Mobile embroidery is one of the fastest-growing areas of the commercial embroidery industry. With the right event and product line, it will provide you with the opportunity to bring in real profits while gaining valuable exposure for your business. But just like any other business decision, you need to do the necessary research and preparation before jumping in with both feet.

When my decorating business tried going mobile, we initially focused on finding every possible event we could attend. It was really hit or miss, with some shows paying off and others barely breaking even. Eventually, we took some time to review the results. It was obvious we were using the wrong approach. Our data showed that we should be focusing on a specific customer or market first, then finding shows that would help us reach that group.

With our business, boating and fishing has always been a focus. As a result, we already knew the likes and dislikes of this market, and we had our own collection of custom-made stock designs focused entirely on boating and fishing.

Using our knowledge of this market, we were able to analyze the demographics of the attendees for each specific show. This made it possible to choose the best designs and garments based on the attendee. We could also determine if our pricing strategy was right for a given event. To get this type of information, ask the show promoter for info on attendees or visit a similar event as a spectator instead of a vendor. Walk around, look and listen.

Ray Thomas, an employee at 3 Hands Custom Embroidery, took orders from show attendees and delivered completed shirts when they returned to the booth. (Photo credit: Patricia Rusch Duffey)

Once you have an idea of attendees and their buying habits, you can select merchandise. Certainly, the offerings must be something the target market will purchase, but you also want to stick with items that can be liquidated easily through normal business operations should the event not go well.

Mobile is really a retail enterprise, and retail success is based on two principles: “Have it your way” and “sewn while you wait.” If you can’t offer these, you’ll lose money. It’s important, therefore, to have equipment that will deliver on those principles.

A machine in operation will attract people to your booth. The longer they stare, the more likely they are to buy something. Look for a machine that’s mounted on wheels. It should have multiple needles and flat, tubular and cap options. Focus on a well-built commercial machine, not a small one.

Another area of concern will be a computer. A laptop is preferred over a full-sized PC. However, if you must take a full-sized unit, be sure to pack it carefully in order to avoid damage in transit.

You’ll also need supplies, such as hoops, backing, threads, scissors, etc. The most difficult thing will be finding a way to transport and manage them. Things will go much smoother if you have these items packed in a compact, organized manner. Try to set these containers up so you can work out of them when possible. It will save a lot of time and confusion if you can simply remove the lid rather than unpack a box.

Display fixtures will enhance the appearance of your operation as well as showcase what you have to offer. Different types of products will require different methods of display. Look for ideas in a fixture catalog, and don’t forget decorative items. We used a mounted sailfish, fishing rods, boat pictures, plants and banners in our booth.

Once you’ve invested in inventory and equipment, it’s time to find a way to transport it all. This can be an investment in itself, but don’t cut corners. Transporting an expensive embroidery machine in the back of a pickup truck is not a wise decision. You can get a cargo trailer for a reasonable cost, and they have excellent resale value, so shop around for the model that will best suit your needs.

For outdoor events, look for a trailer large enough to serve as a portable workshop. Consider built-in air conditioning, a generator, lighting, etc. You may also need a large concession window on one side so you can take orders without leaving the trailer.

A mobile operation can become quite busy very quickly, so it’s imperative that you have a detailed process for filling orders. You’ll need at least two people to operate effectively: one person to handle sales, and the other to concentrate on setup and sewing. To ensure proper communication, devise an order form that covers all the necessary details and allows each individual to work independently. The form should be detailed enough that you can reproduce the order in the future, should the customer reorder.

You also need a place to record the time the order was taken and the estimated time of completion. Once it gets busy, you’ll lose track of time. Invariably, customers will come back before the estimated completion time and complain about how long it’s taking.

To determine the estimated time for completion, we assume 15 minutes per cap. All the caps awaiting production were lined up in clear view of the order taker, who could count the number of caps and calculate the wait time using the 15-minute factor. If the customer didn’t wish to wait, then we offered to ship the cap for a small charge.

Make sure you have a simple pricing and selection method available for customers. We used a flat-rate method with no hidden costs. Caps were $25, including front embroidery. Each additional location (back, side, etc.) was an extra $5. This applied regardless of cap style, number of letters, stitch count, etc.

If customers wanted a dozen caps, we gave them our normal price for 12 caps, but we refused to sew all 12 at the show. Instead, we gave them a maximum of three caps at the show and shipped the rest. We also limited the number of choices to approximately 100 designs (specific to that event) and only offered four lettering fonts. Too many options slow down the process and confuse the customer.

Your first busy show will be quite stressful, but with a little bit of experience and a whole lot of organization, you should be able to make things run smoothly and efficiently.

Jimmy Lamb is an award-winning author and international speaker with more than 25 years of experience in the apparel decoration business. Currently, he is the manager of communication at Sawgrass Technologies.