Ep. #125 - Ink Without Commitment: Are Heat Transfers the New Tattoos?

本站添加: 2026-05-22

[00:00:06]Hey everybody, welcome to a milestone episode 125 of our heat press for profit podcast. I am your host Liz and welcome.

[00:00:19]Before we dive in and get into the podcast, just so you know, we are on all social channels live from LinkedIn to Tik Tok, YouTube, Instagram, Facebook.

[00:00:32]So, wherever you're tuning in from, say hello in the chat where you're tuning in from, hello. Hello. And just as you know, we hit another milestone with our podcast 125. Thank you for all of you who have downloaded our podcast, streamed live, caught us on the replay.

[00:00:54]Thank you so much. Um we appreciate all of you showing support um for the Stalls podcast and let's make it another great 25, 50, 75 episodes to come. So, and remember this is your go-to podcast for all things heat printing and technology and business strategies and all different types of technology because yes, we are in the business of heat printing with transfers and owning um heat presses, but also we talk about sublimation, direct environment, all different forms of technology and how they all intertwine in this crazy industry that is always changing. So today's topic, oh we have someone from Minnesota. Hello. Hello. Now before I bring on my guest, um this is a fun topic. So if you saw the title, the ink without commitment, you know, our heat transfers, the the new tattoos. So we're going to talk about today's consumer um and how it's affecting the customizable self-expression options, right? Um, a lot of, uh, conversations that I've had this year, whether it's trade shows, um, special events, activations, everybody wants things customized. They want it to, you know, express like, you know what, I don't want that placement.

[00:02:19]I want something that goes along the spine, like it's my t-shirt. I want to decorate how I want, how it reflects me, and, you know, different elements. you know, whatever those graphics look like, you know, there's this shift right now from that forever branding and wanting to build that flexible identity. So, who better um that knows the psychology and the consumer mindset. Um I am so excited to bring on Jenna Sacket. And before she's behind stage right now, but I just have to say um I have to gas her up cuz she gasses me up all the time. She is one of the most smart people that I know in this industry when it comes to what the consumer is really seeking, what they're purchasing that behavior and all the things. So, let me go ahead and bring her on.

[00:03:17]Hello, Jenna darling.

[00:03:19]Hey, it's so good to be with you. Wow.

[00:03:23]Thank you for the kindest of words.

[00:03:27]>> Well, I they're a thousand% true.

[00:03:31]>> I seriously appreciate it. It means a lot. I'm so excited to be sitting with you here on this podcast. You have been doing such an amazing job. All of the topics have been incredible >> and I am super super excited for this one.

[00:03:47]>> Thank you. Thank you. Now, some viewers, this might be their first time being introduced to Jenna. Do you want to share a little bit, you know, what's you know, what are you currently working on?

[00:03:58]What's going on in um Jenna's world with stalls?

[00:04:02]>> Yeah. Um I Okay, loaded question. I mean, all all the hats, right? Uh but all really great hats I've been living under. Um, and I really mean I've been living under them because it has been a minute since I've been out to trade shows, uh, been in the comments section of the podcast and just really been interacting. And hello to everybody that um, I haven't met before uh, via live or in person. Um, I miss y'all for those of you that I haven't uh, talked to or seen in a while. Um, and this is always gonna hold a special place in my heart. Liz, when every time she reaches out to do a podcast, I'm like, "Sign me up. Where do I sign?" Um, but this used to be a heavy part of what I do in the industry. Um, things have since shifted in the greatest way possible. Um, I don't really sit in the part where it's like marketing apparel. um but it's more so shaping how enterprise brands show up in real world activation moments. And so for those of you that have had a chance to attend a trade show and been to some of our fun and exciting um activations in the lobby, um that's a little little slice of what I'm getting into on my side. um turning customization into a live experience system, not a product feature. Um so it's definitely unique, definitely on brand for this topic. Um because it directly rates relates to identity expression uh infrastructure and I feel like this topic is leading so well into that and it's a topic untouched. Not a lot of people talk about it.

[00:06:09]Well, who better than you? Because something I've noticed, I don't know, Jenna, I remember eight years ago when I first started. I was raised at Transfer Express. Everything was screen printed transfers. And you know, that's what I sold. That's what I service. It was all screen printed transfers. But I realized that there is a time and place for different technology. And you know you have been a part of a lot of events with partners and activations and the shift I don't know you have to help me out because there's a shift happening and I think we have our consumer that needs that everyday apparel but there's this different niche where it's just customized things whether it's shoes or jackets or an athleisure whatever it is, these events where they want something that's their own. So, I think it's kind of like a little bit of a a little bit just a little magnitude of a quake, not a big 8.2, maybe like a 2.5 where there's this shift happening.

[00:07:22]>> Thank you. And I think this is where I had to bring on the big guns as yourself to kind of like walk the listeners through like >> what is happening with the brand identity? what what's what's going on?

[00:07:35]>> Yeah, I love the first thing that you said because like Transfer Express um big facility out in Ohio dedicated to screen print transfers and really owning that lane so that you can screen print without the equipment.

[00:07:53]>> And you had mentioned that's all you knew because that's all you sold, right?

[00:07:58]Mhm.

