November/December 2019

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IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS NOVEMBER/DECEMBER 2019

A Tristan Communications Ltd. Publication

INSIDE THIS ISSUE INDUSTRY NEWS

4

FIVE POTENTIAL HIDDEN COSTS OF YOUR SOCIAL MEDIA CAMPAIGN

Customer service and marketing expert Marc Gordon looks at five hidden costs of your social media campaign. 8

RECRUITING ADVICE FOR SMALL BUSINESS OWNERS

Consultant Scott Wintrip outlines how small businesses can find the best talent. 12

NEW PRODUCT SPOTLIGHTS

Leading suppliers showcase their newest product offerings. 22

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Volume 26, Issue 6

Questions to Ask Yourself When Developing an Effective Awards Program By Kristina Hublar, Bruce Fox Inc.

When building an awards program, it can feel overwhelming. However, you know that having a well-planned and effective recognition program increases value, desirability, employee retention, and much more. So where do you start when you Not all awards programs are created equally. Having a want to build an effective awards well-planned and effective recognition program increases program? employee retention, and so much more. Since every organization is different, we will provide a series of questions to help get a program started, then you can grow and develop your program as needed. These questions will assist you in defining and refining the program, which will make writing out the framework and overall program plan a breeze. Awards, continued on Page 10

How to Collect from Late Paying Customers Nine tips for getting paid without creating hard feelings By Jeff Mowatt

Have you ever experienced the awkwardness of having to call a customer to remind them to pay their bill? You need to walk the fine line of diplomacy. Being a pushover won’t get the customer’s attention. Being too pushy can offend, risking losing not only money that’s due, but future business as well. Most of the training I do is on choosing words that enhance trust and differentiate your service to make price less relevant. You can use these same trust building principles to gain cooperation with customers who aren’t paying. Consider these tips to help you collect from late paying customers:

Collecting from late paying customers requires diplomacy, patience and communication.

1. Do your homework

Start by gathering details about the invoice and about how much overall business the customer does with you. Collecting, continued on Page 6

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" #!". #. In the old days – 70’s and 80’s for me - looking for a job was pretty straight forward. Not only was the job offering fairly specific as to what was required from the potential employee, but the manner in which the job was performed was mapped out: location, hours, reporting lines of communication, et cetera. Fast-forward to modern day, recruitment and the approach to hiring has changed greatly from Baby Boomers (me) to Generation X to Millennials to Generation Z. Nowadays, job offerings are no longer a take it or leave it scenario. They have become more of a question of how flexible recruiters are willing to be to meet their

audience. Generation Z (mid 1990’s to 2010) cannot remember life without the internet. As William Tincup, president of Recruiting Daily, noted: “Despite their tech-informed view of the world, Gen Z reportedly craves connection and prefers person-to-person contact, unlike text-happy millennials. They’re digital natives who want human interaction, hard to engage but always connected, cautious skeptics with an entrepreneurial spirit”. Some questions for thought: where and how will Generation Z’ers fit in to our imprintables and promotional products industry? How will our industry’s suppliers and resellers approach recruiting for these individuals who will be seeking flexible approaches to work?

Right off the top, a technical environment must be part of the employer offerings. One where social connection and networking is fundamental to their own personal growth. A need for a work/life balance must also be part of the equation. Having Generation Z employees as part of the recruitment plan will also go along way towards making a connection with potential recruits. And probably the most important factors will be these: flexible hours, virtual teams, a sense of purpose and independence, and of course rapid pathway towards the top of the ladder! Where can I sign up?

