Imprint Canada November/December 2022

IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS DECEMBER 2022

A Tristan Communications Ltd. Publication

INSIDE THIS ISSUE RETAIL BRAND UPDATE

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Building Lead Magnets & Sales Funnels What is a Lead Magnet & How To Build A Successful One? Part 1 of 2

THE DREADED F-WORD AT WORK

By Adriano Aldini, Imprint Canada

Customer Service guru Jeff Mowatt explains how friendships and business should remain separate.

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HOW TO LEVERAGE TIK TOK FOR BUSINESS

We look at how the fastest growing social media platform can help grow your online presence.

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NEW PRODUCT SPOTLIGHTS

Volume 29, Issue 6

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In this article, you’ll learn what makes a great lead magnet, who’s doing it right, and how to design your own highly effective ones.

A robust email list gives you access to a loyal, receptive audience on an ongoing basis. “Subscribe to our newsletter!” just doesn’t work anymore as a list-building tactic.

Who wants an inbox full of spam or irrelevant offers?

An effective lead magnet will do wonders for your prospecting efforts.

What Is a Lead Magnet?

A lead magnet is a marketing tool that generates leads by offering a long-form resource in exchange for a prospect’s contact information. Lead magnets can take the form of ebooks, whitepapers, templates, and similar downloadable assets.

A lead magnet compels your site visitors to exchange information, such as their email address for access. This can be a piece of content such as a whitepaper, ebook, or newsletter.

Lead Magnet, continued on Page 12

Focus on the Customer & Employee Experience to Transform Your Business

By Jason S. Bradshaw

FOLLOW US ON SOCIAL @imprintcanada @imprint_canada Imprint Canada Shows

As busy business owners, you are faced with a seemingly endless list of things to do to keep your business operating; the ever-increasing list of ideas on how to improve your business can be a burden.

However, you are encouraged to throw out the hundred plus to-do items and ideas and instead focus on the experience you deliver to your customers and employees.

Start with these three fundamental steps: 1 - Define the Promise; 2 - Measure the Gap(s); and 3 - Share the Stories

Delivering on Customer Experience Promises is critical to build a sustainable pipeline of business.

But before unpacking these steps to improve the customer and employee experience in transforming your business, let’s clarify a couple of important elements.

First of all, the term “experience” in this context means the customer experiences, the employee experiences, the experiences that you promise, and ultimately the ones you deliver.

Service Fatigue, continued on Page 8

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IMPRINT CANADA THE MARKETING December AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS 2022 - Volume 29, Issue 6

DECEMBER 2022

ONLINE EDITION

www.imprintcanada.com/magazine

NEWS

• Canada is expected to have the lowest net debt burden as a share of GDP in the G7. Canada’s debt-to-GDP ratio in 2022 is less than one-third of the average among G7 countries.

In The Face Of Global Challenges An early December (2022) International Monetary Fund (IMF) report confirmed the resilience of the Canadian economy “in the context of high global inflation, rising interest rates, and slowing global growth”. The IMF’s report assesses the economic and financial developments in a country and takes into account discussions with government officials, central bank officials, and representatives of business, labour unions, and civil society.

Key findings were as follows: • Canada is expected to have the lowest total government deficit as a percentage of GDP in the G7 this year, a track record Canada is forecast to maintain for the next three years.

BULDING LEAD MAGNETS & SALES FUNNELS CONTʼD PG 12, 14

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FOCUS ON THE EXPERIENCE CONTʼD PG 8

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RETAIL BRAND UPDATE

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THE DREADED F-WORD AT WORK

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HOW TO LEVERAGE TIK TOK

NEW PRODUCT SPOTLIGHTS

• The IMF expects Canada to have the second strongest economic growth in the G7, both this year and in 2023, projecting that real GDP in Canada will expand by 3.3 per cent in 2022 and 1.5 per cent in 2023.

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• This is consistent with the recent report from the Organization for Economic Co-operation and Development (OECD), an intergovernmental organization with 38 member countries. The OECD projects that Canada will have one of the strongest rates of economic growth in the G7 in 2022 and 2023, and that the country will continue to be a leader in the G7, with the smallest deficit and net debt-to-GDP ratios.

WEARABLES SHOWCASE ADVERTISING SPECIALTY SHOWCASE SUPPLIES & EQUIPMENT SHOWCASE

PUBLISHER

MARKETING COORDINATOR

Tony Muccilli : tony@imprintcanada.com

Steve Silva : feedback@imprintcanada.com

PRODUCTION MANAGEMENT

ADVERTISING SALES

Adriano Aldini : news@imprintcanada.com

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

CONTRIBUTORS

• The report projected that inflation in Canada will return to the two per cent target by the end of 2024.

Let’s get after it in 2023!

1

Adriano Aldini, Jeff Mowatt, Jason S. Bradshaw 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.

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GLOBAL RETAIL NEWS Canada’s Lululemon Athletica posts revenue growth of 28% in third quarter Lululemon Athletica’s revenue has grown 28 per cent to $1.9 billion in the third quarter of fiscal 2022, ended October 30, compared to the same quarter last year. The company’s total comparable sales increased 22 per cent in the third quarter of this year.

Lululemon Athletica’s net revenue increased by 26 per cent in North America and by 41 per cent internationally, compared to the third quarter of fiscal 2021.

The company’s comparable store sales in increased 14 per cent, or 17 per cent on a constant dollar basis, compared to the same quarter last year. Direct-to-consumer net revenue increased 31 per cent, or 34 per cent on a constant dollar basis, Lululemon Athletica said in a press release.

For 2022, Lululemon Athletica expects net revenue to be in the range of $7.944–$7.994 billion, representing a three-year compound annual growth rate of approximately 26 per cent.

Global cotton consumption to decline 3.3 million bales in Dec ‘22 Global cotton consumption is now projected at its secondlowest level in nearly a decade, with an estimated decline of 3.3 million bales to 111.7 million in December 2022, as per the data by US Department of Agriculture (USDA).

