Imprint Canada September/October 2012

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A Tristan Communications Ltd. Publication

Consistency and Customer Service Separate B.C.-Based Distributor From Local Competition

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n the promotional products industry, loyalty among clients isnâ&#x20AC;&#x2122;t guaranteed.

After all, if a customer is looking to place a relatively standard orderâ&#x20AC;&#x201C; like for pens, bags, or T-shirts â&#x20AC;&#x201C; they know full well that they could just as easily go to the shop down the street as they could with you.

Oftentimes, what separates your business from getting an order over your competitors can be consistency, reliability and the customer service that you are capable of providing on a daily basis.

For Terrace B.C.-based Silvertip Promotions and Signs, the mandate of delivering top-notch customer service, professional advice and consistent quality work is what has helped make them the largest promotional distributor west of Prince George, B.C. â&#x20AC;&#x153;We get some clients that come to us for an order and then for their next order they go to one of our competitors,â&#x20AC;? says owner Janice Shaben, who notes that these same clients usually end up coming back for the service, quality and experience they consistently provide. â&#x20AC;&#x153;That was one of my first goals when I came on board,â&#x20AC;? explains Shaben, referring to the mandate of growing the business. When Janice first joined Silvertip Promotions and Signs 8 years ago to help her husband Gord oversee the day-to-day, she admits that the company was relatively small. Gord originally started the business in 1985 & has been heard saying, â&#x20AC;&#x153;Iâ&#x20AC;&#x2122;m 27 years into my overnight success.â&#x20AC;?

However, once the promotional product division moved into its current street front location two years later, it didnâ&#x20AC;&#x2122;t take long for the growth to follow. â&#x20AC;&#x153;I would say that we accomplished (our growth objectives) by being consistent and always eager to help with friendly, expert advice,â&#x20AC;? she explains.

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Volume 19, Issue 5

Maximizing Custom Garment Sales at Events

By Ted Stahl

If you had the chance to visit a county fair, festival, craft show, trade convention, sports tournament, race or any type of event recently, you probably said to yourself: â&#x20AC;&#x153;This would be a great place to sell custom garments. I should have a booth here next year.â&#x20AC;?

Taking your heat press on the road is easier than you think. Itâ&#x20AC;&#x2122;s not only a great way to profit from sales, itâ&#x20AC;&#x2122;s an excellent way to increase your visibility, build your brand, market your business and find new customers.

Here are some tips and tricks that will help you maximize your custom garment ,][\WUQbI\QWV I\ M^MV\[ Q[ I U]KP [W]OP\ IN\MZ

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sales at events.

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If you havenâ&#x20AC;&#x2122;t already found an event at which you would like to sell, there are a variety of resources online which will list just about every craft fair, festival, holiday gift show youâ&#x20AC;&#x2122;ve ever heard about, and then some. You will be surprised at all the opportunities out there. In Canada, two sites where you could start your researching would be FestivalNet.com and Craft-Fairs.ca. .^MV\ -MKWZI\QWV ,WV\QV]ML WV 9IOM

Always Putting Customers First Itâ&#x20AC;&#x2122;s important to note that Silvertipâ&#x20AC;&#x2122;s growth came at a time when most other companies in the area were struggling. Shaben explains that the economy in northwest B.C. has been depressed for a good number of years now; what was once a bustling area, Terrace B.C. witnessed its two largest saw mills close their doors

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Get caught up on the latest industry news

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Mark Venit examines the criteria for selecting a name or renaming your company 6 <0G8<8I4 H>DA C8<4 0C CA034 B7>FB

Maximize your ROI of attending trade shows with some planning before, during and after industry events 12 8<?A8=C @ 0

Gunold Canada's Fran McAvity answers your embroidery questions in our Question & Answer series 16

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Careful Whose Toesâ&#x20AC;Ś I have a tremendous amount of respect for people who make their livelihood in any sales profession. Call it a knack, a gift or an art, salespeople have that special something in their character that enables them to convince people to part with their money.

Certain salespeople shine more than others. Various degrees of integrity, honesty and trustworthiness combine to give each salesperson their own unique identity and reputation.

One characteristic that sometimes rears its ugly head is greed.

When a buyer reveals a vulnerability or desperation, a salesperson will be tempted by a little voice suggesting that not only is victory (the sale) guaranteed, but an opportunity exists to take advantage of the buyerâ&#x20AC;&#x2122;s need; that voice is essentially telling them that the sky is the limit on how much to ask for.

The basic law of supply and demand establishes market parameters on pricing for any good or service. When a salesperson tries to achieve a price higher than that range, they are most likely exploiting the buyerâ&#x20AC;&#x2122;s needs.

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If a seller of a commodity tries to gouge a buyer, you can bet there is little chance for the relationship to continue as trust will be the first casualty, with respect following closely thereafter.

In a small economic community, reputations can suffer quickly and word of mouth can raise flags for other potential buyers.

No matter how effective a salesperson is, nothing can replicate the trust and goodwill that is fostered over time. Once that is lost, the buyer / seller relationship is fractured - often beyond repair.

Poor business judgement can garner short term exploitive gains by one party over another, but it can also lead to future losses.

There is a clichĂŠ that applies to this scenario: be careful whose toes you step on today as they may be attached to the butt you have to kiss tomorrow.

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Industry News

September/October 2012 - Volume 19, Number 5

Fruit of the Loom Canada announces new wholesale partnership Announces Russell Athletic performance gear coming to Canadian market spring 2013 Fruit of the Loom Canada and The Authentic T-Shirt Company/SanMar Canada are extremely excited to announce their new wholesale partnership for the Canadian Activewear market.

