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AT THE SHARP END
“Actually, we are
– Bill Soutar is the Managing Director of EmbroidMe UK
Bill owns the UK master franchise for EmbroidMe. Prior
to launching EmbriodMe into the UK Bill held director
roles with Edinburgh Crystal, Collins & Hays and the
in the marketing
Tabletop Group
business”
This month Bill Soutar, Managing Director of EmbroidMe UK, discusses the benefits of business cards and why embroidered
corporate shirts become a business card of sorts...
There is a common, sarcastic, muttering which
often emanates from the marketing manager of
“what you are trying to put over with your message and
large organisations during internal inter-
how it will be perceived”? Putting a logo on a shirt is easy.
department meetings, in response to off-the-cuff
Putting it on to be effective and to get the right values
suggestions about improving performance in the
across is a little more difficult.
market place, “oh yeah everybody is a marketeer.”
Actually, we are in the marketing business! after engaging someone in conversation and joint embroidery and print solution with the key
assessing their potential as a client or a marketing elements of the logo embroidered on the front
I never cease to be amazed by how many people communicator on our behalf. left chest, (projecting the integrity of the business,
come into the store and ask about having their promoting the key values and providing a quality
logo put onto appropriate clothing and in The second issue is “what you are trying to put appearance). On the rear (or on the front
response to what seems an obvious question, “let over with your message and how it will be occasionally, depending on whether you are
me see your logo” they say “oh I don’t have a card perceived”? Putting a logo on a shirt is easy. mainly customer facing) the information and
on me”. Putting it on to be effective and to get the right additional graphics are printed fairly boldly to
values across is a little more difficult. meet the needs of what is essentially advertising,
It’s not that we would find it difficult to quote getting your information or message across.
in the absence of such detail, but it does raise a One of the frequent requests we get from the
couple of issues at the outset (well at least for me small business community at the outset of an In essence, for people out on the road or in
with my sales and marketing background). enquiry is to embroider the logo, the strap-line, contact with the potential customer base, the
the address, the phone number and the email corporate shirt is your business card and, as with
These cards are printed to ensure that you can address on the front left chest!. Not easy, but the business card, why would you be seen without
get your image and message across when you are possible, although it probably won’t look pretty. it? For all businesses, wearing the corporate shirt
in the company of, or marketing to a potential Then there follows the discussion on what it is helps provide recognition, information and should
client or messenger. Well for those of you who that the client is trying to achieve by promoting convey the impression of integrity and
join one of the local or national networking clubs, himself in “his live-in business card”. That’s where commitment.
who isn’t a potential client or messenger? In the conversation turns to the basics of core
other words when wouldn’t you have cards business values, recognition, advertising, In the world of the middle market embroiderer,
available? Anne, my other half and the sales information etc. the additional process of personalising or further
dynamo of our organisation is forever passing out adding individuality to the garment only increases
cards, no matter what event she attends, usually Advice taken and followed often produces a the benefit to the client and that is a niche that I
believe is worth investing in. The beauty of having
“the corporate shirt is your business card and, as with the
a marketing background allied to our technical
knowledge in terms of embroidery and printing is
business card, why would you be seen without it? For all
that time spent with the potential client helps
businesses, wearing the corporate shirt helps provide assure him or her that they are getting not only a
recognition, information and should convey the impression
good product and service, but good advice as well.
of integrity and commitment.”
After all, not everybody is a marketer!
44 P R I N T W E A R T O D A Y AUGUST 2007 www.mayerhousebusinessmedia.co.uk
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