imprint canada march/april 2012
DESCRIPTION
Golf Imprintables IssueTRANSCRIPT
SUPPLIER NEWSGet caught up on all the latest in supplier news 4
MAXIMIZE YOUR BUSINESS THIS GOLF SEASONMake sure you make the most of the profi table golf season
by maximizing your event presence 8
BY THE NUMBERS: CANADIAN WHOLESALE TRADE Statistics Canada Wholesale Trade numbers for January 2012
are highlighted 34
SWING INTO SPRING WITH THE NEWEST IN GOLF APPAREL
NEW PRODUCT SPOTLIGHTS
BEGIN ON PAGE
WHAT'S INSIDE
The Marketing and Information Source for Imprintable Products
Politics, continued on Page 12
Pitfalls
By Mark L. Venit, MBA
The US presidential campaign is kicking into high gear this spring; the US will also elect 33 senators,
435 congressional representatives, 14 governors and thousands of state and local offi cials. Here
in Canada, 2012 will see thousands of offi cials elected in cities, towns, villages, and hamlets from
coast to coast and to the North Pole; Alberta and Quebec will likely see provincial elections as well.
Th ose thousands of candidates and their party workers along with tens of thousands of campaign
offi cials, activists, and volunteers represent an audience hungry for shirts of all kinds, caps, bags, posters,
buttons, badges, and bumper strips, among other graphics products.
Virtually every campaign – from premierships to dogcatcherships are prospects for our industry. And indeed,
there’s gold in them thar campaigns! But as with mining any natural resource, there are risks associated with
the opportunities and lots of people in our industry will get burned.
Campaign committees are temporal vessels that begin for a reason and end for a reason.
Maximize Your Business this
SeasonYOUR LOGO
HERE
Whether your business acts as a facilitator in organizing your clients' corporate golf events, or you are a
salesperson who sees golf outings akin to sales calls, this article may help you swing your head around to some
tips to boost your bottom line this spring. Please flip to Page 8
Bring on the HEAT
Scan here to find out more about the amazing features of our TM
Technology.
SAY HELLO TO THE NEW
ashcity.com
EXPERIENCE THE NEWEST FABRIC TECHNOLOGYTHAT KEEPS YOU COOL WHEN LIFE HEATS UP.
Convincing, Infl uencing,
CompetingI still can recall the moment when I fi rst applied for a job
out of university. Th e campus bulletin board ad asked two
questions: "Do you like sports?" "Do you like sales?" My
answer in my head was a resounding yes to the fi rst one as
I was the type that would pull over on the side of the road
to watch kids play soccer.
My answer to the second one was less certain as I was under
the impression back then that all sales people were like Herb
Tarlek of WKRP in Cincinnati, walking around in loud sport
coats and pants with a white belt and white shoes clicking
their cheeks, singing "woa-kay-fi ne."
Some 28 years later, I have come to understand that the word
"sales" has suff ered from a bad image. I realized that sports
and sales shared a lot in common; the commonly used term
in sales is "win/win," and it brings a competitive spirit into
play with business.
In sports, players, teams, coaches all have goals in mind, as
well as the skill set to achieve those goals. When the spotlight
is on them, they put on their game-face and go aft er these
goals to the best of their abilities.
Have a product to sell or a service to provide? A goal in
mind? Skill sets to get the job done? When you lose, you
pick yourself up and refl ect on things gone wrong, you
make adjustments and ready yourself for the next outing.
When you lose that sale, you refl ect and make adjustments
to prepare for the next prospect.
In sports, if a team continually loses, managers look to shuffl e
players around to change the dynamics to invigorate new
plans of attacks. Same goes in business; if things are not going
the way you want, you look to change things up.
I can go on and on with metaphors but I think you get the
picture. Th ose two posted questions that day were one in
the same. I just didn't know it back then.
Th ree people walked into our offi ce a few days ago each can-
vassing door-to-door. Th e fi rst one was so loud in announcing
his arrival that it actually disrupted a meeting going on. He
was asked to leave three times before he fi nally left , whistling
on his way out the door. Th e second canvasser walked in,
excused his presence, left a contact sheet of his products,
and walked out the door - all within 15 seconds. Th e third
person walked in smiling, and
made our offi ce administrator
feel comfortable with a few
pleasantries, and ended up sell-
ing me $35 worth of product.
We also briefl y chit-chatted for
a few minutes on his selling
technique before he left .
Guess which one I would want
on my team? Th e third sales-
person got the job done (con-
vincing me to buy something I
wasn't planning on and making
me feel good about it too).
Members who reinforce the
“Herb Tarleck” stereotype may
not give off a "cool" vibe, but
I would be more than happy
with having them on my team
if they provided win/win
results for me and my clients.
