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A Tristan Communications Ltd. Publication

The Toronto Imprint Canada Show returns to Toronto for its 13th annual event on January 11 & 12, 2013 Canada's largest trade event of its kind will showcase the newest promotional products and apparel to the industry. Also featured will be the latest in decorating technologies, including embroidery, digital printing, screen printing, embossing and more.

Nearly 3,000 buyers visited the 12th annual Toronto Imprint Canada Show, which featured more than 100 leading exhibitors from across the Canada. For 2013, there are already more than 100 exhibitors reserved and the event is shaping up once again to be a great venue to kick off the new year.

Educational seminars are being finalized, but Imprint Canada is proud to announce that among those sessions will be feature presentations: "Social Media â&#x20AC;&#x201C; Practical Tips for Securing Business!" and "Google Demystified â&#x20AC;&#x201C; Tips for Better Rankings!" from four-time Profit 100 award-winning CEO Jeff Quipp, founder of Canada's largest and most trusted Internet marketing company, Search Engine People.

As always, exciting contests and amazing giveaways will be part of the 13th annual Toronto Imprint Canada Show. Among the sponsors, Westmount Distributors once again returns with its ever-popular Free Beer for a Year! contest, so be sure to submit your ballot at Westmount's booth.

Twiga Industries also returns as a headline sponsor and will be hosting its V.I.P. Draw where attendees will have a chance to win a relaxing and fun-filled Niagara Falls getaway!

Imprint Canada has negotiated special rates on flights with WestJet and Air Canada, as well as great room rates at the Radisson Suites Hotel Toronto Airport, and the Doubletree by Hilton Hotel Toronto Airport.

The Toronto Imprint Canada Show takes place at the Toronto Congress Centre, North Building. For more information, please turn to our "Show Preview" on pages 12 & 14.

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Volume 19, Issue 6

How to Deal With Cranky Customers Five Doâ&#x20AC;&#x2122;s and Donâ&#x20AC;&#x2122;ts for calming irate clients

By Jeff Mowatt

With the year end rush in mid-swing, perhaps youâ&#x20AC;&#x2122;ve noticed that customers are becoming increasingly hostile. Case in point, recently the highly-publicized incident where a patron in a fast food restaurant became so enraged that he attacked the restaurant manager. The customer spilled his coffee on his breakfast and when the manager refused to replace the meal, the ensuing argument led to violence that ended with the customer being arrested.

It seems that in our fast-paced frenetic world, customers are now more tired, rushed, stressed, and downright fed-up than ever before. Whatâ&#x20AC;&#x2122;s more is that trend doesnâ&#x20AC;&#x2122;t show any signs of slowing or reversing anytime soon.

Thatâ&#x20AC;&#x2122;s why in my customer service seminars, both managers and frontline employees frequently ask me how to handle the proverbial â&#x20AC;&#x153;customer from hellâ&#x20AC;?.

In the following article, Iâ&#x20AC;&#x2122;ve created a list of the Five Doâ&#x20AC;&#x2122;s and Donâ&#x20AC;&#x2122;ts for calming cranky customers. ,ZIVSa ,][\WUMZ[ ,WV\QV]ML WV 9IOM

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Get caught up on the latest industry news

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Mark Venit examines what types of names to avoid when naming or renaming your company 6

January 11-12, 2013 Toronto Congress Centre North Building

REGISTRATION NOW OPEN! visit www.imprintcanada.com

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Ted Stahl examines how to adapt to stay competitive today's ever-competitive marketplace 8 7>F C> 0??A>027 H>DA F41B8C4 A434B86=

We provide key tips to keep in mind when hiring a web developer or agency for your company's website 10

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IMPRINT CANADA

November/December 2012 - Volume 19, Number 6

Follow us: twitter.com/imprint_canada

NOVEMBER/DECEMBER 2012 In addition, most capital gains that are currently taxed at 15 per cent will jump to 20 per cent, and American marriage taxes, child tax credits and estate taxes are also scheduled to be altered dramatically.

Some economic observers are stating that odds range from 15-to-1 to 35-to-1 that a deal won’t get done before the deadline.

On the Edge Now that the U.S. Federal election has been decided, the fiscal cliff has become a topic of much discussion south of the border, as well as up here in Canada.

The fiscal cliff refers to the financial summit at which American lawmakers must sit down and negotiate various American tax rates which are set to expire, unless the American Congress takes action before December 31, 2012.

On January 1, 2013, unless there is further legislative action, Americans will see the payroll tax rate jump from 4.2 per cent to 6.2 per cent.

Individual income tax rates for six income brackets taxed at rates of 10, 15, 25, 27, 33 and 35 per cent will merge into five income brackets taxed at increased rates of 15, 28, 31, 36 and 39.6 per cent, respectively.

Striking a deal will be messy, but no one wants an overnight recession, so the worst that will probably happen is that a deal will be struck that will see current policies extended.

How does this effect us here? Canada’s ambassador to the United States in Washington, D.C., Gary Doer, said it best recently when he was quoted, “It’s a lot better for the U.S. to come to an agreement on all of the challenges they have, it’s much better to have predictability in the economy for U.S. business because if there’s no predictability, there will be a reduction in demand.

Even though we see lots of improvements in the U.S. economy, a short-term reduction in demand would be a short-term reduction in products from Canada.”

