May/June 2017

IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS MAY/JUNE 2017

A Tristan Communications Ltd. Publication

Seven Steps to Creating a Customer Focused Culture

INSIDE THIS ISSUE HOW TO CREATE A CUSTOMER FOCUSED CULTURE

Walking-the-Talk of your Mission Statement

Customer service expert Jeff Mowatt outlines steps your company can take to develop a customer focused culture. 1

COLOUR MANAGEMENT

SGIA’s Kate Achelpohl highlights colour management fundamentals for digital decorators.

1

INDUSTRY NEWS

Get caught up on the latest industry news.

Volume 24, Issue 3

4

EMAIL MARKETING SUCCESS

With robust CASL rules coming into effect July 1, 2017, we highlight the impending changes and what steps you can take to boost the effectiveness of your email campaigns.

6

By Jeff Mowatt

“I’m just doing this until something better comes along – like retirement!” If this statement sums up the attitude held by some of your employees, then imagine the impact this has on teamwork, productivity - and especially - customer loyalty.

As a business manager or owner, you most probably are committed to satisfying your customers. But what about employees who see their jobs merely as “fillers”? Business leaders need to create In seven steps, business owners and managers an environment that motivates employcan help create a culture and environment that ees to want to take care of customers. motivates employees to take care of customers.

Unfortunately, the conventional methods to create a customer-focused culture through mission statements have often fallen short.

Culture, continued on Page 14

The Case for Colour Management

By Kate Achelpohl, SGIA

GLOBAL RETAIL NEWS

Apparel headlines from global retail markets.

17

WESTERN IMPRINT CANADA SHOW

The latest information on the upcoming 19th Annual Western Imprint Canada Show: Sept 8 - 9, 2017.

20

NEW PRODUCT SPOTLIGHTS

See the latest wearable, advertising specialty, and decorating supplies & equipment offerings from industry suppliers. 24

Colour management for digitally printed textiles may be more complex than you’re used to. Doing it right can also save you time and money.

According to colour management consultant Jim Raffel, CEO of Colormetrix Technologies, the world of digital textile printing is opening up.

“There’s potentially explosive growth in direct-tofabric or -textile; it’s one of the bright spots in the overall printing industry in the next five years,” he predicts. “Digital textile is an area that’s growing and changing very rapidly, especially dye sublimation. I suspect direct-to-textile will come on really strong Getting your colour management processes right is critical if in two to five years.” you want to save time and money.

Keypoint Intelligence DBA InfoTrends estimates the value of the worldwide digital textile printing market for garment, home décor and industrial applications at US$7.5 billion, and predicts 34 per cent compound annual growth rate (CAGR) to 2019.

One driver of the predicted surge: the cost of technology is coming down.

Colour Management, continued on Page 8

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Follow us on twitter: @imprint_canada

Ă Q 867= Nor can loyalty be quantified by analyzing a pattern of buying behaviour, as budgets, client programs and customer needs tend to vary greatly year-to-year.

sense to make them your focus when determining and understanding your company’s strengths and weaknesses.

So how can the strength of the relationship between seller and buyer be best measured?

Successful companies manage customer loyalty by seeking out customer input as well preparing for what your client may do in specific case scenarios.

The goal is to feel more than confident in turning those scenarios into sales.

ATTITUDE.

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Determining and rating the attitudes your clients have towards your firm, and in conducting transactions with your company, will help in determining whether the client is loyal, indifferent or ready to switch vendors.

Customer loyalty is believing in the company you are doing business with, even when there is a problem.

The challenge is determining if and when customer confidence in your firm’s capability is weakened.

To lock up a customer’s loyalty, you must understand their perception of your company: performance, service, staff, and other factors that can influence their view of your business.

Continually tracking customer loyalty is an ongoing challenge. Simply calculating transactions with a client from one year to the next, doesn’t necessarily provide an accurate picture. This alone doesn’t reveal their communication -- and purchases -- with your competition.

Loyal customers are the end game. They tend to buy more, need less hand holding, appreciate value added and sometimes make referrals.

Establishing tools to determine and measure customer loyalties is step one. Implementing those measures (step two) will aid in garnering the feedback you do and don’t want to hear. Adapting to your findings will ultimately help to increase your base of loyal customers.

The more you know about your client’s attitude towards your company, the more likely they will value your relationship.

Your most important clients are those whose loyalties you rely on to drive your business. So it makes perfect

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Industry News "#. ,# ! ( 5 "#, - ( 1 /&.#T #( *, - (. .#0 Whiteridge Inc. is pleased to welcome Shannon Shaw as its new Multi-Line Rep for the SWO region.

For more information, you can reach Shannon at shannonlshaw@yahoo.ca / 519-504-0103.

Ă - & - ( ! , ), -)/."1 -. ,( (. ,#) Polyconcept North America (PCNA) has announced the addition of Carrie Makins as hard-goods field sales manager for Southwestern Ontario. “I am thrilled to be joining the PCNA team,â€? said Makins in a company statement. “I look forward to helping distributors capitalize on new sales opportunities.â€?

à 2*) ')0 - .) 1 ,& (- ), 867= This year’s SGIA Expo takes place in New Orleans, October 10-12, 2017.

The SGIA Expo is one of North America’s largest imaging events, with 540 exhibitors and a complement of educational seminars and workshops hosted by some of the biggest names in graphics, signs, installation, printed electronics, industrial and functional printing.

Please visit www.SGIA.org or see the advertisement on page 27 for more information.

IMPRINT CANADA May/June 2017 - Volume 24, Issue 3

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PUBLISHER

Tony Muccilli : tony@imprintcanada.com

PRODUCTION MANAGEMENT

Adriano Aldini : news@imprintcanada.com

#& ( Ă .#0 1 , , *),.- -.,)(! 7 , -/&.Gildan Activewear (TSX:GIL)(NYSE:GIL) reported consolidated net sales of $665.4 million (all figures U.S.) in the first quarter of 2017, an increase of 12.2 per cent compared to the first quarter in 2016.

Net sales for the Printwear segment for the first quarter of 2017 amounted to $445.6 million, up 13.6 per cent from $392.1 million. Net sales for the Branded Apparel segment in the quarter were $219.7 million, up 9.2 per cent from $201.2 million in the first quarter of 2016.

