Imprint Canada MayJune2016

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IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS E9Q'BMF= *().

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 3

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- LAHK LG =FKMJ= KM;;=KK>MD NA<=G E9JC=LAF? ;9EH9A?FK Video marketing expert Jessica Santoro outlines five tips to ensure your video marketing endeavours don’t fall flat. 6

9 F=O :MKAF=KK K=;LGJ AK :M<<AF? 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

This past March, Statistics Canada released its 2014 financial statistics for enterprises which highlighted that corporate profits rose 7.3 per cent from 2013 to $388.7 billion in 2014 (see graph on page 10). Consensus Economics, a leading microeconomics survey firm, reported in early May 2016 that Canadian corporate profits dipped by over 10 ,]ZJQVO \PM TMISIOM WN MVL J]aMZ LWTTIZ[

per cent in 2015, but are poised to NTW_QVO I_Ia NZWU XZWUW\QWVIT XZWL]K\[ increase over five per cent in 2016, 6.6 per cent in 2017, 5.6 per cent in 2018 and 4.9 per cent in 2019. The growth of Canadian corporate profits is one of the key indicators when analyzing the health of our industry. 5MISQVO -WTTIZ[ KWV\QV]ML WV 9IOM

AL K L%K@AJL LAE= Follow these simple steps to help boost your T-shirt sales this summer. 14

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See the latest wearable, advertising specialty, and decorating supplies & equipment offerings from industry suppliers. 20

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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 “C�, September 9-10, 2016. See the latest exhibitor listings, airline and hotel discounts, plus prizes and giveaways. 26-27

:Q L@= FME:=JK2 ;9F9<A9F 9HH9J=D LGL9D E9JC=L K9D=K Trendex North America breaks down the most recent Canadian apparel total market sales. 34

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"# " & . ),' #- -. ), )/, /-#( --D 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?

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IMPRINT CANADA May/June 2016 - Volume 23, Issue 3

Ă Q 867< I made my first 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.â€?

*#,#. à & ,. Amid the disaster which displaced almost 90,000 residents in the city of Fort McMurray, story after story of Albertans coming to the aid of their neighbours 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 offering emergency supplies and services around the clock, as many forsake their own needs to help others. It’s in these stories of sacrifice where the optimism and knowledge lies that Fort McMurray will be rebuilt and become stronger than ever.

No report encapsulates the spirit of Alberta better than the actions of those fighting the fire on the front line. Firefighters who had lost homes kept fighting, 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 fire, stated: “There’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 find 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.� There are some that would not show up. There are some that would lose their will to go forward. There are some that would just close up shop and go elsewhere.

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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 challenges. The spirit of Alberta endures. The spirit of Alberta leads by example. The spirit of Alberta will always conquer obstacles!

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PUBLISHER

Tony Muccilli : tony@imprintcanada.com

PRODUCTION MANAGEMENT

Adriano Aldini : news@imprintcanada.com

CONTRIBUTORS

Adriano Aldini, Jennifer Santoro, Tony Muccilli

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 ´

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.

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Industry News #& ( Ă .#0 1 , (()/( - !, ' (. .) +/#, Ă &-.3& Ă ** , &

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According to a Reuters report, Investment firm Investcorp Bank (which owns Polyconcept) is exploring the possibilities of a sale of Polyconept, hoping a deal will value the world’s largest supplier of promotional 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 firms.  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 firm BC Partners Ltd. in 2005.Â

Gildan Activewear Inc. (TSX:GIL)(NYSE:GIL) announced that it has agreed to acquire Alstyle Apparel for a total cash purchase price of $110 million (all figures U.S.). The 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. The 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 manufacturing processes allowing them to capitalize on production while taking advantage of preferential trade agreements and duty-free access to markets in South America. The acquisition also provides additional textile manufacturing capabilities which Gildan expects to benefit from via enhanced purchasing leverage on raw material and other input costs and logistics efficiencies. Alstyle generated sales revenues of $183 million and EBITDA of approximately $19 million for its fiscal 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 flow through from this transaction in 2017 and 2018.