Veering away from this cliff ’s edge means that a deal gets done sooner rather than later. Let’s hope common sense prevails and American lawmakers don’t take things too close. When you get too close to the edge, panic may set in and chances of making a wrong move increase.

TM

The Canadian economy has had to become more diverse in its product offerings and trade partnerships since the economic downturn we suffered just a few short years ago.

This diversity can only help us deal with what can be called an interesting and uncertain time for our neighbours down south.

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DEALING WITH CRANKY CUSTOMERS

CONTINUED ON PAGE 11

4 6 8 10 38

INDUSTRY NEWS WHAT'S IN A NAME? (PART 2) HOW TO STAY COMPETITIVE IN TODAY'S COMPETITIVE MARKETPLACE FINDING THE RIGHT PARTNER FOR YOUR WEBSITE REDESIGN WICS COLLAGE

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WEARABLES SHOWCASE

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AD SPECIALTY SHOWCASE

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SUPPLIES & EQUIPMENT SHOWCASE

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CANADIAN APPAREL SALES AND STATS PUBLISHER Tony Muccilli : tony@imprintcanada.com PRODUCTION MANAGEMENT Adriano Aldini : news@imprintcanada.com

CONTRIBUTING WRITERS Mark L. Venit, Ted Stahl, Jeff Mowatt, Adriano Aldini MARKETING COORDINATOR Steve Silva: feedback@imprintcanada.com OFFICE ADMINISTRATOR Maria Natale: shows@imprintcanada.com GENERAL INQUIRIES feedback@imprintcanada.com, (905)856-2600 ADVERTISING SALES

Tony Muccilli (Toronto) Tel: (905) 856-2600 Fax: (905) 856-2667

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Imprint Canada is published six times per year by Tristan Communications Ltd. The contents of this publication may not be reproduced either in part or in whole without the consent of the copyright owner. The views expressed in this publication are not necessarily those of the publisher. Request for missing issues are not accepted after three months from the date of publication.

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

GST Registration #: RT892913294

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IMPRINT CANADA

Industry News Technosport announces new director of sales for western Canada Technosport is very pleased to announce the appointment of Peter Herzog as the new director of sales for Western Canada.

Peter has been with the Technosport family for the last three years and has played an important role in the success of that market. Prior to Technosport, Peter brought with him over 10 years experience in this industry both in a sales capacity and as a multiline agent.

“Peter will continue to play an important role in developing future growth, and provide vision and direction to Western Canada” said Sylvain Beauchamp, vice president of Sales.

This promotion is in conformity with Technosport’s mission to surpass the industry’s highest standards in customer service.

For more information, visit www.technosport.com

Team Glenn Howard joins Fuzion's Athlete Ambassador Program Fuzion by Kobe Sportswear would like to welcome the 2012 World Men's Curling Champions - Team Glenn Howard - to the Ambassador Program.

Team Glenn Howard is part of Fuzion's Athlete Ambassador Program and will be featured in upcoming media campaigns to promote its activewear and lifestyle wear.

The team has been outfitted in sublimated apparel from Fuzion featuring all new and exclusive Circul-Air technology that offer athletes unsurpassed breathability and mobility for curling, golfing, or any activity where performance matters.

For more information and details, please and visit www.fuzionsportswear.com

Redwood Classics Apparel partners with Sears Canada Announces opening of new joint Alberta showroom with partners Redwood Classics Apparel has confirmed a partnership with Sears Canada to distribute The Heritage Collection in Stores across Ontario On store shelves throughout Ontario since the end of October 2012, The Heritage Collection, which is Redwood Classics’ retail line, will feature a limitededition lineup of colours and styles for men and women.

Redwood is also pleased to announce that this special collection will be available to select promotional distributors.

"We are thrilled that Sears Canada has selected Redwood Classics as its choice for truly Canadian apparel," says Kathy Cheng, director of sales & marketing. "Consumers deserve a choice between products that are mass-produced offshore or garments made by specialized artisans right here in Ontario. Thanks to this agreement, quality Canadian pieces will be

available to the market at accessible price points."

All available styles will appear in the retail section of next year’s catalogue, available January 2013.

New Alberta Showroom Redwood Classics Apparel is happy to announce the opening of its new joint showroom together with

Whiteridge Inc., Windmill Canada & Headwear Professionals.

The showroom is located at #11, 5918 5 St SE, Calgary, AB. and is open daily from 9am - 4pm.

For more information, please contact Colleena, Tel: (403) 294-1213. Her email address is: calshowroom@whiteridgeinc.com.

Sylvie Chan, Redwood's western Canada sales support representative is also available to personally deliver samples in the Calgary area. To arrange for this service, please email: westerncanada@redwoodclassics.net.

Trimark Sportswear appoints two new national sales managers Trimark Sportswear announced three significant changes to its sales structure and organization. These changes are designed to enhance Trimark's management team and also provide additional support to its field representatives.

Mark Alexander has been promoted as Trimark Sportswear's national sales manager – Corporate channel, effective January 1, 2013.

During the past two years, Mark has managed and developed the golf and resort retail sales team, which has been the largest growth areas for the company with sales increases over 25 per cent.

Mark's ability to execute strategic plans, plus his industry knowledge and experience will no doubt be an asset to Trimark's important corporate channel.

