IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS MAY/JUNE 2022
A Tristan Communications Ltd. Publication
INSIDE THIS ISSUE RETAIL BRAND UPDATE
4
BOOSTING YOUR BUSINESS IN A SLOW ECONOMY
How T-Shirts Can Win You More Customers & Boost Your Bottom Line By Adriano Aldini, Imprint Canada
Customer Service guru Jeff Mowatt explains how to grow your business in an economic downturn. 8
10 THINGS TO KNOW IF YOUʼRE NEW TO CLOUD COMPUTING
Infrastructure specialist Suzanne Tedrick breaks down what you need to know about cloud computing for your business. 14
NEW PRODUCT SPOTLIGHTS
Volume 29, Issue 3
22
Have you had clients come to you and ask for “something other than just T-shirts”? Likely you have, but do you know how to explain to your clients all the benefits of a well executed T-shirt campaign? Winning customers comes down to knowing how to market your business. All aspects of your marketing - from social to direct mail A well-executed T-shirt campaign produces results to digital advertising - are typically that other media campaigns can’t replicate. aimed at gaining customers, raising awareness and building revenue. While often overlooked, T-shirts have more marketing power than given credit for; they’re a great vehicle to boost your business and grow your customer base. Here’s how an effective T-shirt campaign can benefit your clients’ business. T-Shirts, continued on Page 12
Old Thinking Won’t Lead to New Ideas Five tips to instantly become more innovative By Susan Robertson
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When you really need new ideas or fresh thinking or a creative solution to a challenge, a typical, day-to-day approach in your thinking is not the optimal process. Using the same old thinking will simply lead you to the same old ideas you’ve already had or tried before. Instead, you need to do something different -- that will stimulate your brain in diverse ways and shift your perspective on the issues. Here are some ways to ensure you (and your team) shake up your thinking so that you actually come up with the fresh, new ideas you need.
1. Change your environment
Get outside your own conference room or office. Debrief the latest industry report somewhere you wouldn’t normally go, or take your team on an excursion with the objective of coming back with new ideas.
Using the same old thinking will simply lead you to the same old ideas you’ve already had or tried before.
New Thinking, continued on Page 6
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MAY/JUNE 2022 regarding both domestic and global economies.
The Future is Bright From spring 2020 to early winter 2022, you could not watch or read the news without being inundated with stats and effects of Covid and impending next waves. How many of us were wishing at the time that we could fast forward through the pandemic and “get back” to what used to be? I know I was. Now, some five months on, it appears we are back to a regular news cycle of world politics and local crisis. The war in Ukraine and the threat of a possible world war dominate world politics while inflation concerns, food shortages and gas prices dominate local headlines at every given moment. These current headlines keep adding to consumer anxiety
According to FocusEconomics - a leading provider of economic analysis and forecasts for 200 countries - the Canadian economy gained momentum in Q4 of 2021. January of this year was sluggish due to the Omnicron variant, but by February - as fears of Omnicron’s severity subsided - Canada saw economic activity increase. In March, the economy expanded and unemployment numbers decreased. April saw the Federal Budget put a focus on boosting housing starts, green energy transition and hints of interest rate hikes to battle inflation.
cultural demands which have been created by the ongoing Russian conflict, given we produce many of the same products as Ukraine and Russia (namely potash, grains and cooking oils). Looking back at how far we’ve come over the past two years - especially given the social and economic hurdles we’ve been forced to overcome - Canada has emerged in a strong position for our economy to prosper. Our businesses and industries are primed and eager to grow!
As a result of expected increases in interest rates and inflationary pressure, FocusEconomics forecasts that Canada’s tighter labour market, elevated household savings, and reduced Covid-19 restrictions will support private sector spending for the remainder of 2022. While the war in Ukraine and uncertainty surrounding Covid-19 variants “pose economic risks, FocusEconomics analysts are currently projecting the Canadian economy to grow at a rate of 3.9 per cent in 2022.
September 8-9, 2022 Palais des congrés de Montréal
September 23-24, 2022 BMO Centre, Calgary
Canada can economically gain from growing global agri-
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We’re social: May/June 2022 | IMPRINT CANADA
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GLOBAL RETAIL NEWS Gucci builds a town on Roblox Italian fashion label Gucci has built a new digital destination called Gucci Town on Roblox, an online game platform and game creation system, to help visitors discover more about the House and its heritage. It will also feature the Gucci Shop—a boutique where visitors can purchase digital Gucci items to collect or to dress up their Roblox avatars. The Town takes on the form of a piazza—an open-air square that for centuries has been a spot for people to meet and express themselves. Surrounding the central area is a series of spaces including Mini Game Heights, Vault Plaza, Creative Corner, Craftsmanship Court, Selfie Way and Power-up Place, apart from the Gucci Shop. Gucci Town will allow visitors to connect with like-minded individuals from all over the world, the company said on its website. Brands like Gucci, Nike and Ralph Lauren have all released digital collections and limited-edition items through platforms like Roblox, a children’s gaming site that had 49.5 million daily active users spanning 180 countries in Q4 of 2021. During play, customizable avatars can now sport Polo beanies, carry Gucci Dionysus purses or wear the newest Nike sneakers.
US retailer Macy’s comparable sales up 10.7% in Q1 FY22 US-based retailer Macy’s comparable sales were up 10.7 per cent in the first quarter (Q1) of fiscal 2022 (FY22). Approximately 44.4 million active customers shopped the Macy’s brand, on a trailing twelve-month basis, which was a 14 per cent increase compared to the prior year. “Our company delivered solid results in the first quarter despite a challenging operating environment. We delivered strong earnings, beating our estimates, and sales that were in line with our expectations.While macroeconomic pressures on consumer spending increased during the quarter, our customers continued to shop. We saw a notable1 shift back Emblemtek_Imprint_May-June-2022.pdf 05-03-2022 to occasion-based apparel and in-store shopping, as well as
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IMPRINT CANADA Source: Fibre2Fashion.com
continued strength in sales of luxury goods. Our omni-channel ecosystem, which spans the value spectrum, has supported our ability to flex our wide assortment of categories, products and brands to capture consumer demand despite the volatile environment,” said Jeff Gennette, chairman and chief executive officer of Macy’s, Inc.
