Know your client
Before setting up a meeting with a client it is important to do your research. Fortunately, social media influencers have a body of work for you to explore. This will give you a lot of insight not only about them, but their followers as well. Years ago when I was a news reporter, I remember watching and reading everything I could before interviewing Jack Hanna on his visit to our city. This gave me the opportunity to ask him an important question instead of the same standard questions he had been answering time and time again.
Different Client different campaign
Social media influencer t-shirt campaigns are different than the campaigns for charities. The influencer is selling to an audience they have created organically. These are fans and business connections. They bring value to the businesses and places they visit which is a win for everyone. Although we can launch a campaign for a charity within days, the influencer campaigns can take weeks of planning and promotion before the launch. Patience is key in the success.
Communication is key in building trust with your client. Meetings, phone calls and texts to keep them in the loop of the process will let them know that you care about their project and you are with them every step of the way. It is truly a partnership from start to finish. Often times I find myself communicating at night and on weekends with the client. It’s natural to do this during the editing phase and makes perfect sense. Changes can be swiftly updated.
The art is the heart of the t-shirt
When people buy a shirt from a charity t-shirt campaign, in essence they are donating to a cause that is near and dear to their heart. Having the charity’s logo within a cool design will often fit the bill. However, a social media influencer may want something original that speaks to their audience. An exclusive design can sell well as opposed to a “cookie cutter” stock design with text. Although there is an expense attached to hiring a creative artist, the results can be night and day.
The collateral has to be top-notch
When building a website for any t-shirt campaign we take pride in the imagery. The mock-ups should look authentic to the visitors. If it looks fake or cheesy, it can affect their opinion about the shirt you want them to purchase. Also, the story behind the shirt can give a powerful message to the audience. We often include links to the influencer’s website, facebook and instagram accounts. All of this adds up to clean functional website that we are proud to display to the world. Social media sharing buttons also help in getting the message out.
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Mike Hoey is the Business Development Manager at All American T-shirt Co. He has 30 years of experience in garment embellishment production. He has worked for Adidas, Delta Apparel, and is a military veteran having served in the 82nd Airborne Division.