Imprint Canada July/August 2016

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IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS BMDQ'9M?MKL *().

A Tristan Communications Ltd. Publication

AFKA<= L@AK AKKM= AF<MKLJQ F=OK Get caught up on the latest industry news.

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Volume 23, Issue 4

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)0L@ 9FFM9D O=KL=JF AEHJAFL ;9F9<9 K@GO The Western Imprint Canada Show returns to Calgary’s BMO Centre - Hall “E�, September 9-10, 2016. See the latest exhibitor listings, airline and hotel discounts, plus seminar listings, sponsors, prizes and giveaways. 10

?DG:9D J=L9AD F=OK Retail apparel headlines from from around the globe.

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MKAF? KF9H;@9L >GJ :MKAF=KK Snapchat is the new social media craze, especially among millenials. Learn tips on how to use this application for your business. 20

<=N=DGHAF? 9 ?JGOL@ KLJ9L=?Q >GJ QGMJ :MKAF=KK We list the most common ways to guide your business through a period of expansion. 21

F=O HJG<M;L KHGLDA?@LK See the latest wearable, advertising specialty, and decorating supplies & equipment offerings from industry suppliers. 24

Sublimation is both a science and an art form. The science is in how inks from your printer become embedded into the surface of a substrate to create uniquely beautiful products for your customers. The art form is in both the designs you create and the skill with which you make your products. Like with any creative process, sublimation has some challenges that we have all encountered at some point when fulfilling orders. Here is a look at some of the more common issues that sublimators ,ZMI\QVO XMZNMK\ LMKWZI\QVO ZM[]T\[ _Q\P

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If you are interested in cutting costs and becoming more efficient, there is no better way than by employing automation. Many production aspects have been automated in the graphic industries, including automatic screen printing and graphic presses, automatic screen cleaning machines, direct-to-screen imaging equipment, folding, bagging, packaging and more. Big companies have been forced to automate in order to survive. With stakeholders demanding maximum return on their investment, management is always looking for new ways to slash costs and be more efficient. Small independent shops do not have the same pressure and therefore most *]\WUI\QVO K][\WUMZ [MZ^QKM [I^M[ \QUM

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Trendex North America highlights metrics from its NAFTA Apparel eCommerce Insights quarterly publication. 34

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IMPRINT CANADA July/August 2016 - Volume 23, Issue 4

QĂ 867< Younger people who were raised with notion that they belong to an entity larger than the United Kingdom now stand to lose the right to be a member of the EU. They will no longer be able to earn a living, study or live anywhere in the other 27 European nations. They will now lose economic and personal flexibility. Older voters on the other hand were more likely to be already economically and personally established and may not have felt that there was much in the added value of the flexibility and opportunities to live elsewhere in the EU.

" 0#& )/ ()1 By now, unless you’ve been living far beyond the reception of any cellular signals, you will have no doubt heard of BREXIT - the European Union (EU) referendum held in the United Kingdom - that asked the question, should the UK should remain a member of the EU? The referendum vote was extremely close, with 51.9 per cent of voters opting to leave the EU and 48.1 per cent voting to stay. Broken down by age, the voting results were as follows: • 75 per cent of 18 - 24 year olds, and 44 per cent of 25 49 years olds voted to stay. • 56 per cent of 50-64 year olds, and 61 per cent of voters over 65 years of age voted to leave.

The age breakdown in votes provides key insights into the thinking of voter demographic.

Concerns about the implications for the UK economy were witnessed as global equity markets lost a record ÂŁ3.01 trillion in the two days following the vote. Throw in the upcoming Conservative Party election - in which a new British Prime Minister will be elected - not to mention the political and economic pressure to be heaped upon the UK by the remaining EU member countries, and you begin to see just how daunting the challenges are that the UK will face. With the banks in the UK to keep interest rates suppressed for the foreseeable future, American and Canadian banks are likely to follow suit even though earlier economic indicators hinted at the raising of rates here in North America. Lower rates in Canada, while fuelling skyrocketing housing prices in Vancouver and Toronto, will continue to maintain the economic status quo of the advantages and challenges our economy is currently experiencing.

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With a big question mark surrounding the global economy, whatever value increase that was in store for our loonie has surely gone out the window. Given the uncertainties abroad, maybe maintaining the status quo isn’t such a bad thing in comparison. Better the devil you know....

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Any real impact that BREXIT will have on North America will not likely occur until the dust has settled overseas - first in the UK and then within the rest of Europe.

