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Establish an Emotional Margin with Sublimation

Award-winning author and international speaker Jimmy Lamb has over 25 years of product decoration business experience. Mr. Lamb has extensive knowledge in many facets of digital decorating and embellishing including business startup, applications, techniques, marketing, sales, mobile, production and management. He has owned and operated a successful production facility, started a retail franchise operation and has provided production solutions to a variety of Fortune 500 corporations involved in customization, decoration and embellishment. His articles appear regularly in various industry magazines in the United States and Europe. In addition, Mr. Lamb is a frequent speaker at Industry Events and Trade Shows domestically and internationally. Currently, he works with Sawgrass Technologies as the Manager of Communication and Education, where he has been instrumental in developing their educational seminars and webinars. 

Marketplace perception has a huge impact on selling price. An item is only worth what someone is willing to pay for it. In fact, with sublimation, what goes on the product usually has a greater impact on margin than what the product itself is. That’s because of the emotional connection, what we can call the “emotional margin.” When a customer gets a positive inner feeling from the item (usually the visual aspect), they feel like it has a higher value. Thus, you must make every effort to produce images that feed this need.  

Personalized products are a great example, especially when they include a photograph of a family member or pet. Personalization is a powerful marketing word, as it implies the item was made specifically for the recipient.

—Jimmy Lamb, Sawgrass

Keep reading to learn about pricing for sublimation in the November ’19 issue of A&E