September/October 2023

IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS

A Tristan Communications Ltd. Publication

SEPTEMBER/OCTOBER 2023

Volume 30, Issue 5

INSIDE THIS ISSUE

All Video is Content Marketing

ALL VIDEO IS CONTENT MARKETING

By Patrick McGowan

Business consultant Patrick McGowan outlines the five most important rules to attain greater reach for your video marketing. 12

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.

14

Five Rules For Greater Reach

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

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

Since 2005 - the year YouTube launched - video has increasingly The rise of Video: YouTube has become the most used social platform grown in prevalence, production among B2B decision makers. value, and consumption. Then in 2020 video marketing took a massive leap forward with the pandemic-induced use of video conferencing, podcasts (with video), and livestreams.

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

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

Video Marketing, continued on Page 12

How to do a SWOT Analysis of your Promotional Products Business

By Kristina Hublar

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

In the marketing world, regular self-reflection to look for areas of improvement was a constant task. Maybe that’s because our industry was constantly evolving or because our company wanted to live on the cusp of innovation – either way, it was deeply ingrained.

A thorough SWOT analysis of your business can help uncover areas of However, when you ask many owners or professionfocus that need to be addressed before they become a detriment to als in the promotional products industry, when was the your business. last time that they stopped to think about their business beyond a fleeting thought, much less a SWOT analysis, the answers aren’t nearly as often, if ever.

SWOT, continued on Page 9

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SEPT/OCT 2023 • Regional Development: Provincial Nominee Programs (PNPs) allow provinces to target specific industries or regions experiencing labour shortages. This can help stimulate economic development in underserved areas.

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

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

The positive impacts that skilled foreign workers bring to businesses in Canada are immense. Among the most prominent benefits are: • Access to skilled labour: The Permanent Residency Program (PR) allows Canadian businesses to tap into a global pool of skilled workers, addressing talent shortages in various industries such as finance, technology, healthcare, and manufacturing. This influx of skilled workers not only boosts productivity but also innovation within businesses.

• Diverse Workforce: Canada’s strength is diversity in the workplace.

Having a multicultural workforce can enhance creativity, problemsolving, and the ability to reach diverse customer markets.

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

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

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

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

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

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

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

• Language and Cultural Differences: Employers may need to address language and cultural differences in the workplace to ensure integration.

Canada’s reliance on immigration has been and will continue to be its strength. Successful businesses in Canada are able to leverage the benefits of skilled workers and, ultimately contributing to the country’s economic growth and competitiveness on a global scale.

R

THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS September/October 2023 - Volume 30, Issue 5

ONLINE EDITION

www.imprintcanada.com/magazine

NEWS 1

ALL VIDEO IS CONTENT MARKETING CONTʼDPG12

1

SWOT ANAYLSIS OF YOUR PROMO BUSINESS CONTʼD PG 9

NEW PRODUCT SPOTLIGHTS 14 20 24

WEARABLES SHOWCASE SUPPLIES & EQUIPMENT SHOWCASE ADVERTISING SPECIALTY SHOWCASE

PUBLISHER

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PRODUCTION MANAGEMENT

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CONTRIBUTORS

IMPRINT CANADA | September/October 2023

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

Patrick McGowan, Kristina Hublar

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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News {Business Development} SWOT, continued from Page 1

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

The Importance of Self Analysis

Weaknesses:

• Saturation in apparel & other categories • Little control of supply chain and inventories

Opportunities:

• Inexpensive impressions • Buy online easily

Threats:

• Low prioritization/nonessential to the business • Commoditization/proliferation undermines effectiveness • Much of what’s offered is frequently not goal-focused • Inflation • Supply chain issues, which affects timing and price

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

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

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

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

Everyone can easily point out things that to improve upon.

We all say that we want to improve, or that we want to be better at “X.” We want to improve sales. We want to get better at connecting with people. Or even we want to get better at time management.

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

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

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

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

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

Strengths:

• Wide and diverse supplier network • Known tools and language in the marketplace

Weaknesses:

• Commoditized/Price Driven • Not in control of sales cycle or the supply chain

Opportunities:

• To personalize service levels to swing the pendulum back to the human side of business • Set-up webstores to streamline processes for end-users and distributors • Implement AI to systemize processes & workflow • Leverage video to grow audience

Threats:

• Amazon, etc.

• Direct sourcing • Supply chain vulnerabilities • Inflation

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

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

Strengths:

• Systematic (easy to order) • Accepted practice • Price competitiveness

September/October 2023 | IMPRINT CANADA

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News {Business Development} Video Marketing, continued from Page 1

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

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

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

3. Distribution.

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

1. Positioning.

What makes you different is what gets people’s attention.

Not different for different sake, but a viable, propositional difference which appeals to your ideal buyer.

2. Differentiation.

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

5. Surprise

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

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

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

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

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

The brand becomes how customers define it, and, hopefully, they define it based on your considerable efforts.

