Imprint Canada MarchApril 2105

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IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS 0DUFK $SULO

A Tristan Communications Ltd. Publication

Using Instagram to Build Your Brand's Online Presence By Adriano Aldini, Imprint Canada

Instagram - the popular mobile social networking platform that enables its users to take pictures and videos, and share them on a variety of social networks, like Facebook, Twitter, Tumblr and Flickr - now has almost as many monthly active users as there are people living in Canada. If your business isn't using this social media platform yet, it may be time to take notice; the world's biggest global brands have been for years with much success. Originally launched in October 2010, what began as an idea by founders Kevin Systrom and Mike Krieger has grown into a global community with 30 million users that shares more than 70 million photos and videos each day. By 2011, some of the world's biggest companies - like Red Bull and Starbucks - were tapping into this new social network, and by the spring of 2012, social media giant Facebook saw the future potential and acquired Instagram for $1 billion.

So what does this mean for your brand and your business? Well, for starters it means that Instagram gives you access to a large audience with which to engage and share compelling stories via beautiful imagery. Instagram's clean design allows captivating visuals to fill mobile screens without cluttering user experience. 2V[\IOZIU KWV\QV]ML WV 9IOM

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Volume 22, Issue 2

2015 Golf Imprintables: SWOT Analysis By Steve Silva, Imprint Canada

The most recent Economic Impact Study of Golf in Canada - which was conducted last year by Strategis Network Group on behalf the National Allied Golf Associations (NAGA) - found that rounds being played across Canada are down approximately 10 per cent from 2008 levels. This drop coincides with a 2012 Golf Behavioral Study by NAVICOM which found that among the population of approximately 5.7 million golfers, the number of people entering the game is equal to the number of people 0.*;270 >9 /8; 085/# leaving the game (18 per cent or approximately 1.026 million people). @PQTM VM_ MV\ZIV\[ \W \PM [XWZ\ WN OWTN PI^M JMMV

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\PMQZ [XMVLQVO WV \PMQZ NI^W]ZQ\M XI[\QUM Despite this drop, Canadian golfers increased their spending on golf in Canada to $15.6 billion (2013$) compared to $14 billion (2013$) in 2008, while Canadians' spending on golf and golf-related travel outside of Canada jumped from $1.9 billion (2013$) in 2008 to $4.6 billion (2013$).

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WHAT'S INSIDE 8=3DBCAH =4FB

Get caught up on all the latest industry news

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Best-selling author Jon Gordon reveals simple habits to transform your year and your life 14 6;>10; 42>=><82 D?30C4

The International Monetary Fund's most recent World Economic Outlook (WOE) is examined 16 1H C74 =D<14AB

Trendex North America highlights the lastest in Canadian Apparel statistics 34

Ash City is now alphabroder Canada WE CHANGED OUR NAME, BUT NOT OUR COMMITMENT TO: • CHOICE • INVENTORY • DELIVERY • ACCURACY

EVEN BETTER CANADIAN CAPABILITIES: ®

®

• dedicated customer service • dedicated distribution centre • North American product design

www.alphabroder.ca

866.274.2489

Follow us:

twitter.com/imprint_canada

MARCH/APRIL 2015 I Got Cheap Gas Consumers are very happy with the low price of crude oil. As long as the money saved on gas is spent in Canada, Canadians have greater purchasing power. Outside Canada's borders however, the Canadian dollar's weakness puts a huge dent in our purchasing power. South of the border, the strong American dollar coupled with low interest rates and reduced costs for oil consuming sectors - creates a further divide in our economies.

These sectors must sharpen their skill sets and empower the thinkers to discover market opportunities/products to take advantage of America's buying strength. The goal is to get them to be as happy BUYING CANADIAN as we are when we buy cheap gas. The other goal is to get the rest of Canada to be just as happy BUYING CANADIAN as we say the Americans should!

The potential of American purchases of Canadian exports is in an ideal situation for both nations. In order for Canadian manufacturers to take advantage of this market condition, they must continue to invest in new technologies to efficiently compete with other countries whose currencies have also been devalued against the American dollar.

IMPRINT CANADA March/April 2015 - Volume 22, Issue 2

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GOLF IMPRINTABLES: SWOT ANALYSIS, CONTINUED PG 8 USING INSTAGRAM TO BULD YOUR BRAND, CONTINUED PG 12 INDUSTRY NEWS, CONTINUED PG 6 WESTERN IMPRINT CANADA SHOW POSITIVE HABITS FOR A BETTER 2015 GLOBAL ECONOMIC UPDATE

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WEARABLES SHOWCASE AD SPECIALTY SHOWCASE SUPPLIES & EQUIPMENT SHOWCASE

PUBLISHER: Tony Muccilli : tony@imprintcanada.com PRODUCTION: Adriano Aldini : news@imprintcanada.com CONTRIBUTORS: Adriano Aldini, Steve Silva, Jon Gordon 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.