Factors like declining supplies, falling yarn orders from fabric and apparel companies, lower profit margins for spinning mills, and higher inflation levels are all pressuring consumption.

Significant challenges for the three largest consumers - China, India, and Pakistan - are expected to lower global consumption significantly below the previous two years.

India’s consumption is projected down one million bales this month to 23 million, falling more than two million from the previous year and the largest year-over-year for Emblemtek_Imprint_Nov-Dec-2022-1.pdf 1 decline 10-26-2022 all cotton consumers.

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IMPRINT CANADA | December 2022

China’s consumption is also projected down 1 million bales this month to 35.5 million, marginally above the previous year but over five million bales less than 2020.

Ongoing COVID-19 lockdowns, slowing domestic purchases of apparel, declining yarn prices relative to cotton lint, and significantly lower cotton product exports have drastically slowed China’s consumption over the past two years. The US, the world’s largest importer of cotton products, showed lower imports of products from China by more than 40 per cent during the first three months of the marketing year (August – October 2022).

Pakistan’s consumption is estimated at its lowest level in over 20 years, forecast down 700,000 bales this month to 9 million, dropping nearly 2 million from the previous year mostly because of lower supplies. Pakistan’s production is projected at the lowest level in nearly 40 years at 3.7 million bales.

Global production is down 700,000 bales from the previous month to 115.7 million, largely owing to lower production in Pakistan. This is the fourth consecutive month that Pakistan production has fallen and is supported by weak arrivals data.

Jersey & T-shirts to be top performing apparel products globally by 2025 Jerseys and T-shirts will be the top performing products in the apparel segment during 2020-2025, according to Fibre2Fashion’s market insight tool TexPro. The global jersey market is expected to grow at a compound annual growth rate of 6.78 per cent in this period, while that of T-shirts may grow at an annual rate of 6.55 per cent. The global apparel market is expected to grow at 4.50 per cent to reach $1,574 billion by the end of 2025.

The global market of jerseys will grow to $311.78 billion by 2025. The product’s market size was $226.16 billion in 2017, according to data obtained from Fibre2Fashion’s market 11:28 AM insight tool TexPro.

Source: Fibre2Fashion.com

As for T-shirts, the global market is expected to reach $220.75 billion by 2025 from $157.10 billion in 2017.

Trousers and shorts will remain the largest category of apparel in terms of global market size. But the growth rate will be mild compared to the some of the other categories. Its market size will grow at the rate of 3.84 per cent to reach $403.68 billion by 2025 from $354.38 billion of 2017.

PVH extends license agreements with G-111 Apparel group PVH has announced that it has extended most of its license agreements with G-III Apparel group for Calvin Klein and Tommy Hilfiger in the US and Canada, largely pertaining to the women’s North America wholesale business.

Both the Calvin Klein and Tommy Hilfiger agreements will now have staggered expirations from 2025 through 2027.

“This action is an important next step as part of the PVH+ Plan, PVH’s multi-year strategic growth plan, to unlock the full potential of our two iconic brands in the North America market. By bringing these core product categories in-house over time, we will be able to draw on the power and expertise of our global brand teams and have them fully connected to the demand driven supply chain we are developing. We are grateful to G-III for their partnership and long-term commitment to Calvin Klein and Tommy Hilfiger in North America,” Stefan Larsson, chief executive officer, PVH, said.

“The multi-year transition period will enable us to bring these core product categories, which represented approximately one-third of our global licensing revenue, and less than 10 per cent of our consolidated EBIT in 2021, back in-house in a disciplined and methodical way. G-III will continue to be a key partner as we work together over the next few years to internalise the direct operations of these businesses,” Zac Coughlin, chief financial officer, PVH, said.

News {Business Development} Experience, continued from Page 1

You may even make experience promises about your brand and products, but for now it’s imperative we focus on customer and employee experiences. As you will quickly understand, the singular experience - i.e. the transaction - is just as important as the plural, which collectively define experiences.

Before we touch upon the three crucial steps to focus on, let’s be clear that customer and employee experience does not mean hugging your haters, nor does it mean surprising your customers/employees with champagne and caviar.

Each of these steps applies to customers and employees equally. If you don’t know where to begin, start with your employees’ experiences. Investing in improving your employees’ experience will undoubtedly result in increased productivity and improved customer experiences.

Step 2 - Measure the Gap(s)

So you’ve defined what you promise to deliver to your customers. There may in fact be multiple promises, and now is the time to measure the gap between the promise(s) and the reality.

To get started, measure the gap between your main promise.

For example, if you promise to deliver your product within three business days, start measuring how often you actually deliver within it that timefram. If you company delivers this promise 100 per cent of the time, then start measuring the gap of the next promise.

Step 1 - Define the Promise

Step one actually comes in two parts. It starts with defining what you mean by the words customer and employee experience.

Define what you mean by the term(s) and ensure every team member understands the concept is crucial. Part two is to define what you promise to deliver for your customers/employees.

Every day people check in to two-star hotels, and fly lowcost airlines, while others simultanueously check-in to five-star hotels and fly first class.

In both instances, there are companies in those spaces that make a profit and those that don’t. While some companies compete on price, others define themselves by delivering consistently on an expected experience that their ideal customers are drawn to and are willing to pay for.

Don’t be afraid of defining your promise and sharing it broadly. There are customers who will choose your company over your competitors if you consistently deliver on your promise.

But beyond prospects and customers being drawn to your promise, the superpower of defining your promise is that every employee will understand that their priority is to deliver on the promise to your customers.

The singular experience - i.e. the transaction - is just as important as the plural, which collectively define experiences.

However, if you aren’t delivering on your main promise, then your mission is to focus on closing the gap, every day being one per cent closer to delivering on your promise.

If you are wondering where to start to measure, it is as simple as asking your customer or employee “Did we deliver on (insert your promise)?” Then follow up by asking what was the impact of us delivering/not delivering as expected?

