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Profitable Sublimating
The last two articles have dealt with pitfalls to avoid, to keep from losing money (or unnecessarily leaving too much on the table) with your sublimation abilities. We did this because enthusiasm must always be tempered with practicality, and the new must be blended with the old, for good profits.
This month begins our first article offering suggestions and ideas to help make you more money with sublimation. What you can do with sublimation is very versatile and exciting. Just keep in mind that if you are not using it to increase bottom line profits, it's just a grown-up toy.
Single Color Laser Printer Sublimation
We selected single color laser printer sublimation as this month's topic because of the core business of a typical awards company.
This core business is primarily plaques, trophies, plates (broadly defined), gifts and other. 95% (or more) of the sales and profits in a typical awards company will come from one of these areas.
In these areas, over 90% of the sublimation will be produced with a black sublimation cartridge to print transfers on gold-tone aluminum. Other single colors, such as blue, red and green are sometimes used, but black totally dominates.
If you are a start-up company, this sublimation method is the cheapest, fastest method of offering lettering on almost everything that is really profitable. Make a bunch of money and then consider buying an expensive computer engraver. If you are an existing awards company, starting laser printer sublimation, same thing applies. The difference is, you probably already have an engraving machine, so you can think about a laser.
One thing for sure. If you make a lot of money and save it, you will have lots of options.
Keeping all of the above in mind, here are specific suggestions to save time and/or make more money. Note: Direct and indirect burning, refers to sublimating directly on the metal or indirectly, through the plastic.
Trophies - Definitely consider offering only sublimation for trophy plates. We also suggest always using an indirect burn.
Using your graphics program, gang 8-10 plates on a page. Every graphics program will allow you to make duplicates or a master page for duplicates. Make the first page complete, including changing text (names, etc.). Use the overstrike feature on your program (or highlight) the changing lines, and start typing.
Save at least the first page of every new trophy plate layout you do. You will soon have one of everything. Then you can just call up the correct type of layout, do a "save as" for the new job and you are ready to rock and roll.
Be sure and give each layout a logical name, which identifies the type. For example, .75x5-3 could mean height, width and number of lines.
Another value-added service could be offering a logo on the trophy. Even if you include lettering with your trophy sales, adding a logo justifies (in your customer's mind) an additional charge. Check out your program or manual and see if your program has a "capture" or "import" feature. If it does, then you probably only need a cheap scanner.
Companies and organizations, in particular, like their logo on awards and are willing to pay for it. There are many types of medallion holders that will hold 2" sublimated discs.
If the logo doesn't look "squashed" by being so small, you could even put it on the base trophy plate.
Plaques - This is not just the "bread and butter" for most award companies, it is the main course "steak and potatoes." Sublimated plaques add to the feast.
To keep proper perspective (and profits), remember that sublimation should be presented as an equal alternative to engraving, not a poor second cousin.
In fact, with the graphic possibilities of even a simple program, the finished look can be more dramatic that what a computer engraver can do. It would take a laser engraver.
Laser printer sublimation has come a long way from the mid-eighties, Cannon copier transfers. Also, interestingly enough, many customers now actually prefer the bold, easy to read contrast of sublimation, compared to traditional engraving.
Add a logo to the lettering and the possibilities are mouth-watering. Part of this is due to one of the main strengths of laser printer sublimation: low-cost Speed. Logo's print and sublimate just as fast as letters.
Once the layout is in the computer you can literally print and burn 20 plaque plates in less than 30 minutes. This speed helps your profits in two specific areas.
First, the faster you can finish production the more time you will have to work on your company instead of always in it. Working on your company, of course, is doing all those smart things you know you should do, to help your company grow. Never underestimate the power of your time. It is pure gold!
The second advantage of speed is the ability to produce very profitable rush orders. It would take an extreme day, to not be able to produce a half dozen rush plaques.
There are other benefits. A customer (especially a new one) who needs rush plaque service seldom asks for a discount. They are very loyal towards someone who helped them out of a "bind". They are also the most likely customer to give you great word-of-mouth advertising.
Two simple methods will increase your sublimated plaque sales and profits.
First, if you offer both engraved and sublimated plaques, make sure that at least 40% of your display is sublimated. Only displaying one or two makes a weak statement. Giving equal "billing" makes a powerful statement.
Also, don't forget to show sublimation on some of your larger and nicer plaques. You don't want you customers to get the impression the process is only for small cheap stuff.
