December 2020

IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS DECEMBER 2020

A Tristan Communications Ltd. Publication

INSIDE THIS ISSUE SUPPLIER NEWS

4

HOW TO CREATE ENERGY IN YOUR VIRTUAL PRESENTATIONS

Communication expert Angela DeFinis highlights tips on how to deliver impactful, energetic virtual presentations .

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NEW PRODUCT SPOTLIGHTS

Leading suppliers showcase their newest product offerings. 19

Volume 27, Issue 6

7 Rules You Need to Know for B2B Lead Generation

By Chris Tompkins

So, you have heard the term “lead generation” before. But what does this actually mean for how you should operate your business?

To start, there are a few things to break down: many B2B business owners don’t know where to begin when it comes to gaining quality leads. They want to make sales, but they have no specific strategy to reach their goal. Add that to the fact that many businesses have been forced Lead Generation has changed due to the impacts of the pandemic. Make sure your sales force is to switch to a fully remote team, and equipped to maximize their efforts. we can see why many sales teams are struggling right now.

First off, take a few moments to evaluate your sales team’s efforts. They’re obviously no longer filling their schedules with drop-ins, lunches, and formal face-to-face meetings (tactics that they might have heavily relied on to hit their sales quotas).

Lead Generation, continued on Page 10

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There Is No Vaccine For Bad Company Culture Here are the four “musts” for leading through times of change

By Jason V. Barger

IMPRINT CANADA

2021 Virtual & In-Person Events

SEE PAGE 9 FOR UPCOMING EVENT INFORMATION IMPRINT CANADA’S

DIGITAL CATALOGUE LIBRARY

There is no magic pill, button or wand that you can wave to quickly fix or treat the ails of your culture.

We live in a world where instant gratification is demanded; where people, employees and leaders want things to change for the better immediately. They want the negativity, dysfunction and toxic elements of the organization to be eradicated overnight. But when it comes to your company culture, there is no vaccine!

Developing people and culture isn’t a drive-thru solution it takes time. It’s a process that requires intentional rehab and development of how we show up as leaders and the culture we create with those around us. It takes commitment, discipline and focus.

Culture is dynamic which means it is being shaped moment by moment every single day by the way we think, The best team cultures don’t just magically happen, they are intentionally designed - proactively, not reactively. act and interact.

Company Culture, continued on Page 12

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DECEMBER 2020

Onward & Forward This year nears its end far differently than how it began.

At the outset of 2020, the National Imprint Canada Show welcomed nearly 3,000 enthusiastic delegates, ready to reach new heights in 2020, vaguely aware of a tragic virus spreading on the other side of the world that had captured the attention of global virologists.

Now we head into 2021, reinvigorated with news of vaccines and with pride at how we have adapted to the new reality that seemed to change daily, if not hourly.

Like all industries worldwide, ours has embraced and relied upon digital technologies thrust upon us without the normal, gradual adoption we had been accustomed to. The pandemic has led to innovation and resourcefulness - with many companies shifting their focus to offer the PPE category in order to help navigate the economic hurdles brought on by Covid’s impact.

We congratulate you on your perseverance and encourage you to make the most of this new beginning by connecting again with the valued suppliers taking part, who are committed to supporting you and your business.

I wish you a healthy, safe, successful and Happy New Year!

This year has been a difficult battle, and for many there are scars from personal and professional loss that we couldn’t have imagined or foreseen 11 months ago. But we move together to the next phase determined to make 2021 the success that 2020 was supposed to be.

Onward and forward...our National Imprint Canada Virtual Show ( January 19 & 20, 2021) will be another step in that journey.

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IMPRINT CANADA

Supplier News

THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS November/December 2020 - Volume 27, Issue 6

ONLINE EDITION

Columbia Timing Available at Catalyst Group Catalyst Group is proud to announce the addition of Columbia Timing from Phantom Brand Group for distribution to the Canadian market.

Phantom Brand Group holds the global license of Columbia timepieces. Phantom Brand Group designs, develops and distributes Columbia Sportswear branded

Retraction

On October 6th, 2020 Imprint Canada published an announcement from Bodo Th. Boelzle, CEO of Amann & Söhne GmbH & Co. KG, indicating that Rubenstein RB Digital Inc. will succeed HFK as the exclusive distributor for the AMANN Group in Canada effective from January 1st, 2021. In publishing the announcement, Imprint Canada erroneously stated in the headline of the announcement that Rubenstein RB Digital Inc. would become the exclusive HFK Agency Inc. distributor in

casual lifestyle and outdoor performance timepieces.

Catalyst Group will be distributing the Outbacker, Canyon Ridge, Peak Patrol, and Pacific Outlander collections.

Please contact CG-orderdesk@catalystbiz.com or call 1-877-602-6999 to receive more information.

Canada for 2021 rather than the exclusive distributor for Isacord Thread in Canada effective January 1, 2021. The error in the headline was corrected on October 7th, 2020 to reflect the fact that there is no such distribution contract that ever existed between Rubenstein RB Digital Inc. and HFK Agency Inc. for 2021.

Imprint Canada also wishes to add that Rubenstein RB Digital Inc. did NOT purchase HFK Agency Inc. Imprint Canada apologizes for this error.

Gildan Included in Leadership Band on CDP’s 2020 Climate Change Report

Gildan Activewear Inc. has been included as a top performer on CDP’s 2020 Climate Change Report. Gildan received a Afor the second consecutive year, placing the company in CDP’s leadership band, and well above the apparel design sector average grade of C. This year Gildan scored particularly high in areas related to governance, scope 1 & 2 emissions, value chain management, as well as business strategy and financial planning. In 2019, Gildan was able to decrease its GHG emissions intensity by 13 per cent effectively achieving and surpassing one of its key 2020 environmental goals one year early.

“We are incredibly proud that our commitment towards sustainability continues to be recognized by leading organizations like CDP for our progress towards corporate transparency and action against climate change,” said Claudia Sandoval, VicePresident of Corporate Citizenship at Gildan.

“This inclusion demonstrates that Gildan is amongst the top 8% of companies worldwide reporting on climate change, making significant progress towards a more sustainable future.