The increase in consolidated net sales was helped by the acquisitions of Alstyle, Peds and American Apparel, in addition to organic growth driven by higher net selling prices and favourable product-mix.

Gildan reaffirmed its full-year guidance of adjusted diluted EPS in the range of $1.60-$1.70 on expected consolidated net sales growth in the high single-digit range.

IMPRINT CANADA _ 0D\ -XQH

CONTRIBUTORS

Jeff Mowatt, Adriano Aldini, Kate Achelpohl

MARKETING COORDINATOR

Steve Silva : feedback@imprintcanada.com 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.

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 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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When Canadaâ&#x20AC;&#x2122;s anti-spam legislation (CASL) came into effect almost three years ago, the purpose according to the Federal Government was to â&#x20AC;&#x153;protect Canadians while ensuring that businesses can continue to compete in the global marketplace by reducing the harmful effects of spam and related threats to electronic commerce and are working towards a safer and more secure online marketplace.â&#x20AC;?

In todayâ&#x20AC;&#x2122;s landscape, companies need to be careful with how they email their databases, ensuring they conform to CASL rules or else they run the risk of incurring significant fines. The penalties - $1 million maximum for an individual and $10 million for a business are intended to deter companies from sending messages to contacts who have not provided their consent.

While in theory this objective was a positive one, in reality this legislation hinders the ability of many smallto-medium sized businesses to electronically promote their goods and services to potential customers across the country.

So how can your company best utilize email marketing campaigns to boost revenue, generate leads, increase website traffic, build brand awareness and strengthen customer relationships?

Follow these tips to help maximize your email marketing success:

75 )/, #-. ( ." 1A The clichĂŠ that itâ&#x20AC;&#x2122;s better to ask for forgiveness than permission doesnâ&#x20AC;&#x2122;t apply here. If you do decide to go that route - ignoring CASL - then youâ&#x20AC;&#x2122;re leaving your company susceptible to ludicrous fines which could severely handicap your business.

Before you can start thinking about creating effective email marketing campaigns, you need to ensure that the contacts in your database have consented to receive your email campaigns (you also need to provide an easy way for them to opt-out should any of them desire to at any point).

IMPRINT CANADA _ 0D\ -XQH

IMPORTANT UPDATE: July 1, 2017 marks a significant date: thatâ&#x20AC;&#x2122;s when Canadaâ&#x20AC;&#x2122;s Anti-Spam Legislation (CASL), which is one of the toughest laws of its kind in the world, reaches the end of a three-year transition period and its â&#x20AC;&#x153;Private Right of Actionâ&#x20AC;? provisions take effect.

As a direct result, businesses will lose the benefit of CASLâ&#x20AC;&#x2122;s transitional consent provisions. When CASL was introduced on July 1, 2014, its transitional provisions afforded a three-year grace period for implied consents acquired before the law going into force. How was implied consent determined? Consent could be implied so long as two criteria were met: 1. The sender had an existing business relationship or non-business relationship with the recipient prior to July 1, 2014 (without regard to the two-year qualifying period); and, 2. As part of that relationship, the sender and recipient had communicated through Commercial Electronic Messages (CEMs).

On July 1, 2017, these transitional implied consents will expire and one of the most potentially damaging provisions of the law - the Private Right of Action (PRA) - is scheduled to take effect for the first time.

While many organizations have already devoted a considerable amount of time and resources ensuring compliance with CASL, the risks and potential costs of non-compliance are to grow exponentially because of PRA. Businesses will no longer be able to rely on previous consents to send CEMs and will need to decide when and how to obtain additional express consent or ensure that they have a transaction that would renew the implied consent.

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Failure to do so while continuing to send CEMs could lead to significant penalties, or to possibly significant damage awarded against organizations under the new PRA. This provision was delayed three years from the time the law came into force, in order to allow for a grace period. Starting on July 1, 2017, however, those who receive a CEM without consent, or receive one which fails to comply with any of CASLâ&#x20AC;&#x2122;s many technical requirements, will be able to seek legal action against the sender of the message.

It is anticipated that the PRA will provide fertile ground for class action lawsuits, especially given the statutory damages allowed for under the law. CASL provides that a recipient(s) of an offending CEM will be able to seek a court order (unless the case is already investigated by a regulator) compelling the sender to pay compensation in an amount equal to the actual loss or damage suffered or expenses incurred; and up to $200 for each contravention of that provision, not exceeding $1,000,000 for each day on which a contravention occurred.

So how do you get express consent from your contacts?

There are several ways you can encourage this, for example: you can ask for email addresses by promoting a free giveaway for all who sign up - or - offering inclusion to a regularly scheduled newsletter, or timely product updates are a few of the more common methods in gaining permission to solicit your database.

The importance here is to ensure you get expressed consent. Also, be sure that you include a clear and concise privacy policy that outlines how your customersâ&#x20AC;&#x2122; personal contact information will be treated. .UIQT 6IZSM\QVO KWV\QV]ML WV XIOM

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For example, Mutohâ&#x20AC;&#x2122;s new direct-to-textile printer, the ValueJet 1938TX, is priced around US$40,000.

Other growth factors, according to Keypoint, are the shift from mass production to more custom prints, and operational benefits such as reduced inventory, and just-in-time manufacturing.

Whether you use dye sublimation or direct-to-textile technology, youâ&#x20AC;&#x2122;ll need an advantage in this soon-to-be crowded market. Better quality prints and more efficient processes are critical â&#x20AC;&#x201D; and getting colour right the first time achieves both.

Colour management â&#x20AC;&#x201D; a standard workflow to profile your printer and achieve consistent colour â&#x20AC;&#x201D; is the key. â&#x20AC;&#x153;Printing is printing. Itâ&#x20AC;&#x2122;s ink on substrate,â&#x20AC;? says Dave Brewer, Chief Technology Officer, Image Options. â&#x20AC;&#x153;Choose the marking engine, choose the substrate, but thereâ&#x20AC;&#x2122;s a commonality.â&#x20AC;?