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IMPRINT CANADA

Industry News

November/December 2019 - Volume 26, Issue 6

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(#. &#0 ,- )1 , /& ! -")1 #( && Built upon the strong foundation and success of its predecessor, the SGIA Expo, the inaugural PRINTING United trade show brought approximately 30,000 individuals representing all facets of the printing industry to the Kay Bailey Hutchison Convention Center in Dallas October 23 - 25. Occupying 724,000 gross square feet, the bigger, better and bolder event - developed by the Specialty Graphic Imaging Association (SGIA) and NAPCO Media to meet industry demand - featured a sold-out show floor of more than 680 exhibitors, over 100 educational sessions and several events to further connect industry players. “The feedback we continuously received throughout the show, and following the event from both exhibitors and attendees, has been overwhelmingly positive and powerful,� said Ford Bowers, President and CEO, SGIA. “Many commented on how revitalizing it was to see such a full, and comprehensive, event. We were most thrilled about all the buying taking place on the show floor. This is the best testament that our industry, indeed, is thriving. We just needed the right model, and we are confident that we have produced that with PRINTING United.� The PRINTING United show floor featured an array of equipment, software and consumables to meet printers’ — and their customers’ — needs. Many products were worldwide debuts; others were shown in North America for the very first time. The 4,000-square-foot PRINTING United Experience Zone was a highlight of the expansive show floor. This physical structure allowed attendees to traverse through simulated home, retail, restaurant and outdoor environments;

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PRINTING United 2020 “The vision for PRINTING United has been two years in the making,� said Mark J. Subers, President, PRINTING United. “Seeing it all come together was surreal. We worked hard to provide this industry across all segments with solutions and resources they need to make their businesses successful. For some, that means expanding their capabilities within their traditional industries; for others it’s collaborating and converging with adjacent segments and markets. Either way, there was something for everyone and our passion for where this industry is headed is invigorating.� PRINTING United 2020 will take place October 21 - 23 at the Georgia World Congress Center in Atlanta. Show details can be found soon at PRINTINGUnited.com. For more information, please contact 703-359-1332. Pre-show registration for PRINTING United 2020 has already topped 6,000 attendees. With over 1 million gross square feet in Atlanta, more than two-thirds of the 2020 show floor has been reserved.

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and highlighted print’s presence in everyday life. Here, attendees could touch and take in the various printed applications. Among a comprehensive schedule of in-depth specialty presentations, the sold-out Women in Print Alliance Breakfast held Thursday morning was an especially inspirational session. ST Media’s Adrienne Palmer interviewed teen fashion designer Ariel Swedroe, with a lineup of industry-leading women following up by sharing their own personal journeys in the print industry.

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PUBLISHER

Tony Muccilli : tony@imprintcanada.com

PRODUCTION MANAGEMENT

OFFICE ADMINISTRATOR

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GENERAL INQUIRIES

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CONTRIBUTORS

ADVERTISING SALES

Kristina Hublar, Jeff Mowatt, Marc Gordon, Scitt Wintrip

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Any large volume customer isn’t going to be happy about receiving a collection call over a relatively small invoice. In fact, they may rethink continuing to do business with you. On the other hand, a first time customer with a large overdue bill should be contacted sooner rather than later. When it comes to collecting, it makes sense to give long term customers special consideration.

85 !#( 1#." )/,. -3 ' #& The first reminder can be a friendly email sent soon after payment is due. Keep the tone light and conversational: “Pat, I was looking through our receivables and noticed we haven’t received a payment yet on this invoice. I want to make sure you did indeed receive it and there’s nothing you need from our end. Thanks.�

95 . ( /* ), 3)/,- & If the email doesn’t receive a reply, it’s time to pick up the phone. If you’re feeling anxious, stand up when you phone. Your voice will have more resonance and authority, and you feel more confident and in control.

:5 " , .- (). /- .#)(Certain phrases can inadvertently sound like accusations that put customers on the defensive. Telling people they are late or overdue sounds like a generalization. Instead give specific dates and encourage them to talk, “Payment was due on the 17th, and as of today, we haven’t received it. Is there something about the payment I should be aware of?â€? This is the time to actively listen, gather facts and take detailed notes. This isn’t the time to state your position. Instead, summarize your understanding of the facts you collected. “So if I understand this correctly, the situation at your end is‌?â€? A huge part of building trust with anyone is demonstrating that you get their circumstances.

;5 '* ."#4 After you’ve summarized your understanding of their situation, if they have indeed been experiencing financial setbacks, then empathize. Begin with two magic words: sounds like. “Sounds like you’ve had a run of unfortunate events. I’m sorry to hear that.� Those words make you sound humane and go a long way towards making late paying customers want to cooperate.