The onus now falls upon Corporate Canada to find ways to supplement and offset the impact that low oil prices will have on Canadian oil export sectors. For so many years, that sector has helped out the rest of Canada, it is now time for other export sectors to step up and play their part in maintaining and pushing the Canadian economy forward.

TRISTAN COMMUNICATIONS LTD. Publications mail agreement no. 40025740 Return undeliverable mail to: 190 Marycroft Avenue, Unit 16, Woodbridge, Ontario, L4L 5Y2 Email: shows@imprintcanada.com ISSN: 1480-1884 GST Registration #: RT892913294

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Industry News Canada Sportswear announces new addition to design team Canada Sportswear Corp., is excited to announce the addition of the design team formerly of Needleworks/ Westhall Apparel. The leading-edge creative team and newly acquired state of the art decorating equipment is fully operational and running in Canada Sportswear’s premises, located at 230 Barmac Dr. Toronto, Ontario. The fleece collection will be available under the brand name of MUSKOKA TRAIL GARMENT COMPANY. Canada Sportswear is Canadian owned and managed by Ralph Goldfinger and Howie Goldfinger. "We are very excited to have added this innovative and nationally-renowned

decorating element to our product offerings and embellishing services. Along with Embossing Solutions, and Ecorite, Canada Sportswear’s decorating department will continue to enable distributors to help build the identity of organizations from promotional products we supply and decorate.  We will help build brands through our creative services," commented the Goldfingers in a joint statement. Tony Mannucci, National Sales Manager for Canada Sportswear  Corp. explains this is a great step forward providing a one stop shop for all their decorating needs.  Ron Brownstein who heads up Canada Sportswear’s custom division adds this will greatly enhance the offerings to its customers.Â

Gildan to donate $3.5 million to community projects in Honduras Acquires Comfort Colours; Signs Endorsement Agreement with Blake Shelton Gildan Activewear Inc. (TSX:GIL) (NYSE:GIL) will be donating the totality of a grant to be received from the Government of Honduras in the amount of more than U.S. $3.5 million. The entirety of the grant will be donated to special community projects selected by Gildan, as well as other projects designated in collaboration with FUNDEIH (Foundation for the integral development of Honduras) and the Office of the First Lady of Honduras. Gildan selected four key projects aimed at improving education and health care services in the northern region of Honduras, where its operations are located, and to facilitate access to housing for its employees. “Gildan’s positive impact on job creation in the country entitled us to receive a special grant as part of this governmental program, which we decided to redistribute entirely into educational, healthcare and housing projects, as we believe this will have a significant impact in the communities where our employees live,� explained Benito Masi, Executive Vice-President, Manufacturing at Gildan. “In 2014 alone, Gildan generated more than 7,000 new jobs in Honduras, making the company the country’s top recruiter within this program,� he added.

Acquires Comfort Colors; Signs Blake Shelton Gildan Activewear Inc. recently completed the acquisition of Comfort Colors, the leading supplier of garment-dyed undecorated basic T-shirts and sweatshirts for the North American printwear market, for a total purchase price of approximately $100 million US. The company also recently signed a celebrity endorsement partnership with Blake Shelton, the five-time and reigning CMA Male Vocalist of the Year and coach of NBC's reality competition series, The Voice. Mr. Shelton will support and promote GildanÂŽ branded products through different consumer initiatives. "As a real Oklahoma guy who likes to kick-back in comfort at the end of the day, I am excited to promote GildanÂŽ, a brand that I appreciate for its quality and comfort," said Blake Shelton. "Blake Shelton's authenticity coupled with his fun-loving roots makes him the perfect fit for GildanÂŽ, a genuine family apparel brand", said Rob Packard, Vice-President, Marketing and Merchandising, Gildan Branded Apparel.

Transfer Express releases new video for creating billboard print shirts Transfer Express has a new educational video to show how easy it is to print billboard shirts with custom screen printed transfers. Billboard print shirts are a popular customization trend that is also known as shoulder, oversized, and pom pom prints.