We remain committed to our three Environmental, Social, and Governance (ESG) pillars of caring for our people, conserving the environment, and creating stronger communities.”

www.imprintcanada.com/magazine

NEWS 1

7 RULES FOR B2B LEAD GENERATION CONTʼD PG 10

1

NO VACCINE FOR BAD CULTURE CONTʼD PG 12

4

GLOBAL RETAIL NEWS

6

CREATE ENERGY IN YOUR VIRTUAL PRESENTATIONS

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DIGITAL TRANSFORMATION CONTʼD PG 14

NEW PRODUCT SPOTLIGHTS 19 24 26

WEARABLES SHOWCASE ADVERTISING SPECIALTY SHOWCASE SUPPLIES & EQUIPMENT SHOWCASE

PUBLISHER

Tony Muccilli : tony@imprintcanada.com

PRODUCTION MANAGEMENT

OFFICE ADMINISTRATOR

Maria Natale : shows@imprintcanada.com

GENERAL INQUIRIES

Adriano Aldini : news@imprintcanada.com

feedback@imprintcanada.com, (905)856-2600

CONTRIBUTORS

ADVERTISING SALES

Howard Tiersky, Jason V. Barger, Chris Tompkins, Angela DeFinis

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

MARKETING COORDINATOR

Steve Silva : feedback@imprintcanada.com

Imprint Canada is published six times per year

by Tristan Communications Ltd. The contents of this publication may not be reproduced either in part or in whole without the consent of the copyright owner. The views expressed in this publication are not necessarily those of the publisher.

Request for missing issues are not accepted after three months from the date of publication.

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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News {Business Development}

Tips to Create Energy in Your Virtual Presentations

By Angela DeFinis

Whether you’ve been forced to work remotely or have been doing it for years, you know one thing is true: giving virtual presentations via Zoom and other online meeting platforms can be a challenge.

Many professionals feel that online meetings - if lack the excitement and passion that comes naturally during face-toface communication The fact is that energy is contagious. When you’re speaking to a live audience, whether it’s a client or a group of 50, your adrenaline is high and your presentation reflects that excitement. Unfortunately, it’s difficult to mimic that feeling when you’re giving a virtual presentation in your home with perhaps your sleeping pet stretched out somewhere in view.

In that instance you might suddenly feel “sleepy” too and you might start behaving this way. You may even speak in a whisper so you don’t wake your furry friend!

While stillness and calm are great skills to use for your meditation practice, they won’t win the hearts and minds of your listener on any virtual platform.

So, what is the secret to giving high impact virtual presentations? Use more energy! Create a stimulating virtual meeting by infusing excitement into both your content and your delivery.

Remember that the purpose of your virtual presentation is keeping your audience engaged and involved. If you focus on this, then you will take the necessary steps to make that happen. Here are a few energy-boosting tips to keep in mind:

1. Make time to prepare your content: Develop your virtual meeting content the same way you would for a live presentation: well in advance. Don’t let the casual physical environment of your home office dictate a laissez-faire attitude.

Structure your virtual presentation in three distinct parts with an Opening, Body, and Close.

When you plan your Opening, start with a “Hook,” estab-

lish a clear purpose, and develop an agenda. Then develop the Body by including stories, examples, data, statistics, and graphs. Bring your presentation to a Close by summarizing what you have covered and asking for action.

Remember, the way you structure your message is critical not only to helping your listeners follow along but also to keeping them engaged and connected.

2. Disrupt the pattern: Pattern Disruption is a concept that

works well in virtual presentations. The idea is to disrupt the normal flow of information so that listeners are taken by surprise or jolted out of their complacency. Because of the flat 2D format, virtual presentations have to be “made” exciting, and pattern disruption is one strategy that never fails.

What can you do to disrupt the ever-boring nature of the predictable “data dump” presentation? Tell a vivid story, share a startling statistic, show a mind-altering image, raise your voice, or quicken your pace.

Aim to disrupt the pattern every 4-5 minutes. When you plan these disruptions as part of your content, you’ll quickly have your listeners eating out of the palm of your virtual hand.

Remember the purpose of your virtual presentation is keeping your audience engaged and involved.

3. Prime the energy pump: Your physical, vocal, and verbal skills will go a long way in helping you create and maintain energy throughout your virtual presentation. Use them!

Prior to your presentation, jump-start your physical and vocal energy by warming up. Speak in a loud voice, practice tongue twisters, sing a song, take a walk outside or around

your house, go up and down stairs, make faces in the mirror; do anything to get your heart rate and your energy up.

If you speak loudly and move quickly, you will do more to create performance energy than you imagine. And don’t forget to smile and raise your eyebrows right before you sign on. If you’re happy, tell your face!

4. Organize and clean out your work space. Clutter is energy draining; organization is energy boosting. Therefore, remove all coffee cups, golf clubs, electric guitars, dog beds, dirty laundry, games and puzzles.

Create one area, no matter how small, that is yours and that you can keep organized, neat, and clean. If you can’t keep a neat space use a green screen background of a “faux” organized office space.

5. Set boundaries on private work time: Unfortunately, family can be a big energy drain when you’re presenting to clients. Setting clear boundaries will help everyone in your house know the rules and follow them. When you don’t have to focus on anyone else, you can focus on sustaining your energy throughout the presentation.

When conducting virtual meetings, you simply can’t depend on outside energy to give you the boost you need to perform, but you can use the time-tested tools of planning, preparation, and practice to help do the job for you. Use these best practices (and whatever you do, don’t let the cat fall asleep in your workspace).

About the Author: Angela DeFinis is President of DeFinis Communications. The company offers executive speech coaching, presentation skills training, and virtual video conferencing training. To learn more, please go to www.definiscommunications.com.

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2020-12-09 10:18 AM

News {Business Development}

If You’re Not Digitally Transforming, You’re Dying

By Howard Tiersky

Our world is changing rapidly, and once-loved “legacy” brands are falling out of favour. The reason is painfully simple; at one time these brands exceeded customers’ needs and stood for something they cared about.

But today’s customers are different. Very different. The vast majority are living a lifestyle that has digital at its centre - and many companies haven’t transformed to meet them there.