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PUBLISHER

Tony Muccilli : tony@imprintcanada.com

PRODUCTION MANAGEMENT

Adriano Aldini : news@imprintcanada.com

CONTRIBUTORS

Adriano Aldini, Robin Kavanagh, JP Hunt

MARKETING COORDINATOR

Steve Silva : feedback@imprintcanada.com

OFFICE ADMINISTRATOR

Maria Natale : shows@imprintcanada.com

GENERAL INQUIRIES

feedback@imprintcanada.com, (905)856-2600

ADVERTISING SALES

Tony Muccilli (Toronto) Tel: (905) 856-2600 Fax: (905) 856-2667 76 3 ´

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Imprint Canada is published six times per year by Tristan Communications Ltd. The contents of this publication may not be reproduced either in part or in whole without the consent of the copyright owner. The views expressed in this publication are not necessarily those of the publisher. Request for missing issues are not accepted after three months from the date of publication. TRISTAN COMMUNICATIONS LTD. Publications mail agreement no. 40025740 Return undeliverable mail to: 190 Marycroft Avenue, Unit 16, Woodbridge, Ontario, L4L 5Y2 Email: shows@imprintcanada.com ISSN: 1480-1884 GST Registration #: RT892913294

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Industry News /&- # ,)-3-. '- 1#(- #(()0 .#)( 1 , Hirsch Solutions announced that Tas Tsonis, cofounder and CEO of Pulse Microsystems Ltd., received the 2016 J.W. Graham Medal in Computing & Innovation from the University of Waterloo in Waterloo, Ontario. Hirsch is the distributor of Pulse software to the U.S. market. Tsonis received a B. Math in Computer Science and Statistics from the University of Waterloo and an M.Sc. in Computer Science from the University

of Toronto. The Medal recognizes his achievements, leadership and innovation in more than 35 years of experience as an entrepreneur in the computer industry. As cofounder of Pulse Microsystems, Tsonis has created software for creating personalized apparel and accessories that utilizes graphical algorithms, computer science and mathematics. Pulse Microsystems holds 12 patents in the U.S.

/! ..# **)#(.- '/&.#T&#( , * ), Ă . ,,#.),3 Bugatti has appointed Laura Ouellette Agencies as its new multi-line representative for the Greater Toronto Area. Ouellette brings extensive experience in merchandising, apparel strategy & design, marketing and sales management.

“Laura’s vast industry experience and her ‘solutions-based’ approach to the agency business is a perfect fit for us,� says Mike Oliver, Bugatti’s director of sales for North America. “We’re very excited to watch her flourish in her new role.� Contact Laura Ouellette at laura@lauraouellette.com.

( /( , ( 1 ' ( ! ' (. TMT Canada recently announce that it has changed ownership and has relocated to a new warehousing facility, located at Unit 102 - 11420 Horseshoe Way, Richmond , BC, V7A 4V5. Despite these changes, TMT Canada has continued normal business activity and greatly appreciates all of

its customers’ past business with and would like to continue keeping in touch. Customers can contact TMT Canada by e-mailing sales@tmtcanada.net, or contact customer service at 604-274-9292 / toll free 888-680-8680.

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It is with heavy hearts that Canada Sportwear has announced the passing of Mrs. Regina Goldfinger, wife of Canada Sportswear founder Mr. Charles Goldfinger and mother of Ralph Goldfinger, Howie Goldfinger and Lorie Goldfinger. Mrs. Goldfinger passed away peacefully on Thursday, July 7, 2016 at her home. Memorial donations may be made to Beth Emeth Synagogue for Holocaust Education 416-633-3838.

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Imprint Canada is pleased to announce that seminars for the 2016 Western Imprint Canada Show are sponsored, and will be free-of-charge to attend! In appreciation of the continued support of the Show, Imprint Canada will be waiving all admission fees each person (regular $30-$45). Seating is VERY limited, so please reserve your seminar spot(s) today by visiting our website at: “The chance to work for a company that is fully in Imprintcanada.com/calgary-show/seminars-calgary. tune with the needs of its customers, as well as having Seminar registration forms can be downloaded a plan in place to meet those needs, was an opporonline as well. tunity I could not pass up. I am really excited to add Please prioritize each session that you are interested Fashion Biz to my agency and to get in front of my in attending. Please use the seminar code (S1, S2 & S3) customers to present what Fashion Biz has to offer,� to indicate which sessions you most wish to attend, he added. with #1 being the seminar you most wish to attend and Alan may be reached at: 427 Woodrow Drive, #3 being that which is least important to you. Waterloo, Ontario, N2T 2V7, Tel: (519)-888-6598; Imprint Canada will make every effort to grant all Email: alanpaleczny@rogers.com registrants their top choices for seminars. Space is limited and Imprint Canada cannot grant second and/or third choices until August 8th. At that time, we will confirm your seminar registration.

-"#)( #4 - '/&.#T&#( ! ( 3 ), (. ,#) , !#)( Fashion Biz is pleased to announce that Alan Paleczny Sales has joined its Canadian team as the new sales agency for Southwestern Ontario. Alan brings to Fashion Biz experience that comes with a long-standing tenure in the promotional product industry and a demonstrated professional record of service excellence. “After representing corporate products in South Western Ontario for over 15 years, I look forward to joining the Fashion Biz team,� said Paleczny.

