A Tristan Communications Ltd. Publication Volume 19, Issue 5

Get caught up on the latest industry news 4

Mark Venit examines the criteria for selecting a name or

renaming your company 6

Maximize your ROI of attending trade shows with some

planning before, during and after industry events 12

Gunold Canada's Fran McAvity answers your embroidery

questions in our Question & Answer series 16

WHAT'S INSIDE

Maximizing Custom Garment Sales at EventsBy Ted Stahl

If you had the chance to visit a county fair, festival, craft show, trade convention,

sports tournament, race or any type of event recently, you probably said to yourself:

“Th is would be a great place to sell custom garments. I should have a booth here next year.”

Taking your heat press on the road is easier

than you think. It’s not only a great way to prof-

it from sales, it’s an excellent way to increase

your visibility, build your brand, market your

business and fi nd new customers.

Here are some tips and tricks that will

help you maximize your custom garment

sales at events.

FIND YOUR VENUEIf you haven’t already found an event at which you would like to sell, there are a

variety of resources online which will list just about every craft fair, festival, holiday

gift show you’ve ever heard about, and then some. You will be surprised at all the

opportunities out there. In Canada, two sites where you could start your researching

would be FestivalNet.com and Craft -Fairs.ca.

Consistency and Customer Service Separate B.C.-Based Distributor From Local Competition

In the promotional products industry, loyalty among clients

isn’t guaranteed.

Aft er all, if a customer is looking to place a relatively stan-

dard order– like for pens, bags, or T-shirts – they know full

well that they could just as easily go to the shop down the street

as they could with you.

Oft entimes, what separates your business from getting an order

over your competitors can be consistency, reliability and the cus-

tomer service that you are capable of providing on a daily basis.

For Terrace B.C.-based Silvertip Promotions and Signs, the

mandate of delivering top-notch customer service, professional

advice and consistent quality work is what has helped make them

the largest promotional distributor west of Prince George, B.C.

“We get some clients that come to us for an order and then for

their next order they go to one of our competitors,” says owner

Janice Shaben, who notes that these same clients usually end up

coming back for the service, quality and experience they consist-

ently provide.

“Th at was one of my fi rst goals when I came on board,” explains

Shaben, referring to the mandate of growing the business. When

Janice fi rst joined Silvertip Promotions and Signs 8 years ago to

help her husband Gord oversee the day-to-day, she admits that

the company was relatively small. Gord originally started the

business in 1985 & has been heard saying, “I’m 27 years into my

overnight success.”

However, once the promotional product division moved into

its current street front location two years later, it didn’t take long

for the growth to follow. “I would say that we accomplished (our

growth objectives) by being consistent and always eager to help

with friendly, expert advice,” she explains.

Always Putting Customers First

It’s important to note that Silvertip’s growth came at a time

when most other companies in the area were struggling. Shaben

explains that the economy in northwest B.C. has been depressed

for a good number of years now; what was once a bustling area,

Terrace B.C. witnessed its two largest saw mills close their doors

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Careful Whose Toes…I have a tremendous amount of respect for people who make their livelihood in

any sales profession. Call it a knack, a gift or an art, salespeople have that special

something in their character that enables them to convince people to part with

their money.

Certain salespeople shine more than others. Various degrees of integrity, honesty

and trustworthiness combine to give each salesperson their own unique identity

and reputation.

One characteristic that sometimes rears its ugly head is greed.

When a buyer reveals a vulnerability or desperation, a salesperson will be tempted

by a little voice suggesting that not only is victory (the sale) guaranteed, but an

opportunity exists to take advantage of the buyer’s need; that voice is essentially

telling them that the sky is the limit on how much to ask for.

Th e basic law of supply and demand establishes market parameters on pricing for

any good or service. When a salesperson tries to achieve a price higher than that

range, they are most likely exploiting the buyer’s needs.

If a seller of a commodity tries to gouge a buyer, you can bet there is little chance for

the relationship to continue as trust will be the fi rst casualty, with respect following

closely thereaft er.

In a small economic community, reputations can suff er quickly and word of mouth

can raise fl ags for other potential buyers.

No matter how eff ective a salesperson is, nothing can replicate the trust and goodwill

that is fostered over time. Once that is lost, the buyer

/ seller relationship is fractured - oft en beyond repair.

Poor business judgement can garner short term exploit-

ive gains by one party over another, but it can also lead

to future losses.

Th ere is a cliché that applies to this scenario: be careful

whose toes you step on today as they may be attached

to the butt you have to kiss tomorrow.

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IMPRINT CANADA

1 MAXIMIZING CUSTOM GARMENTS SALES AT EVENTS CONTINUED ON PAGE 10

1 BUSINESS PROFILE SILVERTIP PROMOTIONS & SIGNS CONTINUED ON PAGE 34

4 INDUSTRY NEWS

6 SELECTING OR RENAMING YOUR COMPANY

10 MAXIMIZE YOUR TRADE SHOW EXPERIENCE

16 EMBROIDERY Q+A

18 WEARABLES SHOWCASE

36 AD SPECIALTY SHOWCASE

39 SUPPLIES & EQUIPMENT SHOWCASE

42 COMMODITY SALES FOR LARGE RETAILERS

Imprint Canada is published six times per year by Tristan

Communications Ltd. Th e contents of this publication may

not be reproduced either in part or in whole without the

consent of the copyright owner. Th e views expressed in this

publication are not necessarily those of the publisher. Request

for missing issues are not accepted aft er three months from the

date of publication.

