Your source for business and chamber news in the Greater Kingston Area December 9, 2014
Vol. 3 NO. 12
Queen’s commerce students make hundreds of holiday wishes come true By Hiba Kesebi Reporter
Queen’s Commerce Society is making nearly 200 wishes come true this holiday season through their Holiday Hope campaign, which engages students in purchasing and wrapping gifts for underprivileged kids in the Kingston community. “It is a great cause that we are really proud of,” said Erin Poter, a first year Queen’s University student and Outreach Commissioner with the Queen’s Commerce Society. “It’s rewarding to know that we’ve made someone smile this Christmas.” The Holiday Hope camQueen’s Commerce Society members Dylan Hewko, Sean Poter, Matt Bijman, Carly Nicholson, Zane Yassein, Jacob McDonald, paign started five years ago Nick Bartakovich, Alia Kuksis, Cameron Sucharda, Christian Alaimo, Brady Allison, Danny McConnell and Jacquie Chataway as a way for Commerce Photo/Hiba Kesebi
students, as well as faculty and staff, to give back to the community. Participants receive a letter from Family and Children’s Services of Frontenac, Lennox and Addington with the names, ages and wish lists of underprivileged children. The students then sign up to sponsor a child. The Commerce Society contributes $25 to each gift, and participants are asked to match or exceed that donation. “We then bus everyone to Walmart for two hours and everyone gets the gifts their child wanted,” explained Poter. Once all the gifts have Continued on page 3
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Is cross border online shopping becoming Canadian retailers’ biggest threat? downtown. In order to do this they need to know where to go and what is available. Many shop online for convenience, but a significant chunk go online to find products they can’t find at home. How can local retailers combat this inevitable change in consumer shopping habits? The first thing
I am first going to provide a few stats to set up my stance. Canadians spend $15.3 billion annually shopping online. An ISPOS Reid survey found 82 per cent of Canadians are making purchases online with an average annual spend of $954 annually per person. So you can understand the impact that companies like myUsAddress could have on the Canadian retail landscape, as a significant chunk of this spending will be going south of the border. This isn’t all bad, especially if you are a consumer; big box retailers will have to increase their product line to compete and one would guess prices will go down. But there is a down side. If 82 per cent of Canadians are shopping online, what does this mean for smaller local retail?  Many retailers, such as those in downtown Kingston, have unique product lines that separate themselves from the big box stores - product lines that in some cases shoppers are going online to find. They often end up buying from international companies online, as they do not realize that they could very easily just head
By Geoff Josey
Canadians are now well into their annual six week holiday spending spree, during which they will spend more than they earn. Traditionally, this means retailers ramp up their advertising dollars increasing their digital, print, radio and television media buys in order to ensure they get their share. For the most part these ads are designed to drive foot traffic into retail stores. This is, after all, part of the Christmas experience many of us curse and some actually enjoy. This trend is slowly changing with the emergence of online shopping. There is even an online version of Black Friday, dubbed Cyber Monday, which falls on the Monday following Black Friday. In the past, one plus for Canadian retail was that many US online shopping sites do not ship to Canada. Well, this has changed. Leading up to the 2014 holiday shopping season I was approached by a Canadian company called myUsaddress. ca, which in a nutshell provides shoppers with a US mailbox so you can shop anywhere in the US. They charge you $29 to ship to your door in Canada. What does this mean for Canadian retail?