[00:07:59]>> And so what I like to think about or what I like to kind of I I shouldn't say that I'm like categorizing it, but I don't feel like this category is about the product you're selling. Uh because as we um take a look at this this piece, this this market space, everybody knows that they're being sold to, right? like it is in what we say it's our standard, right? A shirt, a transfer, a design, right? But that's not actually what the consumer is purchasing from you, if they're purchasing at all, right? And so we used to be all about, yes, let's sell more goofproof transfers, right? How are we going to do that? One of our biggest solves was making Easy View Designer faster or having more templates and and talking to the consumer that way and educating them like, okay, well, if you use this design software, it's going to work perfectly for Goof Group because all the art is set up to sell this particular product. But that's not what people are buying, right? That's not why they're purchasing, right? And so when we look at apparel, uh let's take retailers for example, they bring stuff to market based on purchase behavior, right? And so more specifically and and what's trending now is behavior of self-expression in real time, right? And we see this heavy in retail right now because retail brick andmortar doors they have to um compete with e-commerce, right? And e-commerce you can get somebody like you can get something out in front of somebody like that. And I think that that is is great. That builds awareness.

[00:10:06]But what is what's building the the buying power, right? And so because the customer isn't waking up thinking, I want a printed hoodie today, what they're actually thinking is, I want something that reflects who I am today.

[00:10:25]>> They might be buying a product that is in front of them because it's something that they relate to. Whether that's in a moment, for a feeling, whatever it is, but they're not thinking about just the product alone, right? And so these are really completely like different transactions. We live in a world where uh it is very easy to like stay transactional.

[00:10:51]And by that I mean, yes, I'll take this order of a hundred hoodies. We'll slap a left chest logo on it. it serves the purpose for what my customer needs. But there is a completely different type of uh transaction and that is more emotional, right? And so one is product thinking, the other is identity behavior. So we look at transactional versus emotional, right? And so identity behavior is living more so in that emotional lane.

[00:11:25]And once you can spot that difference, everything changes because then you know what product to bring to market that's going to resonate better.

[00:11:33]>> So how do we marry that together? you know, the transactional and the emotional because I >> Jen, I remember back in our ASI, you know, education days, we taught a class on, you know, the transactional and how to go to the next level because I remember you asked a question to the audience. You're like, how many of you provide good customer service? Okay. How many of you provide a fast turnaround?

[00:12:02]um and you asked a few other and you're like okay that's every company that exists in this industry so what makes you different and that got the it made them think so >> you know in my notes um with wearable identity I guess kind of that segue when we talk about younger buyers um who owns What consumer? Like what generation or who owns the market right now? Like it makes me think is it the younger generation? Is it us millennials? Like I it confuses me because it go it so quickly. That's that was a loaded statement. So hopefully you >> Yeah. No, it's great. It's great to back on. And you know what about this topic, Liz, is there's so many different avenues that we can go down that it's going to be hard for you and I to stay on one track because we like to get together and just start chitchatting.

[00:13:07]And I kid you not, guys, every time Liz and I are together, we are just pinging pong balls going back and forth like here's an idea, here's an idea, here's an idea, >> and we'll just grow like that. So, sorry for getting a a little bit uh of that today with us, guys. Uh but honestly, the this is the part that people are missing, right? So, Liz brings up a really good point. Well, does this even make sense for the demographic that I'm that I'm pointing that I'm I'm targeting. Is this is does this resonate with my target audience? And that's for you to know, right? like it is strictly about knowing your audience and knowing what behavior you are trying to get from them, right? So, if you're looking for just a quick quote on hoodies, there is going to be a customer that is out there that wants that. And if that is your audience and you are happy with that customer base and that revenue stream, if it's not broke, don't fix it, right?

[00:14:08]Yeah.

[00:14:09]>> But what we're starting to see in this shift is that buying behavior is shifting. People want to feel more that they're able to personalize more, something that is more accustomed to them, something that speaks to who they are in that moment, right? And so this can be led by any generation.

[00:14:28]Truthfully, there is a whole generation that is doing mad merch on their YouTube channels and their YouTube channel is about gardening, right? but they're selling merch through that and that serves a specific niche and it it might be a demographic that is millennial versus a a Gen Z who would prefer to go to Tik Tok for gardening and that might be an entirely different type of merch um lineup, right? The it doesn't I don't think we should define this by generation. I think we should take notes from the generation that is pushing more into customization and personalization.

[00:15:13]So much so that major brands out there are they're taking a piece of that pie and they're putting it right into their doors, right? And so >> yeah, >> if you guys walk or you don't even have to walk anymore, you can just look it up. If you look it up on Tik Tok or Instagram or Facebook, wherever your favorite short form video uh location is at, pick one. It will show you people just going throughout retail doors and customizing whether that's embroidery, direct to garment. And I don't want to confuse this with boardwalk shops. Y >> it's a very different feel. Um and the reason that people that are doing this well are having such success with it is because they're not looking for self-expression that lasts a lifetime, right? They just want to be able to help provide self-expression in real time, right? And you can't get much more reactive when it comes to heat press technology to support that other than a heat press. So pay attention in your next lids visit or whatever retail brand you love to shop at and look at what they're doing. They're adding personalization and custom product to a part of that purchasing experience, right? So it's not just transactional anymore. somebody is actually experiencing in real time what it's like to customize their own headwear. And in our industry, we might look at that and kind of giggle because it's like, "Yeah, we do this all day."