TRISTAN COMMUNICATIONS LTD.

Publications mail agreement no. 40025740Return undeliverable mail to:

190 Marycroft Avenue, Unit 16,

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Email: shows@imprintcanada.com

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IMPRINT CANADA

PUBLISHER Tony Muccilli : tony@imprintcanada.com

PRODUCTION MANAGEMENTAdriano Aldini : news@imprintcanada.com

CONTRIBUTING WRITERSMark L. Venit, Fran McAvity,

Ted Stahl, Adriano Aldini

MARKETING COORDINATORSteve Silva: feedback@imprintcanada.com

OFFICE ADMINISTRATORMaria Natale: shows@imprintcanada.com

GENERAL INQUIRIESfeedback@imprintcanada.com, (905)856-2600

ADVERTISING SALESTony Muccilli (Toronto)

Tel: (905) 856-2600 Fax: (905) 856-2667

September/October 2012 - Volume 19, Number 5Industry News

Fruit of the Loom Canada announces new wholesale partnership Announces Russell Athletic performance gear coming to Canadian market spring 2013

Gildan Activewear announces third quarter fi scal resultsPresident and CEO initiates plan to sell up to 28 per cent of shares

Gildan Activewear Inc. (TSX:GIL)(NYSE:GIL)

reported third quarter net earnings of $78.6 million

or $0.64 per share (all fi gures U.S.) on a diluted basis,

compared with net earnings of $88.1 million or $0.72

per share in the third quarter of fi scal 2011.

Results for the third quarter of fi scal 2012 include

restructuring and acquisition-related charges amount-

ing to $1.6 million aft er-tax, primarily related to the

acquisition of Anvil Holdings, Inc. (Anvil) which was

completed on May 9, 2012.

Net sales in the third quarter were up 13.3 per cent

to $600.2 million in Q3 2011. Sales for the Printwear

segment amounted to $449.3 million, up 11.3 per

cent from fi scal 2011, and sales for the Branded

Apparel segment were $150.9 million, up 19.7 per

cent from the third quarter of last year.

CEO Initiates 10b5-1 PlanGlenn J. Chamandy, President and CEO, has entered

into a pre-arranged share disposition plan, under

which he has authorized and directed a U.S. fi nancial

institution to sell up to 2.75 million of his total of 9.8

million common shares of Gildan over a maximum

24-month period beginning on December 17, 2012.

In a statement issued by the company, Mr.

Chamandy's investment in Gildan will continue to

comprise the majority of his personal net worth and

he has reiterated his personal commitment to con-

tinuing to lead Gildan's growth strategy, as well as his

confi dence in the future prospects for the company.

Fruit of the Loom Canada and The Authentic

T-Shirt Company/SanMar Canada are extreme-

ly excited to announce their new wholesale partner-

ship for the Canadian Activewear market.

With the addition of Fruit Of Th e Loom to its

diverse product line off ering, Th e Authentic T-Shirt

Company/SanMar Canada's customers all across

Canada will have access to the full range Fruit of the

Loom products.

For more information, please contact your

SanMar Canada Account Executive or visit www.

sanmarcanada.com

Russel Athletics Launching Spring 2013Fruit of the Loom Canada also announced that

starting spring 2013, they be launching a new

Russell Athletic performance fl eece and training

gear product off ering to the Canadian market.

Th is new program will feature many of the key

fl eece and complimentary activewear items which

have been the backbone of the Russell Athletic

brand for over 100 years.

Russell Athletic has a long history of being a

proven core athletic brand. Eff ective spring 2013,

Russell Athletic product will be available to dealers

focusing on team and collegiate accounts through

an expanded off ering of team wholesaler partners

located throughout the country.

Fruit of the Loom Canada is pleased to be

expanding the distribution of the Russell Athletic

brand in Canada and looks forward to working with

dealers focused on the team business in 2013 under

this new expanded distribution model.

Stay tuned for more details and product previews

in the upcoming months.

Fersten Worldwide adds leading sales agency for B.C. regionFersten Worldwide (FW), proudly announces the

addition of Jamie Stone and Linda Koop of Westshore

Agency to its sales force.

 Jamie Stone, an industry veteran of over 15 years,

will represent the complete line of FW and FILA

Golf products in British Columbia. Jamie has repre-

sented major suppliers in both hard and soft goods.

His experience in sales and marketing within the

promotional industry includes implementation of

sales, marketing, dealer programs and incentives.

 “FW continues to grow and we are thrilled to have

Jamie on board as the new representative in B.C.”

says Jonathan Epstein, Sales Manager at FW. “I am

confi dent that his well-known and greatly respected

expertise will signifi cantly strengthen the FW and

FILA presence in this territory.”

Jamie can be reached at Tel: 604-930-5533, jamie@

westshoreagency.ca

Redwood Classics Apparel partners with Pay it Forward movement WS & Co. has announced that its in-house

apparel brand Redwood Classics has offi cially

joined forces with the international Pay It Forward

movement.

In becoming an advocate of this colossal initia-

tive, Redwood Classics is helping to prove that every

person, group and organization has the potential to

positively aff ect the lives of others with simple and

thoughtful actions.

“Since 1985, my family has produced garments

right here in Canada,” says Kathy Cheng, Redwood

Classics’ director of Sales and Marketing. “We were

so moved by a recent Pay it Forward presentation

and felt compelled to participate. At Redwood

Classics, we’re living this movement every day.