To see the video, visit https://youtu.be/M5IV1k09EHk For more information, contact STAHLS’ Transfer Express at 1-800- 622-2280; email: info@TransferExpress. com or visit the website at www.TransferExpress.com

ChampionÂŽ Apparel now available at HD Brown Enterprises Ltd. HD Brown Enterprises Ltd. announced the distribution of ChampionÂŽ apparel to the collegiate, team dealer, concession, proshop, pro specialty, promotional and imprint markets in Canada. HD Brown is offering styles from both Champion AUTHENTIC and PERFORMANCE collections. AUTHENTIC is the heritage, heart and soul of the ChampionÂŽ line offering athletically inspired apparel for everyday wear. The PERFORMANCE collection offers training gear powered by technology, such as Double Dry™ moisture management, for a cooler, drier workout. “This is an exciting time for us as we continue to expand our portfolio of products offered to the Canadian marketplace,â€? said Robyn Tomlins, Apparel Division Manager for HD Brown Enterprises Ltd. “We are committed to offering great brands and exceptional product choices, such as ChampionÂŽ, to our customers.â€? Product is being shipped to customers from HD Brown’s Brantford, ON distribution centre and the entire Canadian product line will be in stock by July 1, 2015. Please contact customerservice@hdbrown.com or call 1-800-265-0777 to request a copy of the ChampionÂŽ catalogue and price list.

alphabroder Canada introduces Team 365 Collection alphabroder Canada recently announced the release of its highly-anticipated Team 365 collection, a proprietary team-concept brand of athletics-inspired apparel for teams, coaches and fans, in 16 team-approved colours. "We are extremely excited to bring Team 365 to market – it's an entire concept, revolving around the importance of authentic apparel and gear in the right team colours across our brand and our brand partners," said Andrea L. Routzahn, Vice President of Portfolio and Supplier Management. "Colour is a team's identity. It's their brand. Team 365 gives athletes, coaches and supporters the opportunity to select from an extensive gear assortment, all in matching team colours, to achieve that cohesive team image." The collection includes multiple product categories such as Competition & Training, Coach & Staff, Warm-Up & Travel, Team & Championship, Fan & Support gear and more.

FIEL adds in-house screen printing Appoints New Marketing Manager Fairdeal Import & Export Ltd. is now offering in-house screen printing. This new capability brings the entire manufacturing process of the company’s product line under one roof. "We are proud to introduce a true one-stop shop for 2015,� said Arif Bandeali, Vice-President of FIEL. “The press is in our Mississauga facility. This is another addition to our manufacturing plant which consists of more than 100 employees producing textile products made in North America. This is a great way to celebrate our 25th anniversary and show our commitment to our distributors and the promotional product industry as a wholH

New Marketing Manager The company also announced that it has promoted Munira Kasamali to Marketing Manager. Munira has helped to build the FIEL brand and contributed to many of FIEL's departments including production and new product development, along with other marketing tools, over the 15 years. "Munira has passion, creativity and wants to go the extra mile each and every time," said Bandeali. "In this new role, Munira will lead her team and ensure the FIEL brand is well positioned now and in the future, and provide the latest tools to help our distributors seal deals," he added. FRU PRUH LQIRUPDWLRQ SOHDVH FDOO RU YLVLW ZZZ À HO FRP

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News J1dbX]Tbb3TeT[^_\T]cL RB Digital announce Open House & Roadshow dates across Canada ([SHULHQFH WKH ODWHVW DQG JUHDWHVW LQ JDUPHQW GHFRUD WLRn equipment as RB Digital travels across Canada presenting local seminars and equipment demonstrations. During the two-day sessions, attendees will participate in personal training with hands on demos and seminars, so bring your own designs and watch them print. RB Digital's certified technicians and product specialists will conduct machine operation seminars that will teach you how to keep your equipment in tip top shape to maximize productivity and reduce downtime. Attendees will also learn first hand how to grow their business and diversify into garment decorating services. Day 1 of is an open house which is free of charge. Attendees are encouraged to drop in to see the equipment, mix and mingle. Day 2 is broken into four seminar sessions which will focus on: Tajima Embroidery Maintenance Seminar, Large Format Printing, Garment Printing, and Digitizing 101. Cost for seminars is $100 per person, with 2nd and 3rd registrants from the same company will be $50 per person.

This fee includes the whole day of seminars. Attendees can pick and choose the sessions they would like to attend.

THE FULL SCHEDULE IS AS FOLLOWS: Montreal: March 30-31Â Â RB Digital Office, Montreal, QC Edmonton: April 9-10 Â RB Digital Office, Edmonton, AB Calgary: April 16-17 Â Lakeview Signature Inn, Calgary Airport Regina: April 23-24 Â Best Western Seven Oaks Hotel, Regina, SKÂ Vancouver: April 30-May 1 Â RB Digital Office, Richmond, BC Winnipeg: May 7-8 Â RB Digital Office, Winnipeg, MB Toronto: May 21-22 Â RB Digital Office, Toronto, ON Halifax: May 28-29 Â Residence Inn by Marriott, Halifax, NS

For more information please contact: Bill Dean, Vice President Sales, Edmonton, Alberta, TF: 1-866-8909488, 780- 478-0073 Pour plus d'informations s'il vous plaĂŽt contacter: Peter Berardo, RB Digital MontrĂŠal, TF: 877-928-3354, 514-228-3354. Please note: As of April 1st RB Digital's new address in Edmonton is 10751-178St. Edmonton, AB. T5S 1J6.

