imprint canada mayjune2016
DESCRIPTION
Volume 23, Issue 3TRANSCRIPT
In today’s insta-economy, consumers buy goods and services online more than ever before. Online shopping is a trend which continues to rise exponentially; according to the most recent Statistics Canada report, Canadian businesses sold more than $136 billion worth of goods and services online in 2014, an increase of 12 per cent from the year prior, with roughly 61 per cent of those sales coming from the wholesale trade, manufacturing and retail industries. During this same period, Canada Post reported that 76 per cent of Canadians did some form of online shopping.
Companies that sold their goods and services online registered almost a quarter of their totals sales via e-commerce, and it’s not just consumers doing the buying; 47 per cent of businesses - according to the Statistics Canada report - purchased goods or services online.
What does this means for promotional product distributors?
Get caught up on the latest industry news. 4
Video marketing expert Jessica Santoro outlines fi ve tips to
ensure your video marketing endeavours don’t fall fl at. 6
With the decriminalization of marijuana on the not-so-distant
horizon in Canada, pot dispensaries are popping up like weeds
all over the country and creating a new market for promotional
product distributors to target. 12
Follow these simple steps to help boost your T-shirt sales
this summer. 14
See the latest wearable, advertising specialty, and decorating
supplies & equipment off erings from industry suppliers. 20
The Western Imprint Canada Show returns to Calgary’s
BMO Centre - Hall “C”, September 9-10, 2016. See the
latest exhibitor listings, airline and hotel discounts, plus
prizes and giveaways. 26-27
Trendex North America breaks down the most recent
Canadian apparel total market sales. 34
A Tristan Communications Ltd. Publication Volume 23, Issue 3
IMPRINT CANADATHE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS
CROSS BORDER
Th is past March, Statistics Canada released its 2014 fi nancial statistics for enterprises which highlighted that corporate profi ts rose 7.3 per cent from 2013 to $388.7 billion in 2014 (see graph on page 10).
Consensus Economics, a leading microeconomics survey fi rm, reported in early May 2016 that Canadian corporate profi ts dipped by over 10 per cent in 2015, but are poised to increase over fi ve per cent in 2016, 6.6 per cent in 2017, 5.6 per cent in 2018 and 4.9 per cent in 2019.
Th e growth of Canadian corporate profi ts is one of the key indicators when analyzing the health of our industry.
Corporate Outfitting made easy only atg y y
Visit alphabroder.ca to start shopping.
IMPRINT CANADA
Imprint Canada is published six times per year by Tristan Communications Ltd. Th e contents of this publication may not be reproduced either in part or in whole without the consent of the copyright owner. Th e views expressed in this publication are not necessarily those of the publisher. Request for missing issues are not accepted aft er three months from the date of publication.
TRISTAN COMMUNICATIONS LTD.Publications mail agreement no. 40025740Return undeliverable mail to: 190 Marycroft Avenue, Unit 16, Woodbridge, Ontario, L4L 5Y2 Email: [email protected]: 1480-1884 GST Registration #: RT892913294
IMPRINT CANADA
PUBLISHER Tony Muccilli : [email protected]
PRODUCTION MANAGEMENTAdriano Aldini : [email protected]
CONTRIBUTORSAdriano Aldini, Jennifer Santoro, Tony Muccilli
MARKETING COORDINATORSteve Silva : [email protected]
OFFICE ADMINISTRATORMaria Natale : [email protected]
GENERAL [email protected], (905)856-2600
ADVERTISING SALESTony Muccilli (Toronto)
Tel: (905) 856-2600 Fax: (905) 856-2667
May/June 2016 - Volume 23, Issue 3
IMPRINT CANADA
Amid the disaster which displaced almost 90,000 residents in the city of Fort McMurray, story aft er story of Albertans coming to the aid of their neigh-bours in need continue to surface.
People opening up their homes and hearts to comfort those that have had their properties destroyed and that have been left with literally nothing; businesses off ering emergency supplies and services around the clock, as many forsake their own needs to help others.
It’s in these stories of sacrifi ce where the optimism and knowledge lies that Fort McMurray will be rebuilt and become stronger than ever.
I made my fi rst of over two dozen visits to Alberta some 20 years ago. Over these two decades, I have seen the province experience the exaggerated highs and lows of economic activity. Each ascension and decline was met with a resolve that screamed, “We will persevere and be better for it.”
No report encapsulates the spirit of Alberta better than the actions of those fi ghting the fi re on the front line. Firefi ghters who had lost homes kept fi ghting, driven by the knowledge that their family and friends had escaped unharmed.
As reported in the Edmonton Sun, Parkland County Fire Chief Brian Cornforth, who commanded one of the sectors of the fi re, stated: “Th ere’s a lot of guys who lost their homes and the strength that these people are showing...there’s one guy that’s on my truck - and I didn’t even fi nd out until the next day - that he lost his home because he just didn’t bring it up. He just showed up to work, the same attitude, just kept working hard.”
Th ere are some that would not show up. Th ere are some that would lose their will to go forward. Th ere are some that would just close up shop and go elsewhere.
Not Albertans; when challenged, they do not consider any options other than the one to put their game faces on and go about dealing with the circumstances that lie in front of them.
We can all take a page out of their books when we face our own chal-lenges. Th e spirit of Alberta endures. Th e spirit of Alberta leads by example. Th e spirit of Alberta will always conquer obstacles!
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Industry News
HanesBrands announced that it will be acquiring Champion Europe, which owns the trademark for the Champion brand in Europe, Africa and the Middle East.
Hanes will pay 10 times the worth of Champion Europe’s EBITDA this year, putting the purchase price at roughly 200 million euros.
Th e move is expected to be fi nalized in the middle of the 2016, bringing Champion’s global presence directly under the control of HanesBrands. Hanes will operate Champion Europe under the company’s global Champion structure, and will maintain separate Innerwear and Activewear segments as it does in the U.S. Sauro Mambrini, CEO and president of Champion Europe, will remain with Hanes to oversee Champion Europe’s operations.
“Th is acquisition, coupled with the recent purchase of the Champion business from our licensee in Japan, will unite the Champion brand globally and will give us a powerful platform for growth on every continent,” said Hanes COO Gerald W. Evans Jr.
Talbot Marketing was recently named one of Canada’s Best Managed Companies in 2015 for excellence in business performance.
