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Edition 2 2009
the official magazine of the promotional industry
A new breed of
promotional stay
at home mum
Wintershow 2009
How to get
media attention
SPAM ACT –
understand
your rights
Full details inside
APPA
ROADSHOW
2010
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www.appa.com.au 3
Regulars
Features
How to get your name in the media
6
Prominent Promotional People Profile Michael Modgill
11
12
5
Southern Regional Report
9
NSW/ACT Regional Report
11
Northern Regional Report
13
New Members
14
CEO’s Message
16
New Zealand Regional Report
17
APPA Benefits
36
Prominent Promotional People Profile John Withers
18
Who is ? - PSI Limited
19
Wintershow 2009 gallery
20
Strong industry body
40
Prominent Promotional People Profile Arran Haydon-Clark
42
Distributor Benefits
38
44
Arrivals and Departures
42
Letters to the Editor
54
APPArition Advertising Booking Form
71
Business is tough
Editorial – John Lees
15
President’s Report
46 and 67
New breed of entrepreneur
48
Editorial – Barry Urquhart
52
Focus on Decoration – Screen Printing
58
Editorial – David Blaise
60
What is Spam?
62
Training tips
66
40
56
Book your advertising
Merry Christmas
Happy New Year!
from all the APPA Staff.
Closing for Christmas between 18 December and 5 January
Circulate APPArition magazine to
Simply fill out and fax the booking sheet enclosed in this edition
of APPArition magazine. Fax +61 3 9314 3042
Edition 2 - 2007
Advertising sales enquiries to Wayne Boswell – [email protected]
Artwork
Send your artwork (preferred format refer to booking form)
APPArition Magazine c/o-APPA,
PO Box 5161 Alphington VIC 3078
General APPArition magazine enquiries
Wayne Boswell – [email protected]
Publisher
Australasian Promotional Products Association
Design – www.strategydirect.com.au [email protected]
Reproduction in whole or part without written permission from APPA is strictly prohibited. Opinions expressed are those of
the individual contributors and not necessarilt those of the publisher. Information provided was belived correct at the time
of the publication. MAGAZINE PUBLICATION: APPA and its officers, employees, contractors and agents (APPA) may not endorse
or warrant nor have they verified in any way for the information ,products, services or particulars advertised. Views expressed
in advertisements are those solely of the advertiser and APPA does not take any responsibility and will not be liable in any way
for the information or services advertised.
4 www.appa.com.au
Return APPArition to
Welcome
Narelle Beaton –
Outgoing APPA President
Dear Members,
Welcome to the second edition of APPArition for 2009.
APPA’s Annual General Meeting (AGM) was held on 30th October
at The Point, Brisbane. The AGM saw discussions about APPA’s
2010 Annual Road Shows & Wintershow, the election of APPA’s
new President to serve the coming term on the National Board
and the successful completion of AGMs and elections in our
regional chapters.
As a long term member of APPA’s National Board I have had the
opportunity of fulfilling the roles of both Secretary Treasurer
and President. The past 4 years has presented many challenges
and successes within the Promotional Products Industry. I will be
stepping down as President and handing over to a new and exciting
team which will be under the direction of Christa Parsloe (Hanna
Match NZ) as President and Chris Terry (Nottage) as Secretary
Treasurer. I am pleased with APPA’s accomplishments during this
past year, as I hope you are, and look forward to working with APPA
on the National and Regional boards in 2010 as an Office Bearer.
During my time as APPA President I felt the accomplishments we
achieved as a board were driven by the needs of both the industry
and member’s themselves. This past year has been a challenging
year with the economic climate in particular. We’ve made a number
of critical decisions that required extensive research and problem
solving to achieve the best results for the industry. Having the
ability of taking off my supplier hat, and analysing the industry
stance from a helicopter view has been gratifying.
From the Industries perspective, it has been a year of challenges
for many, with much debate about the Global Financial Crisis
(GFC). Critical decisions made by our end users saw budgets cut
in marketing and a general freeze on corporate expenditure. This
is a time when our businesses needed to go back to grass roots,
whether it be cold calling, mailbox drops, cross marketing or self
promotions. It has been important to protect the margins on our
products and sell ourselves on more than just a price. Not to forget
the importance of loyalty, reliability and customer service in doing
so. It is a time to expand our horizons and go out looking for new
business instead of waiting for it to come to us. For the majority it
has been a learning curve having not experienced such turmoil in
business. So my advice is to listen, watch and learn from the people
you met within the industry.
The contact –
For more information contact
Narelle Beaton
[email protected]
The New Year brings plenty of excitement with lots happening in
preparation for the Annual Roadshow kicking off in March.
I recommend getting in early to book booths or registering to
attend the shows. The confirmed dates are Melbourne 15th March,
Sydney 17th March, Brisbane 19th March, Perth 23rd March,
Adelaide 25th March and Auckland on the 26th of March. APPA’s
Annual Wintershow is scheduled for Sydney August 17th-19th.
By participating in these shows you are supporting the members
and the association that supports you.
I would like to take the opportunity to extend a big Thank-you to
APPA’s employees for their passion, drive, reliability and dedication.
We are very lucky to have such hard working and diligent
professionals working in our association. Their enthusiasm keeps
our association moving in the right direction, while we keep our
business moving forward. A special Thank-you to Bill for mentoring
me through my position as President and for believing in what I
had to offer the Industry.
It has been a privilege being APPA’s first elected female
president over the past year, I am pleased with the associations
accomplishments during this time. I look forward to working with
APPA on the National and Region boards in the future.
All the very best for the festive season and I look forward to seeing
everyone at the 2010 APPA Events.
Narelle Beaton I APPA President
::
Christa Parsloe –
Incoming APPA President
It is a privilege and a pleasure to step into the role of President
of APPA.
For those who may not know me, I have over 20 years of industry
experience working on both the Distributor and Supplier sides.
I am currently National Sales manager for Hanna Match NZ. Some
may remember my father, Mr. Lionel Parsloe, a life member of
APPA and founder and former president of PPANZ. I have had
6 years experience on the APPA Regional committee and APPA
National Board.
Whether you have just come into our industry or have been around
for many years, I encourage each of you to ask yourself as
a member of APPA, what value can you bring to your association?
It is not just what APPA can do for you, we as members each own
and operate APPA. What can we do to keep professionalism,
ethics and integrity growing in our industry?
The technology of today isolates us in front of our computers too
often. Collectively we can stand together to promote, educate and
sell promotional products to the wider marketing community.
APPA can support and encourage that; but only with your
involvement.
The contact –
Christa Parsloe
[email protected]
I look forward to working alongside the talented and dedicated
suppliers and distributors who make up your National Board as we
address the challenges and issues that face us all in business and
as an association.
All the very best for a safe and happy Christmas and New Year.
I look forward to catching up in 2010.
Christa Parsloe I APPA President
::
www.appa.com.au 5
Howto get your name in t
By - Neil Spark
Interviews with the great man are rare. The reason: he shuns the media.
He can afford to; he’s sold – and continues to sell – millions of albums.
B
ob Dylan is a legendary musician. For 50 years he’s
been writing and performing songs that are part of our
lives. He’s a celebrity but gets nowhere near as much media
coverage as Britney Spears, Pink and lesser lights such as Paris
Hilton. Interviews with the great man are rare. The reason:
he shuns the media. He can afford to; he’s sold – and continues
to sell – millions of albums.
Chances are you are not moving millions of units of your
product so you cannot afford to ignore the potential of the
media to increase your sales. You may not become a celebrity
with a household name but by following a few simple rules you
can increase your chances of getting publicity and it won’t cost
you anything – except time. To save time and make the media
work for you, you need:
1.
A goal. What’s the result you want? For example, sell more promotional products. Therefore, you need to get a story
that highlights your company as a supplier of promotional
products. More on that later.
2. Your market. Who are the people to whom you want to tell
your story? Who are the buyers of promotional products?
3.
6 www.appa.com.au
The media. What media does your market consume, i.e.
what do they watch/read/listen to? For example,
promotional product buyers maybe managers of
marketing, marketing coordinators, events and
procurement departments. This audience is likely to read
Marketing Magazine, AdNews, B&T and other industry and
event publications. There are publications, online or paper
version, for the events industry. You can get more specific
information from the publications by requesting an
advertising ratecard. Although you don’t want to buy an
ad, the rate card will give you valuable information about
readership, i.e. the audience.
4. Message. What do you want to tell your audience?
You should have not more than three points. Any more
is ineffective; too much information.
Your message is the most important part of the exercise
because it is the basis on which a journalist or editor will
decide whether or not your story will be used. What you have
to say – to borrow from some other celebrities – Kath and Kim,
has to be “unusual, different …” If a dog bites a person, it is
not news but if a person bites a dog it is.
Ask yourself:
1. What is my product or service’s point of difference?
2. Would it interest my audience?
3. Why is it worthy of a media story?
When you’ve got that clear, the next step is to contact a
journalist at the publication your audience consumes but
before doing that ask yourself:
1. Does the story have mass appeal? Is it the kind of story
you would want to read? These are the questions a
journalist will ask him or herself.
2. What’s the biggest selling point, the point of difference?
What makes what you have to say a story a journalist
would be interested in? Whatever it is, say it first.
3. What are the three most important points? Write them
down. They are your three key messages and they need to
be short, sharp and succinct.
If the journalist is interested she or he will ask for more
information. You then need to write a media release.
Communicating with the media – verbally and in writing – is all
about grabbing and keeping attention.
Media releases are like published stories and have a headline,
introduction, middle and end.
Headline: Must be attention-grabbing. Think of the headlines
you read, they are all designed to attract attention. You need
to attract the journalist’s attention. Remember, your headline
is unlikely to be used (a sub editor will write it if your story is
published).
the media
Introduction: Like the headline, it must also grab attention and
deliver on the promise made by the headline.
information in the release and help tell the story.
Make them lively and show personality, if possible.
Middle: An explanation of the who, what, why, where, when
and how. These questions must be answered in short, sharp
and succinct sentences. No sentence should be more than
30 words. Include speech quotations.
8.
“Introduce” a person you are quoting by providing their
title and name before quoting them. Do not go straight to
direct quotes before saying who is giving the quote.
(Otherwise readers will wonder who on earth is
saying this…?)
The end: Always include your mobile telephone number, make
sure it is on and always take media calls. If you don’t answer,
or the journalist gets voicemail, she or he may not ring back.
Media release writing: 9 rules
Correct style: Ramblings Industries CEO Gordon Yates said
the company’s expansion would provide shareholders with
unprecedented returns.
1. The headline must have impact for readers, be short and
attention-grabbing. It is the most important thing you
want to say (if you could say nothing else)! “Providing shareholder value, along with the best possible
price for our customers has always been a high priority,”
he said. “We’re excited by our growth plans.”
2.
Incorrect style: “Providing shareholder value, along with
the best possible price for our customers has always been
a high priority. We’re excited by our growth plans,” said
Ramblings Industries CEO Gordon Yates. The first paragraph – also known as the “lead” or the
“intro” – should ideally be between 15 words and 17
words, 21 is okay, 25 is pushing it and 30 is the absolute
maximum. 3. The first paragraph must have the most outstanding,
attention-grabbing, significant fact. 4.
The second paragraph has the second most important
facts; the third paragraph the third most important;
the fourth paragraph has the fourth most important
and so on. No sentence should be longer than 35 words – and that’s
the absolute maximum, not the ideal. 6. One sentence = one paragraph. Leave at least one line
between paragraphs. Media releases are ideally one
A4 page in length. 7.
Information must be substantiated; i.e. credited to
a source or person. Do not make broad or generalised
statements without providing the information’s source;
find an important, relevant person, research findings,
survey results, etc. Quotes should be used to support the The contact –
Feedback
[email protected]
9. Include a mobile telephone number and make sure it is
switched on for at least 24 hours after the media gets
the release.
As you are not a Bob Dylan who doesn’t need the media,
these simple guidelines are worth following. They are
not guaranteed to make you a media celebrity but may
prevent you from being a mug by ignoring the media’s
potential to spread the word about your business and
increase sales. APPA has used these guidelines to get our
industry in the media in 22 feature stories across
12 publications this year! We encourage you to always
mention you are an APPA member in any media release
you write and feel free to ask APPA to provide a quote,
it adds credence to your story. ::
www.appa.com.au 7
www.appa.com.au
8 www.appa.com.au
Southern – Regional Report
W
e all seem to be busy now, building up to Christmas.
There seems to be lots of business out there, but it is
more competitive and decision making is going up a rung on
the corporate ladder! You do all the work for weeks and
weeks…then the MD has to make a final decision and wants
to make a change …but hey … he still wants delivery in 3
minutes…or yesterday!
Just a little tip for those who may not use it already…put a
note on all quotes and approvals: “Please note delivery date is
calculated from the date of approval. Please approve promptly
to avoid any delay”.
Money is also tight, and when expenditure is down, cash flow
can be a problem for everyone. We all want quality for nothing!
Bad debts mean you need a gorilla in your accounts department.
You are not a bank….!!
ANNUAL GENERAL MEETING and DECORATOR FORUM
We held our AGM and an educational on July 1st, with 14
companies attending and approximately 30 actual attendees.
We were very grateful to John Carroll from Shiny, Paul Johnson
from MK Promotions and Neil and Sue Shaw from Apex Printing
who took us all through all the manufacturing processes of
Embroidery, Screen and Pad printing, Foil stamping, embossing
and debossing!! There is a lot of time and effort put into these
presentations, and we encourage EVERY APPA distributor to send
along at least one staff member who could learn about products
and processes. We are frequently disappointed at the turn outs,
when there is so often a grumble about what APPA does and
doesn’t do for its membership! SO…stop grumbling and get to
it!! We WELCOME your feedback and what YOU would like us to
arrange on your behalf.
Can you answer the following: What is sublimation?
Can I sublimate on a towel? What is a dobby hem?
What is de-bossing? ….if NOT…then make a point of
attending the next APPA educational!
CHRISTMAS PARTY: Our committee is a great team of both
suppliers and distributors, so we have a good mix to get the
feedback from both sides of the fence and we are organizing
another Christmas get together for 2009.
This year we are extending the invitation to DISTRIBUTORS to
sponsor as well as our trusty suppliers. SUPPLIERS put their
hands in their pocket for lots of benefits to us all, and it might
be a kind gesture for you to offer your sponsorship by way of
saying THANKS for the support. Please contact Jane Farrelly from
Stream Solutions (one of our new Distributor Sponsors!!) who
will be happy to give you all the info you need.