Gap’s sales fall 13 per cent to US$3.5 billion in Q1 FY22, Online sales drop 17 per cent Net sales for American clothing retailer Gap in the first quarter of 2022 were US$3.5 billion, down 13 per cent compared to last year. In the first quarter, online sales declined 17 per cent compared to last year and represented 39 per cent of total net sales. Store sales declined 10 per cent compared to last year. “Our Q1 results and updated fiscal 2022 outlook primarily reflect industry-wide headwinds as well as challenges at Old Navy that are impacting our near-term performance. While we are disappointed to deliver results below expectations, we are confident in our ability to navigate the headwinds and re-stabilise the Old Navy business in order to deliver continued progress on our long-term strategy,” said Sonia Syngal, CEO, Gap Inc. “We believe that we can navigate this period of acute disruption and build an even more resilient and agile company. We remain anchored by our belief in our iconic purpose-led brands – Old Navy, Gap, Banana Republic, and Athleta – and are focused on making continued progress against our Power Plan strategy and getting back on track toward delivering growth, margin expansion, and value for our shareholders over the long term.” “We are revising our fiscal 2022 outlook to reflect the impact of certain factors impacting our near-term performance, including execution challenges at Old Navy, an uncertain macro consumer environment, inflationary cost headwinds, and a slowdown in China that is impacting Gap Brand,” said Katrina O’Connell, executive vice president and chief 2:08 PM financial officer, Gap Inc.
THE MARKETING AND INFORMATION SOURCE 29, FOR IMPRINTABLE PRODUCTS May/June 2021 - Volume Issue 2
ONLINE EDITION
www.imprintcanada.com/magazine
NEWS 1
HOW T-SHIRTS CAN WIN MORE CUSTOMERS CONTʼD PG 12
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OLD THINKING WONʼT LEAD TO NEW IDEAS CONTʼD PG 6
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SUPPLIER NEWS
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BOOSTING YOUR BUSINESS IN A SLOW ECONOMY
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10 THINGS TO KNOW ABOUT CLOUD COMPUTING
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BUSINESS PROFILE: ASD PROMO ADVERTISING
NEW PRODUCT SPOTLIGHTS 22 26 28
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News {Business Development} New Thinking, continued from Page 1
If you can’t physically get out of the office, then find a way to get out metaphorically. Ask people to imagine how they would solve the problem-at-hand if they lived in Antarctica, or if viewed from the perspective of a submarine captain.
2. Bring outsiders in
Overtly invite other perspectives into your discovery and idea generation processes. For example, for a project on new promotional ideas for a beverage company, invite a boat designer, a rain-water management expert, a sculptor, and a water-park designer (among others). Your project team will be amazed at the range and diversity of new ideas that come when they are exposed to new perspectives on their challenge. They’ll think of ideas they’ll agree they never would have arrived at on their own, due to their own embedded assumptions about the topic.
3. Truly engage with your customers.
Don’t rely solely on second-hand data to understand your customers’ needs. You need to actually talk to them. Go to their offices to see the problems they need solutions for. Too often, teams looking for an idea generation project will say, “We don’t need to do any discovery in advance because we already have ‘lots of data.’” This should always make you wary, because it usually means they have numerous reports with reams of statistics about customers. Unfortunately, it rarely means they have discovered any real new insight into customer needs.
It is unfortunately all too easy to simply approach every new challenge using our typical day to day thinking.
If you’re expecting your team to understand the customer by reading a deck or attending a Power Point presentation, challenge yourself to find a more engaging and interactive process. It will be far more effective to immerse your team in real customer understanding.
4. Question everything
Do some specific exercises that force people to confront and challenge their subconscious assumptions about the topic. An easy way to do this is to first ask for ideas that the team thinks would solve the problem, but they probably couldn’t implement for some reason. Then, ask them to reframe each idea by saying “We might be able to implement this idea IF...” What comes behind the “if ’s” will help surface a lot of assumptions people have that may or may not actually be barriers. Of course, some of the barriers will turn out to be real, in which case, don’t spend more time on those ideas. But in every case that I’ve ever done this with client teams, they also discover many supposed barriers that they could actually solve for.
Don’t rely solely on second-hand data to understand your customers’ needs. You need to actually talk to them. Go to their offices to see the problems they need 5. Let some crazy in the room The academic definition of creative thinking is “the process solutions for. of coming up with new and useful ideas”. The only way to get
new ideas is to start with seemingly crazy ideas. Every truly innovative idea seems a little crazy at first. If you only start with ideas that are comfortable or clearly easy to implement, they’re probably not very new. So, encourage people to throw in extremely wild ideas. Then, play a game called “If We Could.” Instruct the team to temporarily let go of the problems in the idea and ask “If we could implement this idea, what would be the benefit(s)?” Once you have identified the benefits of each crazy idea, narrow down to the most promising few and ask the team to look for possible solutions to the barriers. A team was on the verge of killing a truly original idea for a new kids’ cereal, because they didn’t know how to create the critical component. However, after “If We Could”, they agreed the idea was so interesting and unique that they needed to explore it. The R&D team made a few calls to other experts, and within a few weeks, they had solved it. This idea resulted in the most successful new product launch in the brand’s history! It is unfortunately all too easy to simply approach every new challenge using our typical day to day thinking. It feels familiar, it’s easy to access that type of thinking, and it works on most daily challenges. So, you subconsciously assume it will work on any challenge. But it’s incredibly helpful to do some meta-analysis on your thinking (i.e. think about how you’re thinking). Not every problem will benefit from the same type of thinking. Once you recognize that this new situation needs new thinking, it’s fairly easy to do some things to shift to a more productive mode for this particular challenge. Then shift back to the more familiar day-to-day thinking for your daily tasks. About the Author: Susan Robertson empowers individuals, teams, and organizations to more nimbly adapt to change, by transforming thinking from “why we can’t” to “how might we?” She is a creative thinking expert with over 20 years of experience speaking and coaching in Fortune 500 companies. As an instructor on applied creativity at Harvard, Susan brings a scientific foundation to enhancing human creativity. To learn more, please go to: https://susanrobertson.co/
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News {Business Development}
Boosting your Business in a Slow Economy By Jeff Mowatt
Question: what are two words that will become increasingly important to customers over the next decade? The answer, according to marketing guru Frank Luntz, is “hassle free”. Customers are fed up with being forced to jump through hoops. Yet bizarrely, even in a slow economy, companies are actually becoming more difficult for customers to do business with – before, during and after purchases. To see if your organization is creating unnecessary hassles for your customers, take heed of the points below and consider using the accompanying tips.