In addition, director of sales Diane Barrow has announced the combination the Golf & Resort channel with the Team & University channel, which consolidates and streamlines leadership.

"These channels are significant growth areas and I have therefore promoted Rocky Dundas to become our national sales manager Retail division, effective January 1, 2013," said Barrow in an press release on the company's website. For more information, please visit www.trimarksportswear.com.

Windmill Canada Acquires Deerfield Calendars Windmill Canada, a division of ADG Promo, has acquired Deerfield Calendars, and is now offering greeting cards and desk and wall calendars, among other products.

"This acquisition was based on opportunity in terms of product and location," says Eric Vachon, national sales manager, "as well as the chance to join the Deerfield collection as part of the ADG group of companies. We are eager to implement the same Corporate Social Responsibility and sales tactics we used with the success of Windmill, Saratoga, Adimages and Arlington Keepsakes."

For more information, visit www.windmillcanada.ca.

American Apparel announces third quarter 2012 financial results Donates apparel to assist in relief of Hurricane Sandy American Apparel Inc., announced in comparison to the third quarter of 2011, net sales increased 15 per cent to $162.2 million (all figures U.S.) on a 20 per cent increase in comparable store sales in the retail business, a 6 per cent increase in net sales in the wholesale business and a 1 per cent increase in the average number of stores.

"We are pleased with our third quarter results that again show solid growth and continuing momentum in all business segments and major geographies," stated Dov Charney, CEO and chairman of the board of American Apparel Inc. "Significant sales growth allowed us to more than double our EBITDA performance to $13 million for the third quarter of 2012 from $6 million for the third quarter of 2011. Year-to-date our EBITDA performance has improved to $19 million from $5 million for the corresponding period last year. As we improve store productivity and aggressively grow our online and wholesale businesses we expect operating expense leverage will allow us to continue to significantly grow EBITDA performance."

The chart below shows components of the net sales increase for the quarterly period ended September 30, 2012 as compared to 2011:

IMPRINT CANADA

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12-11-07 11:25

Industry News (continued )

What’s In a Name? - Part 2: Names to Avoid and What Qualifies as a Dream Name?

By Mark L. Venit, MBA

In Part I of this series - What’s In a Name?- Part 1: Criteria for Selecting a Company Name or Re-naming Your Company we looked at the realities of thinking about a name change, considerations for determining whether a new name is in order, and a list of 10 categories of variables to help you open your search for your company name.

The list was designed for your retention and retrieval for when you get serious about brainstorming the subject.

Now let’s turn our attention to some of the types of names that you shouldn’t consider, as well as the types of company names that have inherent limitations, evince little creativity, or are weak in developing a distinctive, differentiated business name.

Once we’ve explored poor names, we’ll look at the elements of the direct opposite – aka “dream” names.

NAMES YOU SHOULD NOT CONSIDER 1. Overused and Trite Names: Avoid company names that are overused. Even though you probably don’t see industry databases in the normal course of business, I however do. That’s because, among other things, I’m engaged by clients for marketing projects entailing the use of vendor databases as well as those for customers, subscribers, attendees, website visitors, buyers, click-throughs, users and former users, et cetera.

Having exposure to this information, I can tell you two particular forms of company names in our industry guarantee your vendors and industry peers will yawn when they see them: these include anything with the words “creative” or “unique’ in the title.

While names with these words might seem attractive to you at first, (without intending to offend anyone) I can tell you that companies with these words are usually neither creative nor unique. While my admonition here may seem counterintuitive to you, trust me on this one.

2. Local/ Cliché Names: If your business resides in Chicago, New York, Toronto or Vancouver, do you want to join thousands of other enterprises using Windy City, Big Apple, T.Dot or Van City in their names? If you take these

easy cop-out solutions, you can count on getting lost in the shuffle and becoming just another gallon of water going over Niagara Falls.

3. Letters, Initials, and Personal Names: Avoid wherever possible resorting to using personal names (first and/or last), or your initials, or contractions of earlier names.

It creates no buzz and serves in most cases to devalue a company when an owner decides to sell the business.

Just because Al and his brother Frank go into business does not mandate that the company be named Al & Frank’s Printing, or A-F Design, or A & F Embroidery, A-F Laser Engraving, et cetera, et cetera, et cetera. Two Brothers Screen Printing isn’t much better. Get my drift?

If your company name is a combination of anything like this, congratulations, you have a snoozer on your hands.

Worst than that, names such as these also guarantees a mom-and-pop connotation - deservedly or not - which becomes an inhibiting factor when trying to sell to future buyers, especially if the company grows big enough to warrant look-sees from corporate buyers.

Yes, there are some major exceptions to the admonition against personal names. Perhaps the greatest being fashion merchandising companies where the signature designer’s name – be it a real person, perceived person or entirely fictitious - is the single most influential element to the product line.

E.g., Ralph Lauren, Tommy Hilfiger, Chip and Pepper,

Products. MASS-PERV Products. (Nice, eh!? I’ve seen worse! Trust me?)

In research done on company names, the findings on names formed with abbreviations, initials, or hybrid-contraction words have shown a range of inherent weaknesses, the biggest of which include the loss of identity and loss of association with the company’s core product or service.