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News {Business Development} Automation, continued from page 1

In these tasks, you not only save money with auto- Price Quotes mation, but also cut down on human error, which One of the most frustrating tasks every print shop increases customer satisfaction and helps meet deadlines. must endure is preparing price quotes. Oftentimes, Accountability and communication also improve with people are shopping for the lowest deal, and the time automation. Software that tracks every step of an order spent collecting the information and calculating the cost throughout the process makes it easy to identify bottleis a mostly a waste of time. necks or other issues that slowed or stopped an order’s With the use of production. Using software, the most a network or cloud, common denominsupervisors can see at ators can be identiwhat stage an order is fied and included at any time. in the program to Automation also allow visitors to get holds every employat least a ballpark ee accountable, idea of how much because what they a specific job may did and how long it cost. The potential took them is recordclient is prompted ed. With this kind of with a series of quesdata, management tions to determine can identify areas specifics of the job. that need improveOne of the biggest bottlenecks in any decorated apparel or signage business is Unlike humans who the creation of artwork. Clients often don’t know what they want and they don’t ment and who needs can forget to ask cerknow what format it needs to be in. With the use of an online design program, better training. customers can take as long as they like creating a design that meets their needs. tain key questions, If you are one of the software ensures those companies that all the pertinent information is collected. that has not fully employed automation, your time In some cases, the degree of customization may be may be limited. The software and technology are availgreater than an automated program can handle, and able and at affordable prices. Late adopters run the risk in this case, the client can call to discuss the additional of waiting too long and risk going out of business while parameters and get an accurate quote. the aggressive companies take advantage of the many The 80/20 rule applies here. If you can automate the benefits mentioned above. bulk of a core process, it results in significant time savWhile the software is an investment, you’ll find that ings. The software cannot automate every single type of the return is more than worth it. Talk to companies that order, but it can assist with the most common ones. For have done it to find out to what degree. In the constant price shoppers, it can reduce the number of people who quest to have the lowest price and highest value, autotake up an employee’s time and never order. mation plays a key role. By automating redundant tasks, you reduce overhead, and this allows you to offer com- Artwork Creation petitive pricing while maintaining your profit margin. Whether you print signs, graphics or apparel, a big With companies like Amazon offering product delivbottleneck for all shops is the artwork. The general public ery in an hour, the pressure continues to build to offer rarely understands the quality and type of art needed to quicker turnaround. This is another area where autodo specific decorating jobs. And many times supplied mation can speed up the order/production/delivery cycle artwork is not useable. and allow you to keep pace with consumer expectations. Uneducated customers also tend to resist paying for Here are a few key areas where business automation artwork to be created. This, combined with many of software is available. There are many more, which you them not knowing what they want, results in a lot of will discover as you research products that fit your busitime and frustration as the in-house artist or freelancer ness and niche. tries to create graphics that will please the customer at an affordable price. It is this exact situation where using Customer Service software to automate the process can result in dramatic One of the greatest advantages of business automation time and cost savings. software is its ability to offer self-service to clients. Using There are online designers available for the grapha web portal, an account name and a password, buyers ics markets that allow anyone to create an account, can check on the status of their orders, submit questions, sign in and choose from a vast library of stock art and or review artwork anytime they like. templates. These programs are easy to use and prompt Reorder speed is also increased as clients can easily and the user through each step until a final draft is created quickly submit reorders online. If a buyer has misplaced a and approved. printed receipt, he or she can go online and simply reprint it. It doesn’t matter how much time it takes because it’s the client who is investing the time, not an employee. Additionally, there are studies that have shown that In some cases, the degree of when someone creates his or her own design, there customization may be greater is a greater sense of satisfaction in the final product. Some people may not want to use an online than an automated program designer. For this group, software can be used to send can handle, and in this case, the a client a link showing a specific design category of client can call to discuss the stock art. The customer can review this art to see additional parameters and get if there is something they like, and the process is speeded up by having a core piece of stock art and a an accurate quote. template to start with. Continued on page 8

6

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For customers using an online designer, art approval is automatic, since they do not stop designing until they have created a graphic they are satisfied with. But the rest of the time, companies will either be presenting concepts for feedback, creating original art or taking a customers’ provided art and formatting it for the job. In these cases, you always want the customer to view the graphic and get approval before the job begins. The two most common ways to accomplish this is to either send an email with an attachment that can be opened and viewed, or send a link where the customer can click and review the design. In either case, the customer either approves the art as-is or responds with changes needed. The good news is that there are software programs that will automatically send out the art approval email and track its process until it’s approved.

While not every print shop is convinced about the importance of social media marketing, this is a task where automation plays a significant role. While many experts recommend posting once a day or more often, it is not practical or efficient to post every single day manually. With automation, you can create content and schedule it for a future date. This allows you to automatically post once or more every day of the month, but you only need to devote one session a month to create and schedule it. Social media apps @PQTM I]\WUI\QVO Q[ I OWWL \PQVO _Q\P UIVa JMVMNQ\[

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uled to post simultaneously to Facebook, Twitter, Instagram and Pinterest, etc. You also can create a monthly or yearly marketing calendar with local events, specific client happenings and other dates. The software will automatically remind you that these dates are approaching and it’s time to start sending out reminders to clients or promotion. This type of software can be used to track when coupon codes expire.