With the addition of Fruit Of The Loom to its diverse product line offering, The Authentic T-Shirt Company/SanMar Canada's customers all across Canada will have access to the full range Fruit of the Loom products.

For more information, please contact your SanMar Canada Account Executive or visit www. sanmarcanada.com

Russel Athletics Launching Spring 2013 Fruit of the Loom Canada also announced that starting spring 2013, they be launching a new Russell Athletic performance fleece and training gear product offering to the Canadian market.

This new program will feature many of the key fleece and complimentary activewear items which have been the backbone of the Russell Athletic brand for over 100 years.

Russell Athletic has a long history of being a proven core athletic brand. Effective spring 2013, Russell Athletic product will be available to dealers focusing on team and collegiate accounts through an expanded offering of team wholesaler partners located throughout the country.

Fruit of the Loom Canada is pleased to be expanding the distribution of the Russell Athletic brand in Canada and looks forward to working with dealers focused on the team business in 2013 under this new expanded distribution model.

Stay tuned for more details and product previews in the upcoming months.

Jamie Stone, an industry veteran of over 15 years, will represent the complete line of FW and FILA Golf products in British Columbia. Jamie has represented major suppliers in both hard and soft goods.

His experience in sales and marketing within the promotional industry includes implementation of

sales, marketing, dealer programs and incentives.

“FW continues to grow and we are thrilled to have Jamie on board as the new representative in B.C.” says Jonathan Epstein, Sales Manager at FW. “I am confident that his well-known and greatly respected expertise will significantly strengthen the FW and FILA presence in this territory.”

Jamie can be reached at Tel: 604-930-5533, jamie@ westshoreagency.ca

Gildan Activewear announces third quarter fiscal results President and CEO initiates plan to sell up to 28 per cent of shares Gildan Activewear Inc. (TSX:GIL)(NYSE:GIL) reported third quarter net earnings of $78.6 million or $0.64 per share (all figures U.S.) on a diluted basis, compared with net earnings of $88.1 million or $0.72 per share in the third quarter of fiscal 2011.

Results for the third quarter of fiscal 2012 include restructuring and acquisition-related charges amounting to $1.6 million after-tax, primarily related to the acquisition of Anvil Holdings, Inc. (Anvil) which was completed on May 9, 2012.

Net sales in the third quarter were up 13.3 per cent to $600.2 million in Q3 2011. Sales for the Printwear segment amounted to $449.3 million, up 11.3 per cent from fiscal 2011, and sales for the Branded Apparel segment were $150.9 million, up 19.7 per

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MAXIMIZING CUSTOM GARMENTS SALES AT EVENTS CONTINUED ON PAGE 10 BUSINESS PROFILE

4 6 10 16

INDUSTRY NEWS SELECTING OR RENAMING YOUR COMPANY MAXIMIZE YOUR TRADE SHOW EXPERIENCE EMBROIDERY Q+A

1

SILVERTIP PROMOTIONS & SIGNS CONTINUED ON PAGE 34

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Fersten Worldwide adds leading sales agency for B.C. region Fersten Worldwide (FW), proudly announces the addition of Jamie Stone and Linda Koop of Westshore Agency to its sales force.

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cent from the third quarter of last year.

CEO Initiates 10b5-1 Plan Glenn J. Chamandy, President and CEO, has entered into a pre-arranged share disposition plan, under which he has authorized and directed a U.S. financial institution to sell up to 2.75 million of his total of 9.8 million common shares of Gildan over a maximum 24-month period beginning on December 17, 2012.

In a statement issued by the company, Mr. Chamandy's investment in Gildan will continue to comprise the majority of his personal net worth and he has reiterated his personal commitment to continuing to lead Gildan's growth strategy, as well as his confidence in the future prospects for the company.

18

WEARABLES SHOWCASE

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AD SPECIALTY SHOWCASE

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SUPPLIES & EQUIPMENT SHOWCASE

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COMMODITY SALES FOR LARGE RETAILERS PUBLISHER Tony Muccilli : tony@imprintcanada.com PRODUCTION MANAGEMENT Adriano Aldini : news@imprintcanada.com

CONTRIBUTING WRITERS Mark L. Venit, Fran McAvity, Ted Stahl, Adriano Aldini

MARKETING COORDINATOR Steve Silva: feedback@imprintcanada.com OFFICE ADMINISTRATOR Maria Natale: shows@imprintcanada.com GENERAL INQUIRIES feedback@imprintcanada.com, (905)856-2600 ADVERTISING SALES

Redwood Classics Apparel partners with Pay it Forward movement WS & Co. has announced that its in-house apparel brand Redwood Classics has officially joined forces with the international Pay It Forward movement.

In becoming an advocate of this colossal initiative, Redwood Classics is helping to prove that every person, group and organization has the potential to positively affect the lives of others with simple and thoughtful actions.

“Since 1985, my family has produced garments right here in Canada,” says Kathy Cheng, Redwood Classics’ director of Sales and Marketing. “We were so moved by a recent Pay it Forward presentation and felt compelled to participate. At Redwood

Classics, we’re living this movement every day.

We’re staying true to our roots. That’s our way of paying it forward to our country and our craftsmen,” added Cheng.