There is however, a huge exception to this general admonition, which is that the use of initials to brand a company works best for companies whose earlier and much longer names had broad commercial awareness, positive connotations and economic success. That’s why using letters has proven to be successful for re-branding firms such as CN (derived from Canadian National Railway) Atlantic Telephone & Telegraph (AT&T), International Business Machines (IBM), American Broadcasting Company (ABC) and their rivals Columbia Broadcasting System (CBS) and the National Broadcasting Company (NBC) in the US, and the National Biscuit Company (Nabisco).

And then there are Dream Names: Though an elusive undertaking, try - if you can - to achieve a “Dream Name.”

That’s what I call a name which provides the ultimate flexibility in marketing; a name that can work as a company name as well as a product line trademark, a label, as a retail store name, a catalogue name, a domain name, a name that could be extended to brand other businesses and product lines.

Finding a dream name isn’t an absolute necessity. In fact, I’d rather discover a great name that gives the company and product strength, staying power, and other wonderful benefits, than a find a dream name that’s already taken and cannot be trademarked, or isn’t available as a domain name.

Liz Claiborne, et cetera. Other notable exceptions are But don’t give up. names with huge marketplace recognition, usually Then, again, what’s getting more difficult every day is around for years, decades, or longer i.e John Deere, Ford, finding great names and dream names that are able to merit Chevrolet, Zeller’s, and, well, for nostalgia’s sake, Eaton’s. both trademark approval as well as a domain name that isn’t Oftentimes, letters or initials become an easy shortcut yet taken or won’t cost you as much as much to secure as, to trimming existing company names because the name is say, a powerful politician. too long, it may no longer describe what the company does, Does that mean the name solution is sometimes a second or has developed negative connotations as perhaps after a name? Or more? Indeed! And we’ll be looking at that posscandal, a bankruptcy, or a crisis stemming from a lawsuit. sibility, along with other mechanisms to help better position Letters and initials are used often when the company your company name, in Part 3 of this articles series, which will name has evolved into a beast, such as when companies run in the January/February 2013 issue of Imprint Canada. keep adding to the names and end up as Mike Andrew’s By the way, should you happen to come up with a name Signs, Screen Printing, Embroidery, Recognition, and Vinyl that's so good that you’d like to protect the use of it throughout North America (or globally) you should investigate trademarking the name for your own protection and peace of mind.

You’ll need to do some research here to see if names and marks might already belong to someone else. Try the resources available through the Canadian Intellectual Property Office [www. cipo.ic.gc.ca] and in the US, the Trademark Electronic Search System (TESS) from the United States Patent and Trademark Office [www.uspto.gov].

I’ll venture that reading this article (and Part I) has been slow going for you at times due to the several pauses you’ve probably Features: made in the course of being stuffed with ideas, as one or two of UV LED unit them might have hit home or stimulated further ideas and variaUp to 1,440×1,200 dpi tions of names you’ve already had in mind.

Hopefully this series will have served up ample food for thought 3 different ink sets for hard or flexible substrates so far. Stay tuned for Part 3!

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Max. print size: Width: 11.8” Length: 16.5” Media Thickness: 5.9” Automatic Table Height Adjustment Automatic ink circulation system prevents pigment sedimentation Simultaneous white ink under or overprint that does not slow down the printing speed

Mark L. Venit, MBA, provides management and marketing consulting and proprietary research to apparel graphics companies throughout the Americas and Europe. He’s the author of several books and over 500 articles published in trade magazines and professional journals. His book, The Business of T-Shirts: A Textbook for Success in Marketing and Selling Decorated Apparel, released in March 2011, is available from Stahls' Canada and from the author.

Venit is engaged extensively as an expert witness, qualified in all U.S. and Canadian jurisdictions in the areas of trademark and copyright applications, business conventions and trade practices in the apparel graphics industry. A former professor of advertising and marketing, Venit earned his bachelors and masters degrees at Temple University in Philadelphia, Pennsylvania. Mark Venit can be reached at: markvenit@cs.com, 410.641.7300.

IMPRINT CANADA

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12-11-09 09:30

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What Are You Doing to Adapt for Success in Today's Competitive Marketplace?

By Ted Stahl

As we go rushing headlong into the future, sometimes it pays to reflect back on the past.

William Durant (1861â&#x20AC;&#x201C;1947) was a leading U.S. automobile industry pioneer and creator of General Motors. Within three years, he went from running the countryâ&#x20AC;&#x2122;s largest carriage manufacturer to being the worldâ&#x20AC;&#x2122;s largest automobile manufacturer.

So whatâ&#x20AC;&#x2122;s that got to do with custom garments? Nothing specifically; itâ&#x20AC;&#x2122;s more of a big picture concept that can be applied to any business. For example, when Durant predicted there would come a time when they would manufacturer 500,000 automobiles a year, people thought he was nuts. But Durant understood that customers would want more than one style, colour or brand of car.

Durant had a vision, he understood the market and he made it happen - quickly!

He changed his business to adapt to the way customers wanted to do business.

Is that a lesson you can learn from?

Youâ&#x20AC;&#x2122;ve probably thought about unrealized potential in growing your business. A question that should have come up in the process is: What are the markets youâ&#x20AC;&#x2122;re not going after? More importantly, what limitations are you placing on yourself that prevent you from new growth in new markets?