Established in 1993, Canada’s Best Managed Companies is one of the country’s leading business awards. Applicants are evaluated by an independent judging panel. Th e Best Managed program recognizes Canadian-owned and managed companies with rev-enues over $10 million demonstrating strategy, capabil-ity and commitment to achieve sustainable growth.
“Th e Talbot Team is excited to receive this national recognition which confi rms that we are on the right track for sustainable growth. We invest, support and develop our people to meet the diverse needs of our cus-tomers. I am proud to work with these dedicated, tal-ented and caring people each day”, said Steve Levschuk, President and CEO.
According to a Reuters report, Investment fi rm Investcorp Bank (which owns Polyconcept) is explor-ing the possibilities of a sale of Polyconept, hoping a deal will value the world’s largest supplier of promo-tional products at more than $1.3 billion, including debt, according to people familiar with the matter.
Bahrain-based Investcorp is working with investment banks William Blair & Company LLC and Barclays Plc in the auction for Polyconcept, which is currently in its second round of bidding and has attracted interest from private equity fi rms.
Polyconcept has 12-month earnings before interest, tax, depreciation and amortization of close to US$130 million, the people added.
Based in Roelofarendsveen, Holland, Polyconcept was was taken control of by Investcorp following a buyout from fi rm BC Partners Ltd. in 2005.
Gildan Activewear Inc. (TSX:GIL)(NYSE:GIL) announced that it has agreed to acquire Alstyle Apparel for a total cash purchase price of $110 mil-lion (all fi gures U.S.).
Th e acquisition is expected to close before the end of June 2016 and immediately expands Gildan’s penetration in printwear markets in the U.S., Canada and Mexico and complements Gildan’s position in the western United States where Alstyle has a strong presence. Th e acquisition will also allow Gildan to enhance its competitive positioning in the Mexican printwear and retail markets.
Alstyle’s manufacturing facilities in Mexico will be integrated into Gildan’s standardized manufac-turing processes allowing them to capitalize on pro-duction while taking advantage of preferential trade agreements and duty-free access to markets in South America.
Th e acquisition also provides additional textile manu-facturing capabilities which Gildan expects to benefi t from via enhanced purchasing leverage on raw material and other input costs and logistics effi ciencies.
Alstyle generated sales revenues of $183 million and EBITDA of approximately $19 million for its fi scal year ended February 29, 2016. While the acquisition is expected to be slightly accretive to earnings per share in 2016, strong integration synergies are expected to fl ow through from this transaction in 2017 and 2018.
First Quarter ResultsIn the fi rst quarter of 2016, Gildan reported strong
earnings growth up 17 per cent despite a dip in sales. Net earnings totalled $63.2 million or $0.26 per share on a
diluted basis for the three months ended April 3, 2016, compared with net earnings of $56.0 million or $0.23 per share for the three months ended April 5, 2015.
Net sales for the Printwear segment for the quar-ter were $392.1 million, down from $431.3 million in the same quarter last year. Net sales for the Branded Apparel segment in the quarter were $201.2 million, down slightly from $204.9 million in the fi rst calendar quarter of 2015. Net sales were negatively aff ected by an approximate $7 million impact resulting from for-eign currency exchange due to a stronger U.S. dollar compared to the same period last year.
Presented with Distintivo ESR Award For PhilanthropyTh e Distintivo ESR award presented by the
Mexican Center for Philanthropy (Cemefi ) and the Alliance for Corporate Social responsibility (Aliarse) is given to companies that voluntarily commit to implementing a social responsibility and continu-ous improvement management system, and fully integrate it into their culture and business strategy. Gildan is the only company in the apparel sector list-ed this year to be awarded.
“It is an honour to be recognized by progressive organizations in Latin America for the eff orts that we are making to provide good working conditions for our employees, minimize our environmental footprint and nurture the communities in which we operate, said Benito Masi, Gildan’s executive vice-president, manu-facturing. “At Gildan we have a strong commitment to operating responsibly and sustainably, as a core ele-ment of our business model and key driver of our future growth and success,” he added.
American & Efi rd Canada, lnc. is proud to announce that it is the exclusive Canadian distributor of Bataboff ™.
Th e products that Bataboff ™ currently distributes will complement the extensive range of quality sewing thread products that A&E currently provides.
With sales support and distribution centres strategic-
ally located across Canada, customers will continue to have access to the quality products and services that A&E has been providing for more than 125 years.
For more information, please contact Sales Support at 1-800-361-0787; canada.client@amefi rd.com; or visit www.amefi rd.ca
Catalyst Group is proud to announce the distribution of Next Level Apparel in Canada. New product is avail-able now, shipping to Canadian customers from Catalyst Group’s Mississauga, ON distribution centre.
Next Level Apparel features innovative fabrics, an outstanding colour palette, a full spectrum of fi ts and a diversity of styles.
“Th is is an exciting time for Catalyst Group as we
expand our portfolio of products off ered to the Canadian marketplace. We are committed to off ering great brands and exceptional product choices, such as Next Level Apparel, to our customers,” said Robyn Tomlins, Director of Sales & Merchandising for Catalyst Group.
For details please visit www.CatalystGroupBrands.com or contact [email protected] or 1-800-919-8322.
Magnus Pen Corp. is pleased to announce the appoint-ment of Nathan Daurie to the position of Regional Sales Representative for Ontario East and the GTA.
Nathan brings his extensive industry experience and a proven track record of success in the industry.
In this new role, Nathan’s objective will be to continue providing exceptional service, building new relation-ships and expanding the Magnus Pen product line.
Nathan can be reached at 1-800-567-8895 or by email at: [email protected]
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IMPRINT CANADA
News
Online video marketing has become a staple for many businesses across many industries.
According to a 2015 Forbes Insight Study, 75 per cent of business executives reported they watch work-related videos on a weekly basis and more than 80 per cent of senior executives report watch-ing more online video than they did a year ago.
There are loads of marketing videos on the web now, and some are extremely effective, but there are plenty that just don’t work. There are many common themes among the latter group, and based on those, here are my five ways to ensure your marketing video will not suck.
1. The Video Takes Too Long to Get to the Point
In the age of the “tweet,” marketers have only a few seconds to capture a view-er’s attention. In order to get the viewer to engage, a marketer must put serious thought into what the main point of the video is, and then clearly communicate that message as quickly as possible.