[00:16:56]But to them who aren't really in it like that, they're loving the experience.

[00:17:01]They're telling their friends about it.

[00:17:03]They're inviting family members to come with them or taking them going back to create a gift for somebody, right? And so the shift should be from product thinking to behavior enablement.

[00:17:18]And I don't think that sits in any certain generation um or market space. I think it can fit very well in any area that we're in in the custom apparel market.

[00:17:33]That was a fantastic answer because, you know, it makes my brain um I'm creating new wrinkles in my brain every day and >> love that.

[00:17:49]>> I love that mentality. That's great.

[00:17:51]>> Well, because um you know, our brains work differently. you know, we tal we've talked to a lot of um experts in this industry and so where my fixation was well it's all it's by the generation you know what's t you know everything from 15 years ago no one's buying that but I think if you bring the right intentions the right branding the right marketing I think you can sell it and >> I was looking at your notes that you added um I kind of you have examples with like Coca-Cola and Vans Customs.

[00:18:32]>> Um can you elaborate a little bit on those notes?

[00:18:36]>> Yeah, absolutely. Let me pull my notes back up.

[00:18:39]>> Yeah.

[00:18:43]>> Yes. So what I would like what examples I would like to pull and I would like pulling examples from outside of the industry because they signal stable things, right? So let's take Spotify wrapped for example. Every year, if you're on Spotify, you get a personalized playlist of what your top music was for the year. And a lot of people want to share that, right? And so Spotify in this moment isn't selling a product, right? You don't even have to pay to be on the app, right? But still they provide you with Spotify wrapped. I believe it's still free. Apple Music person here. But to that point, Apple Music ended up duplicating that because of the success that Spotify rap showed.

[00:19:49]>> And it wasn't because Spotify is this amazing music listening app. It's because they did something personal and people wanted to share that piece of them with everyone else, right?

[00:20:03]Coca-Cola Share a Coke, another great example. All they did, they didn't change the product. They didn't change the structure of the cans. All they did was add people's names to the cans. And >> it's not necessarily that like you can only drink the the Coca-Cola if you name on it, but it made people go crazy, right? They're digging through product in a in a gas station just to find their name. And it's like these little systems assume a single stable stable identity.

[00:20:42]Why do I keep stuttering over that?

[00:20:46]>> Sorry. So, none of these systems assume a single stable identity. They assume variability, right? Yeah.

[00:20:55]>> And so >> if we relate that to apparel, it stops becoming a look. It becomes a real time like reflection layer of someone of whoever someone is in that moment, right? Work version, social version, cultural, personal, whatever it may be.

[00:21:14]We can we can definitely take tips from other brands out there that are showing customization and personalization in their own unique way. Um, and I think that is where custom printing fits so well. It allows identity to be updated without committing to permanence. Right?

[00:21:38]Which directly relates to the title of our podcast today, right? It is about being able to commit to something that feels like you and in the moment, but it's not permanent, right?

[00:21:51]>> And that kind of leads into the next segment. You know, you touched a little bit on like placement is the new design trend. So, you know, going beyond the left chest logo. So, I have a I have a bone to pick. So, and I want to get your perspective. So, here's the thing. Yes, there we work with a lot of partners and companies that do apparel, the decoration method. So whether you're doing direct to garment, direct to film, heat transfers. So here's I guess when I think about apparel, there are some pieces, Jenna, I don't want to decorate. So when I get this new set, I'm like, I don't even want to decorate this this, you know, ca I I don't own anything cashmere, but like who's pressing on cashmere? Maybe that was a bad example, but maybe if it's just a nice >> someone out there probably is burning and doesn't >> you know what? So yeah, nothing's off the table, I guess. So that's where I think, okay, I want something maybe minimal. So thinking I don't know if I want to put huge logo on this very nice polyester, you know, quarterzip or I'm starting to think like does everything have to be decorated so that and y'all in the, you know, listening, don't come at me, but Liz, you work for stalls.

[00:23:10]Like you sell decoration methods. Yes.

[00:23:12]But there's some pieces out there I'm like, why do I want to decorate this?

[00:23:17]What's your thoughts?

[00:23:19]Yeah, I think that I think this can be summed up by design is not the product, it is the vehicle, right? And so I think we can absolutely find ourselves with brands like Aurori or Lululemon.

[00:23:38]Um, that is Do I have a ghost? Oh. Uh oh. What are Is there a way that you can just unplug it if or I thought it was one of those sensor lights from my ghost. If for anybody that's my light is just randomly flickering over my head. It's probably because I just got rapid fire ideas coming out or something.

[00:24:06]>> But hey, we'll work with it. Hopefully that's annoying. Let me see if I can >> Yeah.

[00:24:14]>> Okay, there we go.

[00:24:16]>> Okay, >> the ghost has been put to sleep. Okay.

[00:24:21]Um, where was I?

[00:24:24]>> Um, I was asking how like there's some pieces like I just don't want to decorate because it just looks good as it is.

[00:24:33]>> Yeah.

[00:24:33]>> Yeah. And so, yes, design is not the product. design is the vehicle, right?