Debco promotes Daniel Baker to Marketing Manager Position Debco has promoted Daniel Baker to the position of marketing manager. Daniel began his career with Debco three years ago, and has proven to be an active contributor to the building of the Debco brand, and has also built considerable momentum behind the company's innovative sales and marketing tools. "When we bring someone into the Debco family, the first two things we look for are passion and energy,"

said Alex Morin, executive vice president of sales & marketing. "Daniel brings both of these traits to every facet of his role. He challenges the company to look at opportunities in creative new ways and inspires his teammates to look beyond obvious solutions." Daniel Baker can be reached by email at: daniel.baker@debcosolutions.com.

PICS / Promo Expo Roadshow Series The 2015 Promotional Idea & Concept Show and Promo Expo Spring Roadshows dates are as follows:

April 28: Barrie, ON (Barrie Country Club, 9:30 a.m. – 1 p.m.)

April 21: Saskatoon, SK (The Ramada Inn, 9:30 a.m. – 2 p.m.)

April 30: Peterborough, ON (Parkway Banquet Hall, 9:30 a.m. – 1 p.m.)

April 22: Regina, AB (The Holiday Inn Express & Suites, 9:30 a.m. – 2 p.m.)

Shows are open to all promotional distributors and their sales teams. End-users accompanied by their distributors are welcome. Business cards are required for entrance. For more information, contact Modern Flare Sales at (905) 760-9333.

April 23: Winnipeg, MB (Hilton Winnipeg Airport Suites, 9:30 a.m. – 2 p.m.)

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So while Canadians are not playing as much golf as they used to, and new entrants to the game is relatively flat, spending is still increasing, powered by avid golf enthusiasts. Within this context, we sought to look at Golf Imprintables in our industry – both apparel and hard goods – to get a glimpse into what strengths, weaknesses, opportunities and trends currently exist.

Strengths:

"At the end of the day, buyers are looking for options not supplier that doesn’t offer this technical property in at least only that they want to give away at events, they want to be a polo. But how does this technical function truly measure able to wear them on their own time," adds Yeung. up? What testing is being done? What story is being told? On the hardgood side of the imprintable business, golf Yeung points out that these are the questions that must has traditionally been a relatively popular segment. be asked in order to be able to cultivate a full story in order "It’s a strong segment of the year and a great appetizer for address the true needs of the market. the busy spring/summer market," says "It becomes fast-fashion. Everyone Alex Morin, Executive Vice President, jumps on it and what happens is it Sales & Marketing at Debco. loses its aesthetic and true reasoning One of the strength’s Morin points for its existence in the first place." to is in finding interesting associations The overabundance of offerings to tie into golf product-wise; the ability can also be said to exist when you to find complimentary products that look to the advertising specialty work well in a golf context. offerings of this segment. "Specifically, we see a real strength According to Morin, one of the >72:>. *<<8,2*=287<# when it comes to tech products that @Q\P \PM IJ]VLIVKM WN OWTN WNNMZQVO[ WV \PM UIZSM\ I weaknesses in the golf segment is \ZMVL Q[ NQVLQVO ]VQY]M XZWL]K\ I[[WKQI\QWV[ \PI\ IZM

can be slotted into golf," explains that you don’t need very much to NZM[P TQSM \PM [MTNQM [\QKS Morin, who singles out the selfieactually play the game, and what you stick as one of this years’ best complimentary product to do need has already been done. the golf segment. Technically, all you need to golf is clubs, a bag and a ball. Everything else can be considered non-essential and yet there is multi-billion dollar industry built around accessories for golf, and In terms of weaknesses for the golf every year more and more golf-related products come to market. "You cannot keep finding golf products every year so you imprintables segment, an abundance of choices has led to over saturation and are forced to find complimentary products," he explains. "It’s a bit of a strength and a weakness." given rise to the desensitized buyer.