The attention span for video watching seems to be about 60 seconds or less, so viewers don’t want to hear a marketing message that goes on and on. Every word counts! Don’t use five words when three will do. This is where the practice of writing a clear and concise script definitely helps.
2. The Video Content is Inauthentic
Today’s shrewd con-sumers value authenti-city and they can detect what is not genuine from a mile away. Never try to portray yourself or your company as something you’re not. Embrace who you are and what you actually offer; people will relate to and engage with that content. As soon as viewers suspect something is non-genuine, their trust will be gone for good. In today’s market, the truth shall set you free.
Take some time for self-reflection about what you offer potential customers and authentically communicate that message.
3. Distracting Noises on the AudioRule of thumb: The visual can suck but the
audio can’t! Visually you don’t have to do any-thing fancy. A simple shot of you speaking in front of a nice background will never be dis-tracting. However, distracting noises in the audio will kill your video every time.
If you’re on a budget, put your money towards a decent microphone as opposed to a fancy cam-era. It’s amazing what you can do visually with a today’s smartphones! However, without a proper microphone, the recording will pick up too many distracting noises.
4. The Intention of the Video is not ClearThis goes back to tip #1
and the importance of put-ting serious thought into the point of the video. Too often we get distracted by special effects and features, or telling elaborate stories, and forget that the video needs to have a clear and concise message.
Never shoot a video sim-ply because you think you’re supposed to have a video. If that’s the only reason you’re shooting one, you’re pretty much guaranteeing it won’t be strong because it will lack intention for the viewer.
BEFORE you even pick up your audio equipment
and camera, spend significant time clarifying the intention of the video and composing your script around that intention.
5. Viewers Can’t Take Immediate ActionThe whole point of a marketing video is to
get your viewer to take some sort of action. Online video market-ing technology has advanced significantly with the dawn of the smart video, which allows viewers to take immediate action dir-ectly from the video itself.
We all know the power of the impulse
buy! Consumers are much more likely to fol-low through on a decision if they can act upon it instantly.
Remember the rule: “quality over quantity”. One extremely effective video is far better than 10 ineffective videos.
Jennifer Santoro holds a master’s degree in Integrated Marketing Communication and Management from the Florida State University and is a specialist in online video marketing. She’s the Chief Happiness Offi cer for InVidz Smart Video Technology, (http://InVidz.com). A Certifi ed Professional Coach through the Institute for Professional Excellence in Coaching, she has more than 10 years of professional communication experience in the non-profi t and private sectors.
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News
IMPRINT CANADA
Our industry somewhat mirrors the retail landscape with buyers researching and sourcing promotional products online. Th ere is an increasing shift to online purchasing and this not only suggests that younger employees coming into the workforce are having a grow-ing infl uence in buying decisions, but also that traditional buying behaviours are evolving.
What this means is that if you are not currently off ering an e-commerce solution for customers, then you are leaving money on the table. And - if the statistics highlighted at the beginning of this article are any gauge - with every year that passes that you aren’t off ering an online shopping portal, the amount of sales you’re letting go (to competitors who do) will continue to grow.
Th ere are many factors and options that can weigh into the decision when choosing an e-commerce platform. Th e purpose of this article is to hopefully simplify what these options are and outline some of the more popular services available to you.
To select the right e-commerce platform for your business, you fi rst need to outline your requirements. Some preliminary questions you may want to answer are:
• How many products will you off er and how many options do you have per product (i.e. brands, sizing, colours, et cetra.)?
Always consider your size of stock and, whenever you’re browsing for a store platform to use, make sure you’re paying the smallest amount of money for the services that you require. Many businesses will provide alternative payment methods for just a couple of products.
• Will you host your own online store? Th e next thing you need to decide is if you want your store hosted on your own website
or on the e-commerce platform’s. While hosting your store on your own website will allow you the most control, it also requires the most maintenance and security as you will be responsible for protecting your customers’ data and keeping the soft ware up to date and functional.
Th is is why many small to medium-sized businesses opt to have their stores hosted by reliable e-commerce platforms. Most will still allow you to use your own domain: (yourbusiness.ca vs. yourbusiness.platform.ca). Be sure to look at the features e-commerce platforms have to off er when it comes to hosting options and custom domain usage.
• What design options do you require? Many e-commerce platforms come with prebuilt themes to choose from and some
designs can be used for free, while others must be purchased. Some platforms also have recommended developers that can help you create a custom theme for your business.
• What integrations do you require? If you use MailChimp for your email marketing, QuickBooks for accounting or other
specifi c tools, many e-commerce platforms come with integration options. Th ese and other services incorporate the management of your accounting, marketing, customer service, inventory, social media, and reporting. See if the services you already use recommend a specifi c e-commerce platform, or if the e-commerce platform off ers integration options with your favourite services.
• Which payment gateways do you require? Most customers expect to be able to use their credit cards when purchasing online. To
accept credit cards, you can apply for an online merchant account through your business bank, or you can use a credit card processing service that off ers merchant accounts. Each company also charges its own transaction fees. You can also use a credit card processing service that off ers merchant accounts. PayPal is another payment option. Signing up for PayPal allows you to bypass getting a merchant account. PayPal allows customers to pay directly through their bank accounts or by credit card for which you will pay a fl at rate monthly fee.
• What’s your budget? Select the platform that best suits your budget and thoroughly comparing features vs.
pricing can help you choose a platform that fi ts your needs at the best price possible. For example, you may be comparing one platform which starts at $29 per month, and another that starts at $19. Th e $19 one on the surface may seem like a good deal, but it may only include the ability to sell 10 products whereas the $29 per month platform may include the ability to sell 100. One platform may allow you to off er discount codes at a certain price point, while another won’t. Be sure that support is also included and not sold separately.
Also be sure that you get an outline of ALL the fees that will be incurred. Some platforms have setup fees, processing fees (in addition to what your payment gateway charges), fees for integrating with the services you already use, fees for the themes you might want to use, and other charges. Carefully look for those additional fees, especially in the themes, apps, and terms and conditions to fi nd out exactly what they’d amount to.
Shopify is one of the leaders in the e-commerce space, and perhaps the easiest-to-use tool to build
your online store with, providing ready-made online shops you can tweak and customize. Th e platform gives you an ready-to-go online store, so instead of building a store piece
by piece, you can just adjust the pieces that are already there. You can organize your products, customize the way your store looks, accept payments (online and credit cards), track and respond to orders, and you can do it all within Shopify’s interface.