Step 3 - Share the Stories

Companies around the globe send out surveys, and you probably will too, as you attempt to measure the gap. But don’t

There are customers who will choose your company over your competitors if you consistently deliver on your promise. be one of those companies that send out surveys and then keep all the data locked up.

The power of step three is in sharing the stories with your team and celebrating the impact of delivering on your promise.

The celebration of delivering on your promise reinforces what great looks like and the behaviours required to achieve success.

However, it is also important to share, just as broadly, the stories and the impact on customers when you fail to deliver on your promise.

This is what accountability looks like.

By doing this, you are not only reinforcing the commitment to delivering on your promise, but it also provides a clear coaching point; an opportunity to identify, and fix, what processes, systems or tasks create the break in delivering on your promise.

By following these three steps you will build a pipeline of potential business while establishing a loyal fan base - both employees and customers - that continues to evolve, stays relevant and grows.

About the Author: Jason started his first business at the age of 14, differentiating himself by the service he provided. For the last three decades, he has worked with some of the world’s most recognizable brands, improving the experience to transform the business. Jason is a best-selling author and is considered a global guru on customer experience and a leading authority on experience management. www.jasonsbradshaw.com.

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News {Business Development}

The Dreaded F-Word at Work Five reasons to avoid the FRIEND zone with customers

By Jeff Mowatt

Conventional workplace wisdom espouses the virtue of employees being friendly with customers. While friendliness is a good thing, too often employees interpret it as encouragement to become their customer’s friend.

That’s not such a good thing. The key question is what is the most appropriate and profitable employee/customer relationship?

Having conducted customer service training seminars for hundreds of organizations over the years, I’ve come to the conclusion that there are five things every employee should consider as they develop relationships with internal and external customers:

It’s a mistake to ‘dumb-down’ your verbal and non verbal communication to match your customer. Instead, dress to suit the job expectations, and then speak clearly and articulately. You’ll be perceived as being appropriate and intelligent, which goes a long way towards earning trust.

Bottom line – Customers are paying directly or indirectly for your service. They already have their own friends (who are free). What most customers need – and are will pay a pre-

mium for – are professionals they trust who help them make better decisions to improve their lives at work and at home.

That’s the role of a trusted advisor.

About the Author: Jeff Mowatt is a customer service strategist, Hall of Fame business speaker, and author of the bestselling book, Becoming a Service Icon in 90 Minutes a Month. To obtain your own copy or to inquire about engaging Jeff for your team, visit www.jeffmowatt.com

1. Not all interactions are fun

Chances are, customers would rather not go through the process of buying your products and services. They want the benefits of your products and services but for today’s busy, distracted customer the actual act of arranging to buy or receive your offerings is yet another item on their ‘to-do’ list.

That means when dealing with stressed or rushed customers, if employees try to be too upbeat and friendly, they’ll actually come across to some customers as more irritating than endearing.

2. We pay Trusted Advisors (Friends are free)

There’s nothing wrong with becoming friends with customers – that is if you’re going to be real friends.

Friends are people who you invite to your home for a meal. When your customers become your friends they expect the friends and family discount. If that isn’t in your plan, then you’ll come across as being more authentic by instead working to become your customer’s trusted advisor.

As a trusted advisor, you’re not expected to constantly stay in touch with customers any more than we expect our surgeon to call every now and then to chat about our vacation plans. Customers will pay a premium to do business with a trusted advisor. Friends, on the other hand, are free.

3. Service isn’t subservience

My first job, after graduating university with a commerce degree, was selling one-write accounting systems to businesses door-to-door.

For the first few weeks I got turned down more often than a hotel bedspread. It was so hard to get past the receptionist to see the prospect that – if the business owner or manager deigned to grant me an audience – I felt like I should prostrate myself and repeat the proverbial, “I’m not worthy!”

I soon discovered that being too overtly grateful for the customer’s time implied that my offerings were not worth their time. This was not a good message.

Some customers like service providers who are obsequious, but they don’t respect them. Again, your goal is not to be the customer’s friend – or servant. It’s to become their trusted advisor.

4. Arrogance annoys

At the other extreme of the status spectrum we find employees who know their stuff so well that they come across as arrogant. In that case, customers may respect those employees, but they don’t like them.

Customers will often not buy just to put haughty employees in their place. I’m sure your employees don’t walk around with holier-than-thou attitudes.

What they may do however, is be too quick to offer advice. Customers need to feel like the service provider has truly listened to their unique needs. That means in order to avoid coming across as arrogant, trusted advisors need to do at least as much listening as they do talking.

5. Too casual is untrustworthy

Popular wisdom advocates winning customer confidence by dressing and speaking like your customers, but this is generally misguided. Imagine walking into a medical specialist’s office to find that the MD is dressed in sandals, T-shirt and addresses you as “dude.’” You’d be looking for a few framed degrees on the wall.

December 2022 | IMPRINT CANADA

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News {Business Development} Lead Magnet, continued from Page 1

It’s content that drives awareness but also provides information that helps a potential customer engage and find interest in your product or service. Or, a lead magnet might be a free product sample, trial subscription, demo, or other product/ service-related incentive.

Of course, no one freely gives their email address away. Lead magnets need to offer the reader value in exchange for their opting in to receive messages from the brand in the future.

Let’s review the conversion path that turns website visitors into leads – and the role email marketing plays in this process: 1. Call to Action (CTA): This is the button that website visitors click to access the resource you’re offering.

2. Landing Page: This is where your lead magnet captures information provided by the visitor. Once visitors click on the CTA, they’re brought to a landing page where they fill out a form with their name, email address, and any other relevant information you’ve deemed important.

3. Thank-You Page: The visitor-turned-lead now lands on a thank-you page with information on where to access their resource and is added to your mailing list.

4. Kickback Email: The kickback email is your follow-up message to the lead a short time after the exchange takes place.

This email marketing campaign starts a conversation with the lead to keep them engaged with your business.