,) / .#)( " /&#(! While there are still shops that use a white board or paper for scheduling jobs, there are several benefits to automating this part of the production process. One big advantage is the ability to instantly look at numerous jobs simultaneously produced. The bigger your shop is, the greater the advantage to using software to manage. Another plus of automating is the ability to organize jobs by due date. The program also can assign each step of a job to a specific individual. Each employee must input in the computer when heor she is done with relevant data — a great way of holding individuals accountable. Further, employees can log in each morning and have a handy to-do list to view, saving time trying to figure out what needs to be done.

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Many software programs today can be integrated with the most popular freight companies such as FedEx, UPS, Purolator and others. Oftentimes, these carrier companies offer discounts for using their systems, and the software tracks usage data that is helpful in keeping shipping costs as low as possible and ensuring that packages are delivered with the greatest speed and highest accuracy. Another perk is automatic generation of shipping labels. For e-commerce sites, customers can be told what shipping costs will be at the time of placing an order, and the money is collected right then.

..#(! . ,. The first step in automating your business is to start collecting data from your staff and customers. Interview both and ask, what causes the most frustration? What are the most common mistakes? If you could change one thing about the company, what would it be? You also will want to set future goals. For example, let’s say your company spent $23,000 in correcting orders last year. This year, you want to lower that amount to $5,000 or less. Once you have determined these factors, then you analyze your processes and procedures. Create a checklist of what needs to be changed or improved. For instance, to address the reject rate mentioned above, you may identify that your company needs a better art approval process to avoid printing merchandise due to a lack of understanding what the customer wanted. This is an area that can be greatly improved by allowing the customer to create their own artwork and approve it all online.

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While automation has many advantages, you never want to completely eliminate personal contact. If a client has to go through 15 steps or cannot find what he or she is looking for, that is not going to be a good experience. Ideally, automation focuses on the parts of the production process that don’t directly involve the customer. There will always be a certain percentage of people who prefer to talk to a human being, and you do not want to lose their business. Always make sure that phone numbers and emails are prominently displayed for customers to contact you.

. -/&.Even when automating saves less than a minute per task at a time, when these savings are spread out over a multitude of tasks and further multiplied by the number of business days in the year, you will find the time and costs savings can be dramatic. It is easy to get overwhelmed when beginning to automate your business. Don’t go overboard right away. Start with collecting the feedback and doing an audit within your company. Identify and prioritize and pick one department at a time. Start with an area that will provide the most immediate return. As you implement automation into your business, be sure to track and review results. Over time, you’ll be able to measure the results and see what is working as well as identify new areas to improve.

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JP Hunt is the Co-Founder, InkSoft, a Inc. 500 fastest growing company that delivers complete business solution custom built for the print industry. All images courtesy of InkSoft, Albuquerque, N.M.

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110 9th Avenue SE, Calgary, AB (403) 266-7331 www.marriott.com RATE: $219

3828 MacLeod Trail South, Calgary, AB (403) 243-5531 or 1-800-361-3422 www.daysinn-calgarysouth.com RATE: $94.99

CODE: Book online at bit.ly/1REziaH DEADLINE: July 8

CODE: Imprint Canada Show DEADLINE: August 15

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&2857(6< 2) )$6+,21 %,= ;gfn]flagf ;g\]2 MEC,LNF) Air Canada is pleased to offer special rates to delegates attending the 2016 Western Imprint Canada Show. To book a flight 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.

Hjgeg ;g\]2 EJDOMOL (for travel agent and WestJet dollars, please also quote code YYC02) WestJet is pleased to offer 10% off the base fare* for travel between Calgary and anywhere WestJet flies in North America (including WestJet’s Delta code-share partner network). To take advantage of this offer, you’ll need the discount codes listed above. For details on how to complete a booking with these discount codes, please visit westjet.com/convention-discount

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The company that brings the largest number of qualified buyers to the Show will win a privately-catered party at their office location IMPRINT CANADA _ -XO\ $XJXVW

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Roots73 creates comfortable apparel with a relaxed attitude. Their cozy jackets and hoodies are perfect transition pieces to go from fall to winter. Trimark is TM

the exclusive supplier of Roots73 to the promotional apparel market.

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/,+*/+.! d/!)%* ./ IMPRINT CANADA IS PLEASED TO ANNOUNCE THAT THE FOLLOWING SPONSORED SHOW SEMINARS ARE FREE-OF-CHARGE TO ATTEND! In appreciation of your continued support of the Show, we will waive all admission fees (regular $30-$45 each person).