Shopify allows users to choose from over 100 mobile-optimized online store designs, which eliminates the need for a designer.
Another benefi t is that Shopify takes care of hosting your store for you. Th is means that you don’t need to sign up for any external web hosting service. Everything is neatly handled in just one place. Shopify uses optimized server structures as well which are built specifi cally with e-commerce in mind.
Shopify also off ers offl ine solutions – you can use Shopify in your actual brick-and-mortar store – to integrate it with the operation that you have already going on.
Shopify also scales easily so it will be able to grow with you regardless of the number of products you have to off er, the size of your sales, and the number of customers that have bought from you.
Bottom Line: Th e kind of user who will get the most out of Shopify is beginners; business owners who are just starting out in the e-commerce space and want to get the best solution possible, while at the same time minimizing the costs as much as possible.
Magento is one of the most heavily used free e-commerce soft ware platforms out there.
Th is all-in-one e-commerce solution is fairly advanced, so if you don’t have web development experience - or a employ anyone who does - you may fi nd it quite diffi cult to set-up.
Magento is available as a free download which can be installed on your own server, and it’s available as a hosted service – this means that you don’t have to install anything yourself, but this comes at a fee.
Magento gives user a lot of options including inventory management, coupon man-agement, the ability to handle shipping charges, multiple payment gateway options, built-in multilingual support, marketing tools, and much more.
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News
IMPRINT CANADA
While 2015 was a challenging year (to say the least), aforementioned projections for
the next fi ve years provides a snapshot for which our industry can plan accordingly.
Competition for our industry’s fair share of anticipated advertising budgets will
only become fi ercer. Print, television, radio,
and online media along with news releases
and direct mail endeavours, all vie to place
products and services within reach of cor-
porate brands.
How can our industry best distinguish
itself (its products/and services) from other
media and delivery options?
Th e answer is through collaboration. Take
for example gift cards, which are one example
of how collaboration between vendors and
suppliers sway and facilitate purchasing
decisions.
Walk into most major retail outlets and
you will probably fi nd a compliment of gift
card options that will ease the indecisiveness
that comes with choosing to buy something
for someone.
It should come as no surprise to any one of
the 20,000-plus individuals earning a living in the Canadian promotional marketing
products industry, that gift cards are a thorn in our side. It’s a source of dollars steadily
fl owing away from our industry and into the coff ers of traditional retailers.
Th is could be a sign that our industry is lagging behind other marketing and media
industries in taking care of priority number one: positioning promotional marketing
products as the top-of-mind vehicle for end buyers to promote their brands and services.
Th e more that distributors and suppliers can collaborate, the better they can service
the needs and expectations of end-buyers.
Th e distributor/supplier relationship in
our industry is impacted by trust… or the
glaring lack of it.
To achieve higher levels of collaboration, a
greater level of trust between the two sides is
ultimately required.
Consider the following question: how much
collaboration have you had over the past sev-
eral years with your suppliers / distributors,
to ensure promotional products are the fi rst
choice for end buyer marketing dollars?
While some already very successful organ-
izations have improved their businesses by
developing collaborative relationships, the
vast majority have not. Discussions can be
had as to why trust levels are not as high as
they can or should be, but this will do little to
remedy the current situation. Rather, a from-this-point-on approach will best provide solutions.
Everyone in this industry has to look forward in its resolve to grow the promotional
products industry together. Distributors and suppliers alike must consider the approach
of looking at the challenges of the marketplace with the collective end game in mind,
rather than from an individual perspective. United we stand, divided we fall.
Essential to the future success of our industry will be how distributors
and suppliers maintain their identity as distinct components of the supply
chain while establishing a unifi ed marketing front.
Establishing and identifying common goals for better collaboration is
where this process must begin. Defi ning clear-cut roles and expectations
will make all parties accountable - and as goals are then mutually set and
achieved - higher levels of trust will ultimately follow.
People are more apt to open up and show thoughts or concerns, and more
importantly share ideas for growth, when they are working with someone
they trust.
With trust comes more open communication, and with better communi-
cation comes the ability to forge partnerships. Th is leads to the ability to
strategize towards a common goal: to better position our industry as the
optimal choice for end buyer dollars.
If you are thinking that you can’t trust your business partner – how eff ect-
ively can you service the end client? How can you guarantee the survival of
your business’ and industry’s growth?
Our industry is at a critical juncture; what role will your fi rm play in its
future?
HERE ARE JUST A FEW WAYS TO HELP THOSE AFFECTED BY THE FIRES:
Source: Statistics Canada
Tony Muccilli is the president of Tristan Communications Ltd., and publisher of Imprint Canada magazine. Feedback on this article is welcome and can be sent to [email protected].
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When Justin Trudeau’s Liberals swept into power in
this past October’s election, part of their popular man-
date was the decriminalization of marijuana.
Prime Minister Trudeau has been openly critical of
the fact that any Canadian should carry a criminal rec-
ords because of simple cannabis possession; Trudeau
specifi cally pointed to the example
of his late brother, Michel, who was
charged with marijuana possession
prior dying in an avalanche in 1998.
Since the election, many parts
of the country, especially Toronto
among them, have witnessed a surge
in cannabis dispensaries as entrepre-
neurs attempt to get their foothold
into a soon-to-be-regulated industry
worth billions of legitimate dollars.
In a recent article in Maclean’s magazine titled, Why buying pot has never been easier: Inside Canada’s completely out of control marijuana business, senior writer Michael
Fiscolanti reported that the legislative grey zone cre-
ated by the Prime Minister’s promise to decriminalize
marijuana has given rise to pot dispensaries all over the
country. Toronto alone boasts more than four dozen
shops, and that number continue to grow as rapidly as
the pot they sell, while the government seeks to regulate
the marijuana trade into a taxable industry.
While there is no offi cial count, the number of dis-
pensaries is believed to be above 200 across the coun-
try. In British Columbia, these dispensaries have oper-
ated for many years in defi ance of the law as the early
proponents of medicinal marijuana put down roots.
Fiscolanti noted that cannabis dispensaries have
become so commonplace in Vancouver (there are now
close to 110, a tally that is more than Tim Hortons’
outlets) that city council
is choosing to license and
regulate rather than raid
and arrest.
