ASI Canada
vol 6 / August 19, 2011
MESSAGE FROM MICHELE
Welcome to the sixth installment of ASI's newest e-newsletter, Promogram Canada.

We were happy to get such positive feedback from readers of the initial editions and plan to continue culling together industry news that affects ad specialty suppliers and distributors in the Canadian marketplace.

Please don't hesitate to e-mail me directly with any news pertaining to your company, such as mergers and acquisitions, new hires, awards and accolades received, creative client promotions or new product launches. You can reach me directly at (215) 953-3323 or mbell@asicentral.com.


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NEWS

Exclusive Interview with Accolade's Dan Craig & Genumark's Mark Freed

Asking five questions in five minutes, Promogram Canada got a glimpse of how the Canadian ad specialty market is faring in the third quarter by speaking to CEOs Dan Craig of Accolade Reaction Promotion Group and Mark Freed of Genumark Promotional Merchandise, whose companies are both Counselor Top 40 distributors in this year's State of the Industry edition.

Accolade Reaction Promotion Group, ranked #21 on the Top 40 list of distributors, had $66.9 million in sales for 2010, while Genumark Promotional Merchandise is ranked #37 on the list with $30.2 million in sales.

Promogram Canada: How's the Canadian ad specialty market doing in the third quarter?

Dan Craig: I'm expecting the third quarter to back down a little bit. We are seeing this in the financial stability and the oil prices already. If consumers go down, then marketing budgets disappear. If they disappear, promotional products go down. With the financial scare it's really affecting things.

Mark Freed: We are optimistic for the third quarter. Canada is a resource-based economy which has done well since 2009, and we are looking for modest increases to continue.

PC: How is your company doing - up, down or the same from last year at this time?

Dan Craig: Pretty good, we've been up in the past six months - July was average. We're winning big contracts right now, on a bit of a roll.

Mark Freed: We're doing well. We're up about 10%.

PC: In your opinion, are there markets in Canada where sales of ad specialties are growing?

Dan Craig: Right now most companies are experiencing growth in the oil and gas sector. The natural resource sector overall is growing. Markets in Canada usually buy products to emphasize safety programs and software. It's been a good first half in the natural resource sector. The financial sector has seen pretty stable growth also.

Mark Freed: This goes back to Canada being a natural resource-based economy, so that is where the majority of our client base has come from. Natural resource companies that are doing well, like gas and oil, are great growth areas.

PC: What advice would you give to ad specialty colleagues in Canada who may be discouraged by shaky economic indicators?

Dan Craig: There are three options: merging, growing the topline and controlling costs. Controlling costs is the most viable option. Make sure to keep track of inventory and variable costs that you may have built in.

Mark Freed: We don't worry about things we can't control. We don't look at the economy - we just try and do everything really well. Take care of existing clients and look for new opportunities as they present themselves.

PC: What are your predictions for sales in the Canadian industry in 2012?

Dan Craig: They will be largely flat; if there is growth it will be in the single digits for 2012. 2010 was such a strong year and 2011 was strong in the first half, so very small growth is expected to happen in 2012.

Mark Freed: I think generally speaking you will get a slight increase, but I would not bet that it would be any more than 5% to 10%. I think the overall growth of the economy is bottoming out. In Canada we are seeing growth, and we hope that will continue into other markets for 2012.

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World Emblem Int'l. Expands Into Canada

This new location in Ontario expands World Emblem into a relatively new marketplace. "World Emblem has been offering products made in the United States and Mexico to Canadian customers for over 10 years, but we are enhancing our product offerings and expanding our client base by adding quicker turnaround times on production, a sales manager based in the Toronto area, and better shipping rates to clients in Canada - since duties and brokerage fees will no longer be included," said Erin Gallagher, the company's business development manager, in a release. "The Canadian manufacturing plant will be capable of producing Perfect Print® sublimated emblems, embroidered logo emblems, direct embroidery on apparel, transfer applications on apparel and embroidered name and company emblems."

World Emblem has also announced the addition of Alfredo Torres as the new Canada Plant Manager. Torres comes to World Emblem with 11 years of experience in production and materials management in the automotive market as well as five years in the uniform rental industry.

For the last two years, World Emblem's accomplishments have been recognized with a spot on the Inc. 5000, which celebrates the fastest growing private companies in America. To uphold its quality guarantee, World Emblem is ISO 9001 certified. For more information, go to www.WorldEmblem.com.

 

Nominate Now for SGR's Supplier Sales Rep of the Year

Supplier Global Resource (SGR), the industry's only magazine dedicated to ad specialty suppliers, is holding its 2nd annual Supplier Sales Rep of the Year contest to recognize outstanding performance, exemplary service and top-notch professionalism.

Distributors, do you work with a supplier sales rep who's gone above and beyond for you this year? Do you have a supplier partner who always puts you and your customers' needs first and has a "do whatever it takes" attitude to make you shine? If you know the perfect contender, e-mail the nominee's name and details regarding what makes him or her award-worthy to Michele Bell (mbell@asicentral.com), editor of Supplier Global Resource, by Friday, September 16, 2011.

 

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PEOPLE ON THE MOVE

PSL Canada Hires Rep Firm

According to Brian Hillhouse, national sales manager for PSL Canada, the Richmond-based company has hired the Michel Gendron Sales Agency to work as its multiline rep firm for GTA, Ontario. Michel and Bryan Gendron will oversee the sales efforts and can be reached at (905) 898-5663 or mgendronsales@gmail.com or bgendronsales@gmail.com.

Redwood Classics Apparel Hires Slattery & Kennedy

Redwood Classics Apparel - a top supplier of premium, Made in Canada, corporate casuals - announced the appointments of multiline rep Terry Slattery of Slattery Enterprises to cover GTA, Ontario, and multiline rep Adam Kennedy of Adam Kennedy Agencies to cover Northern & Eastern, Ontario.

"Many of you will have worked with each of these seasoned professionals through the years, and we believe you will find their expertise and astute qualities invaluable to help you increase your margins," says Kathy Cheng, director of sales and marketing for Redwood Classics. "Both Terry and Adam will play an integral part in helping you discover Canada's best kept promotional industry secret: presenting Redwood Classics within the lineup of premium apparel brands presented to your clients."

Terry Slattery can be reached at info@slatteryenterprises.com, and Adam Kennedy can be reached at adamkennedy@bell.net.

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SHOW NEWS

SEE 80+ TOP SUPPLIERS IN JUST ONE DAY

Add some rejuvenation into your fourth-quarter sales effort by attending the brand-new ASI Holiday Preview Tour when it visits Capitol Banquet Centre Mississauga on Tuesday, September 27.

You'll discover new, unique promotional products to introduce to your clients, while gathering innovative marketing ideas from top suppliers and timely education.

All distributors are invited to attend for FREE:

9 a.m.-10:30 a.m. • Keynote: Learn How Tim Hortons Became a Marketing Giant
10:30 a.m.-11 a.m. • Free Education: Building Your Network
11 a.m.-4 p.m. • Tabletop exhibits featuring 80 leading suppliers
4 p.m.-5 p.m. • Closing networking reception

Register today at www.holidaypreviewtour.com. There is no better way to become the branding AND marketing expert your clients deserve than by attending the ASI Holiday Preview Tour on September 27!


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