Take logo t-shirts, for example. A shirt is a shirt, and if you can make the same number of shirts for less upfront cost, you must be doing better, right? People will still be wearing your logo and marketing your business, so cheaper tees must be a better alternative.
Let’s imagine that you are waking up in the morning and deciding on what t-shirt you would like to wear today. On the one hand, you have a few lesser-quality shirts that are uncomfortable to wear, and feature a design that has already started to wear off after only a few washes. On the other hand, you have soft, high-quality, screen printed t-shirts that last even after many washes. Indeed, you have worn them a number of times already and they are still holding up strong.
Of course, the choice is clear. Your average consumer is going to want to wear something that feels good and stays looking good for a long time. By resorting to cheaper options, you are lowering the chance that the consumer will pick your shirt as their go-to when they want to be comfortable, and will likely wear it far less than some of their other higher-quality options.
If you want to optimize your t-shirt marketing, you want to have a t-shirt that people will want to be worn and will be seen wearing it. If your logo fades or peels, or your shirt rips easily, they might choose to use it as a work shirt instead, something they don’t mind destroying and throwing away. Let’s change our thinking and use a different metric for gauging the real cost of your shirt marketing campaign. Instead of looking to achieve the lowest possible production cost, you should be looking to optimize based on what shirt design achieves the lowest cost per view. The formula looks like this:
Production Cost/Estimated Views = Cost Per ViewLet’s suppose that t-Shirt A has a rock-bottom price to make. It feels uncomfortable, the logo peels, and it represents the lowest cost you could scrape together for finished custom t-shirts on the market. While you have minimized your production costs, it turns out that it only takes a person one wear to determine they never want to wear it again. It gets thrown to the back of the drawer and never seen again. The cost per view for this shirt is exactly the cost of the shirt.
Now let’s suppose that t-Shirt B is much higher quality. It’s screen printed, feels great, and costs ten times as much to make compared to your minimized cost. While that may initially seem like a huge jump, consider that this comfortable shirt will have a much higher likelihood of being worn regularly, adding up to potentially hundreds of wears over the course of a shirt’s lifetime. Consider that with our formula, it would only take ten views in public to match the cost per view of our minimum-cost shirt. At hundreds of views, the comparison isn’t even close.
In conclusion, you want your product to be seen. At Artee Screen Printing & Embroidery, we can provide you with