TM
dark & light garment printing
March/April 2012News
1 THE POTENTIAL PROFITS & PITFALLS OF POLITICAL ORDERS CONTINUED ON PAGE 12
4 SUPPLIER NEWS
6 RETAIL BRAND UPDATE
8 MAXIMIZE YOUR GOLF SEASON
New Product Spotlights14 WEARABLES SHOWCASE
28 AD SPECIALTY SHOWCASE
32 SUPPLIES & EQUIPMENT SHOWCASE
By The Numbers
34 CANADIAN WHOLESALE TRADE STATISTICS
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PUBLISHER Tony Muccilli : [email protected]
PRODUCTION MANAGEMENT
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CONTRIBUTING WRITERS
Mark L. Venit
MARKETING COORDINATOR
Steve Silva: [email protected]
OFFICE ADMINISTRATOR
Maria Natale: [email protected]
GENERAL INQUIRIES
[email protected], (905)856-2600
ADVERTISING SALES
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March/April 2012 - Volume 19, Number 2
Follow us:
twitter.com/imprint_canada
Supplier News
Gildan Activewear Inc. (TSX: GIL) recently
announced the launch of it's new website dedicated
to corporate citizenship. Genuinegildan.com is the
company's eighth consecutive Corporate Citizenship
Report and off ers information about its sustainability
programs and initiatives which have been developed
around Gildan's four core pillars: People's well-being,
Environmental Protection, Community Engagement,
and Product Sustainability.
Highlights of the site include details regarding the
successful reduction of total greenhouse gas emis-
sions and landfi ll waste by 13 per cent and 28 per cent,
respectively, in addition to the completion of a third
biomass steam generation system, as well information
about Gildan's "I Support...." Program which gener-
ously donated much-needed resources to qualifi ed
charities such as Homeboy Industries.
For more information, please go online and visit
www.genuinegildan.com.
2012 First Quarter ResultsGildan reported a net loss of $46.1 million (all fi g-
ures U.S.) or $0.38 per share on a diluted basis for its
fi rst fi scal quarter ended January 1, 2012. Th is was
compared with net earnings of $35.9 million or $0.29
per share in the fi rst quarter of fi scal 2011.
Gidlan began to manage and report its business as
two operating segments which serve diff erent mar-
kets and customers. Th e Printwear business supplies
activewear, fl eece and sport shirts to the screenprint
market. Th e Branded Apparel business supplies socks,
underwear and activewear to retail customers.
Gildan had projected a loss of approximately $0.40
per share for the fi rst quarter when it initiated its fi scal
2012 sales and earnings guidance on December 1, 2011.
Th e decline in the results compared to the year prior
was due to the impact of higher cotton costs, inven-
tory destocking by U.S. wholesale distributors, the
impact of a special distributor inventory devaluation
discount in the quarter, and the cost of the manufac-
turing shutdown in December in order to manage
inventory levels.
Net sales in the fi rst quarter amounted to $303.8 mil-
lion, down 8.3 per cent from $331.2 million in the fi rst
quarter of fi scal 2011. Sales for Printwear amounted to
$147.2 million, down 41.1 per cent from fi scal 2011,
and sales to retailers were $156.6 million, up 92.7 per
cent from the fi rst quarter of last year. International
sales revenues included in the Printwear business seg-
ment increased by over 30 per cent compared to the
fi rst quarter of fi scal 2011.
Gildan Activewear has reconfi rmed its projected
sales revenues of approximately $1.9 billion and pro-
jected EPS of approximately $1.30 for fi scal 2012.
Th e company continues to project sales revenues for
the Printwear business of approximately $1.3 billion,
and sales revenues for the Branded Apparel segment
of approximately $0.6 billion.
Ash City Worldwide is pleased to announce the
appointment of Laura Turner to the newly created
role of vice president, Marketing.
Laura comes to Ash City with a wealth of experience
including eleven years with Twentieth Century Fox
Home Entertainment where she was the Executive
Director, Marketing. Laura was a contributor in the
development of the North American go-to-market
strategies for the Fox and MGM businesses.
Laura will be responsible for the company’s
Marketing department reporting directly to David
Woods, Chief Operating Offi cer.
“Her marketing experience brings expert know-
ledge to the management team and that will make
our organization an even stronger competitor in our
industry,” said Woods.
New Online PlatformAsh City is also proud to announce the launch of
a ground-breaking new website featuring innovative
visuals and sophisticated marketing tools that will help
better connect you to your customers.
New features like 360 degree model videos, and a
streamlined online decorating ordering platform are
just a few of the exciting new upgrades .
Go online and see for yourself at www.ashcity.com.
Sawgrass Industrial announces the release of
SGPrintTM at the ISA International Sign Expo 2012
in Orlando, Florida from March 22-24, 2012.
SGPrint is a performance RIP solution that pro-
vides all layout, RIP, colour, and production control
features in a single integrated workfl ow solution.
Th e user interface within SGPrint displays critical
job creation, prefl ight, printer status, job status and
job costing information that can be customized for
specifi c print workfl ow requirements.
With its advanced linearization tools, multi-channel
ICC profi ling capabilities and spot colour controls,
customers can precisely match target colours while
signifi cantly lowering total ink consumption. Th e
RIP solution includes tools for estimating job costs,
assessing ink consumption, and monitoring colour
process control.
SGPrint can be expanded with a number of options
for digital textile print production. Printed colour-
books generated within the RIP visually display the
available printable colours in terms of RGB and Lab
colour spaces. Th e step-and-repeat functionality
off ers controls for half-drops, fl ips and mirroring of
design fi les. Print shops can quickly generate colour
variations (colourways) from separated design fi les
for sampling and short run printing.
“As a whole product solution provider, we rec-
ognize that print shops require a RIP solution that
off ers the highest quality colour, customization and
production controls for indoor and outdoor furnish-
ings, textile signage, decoration and fashion applica-
tions,” explains Mark Trimble, Director of Textile
Applications, Sawgrass Industrial division.