On the wearables’ side of the business in our marketplace, golf season is a heavy hitter (simply at the number of polos available from leading suppliers). The fact is that golf apparel has continued to thrive in the ever-growing casual business work environment. This has been helped by the fact that golf wear has evolved to include both functional and fashionable properties prevalent at the retail level, making it a popular choice during office hours and on the fairways. Couple this with a growing ladies’ segment of the market, and you have a niche category that is strong and well. "There has been a huge growth in women’s golf wear recently," says Elson Yeung, Director of Private Label Design & Merchandising at alphabroder. He explains that this influx has placed even more importance on design details – as females are generally more discerning with their apparel choices – and those fashionable One has to look only at the sheer cues have carried over into the men’s sector. breadth of golf apparel offerings – from Additionally, the influx of younger golfers polos, windshirts, mid-layers, jackets, emerging at the professional level has also vests – it can be daunting. And that’s injected a much-needed dose of freshness not even mentioning headwear options. into the market. "There are simply too many choices for the consumer and it’s becoming more "Tiger Woods was one of the first golfers to bring fitness into the game," notes challenging, for example, for our buyers Yeung. "As emerging golfers are becoming to make a pitch that really stands from more fit, you’re seeing more colourful, bold the others," explains Yeung. offerings from retail brands." While, from the consumer’s standpoint, it may seem like a good idea to have endEven the traditional golfer has adapted to a wider gamut of colours and is more less options, when it comes to our industry, +85- ,858>;<# *[ MUMZOQVO aW]VO OWTNMZ[ WV \PM XZW

comfortable wearing brighter shades. Yeung points to the over saturation that \W]Z JMKWUM UWZM NQ\ \PM ZM[]T\ Q[ JWTLMZ

occurs when a trend occurs. As a result, industry suppliers have been [\aTM WNNMZQVO[ NZWU JZIVL[ quicker in adapting to retail trends and Several years ago, moisture-wicking incorporating them in their seasonal offerings. became all the rage; now you’d be hard-pressed to find a

Weaknesses:

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One of the opportunities inherent in this segment is - with the overabundance of golf offerings on the market - it may actually be easier to stand out from the crowd. If you know your competitors are all pitching the same handful of products, you can separate yourself by differentiating your offerings and building an interesting storyline around them. Anyone can choose a blue moisture-wicking polo, but how you can make it stand out is where the real opportunity lies. Another opportunity lies in leveraging the advancement of decorating technologies, such as laser embellishment, sublimation, embossing / debossing, and full colour photographic-quality prints. These embellishment techniques have afforded a wealth of opportunities to distributors to help make their product solutions stand out. Golf is played in a beautiful landscape, and it’s only natural to take the most exciting decoration techniques and apply them to the products you’re going to associate with this segment, whether it be for giveaways, tournaments, or events.

Trends:

Print on: Plastics

Opportunities:

Trying to decipher what trends are emerging within any segment of the promotional marketplace can be a tricky endeavour. With respect to golf, you need to examine what’s happening on golf courses across the continent. "There is always going to be technological improvements - better balls, better clubs," says Morin. "We see the incorporation of your cell phone more and more on the golf course." In that context, Morin goes back to the popular selfie-stick as an innovative complimentary product. Virtually everyone is taking selfies right now, the product fits perfectly into a golf bag and even features a handle that resembles a golf club; from a marketing perspective, the fit is perfect. From the apparel perspective, a trend that is emerging (above and beyond brighter colours and more fitted silhouettes) is the increasing usage of developmental fabrics. "When I visit golf retailers, I see some of the big brands really testing the limits of fabric," notes Yeung. For better or for worse, these brands are pushing the envelope in hopes of discovering the ‘next big thing’ and pioneering that innovation to the market. As the weather starts to warm up, the grass will thaw and the days will grow longer Be sure that you’re ready to tap into this lucrative segment before the golf season gets into full swing.

WHERE THE BRANDS ARE

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+""% % (d/,+*/+./ $+0!(dBd0. 2!(d%*"+.) 0%+* L`] G^Ú [aYd @gl]d @]Y\imYjl]jk g^ L`] O]kl]jf Aehjafl ;YfY\Y K`go :=KL O=KL=JF HDMK ;9D?9JQ ;=FLJ= AFF 3630 Macleod Trail South Calgary, Alberta T2G 2P9 (403) 287-3900 http://www.bwcalgarycentre.com For reservations, call: 1-877-287-3900 @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

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): September 1 <9QK AFF ;9D?9JQ KGML@ 3828 MacLeod Trail South, Calgary, AB (403) 243-5531 or 1-800-361-3422 www.daysinn-calgarysouth.com RATE: $99

@GDA<9Q AFF E9;D=G< LJ9AD KGML@ 4206 MacLeod Trail South, Calgary, AB (403) 287-2700 or 1-866-554-0162 www.hihotelcalgary.ca RATE: $139

CODE: CGIC15 DEADLINE: August 8

CODE: ICS or Western Imprint Canada Show DEADLINE: August 4

CODE: 1509WESTER 001 or Western Imprint Show DEADLINE: August 7 ;gfn]flagf ;g\]2 ;/:?@NL) Air Canada is pleased to offer special rates to delegates attending the 2015 Western Imprint Canada Show. Please book your Air Canada flight by visiting AirCanada.com and enter Promotion Code C7BGHVT1 in the search panel. Discounts do not apply to TANGO packages nor Executive Class. Rates are available from September 2-19, 2015.

