Power Play: How Print Drives a Hockey Brand’s Marketing Strategy
How do you appeal to both your target audience and potential customers? That’s the fundamental question when it comes to marketing.
For a brand like HOCKEYAK, specializing in hockey apparel and bags for teams and recreational players, marketing is all about realistic, inviting imagery blended with a brand voice that’s specific and informative. And it’s all delivered with a wink (‘cause when a yak is your mascot, it’s hard not to sound cheeky). Let’s see how their strategy scores across the board with:
- Marketing essentials like sell sheets, rack cards and postcards
- Business assets like pocket folders and business cards
- Event and in-store signage like foam board signs and styrene signs
“Print materials create a physical presence that enhances brand recognition and trust.”
Apparel Marketing Essentials
When it comes to promoting sports team apparel and gear like HOCKEYAK’s, it’s no wonder CEO Robert Knight turned to marketing essentials like sell sheets, rack cards and postcards.
“Print has been integral to our business by providing a tangible, lasting connection with our audience,” Knight said. “Unlike digital media, print materials create a physical presence that enhances brand recognition and trust. Print communicates professionalism and leaves a memorable impression.”
SELL SHEET: 100# coated gloss white cover with flat matte UV coating on both sides, 8.5 x 11″
Sell Sheets for Product Promotion
Sell sheets are one of the best examples of print marketing for apparel companies because they give you plenty of room to highlight products with imagery and essential specs side by side. Which is exactly how Knight used them, showing colorways, as well as sizing and fabric details. For hockey teams ordering in bulk, one sheets like this are ideal.
RACK CARD: C2S 14PT with Flat Matte UV Coating on both sides, 1/4″ rounded corners, single drill hole, 2 x 2″
Rack Cards as Branded Hang Tags
Sports print advertising includes promotional assets and branded ones, too, like hang tags on clothing and accessories. The smart business owner takes advantage of every branding opportunity, and Knight did just that with custom rack cards designed and printed as hang tags with HOCKEYAK colors, a yak graphic (obviously) and that all-important UPC. This is small-scale branding that creates a large-scale ROI.
POSTCARD: C2S 14 PT with Flat Matte UV Coating on both sides, 6 x 4″
Postcards as Package Inserts
No matter your business or industry, you need to provide a great product, turn a profit and thank your customers – a hat trick of business needs, if you will. (We’ve got three more of them here.) For that last one, Knight designed custom postcards as package inserts with thank-you messaging: “The cards are a nice touch when showing appreciation to our customers.”
On the other side of the asset? Info about how customers can claim a personalized HOCKEYAK patch. It’s incentivized engagement at its best.
“Print engages the senses, feels more personal and fosters deeper engagement.”
Business Essentials for Branding
For HOCKEYAK, it’s not just their mascot that’s out in the wild – their branding is, too. How? On business and networking print assets like business cards and pocket folders.
“Print engages the senses, feels more personal and fosters deeper engagement,” said Knight. “Additionally, the combination of print and digital – like incorporating QR codes or personalized URLs – bridges the gap, making print an essential part of a cohesive marketing strategy.”
Business Cards: C2S 14 PT with 3/8″ rounded corners and Spot Gloss, 3.5 x 2″. Premium Business Cards: Rigid Vinyl with 1/4″ rounded corners, 3.5 x 2″
Break Away Business Cards
Everyone’s seen a business card, so how do you stand out from the herd? With the clear spot gloss Knight added to his. Its undeniable shine ensures Knight’s card (and yours) is a beauty and his interactions are memorable.
Business cards as branding goes beyond the traditional meet-and-greet, too. They’re easily customizable, so they can be whatever you need them to be, like promo cards with discount and QR codes. Hand them out at events or include them in giveaways and watch your customer retention soar.
Pocket Folder: C1S 18 pt with flat matte UV coating on front and right pocket slit for business card, 18 x 16″
Pocket Folders for the Win
And no clothing brand marketing is complete without branded stationery like pocket folders for media kits, conferences and sales teams. With options like one or two pockets, business card slits and UV coatings, these presentation folders keep you organized and looking ultra professional.
“We utilize pocket folders as something kind of old school [that] our sales reps can provide to customers,” said Knight. “[They include] business assets such as pricing sheets that someone can hold on to.”
Signage for Apparel Marketing
Custom signs at events and in your brick-and-mortars are perfect examples of letting your visuals do the talking (and the selling). And just because they’re bigger than postcards and business cards, they should still follow your creative guidelines in order to be effective.
“When designing print materials, our priorities include brand consistency, clear messaging, high-quality imagery, purpose-driven design, durability and innovation,” said Knight.
That’s good advice, no matter the industry.
Foam Board Signs: 11 x 17″
Signs Put Your Brand on the Board
Foam board signs and styrene signs fit the bill for HOCKEYAK’s priorities. Lightweight and durable, they highlight the brand’s bright red, warm gold and navy blue colors with vibrant detail. As event signs and in-store marketing, they’re examples of sport marketing that are bold yet accessible.
Print Apparel & Accessory Marketing with Smartpress
No matter what your print marketing strategy is, Smartpress can help you execute it. With a wide range of products for businesses in any industry, apparel or otherwise, we’ve got the custom options, eco-friendly materials and print experts to ensure your tactics are successful.
Take it from Knight: “Smartpress is reliable and delivers high-quality products that perfectly reflect our brand’s excellence.” With Smartpress on your team, it’s always a power play.
