September/October 2023

IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS

All Video is Content Marketing Five Rules For Greater Reach

ALL VIDEO IS CONTENT MARKETING

By Patrick McGowan

NEW PRODUCT SPOTLIGHTS

Being on video and watching videos is today’s business norm. A recent survey showed 76 per cent of consumers watched a video before purchasing a product.

Social media in uencers promote products through video-based storytelling. You login to video meetings daily with prospects and customers.

Since 2005 - the year YouTube launched - video has increasingly grown in prevalence, production value, and consumption. en in 2020 video marketing took a massive leap forward with the pandemic-induced use of video conferencing, podcasts (with video), and livestreams.

Today, YouTube is the most used social platform for research purposes among business-to-business decision makers with 50.9 per cent of users. And every day more than 300 million people participate in a Zoom meeting.

What the reluctant say about video is: “It’s not going away.” Strategic leaders, though, say, “Video is how we do business now.”

How to do a SWOT Analysis of your

Promotional Products Business

By Kristina Hublar

e importance of doing a regular SWOT analysis can’t be underestimated. Our economy is rapidly changing, and the new advances in technologies, systems and processes require businesses and organizations to audit themselves on a consistent basis.

In the marketing world, regular self-re ection to look for areas of improvement was a constant task. Maybe that’s because our industry was constantly evolving or because our company wanted to live on the cusp of innovation – either way, it was deeply ingrained. However, when you ask many owners or professionals in the promotional products industry, when was the last time that they stopped to think about their business beyond a eeting thought, much less a SWOT analysis, the answers aren’t nearly as o en, if ever.

The rise of Video: YouTube has become the most used social platform among B2B decision makers.

A thorough SWOT analysis of your business can help uncover areas of focus that need to be addressed before they become a detriment to your business.

September/October 2023 - Volume 30, Issue 5 ONLINE EDITION www.imprintcanada.com/magazine

Strength in Diversity

Canada has long been known for its welcoming immigration policies and robust economy. As our country continues to experience economic growth, the need for skilled workers has become more pronounced.

e positive impacts that skilled foreign workers bring to businesses in Canada are immense. Among the most prominent bene ts are:

• Access to skilled labour: e Permanent Residency Program (PR) allows Canadian businesses to tap into a global pool of skilled workers, addressing talent shortages in various industries such as nance, technology, healthcare, and manufacturing. is in ux of skilled workers not only boosts productivity but also innovation within businesses.

• Diverse Workforce: Canada’s strength is diversity in the workplace. Having a multicultural workforce can enhance creativity, problemsolving, and the ability to reach diverse customer markets.

• Reduced Recruitment Costs: Employers o en spend signi cant resources on recruitment and onboarding. Hiring skilled workers through the PR program can reduce recruitment costs because these candidates have already gone through a rigorous selection process.

• Long-Term Commitment: Permanent residents are committed to living and working in Canada for the long term. is stability can bene t businesses by reducing turnover and training costs.

• Regional Development: Provincial Nominee Programs (PNPs) allow provinces to target speci c industries or regions experiencing labour shortages. is can help stimulate economic development in underserved areas.

Despite all the bene ts, there are also some headwind impacts that business face with respect to skilled foreign, most notably:

• Wage Pressure: As more skilled workers enter the job market, there may be upward pressure on wages, especially in industries with high demand for skilled talent.

• Competition for Talent: As businesses across Canada vie for skilled workers, competition can intensify, making it challenging for some companies, especially smaller ones, to attract top talent.

• Housing and Infrastructure Strain: In cities with a high concentration of immigrants, increased demand for housing and infrastructure can lead to rising costs and potential strain on local services. is is currently an issue facing Ontario more so than other provinces.

• Credential Recognition: Some immigrants may face challenges in getting their foreign credentials recognized in Canada. is can a ect their ability to contribute fully to their chosen profession.

• Training and Integration Costs: While skilled workers have expertise, they may still require training to adapt to Canadian workplace norms and speci c job requirements. Businesses may need to invest in onboarding and integration programs.