We’re staying true to our roots. Th at’s our way of

paying it forward to our country and our craft s-

men,” added Cheng.

Th e line, dubbed PIF x RW, consists of four clas-

sic Kangaroo Hoodies featuring fl atlock stitching

throughout, durable rib cuff s and waistband, a bar-

tacked kangaroo pouch, and a functional hood with

matching drawstring.

With every PIF x RW garment purchased comes

the Pay it Forward bracelet: a physical reminder to

the recipient to do good. A portion of proceeds from

sales will be donated back to the Pay it Forward

organization.

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9500 ULTRA COTTON™ ADULT HOODED SWEATSHIRT

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18600B HEAVY BLEND™ YOUTH FULL ZIP HOODED SWEATSHIRT

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Gildan’s fl eece collections deliver all you want, with the best choices of

fabrics, styles, vibrant colours and full size ranges to 5XL.

With more colours and silhouettes than ever before, Gildan remains your

trusted source!

The DryBlend™ Stadium Blanket delivers warmth and wicking performance

in a heavyweight blended fl eece in six popular team colours.

Heavy Blend™ is the industry’s best-selling collection of mid-weight fl eece for

Men, Women and Children in a variety of silhouettes.

Ultra Cotton® features high cotton blends and is perfect for resort and retail programs.

Visit myGildan.ca for more details or contact your local distributor.

GN 711 Imprint Canada-2.indd 1 12-08-23 12:33 PM

IMPRINT CANADA

Industry News (continued )

What’s In a Name? - Part 1: Criteria for Selecting a Name or Re-naming Your CompanyBy Mark L. Venit, MBA

Naming – or re-naming -- your company name is a critical factor in positioning it for success. Finding the right name will entail many considerations. Finding an eff ective name addresses and answers several questions: Does it tell who we are and what we do? Does it tell our story well? Th e whole story? Is it memorable or catchy? Is it dated or does it limit us?

Of the more than 600+ apparel graphics companies I’ve worked with in this industry, I’ve advised about half of them that to continue marketing under their existing name would be counterproductive in the long run, entailing the investment of more time and money into an entity that would be locked even further into a name that had already outlived its usefulness. (As an matter of personal ethics I’m unwilling to waste my time and clients’ money, so in several cases I’ve had to inform them my continued service is contingent on eff ecting a company name change).

Some clients strongly resist a name change and have understandable misgivings and jitters. All of them nonetheless have come around and agreed to a name change.

Here are some guidelines I use, and off er for your consideration, in weighing whether a company should change its name. Ask yourself these fi ve questions:

1. If the existing name is still adequate for now, can it be expected to serve as well in the

future? Included in this question are concerns about whether a company name has some defi ciencies that limit or inhibit the company’s growth and improved positioning.

2. How much is the name really worth in terms of good will? Will changing the name cost

it any customers? Or will it serve to help attract many more? (Do note that rarely, if ever,

does a name change of a good company result in any loss of customers).

3. Is the name - or has it become - tired, trite or dated, or has it simply lost its groove?

4. Are there special attributes in the name that are absolutely indispensable? Some major issues here include names that have been in use for decades and have earned status as virtual community “institutions” or have become thought of as “brands.”

5. Would the owners of the company really like to change the name, but

don't know quite how to go about it, haven’t yet calculated potential

downsides or risks, or aren't yet totally convinced of the substantial

benefi ts? Oft entimes – through, a catalytic comment from an astute customer or vendor, a key employee or salesperson or words in a book from a consultant – is what spurs management to take a closer look at a name change and ultimately take the plunge. Once a name has been selected though – aft er what can be a frustrating exercise in an squishy milieu that’s more art than science – management and staff usually become energized in the process and get to work quickly on implementing the new name.

Below are 10 categories of variables and tips to help you open your search for your company name or to ponder when contemplating a name change. Keep this list handy for use during your brainstorming sessions.

1. Local factors: Th ese would include geography, culture, history, landmarks, fl ora and fauna, and climate of the primary trading area or targeted market or market niches.

2. Personal factors: Examples here could include your interests, any special talents you or your partners possess. It could include family heritage ethnicity, personal achievements, favorite pets, or even some important event or experience in your life, as well as your passions.

3. Notable customer-friendly, professional attributes: Examples here could include speed, quality, service, and performance.

4. Market-oriented factors: Th ese could be related to busi-ness, schools, organizations, government, events, athletics, leisure and recreation, or a specifi c industry or target market.

5. Positive, inspirational, innovative, exciting

attributes: Words for starting your brainstorming process here could include: superior, premier, peak, reputation, fi rst, excellence, winning/winner, victory, triumph, forward, advance, professional, challenge, and power. All of the aforementioned words are ones which should stimulate further thinking and lead you to other routes in many diff erent directions. Sometimes a turn off the main road, as you know, can result in wonderful surprises.

6. Fun stuff : Magic, enchantment, wizardry, animals, literary characters, movies, goofy names (and the like) will get you headed in the right direction here.

7. Application-related: Corporate identifi cation, advertising, uniforms, awards and incentives, promotion-oriented, gift ware, fundraising, recruitment, spirit, pride. Th e reason or reasons people buy your products and services becomes the focus of the search for an appropriate, winning company name.

8. Garment specialization: Infants, juveniles, children, sen-iors, plus sizes, maternity, outdoor, uniforms. Your name will indicate they’re at the right place to buy what they’re looking for.