Sometimes even successful businesses with high volume sales become consumed with what theyâ&#x20AC;&#x2122;re ,ZMI\QVO IVL LQ[XTIaQVO QVVW^I\Q^M [IUXTM

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NZWV\ TM\\MZQVO LM[QOV[ TWWSQVO NZM[P This is what is happening in the custom garment decoration business today. There are more and more new business start-ups getting into the industry than weâ&#x20AC;&#x2122;ve seen in recent decades.

As we head into 2013, I donâ&#x20AC;&#x2122;t expect this trend to stop. The economy is demanding it and heat printing is one of the fastest, easiest ways to start a new custom printing business.

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As time consuming as it might seem, before heading into the new year, you may want to set aside some time to figure out where your business services and practices currently stand with your customers.

One way to do this is to ask your customers. You could ask them to fill out a satisfaction survey, or you could just make it a policy to ask them directly when they pick up their order - â&#x20AC;&#x153;Were 4MMX WVM [\MX IPMIL WN aW]Z KWUXM\Q\WZ[ Ja WNNMZQVO

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you satisfied with the way we handled your order?â&#x20AC;?

[KPWWT TWOW[ []KP I[ []JTQUI\ML \_QTT - or - â&#x20AC;&#x153;Is there anything we could have done differently to better meet your needs?â&#x20AC;?

Getting feedback from customers is not an easy task, but the more often you attempt to get feedback, the more of it you will have. What you ultimately decide to do with that feedback is another story.

>]T ^U cWT \^bc SXUUXRd[c QPaaXTab c^ Rdbc^\Ta ^QbTaePcX^] Xb cWT QT[XTU cWPc h^d P[aTPSh d]STabcP]S h^da Rdbc^\Ta Author Jeremy Gutsche, Exploiting Chaos

Make Buying from Your Company Less Stressful In addition to custom shops on the internet, another trend weâ&#x20AC;&#x2122;ve seen is garment manufacturers offering low-volume personalization directly to their customers, essentially cutting out a layer of business for many. This means that everyone is looking for ways to make the buying experience easier and less stressful on the purchaser. What is your company doing to make your buying experience less stressful?

Reflect and Think Now we have to ask ourselves these hard questions:

1. What can I change about my customersâ&#x20AC;&#x2122; buying experience?

What Do Your Customers Really Want?

2. How can I make it easier to order custom apparel?

My point is basically that you CANNOT be seduced by complacency. There might be new competitors in your market who are going after the customers you have been serving for a long time. Why are they succeeding in what should be your own â&#x20AC;&#x153;backyard?â&#x20AC;?

Like author Jeremy Gutsche writes in his book, Exploiting Chaos, â&#x20AC;&#x153;One of the most difficult barriers to customer observation is the belief that you already understand your customer.â&#x20AC;?

Todayâ&#x20AC;&#x2122;s customers have more options than ever when it comes to ordering custom garments. They want custom decorating on demand, they want custom artwork, and they want it now. In addition, todayâ&#x20AC;&#x2122;s customers want to be able to see what their shirts will look like before they order them. There are hundreds of internet companies that can make this happen. Can you?

3. What other complementary products can I offer the same customers? (i.e. Signs, banners, bumper stickers).

4. How can I keep customers from going to newer, price-busting competitors?

In order to succeed, you need to know that you will need cutting-edge art and innovative garment decoration ideas for your customers. You will need to remain strong in providing the products your customers need, want and are willing to pay for.

Donâ&#x20AC;&#x2122;t Delay Another thing about Billy Durant; he was always in a hurry. He went from being the largest, vertically integrated, carriage manufacturer to the largest automobile manufacturer in just three years. He really got it. He saw the writing on the wall when it came to customerâ&#x20AC;&#x2122;s needs changing, he wasted little time in doing what he felt he needed to do in order to be ready to serve them.

Itâ&#x20AC;&#x2122;s time to take a hard look at your business and understand what it is that you are NOT doing to increase market share. Because, if youâ&#x20AC;&#x2122;re not increasing market share every month, your competitors are!

REMEMBER: Opportunity is where you find it, not where it finds you.

Ted Stahl is the Executive Chairman of the Board of GroupeSTAHL, an international group of companies specializing in heat printing methods.

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Stahl is a well-known industry veteran with more than 40 yearsâ&#x20AC;&#x2122; experience in all aspects of apparel graphics, from manufacturing and marketing, to product design and retail operations.

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In 2010, Stahl was inducted into the National Sporting Goods Association Hall of Fame. You can follow Ted on his blog: www.tedstahl.com

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How to Find the Right Partner for Your Website Redesign Thinking of a website redesign but don't know where to start? Here are some tips to find the right talent for your company

By Adriano Aldini, Imprint Canada

It's needless to say that websites are an absolutely vital component for almost any business, small or large. Websites don't just build themselves; undertaking the endeavour of building a new web presence - or redesigning your current one - can be a daunting task to say the least.

The conundrum for the business owner is that there are a host of important choices to make with regards to look, feel and design of what will be your company's web presence.

To overlook the importance of these decisions is a common mistake that far too many business owners have later come to regret. The choices you make regarding the design and development of your site will determine not only how your clients interact with your business, but also your level of online business activity.

A few critical initial questions a business owner needs to ask themselves include: "What kind of website do I want for my business?" "Do I need outside help building my site?" "If I need help, how do I go about selecting a website developer?"

