And really, this applies to any small business. I just happen to be in the custom T-Shirt business.
Your success depends entirely on your relationships with current and potential clients, and how you dialog with them.
Sometimes in thinking of marketing, I see it as an abstract problem of putting out a blast of information through three or four marketing channels to garner enough business.
I tend to forget, unless I am talking to someone about printing their custom T-Shirt order, I'm not doing business!