Expert: Sean Trapani - 10/8/2008

Question
Is a striking logo worn on the front of a tank top an effective means of advertising a privately owned clothing shop (as compared to say handing out fliers)-if one wanted to appeal directly to the public, "the public eye", and were willing to put in the extra hours to compensate for the simplicity of the idea?

I guess, for reasons of my own, my real question is: Is it an existing form of advertising?

                               Thank You,
                               Peter

Answer
Hi, Peter

Companies have been putting their logos on t-shirts for nearly as long as there has been t-shirts.

If you put your logo on your own shirt, and them give them away to "influencers" (key customers who would influence others to consider your business) this is called an ad specialty item. Many consider this part of their guerrilla (non-traditional, non-paid media) ad plans.

If you pay to put your logo on someone else's shirt, like on a local 5k race, that's an example of sponsorship, which falls more into the area of publicity.

My advice is - do both. You might hand out flyers, which tell people what's special about your business - then, make a t-shirt giveaway part of the incentive - even a coupon - to encourage folks to give you a try or come in for a customer appreciation day.


ST


PS - Remember, it's not what you sell that matters. It's how you sell it.