Digital is no longer just a ‘need’ for customers. Expecting to access

a seamless digital experience on demand is more like a value. If you can’t provide that, you’re not only not resonating with their lifestyle, you’re in conflict with their fundamental worldview.

The move toward total digital immersion has been happening for a while and the pandemic has only accelerated it. And here’s the thing: almost all businesses have digital operations, so you may think yours is meeting customer expectations. But there’s a good chance it may be falling short.

To deliver ‘digital’ at the increasingly elegant level today’s customers expect, larger companies need to reinvent themselves in a variety of ways, and quickly. Unfortunately, many aren’t designed for this kind of rapid change. They might lack an aligned vision, or encounter resistance, or have the wrong technology. Maybe they’re entrenched in a way of thinking that just isn’t customer-centric. And so despite their best efforts, they fail.

In my book, Winning Digital Customers, I outline a formula to help you prevent that scenario. It’s a how-to guide and step-by-step blueprint for companies struggling to digitally transform.

Essentially, it will keep you from making big mistakes and wasting your time. The book lays out a simple but detailed methodology that any company can follow to align their teams around a vision for customer experience that will maximize competitiveness, identify quick wins that will help them out of the gate, and ultimately drive the transformation needed to bring their company into alignment with today’s digital world.

(NOTE: See the tipsheet on page 14 to read The 5-Step Formula to Digital Transformation.)

Let’s assume your organization is already using digital for marketing and e-commerce, but you are not truly “digitally driven.” Maybe you provide customers with a good app—but it’s really just an add-on. You’re not aggressively creating products and experiences that take full advantage of the potential of digital. You can’t honestly say you’re digital at the core. If this describes you, is it truly necessary to change?

The answer is likely yes, and below are a few reasons why.

REASON 1: You Need to Remain Relevant

Customers today demand a superior digital experience. A Salesforce study found that 80 per cent of customers view “the experience” a company provides as equally important as its products and services. But across industries, most experiences offered today are simply not up to customers’ expectations Brands also spent a lot of energy on online content about their brand and products. But market research shows that consumers today have massive cynicism about what brands “say” about themselves. As Trinity Mirror and Ipsos Connect found in a recent study, almost half of consumers have a general distrust of brand and 69 per cent specifically distrust their advertising.

So how do consumers evaluate your brand and products if they assume most of what you say is a lie? The answer is mainly from their digital experiences with your company. If your website is confusing and disorganized, that is the message people will take away. If your signup process is cumbersome, they assume that your product will be as well.

REASON 2: Gain Efficiencies to Be Cost-Competitive

Companies that are winning in the digital economy are delivering a dramatically improved value proposition - offering customers more for less. These companies are able to operate in a different way - harnessing tools like crowdsourcing, AI, and process automation.

If you don’t have access to these types of opportunities to increase efficiency, it’s difficult or even impossible to be pricecompetitive with those that do.

REASON 3: Attract and Retain Talent in the Organization

Millennials want to be a part of companies that are digitally savvy. This might be the most important reason of all to ensure that your company has a high level of digital effectiveness.

A study by the market research firm Penn, Schoen, & Berland found that 82 per cent of millennials can be swayed in their career decisions by a digitally equipped office, while 42 per cent would leave a company due to “substandard technology.”

8

IMPRINT CANADA | December 2020

Digital Transformation, continued on Page 14

News {Business Development} Lead Generation, continued from Page 1

Schedule a meeting with your representatives as soon as you can to ensure that they’re not breaking any of the seven rules below. If they are, they’re only hurting their potential sales numbers.

While it’s great to get your ideas out there, it’s essential that you target key decision makers instead. Think CEO, CFO...this way, you reduce wasting any precious time when it comes to your sales cycle.

1. Be aware of your services.

Do you know what your core services actually consist of?

If the answer is a shaky “sort of ”, you need to reevaluate a few things. B2B salespeople need to be aware of what they’re selling so that they can market to the correct target audience (more on this below).

When trying to close a sale, make sure to keep your services in mind so that you can make the correct decision when it comes to pitching to your client. Provide them with something that would add value to connecting with you so that you can stay relevant in their minds.

2. Pay attention to your price point.

How much is your target audience really willing to pay for your product or service? This is something you absolutely NEED to know.

If you pitch something that is way out of the ballpark for your market, you risk distancing yourself from potential leads.

So, look around; see what your competition is offering, or ask while you’re on a sales call.

Attracting and converting leads requires new tactics in the new, socially-distanced workforce.

4. Look at your competition.

What is your competition really doing? How are they reeling in your potential leads in a way that you can replicate?

Pay attention to this.

For example, if you know that your competitors are offering the same services you carry at lower prices, see the way your target audience reacts. If they react well, consider your own prices and how you can maneuver these around so that you can offer similar or better rates than the competition.

The fact that many businesses have been forced to switch to a fully remote team has resulted in struggles for sales teams right 5. Know who the decision maker is.

Isn’t it discouraging when you have a great conversation now.

3. Know your target audience.

As easy as it is to target anyone with money, this should not be the way you go when it comes to B2B lead generation.

Knowing exactly what your target market is will give you a better chance of focusing on who would most likely become a client.

Take some time to look through your analytics and see who is contributing to your sales. If your target audience is actually completely different from who you initially thought it consisted of, make those adjustments in your marketing strategy.

10 IMPRINT CANADA | December 2020

with a prospect about a marketing campaign, only to find out that he or she can’t make the final decision on their own?

While it’s great to get your ideas out there, it’s essential that you target key decision makers instead. Think CEO, CFO, et cetra. This way, you reduce wasting any precious time when it comes to your sales cycle.

6. Be social, and show your prospects that you care.

Trying to do business for the sake of doing business won’t exactly work. When focusing on lead generation, your team needs to keep in mind that they need to be as “human” as

possible when communicating with prospects.

Ask your potential customers what their thoughts are, and listen to any concerns they may have.

Once you’re able to shed the “it’s all about me” persona and always think about the person you’re speaking with and what their respective needs may be - the conversations you have will become more interactive and lead to more sales.

7. Get moving!

Don’t just sit there waiting to get leads - be active about it!

