Diversification is fast becoming the “power word” of the industry. It used to be that your business was identified by its specialty — screen printing, embroidery, transfers, engraving, etc. But the new reality is that many shops are losing revenue opportunities because they can’t handle all their clients’ needs, which may include apparel, signage, awards, promotional products and more.
Today’s customers are looking for one-stop shops to accommodate most or all their needs. Let’s say you have an opportunity take on a 5K run as a client. Chances are you will be printing T-shirts for staff, participants and onlookers. But such an event offers opportunities beyond apparel, including awards, signage, promotional products and gifts — none of which lend themselves to screen printing. If you can’t deliver on all of it, you may not get the business at all.