<5 )(m. ' % #. * ,-)( & This is the opposite of what I normally share in my Trusted Advisor seminars. Typically, we personalize the service by using the word “you�, as in, “Let me check for you.� In the case of collections however, the last thing we want is for this to be taken personally. So rather than

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asking, “When can you pay?� Instead ask, “When can we expect payment?� Speaking of word choices, avoid asking if they “want� to pay by installments. Few people want to pay bills. Instead ask, “Would it be helpful if we set up a payment plan?�

=5 2*, -- 3)/, , ( (. (.#)( If you are indeed dealing with a normally reliable repeat customer, explain that you value their business and want to help them through this. I call it expressing your grand intention. It sets a positive tone and implies that you’re interested in achieving a long-term mutually positive outcome. Again, the goal is for them to feel motivated to pay

>5 / ' ' , # 4 /( ,-. ( #(! Before hanging up, clarify what you and the customer have decided, “For my notes and to make sure I have everything clear, here’s what we’ve agreed upon moving forward‌â€? Then send them a written summary confirming what you discussed. That way if you end up in court you’ll have documentation.

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?5 -. , -),.If you conclude there’s slim hope of collecting all monies or that you no longer want to continue doing business with that customer, consider settling for less than the full amount. In most cases, you’ll be further ahead financially than what you’d receive by either suing them or engaging a collection agency. Speaking of unpleasant customers, some business owners have told me they meet once a year with their staff to ‘fire’ one or two of their worst customers. These are individuals who create more stress than they are worth. In that case, they send the customer a letter along the lines of, “It appears you have not been satisfied‌ we are therefore asking that in future you use the services of (competitor).â€?

)..)' #( A While phoning customers to get paid may be daunting, fortunately by simply being a strong listener and choosing your words more thoughtfully, you can make collecting from customers less unpleasant and more rewarding. Good luck!

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Jeff Mowatt is a customer service strategist and Hall of Fame speaker. He’s the author of the best-selling business books: Becoming a Service Icon in 90 Minutes a Month and Influence with Ease. This article is based on the bestselling book, Becoming a Service Icon in 90 Minutes a Month.

Jeff heads his own training company and has written and produced 13 self-study coaching tools. His Influence with EaseÂŽ column has been syndicated & featured in more than 200 business and online publications.

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For many business owners, the lure of social media is hard to resist. It offers the ability to reach and engage their market on their own terms, to promote their products and services, and the freedom to do it all from the kitchen table or smart phone. And the best part is that it’s free. Or is it?

Here are five potential hidden costs resulting from social media marketing that could be causing your business to lose profits and customers.

75 #' Depending on the network (Facebook, Twitter, Instagram, et cetera.) and what your goals are, you may need to post new material a few times a week or a few times a day. And it needs to be fresh, timely and relevant. This can take a significant amount of time to not only create, but to research. Could your time be better spent on alternate activities such as meeting new people or working the phones to prospect new business?

85 )( 3 The organic reach of a Facebook business post is less than one per cent. Many of the big social networks are making it difficult to be seen without paying to promote your post. What was once free, could now cost you hundreds of dollars (or more) each month. So in addition to tracking your analytics, try to create campaigns that offer specific deals and promotions. This will allow you to better measure results by tracking sales.

95 */. .#)( Too often, the social media line between business and personal gets blurred. From offering product advice to posting pictures of pets and sharing political views, business owners can quickly polarize their online community. Try to only make posts that deliver value, ideas, and positivity as they relate to your market and industry.

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:5 -)/, Social media should be viewed as just one tool in your marketing toolbox. And assuming you’re open to other campaigns such as direct mail, print ads, and trade shows, you’ll need to budget for time and money. Participating in too many types of media will only lead to unfocused campaigns, wasted money, and lots of stress. Find out what works and stick to it.

;5 ) /Social media stopped being social a long time ago. For business, it is now simply about being seen by the right people and deciding what platform does it best. Knowing who your customers are and what kind of media they use is key to getting the most out of any marketing campaign – through social media or conventional media. When you understand who your customers are, what they want to hear, and through what channels, you will then be able to create a more relevant and effective campaign.

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Marc Gordon is a recognized marketing expert, speaker and strategist. His articles appear in over 200 publications worldwide.

Visit marcgordon.ca or his online show at marctv.net for more business tips.

