Expanding into new markets can be a scary proposition, especially if you’re venturing into unknown territory, but the risk can be well worth the reward. ASI has an entire article devoted to helpful techniques for breaking into new sectors, but their first and best piece of advice is to do some sleuthing. Information is the key to tackling a new market. The more you know about a potential client, the more you’ll be able to anticipate their needs and the best ways you can help them grow their business while you grow your own. We here at SanMar U have done some of the heavy-lifting for you already and offer you three unconventional markets that will take you outside the box and help you broaden the scope of your business.
UNCONVENTIONAL MARKET ONE: FAN CONVENTIONS
San Diego ComicCon and New York ComicCon are huge multi-million dollar affairs with thousands of participants and big-name guests. As two of the biggest fan conventions in the country, SDCC and NYCC are well established, but did you know there are over 300 different fan conventions of varying sizes happening across the country throughout the year. Pick a weekend and you’ll likely find a convention dedicated to popular movies, games and books.
For those of us familiar with the tradeshow circuit, the basic premise of fan conventions will be familiar. All the trappings are there: the panel discussions, the showroom floors and the thousands of enthusiastic attendees looking to spend their hard-earned money on mementos based on their favorite pastimes. Depending on their size, fan conventions can bring in millions of dollars in local revenue and are often a boon to local hotspots like restaurants, bars and hotels. These businesses often want to encourage additional purchases by creating commemorative t-shirts, and the conventions themselves often produce shirts to help people remember their weekends.
Beyond that, the showroom floors (known as “dealers rooms” and “artist allies”) are full of small businesses with specialized interests, and they’re always looking for help standing out in the crowded. Approach these people with your branding expertise!
UNCONVENTIONAL MARKET TWO: STREAMING CHANNELS AND DIGITAL CREATORS
Speaking of branding, the prevalence of online video has created a new generation of self-starting media moguls. YouTube stars and professional video game streamers make a living broadcasting their hobbies to the world, and their names or online handles often become the brands they build their miniature media empires around. These digital creators can have thousands of fans who want to rep their favorite content creator by wearing a branded hat or a hoodie with their logo emblazoned on the sleeve.
You can work with these digital creators to build their brand with quality apparel. Keep in mind that both the audiences and the creators tend to skew younger, so take a tip from our recent Millennial Market webcast and decorate with unusual logo placements and pick trendy, stylish shirts from brands like District or Alternative.
UNCONVENTIONAL MARKET THREE: LOCAL CULTURE
For our last idea, take a step outside your own front door. You don’t have to be a huge tourist destination to have a local flavor. Do you live in a dog town? Look for veterinarians and dog walkers who are looking to stand out from the crowd. Is there a dude ranch or maybe a pumpkin farm that gives tours? Help them build out their gift shops. Some communities are even turning their area codes into logos. Tap into your neighborhood’s local pride and team up with businesses that are doing the same.