.neacshow.com |
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