First Quarter Results In the first quarter of 2016, Gildan reported strong earnings growth up 17 per cent despite a dip in sales. Net earnings totalled $63.2Â 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 quarter 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 first calendar quarter of 2015. Net sales were negatively affected by an approximate $7 million impact resulting from foreign currency exchange due to a stronger U.S. dollar compared to the same period last year.

Presented with Distintivo ESR Award For Philanthropy The 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 continuous improvement management system, and fully integrate it into their culture and business strategy. Gildan is the only company in the apparel sector listed this year to be awarded. “It is an honour to be recognized by progressive organizations in Latin America for the efforts 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, manufacturing. “At Gildan we have a strong commitment to operating responsibly and sustainably, as a core element of our business model and key driver of our future growth and success,� he added.

à ' ,# ( E Û , ( @ ( 5 )' - 2 &/-#0 ( # ( #-.,# /.), ), . ) P American & Efird Canada, lnc. is proud to announce that it is the exclusive Canadian distributor of Bataboff ™. The 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@amefird.com; or visit www.amefird.ca

2. 0 & Ă ** , & ()1 0 #& & . . &3-. ,)/* Catalyst Group is proud to announce the distribution of Next Level Apparel in Canada. New product is available 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 fits and a diversity of styles. “This is an exciting time for Catalyst Group as we

expand our portfolio of products offered to the Canadian marketplace. We are committed to offering 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 CG-orderdesk@catalystbiz.com or 1-800919-8322.

!(/- (- **)#(.- ( 1 (. ,#) , *, - (. .#0 Magnus Pen Corp. is pleased to announce the appointment 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.

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In this new role, Nathan’s objective will be to continue providing exceptional service, building new relationships and expanding the Magnus Pen product line. Nathan can be reached at 1-800-567-8895 or by email at: nathan@magnuspen.com

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( ! )'* (# 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. The Best Managed program recognizes Canadian-owned and managed companies with revenues over $10 million demonstrating strategy, capability and commitment to achieve sustainable growth. “The Talbot Team is excited to receive this national recognition which confirms that we are on the right track for sustainable growth. We invest, support and develop our people to meet the diverse needs of our customers. I am proud to work with these dedicated, talented and caring people each day�, said Steve Levschuk, President and CEO.

( - , ( - .) +/#, " '*#)( /,)* 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. The move is expected to be finalized 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. “This 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.

Best in Class for Choice From pre-school to high school, Gildan® tees, sport shirts and sweatshirts for kids score top marks for styles, sizes and colours to suit everyone. Find the perfect uniform-ready piece in the fabric you prefer, offering a smooth canvas for decoration. From traditional school colours to loads of bold shades for class outings and team outfits, the possibilities are endless. There’s a size to fit every kid too, from 2T for toddlers up to YXL. With lots of inventory available, you can count on Gildan® to have the right fit for your school wear needs.

mygilan.ca

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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 watching 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.

If you’re on a budget, put your money towards a decent microphone as opposed to a fancy camera. 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 Clear

This goes back to tip #1 and the importance of putting 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 simply because you think you’re 1. The Video Takes Too supposed to have a video. If that’s the only reason you’re Long to Get to the Point shooting one, you’re pretty In the age of the “tweet,â€? much guaranteeing it won’t /WK][ =PMV <PWW\ marketers have only a few 7M^MZ [PWW\ I ^QLMW JMKI][M aW] \PQVS aW]oZM []XXW[ML