When Customers arrive early
Do you force your customers to wait outside your establishment until the minute you’re officially open? Worse, do you rush them out the door or bar them from entering as closing time approaches? Ever seen customers standing outside a business pointing at their wrists to store employees, trying comparing whose watch is right? Fortunately, there is a helpful tip on avoiding this hassle that I learned at a convention where I was the opening keynote speaker and the other presenter was Roly Morris, CEO of Krispy Kreme operations in Canada. Roly explained they have a practice called, 10 Before 10 After, meaning they are open for business (and answering phones) 10 minutes before they are open, and they remain open (and answering phones) 10 minutes after posted closing. Of course, you have to pay employees for the staggered times, but the good will and extra revenues you’ll generate make this a worthwhile investment.
When making buying decisions
Are your customers faced with too many choices? It’s fine to have a large selection to attract customers, but forcing customers to make too many decisions creates stress and buying resistance. As products and services become more complex, customers are increasingly afraid of making the wrong decision. Fortunately, your employees can reduce this customer stress while boosting your revenues using the rule of 3. Here’s how it works: if you offer your customers only two choices, they may simply opt for the less expensive. However, using the rule of three, your employees would consider all the products and services you offer and narrow them to the top three most suitable for that customer. Interestingly, if you offer three choices from least to most expensive, customers will typically choose the middle option. That means that offering three choices not only helps your customer make easier buying decisions…it also helps steer them away from choosing the cheapest item. Less hassle, more buying. Everybody wins.
When there’s a problem
Can your customers return products to your location? Do they face a stressful experience at the ‘customer service’ desk that’s understaffed and over-grumped? Do you give customers any compensation or even an apology for the inconvenience of having to return a defective product? Some managers appear to believe that making dissatisfied customers run a gauntlet discourages product returns. Actually, it discourages your customers from returning. If you plan on keeping customers over the long term, you know that sooner or later they’re likely to have a problem. That’s an opportunity for you to demonstrate that you are indeed different from your competitors. So how does your company fare? For most organizations there are at least some opportunities to reduce the hassle factor for customers. The good news is these types of adjustments to customer service are simple. They reduce complexity and bureaucracy. Our corporate clients report that the payoff is worth it in terms of strengthened customer loyalty, increased spending per customer, and enhanced team spirit. Not bad for simply making the customers’ buying experience hassle free.
About the Author: Jeff Mowatt is a customer service strategist, Hall of Fame business speaker, and author of the bestselling book, Becoming a Service Icon in 90 Minutes a Month. To obtain your own copy or to inquire about engaging Jeff for your team, visit www.jeffmowatt.com
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News {Business Development} T-Shirts, continued from Page 1
Visibility
T-shirts are extremely visible, so your brand is always front and centre. One of the first things you notice when you see someone is what they’re wearing, meaning your T-shirt is going to be one of the first things someone notices when they see a person wearing it. They’re not a business card or flyer that gets tossed in the circular file, or an online ad campaign that we’ve become desensitized to.
Loyalty
One of the best things about T-shirts is that they reenforce brand loyalty; if someone is putting on your shirt, they’re doing so knowing they’ll be seen in it. Odds are if they’re choosing to fly your brand’s colours, they align with you in some way. I can venture a bet that most of you reading this article have owned a promo T-shirt that you wear time and time again, because it fits just right; that’s quite an affirmation for a basic promotional item
Perceived value
People are used to spending $20–$30 on a T-shirt at the store, but they don’t realize that ordering shirts in bulk is actually much less expensive. When you give someone a T-shirt, they automatically assign that $20–30 value to it, making them thankful for a valuable gift, but in reality, you might have only spent $8–$10 per shirt.
T-shirts vs. other marketing expenditures
The ROI (return on investment), is the amount of revenue you gain in relation to the amount of money you spend to get it. Successful marketing is all about not only gaining exposure for your brand, but making sure that exposure turns into profit. High ROI is the holy grail for marketers and business owners, but one of the biggest problems is determining how do I quantify ROI for each T-shirt I give away? While the metrics for measuring the ROI of a T-shirt campaign are not as detailed or exact as say a digital ad campaign where you can quantify click-through-rates or impressions, there are ways to gauge the impact of a T-shirt spend.
Cost per impression (CPI)
According to a recent industry study, the average giveaway T-shirt is worn approximately four times per month and earns 365 impressions per month, with an impression being any time the shirt is seen. Assuming your T-shirt is kept for only one year, that’s 4380 impressions per T-shirt. Assuming your order is 100 T-shirts with a one colour
12 IMPRINT CANADA | May/June 2022
design, your cost would be $6-8 per shirt, your cost per thousand impressions (CPM) would be approximately $1.80/ shirt. Compare this to Facebook ads, where, according to a recent study by Revealbot, the average CPM across all industries is US$14.40, up from $11.54 in 2021. This is a data point you should be sharing with all your clients; from an impressions standpoint, T-shirts seem like a beyond valuable investment. However, since there’s no obvious way to track how someone got from seeing your T-shirt to purchasing your product/service, measuring revenue requires a bit of creativity. There are, however, a few ways to go about it.
Put an offer or a unique URL on the inside tag or hang tag
This option is cool because it can actually make your shirts even nicer. Something you could do to track ROI is have a specific offer code printed on a custom printed tag or hang tag. That way, only the people who have the T-shirt will know the code, and you can attribute any new customers who use this particular offer code to the T-shirt. So if you’re at a conference handing our T-shirts, you could have your offer code be CONFERENCE2022. Then, when people redeem that offer you’ll be able to attribute that directly to the T-shirt. You can also execute this idea by creating a landing page for them to go to, and give it it’s own unique URL, like yourcompany.com/Conference2022. This works for you in a couple of ways. One, you can cater the content of that page specifically to them because you know where you met them, you can track any sales coming from that URL, and you can capture their contact information. Talk about a win-win-win.