[00:24:40]And so there are going to be pieces that you have in hand and our our mindset and it's going to be hard to break this for those of us that are like definitely in promo where it's like, okay, where can I put this logo? Um, and then our maximalists out there. I'm a maximalist through and through, right? And so I love an all over print, but that doesn't fit everybody's needs, right? And so this is whenever we get more emotional in our conver conversations with clients, right? What consumer what consumers are actually evaluating is does this feel like me? Does this reflect the version of me I am today?

[00:25:26]Does this signal something I want to externalize? Right? And again, we mentioned that this can be shown up in a work version, in a social version, cultural, personal, however, right? And so you, for example, have a set and you're like, I don't want to brand this.

[00:25:45]Well, sometimes pieces are retail ready and they don't need to be branded, right? However, obviously we are in custom apparel decorating and I truly believe that this is where we misread behavior from the people that buy from us because we're not listening to what they actually want, right? Um my friend Ross at Brand Sauce, I also love that that rhymes every time.

[00:26:17]He does a survey to his customers, right? He pulls the audience, hey, what would you like to see more of? And they're a promo company, so they want to just, it's easy for them to just put a logo on a left chest and call it a day.

[00:26:33]However, when he's actually digging in deep and communicating and becoming friends with his clients, they're actually saying, "Hey, why don't we try maybe branding it this way?" Right? And then we get to talk to as a decorator, we get to talk to our clients like you, for example, who are like, I don't want to brand this. Is there a more subtle way? And we see this through woven labels that are tiny little added >> uh moments, right? And inside labeling like the tag, right? Maybe something subtle on the sleeve.

[00:27:12]>> Design at the end of the day is not the product. It is the vehicle that is what is going to allow you to manufacture moments instead of just selling apparel. Um, and then it will directly promote selfrecognition and expression.

[00:27:33]I think one of the questions a lot of decorators could ask is, is this something somebody is going to put into their rotation or is this something somebody's going to wear one time and end up causing the issues that we're seeing with the the planet.

[00:27:57]I'm so sick of saying sustainability because I feel like it's such a buzz word now. But I'm just like, how else can I say this?

[00:28:08]>> I don't know how else to say it.

[00:28:14]>> Oh my god. Yeah, sustainability. That's been a hot buzzword for a while now >> and it rightfully so. It's earned its place especially in our market. But this is a great way to start thinking more sustain sustainably because that's where it starts. You're putting practices in like this. Like, is this garment going to experience a full life cycle?

[00:28:42]>> Does my customer even care that it's going to wash 50 plus wash cycles >> or are they wearing this one time and then secondhanding it, which isn't always >> brand.

[00:28:54]>> Brand fill. Exactly. I will never forget when you said that years ago at one of our summits and it stuck with the brand fill, >> you know, just hangs in the closet. You just put it in your thrift, you know, thrift bag to get rid of it. I'm sure there's a lot of that.

[00:29:11]>> Like the lanyards and all the little >> trinkets that a lot of us pick up.

[00:29:16]>> Oh, sure.

[00:29:17]>> Yeah.

[00:29:19]>> Yeah. No, absolutely. If one of if if somebody out there is listening and I'm making you uncomfortable about overproducing stuff that people are only going to use one time, this message is for you. This could actually result in a brand new revenue stream and repeat repeat clients.

[00:29:38]>> Absolutely. And I love that you said that. you know, we're it's a friendly podcast, but sometimes we have to ruffle one feather or two, not the whole wing, you know, just just one feather or two because you're it's not just us experiencing these changes and these conversations that we're having with our own clients out on the field.

[00:30:02]>> People want things that they want to rewear. If I get one more plastic water bottle from my insurance company, every year I have a review, look at the numbers, has any changes, Liz, and whatever. They give me this god-awful tote bag.

[00:30:22]I'm not saying the name of the company because they're really great to me, but you know, this water bottle, I'm like, this is >> poof, it's gone. I just threw it in the trash or, you know, gave it to some kid down the street. I don't know. But the my word of the year is not only scalability, but it's intention. I want to move with intention. I want to sell with intention. Market with intention.

[00:30:49]>> Um I think and I've talked about this before a lot of businesses like there's a lot of people listening. You are all very successful and that maybe came with nothing. You purchased your own equipment. you're working hard, but I've had conversations with people. I'm like, why did you give up? You know, what happened? Um, so I think it's important to really not like the whole rebrand yourself, but move with intention, really understand the buying behavior, the psychology behind it. Because let me tell you what, Amazon, they're dominating. I don't know what happened, but they h they're I don't know their full business model, but how many of us have ordered from Amazon? I just got my husband's socks delivered right before I came here. So, ordered them last night.

[00:31:42]They came right in the morning. So, um >> Amazon knows their knows who's buying, right? You set up a profile, your algor they're almost as good of an algorithm as Tik Tok shop at this point. They're connected with like to know. They know what behavior they're enabling. And that is the biggest thing. And when you say intention, shout it from the rooftops because we need to have intention because we we need to know what behaviors we're enabling in our consumers, right? And so I don't question >> that was hold on. I just had a goose pimple because >> back up because because when you said like we're enabling them. You know how when you enable somebody that kind of has that bad connotation of like don't enable them but maybe >> but enable them but do enable them right because they're coming to you as the expert.