Email : [email protected]
NEW MEMBERS: We are pleased to welcome to the region 3
new suppliers and a new distributor!!
SUPPLIERS
Clap Banner Australia – [email protected]
[email protected]
Frampton Concepts – [email protected]
Oddball Pty Ltd – [email protected]
[email protected]
Wallies Lollies – [email protected]
[email protected]
DISTRIBUTOR
Showing Style – [email protected]
[email protected]
NEW SOUTHERN REGIONAL COMMITTEE - We would like
to thank those retiring from the committee, Peter Stilanos
and David Torrelli both contributed to the Southern region as
committee members and were always willing to put their hand
up and donate time and effort to the cause. THANK YOU.
The following were elected at the AGMfor the new season:
Joby Graves – Adprint- (03) 9799-7244 – Secretary
extraordinaire and Education
Tony Kopp – Arid Zone (03) 9695-9906 (Social and Newsletter)
Jane Farrelly – Stream Solutions (03) 9674-6004 (Social)
Les Frampton – Frampton Concepts (03) 9077-1045
(Membership)
Mark Rae – EziTag ( 03) 9545 5401 - Membership
Lindsay Tear – Gear Up - 0409 335 399 (Social)
Mary Iles – Simba Towels (03) 9729 4955 (Education and Chair)
The contact –
Mary Iles
Southern Region Chairperson
[email protected]
YOUR INFORMATION AND DETAILS: We all use the APPA
website for various purposes, Blue Book offers, finding suppliers
or distribu tor details etc. Did you know that you can update
your details VERY easily? Just log in and click on EDIT YOUR
DETAILS. Your committee uses these details regularly, so your
help would be appreciated and will ensure we contact the right
people on the right phone number etc.!!
PERSONAL NEWS: a little hatching at Simba Towels – another
addition to the Somaia family was born on October 1st. Mehul
and Piyali were very pleased their new daughter Tiya was
not born on the last weekend in September…I wonder why!
Congratulations to one and all.
Happy Selling!
Mary Iles I Southern Region Chairperson
::
www.appa.com.au 9
K
N
A
H
T
YOU
TO OUr
spONsOrs!
The NSW/ACT
APPA Christmas
Party was brought
to you by the follow
Distributors
))
10 www.appa.com.au
Designed by MartyDaleyGraphicDesign
NSW/ACT – Regional Report
E
verybody has a point of difference. It is what allows you to
stand out from the pack. What is Yours?
APPA’s Point of difference is that we are able to offer exclusive
things to our members. The free Educational event we were
proud to run was extremely well attended and much talked
about. For me it was one of the highlights of the year. Watch out
for follow up sessions early next year.
We had a golf day where, while we had a small crew playing,
they all enjoyed themselves and showed true spirit in battling
the elements. Gents, I think we have converted some new lady
golfers to the fold for next time, so watch out! We are already
planning our next day for late summer 2010. This year’ Xmas
party will be barefoot lawn bowls. It is sure to be a blast.
We have 21 years of experience to offer our members and I
always encourage you to contact any of the regional committee
listed below. We are volunteering our time and our expertise to
help you, the member.
It is YOUR APPA. It is up to each and every one to get the most
out of your membership. I encourage you to tell us what you
want through phone, email or through the APPA forum.
There seems to be much discounting going on right throughout
the industry. I ask you to ask yourself one question, when you
are discounting to buy business. Once I win this order with the
lowest price, where do I go then? If a customer buys from you
for the lowest price, they will expect you to be the lowest price
for everything. Don’t sell on price, sell on points of difference.
Personally I am looking forward to a challenging and rewarding
year. Doom and gloom has gone as it always does. We ride
the waves of the ups and downs of the business world but as
professionals we always have our heads well above water.
Find out what your point of difference is. And then SELL it. It is
worth more than the product you are selling, it is what makes
you the best!
Your new 2009/10 Regional Committee is
Doug Derriman – NSW/ACT Chair [email protected]
Karen Long (National Representative) - [email protected]
Christine Matta [email protected]
Matthew Crozier [email protected]
Kellie Nicholas [email protected]
Eamonn Healey [email protected]
And we welcome Eva Jarolim to the fold eva@
promobagsonline.com
Doug Derriman I NSW/ACT Regional Chairman
The contact –
Doug Derriman
NSW/ACT Regional Chairperson
[email protected]
::
www.appa.com.au 11
Prominent
Promotional
People Profile
Michael Modgill –
Embroidery Works Ltd
Q Where’s Home?
A Westmere in Auckland but originally from Taranaki!
Q Best thing about your Job?
A Probably the creative aspect of it – we give the item the personalization that will
make it stand out or blend in.
Q What’s your pet hate?
A The old school way! Its 2010 nearly, systems and connected workplaces should be the norm!
Q Favorite food?
A Being the son of an Indian I would have to say I am partial to a good curry!
Q First Job?
A Working for Dad in his service station pumping gas and changing tires.
Q
A
Best achievement – Business and Personal?
There are a few! I think one of the most significant for me is the team at Embroidery Works – It has taken a long time to bring everyone together and it is a work in progress but
our team is awesome!
Personal Achievements are a little thinner on the ground. I have had 2 very successful car
racing seasons where I finished a close second to some very good drivers! I also have 3
awesome daughters and it still amazes me that my wife said yes . . .
Q What’s the meaning of life?
A I suppose whatever works for you. When you have lots of distractions you don’t need
to think about that!
12 www.appa.com.au
Northern – Regional Report
We survived 2009! Hooray! The Northern Region has been
busy this year.
Thoughts + Action = Results has been our motto for the Northern
Region and has paid off. Our goals were to be more active in
Education & Communication and we have achieved this with
three educational events kicking off with the Port Tour earlier in
the year, followed by an early start at Brendale for the Logo-Line
factory tour and more recently the fabric forum in which the
National AGM followed. Attending members from all events
were extremely pleased with the efforts of all involved.
On behalf of the Northern Region members, we’d like to
thank those involved and their companies for donating their
time and knowledge to make these events possible.
Remember most APPA Education events are FREE. We all love
free stuff! Education is so important, knowing your product
will give you the edge over your competitor.
The biggest social event on the QLD/NT calendar is the 2009 Be
Seen, Wear Green Christmas Party being held at Irish Murphy’s
on Friday 4th December. The committee has worked really
hard to ensure a memorable night and truly appreciates the
continued support of our sponsors to ensure the success of our
annual social Christmas event. Any additional funds raised for
this year’s Christmas Party will be kindly donated to the
Spinal Muscular Atrophy Association of Australia Inc
http://www.smaaustralia.com A fatal genetic condition called
Spinal Muscular Atrophy. Unfortunately at present there is
no known cure. Funds raised are on behalf of Jack, son of
Steve Parry | Director, Stateside Distributors.
Our membership is growing steadily and we welcome the
following companies to the Northern Region:
Products, Complete TAG Solutions, Nuscene ID Promotions,
Urban Apparel and Marketing, The Sign Cellar, PKA Products and
Prodigy Promotional Merchandise
There have been minimal changes to our committee however we
always welcome new committee members so if you would like
to join our meeting, please do not hesitate to contact
[email protected].
Meetings are held every 4-6 weeks at Murarrie.
The 2009/2010 Northern Regional Committee will be
as follows:
Chairperson Joanne Cocking – Capital City Connections
Secretary Melissa Ryding – Rippin Threads Merchandise
Education Arran Haydon-Clark – Bloomfield Creations
Social Melissa Ryding & Joanne Cocking
Membership Mary O’Brien – Stickers & Stuff
Newsletter Allan Murray – Epicentre
National Board Rep Narelle Beaton – Logo-Line
The contact –
Joanne Cocking
Northern Region Chairperson
[email protected]
I’d like to thank James McKay who has stood down from the
committee this year for his input, support and dedication and
would also like to take this opportunity to thank all the other
committee members for their professionalism, commitment and
hours of hard work to make our committee an enjoyable and
satisfying venture. I could not have done this without you.
We all look forward to creating a bigger and better future
for our proud Association but we need your support.
Please support the association that supports you.
It’s a wrap and we look forward to a brighter 2010.
Joanne Cocking | Northern Region Chairperson
::
Suppliers: Ryan Bags, The Sticker Company, H2H Lifestyle and
Krieger Textiles.
Distributors: Rippin Threads and Merchandise, Star Promotional
www.appa.com.au 13
New Members
A warm welcome to the
following new members
Edition 2 - 2007
M/Ship Legal Entity
Type
State/
Contact
Phone
Country
Distributor
NSW
4Promote
Matthew Bywater
02 9212 6600
Email
Web address
[email protected]
www.4promote.com.au
Distributor
[email protected]
A Uniform Choice
QLD
Helen Phillips
07 4053 4796
www.auniformchoice.com.au
Supplier/
[email protected]
Australian Corporate Diaries Pty Ltd NSW
Scott Joyner
02 9654 2999
Distributor
www.acdiaries.com.au
Distributor
[email protected]
Brand 4 U
NZ
Jennie Giljam
64 9 4764444
www.brand4u.co.nz
Distributor
[email protected]
Branded Concepts
NSW
David Anderson
02 8094 9180
www.brandedconcepts.com.au
Supplier
[email protected]
Clap Banner Australia
SA
Craig Watts
08 8244 4488
www.clap-banner.com
Distributor
[email protected]
CNC Promotional Products
NSW
Neal Connelly
02 9457 6776
www.cncpromo.com.au
Distributor
[email protected]
Footprint Promotions Pty Ltd
VIC
Adam Courtney
03 9001 4962
www.footprintpromotions.com.au
Supplier
Frampton Concepts
VIC
Les Frampton
03 9077 1045
[email protected]
Supplier
Ikonink
NSW
Peter Berman
02 8007 6285
[email protected]
www.ikonink.com.au
Distributor
[email protected]
James Battlefield Ltd
NZ
Craig Rogers
64 4 3813032
Distributor
Nuscene ID Promotions
QLD
Samantha Stenberg
0408 245 311
[email protected]
Supplier
Nordstrom International VIC
Nick Hurst
03 9314 6953
[email protected]
(Fruit of the Loom Range)
Supplier
Oddball Pty Ltd
VIC
Stuart Parry
03 9763 3866
[email protected]
www.oddball.com.au
Distributor
[email protected]
Oxygen Interactive Marketing
VIC
Mike West
03 9576 2244
www.oxygeninteractive.com.au
Distributor
[email protected]
Pivot Marketing Limited
NZ
Denise Simpson
64 9 3789601
www.pivotmarketing.co.nz
Supplier
[email protected]
Procard International
NZ
Paul Hodder
0800 776 664
www.procard.co.nz
Distributor
[email protected]
Prodigy Promotional Merchandise
QLD
Leanne Warburton
07 3396 8111
www.prodigymerchandise.com.au
Supplier
[email protected]
Promotherapy
QLD
Leilani Sanders
07 5471 0884
www.promotherapy.com.au
Distributor
[email protected]
Sauce It Promotions
NZ
Jacqui Zorn
64 4 3809454
www.sauceit.co.nz
Distributor
[email protected]
Showing Style
VIC
Felicity Rodgers
03 9429 7884
www.showingstyle.com.au
Distributor
[email protected]
The Sign Cellar
QLD
Alan Dawes
07 3204 9580
www.signcellar.net.au
Distributor
[email protected]
Urban Apparel & Marketing
QLD
Geoff Tarrant
07 3356 5673
www.urbanapparel.com.au
Distributor
[email protected]
Vivid Promos
QLD
Ty Chandler
07 5449 1555
www.vividpromos.com.au
Supplier
Wallies Lollies
VIC
Peter Stapelfeldt
03 9899 4195
[email protected]
Supplier
Wenger Australia Pty Ltd
NSW
Larry Wainstein
02 9699 9922
[email protected]
14 www.appa.com.au
www.wenger.com.au
Speedy
ar ty.
I'm M aws &
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Ë he edy red rovals.
Spe o a p p
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02 9802 1515
martydaley.com.au
APPA baby boom
Mother
Member Company
Babys name
Sex of baby
DOB
Jen Bell
PENLINE Mon Ami (Australia) Pty Ltd
Oscar Clive
Male
7th October 2009
Our little man arrived safely, weighing a mighty 4.35kg (9’10)
and measuring 54.5cm.
Mother
Member Company
Babys name
Sex of baby
DOB
Kim Masefield
Premier Balloons - Sanbrook Brands
Kayla Grace
Girl
1st October 2009
5 pounds 15 ounces. Kim finished work just ten days before giving birth to Kayla,
although she was only 35 weeks Kayla was ready to join the world (perhaps a little too
much like her mum, always in a rush!). She joins the ever growing Sanbrook Family and
Kim looks forward to returning to work in early 2010.
Kim’s association with APPA has meant lots of new contacts professionally and
personally, thank you to all in welcoming Kayla Grace. This is definitely last baby for me,
I think 5 children is more than enough and almost a little embarrassing when at each
APPA road show I greet people pregnant once again!!
www.appa.com.au 15
CEO’s Message
2009 - highlights and challenges
T
his has been a year filled with great highlights and difficult
challenges. When APPA started the year we knew the Global
Financial Crisis would hit our industry. APPA made a conscience
effort to take our profits from 2008 (+$157,000) and reinvest
it where members needed it most, back in to your pockets.
We initiated a 27% discount off membership dues; which saved
members over $60,000 in fees, we provided discounts for
Suppliers who exhibited at both of our tradeshows, and we paid
for important social and networking events when sponsorship was
nearly impossible to find.
The contact –
William Kestin
CEO APPA
[email protected]
www.appa.com.au
Exhibition and show costs went up, but APPA kept our fees the
same (which have remained the same for over 8 years). So,
although we posted a loss of -$170,000 this year, over two years
we basically broke even. Not bad for a non-profit association,
given the fact we still rolled out more benefits than last year and
increased our membership (when associations across the country
were having record resignations).
We are also very happy to report that the clear trend is that even
more Suppliers will be exclusively exhibiting at the APPA shows
next year. There will only be one show where you will find the
27% discount off membership dues;
which saved members over $60,000
leaders in our industry, and that is APPA. Mark you calendars
and book your flights, if you are looking for the major catalogues
and ranges, you will need to look no further than APPA Convex
August 17th-19th at Fox Studios Sydney. Of course before then, the
touring Roadshows in March will also showcase many new ranges
and some surprising new Suppliers who have worked with APPA to
16 www.appa.com.au
launch their new business at the APPA shows exclusively. See the
back cover for all our show details.
