IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS
BETTER SELLING TECHNIQUES
Customer service expert Jeff Mowatt gives his five tips for getting in front of decision makers. 9
WHATʼS SINKING EMPLOYEEʼS WELLBEING?
Business coach & workplace strategist Diane O’Connell shares five titanic lessons leaders can use to keep their crew afloat. 17
NEW PRODUCT SPOTLIGHTS
We showcase the newest product offerings courtesy of the industry’s leading suppliers of imprintable apparel, hard goods, decorating supplies and equipment. 20
Volume 30, Issue 6
The Art and Science of Decoration Enhancing Brands, Managing Expectations, and Ensuring Quality By Adriano Aldini, Imprint Canada
In the bustling world of promotional products, decoration isn’t just an art form; it’s a strategic necessity. Every logo, slogan, or design that graces a product tells a story. It’s not just about adding a logo to make a product look good; it’s about adding value, fostering brand identity, and creating memorable experiences. Professional decoration shouldn’t be viewed as a “finishing touch”, but Understanding the ins and outs of decoration and rather the pivotal element that can being able to communicate the added value it provides make or break any campaign. is critical to your success. Decoration is more than simple embellishment - it’s the heartbeat of every successful campaign. As distributors and decorators navigating this dynamic industry, understanding the profound impact of high-quality decoration is fundamental to your success.
Decoration, continued on Page 12
Mind the Gap: When Customer Expectations and Reality Collide By Kate Zabriskie
“I don’t understand. This hotel has no restaurant, no concierge, and no valet. It’s not at all what I expected. The place has no standards.” - guest at a roadside motel “I showed her the picture of Jennifer Aniston and asked for the same haircut. She cut my hair, but I still don’t look like Jennifer Aniston. I’m not going back there.” -client at a salon “We went to the National Park and didn’t see a single buffalo. They really need to do a better job scheduling the animals. I’m very disappointed.” - guest at a national park It’s important to be honest and transparent with your company’s Most of us know motels aren’t hotels, a haircut isn’t product and service offering to avoid the dreaded gap between cosmetic surgery, and wild animals don’t follow a viewing expectations and reality. schedule. So, how do some customers conclude otherwise? The answers are endless: lack of information, misinformation, wishful thinking, etc. Gap, continued on Page 6
The BEST
ONE STOP Solution
Anchorage
FW3220 / FW3225
DEEP
INVENTORY
Barnaul
FW3181 / FW3185
AW ESO M E
Baltimore FW3080
DECORATION
Stadium
FW3212 / FW3214
ON TIME
DELIVERY
Merchandise
INSIDE THIS ISSUE
NOVEMBER/DECEMBER 2023
fersten.com
A Tristan Communications Ltd. Publication