Lead generation source on your website
Marketing is about generating leads and to fill their pipeline with as many leads as possible, then guide them from the first time they see your brand, to purchase. Have a free T-shirt offer pop up maybe 15–20 seconds after someone lands on your website. All they have to do is enter their email (or more information if you’d like), and you collect that lead and send them a free shirt. If you’re worried about giving away too many, flip the script and offer them a chance for a free T-shirt. Then pull your list of entries and give away whatever amount you feel comfortable. A software company for example had a designer put together a cool shirt design together, then had a simple pop-up asking people to sign up for a chance at a free shirt. Demand for shirts was so high that they built an entire marketplace! Not only was it highly successful, but they are now selling their
The high perceived value that T-shirts deliver are great differentiator compared to other media. T-shirts, meaning rather than pay for leads, people are paying to become their leads. Another win-win-win!
Leverage T-shirts to win customers
It’s no secret that T-shirts are effective - they’ve always been, but what specifics about the T-shirts themselves can optimize your ROI?
Simplicity
With the advancements in digital printing, you don’t need to worry about cost per colour when setting up artwork. Keeping designs simple and easy to understand will go a long way in ensuring wearability. Most people like wearing T-shirts with simple designs. The key for a good marketing T-shirt is one that’s recognizable, but still stylish. Your design needs to find the balance of being recognizable in relation to your brand, but also something that’s more than just your logo.
Quality
The key is to ensure you source a soft comfortable T-shirt made from quality fabric(s). The success of your T-shirts hinges on it being a shirt people will actually want, so make sure you get the right shirts and make your order worth it. Bottom Line: T-shirts can really be a reliable and scalable way to win new business. The key is knowing how to communicate their value to your customers. Use these talking points to help you upsell your next T-shirt campaign.
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News {Business Development}
10 Things To Know If You’re New to Cloud Computing By Susanne Tedrick
Cloud computing has changed how people and organizations consume information technology products and services. Given the cloud’s flexibility and agility, organizations were able to use cloud services to continue mission critical operations and allow employees to work from home. According to Flexera’s 2021 State of The Cloud report, 36 per cent or enterprise respondents said that they expect to spend $12M or more in cloud services, and 90 per cent of enterprise respondents expected that their cloud usage would exceed their prior plans because of the pandemic. This sped up cloud use and spending has caused some additional challenges, particularly around having skilled resources. According to a recent study by the information technology research firm Gartner, many IT leaders said that they lack in-house skills to handle 60 per cent of their current operational tasks (particularly in the areas of security, dev ops, networking and compliance), and over 50 per cent felt that in 2022, they won’t meet their company’s cloud adoption goals because of a lack of in-house skills and experience. Now more than ever, having cloud computing knowledge and skills is important. If you’ve never heard of cloud computing or are not entirely familiar with the concept, here’s 10 things you should know:
1. Cloud computing is not a new concept
At a top level, cloud computing is the delivery of information technology resources over the internet. Rather than purchasing and maintaining computer hardware and software, you “rent” services from someone else. While the term cloud computing is relatively recent, the underlying concept of cloud computing dates back all the way to the 1960’s. It was then that computer scientist J.C.R. Licklider came up with an idea for an interconnected system
3. Self-service
With cloud service, no outside help is needed! Whenever a person needs a virtual machine, or needs to create a document or spreadsheet, they can create them on them on their own; resources are available automatically or near-instantly. No outside salesperson or other party is generally needed to get started with most cloud services.
4. Accessible anywhere, anytime*
Now more than ever, having cloud computing knowledge and skills is important.
of computers called ARPANET (Advanced Research Projects Agency Network) that laid the groundwork for what would eventually become what we know the Internet to be today. In his article, The Computer as a Communication Device, Licklider described what the internet is: a place where everyone can be connected and access specific programs or data from any location; this was a precursor to what we know as “cloud computing”.
2. We’re already using cloud computing
Most modern applications and websites are using cloud services to run. If you’ve ever used online productivity software, like Office 365 or Google Suite, then you have 100 per cent used cloud services
If you have a connection to the Internet and device that can access the Internet (e.g. tablet, smartphone, computer), then you can access cloud services any time. *The only caveat is that if the cloud service is down for maintenance, upgrades or an outage, then you won’t be able to access the service.
5. Scales to user’s needs.
People can decide how much (or little) of a service they want to use, and without making a long-term commitment. For example, if a user finds that they need additional virtual machines (VM) to complete a short-term data science project, they can purchase those VMs and use them, and then at the end of the project, shut the extra machines down at no additional cost or commitment.
6. Pay only for what’s used.
When people consume utilities, like electricity, they are charged only for what they used in each month. Cloud computing resources operate in the same way, in where users are only charged for when the cloud service is running.
7. Deployment Models.
In most articles, when people are writing about cloud continued on Page 18
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News {Business Development} computing, they are usually talking about “public” cloud. On a public cloud platform, anyone can access the services, which helps to keep the costs of services down. The flip side – because many people can access these services, it can lead to services not performing optimally (often referred to as “noisy neighbors” or “nosy tenants”) Enterprises often opt to develop their own cloud platforms, referred to as “private” cloud, where only those who belong to the organization can access the services on the platform. While this can help with performance and availability, it is very expensive to build and maintain. A “hybrid” cloud is where public, private and perhaps physical (or on-premises) infrastructure is used. This may be ideal for cutting costs and addressing specialized security or industry compliance concerns. This is not to be confused with “multi” cloud, which is usually two or more public clouds being used.
8. Service Models & Shared Responsibility
There are three different service models that are referred
to as infrastructure, platform, and software as a service. Software as a service, or SaaS, is the most common deployment, where we purchase software on a recurring basis. The software provider handles just about everything – the software itself, the underlying platform it’s running, updates, security, etc. As the names imply, providers of infrastructure and platform as a service ensure that there are resources to support computing, networking, storage and application development services. Whatever a user places on top of those resources is their responsibility.