No matter the technology, the goal is to deliver the best quality product possible to your customer â&#x20AC;&#x201D; whether youâ&#x20AC;&#x2122;re working with soft signage or highfashion fabric. And if youâ&#x20AC;&#x2122;re working with brands, you know the importance of hitting the colour spot-on. â&#x20AC;&#x153;Where I come from â&#x20AC;Śweâ&#x20AC;&#x2122;re printing on fabric in the world of displays, stores, events. Same process, different goal. A lot of time weâ&#x20AC;&#x2122;re matching a campaign, and we have brand colours we have to hit. We have to use some type of colour-managed workflow,â&#x20AC;?

Brewer says.

SGIA Digital Imaging Specialist Ray Weiss calls colour management the most talked about â&#x20AC;&#x201D; and most misunderstood â&#x20AC;&#x201D; topic in the industry. â&#x20AC;&#x153;People come in for seminars, understand it, then go home and real life kicks in. They slide back into old habits,â&#x20AC;? he says. â&#x20AC;&#x153;They cobble together â&#x20AC;&#x2DC;Band-Aidsâ&#x20AC;&#x2122; to get consistent, repeatable colour.â&#x20AC;? That includes correcting colour in prepress, which Weiss, an instructor for SGIAâ&#x20AC;&#x2122;s Color Management Boot Camp, calls a disaster. â&#x20AC;&#x153;When you send a file back to prepress to fix it, you are now reprinting a file, and all the monies associated with creating that â&#x20AC;&#x2DC;first draftâ&#x20AC;&#x2122; are thrown into the trash can â&#x20AC;&#x201D; ink, media and the time of press operator and the prepress operator who will be doing the â&#x20AC;&#x2DC;tweaking.â&#x20AC;&#x2122; And itâ&#x20AC;&#x2122;s likely that you may end up doing it again if they donâ&#x20AC;&#x2122;t tweak it properly.

A managed process would take the guess work out of this and allow you to approach it in an objective manner,â&#x20AC;? notes Weiss.

Thereâ&#x20AC;&#x2122;s a tremendous amount of documentation out there. Software is wizard-driven, but not easy.

You have to read the information, bring in an expert, make a commitment of finances and time to get it in place. The simple part is taking people through the colour management process. Itâ&#x20AC;&#x2122;s not easy to make the time and find the money to get it started.â&#x20AC;?

So whatâ&#x20AC;&#x2122;s a printer to do? Raffelâ&#x20AC;&#x2122;s advice: Donâ&#x20AC;&#x2122;t get worked up.

Just do it. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s not free, but it can be very process driven,â&#x20AC;? Raffel says. â&#x20AC;&#x153;When I go in, I know exactly what Iâ&#x20AC;&#x2122;m going to doâ&#x20AC;Ś Thereâ&#x20AC;&#x2122;s a series of steps I have to follow â&#x20AC;Ś I donâ&#x20AC;&#x2122;t get excited, because I know that if I follow the process, the outcome will be good. It works if you follow the process. It just works,â&#x20AC;? he says.

A key piece of colour management is documenting the steps you take, says Weiss. â&#x20AC;&#x153;Documenting the process is even more important when youâ&#x20AC;&#x2122;re doing textile printing. Whatâ&#x20AC;&#x2122;s the temperature of the heat press? How long should you sublimate the fabric?

If you donâ&#x20AC;&#x2122;t document it, youâ&#x20AC;&#x2122;ll be reinventing the wheel each time. Thatâ&#x20AC;&#x2122;s very inefficient.â&#x20AC;?

When you buy a printer, RIP, media and ink, suppliers provide an ICC profile. That canned profile does not, however, accurately represent the full capabilities of your environment, Raffel says. Itâ&#x20AC;&#x2122;s unattainable, or itâ&#x20AC;&#x2122;s constraining your capabilities, and you may fall short. To overcome the limitations, build your own custom profiles. Mimaki USAâ&#x20AC;&#x2122;s Tommy Martin, Product Manager for Textile and Apparel Business Development and Marketing, agrees. â&#x20AC;&#x153;Canned profiles make my life miserable. An end result needs to be achieved. Dumping ink on paper to sublimate to fabric doesnâ&#x20AC;&#x2122;t work. Make a profile that will save you ink, time, fabric, paper and so on. If you take a canned profile and have no idea what paper or conditions itâ&#x20AC;&#x2122;s made for, itâ&#x20AC;&#x2122;s not useful,â&#x20AC;? Martin says.

If youâ&#x20AC;&#x2122;re looking for a colour management process, says Weiss, start with the SGIA colour management pyramid (see Figure 1). Working from the bottom up, youâ&#x20AC;&#x2122;ll review environmental conditions, calibrate the printer, confirm print settings, look at your primary ink restrictions, relinearize the printer. Youâ&#x20AC;&#x2122;ll also account for the total ink limit of the substrate.

The data will feed into the calculations for an ICC profile. All told, the process should take between 90 minutes and two hours.

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â&#x20AC;&#x153;The number one reason for colour management failing is itâ&#x20AC;&#x2122;s not implemented,â&#x20AC;? says Raffel. â&#x20AC;&#x153;It sounds great and it looks great; itâ&#x20AC;&#x2122;s gotten to the point that itâ&#x20AC;&#x2122;s relatively simple, but itâ&#x20AC;&#x2122;s just not easy.

Itâ&#x20AC;&#x2122;s a complex process, made all the more so by all the variables â&#x20AC;&#x201D; everything from heat and humidity to the thickness of the dye sublimation transfer paper you use, or whether your heat press is heating evenly.

Martin notes that when he starts a colour management process, he first makes sure the machine is in good, working order. If printheads are missing nozzles, for example, itâ&#x20AC;&#x2122;s going to affect output. â&#x20AC;&#x153;I look at a printer like a car. How old is it? How long has it been printing? How many hours? I ask to get some idea of how hard those printheads have been used. Printheads are like tires on a car. The more you print with them, the more theyâ&#x20AC;&#x2122;ll get worn out.â&#x20AC;?

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Just as a car gradually gets out of alignment, colours will drift over time. The answer is to linearize the printer, which Martin likens to rotating and balancing the tires. â&#x20AC;&#x153;When you linearize a machine, you take it back to the same as the first day you had it.â&#x20AC;?