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

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

What makes you different is what gets people’s attention.

Not different for different sake, but a viable, propositional difference which appeals to your ideal buyer.

It’s a noisy, messy, and chaotic market. You want to be a brand which means you can charge a premium. If there is nothing to distinguish yourself from the competition, then you’re a commodity and you can only compete on price.

Your differentiation needs to be relevant and clearly expressed on all your video channels, especially video meetings.

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

Tiktok is both a genre of video and a distribution platform. The audience consumes video through a spontaneous scroll. How you tell your story on TikTok may not work on LinkedIn. Additionally, your video meetings, podcasts, and livestream productions express the story of your brand. The way you show up on video tells a story. But is it the right story? Your video meetings and podcast presence need to set the tone and timbre of future engagements.

Distribution can include everything from the social media platform (LinkedIn, TikTok) to the video distributor (YouTube, Vimeo) to the livestream platform. It answers what and how of your video content strategy.

Regardless of platform, you want all your videos to do one thing: direct interested parties to your website. There they learn more about you and begin to fall in love with you.

Distribution isn’t a benign decision. It says a lot about who you are and the people you’re trying to reach.

4. Story

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

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

12 IMPRINT CANADA | September/October 2023

Conclusion

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

Video is a powerful and compelling medium. These five rules provide the framework you need to begin to evaluate what you’ve already produced and what you plan to produce.

Say to yourself, “Video is how we do business now.” Go and do it.

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

Please visit www.punchn.io.

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DISCOVER THE POWER OF OUR TRANSFER PAPERS!

Iron Flask Stainless Steel Water Bottle

Kenmore Elite Grind & Brew Coffee Maker DezineCorp is proud to carry the Kenmore Elite Grind & Brew Coffee Maker (style IKKECMGBSS). This unique premium & incentive product has a built-in conical burr grinder which grinds fresh, whole coffee beans straight from the air-tight bean hopper immediately before brewing to release maximum flavour and aroma. Simple digital controls include a timer for automatic brewing, customizable brew strength, and brew selection from 2 to 12 cups with no waste. Also included is a measuring scoop, cleaning brush, washable reusable coffee filter, and replaceable charcoal water.

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

Each iron flask water bottle you purchase is an investment in sustainability and is a great way to reduce plastic waste. Featuring an 18/8 Stainless Steel construction, the vacuum insulation keeps your bottle condensation free and your favourite drinks hot or cold. The powder coated exterior finish adds durability and an easy grip for your hands. Each bottle is packaged in a colour matching gift box. Three lids are included with every wide mouth bottle - Straw Lid and 2 Straws, Flip Lid and Stainless Steel Lid. They provide a tight-fitting, leak proof seal. You can carry your bottle with you without any worry.

Visit www.adgpromo.ca for more information

Herschel Recycled Novel Duffel

Sublimated Phone Loops Never lose your phone again! DML Creation is offering its Sublimated Petite Loop and Ninja Loop. These handy and customizable 1/2” loops are made from 100% polyester and feature a length of 11.8”.

For more information, contact DML at: info@dmlcreation.com

Travel tough and cleverly organized, this is the ultimate road trip duffle, built with Herschel’s signature shoe compartment.

Made with 100% recycled EcoSystem™ fabrics, item 2009-45 features tonal stripe EcoSystem™ Liner made from 100% recycled post-consumer water bottles, a waterproof zippered closure protects your essentials, low-profile vegan leather handles, a zippered internal mesh pocket and much more.

Visit PCNA.com/en-ca for more information

Unwind as you tackle the season's demands,

A HEAD ABOVE THE REST

powered by the assurance of dependable, high-quality equipment & support always at your side from

12 Oz. Cotton Fashion Tote Debco is offering its Cotton Fashion Tote, E4511. This popular style now has a new earth-friendly look. Perfect for schools, boutique shops, or as a gift bag, this tote features self-material handles and is durable and reusable to help reduce single use plastics For more information, visit www.debcosolutions.com

TWIGA Industries inc.

Sherpa Tuber’z Halfpike Martini-Vispak’s popular Tuber’z Halfpike (#5135) just got a style upgrade with the super soft and warm sherpa lining. Same outer fabric and plenty of stretch with a snug fit to keep you toasty warm. Dye sublimation printed with our eco-friendly fade resistant inks.

For more information, please visit www.martinivispak.com

RELIABLE CANADA SALES & SERVICE SINCE 2002

TWIGA Industries inc.