The line, dubbed PIF x RW, consists of four classic Kangaroo Hoodies featuring flatlock stitching throughout, durable rib cuffs and waistband, a bartacked kangaroo pouch, and a functional hood with matching drawstring.

With every PIF x RW garment purchased comes the Pay it Forward bracelet: a physical reminder to the recipient to do good. A portion of proceeds from sales will be donated back to the Pay it Forward organization.

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

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Industry News (continued )

What’s In a Name? - Part 1: Criteria for Selecting a Name or Re-naming Your Company

By Mark L. Venit, MBA

Naming – or re-naming -- your company name is a critical factor in positioning it for success. Finding the right name will entail many considerations. Finding an effective name addresses and answers several questions: Does it tell who we are and what we do? Does it tell our story well? The whole story? Is it memorable or catchy? Is it dated or does it limit us?

Of the more than 600+ apparel graphics companies I’ve worked with in this industry, I’ve advised about half of them that to continue marketing under their existing name would be counterproductive in the long run, entailing the investment of more time and money into an entity that would be locked even further into a name that had already outlived its usefulness. (As an matter of personal ethics I’m unwilling to waste my time and clients’ money, so in several cases I’ve had to inform them my continued service is contingent on effecting a company name change).

Some clients strongly resist a name change and have understandable misgivings and jitters. All of them nonetheless have come around and agreed to a name change.

Here are some guidelines I use, and offer for your consideration, in weighing whether a company should change its name. Ask yourself these five questions:

1. If the existing name is still adequate for now, can it be expected to serve as well in the future? Included in this question are concerns about whether a company name has some deficiencies that limit or inhibit the company’s growth and improved positioning.

2. How much is the name really worth in terms of good will? Will changing the name cost it any customers? Or will it serve to help attract many more? (Do note that rarely, if ever, does a name change of a good company result in any loss of customers).

3. Is the name - or has it become - tired, trite or dated, or has it simply lost its groove?

4. Are there special attributes in the name that are absolutely indispensable? Some major issues here include names that have been in use for decades and have earned status as virtual community “institutions” or have become thought of as “brands.”

5. Would the owners of the company really like to change the name, but don't know quite how to go about it, haven’t yet calculated potential downsides or risks, or aren't yet totally convinced of the substantial benefits? Oftentimes – through, a catalytic comment from an astute customer or vendor, a key employee or salesperson or words in a book from a consultant – is what spurs management to take a closer look at a name change and ultimately take the plunge. Once a name has been selected though – after what can be a frustrating exercise in an squishy milieu that’s more art than science – management and staff usually become energized in the process and get to work quickly on implementing the new name.

Below are 10 categories of variables and tips to help you open your search for your company name or to ponder when contemplating a name change. Keep this list handy for use during your brainstorming sessions.

1. Local factors: These would include geography, culture, history, landmarks, flora and fauna, and climate of the primary trading area or targeted market or market niches.

2. Personal factors: Examples here could include your interests, any special talents you or your partners possess. It could include family heritage ethnicity, personal achievements, favorite pets, or even some important event or experience in your life, as well as your passions.

3. Notable customer-friendly, professional attributes: Examples here could include speed, quality, service, and performance.

4. Market-oriented factors: These could be related to business, schools, organizations, government, events, athletics, leisure and recreation, or a specific industry or target market.

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5. Positive, inspirational, innovative, exciting attributes: Words for starting your brainstorming process here could include: superior, premier, peak, reputation, first, excellence, winning/winner, victory, triumph, forward, advance, professional, challenge, and power.

All of the aforementioned words are ones which should stimulate further thinking and lead you to other routes in many different directions. Sometimes a turn off the main road, as you know, can result in wonderful surprises.

6. Fun stuff: Magic, enchantment, wizardry, animals, literary characters, movies, goofy names (and the like) will get you headed in the right direction here.

7. Application-related: Corporate identification, advertising, uniforms, awards and incentives, promotion-oriented, giftware, fundraising, recruitment, spirit, pride.

The reason or reasons people buy your products and services becomes the focus of the search for an appropriate, winning company name.

8. Garment specialization: Infants, juveniles, children, seniors, plus sizes, maternity, outdoor, uniforms. Your name will indicate they’re at the right place to buy what they’re looking for.

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9. Invented, Hybrid, and High-Tech Sounding Names: If you can develop a good one, it works; though finding and creating such names is a whole lot easier said than done.

Such names include nomenclature such as Microsoft, HoopMaster, Xerox, iPod, Zazzle, eHarmony, ShopWorks, Frigidaire (for â&#x20AC;&#x153;frigid air,â&#x20AC;? a name invented in 1916), MasterCard, AccuWeather, Addidas (a contraction of the founderâ&#x20AC;&#x2122;s name, Adolph â&#x20AC;&#x153;Adiâ&#x20AC;?Dassler), Air Canada, USAirways, and Cisco Systems (from San Francisco), and ScotiaBank.

In Part Two of this series - which will be featured in the November/December 2012 edition of Imprint Canada - weâ&#x20AC;&#x2122;ll take a look at company names that have inherent limitations, evince little creativity, or are weak in developing a distinctive, differentiated business name.

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10. One-word names already in the language: These are words or terms that have been around for many years, but are claimed by a business or product to brand or title something altogether different from the original meaning, though some might connote something good or positive in their new incarnations. Think of how they came about, intuitive or otherwise, and try to learn or understand how it. And if your customer or prospect doesnâ&#x20AC;&#x2122;t understand the associative properties or its derivatives, it really doesnâ&#x20AC;&#x2122;t matter because these names sound cool or fun or just plain perfect in some way. But do realize that the name, itself, contributes to the brand becoming important, successful, and thus earns its own meaning, which oftentimes becomes massively more powerful that the original meaning.