[00:32:49]>> They're leaning on you. They're not looking for you to have the right answer. Right? Some are and those are our transactional folks and that's okay.

[00:32:59]There will always be a space for them.

[00:33:01]But for our folks that want somebody to lean on for a custom product, they are looking for you to enable that behavior.

[00:33:10]When I go to Amazon and I'm looking for new frames to pop on my face because I want to change up my look, Amazon already knows that. They have a video of somebody trying on new frames and promoting brands, right? And I'm not saying everybody needs to be Amazon, right? Because Goliath.

[00:33:29]>> However, there are notes that we should be taking. We should be enabling customers to be who they want to be, express who they want to express, and let that live in part of the this the sales discussion. I don't even like calling it sales because it doesn't feel like sales when you actually have a relationship and you're working with your client on day-to-day things and and providing them with solutions for the questions that they have. And that's really what we're doing. We're just enabling behavior. Um, and so I I truly believe like product can actually be so irrelevant whether it is a Hannes, a Gildan, a super tech, it can actually be so irrelevant if you're not enabling identity expression.

[00:34:30]>> I all of these phrases and this inspiration, I just want it knitted on a pillow for me. our next podcast. Please join us live. Liz will be teaching us how to knit those really >> cool throw pillows.

[00:34:48]>> I hope you know which which ones I'm talking about. They're the ones that are really textured and they usually say WTF on them or something big.

[00:34:55]>> OMG. Yeah. LFG. Like >> Well, okay. So, we kind of set the stage here. Now, let's kind of transition to talking about heat transfers, right?

[00:35:08]Because we are in the heat printing business with heat transfers.

[00:35:13]>> So, everything we've talked about now, how can we implement?

[00:35:18]>> You know, we have a heat press, we have our blanks, we have the transfers. How does that kind of sit in to what we're talking about?

[00:35:26]So, is it design choice? Is it fabric choice? Is it? You know, I think there's a lot of different nuances for those of you listening. Maybe you just started your business or maybe you're 10 years in looking for inspiration. So, where do heat transfers fit in? Because obviously they are a great solution. Um, but customers, the client, whatever you want to call it, the consumer, they they want it now. So, that lovely uh print ondemand model, another buzzword. Um, I like to tell people print on demand pod has been around for many decades. It's a business model. The only thing that's changed is how we catered to print on demand. Whether it used to be screen printing back in the 80s and 90s. Then you have direct to garment. Now direct to film is, you know, taking over print on demand, all the different systems and processes. So people get overwhelmed with what is print on demand? It's a business model that's been around for many, many decades. So, Jenna, how does you know everything we talked about, how can we kind of coach or educate the people listening that heat transfers are still a very valuable process for their business?

[00:36:44]>> Yeah. Well, I will say um heat printing allows us to speak to the unique needs um that consumers are looking for because we're able to do small runs.

[00:36:58]We're able to test and evaluate easier.

[00:37:00]Um we're able to provide solutions pretty quickly when those inquiries come in. But speed is just now a given, right? We live in Amazon Prime world. We live in rapid scrolling. Like our attention spans are short. So when we want something, we want it now. We don't want to wait. Speed is no longer a value. Okay. Sulfill engine for example on demand decoration enabling rapid fulfillment. But that's just an expectation that is assumed, right?

[00:37:40]>> Yep. I when I purchase something, I assume in this day and age that it can be produced quickly. It can be deployed at retail speed and it can be replicated across any of my unique needs. Right?

[00:37:57]>> So, we're not really creating value with that if you don't have speed. It's just going to create friction. So, I'm not saying speed isn't important, but it will create friction once we move past that. And we know like quality is obvious, speed is obvious, customer service is obvious. Like that is no longer the selling point, right? It's it's just assumed.

[00:38:25]>> Yeah.

[00:38:25]>> Now heat printing is opening up a lot of doors because it's not just something that can happen quickly, but it can happen live in real time. And that's the wow moment for a lot of consumers that are really leaning into why they purchase product. Um, and a lot of it is for self-expression, right? So, heat printing can react to that very easily.

[00:38:57]My emotional support pickle just fell.

[00:39:00]So, sorry I got distracted.

[00:39:03]He is here to support um girl.

[00:39:10]>> Anyway, so what I was getting at was um we need to be more strategic in how heat printing shows up for us, right? So if all of these things are already assumed, then why am I competing, right? Because I'm I offer everything everybody else does, right? It's a we're starting to live in a sea of sameness. What's breaking you out of that mold is what experience you're providing for the consumer, right? And that's why brands are leaning into this so much into heat printing and on-site embroidery because of that, oh my gosh, wow moment that they're getting from consumers.

[00:39:59]Everybody selling a product loves to hear that, right? I went to a um grand opening for a jewelry brand here in Austin and one of the uh things that they did was offer a custom tote bag that they could put the jewelry that they purchased in, right? And so instead of just having a standard Brandon gift bag with some tissue paper, they let the consumers create their very own piece of merch. Tote bags are really popular in our area at least because you can't get a normal grocery bag anymore. You need to carry your trusty tote bag, right?

[00:40:40]>> And so they loved it and it was curated to match the brand and the vibe and the ambiance of the night that they wanted to create, right? And so now we're seeing speed show up in a unique way. It's not necessarily a fast turn time. It is a how quickly can I enable this behavior for this customer?