Thatâ&#x20AC;&#x2122;s another reason to profile a machine. After relinearizing it, youâ&#x20AC;&#x2122;ll compare the results to its first results â&#x20AC;&#x201D; and to get them as close as possible. Linearization also extends the lifespan of the printheads, Martin says, leading to savings in money, defects, tech visits and ink usage. But not everyone is convinced. â&#x20AC;&#x153;I have some [customers] who relinearize their machines once a week, once a month or only under duress,â&#x20AC;? he says. â&#x20AC;&#x153;I try to educate people on the front end as much as possible, wherever possible, that the extra time will help them make some sort of educated decision about the process and what they need to do.â&#x20AC;?

Martin stresses the importance of environmental factors in colour management,

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too. Once, when he was conducting a colour workshop for a customer in Minneapolis, Martin learned his client had the buildingâ&#x20AC;&#x2122;s heat programmed to drop at night and come back up in the morning. It was November and â&#x20AC;&#x153;brutally coldâ&#x20AC;? with blizzardy weather.

The client didnâ&#x20AC;&#x2122;t shut off heating or air conditioning at the end of the day, but they did turn it down, and they turned off humidifiers in the print area. Martin watched as workshop results changed during the course of the day along with increases in temperature and humidity. â&#x20AC;&#x153;I asked [the client] when they would have the highest amount of defects. It was always in the first two to three hours of the day,â&#x20AC;? he said. In the end, it was a relatively easy fix: reprogramming heat and air to come on two hours earlier so the environment would be stable by the time printing began for the day.

Profiling will be ground zero for your process, Martin says. If you donâ&#x20AC;&#x2122;t start it right, everything you do will be wrong. And consistency is key â&#x20AC;&#x201D; the environment, fabric, paper and heat press all must be the same. â&#x20AC;&#x153;I have so many people that change everything, not understanding the effects down the road,â&#x20AC;? he says. â&#x20AC;&#x153;You always have to ask the question, why are your results different?â&#x20AC;?

For example, many larger facilities will have a sample machine in a different area of the building than their production machine. That means a different environment. Or, they may be using different transfer paper in one room than the other. That, too, can lead to inconsistent results. â&#x20AC;&#x153;When you profile for dye sub, youâ&#x20AC;&#x2122;re profiling to the paper and the end product as well. Your fabric is the most important part of your profile. Weâ&#x20AC;&#x2122;re creating something,â&#x20AC;?

Martin adds. â&#x20AC;&#x153;If youâ&#x20AC;&#x2122;re not taught the right way and the right steps, your process and end results are going to change. Youâ&#x20AC;&#x2122;re not going to be consistent with your results.â&#x20AC;?

Whether youâ&#x20AC;&#x2122;re printing directly to fabric or using a transfer technology like dye sublimation, one of the primary variables is the substrate itself. â&#x20AC;&#x153;In the world of fabric, the challenge is the surface texture of the fabric. Fabric has strings coming back and forth. Theyâ&#x20AC;&#x2122;re not even. Some have valleys and/or mountains. Reading a fabric is a lot harder â&#x20AC;&#x201D; thereâ&#x20AC;&#x2122;s a lot more variance â&#x20AC;&#x201D; when you read it with a spectrophotometer,â&#x20AC;? says Brewer. â&#x20AC;&#x153;Itâ&#x20AC;&#x2122;s not complicated, itâ&#x20AC;&#x2122;s just sometimes a matter of patience.â&#x20AC;?

Profiling, he notes, is taking a snapshot of a specific condition at a specific moment. If conditions change, everything thatâ&#x20AC;&#x2122;s been characterized is wrong. â&#x20AC;&#x153;Thatâ&#x20AC;&#x2122;s where people make a lot of mistakes. They take things for granted,â&#x20AC;? he says.

The same colour can appear totally different under two different light sources, he notes, or two colours can look identical under one light condition and different in another light. His point? Itâ&#x20AC;&#x2122;s important to pick a standard or to simulate viewing conditions.

There are also differences that sprout from the thread, the tightness of the weave, how smooth the surface is and whether optical brighteners are used. Any of these factors can change the way colours appear.

Martin sums it up: â&#x20AC;&#x153;Colour management is something people really need to look at. Are you doing corporate logos that are colour-specific? Are you going to do repeat assignments for clients, the exact same thing, over and over? Are you going to be doing the exact same thing on multiple machines? Do you have multiple locations, and will you be doing backup work on the same machine but Stahls.ca | 800.521.5255 in different locations?â&#x20AC;?

If so, colour matching needs to be part of your routine.

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The light, breathable 100% polyester birdseye piqué is smooth inside with an athletic fit. NB DRY moisture-wicking technology allows for drier comfort as you pound out intervals, and an anti-microbial treatment for odour-resistant fabric helps you go the distance in peak form.

Available for Men (6 colours, S-2XL) and Women (6 colours, LXS-LXL).

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Maintaining that your email list(s) are up-to-date and current is also very important; carefully tracking bouce-backs, undeliverable emails and unsubscribes after every campaign.

While there are incentives to use email marketing to try draw in new customers, targeting your database of customers who have already worked with you will most likely prove more fruitful.

85 )/, -- ! A The tone that your emails contain needs to be consistent with your brandâ&#x20AC;&#x2122;s image while engaging your audience. By targeting your existing client base, you should already have a good idea of what type of content they expect from you - be it new promotional items, discounted products or more informational / conversational in nature. Splitting your lists into different segments allows you to better create targeted content to groups of like-minded customers.

When creating campaigns, a good tip is to take a step back and look at the bigger picture; take a look at what your competitors and companies outside your industry are doing well.

Signing up for several email newsletters pertaining to a specific interest or topic will allow you to get a different perspective on the campaigns that are out there.

When you do receive other emails, pay attention to what makes you open some while ignoring others, as this may provide valuable insight that you can apply to your own content.

Your subject lines should be short, engaging and indicative of whatâ&#x20AC;&#x2122;s inside the body of the campaign.

Try avoiding the temptation of easy, generic subject lines like â&#x20AC;&#x153;This monthâ&#x20AC;&#x2122;s newsletterâ&#x20AC;? and instead try to state a clear benefit of the campaign to readers. This will encourage them to open/read it.

is - if all these extra elements make the message hard to display across various devices - these elements may be overshadowing or even detracting from actual content youâ&#x20AC;&#x2122;re trying to send.

