January/February 2017

Page 1

IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS B9FM9JQ'>=:JM9JQ *()/

A Tristan Communications Ltd. Publication

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AF<MKLJQ F=OK Get caught up on the latest industry news.

Volume 24, Issue 1

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K=DDAF? LG EADD=FFA9DK We look at who exactly comprises the millennial generation, and what is the best way to target them. 6

L@= HJAF;AHD=K G> K;J==F HJAFLAF? AFC K=D=;LAGF Hansgeorg Koch examines the key components of screen printing ink characteristics and ink quality. 10

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Sublimation is an increasingly popular printing technology that started in the textile industry and has expanded into a variety of customizable hard substrates. The quality and variety of products has grown immensely and expanded from personalized products to larger sizes suitable for the photo industry and commercial applications. The variety of hard surface products available now is significant @Q\P \PM ZQOP\ \WWT[ IVL MY]QXUMV\ PIZL []ZNIKM

and the improved technology and []JTQUI\QWV VW\ WVTa ITTW_[ aW] \W WNNMZ UWZM

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sublimation support makes these aW]Z J][QVM[[ []J[\IV\QITTa products more affordable than ever before. With the right tools and equipment, hard surface sublimation not only allows you to offer more variety to your customers, but it also can grow your business substantially. <]JTQUI\QWV KWV\QV]ML WV 9IOM !

F=O Q=9J$ F=O J=9DALQ Promotional products’ industry expert Sheri Boyd explains how rush orders have become the new normal and how to cope with ever-shrinking timelines. 12

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F=O HJG<M;L KHGLDA?@LK See the latest wearable, advertising specialty, and decorating supplies & equipment offerings from industry suppliers. 20

There are all types of predictions for businesses in 2017—including the use of delivery drones and virtual reality purchasing apps—but let’s get real. If you are reading this, you are probably not an Amazon-wannabe or some other multi-billion dollar conglomerate looking to take over the world. You are just trying to figure out how to best serve your custom garment customers. The imprinted sportswear marketplace enjoyed a strong 2016. Here are some of my suggestions as to how you can continue riding that wave of success into 2017 and beyond. 1MI\ 9ZQV\QVO =ZMVL[ KWV\QV]ML WV 9IOM !

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ImPrint News CAN_Jan_Feb_AB.indd 1

12/7/16 2:43 PM

Follow us on twitter: @imprint_canada

Ă Ă Q Ă 867= skills to stop what he calls “unfair importsâ€? and bring jobs back to the U.S. in order to rebuild and expand American manufacturing sectors.

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On the surface, it would appear that Mexico would be in the direct line of the new administration’s sights. But Donald Trump’s Commerce Secretary, Wilbur Ross, has stated that the U.S. must free itself from the “bondage of bad trade deals,â€? which means that Canada should also be on alert as to the imminent changes coming.

American President-elect Donald Trump has gone on record stating that within his first 100 days in office, he will look at renegotiating - or withdrawing altogether from - the North American Free Trade Agreement (NAFTA).

It appears that the economic relationships that have developed and become intertwined via NAFTA over the past 22 years are about to undergo dramatic scrutiny and change.

CNN has reported that during a campaign speech, Trump referenced NAFTA’s Article 2205 which states that “A party may withdraw from the agreement six months after it provides written notice to the other two parties.�

Trump is building an arsenal of powerful, shrewd and extremely successful American entrepreneurs to dissect and renegotiate terms of trade (read: surrender) with all current trade deals the U.S. currently has in place.

Trump has also gone on record as favouring bilateral trade deals so that he can apply his seasoned negotiating

I, for one, believe Canadians have a few important questions that need to be answered sooner than later:

Who is the Canadian government going to appoint to represent Canada’s economic interests during these renegotiations? - and - Will they be powerful, shrewd and successful entrepreneurs from the Canadian energy, natural resources, construction, manufacturing, technology, agricultural and financial sectors? I have a lot of faith in politicians. But the U.S. will be laserfocused and determined to leverage that every one of their 300 million-plus consumers gets what he or she wants out of each and every deal they plan on re-examining; they’ll be as hungry for success as a polar bear is when it emerges from hibernation. Hopefully Canada’s trade representatives - whoever they are - will be up to this challenge. If they aren’t, they might as well just wave a sign that reads: “bon appĂŠtit!â€?