I would do is ensure that you have a suitable website that properly illustrates your product line. If it is in your budget, invest in a site that allows customers to make purchases
online just as easily as they can with the national retailers. If you shop around you could have a fully functioning online shopping site in the $5,000-$10,000 range. This will allow your customers to make purchases just as easily as they can with the online superpowers. An example of a local company who has done a great job of this is http://www.fitnesssolutions.ca. The next thing I would do is embark on an online advertising campaign. Think about it: these are online shoppers we are dealing with so the best way to reach them is with an online campaign. While online shoppers are surfing national shopping sites such as Metroland Media’s Save.ca and WagJag, you have every opportunity to reach your local audience with an IP targeted impression campaign targeted to your local market with ads on sites just like these, not to mention the 50 other sites you can target. You can purchase 20,000 impressions on the Metroland network for $300. If you feel you need a more targeted approach, you can take this to another level and look at an audience
extension or retargeting campaign that reaches customers searching for your specific product line even if they go to sites not owned by Metroland. I would back this campaign up with a content marketing strategy such as our In Your Neighborhood platform to increase product and brand awareness. Of course, a daily deal on a site such as WagJag is also an excellent option to bring people in. If you take anything away from this blog post, it should be that online shopping is on the rise and it isn’t going away any time soon. More Canadians are cross border shopping, especially now that they can do it from home on their computer or mobile device. As a Canadian retailer, regardless of your size you need to have a plan to combat this because if you do not your sales will start to decline and you run the risk dying a slow death as a business owner. Make sure you have a strong web presence supported by a digital advertising strategy so you can get your share. Geoff Josey is a business development manager for Metroland Media. Follow him on Twitter @geoffjosey
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2 Kingston Business Today - Tuesday, December 9, 2014
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By Kate Kristiansen Reporter
Local food is a powerful source in our agri-food system, yet not all local food shoppers are buying the same. Kingston hosted the Fourth Annual Local Food Conference— where local food business owners, producers, distributors and those passionate about local food explored the topic of creating space in a crowded market or staying niche. The two-day conference on Nov. 24 and 25 was presented by Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA), in partnership with Kingston Economic Development Corporation (KEDCO); it launched with a tour of local businesses. Attendees visited MacKinnon Brothers Brewery Company, Patchwork Gardens and Farm Boy, where a representative discussed ways of getting local products into the store. What is local? Some describe anything within a 50 or 100-kilometre radius as local; others include anything grown in Ontario or made in Canada as local. What was clear at the conference was that foodies want what they want, and business owners can’t afford to ignore them. Buying local is not a trend that is going to disappear. “Local food gives people a sense of place,” said keynote speaker Steve Beauchesne, CEO of Beau’s All Natural Brewing Company, which began with beer making by Steve and his dad. In a marketplace dominated by large companies, Beau’s grew from a staff of five, plus mom (who would help with
the books after her day job) to one 125 employees. Today, Beau’s produces four million litres of beer a year. Are they mainstream? Sure are. Are they local? Absolutely. “Whether it’s broccoli or beer, you are providing buyers with an experience,” said Beauchesne in his speech to over 200 attendees. Be unique. Grow your business as big as you want. Food hubs and sharing ideas and distribution processes are great ways to leverage your growth— as the master of your own destiny you can still remain niche while becoming mainstream. Whether your passion is hops growing, cheese making or craft beer making, network resources were onsite and ready to assist. Greenbelt Foundation provided an overview of the latest developments in local food hubs, TD Bank discussed helpful solutions in choosing the right point of sale technology and Foodland Ontario provided market intelligence to get to know your customers better. The 2013 Usage and Attitude Survey profiles the Ontario main grocery shopper as an adult between the age of 24 and 54; 60 per cent are female and 40 per cent male. “87 per cent are eating meals at home, and 42 per cent are buying local,” said Kelly Ward, Supervisor of Brand Services for Foodland Ontario. Customers want fresh, nutritional food; that’s a huge benefit to Ontario farmers, the economy and the environment. While seasonal challenges exist, consumers place the greatest importance on buying local. This is easy to
accomplish with meat, eggs, dairy and baked goods, but more difficult with fruits and vegetables. Food habits have changed over time. There are different demographic trends on how shoppers buy, consume food and prepare food. Generation X (30-45 years old) wants to feed their kids healthy food, but price still remains important. They want good products at a good price. They are interested in recipes and meal planning, often waiting for the flyers to come out for discounts. Generation Y (20-30 years old), commonly referred to as millennials, searches out intense flavors, generally choosing more socially responsible foods. They want to know where their food comes from, and they want it clearly labeled. Generation Z (19 and under), the “salad” generation, is even more food savvy than the tastemakers before them. Those over 50 years of age are also socially responsible but often less so then their counterparts. They are commonly referred to as the “sandwich” generation. The key is to understand your customers and create a business plan and strategy that helps you gain market position. The Local Food Conference featured many industry leaders and community organizations helping local small businesses take their ideas from the kitchen to the wider market place. Buy local, eat local—together we can make a difference. For more information and resources visit www.ontario.ca/omafra.