But we are far from out of the woods. We will need to work
together to bring the industry back. Each of us can expect that
consumers will continue to be cross-quoting and attempting to
push the price of our products lower and lower. We must fight this
damaging trend. Undercutting the supposed competition in order
to secure meagre business is bad business. APPA found when we
did a mail out to non-members from another database that 30% of
them came back ‘no longer in business’ or ‘no forwarding address’.
The fallout is happening, and working on no margins will only add
your name to the list.
Personally, I’ve worked closely with the National Board to protect
APPA’s interests, keep APPA on a path of integrity, and increase our
profile while promoting professionalism not only to members, but
to end users.
I want to thank all the sponsors who did contribute this year.
They sacrificed funds when it was very difficult to do so. I would
also like to thank the APPA National Board. Each of them provided
guidance, support and encouragement that helped APPA achieve
many successes this year. I especially want to thank our President,
Ms Narelle Beaton for volunteering countless hours needed to run
the association. Her work ethic and steady hand helped to keep
APPA growing and changing with the times.
I want to personally thank my staff for providing exceptional work
in a very busy and stressful year. Yashodha, Wayne and Kellie are to
be commended for always putting the members first and working
countless extra un-paid hours to meet our member’s expectations.
Finally I would like to wish each of you a joyous holiday season and
a happy, safe new year. We will come together next year, hopefully
rested and ready to make 2010 profitable, successful and happy.
All the best
William Kestin I CEO APPA
::
New Zealand – Regional Report
B
y the time we all read this another year will be drawing
to a close and things are looking far more positive from a
New Zealand perspective.
As an Association we have had a busy six months with the
New Zealand Committee working very hard to ensure our
members reap the benefits their Appa membership brings.
Our wonderful secretariat Kellie Tremayne has worked tirelessly
in this her first year with us, to establish herself and to put
together our trade shows and table tops and to bring on board
some fantastic service providers. We are proud to include the
following within that category; Hayes Knight Accountants, Keily,
Thompson, Caisley- employment law specialists, Courier Post
and TNT, Air New Zealand with Koru Club membership, and AEL
Legal- cash flow and debt management specialists.
Socially we have had a full calendar with a mid Winter Christmas
get together in July featuring an evening with Phil Madsen a
very talented singer songwriter. Our most recent Quiz Night in
October was so close run it resulted in a four way tie breaker
which was very exciting! This year our Christmas Party was held
in Parnell, Auckland on Thursday 19th November, it was a sell
out event and a great night out.
I’m pleased to say we have also been able to provide a wide
range of factory visits and educationals including the fabric
forum which was most informative. This is being presented in
Australia as well so make sure you attend if you get the chance.
Our AGM was held in late September and I’m pleased to report
the committee for this term is as follows;
Cheryl Rae, Presents of Mind – Education
Simon Morgan, Key Imports – Social
Sandra Thomas, Bic Graphic – Membership/ Social
Sara Shepherd, Promo Product Solutions – Membership/
Education
Andre Schenk, Design A Gift Promoworld – Education/
Membership
Christa Parsloe, Hanna Match New Zealand – Chairperson/
National Board representative.
Dates to look forward to; Roadshows across Australia and
in Auckland in March 2010 and Convex Show in Sydney
August 17th, 18th and 19th.
The contact –
Christa Parsloe
New Zealand Region
Chairperson
[email protected]
All the very best for the upcoming festive season. Stay safe
and keep busy. As a committee we look forward to catching
up for a drink and a chat at the next event.
Merry Christmas and a Happy New Year
Christa Parsloe I New Zealand Region Chairperson
::
www.appa.com.au 17
What are Members saying about
the Wintershow 2009?
•
APPA
09
“I think Yashodha, Wayne & Bill + the Team organise the event extremely well
- nothing is too much trouble - so thanks for that!”
• “The staff at APPA always are pleasant and are so easy to deal with.
Rotating venues will help.”
• “All good and once again helpful APPA staff, they have it all for you when
you need it, forgotten staples, bubble-wrap, extra boxes, thanks so much!”
•
“APPA show was great, Steve and I could not keep up with enquiries.
The response was overwhelming. The show has maintained our focus.”
•
“We found it to be a well run and professional expo. Thank you”
•
“The difficulty for APPA exhibitors is fragmentation of the visitor and
exhibitor numbers between opposing shows. APPA will need to continue
building its attraction to potential members, both by its credibility and
exclusivity. About 60% of my promo products re-seller sales are to APPA
distributors, so if APPA can keep adding quality members to significantly expand
show visitors and exhibitors, then I’ll be happy to drop APE completely.”
• “This was our first APPA exhibition and the quality of leads was so much
better than we expected! We will definitely be exhibiting again. Traffic
through the exhibition was steady for both days. I might suggest a 3pm close
on day two. Quality of the visitors were exceptional, leads generated gave us
a chance to promote our company well, thanks again!”
•
“A great show, congratulations to APPA Staff, Regional and National Boards,
your commitment and dedication is inspirational.”
•
“The show worked very well for us and we congratulate the APPA team
on their efforts.”
Prominent
Promotional
People Profile
John Withers –
JPS MARKETING LTD
Q Where’s Home?
A Browns Bay on Auckland’s North Shore.
Q Best thing about your job?
A Variety! To be able to work with just about any product. If one product is down, another one will be up! You can’t say that about many jobs.
A People that don’t delivery what they say.
Q Favorite food?
A Scallops and anything that can be done on the BBQ!
Q First job?
A Export clerk for international supplier company. A great experience to have for our company.
Q
A
18 www.appa.com.au
Best achievement – business and personal?
Business – winning 32 promotional marketing industry awards, 17 on one night.
Personal – having an active involvement in the development of a special needs child
and winning top trophies in sailing and golf.
Who is PSI Limited?
P
SI is a specialist print company. We recognize the value of
brands in todays market, and the expertise to reproduce your
brand, logo or promotional message on a wide range of shapes
and a variety of different products and surfaces including textiles.
Single or Multi-colour prints, whatever the shape or surface
– round, curved, cylindrical, vertical or horizontal, on plastic, glass,
wood, aluminium or a speciality surface – PSI has the experience
and the know-how to handle the job.
Who and how many staff?
PSI has in the last 12 months developed its Core Promotional
Products range. We saw the market needed more than one
choice in product wholesaler and print shop combined and
knew with our resources and knowledge that this was the
logical progression for us. Along with wholesaling has come
the ability to indent direct for customers and this side of our
business has also been growing.
Our Mission Statement
Tracey Phizackerley – Managing Director
Connie Leat – Production Manager
Sandra Wilson – Head of Art Department
Mabel Zhang – Indent Specialist / Accounts
George Irwin – Factory Manager
PSI has a fulltime staff of 17 and we have a pool of casuals we
also call on.
The contact –
PSI Limited
Tracey Phizackerley –
Managing Director
Ph: 09 636 4851
Fax: 09 936 4867
Email: [email protected]
www.psinz.com
For an expert job….ask the experts – We look at every job and
will not approve it if we think we can do better.
Our Best Kept Secret
Nothing - we share all the good bits with our customers.
Shhhh don’t tell anyone but the 5 people listed have a
combined knowledge in the print and promotional
industry of 75+ years. ::
www.appa.com.au 19
7INTERSHOWGALLERY
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7INTERSHOWGALLERY
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APPA
09
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7INTERSHOWGALLERY
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APPA
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7INTERSHOWGALLERY
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APPA
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>
APPA
09
Sharon Wills, The Promotions Bank won best hat of the night!
www.appa.com.au 29
7INTERSHOWGALLERY
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APPA
09
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.:4ABLETOPGALLERY
32 www.appa.com.au
How do I win an APPA Award
for promotional excellence?
We often get asked how do we win an APPA award? What is the secret?
Here are some helpful hints when entering your promotion for judging.
First a few facts.
The APPA Awards are judged by independent senior members of
the marketing community. Judges include the Editor of Marketing
Magazine, The Editor of New Zealand Marketing Magazine and A
Director of the Australian Marketing Institute who is currently a
professor at Sydney University in Marketing. Judges are unaware
of which company has entered which promotion.
The APPA Awards have generated thousands of dollars in business
for the winners. The free publicity of having the winners featured
throughout the year in multiple publications supplies a steady
stream of interested new clients.
The Winning entries receive free professional photos of their
promotion along with the written case study for use in their own
marketing. Promoting yourself as a winner of an APPA award has
proven to not only generate business but has been acknowledged
by many winners as the key factor of winning tenders against
competitors.
New Rule: APPA has added this new rule when
entering the awards:
•
All entries must adhere to copyright and patent protection
laws or they will be immediately disqualified. If it is found
that any product/products entered contravene any exclusive
distribution arrangements, patent or copyright, the entry will
be disqualified. This will apply even if the promotion has
already been awarded. It is the Distributor’s sole responsibility
to ensure that these ethics are upheld and members could
face censure or fines for knowingly entering illegally
copied products.
WHAT DO THE JUDGES LOOK FOR?
Short, sharp, succinct bullet points explaining the creative and
logistical aspects of the promotion. Try to keep your entry to
less than 3- 4 pages.
100% creativity from the promotional company. Judges are
impressed when a simple or vague brief is fully realised by
the Distributor thus helping and surprising the consumer.
Success statistics about the effectiveness of the promotion.
It doesn’t have to be a multi-million dollar promotion to win.
But if it can be statistically shown that the objectives of the
promotion exceeded expectations, that’s a plus. REMEMBER:
ALL SALES FIGURES AND CUSTOMER CONTACT NAMES ARE KEPT
CONFIDENTIAL. If a promotion has increased sales by 50%, we
will endeavour to use those figures without naming actual dollar
amounts. Please specify in your entry if there are ‘percentage of
effectiveness’ statistics you do not want published.
ALWAYS ensure you have included your Client Verification Letter/
Email. Some excellent promotions have been disqualified because
the client verification letters were not included.
Presentation, presentation, presentation. Attractively prepared
and packaged entries help showcase the promotion.
It doesn’t have to be a multi-million
dollar promotion to win.
Highlight any way you have gone the extra mile for your client.
This is a service industry and the award winners should showcase
that promotional advertising is not just about ‘products’ it’s about
service and creative solutions.
Last but not least, look to enter some of the less entered
categories to increase your chance of winning. The “Business
to business” and “Consumer Programs” are always the largest
categories entered. Look to find great promotions in some of the
other categories, it will give you a greater chance of winning.
We look forward to all of your entries. Help us showcase the
best our industry has to offer. See you at the awards ceremony
in August! ::
www.appa.com.au 33
APPA National Board Members
2009/2010
Edition 2 - 2007
The contact –
William Kestin
Christa Parsloe
Narelle Beaton
Chris Terry
CEO
President
New Zealand Region
Representative
Education Director
Northern Region
Representative
Secretary/Treasurer
Jehad Rasheed
Clive McCorkell
Karen Long
Communications Director
Membership Director
Southern Region
Representative
Social Director
NSW/ACT Region
Representative
[email protected]
www.appa.com.au
APPA NZ mid winter get together
Earlier this year APPA members got together for the Mid Winter
Christmas at the Marsala Restaurant in Mission Bay. We were
thoroughly entertained by the extremely talented Phil Madsen.
Everyone had a fabulous night and it was great to see so many
Suppliers and Distributors at this event. Special thanks must go out
to the following:
• The APPA Regional committee for organizing another successful
social event. Arranging these events take time out of their busy
34 www.appa.com.au
weeks but they are always willing to step up and ensure everyone
has a fun night out.
• Key Imports, Europawatch and Headwear kindly put some money
on the bar and for some delicious food platters.
• APPA NZ Region also has a “Social Fund” which is used to
subsidize some social events. Thanks to the following generous
suppliers their contribution. Key Imports, Hanna Match and
Tuapeka Gold Print. ::
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Take a style and
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Your promotion is guaranteed to be successful
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logo
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g make a real statement when yyou g
with an umbrella from Legend Life.
With 10 colours and 12 styles to choose from,
make your own combination for maximum impact
in even the wildest weather! Your logo will look
totally unique when you get creative and go
Legend Express. And the good news is that it’s just
a 6 week turnaround from digital sample approval
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*Minimum order of 100 pieces
per design and colour.
STYLES AVAILABLE
www.appa.com.au 35
APPA bottomline b
Great value for APPA Members in 2009 – APPA Memberships
from our Service Providers who offer exclusive discounts to al
Apex Insurance Brokers Saving members over 40% off
their previous rates – Now more than ever, income protection
and liability insurance is crucial. Contact: [email protected]
Ph: 1300 85 APEX
The Qantas Club A verification of membership letter from APPA is
required to redeem this benefit.
1 year (inclusive of joining fee) $555 (usually $775)
2 years (inclusive of joining fee) $800 (usually $1100)
Contact [email protected]
Blaise-Drake & Co International Promotional Product
Sales and Marketing Training
Contact: [email protected] or
[email protected] Ph: 0011 1610 685 9700
Fastway Couriers A verification of membership letter from APPA is
required to redeem this benefit.
Contact: [email protected] This is an Australian service only.
Pantheon 5% discounts on specific upgrades exclusively for APPA members.
The Xebra system covers sourcing and quotes with images, through
accounting, “the ultimate software for Promotional Products
Distributors”. XebraSource™ and MyPromoSource.
Contact: [email protected]
Ph: 02 4389 8600
AdNews 10% discount advertising rates in the
Promotional Directory and 30% off subscription price.
Morgan Consulting (AUS Nationally) Specialising in
recruitment services – finding and retaining the right talent
has never been more important.
Ph: +61 3 9600 0535
Ryders International Freight Forwarders (New Zealand)
Ph: 64 9 275 5229
36 www.appa.com.au
Couriers Please A verification of membership letter from APPA is required
to redeem this benefit. As of January 1st the Blue Coupon rate may be
changed to the Yellow Coupon rate on outgoing packages
(Depending on your routes driver).
Unfortunately, the Yellow rate is more expensive
than the Blue rate. Couriers please has reduced
their National discounted rate to APPA.
Micro 2000 Australia Provide DRAWings 4 and Corel Draw packages
to APPA members at a discounted rate. DRAWings 4 uses it’s own graphics
engine or Corel Draw to constantly produce professional embroidery faster
and better than traditional digitizing packages, at a fraction of the cost.
Suitable for start-up embroidery businesses or experienced digitizers.
Contact: Hugh Wingate [email protected] or
Ph: 02 4257 4144
Blue Book & Blue Blast Worth over $30,000 in
discounts exclusively for APPA members.
Australian Air Express Bags A verification of membership
letter from APPA is required to redeem this benefit.