Once you and your team have a developed a rough outline of the fundamental features you want your site to contain - i.e. will it feature an e-commerce component; will there be an online catalogue; what social media integration features will it contain; will you incorporate online customer service support, et cetera - you will most likely need to outsource a design company or hire a developer to build it.

If your company already employs a design team that is web savvy, then you may decide that you want to keep this project in-house. Oftentimes however, the need to outsource a project of this scale is required as work of this nature may be too time consuming to have your artists devoted to it during business hours, or conversely, the programming required may very well be outside their skill set.

So assuming you do need help, how do you best go about finding the right person or team for the job? While there is no one right way to go about this task, the tips provided below may help you navigate this important process more effectively and efficiently.

Research: Before you begin your recruitment process, ask yourself these questions: How complex does my website need to be? Does my website require a one-of-a-kind design, or would a pre-made template work just as well? Do I have the technical capability to do any of this?

Studying your competitors' websites or other sites that contain features you would like to incorporate is not a bad place to start. The more detail you have regarding the functionality you want your site to feature, the easier the process will be when trying to select the right developer or team to build it.

Have a plan: You need to know what your goals are and how to convey them to a developer BEFORE you hire anyone. If you aren't sure of your goals â&#x20AC;&#x201C; WAIT. Do not hire anyone

unless you are completely sure that they have a solid understanding of your needs and objectives. And if YOU can't tell them, who will?

Details like how many pages you need and what kind of functionality you require, will help you effectively convey the project scope to a potential hire and get a more accurate idea of the work and time involved.

Finding Talent Whether you're looking to hire a part-time freelancer or a full-time web developer to join your staff - or you're looking to contract a web design agency - the decision regarding who will be responsible for building your business' web presence is not one which should be taken lightly.

An important thing to keep in mind is that it is rare to find one person who is both a savvy web designer and a brilliant developer. So if your site will require a great deal of complex elements, then you should know going into the project that you may very well need a programmer (who will develop the structure and back end functionality of the site) as well as a designer (who will create the visuals). E-commerce, in particular, can require a high degree of technical knowledge and experience to develop and maintain; complex elements such as these are where it's shrewd to find a programmer who is experienced in this field.

Look for Experience & Reputation: These are THE attributes to consider when engaging any professional. Ask for references and for a list of sites they have already worked on.

This is the type of the industry where poor workmanship is very evident, so the longer a designer or firm has been in business, the more likely that they will bring with them a track record of satisfied clients (especially ones that you can talk to first hand). Don't be afraid to ask for referrals; getting real feedback from people that have already worked with this person or firm can help you determine the candidate's professionalism, work ethic, understanding and overall fit.

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Don't allow price to be the only factor: Establishing an initial budgetary

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estimate that you are comfortable with for the entire project is a good thing to have to refer back to you. It's important to keep in mind that if you have not had very much experience in this field, your budgetary expectations may be unrealistic.

Think of it this way: imagine someone who knows very little about cars is looking for a new vehicle with a budget of $10,000. If they liked the look of BMW's, they'd be in for a rude awakening when he or she eventually goes shopping.

While budgets are extremely important for any business, your online presence is not the place you want to cut corners. Going with the cheapest possible solution you can find is not going to be your best on most occasions. @MJ[Q\M ;MLM[QOV KWV\QV]ML WV 9IOM

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all the while making the client feel better by allowing their frustrations to be heard.

1. Do consider the big picture; Donâ&#x20AC;&#x2122;t focus on the single transaction

4. Do apologize for errors; Donâ&#x20AC;&#x2122;t over explain

The fast food fisticuffs could have been avoided if the restaurant manager (or better yet, the frontline employee) would have cheerfully replaced the patronâ&#x20AC;&#x2122;s meal for free.

The incremental cost to the restaurant would have been nominal, and the loyalty and subsequent return on investment would have been substantial. Instead, the manager took the low road and focused on the cost of the meal and the fact that it wasnâ&#x20AC;&#x2122;t the restaurantâ&#x20AC;&#x2122;s fault. The manager should have probably been a litigator as he certainly wasnâ&#x20AC;&#x2122;t a business person.

2. Do acknowledge feelings; Donâ&#x20AC;&#x2122;t say, â&#x20AC;&#x153;Calm downâ&#x20AC;? Ever!

Can you think of a single example in the history of the world when telling somebody to â&#x20AC;&#x153;Calm downâ&#x20AC;? did anything other than make things worse? Right. Me neither. Itâ&#x20AC;&#x2122;s never appropriate to tell someone how they should feel. On the contrary, youâ&#x20AC;&#x2122;ll improve their demeanor by validating their feelings with empathic statements like, â&#x20AC;&#x153;That sounds frustrating.â&#x20AC;? - or - â&#x20AC;&#x153;I understand your concerns.â&#x20AC;?

3. Do ask the four W's; Donâ&#x20AC;&#x2122;t ask â&#x20AC;&#x153;Whyâ&#x20AC;?

When a customer has a problem and you need the pertinent details, ask The Four W's: who, what, where, and when. But avoid asking Why. Generally, the response to â&#x20AC;&#x2DC;why something went wrongâ&#x20AC;&#x2122; is that the product or service was inept. Imagine asking a customer, â&#x20AC;&#x153;Why didnâ&#x20AC;&#x2122;t you check the decorated samples before sending them to your client?â&#x20AC;?

This is not constructive and will almost always make the situation worse.