What Makes a Good Lead Magnet?

Consumers are wearier now more than ever before about increasing the volume of email they’ll receive. The best and highest-converting lead magnets have these important things in common:

1. They’re Relevant

Even the best offer will fall flat if it doesn’t resonate with your intended audience. It’s important to remember that a high volume of low-quality leads can backfire big time, costing you a lot of wasted time in follow-up.

Make sure your lead magnet serves a needful purpose with a valuable target audience segment of yours.

2. They Have Perceived Value

What are you offering that is worth giving you my email address for? If it’s something I can find elsewhere in a quick Google search, I’m probably not going to bother signing up for your list.

How are you going to help me out? Will accessing your lead magnet save me time or money, or make my life better

in some way? Take my email! Take my money!

3. They Serve Your Business Purposes

A great lead magnet delivers on that initial promise you made when asking the person to give you their email. You never want to leave them hanging with a clickbait-esque offer you can’t deliver on.

But if you solve the entire scope of the problem that makes that lead a good candidate for your business, then what was the point?

The best lead magnets solve enough of the problem that the person recognizes that you are the expert (or your product is the answer) and can take them the rest of the way.

catchy that will pull in your audience and highlight its benefits, like “The Ultimate Worksheet Every Decorator Needs,” and “101 Ways to Showcase Your Brand.”

3. Build your conversion path.

The next step is building your conversion path, which must include your landing page, thank-you page, form, and email sequence.

Starting with your landing page, there are a few best practices to improve conversions: •Have a dedicated landing page that doesn’t include a navigation bar. This will keep users’ focus on your offer and not the other pages on your website.

• Write a clear call to action. Your CTA should be clear, short, and to the point. It should also use words that will appeal most to your audience.

• Consider eye scanning patterns. Users in Western cultures typically follow F- and Z- reading patterns, which is why most landing pages are designed with key elements placed in those zones.

• Add social proof. Adding reviews and testimonials to your landing pages adds credibility to your offer and can increase your conversion rate.

The goal of a lead magnet is to offer something your audience wants in exchange for their contact information.

How to Create a Lead Magnet 1. Figure out who you’re targeting and what they want.

The goal of a lead magnet is to offer something your audience wants in exchange for their contact information.

To do this, you have to know what user persona you’re targeting and what offer would entice them.

You can also get some ideas from your competitors. What offers are they creating? What are they including in their offers? Use that as your starting point.

2. Create your lead magnet.

Now that you know what your offer will be, it’s production time. You have to create and design your lead magnet.

If you don’t have an in-house designer, you can utilize a platform like Canva that offers hundreds of templates that you can customize to build your lead magnet, everything from books and presentation slides to worksheets and reports.

Next, you will name your lead magnet. Think of something

• For your form, the two pieces of information you’ll want to include are name and email. Everything else is optional.

However, keep in mind that the more fields you include, the higher the chance a user may abandon the form.

Next up, your email sequence: Once you’ve acquired your lead, you can add them to a nurturing sequence that will lead them further down the funnel. This can include additional resources, such as webinars and newsletters.

Lastly, make sure to set up tracking on your conversion path to see how users are behaving on it and identify optimization opportunities.

4. Set a schedule to update regularly.

Depending on the type of lead magnet you create, you may need to update it every six months to a year.

For instance, let’s say you created a report on 2021 data science salaries. As you get closer to 2022, you’ll need to update the information on the report to reflect current data. Otherwise, your offer may no longer be valuable to your audience.

In addition, if you conduct feedback surveys on your offers, sift through your leads’ comments. Their comments could give you ideas on how to improve your current offer.

Now let’s look at some great examples of lead magnets. continued on Page 14

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News {Business Development} Lead Magnet, continued from Page 12

ing and often conversational guides that help readers fully understand a topic.

Search Engine Journal’s ebook library is a good example of the power of this lead magnet format. Each one takes a deep dive into a focused topic, helping the reader truly master it. That’s definitely worth the exchange of an email address.

Consumers are wearier now more than ever before about increasing the volume of email they’ll receive.

The best and highest-converting lead magnets are relevant, they 4. Templates How many times have you created a design template, spreadhave perceived value, and they sheet, slide deck, checklist, or other content from scratch and thought, “There has to be an easier way!” serve your business purpose.

Examples of Great Lead Magnets Brainstorm with your team around which of these examples might best suit your marketing goals and customers’ needs.

Editable templates are a great way to avoid reinventing the wheel. Why not build on the experiences of others and cut your own learning and administrative curve in the process?

7. Case Studies

Case studies can provide compelling proof of your company’s abilities as part of the negotiation and sales process.

But there are a couple of ways you can use them as lead generators, too.

One is by making the case study a downloadable PDF and “gating” it by requiring registration to download.

The other (and arguably more engaging) way to use a case study for lead generation is to position it as news or blog content and pepper calls to action throughout.

And like the best case studies, it immediately identifies with the reader versus approaching them from a “Look what we did!” point of view.

5. Product Samples or Trials

8. Quizzes, Surveys & Polls

A whitepaper is an in-depth article that shares unique data, perspective, or advice with your audience. It helps your reader understand a complex issue and exactly what steps they need to take to resolve it.

They’re particularly useful in B2B marketing, where clients often have a longer sales cycle and need a lot more information to make a purchasing decision.

Who doesn’t like to try before you buy? Of course, these lead generator samples have to get there somehow.

In order to process your free samples order, you either need to sign in or provide your address and email as part of the guest checkout experience. And that’s where you’re asked to sign up to receive further communications.

This lead generator is even more powerful because if you like the product, you’re not only going to be more receptive to future offers but likely to immediately purchase, as well.

2. Webinar

6. Training Videos

The Best Lead Magnets Serve your Business & Customers

1. Whitepaper

Webinars - when narrowly focused on a specific problem or pain point - give your audience a chance to dig into engaging video content and, often, to ask questions in a Q&A session.

