 | Helen Cherry is the Director of Extremely Outrageous Creations located in Pittsburg. |
Business Consulting
2013-05-29 12:22:34
What is the value of limited runs in logo t-shirts?
Q-I am big on marketing my business wondering if a business of under 10 employees could really benefit from "limited runs" on shirts. We use them in store, but also as promotional items. However, having various designs costs quite a bit and I wonder if the payoff is worth the cost?
A-Let's answer the last question first. Yes, it is worthwhile, if you keep the costs down. Choose a vendor that can handle several small runs and does not over-charge for design and set-up. A smaller shop is more likely to work with you on a design strategy that will work for your limited run branding.
For those that do not know what we are talking about, let me initiate you into the latest trend in branding--limited edition runs. We all know the value of corporate logo apparel. It creates brand awareness, employee unity, and is a visual sign of company professionalism. It also solves issues of dress code and supports approachability between employees and management. As a promotional item it is your name proliferating into the community. Limited runs do that and more.
Limited runs are typically t-shirts which are smartly designed and highly desirable. You create a very limited number of design which increases desirability among your loyal customers. It’s a way to develop and foster good will with a cult following. People love to feel loyal to a business and this is a way to harness that loyalty.
Once, the idea of having a series of limited edition custom screen-printed shirts was something reserved for the big companies with deep pockets. Apple for example has done it for years. Today, many of those shirts are not only highly desirable, but also highly collectable. Those with the prized limited run shirts wear them and become a super-fan, and a super brand ambassador.
How does that convert for companies that do not have a huge built-in base of loyal devotees?
Now that technology platforms support widespread affordability, custom branded clothing is well within the reach of any size business. Smaller companies can shadow the marketing tactics of mega-corporations with ease, and get similar results in creating greater awareness, desirability, as well as employee and community connectivity. It also demonstrates company stability and permanence.
We look forward to seeing your creative mark on the community! Good luck.
