IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS E9Q'BMF= *()1
A Tristan Communications Ltd. Publication
Volume 26, Issue 3
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A three-part feature series written by Garry Bell, industry veteran, sustainability advocate and VP Corporate Communications at Gildan Activewear Inc.
Retail headlines from global markets are highlighted.
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MF<=JKL9F<AF? L@= AEH9;L G> QGMJ HJG>AL H=J K9D= Management consultant and author Jill J. Johnson outlines how and why itâ&#x20AC;&#x2122;s critical for businesses to assess what their profit per sale is. 6
>AN= :9< KG;A9D E=<A9 @9:ALK L@9L OADD JMAF QGMJ :MKAF=KK Customer service and marketing expert Marc Gordon explains common social media behaviours that businesses should stay away from . 8
LGH L=D=H@GF= LMJFG>>K Customer service and sales specialist Jeff Mowatt outlines how to improve your telephone communication with clients. 16
Each and every day you see stories about another 100-year storm, 500-year flood or some other extreme weather event. Our news feeds tell us about micro-plastic fibres finding their way into the fish we eat and the water we drink. â&#x20AC;&#x2DC;Sustainabilityâ&#x20AC;&#x2122; is relevant to us all and the global challenges we face as a result of climate change are very real, both in the risks they create to our business/personal lives but also in the opportunities they present to us. This three-part series offers an industry veteranâ&#x20AC;&#x2122;s perspective on the complex topics covered under the banner called â&#x20AC;&#x2DC;Sustainabilityâ&#x20AC;&#x2122;, sharing insights into the tremendous opportunities for your businesses (and you!) that are being created along the way. It is our hope that these articles will inform you in running a better business, in creating a better solution for your clients, and in making informed choices that drive positive impacts. While many of the articles you will read on â&#x20AC;&#x2DC;climate changeâ&#x20AC;&#x2122; and â&#x20AC;&#x2DC;sustainabilityâ&#x20AC;&#x2122; depict gloomy scenarios and outcomes, Garryâ&#x20AC;&#x2122;s belief is that we are at a great moment in this journey right now, where a convergence of forces is driving real change towards a more positive future. We actively encourage you to share your thoughts and perspectives with us on these important topics by emailing us at news@imprintcanada.com. <][\IQVIJQTQ\a ;]VVQVO I +M\\MZ +][QVM[[ NMI\]ZML WV 9IOM
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F=O HJG<M;L KHGLDA?@LK Leading suppliers showcase their newest product offerings. 24
Not a week goes by that I donâ&#x20AC;&#x2122;t hear from a frustrated printer trying to figure out why their previously successful sales and marketing campaigns just donâ&#x20AC;&#x2122;t seem to be working as well as they used to. Conversely, I speak with the new generation of millennial business owners, who have grown their businesses to the $3 million annual revenue range in just a few short years. On the surface, it would be easy to identify the use of digital marketing methods and tactics like content marketing, email campaigns, Google AdWords, Facebook advertising or search engine optimization. They certainly play a role, but they arenâ&#x20AC;&#x2122;t the main factors in what will prove to be the successful components for marketing =PM SMa LQNNMZMVKM JM\_MMV \PM WTL QVL][\ZQIT MKWVWUa IVL
in the digital economy. \PM LQOQ\IT MKWVWUa KIV JM []UUML ]X I[ p\PM ]VQ\ WN WVM q The key difference between the old industrial economy and the digital economy can be summed up as â&#x20AC;&#x153;the unit of one.â&#x20AC;? Weâ&#x20AC;&#x2122;ve seen the trend in order size diminishing for over a decade. It is all moving to a unit of one, and this is what digital is all about. -QOQ\IT .KWVWUa KWV\QV]ML WV 9IOM
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