To download online seminar registration form, please visit bit.ly/29jIXaz 5A830H B4?C4<14A ( ( 0 < ~ 0 < K)2 =FJA;@AF? L@= <AKLJA:MLGJ' KMHHDA=J J=D9LAGFK@AH 3UHVHQWHG E\ *HRUJH &RRSHU 93 &DQDGD 86$ )DVKLRQ %L] %L] &ROOHFWLRQ

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'DYLG ZLOO VKRZ \RX ZK\ VHDUFK HQJLQH RSWLPL]DWLRQ KDV FKDQJHG VR GUDPDWLFDOO\ LQ WKH SDVW IHZ \HDUV )URP WKHUH H[SORUH VHYHUDO DFWLRQV \RX FDQ LPSOHPHQW ULJKW DZD\ WKDW ZLOO KHOS \RXU EXVLQHVV JHQHUDWH PRUH OHDGV RQOLQH 7KLV IDVW SDFHG VHVVLRQ FRYHUV D WRQ RI UHOHYDQW DQG FXUUHQW LQIRUPDWLRQ RIWHQ GLVFXVVLQJ *RRJOH XSGDWHV WKDW KDYH MXVW RFFXUUHG SPEAKER BIO: As a Professional Level member of the Canadian Association of Professional Speakers (CAPS), David is that rare breed of business leader and speaker who comes from a technical background, but doesn’t sound like it. In fact, he prides himself on adding a healthy dose of humour and entertainment to every keynote, breakout, and training series he gives. As he tells it, there is a lot for business owners and managers to learn, but that doesn’t mean you have to “speak geek� to teach them. There isn’t any such thing as a business or industry that can afford to ignore the Internet anymore, and David teaches audiences how to understand and compete in the areas that matter most.

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If you’re not yet familiar with Snapchat you may want to take heed. The newest social media phenomenon is a mobile messaging app that allows users to take photos and short videos that remain viewable to recipients for limited time and, after that time elapses, the “Snap� disappears. In short, Snapchat is about great storytelling. The platform boasts more than 100 million people that use the application every day to watch stories from friends and family, see events from around the world, and explore content from publishers.

)1 )*/& , - ( * " .D In a recent survey of the American consumer, Nielsen Media Impact reported that on any given day, Snapchat reaches 41 per cent of all 18 to 34 year-olds in the United States alone.

Snapchat nears Facebook levels for daily video views: In January 2016, Bloomberg News reported that Snapchat delivered more than 7 billion videos to users each day. Previously reported numbers of Snapchat daily video views (in September 2015) was 4 billion. Fast forward to June 2016 and Snapchat reported that Snapchatters watch over 10 billion videos per day. That’s an increase of 150 per cent in less than 10 months! Snapchat’s 10 billion daily video views figure is important because mobile video is rapidly gaining favour with advertisers. According to eMarketer, companies spent $7.46 billion on digital video ads in the U.S. in 2015, an increase of 42 per cent from the year before. With mobile video ad spending growing faster than all other digital advertising tactics, Snapchat is positioned itself perfectly. As reported in eMarketer in January 2016, more senior ad buyers are planning to begin advertising on Snapchat than any other social media site. While most ad buyers are already advertising on Facebook and Twitter, it is still revealing that more marketers plan to test Snapchat’s platform and performance this year.

and talk up its posts, offers and products. The engaged consumer uses the company to build a portion of his or her identity. The user with this level of emotional tie-in promotes and buys far more than the passive user just perusing the latest sound bite or unique fact.

>]T ^U B]P_RWPczb _aX\Pah bP[Tb 4. Go “Behind the Scenes� _^X]cb c^ \PaZTcTab Xb UaT`dT]Rh With Snapchat, you can deliver behind-the-scenes ^U dbT Pb Xcb \X[[X^] dbTab eXbXc content to your community, which helps create and engage a strong following. Show off your company and cWT _[PcU^a\ SPX[h make sure to have fun with it. Snapchat recently introduced new features that allows advertisers to target by location, age, gender, and device. While these metrics are still relatively weak there are sure to be updates in the works. Snapchat has also created private livestream video calls, where users can chat using their own recorded video or audio, with the content disappearing after a set amount of time, as usual. By expanding its set of features, Snapchat is ensuring that young people will want to stay in the app and use it instead of other, single-function platforms like WhatsApp or Google Hangouts. The company is staying relevant in the space, not just languishing in the features that already exist, and this will only broaden their audience.

, , - 0 ( .#0 1 3- .) /- ( * " . ), /-#( --A Want to get in on the fun? Below are few of the ways that leading companies are utilizing Snapchat with success.

1. Highlight special events or provide access to Live Events

Snapchat is great for real-time social media marketing because it gives the audience direct access to live events. If you’re hosting or taking part in live events (grand openings, trade shows, open houses, charity BBQ’s, et cetra.), then Snapchat is a great tool to leverage. It gives your audience direct access to your live event, no matter where they are. Snapchat gets your audience excited because you’re providing a different, more authentic view of what’s going on at the actual event your company is attending.