3490 Laird Rd, Unit 4 Mississauga, Ontario L5L 5Y4

877.507.7979

supplies@twigaind.com

twigaind.com

24 IMPRINT CANADA | September/October 2023

Stanley Quencher H2.0 FlowStateTM Tumbler Dezinecorp is a proud Canadian supplier of the new Stanley Quencher H2.0 FlowState™ 40 oz. Tumbler. Style M0144SS, is constructed of recycled stainless steel and the vacuum insulation keeps water ice-cold, hour after hour. The FlowState™ lid features a rotating cover with three positions: a straw opening designed to resist splashes while holding the reusable straw in place, a drink opening, and a fullcover top. The ergonomic handle includes comfort-grip inserts for easy carrying, and the narrow base fits just about any car cup holder. This tumbler can Screenprinted or Laser Etched.

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

The Official Hotel Headquarters of The Western Imprint Canada Show

The Best Western Plus Calgary Centre Inn offers accommodations that are truly at the centre of it all.

Our location is only minutes from The Western Imprint Canada Show as well as downtown businesses & shopping, the world famous Calgary Stampede and countless other attractions.

You are the centre of our attention while you enjoy hotel amenities such as oversize rooms, free high speed Internet, free parking, large indoor pool, whirlpool and fitness centre.

LIMITED AVAILABILITY BOOK YOUR ACCOMMODATIONS EARLY!

SPECIAL RATES FOR SHOW GUESTS:

$143/$159 INCLUDES FULL, HOT BREAKFAST! SHOW CODE: IMPRINT CANADA

(please use this code above to receive the show rate)

Free shuttle service to and from the Show! www.bwcalgarycentre.com For reservations, call: 1-877-287-3900 BEST WESTERN PLUS CALGARY CENTRE INN 3630 Macleod Trail South Calgary, Alberta T2G 2P9

KCCAPS.CA ONE STOP SHOP DELIVERY TO YOUR DOOR WITH QUALITY PRODUCTS & QUALITY EMBROIDERY WITH ADDITIONAL SOURCING SOLUTIONS!

Toll Free: 1-888-303-0888 Tel: 905-470-6088 Email: canada@kccaps.com

www.kccaps.ca

m u m i x a M ” “ t r o f Com

717

ADULT UNISE X FASHION PULLOVER HOODIE

NOW AVAILABLE IN 31COLORS BLACK

FOREST

SAND

SAGE

GOLD

LIGHT BLUE

LIGHT PINK

MAROON

STEEL GREY SAFETY GREEN TEXAS ORANGE

WHITE

MINT

MUSTARD

YELLOW CHARCAOL HTR

NATURAL

NAVY

GRAPHITE HTR GREY HTR

ORANGE

ORCHID

GREEN HTR

MAROON HTR NAVY HTR OATMEAL HTR ROYAL HTR

OLIVE

PURPLE

RED

ROYAL

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

Cubano Comfort Pen Debco is showcasing its Cubano Comfort Pen, #PE427. This push-retractable ball point pen features a jumbo barrel in rubberized soft-touch finish for added comfort, and shining chrome cigar band trim which looks great. The dimpled black rubber grip provides writing comfort. Available with black ink only For more information, visit www.debcosolutions.com

5” x 7” Mineral Stone Field Spiral Notebook The 5” x 7” Mineral Stone Field Spiral Notebook (SM_5267) features a stone paper hard cover, black wire binding and 64 sheets of white lined stone paper.

Through a partnership with 1% For The Planet, one percent of sales of all EcoSmart® products are donated to environmental non-profits.

Visit PCNA.com/en-ca for more information

28 IMPRINT CANADA | September/October 2023

IMPRINT CANADA

w o l l Fo us Imprint Canada Shows

@imprintcanada

@imprint_canada

distributed by #5 – 6304 Burbank Rd. S.E. Calgary, Alberta

toll free 1-888-735-5057

sales@sportexsales.com

sportexsales.com

September/October 2023 | IMPRINT CANADA 29

NANTUCKET PREMIUM F L E E C E STYLE

817

STYLE

835

STYLE

803

9.3 0z (315 GSM) 55% Cotton 45% Polyester Sweatpatch for Relabeling XS to 3XL

NOW AVAILABLE IN 5 COLORS

BLACK HEATHER

PINK HEATHER

SALT & PEPPER

OATMEAL HEATHER

NAVY HEATHER

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

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

ORDER YOUR IRON FLASK FOR THE HOLIDAY SEASON

NEW STYLES & COLOURS, READY TO

AS SEEN ON Scan to View Products & Pricing on ADGPromo.ca *Pricing subject to change without notice.

ASI 97249 | PPAI 387952 | SAGE 67664 | PPPC 980262

Warm Hugs - Sherpa Style !

Cotton Canvas Vest Style: L00915

Full Zip Hooded Sweatshirt Style: L00785 /L00786

Hooded Softshell Jacket Style: L01055

Cotton Canvas Jacket Style: L00910

www.canadasportswear.com

TRI-BLEND TEES

TRI-BLEND HOODIES

PERFORMANCE TEES

MID-LAYERS

POLOS

The exclusive distributor for

PRIMEASE & ZORREL

Essentials

www.canadasportswear.com