Queen’s commerce students make hundreds of holiday wishes come true Continued from page 3
been purchased the students get together to begin the wrapping festivities. “It’s a great evening. Everyone is dressed up in Christmas sweaters, there are snacks and performances. And it’s just amazing to see everyone come together to help out,” said Poter. The gifts are then delivered in trucks provided by Family and Children’s Services of Frontenac, Lennox and Addington for their annual Christmas Appeal – the Tree of Hope. Founded 120 years ago, The Tree of Hope is one of Southeastern Ontario’s longest running Christmas appeals. “We collect toys and also raise money for our enrichment fund, which helps fund activities for deserving kids all year round,” explained John Suart, Manager of Community Relations for Family and Children’s
Services of Frontenac, Lennox and Addington. “The Tree of Hope happens at Christmas, but its impact is felt all year round,” he added. Last year the organization helped nearly 900 children with Christmas gifts and hopes to top this number this year. “This would not be possible if it weren’t for the donations from the Queen’s Commerce Society and other members of the community,” explained Suart. “These students made Christmas possible for kids across KFL&A. It shows not only that they care but also what great neighbours they are. We are lucky to have them in Kingston,” noted Suart in a press release sent out to the media. For more information about the Tree of Hope campaign or to find out how you can make a child’s wish come true visit: www.facsfla.ca/treeof-hope
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Kingston Business Today - Tuesday, December 9, 2014
3
Downtown Kingston merchants strive to offer customers unique gift options this holiday season By Hiba Kesebi Reporter
The holiday season is here and Downtown Kingston! Business Improvement Area is holding several events throughout the month of December to attract shoppers and give them a unique shopping experience, said Michele Langlois, General Manager and Director of Marketing, Downtown Kingston! These events include Window Wonderland, Santa in the Square every Saturday, free public skating and carolers on the street at the various times during the month. According to Langlois, while
these events enhance the shopping experience, they are not the only factors that drive people to shop in the downtown core. “For the holiday season our greatest strength is in the number of unique one-of-a-kind types of shops and merchandise that there is. It’s not cookie cutter holiday shopping,” she explained. Kingston Business Today spoke with downtown merchants to ask them what’s hot at their stores this season and here’s what they had to say: Camera Kingston
When it comes to the most popu-
4 Kingston Business Today - Tuesday, December 9, 2014
lar sells at Camera Kingston, Foto gifts top the list, said Don Sleeth, Camera Kingston owner. “Turning digital pictures into photobooks, calendars, mugs, cards and more is always a top gift,” explained Sleeth, noting that Foto gifts start from under $20 and you can create your own personalized gift online, from the comfort of your home. You can visit Camera Kingston at 114 Princess Street Minatour
Minotaur is more than just your average gaming store. Its products offer you an experience and get you
engaged and active, explained Michael White, Minotaur co-owner. White said it’s too early to pinpoint the hottest game of the season, but he believes Dr. Who collectibles will be very sought after. When it comes to shopping for the kids, Minotaur offers unique toys and gadgets that are less mainstream. White added that people have different tastes and rather than thinking in terms of mass market trends, he’d rather have a conversation with a client about who they are buying for and trying to find the best fit. You can visit Minotaur at
165 Princess Street. 1000 Island Soap Company
You are bound to find something unique at 1000 Islands Soap Company. That’s because the soaps, oils, fragrances and butters are all handmade by owner Jackie Marshall. According to Marshall this season’s best sellers are the Cranberry Spice and Pink Sugar lines. Marshall said you can mix and match items and package them in a gift basket, or you can purchase a prepackaged “Hot Little Basket” for under $20. You can visit 1000 Island Soap Company at 339 King St E.