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IMPRINT CANADA

Industry News

January/February 2017 - Volume 24, Issue 1

Ă ' ,# ( E Ă› , ( ( 5 )' - 2 &/-#0 ( # ( #-.,# /.), ), American & Efird Canada, lnc. is pleased to announce that it has reached an agreement to be the exclusive distributor for ODIF Industrial products for the Canadian market. Since 1958, ODIF has been manufacturing high quality products and in 1995, expanded their scope in the development of a wide range of specialized Sprays and Adhesives for the Embroidery Market. “At American & Efird Canada, Inc., we are proud and privileged to be associated with ODIF. With ODIF’S expertise in manufacturing specialized quality products and A&E‘s ability to service customer requirements across Canada with distribution centers strategically located, our customer will enjoy the quality and service they deserve. We are excited with the addition ODIF’S recognized brand name that will complement our extensive range of

products we distribute for the Embroidery Market� said Gaetano Massari, Director of Operations. “With the rapid growth for its products, ODIF has recognized a need to move closer to its customers in order to provide better service and consistency of supply. To this end, we have entered into an agreement with American & Efird Canada, Inc. This exclusive distribution agreement will enable American & Efird Canada, Inc. to carry a wide range of products across the various distribution centers in Canada and provide a seamless distribution platform for all ODIF customers� said Peter Booth, Managing Director For inquiries regarding products and services, please contact the Sales Support at 514-352-4800 or 800-361-0787; canada.news@amefird.com.

"()-*),. ( (()/( - ." #.#)( ) )-. .) #.- 867= *),. )&#) In mid-December, Technosport Canada announced the addition of the Lacoste brand to its 2017 collection. “We are proud to welcome Lacoste to the promotional industry� said Luc Beauchamp, President of Technosport Canada. “This new partnership is the result of an increasing demand for premium branded products in the corporate and promotional market.� “Lacoste Canada is thrilled to join the Technosport family, and is convinced that the two companies have a bright future ahead of them� said Nicolas Raybaud,

Chief Executive Officer of Lacoste Canada. This announcement continues to support Technosport’s identity as one of the key players in the distribution of branded products. “Lacoste is a great addition to our current offering, and their products are very complementary to the other brands we already have in place� added Mr. Beauchamp. The 2017 Lacoste collection by Technosport will feature 12 styles (150 skus) of apparel, headwear and bags for men’s and ladies.

( '),#/'A " ,& - )& Û (! , It saddens us greatly to have to announce the passing of Mr. Charles Goldfinger, Canada Sportswear’ s founding father and father of Ralph Goldfinger, Howie Goldfinger and Lorie

Goldfinger. Mr. Goldfinger was a true gentleman, soft spoken with a gentle soul and loved by all that knew him. He will be truly missed. Memorial donations can be made to Beth Emeth Synagogue, c/o Goldfinger Holocaust Education (416) 633-3838.

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PUBLISHER

Tony Muccilli : tony@imprintcanada.com

PRODUCTION MANAGEMENT

Adriano Aldini : news@imprintcanada.com

CONTRIBUTORS

Adriano Aldini, Sheri Boyd, Pablo Gomez, Ted Stahl, Hansgeorg Koch

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

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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• Millennials are the first generation of digital natives; their affinity for technology is literally reshaping consumer behaviour before our eyes. They are used to instant access to information, peer reviews and comparisons.

First there were the Baby Boomers. Then came Generation X. Enter Gen Y (or now more commonly referred to as “millennials�). The latter generation is officially coming of age, entering their prime working and spending years, and as a result they are making quite the impact on the economy and society. Before we delve into how to sell to this vast and lucrative demographic, how much do you really know about millennials? Here are some key statistics to help frame the picture:

• More than 73 per cent of millennials access social networking daily. (Source: Statistics Canada, Labour Force Survey). • More than half of millennials purchase goods and services online at least once per month. (Source: Statistics Canada, Labour Force Survey).

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• Born between 1980 - 2000, the millennial generation represents the largest generation of consumers in history - even bigger than baby boomers.

• Millennials have delayed marriage and family formation, and are living longer at home. In 2010, 30 per cent of 18-34 year-olds reported still living at home with their parents

• Millennials comprise almost one-third of the population in Canada and the United States, with more than 9.5 million and 92 million people, respectively. (Source: Statistics Canada; U.S. Census Bureau)

(Source: IPUMS-CPS, IPUMS-USA and Goldman Sachs Global Investment Research)

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• Access, NOT ownership, is fundamental. Millennials have been reluctant to buy items such as cars and luxury goods. Instead, they’re turning to a new set of services that provide access to products without the burdens of ownership. This has given rise to what’s being called the “sharing economyâ€? (Think Uber, Lyft, Air BnB, ZipCar).

• Millennials are the most culturally diverse generation, with 22 per cent of its demographic comprised of visible minorities. (Source: Statistics Canada, 2011 National Household Survey)

• Wellness and healthy living is a priority and a daily active pursuit. They exercise more, eat smarter, and smoke less than previous generations.

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• Millennials seek to break down traditional hierarchies and desire a work/life balance rooted in flexibility in work hours.