• Language and Cultural Di erences: Employers may need to address language and cultural di erences in the workplace to ensure integration. Canada’s reliance on immigration has been and will continue to be its strength. Successful businesses in Canada are able to leverage the bene ts of skilled workers and, ultimately contributing to the country’s economic growth and competitiveness on a global scale.

14 WEARABLES S HOWCASE

20 SUPPLIES & EQUIPMENT S HOWCASE

PUBLISHER

Tony Muccilli : tony@imprintcanada.com

PRODUCTION MANAGEMENT

Adriano Aldini : news@imprintcanada.com

CONTRIBUTORS

Patrick McGowan, Kristina Hublar

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The Rest Of

The Importance of Self Analysis

Everyone can easily point out things that to improve upon. We all say that we want to improve, or that we want to be better at “X.” We want to improve sales. We want to get better at connecting with people. Or even we want to get better at time management.

However, true self-re ection and self-analysis requires taking it a step further. Allow yourself time to be introspective –whether it’s 30 minutes or a few hours. As humans, we tend to be going non-stop with little time to really sit down and think beyond eeting thoughts or matters at hand. But what we need to do is force ourselves to be truly e ective with our time.

Yes, taking the time to do self-analysis is e ective and useful –a SWOT analysis for yourself, your business, and your company is worth your time. ere are plenty of articles out there supporting this case.

So, why don’t you let yourself do something that can positively impact your wellbeing and your business - especially during uncertain times?

SWOT Analysis from the Distributor Perspective

While we’re on the note of SWOT analysis, I’ve gone ahead and done two on this industry. One, for the promotional products industry from the distributor’s perspective. e other is a SWOT analysis from the end-user’s perspective.

Be introspective about these two main audiences. We hope to assist you with being thoughtful about what our industry’s current position is.

Strengths:

• Wide and diverse supplier network

• Known tools and language in the marketplace

Weaknesses:

• Commoditized/Price Driven

• Not in control of sales cycle or the supply chain

Opportunities:

• To personalize service levels to swing the pendulum back to the human side of business

• Set-up webstores to streamline processes for end-users and distributors

• Implement AI to systemize processes & work ow

• Leverage video to grow audience

Threats:

• Amazon, etc.

• Direct sourcing

• Supply chain vulnerabilities

• In ation

ere are great resources for distributors and suppliers, as well as some opportunities to personalize the experience for businesses to create more value to the end-users.

SWOT Analysis from the End-User Perspective

How does the promotional products industry look from the end-user’s perspective? What do your clients see when they start looking at the promo industry?

Strengths:

• Systematic (easy to order)

• Accepted practice

• Price competitiveness

Weaknesses:

• Saturation in apparel & other categories

• Little control of supply chain and inventories

Opportunities:

• Inexpensive impressions

• Buy online easily

Threats:

• Low prioritization/nonessential to the business

• Commoditization/proliferation undermines e ectiveness

• Much of what’s o ered is frequently not goal-focused

• In ation

• Supply chain issues, which a ects timing and price

is is what your clients see. It’s good that they nd it easy to order with you, but what does that mean for you and your company?

e answer to that question can be found in an honest and comprehensive SWOT analysis. I am not referring to one that is generalized for distributors, but rather one speci cally for you and your company that examines your business from the inside and out.

What are your particular strengths, weaknesses, opportunities, and threats in your niche market area?

You need to sit down for a long time (more than just your lunch time) and really think about this. Be honest with yourself, otherwise there’s no point – you’re doing no good hindering your potential growth.

SWOT, continued from Page 1

The importance of doing a regular SWOT analysis can’t be underestimated. Our economy is rapidly changing, and the new advanced in technologies, systems and processes require businesses and organizations to audit themselves on a regular basis.

For All Your GLASSWARE Needs

Video Marketing, continued from Page 1

In today’s business world all video is video content marketing. Zoom is not a phone call with video. Whether it’s a livestream or a self-produced YouTube short, your videos still need to follow a handful of rules.