1Kg Airbag – $7.00 |3Kg Airbag – $ 7.50
5Kg Airbag – $12.00
Prolease & Finance Pty Ltd Help members overcome obstacles with:
Motor Vehicles, Equipment, Property and Cash Flow. Finance specialists
with discounts exclusively for APPA members!
Contact: Alan Sacharowitz [email protected]
Ph: 02 9906 1164 Mob: 0404 884 321
For a friendly helping hand with the
financing of your next purchase...
AEL Legal offers a unique product called “The Black Book”,
which is
Call Alan at Prolease
our letter based service, where our collection costs are NOT
onor a
on 02 based
9906 1164
email [email protected]
percentage but is a FIXED PRICE with APPA members paying
$60.80 per outstanding debt. This service has on average a
90% success rate. For APPA members receive a discount of
20% off other services.
enefits
provides tangible value
ll APPA Members.
TNT
Discounted rates in Australia and New Zealand. TNT is one of the world’s
largest freight providers and offers APPA member’s exclusive rates on both
Road Freight and Air Freight. You must have a letter of authorisation from
APPA to receive this discount.
TNT Australia – [email protected] or
Ph: 02 8304 8008
TNT New Zealand – [email protected] or
Ph: +64 9 256 7893
MediaBizNet
MediaBizNet is a new directory, search and networking site for the media
and marketing industries. MediaBizNet has a special introductory rate for
APPA members. Currently every member already has a free listing, and only
APPA members are allowed to be listed in the promotional products section.
Enhance your listing for less than $40 per month.
James Winter – National Sales Manager
Ph: 02 9327 3876
www.MediaBizNet.com.au
CourierPost is one of New Zealand’s premier courier providers, with a
reputation for the speedy and reliable delivery. CourierPost is now offering
exclusive additional benefits to APPA members. As a member of APPA,
CourierPost is happy to offer special pricing across our entire product range,
i.e. trackpaks, parcel tickets, freight forwarding and our Eco range. To take
advantage of this offer, simply contact us to arrange either an account
with CourierPost, (or for existing customers to arrange an amendment
to your current pricing). Contracts will be on CourierPost’s standard
terms and conditions for business customers.
For more information simply contact:
[email protected] for the necessary forms to complete.
Allens Arthur Robinson (Intellectual Property Law Firm) 20 minute free
Kiely Thompson Caisley is a boutique law firm which provides
specialist employment law and industrial relations advice. They have offices
in Auckland and Wellington. Special offer to APPA Members 15% discount off
the fee component of their first bill. Opportunity to attend at no cost a series
of 6 free employment law seminars in a group of 12 or more
small business owners.
Contact: [email protected] for more details
Discounted PMS Books from APPA Pantone Colour
Guide – Solid, Coated and Uncoated for $187 AUD, $195 NZ
and Metallic Boos $99 AUD, $102 NZ (all inclusive of GST).
[email protected]
Free APPA Educational DVDs
APPA supplies 9 free titles of educational
DVDs for members to train their staff.
Contact: [email protected] or log in
and order from the APPA online store
at: www.appa.com.au
Marty Daley Graphic Design With years of industry experience and
offers special rates exclusively to APPA members. All forms of graphic design,
logo re-draws, artwork preparation and artwork approvals. His expertise and
pricing provide excellent benefits to APPA Members. Call to find out more.
Contact: Marty Daley
[email protected]
or Ph: 02 9802 1515
Hayes Knight is an innovative chartered accountancy practise.
We offer APPA members a 10% discount off the time and
cost of preparation of your annual financial statements
as well as free attendance to our regular Business
Booster and Business Evaluator seminars and workshops.
consultation in every region including NZ.
Contact: [email protected] for information
SGS Product Testing, Product Inspections Overseas, Product Safety Reports.
[email protected]
Ph: 03 9790 3400
www.appa.com.au 37
WHAT’S IN IT FOR ME?
PLENTY!
Permanent Savings for Distributors
APPA has negotiated with Suppliers to offer exclusive pricing benefits
on each and every order to members only!
Australian Printed Ribbon
10% off normal whole sale pricing EXCLUSIVELY for APPA members
[email protected] I 03 9544 0034
Boost Up Pty Ltd
Order over 50 pcs of any JACKET and receive - FREE Embroidery
(up to 5K stitches) - Plus FREE Set-up – RUSH ORDERS may incur additional
charges - Excludes discounted products.
Cash’s (Australia) Pty Ltd
10 % discount on 1 – 150 pieces. 15 % discount on 151 – 500 pieces.
20% on a volume of 500 + pieces. These prices will apply to the final quote.
Exclusively for APPA members.
City Life (Aust) Pty Ltd
APPA has negotiated with
Suppliers to offer exclusive
pricing benefits on each and
every order to members only!
This is in addition to the $30,000 worth of discounts
currently available through the APPA Blue Book.
Through additional discounts from TNT, Australian Air
Express bags, Insurance rate reductions and QANTAS
Club, members are saving thousands of extra dollars
every years.
On every order placed with the following Suppliers,
you receive additional bottom-line savings for being
an APPA member.
APPA - over 21 years of industry support
and services helping your bottom line with
every order.
5% discount on every order EXCLUSIVELY to APPA members.
5% discount ex gst for watches, packaging, setup.
DLG Designs t/a A Royale Corporate
FREE SET UP on all orders over 50 units.
This offer relates to TIES and SCARVES and is a permanent discount for
APPA Members only.
[email protected] I 1300 MY TIES ( 1300698437)
Europawatch & Design Pty Ltd
Exclusively to all APPA Members, 5% permanent discount off our price
list on every order.
Noveltees Pty Ltd
Next Quantity Pricing Break on all orders EXCLUSIVELY for APPA Members.
Offer extends to Contract Printing and all Products!
Premium Apparel Ltd
A Discounted Price List for APPA Members only - Please call or email us for a copy.
This is a permanent discount.
[email protected] I +64 9 528 9977
Suppliers interested in joining this program should contact either [email protected] or [email protected]
www.appa.com.au 39
APPA Importance of a strong
T
he past year has seen significant changes through the
Global Financial Crisis and as a Promotional Marketing
Industry our members are facing similar challenges. Today
more than ever, a strong, unified “Industry Body” through
APPA is critical, and your continued support is paramount
to this success.
The importance of APPA to our industry is paramount.
Hours of tireless work is done behind the scenes to develop,
support and represent our Suppliers, Distributors and
Industry on the whole.
3. Conciliation and Arbitration:
Unaware to many members, APPA on a daily basis is working
with both Suppliers and Distributor through arbitration /
mediation / conciliation. Our goal is to ensure our Industry
is represented in the spirit of fair play and upholding the
values of our Industry’s expectations.
A strong Industry body is critical in representing all areas
of our Promotional Marketing Industry and here are a few
points of interest that illustrate what APPA provides to its
members daily.
APPA’s involvement through mediation and arbitration has
increased dramatically over the past 12 months; resolutions
have produced very satisfactory responses and in turn
protected important business relationships.
What does APPA do for its members?
4. TNT and AAE Freight Offers:
APPA has received outstanding feedback from members
on their significant savings in the APPA TNT Freight Offer.
“We are saving over 40% on what we thought were great
rates previously” says Bruce Bunn of The Carbine Collection.
APPA members also spend over 2.5 million dollars on our
AAE airbag deal. These offers are tangible substantial savings
that pay for your membership many times over.
1. Promotions and Advertising:
APPA represents the voice of our Industry and is continually
supporting and financially investing in communication pieces
through a wide range of forums on behalf of its members.
APPA has represented its members in 22 feature stories in
12 publications over the past year including: Adnews, B&T,
Marketing Magazine, Direct Magazine, New Zealand
Marketing Magazine, Auckland Today, Wellington Today
and Canterbury Today.
2. University / Education:
The past 12 months has seen APPA actively presented to
over 4,000 University marketing and event management
students in Australia & New Zealand about how to use
promotional products in the marketing mix and the
importance of using APPA members. APPA has spoken
at Monash University, William Anglis Institute, Victorian
University, Box Hill Tafe, Sydney University, Canterbury
University and Otago University.
40 www.appa.com.au
APPA views this as a critical program to further strengthen the
importance and understanding of Promotion Marketing in the
budgets of our future Marketing Managers. The students of
today are your clients of tomorrow.
5. National Road Shows and Trade Shows:
Although we are a non-profit industry body, we still require
income to provide the many benefits we regularly provide.
APPA derives 2/3 of its income from our National Convention
and Roadshow Trade Events. That is only one of the reasons
it is imperative that members provide their full support of
these shows by attending and exhibiting. APPA shows provide
members with a screened, ethical and qualified environment
to conduct the best business possible. Our screening process
ensures only legitimate Suppliers exhibit and only legitimate
resellers attend. APPA is proud to boast a long list of exclusive
exhibitors who only show at the APPA tradeshows.
g Industry Body
These companies including most of the major promotional products Suppliers
in the industry across many product categories. APPA is the only show that
provides a full, detailed contact list of attendees, thus providing no room for
exaggerated numbers and unsubstantiated claims
6. APPA Awards for Promotional Excellence:
APPA, through its annual Pyramid Awards, provide members the opportunity
to be recognised for their creativity and imagination throughout the year.
This recognition showcases our members on the National stage and has
provided many new business opportunities for the winners. APPA Award
winners are featured in many editorial articles in business and marketing
publications.
A Winners Supplement is often inserted into the magazines and some select
case studies are featured in public lectures on the industry that APPA
conducts at university and end-user events. Both Suppliers and Distributors
are acknowledged and it is the best social event on the APPA calendar.
7. Industry Recognitions:
APPA represents the Industry by acknowledging its pioneers and
its budding youth that makes our Industry so unique.
APPA Awards exceptional contributions to our industry through our Life
Membership, Industry Distinction Recipients and Generation Next Awards
which are given at the Awards Night Gala. Currently APPA has 9 Life Members,
6 Industry Distinction Recipients and the inaugural “Generation Next” award
has been won by Simon Morgan from Key Imports NZ in 2009.
8. Regional Committee / Industry Training:
APPA has 4 Regional Committee’s (Southern Region (WA, VIC, SA & TAS),
NSW/ACT Region, Northern Region (QLD and NT) and New Zealand) who
work to ensure our members are given the opportunity to educate,
communicate & socialise throughout the year.
APPA has established training sessions for its members including supplier
factory tours, decorator forums and sales training. New and engaging topics
are always being launched and are FREE OF COST for members.
Business is about building relationships, and APPA social events facilitate
the perfectly safe environment for industry professionals to share ideas
and experiences.
9. SEEK / Employment:
APPA’s website provides members with the opportunity to advertise “vacant
positions” within the industry FREE OF COST. This offer includes a number of
listings which appear regularly on SEEK that drives traffic to our APPA job board.
This greatly enhances your opportunities to gain the best person, to a broader
market, free of charge. We also allow CV’s to be posted by potential candidates
which members can review and contact for interviews. APPA is proud to have
filled many positions in the industry through this free service.
10. Blue Book, Discount Offers:
APPA’s “Blue Book Offers” provide Distributor members over $30,000 worth
of discounts while offering Suppliers the opportunity to promote their
products and services.
Further saving opportunities include discounts on business financing,
Qantas Club Membership, Apex business Insurance, Pantheon Software
package discounts, AdNews subscription at 30% off and 10% off advertising
rates, highly discounted PMS Books and FREE APPA Educational DVD’s. APPA
has also recently negotiated flat discounts on every order placed from 9
APPA Suppliers exclusively for APPA members.
On behalf of the entire APPA Board member, we hope this information gives
you a better insight to the work APPA as an Industry Body does for its
members and look forward to your continued support in the coming
travelling road shows and importantly the August Trade Show.
Sincere Regards
Jehad Rasheed
Board Member - Communication
::
Regular social functions include Tenpin Bowling, Golf Days and Christmas Parties
which are opportunities for networking and sharing of vital industry information.
www.appa.com.au 41
Arrivals and Departures
Garment Printers have moved.
EPIC IS ON THE MOVE! New contact details will be effective as
of Monday 23rd November 2009.
They are now located at:
59 Denison Street ( Le Forge Building) Camperdown NSW 2050
Phone: 02 9557 4222 Fax: 02 9557 4211.
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
Gautam Sharma is the new contact at Fossil Australia.
Email address: [email protected]
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
Crippz (Auckland) and Crippz (Wellington) has a new owner
– Rick Kuluz.
Office & Warehouse address
Unit 3, 21 Bearing Road, Seven Hills NSW 2147
PO Box 397 Baulkham Hills NSW 2153 (remains unchanged)
Ph: 02 9620 7700 Fax: 02 9620 6700
Email: [email protected]
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
Farewell Mark Reynolds.
Farewell Mark Reynolds from Osmosis who has relocated to their London Office, the
new contact is now Pearl, welcome aboard.
You can contact Rick on [email protected]
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
Doug Derriman has left Epicentre and is now a National Sales
Manager at New Waves Merchandising.
You can contact Doug at [email protected]
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
Kiely Thompson Caisley.
New Zealand Members had the valuable
opportunity to attend a series of 6 FREE
seminars on Employment Law over a six month
period conducted by New Zealand’s leading
employment law firm, Kiely Thompson Caisley
(New Arrival APPA Service Provider).
Congratulations to Monty’s Promotions
Winner of the “Best Promo Company in NZ”
award in the 2009 People’s Choice Corporate Events Guide.
Prominent
Promotional
People Profile
Arran Haydon-Clark –
Bloomfield Creations Pty Ltd
Q Where’s Home?
A In Tallebudgera Valley, part of the Gold Coast Hinterland – be jealous.
Q Best thing about your Job?
A The opportunity to make things better than they were before. Whether it’s through creative ideas, innovative solutions, better systems or just plain honest feedback.
A People that can’t use Ctrl+X, Ctrl+C and Ctrl+V and resort to right clicking, I HATE THAT!
Q Favorite food?
A Fresh veggies from the garden steamed and served with sour cream and grated cheese.
Q
A
First Job?
Newspaper delivery (12), Dishwasher (14), Petrol Station Attendant (14), Landscaper (16),
Ticket Sales at Ski Resort (16), Self Employed (16) , Waiter(17), Fitter-Turner (18),
Electronics Technician (22), R&D Technician (23), Draftsman (24)…then here…and every
one of those jobs has taught me things I use almost everyday at Bloomfield Creations
except maybe the Waitering job…I was terrible at that one.