• The millennial generation has grown up in a time of rapid technological change, globalization and economic uncertainty. • Lower employment levels, plus higher student debt equals less money than previous generations. Student loan payments take up a growing chunk of postgraduate millennials’ income, with mean student loan balance for 25 year-olds in 2013 surpassing $20,000 (US$), up from $10,000 in 2003 (Source: U.S. Federal Reserve)

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• Millennials are highly educated; more than 75 per cent of female and 65 per cent of males (ages 25-34) have a post secondary degree or diploma. (Source: Statistics Canada, Labour Force Survey)

• Yotpo, a company that gathers user reviews, highlighted research particularly about the millennial generation - in its Customer Content Marketing 101 report (2015): • 45 per cent say they aren’t interested or compelled by content from marketers (cited from a study by Tumblr, Yahoo, Razorfish and DigitasLBi) • About 30 per cent of their total media consumption is User Generated Content (UGC). • They trust information they receive through UGC 50 per cent more than information from other media sources. • Only 50 per cent of millennials consider themselves particularly loyal to a certain brand. • Millennials’ decision-making process works differently than generations before it; they’re far more inclined to ignore the messages that brands put out, and instead tune-into the opinions of their peers, which are deemed to be genuine and carry far more relevance.

Using these nuggets of data, global brands and marketers have made it a priority to “crack the code� to this elusive, technically-savvy market segment. According to a consumer and retailer survey conducted by accenture, millennial consumers have an estimated annual purchasing power of US$600 billion. The challenges - like how to build loyalty and creating strategic differentiation within this demographic - are top of mind for brands and marketers alike. 6QTTMVVQIT[ KWV\QV]ML WV XIOM

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Achieving great colours on hard surface sublimation products requires exceptional ingredients. So how does the process impact the quality and longevity of hard surface sublimated products, specifically with flat surfaces? In order to sublimate hard surfaces, the hard surface must be coated with a polyester based coating and be able to withstand high heat temperatures in order for the ink to transfer into the product. It all starts with coating, along with transfer paper, sublimation ink, RIP software and a colours profile to achieve high definition results. Using innovative manufacturing techniques, surface coatings specifically engineered for the dyesublimation process are applied to substrates, turning sheets of metal, wood and plastic into a vibrant and durable print medium. As opposed to other print technologies that place images directly on a surface - which can bring durability and overall quality into question - ink is infused into coatings on products which can provide fade protection and durability. Coatings are available in a variety of gloss levels and are applied to a number of substrates to create a wide variety of product options. Coating options include the following: HD photographic display coating is a high definition, photographic coating. It is an upgraded coating package that provides incredible image reproduction along with archival fade resistance. Combining these qualities with chemical, scratch, abrasion and stain resistant properties makes this coating a great option for high end image reproductions for commercial and residential spaces. Signage and display coating is chemical, scratch, abrasion, stain resistant and also has fade resistance suitable for commercial applications. Table top coating offers superior scratch resistance with the addition of aluminum oxide nanoparticles, which allows for micro scratches to self-heal over time. These particles extend the life on surfaces that experience high wear. Dry erase coating is a specially designed topcoat for marker board applications. This coating prevents marker penetration which typically causes ghosting in other dry erase products. Durable flooring coating is the toughest sublimation coating available worldwide. Its textured finish, high resistance to scratch, abrasion and moisture make it a good fit for areas that require imaging and are prone to wear and tear. The HD photographic coating from

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Chromaluxe was recently tested at the Wilhelm Institute of Research (WIR). Widely recognized as the world’s leading independent print permanence testing laboratory, they conducted comprehensive, multifactor print permanence tests on ChromaLuxe prints with 8-colours Sawgrass and 4-colours Epson inks. Although the inks have different dye formulations, and distinctly different individual ink fade patterns, both brands of inks proved to be well matched to the latest ChromaLuxe sublimation coating formulations, and both have achieved almost identical WIR Display Permanence Ratings. According to Henry Wilhelm, Director of Research at WIR, “Very complex interactions take place between sublimation inks and the ink receptive polymer coatings of dye sublimation prints, both during the short, high-heat image transfer step involved in making the prints and, very gradually over time, during the long-term display and storage of the prints. “What a print looks like when it emerges from the heat press tells you nothing at all about how long it will last. You can consider permanence – or the lack thereof – to be the invisible factor in sublimation printing. “In terms of how long your prints will last, sublimation on metal photo panels is a new and rapidly advancing technology, and all aluminum photo panels – frequently referred to in the marketplace simply as ‘Metal Prints’ – are by no means the same,� Wilhelm added. “If your lab is using untested products, both you and your customers are flying blind.� With unprecedented resistance to surface abrasion, high humidity, atmospheric ozone, <]ZNIKM KWI\QVO[ [XMKQNQKITTa MVOQVMMZML NWZ \PM

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including silver-halide prints framed This aticle was provided by Pablo Gomez, Account under UV-absorbing acrylic or Manager and Colour Specialist at Value-Rite glass or when face-mounted to Business Products Inc. UV-absorbing acrylic.

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Screen printing is a decoration method which is extremely versatile with regard to printing substrates and colour characteristics. This versatility demands a correspondingly broad spectrum of different screen printing inks.