10. Careers Galore.
While there is a dearth of cloud professionals in security, networking and application development, there is just as much of a need for professionals that can help an organization with their costs and governance needs. As cloud becomes a mainstay for businesses, there’s never been a better time to learn the fundamentals, especially if you’re a technologist looking to give your company a competitive IT advantage.
9. Multiple platforms
Amazon Web Services, Microsoft Azure and Google Cloud Platform are the major public cloud providers in the United States. That said, they are not the only ones – an example, Alibaba Cloud Services is the predominant provider in China. Not to mention, there is a growing market for “vertical clouds”, where the cloud platforms services are catered to a specific industry, like financial services and manufacturing.
About the Author: Susanne Tedrick is an infrastructure specialist for Azure, Microsoft’s cloud computing platform. In her work, Susanne helps her clients address needs and challenges surrounding cloud adoption, migrating on premises workloads to the cloud, and cost optimization. Susanne previously worked as a technical specialist for IBM Cloud. For more information, please visit: www.SusanneTedrick.com.
COMPANY PROFILE: ASD PROMOTION ADVERTISING ASD Promotion Advertising was formed in 1996, and like so many other successful ventures around that same time, it was started in a bedroom with a computer on dial-up internet service with very limited capital. At that time, Stéphane Desrochers was working for a prominent ski clothing company prior to forming ASD Promotion Advertising. The seasonality of the business was challenging and Desrochers knew that there was more to offer to customers year round. He had some experience in the corporate branding business from his time in the ski industry and decided that this business model was something he could scale up. Little by little the company grew. Starting with half a dozen notable customers, the company grew consistently through networking, hard work and by creating a rock solid reputation for executing on promises, to the point where ASD Promotion Advertising became one of the largest promotional product distributors in the Quebec. “It’s was really word of mouth for us; people referred us because of the job we did and our reputation started to spread,” says Desrochers Today, ASD Promotion Advertising is focused on three main components: 1. A Buying Group 2. Academic Uniform Programs 3. Corporate Fulfilment
18 IMPRINT CANADA | May/June 2022
The ASD Promo Advertising Team
About 15 years ago, ASD formed a buyer group to help distributors in the province get better access to the leading suppliers in our industry. The group has steadily grown in scope to now encompass approximately 50 companies across Quebec - from digital decorators, distributors and printers. The
group is a win-win for both suppliers and ASD’s buying group in that it secures economies of scale for distributor members while securing volume orders with suppliers. “We are at the point where our members help other members with various aspects of their business, which is great,” says Desrochers. On the academic side of the business, ASD fulfils uniform requirements for schools across the province. In Quebec, many of the institutions have a adopted a half uniform requirement, meaning only tops such as polos, T-shirts and sweaters and phys-ed apparel are required to be embellished with the schools’ crests and logos. “Now we have over 10,000 students across Quebec that we outfit, and we are looking to increase that by another few thousand students in the future because this sector is growing very quickly for us,” explains Desrochers. The third main facet of ASD Promotion Advertising is corporate fulfilment programs, for which the company warehouses, decorates and delivers on catalogue programs all throughout the year. “We have 15,000 square feet of warehousing space where we house inventory for our fulfillment and recognition programs for our corporate clientele,” says Desrochers. continued on Page 20
News {BUSINESS PROFILE} Profile, continued from Page 18
While ASD focuses mainly on Quebec, their book of business contains many multinational clients with offices located globally; the company has shipped orders all over the world for its growing base of clients. Within their facility there are embroidery and screen printing departments that handle embellishment and decoration. The company struck a deal with two local decorators to sublet their operation inside the ASD facility, which was another win-win; the decorators are guaranteed ASD’s orders without having to chase business and ASD got the benefit of in-house decorating services for itself and its buying group. Desrochers explains the philosophy for ASD Promotion Advertising, which extends to its buying group partners the same as it does for their core academic and corporate clients: “If we do the best job and are working hard for you, you will stay partnered with us. We are here for all our partners 24/7/365.” He explains that forming solid relationships is what has been key to his company’s success in the industry. No order is more important than the relationship with any of his partners, clients and/or suppliers. The goal is always to ensure that the end result is a win-win for all parties involved in every order. “That’s how we do business, we are not perfect but we are very good people,” notes Desrochers. One of ASD Promo’s biggest strengths is how it excels in times of adversity and crises. Desrochers explains that in 1998, Quebec suffered their massive ice storm and it was one of the company’s best years for business as they were able to support and help local businesses with much needed products.
When the economy takes a hit, we find that customers flock to the buying power and ROI that our products can deliver.
to the buying power and ROI that our products can deliver.”
Service Above All Else
Inventory for Corporate Fulfillment Programs
A similar trend occurred post-9/11; the company remained visible and despite all the fear and uncertainty, they were able to boost sales in what would have been considered a “down year” by many. Fast-forward to more recently, during the pandemic ASD Promo pivoted like many industry players and they were able to secure a massive amount of PPE business for itself and for its buying group. “Our members didn’t need to worry about trying to find and source PPE during the onset of COVID, we had everything stocked and shelved in our warehouse for them at their service,” explains Desrochers. Rather than cutting budgets during uncertain times, ASD doubled down, remained flexible and was able to pivot quickly for its clients and partners, and this really paid off for them and their buying partners. “What I love about the promotional industry is that it’s like gold; gold is like a hedge or like a security in the stock market, and the promotional market is the same thing,” notes Desrochers. “When the economy takes a hit, we find that customers flock
Desrochers doesn’t mince words when asked about what has made his company successful. “Service your customer first and find what they need, forget about your bottom line. There may be times when you might lose money on an order but it’s the relationship that far more important than any one order.” Desrochers notes that there are two ways to make money in this industry: place a huge mark-up and do one-off orders for customers who will likely never use you again, or you keep customers for 10-15 years by delivering excellent service at fair value. In the past, they may have lost a customer to a lower cost competitor, only to have that customer return to them several months later. ASD Promo prides itself on converting over 85 per cent of its business quotations into repeat and referral business. The company has helped strengthen the effectiveness of its buying partners’ businesses as well to the point where their conversion rates are also well into the 80th percentile. Again, the focus is always win-win. The relationships that ASD works so hard to cultivate doesn’t only apply to its customers and buying partners, it’s also about its staff. “We are like a family; The company employs seven full-time staff, each of whom has been with the company for approximately 15 years,” explains Desrochers who notes that his company prioritizes showing appreciation for the people who helped get it to where it is today. “People have families, and it’s important to treat them as best we can so that they can support their loved ones.” Looking to the future, Desrochers explains that ASD is committed to growing it business and strengthening existing relationships with its partners, clients and staff. With a reputation as strong as ASD’s, the past looks to be a good predictor of the future for the company.