Q
A
Best achievement? Business & Personal
Business – 2nd place in Queensland in Shell Livewire Business Plan competition with
Bloomfield Creations business plan in 2002
Personal – getting hitched to a hot Sheila from Australia and moving to Australia narrowly
beats winning 4th place in the North American Inter-Varsity Public Speaking Championships
in 1998…beating last years World Champion from Harvard (who was admittedly pretty hung
over at the time)
Q What’s the meaning of life?
A Whoever dies last, wins.
42 www.appa.com.au
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www.appa.com.au 43
Business is Tough – Now wha
By - William Kestin
S
elling in difficult economic times requires strategy and
being open to doing business in a different way. Although
the sprouts of economic recovery are promising, our industry
is still facing the challenges of marketers holding on to their
budgets tighter than ever before.
products in a self promotion to your clients? (yes, Suppliers
that goes for you too!) – WAKE UP! How can you expect to
effectively sell promotional products if you are not showing
your clients how it’s done. Distributor and Supplier self
promotion’s should be flooding the market place now…
Cross quoting and hard price negotiations are a part of most
initial briefs these days. But what do the experts say on the
best way to succeed in these conditions? APPA is happy to
provide some answers:
Explore Other Low Budget Marketing Opportunities – Are
you offering your services as a public speaker that might get
you in front of more clients? Are you networking at industry
and other business events? Are you getting your company in
the editorial stream of major media by writing effective
media releases?
Focus on Value – Highlighting the total value of what you are
selling is crucial. This includes service and delivery targets,
guarantees and safety assurances and quality checks on all
provided products. Don’t let yourself get caught in a price war,
this is above all an industry that is ALL ABOUT SERVICE and
FOLLOW UP.
Engage Right Brain Thinking – Left brain technical thinkers
might be good in some parts of you business but when selling
as a consultant you must use your right brain. Be creative,
come up with new ideas, network at your client’s office and
build human connections with others, ask about and solve
challenges, and simply listen.
Persistence – Never give up, work through any challenge or
issue, work through the difficult clients, don’t throw in the
towel, you need to persist through your failures and persist to
get better on your own success. Nothing in the world is perfect,
the successful promotional product professional understand
that being persistent is the key. Connect with
your clients, now more than ever.
Continuous Learning – You have to be a continuous learner,
and not always in your profession, learn something. So many
jaded promotional product salespeople and business owners
think they know it all. Doing successful business evolves, are
you evolving with it?
Practice What You Preach – Are you using promotional
44 www.appa.com.au
Connect With Peers – Hard times in the form of industry
shakeouts impact more than just your business. Another useful
approach is to apply the wisdom of crowds. A term coined
by James Surowiecki in his bestselling book The Wisdom of
Crowds, this asserts that group wisdom is greater than the
individual. APPA Events supply the perfect opportunity for this.
Using the crowd wisdom philosophy allows you to extract the
knowledge and best practices applied during a business slump.
Fundamental Focus – In good times, business comes easy.
Your sales presentation or marketing may be less effective
but will get results. Surviving hard times requires going back
to fundamental principles of business. Doing regular financial
checks, providing sales training, managing your customer
relationships, all fundamentals that need to be re-learned
and re-visited.
Maintain a Strong Cash Stream and Vehement Collection
Policies – Liquidity problems are the major downfall of any
business. Don’t borrow from Peter to pay Paul. Apply cost
cutting measures that don’t impact on your delivery and
service abilities and don’t let your clients use you as a bank.
Watch your stock inventories – But don’t get caught holding
them down too far which will loose your sales. Typically during
a slowdown, there is an imbalance between slumping sales and
at do I do?
bloated inventories, look at excess stock and create a weekly monitoring system
that collects information for your next reorder. Don’t just dump discounted
stock into the market. Strategically contact a few key clients to see if they would
be interested in a one off discount on a item that would give them a market
advantage to sell it at a great price into their client base. This moves product
without devaluing the perception of the item altogether.
Make a Statement – Make sure your financial statements provide information
that is timely, relevant and accurate. Cash flow statements are superior in this
regard to income statements and balance sheets. Be able to project where you
will stand three months in advance.
Negotiate When Necessary – Negotiate with suppliers, contractors and landlords
for better prices or short-term reductions, and even consider trading goods and
services on a barter exchange for credits instead of for cash.
Prompt Payment – Take advantage of supplier discounts for prompt payment,
and don’t pay cheques for no-discount bills before they’re due. If you have
cash flow problems, talk to creditors BEFORE the bills are past due. You will
have a much better chance of cooperation if you speak to them before overdue
notices go out. Where you can, always pay bills on time, good payers get better
treatment in hard times than consistently late payers do.
Separate the “nice to do” from the “have to do,” and eliminate nonessential
expenses as much as possible – Ask yourself, is that activity necessary? If not,
don’t do it. Also consider cutting personal spending. Simple solutions such as
brown bag lunches and car pooling can make a difference.
Watch & Build – Build up your capital reserves and watch the credit-worthiness
of your customers, even bread and butter accounts. Remaining close to existing
customers, and checking to see how they are getting on during the economic
downturn. This will help avoid unpleasant surprises but should also lead to
new opportunities. Head off eager competitors and encourage all sales people
(including yourself) to call on every customer on a regular basis. Offer long-term
contracts with your most important customers and offer prepayment incentives.
Look for opportunities to reduce rented space – If, similar to many companies,
you acquired space in anticipation of staff expansion that ultimately proved
unnecessary, this may be a good time to sublet that space. Consolidate
operations and remove unused equipment. Make sure your space isn’t
draining your bottom line.
Be prudently aggressive in the marketplace. Actively seek new business, and
perhaps add a salesperson or two or an extra service to give you the edge over
competition. New staff can be managed in creative ways such as freelancers,
short term contractors or part time employees.
Timing is everything – Great service cannot be overstressed. Studies show that
perception of service is fixed primarily in terms of time in a customer’s mind.
Three examples are: waiting time to obtain service; reaction time to deliver
service; and length of time of the service. According to studies if consistent
updates are provided to customers, they are willing to wait longer for the service
or product to be provided. Communication is the key.
Advertising Check List:
• Monitor your competitors’ advertising. If they’re cutting down, consider
increasing your advertising budget and hitting harder. Center your message
on benefits and advantages such as convenience or efficiency (rather than
making emotional or price appeals).
• Use direct-response advertising techniques. A strong call to action.
• Avoid ads that look like ads. Make them appear to be vital messages to
the consumers offering them the most value for money.
•
Stress quality and durability. Consumers are looking for as much value as
possible in a weak economy. But don’t actually use the words “quality”
and durability,” as they have degenerated into advertising cliches.
Show, don’t tell.
• Study advertising research thoroughly. Know which page positions get the
most attention. which copy works effectively, which colors work best.
Get Staff on Board – A team effort is always the best effort. For example asking
staff how they can see costs cut without layoffs. Shorten hours, job sharing,
ideas on boosting productivity, foster ideas for a team spirit of survival. You
might not always be able to ‘show them the money’ but studies show that
‘showing them the love’ can be just as effective. Goodwill surprises (doughnuts
or lollies) hand written thank you notes for their hard work and employee
recognition for achieving targets. ::
www.appa.com.au 45
John lees
Editorial
The code to use and
remember for mutual
sales success is…“213”
The contact –
John Lees
Consultant – Sales and Marketing
[email protected]
www.johnlees.com.au
I
f you were to imagine that the market you serve is made
up of three specific layers, each representing a key stage in
mutual business success…you would see this image:
1. Buying
How to use the
ideas featured
in this article:
The question to ask is this:
Do our sales people use code “123” or “213”?
2. Succeeding
3. Consistent
The only way to answer this
is to work with sales people;
ask them to do a trial sales
presentation to you, or watch
the way they work at market
level when selling to customers
and prospects.
If you are quite sure that code
“123” is currently being used by
most or all of the sales team
(this is the case with most
organizations), the obligation is
to work with the team to create
a code “213” sales approach
(see the latter part of the
article for the steps to take),
after which the team must
practice using the approach
until they are confident and
fluent in their use of the new
approach. The ideal step after
that is to direct each team
member to select one customer
and one prospect to sell to,
using the code “213” approach,
as a way of practising…before
going to market and talking to
all customers and prospects.
Your notes on action to be
taken on the topic covered
in this article…
46 www.appa.com.au
So, the code “123” does not work because you will be blocked
at point 1, and 90% of sales people ‘try’ to do business at this
point and they are constantly knocked back in the process.
As with touching a faulty appliance and getting an electric
shock, getting rejection from customers and prospects is
not something you want to keep doing…and so sales
people become tentative and sometimes apologetic in
their behaviour.
This way they can make ‘calls’ and not feel like a leper, for
the simple reason that they don’t actually reach the point of
talking business! Customers and prospects don’t complain
of course, because almost nothing happened, so what is
there to grumble about? Staff always dance to the tune of
management, and so if managers accept responsibility for this
sad state of affairs they can change it any time.
The code to use is “213” and this involves selling ideas to
create improved performance for the customer (at level 2),
then organising a purchase (at level 1)…and, finally, making it
your business to ensure that the customer achieves
continuing success with your product (at level 3). This is
how to use code “213”:
Briefly explained, the 1st layer concerns the purchase of a
product (or service) by the customer; the 2nd layer relates to
the success (or failure) experienced by the customer when
using or reselling the product…and the third layer refers to the
ultimate selling goal, namely that the customer continues to
enjoy success with the product.
With this clear picture in view, it would seem obvious that the
code to use in creating sales success is “123” – meaning that
the customer must buy first, then use or resell the product…
and then experience success or failure in the medium to long
term (or short term, in the case of failure). This code does not
work though, for two important reasons. The first is that the
customer or prospect will already have a buying arrangement
in place for the kind of product you sell, and they will not want
to change this arrangement or add to it, because what they
buy now is likely to be quite satisfactory.
If your product deal or price is very low then you might stand a
chance at level one, but this stance is of course self-defeating.
Buying ‘on price’ is also a dangerous path for customers and
prospects, because they don’t know what your supplier service
performance is really like, and they must be wary of using false
economic platforms within their businesses (e.g., what if you
can’t sustain the lower price?).
•
Following a brief introduction, you inform the customer or prospect that you assume that level 1 is being taken care
of, and so you make it clear that you are not there to
suggest alternative buying arrangements
•
You then make it clear that you (your company) specialise
in creating improved results for customers, and then
provide information that shows the difference between
‘basic’, ‘better’ and ‘best’ results…during which time the
customer will ‘see’ where he fits in the performance
spectrum. You then ask incisive questions that will tell you
if the customer is at ‘basic’, ‘better’ or ‘best’
•
You then explain how ‘best’ results are gradually or
immediately achieved, and suggest a simple, acceptable
trial plan to work together, without interrupting the
current buying arrangements (the plan involves a
purchase)
• You then work to ensure success for the customer, and if
success is achieved, you will put yourself in a strong
position to reach level 3.
Code “123” is unproductive and depressing.
Code “213” lifts both sales and motivation.
::
www.appa.com.au 47
There is a New Breed of Entrep
O
Our industry has always provided for work/life flexibility.
That is one of the reasons such diverse Distributors have
been so successful. APPA has seen a new breed of Mum’s who
want to stay relevant in business, but still raise their family.
They call themselves ‘Mum-preneurs’ (Women working from
home while raising children) and it is a trend that can’t
be ignored.
There has been a recent surge in home based businesses and
almost half are run by women. Many contributing factors have
caused this including lack of paid maternity leave and more
recently by the economic downturn. However, the internet has
made setting up a small home-based business both obtainable
and cost effective. We spoke to Miki Massey, founder and
director of the online eco merchandise store Positive Impact
. Miki was forced - or as she prefers to say “gently nudged”,
into setting up a home based business at the end of last year.
“When I returned from maternity leave I was made redundant
and like many others at that time I had to review my options”.
Massey says, “I had always been a business woman but a
greenie at heart, so I decided to combine the two and start
my own business.”
The growth of the ‘Mumpreneur’ sector has lead to numerous
online support networks. Massey comments, “I feel inspired
every day by what other women are achieving not only here in
Australia, but around the world. It is really encouraging to see
women really are doing it for themselves (and their families).
These networks help particularly on the hard days”.
We asked Miki some questions about being a work at
home Mum:
Do you, as a working Mum in the promotional industry, rely
more on local Suppliers?
Yes we rely mainly on local suppliers and in an ideal world,
being a green company we would only sell local products.
Currently this is not feasible but in the future we hope to stock
48 www.appa.com.au
more Australian sustainable / recycled products and just deal
with local suppliers and manufactures.
Do you import at all yourself?
Yes we do occasionally import bamboo USB’s and Lanyards
How do you stay motivated working at home?
With limited time available you have no choice but to be
motivated and use your time as effectively as possible. It is
also essential to take time out for a coffee or a lunch break
and where possible it is good to get out of the house for these.
That way you get a proper break and don’t have to clean up
afterwards!
Given your time constraints, are you more selective of the
local Suppliers you use? What informs your decision on who
you deal with?
My business only sells green/sustainable products so I
am limited to the number of suppliers I can use. Suppliers
are selected on their environmental policies, product
credentials and ethics. Members can check out the link
to the questionnaire we sent to all suppliers
http://positiveimpact.net.au/product-sourcing
How much does a local Supplier’s on line service capabilities
influence your choice of Suppliers? If so, who do you find the
easiest to work with?
Accessing information online (out of office hours) is very useful
but generally my client requests are specific and require direct
contact with my suppliers / decorators. All my suppliers are
great to work with.
What happens if your clients want to see you face to face?
How often does that happen in general?
I schedule all my meetings on Mondays and Fridays when
my 20 month old toddler is in day care. My husband also
helps if I have a breakfast meeting or a networking evening.
Most clients are time poor and prefer to receive information
via email and samples in the post and therefore only have a
preneur
couple of meetings per week. I always prefer to meet face to face but it is often
difficult to get in to see them.
Do you protect your margins even though you’re working with lower overheads?
As a business it is essential to protect our margins, however being a start up
business there are some instances where I have had to decrease my margin in
order to be competitive, but I am very selective about when I do that. There are
times I am unsure how some of my competitors are able to operate with such an
aggressive pricing strategy and low margins, but I feel selling on quality is more
important than selling on price. It is important to educate today’s clients on
what is comparable.
Given the fact that much of your client contact is over the phone, how do you
structure samples with your clients?
Samples are sent in the post with a request to return if an order is not placed
however this rarely happens so I have had to allocate a budget to allow for this.
Once the business is established we might set a policy where samples have to
be purchased but in the interim this budget has to be considered as marketing.
Thank you for your honesty and time Mumpreneur, Miki Massey.