75 ' ( - )( ." , ( ,#(.#(! (% The customer of the screen printer already determines a number of demands made on the screen printing ink, such as the printing substrate, the ink effect, the final use of the substrate, and the durability expected. The screen printer usually expects the following of screen printing ink: printability without problems, rapid and secure drying and stackability, good adhesion and scratch resistance on various printing substrates and resistance against other mechanical influences during the working process, economy in the price of the ink, and in the printing itself and in the drying. The most important precondition for correct ink selection is to define all the requirements with regard to the internal manufacturing process and the demands of the final customer on the final product. This is the first and most important step to avoid interruptions in the production process, or customer’s complaints.

85 "(# & . )( ." (% 3* - à 0 #& & In order to make the proper selection, the screen printing plant requires a comprehensive and easily accessible documentation of all of the ink types available. There are, as a rule, two sources of information: your own experience from past orders, and information from the ink manufacturers. The company’s own experience is a most valuable help, for repeating orders as well as for new orders, because this information was obtained under the specific conditions of the individual production facility. It is however important that this information not only be stored in the memory of the individual workers, but be made systematically and easily accessible in order files or in a printing substrate file. If new printing substrates or requirements are demanded,

the extensive documentation provided by the ink manufacturers can be used: Tables and technical information sheets are the most important aids, as these give information on the quality specifications of screen printing ink, e.g., the adhesion on certain printing substrates; the degree of gloss; how opaque the ink is; how resistant it is to various influences and other characteristics which are determined by the ink recipe. Information on how the ink behaves in the production process is also given, e.g., information on drying; although, here only approximate values can be given as the machines and conditions differ widely in the various plants. Print additives exert a great influence on the way the ink behaves in the production process and on the quality of the final product. Technical information by the ink manufacturers therefore should always include information on printing additives. We will deal with this point later. Next, we will look at:

95 " ),, . & .#)( ) ." (% 3* Usually the selection is made by considering the most important parameters in the following order: Printing substrate, Degree of gloss, Drying requirement, Special quality requirements. In certain cases, a specific quality requirement can have a priority so that other characteristics, for instance the degree of gloss or the drying characteristics, become secondary. Marabu has tried to ease the pre-selection of the ink type by devising an ink-dial-disk. The three most important parameters can be selected: at the upper edge, the group of printing substrates, then underneath on four lines the degree of gloss: from high gloss, to gloss, to silk finish, to matte. The open window is divided into three segments according to the drying method: oxidation, physical and reactive. In the focal point of these three parameters, the ink types which are available can be read off. The technical information sheet of the kind selected will then give further information on all other characteristics. Let us now look at the various characteristics:

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The Printing Substrates: The most common printing substrates used in the screen printing process are: paper, board and carton; the large area of plastic materials, i.e., self-adhesive foils, hard and soft PVC, polystyrene, acrylic, polycarbonate, polyolefins, polyamide; and finally metals, glass, ceramics, varnished substrates and textiles. We have divided the printing substrates groups on the ink-dial-disk accordingly. The problem is, however, that in many cases the screen printer does not know the exact kind and type of the printing substrate because the material has been supplied to him without the corresponding information. Especially in the area of plastic materials, we recognize the fact that the printing substrate is most difficult. There is, however, an aid for identifying such materials and the most simple and safest one for practical use is the burn test. The printing substrate table is divided into the plastic materials most commonly used in screen printing and it shows for each type the typical burn test characteristics of the flame and the smell of the burning gas. (See Table 1 on page 34.) Here is an example: If an unknown plastic material burns with a flame with a green edge when fire is directly applied to it, and it ceases to burn if the flame is taken away, and if the burning smell is that of hydrochloric acid, it is most likely that it will be hard PVC material. Gloss: Gloss is determined by the type of ink but can be varied to a certain extent if required by adding, for example, a dulling medium or by applying an additional varnish on top of the ink, or by adding varnish directly to the ink. 2VS KWV\QV]ML WV XIOM

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Happy New Year! For many, 2017 represents a fresh start, a promise of great things to come. 2016 can be described as being laden with uncertainty as we witnessed several significant changes sweep across the promotional products landscape. Mergers, acquisitions, and bankruptcies placed the industry on alert. We were again reminded that noone is immune to threats facing their business; factors such as a sluggish economy, natural disasters, currency fluctuation, or the effect of losing big players to the void were all elements that transpired in 2016. We live in rapidly changing times. Long gone are the days when T-shirts were printed in basements and buttons were pressed on every street corner. As promotional products professionals, we need to keep pace with these changes or suffer the consequences. Globalization means our world is getting smaller. The good news is that this presents many opportunities, and shouldn’t be viewed solely as a threat to our livelihood. Each year our industry tends catch its breath after a hectic holiday. We tend to see less activity from our clients until mid-January. Fear and uncertainty of what lies ahead oftentimes can be at the forefront of our thoughts during this breather period. Personally, this is my favourite time of the year! Sure, I experience the same fear/thought process: What if we can’t grow our business, what if our clients move on, what if, what if, what if‌(it’s a vicious conscious cycle). To get out of that cycle, I focus on things that are within my control. I use this time to look back on my business and create a plan for moving forward. Our team comes together to reflect and identify what worked well for us and our customers; which business development & marketing initiatives produced the best results; which clients are buying and when; what products are hot and trending; how are the products being used; and how we can better serve our clients. In order to improve, it is important to understand what you are already doing well and know where you are not up to par. I call this the REALITY CHECK! We actually take this process beyond our own walls, bringing together our colleagues, suppliers, and multiline reps to gain a macro view of what is happening locally and across the industry. One of the most topical issues we find facing suppliers and distributors is shrinking lead times for orders. I will share with you some salient perspectives and strategies to set the table for a successful year.

