Advice that all Screen Printers should read (from a customer perspective)
*Since there has been some misinterpretation of this post, I would like to preface this by saying that I am just offering my perspective (which I think is relevant, since I am a real customer). I am in no way complaining or ranting. My main point is that most screen printers greatly overlook the power of presentation, specifically on the internet. I stand by that statement very strongly. I think it is one of the biggest ways any printer could increase/improve their business.
Hello,
This is some business advice for all printers, especially those larger fashion oriented printers.
A little background about myself:
I am 25; I own two relatively small yet growing fashion brands. I live in Minneapolis, MN. I am not some young kid or soccer mom with a pipe dream and no business sense; I live off of designing and selling t-shirts. I understand how production works and have great respect for what screen printers do.
My advice:
In my city, there are only a couple printers who can even print 15"x20" plastisol, let alone jumbo, special effects, waterbase, etc. At this point, I absolutely need a printer that is experienced in fashion. So where do I look?? THE INTERNET (of course). I am amazed at how much this industry overlooks the power of the internet/websites. Even if you are just a small mom & pop screen printer, the internet is still the first place anyone looks.
1. As printers, you are focused on the mechanized aspects of running a plant and maximizing efficiency. It's ironic, but very few of you have much interest or knowledge of actual design. However, you must realize that your customers are designers; they are impressed by powerful graphics and compositions. For all the money you spend on machines, please spend a few thousand to develop a site that is not only informative, but also EYE CATCHING.
2. I am also amazed by how few samples are available on your sites -- specifically referring to many of the bigger shops. I've been to several sites who offer belt printing, yet fail to have more than maybe one (low-res) example. That is insane. As a customer, I want to see that you can do what I want. And, you probably already have done it, so show me! (It's akin to a designer, having a portfolio site with none of his work displyed, just a blurb saying he can do everything you want and a contact number.)
3. Also, I want to see your production facility. If I'm sending thousands of dollars across the country to someone I've never met, I at least want to see the inside of their business. YOUTUBE, YOUTUBE, YOUTUBE; it is so easy, so effective, and totally free.
4. Customer service. Listen, I understand that a lot of customers are a pain. I understand that you get a million calls from kids who want you to print them 12 6-color "all-over" prints for the cheap. What you need to realize is out of every 500 kids, there is gonna be one that is the next FUBU, Enyce, Ecko, LRG, Crooks & Castles. With the bigger companies, I have noticed that the customer service is somewhat lacking, probably due to constant harassment from newbies. My advice, hire 1 more sales person devoted to new inquiries. Yeah, thats another $35,000 per year, but it will only take a few orders gained by the improved customer service to make that back and then some.
5. Display your pricelist, minimums, etc. on your website. I know that you may wan't to keep your prices from the competition, but honestly what is the point, they can get them anyway? This is the information age, people are impatient, they want everything now. You will improve efficiency by not having to email your pricelist to every potential customer. The more information available, the less questions you must answer. I can't stress how much I appreciate a site with a price list.
Anyway, just a word of advice for anyone looking to capitalize on a wide opening in a lucrative market. If I didn't hate screen printing, and had the expertise, I would do it.
Eric
Last edited by illnature; March 23rd, 2009 at 03:33 PM.
Reason: removed request for service...
Re: Advice that all Screen Printers should read (from a customer perspective)
Quote:
Originally Posted by liltam
From a "soccer mom with a pipe dream" (and with business sense), thank you for your input. Agree customer service is of the utmost importance.
I'm guessing that I may get jumped on for that "soccer mom with a pipe dream" comment, so let me clarify. I once was a kid who started out making press-ons with my inkjet and an iron. I know what it is like. I'm not making fun of anybody, but in my experience reading this forum, most newbies have ridiculous expectations of printers and no realistic outlook on their business.
For example, all the kids who want all over prints. For one, that fad is already dying. Secondly, a simple, memorable, (and conviently economical) design is usually the most profitable thing you can make anyway -- think "I Heart NY". Thirdly, these printers know what they're doing. It is alot of work to set up a specialty job, and that is why it is expensive. They are in the business to compete and give you the best price possible. So, if the price or minimum's are too high for you, then you just aren't ready for that yet.
There is a lot of pipe dreaming on here; an important thing to consider is wheter you have a real market or just want to make shirts for yourself. If you are just in it for fun, then cool. But, if you are trying to build a real business, then my advice is to take things ONE-STEP AT A TIME. You will be able to handle the minimums, when you are truly ready for it. I understand that people are on a budget, but if you want to play with the big boys, then you gotta play by their rules; it costs money to make money.
Once again, I cannot stress enough, the strength of a powerful 1-color design with a genius slogan/concept.
(This is no way a response to the previous post, just a clarification.)
Last edited by illnature; March 22nd, 2009 at 08:56 PM.
Re: Advice that all Screen Printers should read (from a customer perspective)
While I agree with everything you say, the same could be said from the opposite side of the industry.