We wish you luck and great business success!
Email: [email protected] ::
APPA Health Know the Difference between a Cold and H1N1 Swine Flu Symptoms
SymptomCold
H1N1 Swine Flu
Fever
Fever is rare with a cold.
Fever is usually present with the flu in up to 80% of all flu cases. A temperature of 100°F or higher for 3 to 4 days is associated with the H1N1 flu.
Coughing
A hacking, productive (mucus- producing)
cough is often present with a cold.
A non-productive (non-mucus producing) cough is usually present with the H1N1 flu
(sometimes referred to as dry cough).
Aches
Slight body aches and pains can be part of a cold.
Severe aches and pains are common with the H1N1 flu.
Stuffy Nose
Stuffy nose is commonly present with a cold and typically resolves spontaneously within a week.
Stuffy nose is not commonly present with the H1N1 flu.
Chills
Chills are uncommon with a cold.
60% of people who have the H1N1 flu experience chills.
Tiredness
Tiredness is fairly mild with a cold.
Tiredness is moderate to severe with the H1N1 flu.
Sneezing
Sneezing is commonly present with a cold.
Sneezing is not common with the H1N1 flu.
Sudden Cold symptoms tend to develop over a few days.
Symptoms
The H1N1 flu has a rapid onset within 3-6 hours. The flu hits hard and includes
sudden symptoms like high fever, aches and pains.
Headache
A headache is fairly uncommon with a cold.
A headache is very common with the H1N1 flu, present in 80% of flu cases.
Sore Throat
Sore throat is commonly present with a cold.
Sore throat is not commonly present with the H1N1 flu.
Chest Discomfort
Chest discomfort is mild to moderate with a cold.
Chest discomfort is often severe with the H1N1 flu.
www.appa.com.au 49
Your customers value the quality of their brand,
make sure their gifts do as well
For over 100 years Parker, through quality and
craftsmanship, has encapsulated the personality and
reflected the passion of the people who use them.
Through innovation and inspiration, Waterman fine
writing instruments use a variety of materials, colours,
designs and styles that reflect their rich history while
celebrating individuality and elegance.
For More Information:
130 Denison Street, Hillsdale, Sydney NSW 2036
Ph: 02 8336 6900 | Fax: 02 8580 6370
P.O. BOX 605, Matraville NSW 2036 | [email protected]
www.penline.com.au
Barry Urquhart
Micro firms are not small Business
The contact –
Barry Urquhart
Economic Forecaster
Ph. 08 9257 1777
[email protected]
www.marketingfocus.net.au
THE AUTHOR
Barry Urquhart is Managing
Director of Marketing Focus, Perth,
a full service market research and
strategic planning practice.
Barry is an internationally
recognised conference keynote
speaker, facilitator of business
development workshops and
author. He has worked with big
and small entities throughout
Australia, New Zealand, Britain
and North America.
Barry Urquhart is author of
the two largest selling books in
Australasia on quality customer
service, being:“Serves you Right!”
“Service Please!”
Labels can be misleading.
By nature micro-businesses have five or less employees,
including the owner. However, throughout the world micro
entities are big business.
Time spent on administration, marketing, selling and
networking can be all consuming, with little immediate
returns. The financial imperatives of generating cashflow
and earning need to be forsaken, even if for a short time.
Systems, structures and resources are typically limited and
often not cutting-edge. They are small. Many are dynamic and
innovative. Individually, businesses in this sector have been
greatly impacted by the current economic turmoil. Finance
lead-times can be short and margins wafer thin.
Conversely, a full commitment to “doing the job” can
have significant adverse intermediate and longer-term
consequences. Neglecting administration, marketing,
selling and networking can be perilous. It’s a fine line
between the two.
Cashflow is often the true and central lifeblood of such
entities. The categorisation “credit card” financial management
is an over simplification and harsh judgement. However, these
aspects and references are indicative of opportune realities for
this business type and those who seek to service them.
All too often micro-businesses do not have comprehensive,
detailed and objective business plans. Cashflow projections
documented by external accountants do not suffice. Many are
in reality documented hopes, dreams and aspirations without
addressing the issues of “why” and “how”.
Collectively, micro-businesses are numerically greater than
the number of medium sized and major regional, national and
transnational corporations which operate in Australia, New
Zealand, Britain and North America.
So, one should be driven by and needs to respect the
underlying philosophy of economics. That is, the allocation
of scarce resources.
The skill set and entrepreneurism of the owners are often
insufficient to generate growth, beyond the initial years of
trade, and to sustain competitiveness and advantage.
That may explain in part why many in this subgroup do not
aspire to substantially grow their operations. That mindset
and parameter is often not recognised or respected by
external consultants.
Increasingly, the greatest and most widespread needs for
micro-businesses are integrated systems, structure and
discipline. In short, support and infrastructure.
During the past three decades, major corporations have
learnt and profited from the utilisation and marshalling of
the capacity and drive of small and micro-business. Countless
supply chains exhibit the evidence and consequences of
downsizing, outsourcing, re-engineering with the proliferation
of micro-businesses.
Buying groups, marketing networks, franchise chains and
operating co-operatives provide immense scope if and
when they are able to overcome one major impediment.
That is, the allure of the desire for independence by small
business owners.
DIVISION OF LABOUR
The lessons of the past have been lost on, or possibly have
never been learnt by, many contemporary owners and
managers of micro-businesses.
Frederick Taylor has long worn the label of the father of
“Scientific Management”. His research, findings, philosophies
and applications about the division of labour were the
touchstones of mass production, which was instrumental in
the growth and success of entities like Ford, General Motors
and General Electric.
Regrettably, the science of mathematics work against microbusinesses. The capacity for division and multiplication is
limited with a maximum workforce of just five.
52 www.appa.com.au
SMALL THINKING
One epidemic which pervades the current crisis ravaged global
marketplace, including among micro business owners, is short
term, negative and small thinking.
A strong focus on cutting costs can and often will achieve the
set objective … to save costs. The unanswered question is:
“At what cost?” Growth, enhanced margins and increased
customer satisfaction appear to be off the agenda.
That is lamentable and often unnecessary.
Considerable value is possible from an effective and objective
skills audit of all employees. Emphasis and priorities can be
set, reset and refined. Complementary skills and resources
may be necessary.
Most important and often overlooked is an analysis and
determination of what is the driving force of the business.
It may be production, services, sales, research, product
development and logistics.
Cross referencing the two sets of findings can be enlightening,
highlighting strengths, competitive advantage, gaps and
deficiencies. It can also register and quantify the advantages
of being part of grouping, regardless of its individual character
and structure.
That is the true worth of the division of labour.
AN IMPORTANT FOOTNOTE
In these testing times, nepotism can and often does come
to the fore. Looking after those in the nuclear and extended
family is understandable, possibly laudable. However, in
business it can be simply dumb.
The issue is not family employment, but rather skills
deployment.
Our DNA and genes are not necessarily the best proconditioners for sound employment and deployment
decisions, be it first, second or third generation.
Micro entities and business at large deserve better.
That in itself is a rare, unique and disciplined science.
::
[Advertisment]
www.appa.com.au 53
Letters to the Editor
What your fellow members saying about APPA
and the issues that face our industry.
The contact –
The editor
[email protected]
www.appa.com.au
THE EDITOR
We welcome all APPA members
to submit their comments good
and bad to the Letters forum.
Dear Editor,
Dear Editor,
Firstly want to tell you how great I though APPA show was. Very
professional looking – all stands were innovative, colourful and
exciting to attend. I also want to thank the APPA staff who have
been so helpful when I need assistance in contacting Suppliers I
met but have misplaced their business cards etc.
Great job on the 2009 APPA August show. I’m getting some good
early follow-ups from Wintershow visitors already!
Once again – congrats on a great show!
Dugal McIntyre, Manager Corporate Solutions
Akubra Hats Pty Ltd
Dear Editor,
Alison Handley, Office Manager I INFOCUS merchandising
Dear Editor,
Excellent to hear the August APPA 2010 Convex is at Fox Studios,
then we can shop while we’re there!
We thought the Wintershow 2009 was really good, we didn’t have
too much new stuff, but it was good to just speak to customers and
get feedback etc.. Well done and many thanks.
THANK YOU APPA for a great show, We thought the show was
exceptionally good, all suppliers that were there, were great and
the best part was not having to sort through all those dodgy
Suppliers. The quality of exhibitor made my job 100 times easier.
Thank you and Have a brilliant day!
Lisa Gork I Sweet Memories Promotional Gifts Pty Ltd
Kate Richards, Promotional Department
PENLINE Mon Ami (Australia) Pty Ltd
Melton Enterprises
www.meltonenterprises.net
Specialising in
Sporting Goods
Bags
Packaging
Promotional Items
Tea Towels
Linen Goods
54 www.appa.com.au
10% OFF*
WSH-BK,
WRI-SS &
WRI-LE
ORDERS
*ORDERS MUST BE PLACED PRIOR TO 31 JAN 2010
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www.citylife.com.au
PHONE 0417 752 180
EMAIL [email protected]
APPA Focus on decoration
Screen-printing
APPA Focus takes a closer look at decoration processes
and shares valuable information with our members.
The contact –
The editor
[email protected]
www.appa.com.au
What products or surfaces DO work best for screen-printing?
Flat, smooth, single layer surfaces are best suited to screen-
printing. 100% cotton fabrics poly/cotton blends, most nylons, vinyl, calico, transfer papers, corflute and metal sheeting
THE EDITOR
We welcome all APPA members
to submit their comments good
and bad to the Letters forum.
What products or surfaces DO NOT work best for screen-printing
and state those that do not work at all.
Heavily textured and/or curved surfaces are not suitable for screen-printing. Products with multiple layers/linings do not
work as well as single layered products as movement can occur giving a bleed on logo’s which result in blurry images.
What kind of life expectancy does your work offer?
So long as textiles are washed as per the care instructions and
other screenprinted products are not subjected to mechanical
damage; the print will last the life of the product. Key factors are good curing and correct ink selection to ensure this.
What would you consider is an advantage to your
decoration method?
Screen-printing has the ability to produce strong vibrant spot or process prints on woven textile products at high production
rates resulting in low per unit costs. It also allows for relatively
large images compared to other print processes.
What would you consider to be a disadvantage on your decoration method?
The resolution and detail we can achieve with current
screen-printing technology has been pushed to its limits,
while digital printing can achieve high resolution it is generally at the expense of vibrancy
What is your average lead-time or what would you
consider is right?
10 working days is average however it is important to be
flexible in this industry and often “standard” lead-times are
depending on size of order and receipt of stock and artwork.
What is the average set-up time and run length
(in units) for a job?
Of course this varies with the complexity and quantity required
for the job. A single colour print may take an hour to run
film, prepare a screen, mix ink colours, select squeegee type
and produce a test print, consequent colours may add 15 – 20
mins each to prepare and register before a test print. The same applies to the actual production run; the run generally
starts with test pieces and a slow pace to ensure consistency 56 www.appa.com.au
and is gradually sped up. For example on a run of 1000 the first 100 may take an hour while the last 400 are completed in just under an hour. Flatbed screenprinting machines for signage and poster work can do as much as 600 single colour prints per hour; same can be said for clothing printing, however often these figures are distorted as there are many factors during printing that will slow this down rates such as 300 units per hour.
Are repeat set-ups a simple task and do you need to
charge for this?
While repeat set-ups are in theory simple, again this varies with the complexity of the job. Assuming the screens have been filed and not reclaimed they still need to be prepared
for ink, set in the machine and registered before a test print is
produced. The need to charge repeat set up varies with the
complexity and size of the job. On 25 units with multi colour
prints to waive repeat set-up is simply not commercially viable,
on 5000 units with a 1 colour print it can easily be covered in
the print cost. All that remains from a previous printed job is
the film, hence repeat set-up costs.
Is sampling recommended?
This depends on the supplied art, the expected result and the size of the run. For example 4 col process on 5000 dark shirts should always be sampled while 1 col black on 50 white tote bags shouldn’t require a sample.
Is there a rejection rate in screen-printing?
A rejection rate of 1% is considered to be the industry norm.
This applies to number of prints not number of units printed, a T-shirt printed 4 colours front, back and each sleeve has a
much higher chance of one of the prints to be rejected
compared to a 1 colour 1 position print.
What is the best artwork file to supply for screen-printing?
Encapsulated post script files [EPS] in vector format with
Pantone fills and outlines and text converted to curves.
What is 4 colour process and what does dot gain mean?
4 colour process is a method of screen-printing photo-like
images. Colours and tones are achieved by the combination
of the 4 process colours Cyan, Magenta, Yellow and black
printed with a half tone, a series of different size dots that go
together to make up the image. Dot gain is when the print
result varies during a run due to ink build up in the screens
resulting in a change in individual dot size and therefore the
final image. Screenprinters need to take extra care with 4 process printing and
often these orders are slower to produce, the upside of this process is that the
end result shows many different colours hue’s compared to spot printing.
What does the term screen rulings mean for printing jobs?
The number of half tone dots available to be printed both across and down the
screen and angle they are set at. For example 55 line at 45 degrees indicates
55 dots in a linear inch running at an angle of 45 degrees to the vertical.Note
that screenprinting on garments requires a much courser dot size as to plastics as
ink deposits vary greatly between the 2 substrates.
Can you create different effects?
Specialty inks like glow in the dark, glitter and high density ink can be used to
create different effects. Foils can be applied to shirts which require printing prior
to foiling.
What is a white base?
A layer of white ink printed under colours on dark products to return the product
to a mock white so true designs can be presented in their required colour
scheme. Note that even though you create a white base for a design, should this
design have strong white images within then these need to be printed with a
second white layer, which we call “high whites” it means that only these parts of
a print are printed in white on top of the base white.
What is ink curing mean?
All inks must go through a curing cycle to ensure longevity, curing is achieved by
heat, evaporation or chemical reaction to bond the ink to the substrate
What does dye migration mean?
Dye migration is when the dye in the product is drawn out during the ink curing
process affecting the print result. 100% polyester is most susceptible to dye
migration , so are certain nylons/lycra’s.
Is printing over edges/seams achievable?
It can be achieved without a noticeable distortion of the print image where it covers
the seam or runs off the edge, years ago orders would be rejected for finishes of
this kind whereas today this is considered to be a “modern look”.
Out of all the various promotional products available what is the most decorated
product within your line of work?
T-shirts and non woven totes. However we print anything from windsocks to
tablecloths, umbrellas and many more items.
Are PMS colours reproduced easily and do you quote your PMS colour
reproduction in Coated or Uncoated colours?