What's a genius world-class example, you may be asking? One word: Google!

Google is a brand of course, but today - since in its founding in 1998 - has earned the status of a verb in the English language. Other good examples include Amazon,

Please remember, the goal of the list here is just to help you get the naming process started. An old adage comes to mind about the process when you begin it: you might not know what youâ&#x20AC;&#x2122;re looking for, but youâ&#x20AC;&#x2122;ll know it when you find it.

Bing, Apple, and Blackberry.

The list above could have many more categories, from Latin and Greek root words, modern foreign languages, mythology, Bible stories or characters, nursery rhymes, legends, and on and on and on. I trust you get the idea.

Mark L. Venit, MBA, provides management and marketing conulting and proprietary research to apparel graphics companies throughout the Americas and Europe. Heâ&#x20AC;&#x2122;s the author of several books and over 500 articles published in trade magazines and professional journals. His book, The Business of T-Shirts: A Textbook for Success in Marketing and Selling Decorated Apparel, released in March 2011, is available from Stahls' Canada and from the author.

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

Mark Venit can be reached at: markvenit@cs.com, 410.641.7300.

A name can be about you, your life, your neighborhood or your world, your dreams, your vision, what you do for fun, something that used to mean something but now means something else, is silly, contrived, or means nothing at all â&#x20AC;&#x201C; yet!

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COSTS AND BOOTH SELECTION You should always try to determine if the travel, booth and lodging costs are worth your while.

I know of some people that attend more than 25 events per year, and they are on the road from May to October. Another experienced event decorator wonâ&#x20AC;&#x2122;t go back to events where she doesnâ&#x20AC;&#x2122;t gross 10 times the cost of the booth.

Keep in mind, there will always be things you canâ&#x20AC;&#x2122;t control such as weather or the number of people that actually attend each event. Rain and mud can wreak havoc on your tent, inventory and equipment - all of which could also affect sales.

Booth location is a big factor in your success; if you are a first-timer, you probably wonâ&#x20AC;&#x2122;t get the best booth space, but hopefully you will receive better spaces year after year.

Make sure you ask the organizer for as much information as possible and request a map of the venue when choosing your spot. You should also ask how many other garment decorators are already at the event and where they are located, as you donâ&#x20AC;&#x2122;t want to be right next to another garment booth.

If you do go to an event that is already saturated with garment sellers, as someone offering custom, on-the-spot personalization, you should have an edge over the competition. You could even offer to personalize garments purchased at other vendorsâ&#x20AC;&#x2122; booths (for a fee of course)!

and a 11â&#x20AC;?x 15â&#x20AC;? machine can usually share a 20-amp circuit.

You also need to watch out for extension cords or surge protectors that canâ&#x20AC;&#x2122;t carry the power needed. Electricians at the events should be able to help out but the main thing is making sure you have a â&#x20AC;&#x153;dedicated circuit.â&#x20AC;?

You want to avoid trade shows or banquet halls in which all the plugs on one wall are on one circuit. Plugging in a heat press in such a scenario can blow out the whole event.

Believe me, weâ&#x20AC;&#x2122;ve been there and done that.

HEAT PRINTING GRAPHICS YOU CAN OFFER The easiest booth set up in a 10' x 10' booth would just be a heat press, T-shirts and custom transfers that give customers several choices. (Donâ&#x20AC;&#x2122;t forget to hang a banner in the back of the booth with your store name, logo, web address and the words â&#x20AC;&#x153;Personalize Any Item Now!â&#x20AC;?)

At one track and field event, the shirt seller had separate transfers with the names of each discipline, such as shot-put, hurdles, pole-vault. The kids went crazy adding their personal events to each shirt, all for an additional fee of course.

Anything you can offer to help people make the shirt more special will be appreciated. You can also bring items that are already pre-embroidered or preprinted with an eventrelated design and allow customers to further personalize them at the event.

Hereâ&#x20AC;&#x2122;s another important tip: Donâ&#x20AC;&#x2122;t stitch or print a date on preprints. Encourage customers to add dates with heat print graphics. That way if the garments donâ&#x20AC;&#x2122;t sell, you can bring them back next year.

PHOTO TRANSFERS

At some events, it is popular to sell full colour photo shirts.

I was once at a very upscale classic car event and of course had to purchase a T-shirt. Was I surprised that it was decorated with an inkjet paper? Not really. I know that millions and millions of sheets of ink jet paper are sold everydayâ&#x20AC;Śthey are being used by screen printers and decorators around the world who have recognized this as one solution for printing full colour graphics in extremely low quantities, in a hurry.

I know some people have a predisposition against the quality of inkjet paper prints, but it has its place in the world of heat printing, and definitely a place THINK BEYOND THE TYPICAL T-SHIRT If there are other vendors selling T-shirts, con- 1W_ UMZKPIVLQ[M Q[ LQ[XTIaML I\ IV M^MV\ Q[ KZQ\QKIT \W UI`QUQbQVO [ITM[ QV[Q[\[ 6IZRWZQM ,WZZW_ at events.