I am not by any means a large-scale screenprinter, but even I know enough to take "fashion designers" with a grain of salt.
You may think you have the potential to be the next Affliction, but the fact is, everyone is starting a t-shirt line these days. Keep that in mind as you try to convince printers to bend over backwards for you, even if you aren't only ordering 12 6-color all-overs.
Fact is, the bread and butter of most screen shops is not designer T's; its softball uniforms, promotional shirts, family reunions, etc.
Re: Advice that all Screen Printers should read (from a customer perspective)
Illnature, not to worry. Personally, I thought your comment about a soccer mom (which I am) was a little harsh for this forum. Rodney and the gang have really made this a safe haven for those of us that want to take our pipe dream and turn it into a reality. For that, I am truly thankful.
I am not a printer nor do I want to me. I leave that to the screen printing experts and there are here in abundance. There are many here, like myself, who want to understand the apparel industry and use it to branch out, brand, and introduce freshness into our existing businesses. I am a Producer of an educational video for children. I wish to brand my characters, name, (aloha) spirit and I chose to do that with a small line of infant tees. Just wanted to clarify that.
Personally, I think everyone is allowed to dream and to think they can be among the players. It takes hard work, dedication, doing your homework, marketing, multi-tasking (much like soccer moms have to do), being organized, taking risks, and the list goes on.
My point is that how will you know if you have succeeded without trying?
Re: Advice that all Screen Printers should read (from a customer perspective)
I don't ask printers to bend over backwards for me, that was half the point of the post. I was hinting at the fact that a well designed website does a lot of the work for you. I am fully aware of the backbone of the printing industry (especially mid-level shops), however I bet Afflictions printers are happy that they did not restrict themselves to softball jerseys, just because a lot of designers are flaky.
Just look at a company like Raw Talent or Sunburst. These are companies who have took the time and money to make very nice websites. Raw Talent is listed around #35 on Impressions Magazine "Top Volume list" with a growth rate near 350%; I bet that is mostly due to their web presence. I'm just saying, if you took the time and money to go buy a belt printer or even learn water base printing, then spend a few more dollars to promote it correctly. Even if you are just a local shop, the internet is how I found my local printer too.
Re: Advice that all Screen Printers should read (from a customer perspective)
Agree in general with your comments, but some of the big boys aren't looking for new customers who aren't already large - their shops are setup for 1000 run and larger print runs and they really don't want to garner more business in the numbers below that - take a look at Custom Line in LA - perfect example their minimums are somewhere around 1200 pcs per design in season and that is small run for them. So, some of the shops with the most capability aren't looking for work from a new designer - they simply wait until your line becomes big enough that you are looking for someone with their capabilities and abilities - both technically and in volume throughput and when you are that large these larger shops will be there to serve. In the meantime there are many mid sized shops like ours who will do much smaller minimums and still perform most of the same services as the larger shops, but at the smaller minimums the pricing is, of course, higher. All - in - all I think you have some good points. I don't personally agree with publishing my pricing on the web though - I want my website to drive a phone call to us, as I want to talk to my potential customers, find out what their needs are and how we can help them and without a phone call I don't ever have that opportunity. I would agree the web is very important in this day and age and this industry though and you make good points.
Just .02 from a printers perspective
Dave
__________________ www.spreadingink.com - all over prints, jumbo and full color screen printing
Re: Advice that all Screen Printers should read (from a customer perspective)
Quote:
Originally Posted by illnature
Hello,
This is some business advice for all printers, especially those larger fashion oriented printers.
A little background about myself:
I am 25; I own two relatively small yet growing fashion brands. I live in Minneapolis, MN. I am not some young kid or soccer mom with a pipe dream and no business sense; I live off of designing and selling t-shirts. I understand how production works and have great respect for what screen printers do.
My advice:
In my city, there are only a couple printers who can even print 15"x20" plastisol, let alone jumbo, special effects, waterbase, etc. At this point, I absolutely need a printer that is experienced in fashion. So where do I look?? THE INTERNET (of course). I am amazed at how much this industry overlooks the power of the internet/websites. Even if you are just a small mom & pop screen printer, the internet is still the first place anyone looks.
1. As printers, you are focused on the mechanized aspects of running a plant and maximizing efficiency. It's ironic, but very few of you have much interest or knowledge of actual design. However, you must realize that your customers are designers; they are impressed by powerful graphics and compositions. For all the money you spend on machines, please spend a few thousand to develop a site that is not only informative, but also EYE CATCHING.
2. I am also amazed by how few samples are available on your sites -- specifically referring to many of the bigger shops. I've been to several sites who offer belt printing, yet fail to have more than maybe one (low-res) example. That is insane. As a customer, I want to see that you can do what I want. And, you probably already have done it, so show me! (It's akin to a designer, having a portfolio site with none of his work displyed, just a blurb saying he can do everything you want and a contact number.)