Yes, PMS colours are reproducible and the use of coated or uncoated colours as a
reference generally depends on the product and the colours to be printed.
As a rule we aim to match Coated PMS colours for the majority of jobs.
The ability to match coated or uncoated colours is largely dependent on the
pigment concentration of any given ink colour and the colour of the product
to be printed. A special mention needs to be made when using white bases
under colours; some colours will work brilliantly on white base such as yellows,
reds, greens but blues are sometimes not as successful due to the pigmentation
properties of inks.
www.appa.com.au 57
APPA Focus on decoration
Screen-printing
Does it matter if a client informs you what surface/product
you are going to decorate prior to receiving to goods?
Being aware of the product specifics prior to production allows
better preparation for printing and the opportunity to test
print substrates, certain artwork application need to be
followed for particular materials, so yes a proper description
by way of code and colour mentioned on the print order
reduces delays and confusion.
Could you tell us of a situation where you were not able to
decorate an order successfully?
There are certain print orders which are not as successful as
others, such as extreme print sizes on products, such as
umbrellas, bags and compendiums. You need to keep in mind
that we are working on fully manufactured products and may
well be printing on surfaces which have multi layers, pockets
and other accessories. Experienced printers can advise clients
almost instantly if this is going to pose problems, we have seen
situations where distributors don’t accept our advise on
prints/positions and this resulted in high rejection rates.
If there is anything that you can inform the Distributors of
today so they can speak in confidence on screen-printing
what would this be?
After more than 34 years screen-printing the best thing I can
advice is:
58 www.appa.com.au
Remember The 10 demandments
1.
Research any prospects logo’s and designs before you
decide on decoration methods.
2.
Ask for, no, demand, correct art. They have it and have
paid dearly for it.
3.
Check that the supplier of the product proposed
recommends screen-printing as a decoration method.
4.
Ask for a sample of a previously printed product so we
know the clients expectations
5.
Anticipate the use and handling of the product by the
end-user/recipient.
6.
Demonstrate that high end decoration does not lift
the value of a low end product.
7.
Communicate to your printer EVERY aspect of
EVERY job.
8.
Ask your clients what they expect of the decoration
result and relay that to the printer.
9.
Allow enough time for the printer so the best result
can be achieved.
10.
Be sure the product will remain fit for its purpose
after decoration. ::
Tax break can save you thousands
I
t’s been over a year since the Global Financial Crisis triggered
the downfall of Lehman Brothers and the share market collapse.
Since that time most of the advanced nations of the world have
gone into recession. If one takes a moment and thinks about the
position they were this time last year, it would be difficult to say
(provided you have your job and your business) that we are worse
off now. Interest rates are the lowest they have been in more than
30 years, although now on the increase. The government has been
giving hand outs and tax breaks; I would argue that some people
and companies which have been “Lucky” enough to ride out the
recession storm are in a far better position in comparison.
Individuals received 2 handouts of $900 most of which the
government proudly states has gone back into spending. For
businesses, the tax breaks that have been granted have provided
the economy with much stimulation. (The actual cost will only be
known after July 2010)
One tax incentive that I would like to bring to the attention of
the APPA community is the 50% bonus tax deduction on “new
equipment”. Never has there been more of an incentive to invest.
Equipment has in this case been loosely defined and includes
all new capital items, such as computer hardware, plant and
equipment, yellow goods (forklifts) and motor vehicles(including
demonstrators), and capital improvements to existing machinery
and equipment.
What does this mean?
Businesses with an annual turnover of less than $2million that
purchase equipment costing more than $1000.00 BEFORE 31st
December 2009, are entitled to claim 50% of the cost of the
equipment. These tax deductions are in ADDITION to the normal
depreciation you can claim on the cost of the equipment.
The delivery of the equipment does not have to be completed
before the 31st December2009; the only requirement is that
the order has been placed by that date. The goods have to be
delivered by 31 December 2010.
Below are two example of how this works;
A business buys a car for $50,000. The business will be able to
claim a tax deduction of $25,000 in their 2009-10 income tax
return in addition to their normal depreciation. This is a tax saving
of $7500 (assuming a company tax rate of 30%).
The contact –
Prolease & Finance
Alan Sacharowitz
email: [email protected]
Ph: 02 9906 1164
www.prolease.com.au
*This article relates to
Australian Tax Law only.
A business buys a new computer system for $10,000. In their
09-10 tax return they will be entitled to a $5,000 tax deduction
in addition to their normal depreciation on the computer.
If you are planning to purchase any equipment in the next year,
ensure that you make the necessary arrangements and place the
order by 31 December 2009 in order to take advantage of these
incentives.
If you want any advice or wish to obtain more information
or arrange finance for any purchase. ::
For a friendly helping hand with the
financing of your next purchase...
Call Alan at Prolease
on 02 9906 1164 or
email [email protected]
www.appa.com.au 59
David Blaise
Editorial
Providing Great Follow
Up and Not Loosing
Promotional Sales
A
widely quoted statistic among business people says that it
costs five times more to generate a new client than it does
to resell an existing client.
The contact –
David Blaise
Business Consultant
THE AUTHOR
David Blaise is the author of
Getting Started, Top Secrets of
Promotional Products Sales,
Top Secrets of Multimillion Dollar
Producers and Sledgehammer
Marketing. He is the co-author
of The Power of Promotional
Products with Maria Carlton.
To access his email newsletter or
video and audio podcasts, visit:
www.TopSecretsWebsite.com
60 www.appa.com.au
But in Practice, I Think We’d Agree That it Seems to Cost
More Than That!
So what can we do to ensure repeat business for ourselves?
What methods can and should we use to remain in touch with
our clients? Sure, we all intend to provide our customers with
great service, but where do we go wrong with our follow
up procedures?
Many People Consider it “Follow Up” to Simply Contact the
Client on a Regular Basis to Ask for More Business...
But that Approach Can Grow Old Pretty Quickly
That’s why it often helps to build into our business, thoughtful,
intelligent follow up procedures that are designed to benefit,
rather than badger or annoy our clients.
For example:
1.
Part of the paperwork our salespeople had to submit in
order to receive their commission included a copy of the
“Thank You” note that they sent to each customer
immediately upon receipt of an order. This ensured an
immediate customer follow up that was not only good
business, but good manners as well!
2.
Look for newspaper or trade articles about your client’s
type of business. Clip those articles and send them along
with a note saying, “Thought you’d want to see this!”
It shows you’re interested in what interests them.
3.
Get industry success stories (aka “case studies”) from your
suppliers, multi-line reps and from industry publications
that show how other companies have used promotional
products successfully. Adapt these successful ideas to
your client’s business. It demonstrates creativity and
forethought.
4.
Put together a regular e-mail update you can send your
clients, which features good, useful information about
how to better market their businesses. This will help you
to establish yourself as someone who can provide
promotional solutions, rather than just trying to sell
them something.
“The Real Reason We Lose Promotional Products Business”
Every day, I get questions from industry salespeople about
how to handle problems that cost them business and clients.
Here are three recent examples:
• “I just lost a long time client to a competitor over a small
difference in price...”
• “So far this week, I have lost 5 jobs to one particular item...
the set up charge.”
• “A problem with a bulk email has lost me two customers.”
What can I do about this?
In Each of These Cases --- and in Most Cases Where We
Lose Business or Clients over Something that Seems Fairly
Insignificant --- the Problem is Generally Not What We Think
it is...
The problem is probably not the small difference in price, the
set up charge or the email problem. The problem is with the
relationship. If we lose clients over a small difference in price,
it means we haven’t effectively conveyed the value we provide
over our competitors.
If we lose clients over something like a set up charge, it means
we haven’t solidified the relationship enough to justify the
additional expense.
If someone dumps us because of a botched email, it means
our relationship was not nearly firm enough to begin with.
So Rather than Addressing Symptoms by Attempting to
“Match the Price” or “Eat the Set-up Charge”
Why Not Attack the Root of the Problem?
Ask yourself:
• “How can I improve this relationship to the point where I
won’t get the heave-ho over a small difference in price?”
• “What do I have to do to make the value that I bring to a
client more than justify any necessary set-up charges?”
• “What level of familiarity and rapport do I need to reach
with my client to ensure that small issues can no longer
derail the entire relationship?”
Then go to work each day on building the types of business
relationships that will withstand issues like these. Your clients
will appreciate the extra attention, and you’ll be far less likely
to lose them to hobbyists and price-cutters. ::
www.appa.com.au 61
Some of the basics on one thi
“The right to be let alone - the most comprehensive of rights and the right most valued
by civilized men.”
- Justice Louis Brandeis said in 1928, Olmstead v. U.S. Government
What is spam?
Spam is the common term for electronic ‘junk mail’– unwanted
messages sent to a person’s email account or mobile phone.
The content of spam messages varies. Some messages
promote products or services, while others attempt to trick
users into providing bank account or credit card details. Many
spam messages contain offensive or fraudulent material, and
some spread computer viruses.
Spam now makes up the majority of email traffic. Billions of
unwanted spam messages clog up the internet, disrupt email
delivery, reduce productivity and irritate users.
It is important to note that APPA has never (and will never)
provide or sell our database to any outside company.
Distributors details are listed on the front end of our website,
but a list can not be downloaded. So if you receive Spam and
you suspect they have gotten your information from APPA,
they must have individually downloaded each members
details. Suppliers information is protected. Some OS factories
do individually copy each member’s details. If they use the
APPA name as a referral, please notify us immediately as we
immediately take action to report and control information
from that company in the future.
Many of you have received unsolicited emails asking for
random quotes on large quantities of branded or unbranded
stock. Many of these ‘customers’ are willing to provide credit
card details. These are almost always scams. Never ship stock
to an unknown location, even if the credit card clears. Credit
card companies allow reversal of charges if the product or
service doesn’t meet the customer expectations. Before you
know it, the charge has been reversed and your stock (and the
‘customer’) are long gone. If you have any questions about the
legitimacy, please contact APPA for advice.
62 www.appa.com.au
Messages do not have to be sent out in bulk to be considered
spam. Under Australian law, a single electronic message can
also be considered spam.
Australia’s anti-spam legislation – the Spam Act 2003 - covers
email, instant messaging, SMS (text messages) and MMS
(image-based mobile phone messaging) messages of a
commercial nature. It does not cover faxes, internet pop-ups
or voice telemarketing. Telemarketing calls are covered by
the Do Not Call Register.
Some spam messages are sent by professional spammers,
while others are sent by legitimate businesses that have failed
to comply with Australia’s spam laws. There are a number of
ways to deal with spam from intentional and unintentional
spammers.
If you receive an email that seems suspicious, for example, you
don’t recognise the sender or the subject line looks dubious:
• don’t reply or click on any links, including ‘unsubscribe’
- doing this may result in receiving even more spam or
lead to malicious software being installed on your
computer.
• don’t buy products or services advertised in the message.
• delete the message without opening it.
If you receive a message from a legitimate business, for
example a financial institution or shop, but do not want to
receive messages from that organisation, you can:
• unsubscribe - legitimate businesses do not operate in the
same way as professional spammers, so unsubscribing
to their emails can be a quick, low-risk way to prevent
future spam. Under Australia’s spam laws, businesses
must honour your unsubscribe request within five
working days.
How do I know its spam?
Any message that doesn’t meet the following three conditions
is defined as spam:
• Consent – the message must be sent with your consent
•
check the email addresses the business has sent the
message to - sometimes emails from your old addresses
are automatically forwarded to your new address.
You’ll need to know the old address if you want the
business to remove it from their list.
• Identify – the message must contain accurate information
about the person or organisation that authorised the
sending of the message
You can also lodge a complaint or report spam to the ACMA in
a number of ways, which are detailed in the Reporting spam
section of their site.
• Unsubscribe – the message must contain a functional
‘unsubscribe’ facility to allow you to opt out of receiving
messages from that source.
While the Spam Act covers the sending of spam messages, it
does not cover their content, other than to determine whether
or not a message is commercial. If you would like to report
spam that contains illegal content such as pornography or
ing we all agree to hate!
online gambling links, contact the ACMA’s Content Assessment Team by emailing
[email protected] or by complete an online complaint form.
How can I protect myself from spam?
You can reduce spam by:
• protecting your email address and mobile phone number
• installing and using spam filtering software
• checking the terms and conditions when you purchase products or sign
up for services or email newsletters
Exemptions.
The following organisations are exempt from the Spam Act:
• government bodies
• registered political parties
• charities
• religious organisations
• educational institutions (for messages sent to current and former students).
• boosting your internet security to ensure that spammers can’t send spam
via your computer
Messages sent by these organisations must relate to goods or services and the
sender must be the supplier of those goods or services.
Email scams and fraud.
Codes of practice.
Spam is often used to carry out fraud. Be suspicious of any offer that sounds too
good to be true – it probably is.
Australia’s e-marketing and internet industries have developed separate,
complementary codes of practice to supplement the Spam Act. The codes
elaborate the requirements of the Spam Act and provide procedures to enable
organisations to comply with the Act and handle spam complaints.
Zombies: spam is sent through your computer without your consent.
Sometimes spam is channelled through your computer and sent to other
computers without your knowledge or consent - so you appear to be the
sender. This known as zombie spam. Zombie spam can occur if your computer
is infected with malicious software such as a virus. Visit “Protecting yourself
online” on the ACMA’s website to find out more about zombies and how you
can protect yourself from malicious software.
I want to forward my spam emails to th ACMA anonymously.
This option is not recommended. This is because the process of forwarding
the spam email removes important information about the spammer that the
ACMA requires to track down the spammer. This means the ACMA may not
be able to fully investigate your report and ultimately identify the spammer.
However, if you want to forward spam anonymously, you can email it to
[email protected].
A note on registering as a spam reporter.
Registering your details makes your spam reports much more useful to the
ACMA than reports from an anonymous source.
Reports of spam that include a submitter’s name and contact details provide
stronger evidence than anonymous submissions, increasing the likelihood
of a successful prosecution. Please note that registration is only available to
citizens of Australia or one of its territories (e.g. Christmas Island, Norfolk Island,
Australian Antarctic Territories).
Under the Spam Act, it is illegal for unsolicited commercial electronic messages
that have an Australian link to be sent, or cause to be sent. A message has an
Australian link if it originates or was commissioned in Australia, or originates
overseas but has been sent to an address accessed in Australia. The legislation
sets out penalties of up to $1.1 million a day for repeat corporate offenders.
The main Acts associated with anti-spam legislation are available on line by
searching under the Spam Regulations 2004 and the Telecommunications Act
1997 (incorporating the Spam (Consequential Amendments) Act 2003).