Concerned about washability? Guess what? Some sider offering MORE than just T-shirts. You should W_VMZ WN 5QNMo[ * <\Q\KP =PM ^M\MZIV MUJZWQLMZMZ UISM[ []ZM \PI\ VWVM WN Q\ Q[ _I[\ML <PM VM^MZ [M\[

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shirts donâ&#x20AC;&#x2122;t need to be washed 50 times and still look have some T-shirt options, but you can also offer [XIKM \PM UMZKPIVLQ[M IVL \PM \aXM WN M^MV\ good.

If someone wants a photo of their car, boat, jackets, cinch-sacks, hats, shorts and flannel pants tractor or prize-winning goat on their cap, inkjet with matching hoodies. If itâ&#x20AC;&#x2122;s hot out, make sure transfers are the ideal way to do this.

Make sure you have event-related choices in both black you have a great tank top for women, teens and preteens. If and white and youâ&#x20AC;&#x2122;ll be ready to print on any colour shirt.

A itâ&#x20AC;&#x2122;s cooler, have several sweatshirt options; with a heat press LEARNING BY DOING full colour option is also always a good idea. Prepare several you can decorate just about anything.

Even if your first attempt at event marketing isnâ&#x20AC;&#x2122;t as sucSeriously ponder offering custom caps. You will have to different sizes of the same logo, so you can offer placement cessful as you envisioned, you will probably have learned a bring a cap press, but the sales from custom caps, especially on the front chest and a larger design on the back. lot about what to improve upon next time.

Customers love the thrill of designing their own shirt if you are the only one offering such a unique service, could Being organized is key. Keep notes and make lists of what make it worth the investment. You can also use a cap press on the spot. You can also bring kits of 1" or 2" lettering in a you forgot to bring and what you should leave at home next to print on infant-sized onesies, umbrellas, sleeves and basic style (Pro Block or Cooper) that will allow you to add time. You canâ&#x20AC;&#x2122;t bring your whole shop with you, but make custom names to any preprinted shirt or to use in combina- sure you have scissors, cover sheets and other crucial heat other small areas. tion with custom transfers applied on site. printing accessories.

PLUGGING IN If you are very experienced with using a cutter and heat And donâ&#x20AC;&#x2122;t forget to bring water and snacks for those workYou will have to check with the show organizer as to the transfer materials, you can bring along your computer and ing the booth. Sometimes it is hard to get away and you can availability and cost of electricity at the event. cutter. This will enable you to create just about any type of never leave the booth unattended.

The heat press you plan to bring will depend on what custom lettering your customers request.

You should also arrange to for credit card purchases as you are going to print, but most event marketers are fine It is usually easier if you provide sample ideas or only well as keeping a cash box on hand. And donâ&#x20AC;&#x2122;t forget your with an 11â&#x20AC;? x 15â&#x20AC;? or 16â&#x20AC;? x 16â&#x20AC;? Clam-style press. Read your provide a few choices as some folks have a hard time mak- business cards either as you never know who you are going to instruction manual, but such a press will usually require a ing decisions when they have too many options. You donâ&#x20AC;&#x2122;t run into at an event. It could just be your next big customer!

20-amp service at each outlet being used. want to lose sales because the buyer couldnâ&#x20AC;&#x2122;t decide what to Good luck and have fun out there. Event marketing is Larger machines will require 20-amps but a cap press buy; trust me, this does happen! Keeping things simple will a great way to indulge your favorite hobbies and interests make your life easier, and or support your kids at their sports events while you make as you gain experience you money. can expand your product offering.

You can consider taking precut embellishments Ted Stahl is the Executive Chairman of the Board such as glitter hearts, flag of GroupeSTAHL, an international group of comtransfers, rhinestone panies specializing in heat printing methods. hearts, or whatever would Stahl is a well-known industry veteran with more complement your design, than 40 yearsâ&#x20AC;&#x2122; experience in all aspects of apparel and offer them at an addigraphics, from manufacturing and marketing, to tional fee. Donâ&#x20AC;&#x2122;t forget to product design and retail operations. Stahl has ask if customers want to played a major role in bringing sportswear graphics into the computer era, with the introduction upgrade as youâ&#x20AC;&#x2122;ll be surof high-tech digital imprinting products, including Stahlsâ&#x20AC;&#x2122; CAD-CUTÂŽ materials, prised at how easy it is to Drawmateâ&#x201E;˘ software and CADWorxlive.com, a free online art creation website. upsell.

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

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Maximize Your Trade Show Experience

By Adriano Aldini

For most of us, time is a finite resource which cannot be easily wasted. Taking the time to attend a trade show is never a bad idea, provided you maximize your efforts before, during and after the show to generate ROI for the time, travel and money spent on attending.

So how do you go about maximizing your trade show experience?

Pre-Show: Before you or your employees even step foot onto the show floor, you'll want to develop a clear strategy of what you want to accomplish. Some of the questions you may want to ask yourself include: Why are we attending this show? Which vendors *\\MVLQVO [PW_[ KIV JM \QUM KWV[]UQVO

are a must-see? Which new product lines are IVL M`XMV[Q^M -M^MTWXQVO I XZM [PW_

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attending for the purpose of purchasing equipment or supplies? Are there educational seminars that we should take part in?

In making a checklist list of the goals you want to achieve before visiting the show, you are essentially establishing a road map to follow, which - in and of itself - will prove to be a huge time saver.

It's very easy to lose track of your objectives in midst of the energetic hustle and bustle of the show; by crafting a strategy, you'll be able to stay on track and accomplish your objectives in a shorter time frame.