[00:41:07]And so heat printing is perfect for that, right? It's like bread and butter.

[00:41:13]Pop a heat press up, you're creating this experience for someone. But it doesn't just have to be heat printing.

[00:41:17]It works well for us. We're in the industry and it's an easy thing to plug and play. Um, but it has to be done right. It has to feel right. Uh in addition to that is finish. Direct to film is great. It solves a lot of needs.

[00:41:35]However, everyone offers direct to film.

[00:41:41]>> Yep.

[00:41:42]>> So, what are you doing to stay unique in that regard, right? And so, relevance can show up in a lot of ways. Um, and let's say you're somebody listening that doesn't want to pop up and do events, but you're still looking for a way to stay relevant. Unique placement on garments and unique print finishes are a are an easy uh I shouldn't say easy, but it is easy to implement. Right.

[00:42:11]>> Right.

[00:42:12]>> You're not changing your process. Maybe you're adding a couple steps at your heat press because you're printing in a unique area that you need an accessory for. I get that. However, that customer is going to come back to you when they need something else because you took the time to talk about their options and show them unique ways that their item can show up that's going to >> drive impact.

[00:42:39]>> And to touch a little bit on trends because we get asked every time we're at shows or webinars, events, like what's trending? And it is a loaded question right now because I'm like everything.

[00:42:53]So >> everything >> everything like whether it's a box t-shirt, cropped t-shirt, long t-shirt, night gown, all of everything like embroidery, textured puff, um like we said, direct to film, full color options, like it's it's all acceptable.

[00:43:14]And I said beginning of the year and I said buckle up everybody because now is the time to get a piece of the pie because all types of technology is acceptable in this industry. Whether you want to sublimate it, embroider it directly or heat transfer it. Um, whatever you know you want, you can have it. And but again, it boils down to who your demographic, who who are you selling to or solving solutions for.

[00:43:46]Really get to know what your customer needs are, who's wearing it, how are they wearing it, is it for sports, is it promo? So, it's an exciting time in the industry. It's been fun, challenging, crazy, some earthquakes, but it's so fun because I love being able to talk about all different methods, not just screen printing transfers, talking about vinyl, talking about twill. Twill is making a comeback this year. So, it's been so much fun just talking all things. I love it. not just having that one avenue, but let's welcome all different technologies and work together to solve your challenges and getting solutions. Um, I want to take a pause and look at some there's any questions or comments. Hi, Kathy. Oh, Kathy Taylor, late to the party. Welcome.

[00:44:41]>> Um, Kathy says, "Customers have to be what they want to be." I like that.

[00:44:47]Yeah, Jenna's bringing down the hammer today.

[00:44:53]>> Jenna's in.

[00:44:53]>> Sorry, guys. I had a lot to say in a little amount of time.

[00:45:01]>> Um, someone said that would be a cool tea. A pickle with the words my emotional support pickle. Wink wink. Is that are those winky faces? I love it.

[00:45:13]Um, >> to add to that, it also says, "I will always be around to let you know that you are a big deal."

[00:45:23]>> Oh, nope. Look at that pun.

[00:45:25]>> All the puns.

[00:45:26]>> You know, my emotional I don't what are they called? Yarn squishy thing. And mine's an avocado. And I forget what it what the tagline is, but mine's an I think Kelly sent me the avocado one.

[00:45:39]Kelly is out here just sending all of the emotional support veggies >> because she knows marketing is, you know, it's a beast. And Jenna, you're like in this sales marketing. You're doing all the hats of everything.

[00:45:56]>> It's fun.

[00:45:57]>> It's fun.

[00:46:03]>> Maybe we need to send you some more emotional um stuffed animals. Give me all of the other veggies, please. I need all of them.

[00:46:13]>> Um, let's look at our notes. Let's see if there's any other segment that we need to cover.

[00:46:22]Oh, man. There's a few things. Um, >> while you're Oh, go ahead.

[00:46:35]>> No, no, you go. you go.

[00:46:37]>> While you're going through notes, um, one thing I wanted to point out that I think a lot of folks could derive some unique inspiration from is Vans Customs.

[00:46:49]Um, >> I shared this on my story and it got some really like cool interaction from people just kind of being like, "Wow, I didn't even think of that." And in our space, there's something to be said because there's still a lot of blue sea left out there. Um, and Vans is a great representation of that, right? And so Vans, they're known for customers being able to drive exactly what they want on that shoe. And it looked like changing panels to patterns and picking colors and and unique shoelaces and making it your own.

[00:47:30]Now we've leveled up. We're seeing personalization through patches on the shoes. And the patches are just they they are they look like a vintage shop old school patch they picked >> and they pin it on the shoe, right? And so this is a trend um that is like blowing up because a it's Vans, right? And so Vans is doing something cool with their footwear. People are leaning in. Um >> B or two, I forget if I said A or one.

[00:48:10]Anyway, my second point is we're seeing custom patches, right? They look old school. They look vintage and some of them very may well be, but we live in a space where we can make these patches and create something unique and it directly speaks to the consumer is expecting the brand to reflect who they already are. And Vans knows their their their consumer well, right? They know who they're talking to. They know what they like, don't like, >> right? And I think we can take notes from that because we live in a world where I think we we try to tell consumers who they are by pushing a product, right? Like, oh yeah, we can do that on comfort colors and we can print that in direct to film instead of actually being like, hey, what silhouettes do you like? Is it unisex?