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By creating an awards program that recognizes each employee or team every time they submit a new patent. That would be one option, right?

Before you start assembling a committee or asking for submissions, you need to define the program. You must ask yourself some hard (and not so hard) questions:

1. What are you looking to get out of this recognition program? What are your goals? What objectives does your recognition program serve within your organization? Consider what’s important within your business. Why should you even start this recognition program? Is it to increase sales? Decrease injury incidents? Or is it to increase productivity, attendance, and employee retention? So you know, performance-based recognition has been gaining popularity due to its ability to motivate, engage, and retain employees, as well as taking on the classic psychology of positive reinforcement for excellent work. Also consider your core values and mission statement, which you can use as a guide. Your awards program can assist with countless needs and goals, but you need to be specific and targeted with each program – otherwise they won’t be as effective.

2. What behaviors and accomplishments is your award program directed to support? Once you define the goals of the award program, consider what specific behaviours you want as a result from your employees. How can you reach your goals and how can you get your employees to respond to a program to support the objective? Don’t forget to be fair and flexible, while meeting the program needs and objectives already decided upon. For example, your company may rely heavily on innovation and your Research & Development department is at the core of that. Therefore, your goal for the awards program is to increase patent submissions. But how can you accomplish this?

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You know who your target audience is, but who gets to stand above the rest? Where do you draw the line on who is worthy of being recognized? Define what is required to be worthy of this award. Then, the second part of this is how will the recipients be determined, and eventually, how will the winner be chosen? Will they be nominated? Will you go based on data you already have and is readily accessible, like attendance? And will it be anonymous or public? Will there be a committee or one person deciding it all? You’ve already determined your goals, but who will be eligible for your awards program?

5. How are you currently measuring these achievements?

3. Who will be recognized? Once you know the goals of the program, consider who will be recognized. What are the demographics of the recipients? Get a feel for the type of people involved so you can focus on solutions that would appeal to them. What is their typical work environment like? Describe how and where the typical recipient works. Get an insight into the lives and livelihoods of the recipients. (Also, consider this when you are picking out awards for your achievers.) Are you creating an awards program for only certain departments, the whole company, or just a few key individuals? Get to know as much as you can about your target recipients. Just be aware that the more you target a specific group, two things can happen: • The more you understand your target audience, the easier it will be to create an effective awards program. • If you are exclusive to only a certain department and that’s the only awards program in the whole company, others might get jealous and disengaged. Everyone wants the chance to be recognized, so consider creating other awards programs in the future that can be more inclusive or more exclusive ones for other areas and departments.

4. How will eligibility be determined? There are two parts to this; the first is the possible recipients.

Measurement is going to be key for your awards program. Especially if your management requires results and data for every dollar spent. So, research how you’re currently measuring these achievements that you want to recognize. Determine if there is a process and the accountability involved. Then create a system or plan to measure the same achievements once you’ve started your awards program. That way you can easily pull the data in the future to see if your awards program is effective.

6. Have you done anything in the past to recognize your achievers? This might mean asking senior or more experienced individuals in the company; however, it’s good to know what has been done in the past. Especially understanding what worked, what didn’t, and how it was handled. Keep in mind, if the previous program was a long time ago, things likely have changed, including people, data available, tastes, and so on.

7. How would you describe your company’s culture? Think hard and be truthful when you answer this question. As mentioned earlier, if your company culture, mission statement, or company values are a strong part of your company, then you might want to have that as your guiding light during this process. But, if you went out to your employees, would they even know your mission statement or core values? If not, then do you want to create a program that will help build up the company culture and create a focus on aligning your employees, the company culture, and the branding?