1. Positioning.

Some marketers consider the word brand to be a fourletter word. e job of marketers and business leaders, they say, is to position a company or product in the market.

e brand becomes how customers de ne it, and, hopefully, they de ne it based on your considerable e orts.

e best marketers see this work of positioning to be the rst and most important activity. ey have learned to be comfortable with discomfort, because good positioning feels limiting. Good positioning is uncomfortably narrow.

It’s a single, narrowly de ned target buyer. Your videos— live and recorded—will improve once you know who you are producing them for and what their motivations are.

2. Di erentiation.

What makes you di erent is what gets people’s attention. Not di erent for di erent sake, but a viable, propositional di erence which appeals to your ideal buyer.

It’s a noisy, messy, and chaotic market. You want to be a brand which means you can charge a premium. If there is nothing to distinguish yourself from the competition, then you’re a commodity and you can only compete on price. Your di erentiation needs to be relevant and clearly expressed on all your video channels, especially video meetings.

e rst step is to shi responsibility for video meetings from operations to marketing. e next step, especially with a hybrid workforce, is to make sure that everyone who shows up on video is well trained and that their presence represents the value of the brand.

3. Distribution.

Where to post your videos is determined by positioning and di erentiation, not trend or fashion. A shing guide once said, “You’re not shing unless you have sh under your boat.” Or as Maverick said to Goose in the rst Top Gun, “Target rich environment.”

be determined by the platform you choose and the audience you want to reach.

Tiktok is both a genre of video and a distribution platform. e audience consumes video through a spontaneous scroll. How you tell your story on TikTok may not work on LinkedIn.

Additionally, your video meetings, podcasts, and livestream productions express the story of your brand. e way you show up on video tells a story. But is it the right story? Your video meetings and podcast presence need to set the tone and timbre of future engagements.

5. Surprise

Better video is an act of kindness. Do everything you can to be more present across the lens.

We all spend enough time in front of a camera. When you show up on camera with a better-than-expected presence, you surprise people. Surprise is one ingredient in being unforgettable.

When you are not present, people check out. When you are present, people respond. Presence is what you say before you say a word.

Your presence should communicate con dence, power, and credibility. is will surprise some people. When combined with con dence, you’ll be more persuasive.

Conclusion

Distribution can include everything from the social media platform (LinkedIn, TikTok) to the video distributor (YouTube, Vimeo) to the livestream platform. It answers what and how of your video content strategy. Regardless of platform, you want all your videos to do one thing: direct interested parties to your website. ere they learn more about you and begin to fall in love with you. Distribution isn’t a benign decision. It says a lot about who you are and the people you’re trying to reach.

4. Story

Stories draw prospects in and customers closer. A welltold story engages the right people into a deeper, more meaningful conversation.

e right story you want to tell elevates the customer as hero. It captures your positioning and di erentiation. How you will tell your story—written, audible, or visual—will

Video content is a critical component to your digital content marketing strategy. All video—whether meetings, podcasts, e-learning, or social media—deserve careful review and attention.

Video is a powerful and compelling medium. ese ve rules provide the framework you need to begin to evaluate what you’ve already produced and what you plan to produce. Say to yourself, “Video is how we do business now.” Go and do it.

About the Author: Patrick McGowan, MBA, consults, trains, and coaches business executives and teams to have more power, presence, and credibility on-camera in a video- rst market. He pulls together three-decades in marketing, innovation, and leadership. McGowan started Punchn to address the challenges and insecurities we all face when on camera. He is the author of “Across the Lens: How Your Zoom Presence Will Make or Break Your Success.” Please visit www.punchn.io.

What the reluctant say about video is: “It’s not going away.” Strategic leaders, though, say, “Video is how we do business now.”

Regardless of platform, you want all your videos to do at least one thing: direct interested parties to your website.

What makes you different is what gets people’s attention. Not different for different sake, but a viable, propositional difference which appeals to your ideal buyer.

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