Here are some tips to ensure your campaign looks and reads well:

â&#x20AC;˘Â Avoid overdoing the sizzle by consciously balancing text and graphic elements â&#x20AC;˘Â Give them a reason to scroll through your content by including hyperlinks at the top of your message that allows recipients to click and be directed to the section of the message they are interested in. â&#x20AC;˘ Use bullet points to drive your key points. â&#x20AC;˘ Ease of reading is absolutely critical so keep fonts basic, minimize the use of CAPS and ensure there is plenty of white space.

Itâ&#x20AC;&#x2122;s a good idea to test your messages to a number of different email accounts prior to sending them to customers in order to ensure the content is formatted correctly across all mainstream email clients (i.e.

Outlook, Thunderbird, Mac Mail, et cetera).

Many of your recipients will open your content on their mobile devices, so you need to ensure your message has a responsive design.

What this means is that your message content contains a collection of techniques, such as media queries, fluid grids, and fluid images, which aim to provide the optimal viewing experience across various platforms.

Some common uses of responsive design techniques include: Changing hierarchy and navigation; enlarging fonts; changing colours and layout; scaling images and more.

?dc h^dabT[U X] h^da Rdbc^\Tazb bW^Tb P]S PbZ h^dabT[U {fWPc S^ cWTh fP]c c^ aTRTXeT Ua^\ h^d.| CWPc fX[[ WT[_ ZTT_ h^da \TbbPVTb RPbdP[ P]S R^]eTabPcX^]P[ X] ]PcdaT Getting the length of your email campaigns right is important. A good rule of thumb depends on frequency; the more often you email your campaigns, the shorter they should be. If you send out â&#x20AC;&#x153;weekly promotional dealsâ&#x20AC;? to your lists, your messages should be concise.

Remember the three Câ&#x20AC;&#x2122;s when thinking about the tone of your email campaign: casual, conversational and consistent.

Emails that are rigidly corporate in tone typically generate less interest from recipients. Put yourself in your customerâ&#x20AC;&#x2122;s shoes and ask yourself, â&#x20AC;&#x153;what do they want to receive from you?â&#x20AC;? That will help keep your messages casual and conversational in nature.

Consistency is also important both in generating sales and building relationships as recipients typically respond better to messages written in the same tone - preferably by the same person at a company - that they can get comfortable with over time.

95 " #!". ),' .

Not all email campaigns are created equally; from rich-media message that incorporate video, audio and/or animation, marketers have a variety of options available to them.

While â&#x20AC;&#x153;sizzleâ&#x20AC;? is great, without the steak itâ&#x20AC;&#x2122;s really nothing. Campaigns with a host of graphics, multimedia and colours may look nice and flashy, the reality IMPRINT CANADA _ 0D\ -XQH

Essentially, when executed properly a responsive design helps make emails more readable on different screen sizes.

:5 " . ! .- ' -/, ! . )( Being able to track your campaigns is critical if your goal is to improve your the success rates of your email marketing.

Many companies opt to improve their email marketing campaigns by using a dedicated third-party email marketing service providers like MailChimp or Constant Contact, to name but two.

Not only do these service providers help you organize list and ensure your messages are responsive, they also provide information to help you track the success rates of your campaigns. Using third-party email marketing service providers will give access to valuable real time reports that allows you to see first hand what works and what doesnâ&#x20AC;&#x2122;t, which ultimately will help you improve your success rates with each successive campaign.

These service providers also make it easy to integrate your siteâ&#x20AC;&#x2122;s Google Analytics so you can better keep track of what is and what isnâ&#x20AC;&#x2122;t driving results.

Use these four tips moving forward when creating your email campaigns in order to help further boost revenue, generate leads, increase website traffic, build brand awareness and strengthen customer relationships.

Good luck and remember to ensure your CASL compliance!

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In the late 1980â&#x20AC;&#x2122;s and early 90â&#x20AC;&#x2122;s a lot of managers Prior to introducing the first CAST Meeting, we and business gurus seemed to think that if compan- conduct training sessions for our clientsâ&#x20AC;&#x2122; manageies just had a corporate mission statement, all of their ment and staff on ways to enhance customer satiscustomer service and teamwork problems would be faction â&#x20AC;&#x201C; without working harder.  magically solved. These mission statements almost As part of these seminars, we brainstorm ways always touted the organizationâ&#x20AC;&#x2122;s undying â&#x20AC;&#x153;commit- to boost customer satisfaction at each Point of ment to satisfying customers.â&#x20AC;? Blah, blah, blah...if PerceptionŠ. Here we generate a list of ways we only it were that simple.  might enhance customersâ&#x20AC;&#x2122; experience at every point A mission statewhere they form ment is a good idea an impression of â&#x20AC;&#x201C; provided thereâ&#x20AC;&#x2122;s the company, i.e. consistent real-world on the website, implementation of when they phone the principles and in, as they enter values it conveys. the parking lot, Without implewhile in the on-site mentation, customshowroom, and so ers and employees on. We then bring .TQUQVI\QVO \PM p\PMU ^[ ][q I\\Q\]LM JM\_MMV UIVIOMZ[ IVL NZWV\ TQVM [\INN

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about the importWeâ&#x20AC;&#x2122;ve found that employees share ideas that are often realistic, innovance of customers, annoying and simply lip service.

Managers need a fresh approach to ensure that ative and create tremendous value for customers. Â As the famous entrepreneur Sam Walton said, customers are satisfied and that employees are perâ&#x20AC;&#x153;Listen to everyone in your company, especially the sonally committed to making sure that happens.

After working with dozens of corporations ones who actually talk to customers. They really over the years that have been faced with this chal- know whatâ&#x20AC;&#x2122;s going on out there.â&#x20AC;? The bonus is that lenge, I developed the concept of CAST MeetingsŠ since front line employees are the ones coming up (Customer Service Team Meetings).  Think of it as a with the ideas, they are more committed to impleway to breathe new life into your corporate mission. menting them.