Study all the trade show materials you receive, and go online to see who is exhibiting. If this is your first show you are attending, you will want to spend some extra time in advance researching the vendors that will be in attendance in order help you develop a list of "must see" companies and "want-to-see" companies; having a clear idea of who you need to see, and what you'd like to take away from visiting each booth is a big time saving technique. Doing this will allow you to better develop useful questions to ask and will help you stay focused on getting the information you require.

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Another important aspect of your pre-show planning is to decide how much actual time you will want to spend at the show. This will of course vary greatly depending on the location and size of the event, and as such travel time and overnight accommodations may need to be allotted for. By determining how much time you will spend at the show, you can then better allot an approximate time frame to spend at each booth.

By visiting the "must see" booths first, you are helping yourself in two ways: 1. If your day is unexpectedly cut short, you will have still probably accomplished a good chunk of what you had outlined; 2. If you have time left over, you can then approach exhibitors that catch your eye on the floor that you hadn't initially planned on visiting.

If your pre-show strategy involves placing purchase orders during the show, be sure to have a detailed breakdown of inventory levels prior to attending in order to facilitate more efficient purchasing decisions with for your budget.

If you plan to attend the show with colleagues, you may want to consider the divide-and-conquer approach and break your strategy into sections.

Once you've decided who you need to see, get a map of the show floor and prioritize your route. Likewise, if your team plans to attend seminars, you Get your FREE SAMPLE PACK and a can have different members sitting in on various workshops to help better COUPON FOR 10 % OFF your first order! maximize the amount of information gathered for your team.

Out-of-Towners: If the show you are attending requires an overnight stay, a smart move is to book a hotel well in advance as available rooms will fill up very quickly as the show date approaches.

Many shows will offer preferred hotels to attendees that will allow you to enjoy discounted room rates. Also, it's better to find accommodations that are as close to the show as possible as this will require less travel time back and forth from your hotel.

Upon arriving in the convention city, obtain a local map as it will make getting around much faster and easier.

When deciding what to pack, keep in mind that comfort and professionalism are paramount. Dress as if you were going to an important meeting and wear a comfortable pair of walking shoes. =ZILM <PW_ KWV\QV]ML WV 9IOM

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Layering your outfit is also a good idea as temperature at the show can fluctuate quite a bit depending on floor traffic.

It's a moot point to bring plenty of business cards, but a good idea is also to bring something to collect catalogues, as well as a notepad to jot down important points, products or vendor names that you'll want to subsequently follow-up on after the show.

Show Time: The first thing you and/or team should do is consult the latest version of the trade show directory and revise your carefully made plans if management has made any changes from the pre-show material you have received. A lot can happen over a short period time such as new exhibitors signing up, companies dropping out, new seminars added, et cetera.

The show guide will give you the most up to date picture of the event you are attending.

If the show is taking place during the colder months, you will want to check your coat and luggage (if you are heading straight to the airport afterwards) as lugging them around will become very cumbersome quite quickly. How can you take notes, shake hands, pass out business cards, and touch samples when your hands are tied up? You can't!

When walking the floor, brochures may be offered to you every which way you turn, but that doesn't mean you need to accept. Don't feel obliged to pay attention to booths that do not interest you. The exhibitors won't mind as they want to devote as much of their attention to real potential customers.

If you stick to your pre-show strategy, you'll have a road map of where to go and what companies you need to see first and foremost, and best of all you won't be stuck carrying printed material that is not essential. If you find that your collected brochures and cata-

logues are getting too heavy to carry, you can always ask exhibitors to mail literature and samples directly to your office.

This will relieve yet more stuff you'll have to carry around the show floor and subsequently back home with you.

If you are on a tight schedule, don't be afraid to let exhibitors know about it as they want to make the best use of their time with you as well. If you have a specific reason for visiting a booth, be sure to explain that to them so you can get right down to it. Sometimes the staff at the booth won't have the answers to your specific questions; if this is the case, take note of the appropriate company contact and follow up with him or her when you have time.

Even if you are pressed for time, taking a couple of breaks to fuel up and make notes is wise move. Giving yourself a brief reprieve to hydrate will also give you a chance to take important notes on ideas that spring to mind while 2V UISQVO I KPMKSTQ[\ WN \PM OWIT[ aW] _IV\ \W IKPQM^M

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report with detailed notes will go a long way weeks after the show has ended when you are struggling to recall all those great ideas you had.

While walking the show floor, also stay aware of what your competitors - or fellow attendees - are doing. If your attentive, you will probably get a good glimpse of fresh new marketing initiatives and ideas that could spark some ideas of your own.

Another good idea would be to take note of the official sponsors at each event and stop by their booths. Event sponsors are usually the one that give away great prizes or even samples of their newest offerings that you wouldn't have otherwise been aware of. Plus, who doesn't like receiving free stuff ?

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After the show: Once you have left the show and the buzz has dissipated, take some time to organize all the information you've gathered. Making further notes to jog your memory when you go back to review everything will be a big time saver as well.

Lastly, when all is said and done, it is important to follow up with newly made contacts and vendors after the show. Don't wait too long either; as the clichĂŠ goes you will want to strike while the iron's hot.

Having a clear plan of action will make sure that the time and money you spent at the show will be a worthwhile investment. Keeping these tips in mind will go a long way in maximizing your resources and efforts at your next show.

Good luck and happy planning!

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What is the difference between polyester thread and rayon thread?

How would you embroider velour or cashmere fabrics?

Polyester thread is made from 100% polyester fibre and the advantages are that it is very strong and it's temperature and chemical-fast, meaning that it can withstand high heat and bleach.

