The Small Business Saturdays Podcast with Aaron Montgomery · Aaron Montgomery

Recapping The 5 Keys of Marketing

·56 min·2 clips

Brett Bowden built Printed Threads around short-run bands, then the Dallas Mavericks asked him to print their shirts.

1. Small Business Saturdays with Aaron Montgomery recaps the five-evening 'Five Keys of Marketing' workshop and discusses customer attrition in the garment-decorating and printing trade. 2. Aaron Montgomery runs the Success Group (rsuccessgroup.com), and guest Sean Stewart is a trade-show equipment salesman who spent about 10 years in Oklahoma City and worked for The Paper Ranch. 3. Both say they want to reduce attrition, with Sean describing his earlier attempt, the National Graphics Network, as 'a fool's errand' that lasted about a year and a half. 4. Sean compares trade-show buying to fishing with a 'real shiny lure': buyers purchase equipment, take it home, and lose motivation about 30 days later without service and support. 5. Aaron says he asked roughly 150 people across classes what it costs to operate their business per hour and none knew, while Sean describes price-cutting competitors who 'paid them $2 and 12 cents for that shirt' and lose money. 6. Aaron says a company he worked for made the Inc. Magazine top 5,000 list and was out of business two years later because it lost money on every equipment sale. 7. Day one of the workshop covered defining your customer, and Aaron tells the story of Brett Bowden of Printed Threads in Fort Worth, who served short-run bands and then became the Dallas Mavericks' shirt printer. 8. Day two covered defining your brand, with the statement that 'your brand is not your logo' but your personality and values, and Sean ties branding to selling in markets you are passionate about. 9. Both stress that 'the four worst words in business' are 'I already know that,' and Sean says he wants 'high fives, not middle fingers' from customers. 10. Small business owners in printing and apparel decoration who want pricing and mindset advice.

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