We need it yesterday, but are ordering today This trend continues to grow and manifest itself. What used to be a “once in a while� scenario, is now playing out to be every order, all the time. Yes, many of our suppliers are amazing and can decorate and deliver orders in one to two days, however, this has leveraged our customers to expect just-in-time service all the time, and as such they wait until the last minute to order. Many customers aren’t versed in what’s involved with producing custom products. Ordering anything online for one item is a pretty simple task. Ordering 5000 items is another story altogether. Another thing to mention is that customers don’t take into consideration weekends or holidays – 10 days production to them doesn’t mean 10 business days. Use this scenario: you have 10 days total to deliver an order. During that lead time, there is one weekend and a holiday (let’s say Thanksgiving). That brings us down to seven days

to pick, decorate, 5I[\ UQV]\M Z][P WZLMZ[ PI^M JMKWUM \PM VM_ VWZU

pack, and prepare for shipping, then we add transit time, which can be anywhere from 1-4 days in Canada. There are many factors that come into play and influence rush orders more than orders with a longer lead time. Some of these factors include: Inventory: Suppliers are generally carrying less inventory than they did in the past. While protecting and managing cash flow, in the event of a rush order it can potentially lead to not having deep enough quantities to fill all orders. Natural Disasters: A hurricane in Florida shut down production, the tsunami in Japan led to a price increase of USBs, wild fires in Fort McMurray saw many businesses close and people move to safety. The list goes on to include floods, earthquakes, ice storms‌ Supply Chain Interruptions: Postal strikes, railway strikes, and shipping companies seeking bankruptcy protection are all very real situations which have happened and continue to threaten our ability to deliver orders to our customers.

Global Economic/Political/ Financial Landscape: Like it or not, economies do not exist in a vacuum. What happens in other areas around the world affects us all. Just consider the collapse of Greece, Brexit, currency volatility, US Presidential elections; We can discuss these factors in depth all day long, but the reality is we all need to deal with this uncertainty which is beyond our immediate control. At the end of the day, we need to ensure we are build enough lead time into orders so customers are not disappointed should any of the above come into play with their order. This means training, and in most cases re-training customers to make them aware of the need to plan ahead so there is time to implement a contingency plan if need be. So, how do we do this? Promotional Product Expert Annette Casselman with Brymark Promotions, an Ottawa promotional product distributor, says January is the best time to call your clients. “Wish them a Happy New Year and schedule a time to plan out their annual promotional products requirements. Doing this early in the year can avoid disappointment later on, for any of the reasons we discussed above. Get clients thinking about what they want to hand out at tradeshows throughout the year, plan the awesome giveaway for their golf tournament in June, or their client reception in September. “Planning ahead for the year can result in interesting economies of scale. Clients can ‘double-down’ by possibly using the same items for different events and campaigns, simply by getting creative with custom packaging,� Casselman adds. If planned well enough in advance, there is the possibility of piggy-backing on orders other customers are placing, leading to further discounts in pricing structure. By developing deep partnerships with your client, you become an extension of their marketing team and play an integral role shaping the story they want to convey to their audience throughout the year. Bobby Ramjist, Sales Representative at alphabroder Canada, points out that many new products are introduced in January.

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“This is a good time to turn to suppliers to create product storyboards, virtual & spec samples, and create a cohesive branding package of useful and innovative promotional products,� says Ramjist. “By building longer lead times, we can work with our suppliers to come up with creative products and designs which are truly unique.� This requires getting information from your clients by conducting a deep dive into their business to better understand their: products & services, brand message, customer demographic, corporate image, upcoming events, and plans for employee or sales team incentives. Encourage your clients to create a marketing calendar if they don’t already have one. If they do, ask them to share it with you. By accessing their calendar of events, you are able to ensure that their brand standards are being met and the image they wish to reflect meets their standards. This is an important benefit because in many organizations, the procurement of promotional

items is often delegated to an office administrator who lacks experience in this area. Longer lead times prevent disappointment from missed delivery dates due to unforeseeable circumstances beyond our control. It can also lead to better pricing. Last minute orders are stressful and can be avoided by teasing the information needed from your customers. This allows you to be proactive and create a schedule for their promotional products needs. Avoid sleepless nights and build more creative promotional marketing solutions for customers. Happy customers are repeat customers, and your best referral base. *JW]\ \PM *]\PWZ#

Sheri Boyd has been involved in the promotional products industry for 25 years. Her experience encompasses supplier and distributor perspectives. As founder of epicpromo and Promocatalyst, Sheri brings a fresh approach that will affect positive change across the promotional products landscape. Companies Sheri has contributed to include: Festival Promotions, Maple Ridge Farms, Glass America, and Maui Jim Sunglasses.