This is critical when doing embroideries for hotels, restaurants, construction companies, hospitals, swimwear, et cetera - where bleach and heavy detergents are used in the laundry process or articles are exposed to salt water, sun and wide fluctuations in temperature.

The disadvantages of Polyester fibre are primarily its elasticity. For example, when you embroider using a narrow satin stitch, the thread will "bounce back" after a certain number of stitches have been laid. The result being is that you can get those little "bloops" in your short stitch satin rows and thus polyester thread requires more tension to get the thread to lie flat.

Polyester's tensile strength can also be a negative in that operators often have the tension too tight because the thread doesn't break. This runs the risk of more puckering, thus requiring heavier backing (stabilizer) which creates more stress on the machine parts.

Rayon a.k.a. "Viscose" on the other hand, is made from wood fibre. It's advantages are that natural fibre produces beautiful silk-like lustrous colours. Rayon also requires much less tension and all stitch lengths sew flat and even, producing  a much more natural and  "stressless" finished embroidery.

The disadvantages of Rayon thread is that - while it is temperature fast - it cannot withstand exposure to chemicals. Because rayon is a natural fibre, bleach will compromise the thread and optical brighteners may alter the colour. Rayon also requires more skill and diligence with regards to tension and it appreciates a well-maintained machine.

Here are some tips to help you use each thread accordingly: â&#x20AC;˘ Use Rayon on leather and vinyl; Polyester's elasticity tends to get sticky  in these fabrics, whereas rayon sews happily along. â&#x20AC;˘ Try Poly 60 weight for those tiny lettering jobs. â&#x20AC;˘ Neither of these threads gets old per se, but remember to store properly in a dry, dust-free environment. â&#x20AC;˘ As long as you purchase quality-made thread, both polyester and rayon threads are excellent choices.

The most important thing to remember with these fabrics is that you need to stabilize them properly as both are very delicate and they mark easily.

I would use only light to medium density designs and/or a zig-zag underlay with any lettering. I would choose either a tearaway adhesive stabilizer or a soft and sheer cutaway with adhesive spray to hold the fabrics in their own natural lie. I would also use a water soluble topping.

Is there transparent backing as opposed to white or black?

Yes, there is a backing called Thermofilm which looks like bubbly plastic.

It is thin, strong and is excellent for smooth fabrics with no high pile. It is easily removed and any remaining film can be treated with a hot iron.

The remaining Thermofilm will gather into tiny balls and brush away.

What is the best backing to use when working with stretch materials?

I would recommend a cutaway backing for stretch materials. This will help retain your embroidery design after the stretch garment has been washed.

Don't forget to stabilize the stretch fabrics in their own natural lie with the aid of an adhesive. Depending on the design density, a sticky back tearaway can work well also. Use water soluble stabilizer on top to create an embroidery "sandwich".

In my experience, success has also been achieved using a sticky-back tearaway stabilizer to stabilize the stretch along with a second layer of a thin cut away such as soft and sheer.  A water soluble stabilize applied on top then completes the package.

What is the best density to use when embroidering polar fleece?

The secret here is not to change the top density or cover stitch. Polar fleece will require a good double underlay of stitching to lay a foundation for the cover stitch.

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Underlay will help flatten the fabric, stabilize the stretch - if any - and provide colour coverage as well. Even with double underlay, try using a water soluble topping such as Solvy.

If you don't want to deal with the removal, stop the machine after the fill stitches are done, remove the topping, and then continue with the embroidery. The water soluble topping will have created a level platform to lay all your stitches down evenly and the difference is remarkable.

What needle should I use when working with poly microfibre fabrics?

Go with the KISS method here (or - KEEP IT SIMPLE STUPID). A good old reliable 75/11 SES ballpoint will work just fine. Once again, make sure you stabilize the poly microfiber in its own natural lie using a spray adhesive and a water soluble topping.

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Print n’ Cut Film FILM for Nylons, Lycra, Polyesters, * ONE Cottons, Leather, and Blended Fabrics.

Soft Hand/Feel with 100% Opacity. * Ultra Stretch and Rebound. * 4NoWay Cracking or Puffing. * Printable with Photo-Finish Quality. * Instant InkFilms Dry after Printing. * Superior Adhesive for Fabric Conformity. * Sew-able without Needle * Safe and RSL Compliant. Gumming. * Low Cost with a High End Value. *

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Combine this with the negative impact of the global crisis of 2009, and it is easy to understand why the economic struggles have hit the area so hard.

But things are starting to turn around. With billions of dollars worth of project investment earmarked for the area in the next several years, the economy is finally showing signs of positivity once again. â&#x20AC;&#x153;I knew if we could grow the company in this economy, then we were only going to super exceed when things eventually turned around,â&#x20AC;? noted Shaben. Having positioned the company in this manner, Silvertip Promotions is in the midst of enjoying its greatest year on record.

Being located in an area as remote as Terrace B.C., Silvertip Promotionsâ&#x20AC;&#x2122; client base varies quite a bit. In addition to having contracts with major multinationals like Rio Tinto Alcan, the company also does a lot of work with First Nationsâ&#x20AC;&#x2122; organizations in the area, as well as schools, teams and local community groups - many of whom go to Silvertip first when they need that special item to help make a lasting impact.