“SGPrint provides these features in a comprehensive
RIP and print package. In combination with our new
M-XTRTM pigment ink, SGPrint additionally rounds
out our workfl ow and print solution for extreme speed
digital printing systems,” added Trimble.
HanesBrands reports fi scal 2011 resultsReports Net Sales of $4.64 Billion
HanesBrands (NYSE: HBI), reported fi nancial results for its
fourth quarter and fi scal year ended Dec. 31, 2011.
For fi scal 2011, net sales increased 7 per cent to $4.64 billion ver-
sus a year ago (all fi gures U.S.). Net income was $266.7 million, or
$2.69 per diluted share, an increase of 25 percent over 2010.
For the fourth quarter, earnings and sales growth were aff ected
by an unexpected and substantial slowing of orders in December
because of retailer inventory management. Net sales in the quarter
decreased slightly to $1.15 billion, and earnings per diluted share
were $0.41. Hanes also prepaid $200 million of fl oating-rate notes in
the fourth quarter, reducing long-term debt to $1.8 billion.
For 2012, Hanes expects its core categories to deliver solid results
despite infl ation and expects to generate record free cash fl ow. Th e
company expects the wholesale category of its Outerwear segment
to lose money because of hyper-competitive pricing and reduce EPS
by approximately $0.30, resulting in expected 2012 EPS of $2.50 to
$2.60.
Net sales in 2012 are expected to increase approximately 2 per
cent to 4 per cent, and free cash fl ow is expected to total between
$400 million and $500 million. Th e challenges of infl ation and the
Outerwear wholesale category will primarily be fi rst-half issues, and
the company expects to return to normalized profi tability no later
than the second half.
“We achieved record earnings and sales in 2011 with strong per-
formance in several of our categories, including underwear and
socks, although we were disappointed with late fourth-quarter
soft ness that yielded results below our expectations,” Hanes chair-
man and chief executive offi cer Richard A. Noll said. “For 2012,
we expect to get through the challenges of the infl ation overhang
and Outerwear wholesale issues while we focus on core growth and
delivering strong free cash fl ow that will be used to reduce long-
term debt,” added Noll
2012 OutlookTh e company anticipates sales and profi t growth in its Innerwear,
International and Direct to Consumer segments, off set by declines
in Outerwear, which includes the wholesale category of casualwear
and activewear products sold to the screen-print industry that the
company sometimes refers to as imagewear.
Gildan Activewear launches new corporate citizenship websiteReports First Quarter Results
Technosport Canada moves into new
Vancouver offi ceTechnosport Canada recently announced it has moved its Vancouver
offi ce and warehouse into a new, bigger facility to better serve its
Canadian customers.
Eff ective Friday March 2, the move is in accordance with Technosport's
philosophy to off er customers the best service and inventory possible.
Th e new facility is located at: 108-8131 Wiggins St. Burnaby, BC, V3N OC4
For more information, please visit www.technosport.ca.
Canada Sportswear announces new
additions to its teamCanada Sportswear is pleased to announce that Kris Keegan has
joined the Imsports Sales Agency Team.
Keegan has over six years work experience as a multi-line rep in
the industry and Canada Sportswear welcomes him aboard the sales
team, as they look forward to the knowledge and experience that he
brings to their organization.
Keegan can be reached at: [email protected] | Tel: 905-409-1025.
New Vice President of Marketing for Ash CityLaunches New Website with Innovative Visuals and Marketing Tools
Sawgrass debuts SGPrint™ premium RIP solution
Industry News continued on Page 6
The new 94800 DryBlend™ series offers a winning combination of a more stylish fi t for men
and youth plus wicking performance and durability wash after wash. With heat transfer labels
in an 11.0 oz heavy weight pique fabric at basics pricing, Gildan brings its game in 2012!
mygildan.ca
Gildan Sport Shirts Perform!Our new DryBlend™ styles include
great fi t and wicking performance in men’s and youth styles.
Look for this icon for products with DryBlend™ wicking properties
NEW 94800 DryBlend™ Adult Piqué Sport Shirt NEW 94800 DryBlend™ Adult Piqué Sport Shirt NEW 94800B DryBlend™ Youth Piqué Sport Shirt NEW 94800 DryBlend™ Adult Piqué Sport Shirt
NEW 94800B DryBlend™ Youth Piqué Sport Shirt
Alo Wholesale gets new URL2012 has already marked an exciting year of changes for
BELLA+CANVAS, and now Alo has joined the move-ment as well.
Eff ective immediately, the Alo wholesale website is now available at www.alowholesale.com.
Its former url (www.aloclothing.com) will now redirect visitors to the Alo Retail line (www.alosport.com).
American Apparel founder, chairman and chief executive offi cer Dov Charney has signed a new contract that will see him continue in his roles with the company for the next three years, as reported in the company's recent Security and Exchange Commission.
Charney will continue to serve as CEO for an initial term of three years, beginning April 2, 2012 and the agree-ment will automatically extend for successive one-year periods aft er that term. Th e announcement comes the on the heels of four successive months of increased sales for American Apparel, including substantial increases in the wholesale business.