At CAST Meetings, managers and employees gather for a couple of hours once a month to focus 95 # . .) #( ." /!! .At monthly CAST Meetings, we sift through on enhancing customer satisfaction. Â You may think you already do something similar in your organiza- feedback generated by both the customers and the employees. Just because weâ&#x20AC;&#x2122;ve collected a list of tion; perhaps you call it a staff meeting. Â The problem is that staff meetings typically focus ideas from these groups, doesnâ&#x20AC;&#x2122;t necessarily mean on workersâ&#x20AC;&#x2122; and managersâ&#x20AC;&#x2122; needs â&#x20AC;&#x201C; not on those of that we can or should act on each suggestion. Â We use two primary tools to evaluate the sugcustomers. Â So, erase the notion that CAST Meetings have any connection to your current staff meeting. Â gestions: one way is using a feedback grid that we Everyone attending CAST â&#x20AC;&#x201C; front line employees, discuss in our management training seminars. This support staff, and managers of all levels â&#x20AC;&#x201C; will focus grid reveals how your customers rate the various services you provide and how important those seron the most important person: the customer.

When introducing CAST Meetings to our clients, vices are to them.

Another approach to evaluating the suggestions we include these seven key elements. put forth is simply to ask all CAST participants to 75 *, )/, /-.)' ,-m ), come up with as many pros and cons of the idea as At CAST Meetings, everyone is brought up to possible. Â The result is everyone â&#x20AC;&#x201C; not just managers speed on the latest results of your customer surveys, â&#x20AC;&#x201C; does a preliminary assessment of the suggestion. Â That way, when ideas are rejected, it isnâ&#x20AC;&#x2122;t just feedback and comments.

One of the most useful, least expensive ways managers rejecting the concepts (which tends to to collect customer feedback that we teach in our be demoralizing for everyone). Instead, everyone seminars is to ensure that employees directly ask understands why certain ideas wonâ&#x20AC;&#x2122;t be acted upon. Â This goes a long way to eliminating the â&#x20AC;&#x153;them customers a magic question, â&#x20AC;&#x153;What can we do to versus usâ&#x20AC;? attitude between managers and front line improve our service?â&#x20AC;? Â Asking this question and bringing the responses staff thatâ&#x20AC;&#x2122;s so prevalent in many organizations. to CAST not only provides valuable information, it also reminds front line employees of one of their :5 '*& ' (. )1 U , . . , Pilot. Â Pilot. Â Pilot. most valuable roles withing the company, which is When you identify an idea that on the surface to be the eyes and ears of the organization. looks like it has merit, the next step is to launch a 85 . )*& "#(%#(! preliminary test run, or a pilot program. Â Letâ&#x20AC;&#x2122;s say for a 30-day trial basis, you are going to give several front line employees in a specific depart<P]PVTab ]TTS P UaTbW P__a^PRW ment the authority to make a decision that typically c^ T]bdaT cWPc Rdbc^\Tab PaT requires management approval. Those same employbPcXbUXTS P]S cWPc T\_[^hTTb ees volunteer to try the program, monitor the results, and report their findings at the next CAST Meeting. Â PaT _Tab^]P[[h R^\\XccTS c^ If they indicate that the pilot went well, then at the CAST it can be fine-tuned and expanded to other \PZX]V bdaT cWPc WP__T]b areas within the organization. ,]T\]ZM KWV\QV]ML WV XIOM

IMPRINT CANADA _ 0D\ -XQH

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One of the great hidden benefits of conducting a monthly CAST Meeting is that those participants who agree to test a pilot project suddenly have a deadline. Â Moreover, theyâ&#x20AC;&#x2122;ve committed to present their findings to their peers and supervisors. Â Giving a public report of what theyâ&#x20AC;&#x2122;ve done serves as a tremendous incentive to actually get something done â&#x20AC;&#x201C; without pleading, nagging, or cajoling.

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In a study of Fortune 500 corporations, researchers found that the second highest motivator of employees is recognition, i.e. knowing that they are appreciated. (The number one motivator is interesting work).

CAST Meetings give managers a forum to provide recognition thatâ&#x20AC;&#x2122;s not based on seniority â&#x20AC;&#x201C; but on exemplary customer ;5 *& )&# # - service. Perhaps even more 1#." , & important is that the recPerhaps the most criticognition doesnâ&#x20AC;&#x2122;t just come al element of any CAST from management â&#x20AC;&#x201C; it comes Meeting is â&#x20AC;&#x153;story-time.â&#x20AC;? from the workersâ&#x20AC;&#x2122; peers.

During this part of the That means youâ&#x20AC;&#x2122;re creating agenda, managers call upon a shift in culture right at the selected front line employgrass roots. Â ees, who recently provided Add to that a few words exceptional service, to share of open praise from the sena specific on-the-job anecior manager to the team, dote, and explain why they and everyone feels like they =W LM^MTWX KWUXZMPMV[Q^M IVL [][\IQVIJTM K][\WUMZ

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are part of a greater good.

M[XMKQITTa \PM WVM[ _PW IZM K][\WUMZ NIKQVO stories become your organCombine it with pizza, izationâ&#x20AC;&#x2122;s parables, which are snacks or lunch and youâ&#x20AC;&#x2122;ve created a customerliving examples of your beliefs. Â focused event that employees look forward to.

Parables have been used to teach history and values since before the creation of the written word. Â )..)' #( U . .- -/&.They endure because they are interesting, teach us Itâ&#x20AC;&#x2122;s easy for owners and managers to pay lip serlessons, and are easily remembered. These stories vice to the importance of customers. Mission statebecome your â&#x20AC;&#x153;codeâ&#x20AC;? â&#x20AC;&#x201C; the way you do business. Â ments may play well for advertising purposes and In other words, these real-life stories not only look good on the boardroom wall. But employees reflect your organizationâ&#x20AC;&#x2122;s mission, vision and valsee beneath the veil of slogans; they need to know ues â&#x20AC;&#x201C; they become its living and breathing embodithat you as a leader actually mean what you say ment. â&#x20AC;&#x201C; and that youâ&#x20AC;&#x2122;re willing to back statements with action. Simple logic dictates that if that kind of 4\_[^hTTb ]TTS c^ Z]^f cWPc integrity is missing, even the best employee will R^\_P]h [TPSTab PaT PRcdP[[h eventually become de-motivated. fX[[X]V c^ QPRZ bcPcT\T]cb With CAST Meetings, employees discover that the company indeed practices-what-it-preaches. fXcW PRcX^] BX\_[T [^VXR Thatâ&#x20AC;&#x2122;s the kind of trust that translates into improved SXRcPcTb cWPc XU cWPc ZX]S ^U performance for everyone. Â X]cTVaXch Xb \XbbX]V TeT] cWT One of our clients found that within the six months QTbc T\_[^hTT fX[[ TeT]cdP[[h of using CAST, morale had noticeably improved and employee productivity increased by 34 per cent. Â QTR^\T ST \^cXePcTS Meanwhile, they reported that number of customer complaints plummeted fourfold. Thatâ&#x20AC;&#x2122;s a corporate When it comes to employee morale, sound deci- culture where all the stakeholders benefit. Â After all, ensuring that everyone wins is very likely sion-making, and customer loyalty, most organizawhat your mission statement is all about. tions would do well to replace policies with parables.