[00:49:06]Do you want something unisex? You some want something a little bit more form fitting? Right? Like these conversations hold a lot of weight. And if you can get to know your customer well, then you can reflect who they already are instead of needing a lot of this like work around it. So definitely check out Vans Customs. Um, see what they're doing with the patches. Look at how they're putting them on a shoe. Very cool, very fun. And the consumers are like all in.

[00:49:42]I love Vans. I own a few pairs of Van shoes. I mean, shout out to Liz back in um you know, the early 2000s. I was a little bit of a skater girl, just a little. I wore hurly shirts and my first pair I'll never forget my first pair of Vans. See, this is they were that Vans has it right. I My first pair, they were white, but the V was holographic with like purples and pinks.

[00:50:09]>> One of my >> Yeah. Vans girly through and through.

[00:50:13]Um, so I I want my own customized pair.

[00:50:19]Um, >> yeah. Who wouldn't, right? Like you buy from a brand you already know and love and then they invite you in to be part of that process. Now you're not somebody who's just buying product. Now you're a fan. Now you're like, "Okay, yeah, I feel like part of the Vans team.

[00:50:35]>> I'm putting this on my resume. I can I make custom Vans like People love that it's identity, right? And I think um another key point and I'll I'll actually bring it up after you read this comment.

[00:50:50]>> Okay. From first impressions screen printing, custom shoes, just what I need is another fun project. Hi Patty from Washington on my business page. So glad I picked up my phone. I re I'm really late to the party. Have not worn Vans for about 40. Girl, get you a new pair.

[00:51:09]High tops, low tops, slides. Get it.

[00:51:11]Okay.

[00:51:13]>> With your jingle. Thanks for the >> Oh my gosh. Yes.

[00:51:17]>> Full comeback as well.

[00:51:19]>> Yeah. I love I love that because >> I am here for it >> because in the house, >> get those jeans all like wet at the hem because when it was raining like you're it would soak up the water up to your knees. You're sitting in first period.

[00:51:36]Like what? my life decisions. So, yeah, >> sitting in first period. I love that.

[00:51:46]Oh my gosh, Kathy Taylor, I've never worn them. Girl, when we're seeing you at impressions, you better be wearing some high tops, okay? Some Vans.

[00:51:57]>> Just get some better insoles. That's all I have to say.

[00:52:01]>> That's true. For those of us that are, you know, more geriatric millennials here. So, >> yeah. Knee problems.

[00:52:09]>> Yo, honey.

[00:52:11]>> My hip.

[00:52:14]>> We'll edit this out. No, >> that is good. Cut. Cut. Cut. Edit.

[00:52:21]>> Oh, I've been watching too much stand up.

[00:52:23]>> Um, okay.

[00:52:25]So, one of the things that I wanted to point out because this is this could coming out of this um if this isn't a topic that I've been leaning to at all, I would feel like way way like information overload, like shut down, restart, control, delete. That's what would be happening, right? If you're hearing all this for the first time, this isn't something that you lean into a lot. One of the biggest misconceptions in this space is thinking that you have to build it all alone.

[00:53:01]>> You don't. Right? The reality is no single shop, decorator, brand, technology provider owns the entire experience anymore. Okay? The category is moving like way too fast for that sort of isolated thinking. Um, and so culture very much moves collaboratively.

[00:53:29]>> Retail moves extremely collaboratively and brand experiences move collaboratively. Okay? So, you may just be a print shop owner and a lot of those conversations are transactional because that is your job through and through and you don't have another person to sit and do psychology marketing with.

[00:53:55]>> Sure.

[00:53:56]>> And that's fair, right? The strongest operators right now are not the ones trying to control every piece, right?

[00:54:04]They are the ones building ecosystems.

[00:54:07]So, if you're a print shop, look for agencies. Agencies can plug your work into some of these bigger moments, some of these bigger retail opportunities that you might see. I can walk down South Congress in Austin, Texas, and hit at least six different shops that I go into that are now offering customization. And it's not because the store is buying it and doing it right. They're collaborating.

[00:54:40]They see the importance. They can't own it because they're not experts in it, but they will hire the expert that will come in and do the work. And once you have your foot in the door with one, just opportunities all the time, right?

[00:54:58]Because it can go a really long way. Um, so just think about that. Maybe you're not the person that wants to sit and and build out these experiences, but that's where your creative partners come in.

[00:55:09]Your fulfillment partners if maybe the job run is a little bit too high, your technology partners that maybe have kiosk systems set up, right? Brand partners that want to be a part of that.

[00:55:22]Um, the most important thing is just being able to be responsive and have the right people in your corner if you want to be in this connected system, right?

[00:55:34]Because a lot of us do work isolated or we're just competing with everybody as opposed to really leaning into the collaborative infrastructure.

[00:55:47]And I think that's a really great way to start closing this um podcast because a lot of people like to be the lone wolf.

[00:55:56]I get it. You just want to stay in your lane. But some of my best content came with collaborating with others. Um because there's different perspectives.