Now that you are aware of some of the essentials for B2B lead generation, put these into practice.

Social media can be a good place to try to scope out great leads; try boosting your prescence on networks such as LinkedIn to engage customers you maybe wouldn’t have otherwise connected with. Try it...it works!

While you can try to generate leads all day long, the process in which you go about doing this matters more than the number of hours spent on it.

Don’t dive into this territory without a plan; use the methods discussed above and see what difference it makes for your business in the long run.

Also, don’t be afraid to look at what you’re already doing in the world of B2B lead generation, and see how you can improve your outreach based on these rules.

About the Author: Christopher Tompkins is founder, head strategist, and CEO of The Go! Agency. His devotion to helping companies harness the power of online marketing impacts every aspect of The Go! Agency. A fundamental believer in online marketing education, Christopher speaks at national and international conferences. His latest book, The Go Method: 22 Simple Steps to Creating a Social Media Strategy That Works!, is now available.

For more details, visit https://gosalesandmarketing.com.

News {Business Development} Company Culture, continued from Page 1

Every member of your cultural ecosystem impacts the culture each moment and adds or detracts from the culture with their thoughts, actions and interactions.

The best leaders and organizations realize that in a world that is changing quickly - and where it is often easier to disengage, disconnect and become disillusioned, or even disgruntled - they must have a proactive strategy to align the minds and hearts of their people.

The best team cultures don’t just magically happen, they are intentionally designed and led along the culture-shaping process. It’s not reactionary, it’s proactive. The best team cultures proactively teach, practice, rehab and work on developing the mindsets and behaviours throughout their ecosystem.

The best leaders and organizations realize they need a cultural strategy and plan of attack. Culture is not an “add on” to the work you do, it is everything you do.

4. Anchor It:

Language drives behavior. This is why successful teams have “Values” language that is clearly defined and linked to action and behaviour.

Culture is not an “add on” to the Only after you are able to name the current state of your work you do, it is everything company culture are you able to move the culture forward. you do. Only after you are able ne It: to name the current state of your 2. IfDefi you can’t describe the culture you are trying to create in company culture are you able to the future, then you can’t be surprised when it doesn’t exist.

Language drives behaviour. This is why the most successful move the culture forward.

Here are the four “musts” for leading your culture through times of change: 1. Name It:

You must be able to identify what is working and what isn’t working within your culture.

Honestly, this is not a time for blowing smoke or making excuses; the best teams have the ability to be honest with one another and name the very best of their culture and spot the areas that are troubling.

and compelling teams and cultures have “Values” language that is clearly defined and linked to action and behaviour.

They have a vision for the future culture they want to create and clearly define the values they believe will guide them in that direction. Values become a compass for their journey not a poster on the wall.

3. Plan It:

So what’s your plan?

The word “culture” gets thrown around very loosely by many leaders and within some organizations where it becomes simply lip service. It becomes vague and the words do not line up with action.

EVERYDAY GREAT VALUE

Teams and organizations that lead significant culture change know they must anchor the values of their culture with everything they do.

The vision they have for the future and the values that will guide them there become a living and breathing element for the ways in which they hire, onboard, develop emerging leaders, do performance evaluations, lead meetings and raise the bar on leadership throughout every level.

So, is your culture waiting for a magic vaccine or are you proactively rehabbing the culture you want?

The best cultures don’t just magically happen. They are grown, developed, cultivated and led with intention.

The process for developing high-performing and engaged cultures never stops and the best leaders, teams and organizations are committed to the continuous journey of development, vision, communication, engagement, authenticity, and action.

The best leaders invest in their cultures and realize the health of the organization is an ongoing process that never stops.

While we eagerly await a vaccine for Covid-19, remember that to remedy your company culture, there is no vaccine for that!

About the Author: Jason V. Barger is the globally-celebrated author of Thermostat Cultures, ReMember and Step Back from the Baggage Claim as well as the host of The Thermostat podcast. As Founder of Step Back Leadership Consulting, he is a coveted keynote speaker, leadership coach and organizational consultant who is committed to engaging the minds and hearts of people and growing compelling cultures. Learn more at JasonVBarger.com

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News {Business Development} Digital Transformation, continued from Page 8

Similarly, Microsoft found that 93 per cent of millennials polled cited modern and up-to-date technology as one of the most important aspects of a workplace.

REASON 4: Greater Revenue Growth

A study by the Aberdeen Group found that the top 20 per cent of companies - as measured by their “quality of digital customer experience” - enjoyed an average year-over-year increase in revenue of over 35 per cent, compared to a 7.7 per cent average for the rest.

“Digitally advanced” companies create nine per cent more revenue than their industry competitors, as reported in a study conducted by MIT. And digitally “mature” companies are almost three times likelier than lower-maturity organizations to report annual revenue growth significantly greater than their industry average, according to yet another study, this one by Deloitte.

REASON 5: Better Profit Margins

Despite the investments they need to make to transform, studies show that digitally driven companies deliver better returns. A Harvard Business School study found that the three-year average profit for “digitally centric companies” was five per cent more than that of those companies “behind the curve.”

REASON 6: Higher Valuations

Lastly, digitally driven companies have consistently higher valuations. According to MIT, more digitally “mature” companies achieve market valuations 12 per cent higher than competitors.

Forrester calculated that in recent years, the stock price of “leaders in digital customer experience” grew by nearly 30 per cent more than that of lagging brands.

Bottom line? It’s a new era. There have been many periods of time when businesses could operate in more or less the same manner for decades, updating their advertising campaign periodically, creating marginally “new and improved” products every few years, and making small incremental changes to keep cutting costs and drive profits higher. Those days are gone. You need to reinvent yourself, and there’s no time to waste.

Your competitors are likely leveraging digital to drive better customer experiences and increased operational efficiencies, enabling them to offer more compelling value propositions to

Microsoft found that 93 per cent of millennials cited modern technology as one of the most important aspects of a workplace

14 IMPRINT CANADA | December 2020

customers. If you aren’t doing the same, it’s going to be tough to remain relevant and price competitive.