By asking the other Wâ&#x20AC;&#x2122;s, you will be able to gain comprehensive insight into the overall specifics of the issue,

Over the 20 years that Iâ&#x20AC;&#x2122;ve written and delivered customized customer service seminars, Iâ&#x20AC;&#x2122;ve discovered that the main reason that customers become irritated is simple - the organization broke a promise, either one that was either expressed or implied.

Telling a customer, â&#x20AC;&#x153;Iâ&#x20AC;&#x2122;ll call you backâ&#x20AC;?, then neglecting to do so is lying. Conversely, if you normally complete a project in three days, but this time it takes three weeks, you have broken an implied promise.

In both cases, the customer didnâ&#x20AC;&#x2122;t receive what they were expected, so the real need for an apology exists. Itâ&#x20AC;&#x2122;s also helpful to give them something extra to make up for the inconvenience factor. If there are extenuating circumstances, then give the customer a brief explanation. But keep it short.

Going into lengthy details about why you couldnâ&#x20AC;&#x2122;t keep your end of the bargain sounds like trying to rationalize poor service. It only makes matters worse. The KISS principle applies here; keep it simple and move on.

5. Do be respectful; Donâ&#x20AC;&#x2122;t become a doormat Some customers are not at their best when they get angry.

Theyâ&#x20AC;&#x2122;ll shout, swear, cry, and/or even become abusive.

PLEASE NOTE: this does not give you permission to react in kind. We do need to be respectful, however you donâ&#x20AC;&#x2122;t need to be a doormat.

Imagine a customer, upset about a late delivery, is swearing at a supplier on the phone. In that case the supplier would do well to respond with something like, â&#x20AC;&#x153;Sir/Madam, I want to help you. Using that language however, is preventing me from focusing on resolving this issue. So Iâ&#x20AC;&#x2122;m going to ask you to stop using that language so we can focus on fixing

the problem.â&#x20AC;?

If the customer continues with the verbal abuse, close the conversation with, â&#x20AC;&#x153;Sir/Madam, as I explained earlier I want to help you, but I cannot do so you when youâ&#x20AC;&#x2122;re using that kind of language. Iâ&#x20AC;&#x2122;m going to hang up now, but please call back when you can talk to me without using that language.

Goodbye.â&#x20AC;? Then go immediately to your supervisor and give them the details of the conversation. That way, theyâ&#x20AC;&#x2122;ll be forewarned when the customer calls back demanding to talk with the manager.

Bottom line: Have empathy and exude understanding Who among us can claim that - as a customer - weâ&#x20AC;&#x2122;ve never been terse or worse with a service representative who was in no way responsible for the foul-up? Some customers are cranky because stuff happens in their lives that has nothing to do with you. Other customer have more than reason to be unhappy. So, before becoming too self-righteous or casting proverbial stones at those miserable customers, weâ&#x20AC;&#x2122;d do well to put ourselves in their shoes before reacting in any way.

Itâ&#x20AC;&#x2122;s also worth remembering that if work was supposed to be fun they wouldnâ&#x20AC;&#x2122;t need to pay us.

Dealing with upset customers sometimes comes with the territory. Fortunately, by learning to handle difficult customers well, youâ&#x20AC;&#x2122;ll make them even more loyal than before the foul-up. That makes the job less stressful and more rewarding for everyone.

This article is based on the bestselling book, Influence with EaseÂŽ by customer service strategist and certified professional speaker Jeff Mowatt.

To obtain your own copy of his book or to inquire about engaging Jeff for your team, visit www.jeffmowatt.com or call toll free 1-800-JMowatt (566-9288).

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Think long and hard about what you are buying: your website is essentially the global face of your business in the virtual world. It will also be the vehicle that is going to generate revenue for your business, so your website is the last thing you want nickel and dime.

While you don't want to go with the cheapest possible option, this doesn't necessarily mean you that need go with the most expensive option either. As is the case with many things in life: expensive doesn't always equal better. The key is to find the solution that delivers the most features to meet the requirements your business needs at the best possible price.

Be sure to compile sufficient Requests For Quotes (RFQs) as this will allow you to examine and compare a healthy cross section of options being presented to you by bidding candidates. By collecting a good number of quotes, you will be able to dissect the RFQs to see what elements the various bidders have included, and how comprehensive each quote is with respect to their competition. You will quickly realize that many web developers will have developed different solutions to address the same requirements. Asking questions regarding RFQs is also a good way to get a gauge of the customer service you can expect to receive if you choose a given candidate.

Trust Your Decision: Remember that what you are looking for is talent and expertise. When you visit your doctor, dentist, lawyer or accountant, you listen to them because you trust that they're the professionals. Now apply this thinking to your website development project when you decide that you think you know better than the web developer you hired (or are thinking of hiring). If you made the choice to contract a developer or team, then listen to what he or she or they are telling you. If you're not willing to listen to their recommenda-

tions and trust their judgment, then save your money and try building the thing yourself.

Avoid packages: You've probably seen these types of packages on the internet when looking for a web designer. You'll find sites that offer a Gold, Silver,and Bronze package (or some version of good / better / best options). Typically these pre-designed packages offer hourly rates and come loaded with additional fees.