[00:56:09]So Jenna, that's why I love to conversate with you because you have a different perspective than I do when it come whether it's talking about a certain market or solutions and like oh I didn't think of it that way.

[00:56:24]Well, let's like you said earlier, ping pong. Every time we're together, I'll never forget when you walked with me at Printing United last year, like, hey, this is a company where they do XYZ. You know, I never forget getting all emotional because it's been nine months since I took over the podcast. Um, and I don't care if we go off topic. I think, you know, this is raw emotion where, you know, you told me, you know, how do you want to pivot and position the podcast?

[00:56:54]you know, think about it and just being your genuine self. So, I think it's important to stay connected to others and to uplift one another. And it's a competitive industry. We we get that.

[00:57:06]We're in it, too. We know it's competitive, but it's okay to lean on each other for help, for assistance. Um, but Jenna, I really want to thank you for always being somebody in my corner and really, you know, kind of helping me throughout this industry. you know, been in it for eight years now. You've been it much longer than I have. So, I just had to say that, you know, this is raw emotion. Y'all are seeing this live.

[00:57:30]Like, Jenna has been one of the people that really took my hand these last few years entering into this marketing role because I was a salesperson, customer service when I started with stalls, but marketing, you know, it it's a different process, a different, you know, part of my brain that's being, you know, I'm working on. and she has definitely been um a great supporter. So, I just wanted to say thank you for that.

[00:57:56]>> Yeah, of course. And you know what? You either have it or you don't. And you have it. You have the personality. If you had a sales background, whatever background, your personality, and I'm sure everybody listening and in the comments would agree that you are crushing it with this podcast. I've loved being on it. I've loved listening in. You're getting fresh ideas and perspective all the time. And more importantly, it isn't isolated opinions, right?

[00:58:29]You're bringing in uh that collaborative type of um mentality so that you can best support your listeners, right? And so, hats off to you. You are continuing to do an incredible job. I hope you don't leave the podcast anytime soon.

[00:58:49]>> No, I don't plan on it. Um, it's so fun.

[00:58:54]>> I'm like, wait a minute. Is there something else? No, no, >> no. I think it was it's just, you know, it's I think it's important to tell people that you're just grateful for them and, you know, just having that support because a lot of times people see us, well, they work for stalls. They we're human, you know, we make mistakes, too. We stutter on our on our lives.

[00:59:21]Says we say the wrong thing. We We're showing pickles, you know, on camera here. I have a ghost that wanted to be part of the podcast today.

[00:59:30]You know, we're just we're very genuine human beings and we're just here to support our own I we have the best clients in on the planet and I said this in my webinar yesterday that people that partner with stalls whether you've been with us for 50 years or two months like we have the best people on the planet and we have such a >> privilege >> we have this privilege to educate bring awareness and just to gas you all up that hey you have we have your back.

[01:00:04]We're going to do the best we can to bring these topics to educate you because that's we want you to succeed too. So um I'm just gonna you know these notes are done.

[01:00:17]Um but in closing um like Kathy Taylor said this has been a great podcast and honestly this has been one of my favorites uh this year so far. Love Liz, Jenna, Kelly, Mia, Dave, and all the stalls and transfer express gang have learned. So, Kathy Taylor always gassing us up. Yes, I love all these people you mentioned, too. They're such great um experts in this industry.

[01:00:44]So, Jenna, you have been such a gem, and I really do appreciate you taking the time out of your busy like, let me tell you, I haven't I feel like I haven't talked to you in months. It really does feel that way. When you asked me about the summit, I was like, whoa, what what month is it?

[01:01:02]Is this coming up soon?

[01:01:06]>> I do. I I love it. We were able to get on here and chitchat and really be ourselves and just thank you for the opportunity to be able to put out some of the knowledge that I have out there into the ecosystem. Um, yeah, there's a lot of important stuff happening out there. And if I can have a little bit of a pulse on that and share it with y'all, then I'm doing my job.

[01:01:34]>> You sure are. Well, I'm going to go ahead and just kick you off the stage.

[01:01:39]Do you want to say goodbye to everybody listening?

[01:01:41]>> Bye, everybody. Advice.

[01:01:44]>> Thanks, Jenna.

[01:01:45]>> Thank you.

[01:01:46]>> You're welcome.

[01:01:49]All right. So, I did preemptively throw my notes. I had a closing statement on there, but I'm not going to get up and go grab it. Um, but I think, you know, tying everything up in a bow, staying relevant, you know, the psychology behind the buying behavior, all those things that Jenna really brought to light. I want to relisten to this podcast because she brought up a lot of good points. So, with that being said, I just thank you all for showing your support. You know, I took over the podcast nine months ago and it has been such a great journey with all the guests that I've had and all of your support and questions and comments really showing Stall's love. Um, I love you all. I appreciate you. I'm not going anywhere. This isn't a goodbye podcast.

[01:02:35]I think it's just important to be grateful for what we have, the people we have around us. And with that being said, I will catch you all, I promise, on the next podcast. Um, have a great week ahead. Um, some of you might have a three-day weekend. So, take that time with your family and friends, have that extra cup of coffee, treat yourself, finish that last chapter of a book. I'm a book nerd. Um, there's definitely a book I'd like to finish this weekend.

[01:03:04]So, thank you all for tuning in. I'm Liz with Stalls and I will catch you on the next