5-Step Formula to Digital Transformation Step 1: Understand Your Customer

You must understand your customer on a deep level if you are to create the kinds of experiences that will move their behaviour in the right direction. This requires several types of research, such as: • Indirect Customer Research: You probably already have a wealth of customer insight tucked away in various, disparate places within your enterprise, from databases to PDFs to the knowledge in the brains of your customer-facing teams. Start analyzing it to understand what it means and how it relates to your end goal.

• Direct Customer Research: Reach out directly to your customers using best-practices techniques, such as customer interviews, observational research and surveys.

• Synthesis of Research into Customer Personas: The final step of understanding your customer is synthesizing the research and creating composites of specific types of customers.

Step 2: Map the Customer Journey

After completing Step 1, you’ll have the insights needed to draft a vision of a future experience that will inspire customer love and trigger the desired thoughts, feelings, and behaviours.

You can draft this vision in the form of a “customer journey map” which is an infographic communicating the end-to-end customer experience you intend to create.

You’ll need to map your current state journey. This process visualizes the “real-world” experience customers and prospects encounter today as they try to purchase and utilize the products or services your company offers. This is important, because in most companies, nobody understands the whole customer experience.

This helps you understand what’s good in your customer’s current journey, and what areas customers are having to exert a lot of effort or are experiencing “pain” in their current journeys.

Then, you’ll need to compose your future state journey.

This will document the vision you want to move toward with; a “North Star” ambition of the way the future customer should experience your brand through all the stages of your journey lifecycle. Customer journeys are tools for storytelling, and this is your chance to write the story the way it should be.

Step 3: Build the Future

Once you have the overall customer journey defined, it’s time to start driving the transformation necessary to build the future.

You’ll need to implement transformation of four supporting

elements to achieve an excellent customer experience: technical architecture, robust and secure data, business operations, and the organization’s economic business model.

Step 4: Optimize the Short Term

There are usually some areas where you are currently letting the customer down that you can fix quickly. By focusing on low-hanging fruit, you can get quick results within your current reality, no matter how far along you are within your overall transformation.

Doing this gives you quick, measurable, sustainable financial benefits that can help fund larger transformation. Secondly, you improve your customer’s experience, which improves brand perception and demonstrates progress.

Step 5: Lead the Change

Digital transformation requires bold, determined leadership; here are the steps transformational leaders can take: 1. Overcome enterprise resistance to change. Most people actively resist change, often to their detriment. Leaders of transformation need to become experts at the various flavours of resistance to change and implement tactics to overcome them.

To achieve this, you can create a burning platform for change, define clear goals and celebrate signs of success, sustain conviction even when things go wrong, and much more.

2. Assemble transformational leaders and teams. Begin by finding your “innovation hero,” someone who has the vision and tenacity to make it their personal mission to drag their enterprise toward digital excellence no matter how challenging or how much resistance they face.

But no hero does it alone. As a leader, a key part of your job is assembling a leadership team of heroes, all of whom embody core characteristics, but each of whom brings a special area of strength to the team.

3. Look to the road ahead. Choosing where to start depends on your situation. The good news is that there are many “right” answers. Starting any place is better than waiting.

If you’re a legacy brand, you already have the talent, assets, and history you need to thrive, but lack the customer love. These steps will set you on the path to adapting to meet your customers’ modern needs and stay relevant in the Digital Age.

About the Author: Howard Tiersky is CEO of FROM. His company has helped develop innovative new products for a wide range of companies ranging from Amazon to Verizon and also including brands such as Sesame Workshop, A&E, NBC, The Shubert Organization, Avis, and some of the largest banks and sports leagues in the world. He is the author of a best-selling book and has been named by IDG as one of the “Top 10 Digital Transformation Influencers to Follow Today.”

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Carhartt Duck Bib An update to Carhartt’s most popular unlined bib (#102776), these men's overalls were designed using feedback from the Carhartt Crew. Every detail, from the front-to-back kick panel on the cuffs to the extra stretch around the waist, was inspired by the hardworking people who wear the gear dayin and day-out. Dependable and durable, the bibs are made with Carhartt's heavyweight cotton duck. They have elastic suspenders, a double layer at the knees, and ample pockets.

For more details visit www.corporateworkapparel.com or call Sportex Sales at 1-888-735-5057

Champion Avery Waist Fanny Pack Fanny packs are back!

This unisex waist pack features an adjustable strap with plastic release clip, branded cast metal zipper pull, embroidered Champion script logo and embroidered C logo. Made from Polyester Twill, this item is 12” x 6.5” x 3.5”. It is completely handsfree and a great travel essential.

Style CH1285 is available in black and comes in one-size.

Contact Catalyst Group at 1-877-602-6999 or CG-orderdesk@catalystbiz.com or visit www.catalystgroupbrands.com

Junior Toques AJM is adding 5Z530J, a junior size cuff toque to its extensive winter collection. Made from a lightweight acrylic, this rib knit toque complements the existing 5Z030J junior board toque. Both styles come in 3 popular colourways; black, dark grey & navy. Ideal for kids winter events as well as being very practical for day to day use.

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WEARABLES Heavyweight Stadium Jacket Stay warm with the Stadium (Men’s FW3212 / Women’s FW3214). This heavyweight jacket is constructed with heat tech & microfleece lining and offers many cool features. With a level 4 warmth rating, this jacket is suitable for -10°C to -35°C and will keep you protected during the coldest winter days. Add your logo with any of our 30+ decoration techniques. Available in XS – 4XL (Men) / XS – 3XL (Women).

Contact Fersten Worldwide (800) 565-7462 or visit www.fersten.com

Razor Insulated Jacket Fashion Biz Canada introduces the J030M Razor Insulated jacket, perfect for Canadian Winters. Featuring an outer of Polyester Jacquard with smooth polyester lining, insulated with 4 oz Polyfill in the body and 3 oz in the sleeves. Adult sizes are available in XXS - 3XL and 5XL in 4 colourways.

Visit www.bizcollection.ca for more details

3-Ply Black Earloop Mask The Big K 3 Ply Black Earloop (non-medical) safety masks provide protection when you need it most during standard day to day procedures. OSFA - 50 masks per box.