Th e rules are quite hazy;
weed is still a controlled
substance in Canada,
meaning it is illegal to
possess, grow or sell it, but
medicinal marijuana how-
ever is legal. Any patient
with a valid prescription
from a doctor can pur-
chase the drug, via registered mail, from one of Health
Canada’s 30 approved growers.
While Canadians await for an appointed task force -
expected to be headed by former Toronto Police Chief
Bill Blair - to examine how to best “regulate and restrict
access to marijuana in a careful and orderly way,”
Canadian cannabis dispensaries are fully operational
and in need of promotional merchandise they can mar-
ket to their customers - much like any other business.
South of the border, the numbers speak for them-
selves; according to a recent Advertising Specialty
Institute® (ASI) state-by-state review published in ASI’s
Advantages® mid-April edition, sales of promotional
products in Colorado are increasing at a faster rate than
in any other state in the country, fueled in large part by
the burgeoning legal marijuana industry.
“When a new industry starts in a state, rarely does it
exceed sales of $1 billion in its fi rst fi ve years, yet that’s
what’s happening with marijuana in Colorado,” says
Nate Kucsma, ASI’s director of research. “With very
strict dispensary regulations in
place for TV, radio, Internet and
outdoor advertising, it’s no sur-
prise that promotional products –
which don’t have these restrictions
– are booming.”
An increasing number of dis-
tributors are benefi tting from the
marijuana rush. Troy De Baca,
owner of Denver-based Troy’s
Custom Tees, has won consist-
ent orders from marijuana dis-
pensaries, boosting his revenues.
“I can vouch for the fact that the
marijuana industry has helped
business,” he says. “I have repeat
customers who order months in advance, especially as
they get ready for the Cannabis Cup – which is a local
trade show that’s like the Super Bowl for pot.”
Colorado’s annual 4/20 day pro-marijuana celebrations
also entice dispensaries and growers to market their brands
and individual strains to a mass audience of enthusiasts.
“I’ve done T-shirts and fl at visor caps for 4/20 day, and
I expect to get some more orders this year,” says Stan
Lemonovich, vice president of AAA Wholesale Services.
Jay Tittman, owner of Rocky Mountain Business
Products, has provided branded stickers, pens and light-
ers to help dispensaries promote their shops. He believes
it’s not only event traffi c that’s driving sales, but tourism, as
well. “Th ere’s a big attraction for tourists to buy a cap or a
T-shirt with a dispensary’s name on it,” Tittman says. “Th is
stuff is being merchandised
extensively. It’s defi nitely an
area we want to focus hard
on.”
Th e economic potential
of the marijuana industry
in Colorado already seems
limitless. Over just the next
four years, analysts expect
the cannabis industry will
grow into a $40 billion
behemoth, with Colorado
as the epicenter. And, by
some estimates, every dollar spent on marijuana will lead
to another $3 working its way into the local economy. “In
my opinion, there’s tens of millions of dollars of marketing
and promotional products opportunities related to mari-
juana,” says Tittman. “Th at might be on the low end.”
While the legal and political pundits in Canada don’t
yet have a fi rm timeline on when the new legislation
decriminalizing pot will actually take eff ect, what is
clear is that the private sector has taken it upon them-
selves to get into this market niche. Th is means a lot of
untapped opportunities to provide branded and pro-
motional merchandise to an industry that is already
booming.
News
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News
Th e T-shirt is one of the universal symbols of
summer and it just happens to be a staple of the pro-
motional products industry.
It’s the time of year when a host
of events - ranging from team pic-
nics to staff building parties to
company scavenger hunts - are on
everyone’s calendar.
Why are T-shirts so popular for promotional events? Th ey are typ-
ically the de-facto “go-to” item
for these types of warm weather
functions for numerous
reasons; not least of which
because they’re inexpen-
sive, functional, eff ective in
their purpose of promoting
the message, and they’re
worn by virtually everyone.
So how do you go about selling more T-shirts this season to your customers?
• KnowledgeTh e cliché that knowledge is power holds true; the
more you know, the better prepared you can be.
If you’re pitching an existing client, then you
should already know more than just a little bit about
their company, culture, employees and what upcom-
ing events they may be planning. Many companies
host annual events, so you should be aware well in
advance of what promotional needs they may have
and what their tastes are.
Th is research will give you a leg up as your pitch
will be timely and relevant to their needs.
If you are trying to land a prospective client, try
to fi nd out as much as you can about who they are,
what types of events they host, what type of employ-
ees they have. Th is information will be important
in determining what type of T-shirt style(s) best fi t
their needs. A construction company’s needs are
going to be vastly diff erent from those of a dance
studio’s obviously.
• Product ResearchTh is leads us into product research; there are
many diff erent types of T-shirt styles and trends
available in our industry; if you are not up to date
on your product knowledge, then you are failing
both your customer and yourself.
Technology, styles and product composition have
come a long way in the past several years, so to
think that a standard 100% cotton or 50/50 blend-
ed T-shirt should fi t most of your customers needs
is just plain lazy. Performance
T-shirts, tri-blend fabrics,
v-neck styling, slimmer silhou-
ettes; these are just a few of the
many subcategories that you
need to be aware of. Only then
will you be able to pitch the
most suitable products for your
clients which will ultimately
lead to more sales.
• Powerful Presentations
During your pitch,
you should have a wide
variety of samples and
colours for clients to
test for themselves.
Pictures, sizing charts
and product descrip-
tions are helpful, but
nothing can replace seeing and feeling the product
fi rst hand.
When your client is actually holding the product -
or trying it on - and you’re speaking to the product’s
benefi ts as it relates to their respective needs, this
goes a long way in upselling them on higher quality
or on more units.
• Get CreativeWith advancement of digital decorating and ink for-
mulations, what you can design on a T-shirt today is
mostly limited to your imagination. Letting your cli-
ents see a variety of embellishment methods will open
them up to possibilities they may not have known
existed and this can oft en leads to bigger buys.
Explaining and presenting the myriad of technic-
al diff erences between decorating techniques along
with the pros and cons of the numerous embellish-
ment methods available to them will give you cred-
ibility in the mind of your customer. You will be
viewed as a source of knowledge (which is power
remember?) and therefore your recommendations
will carry more weight when it comes time to fi nal-
ize the order.