First Quarter Sales NumbersFor the quarter ended March 31, 2012, total net sales
increased an estimated 14 per cent to US$132.7 million, comparable store sales increased an estimated 15 per cent, and wholesale net sales increased an estimated 17 per cent.
"We are very pleased to report strong sales perform-ance in March across all three distribution channels and these results substantially exceeded our expecta-tions," stated Charney.
"Careful planning to our inventory commitments, merchandising strategy, and product assortment helped
to drive our continued momentum," he added.Below are the estimated increases for each of the months and the quarterly period ended March 31, 2012:
MAR FEB JAN 1st Quarter 2012Same Store Sales 20% 11% 11% 14%
Online Sales 22% 9% 41% 24%
Comparable Retail 21% 11% 15% 15%& Online
Wholesale Net Sales 10% 21% 23% 17%
New Executive AppointmentsTh e company announced the appointments of Stacey
Shulman as the company's new chief technology offi cer and Jordan Schiff as the new general merchandise manager .
Shulman was previously the company's vice president of technology and will have responsibility for American Apparel's global information and technology operations.
Schiff , the former Urban Outfi tters' buying and com-munications supervisor, will be responsible for global merchandising and strategy for the American Apparel.
For more information, please visit American Apparel online at www.americanapparel.net.
American Apparel's Dov Charney signs new three year deal Reports First Quarter Results and Announces New Executive Appointments
Supplier News (continued from page 4)
Retail Brand Update
Port Logistics to support Joe Fresh US retail business
Port Logistics Group, a leading provider of gateway logistics services, announced a multi-year service agree-ment with Loblaw Companies Ltd., the Canadian retailer and parent of the Joe
Fresh brand.Port Logistics Group will provide ware-
housing, inventory management, value-added services and regional transporta-
tion in support of the October launch of the Joe Fresh brand in New York City.
Loblaw Companies Ltd., a leading Canadian retailer, undertook an extensive search for a U.S. logistics partner for the Joe Fresh store launch and expansion.
"We wanted a provider that knew fash-ion and apparel, had experience with retail store openings, and most importantly had a track record of success in the major U.S. retail markets," said Lucy Vander Wal, sen-ior vice president, Joe Fresh Stand Alone.
"Port Logistics Group had the facili-ties, expertise and the national presence to support both our fi rst store launch and our long-term expansion throughout the U.S," added Vander Wal.
Th ere are fi ve Joe Fresh stores in the New York City area. Port Logistics Group serves these stores from its Clift on, NJ facility.
Nike announces strategic waterless textile dyeing partnership
NIKE, Inc. recently announced it has entered into a strategic partnership with DyeCoo Textile Systems
B.V., a Dutch-based com-pany that has developed and built the fi rst commercially available waterless textile dye-ing machines.
By using recycled carbon dioxide, DyeCoo's technol-ogy eliminates the use of water in the textile dyeing process. Th e name "DyeCoo" was inspired by the process of "dyeing" with "CO2."
Th e partnership is illustra-tive of NIKE, Inc.'s long-term commitment to designing and developing the most superior athletic perform-ance products for athletes and its overall sustainable busi-ness and innovation strategy.
"Waterless dyeing is a signifi cant step in our journey to serve both the athlete and the planet, and this partnership reinforces Nike's long-term strategy and deep com-mitment to innovation and sustainability," says Eric Sprunk, Nike's vice president of merchandising and product.
"We believe this technology has the potential to revolutionize textile manufacturing, and we want to collaborate with progressive dye houses, textile manufacturers and consumer apparel brands to scale this technology and push it throughout the industry," he added.
Nike has been exploring this technol-ogy for the past eight years and expects to showcase cutting-edge apparel using textiles dyed without water at events later this year, with an eye towards scaling the technology for larger production volumes.
French retailer Lacoste to expand in Canada
Lacoste SA, the French apparel retailer, is expanding its presence in the Canadian market, aft er posting good results in 2011.
Last year, Lacoste’s retail sales in Canada jumped by 10 per cent year-on-year to around $80 million.
As a part of its expansion plans, the com-pany has already launched its own 14 con-cept boutiques across Canada to promote the Lacoste brand.
Th e company is also partnering with high-end Canadian retailers like Th e Bay, Holt Renfrew and Harry Rosen for mer-chandising.
Leed's partners up with CrossLeeds, the Pennsylvania-based supplier and a member
of Polyconcept North America, recently announced the addition of Cross to its expanding line of retail brands.
"Th e (Cross) brand has long been a symbol of success and achievement, making its products a wonderful way to exhibit appreciation for valued clients and colleagues," said Shannon Malaspina, category manager for pens at Leed's.
"Cross is excited to solidify our commitment to the cor-porate gift market by announcing our new partnership with Leeds," said Andy Boss, national sales manager for Cross. "Th e combination of this excellent service and the superior craft smanship of Cross will be a winner for all parties involved."
Visit leedsworld.ca/cross to see all the new products and to learn more about the Cross brand.
You CanOrder MillDirect!
