Step 1: Be Proactive & Collaborate

John Resnick was keen to increase headwear sales with his client Cisco Brewers. He ended up selling 16,000 shirts. It was the happy result of some proactive work by Resnick and Ahead USA (asi/33220), the supplier he partnered with. To demonstrate new possibilities, Resnick and Ahead teamed up to host a product presentation exclusively for Cisco at the supplier’s New Bedford, MA, headquarters.

Step 2: Put the Goods In Their Hands

While the initial idea was to display headwear, the presentation’s scope soon expanded to include shirts from the supplier’s collection. The soft tri-blend fabrics piqued the client’s interest. So did the color palate the shirts came in. “The colors Ahead stocks apply well to the lifestyle theme the brewery likes to portray – a kind of beach, surf, salt-in-your-hair brand,” says Resnick.

Step 3: Leverage the Labeling

Feeling the fabric and seeing the colors firsthand were factors that proved instrumental in garnering the massive order. Still, the clincher was the ease and cost-effectiveness with which Ahead could execute private labeling – this was a big deal for the brewer. Loving Ahead’s products and confident in Resnick’s abilities to manage the logistics and deliver, Cisco Brewers decided to go all in.

Step 4: Create Cool Designs

Among the 16,000 shirts ordered, there were a variety of designs that featured everything from particular Cisco drink brands to fun takes on the company’s logo. “We did a mix of pre-existing designs and new designs,” Resnick says. One new iteration featured a rainbow arcing behind retro script lettering that said “Cisco Brewers” – a vintage summer look. Another featured Cisco Brewers’ earthy logo with names of beers it produces woven throughout the circular design, effectively composing the symbol.

Step 5: Multiply Success

In a neat twist, Resnick built on the T-shirt order to accomplish his original goal: Win more headwear business with Cisco. “We’ve since done hat orders for them. Some visors, some beanies,” Resnick says, noting he sourced from Ahead. “We’ve also done repeat T-shirt orders and added long-sleeve tees. It’s worked out great for everyone. It’s a case of good collaboration and a supplier really going above and beyond.”