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Shirt Lab Debuts to Sellout Crowd





Shirt Lab, a new quarterly conference designed to provide high-level sales and marketing training to decorated apparel professionals, debuted in Columbus, Ohio, on October 27. Approximately 65 people attended, including representatives from event sponsors (including Screen Printing) and shop owners from as far away as Boston and San Diego.

Shirt Lab attendees used a throwable CatchBox to ask questions throughout the event. 

Jay Busselle of Equipment Zone opened the day by challenging the attendees to develop their brand style guide, focusing on authenticity instead of marketing speak. Dan Carr of Carr Media presented his top 10 web conversion tricks, including the importance of making the material above the fold count – across multiple platforms. Roger Burnett with Branded Logistics covered lead generation and why social media isn’t the panacea many believe, but should instead be viewed as a tool to tell your story and build relationships with prospects before attempting to sell to them.

Consultant Ken Seidl took the attendees through the SPIN Selling model and the importance of uncovering client needs that form the basis of the closing pitch. Ryan Moor of Ryonet shared components of his social video strategy, which he said has generated more than 22 million views to date. Bill Petrie of PromoCorner discussed how to provide services that Amazon and other online platforms can’t match. Vapor Apparel’s Chris Bernat closed the presentations with a discussion of how to identify and capitalize on unique niches that are not in danger of being commoditized.

Ryan Moor and Joe Sudrovic talk social media video.

Shirt Lab founders Tom Rauen of Envision Tees and consultant and Screen Printing columnist Marshall Atkinson have announced the locations for the conference’s 2019 locations: St. Louis (March 16), Baltimore/Washington DC (Q2), Portland, Oregon (Q3), and Atlanta (Q4). The events will continue to focus on sales and marketing strategies and tactics, with areas of concentration to include retail and fashion, contract decoration, programs and fulfillment, and athletic events.


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