Operating as a one-stop shop, itâ&#x20AC;&#x2122;s not unusual for Silvertip to receive out of the ordinary requests from its clients every now and then. â&#x20AC;&#x153;We have customers come in and ask for all sorts of unique items and if we canâ&#x20AC;&#x2122;t do it, then we will find someone who can,â&#x20AC;? says Shaben. â&#x20AC;&#x153;We never turn a client away and people tend to come back to us because of our willingness to help them.â&#x20AC;?

Just recently for example, one of the companyâ&#x20AC;&#x2122;s bigger mining industry clients located in a remote area of northern British Columbia called looking for a custom babyâ&#x20AC;&#x2122;s blanket for its CEO, whose wife just had a baby. Shaben knew that she had to hit this one out of the park, so she found a textile store where she picked out fabric and had the seamstress custom make it for her to spec. Janice then embroidered the clientâ&#x20AC;&#x2122;s logo on

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the finished piece and had it ready for pick-up at her residence that evening. â&#x20AC;&#x153;It was kind of funny when these three big drillers came to my door to pick up and safely deliver the precious cargo (this delicate, tiny babyâ&#x20AC;&#x2122;s blanket) to their boss, but we got it done!â&#x20AC;?

This unwavering commitment to finding a way to satisfy clientsâ&#x20AC;&#x2122; needs serves to reinforce the â&#x20AC;&#x2DC;The Solution Providersâ&#x20AC;&#x2122; mantra that Shaben has given to the company.

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Having originated from a background in business, Janice Shaben has been in the promotional product business for about eight years now, and she is quick to point out that one of the notable challenges she faced was getting up to speed on the vast array of ever-changing products that comprise our industry. As a result, choosing which suppliers to align with was an ongoing effort. Over the past six years, Silvertip has worked diligently at streamlining its vendor base to partner

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only with suppliers who deliver on their promises of quality decoration, fast turnaround and high customer service levels. â&#x20AC;&#x153;We know that when a client walks in, and they are in a hurry for something, we have a reliable network of suppliers that we can count on to deliver on the promises we make,â&#x20AC;? explains Shaben.

Delivering on promises may be even more important when you operate in a small town such as Terrace B.C. because word of mouth travels so quickly. In order to keep Silvertip top of mind, rather than put resources into advertising, Janice and Gord remain very active and visible in the community; she is the president of the Chamber of Commerce and he is also active as a volunteer on various committees.

Another notable challenge that Silvertip Promotions has had to overcome is finding and keeping a good support team; this is something that Shaben feels they have done successfully. â&#x20AC;&#x153;Our relationship with our employees is excellent and Iâ&#x20AC;&#x2122;ve been blessed to have received some great training (at my previous job) on how to treat employees which I have applied here and it has worked very well for us.â&#x20AC;?

In terms of what the future holds, Silvertip Promotions is positioned to reap the benefits that an improved economy will bring. Through its long standing customer relationships, ongoing dedication to consistency and customer service - coupled with the development slated to take to place in northwestern British Columbia over the next handful of years - Silvertip Promotions is primed and ready to reap the rewards of all of its hard labour.

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what the pros wear ARENA jacket 100% nylon interior/exterior 100% polyester fill with removable hood and zipped side pockets available in black or navy sizes 3XS to XL 100% acrylic knit hat 100% polyester fleece gloves available in black or navy

4 weeks delivery on large quantities

PILE fleece 1/2 zip 100% polyester available in black or navy sizes XS to XL

COLD vest Micro-fibre exterior 100% polyester fill full zip vest available in black, grey, royal or navy in sizes 2XS to XL

BOMBER jacket 100% nylon 100% polyester fill Yuko collar, wrist & waist available in black, navy or red in sizes 3XS to 2XL

sales@givova.ca

1.416.289.2899

$709.9 million Sales of women’s clothing and accessories by large Canadian retailers for the month of June, 2012

$347.9 million Sales of men’s clothing and accessories by large Canadian retailers for the month of June, 2012

$184.5 million Sales of men’s, women’s and children’s footwear by large Canadian retailers for the month of June, 2012

$190 million Sales of sporting goods by large Canadian retailers for the month of June, 2012

$610 million Retail store sales of girls’, boys’ and infants’ clothing and accessories for the first quarter of 2012

5.6% Combined increase in sales by large Canadian retailers of Men’s and Women’s clothing and accessories for the period of June 2011 to June 2012

fresh QUALITY IN A FEMININE FIT

Our new Heavy Cotton HD™ Ladies’ T-Shirt features a feminine neckline and contoured side-seams for better fit and drape, to deliver ultimate comfort and style on one of our densest fabrics yet.

3.7% Combined increase in sales by large Canadian retailers of Men’s, Women’s and Children’s footwear for the period of June 2011 to June 2012

-7.4% Combined decrease in sales by large Canadian retailers of sporting goods for the period of June 2011 to June 2012 <W]ZKM# <\I\Q[\QK[ ,IVILI

IMPRINT CANADA _ 6HSWHPEHU 2FWREHU

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

©2012 Fruit of the Loom, Inc.

fresh

QUALITY

Quality is fresher than ever with our new Heavy Cotton HD™ fabric. Featuring an unprecedented stitch density for stunningly vibrant printing, it delivers consistent results and a superior printing surface to take your creativity to new levels. And now we’ve added even more styles, sizes and colors to meet your decorating needs. When it comes to affordable quality, nothing is as fresh as Fruit of the Loom® Activewear.

FruitActivewear.com | 888.378.4829

11-FTL-046 Pear Imprint Canada Full.indd 1

2/6/12 11:45 AM