Downtown Kingston! welcomes new Enhance your learning with a Study Group Board of Management, honours local business owners By Hiba Kesebi Reporter
Downtown Kingston! Business Improvement Area will be welcoming the New Year with new faces to its Board of Management. That’s because the organization had its Annual General Meeting in November and the main agenda item was the election of a new board of management. “We are looking forward to welcoming our new board,” said Rob Tamblyn, Development Manager for Downtown Kingston. “We’ve got a nice mix of board members who have been around from the previous board as well as a nice mix of new faces that will bring a fresh perspective. It’s going to be a good group moving forward,” he added. The 2014-2018 Downtown Kingston! BIA board members will be: Jennifer Allan, Urban Paws, Bev Allinson, Confederation Place Hotel, Lynn Carlotto, Rogers K-Rock Centre / SMG Canada, Justin Chenier, Kingston Frontenacs Hockey Club, Maria Cronk, Fancy
Study groups bring individuals in similar business together to help each other develop and prosper in their profession. Bring like minded individuals together periodically throughout the year fosters personal and business growth. The following are a few tips to help you establish your study group. That / Roundstone, Cyndy Gibson, Agent 99 / Blueprint Clothing, David Graham, Graham’s • Invite business owners or professionPharmacy, Nate Lollar, Jack Astor’s Bar and als who operate business of similar size, Grill years of experience or expertise to join the James Malcolm, Trailhead, Richard A. group McNevin, Soloway Wright LLP, Tim Pa• Be prepared to share ideas, be honest and ter, Black Dog Hospitality Group, Christine bring value to the group Ray-Bratt, Chris James, Justine Scala, Mino• Prepare an agenda in advance with all attaur Games and Gifts / Labyrinth, Ed Smith, tendees asked to submit items to discuss Windmills Casual Fine Dining and Nick Wa• Get out of the business location to deterfield, Chez Piggy Restaurant / Pan Chancrease interruptions. Book, cottage, resort, cho Bakery. spa, boardroom or someone’s home. Turn “One of the first things we will be doing off your cell phone and email during the with the board is a visioning exercise to see meeting what we want to be looking at and where we • Consider inviting a guest speaker for part want to focus our energy and efforts in the next four years,” noted Tamblyn. The meeting was also a time to recognize downtown businesses in three categories. The first category was the Marketing & Communications award and it went to Heather Haynes Gallery, Agent 99 & Blueprint Cloth-
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of the study group meeting. Suppliers or allied professionals such as financial advisors, lawyers and accountants can add value and speak to a specific business idea or issue You will need a few guidelines – what happens at the study group stays at the study group. Members must be confident that their issues and processes remain confidential. Individuals should also expect that they will be helped and not abused in a caring environment where members are safe to disclose and discuss.
Rotate group hosting, moderating the meeting and agenda preparation among members. I have personally participated in a Study Group for 15 years and have benefited immensely from the personal growth, business growth and development of lifelong friendships in my industry. Start now to put your 2015 Study Group in action.
Announcement
Susan Creasy was recently awarded “Outstanding Volunteer Fundraiser” By the Association of Fundraising Professionals South Eastern Ontario Chapter
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The award was presented to Susan at Kingston City Hall on November 13, during the 10th Annual National Philanthropy Day ceremony which recognized individuals and organizations for their work to improve the quality of life in their community.