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Dark Heather Grey / Black – 433 U / Neutral Black U

Dark Heather Grey / Navy– 433 U / 282 U

Dark Heather Grey / Truffle– 433 U / 1817 U

Mauve– 5165 U

Forest– 330 U

Neon Green– 7487 U

Dark Orchid– 248 U

Pewter– 7531 U

Cranberry– 7426 U

Truffle– 1817 U

Brown– 476 U

Asphalt– 432 U

Slate – 433 U

Dark Heather Grey– 433 U

White– 7541 U

Black – Neutral Black U

Neon Yellow– 809 U

Neon Heather Pink– 812 U

Lapis– Reflex Blue U

Navy– 282 U

Sunshine– 113 U

Purple– Violet U

Mermaid Green– 3135 U

Sea Blue– 2965 U

Red– 711 U

Deep Pink– 205 U

Tang—1645

Neon Heather Blue– 639 U

Imperial Purple– 280 U

Neon Orange– 811 U

Ultra Blue– 3282U

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Navy– 282 U

Dark Heather Grey– 433 U

Deep Pink– 205 U

Imperial Purple – 280 U

Red– 711 U

Mermaid Green– 3135 U

Purple– Violet U

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9. Invented, Hybrid, and High-Tech Sounding Names:If you can develop a good one, it works; though fi nding and

creating such names is a whole lot easier said than done.

Such names include nomenclature such as Microsoft ,

HoopMaster, Xerox, iPod, Zazzle, eHarmony, ShopWorks,

Frigidaire (for “frigid air,” a name invented in 1916),

MasterCard, AccuWeather, Addidas (a contraction of

the founder’s name, Adolph “Adi”Dassler), Air Canada,

USAirways, and Cisco Systems (from San Francisco), and

ScotiaBank.

10. One-word names already in the language: Th ese

are words or terms that have been around for many years,

but are claimed by a business or product to brand or title

something altogether diff erent from the original meaning,

though some might connote something good or positive

in their new incarnations. Th ink of how they came about,

intuitive or otherwise, and try to learn or understand how

it. And if your customer or prospect doesn’t understand

the associative properties or its derivatives, it really doesn’t

matter because these names sound cool or fun or just plain

perfect in some way. But do realize that the name, itself,

contributes to the brand becoming important, successful,

and thus earns its own meaning, which oft entimes becomes

massively more powerful that the original meaning.

What's a genius world-class example, you may be

asking? One word: Google!

Google is a brand of course, but today - since in its

founding in 1998 - has earned the status of a verb in the

English language. Other good examples include Amazon,

Bing, Apple, and Blackberry.

Th e list above could have many more categories, from

Latin and Greek root words, modern foreign languages,

mythology, Bible stories or characters, nursery rhymes,

legends, and on and on and on. I trust you get the idea.

A name can be about you, your life, your neighborhood

or your world, your dreams, your vision, what you do for

fun, something that used to mean something but now

means something else, is silly, contrived, or means noth-

ing at all – yet!

Please remember, the goal of the list here is just to help you

get the naming process started. An old adage comes to mind

about the process when you begin it: you might not know what

you’re looking for, but you’ll know it when you fi nd it.

In Part Two of this series - which will be featured in the

November/December 2012 edition of Imprint Canada - we’ll

take a look at company names that have inherent limita-

tions, evince little creativity, or are weak in developing a

distinctive, diff erentiated business name.

Mark L. Venit, MBA, provides manage-ment and marketing conulting and proprietary research to apparel graph-ics companies throughout the Americas and Europe. He’s the author of several books and over 500 articles published in trade magazines and professional jour-nals. His 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.

Venit is engaged extensively as an expert witness, qualifi ed in all U.S. and Canadian jurisdictions in the areas of trademark and copyright applications, business conventions 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: markvenit@cs.com, 410.641.7300.

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COSTS AND BOOTH SELECTIONYou should always try to determine if the travel, booth

and lodging costs are worth your while.

I know of some people that attend more than 25 events per

year, and they are on the road from May to October. Another

experienced event decorator won’t go back to events where

she doesn’t gross 10 times the cost of the booth.

Keep in mind, there will always be things you can’t control

such as weather or the number of people that actually attend

each event. Rain and mud can wreak havoc on your tent,

inventory and equipment - all of which could also aff ect sales.

Booth location is a big factor in your success; if you are

a fi rst-timer, you probably won’t get the best booth space,

but hopefully you will receive better spaces year aft er year.

Make sure you ask the organizer for as much information

as possible and request a map of the venue when

choosing your spot. You should also ask how many

other garment decorators are already at the event

and where they are located, as you don’t want to be

right next to another garment booth.

If you do go to an event that is already saturated

with garment sellers, as someone off ering custom,

on-the-spot personalization, you should have an

edge over the competition. You could even off er to

personalize garments purchased at other vendors’

booths (for a fee of course)!

THINK BEYOND THE TYPICAL T-SHIRTIf there are other vendors selling T-shirts, con-

sider off ering MORE than just T-shirts. You should

have some T-shirt options, but you can also off er

jackets, cinch-sacks, hats, shorts and fl annel pants

with matching hoodies. If it’s hot out, make sure

you have a great tank top for women, teens and preteens. If

it’s cooler, have several sweatshirt options; with a heat press

you can decorate just about anything.

Seriously ponder off ering custom caps. You will have to

bring a cap press, but the sales from custom caps, especially

if you are the only one off ering such a unique service, could

make it worth the investment. You can also use a cap press

to print on infant-sized onesies, umbrellas, sleeves and

other small areas.