Neon Yellow / Fabric Neon Heather Pink / Fabric
Neon Heather Orange / Fabric Neon Orange / Fabric
Neon Green / Fabric
BB456Poly-Cotton Short SleeveV-Neck
RSA8380CottonSpandexJersey Crop Tee
BB408Poly-CottonUnisex Tank
BB453Poly-Cotton 3/4 Sleeve Raglan
BB253 YouthBB153 Kids
F497Unisex Fleece ZipHoody
BB401UnisexPoly-Cotton Short Sleeve Crew Neck T BB201 YouthBB101 Kids
RSABB381Loose Crop Tank
Neon Blue / Fabric
Introducing 11 exciting styles in 6 New Neon Colors
Available in New Neon Green
Call customer service to open an account today at:
American Apparel—Canada5430 FerrierMontreal, QC H4P 1M2
Tel. +1 (514) 939-0245Fax. +1 (514) [email protected]
americanapparel.net/wholesale
Maximize Your Golf Season
News [Business Development]
Whether you are looking to further engage your business as a facilitator in organizing your cli-ents' golf events, or you're a salesperson who
sees golf outings akin to sales calls, there is no shortage of opportunities laying in the rough waiting to be maximized.
Golf is the quintessential activity that marries business and leisure. Every spring, hundreds of events gear up for another busy season on the fairways and greens. From charity fundraisers to corporate tournaments, there is no shortage of golf-related events to target, especially for us in the promotional products industry where suppliers have fi ne-tuned segments of their extensive collections to be targeted specifi cally to the business of golf.
BECOME THE REAL "ONE-STOP SHOP"Many decorators and distributors in our industry won't
shy away from the claim that they're a "one-stop shop" for all of their clients' promotional needs. While this defi nition may stand true in the context of actual product sourcing, the truth is the goods we provide take on life of their own long aft er they are delivered, especially when they are used as part of sponsorship initiatives for events like corporate golf tournaments.
Why stop at simply supplying the product? When your clients come to you with a golf tournament in the works, it's a perfect (and profi table) opportunity to illustrate that you are more than just a goods provider. Take this opportunity to prove to your client that you can be a valuable asset - not only in the sourcing phase - but in the planning and execu-tion of their event.
HELPING YOUR CLIENTS ORGANIZE A SUCCESSFUL GOLF EVENT
1. NEEDS ANALYSIS: In your meeting with your client, be sure to strategically listen to what they need - again, not only from a sourcing standpoint - but from an execution perspective as well.
Ask questions like: Who will be attending the event? How many people? What is the objective of the event? What are the goals of the event? How much support staff do they have?
TIP: If your company is the exclusive promotional sup-
plier to the event, you should make it a point to off er your
presence at the event to help things run smoothly with
incentives, prizes and giveaways.
Detailed question like, What key metrics will you be look-
ing at to measure the success of your event?, will go a long
way in helping to shape their promotional product spend.
2. DESIGN THEME: Th is is where your creative team's
juices get to fl ow and you can sell your expertise in the area of
promotional marketing.
Once you have background information to work with,
you can begin brainstorming and shaping the framework
for the design and scope of the promotional media that
will be part of the event.
Th e key here is to develop something which ties in seam-
lessly and reinforces the objective of the event. Don't stop
asking questions at this phase; instead, strategically inquire
about the how the tournament's concept and focus will be
expressed throughout the event.
3. ESTABLISH A BUDGET: Your role in the budgeting
process is fundamental as their promotional advisor.
Depending on the size and scope of the event, as well
as the guests in attendance, budgets can vary drastically.
If the event is a fundraiser, then chances are some of the
products you will be providing will be auctioned off , while
others will be used as giveaways and/or as part of gift bags.
Once the budget is outlined, use your creativity and
resourcefulness to compile a promotional program that
targets all of the criteria established in Steps #1-3.
4. HELP MARKET THE EVENT (to sponsors, potential media outlets, or the public): By volunteering to help gen-
erate added attention and exposure for your client's event,
you are illustrating fi rst-hand that your value-added services
don't stop at simply the products you provide.
Aft er all, you are in the business of promoting, so use
this skill set to help further bring attention to your clients'
event. (Th is will not go unnoticed). Th e creative brief that
you outlined in Step #2 will begin to be incorporated here.
5. HELP EXECUTE THE EVENT: If your company is
the exclusive promotional supplier to the event, we hinted
in Step #1 that you should off er to volunteer your presence
during the golf outing. Th is should be seen a win-win for
both you and your client. Your presence will be benefi cial
not only from the standpoint of expertise - where you can
expertly fi eld any questions regarding features and benefi ts
of the products incorporated into the event - but you will
also be given valuable face-time with a whack of potential
clients that you know will be receiving the products you've
worked so hard to strategically incorporate into the event.
Your company presence will only help to further cement
your credibility to your client and their guests. Heck, even
if your client deems that your presence is not required, the
fact that you were proactive in off ering support beyond the
delivery of promotional merchandise will only work to your
advantage. When future events roll around, you can be sure
that your clients will remember how willing you were to
provide comprehensive support to their initiatives.
GOLF = SALES CALLSIf you're lucky enough to be required to attend corporate
golf fundraisers and events as part of your work, then you
are probably aware that having four or more uninterrupted
hours with your clients outside of a formal business setting is a
great way to foster relationships and maybe even close a deal.
Here are some business tips that every business person
should heed when attending a corporate golf event:
LEARN THE PROPER ETIQUETTE: Before you even
step foot on the course, you need to know the rules. If you're
an experienced golfer, then this point may be mute to you,
but if you've never played before and have been invited to a
client event, then you need to do your homework (and hit
the driving range a couple of times).