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WEARABLES Performance Polo The subtle touch of contrast colour makes this performance polo stand out in the crowd. The Bristol (Men’s FW7953 / Women’s FW7957) is the perfect golf attire go-to; equipped with FERST-DRY™, anti-snag and anti-bacterial features. Offered in 5 different colours in sizes XS-4XL (Men) and XS-3XL (Women). Suitable for a wide variety of decoration techniques. Contact Fersten Worldwide (800) 565-7462 or visit www.fersten.com
3 New Colourways with Black Mesh AJM is excited to introduce 3 new colourways with black mesh (BL/CH/BL, RD/CH/BL & RY/CH/BL) to the popular style 4G645M. Inspired by fashion retail trends and produced in a Constructed Full-Fit shape, it sports a plastic adjustable back strap, features a solid colour cotton peak, heather front sections and mesh back. Available in 13 stylish colourways, it makes decorating any team or company logo an easy match.
Torrent Rain Jacket Canada Sportswear is showcasing its Torrent Rain Jacket, style #2185. Made from 145 g/m2 – 4.3 oz./yd2 100% recycled polyester, this jacket features a mechanical stretch and a 5000 mm waterproof rating. The wind resistant and water repellent finish is fully seam sealed and features an adjustable drawcord in hood and body hem. Also available in Ladies. For more information, please contact Canada Sportswear, Tel: 416-740-8020 or visit www.canadasportswear.com
Gildan's New Softstyle® Ladies T The new 880 Gildan Softstyle® Ladies T-Shirt offers a stylish semi-fitted contoured silhouette that makes this piece a fashion favourite ladies will love. The super-soft 7.5-ounce lin/yd fabric drapes the body beautifully. Available in 11 colours, including solids and heathers, in sizes LS-L2XL. For more information, please visit www. mygildan.com
Please contact AJM International at 1-800-361-6256 or visit www.ajmintl.com
Columbia GOLF Omni-WickTM Best Ball Polo This style features Columbia's Omni-Wick™ technology, which pulls moisture away from the body and enables perspiration to evaporate quickly. The fabric has UPF 30 sun protection which helps prevent sunburn and skin damage. The polo has a selffabric collar, collar stand, sewn-in collar stays, and the Columbia logo on the right sleeve. This contemporary style, available in core and fashion colours, delivers performance while keeping you dry, comfortable and protected on or off the course. Columbia Golf is exclusively distributed in Canada by Catalyst Group. Please contact 1-877-602-6999 visit www.CatalystGroupBrands.com or email CG-orderdesk@catalystbiz.com
22 IMPRINT CANADA | May/June 2022
Fruit of the Loom Iconic Ring-Spun Unisex Tees Iconic Ring-spun tees are the ideal program tee – making it easy to outfit a large group for events, organizations, retail, etc. Available in multiple colours, including basics to heathers and even fashionable overdyes. Made with RING-SPUN softness and fine-gauge yarns that your customers will notice and appreciate. Please contact FOTL team at CanadaCustomerService@fotlinc.com
This button front shirt features Columbia's Omni-Wick™ technology, which pulls moisture away from the body and enables perspiration to evaporate quickly. The lightweight fabric has Omni-Shade™ UPF 50 sun protection which helps prevent sunburn and skin damage. This shirt has back vents to keep you cool all day and even includes a sunglasses cleaning patch! It is available in solid black, grey and navy as well ass the grey plaid featured.
Performance Short Sleeve Polo The Camino Performance Polo (TFX-1 | TFX-1W) is built with ultra-soft touch single jersey fabric made with environmentally sustainable 87% Recycled Polyester. Articulated action shoulders allow you to move freely without binding at the shoulder. H2X-DRY® moisture management technology draws moisture away from the skin, helping you to maintain optimal body comfort. For more information, visit stormtech.ca
WEARABLES
Columbia Slack TideTM Camp Shirt
Columbia is exclusively distributed in Canada by Catalyst Group. Please contact 1-877-602-6999 visit www.CatalystGroupBrands.com or email CGorderdesk@catalystbiz.com
The Pitch Lightweight Jacket Canada Sportswear is showcasing the Pitch Lightweight jacket, style #2250. This 100% polyester pongee features a wind resistant and water repellent finish, YKK zipper closure and lower front zipper pockets. Detailing includes elastic binding at sleeve cuff and body hem, and reflective heat transfer on back of sleeves. This unlined jacket folds into the pocket. Also available in a Ladies' style. For more information, please contact Canada Sportswear, Tel: 416-740-8020 or visit www. canadasportswear.com
Russell Athletic Essential T-Shirt This trans-seasonal collection offered in an array of adult, ladies’, and youth styles – provides the comfort of cotton combined with the benefits of performance. With Dri-power moisture wicking, odour protection and UPF 30+, these garments were created for functionable comfort that can easily transition from a causal outing to a workout. 64STTM0 is readily available in Canadian distribution centres. For more information, please contact Russell Athletic team at CanadaCustomerService@fotlinc.com
Performance Cap The Bordeaux (FP260) is a trendy moisture wicking cap with FERST-DRY™ features and an extensive list of decoration technique options. The contrasting laser perforations on the peak add a sharp edge to this modern hat. Made from 98% Polyester Pearl Nylon with 2% Cotton, offered in 6 different colour combinations, this cap is surely a golfing essential. Contact Fersten Worldwide (800) 565-7462 or visit www.fersten.com
May/June 2022 | IMPRINT CANADA 23
WEARABLES
Variegated Knit Cap
Women's Deluxe Blend T-Shirt
Look and feel fabulous in the Granby (FP270). This 6-section cap is made from 100% variegated knit and features matching premium cotton twill under the peak, as well as a 4-panel pro stitch. Suitable for several decoration techniques, this cap is offered in Black, Grey, Red and Royal. One size fits most.