PLUGGING IN You will have to check with the show organizer as to the

availability and cost of electricity at the event.

Th e heat press you plan to bring will depend on what

you are going to print, but most event marketers are fi ne

with an 11” x 15” or 16” x 16” Clam-style press. Read your

instruction manual, but such a press will usually require a

20-amp service at each outlet being used.

Larger machines will require 20-amps but a cap press

and a 11”x 15” machine can usually share a 20-amp circuit.

You also need to watch out for extension cords or surge

protectors that can’t carry the power needed. Electricians

at the events should be able to help out but the main thing

is making sure you have a “dedicated circuit.”

You want to avoid trade shows or banquet halls in which

all the plugs on one wall are on one circuit. Plugging in a

heat press in such a scenario can blow out the whole event.

Believe me, we’ve been there and done that.

HEAT PRINTING GRAPHICS YOU CAN OFFERTh e easiest booth set up in a 10' x 10' booth would just be a

heat press, T-shirts and custom transfers that give customers

several choices. (Don’t forget to hang a banner in the back

of the booth with your store name, logo, web address and

the words “Personalize Any Item Now!”)

Make sure you have event-related choices in both black

and white and you’ll be ready to print on any colour shirt. A

full colour option is also always a good idea. Prepare several

diff erent sizes of the same logo, so you can off er placement

on the front chest and a larger design on the back.

Customers love the thrill of designing their own shirt

on the spot. You can also bring kits of 1" or 2" lettering in a

basic style (Pro Block or Cooper) that will allow you to add

custom names to any preprinted shirt or to use in combina-

tion with custom transfers applied on site.

If you are very experienced with using a cutter and heat

transfer materials, you can bring along your computer and

cutter. Th is will enable you to create just about any type of

custom lettering your customers request.

It is usually easier if you provide sample ideas or only

provide a few choices as some folks have a hard time mak-

ing decisions when they have too many options. You don’t

want to lose sales because the buyer couldn’t decide what to

buy; trust me, this does happen! Keeping things simple will

make your life easier, and

as you gain experience you

can expand your product

off ering.

You can consider tak-

ing precut embellishments

such as glitter hearts, fl ag

transfers, rhinestone

hearts, or whatever would

complement your design,

and off er them at an addi-

tional fee. Don’t forget to

ask if customers want to

upgrade as you’ll be sur-

prised at how easy it is to

upsell.

At one track and fi eld event, the shirt seller had separate

transfers with the names of each discipline, such as shot-put,

hurdles, pole-vault. Th e kids went crazy adding their per-

sonal events to each shirt, all for an additional fee of course.

Anything you can off er to help people make the shirt more

special will be appreciated. You can also bring items that

are already pre-embroidered or preprinted with an event-

related design and allow customers to further personalize

them at the event.

Here’s another important tip: Don’t stitch or print a date

on preprints. Encourage customers to add dates with heat

print graphics. Th at way if the garments don’t sell, you can

bring them back next year.

PHOTO TRANSFERSAt some events, it is popular to sell full colour photo shirts.

I was once at a very upscale classic car event and of

course had to purchase a T-shirt. Was I surprised

that it was decorated with an inkjet paper? Not

really. I know that millions and millions of sheets

of ink jet paper are sold everyday…they are being

used by screen printers and decorators around the

world who have recognized this as one solution

for printing full colour graphics in extremely low

quantities, in a hurry.

I know some people have a predisposition against

the quality of inkjet paper prints, but it has its place

in the world of heat printing, and defi nitely a place

at events.

Concerned about washability? Guess what? Some

shirts don’t need to be washed 50 times and still look

good. If someone wants a photo of their car, boat,

tractor or prize-winning goat on their cap, inkjet

transfers are the ideal way to do this.

LEARNING BY DOINGEven if your fi rst attempt at event marketing isn’t as suc-

cessful as you envisioned, you will probably have learned a

lot about what to improve upon next time.

Being organized is key. Keep notes and make lists of what

you forgot to bring and what you should leave at home next

time. You can’t bring your whole shop with you, but make

sure you have scissors, cover sheets and other crucial heat

printing accessories.

And don’t forget to bring water and snacks for those work-

ing the booth. Sometimes it is hard to get away and you can

never leave the booth unattended.

You should also arrange to for credit card purchases as

well as keeping a cash box on hand. And don’t forget your

business cards either as you never know who you are going to

run into at an event. It could just be your next big customer!

Good luck and have fun out there. Event marketing is

a great way to indulge your favorite hobbies and interests

or support your kids at their sports events while you make

money.

Ted Stahl is the Executive Chairman of the Board of GroupeSTAHL, an international group of com-panies specializing in heat printing methods.

Stahl is a well-known industry veteran with more than 40 years’ experience in all aspects of apparel graphics, from manufacturing and marketing, to product design and retail operations. Stahl has played a major role in bringing sportswear graph-ics into the computer era, with the introduction

of high-tech digital imprinting products, including Stahls’ CAD-CUT® materials, Drawmate™ software and CADWorxlive.com, a free online art creation website.

In 2010, Stahl was inducted into the National Sporting Goods Association Hall of Fame. You can follow Ted on his blog: www.tedstahl.com

www.whiteridgeinc.com

IMPRINT CANADA

News

For most of us, time is a fi nite resource which cannot be easily wasted. Taking the time

to attend a trade show is never a bad idea, provided you maximize your eff orts before, dur-

ing and aft er the show to generate ROI for the time, travel and money spent on attending.