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So, how do you develop an effective marketing and sales strategy for Millennials? 1. Leverage how they communicate: It’s no secret that technology is a must-have if you want to break through to this target market. Fast, easy and seamless access to your products and services is paramount to this generation. Millennials consult multiple sources before making a decision; consider the instant access that e-commerce has expanded their ability to compare prices and products. The research done ahead of time validates their decision. The decisive factor for many millennials - price generally notwithstanding - is a recommendation from friends and/or family, or reinforcement generated by their peers in social media. The Center for Generational Kinetics discovered that millennials prefer to communicate in this order: 1. Texts and texting apps; 2. Email; 3. Social media; 4. Phone calls; 5. In-person interactions. Keep this hierarchy in mind when outlining your sales and marketing actions. 2. Their Experience is absolutely critical: On the customer service side of your business, the experience that millennials have when interacting with your company or brand is just as important as the product or service you are providing; experience is the Holy Grail. Millennials expect to engage with brands, share feedback and develop a relationship. It is paramount that you deliver a top-notch customer experience for this generation. If ignored, you may be facing a crisis when that unhappy, mistreated millennial spreads a negative review to their online network of thousands. In this respect, automated and readily accessible self-help portals (that actually function to resolve problems) may reduce overall service costs while bolstering customer satisfaction rates among millennials. 3. Traditional marketing doesn’t work: Millennials are digital natives and have the wherewithal to study your company’s products, reputation and shortcomings shared by other customers (while they are literally standing in your office).

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So, how do you garner their attention and establish loyalty? One way would be to turn your company into a helpful resource that benefits them. Traditional advertising messages preaching the benefits of your product will fall on deaf ears with this generation (unless its your customers that are the ones spreading the message). If you fail to deliver a “what’s in it for themâ€? message, you may never catch their attention. Millennials like to present their problem or need, then have a brand offer customized options focused on that. By leveraging your knowledge and expertise in your field, your focus should be on educating them. By becoming a resource that they can refer to, you can gain their trust far more quickly. So say a client comes to you and he or she is in the dark with respect to what products to source for an upcoming event, or he or she is confused with respect to best decoration method they should opt for? Respectively, you could show them unique programs that you sourced for your other clients (their peers) and how these products were integrated into the event, or create an easy-to-use decorating guide that they can refer to online. By becoming a source of knowledge that they refer to, you are creating value in the eyes of millennials. Delivering value to this generation will create its own momentum as they are most likely to spread the good word about your brand. 4. Be Genuine and Transparent: Generally, brand transparency means more to millennials than it did to previous generations. This could be due in large part to the fact that they grew up not knowing a time where information wasn’t readily available at their fingertips. Transparency can apply to every industry, but what exactly does this concept encompass? Transparency could mean one or more of the following: Providing a complete list of all materials used and where they were manufactured; Outlining respectable certifications and claims; Clearly states how the products are produced, handled and sourced. For service-based providers, transparency also extends to disclosing all the involved processing, set-up or revolving fees; clearly outlining terms and conditions in plain text, or being transparent about the kind of data they collect and store from clients. At the end of the day, selling to millennials may not be as daunting a task as its being made out to be. It requires the effort and capacity of understanding their motives, tapping into their mindset and presenting your brand in an forum that communicates to them.

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Think Digital

already rely on heat printing. These markets are also being served by lightweight heat transfer films that are available for application on high tech fabrics.

As in previous years, the need to understand and offer digital decorating techniques should still be on the top of your “TO-DO� list for 2017. If you don’t want to invest in a printer/cutter, to Trends to Watch be able to create full colour logos in house, you Another major trend will be the demand for should at least find a dimensional transfers reliable company who or 3D transfers. can print them for As a result of fabrics you. becoming ever thinThe world of digitner, classic dimensional al media available for decoration treatments printer/cutters has such as embroidery grown substantially, are no longer feaswith offerings that allow ible in many instances. you to print full colour However, there is still a metallics or full colour demand for crests and logos for application other logos to have some on performance wear. dimension and heft. One You can also enter the way to do this is with full colour digital world flocked heat transfer with an ink jet printer materials that you can or a laser printer. cut and heat apply yourThe quality of self. Printable flocks are transfer papers for also an option. Flock not these output devices only offers a textured, has come a long way raised finish that says since you last tried “high quality,� it is also them. There are even light enough to be used ink jet and laser .^MV QN aW] PI^M \PM KIXIJQTQ\a \W [KZMMV XZQV\ QV PW][M aW] PI^M \W