8. What’s the history of your company? This is another avenue you might want to take with the awards program. *_IZL[ KWV\QV]ML WV 9IOM

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,/#.#(! #*- ), ' && /-#( -- 1( ,Finding the best talent in overtapped labour pool 3 ).. #(.,#*@ #(.,#* )(-/&.#(! ,)/*

When you operate a small business, every team member matters greatly, and an open position can drastically impact your production. The following article outlines tips to help small businesses find superior job candidates more quickly and easily. As a small business owner, you’re beyond busy and that isn’t likely to change. One moment, you’re serving as a salesperson, trying to close that new account; the next, you’re playing service rep and solving a buyer’s problem or doing executive tasks like running to the bank to sign loan documents. Add to these roles more selling, more service, and more managing. Suddenly, your best employee gives notice. As busy as you are, how will you find time to recruit, interview, hire, and train a replacement? Small business owners are competing with one another for quality employees. The Internet leveled the playing field, and now your company and all others -big and small - are able to reach out to top talent. This is straining an already tapped labour pool and has left many small business owners searching far and wide for talented and resourceful job candidates. Small business owners need to find great talent quickly in order to perform at full capacity. When you’re operating with a small crew, you have to find smart, resourceful talent capable of keeping up with the fastpaced dynamics that come along with a small company. Luckily, fitting hiring into your already busy day isn’t that complicated, it just requires a few easy adjustments.

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Here are four steps you can take to make hiring for your small business more efficient than ever: 1. Leverage the most productive streams of talent. Asking for referrals and networking with other business people has long been a highly effective way to locate talent. In fact, business owners who carve out time each week for networking and referral generation discover a secret: The labour pool isn’t as tapped out as they originally thought. They simply weren’t taking a disciplined approach to recruiting.

2. Actively share the talent you discover with other business owners in your network. It’s important to always keep in mind that you’re not going to be able to hire every great candidate you meet. Sometimes talented candidates just aren’t the right fit for your company, and other times, all of your positions may be filled. When this happens, be sure to share candidates with other business owners that you network with to help them solve their own hiring challenges; they will also be happy to reciprocate when the time comes and your company is in need. Give to get; business owners who share talent in this manner with at least eight or more businesses report greater success in hiring faster and making better hires.

3. Conduct hands-on interviews. The standard approach to hiring is to conduct interviews where candidates talk about work. Not only is this a huge drain on time, it’s also an inaccurate way to assess whether a candidate fits your job. That’s why many small business owners have turned to doing hands-on interviews. In a hands-on interview, you experience the candidate doing sample work. If it’s for a sales role, the candidate joins you on a sales call. If you’re hiring for a customer service role, he or she can help solve a customer’s problem. By watching the candidate in action, you save time while also making a more accurate assessment of whether or not someone is a good fit.

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Some roles are more vital than others, and when these roles are left unfilled, they can harm your business. Plus the extra work usually falls on your already overflowing plate. Instead of waiting until an employee in an essential job

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7XaX]V RhR[Tb S^]zc P[fPhb WP__T] Pc cWT QTbc cX\T Qdc fWT] cWTh S^ h^d \dbc SXeT aXVWc X] P]S [^RPcT cP[T]c cWPc fX[[ ZTT_ h^da R^\_P]h cWaXeX]V quits or gives notice to start recruiting, do yourself a favour and recruit ahead of time. Dedicating 30 minutes to recruiting each week pays off by creating a pipeline of potential talent ready to be hired the moment that vital job becomes open. Hiring cycles don’t always happen at the best time, but when they do, you must dive right in and locate talent that will keep your company thriving. If you’ve maintained viable contacts through networking and referral generation, you’ll be able to locate and hire exceptional talent faster than you might expect - even in an over-tapped labour pool. Then you can remain focused on your day-to-day tasks and keep your company in good shape. *JW]\ \PM *]\PWZ#

Scott Wintrip has changed how thousands of companies across the globe find and select employees, helping design and implement a process to hire top talent in less than an hour. Over the past 18 years, Scott built the Wintrip Consulting Group (WintripConsultingGroup.com), a thriving global consultancy. Scott, the acknowledged leader of the on-demand hiring movement, is pioneering improved methods for recruiting and interviewing job candidates. For five consecutive years, Staffing Industry Analysts, a Crain Communications company, has awarded Scott a place on the “Staffing 100,� a list of the world’s 100 most influential staffing leaders. He’s also a member of the Million Dollar Consultant Hall of Fame and was recently inducted into the Staffing 100 Hall of Fame. Scott and his wife, Holly, live in St. Petersburg, Florida. His book, High Velocity Hiring: How to Hire Top Talent in an Instant is available at bookstores nationwide and from major online booksellers.