3. Also, I want to see your production facility. If I'm sending thousands of dollars across the country to someone I've never met, I at least want to see the inside of their business. YOUTUBE, YOUTUBE, YOUTUBE; it is so easy, so effective, and totally free.
4. Customer service. Listen, I understand that a lot of customers are a pain. I understand that you get a million calls from kids who want you to print them 12 6-color "all-over" prints for the cheap. What you need to realize is out of every 500 kids, there is gonna be one that is the next FUBU, Enyce, Ecko, LRG, Crooks & Castles. With the bigger companies, I have noticed that the customer service is somewhat lacking, probably due to constant harassment from newbies. My advice, hire 1 more sales person devoted to new inquiries. Yeah, thats another $35,000 per year, but it will only take a few orders gained by the improved customer service to make that back and then some.
5. Display your pricelist, minimums, etc. on your website. I know that you may wan't to keep your prices from the competition, but honestly what is the point, they can get them anyway? This is the information age, people are impatient, they want everything now. You will improve efficiency by not having to email your pricelist to every potential customer. I can't stress how much I appreciate a site with a price list.
Anyway, just a word of advice for anyone looking to capitalize on a wide opening in a lucrative market. If I didn't hate screen printing, I would do it.
Also, any printers capable of oversized fashion printing, special effects, tagging and bagging, please contact me.
Re: Advice that all Screen Printers should read (from a customer perspective)
The relaity I think for most is they are not focused on designers because they come and go, enquiries for printing from this segment of the market come very quick and fast, meanwhile the jobs that pay the bills take a priority.
Unfortunately another problem for screen printers (although you touch on it briefly with the simple design idea) is that you get enquiries from someone who may very well be a brilliant artist and have fantastic images... but it is not always practicle to reproduce them, people think just because their home printer can spit out the image it can be done easily as a screen print! (lots of colours, tones, shades etc)
Pricing is a hrad one as it can vary so much. And once the pricing is there people think they are being ripped off if there 24 colour print that they thought should take 20 mins to prepare screens for becomes an expensive prospect.
I have a strong sales and retailing based background, have attended plenty of training seminars by some of the biggest in the game, the aim is to get in front of your customer, not serve it all up on a plate, you loose lots of genuine customers that way, those just wanting to shop price can do so... elsewhere!
But I think you make a great point about showcasing work... something I am working on myself... unfortunately/fortunately it has taken a back seat at the moment due to my work load
Re: Advice that all Screen Printers should read (from a customer perspective)
If a competitor can just go to your web site and see your prices and then see the designs that you have printed. You have just given them not only about what you charge but a customer list. I think thats why you don't find this on most web sites. When I was in component sales with that information I would have me a new account. Just my thoughts
Re: Advice that all Screen Printers should read (from a customer perspective)
Hopefully you don't take this the wrong way because it's not meant like that... Just playing devils advocate here...
I'm just curious... why don't you open your own screen printing business? You seem to think you have a better way to do things than all the other companies who are actually IN that business and you think you have a model that would work.... Since you stated you don't like doing screen printing, why not just open your own company and hire people to do it for you? Could it be you have these great ideas but are unwilling to risk your own money to prove they work, yet you want others to do it for you?
Why would an existing company, that is already in business and making money, hire another sales person to deal with new clients? As stated above, designers are a dime a dozen. Everyone has pipe dreams... for the 1-2 that actually succeed, there are hundreds if not thousands who appear today and are forgotten tomorrow. In the real world, the probability of finding that 1 in a thousand is exactly that, 1 in a thousand. Casino's make millions of dollars every year catering to those people who think they are the 1 in a thousand... Hard to build a successful business plan hoping for that 1 in a thousand unless you are a politician....
I also don't understand your theory that the $35K for a new customer service person will be made back in just a few orders. At the large volumes and slim margins that most of the larger companies operate on, it would take more than a 'few orders' to make back that $35K.
While you are asking the production companies to look at things from your perspective, I think maybe you should spend a little more time looking at things from their point of view before you start telling them how to run their business and spend their money.....
Re: Advice that all Screen Printers should read (from a customer perspective)
For the record, I wasn't meaning to bash printers at all; I must not have made that clear enough. I don't think in any way that I can tell printers how to do their job. The stuff they do is amazing, especially considering the efficiency they do it at. Trust me, I am not a difficult customer; my printer loves me and they make good money off of me. I was just commenting that most printers are so good and focused on printing that they overlook marketing. It wasn't a rant, I was just giving a genuine opinion from a customer perspective that was meant to be helpful.
Re: Advice that all Screen Printers should read (from a customer perspective)
I don't agree with everything in the OP but illnature has raised some valid points. Far too many businesses have poor customer service. You know when they answer the phone and sound like you just woke them up in the middle of the night.
This is a discussion about Advice that all Screen Printers should read (from a customer perspective) that was posted in the Screen Printing section of the forums.
Advice that all Screen Printers should read (from a customer perspective) 
Re: Advice that all Screen Printers should read (from a customer perspective) 