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Flock is also a materican be successfully QV[\IVKM[ _PMZM [KZMMV XZQV\QVO Q[Vo\ \PM QLMIT LMKWZI\QVO [WT]\QWV al that can be cut with heat printed on dark lasers, which brings us to the top equipment trend colours and a variety of substrates. in 2017, laser cutters. If you own a sublimation printer, there are also new options for printing on cotton fabrics. Lasers For those of you that own printers using solvent We will see the affordability of laser cutters or eco-solvent inks, you will need to investigate enable more and more people to start using this what is known as “white toner� transfer papers. high-speed cutting technology to create gar(If you want to learn more about transfer papers, ment decoratives. When combined with flock there are resources online; a good one that I like to heat transfer materials, laser cutters give you refer to is www.TransferPaperExperts.com) increased design capabilities. Make sure you add laser cutters to your list of things to Google.

The Need for Transfers

Even if you have the capability to screen print in-house, you have to admit that not every job that comes your way is best served with screen printing, and heading into 2017 you will find even more instances where screen printing isn’t the ideal decorating solution. The development of high tech fabrics and the demand for custom printed performance wear only continues to grow. As with transfer papers for use with ink jet and laser printers, you will also see the trend of super-lightweight prints that are needed to complement the trend of more “draped� athletic uniforms. If you watch Premier League soccer you will notice that many of the uniforms are almost silky and flowing. It is extremely difficult to screen print on these lightweight fabrics and this is why so many soccer teams around the world

Reflective Bigger Than Ever I have spoken about the need for more reflective for many years, with several blog posts reminding people not to “Go Naked at Night.� It’s not getting any easier to see people in the dark when they are out jogging pre-dawn or post-sunset. School kids, college kids, athletes of all ages shouldn’t be allowed out in the dark without a bit of reflective on their clothing. With more reflective heat transfer materials now available, this is one trend that we are so glad is continuing to grow. Reflective heat transfer materials are also an ideal way to decorate hunting, fishing and all types of outdoor gear where helping to be seen can be a lifesaver.

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News ^%XVLQHVV 'HYHORSPHQW` Artwork is Key No matter what type of decoration methods you are able to produce, you can’t even start the job, and in many cases you can’t even get the job, unless you have fantastic artwork. Our customers still tell us that creating artwork is one of their biggest challenges, which is why we have spent millions of dollars developing ways for garment decorators to create the art they need. In fact, the programs that we make available to you are in use by large garment manufacturers and licensed sports leagues around the world. If you are struggling to create the professional artwork that your customers are demanding, be sure you investigate the FREE online programs that are available, which have been designed specifically for garment printers. There is no longer any need to become an expert

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in a specific graphics program. All the tools you need to create professional art are available online.

The Best Advice for 2017

Metallic Numbers Trend You will also notice the continuing trend of metallic numbers. Again, this is a trend that is best served by heat printing. Metallic heat printing films are soft, flexible and can be applied quickly and easily. Screen printing numbers is not only time consuming, it is even more difficult when done with metallic inks.

On Demand Personalization

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You have a number of huge personalization firms to thank when your customers demand next day turnaround or one-off production. Next day delivery on custom items is not something you had to compete with yesterday. Instead of getting angry, step up and say “yes� to those orders. Let people know you are a local company that can offer the same speedy service as the online giants. You will be surprised how many people still enjoy doing business locally, even though they want the speed they can find online. You can do it with a heat press and the long list of cutting edge heat transfers that are now available to you.

The one piece of advice that anyone can follow when it comes to succeeding in 2017 doesn’t have to do with offering more services, offering faster services or buying new equipment. If there is one thing you should do better in 2017, it’s this: listen! Listen to your customers; find out what they really need, and then do your best to make them happy. In the long run, that is what a successful business is all about. Good luck in 2017!

*JW]\ \PM *]\PWZ#

Ted Stahl is the Executive Chairman of the Board of GroupeSTAHL, an international group of companies specializing in heat printing methods. Stahl is a wellknown industry veteran with more than 40 years’ experience in all aspects of apparel graphics, from manufacturing and marketing, to product design and retail operations. Stahl has played a major role in bringing sportswear graphics into the computer era, with the introduction of high-tech digital imprinting products, including Stahls’ CAD-CUTŽ materials, Drawmate™ software and CADWorxlive.com, a free online art creation website. In 2010, Stahl was inducted into the National Sporting Goods Association Hall of Fame. You can follow Ted on his blog: www.tedstahl.com

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Exceptional Value • 300+ Safety Products • 25 Product Catagories

• Safety Clothing Manufacturing and Wholesale Distribution

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Industr y Par tner Since 1971

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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.