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Select customers to receive “Energy Insights” to help conserve electricity About 9,000 homes in central Kingston will soon receive personalized reports showing customers how they can save energy and money this heating season. These “Energy Insights” offer selected electricity customers calculated estimates of how they are most likely using electricity to power appliances, heat or cool, and keep the lights on – and customized conservation advice, coupons and programs so they can start saving. “These customers will benefit from conservation investments ahead of a cold winter. The homes receiving the reports have the highest potential for savings in the winter season, because they use electric space heating, for example,” says Utilities Kingston President and CEO Jim Keech of this pilot program being run on behalf of Kingston Hydro. Homes were selected from the 27,000 customers in the Kingston Hydro electricity distribution area. Utilities Kingston maintains and operates the electricity assets of Kingston Hydro and energy conservation is an important part of the multi-utility services it offers. Its customers are early adopters of new conservation programs and technologies – making it one of few utilities in Ontario on track to meet 2011-2014 provincially-mandated electricity conservation targets. Utilities Kingston has partnered on this pilot project with Ecotagious, which has spent years developing algorithms to help make sense of hourly smart meter data. Their “Energy Insights” technology will help cre-
ate confidential, customized reports for each household. Last winter, their reports helped Sudbury Hydro residential customers achieve savings of four per cent. “For the first time, customers can see exactly what they are spending their electricity dollars on. For those who want to save, this is the critical first step in knowing where to begin”, says Bruce Townson, Ecotagious CEO. Kingston Hydro customers: look for your personalized report in the mail. Utilities Kingston invites your feedback on the reports, and its conservation team can offer even more detailed and tailored conservation advice online or over the phone. Calculated estimates are intended to provide an approximation of how electricity is being used. The accuracy of this estimate could be impacted if the home has extended periods of occupancy change, has large seasonal loads, or has uncommon loads. If your report’s accuracy can be improved, please contact a member of the Utilities Kingston conservation team. They will help ensure that future reports are more accurate. Didn’t receive an “Energy Insights” report, but want to save? Take advantage of the MyUtilities customer portal at my.utilitieskingston.com to understand your water or energy use. Or, get one-on-one conservation assistance by emailing conservation@utilitieskingston.com or calling 613546-0000 and saying “conservation.”
Empire Life Kingston raises $190,000 for United Way during annual campaign By Hiba Kesebi Reporter
Empire Life employees in Kingston embrace the spirit of giving with generous hearts. That was made clear during Empire Life’s annual United Way campaign, where the Kingston location raised more than half of the $250,000 raised nationally for United Ways across the country. “We think it is vitally important to give back to the community. It is about setting up an atmosphere and realizing what kind of atmosphere and what kind of culture you want in your company. People feel empowered and people feel like they want to go that extra mile and they are looking for opportunities to do that. With us partnering with the United Way and running these campaigns, it gives people who work here another opportunity to step up and show their passion for something,” explained Ian Brown, campaign co-chair. The Empire Life United Way campaign aims to raise awareness about the United Way among its employees. The company also encourage employees to donate a portion of their payroll directly to the United Way through payroll deduction. All pledges and contributions are matched by Empire Life. The Kingston campaign used a carnival theme to encourage employees to donate. Brown said carnival barkers kicked off the campaign on ‘Pledge Blitz Madness Day’ by travelling the building with games, prizes and popcorn, raising a record 60 per cent of the eventual $190,000 total on the first day. “Employees love it. They want to have fun and by making it fun and raising awareness through that fun, everybody can see what a great job the United Way does. At the end of the day we are actually asking em-
Empire Life United Way committee members man the prize wheel ployees to keep some for their salaries. ” noted Brown. Two ‘Seeing is Believing’ tours were also given, which gave employees the opportunity to see first-hand some of the United Way member agencies in Kingston, including the Kingston Youth Shelter and Lunch by George. “It is just such an eye opening experiences and you just feel so invigorated that you know your money is going to good causes and you can see the difference it is making tangibly, right in front of you as you are walking around,” Brown explained. The money raised by Empire Life Kingston location will stay in the community, and that’s the secret behind the success of the campaign, explained Brown. “There is nothing more we believe in than giving to the United Way because the money stays in this community we know it goes to help people in this community,” he said. “We think there isn’t a better way for us to be involved. It is our flagship charitable donation.” To learn more about the United Way Kingston visit: www.unitedwaykfla.ca Empire Life co-chairs
Save money and help protect our environment by conserving electricity. Visit www.kingstonhydro.saveonenergy.com for information about electricity conservation incentives for homes and businesses. For more information, please call (613) 546-0000 or email info@kingstonhydro.com with the subject “SaveOnEnergy”.
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Downtown Kingston! welcomes new Board of Management, honours local business owners awarded to businesses that demonstrated a commitment to reducing their environmental impact and energy consumption. Recipients of this award were Cher-Mère Day Spa and Coffeeco. The Rocking Horse, Tango Nuevo, and Hatley were the winners of
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ing, and Trailhead for having led a successful marketing/communications strategies and being actively engaged in social media. An award was also given for Environment Sustainability, which was
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