Th ere's a protocol in golf that includes not talking when
someone is hitting, not stepping in the line of a putt, and
treating the course with respect. It’s understood in golf that
you replace your divots, ball marks, and play by the rules.
Th e culture of golf is one of honesty and the game itself
is a fi ne test of character. It is easy to cheat, but playing
honest builds credibility, integrity and trust - all things
which translate over to business.
DROP THE SALES MODE; Th ough you are eager to
make a deal, do not make it obvious. Contrary to popular
belief, deals are not typically closed on the golf course,
and if you approach each round with that sole intention,
you're likely to leave without one and possibly with a
ruined relationship as well.
ENCOURAGE DISCUSSION: Encourage your fellow
golfers to open up. Learn about their business and golf experi-
ences by asking questions. Is it an existing client? Prospective
customer? How much do you really know about their industry,
their business, their personality? Most importantly, be sure
to relax, have fun and keep things light.
STAY COMPOSED: Given the nature of the game, every-
one is bound to struggle. Th ere are days when golf is going to
challenge your patience, and how you react is very revealing
of your character. How well you comport yourself over those
18 holes - balancing business and friendship, dealing with
competition and success - reveals to others how you behave
in a business setting.
STAY DRY: No, we don't mean wearing a moisture-wicking
shirt (although it's a good idea to wear the products you
sell), but in this case we mean alcohol. Save the rounds for
rounds of golf with your buddies. Would you drink at a sales
meeting? Obviously not. Th is is business.
FOLLOW UP: We don't mean on your approach shot,
but on the interaction with your clients. Don't force your
agenda, just allow everything to fl ow naturally. If you don't
have everything wrapped up by the end of the round, no
problem. Your fi rst priority is making sure your playing
partner has fun. Following up aft erward will get you back
in front of your customer.
By forming interpersonal relationships with potential
partners, you'll also be building foundations of trust and a
mutual interest in the game of golf, both of which can build
long-lasting relationships that could prove to be personally
and professionally rewarding.
Heed these rules and you'll be sure to be growing your
business this golf season!
Light & DarkLaser & Inkjet
DON’T GET SNAGGED WHEN THINGS GET ROUGH.
Dunlay16217/96217
Quinn16216/96216
www.trimarksportswear.com
Trimark brings you
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Toronto Congress CentreToronto Congress Centre Toronto Imprint Canada ShowToronto Imprint Canada Show
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News [Business Development]
Th ey begin obviously with the desire to
get someone elected and end shortly aft er
the votes are counted, win or lose.
Regardless of your political preferences,
graphic products' businesspeople who fail to
adequately protect themselves from the risks
of dealing with political campaign commit-
tees do so at their own peril.
Our ranks are regrettably littered with
companies that jumped on some politician’s
bandwagon, only to get pushed overboard
when the bill came due. Big time. Th en,
again, some of us will be able to make some
major bucks on the upcoming elections.
But the winners and losers in our indus-
try vying for political orders this year (and
every year) will be determined not by votes,
but by the skills and savvy of entrepreneurs
who know – or learn – the turf. We’ll get to
the biggest challenge – getting paid – later
in this article.
Industry veterans generally know the
ropes, most of them having learned the hard
way in years gone by. Less seasoned pro-
ducers, especially those who’ve entered the
graphics products business in recent years,
need to learn a few important lessons. Fast.
I speak from experience here, having been
a politician and an elected offi cial in the US,
a campaign fundraiser, and a marketing con-
sultant to several candidates of both parties.
(My undergraduate major was, aft er all, pol-
itical science). I’ve also personally sold over
a million campaign T-shirts in the course of
my career, beginning with my fi rst foray in
1976, a retail line of Ronald Reagan apparel.
(I fared a lot better that year than the can-
didate, himself, did against President Jerry
Ford in the Republican primaries, who went
on to lose a close one to Democrat nominee
Jimmy Carter).
What are the key applications of our products in political campaign? Here are the top three uses:
1. Spirit Wear It’s unlikely the candidate, himself or her-
self, will wear a campaign T-shirt too oft en,
but staff personnel and volunteers will wear
decorated apparel very oft en and with pride
– when it’s provided to them at no charge.
Many true believers will also purchase the
items, which most campaigns off er to them
at or near cost.
Touting who and what you believe in rep-
resents one of the most basic uses of apparel
graphics: it’s a powerful medium of expres-
sion. Th e magical qualities of our products
in campaigns extend to psychologically ener-
gizing the people wearing them!
Decorated apparel has proven to be a valu-
able investment in esprit de corps, providing
a morale boost to everyone who wears it and
all their co-workers who see it.
2. AdvertisingDevoted supporters derive not only great
pleasure in identifying with a candidate,
they want to advertise their affi nity for him
or her. Wearing a printed T-shirt or sweat-
shirt outside the home or offi ce – at school,
going to and from work, at the mall or the
supermarket – will be seen by approximately
200 people in a typical day [Source: Apparel
Graphics Institute, LLC].