So how do you go about maximizing your trade show experience?

Pre-Show: Before you or your employees even step foot onto

the show fl oor, you'll want to develop a clear strategy

of what you want to accomplish. Some of the ques-

tions you may want to ask yourself include:

Why are we attending this show? Which vendors are a must-see? Which new product lines are my customers going to want us to carry? Are we attending for the purpose of purchasing equipment or supplies? Are there educational seminars that we should take part in?

In making a checklist list of the goals you want to achieve before visiting the show,

you are essentially establishing a road map to follow, which - in and of itself - will

prove to be a huge time saver.

It's very easy to lose track of your objectives in midst of the energetic hustle and

bustle of the show; by craft ing a strategy, you'll be able to stay on track and accom-

plish your objectives in a shorter time frame.

Study all the trade show materials you receive, and go online to see who is exhib-

iting. If this is your fi rst show you are attending, you will want to spend some extra

time in advance researching the vendors that will be in attendance in order help you

develop a list of "must see" companies and "want-to-see" companies; having a clear

idea of who you need to see, and what you'd like to take away from visiting each

booth is a big time saving technique. Doing this will allow you to better develop

useful questions to ask and will help you stay focused on getting the information

you require.

Another important aspect of your pre-show planning is to decide how much

actual time you will want to spend at the show. Th is will of course vary greatly

depending on the location and size of the event, and as such travel time and over-

night accommodations may need to be allotted for. By determining how much time

you will spend at the show, you can then better allot an approximate time frame to

spend at each booth.

By visiting the "must see" booths fi rst, you are helping yourself in two ways: 1. If

your day is unexpectedly cut short, you will have still probably accomplished a good

chunk of what you had outlined; 2. If you have time left over, you can then approach

exhibitors that catch your eye on the fl oor that you hadn't initially planned

on visiting.

If your pre-show strategy involves placing purchase orders during the

show, be sure to have a detailed breakdown of inventory levels prior to

attending in order to facilitate more effi cient purchasing decisions with

for your budget.

If you plan to attend the show with colleagues, you may want to consid-

er the divide-and-conquer approach and break your strategy into sections.

Once you've decided who you need to see, get a map of the show fl oor and

prioritize your route. Likewise, if your team plans to attend seminars, you

can have diff erent members sitting in on various workshops to help better

maximize the amount of information gathered for your team.

Out-of-Towners:If the show you are attending requires an overnight stay, a smart move is

to book a hotel well in advance as available rooms will fi ll up very quickly

as the show date approaches.

Many shows will off er preferred hotels to attendees that will allow you

to enjoy discounted room rates. Also, it's better to fi nd accommodations

that are as close to the show as possible as this will require less travel time

back and forth from your hotel.

Upon arriving in the convention city, obtain a local map as it will make

getting around much faster and easier.

When deciding what to pack, keep in mind that comfort and profes-

sionalism are paramount. Dress as if you were going to an important

meeting and wear a comfortable pair of walking shoes.

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News

Layering your outfi t is also a good idea as temperature at the show can fl uctuate quite a bit depending on fl oor traffi c.

It's a moot point to bring plenty of business cards, but a good idea is also to bring some-thing to collect catalogues, as well as a notepad to jot down important points, products or vendor names that you'll want to subsequently follow-up on aft er the show.

Show Time: Th e fi rst thing you and/or team should do is consult the latest version of the trade show

directory and revise your carefully made plans if management has made any changes from the pre-show material you have received. A lot can happen over a short period time such as new exhibitors signing up, companies dropping out, new seminars added, et cetera. Th e show guide will give you the most up to date picture of the event you are attending.

If the show is taking place during the colder months, you will want to check your coat and luggage (if you are heading straight to the airport aft erwards) as lugging them around will become very cumbersome quite quickly. How can you take notes, shake hands, pass out business cards, and touch samples when your hands are tied up? You can't!

When walking the fl oor, brochures may be off ered to you every which way you turn, but that doesn't mean you need to accept. Don't feel obliged to pay attention to booths that do not interest you. Th e exhibitors won't mind as they want to devote as much of their atten-tion to real potential customers.

If you stick to your pre-show strategy, you'll have a road map of where to go and what companies you need to see fi rst and foremost, and best of all you won't be stuck carrying printed material that is not essential. If you fi nd that your collected brochures and cata-

logues are getting too heavy to carry, you can always ask exhibitors to mail litera-ture and samples directly to your offi ce. Th is will relieve yet more stuff you'll have to carry around the show fl oor and subse-quently back home with you.

If you are on a tight schedule, don't be afraid to let exhibitors know about it as they want to make the best use of their time with you as well. If you have a specifi c reason for visiting a booth, be sure to explain that to them so you can get right down to it. Sometimes the staff at the booth won't have the answers to your specifi c questions; if this is the case, take note of the appropriate company contact and follow up with him or her when you have time.

Even if you are pressed for time, tak-ing a couple of breaks to fuel up and make notes is wise move. Giving yourself a brief reprieve to hydrate will also give you a

chance to take important notes on ideas that spring to mind while you're on the fl oor.

Creating an on-site show report with detailed notes will go a long way weeks aft er the show has ended when you are struggling to recall all those great ideas you had.

While walking the show fl oor, also stay aware of what your competitors - or fellow attendees - are doing. If your attentive, you will probably get a good glimpse of fresh new marketing initiatives and ideas that could spark some ideas of your own.