The Women's Deluxe Blend T-Shirt by M&O features a contemporary slim fit, double-needle sleeve and bottom hem, and side seams. This 6 oz., 65/35 polyester/ringspun cotton blended T is great for embellishment and is available in a wide range of colours to fit any program For details please visit en-ca.ssactivewear.com
Contact Fersten Worldwide (800) 565-7462 or visit www.fersten.com
CELEBRATING OVER 95 YEARS Canadian owned & operated since 1924
Manufacturers of sewing threads, wholesalers of elastics, tapes, trimmings etc.
THREADS, BOBBINS, BACKINGS, SPRAYS, NEEDLES,SCISSORS and Sew Much More! PPE – THREADS & ELASTICS Stay Strong – Stay Safe We Are All In This Together NEWFOUNDLAND
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1-800-361-7722 The Official Hotel Headquarters of The Western Imprint Canada Show
The Best Western Plus Calgary Centre Inn offers accommodations that are truly at the centre of it all. Our location is only minutes from The Western Imprint Canada Show as well as downtown businesses & shopping, the world famous Calgary Stampede and countless other attractions. You are the centre of our attention while you enjoy hotel amenities such as oversize rooms, free high speed Internet, free parking, large indoor pool, whirlpool and fitness centre.
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STARTING AT $135 INCLUDES FULL, HOT BREAKFAST!
DEADLINE FOR SPECIAL RATE: SEPT 12, 2022 www.bwcalgarycentre.com For reservations, call: 1-877-287-3900 BEST WESTERN PLUS CALGARY CENTRE INN 3630 Macleod Trail South Calgary, Alberta T2G 2P9
2022 Western Imprint Canada Show
September 23-24, 2022 - BMO Centre, Calgary, AB 24 IMPRINT CANADA | May/June 2022
AJM is adding the colour charcoal to its Constructed Full-Fit-Five shape for style 5910M. The deeper shape with 5 panels is what is seen in the sports retail market. The seamless front panel is a perfect choice for decorations such as; embroidery, labels, transfers and printing since there is a smooth surface to work with. Made from polycotton, it has a plastic adjustable back strap and comes in 7 popular colourways. Please contact AJM International at 1-800-361-6256 or visit www.ajmintl.com
Wavelength Polo Bringing passion for design to a polo collection, The Wavelength Polo from Stormtech (NXT-1 | NXT-1W) provides a mechanical stretch fabric for superior comfort and unrestricted movement, coupled with a low-profile sublimated print, H2X-DRY® moisture wicking technology, snag resistant fabric, and UPF sun protection. For more information, visit stormtech.ca
WEARABLES
Charcoal in Constructed Full-Fit-Five
New Observer Hybrid jacket
Adult Long Sleeve Hooded T-Shirt
The Observer Hybrid Jacket, Style #4100, is made from 100% polyester dobby pongee and features a water repellent finish, trim on front body, shoulders, collar and sleeves, double layer self fabric cuff and body hem. Also available in Ladies.
The new 987 Gildan Softstyle® Adult Long Sleeve Hooded T-Shirt makes an ideal choice for cooler days. Made with 100% combed ring spun cotton for a super comfortable feel and the high stitch density fabric creates a smooth printing surface. In addition, the single ply hood makes it easy for decoration. Sizes S-2XL are available in 7 colours, including attention-getting heathers with neon yellow or dark grey draw cords.
For more information, please contact Canada Sportswear, Tel: 416-740-8020 or visit www.canadasportswear.com
For more information, please visit www.mygildan.com
Full-Zip Sweater Made from 60% cotton and 40% acrylic, this full zip alpine sweater delivers all-day comfort and great style. Perfect for seasonal layering, the Alpine (Men’s FW3013 / Women’s FW3017) is ideal for embroidery, fabric appliqué, SDT transfers, and more. Offered in black, navy and charcoal in sizes XS-4XL (Men) & XS-3XL (Women). Contact Fersten Worldwide (800) 565-7462 or visit www.fersten.com
Unisex Heather CVC Long Sleeve Tee The BELLA + CANVAS Unisex Heather CVC Long Sleeve Tee features a contemporary retail fit with side seams, tear-away label and coverstitched collar. Constructed from a 52/48 airlume combed and ringspun cotton/polyester blend. For details please visit en-ca.ssactivewear.com
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Electrical Saftey certified in Canada 1-800-565-5686
FOR FULL RANGE OF HEAT PRESSES, VISIT WWW.JOTOIMAGINGSUPPLIES.CA May/June 2022 | IMPRINT CANADA 25
The Ultimate Utility Notebook
Aware Collection of 100% Recycled Glass DezineCorp is excited to introduce the new AWARE Collection of 100% Recycled Glassware. The AWARE Collection is made with 100% recycled material. Enjoy the superior quality of the recycled glass and its unique turquoise colour inspired by the Bosphorus of Istanbul. Choose from one of 4 unique styles in this collection and let DezineCorp handle the rest of your branding needs.