Hjgeg ;g\]2 QQ;() ' ;gmhgf ;g\]2 191M*9> WestJet is pleased to offer a 10% discount off our best available Econo or Flex fare at the time of the booking (excluding seat sales and web fares) to delegates flying to and from the Western Imprint Canada Show in Calgary. This discount does not apply to Plus fares. To book your WestJet flight, please visit www.WestJet.com and enter BOTH the promo code with the coupon code above. The discounted rates are available for travel up to seven days prior to and seven days after the Show. For travel outside of these dates and during WestJet Blackout dates*, WestJet will offer the best available fare at the time of booking. *Please note that September 3-8 are Westjet Blackout dates.

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IMPRINTCANADA.FULL.04.2015.indd 1

3/16/15 5:26 PM

News JB^RXP[ <TSXPL 2V[\IOZIU KWV\QV]ML NZWU 9IOM

"We deal with a lot of tech-savvy individuals, and us connected to people that are interested in screen Instagram is a low cost marketing option for us,"says printing and print media," adds Szeminski. Gord Gabel, owner of Edmonton-based custom decoraA notable Instagram presence can also generate added tion company Rogue Star (@ROGUESTARONLINE). business opportunities as potential and existing custom"We do a lot of non-traditional decorating for our ers engage with your brand and message. own customers as well as our wholesale clients and Instagram allows both parties to see some of the unique things we can do and can inspire them to order some of the products we offer." Gabel goes on to note that the company's presence on this social platform has helped generate new customers and has grown relationships with existing clients as well. According to one of the case 2V[\IOZIU Q[ I OZMI\ _Ia \W [PW_ aW]Z KWUXIVao[ XMZ[WVITQ\a \ZMVL[ IVL \W KWVVMK\ _Q\P

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site, Levi'sŽ (@LEVIS), the <KZMMV KIX\]ZM[ NZWU TMN\ # )+;*7-*552*7,. );80>.<=*;87527. ),1*692879;27=<=>-28 American denim retailer, leveraged Instagram to showcase its apparel as the uniform for living in the moment, reach"We have noticed greater website traffic as a result ing 7.4 million people. of directing people to the web link in our Instagram "Not only were we able to reach a large audience‌ profile," explains Vetere. "Our digital analytics continue on Instagram, but the metrics clearly show we engaged to show Instagram as an increasingly common referral with them in a memorable and authentic way. We’re source, with interest not just in North America but also pleased with these results," said Julie Channing, Director from around the world." of Digital at Levi’sŽ. For national promotional marketing firm INSTAGRAM CONTENT: STRATEGY TIPS FOR BUSINESSES Having a presence on Instagram is really only as BrandAlliance™ (@BRANDALLIANCE), Instagram good as the content you share. Like any other social helped advance brand engagement, showcase innovamedia platform, the messages you put out there to tive promotional marketing ideas and highlight the your audience need to consistently reflect your brand. functionality of products through the use of video. Most companies will establish clear guidelines for "We invested in Instagram about a year and a half posting content, which is especially needed if more than ago," says Peter Kmech, one person or department Executive Vice President responsible for what is of BrandAlliance™. >da SXVXcP[ P]P[hcXRb R^]cX]dT c^ isbeing uploaded. Kmech explains that bW^f 8]bcPVaP\ Pb P] X]RaTPbX]V[h the company lever1. Start with clear goals: ages this social net- R^\\^] aTUTaaP[ b^daRT fXcW Consider how Instagram work to reach users X]cTaTbc ]^c Ydbc X] =^acW 0\TaXRP fits into your overall outside our industry Qdc P[b^ Ua^\ Pa^d]S cWT f^a[S brand marketing stratand related industries egy. Is your objective to =PSXP ETcTaT CaX\PaZ B_^acbfTPa 6a^d_ by introducing them to increase awareness, shift BrandAlliance™ and the perception, or reach a new world of promotional audience? The experts at Instagram suggest picking one products. "Instagram helps promote our industry and or two goals that can be achieved. expose our brand to much larger community (as well 2. Be authentic: Choose content that is authentic as) connecting with our own employees." Kmech notes to your brand and best conveyed through captivating that the use of hashtags on Instagram - when properly imagery. Create posts that follow these themes for a utilized - helps content reach audiences outside a brand's diversity of content that also remains consistent over time. circle of followers, employees, vendors and clients. 3. Share high-quality content: This may seem like a "Like a lot of social media, it’s a great way to show your company’s personality, fashion trends and to given, however its crucial to work with your brand or connect with customers in a more informal way," says creative team to produce images and videos that are Nadia Vetere, Digital Marketing Coordinator at Trimark well-crafted and engage the audience you are targeting. Quality imagery thrives on Instagram, and the better Sportswear Group (@TRIMARK1975). "For our brand in particular – with visual appeal your content, the faster it will spread. being such a key element of the apparel – Instagram 4. Keep it Concise: Keep captions short and fresh. helps share this aspect with our audience, allowing us The experts at Instagram recommend using a maxto really engage with our customers and even their imum of three hashtags so as not to detract from the customers." Vetere adds that above and beyond show- post's content. Asking questions to engage people is casing apparel, Instagram allows the company to share also recommended. information, like education on promotional products, 5. Put a Tag on it: Including the location of your photo trends and events. or video will help better tell the story. Experienced "People love visuals, and Instagram is such an easy Instagrammers suggest using the "Add People" feature tool to reach followers to show them the type of work when appropriate. This feature enables you to tag other you do, specials you may have, and just communicataccounts in your image and will help your message and ing in general with your audience," explains Adam brand reach a broader audience. Szeminski, Founder & CEO of Champion Print Studio Follow these tips and with a little time, patience Inc. (@CHAMPIONPRINTSTUDIO). "For us it's about showing people the cool stuff we and practice, you can help spread your brand's mesprint, and giving them an inside look at what we do sage to existing and potential customers all around day-to-day. It's great for advertising as well and it keeps the world. IMPRINT CANADA _ 0DUFK $SULO

