Let’s talk about hats for a moment. And T-shirts. And sweatshirts. In other words, branded merch!
When I received my first shipment of company T-shirts, I was giddy. I felt like I was “finally” a legitimate company, and a professional. I still get that feeling when I need to re-order, and I don’t want that to change! It is exciting—and validating—to be able to wear clothing that displays a business you created.
On the other hand, I didn’t buy that first T-shirt until I had been in business for years and knew I was here to stay.
Why Invest in Merchandise?
Of course, seeing your logo on a shirt is thrilling. But it’s also a good marketing opportunity. While wearing a grave tending shirt to an event doesn’t usually land a client right away, it does lead to some engaging conversation about the industry. And that five-minute discussion makes an impact; even if your new contact doesn’t need this type of service now, they may in the future. Or they are talking with a friend who mentions visiting the cemetery and your service be top of mind. (And that has definitely happened to me!)
Wearing your logo on the job site lends a sense of credibility, too. Like a doctor in a lab coat, or landscapers with their own neon T-shirts, anyone who sees you in the cemetery will swiftly identify you as a professional. I’ve had many people wander on over to where I was cleaning a headstone and strike up a conversation.
However, while wearing branded shirts and hats is exciting, presents a good marketing opportunity, and adds an air of professionalism, it’s not something you need to do on Day 1.
Why Wait?
It’s easy to jump into the “fun” part of owning your own business, but not always the smartest strategy.
First, if you have limited funds, it’s always a good idea to begin with the items that will help you do your job better, like buying different cleaning brushes or a pump sprayer. No matter how much you advertise, word of mouth is your best source for new clients, and a happy client will usually keep you around and add more services. So, focus on ways to help you exceed expectations before anything else.
Next, you probably have limited time and “mind space.” Especially at the start, your focus is already spread across many areas: gaining clients, doing the cemetery work, figuring out how to invoice, and improving upon all aspects of your fledgling business. And, believe it or not, buying logoed shirts is a bit more involved than you’d think: You’ll need to figure out a design, find an apparel company, select the type of clothing (Shirt…what style? Hat…stamped or embroidered?), decide on colors, negotiate price, etc.
While each of these items isn’t difficult, the number of steps involved takes time and thought. Ask yourself where your limited time is best spent before jumping into anything new.
Gamification
I think of building my business like those computer games where you start a restaurant: On the first level, you have a basic shop with a couple plain tables and offer just a few items. As you gain experience (levels), you add more items to the menu, more tables, and decorations…which brings in more customers and revenue so you can add more items, tables, and decorations.
In other words, while things are starting off in your grave tending business, focus on the basics. As you gain clients and experience, upgrade to the logoed merchandise!
Trial and Error
The first time I bought work shirts, I ordered from one of those online print shops. The printing came out fine, but the shirts were uncomfortable…kind of boxy (read: unflattering!) and the fabric was stiff. When I needed to order more shirts, I looked for a local provider who had sample shirts I could see and feel. It wasn’t as inexpensive as the online provider, but the shirts are comfortable to wear—and he dropped them off at my house. (Personal service…and no shipping costs!)
Magnetized
These days I have company T-shirts, plus zip-up sweatshirts (for cooler weather) and baseball caps. I used to have a big logo magnet on each side of my car; while they looked fine, I don’t think they were bold enough to provide adequate advertising.
I could redesign and purchase new magnets, but…first one disappeared, then the other. While I can accept that one may have blown off in the wind (though they were full magnets on a metal car door), it’s extremely unlikely that both would meet the same fate. Why someone would want to steal a car magnet with a grave tending business logo on it, I have no idea. But with the company T-shirts and hats we wear on the job, I don’t think it’s worth carving money from my budget to buy new car magnets.
Final Thought
Branded merchandise is fun and validating. It can be good advertising and help you be recognized as a professional. When to purchase it is the bigger question. Consider your finances and the time and thought that goes into good design and purchasing decisions. And, no matter when you choose to buy branded apparel, remember to not over-buy, because you may decide you want a softer T-shirt after all!