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BEFORE you even pick get the viewer to engage, a up your audio equipment marketer must put serious thought into what the main point of the video and camera, spend significant time clarifying the is, and then clearly communicate that message as intention of the video and composing your script around that intention. quickly as possible. The attention span for video watching seems 5. Viewers Can’t Take Immediate Action to be about 60 seconds or less, so viewers don’t The whole point of a marketing video is to want to hear a marketing message that goes on get your viewer to take some sort of action. and on. Every word Online video marketcounts! Don’t use five ing technology has words when three will advanced significantly >][X]T eXST^ \PaZTcX]V WPb do. This is where the with the dawn of the practice of writing a PSeP]RTS bXV]XUXRP]c[h fXcW smart video, which clear and concise script cWT SPf] ^U b\Pac eXST^ CWT allows viewers to take definitely helps. fW^[T _^X]c ^U P \PaZTcX]V immediate action dir-

2. The Video Content is Inauthentic

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Today’s shrewd consumers value authenticity 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 Audio Rule of thumb: The visual can suck but the audio can’t! Visually you don’t have to do anything fancy. A simple shot of you speaking in front of a nice background will never be distracting. However, distracting noises in the audio will kill your video every time.

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ectly from the video itself. We all know the power of the impulse buy! Consumers are much more likely to follow 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.

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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 Officer for InVidz Smart Video Technology, (http://InVidz.com). A Certified Professional Coach through the Institute for Professional Excellence in Coaching, she has more than 10 years of professional communication experience in the nonprofit and private sectors.

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Our industry somewhat mirrors the retail landscape with buyers researching and sourcing promotional products online. There is an increasing shift to online purchasing and this not only suggests that younger employees coming into the workforce are having a growing influence in buying decisions, but also that traditional buying behaviours are evolving. What this means is that if you are not currently offering 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 offering an online shopping portal, the amount of sales you’re letting go (to competitors who do) will continue to grow. There are many factors and options that can weigh into the decision when choosing an e-commerce platform. The 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 first need to outline your requirements. Some preliminary questions you may want to answer are:

• How many products will you offer 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? The 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 software up to date and functional. This 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 offer 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

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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 specific tools, many e-commerce platforms come with integration options. These 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 specific e-commerce platform, or if the e-commerce platform offers 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 offers merchant accounts. Each company also charges its own transaction fees. You can also use a credit card processing service that offers 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 flat 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 fits 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. The $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 offer 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 find out exactly what they’d amount to.

# %#(! " #!". T )'' , ) .1 , )&/.#)( 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. The 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 benefit is that Shopify takes care of hosting your store for you. This 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 specifically with e-commerce in mind. Shopify also offers offline solutions – you can use Shopify in your actual brick-andmortar 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 offer, the size of your sales, and the number of customers that have bought from you. Bottom Line: The 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 software platforms out there. This 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 find it quite difficult 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 management, the ability to handle shipping charges, multiple payment gateway options, built-in multilingual support, marketing tools, and much more. M ,WUUMZKM KWV\QV]ML WV XIOM

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While 2015 was a challenging year (to say the least), aforementioned projections for the next five 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 fiercer. Print, television, radio, and online media along with news releases * , .#(! *,)Û .-@ #&&#)(- ) and direct mail endeavours, all vie to place products and services within reach of corporate brands.

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. The more that distributors and suppliers can collaborate, the better they can service the needs and expectations of end-buyers.

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3 / -.#)( How can our industry best distinguish itself (its products/and services) from other media and delivery options? The 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 find 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 flowing away from our industry and into the coffers of traditional retailers. This could be a sign that our industry is lagging behind other marketing and media

Source: Statistics Canada

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The 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 several years with your suppliers / distributors, to ensure promotional products are the first choice for end buyer marketing dollars? While some already very successful organizations 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 fromthis-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.

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)'')( $ .#0 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 unified marketing front. Establishing and identifying common goals for better collaboration is where this process must begin. Defining 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 communication comes the ability to forge partnerships. This 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 effectively 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 firm play in its future?

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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 tony@imprintcanada.com.