Enhance your brand with an iconic Canadian collection m 16609 w 96609 / Stillwater Short Sleeve Polo

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Imprint_MARCH_V1.indd 1

2015-02-27 4:40 PM

News J1dbX]Tbb3TeT[^_\T]cL

Positive Habits for a Better 2015 Creating a positive life for yourself both professionally and socially is much easier said than done. 8c Xb] c T]^dVW c^ fP]c P _^bXcXeT "A Pollyanna outlook just isn't enough to sustain us through life's slings and arrows, whether they PccXcdST C^ STeT[^_ P]S bdbcPX] come in the form of fender benders, colleagues, ^]T cWa^dVW^dc PSeTabXch P]S mortgage payments, a lingering flu bug, or some- RWP[[T]VTb h^d WPeT c^ Rd[cXePcT thing more serious," says Jon Gordon, author of the Wall Street Journal bestseller, The Energy Bus: WPQXcb cWPc [TPS c^ aTbX[XT]RT P]S 10 Rules to Fuel Your Life, Work, and Team with \T]cP[ c^dVW]Tbb Positive Energy. 9^] 6^aS^] 1Tbc BT[[X]V 0dcW^a "It isn't enough to want a positive attitude. To develop and sustain one throughout adversity and challenges, you have to cultivate habits that lead to ing forward to that day, and opportunities that have resilience and mental toughness,� adds Gordon. come your way. Even a five-minute walk around the The good news is that positivity isn't just another block will help create a fertile mind ready for success. feel-good buzzword; it has 7. Eat and Sleep Right. the power to infuse your What you put into your life with purpose, creativity, body and how much time you accomplishment, and energy. sleep has a very real impact When you live your life with on how you think and feel positive energy you attract throughout the day. Healthy positive opportunities and food choices eaten at proppeople. er intervals give your mind In his book, Gordon shares and body the fuel it needs. real-life positivity tactics you You can't replace sleep with can put into practice to help double lattes, no matter how you develop both personally many you have. When you're and professionally. well rested, your brain, body, attitude, and relation1. Become a selective listener and focus on the ships will all operate at higher levels.

positive. It’s easy to listen to cynics and believe that success is virtually impossible, or you can trust that with an optimistic attitude, anything is possible. This really is a choice you make for yourself every day and it will shape your reality.

2. Zoom focus. Each day ask yourself, What are the three most important things I need to accomplish today that will help me create the success I desire? Then, tune out all the distractions and focus on these actions. Far too often we let our attention slip to minor fires that need to be put out, and end up channeling our time and energy away from what is really important.

3. Think about where you're directing your energy. We all have a finite amount of energy. Don't waste yours on gossip, issues of the past, negative thoughts, or things you cannot control. Instead, invest your energy in your purpose, people, and the positive present moment.

4. Focus on "Get to" vs. "Have to". Each day, focus on what you get to do, not what you have to do. For instance, think, I get to go to a job that utilizes my talent and strengths and that is full of opportunities, instead of, Ugh!! I have to go to work today. Life is a gift, not an obligation.

