Set Your Sublimation Niche

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 ( You can also find blogs about a wide range of topics on his own website at

Many people I talk to about niche marketing seem opposed to it in the beginning as there is some confusion as to the goal of it. When I ask people what their niche is, many of them answer with specific broad areas or say they don’t have one because they don’t what to be limited in what they can do as a company. Hence, the confusion. That mindset has to be changed.

By setting a niche, you are not only pigeon-holing yourself into doing that one thing, you are just crafting your message and spending your precious marketing resources in one focused area. If you frame your mind that way when determining your niche, it changes the game and makes it less daunting.

The easiest way to find your niche is to think through the things and places you feel most comfortable about outside of your business. Is that at your kid’s soccer game or at the local poetry reading night? I suggest making a list of 10 to 20 potential niche markets. Don’t overthink it at this stage, just start writing. You will have some duds in there, but you will also have some gems. From that list, choose one or two that match up with your business capabilities. Now you have your niche.

—Aaron Montgomery, 2 Regular Guys, MontCo Consulting