The “e-Marketing code of practice” was registered on 16 March 2005. The
Australian Direct Marketing Association (ADMA), which developed the code of
practice with other industry and consumer representatives (including APPA),
also developed the “Best Practice Marketing Guidelines” for industry.
The Internet Industry Association (IIA) developed “The Internet Industry
Spam code of practice” and it was registered on 16 March 2006. For more
information visit the IIA’s website at www.iia.net.au.
Where can I get more information on spam?
The ACMA’s website provides comprehensive information and practical tips
about spam on this website. You can find out more about:
• understanding spam
• avoiding spam
• ensuring that you don’t spam
• reporting spam
• protecting yourself online
• lodging a complaint
• contacting the ACMA’s Anti Spam Team about spam
• the legislation and codes of practice relating to spam
the ACMA has developed free software for you to download if you wish to
report spam directly from your Microsoft Outlook and Outlook Express email
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www.appa.com.au 63
APPA Training Tips – Giving
By - William Kestin
W
•
•
•
•
hatever your role in an organisation most likely you
are interested in:
Improving performance
Increasing morale
Providing quality service
Developing better team work
One of the best ways to do that is to create a Feedback
Culture. Feedback is one of the most important skills in the
work place, yet most people do not effectively give or receive
it. But what does it cost you if you don’t establish a feedback
culture in the work place? Not much, you say, well think again.
Some 90 million working days are lost each year in Western
cultures due to mental stress.
40% said that the mental stress was caused by emotional
stress at work. In the UK alone workplace conflict costs
businesses 1 billion pounds a year.
Approximately 20% of any workforce are affected by personal
problems that impact on their work performance. In the U.S.
there has been a 15% increase in stress related claims and
before you chalk that up to us over sensitive Yanks, over 35%
of government payouts in New Zealand were stress related
claims relating back to miscommunication in the workplace.
• Research shows that Feedback given improperly has a
detrimental effect on people.
• It affects their morale, ability to do the job, confidence
in doing the job.
• In fact poorly given feedback is the greatest cause of
conflict in the workplace.
Tips on Creating a Feedback Culture
Skill #1 - Make Feedback Specific
Don’t focus on attitudes or personality but be specific about
behaviours, results and what they are or are not doing.
Specific examples are a must.
There are two important reasons why feedback should be
specific. Vague feedback will leave the recipient ambiguous
and unclear.
Vague feedback is 40% more likely to be seen as a personal
attack
• 76% of employees viewed feedback and counselling
as a caring facility
Negative (or constructive) feedback is obviously much harder
to give than positive feedback. But there is a simple formula
that really helps your feedback to remain specific and clear.
• 70% said it helped with workplace change
• When you…. (State the Problem)
• 57% saw it as a way to manage stress
•It’s a problem because…. (Give specific reason it is a
problem)
A Feedback Culture:
A feedback culture is where everyone feels comfortable and
has the skills to tell each other honestly what they think of
each others job performance, ideas, suggestions and working
styles. They don’t talk behind each others back; ignore
unproductive behaviour – In short, a vibrant, open culture of
communication.
66 www.appa.com.au
Most companies believe they have a Feedback culture, but
in fact most don’t. This is primarily because you must have
a combination of both the motivation to create a feedback
culture and the skills to implement it.
• What I would like you to do in the future is….
(Provide solution to the behaviour)
• Let’s look at an example and apply this formula.
Bill is taking too many smoke breaks while he packs things
up in the warehouse. Others are starting to resent it and are
g Feedback Basic Skills
requesting equal time in breaks. How should Bill be given the feedback that
change must happen?
Where Research shows that Negative feedback constructively given is more
likely to increase performance, improve goal setting and change behaviours.
“Bill, when you take as many smoke breaks as you have been, it’s a problem
because the other staff members feel they should be given the same time off.
This is not only a productivity issue, but also clearly defined in the employee
manual that breaks are only given in accordance with labour laws. So, what I
would like you to do in the future is limit your breaks to two 15 minute breaks
in addition to your scheduled lunch.”
The effective way to give negative feedback is to provide a mix of both at the
same time.
It is important that feedback is given in private and free of interruption – Get
the person’s agreement to the solution.
Skill #2 – Take Responsibility
Complaining about co-workers, employees or bosses is unproductive and
negative. Yet, research shows one of the most common reasons for people
not creating a feedback culture is that it is only the boss’s responsibility to
give feedback.
In today’s companies things are flatter. Creating a feedback culture is about
everyone taking responsibility for communication, not just the directors of the
company. That doesn’t give licence to talk down to co-workers, but talk with
them about how the environment can be the best it can be.
Empowerment and teamwork aren’t just vague inspirational catch phrases;
they are the building blocks to everyone taking more responsibility in the
creation of their work culture.
Skill # 4 - Avoid Delay
A study at the University of Illinois shows that timing is one of the biggest
problems when giving feedback. The longer delay between the actual
event and the feedback given only makes the correction of the problem
much harder.
One of the problems is that many organisations only provide feedback
once a year at the employee’s performance reviews. But to create a true
feedback culture you must make the communication of feedback specific
and timely to be effective.
When things are delayed employees feel they have wasted time and also
kept in the dark.
You might say this is common sense, but research shows this is not
common practice.
Next Issue watch for Giving Feedback Advanced Skills! ::
Most people site lack of motivation (what’s in it for me) and lack of skills
(I don’t want to get yelled at) for the reasons why they shy away from
giving feedback.
Skill #3 - Give Balanced Feedback
You must give a balance of both positive and negative (or constructive)
feedback to be effective. But what is the balance of the two? Well, that depends
on what you want to accomplish:
Positive feedback: increase morale, motivation, makes them feel good, and
inspires them to greater loyalty.
www.appa.com.au 67
John lees
Editorial
The answer to this invaluable
question will create valuable
strategies, team motivation…
and incredibly good sales!
The contact –
John Lees
Consultant – Sales and Marketing
[email protected]
www.johnlees.com.au
H
ere is the question: ‘being realistic and fair, what would
it take for a valued customer of your opposition to give
their business to you?’
The answer must be in three parts, based on
a) the prospect accepting your introduction,
b) the prospect being highly motivated by your proposition,
How to use the
ideas featured
in this article:
• If you lead a team, arrange a
workshop to tackle the
question raised in the article,
asking staff to form two or
more groups to compete at
providing the best answers
• If you operate on your own,
or if you lead a team, make it
your business to talk to some customers that you know well, and ask them two
questions: 1. ‘If you have ever
made the decision to move
from one service provider
to another, in cases where
the new supplier simply put
together a more attractive
proposition (rather than the
fact that you were
disappointed with the
incumbent supplier), what
was offered by the new
supplier that led to your
decision?’ 2. In consideration
of your current arrangements
with key suppliers, what
would it take for an aspiring
supplier to win your business
in a fair and reasonable way?’
•Consider using the ‘A 20’
strategy to win new
customers (call me if you
need help with this
challenge).
68 www.appa.com.au
c) the prospect agreeing to test your proposition, prior to
making the switch.
As I hope you can begin to see, if you can successfully answer
the question in all three areas, then you will know precisely
how to go about winning new customers…and more business
with established customers. Before looking at what I believe
to be the correct answer, we should first of all remove the
potential range of incorrect answers from consideration…
INCORRECT ANSWER A: Offer the equivalent of what they
are getting now, in the hope that their current supplier has
just died.
INCORRECT ANSWER B: Offer what the incumbent supplier
offers, but at a much lower price, so at least one party finds
the deal profitable.
INCORRECT ANSWER C: Offer what they get now, but also
invite them to attend a weekly footy game with you…so that
they can see what real competitive action looks like.
Believe it or not, although inane and comical in a sense, the
three incorrect ‘offerings’ listed are quite commonplace, as
well as being commercially suicidal and a great disservice to
both customers and the company’s sales force.
To answer the question in a serious and creative way, we
should look at b) first…representing the proposition you take
to market. If you were in the shoes of the customer, meaning
that you would be pressed for time and responsible for
generating improving results…what kind of offering would
attract your interest? Surely it would have to be a proposal
that promises much better business results for your company,
driven by radical ideas. The positive side of the term ‘radical’
means to go to the root of an issue and to aim for serious,
positive reform. There are two ways for suppliers to create
radical ideas: one is to design and test them from within the
organization, and the other is to search for them externally,
in the market…involving an audit of how the best customers
succeed with your kind of products.
Either way, it is imperative to possess ideas that will create a
serious and positive difference to the results most ‘needed’
by the market (as opposed to what might be ‘wanted’ by the
market, such as lower prices, etc.). I have recommended in
the training session I conducted for APPA at the March show
earlier this year, the use of a proposition called ‘A 20’ (meaning
an ‘assessment’ to determine if results can be improved by a
minimum of 20%), and currently I am working with a company
on a version called ‘A 30’…and without question this kind of
device makes it very clear to the market that you are willing
and able to make a serious difference to results.
Next, we look at c), that part of the answer that aims to
provide a trial to show the prospect that you can in fact make
good on your proposition promise…or evidence of what you
have done for other customers. Again, if you were the client,
you would not be swayed by words and promises alone,
and so it is critical that you are prepared to ‘show’ what
kind of improved results can be achieved…as the forerunner
to a formal supply arrangement. Finally, if you are able to
go to market with an excellent proposition, supported by
an organised way for prospects and customers to see for
themselves the benefits of what you offer…then the a) factor
concerning your introduction strategy will be easier
to develop. Your initial contact with prospects would make
it clear that your ‘purpose’ is not to replace the incumbent
supplier, but to offer a presentation that aspires to produce
much better results.
Very careful thought should always precede decisive action,
and so it is vital to face the question raised in this essay.
The alternative is to act without due thought of what it
takes to win business from a competitor…which would be
very, very careless! ::
www.appa.com.au 69
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Attention: Decorator, Supplier and
Service Provider Members
APPArition Magazine – Reserve your advertising space for 2010!
APPA is now releasing 2 premium issues of APPArition each year.
Edition 1: Post Convex Show Autumn Issue (for release May - June)
Edition 2: Post Wintershow Holiday Issue (for release Nov - Dec)
These bumper issues will be full of industry pertinent editorial and education, photos and reports from
our regions. With only 2 issues being released; the advertising opportunities have never been better!
APPArition Magazine - 2010 / Advertising Rates & Booking Form
Space
Post Convex Show
Autumn Issue Issue
May-June
Post Wintershow
Holiday Issue
Nov-Dec
Both
Issues
Full Page
$2000
$2000
$3500
Half Page
$1000
$1000
$1650
Third Page
$600
$600
$1100
Quarter Page
$400
$400
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Business Card Size
$350
$350
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Outside Back Cover (full page only)
$2800
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$5100
[Note: All prices listed are exclusive of GST)
I wish to advertise for (please tick):
Number of issues
1 Issue
2 Issues
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Full Page
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Outside Back Cover
Company Name:
Credit Card Payment Option
Contact Person:
(Surcharges applicable: 1.5% for VISA & MASTERCARD, 3.5% for AMEX & DINERS)
Credit Card Type (please circle):
Card Number:
Expiry Date:
Third Page
VISA
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Signature
ARTWORK REQUIREMENTS
Booking Forms Required by: Friday, 16th April 2010 Fax: +61 3 9314 3042
Artwork Required by: Friday, 23rd April 2010
Artwork Postal Address:
APPArition Magazine c/o-APPA
PO Box 5161
Alphington VIC 3078
Enquires: Wayne Boswell (APPA Resource & Events Manager) Phone: +61 3 9314 8424 Fax: +61 3 9314 3042
Artwork Requirements:
1. Artwork Disk - Format required: EPS or High Resolution PDF with all fonts and images embedded.
All text & images must be supplied as CMYK and the resolution at 300 DPI. FTP upload now available.
2. Printed Laser Proof - Note: This Laser Proof will be used as confirmation of artwork, and as your final approval.
Mark your calendars! Book your flights!
Only the APPA Tradeshows in 2010 will have all the respected Suppliers under one roof!
OUR EXCLUSIVE LIST IS GROWING FROM LAST YEAR, WITH EVEN MORE SUPPLIERS
COMMITTING TO ONLY EXHIBIT AT THE APPA TRADESHOWS FOR 2010.
MORE Major catalogue launches, MORE new product ranges, MORE new
Suppliers and the leaders in our profession coming together to protect
and grow the promotional products industry.
APPA
ROADSHOW
2010
Melbourne – Monday, 15 March 2010
The Atrium - Flemington
The Event Centre
448 Epsom Road, Flemington VIC 3031
SYDNEY – Wednesday, 17 March 2010
Bay 4 Atrium - Locomotive Workshop
Australian Technology Park
Henderson Road, Eveleigh NSW 2015
BRISBANE – Friday, 19 March 2010
Members Dining Room
Suncorp Stadium
Castlemaine Street, Milton QLD 4064
PERTH – Tuesday, 23 March 2010
Terrace Ballroom
Hyatt Regency Perth
99 Adelaide Terrace, Perth WA 6000
ADELAIDE – Thursday, 25 March 2010
Terrace Ballroom
Stamford Plaza Adelaide
150 North Terrace, Adelaide SA 5000
SHOW TIMES
Exhibitor Set-Up (on day of the show) 7am - 11am
Tradeshow Hours (Mel / Syd / Bris)
11am - 4pm
Tabletop Hours (Perth & Adelaide)
11am - 3pm
Dismantle immediately after show closes
TRADESHOW
NEW ZEALAND – Friday, 26 March 2010
Alexandra Park Function Centre - Tasman Room
Greenlane Road, Auckland
Show hours: 10am - 4.30pm.
CONVENTION AND EXHIBITION
APPA Convex 2010 Sydney – 18 & 19 August 2010
Royal Hall of Industries – Fox Studios
Lang Road, Moore Park NSW
Show hours: 18 August 11am - 5pm.
Show hours: 19 August 10am - 4pm.
Register today!
www.appa.com.au
look for these buttons
follow the prompts.
PROMOTIONAL PRODUCT EXCELLENCE
NEW ZEALAND TABLETOP TOUR – September 2010
Auckland – Wellington – Christchurch
Show hours: 11am - 4pm.
Dates and Locations – TBA
Every APPA tradeshow is qualified and certified! We supply detailed attendance lists, clear
identification of all participants, certified attendance numbers, quality education, unparalleled
social networking opportunities and FREE entry for all legitimate promotional product resellers
(members and non-members). Support the show that supports your business ethically,
consistently and in a non-profit capacity.

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