5. Talk to yourself instead of listening to yourself. We all know what it's like for our fears, worries, and what-if 's to completely hijack our minds. These negative thoughts can wreck our self-esteem, and impact our health in a real way. The good news is, you have the power to change the conversation happening inside your head.

6. Take a walk of gratitude. Take the time for a brief Thank-You Walk during which you challenge yourself to list things you're grateful for: blessings in your life, events you're look IMPRINT CANADA _ 0DUFK $SULO

8. There is no overnight success. This is easy to forget in a world that's increasingly built around instant gratification. While more and more things are available to us the moment we want them, personal and professional success will never be on that list. There is no substitute for hard work.

9. Don’t Complain. Complaints are full of negative energy and fail to enhance our lives in any way. They don't offer strategies, solutions, ideas, or encouragement.

10. Read more books than you did last year. The more you feed your mind, the stronger and more agile it grows. The more ideas and viewpoints you consider, the more innovative and empathetic you'll be. In his book, Gordon concludes that you have only one ride through life, so make the most of it and enjoy it. Sure, there will be stressful situations and challenges you'll have to overcome in 2015. But those things don't have to define your year. How you decide to think and act. however, will. *JW]\ 3WV 0WZLWV#

Jon Gordon's best-selling books and talks have inspired readers and audiences around the world. His principles have been put to the test by numerous NFL, NBA, and college coaches and teams, Fortune 500 companies, school districts, hospitals, and non-profits. Gordon is the author of the Wall Street Journal bestseller, The Energy Bus, The No Complaining Rule, Training Camp, The Shark and the Goldfish, Soup, The Seed, and The Positive Dog; he is also coauthor of One Word That Will Change Your Life. Jon has been featured on Today, CNN, Fox & Friends, and in numerous magazines and newspapers. His clients include the Atlanta Falcons, Campbell's Soup, Wells Fargo, State Farm, Novartis, Bayer, and more. He and his training/consulting company are passionate about developing positive leaders, organizations, and teams. To learn more, please visit www.jongordon.com.

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Global Growth (GDP) & Inflation

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Figure 1.1 2015 GDP Growth Forecasts

U.S. & Canada: Recovery continuing

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Europe: Different Stages of Recovery

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Asia & Pacific: Lower Growth in China

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NOW IN MORE ALL-POLY OPTIONS • Ladies’ • Sport Shirts • Fleece JERZEES.com • 800.567.7662 FIND A VARIETY OF JERZEES® FLEECE STYLES AT THESE PARTICIPATING DISTRIBUTORS: alphabroder • 866-ASH-CITY • ashcity.com l Buy Blanks, Inc. • 855-529-2032 • buyblanks.com l Quality Sportswear • 877-462-4237 • qualitysportswear.ca © 2015 Fruit of Loom Canada, Inc.

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When you use Stahls’ CAD-CUTŽ Thermo-FILMŽ Dye migration means most bright white lettering and numbering doesn’t stand a chance on the strong, bold colours of today’s polyester team uniforms. Battle bleed-through with Stahls’ CAD-CUTŽ Thermo-FILMŽ, specially formulated to address problem fabrics and inhibit dye migration. White stays white, even on the most difficult of polyesters in the most saturated colours.

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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

Canadian Made Industrial Safety Workwear since 1975.

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© 2015 Fruit of the Loom Canada, Inc.

SOFTNESS, SAY HELLO TO STYLE. New, super soft, 100% Sofspun ™cotton jersey styles that are breathable and light weight for current layering trends. Including men’s and ladies’ junior fit styles designed for a more youthful fit. Choose from 10 oz hoodies and 7.8 oz tees —all with higher yarn volume and stitch density for superior printability. Introducing the Sofspun ™ Collection – made with an innovative, soft fabric & a modern fit.

10 styles

•

jersey & fleece

•

men’s & ladies’

•

19 colors

•

All in S-3XL

F I N D A VA R I E T Y O F S O F S P U N ™ S T Y L E S AT T H E S E PA R T I C I PAT I N G D I S T R I B U T O R S : alphabroder Quality Sportswear SanMar Canada 866-ASH-CITY 877-462-4237 800-663-7965 ashcity.com qualitysportswear.ca sanmarcanada.com 8 0 0 . 5 6 7 . 7 6 6 2 • F r u i t A c t i v e w e a r. c o m

Performance Polo

Lightweight Polyester/Microfleece lined

Lightweight Polyester

men’s: S05300 / ladies: S05301

men’s: L09205 / ladies: L09206

men’s: L07005 / ladies: L07006 / youth: L7005Y

A tradition for service, quality and value since 1954 www.canadasportswear.com

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