For an $8 T-shirt that’s worn on ten days
during the campaign, the math works out to
4/10 of a cent per exposure. Worn 20 times,
it’s 1/5 of a penny, or a cost-per-thousand
exposures (CPM) of just $2. Advertising
agency execs would acknowledge that the
$2 to $4 CPM compares favorably even to
television advertising! (Of course, a candi-
date would have to purchase and distrib-
ute thousands or shirts to have the reach
of television, but the advertising value of
T-shirts is nonetheless quite respectable on
a comparative CPM basis).
Posters and bumper strips are seen by
millions of prospective voters. While but-
tons and badges are seen close up, they cer-
tainly command attention and evince instant
endorsements by the individuals wearing
them.
3. Fundraising Selling campaign apparel and promotional
materials to supporters among the general
public (but uninvolved in the campaign,
itself) aff ords people a reason to make a
campaign contribution in the form of giving
a $5-10 per-unit profi t per T-shirt (or more)
and $10-20+ on higher-priced items. For
buttons and bumper strips, which sell for at
high mark-ups at retail, the margins are huge.
While the sales of campaign shirts, caps,
and/or bags might not yield huge profi t, the
ROI in enhanced visibility and buzz they
create can be signifi cant. And a few extra
bucks for the campaign is also appreciated.
And adding the sale and distribution of the
smaller items to the mix earns yet additional
benefi ts.
Whom Should You Approach for Orders and When?
In selling campaign apparel, the early bird
gets the worm. Rather than wait for cam-
paigns to call you – and all your competi-
tors, make the fi rst move. Campaigns have
too many other fi sh to fry to make getting
shirts and other campaign paraphernalia a
priority just yet, but once you get in the door,
you’ll fi nd the reception friendly. Aft er all,
you’re a voter, too! And you’ve got a family,
lots of friends, relatives, and employees who
vote, too. Th e campaign folks know this
and don’t need to be reminded to treat you
with respect.
Th e best person to call isn’t the candidate,
unless you know the individual personally
or have a friend who can open the door for
an introduction. But it won’t get you an
order, as you’ll quickly be referred to a staff er.
Th e probable decision makers you’ll need to
contact include the campaign chairperson or
the campaign treasurer, and/or whomever
is directing eff orts aimed at recruiting and
supervising volunteers.
Retail Opportunities? Shirts emblazoned with party symbols do
fi nd a small audience, but the pickings are
slim. Major retailing organizations have
little interest, although a handful of specialty
retailers might consider taking in small quan-
tities of campaign shirts, oft en insisting on
consignment. Th ere’s usually little demand
at retail for campaign garments with candi-
dates’ pictures, caricatures, or slogans. Th e
rare exception to this rule occurs only when
a very charismatic candidate is featured, such
as shirts for candidate Barack Obama, whose
likeness on apparel outsold his opponent
John McCain in 2008 at a reported 15-1 ratio.
Getting PaidGetting paid from some of your regular
customers can be challenging enough, but
getting paid from political organizations
and campaign organizations is a minefi eld
for the uninitiated.
First, let’s draw a distinction between party
organizations and campaign organizations.
Parties are ongoing, year-round entities. Th e
dynamics of the major parties are such that
while the issues and players are forever in
motion, the institutional entities live on.
Campaign committees on the national
level live only a few years at best. Selling to
a political party is relatively safe, provided
all your "t’s" are crossed and your "i’s" dot-
ted. Executing a bona fi de purchase order
you receive from a political party means
you’ll probably get paid, albeit not on time
as a general rule, and sometimes subject to
renegotiation aft er the merchandise is deliv-
ered. However, taking an order from a party
offi cer or representative on your order form
may be an invitation to trouble, as such docu-
ments, unaccompanied by party-generated
instruments likely won’t hold up in court as
a valid claim against a political party. Indeed
it may hold water with respect to the per-
son who signed your order form, but suing
these individuals, winning judgments against
them, and collecting your total receivable are
matters of conjecture.
When selling to major political parties,
insist on getting an offi cial purchase order or
at least a letter confi rming the details shown
on your order form and you WILL be paid.
But you can also count on being solicited for
contributions as long as you choose to do
business with the party. If you sell anything
to minor party movements, I strongly advise
you toughen the terms. Th e track record of
these organizations paying their vendors
leaves much to be desired.
Selling to campaign committees is another
world altogether. Th ese local-level organiza-
tions are strictly short-term aff airs with a
very narrow, well-defi ned objective: to get
someone elected. Th ey usually endure for
less than a year from inception to dissolution.
Just as traditional credit-granting policies
mandate fi nancial prudence, granting credit
to campaign committees is a b-i-i-i-i-i-g mis-
take. Too many of us learn the hard way here.
Selling to campaign organizations means
getting paid up front. Experienced vendors
who supply campaign literature, bumper
strips, buttons, posters, and other campaign
paraphernalia to committees oft en insist on
prepayment. Th e most generous terms a
few daring folks will extend to committees
is c.o.d. In some circumstances you can
consider accepting payment – in advance –
via credit card, preferably accompanied by
a written personal guarantee of the person
making the purchase.
Be forewarned about c.o.d. orders to
campaign committees. Chances are you’ve
already experienced surprises in this regard
from schools, teams, churches, reunion
chairpersons, and events promoters who
arrived at your shop to pick up their orders
and announce, “Uhhh, I forgot your cheque,”
“Oh, you need payment on delivery?,” and
“Hey, you know we’re good for the money!”