Try implementing these seven steps outlined above in order to better help your organization <5 ) " #(-. ) #!".#(! #, create a customer-focused culture that goes far We often hear one of the roles of the manager beyond a mission statement that is posted up on an is to act as a mentor or coach. Yet managers get so wall somewhere in your office. busy that the only time they â&#x20AC;&#x153;coachâ&#x20AC;? people is when a subordinate fouls-up. Worse still, only one person at a time learns from the mistake. Thatâ&#x20AC;&#x2122;s not our idea of being a mentor;Â an effective coach is more proactive. *JW]\ \PM *]\PWZ#

Jeff Mowatt is a customer service strategist, One of my colleagues, fellow professional speakHall of Fame speaker. Heâ&#x20AC;&#x2122;s the author of er, Joe Bonura, told me, â&#x20AC;&#x153;Spaced repetition is the the best-selling business books: Becoming mother of memory.â&#x20AC;? Â At CAST Meetings one of the a Service Icon in 90 Minutes a Month and roles of the manager is to take one of the customer Influence with Ease. service ideas shared in the training seminar and Jeff heads his own training company and has written and produced 13 self-study coaching reinforce its application. That way, simple vital custools. His Influence with EaseÂŽ column has tomer service tips are repeated and are more likely been syndicated and featured in over 200 business and on-line publications. to be remembered and applied. Â For more tips, training tools or to inquire about engaging Jeff for your team visit Rather than reacting to individual crises, manwww.JeffMowatt.com agers help all employees to prevent customer service problems before they occur.

IMPRINT CANADA _ 0D\ -XQH

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Source: Fibre2Fashion.com; Reuters.com; Forbes.com

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0D\ -XQH _ IMPRINT CANADA

100% MADE IN CANADA

STYLE KF4042 RAGLAN HOODED FLEECE - 55/45 cotton/poly, 15 oz.

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PROUDLY DISTRIBUTED BY:

CANADIANS SERVING CANADIANS TORONTO | MONTREAL | VANCOUVER | CALGARY | MONCTON

Ç¢ technosport.com

KF_ImprintMag.indd 1

2017-02-27 3:54:31 PM

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â&#x20AC;¢ ADSPEC IMAGES â&#x20AC;¢ AJM INTERNATIONAL LTD. â&#x20AC;¢ ALL CANADIAN EMBLEM â&#x20AC;¢ ALL GRAPHIC SUPPLIES â&#x20AC;¢ ALPHABRODER CANADA â&#x20AC;¢ ALSTYLE APPAREL â&#x20AC;¢ AMERICAN & EFIRD CANADA, INC. â&#x20AC;¢ APRONS 'N MORE â&#x20AC;¢ ARTECH & IS â&#x20AC;¢ ASI CANADA â&#x20AC;¢ AT DESIGNS INSIGNIA LTD. â&#x20AC;¢ ATTRACTION INC. â&#x20AC;¢ BARUDAN CANADA INC. â&#x20AC;¢ BATABOFF â&#x20AC;¢ BIC INC. â&#x20AC;¢ BIG K CLOTHING â&#x20AC;¢ BONICA PRECISION INC. â&#x20AC;¢ CAMPEA â&#x20AC;¢ CANADA SPORTSWEAR CORP. â&#x20AC;¢ CANADIAN SPIRIT â&#x20AC;¢ CANSEW INC. â&#x20AC;¢ CAPCO SPORTSWEAR/KC CAPS â&#x20AC;¢ CATALYST GROUP â&#x20AC;¢ CHOCOLATE INN/TAYLOR & GRANT â&#x20AC;¢ CORPORATE CONFECTIONS â&#x20AC;¢ CUSTOMIZED MATS â&#x20AC;¢ CUTTER & BUCK â&#x20AC;¢ DEBCO â&#x20AC;¢ DEZINECORP INC. â&#x20AC;¢ DOUGLASBRIDGE â&#x20AC;¢ DURAFAST LABEL COMPANY â&#x20AC;¢ ECORITE

â&#x20AC;¢ EMBLEMTEK SOLUTIONS GROUP INC. â&#x20AC;¢ EMBROIDERY SYSTEMS CANADA â&#x20AC;¢ EPILOG LASER â&#x20AC;¢ ESP PROMO â&#x20AC;¢ FAIRDEAL IMPORT & EXPORT (ONT) LTD. â&#x20AC;¢ FASHION BIZ â&#x20AC;¢ FERSTAR â&#x20AC;¢ FERSTEN WORLDWIDE â&#x20AC;¢ FILA â&#x20AC;¢ FLEECE FACTORY â&#x20AC;¢ FLEXFIT HEADWEAR â&#x20AC;¢ GILDAN ACTIVEWEAR â&#x20AC;¢ HEADWEAR CANADA â&#x20AC;¢ HIGH CALIBER LINE OF CANADA INC. â&#x20AC;¢ HIT PROMOTIONAL PRODUCTS â&#x20AC;¢ IDEAL KNITWEAR â&#x20AC;¢ IMAGE CREATIONS INC. â&#x20AC;¢ IMPRINT CANADA â&#x20AC;¢ JOTO PAPER LTD. â&#x20AC;¢ KING ATHLETICS â&#x20AC;¢ KISTTA ENTERPRISES â&#x20AC;¢ LAGA SPORTS â&#x20AC;¢ M&O KNITWEAR â&#x20AC;¢ MACARON INC. â&#x20AC;¢ MAGNUS PEN CORP. â&#x20AC;¢ MARATHON THREADS CANADA â&#x20AC;¢ MARKETEX APPAREL INC. â&#x20AC;¢ MINIMEDIA INTERNATIONAL INC. â&#x20AC;¢ ND GRAPHICS â&#x20AC;¢ NEW BALANCE â&#x20AC;¢ NIKE GOLF â&#x20AC;¢ NOVELTY PRINTERS

