A Case for Diversification: Sublimating Plaques

Aaron Montgomery has been involved with the garment decorating and personalization industry since 2000 and the digital printing industry since 1997. He has been actively involved in the industry trade shows via speaking, attending and exhibiting for the last 16 years. He also writes articles for the industry magazines and blogs on topics that include marketing, social media, the personalization market, and garment decorating techniques. He is dedicated to helping small businesses grow and succeed. You can find Aaron co-hosting the industry's oldest and most listened to Podcast - 2 Regular Guys (www.2regularguys.com). You can also find blogs about a wide range of topics on his own website at aaronmontgomery.info.

As an awards and engraving type business, you need to look at other things your customers may be wanting. Personalization is a big part of that—being able to not only give your customers a nice product, but a product that speaks to them. You’re not only selling plaques and awards, but you’re also selling memories. This creates a much greater value to your customer.

For example, say you’re selling a plaque for $10. You can add a name to that plaque and sell it for an extra $2.50. Now try adding a full-color picture like a team photo. Now you’re not only selling that plaque for $10, you can sell it for $20. It’s the same kind of work you were doing before, but it’s more about diversivying and having sublimation in your arsenal, so to speak.

—Aaron Montgomery, Coastal Business Supplies