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Helpful hints for successful mobile embroidery - preparation, products, pricing and more.
Is mobile embroidery for you?
As a full-time, primary business
As a supplement to your regular business
What kind of equipment do you need? Some mobile embroiderers have more than one machine that they take on the road. One may be used for the longer runs on designs, while a more limited field, single needle machine can be used for simple personalizations.
How difficult is it to move equipment, and how likely is it to be damaged?
What venues would you choose?
What do you know about, or have a special interest in? Ideas include livestock shows, fairs, ethnic events, car shows, boat shows, dog shows, community festivals, balloon festivals, fraternal events, holiday events, collectors’ shows, arts and craft shows, music festivals, rodeos, tractor pulls, competitions (martial arts, wrestling, auto), etc.
Where can you travel, and how frequently?
One day or multi-day events?
Department store sales and events
Finding events and shows are available to embroiderers
Amusement Business Directory of North American Festivals & Expositions: (615)321-4250 phone; (615)327-1575 fax
Your local or regional directory of associations, local and regional newspapers
Visit the show or event if possible (annual or other repeated events) before booking. If this isn’t possible,
Get previous attendance figures.
Talk to other exhibitors regarding their sales and thoughts on the event.
Find out whether other embroiderers exhibit in the event.
Are there opportunities with the show-giving body? For example, the event logo on official wearables for staff or attendees
Choosing products
Know your audience. What do they like in the way of wearables, accessories, and other soft goods? Is there opportunity to introduce a new item?
Variety with simplicity
Choosing product vendors
Can you get overnight delivery on-site for hot sellers?
Can you return unsold, unembroidered goods, with a re-stocking fee?
Preparing to go to the event
Display Design
Lightweight, easy to assemble - Look at displays that you like. PVC pipe and fabric can make an attractive display that is easy to set up. Be sure that your samples can be seen from outside the booth. Think about security, for your sales money, and for your merchandise.
Lighting - Lighting shows off your embroidery. Be sure to use supplemental lighting for your showpieces.
Signage - Be sure to have your sales message displayed clearly in signs. Your booth may be crowded at times, and your signs can help do the selling for you.
Protecting Samples - Consider shrink-wrapping your embroidery samples to keep them clean and shiny.
Packing your supplies
Containerize and organize
Make sure you have everything you need
Make a permanent list. Some things to take include:scissors - large and trimming, large and small size pre-cut backing, bobbins, spare bobbin cases, oil, needles, thread, hand sewing needle, hoops, hooping stand, placement marking pens, rulers, stapler, paper clips, tape, pins, garment inventory, display hangers (not wire), mannequins, racks, surge protector, extension cords, order forms, business cards, brochures, bags for finished goods, sew-outs (including fonts), stock design books and disks, finished work for display, iron and steamer , comfortable chairs, and don’t forget the ripping tools, touch-up pens and stain remover.
Design Offering
Stock designs - showing and recommending
Custom name-drop type
Sew-outs and other sales aids
For fonts - sew different styles in various sizes, and in all upper case and in upper and lower for easy visualization.
For designs - Show some elaborate designs, but emphasize good-looking simpler designs with a lower stitch count.
Going to the event
When to arrive. EARLY, particularly if it is the first time you have done the event. This will help keep you in a relaxed frame of mind, and able to enjoy yourself.
Get acquainted with other exhibitors - they can send you business, but only if they know about your services.
Sales opportunities before the show opens. Other exhibitors may be selling items they can promote on caps or jackets that you can sew before the show opens.
Meet the show-giving officials. It may be possible to be licensed for the event’s official logo, and sell it on garments at the next scheduled event.
Pricing
Keep it simple. Products - Try to have only a couple of prices for each product category. For example, Jackets $75 and $100. Include the price of the embroidery if possible. Embroidery - Make a set price for lettering by the line, or some other simple method. Price designs in your design book by color code. Designs with their number highlighted in yellow are $10, Orange $25 and blue $50, for example.
Know your buyer and your competition at the event
Know your perceived value
Take taxes into account
Selling the products
Taking the order - Be ready with recommendations about letter sizes, thread colors and so on. Try to get all of the specifics as quickly as possible, based on your experience in what looks good.
Get payment first - Ability to accept credit cards is a must
Get all information and signed approval from customer
Get information about where customer will be during event
Display business cards, brochures and other printed materials, including order forms.
Encourage customers to have their order sent to them after the event, with shipping at no charge.
Get mailing address and phone number for future follow-up, even with customers who pay in cash and take their order from the event.
Other considerations
Power at the site. Invest in an inexpensive tester at Radio Shack or similar supplier to verify proper power before you plug in your expensive machine. You may not be able to recover damages from the event management.
Pre-embroidering of goods. When you go to an event year after year, you may get a feel for the merchandise that you sell there, and be able to pre-embroider a limited amount of goods, then personalize it at the show. More orders can be taken at the show and shipped later.
At outdoor events, or where your machine is in your own trailer, you may be able to do some sewing during non-show hours to complete more during the event.
Developing future business from on-site sales. Take detailed notes about other opportunities discussed at the show with customers. Do targeted mailings to customers you meet at special interest events. Advise them of your plans to be at the next event, and offer a special.
Deborah Jones is a commercial and home embroiderer with 31 years experience in the computerized embroidery field. She is the founding editor of Club Ed, an educational newsletter for home embroiderers, and vice-president of education for Great Notions.