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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

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Drying Conditions: In individual plants these conditions are usually determined by the drying equipment available, by the inside climate of the room and not unusually by the time available. By using appropriate aids, the drying characteristics of a certain ink can be made to correspond to the conditions in the plant. The three previously mentioned drying characteristics have proven themselves in the following areas:

Physically drying inks: If no especially high demands regarding chemical resistance will be made on an ink, then physically drying ink can even be used on slightly difficult substrates, e.g., metals, duroplasts, or polyolefins. Today there are a number of physically drying screen printing inks with especially high gloss and high resistance to benzene and alcohol. Typical areas of use are packaging for cosmetics and high durability adhesive stickers. Modern physically drying inks are characterized by very fast drying at very low energy use. Reactive drying or “reactive hardening� inks: If the highest demands regarding mechanical and chemical resistance must be met, then two component inks should be used. They are especially used for duroplastic and thermomaterials. Two component inks dry physically as well as chemically. The final hardening of two component inks is only completed after several days, however. This has to be borne in mind when tests for adhesion and scratch resistance or chemical resistance are made on the screen printed ink film. Ultraviolet hardening screen printing inks come into this group of reactive hardening inks as well. The following group is related to this group. Heat set inks: If temperature and chemical resistant inks are needed for use on certain materials, appropriate heat set inks should be used. The hardening of these special types of inks is done physically and chemically by the use of heat, e.g., 150˚C (302˚ F)/15 minutes. Main areas of use are glass, metal and duroplasts.

:5 " ,)* , & .#)( ) (% Ă #.#0 As already mentioned, these can influence the properties of screen printing inks considerably in a positive, as well as in a negative sense. The additives are thinners, retarders and retarding pastes, as well as solvents, which offer the individual screen printer the possibility to adapt the ink further to special needs. There are also additives which are added to make the ink matte or improve the flow or to change the characteristics in a certain way. However, care should be taken with matting pastes not to exceed the percentage points laid down in the technical information sheet; especially in the case of two component

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inks, too much matting paste can negatively influence the chemical and mechanical durability. The same applies to spreading agents which in too high a concentration can lead to adhesion problems.

These are formulated in such a way that they are able to dissolve the resin or the resin mix in the binding agent of the ink. The viscosity of screen printing inks is usually formulated in such a way that with the addition of a little thinner, fine lines and screen dots can be printed and with the addition of 15 per cent to 25 per cent thinners, an even covering of large full tone areas can be achieved. The addition of thinners can vary between 10 per cent to 25 per cent according to the special print conditions. Retarding agents retard the drying of the ink on the mesh as well as in the drying apparatus. They usually consist of slowly evaporating solvents, but special care must be taken that the retarding agent recommended by the ink manufacturer should always be used in connection with his thinner to guarantee the optimal dissolving of the resin in the binding agent. If only the retarding agent is added to the screen printing ink, it will evaporate only very slowly out of the screen printing ink film and additionally, there is danger that it will soak into the printing substrate, thus retarding the drying even further. This is called solvent retention. Usually the retarding agent should not be more than 50 per cent of the total solvent addition. There are, however, special universal retarding agents on the market which have very good dissolving characteristics and which can also be used as pure thinners.

Retarding Pastes Too many thinners and retarding agents can lead to problems with the sharpness of contours, especially when printing negative halftones. By adding retarding paste instead, these problems can be avoided while achieving the same retarding action, as the viscosity of printing ink is not reduced by adding retarding paste.

Apart from the additives mentioned here, there are, of course, a number of other additives for special use which can lead to an improvement of the printing quality. I would like to mention the pre- and post-treatment of problematic printing substrates such as polyethylene and polypropylene. In order to achieve sufficient adhesion and scratch resistance, a surface tension of at least 38 dyn/cm has to be achieved by pre-flaming or corona treating. A similar effect can be achieved by applying a primer on polypropylene. A problematic printing substrate which requires posttreatment is polyacetal or polyoxymethylene. In order to increase the adhesion on these printing substrates, the ink film can be passed through a hot air blast of approximately

350Ëš C. (662Ëš F) for 15 seconds immediately after printing.

;5 ,#(. -.Even if you follow the advice given, have defined the exact requirements, identified the printing substrate and have chosen the correct ink and additives, you will still need to make your own printing test. You always find that a repeating order which always worked in exactly the same way and was printed in good quality suddenly experiences problems. No one knows at first why; one thinks that exactly the same conditions were there as the last time, but somewhere one of the possible parameters must have been changed. Afterwards, it is very often impossible to tell which one. This is why a very careful preparatory test, or at least a very careful control of the first prints of a printing run, can be so important for ensuring your printing quality. Often, the simplest control methods are sufficient such as the testing of adhesion and scratch resistance by the fingernail test, the adhesive tape test, or a quickly assimilated stacking test. Of course, many other test methods can be used and the appropriate testing apparatus is on the market. If your client has very specific demands, it could be more economical for you to give the client a test print for approval than to get a complaint later because the client tested the substrate differently.

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