And if you offer them on-demand after the initial live event, webinars can deliver leads for months and even years to come.

3. Mini Guide or Ebook

Like a whitepaper, ebooks and other guides solve a specific problem. Ebooks tend not to be data-heavy; they’re easy read-

Maybe your prospects are aware of your company but just not quite sure about you yet.

In that case, giving them access to training videos can be the key to converting them to loyal users.

Data visualization software brand Tableau offers a library of training videos – you just need to register to view them.

This is a great lead generator where you have complex or numerous features and want to really show off your product’s capabilities while getting prospects into your funnel.

EVERYDAY GREAT VALUE

Interactive elements that enable you to learn more about your prospect and follow up with targeted information for them are a win-win.

And according to SurveyAnyplace, you can lower your cost per lead by up to 90 per cent with lead generation quizzes.

Tools like theirs enable you to provide personalized reports, vary the completion message depending on the user’s input, and directly integrate with some CRMs so you can easily follow up with leads.

As you can see in the examples above, the goal here isn’t to trick or force a prospect into handing over their email.

Your lead generator is the first step in building a relationship based on trust and respect, with a reciprocal exchange of value.

Find an offer and format that supports your business goals and the needs of your target customer.

That’s a win-win!

In the next edition of Imprint Canada, we’ll look at building an effective Sales Funnel.

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WWW.JOTOIMAGINGSUPPLIES.CA 14 IMPRINT CANADA | December 2022

5 NEW COLORS

ALMOND

VINTAGE WHITE

ARCTIC BLUE

BLUSH PINK

GREEN MOSS 695HBM COLLECTION | 13 Styles | 20 Colors Made with sustainably-sourced, USA-grown cotton

FOR QUOTES AND PRODUCT INQUIRIES, CONTACT: TEL: 905.607.5500 EMAIL: CANADACUSTOMERSERVICE@FOTLINC.COM

EVERYDAY GREAT VALUE

1-3 COLOUR LOGOS, NUMBERS, NAMES AND LETTERINGS

IDEAL FOR FULL COLOUR LOGOS AND DECALS

1-800-565-5686

WWWW.JOTOIMAGINGSUPPLIES.CA

INTRODUCING

AS SEEN ON STYLES READY TO

A

C

B

A 20oz. NOMAD Tumbler

DECORATE

D

NEW LOWER MINIMUMS AVAILABLE B 24oz. CLASSIC Tumbler

C 24oz. ROVER Tumbler

D 22oz. WIDE MOUTH Bottle

Single Colour # WC46926

Single Colour # WC46924

Single Colour # WC47318

Single Colour # WC46782

Set Up Fee $65.00 (g)

Set Up Fee $65.00 (g)

Set Up Fee $65.00 (g)

Set Up Fee $65.00 (g)

MIN QTY NOW 24

MIN QTY NOW 20

MIN QTY NOW 20

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Gradient Colour # WC46927

Gradient Colour # WC46925

Gradient Colour # WC47319 Gradient Colour # WC49999

Set Up Fee $65.00 (g)

Set Up Fee $65.00 (g)

Set Up Fee $65.00 (g)

MIN QTY NOW 24

Rush Services

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Set-Ups

Proofs

Is Now

ASI 97249 | PPAI 387952 | SAGE 67664 | PPPC 980262

Canada_IF_ShowAd.indd 1

MIN QTY NOW 20 3rd Party Shipments

MIN QTY NOW 24

Set Up Fee $65.00 (g) Exact Quantity Needs

Up to 3 Drop Shipments

View Products & Pricing on windmillcanada.ca *Pricing subject to change without notice.

Contact Your Rep for More Details:

11/9/22 4:21 PM

KF4900 INTERLOCK TURTLENECK LONG SLEEVE T-SHIRT 12 oz. /L yd, 100% combed ringspun cotton 1x1 ribbed with 5% spandex Double-needle neckline, armholes and cuffs Made in Canada

News {Business Development}

Eight Ways TikTok Can Grow Your Brand’s Online Presence

By Adriano Aldini, Imprint Canada

Launched in 2018, TikTok is currently the fastest-growing social media platform in the world, with over 800 million active users worldwide. Although TikTok is a relatively young platform, many brands choose it as a platform to promote their business.

TikTok has over one billion monthly active users, and is the 6th most-used social platform in the world, offering businesses huge opportunities at generating brand awareness.

It allows users to create short, looping reels with various effects and music. Short videos work best on the platform; TikTok’s most viral video content includes music videos, lipsyncing and hashtag challenges So what does it mean for business? The answer is engagement!

TikTok is full of active young audiences who are willing to consume catchy, attention-grabbing videos, and the advertising that goes with them. Approximately 60 per cent of TikTok’s audience are users between 16-25 years old, and businesses are actively leveraging it to engage and expand their brand awareness with younger buyers.

How to grow your following

It’s important to note that acquiring the right followers is better than amassing thousands of the wrong ones. ‘Buying’ followers is never worth it, due to the lack of transparency as well as the lack of engagement you’ll receive from it.

If you build the right following, the right way, you will have the opportunity to build a community of brand evangelists on the platform.

1. Pick Your Niche Topic

Like any social media app, TikTok revolves around worthy content. The important thing is to share your knowledge and experience through unique messaging to your audience.

First, research your competitors to see what kind of content they post on TikTok. Then, try your best to produce better content in order to outrank them.

Monitoring and analyzing feedback from users will help you move in the right direction.

2. Study the Platform

The last thing you want to do when promoting your brand on a social network is to enter it without a complete understanding of how it works.

Always remember that the majority of the TikTok audience is younger and the best way to reach them is to demonstrate creativity and authenticity.

This is a social network where creativity matters much more than other platforms; TikTok’s audience is mostly looking for enjoyment and humour, so the serious sales topics are not for them.

5. Use the Right Hashtags

For a platform made famous by hashtag challenges, using the right hashtags should play a big part in your TikTok marketing strategy.