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December 2020 | IMPRINT CANADA 19

WEARABLES

Jerzees Snow Heather French Terry Collection

New Addition to the Softstyle® Collection

Experience the ultimate softness and a versatile look with Jerzees Snow Heather French Terry collection.

Made with slub textured fabric that gives it a vintage appearance and a ring-spun cotton/poly blend for a super soft hand. Available in a variety of unique snow heather colours, Jerzees Raglan Hood (90MR) and Crewneck (91MR) are perfect for any customization and branding.

The new Adult CVC T-Shirt (style 67000) is an ultra-soft 7.7-ounce addition to the Gildan Softstyle® line. This modern-classic fit features 60% combed ring spun cotton/40% polyester fabric and offers a high stitch density for a smoother printing surface. Double needle sleeve and bottom hems deliver enhanced durability. It is available in Adult sizes S-3XL in 15 colours.

For more information, please contact Jerzees team at CanadaCustomerService@fotlinc.com

For more details please visit www.mygildan.com

Carhartt Duck Quilted Flannel Lined Active Jacket Rancher or lineman, anyone who works outside can appreciate the cold-weather chops of this men's hooded jacket. Style J140 is crafted with water-repellent and wind-resistant rugged cotton duck. The body and hood are lined with quilted flannel for under-thecovers warmth.

For Details Visit www.corporateworkapparel.com or call Sportex Sales at 1-888-735-5057

Heavyweight Rib Knit Tuque This heavyweight rib knit tuque with a cuff is sure to make a lasting impression. Ideal for embroidered and knitted logos, the Astana (FP640) is the perfect complement to your decorated outfits.

Made from 100% Acrylic and available in Black, White, Charcoal and Red. One size fits most.

Contact Fersten Worldwide (800) 565-7462 or visit www.fersten.com

Timberlea Unisex Sherpa Fleece Quarter Zip Timberlea has created the perfect style to keep you cozy this winter. The 100% Polyester fleece is ultra-soft with a little stretch for added comfort. The garment features a coil zipper with a Timberlea branded leatherette zipper pull and patch on the pocket. Style T5000 is available in black and oatmeal from XS-2XL. Timberlea Apparel is proudly distributed in Canada by Catalyst Group.

Please contact Catalyst Group at 1-877-602-6999 or email CG-orderdesk@catalystbiz.com or visit www.catalystgroupbrands.com

Marl with Coral Fleece Lining Winter is here and looking fashionable yet staying warm couldn’t be any easier with AJM’s 9D237M. The full coral fleece lining inside the toque will protect you from the harshest elements all season long and the marl rib knit crown is stylish and trendy. Available in 3 colourways; black/ grey, charcoal/grey & navy/grey. For solid colourways; black, charcoal or navy look at AJM’s 9D230M. For more information please contact AJM International at 1-800361-6256 or visit www.ajmintl.com

Fruit of the Loom Reusable Face Mask Fruit of the Loom’s 100% cotton knitted, washable and reusable face masks are designed to provide additional layer of protection against wearer’s respiratory droplets. With one-size fits most, these unisex masks come with three ply cotton (4.1 oz) and over the ear design. 5” nose to chin x 7” ear loop to ear loop gives wider surface area for any customization and branding.

For more information, contact Fruit of the Loom team at CanadaCustomerService@fotlinc.com

20 IMPRINT CANADA | December 2020

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3535 Laird Road, Unit 13 Mississauga, Ontario L5L5Y7 TO ORDER : Email : orders@milltex.ca | Call : 905-820-1100 | Website : www.milltex.ca ADDRESS :

Gildan® introduces the new Gildan Hammer™ hoodie (Style HF500). Crafted from a super-soft 80% cotton, combed ring spun/20% polyester blend, its 100% cotton face is decorating-friendly, and the 100% cotton thread makes the colour white dye-ready. This tri-ply hood is available in Adult sizes S-3XL in 5 colours. The new Gildan Hammer™ fleece line also includes a crew and full zip jacket.

For information please visit www.mygildan.com

Double Layer Reusable Mask This double layer general use cotton mask with elastic ear loops is perfect for added safety and protection from all of the elements during the winter season. The Delta (FP901) is washable, reusable, and made from 100% cotton. Offered in an extensive variety of 18 colours in sizes S/M and L/XL. Decorate with your corporate logo.

Contact Fersten Worldwide (800) 565-7462 or visit www.fersten.com

Packable Insulated Jacket

WEARABLES

New Hammer Hoodie

Russell Athletic DRI-POWER® Hooded Sweatshirt

The Telluride Packable Insulated Jacket keeps you warm and looks out for your health. This jacket contains a removable No Contact Keychain in the right pocket, which lets you turn door handles, press elevator buttons and use ATM keypads without touching them.

Ultra-lightweight insulation and water-repellent finish keep you warm and dry without weighing you down. It even packs away into a built-in stuff sack for easy stowing.

Dri-Power hooded fleece sweatshirt keeps you dry and comfortable with its moisture-wicking technology. Made with three-end fleece construction, these sweatshirts provide a smoother print surface for branding and is suitable for sideline and fan-wear programs.

For more information, contact Russell Athletic team at RussellCanada@fotlinc.com

For details. contact Trimark Sportswear: Tel: (800) 7238383; www.trimarksportswear.com

Polar Fleece Gloves The Narvik (FP572) is a must-have winter accessory.

Upgrade your look and stay warm with these anti-pill polar fleece gloves. Made from 100% Polyester, the Narvik is available in 9 trendy colours and 2 sizes, S/M & L/XL. Suitable for embroidered, SDT Transfer, Laser Etching and Woven Label Appliqué designs.

Contact Fersten Worldwide (800) 565-7462 or visit www.fersten.com

Jasper Female Fall/Winter Hoodie Fashion Biz Canada has added a Female pattern to its popular Male Jasper Hoodie. This Female Style SW932L features 100% Knitted Polyester with contrast panels of Polyester Softshell Panels. Sizing XS to 3XL . Gunmetal/Black, Grey/Black and Navy/Black For more information, please visit www.bizcollection.ca

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December 2020 | IMPRINT CANADA 23

Big K 100ml Hand Sanitizing Gel & Display Stand Jasper Howler & Everest Growler Think BIG with the 40 oz. Jasper (M6800SSBK) and 67 oz.