CWT \^aT STcPX[ h^d WPeT aTVPaSX]V cWT Ud]RcX^] P[Xch h^d fP]c h^da bXcT c^ UTPcdaT cWT TPbXTa cWT _a^RTbb fX[[ QT fWT] cahX]V c^ [^RPcT cWT aXVWc STeT[^_Ta ^a cTP\ c^ QdX[S Xc Avoid these packages at all costs. There's very little chance that a developer can provide a customized website of any kind - especially one which meets the complete requirements of your business - based on some random pre-determined package rate. Any programmer, developer or designer worth their salt should tell you that they cannot give you an accurate quote if they are not given a project brief, at the very least. Any professional developer WILL tell you that he or she needs to know what exactly is being developing before providing an accurate estimate or proposal.

If you find yourself looking for a package deal, just make sure it's for your vacation and not your company's online presence.

Know how to request a quote: Refrain from ever contacting a developer and saying, "Can you have a look at my site and tell me how much you would charge to redesign it?"

If you do this, you are just asking for trouble, and here's why: a) You are telling the developer you have no idea what you need. b) If a developer sends back an email that says, "I looked at your site and it would cost $X to redesign it or to fix it" â&#x20AC;&#x201C; RUN, don't walk.

Never hire a developer who doesn't want to talk to you first. A developer worth hiring is the one who wants to know the in's and out's of your project, your company, your competition and where you fit in your respective industry.

When asking for a quote, provide a project outline which breaks down the fundamental elements your business requires, and then include the elements you would "like to" have. Segregating the needs from the wants will be vital when it comes time to make tough budgetary decisions.

When requesting a quote, another good idea is to ask the developer or development team to outline the project into a time-framed approached that breaks the overall project into smaller incremental tasks. This will allow you to see how a developer would tackle the project step-by-step, as well as giving you the leverage and ability to adaptively monitor the evolutionary development of your site according to this outline. This will avoid the common issue of lengthy and expensive revisions.

Say you hired an agency to build your website for which they have stated will take 3 months to complete and 2 months into it, they present a rough working model that is not at all what you had envisioned or asked for. This has now cost you two-thirds of your timeline and who knows how much in revisionary work.

By having the project broken into smaller time-frames, you are facilitating constant collaboration and dialogue between you and the developer which will encourage rapid and flexible response to change. This will save you time, money and a lot of stress over the long run.

Don't Forget to Inquire About Ongoing Support Once you are satisfied that you have found the right candidate for your site's build, your relationship with the developer shouldn't end once the project is completed.

You will undoubtedly need support to maintain and update your site (unless you want to try to handle that in-house).

Looking for a long-term development partner is a wise move because it's more than likely that you'll need tweaks to your site or tech support down the road. The security of having the developer who actually built the site to answer questions, fix problems, or even to upgrade the site at a later date will be enormous. You could always hire a freelancer to maintain and update your site, but the familiarity that the original developer will have with your site's code and functionality will go a long way in helping to resolve any unforeseen issues or fixes that potentially need to made when your site is live.

By keeping these recommendations in mind when looking for the right solution to your company's online presence, you'll be better armed to navigate the tricky technical waters that come with looking for the right partner to build your site.

Best of Luck!!

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IMPRINT CANADA _ 1RYHPEHU 'HFHPEHU

Focus on the brand, not the backing.

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1RYHPEHU 'HFHPEHU _ IMPRINT CANADA

The

13thAnnual

Toronto Imprint Canada Show

presents Four-time Profit 100 award winning CEO Jeff Quipp

Founder and CEO of Canada's largest and most trusted Internet marketing company: Search Engine People

Friday January 11, 2013 (9 a.m. - 10:30 a.m.)

SOCIAL MEDIA:

PRACTICAL TIPS FOR SECURING BUSINESS! Friday January 11, 2013 (11 a.m. - 12:30 p.m.)

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Call (905) 856-2600 or e-mail feedback@imprintcanada.com to reserve your spot.

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According to Trendex North Americaâ&#x20AC;&#x2122;s Canadian Apparel Insights - October 2012 edition, apparel inflation is on the rise as the Consumer Price Index increased by 6.1 per cent during September 2012 (for total apparel) over the previous month. The report also cited that the value of Canadian clothing manufacturing shipments in August 2012 decreased by 15.9 per cent compared to the same month a year ago, with year to date clothing manufacturing shipments down 9.4 per cent.

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what the pros wear

Newest styles from #1 selling brand in Italy 100% polyester superior moisture wicking fabrics

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fresh VARIETY IN NEW STYLES

Now, fresh comes with a choice. The new Heavy Cotton HDâ&#x201E;¢ Collection from Fruit of the Loom ® Activewear is available in 6 different styles.

And with increased fabric density, youâ&#x20AC;&#x2122;ll get vibrant prints for a truly great value.

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FruitActivewear.com 888.378.4829 ©2012 Fruit of the Loom, Inc.

©2012 Fruit of the Loom, Inc.

fresh

CHOICES

Our new Heavy Cotton HD™ Collection offers choices that are fresher than ever.

Take, for instance, the new Youth Long-Sleeve T-Shirt or the new Ladies’ T-Shirt.

There’s also our overall expanded color offering. Any way you slice it, we now offer more styles, sizes and colors to meet your decorating needs. Best of all, the collection offers one of our densest fabrics yet for incredible consistency and a superior decorating surface.

FruitActivewear.com | 888.378.4829