You should be using hashtags relevant to your product/ brand, instead of only using hashtags that are trending. If you don’t know what hashtags to use, type in a relevant, broad keyword within the search section on TikTok. Based on it, a system will suggest a range of hashtags on your topic.

6. Make What’s Trending Work for Your Business

TikTok is full of trends. This is a social network where trends vary from popular songs, video effects, challenges, and hashtags. How to identify a trend among millions of videos? Keep up to date by tracking hashtags and songs.

7. Share content frequently / Post at the right time

TikTok has one 1 billion monthly active users and has quickly become the fastest growing social platform.

3. Create Engaging Content

The user’s engagement is what you want to get, and no strategy will work if the content you share is not engaging to your desired audience.

You only have 5-10 seconds to persuade the users to follow you. Don’t neglect the quality of content for the sake of being active. Be sure to create a pleasant, comprehensible video, as this is the first thing that catches the attention of a visitor.

Make sure that the correct design is applied to all of your posts. Think about the captions of your videos; they should be memorable, but not too cumbersome.

4. Interact with your audience

TikTok is a very interactive platform, allowing you to leave comments on videos you enjoy, as well as share your own content and interact with your own audience in the comments.

This is vital for growing a loyal audience that resonates with your messaging.

If you want to grow your following, then you should be posting frequently. Strive to post 3-to-5 times each week – this will help gain you traction over time.

It’s crucial to consider when your audience will be scrolling through TikTok. You want to post your content when your audience is actually online. Typically on social media, the best times to post are during commuting hours, during lunchtime and after work – as well as weekends.

To put it simply, when people follow you, they expect content. If you fail to post regularly, you put yourself at the risk of losing followers. Stay on top of this by creating a content calendar for your brand, which we’ve discussed in the previous edition of Imprint Canada.

8. Track and Assess Your Campaign’s Results

A fundamental part of any marketing strategy is evaluating the results of a campaign’s success.

Using an analytics tool will give you valuable insights into your promotional efforts and how you can improve them. If you’re not getting enough engagement, you need to think of what mistakes could have caused such an effect and how to fix them.

Maybe your clips are underperforming because they’re just not funny enough? Keeping yourself updated with analytics is a powerful way to enlarge your audience and eventually generate more sales.

Follow these tips on your TikTok journey you’ll soon be growing a new niche audience for your business!

December 2022 | IMPRINT CANADA 21

WEARABLES Heavyweight Quarter Zip Sweat Jacket Milltex Sportswear is showcasing the Adult Heavy Weight Marled 1/4 Zip Sweat Jacket. Style 965 is constructed from Soft-Hand Fleece and features two-needle cover stitching. The 100% Cotton fine surface is for excellent for decorating. Detailing includes a covered YKK metal zipper and ribbing with Lycra Spandex. Available in four great heather colours in sizes: XS - 3XL. Contact Milltex Sportswear at 905-820-1100 or visit www.milltex.ca

Aerated Performance Visor Cap America is showcasing the standard pre-curved visor - style i8520. Made from 100% polyester fabric, this visor features a moisture wicking properties and a 110 Technology® sweatband with a stretchable hook & loop closure.

Visit www.capamerica.com for more details

Heavy Fleece Straight Leg Sweatpant Los Angeles Apparel is showcasing the Heavy Fleece Straight Leg Sweatpant, style HF-05. This sweatpant is constructed from 14 oz. Heavy Fleece and features a wide, straight leg fit that is comfortable for both lounging and everyday wear. Pre-Washed for a noshrink true fit, this fleece is very heavy and will provide you with warmth in temperatures as low as 50°F (10°C).

Consider sizing up for a more relaxed fit.

Visit losangeleseapparel.net for more information

Adidas 3-Stripes Quarter-Zip Sweater The Adidas 3-Stripes Quarter-Zip Sweater (style A554) is constructed from a supple 53/47 cotton / recycled polyester blend and features unique moisture management properties.

Details include a stand-up collar, tonal 3-stripes logo on right sleeve, contrast colour adidas logo on back neck. Available in four great colours in a full range of sizes.

Visit en-ca.ssactivewear.com for more details

Fruit of the Loom SupercottonTM Unisex Hooded Sweatshirt Supercotton styles are super heavy and warm, and ideal for workwear.

The high-density fabric adds extra durability that makes these styles more suitable for multimedia and extreme decorating techniques, and the cottonrich blend provides a softer hand for more comfort.

For more information, contact FOTL team at CanadaCustomerService@ fotlinc.com

New Bucket Hat Cap America is showcasing style i1084, the heavy washed chino twill Bucket Hat. Available in sizes S/M & L in range of unique colours.

Visit www.capamerica.com for more information

Observer Hybrid Jacket Canada Sportswear's Observer Hybrid Jacket (Style #4100) is made from 100% polyester dobby pongee and features water repellent finish a YKK front zipper and lower front zipper pockets.

Also available in Ladies.

Contact Canada Sportswear, Tel: 416740-8020; www.canadasportswear.com

22 IMPRINT CANADA | December 2022

m u m i x a M ” “ t r o f Com

300

ADULT UNISEX PREMIUM SIDE SEAM TEE

NOW AVAILABLE IN 19 COLORS BLACK

LIGHT BLUE LIGHT PINK MAROON

MINT

OLIVE

ORANGE

ORCHID

STEEL GREY

YELLOW

WHITE CHARCOAL HTR GREY HTR

PURPLE

RED

NATURAL

ROYAL

NAVY

K N U H S M E A R E P ES D D E I B S OM C

SAGE

ADDRESS : 3535 Laird Road, Unit 13 Mississauga, Ontario L5L5Y7 TO ORDER : Email : orders@milltex.ca | Call : 905-820-1100 | Website : www.milltex.ca

WEARABLES

Cotton Spandex Turtleneck

Athletic Rope Cap Cap America's Athletic Rope Cap, style i7256, is a medium profile five panel structured cap with a modified flat visor, 100% polyester performance fabric material, UV protection & moisture wicking properties, and braided rope accent with adjustable plastic snap tab closure.