â&#x20AC;¢ OAKLEY â&#x20AC;¢ PIONEER BALLOON CANADA â&#x20AC;¢ PPPC â&#x20AC;¢ PRESTO-CREST â&#x20AC;¢ PRG MULTI-LINE â&#x20AC;¢ QUALITY DIGITAL SOLUTIONS â&#x20AC;¢ REDI-MEDIC â&#x20AC;¢ REDWOOD CLASSICS APPAREL â&#x20AC;¢ RE TEE â&#x20AC;¢ RILEY & MCCORMICK â&#x20AC;¢ RUBENSTEIN RB DIGITAL INC. â&#x20AC;¢ SAGE â&#x20AC;¢ SAVE ON STITCH â&#x20AC;¢ SHOPWORKS â&#x20AC;¢ SPECTOR & CO. â&#x20AC;¢ SPORTEX SALES â&#x20AC;¢ ST. REGIS GROUP â&#x20AC;¢ STAHLS' CANADA â&#x20AC;¢ STARLINE INDUSTRIES â&#x20AC;¢ STEVE VOLLMER AGENCY â&#x20AC;¢ STORMTECH PERFORMANCE APPAREL â&#x20AC;¢ SUMAGGO COLLECTION INC. â&#x20AC;¢ TECHNOSPORT CANADA â&#x20AC;¢ THAT'S MY BALL â&#x20AC;¢ THE CORPORATE PRO SHOP â&#x20AC;¢ VICTORINOX SWISS ARMY CANADA â&#x20AC;¢ WHITERIDGE INC. â&#x20AC;¢ WILLOX GRAPHIC SUPPLIES â&#x20AC;¢ WINNER GARMENT INDUSTRIES â&#x20AC;¢ WINDMILL CANADA

21/,1( 5(*,675$7,21 12: 23(1 $7 ::: ,035,17&$1$'$ &20

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022><<>30C8>=B BEST WESTERN PLUS CALGARY CENTRE INN 0$!d+""% % (d$+0!(d$! -1 .0!./d+"d0% /

3630 Macleod Trail, AB, T2G 2P9 TO BOOK: call (403) 287-3900 or 1-877-287-3900 (CODE: â&#x20AC;&#x153;Imprint Canadaâ&#x20AC;? )

Rate starts at $135.00 Includes Complimentary Breakfast

HOTEL ARTS

DAYS INN CALGARY SOUTH

119 â&#x20AC;&#x201C; 12th Avenue S.W., Calgary, AB, T2R 0G8

3828 MacLeod Trail South, Calgary, AB, T2G 2R2

TO BOOK: visit www.hotelarts.ca Call (403) 266-4611 or 1-800-661-9378 (CODE: "Western Imprint Canada Show")

TO BOOK: visit www.daysinn-calgarysouth.com or call: (403) 243-5531 or 1-800-361-3422 (CODE â&#x20AC;&#x153;Imprint Canada Showâ&#x20AC;? )

Rates start at $109.00 (Fri-Sun) $189 (Mon-Thurs)

Rates start at: $94.99 Deadline: August 7th, 2017

th

Deadline: August 18 , 2017

th

Deadline: August 21 , 2017

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AIR CANADA: Discount code- C29MUAK1

WESTJET: Code- X10V9QS

Air Canada is pleased to offer special rates to delegates attending the 2017 Western Imprint Canada Show. Travel period is August 30 - September 16, 2017

WestJet is pleased to offer 10% off the base fare* for travel between Calgary and anywhere WestJet flies in North America.

Please book your Air Canada flight by visiting AirCanada.com and enter Promotion Code C239MUAK1 in the search panel. Discounts do not apply to TANGO packages nor Executive Class.

To take advantage of this offer, youâ&#x20AC;&#x2122;ll need the discount code listed above.

For details on how to complete a booking with these discount codes, please visit westjet.com/convention-discount.

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A Division of Canada Sportswear Corp.

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PRESENTS

©

PromoQuest End-Buyer Hours presented by Imprint Canada in conjunction with the Promotional Product Professionals of Canada (PPPC)

The 19th Annual Western Imprint Canada Show is the exclusive event in Calgary this year for the promotional & imprintable products industry!

BENEFITS TO YOU:

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*()/ For the first time ever, the Western Imprint Canada Show will feature a dedicated Decorator's Pavillion for embroiderers, digital printers, screen printers, engravers and other product decorating techniques.

See live demos, discover the newest technologies and products to take your business to the next level.

Watch for free seminar announcements, and so much more!

THE 19TH ANNUAL WESTERN IMPRINT CANADA SHOW 6HSWHPEHU

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“The SGIA Expo is a mustattend for anyone who wants to survive, thrive and succeed in this fast-changing industry.”

GET JAZZED. The next chapter in your imaging success story starts at the 2017 SGIA Expo.

Join us for three days exploring aisles filled of the industry’s major suppliers, connecting with the top names in imaging and learning new ways to make your business better.

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Water Resistant Breathable

Vapro-Lite Vapro Lite

Water Resistant Breathable

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

Polyester/Cotton

Nylon Fabrics

WINNER GARMENT INDUSTRIES LTD.

Toll Free Phone: 1-866-956-8989 â&#x20AC;¢ Toll Free Fax: 1-877-455-7788 Phone: 780-453-8989 â&#x20AC;¢ Fax: 780-455-7799 12003 Kingsway Ave. Edmonton, Alberta, Canada T5G 0X8 E-mail: info@ winnergarment.com

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BigKTradeshowAdMay2017FINAL3_Layout 1 17-05-19 1:56 PM Page 1

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