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When Justin Trudeau’s Liberals swept into power in in any other state in the country, fueled in large part by this past October’s election, part of their popular man- the burgeoning legal marijuana industry. date was the decriminalization of marijuana. “When a new industry starts in a state, rarely does it Prime Minister Trudeau has been openly critical of exceed sales of $1 billion in its first five years, yet that’s the fact that any Canadian should carry a criminal rec- what’s happening with marijuana in Colorado,� says ords because of simple cannabis possession; Trudeau Nate Kucsma, ASI’s director of research. “With very specifically pointed to the example strict dispensary regulations in of his late brother, Michel, who was place for TV, radio, Internet and charged with marijuana possession outdoor advertising, it’s no surprior dying in an avalanche in 1998. prise that promotional products – Since the election, many parts which don’t have these restrictions of the country, especially Toronto – are booming.� among them, have witnessed a surge An increasing number of disin cannabis dispensaries as entrepretributors are benefitting from the neurs attempt to get their foothold marijuana rush. Troy De Baca, into a soon-to-be-regulated industry owner of Denver-based Troy’s worth billions of legitimate dollars. Custom Tees, has won consistIn a recent article in Maclean’s ent orders from marijuana dismagazine titled, Why buying pot has pensaries, boosting his revenues. =PM V]UJMZ WN KIVVIJQ[ LQ[XMV[IZQM[ QV

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completely out of control marijuana marijuana industry has helped \PIV NW]Z LWbMV business, senior writer Michael business,â€? he says. “I have repeat Fiscolanti reported that the legislative grey zone cre- customers who order months in advance, especially as ated by the Prime Minister’s promise to decriminalize they get ready for the Cannabis Cup – which is a local marijuana has given rise to pot dispensaries all over the trade show that’s like the Super Bowl for pot.â€? Colorado’s annual 4/20 day pro-marijuana celebrations country. Toronto alone boasts more than four dozen shops, and that number continue to grow as rapidly as also entice dispensaries and growers to market their brands the pot they sell, while the government seeks to regulate and individual strains to a mass audience of enthusiasts. the marijuana trade into a taxable industry. “I’ve done T-shirts and flat visor caps for 4/20 day, and While there is no official count, the number of dis- I expect to get some more orders this year,â€? says Stan pensaries is believed to be above 200 across the coun- Lemonovich, vice president of AAA Wholesale Services. try. In British Columbia, these dispensaries have operJay Tittman, owner of Rocky Mountain Business ated for many years in defiance of the law as the early Products, has provided branded stickers, pens and lightproponents of medicinal marijuana put down roots. ers to help dispensaries promote their shops. He believes Fiscolanti noted that cannabis dispensaries have it’s not only event traffic that’s driving sales, but tourism, as become so commonplace in Vancouver (there are now well. “There’s a big attraction for tourists to buy a cap or a close to 110, a tally that is more than Tim Hortons’ T-shirt with a dispensary’s name on it,â€? Tittman says. “This outlets) that city council stuff is being merchandised is choosing to license and extensively. It’s definitely an regulate rather than raid CWT TR^]^\XR _^cT]cXP[ ^U cWT area we want to focus hard and arrest. on.â€?  The rules are quite hazy; \PaXYdP]P X]Sdbcah X] 2^[^aPS^ The economic potential weed is still a controlled P[aTPSh bTT\b [X\Xc[Tbb >eTa of the marijuana industry substance in Canada, Ydbc cWT ]Tgc U^da hTPab P]P[hbcb in Colorado already seems meaning it is illegal to Over just the next Tg_TRc cWT RP]]PQXb X]Sdbcah fX[[ limitless. possess, grow or sell it, but four years, analysts expect medicinal marijuana how- Va^f X]c^ P # QX[[X^] QTWT\^cW the cannabis industry will TĂ 0 ,.#-#(! * # &.3 (-.#./. N grow into a $40 billion ever is legal. Any patient with a valid prescription behemoth, with Colorado from a doctor can puras the epicenter. And, by chase the drug, via registered mail, from one of Health some estimates, every dollar spent on marijuana will lead Canada’s 30 approved growers. to another $3 working its way into the local economy. “In While Canadians await for an appointed task force - my opinion, there’s tens of millions of dollars of marketing expected to be headed by former Toronto Police Chief and promotional products opportunities related to mariBill Blair - to examine how to best “regulate and restrict juana,â€? says Tittman. “That might be on the low end.â€? access to marijuana in a careful and orderly way,â€? While the legal and political pundits in Canada don’t Canadian cannabis dispensaries are fully operational yet have a firm timeline on when the new legislation and in need of promotional merchandise they can mar- decriminalizing pot will actually take effect, what is ket to their customers - much like any other business. clear is that the private sector has taken it upon themSouth of the border, the numbers speak for them- selves to get into this market niche. This means a lot of selves; according to a recent Advertising Specialty untapped opportunities to provide branded and proInstituteÂŽ (ASI) state-by-state review published in ASI’s motional merchandise to an industry that is already AdvantagesÂŽ mid-April edition, sales of promotional booming. products in Colorado are increasing at a faster rate than IMPRINT CANADA _ 0D\ -XQH