Everest (M6900SSBK). These stylish matte black, double wall, vacuum insulated Howlers & Growlers are perfect for carrying your hot or cold beverages. The insulated technology keeps drinks hot or cold all day! The screw-on lid with a comfort grip handle offers leak proof travel. Choose from multiple decoration types – screenprint, laser engraving or full colour direct digital. Packed in individual gift boxes, the Jasper & Everest make a great gift idea for your next promotional event.

For more information, please contact DezineCorp at (866) 625-7820 or visit www.dezinecorp.com

The Renew Messenger Bag Plastic to purpose. The Renew Messenger from Spector & Co. is made from 16 water bottles of 500ml. A portion of sales from the Renew Messenger will be donated towards organizations that actively help clean our oceans. The Renew Messenger Bag, with its magnetic quick opening and deluxe stationary & media organizer, it’s the ideal go-to bag designed with life in mind. The padded laptop compartment protects and accommodates laptops up to 15.5”. The extra padding covers the sides and base of the laptop as well as all surfaces of the bag ensuring a high level of protection.

For more information visit SpectorandCo.ca

Protect Your Privacy with Webcam Covers Protect your security and privacy with Martini-Vispak’s ultra-thin mini webcam cover. It prevents webcam spying and fits most smartphones, Smart TVs, laptops, PCs, tablets, and all external third-party webcams.

Open it or lock it easily thanks to its thin lifting tab.

Personalize with direct printing in 1 or 2 colours, even full-bleed digital printing!

For information, contact sales@martinivispak.com or visit www.martinivispak.com

16 oz. Campfire Mug DezineCorp Inc is showcasing the ceramic 16 oz.

Campfire mug (C1526); a fun and unique twist on their existing Camper collections. With rugged and unique features added to the popular hand speckled glaze finish, the Campfire mug is a great way to increase your promotional reach. This sturdy ceramic mug comes in four colour options, each with a contrasting black lip and black distressing.

Each piece is unique. Consider the Campfire for your next promotional event.

For more information, please contact DezineCorp at (866) 625-7820 or visit www.dezinecorp.com

Kraft Paper Insulated Grocery Tote Debco is showcasing the modern day brown paper grocery bag. This 12” W x 17” H x 7” D Insulated Grocery Tote (TO9523) is made from 50% recycled laminated Kraft paper backed with non-woven laminated Polypropylene.

The outside looks like a paper bag and the inside features 3mm aluminum foam liner giving you a classic paper bag look in an insulated, reusable model. The two, durable 20” webbed handles make carrying easy.

For information, please visit debcosolutions.com

24 IMPRINT CANADA | December 2020

Big K 100ml Push Cap Hand Sanitizing Gel comes with a push cap. This premium quality product is 75% Ethanol and made in Canada, and comes with a eye-catching retail display box.

For information, contact 1.877.688.3031 or visit www.bigKclothing.ca

Stick & Stand Mats Ideal for Higher traffic, indoor applications, item #LM4464 features adhesive backing. Designed to clearly mark the floors and provide customers with a safe place to stand while waiting in lines, this convenient, hassle-free mat won’t leave a residue. Odour resistant and Slip resistant.

Available in a case of 6 pieces.

For details, please visit debcosolutions.com

High Sierra 12-Can Backpack Cooler Made from Coated 600D PolyCanvas, the High Sierra 12-Can Backpack Cooler (#8053-14) is the perfect balance for an all-in-one bag/cooler combo. The top section is a non-insulated compartment with a roll top opening. The bottom compartment is a fully-lined cooler compartment for drinks and snacks. The outer material and cooler lining are both wipeable.

Visit www.pcna.com for more details

Fully Customizable Ceramic Mugs Windmill Canada is showcasing its fully customizable Ceramic Mugs. Make your next promotion the best yet with white ceramic mugs that can be customized in your full colour design! Using the latest, high-definition digital printing technology, fully customize your mug with photos, artwork and logos.

For more details, please contact Windmill Canada, Tel: 1-866-4187407 or visit www.windmillcanada.ca

Stainless Steel Double Wall Tumbler Magnus Pen is showcasing its 16 oz. Monsoon Tumbler (Item #DW-003). This drinkware item features double wall Stainless construction and a Safety Lid (Not Dishwasher Safe). Available in a wide range of colours, this item is a great promotional item that can be customized for your next campaign.

For more information, visit www.MagnusPen.com

Perfect Bound Booklets Spector & Co’s Magna Perfect Bound Booklets can be fully customized to showcase the uniqueness of your brand. Choose from matte, gloss or soft-touch lamination, square or rounded corners, blank or lined paper. The custom printing options give you the ability to custom curate a truly unique promotional item.

For more information visit SpectorandCo.ca

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3535 Laird Road, Unit 13 Mississauga, Ontario L5L5Y7 TO ORDER : Email : orders@milltex.ca | Call : 905-820-1100 | Website : www.milltex.ca ADDRESS :

Cutting Needles for Embroidery Use your embroidery machine to cut out patches, appliques, and more with cutting needles from Embroidery Systems Canada. Simply replace one of the needles in your embroidery machine with the cutting needle, and use it to cut along the outside of your material. A great alternative to cutting by hand, or using a laser or other expensive equipment.

PVC Patches Designed for Winter PVC emblems are a popular product when it comes to winter outerwear. With it’s highly textured and dimensional designs, PVC emblems are a flexible and rugged textile embellishment. It’s a waterproof solution that makes perfect sense for winter and snow sports.

For more information, please visit emblemtek.com

OKI Pro9541WT Digital Transfer Printer Transforming the world of digital transfer printing is the OKI Pro9541WT. With 5 colours (CMYK+W) including true black, an exceptionally soft finish and weed free capability, these features truly set this print apart.

For more information, please contact 1-800-608-4506 or visit www.printdigitalsolutions.com

Bad Boy Bobbins Everyone loves a “Bad Boy” and exclusive to Cansew Inc. are Bad Boy Bobbins, providing excellent quality, and sewability at an economical value. Cansew Inc. carries an extensive range of embroidery and screen printing supplies as well as PPE items, threads, elastics, Velcro and tapes.