The ultimate utility notebook from Kustom Promos is here - flex your muscle with the Ankara. This favourite features a flexible double side PU cover. Double ribbon, pen hoop and metal charm are great add-on options! Quick Ship in 5 standard colours/your choice of imprinting. Packaged in a poly bag. Visit https://www.kustompromos. com/products/ankara for more details
Imprint Your Tumbler In Vibrant Full Colour
For more information, please contact DezineCorp at (866) 625-7820 or visit www.dezinecorp. com to see the full collection of Aware glassware
Ezra - Executive Gifting The Ezra from Kustom Promos is a smart choice for executives and when you need a high-perceived value gift. This hardcover PU notebook features a custom magnetic clip, border stitching and ribbon. Quick ship and MOQ 100 when you choose one of the 4 standard colours EV-410 (Navy), EV-610 (Red), EV-670 (Orange), EV-700 (Black). Ask us to show you imprinting possibilities! Visit https://www.kustompromos.com/products/ezra for more details
Drinks Won’t be Diluted with the Conquest Stainless Insulated Tumbler from Windmill Canada/ ADG Promo Canada. This item is double wall insulated so exterior does not sweat & ice won’t melt for 12+ hours. The clear plastic press-on lid has a firm seal to prevent spills and slide closure that closes drink spout. The Wide 3” opening makes it easy to fill with ice. Hand wash only, the 2.75” tumbler base fits in most cup holders, making this tumbler a great choice for daily commutes. Each insulated vacuum tumbler is individually boxed. For more information, contact www.windmillcanada.ca
Recycled Wheat Straw Nash Ballpoint Pen The Wheat Straw Nash Ballpoint features a 45% wheat straw barrel with chrome accents. The pen has a click-action retractable ballpoint with black ink cartridge. Through a partnership with 1% For The Planet, one per cent of sales of this and all EcoSmart products will be donated to nonprofits dedicated to protecting the planet. Visit PCNA.com/en-ca for more details
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1-3 COLOUR LOGOS, NUMBERS, NAMES AND LETTERINGS
IDEAL FOR FULL COLOUR LOGOS AND DECALS
1-800-565-5686
WWWW.JOTOIMAGINGSUPPLIES.CA 26 IMPRINT CANADA | May/June 2022
New Stanley Classic PerfectBrew Pour Over Set
Unleash Your Creativity With the Zara Notebook
For those who take their coffee seriously! This stainlesssteel coffee maker set includes an easy to clean stainlesssteel Filter and a matching Camp Mug for brewing the perfect cup. Consider the Stanley Classic Perfect-Brew Pour Over Set (style M0200SSGR) for your next event or adventure. The perfect sustainable coffee-brewing gear!
Enjoy endless design possibilities with the ZARA Notebook from Kustom Promos! Ask them to create a full cover design with powerful photography and pictures that reflect your brand story. Hardcover notebook with matte or glossy lamination. Multiple sizes available. 100 MOQ. Ships within 3 weeks from artwork approval. Ask them about ready-made industry designs!
For more information, please contact DezineCorp at (866) 625-7820 or visit www.dezinecorp.com
Field & Co. Fireside 15” Computer Rucksack This eco-friendly backpack is made from RPET and features sherpa accents. The zippered front pocket is the perfect place for your logo and the two slash pockets will help you stay organized. Inside the zippered main compartment, you’ll find a padded 15” computer sleeve and a zippered mesh pocket. Premium add-ons such as high-quality hardware and bottom accessory straps elevate this backpack to the next level. Through a partnership with 1% For The Planet, one per cent of sales of all EcoSmart® products are donated to environmental nonprofits.
Visit https://www.kustompromos.com/products/zara for more details
Stainless Steel Insulated Thermos Magnus Pen is showcasing its 750 ML Stainless Steel Double Wall Insulated Thermos. The inner of the thermos is made of #304 stainless steel. The thickness is 0.40 mm. The shell is made of #201 stainless steel. Thermos is rust proof against regular liquids only. Item Dimensions are: 11” H x 3 1/4” D. For more information, please visit www.magnuspen.com
Visit PCNA.com/en-ca for more details
SPRAYS
SCISSORS
EMBROIDERY THREAD
BOBBINS
For all your embroidery needs please contact us
Looking for an ideal Tournament/Event giveaway Look no further...
for details contact@nexgengolf.com May/June 2022 | IMPRINT CANADA 27
Apocalypse Low Temp Plastisol Ink Monarch’s non-phthalate and lead-free plastisol screen printing ink is a textile ink for screen-printing cotton, cotton/poly blends, tri-blends, polyester, and nylon. Since one ink rarely provides the best performance for all fabrics, Monarch has crafted numerous specially formulated inks that will keep you one step ahead of the rest of the screen-printing industry. Monarch’s Non-Phthalate, lead free plastisols are no-odour inks and meet environmental requirements for printing onto textiles. Contact RB Digital for more information: Tel: (866) 688-3347 or visit www.rbdigital.ca
Unlock Your Potential With Coloreel Coloreel is a ground-breaking technology that enables high-quality colouring of textile thread on demand. This unique solution makes previously complicated designs accessible, including gradients, textures, and other stunning effects. Using only a single thread and needle significantly improves quality and efficiency, enabling immediate start up and faster delivery. Coloreel reduces waste and fosters sustainable production, by colouring the thread directly, there is no wastewater, hence no water pollution. And using a single reel of thread and needle also means minimized thread waste and minimized microfibre pollution. Contact Twiga Industries for More information, www.twigaind. com, (905) 607-9797
Leather Emblems Are Here! Emblemtek introduces its new Leather Emblems. A classic look for denim textiles, bags, jackets, sweaters, headwear and garment accessories. Embellish a wide variety of garments and textiles, such as denims, bags and caps. Add any design elements with debossing, embossing, foil stamping, laser etching or engraving, and silkscreen or UV printing techniques. Find out more at emblemtek.com
AutoBlaster Screen Cleaner • • •
The Autoblaster/ARS provides exacting screen cleaning results with every screen reclaimed. It is designed for screen sizes of 25" X 36", and moves at 1" per second. When screen is placed on conveyor, it moves through the Autoblaster/ARS where high-pressure water jets clean both sides of screen simultaneously. Screen reclaiming is no longer the worst job in screen printing.
•
Contact RB Digital for more information: Tel: (866) 688-3347 or visit www.rbdigital.ca
• •
For All Your Embroidery Supplies American & Efird Canada is proud to offer some of the most trusted brands in the embroidery industry. A&E Canada is showcasing its collection of Bataboff Bobbins, Odif Sprays & Kai Scissors. Visit www.amefird.ca or contact 514-352-4800/ 1-800-361-0787
Matsui Water Based Inks Matsui-Color provides one of the softest water-based ink pigments for screen-printing garments. With more than one century of experience in the industry, Matsui Color inks’ deliver premium quality meets the standards of modern day high-speed screen printing. Contact RB Digital for more information: Tel: (866) 688-3347 or visit www.rbdigital.ca
28 IMPRINT CANADA | May/June 2022
www.canadasportswear.com
Lightweight Jacket: Men’s L02250 Ladies L02251
Big K ImprintAd October2021 FINAL.qxp_Layout 1 2021-09-27 2:37 PM Page 1
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Pique Mesh Polo: Men’s S05735 Ladies S05736