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The T-shirt is one of the universal symbols of summer and it just happens to be a staple of the promotional products industry. It’s the time of year when a host of events - ranging from team picnics to staff building parties to company scavenger hunts - are on everyone’s calendar. Why are T-shirts so popular for promotional events? They are typically the de-facto “go-to� item for these types of warm weather functions for numerous reasons; not least of which because they’re inexpensive, functional, effective in their purpose of promoting the message, and they’re worn by virtually everyone.

come a long way in the past several years, so to think that a standard 100% cotton or 50/50 blended T-shirt should fit most of your customers needs is just plain lazy. Performance T-shirts, tri-blend fabrics, v-neck styling, slimmer silhouettes; 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 So how do you go about colours for clients to test for themselves. selling more T-shirts this Pictures, sizing charts season to your customers? =PMZM Q[ IV QUUMV[M ^IZQM\a WN

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• Knowledge _IV\ \W UI`QUQbM aW]Z = [PQZ\ [ITM[ \PQ[ aMIZ tions are helpful, but nothing can replace seeing and feeling the product The clichÊ that knowledge is power holds true; the fi rst hand. more you know, the better prepared you can be. When your client is actually holding the product If you’re pitching an existing client, then you or trying it on - and you’re speaking to the product’s should already know more than just a little bit about their company, culture, employees and what upcom- benefits as it relates to their respective needs, this ing events they may be planning. Many companies goes a long way in upselling them on higher quality host annual events, so you should be aware well in or on more units. advance of what promotional needs they may have • Get Creative and what their tastes are. With advancement of digital decorating and ink forThis research will give you a leg up as your pitch mulations, what you can design on a T-shirt today is will be timely and relevant to their needs. mostly limited to your imagination. Letting your cliIf you are trying to land a prospective client, try ents see a variety of embellishment methods will open to find out as much as you can about who they are, them up to possibilities they may not have known what types of events they host, what type of employexisted and this can oft en leads to bigger buys. ees they have. This information will be important Explaining and presenting the myriad of technicin determining what type of T-shirt style(s) best fit their needs. A construction company’s needs are al differences between decorating techniques along going to be vastly different from those of a dance with the pros and cons of the numerous embellishment methods available to them will give you credstudio’s obviously. ibility in the mind of your customer. You will be viewed as a source of knowledge (which is power FWT] h^da R[XT]c Xb PRcdP[[h remember?) and therefore your recommendations W^[SX]V cWT _a^SdRc ^a cahX]V will carry more weight when it comes time to finalXc ^] P]S h^dzaT b_TPZX]V ize the order.

c^ cWT _a^SdRczb QT]TUXcb Pb • Market Yourself Xc aT[PcTb c^ cWTXa aTb_TRcXeT Just because you know that you’re an authority ]TTSb cWXb V^Tb P [^]V fPh on the T-shirt market, it doesn’t necessarily mean X] d_bT[[X]V cWT\ ^] WXVWTa that your existing or potential clients know this. You need to SHOW them! `dP[Xch ^a ^] \^aT d]Xcb Your website and all affiliated marketing activity

• Product Research This leads us into product research; there are many different 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 IMPRINT CANADA _ 0D\ -XQH

should reinforce this point as clearly and as often as possible if you want to sell more T-shirts. Post and share photos of the exceptional embellishment programs 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.