For more information, please contact Tel: 1-800-3617722 or info@cansew.ca. www.cansew.com

Call 1-888-805-8631 or visit www. embroiderysystemscanada.com for more information

Screen Printing Prepress System Vastex's prepress system significantly reduces prepress time and increases registration accuracy. The package includes a Washout Booth to clean, inspect and develop screens; a SemiAutomatic Screen Coater to precisely apply emulsion; a Drying Cabinet to cure the emulsion; an LED exposing unit to expose the emulsion; and a Pin Registration System to preregister screens as well as accurately register screens onto the press.

For details contact Vastex International, 800-482-7839, sales@vastex.com, or visit www.vastex.com

Magnetic Hoops For Difficult Embroidery Jobs Embroidery Systems Canada is now offering Mighty Hoop magnetic hoops for all major embroidery machines. If you have items that are difficult to fit in a standard hoop, like horse blankets or winter workwear, try a Mighty Hoop. Powerful magnets built into the hoops cause them to "snap" together, providing a solid, stable hold on the material.

For more details, call 1-888-805-8631, or visit www.embroiderysystems.com

Afinia L901 Digital Label Printer The label industry is absolutely exploding with potential and the Afinia L901 Digital Label Printer is taking it by storm. Vibrant Colours, Low Print Cost, Record Speed and a higher level of consistent quality than any Memjet before it; these are just a few features that set it apart.

For more information, please contact 1-800-608-4506 or visit www.printdigitalsolutions.com

26 IMPRINT CANADA | December 2020

CANADIAN APPAREL INSIGHTS November 2020 IMPORTS Canadian apparel imports decreased 11.5% in September 2020 and were down 23.2% through the nine months of 2020.

During this year to date, Chinese apparel exports to Canada decreased by 27.0%. China accounted for 33.9% of Canadian apparel imports vs. 35.7% a year earlier. Bangladesh, the second largest apparel exporter to Canada, recorded a 26.5% decrease, while Cambodia and Vietnam recorded 18.0% and 16.2% decreases respectively. Perhaps the most interesting developments in the first nine months of 2020 were the 44.5% decrease in apparel exports from Honduras to Canada, the 35.1% decrease in Mexico’s apparel exports, along with the 36.2% and 28.3% decreases in India’s and Italy’s exports to Canada.

EXPORTS During September 2020 sales of Canadian clothing manufacturing shipments increased by 1.5% compared to the same month a year ago. The increase was the first during each of the previous five months.

Canadian apparel exports decreased by 18.4% in September 2020 and were down by 28.6% during the first nine months of 2020.

During the first nine months of 2020 clothing manufacturing shipments decreased 4.3%.

Canadian retail sales rose 1.1% during September 2020 and were up for the fifth consecutive month. Year-over-year retail sales increased 4.6% during the month. Sales increased in nine of 11 sectors; the only sectors not increasing were sporting goods / hobby / book stores and clothing stores.

Apparel exports to only the United States decreased by 13.9% in September 2020 and were down 28.2% year to date. Driving the decrease in apparel exports to the United States continued to be men’s apparel exports which were down 31.0% in September 2020 and by 38.5%% year to date. Of the 15 largest destination countries for Cana-ian apparel exports during the first nine months of 2020, only Taiwan (+39.0%) and Belgium (+190.5%) registered sales increases. Year to date, apparel exports to China decreased by 27.7%, while Japan (-21.6%), the U.K. (-55.0%) and Germany (-28.3%) also decreased in importance. It should be noted that year to date Canadian apparel exports to Israel decreased 74.6%, while Mexico’s decreased 36.8%.

General merchandise stores sales (e.g. Walmart, CTC, etc.) increased 1.7% and food/beverage stores (+0.9%) reported strong sales increases.

CANADIAN CLOTHING MANUFACTURING

Canadian Retail Sales

Sales increased in eight of 10 provinces. One of the bright spots in September’s retail report was once again ecommerce sales, which increased year-over-year by 74.3%.

E-commerce sales accounted for 5.6% of total retail sales, up from 3.5% a year earlier. Year-to-date ecommerce sales increased 69.8%, while total retail sales for the same period decreased 3.9%. Once again, clothing stores recorded the poorest sales results of any segment. Sales (m/m) fell 14.7% in September and were down 29.4% from a year earlier. September’s decrease was the seventh consecutive double digit decrease and followed a 13.6% decrease in August. From a provincial perspective clothing store sales during September decreased (y/y) the most (-20.0%) in Ontario and 15.4% in B.C. Once again clothing store sales performed relatively the best (y/y) in Quebec and the Atlantic provinces. It would seem to be safe to conclude that clothing stores this year received no bump from back-to-school shopping.

Although the results for September 2020 were acceptable, most economists were of the opinion that the month’s results were a continuation of the economy recovering from its initial lockdown. Going forward, September’s results might be the best report for the remainder of the year as consumer confidence fell in October 2020 and new retail lockdowns occurred.

The only unknowns are how nationwide they will become and to what degree they will extend into 2021.

28 IMPRINT CANADA

| December 2020

The capacity utilization rate of Canadian clothing manufacturers during the second quarter of 2020 decreased by 36.6% from the same quarter a year earlier. During 2019 the average utilization for clothing manufacturing was 85.2% vs. 74.4% in 2018.

To order your subscription to the monthly publication of Canadian Apparel Insights, please email info@trendexna.com.

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TWIGA INDUSTRIES INC. ANNOUNCING A MAJOR EXPANSION IN DAILY OPERATIONS & OFFERING TO THE CANADIAN EMBROIDERY MARKET. The TWIGA Industries family now includes the HFK accessory program, Backing, Solvy, Foam, Sprays etc. accompanying a vast selection of Madeira threads.

TWIGA represents the most advanced embroidery equipment available in the world market under the famous ZSK brand made in Germany. ZSK is a leader in todayʼs ever demanding market for complex designs.

Twiga team with Alnoor Remtullah, who is an acclaimed machine technician of 30+ years is always ready to assist companies in providing excellent advice so they can make informed decisions no matter what brand of equipment.

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