We’ve talked previously about the power of the t-shirt. Perhaps this classic garment has an unfair advantage. After all, the t-shirt is not only an icon in American folk and pop culture, but also pops up now and again as a part of high-fashion, depending on what's hot in one season or another.

Last month, the Advertising Specialty Institute (ASI) even gave us a further glimpse to the t-shirt's power. In an infographic that laid out each category of promo products we saw that the t-shirt is put to work by 12.5% of small and medium-sized (SMBs) that use promo products for marketing.

But other specialty advertising products also had a strong showing on the list. In particular, wearables such as caps at 6.2% and collared polo shirts at 8% are popular options. Bags, the accessory category consisting of computer carry cases and totes, got almost 10%. Plus, "other wearables" and "other shirts", such as outerwear, sports jerseys and even fun oddities including the office tie or the "ugly Christmas sweater" together grabbed another 7.1%.

Distributors of promotional products work hard to help SMBs leverage their names and brands, and take the conversation a step further with the audiences that they want to reach. Yet, sometimes with these customers, the choices are too numerous leading to confusion — or worse, inaction.

Selecting the right products is important. So is designing and decorating with quality logos. But when working with SMBs customers there are additional ways you can provide value.

Talk About Trends

When it comes to wearables, don't forget to talk with your SMB customers about adding style. For some, the straightforward t-shirt might be the best of all options and widely appealing. But for SMBs in the business-to-business space, wearables with a more professional look might just be what they are looking for.

This week in Wearables ASI highlighted the stripes design trend influencing both wearables and accessories. Stripes, the magazine demonstrated, can be found on summer specialties like flip-flops, beach-style tote bags and even sporty polos, but aren't a feature that sets with the summer sun. Rather, stripes can add a measure of style year-round on items such as ties and scarves.

Another angle, especially for SMBs who attend trade shows or target younger customers, is to leverage wearables with pop culture appeal or quirkiness. We know that trade show attendees love to collect promo products. It's not just animation and comic book nerds at ComicCon, bikers, or Snoopy and Hello Kitty fans that want wearables. Even tech investors want their wearable "swag" too.

Consider All Seasons All Year Long

Now that it's the end of summer, it is the perfect time for SMBs to plan for promotional products bearing their logos that will be popular in the coming months. When you are working closely with SMB customers that want to stock up on promo products, you can help them plan for the entire year by considering their calendars. Certain items like the winter cap or beanies come to mind for those in areas of the country where it gets cold.

Earlier this summer, Idea Custom Solutions explored an interesting sector, seasonal businesses, which include small companies such as landscapers, holiday specialty retailers and home remodeling firms. What we discovered is that many of these SMBs, landscape and snow removal businesses especially, don't plan for the season ahead but rather plan for success all year.

Whether your SMB customers do their work for their clients outdoors or are services firms that stay inside and plan their calendars around trade shows and events, wearable promotional products can work for them. Don't be afraid to suggest that they anticipate their marketing needs for several months ahead of time.

It might sound odd but there is no wrong time of year to order quality logoed outerwear, winter garments and even summer products and accessories. After all, wearables make up almost half of all promotional products used by businesses. Studies show that Americans like getting promotional products and everyday items like hats, t-shirts and jackets never go out of style.

As you sell and service your customers, rely on Idea Custom Solutions for the reliable, high-quality embroidery digitizing services you need to impress customers and earn their repeat business.