by Marcus Emery

Created on: July 22, 2009   Last Updated: July 25, 2009

T-shirts are noticed. They are mobile. Dirty or clean, warn by a brisk walker or a shambler; they are still read. Human curiosity is drawn to "logo on legs." In my opinion, a logo should be a word , or a number of words. Pictures can be misinterpreted or can distract from the written message. The use of T-shirts is of no use if it doesn't get response. So I have used them to good effect. Here are some of the ways I did.

What is the usual advertising method recommended as superior to all others? Word of mouth. Most t-shirt wearers can talk. "Ask Me About T-Shirts" has gotten me many t-shirt sales. I like to put logos on the back of a t-shirt. Why? Well, I can't meet everyone, but many people can see my back, without having to suffer my face. But the main reason I believe the back to be the better walking billboard is this: We value our space. We don't like to be stared at.

I have met ladies who have a message written on the front of their t-shirts. Do they not resent the ogle of a complete stranger? But the "Catfish Makes Me Purr" across a lady's upper back breaks the ice. I can be the curious questioner. She will be glad to tell me about her family's catfish restaurant, it's hours and location. A business card may be dug from her purse. I have noticed the walking lady, read her message, sought to satisfy my curiosity. She has given me specifics about product and place. This was business, non-intrusive and sociable. It works.

Political campaigns supply many candidates whose money is literally burning a hole in their packets. They will put overly-generous amounts into all kinds of advertising. I will even sell them on t-shirts. Properly used, they can bring the campaign a huge amount of "word of mouth" benefit. But what happens? The bean counting Campaign Treasurer or Finance Chair declares that, "We can sell these at fifteen bucks apiece and raise more money". This happens even if the shirts have been a donation to the campaign! Campaigns should give free t-shirts to each volunteer, each visitor to Headquarters, anyone who asks for more than one (within reason, for it could be a person from the enemy camp) . Be sure the shirt will be discussed. The candidate will be discussed. Mystery candidates garner few ballots.

Motivation and Marketing is my business life. T-shirts are low-tech, high effect advertising in motion. They are only one of many methods I have learned to use over the years. But they should be used to best effect.

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