The second method is simple. Call the process anything except sublimation. The word "sublimation" has got all the sales excitement of discussing "road apples". Remember that the average person buys on emotion and justifies with logic.
Make up an exciting name. Call it Letter Art, Graphic Art, Graphic Print even Graphic Printing. Anything is more exciting than sublimation. Exciting names create images and emotions. That is why car companies spend so much time and money selecting names for their vehicles.
These last two statements almost sound anti-climatic, but put them in your mind. You are selling a product: not a process. If you price and present your (LetterArt?) plaques correctly, you will greatly add to your profits.
Plates - The two most common types of "plates" are badges and small signs. While plates are usually a small percentage of the average awards company's sales (except for the real smart ones) they are absolutely the highest profit margin items. We call them plates, because it's just normal sublimation metal, used different ways.
96 1x3 badges can be cut from one sheet of inexpensive sublimation metal. They can be ganged and burned, just like trophy plates, for less than a penny per badge. Factor in a 15-cent pin back fastener, realize that the average retail price is $3.50-$5.00 and you have a profit margin that would bring a smile to old Ebeneezer's chops.
Again, a factor that can help you get a badge order is the fact that you can easily add a logo to a badge. This is a competitive advantage. While some logos can be engraved, many cannot, because of detail.
The downside to a gold-tone aluminum badge is the fact that it is possible to bend the ends. The fastener itself, however, helps rigidity and children don't buy badges.
You should round, or at least "nip" the corners of badges, to keep it from snagging on clothes. Also, don't forget to offer magnetic fasteners. They cost more, but customers who like the elegance of sublimated badges (and don't like holes in expensive clothes) are quite willing to pay $2-$3 more.
Sign/plates are another very profitable and versatile area. Even companies who usually engrave plastic signs sometime forget the possibilities. It is also perfect for vinyl sign shops that get requests for signs too small to weed.
While sublimation is not the process to use for outdoor signs it is perfect for inside use. Assuming you are using excellent sublimation cartridge toner, the lettering will last for years.
Anything from an 8.5x11 directional sign to a 2x4 (or smaller) "dash" plate for an auto show, can be produced complete with lettering, designs and logos. Each one, of course, can be produced as fast as a trophy plate.
Put a small hole in each corner and you have a wall sign. Cut two small strips of metal, bend them into an "L" and glue or tape them on the back and you have a free-standing sign. Put a strip of magnetic tape on the back of a small plate and you have a cash register sign or magnetic note holder.
Black print on brushed silver sublimation metal is perfect for modern "glass and chrome" offices. Put gold or silver sublimated plates in a sign holder and you will be able to present a very elegant look.
"High-rise" office buildings are a good place to market. Not only because they are concentrated, but also because there is a lot of visiting, between offices. While there, don't forget to offer desk nameplates.
Gifts - While it is probably obvious that you can buy any special item, attach a sublimated plate to it and sell it as a gift, that is not what we are thinking about.
We are thinking about profitable "old reliable": plaques. Folks typically buy plaques for recognition. They want a specific number of them, to fill a specific need. In your customer's mind, they already have a high "perceived value." Use this fact to your advantage to create additional "impulse sales" opportunities. How?
Mount a 3x5 baby picture on a horizontal plaque, and attach a plate that has the baby's "statistics," name, date, weight, length, etc. Under Plexiglas, mount the picture of a dog on a plaque and a sublimated plate that shows their name and pedigree. Mount a picture of a small plane and a plate that says, "First Solo Flight", with a name, date, airport location, etc. Mount a munchkin's picture in his football uniform, or standing at bat, with a plate that says "First Game" and other information.
The point is, to show a half dozen different ideas that someone would buy for themselves or someone close to them. That's a gravy sale. We even suggest you consider putting those types of plaques in the most visible part of your showroom. This way they will always be noticed and it won't hurt regular sales.
Another idea is to show a series of small plaques that have preprinted inspirational, motivational and humorous quotes. Bible quotes are also excellent. These would not be personalized.
One problem with small 4x6, 5x7 and 6x8 plaques is that they don't look very impressive, hanging on a wall. They do, however, look very nice, standing on a table.
PDU offers a very useful plaque mount (part number 8110-K) that screws into the back of small plaques, allowing them to stand up. The visual effect is quite appealing, and saleable.
The purpose of this article was to provide some specific, profitable sublimation ideas, while hopefully stimulating possibly better ideas of your own.
Sublimation is not a "coming thing." The process is already here and ready. It is only waiting for you to take full advantage of it. It will only get better.