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Bottom Line:  Magento is a complex system which used as an easy content management system for running is feature-intensive. It is a complex, time-intensive solution 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 products to 100,000. Wix is different 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 elements and place them on a canvas and then you can also add an e-commerce component to your website. Wix offers 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. The 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. The 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. This 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 software updates. OpenCart gives users pretty much everything they’d need in a e-commerce solution, such as: unlimited categories of products and manufacturers, over 20 payment gateways, printable invoices, sales reports, back-up and restore options‌the list goes on. Users need to download OpenCart it from the official 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. That 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 first 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 platform to get started with if a business owner is comfortable 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 plugin. WordPress is the free blogging platform that can be IMPRINT CANADA _ 0D\ -XQH

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 starting 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 supported 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. This gives users greater command over on-page marketing and conversion strategies. Bottom Line: The 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 difficult. Another drawback is that when compared 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 hosted shopping cart software - meaning business owners don’t have to install any software, 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 companies that expect their online stores to grow relatively quickly and who don’t require site development skills while offering 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 experiencing strong growth which are looking for strong phone support and seamless integration with a wide range of payment gateways. The number of free templates offered 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. This 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 profitable and logical progression 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 significant investment.

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Source: Portland Business Journal; Fibre2Fashion.com; Reuters.com

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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

@GL=D 9JLK 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-Thursday) - Call For Details

;9D?9JQ E9JJAGLL <GOFLGOF 110 9th Avenue SE, Calgary, AB (403) 266-7331 www.marriott.com RATE: $219

<9QK AFF ;9D?9JQ KGML@ 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

CODE: 1509WESTER 001 or Western Imprint Show DEADLINE: August 12

DEADLINE: July 8

CODE: Imprint Canada Show DEADLINE: August 15

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Air Canada is pleased to offer special rates to delegates attending the 2016 Western Imprint Canada Show.

(and for travel agent and WestJet dollars, please also quote code YYC02)

To book a flight with your promotion code, access aircanada.com and enter promotion code UMK4TVN1 in the search panel.

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).

Travel period begins Wednesday, August 31, 2016 and ends Saturday, September 17, 2016.

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

WIN A CATERED STAFF PARTY

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© 2015 Fruit of the Loom Canada, Inc

The classic 29MR Heavyweight Blend™ collection just got better. Now made with advanced moisture management performance.

NEW FOR 2016 MOISTURE WICKING | 9.3 OZ, 50/50 COTTON/POLYESTER 44 COLORS | 8 STYLES | SIZES Y-5XL & TALLS JERZEES.COM | 800-567-7662 CANADA /JerzeesActivewear

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Quality Sportswear 877-462-4237 qualitysportswear.ca

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Flame- and Arc-Resistant, and Hi-Visibility apparel is our specialty and we carry an extensive stock program for fast delivery.

-year ormance takes

Protecting the heroes Who Protect our Way of life

INDUSTRIA

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.

Westex UNBEATABLE ELECTRICUltraSoft ARC FLASH FIRE PROTECTION ®

and

Some government photos are courtesy of the U.S. Army.

© 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.

Nomex Fleece Nomex Jersey

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 ® Plus a lasts longer than FR treated fabrics, making Tecasafe 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.

F:8.5 in

F:8.5 in

We manufacture and stock: Output to Disk Spell Checked ________ • Unlined Coveralls • Pants • Insulated Coveralls • Vests • Parkas • Nomex Golf Shirts • Insulated Bib Overalls • Nomex Fleece Hoodies, • Unlined Bib Overalls Full Zippers & Pullovers • Surveyor’s Vests • Smocks • Bomber Jackets • Flame Resistant Apparel • Flight Suits for Welders • Shirts …and much more! 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.”