• Market YourselfJust because you know that you’re an authority
on the T-shirt market, it doesn’t necessarily mean
that your existing or potential clients know this. You
need to SHOW them!
Your website and all affi liated marketing activity
should reinforce this point as clearly and as oft en as
possible if you want to sell more T-shirts. Post and
share photos of the exceptional embellishment pro-
grams you’ve completed and include testimonies
whenever possible. Couple this with a catchy call to
action to in order to incentivize clients to act now!
Try employing these simple tips this summer and
you’ll be able to turn up the heat your on T-shirt
sales for summer 2016.
IMPRINT CANADA
News
Bottom Line: Magento is a complex system which
is feature-intensive. It is a complex, time-intensive solu-
tion that requires web development experience and it
can also get very expensive if you opt for the enterprise
options or require support directly from Magento. But
one of the biggest advantages of Magento is that it’s a
perfectly scalable system, so you can go from 10 prod-
ucts to 100,000.
Wix is diff erent from
Shopify and Magento
in that it’s primarily a
website building feature. If you don’t have a website, or
you are looking to create a new one quickly and easily,
this may be a suitable option.
Wix is an ideal option for business owners who want to
be able to do everything on their own, and have full control
over their online store’s appearance without having to hire
a designer or web development staff . During the website
building process, all you have to do is pick individual ele-
ments and place them on a canvas and then you can also
add an e-commerce component to your website.
Wix off ers free plans and comes with a myriad of
high-quality template options, however you need to sign
up for a paid plan before you can launch your store/site.
Th e e-commerce add-on however doesn’t allow for many
product attributes to set as it is geared more at standard
website building rather than e-commerce store building.
Bottom Line: Wix is a easy-to-use website building
tool that allows for simple e-commerce integration.
Th e downside is if you already have a website that you
are happy with, you cannot integrate the e-commerce
add-on as a stand-alone feature.
OpenCart is an open
source complete
e-commerce solution. Th is means that everything about
the main OpenCart script is free and you can modify it
as you wish. You also get free lifetime support and free
soft ware updates. OpenCart gives users pretty much
everything they’d need in a e-commerce solution, such
as: unlimited categories of products and manufactur-
ers, over 20 payment gateways, printable invoices, sales
reports, back-up and restore options…the list goes on.
Users need to download OpenCart it from the offi cial
website, and install it on a web server that is managed by
the user. Because of this, it’s better suited for businesses
that have some web experience and know their way
around basic website setup and development tasks. Th at
being said, OpenCart interfaces are very friendly. Right
out of the gate, you get all the functionality required to
get you started and selling your fi rst products.
OpenCart doesn’t require any ongoing development
costs, so for small to medium sized online stores, this
makes it a great option for keeping costs down.
Some of the drawbacks are that OpenCart is not as
easy to customize as other e-commerce solutions, nor
is it as inherently search engine friendly.
Bottom Line: OpenCart is a good, inexpensive plat-
form to get started with if a business owner is comfort-
able with basic website development and maintenance.
However, it is probably not ideal for users who want to
add new options as they progress (as these can become
relatively expensive).
WooCommerce is
quite popular among
e-commerce developers because it is a WordPress plug-
in. WordPress is the free blogging platform that can be
used as an easy content management system for running
websites. With countless themes and plugins available,
it’s easy to customize a store built on WordPress with
WooCommerce.
WooCommerce is a complete e-commerce platform
targeted to business owners that either already have a
WordPress site running and want to add an e-commerce
component to it, or business owners that are just start-
ing out and plan on building a WordPress site anyway.
In addition to being free - which is the greet thing
about open source resources - they are also freely sup-
ported and updated over time to deliver the optimum
results.
WooCommerce also has a number of features ready
to go such as coupon codes and email marketing. Th is
gives users greater command over on-page marketing
and conversion strategies.
Bottom Line: Th e WordPress+WooCommerce
option is a great low-cost option for the business owner
looking for a small e-commerce store who either has
WordPress experience or employs someone who does.
If you’re not very savvy in the web development realm,
setting up a WooCommerce store all on your own can be
somewhat diffi cult. Another drawback is that when com-
pared to other solution such as Magento, WooCommerce
isn’t quite as feature-rich. For this reason, it tends to be
used by those running small e-commerce stores, rather
than more enterprise level players.
3dcart is a host-
ed shopping cart
soft ware - meaning
business owners don’t have to install any soft ware, or take
care of any server-related issues - and it is particularly
useful for those looking to get off the ground.
3dcart delivers an easy-to-use platform for compan-
ies that expect their online stores to grow relatively
quickly and who don’t require site development skills
while off ering an optimized structure that’s capable of
handling hundreds of products.
Some of the features include: No transaction fees, 24/7
free tech support, More than 100 optimized designs to
choose from, integration with eBay, Amazon, Google
Shopping, Facebook, and Shopzilla, Tax handling, Return
handling, and more.
Bottom Line: 3dcart is ideal for businesses experien-
cing strong growth which are looking for strong phone
support and seamless integration with a wide range of
payment gateways. Th e number of free templates off ered
is limited however and supplementary charges -which
other platforms include as part of their standard price
plans - are not included.
Please note that this list above is not by any means
exhaustive; there are many more e-commerce solutions
available to small and medium-sized businesses that have
not been listed above. Th is list simply highlights some
of the more popular options available.
We hope that this article helps to clarify your needs
and kick starts your search for the tailored solution that
bests suits your requirements.
Selling your products online - if you’re not already
doing so - can be a very profi table and logical progres-
sion for your business. But we recommend that, as with
any new venture, you do your due diligence and own
research as to what you require and which solution is
best suited to your budget and objectives before making
any signifi cant investment.
technosport.com
PROUDLY DISTRIBUTED BY: CANADIANS SERVING CANADIANS TORONTO | MONTREAL | VANCOUVER | CALGARY | MONCTON
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NEW 2016 COLLECTION
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At the 2016 SGIA Expo in Las Vegas, specialty imagers will gather to experience the newest equipment and applications for graphic imaging, apparel decoration, printed electronics and
industrial printing, including: Digital inkjet, screen printing, direct-to-garment inkjet, media and substrates, and much more from the industry’s leading exhibitors. You’ll also see the most
innovative software, automation solutions and color management tools available.
Don’t miss the best show for
specialty imagers: 2016 SGIA Expo, September 14–16
in Las Vegas!