Visit www.capamerica.com for more information

Los Angeles Apparel is showcasing its classic turtleneck now available in popular neutrals and statement bright colours.

Style 8306GD is a tight, fitted turtleneck made of high quality cotton spandex with a full fold-over turtleneck to keep you warm all season long. This top features a mid-length that can still be tucked into high waisted styles and is ideal for layering without adding bulk underneath your sweaters and jackets.

Visit losangeleseapparel.net for more information

EVERYDAY GREAT VALUE

1-800-565-5686

FOR FULL RANGE OF HEAT PRESSES, VISIT WWW.JOTOIMAGINGSUPPLIES.CA 24 IMPRINT CANADA | December 2022

On The Rocks Crystal DOF DezineCorp is highlighting the ‘On The Rocks’ crystal DOF (style G9943). Made of lead free crystal, and part of the Luigi Bormioli brand of Italian made glassware, the ‘On The Rocks’ glass features a rock shaped cut within the base that creates a sophisticated, innovative and elegant look. Available individually or as a set, the ‘On The Rocks’ glass is a timeless gift idea for your next promotional event.

For more information, please contact DezineCorp at (866) 625-7820 or visit www.dezinecorp.com

The Rosseau 24oz Mug Bringing outdoor camp-ware design into kitchens around the world. The Rosseau mug (CM9001) combines a classic camper style design with a speckled stoneware mug to create this fashion forward drinkware piece that is sure to be a welcomed addition to anyone’s kitchen. The large capacity and comfortable “C” shaped handle will make drinking a cup of any hot beverage a delightful experience. Microwave safe and hand wash recommended.

For more information, visit www.hpgbrands.com

Adhesive Colour Burst Cubes Jay-Line’s Adhesive Colour Burst Cubes come in your choice of one of five colours: Lemon Yellow, Vulcan Green, Pulsar Pink, Cosmic Orange, & Cobalt Blue. 8pt minimum standard type size. 10pt minimum reverse type size. Product comes with top sheet black imprint only. Side imprint is not available.

For more details please visit www.jay-line.com

Lazy Bear Chair Whiteridge Inc. is showcasing its Lazy Bear Chair. Style #433 offers supreme comfortability and ample space to kick back and relax. The fully padded seating includes a convenient insulated drink holder. Constructed from durable 600D polyester, this chair features a Sturdy 3/4” black tube frame with stabilizer feet. Available in a range of great colours.

Visit www.whiteridgeinc.com for more information

Kapston® Pierce Backpack Koozie Group is showcasing the Kapston® Pierce Backpack. Style15807 is an upscale backpack that features a stylish modern design. Constructed from durable 600D Polyester, this backpack features a padded laptop sleeve which fits most laptops up to 13”, and the padded straps make carrying it a breeze.

For details, please visit kooziegroup.com

New Bomber Hat Delivers Serious Wamth Martini Vispak’s new bomber hat (style #9038) provides serious warmth. Choose between a polar fleece or sherpa interior lining. This hat looks great with your custom printed design and optional pompom. A fabulous winter accessory for your clients and colleagues.

Visit martinivispak.com for more details

December 2022 | IMPRINT CANADA 25

Bamboo & Wheat Straw Pens Stylish and eco-friendly. Add your logo or inspiring message to the Bamboo barrel of these boho chic pens. The trim and grip are made from wheat straw (not plastic or rubber). MOQ is 5000 with 6 week delivery.

Check out the trending styles and colours at www. kustompromos. com/custom/eco-friendly-pens

Fleece Scarf

Saratoga Eco-Friendly Journal

Martini Vispak’s soft woven microfleece scarf made with 2 layers will keep you warm and stylish, and is printed in full colour sublimation. This fashionable accessory is sure to draw attention to your brand! Pair it with our polar fleece mittens or a fleece beanie and you’re ready for winter!

Windmill Canada’s Saratoga™ Branded Eco-Friendly Cork Journal is made of a cork & polycanvas cover material. This stylish and unique journal features an elastic loop closure and ribbon bookmark, with 80 ruled pages and document pocket on inside back cover. Screen Printed with your custom logo or message!

Visit martinivispak.com for more details

For more information, please visit www.windmillcanada.ca

iLumipiX™ SUBLIMATION HD

PHOTO PANELS

iLumipiX™ HD Photo Panels display the most brilliant colors, highest dynamic range, and the best contrast available using the most advanced technology to date. In comparison to normal direct flatbed printing on composite materials, iLumipiX™ is specifically designed for sublimation printing. Photos are being transferred by printing on sublimation paper using a sublimation printer. Then by applying heat, the images are transferred to the iLumipiX™HD Photo panels.

Why iLumipiX™?

High Definition | Long- Lasting | Outstanding Details | Easy to Clean | Waterproof from Moisture and Stains | Fire Resistant | Light Weight

VARIOUS SIZES AVAILABLE

1-800-565-5686

WWW.JOTOIMAGINGSUPPLIES.CA 26 IMPRINT CANADA | December 2022

From 4” x 6” up to 48” x 48”

m u m i x a M ” “ t r o f Com

STYLE # 900 ADULT UNISEX

DELUXE SHORT SLEEVE TEE

145 GSM / 7.25 OZ

XS TO 3XL AVAILABLE COLORS :

BLACK

RED

NAVY

WHITE

BLACK HTR CHARCOAL HTR

GREY HTR MAROON HTR NAVY HTR

RED HTR

ROYAL HTR GRAPHITE HTR

GREY

ADDRESS : 3535 Laird Road, Unit 13 Mississauga, Ontario L5L5Y7 TO ORDER : Email : orders@milltex.ca | Call : 905-820-1100 | Website : www.milltex.ca

Ulano Emulsion RB Digital is offering its line of Ulano DualCure and Pre-Sensitized SBQ Emulsions which provide fast exposure times, superior resolution and definition capabilities. Trifecta, Orange, Blue & Proclaim are available across the country.