Another good idea would be to take note of the offi cial sponsors at each event and stop by their booths. Event sponsors are usually the one that give away great prizes or even samples of their newest off erings that you wouldn't have otherwise been aware of. Plus, who doesn't like receiving free stuff ?

After the show: Once you have left the show and the buzz has dissipated, take some time to

organize all the information you've gathered. Making further notes to jog your memory when you go back to review everything will be a big time saver as well.

Lastly, when all is said and done, it is important to follow up with newly made contacts and vendors aft er the show. Don't wait too long either; as the cliché goes you will want to strike while the iron's hot.

Having a clear plan of action will make sure that the time and money you spent at the show will be a worthwhile investment. Keeping these tips in mind will go a long way in maximizing your resources and eff orts at your next show.

Good luck and happy planning!

HELP WANTEDREBEL APPAREL INC. is seeking experienced and aggressive Sales Reps or Agencies across Canada and USA. Promotional & retail industry experience and contacts are preferred.

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News

What is the diff erence between polyester thread and rayon thread? Polyester thread is made from 100% polyester fi bre and the advantages are that it is very strong and it's temperature and chemical-fast, meaning that it can withstand high heat and bleach.

This is critical when doing embroideries for hotels, restaurants, construc-tion companies, hospitals, swimwear, et cetera - where bleach and heavy detergents are used in the laundry process or articles are exposed to salt water, sun and wide fl uctuations in temperature.

The disadvantages of Polyester fi bre are primarily its elasticity. For example, when you embroider using a narrow satin stitch, the thread will "bounce back" after a certain number of stitches have been laid. The result being is that you can get those little "bloops" in your short stitch satin rows and thus polyester thread requires more tension to get the thread to lie fl at.

Polyester's tensile strength can also be a negative in that operators often have the tension too tight because the thread doesn't break. This runs the risk of more puckering, thus requiring heavier backing (stabilizer) which creates more stress on the machine parts.

Rayon a.k.a. "Viscose" on the other hand, is made from wood fi bre. It's advantages are that natural fi bre produces beautiful silk-like lustrous colours. Rayon also requires much less tension and all stitch lengths sew fl at and even, producing  a much more natural and  "stressless" fi nished embroidery.

The disadvantages of Rayon thread is that - while it is temperature fast - it cannot withstand exposure to chemicals. Because rayon is a natural fi bre, bleach will compromise the thread and optical brighteners may alter the colour. Rayon also requires more skill and diligence with regards to tension and it appreciates a well-maintained machine.

Here are some tips to help you use each thread accordingly:• Use Rayon on leather and vinyl; Polyester's elasticity tends to get sticky  in these fabrics, whereas rayon sews happily along.• Try Poly 60 weight for those tiny lettering jobs.• Neither of these threads gets old per se, but remember to store properly in a dry, dust-free environment.• As long as you purchase quality-made thread, both polyester and rayon threads are excellent choices.

How would you embroider velour or cashmere fabrics?The most important thing to remember with these fabrics is that you need to stabilize them properly as both are very delicate and they mark easily.

I would use only light to medium density designs and/or a zig-zag underlay with any lettering. I would choose either a tearaway adhesive stabilizer or a soft and sheer cutaway with adhesive spray to hold the fabrics in their own natural lie. I would also use a water soluble topping.

Is there transparent backing as opposed to white or black? Yes, there is a backing called Thermofi lm which looks like bubbly plastic. It is thin, strong and is excellent for smooth fabrics with no high pile. It is easily removed and any remaining fi lm can be treated with a hot iron. The remaining Thermofi lm will gather into tiny balls and brush away.

What is the best backing to use when working with stretch materials?I would recommend a cutaway backing for stretch materials. This will help retain your embroidery design after the stretch garment has been washed.

Don't forget to stabilize the stretch fabrics in their own natural lie with the aid of an adhesive. Depending on the design density, a sticky back tearaway can work well also. Use water soluble stabilizer on top to create an embroidery "sandwich".

In my experience, success has also been achieved using a sticky-back tearaway stabilizer to stabilize the stretch along with a second layer of a thin cut away such as soft and sheer.  A water soluble stabilize applied on top then completes the package.

What is the best density to use when embroidering polar fl eece?The secret here is not to change the top density or cover stitch. Polar fl eece will require a good double underlay of stitching to lay a foundation for the cover stitch.

Underlay will help fl atten the fabric, stabilize the stretch - if any - and provide colour coverage as well. Even with double underlay, try using a water soluble topping such as Solvy.

If you don't want to deal with the removal, stop the machine after the fi ll stitches are done, remove the topping, and then continue with the embroidery. The water soluble topping will have created a level platform to lay all your stitches down evenly and the diff erence is remarkable.

What needle should I use when working with poly microfi bre fabrics?Go with the KISS method here (or - KEEP IT SIMPLE STUPID). A good old reliable 75/11 SES ballpoint will work just fi ne. Once again, make sure you stabilize the poly microfi ber in its own natural lie using a spray adhesive and a water soluble topping.

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and its main industry (forestry) almost disappeared altogether.

Combine this with the negative impact of the global crisis of

2009, and it is easy to understand why the economic struggles

have hit the area so hard.

But things are starting to turn around. With billions of

dollars worth of project investment earmarked for the area in

the next several years, the economy is fi nally showing signs of

positivity once again. “I knew if we could grow the company

in this economy, then we were only going to super exceed

when things eventually turned around,” noted Shaben. Having

positioned the company in this manner, Silvertip Promotions

is in the midst of enjoying its greatest year on record.

