IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS
A Tristan Communications Ltd. Publication
AFKA<= L@AK AKKM= H=J>GJE9F;= KL9F<9J<K L@9L E9Q := @MJLAF? QGMJ :MKAF=KK Customer service and marketing expert Marc Gordon looks at five performance metrics that may be hindering your business. 8
@GO 9 KLJGF? :J9F< E9C=K QGMJ ;GEH9FQ EGF=Q Author and brand strategist Lindsay Pedersen outlines the six ways that a strong brand can boost your bottom line. 14
MF<=JKL9F<AF? QGMJ ;DA=FLK <=;AKAGF LJA??=JK Author and consultant Jill Johnson explains the importance of understanding what triggers your customersâ&#x20AC;&#x2122; decision making process. 16
F=O HJG<M;L KHGLDA?@LK Leading suppliers showcase their newest product offerings. 24
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SHOW HOURS: Friday September 20: 10am - 5pm Saturday September 21: 10am - 4pm Registration opens at 9am
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Volume 26, Issue 5
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%#(! ( ),' ")# The third and final installment of a three-part feature series written by Garry Bell, industry veteran, sustainability advocate and VP Corporate Communications at Gildan Activewear Inc.
In the first two articles we spoke about harnessing your inner-entrepreneur to run a more sustainable (and profitable) business, and about building sustainability into killer sales pitches for your customers. This final article focuses on the everyday personal choices we make and how a little information can go a long way towards creating a more sustainable future.
â&#x20AC;&#x153;IGNORANCE IS BLISSâ&#x20AC;? I hate this expression; first used in a poem by Thomas Gray in 1792, it referred to the idea that NOT KNOWING what is coming would allow your happiness to last longer. Through our smart phones, it has never been easier for us to fully understand exactly what goes into the products we buy, what happens when we use them and where they go at the end of their life.
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How many times have we heard, â&#x20AC;&#x153;the artwork sells the shirtâ&#x20AC;?? And while most of us know this to be true, do we really run our business based on this principle? In my experience and observation, I see too many shops sacrifice artwork due to time, budget or other constraints and - in my opinion - miss opportunities to set themselves apart from the competition and increase sales. One of the things I hear from my seminar attendees is, â&#x20AC;&#x153;I would love to do better designs, but my customers arenâ&#x20AC;&#x2122;t asking for that kind of artwork.â&#x20AC;? My answer to that is, â&#x20AC;&#x153;Thatâ&#x20AC;&#x2122;s because they donâ&#x20AC;&#x2122;t know you can do it.â&#x20AC;? That was my experience when I had my own print shop. Customers are used to seeing two-colour designs with a piece of clip art and type thrown over it. When everyone does that, you can count on the client haggling over price. By providing upgraded or enhanced versions of the artwork, you start a conversation that allows you to hold your price or even increase it. Most customers are used to calling around and getting pricing from everyone. â&#x20AC;&#x153;How much is it going to cost me for a full-front, two-colour design printed on 72 shirts?â&#x20AC;? *Z\_WZS KWV\QV]ML WV 9IOM
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