You've heard it all before, right? Expect to
hear it some more, but you’ve got to stick
to your guns here and not release the goods
until you get money. If you relent, plan on
getting burned.
Be forewarned, also, that losing candidates
whose committees owe money aren’t known
for insisting all their vendors get paid.
In some election districts the law mandates
that campaign committees and candidates
pay for our type of products in advance.
You can guess why these laws, where they
exist, were enacted.
Winning candidates are in better shape
to pay you, but you might be chasing your
money for a while.
Fortunately, while most professional cam-
paign committee offi cers know the rules
and customs of buying campaign stuff , that
doesn’t mean they won't try to get easier
terms from you. A smooth, successful pol-
itician is usually a charmer, whose voice and
words inspire trust and confi dence. If he or
she can get you to loosen up on your terms,
you can expect he or she might try to charm
you a little more when the bills come due.
Despite the risks and potential downsides,
there are great money-making opportunities
to be had selling to campaign organizations,
as long as go into political sales with your
head on straight.
Beyond just getting the business, you’re
likely to become better wired to commun-
ity leaders, business leaders, government
offi cials, and special interest groups.
Th e long-term dividends from developing
such contacts will pay you back for years to
come. Especially if your favorite candidate-
customer wins.
Happy Selling! --MLV
continued from Page 1 Be forewarned: losing candidates whose committees owe money
aren't known for insisting all their vendors get paid
Mark L. Venit, MBA, President of Apparel Graphics Institute LLC, provides manage-ment and marketing consulting and proprietary research to apparel graphics com-panies throughout the Americas and Europe. He’s the author of several books and over 500 articles on management and marketing published in trade magazines and professional journals; his columns are featured in Imprint Canada and in the online Impressions Newsletter. His newest book, The Business of T-Shirts: A Textbook for Success in Marketing and Selling Decorated Apparel, released in March 2011, is available from Stahls' Canada and from the author. He’s also chairman of the board of ShopWorks Software, the apparel graphic industry’s leading provider of industry-specifi c business software, headquartered in West Palm Beach, Florida. ShopWorks software is used every day by more than 3,000 industry professionals working in over 500 screen printing, embroidery, garment manufacturing, and promotional products companies in the United States, Canada, and the United Kingdom.
Venit is engaged extensively as an expert witness, qualifi ed in all US and Canadian jurisdictions in the areas of trademark and copyright applications and business con-ventions and trade practices in the apparel graphics industry. A former professor of advertising and marketing, Venit earned his bachelors and masters degrees at Temple University in Philadelphia, Pennsylvania.Mark Venit can be reached at: [email protected], 410.641.7300.
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Tel: (604) 689-8343
Dye Resistant Vinyl
For more information, please visit www.jotopaper.ca
V-1000 Screen Printing Presses
For info contact Vastex International, Inc., 800-482-7839, www.vastex.com
Jump into Commercial Embroidery with the Elite XL
For more information, please visit www.barudan.com.
Fire Retardant Thread
For more information, call AMANN-HFK at 800-667-4314 or [email protected]
HQ Direct To Garment Ink
For more details please contact Value-Rite Business Products at 1-800-242-8069 [email protected], or visit www.valuerite.com.
freshSELECTION IN 29 COLORS
FruitActivewear.com 888.378.4829
©2012 Fruit of the Loom, Inc.
Our new Heavy Cotton HD™
Collection comes in 29 colors
and is made from a denser
fabric for more vibrant prints.
All at the same great value
you expect from Fruit of
the Loom® Activewear.
NEW
NEW
NEW
NEW
NEW
0
$300
$600
$900
$1200
$1500
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN2011 2012
TEXTILES, CLOTHING & FOOTWEARWholesale Sales: in Millions of Dollars
January 2011 - January 2012
Sales of Textiles, Clothing and Footwear Up 2.6%Contrary to widespread decline in wholesale sales across most categories
According to Statistics Canada, January 2012 saw wholesale sales decrease in six of the seven sub-
sectors they categorize. Th e recent Wholesale Trade Report issued by Statistics Canada highlighted
that sales declined 1.0 per cent to $49.0 billion in January from the month prior, largely due to lower
sales in the motor vehicles and parts subsector, as well as in the miscellaneous subsector.
A bright spot of the report was in the personal and household goods category which saw whole-
sale merchant sales of textile, clothing and footwear across Canada increase 2.6% from the same
period last year (see chart below).
In this same category, merchant inventories also rose 5.7% over the 12-month same period.
Th is increase comes at time when January wholesale sales across all economic categories declined
the six provinces. Most of the decreases were realized in central and western Canada. In Ontario, an
overall decrease of 1.2 per cent across all categories was reported.
Source: Statistics Canada
Source: Statistics Canada
©2012
Fru
it o
f the
Loo
m, I
nc.
fresh C O L O R S
Our new Heavy Cotton HD™ Collection offers a selection of colors that are fresher than ever. With up to 29 stylish shades available, ranging in size from Youth XS through Adult 4XL, our color
offering is the perfect complement to your creativity. Now, having more of what you need means choosing from a rainbow of looks that offer something for everyone. And the collection boasts one
of our densest fabrics yet, along with the same level of consistency and superior decorating surface you expect from the always fresh, ever-colorful Fruit of the Loom® Activewear.
FruitActivewear.com | 888.378.4829