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Imprint_Fev2019_KF.indd 1

19-02-20 13:14

News ^%XVLQHVV 'HYHORSPHQW` *_IZL[ KWV\QV]ML NZWU 9IOM

Have a better company culture? Get back to the core prin-

12. Name of the awards program?

Give your project a name. Make sure it reflects the program ?TaU^a\P]RT QPbTS aTR^V]XcX^] ciples of the company? Or do you want to lead a successful project that will last beyond you? and is appropriate for your company culture. WPb QTT] VPX]X]V _^_d[PaXch SdT Even though this isn’t important for the awards program c^ Xcb PQX[Xch c^ \^cXePcT T]VPVT itself, it’s good to center yourself and understand why you are 13. Is there a theme related to the awards program? If so, are there logos or specific graphics to this theme? A P]S aTcPX] T\_[^hTTb Pb fT[[ Pb wanting to do the work of creating this program. theme is an important design element for the event, the awards, and for promoting the program. cPZX]V ^] cWT R[PbbXR _bhRW^[^Vh 11. Who will you need? In order to make your awards program a success, plan out ^U _^bXcXeT aTX]U^aRT\T]c U^a who will you need. Who will you have to get approvals from? 14. What challenges do you anticipate? Of those challenges you’re predicting, what’s the greatest Do you need to work with certain departments? Are there any TgRT[[T]c f^aZ outside professionals you need to bring in?

Here, at Bruce Fox, there’s a Founder’s Award. The award is a plaque of our founder and goes to someone who embodies his creative and innovative spirit. Anyone in the company can earn it. Every company has a history and story to tell – it’s up to you if you want to use that in your awards program.

15. How will you introduce and promote the program? How will you introduce the program to your company? Consider how you will announce and promote it. You must make all the necessary parties aware. And don’t forget to continually promote the program throughout the year. This is to increase the value of the award and create a sense of desire (if it’s an effective recognition program).

9. How will the award be presented? Are the awards presented in-person at a single site/outing/ event? Or will they be presented individually in the field? You must understand the degree of visibility and begin to identify the logistics (including shipping). Define the award, how it will be presented, and if there will be additional prizes. Be warned, when choosing a recognition gift, keep your recipient in mind and how they will feel about your “reward.� Especially if there’s not a personal and relevant connection. Or if the award seems cheap, easy, and thoughtless.

10. What do you aim to accomplish with the program? What is the single-most important objective to you? Including personally and professionally, what do you want to see out of this?

challenge in this program? See where the pinch-points might be and work to steer clear of them and plan for them accordingly.

These questions can be utilized as a guide to building an awards program with your clients. .^MZa KWUXIVa PI[ I PQ[\WZa IVL [\WZa \W \MTT s Q\o[ ]X \W aW] QN aW]

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Don’t forget to consider who you want to bring in for making the awards. Create a list – from who you need for approvals to the election and selection committee – of who you need to pull this off. Simply, identify the various players.

*JW]\ \PM *]\PWZ# Kristina is the Marketing Specialist at Bruce Fox, Inc., a premier custom awards and displayable products supplier serving the promotional products industry. Bruce Fox Inc, designs and produces premium recognition award solutions, as well as branded displayable products of all kinds. They are renowned for their expertise in the recognition award market, but are also engaged in a broader range of product applications, including ID/ signage, point-of-consumer displays, commemorative gifts & keepsakes, premiums and promotional gifts—nearly anything that can be designed and built. For information, contact 812-945-3511 or visit www.BruceFox.com

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©2019 Fruit of the Loom Canada, Inc

A HERITAGE BUILT ON FLEECE Innovating and perfecting functional comfort in sportswear since 1926, Russell Athletic® is an iconic brand known for producing superior quality fleece.

693HBM0 & 7FSHBM0 15.5 oz 50/50 Blend

Offering a variety of adult and youth styles in premium three-end fleece construction that delivers durability, softness and a smoother print surface – all featuring DRI-POWER® MOISTURE WICKING TECHNOLOGY for maximum comfort.

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NCE 1954 Proudly Canadian owned and managed company serving Canadians

Shown: Ladies Cold Weather Parka L06101 also available, Men’s Style L06100

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IMPRINT CANADA _ 1RYHPEHU 'HFHPEHU

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