Being located in an area as remote as Terrace B.C., Silvertip

Promotions’ client base varies quite a bit. In addition to having

contracts with major multinationals like Rio Tinto Alcan, the

company also does a lot of work with First Nations’ organiza-

tions in the area, as well as schools, teams and local community

groups - many of whom go to Silvertip fi rst when they need

that special item to help make a lasting impact.

Operating as a one-stop shop, it’s not unusual for Silvertip

to receive out of the ordinary requests from its clients every

now and then. “We have customers come in and ask for all

sorts of unique items and if we can’t do it, then we will fi nd

someone who can,” says Shaben. “We never turn a client away

and people tend to come back to us because of our willing-

ness to help them.”

Just recently for example, one of the company’s bigger mining

industry clients located in a remote area of northern British

Columbia called looking for a custom baby’s blanket for its

CEO, whose wife just had a baby. Shaben knew that she had to

hit this one out of the park, so she found a textile store where

she picked out fabric and had the seamstress custom make it

for her to spec. Janice then embroidered the client’s logo on

the fi nished piece and had it ready for pick-up at her

residence that evening. “It was kind of funny when

these three big drillers came to my door to pick up

and safely deliver the precious cargo (this delicate,

tiny baby’s blanket) to their boss, but we got it done!”

Th is unwavering commitment to fi nding a way to

satisfy clients’ needs serves to reinforce the ‘Th e Solution Providers’ mantra that Shaben has given to the company.

Having originated from a background in business, Janice

Shaben has been in the promotional product business for

about eight years now, and she is quick to point out that one

of the notable challenges she faced was getting up to speed on

the vast array of ever-changing products that comprise our

industry. As a result, choosing which suppliers to align with

was an ongoing eff ort. Over the past six years, Silvertip has

worked diligently at streamlining its vendor base to partner

only with suppliers who deliver on their promises of quality

decoration, fast turnaround and high customer service lev-

els. “We know that when a client walks in, and they are in a

hurry for something, we have a reliable network of suppliers

that we can count on to deliver on the promises we make,”

explains Shaben.

Delivering on promises may be even more important when

you operate in a small town such as Terrace B.C. because word

of mouth travels so quickly. In order to keep Silvertip top of

mind, rather than put resources into advertising, Janice and

Gord remain very active and visible in the community; she

is the president of the Chamber of Commerce and he is also

active as a volunteer on various committees.

Another notable challenge that Silvertip Promotions has

had to overcome is fi nding and keeping a good support team;

this is something that Shaben feels they have done success-

fully. “Our relationship with our employees is excellent and

I’ve been blessed to have received some great training (at my

previous job) on how to treat employees which I have applied

here and it has worked very well for us.”

In terms of what the future holds, Silvertip Promotions is

positioned to reap the benefi ts that an improved economy will

bring. Th rough its long standing customer relationships, ongoing

dedication to consistency and customer service - coupled with

the development slated to take to place in northwestern British

Columbia over the next handful of years - Silvertip Promotions

is primed and ready to reap the rewards of all of its hard labour.

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IMPRINT CANADA

VISIT US IN BOOTH 601 & 603

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IMPRINT CANADA

sales@givova.ca 1.416.289.2899

what the pros wear

ARENA jacket100% nylon interior/exterior

100% polyester fillwith removable hood

and zipped side pocketsavailable in black or navy

sizes 3XS to XL

BOMBER jacket100% nylon

100% polyester fillYuko collar, wrist & waist

available in black, navyor red in sizes 3XS to 2XL

COLD vestMicro-fibre exterior100% polyester fillfull zip vestavailable in black, grey, royalor navy in sizes 2XS to XL

PILE fleece 1/2 zip100% polyester available in black or navysizes XS to XL

100% acrylic knit hat100% polyester fleece glovesavailable in black or navy

4 weeks delivery on large quantities

IMPRINT CANADA

$709.9 millionSales of women’s clothing and accessories by large Canadian retailers

for the month of June, 2012

$347.9 millionSales of men’s clothing and accessories by large Canadian retailers

for the month of June, 2012

$184.5 millionSales of men’s, women’s and children’s footwear by large Canadian retailers

for the month of June, 2012

$190 millionSales of sporting goods by large Canadian retailers for the

month of June, 2012

$610 millionRetail store sales of girls’, boys’ and infants’ clothing and accessories for the

fi rst quarter of 2012

5.6%Combined increase in sales by large Canadian retailers of Men’s and

Women’s clothing and accessories for the period of June 2011 to June 2012

3.7%Combined increase in sales by large Canadian retailers of Men’s, Women’s

and Children’s footwear for the period of June 2011 to June 2012

-7.4%Combined decrease in sales by large Canadian retailers of sporting goods

for the period of June 2011 to June 2012

freshQUALITY IN A FEMININE FIT

FruitActivewear.com 888.378.4829

©2012 Fruit of the Loom, Inc.

Our new Heavy Cotton HD™ Ladies’ T-Shirt features a feminine neckline and

contoured side-seams for better fit and drape,

to deliver ultimate comfort and style on one of our

densest fabrics yet.

©2012

Fru

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fresh Q U A L I T Y

Quality is fresher than ever with our new Heavy Cotton HD™ fabric. Featuring an unprecedented stitch density for stunningly vibrant printing, it delivers consistent results and a superior printing surface to

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FruitActivewear.com | 888.378.4829

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www.canadasportswear.com