BX]RT BT_cT\QTa ! $ B]P_RWPczb SPX[h eXST^ eXTfb WPb Va^f] Ua^\ # \X[[X^] c^ \X[[X^] CWPczb P] X]RaTPbT ^U $ X] [Tbb cWP] 2. Deliver Private Content or “Teasersâ€? \^]cWb You use Snapchat to provide special content to your Snapchat Engagment: A comparison to Facebook Every day, between 300 and 350 million photos are uploaded to Facebook. With an audience of 1.04 billion monthly active users, the portion of the audience participating by uploading photos is less than 35 per cent. In comparison, 65 per cent of Snapchat users upload their own photos daily. They’re engaged with the platform, viewing it as an extension of their own personal brand rather than just a place to passively receive information. One of Snapchat’s primary sales points to marketers is frequency of use as its 100 million users visit the platform daily. Engagement is such a sought-after metric for marketers because they know that those who are interacting with a company are far more likely to share IMPRINT CANADA _ -XO\ $XJXVW

GrubHub - the free online restaurant ordering platform - succeeds in Snapchat community engagement with a variety of promotions, exclusive deals and contests. In fact, they were the first brand to execute a Snapchat scavenger hunt. Each day during its five-day campaign, they asked their followers to post a daily snap, whether it was a food selfie or a food doodle.

audience that they might not receive on other digital platforms. Think of something unique to surprise your community of followers. Snapchat is an ideal vehicle to try releasing “teaser� videos and pictures of your newest products or creations. The fashion brand Michael Kors, for example, has used Snapchat to debut their collections to followers before they hit the runway.

3. Offer Contests, Perks or Promotions

Many users love social media giveaways and promotions, so think of ways you can keep your followers coming back for more. For example, you could offer promo codes or discounts to your audience who watches your entire Snapchat story, or ask them to take a snap while holding your product.

Capture birthday parties, office tours, on-site production, manufacturing tours, company outings; this is a great opportunity to show how different your company is from your competitors. Pulling back the curtain to educate customers while producing enticing content is what Snapchat stories are all about. The sky’s the limit on showing how your brand differentiates itself with company culture. If you want to mix it up behind the scenes, rotate control of your Snapchat account among trusted employees. Give them each control of it for a day or so. This adds a great deal of variety and flavor that your fans will enjoy. Just be sure to set some guidelines to avoid negative content from being published.

5. Tell a story

Videos in any medium should be kept short and snappy, and that’s certainly true with Snapchat. Regardless of the medium, your audience is out there looking for brief content to digest while in line or on a break at work. Feed them brief content and they’ll gobble it up. Snapchat works because the videos you take are limited to 10 seconds. Take that and run with it, because you can make multiple video clips and string them together to tell a story that your followers can go through all at once when they have the time.

6. Partner With Influencers

Just like with other social channels, social media influencers on Snapchat can help spread brand awareness and reach. By partnering with influencers, you can spread awareness to a demographic that’s hard to reach through traditional media. Keep in mind, too, that influencers who are skilled with the Snapchat platform can create spectacular video content that can further enhance your brand voice and personality. Snapchat’s authentic platform can make an impact with your followers and strengthen your brand’s point of view with real-time marketing.

7. Push The Incentives

Incentives are a classic marketing strategy, and have become an expected staple within social media. Businesses often host giveaways and sweepstakes asking fans to like, retweet, share and comment for a chance to win something big. Snapchat can be used the same way and can drive customers to your business or website. If you haven’t started using Snapchat yet as part of your marketing strategy, you may be missing out on the opportunity to connect with relevant members of your target audience. If you do decide to give it a try, be sure to take it slow, have fun with it and create a plan for content creation that you can stick to. Good luck future Snapchatters!

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Running a small business is not an easy endeavour; turning a small business into a big one is even harder. This is why most businesses that start small tend to stay small. But if you’re a business owner who recognizes that staying small won’t necessarily guarantee your business’s survival, there are examples of companies that have successfully made the transition from start-up to small business to fully-thriving large business. Businesses tend to grow in cycles, however trying to maintain explosive growth over the long-term is something that can prove to be elusive for many small businesses.

The iPhone has had a similar impact; once customers began to enjoy the look and feel of the product’s interface, they opened themselves up to buying other Apple products. When considering growth strategies for your small business, you should ideally take only one step up the

ladder at a time, since each step brings risk, uncertainty, and effort. Sometimes, however the market forces you to take action as a means of self-preservation. 0ZW_\P [\ZI\MOQM[ ZM[MUJTM I TILLMZ WZ [WZ\[ _PMZM

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Growth Strategies Resemble a Ladder When you’re a small business, getting to the next “level� is facilitated by outlining a growth strategy that delivers the most results from the least amount of risk. Growth strategies resemble a ladder or sorts, where lower-level rungs present less risk but maybe less accelerated growth impact. The bottom line for small businesses is to focus on the strategies that are at the lowest rungs of the ladder and then gradually move up as needed. As you go about developing your growth strategy, business owners should first consider the lower rungs of what are known as Intensive Growth Strategies. Each new rung brings more opportunities for fast growth, but with it also comes more risk. The rungs on the ladder can be considered as the following:

1. Market Penetration. The least risky growth strategy for any business is to simply sell more of its current product to its current customers. Think of how you might buy a six-pack of beverages, then a 12-pack, and then a case. Finding new ways for your customers to use your product is another form of market penetration. 2. Market Development. The next rung up the ladder is to devise a way to sell more of your current product to an adjacent market, i.e. offering your products or services to clients in another city. Many fast-growing companies of the past few decades relied on Market Development as their main growth strategy. 3. Alternative Channels. This growth strategy involves pursuing customers in a different way. For example, selling your products online. Using the Internet as a means for your customers to access your products or services in a new way, such as by adding an e-commerce solution model, is another Alternative Channel strategy. See Imprint Canada magazine’s May/ June 2016 edition- “Adding an E-Commerce Solution to Your Business.â€? 4. Product Development. This involves developing new products to sell to your existing customers as well as to new ones. Ideally selling new products to existing customers is preferential because it’s less risky than having to launch a new product and learn a new market segment simultaneously. Think logical add-ons / tie-ins to your current product offerings. 5. New Products for New Customers. Sometimes, market conditions dictate that you must create new products for new customers. Apple pulled off this strategy when it first introduced the iPod. What made the iPod such a breakthrough product was that it could be sold alone, independent of an Apple computer, but, at the same time, it also helped expose more new customers to the computers Apple offered.

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Your computer screen displays colours using When you find stray an illuminated colour gray spots, lines and gamut consisting of red, shadows of images (that green and blue. Printers were not intended) on on the other hand (usuyour substrate, then your ally) use percentages of image has ghosted. This cyan, magenta, yellow often happens when the and black to generate transfer paper shifts durcolour. While RGB coling pressing or just after ours can be converted you take your substrate to CMYK colours, they out of the press. It can may not always be a *V M`IUXTM WN OPW[\QVO [PW_V IJW^M KIV WKK]Z NWZ [M^MZIT

even happen while you’re ZMI[WV[ *TT WN _PQKP PW_M^MZ KIV JM MI[QTa ZM[WT^ML true match. When you removing the transfer factor in environmental paper. variables such as a heat press, humidity, ink quality, Ghosting occurs when your ink and substrate type of transfer paper, et cetera, the colour you see are still hot enough for some transfer to take place. on your screen is not necessarily what will be on your Because you’re missing the correct pressure, only substrate after pressing. some of the ink transfers, leaving a ghost-like image behind‌hence, the name “ghosting.â€? To prevent ghosting, make sure that your transfer 4eTah bdQ[X\Pc^a bW^d[S QT dbX]V paper is securely attached to your substrate using R^[^da \P]PVT\T]c b^UcfPaT either heat tape or a light mist of adhesive spray. Check that there is no air between the paper and Tb_TRXP[[h fWT] cahX]V c^ \PcRW your substrate surface and that the paper does not b_^c R^[^dab easily move from its position. Another simple trick to minimize the chances of This is where colour management software and ghosting is to remove your transfer paper from your profiles come into play. These programs perform a substrate in one, steady motion. This is easy with process called colour mapping, which takes into conadhesive spray, but much trickier when using heat sideration a variety of factors specific to sublimation tape. Use heat gloves to turn your substrate over and - such as substrates, either peel off the tape ink, transfer papers on one side or rip the and other variables. paper where the tape The goal is to make adheres. Then, hold the right adjustonto the paper and ments to produce turn your substrate a specific colour over. This will make that will look how the paper come off the user expects in one fluid motion. after pressing. For apparel, do not Every sublimastack shirts after pulltor should be using ing them out of the colour management press. The shirts are software to print ,WTW]Z UIVIOMUMV\ [WN\_IZM Q[ KZQ\QKIT NWZ []JTQUI\WZ[ =PM[M XZWOZIU[

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are laying above and trying to match below them. Try plaspot colours. This cing them on hangers (for smaller orders) or spreading may be as simple as installing the colour managethem out in your workspace until completely cool. ment software that comes with your ink or making Only then can you safely stack them. an additional investment in a raster image processing (RIP) program, which is essential for larger

. "#(! * #Û )&)/,format systems as well as six and eight-colour ink Many customers are sets and printers. Whichever choice is right for particular about their your business, this is an important first step in colours, especially when matching colours. they are representing The next step is the tried-and-true method of trial a brand or organizaand error. Use your graphics software to approxition logo. Your job as mate the desired colour, then print and press it a product decorator is onto the substrate you’ll be using. Then compare to produce colours as it to a printed sample you are trying to match. In close to the original a perfect world, your customer would give you a as possible. This can colour sample printed on the same type of surface be challenging with you are going to sublimate. In reality, you will likely digital printing, partly be looking to recreate a colour from some other because of the way colmedium, which means your challenge is to judge BW]Z RWJ I[ I XZWL]K\ LMKWZI\WZ