WINNER GARMENT INDUSTRIES LTD.

Toll Free Phone: 1-866-956-8989 • Toll Free Fax: 1-877-455-7788 Phone: 780-453-8989 • Fax: 780-455-7799 12003 Kingsway Ave. Edmonton, Alberta, Canada T5G 0X8 E-mail: info@ winnergarment.com

TenCate high performance fabrics provide comfort, durability and excellent value.

protection,

• 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. Scotchlite™ • Comfortable to wear Soft and breathable. Superior moisture management FR –Reflective Tape 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.

Kevlar

DuPont Personal Protection

• Excellent value – Long life cycle and competitive price means lowest cost. Chemin du Pavillon 2, PO Box 50

• High visibility – ANSI 107 and CSA Z96 compliant for low visibility environments. 1218 Le Grand-Saconnex Switzerland Tel: +41.22.717.5111

Permanent FR Cotton

Fax: +41.22.717.6131

e-mail: info.nomex@che.dupont.com www.dpp-europe.com

www.tencateprotectivefabrics.com

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 experimentations. It is not intended, however, to substitute for any testing you may need to conduct to determine for yourself the suitability of our products for your particular purposes. This information may be subject to revision as new knowledge and experience becomes available. Since we cannot anticipate all variations in actual end-use conditions, DuPont makes no warranties and assumes no liability in connection with any use of this information. Nothing in this publication is to be considered as a license to operate under or a recommendation to infringe any patent right.

Vapro-Lite

Water Resistant Breathable 03/07

K20631

L-12518

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DuPont ™

We feature: nomex®

Vapro-Lite

Water Resistant Breathable

Modacrylic/ Cotton 100% Polyester High Visibility 100% Cotton Canvas 100% Cotton

Polyester/Cotton

Nylon Fabrics 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: info.nomex@che.dupont.com www.dpp-europe.com 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 experimentations. It is not intended, however, to substitute for any testing you may need to conduct to determine for yourself the suitability of our products for your particular purposes. This information may be subject to revision as new knowledge and experience becomes available. Since we cannot anticipate all variations in actual end-use conditions, DuPont makes no warranties and assumes no liability in connection with any use of this information. Nothing in this publication is to be considered as a license to operate under or a recommendation to infringe any patent right.

Canadian Made Industrial Safety Workwear since 1975.

03/07

ADy.

Huge Inventory of Safety Fabrics in Stock!

L-12518

m

S A F E T Y T H AT F I T S . www.winnergarment.com 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.

The DuPont Oval, DuPont™, The miracles of science™, NOMEX®, KEVLAR®, TEFLON®, TYVEK®, THERMO-MAN® and ARC-MAN® are registered trademarks or trademarks of E.I. du Pont de Nemours and Company or its affiliates. © Copyright 2007 E.I. du Pont de Nemours and Company. All rights reserved.

s and itions. nt™ mical angers. ection

WINNER GARMENT

The DuPont Oval, DuPont™, The miracles of science™, NOMEX®, KEVLAR®, TEFLON®, TYVEK®, THERMO-MAN® and ARC-MAN® are registered trademarks or trademarks of E.I. du Pont de Nemours and Company or its affiliates. © Copyright 2007 E.I. du Pont de Nemours and Company. All rights reserved.

n ever and to ons.

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# H D C o t to on 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

/FruitoftheLoomActivewear

8.3 oz, 100% Cotton, 11 Styles, 52 Colors, Y-6XL & Talls

@FruitActivewear

800.567.7662 | FruitActivewear.com

Lightweight Softshell

L07260 men’s / L07261 ladies

like no other

apparel supplier in the industry www.canadasportswear.com

A tradition for service, quality and value since 1954 Leading importer of in-stock and custom quality garments Canadian Made and Custom manufacturer In-house design and creative services Full service in-house decoration

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