IMPRINT CANADA
DIRECT-TO-GARMENT DECORATING SERVICES SIMPLIFIED!
AVAILABLE FOR AS LOW AS $3.50! TRY DTG SERVICES TODAY!VISIT STAHLS.CA/GARMENT-DECORATING-SERVICE FOR MORE INFORMATION!
Square inch pricing now available! Stahls’ is making Direct-To-Garment
fulfillment orders even easier and more convenient with square inch pricing
on full colour printing! Just send us your artwork with specifications and we
will take care of the rest!
Gain more customers, increase orders, save on labour and generate more profits.
Stahls.ca | 800.521.5255IC0516
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September 9 & 10, 2016
3630 Macleod Trail South Calgary, Alberta T2G 2P9
(403) 287-3900 http://www.bwcalgarycentre.com
For reservations, call: 1-877-287-3900
SPECIAL RATE FOR SHOW GUESTS: From $135.00 (Includes a complimentary hot breakfast.)SHOW CODE (Please quote this when reserving): Imprint Canada Show
DEADLINE (To receive special rate): August 29, 2016
3828 MacLeod Trail South, Calgary, AB
(403) 243-5531 or 1-800-361-3422
www.daysinn-calgarysouth.com
RATE: $94.99
CODE: Imprint Canada Show
DEADLINE: August 15
110 9th Avenue SE, Calgary, AB
(403) 266-7331
www.marriott.com
RATE: $219
CODE: Book online at bit.ly/1REziaH
DEADLINE: July 8
119 – 12th Avenue S.W., Calgary, AB
(403) 266-4611 or 1-800-661-9378
www.hotelarts.ca
RATES: Starting at $109 (Friday-Sunday)/
$189 (Monday-Th ursday) - Call For Details
CODE: 1509WESTER 001 or Western Imprint Show
DEADLINE: August 12
(and for travel agent and WestJet dollars, please also
quote code YYC02)
WestJet is pleased to off er 10% off the base fare* for travel between Calgary and anywhere WestJet fl ies in North America (including WestJet’s Delta code-share partner network).
To take advantage of this off er, you’ll need the discount codes listed above. For details on how to com-plete a booking with these discount codes, please visit westjet.com/convention-discount
Air Canada is pleased to off er special rates to delegates attending the 2016 Western Imprint Canada Show.
To book a fl ight with your promotion code, access aircanada.com and enter promotion code UMK4TVN1 in the search panel.
Travel period begins Wednesday, August 31, 2016 and ends Saturday,
September 17, 2016.
WIN A CATERED STAFF PARTY
IMPRINT CANADA
I N T R O D U C I N G
The classic 29MR Heavyweight Blend™ collection just got better. Now made with
advanced moisture management performance.
© 2
015
Frui
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Inc
JERZEES.COM | 800-567-7662 CANADA
@JERZEESApparel/JerzeesActivewear
MOISTURE WICKING | 9.3 OZ, 50/50 COTTON/POLYESTER 44 COLORS | 8 STYLES | SIZES Y-5XL & TALLS
NEW FOR 2016
FIND A VARIETY OF JERZEES® STYLES AT THESE PARTICIPATING DISTRIBUTORS:alphabroder
866-ASH-CITYashcity.com
Buy Blanks, Inc.855-529-2032buyblanks.com
Quality Sportswear 877-462-4237
qualitysportswear.ca
Phone: 780-453-8989 • Fax: 780-455-779912003 Kingsway Ave. Edmonton, Alberta, Canada T5G 0X8
E-mail: [email protected]
Toll Free Phone: 1-866-956-8989 • Toll Free Fax: 1-877-455-7788WINNER GARMENT INDUSTRIES LTD.
Winner Garment is one of Canada’s leading manufacturers of safety workwear. Open since 1975, we are 100% Canadian owned and operated with 51,000 square feet of state-of-the-art facilities in Edmonton, with in-house embroidery and silk screening available.
Flame- and Arc-Resistant, and Hi-Visibility apparel is our specialty and we carry an extensive stock program for fast delivery.
We have the best quality at the best prices. Our stock sizes can fit almost everyone from small to 6XL.
Can’t find it anywhere else? Let us custom make it for you!
There is no limit to the designs, styles or size that Winner Garment can make for you. Work with our design team to modify our styles to suit your specific needs or create an entirely new garment.
Our goal is to help you get the safety, style and comfort you deserve - on time and on budget. It’s literally “Safety that fits.”
• Unlined Coveralls• Insulated Coveralls• Parkas• Insulated Bib Overalls• Unlined Bib Overalls• Surveyor’s Vests• Bomber Jackets• Flight Suits• Shirts
• Pants• Vests• Nomex Golf Shirts• Nomex Fleece Hoodies,
Full Zippers & Pullovers• Smocks• Flame Resistant Apparel for Welders
…and much more!
We manufacture and stock:
WINNER GARMENTS A F E T Y T H A T F I T S .www.winnergarment.com
Canadian Made Industrial Safety Workwear since 1975.
Huge Inventoryof Safety Fabrics
in Stock!We feature:
Permanent FR Cotton
Product safety information is available upon request. This information corresponds to our current knowledge on the subject. It is offered solely to provide possible suggestions for your own experi-mentations. It is not intended, however, to substitute for any testing youmay need to conduct to determine for yourself the suitability of ourproducts for your particular purposes. This information may be subject torevision as new knowledge and experience becomes available. Since wecannot anticipate all variations in actual end-use conditions, DuPontmakes no warranties and assumes no liability in connection with any useof this information. Nothing in this publication is to be considered as alicense to operate under or a recommendation to infringe any patent right.