For more information call 1-800-263-1413 or visit www.rbdigital.ca for more information and pricing

Deliver a Classic Look With Leather Patches & Emblems Emblemtek is showcasing its Leather Emblems and Patches. Deliver a classic look and embellish a wide variety of garments and textiles, such as denims, bags, jackets, sweaters, caps and toques, blankets, footwear, and other garment accessories. Did you know Design elements can be produced on the surface of the materials using a choice of techniques, from embossing, laser-etching, printing, debossing and foil stamping?

Read about all Leather Emblems at https://emblemtek.com/products/leather-emblems/

The EMT16X Embroidery Machine Just Got Faster Embroidery Systems Canada and Melco Embroidery Systems are proud to introduce the new EMT16X embroidery machine.

The new model of Melco's modular embroidery machine has just received an upgrade, with an all-new fast colour change motor. Move to any of the machine's 16 needles faster than ever, increasing your productivity even more.

D-100 and D-1000, the smallest conveyor dryers produced

by Vastex International, are now available with Powered Exhaust to remove excess moisture and fumes from the infrared heating chamber. Available as an option on new units or as a retrofit kit on existing units, the exhaust hood vents from the top of the dryer for maximum flexibility in ducting to the shop's exterior, while reducing noise significantly.

For information visit www.vastex.com

Madeira Metallic Thread Cansew Inc. is offering the CR #40 Polyester, the game changing metallic from Madeira.

With over 30 colours engineered for effortless ease of use, Madeira's polyester embroidery thread is manufactured from recycled plastic, reducing the impact on the environment.

Find out more about the new EMT16X by visiting www.embroiderysystemscanada.com, or call 1-888-805-8631

Coloreel Instant Thread Colouring Unit

Contact Cansew Inc. for more information 1-800-361-7722 or info@cansew.ca. www.cansew.com

It’s like no other type of garment customization. The core of Coloreel’s product offering is the Instant Thread Colouring Unit, a unique product for instant thread colouring on-demand. The product can be mounted on any modern single-head or multi-head embroidery machine. It’s easy to operate with a smart touch screen panel, can be controlled remotely and works on all standard thread speeds, matching normal production speed.

For more information call 1-800-263-1413 or visit www.rbdigital.ca for information and pricing

Manufacturers of sewing threads, wholesalers of elastics, tapes, trimmings etc.

Powered Exhaust On The Smallest Dryers

Embroider With SmartHead Technology Barudan Canada is a one-stop embroidery equipment and supplies provider. Featured is the K-series 6-head machine with New SmartHead technology, SmartHead Sewing Head and Servo Motors for Increased Production.

Visit shop.barudan.ca for more information

CELEBRATING 99 YEARS !

Canadian owned & operated since 1924

THREADS, BOBBINS, BACKINGS, SPRAYS, NEEDLES,SCISSORS and Sew Much More!

Visit our booth #524 NEWFOUNDLAND

MARITIMES

MONTREAL

info@cansew.ca 28 IMPRINT CANADA | December 2022

TORONTO

WINNIPEG

www.cansew.ca

CALGARY

EDMONTON

1‐800‐361‐7722

VANCOUVER

m u m i x a M ” “ t r o f m o C UNISEX

903

MID WEIGHT CREWNECK SWEATSHIRT

GREY

ADDRESS : 3535 Laird Road, Unit 13 Mississauga, Ontario L5L5Y7 TO ORDER : Email : orders@milltex.ca | Call : 905-820-1100 | Website : www.milltex.ca

m u m i x a M ” “ t r o f Com

717

ADULT UNISE X FASHION PULLOVER HOODIE

NOW AVAILABLE IN 27 COLORS

BLACK

ROYAL

FOREST

SAND

GOLD

SAGE

LIGHT BLUE

WHITE

LIGHT PINK

MAROON MILITARY GREEN

MINT

YELLOW CHARCAOL HTR GRAPHITE HTR GREY HTR

NATURAL GREY

GREEN HTR

NAVY

ORANGE

ORCHID

PURPLE

MAROON HTR NAVY HTR OATMEAL HTR ROYAL HTR

ADDRESS : 3535 Laird Road, Unit 13 Mississauga, Ontario L5L5Y7 TO ORDER : Email : orders@milltex.ca | Call : 905-820-1100 | Website : www.milltex.ca

RED

NEW TECHNOLOGY SMART TENSION SYSTEM Smart Tension System automatically adjusts thread tension by analyzing the stitch type and machine speed.

Produce consistently high-quality embroidery with STS and reduce lost productivity in manual adjustment of thread tensions.

SLIM CYLINDER ARM Redesign of the cylinder arm improves the quality of embroidering on products.

Reduction of the cylinder arm circumference to 170mm.

Reducing working space between the needle plate and cap frame.

SMART ACTION PRESSER FOOT

PICKER ON / OFF

Smart Action Presser Foot (SAP) adjusts the height of the presser foot automatically by way of an independent presser foot motor.

We offer Picker on/off both two versions. You can get below meaningful result when selecting Picker Off version.

Regardless of the thickness of the fabric, the best quality embroidery can be completed easily with SAP.

Do not need to replace picker when it’s bent or snapped.

Adjust the minimum height of the presser foot by setting preferences on the operation panel

Easy to change bobbin and bobbin case.

SWF CANADA INC.

300 Trowers Road, Unit 13 Woodbridge, ON, L4L 6A1

Please call 416-889-3598

www.canadasportswear.com

L01150

Hi Vis Zipper Front Vest

L01380

Hi Vis Polyester Full Zip Hoodie

L01190

Hi Vis Surveyor’s Vest

Proudly

CANADIAN OWNED AND MANAGED COMPANY

Since 1954

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CANADIAN OWNED AND MANAGED COMPANY

Since 1954