Q: I’m looking for some creative ways to market to local businesses. Can you share some tips?

I started my garment-decorating business many years ago. I began my industry career as a screen printer focused on selling to other businesses in my small college town community. I found three methods to reach and sell to these businesses that worked best for me.

First, when I began my business, I acquired a handful of local customers. One had been a former employer while I was a college student. To promote my screen-print services, I ran print ads in the local newspaper and campus newspaper as well. These were simple and duplicate ads showing the photo of a different local customer in each holding up a garment I’d printed for them. The copy said, “When XYZ company (bookstore, tavern, sorority) needs custom printed apparel, we call …”

My hope was that people would think: “If XYZ company buys from you, then you must be OK, and I want to buy from you too.” It’s the warm and fuzzy philosophy. You want your potential customers to have that warm and fuzzy feeling about buying from you. We all know someone who has been burned in one way or another by a decorator. Showing satisfied customers who are recognized people and organizations in the community wipes that fear away.

Second, I’m a huge proponent of creating custom samples. In other words, I’ll obtain local company logos from the internet or elsewhere and decorating an actual sample garment. As a screen printer, this requires an investment of materials and time. As a direct-to-garment decorator, this method of promotion is a no-brainer.

In all the many attempts at seeking new business this way, every potential customer placed at least a minimum order when I walked through their door carrying a garment with their logo. I had a 100% close rate using this method of promotion. Something about seeing your own logo on a T-shirt or hat makes you want to own it.

Third, create sample packs with a printed shirt (with your own logo), price sheet, business card, etc. Polybag this packet and have a box of them in your car at all times. Be prepared to hand them out freely. When you mention to people what it is you do for a living, chances are they or someone they know are in the market for what you have to sell. Stocking your car with sample packs to hand to those people is smart business on your part. There’s no better business card you can offer to a potential customer than a logoed T-shirt. And the cost of producing sample packs is minimal compared to the potential revenue from new business.

This is a two-part sales promotion. The person receiving the packet gets the personal pitch from you. Then, as they wear the shirt or hat in the community, more eyes see your logo and handiwork. It’s literally a walking billboard for you every time your potential customer walks out the door wearing your garment.

Be sure to include shirts or hats with your logo in your outgoing orders as well. Every day should be “promote your own business day” and you should look for any and all opportunities to get your name in front of potential customers.

One last note, you don’t have to be a screen printer to use these ideas. They are applicable to most any custom decoration method or product.

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Terry Combs is a 30-plus-year veteran of the garment-printing business. He is an industry teacher and consultant through the website TerryCombs.com, offering hands-on and online classes. And, he is one half of the “2 Regular Guys” garment-decorating industry podcast, which airs every Friday at 2RegularGuys.com.