L-12
518
03/0
7
DuPont Personal Protection
Chemin du Pavillon 2, PO Box 50
1218 Le Grand-Saconnex
Switzerland
Tel: +41.22.717.5111
Fax: +41.22.717.6131
e-mail: [email protected]
www.dpp-europe.com
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Scotchlite™FR Reflective Tape
Modacrylic/Cotton
100% PolyesterHigh Visibility
Polyester/Cotton
Nylon Fabrics
100% Cotton
100% CottonCanvas
Direct Job No.: None SAP No.: DUP.DUPSP.07038.H.011Description: Dupont Military Brochure
This mechanical prepared by: Ogilvy & MatherForm: Brochure Color: 5/5 4/C+gloss varnish
Bleed: 25.5” x 11.25” Trim: 25.25” x 11” Safety: None Scale: 1:1 Actual Trim: Same as Trim Gutter: 0” x 0”
Creative Director: None Art Director: Ared Spendjian Copywriter: NoneAccount Exec: None Print Producer: None Traffic: Gina Lorenz
Engraver: NoneREDWORKSNEWYORK Filename: DUP_SP_07038_H_011_BR_1A.indd
Document Path: Macintosh HD:Users:davidbrockett:Desktop:DUP_SP_07038_H_011_BR_1A Folder:DUP_SP_07038_H_011_BR_1A.indd Created: 9-29-2008 4:24 PM
Client: E. I. Dupont Proof: 3 Galley: 1 Current Date: 9-29-2008 4:28 PM Operator: db
Output: Fiery, pdf, disk Keywords: None Print Scale: 100% Fonts: Meta, Univers, Meta Black, Adobe Garamond Pro, DINSwatches: DuPont Red, Black, C=0 M=91 Y=100 K=23, C=0 M=100 Y=0 K=0, C=42 M=26 Y=89 K=21, DuPont Sterling Grey, Paper, C=100 M=0 Y=0 K=0 Images: NOMEX_CMYK.eps, 144053.jpg (CMYK; 505 ppi), DP_ Primary_singleline_color.ai
When an already tough situation can flare up in a heartbeat, it’s good to know there’s a company helping you keep your soldiers safe — DuPont. We’ve been working with the U.S. Military for over 200 years and providing essential personal protection since 1965. But times and conditions change. That’s why our scientists and engineers continue to research, innovate, and test new technologies. Solutions ready for the life-and-death and day-to-day challenges that warfighters face, whether they wear the uniform of maintenance workers, ground troops, flight deck crews, or pilots.
DuPont™ nomex®
Protecting the heroes Who Protect our Way of life
© 2008 DuPont. All rights reserved. The DuPont Oval Logo, DuPontTM, The miracles of scienceTM, Nomex®, Kevlar®, Tychem® and Thermo-Man® are registered trademarks or trademarks of E. I. du Pont de Nemours and Company or its affiliates.
Some government photos are courtesy of the U.S. Army.
K20631
A 200-year promise to protect
More is asked of modern military personnel than ever before. Faster responses, harsher environments, and more complex technology all require the ability to innovate and adapt to rapidly changing conditions.
DuPont scientists and engineers create the fibers and materials that are ready for tough modern conditions. Whatever the threat, there’s a solution — DuPont™ Kevlar® for ballistic protection, Tychem® for chemical warfare threats, and Nomex® for heat and fire dangers. To meet the increased demand for thermal protection in everyday scenarios, DuPont scientists are also working alongside the U.S. Military to help them pioneer new applications for Nomex®.
Only one company can draw on a two-hundred-year history of innovation to engineer the high-performance gear that helps give your warfighters the edge it takes to not just survive, but to win.
Be DuPont ReADy.
Output to DiskSpell Checked ________
F:8.25 in F:8.5 in F:8.5 in
Nomex FleeceNomex Jersey
Vapro-Lite Water Resistant Breathable
Vapro-Lite Water Resistant Breathable
Product safety information is available upon request. This information corresponds to our current knowledge on the subject. It is offered solely to provide possible suggestions for your own experi-mentations. It is not intended, however, to substitute for any testing youmay need to conduct to determine for yourself the suitability of ourproducts for your particular purposes. This information may be subject torevision as new knowledge and experience becomes available. Since wecannot anticipate all variations in actual end-use conditions, DuPontmakes no warranties and assumes no liability in connection with any useof this information. Nothing in this publication is to be considered as alicense to operate under or a recommendation to infringe any patent right.
L-12
518
03/0
7
DuPont Personal Protection
Chemin du Pavillon 2, PO Box 50
1218 Le Grand-Saconnex
Switzerland
Tel: +41.22.717.5111
Fax: +41.22.717.6131
e-mail: [email protected]
www.dpp-europe.com
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Kevlar
INDUSTRIAL SAFETY
www.tencateprotectivefabrics.com
TenCate high performance fabrics provide protection, comfort, durability and excellent value.
• Inherently flame resistant – FR properties are built in, and won’t wash or wear out. Exceeds NFPA 70E HRC 1, HRC 2, and NFPA 2112 performance standards.
• Comfortable to wear – Soft and breathable. Superior moisture management because of special cellulosic fiber content.
• Exceptional durability – Outstanding abrasion resistance and better strength retention after multiple commercial washes.
• Outstanding laundered appearance – Fabric retains its like-new look and maintains permanent pressed appearance better than other protective fabrics.
• Excellent value – Long life cycle and competitive price means lowest cost.
• High visibility – ANSI 107 and CSA Z96 compliant for low visibility environments.
UNBEATABLEELECTRIC ARC and FLASH FIRE
PROTECTION
Light Blue
TenCate Tecasafe ® Plus delivers superior electric arc and flash fire protection in a comfortable lightweight fabric. It performs to the NFPA 70E and NFPA 2112 standards and lasts longer than FR treated fabrics, making Tecasafe® Plus a great value. Unlike other protective fabrics, it is inherently flame resistant. So, the unique FR protection comes built-in, and won’t wash out or wear out.
UltraSoft®Westex
IMPRINT CANADA
Trendex North America 3454 Oak Alley Court • Suite 303 • Toledo • Ohio • 43606 • (419) 724–4160
Source: Statistics Canada/Trendex North America
Source: Statistics Canada/Trendex North America
Source: Statistics Canada/Trendex North America
Source: Statistics Canada/Trendex North America
HD Cotton™ delivers superior printing with higher density fabric, tighter knit and finger gauge yarns. Plus, the
smoother surface and wider print space through the chest save you time and money during production. For
value that outperforms, trust HD Cotton™.
Hear what other decorators like Lon are saying, browse their designs and more, at FruitActivewear.com/HDCotton
- Lon Winters,, GGGGrrrraaaapphhic Ellephants, EElizabbethh,, CCOOOOOOOOOO
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like no otherapparel supplier in the industry
A tradition for service, quality and value since 1954Leading importer of in-stock and custom quality garmentsCanadian Made and Custom manufacturerIn-house design and creative servicesFull service in-house decoration
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