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News ^%XVLQHVV 'HYHORSPHQW` FWTcWTa h^dzaT f^aZX]V fXcW P UPQaXR QPbTS bdQbcaPcT ^a ^]T \PST ^U \TcP[ _[PbcXR f^^S ^a RTaP\XR ad] P [X]c a^[[Ta ^eTa cWT bdaUPRT QTU^aT h^d PUUXg cWT caP]bUTa Some colour management programs, such as Sawgrass’ PowerDriver, will enable you to import ink-specific colour palettes into your graphics software and print out those palettes with matching colour codes. Some even let you save custom colours to your palettes for easy use on future jobs.

&/ * %- )( / -., . - It happens on both hard and soft substrates: little threadlike specks of blue that have nothing to do with your design. These are actually imprints of dust, stray fibres and other particles from the air that were on your substrate before you placed your transfer on it. The pressure and heat from your press make them a permanent addition to your product, though unquestionably unintended. There is a quick and easy fix for this: use a lint roller! Whether you’re working with a fabric-based substrate or one made of metal, plastic, wood or ceramic, run a lint roller over the surface before you affix the transfer. You may be surprised how much extra stuff was on your substrate that was not visible to the naked eye. Now, your substrate is clean and ready to press.

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#!". *).- )( )/, / -., . You’ve taken your product out of your press, and now it’s time for the big reveal. As you take off the transfer paper, you notice there is a spot (or two) on your substrate that is lighter than the rest and wonder what is going on. In these areas, the ink has not completely transferred, and a few factors may be at play. The first culprit may be your heat and/or pressure. If you’re using a bargain heat press, chances are there are variances in the distribution of heat, pressure or both. This is less of an issue with mid- to high-quality presses, which is why we always recommend investing in these when starting up with sublimation.

Check the temperature of your press with a heat strip or stick thermometer at various places on the platen to check for differences and make adjustments from there. You can also try different pressures to see if they provide a more complete press, or place your substrate on different parts of the bottom platen to see if you can get more even coverage. If neither of these fixes work for you, take a look at your transfer paper. If it’s been stored or printed in a humid environment, the ink may not transfer properly. Swap out your old paper for a new batch that has been stored in a cool, dry place and see if that makes a difference. Unfortunately, if none of these things work for you, it may be time for a new heat press. Check with your distributor or manufacturer to see if your warranty still applies. A good heat press should have a lifetime warranty on the heating element, at least. Though sublimation may have its challenges, it most certainly has its rewards - most importantly profits! Mastering these common issues will help you to work more efficiently, minimize waste and keep your customers coming back for more.

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Robin Kavanagh is the Public Relations Manager for Sawgrass, a global leader in delivering dye sublimation and digital printing solutions that make personalization possible and empower creative entrepreneurs to get customized products to market.

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COMFORT THAT’S IN STYLE NOT YOUR ORDINARY FLEECE— IT’S OUR SOFTEST EVER. Made with a MODIFIED FIT and a CONTEMPORARY COLOR palette that appeals to a younger generation. The 12 OUNCE cotton-dominant fabric is lightweight and ideal for layering, while the contrasting color accents and built-in media pockets give it an extra touch of style without the extra cost. © 2016 Fruit of the Loom Canada, Inc.

Check it out at FruitActivewear.com/Sofspun- intro. 4 NEW COLORS, including more UNIQUE HEATHERS on trend with today’s fashions.

Brick Heather

The Sofspun ® Collection—made with an innovative, soft fabric & a modern fit.

Carolina Heather

Heather Grape

Indigo Heather

800-567-7662 FruitActivewear.com /FruitoftheLoomActivewear

10 styles

•

jersey & fleece

•

men’s & ladies’

•

24 colors

•

All in S-3XL

@FruitActivewear

FIND A VARIETY OF SOFSPUN ® STYLES AT THESE PARTICIPATING DISTRIBUTORS: alphabroder 866-274-2489 alphabroder.ca

Quality Sportswear 877-462-4237 qualitysportswear.ca

SanMar Canada 800-663-7965 sanmarcanada.com

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/JerzeesActivewear

@JERZEESApparel

800.567.7662 • FruitActivewear.com

FIND A VARIETY OF JERZEES ® STYLES AT THESE PARTICIPATING DISTRIBUTORS:

alphabroder 866-274-2489 alphabroder.ca

Buy Blanks, Inc. 855-529-2032 buyblanks.com

Quality Sportswear 877-462-4237 qualitysportswear.ca

SanMar Canada 800-663-7965 sanmarcanada.com INTRODUCING

Canada Sportswear helps companies build brands through decoration techniques we offer.

We are like no other Leading importer of in-stock and custom quality garments. Canadian made custom manufacturer In house design and creative services Full service in-house decoration

Explore our catalogue and build your brand

www.canadasportswear.com

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