Cover Story Banking power, knowledge and safety

Transcription

The official magazine of the promotional industry
EDITION 01.2015
Cover Story
Banking power,
knowledge and safety
BRAND POWER!
PROMOTION NEVER SOUNDED SO GOOD
Infinity 107696
Vader 108048
Sabre 108052
Tesla 107607
Halo 107693
Phaser 108266
Megatron 107030
Quantum 107695
Electra 107604
Flare Torch 108049
Optimus 108224
Polaris 107692
Cube 108222
Pulse 107617
Nitro 107691
Edison 107620
Tardis 107029
Sonic 107690
Photon 107694
Fusion 107623
Optional Carry
Case
Klingon 108050
www.trendscollection.com
www.trendscollection.com
CONTENTS
PRESIDENT’S Message
EDITION 01.2015
ANDREW BLOOM
President APPA
[email protected]
14 COVER STORY
Banking power, knowledge
and safety
20 FEATURES
Emaitling 36
Marke
40 REGULARS
BOOK YOUR ADVERTISING
Simply fill out the booking
sheet enclosed in this edition
of APPArition magazine,
scan and email to:
[email protected]
14-19
ARTWORK LEAD-TIMES
Booking confirmation:
Monday 23 October 2015
Artwork deadline:
Monday 26 October 2015
ARTWORK REQUIREMENTS
PRINT READY PDF:
High resolution PDF with all
fonts and images embedded.
46
4 APPARITION – www.appa.com.au
All text & images must be
supplied as CMYK and the
resolution at 300 DPI.
APPA Awards – Judging Panel 2015
20
Email Marketing - Part One
36
Sales Cycles – Ups and downs at a
similar time of year
Important note: No print
proof will be supplied. Your
print ready PDF is also your
approval to print.
40
APPA CONTACT
Owen Jinks
1300 GO APPA
[email protected]
ONE
PART
45
Advertising sales enquiries:
Owen Jinks
1300 GO APPA
General APPArition
magazine enquiries
[email protected]
President’s Message
5
Southern Regional Report
6
New Zealand Regional Report
7
Northern Regional Report
8
New Members
9
NSW/ACT Regional Report
10
APPA News
11
APPA Benefits
24
CONVEX 2015 Education Seminars
42
Who is Hotsub Sportswear?
45
Who is Papillon Promotional
Marketing Limited?
46
Publisher
Australasian Promotional
Products Association
Design
Reproduction in whole or part
without written permission
from APPA is strictly prohibited.
Opinions expressed are those
of the individual contributors
and not necessarily those of
the publisher. Information
provided was believed 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 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.
2015 will certainly go down as an historic
year for APPA. From the outset I would like to
acknowledge the contribution Bill Kestin has
made to APPA over the past 12 years. He will be
a notable absence at the Trade Shows, and on
behalf of the Board and all members we certainly
wish Bill well in his new career.
The APPA Board and staff have been working
tirelessly since Bill’s departure, and there is
a great deal happening behind the scenes.
We welcome Trish Hyde, who has stepped
into the position of interim CEO. She has just
completed her term as CEO of the Australian
Corporate Lawyers Association. Prior to that, she
was CEO of the Confectionery Manufacturers
of Australasia and has a strong marketing
background. Trish will be working with us for
the next three months, and has been reviewing
APPA’s function and scope. Trish will assist in
providing the Board with a complete strategy for
the next three to five years.
I would like to make reference to this year’s
Judges for the APPA Awards for Promotional
Excellence. All have been profiled in this copy of
APPArition, and we are very lucky to have been
able to secure such a quality judging panel.
relationships.
We also need to thank our wonderful sponsors
and all the exhibitors – who continually make the
APPA Trade Shows so successful.
Look forward to seeing you all in August.
We have also been able to secure two terrific
speakers for this year’s “Education Sessions”.
I would strongly urge you to make the time to
come and see Trent Leyshan – Breaking Rules &
Smashing Sales Targets – and Michelle Bowden
– Speak up and Influence People. Both are highly
experienced and engaging speakers and will
offer both Distributors AND Suppliers tangible
education resources to take away from their
CONVEX experience.
In less than one month, we will be gathering
in Sydney for APPA CONVEX 2015. Build
your business network & supplier/decorator
Andrew Bloom I President APPA
This is a magazine that strives for excellence in
providing tangible benefit in terms of content
that will include: industry research, business
hints and tips, industry and product education,
creative inspiration, effective marketing
techniques, customer service principles, industry
best-practice, and how to make your industry
association work for you.
So, if you have an idea for an article, have written
an article that you think may be suitable, or have
a question you would like us to answer – let us
know.
FROM THE
EDITOR
Welcome to the first edition of APPArition
Magazine for 2015.
This year you will notice there is a slightly
different look and feel to your industry
association’s magazine.
There are more articles and fewer photographs,
but this is just the beginning. APPArition is going
to continue to evolve and improve with the aim
of better serving our membership. In 2015 we will
be making good use of the creative ideas and
industry experience of all of our members, as
well as answering the questions and covering the
topics that you want to read about.
We are specifically encouraging member
participation and feedback, in order to make
APPArition a magazine that you’ll not only want
to read – but will keep by your desk for future
reference.
Write to us at [email protected]
APPArition is your magazine, so we would love to
hear from you!
The APPA Team
BEST STAND NZ
NATIONAL SHOW 2015
Congratulations Trends Collection for winning the Best Stand NZ National Show 2015.
www.appa.com.au – APPARITION 5
ROBERT WILLIAMS
Southern Region Chairperson
Director, Your Brand Unleashed
[email protected]
BO BURNS
New Zealand Region
Chairperson
[email protected]
SOUTHERN Regional Report
Here we are in the midst of the nice Australian
winter…it has been a cold start here in “sunny”
Melboune so far. With the end of the Financial
Year approaching, it’s a busy time for all – with
plenty of budgets about to finish up and some
new budgets starting. The general consensus so
far is that the industry is alive and well and going
strong at the moment.
As we all know, the best 6 months are ahead of
us, with the new financial year, and with summer
and Christmas promotions now on the horizon.
For those who attended Hong Kong trade
shows this year, you would have seen some
innovative ideas and plenty of new suppliers.
It was good to see so many faces at the show,
and to be able to catch up with so many of you
during the shows.
Also was great to see many people at PPAI at
the start of this year, some interesting products
and plenty of great education sessions were
attended by a lot of Aussie suppliers and
distributors.
On local news, I’m sorry to say farewell to our
CEO Bill Kestin. Bill has made the industry even
more attractive to students at universities and
schools around the country. He has hopefully
provided students with a great understanding
of how our industry operates; what we do
and what is required to ensure products best
meet clients’ needs, for when they are in their
marketing roles.
I personally would like to pass on my best
wishes to Bill and a big thank-you for his
assistance with APPA over the many years he
has served as our CEO. I’m sure he will be a
massive asset missed from the industry in the
coming years.
On a Southern Region note, not much to report
so far this year. We have decided to move
our golf day to every 2 years now, so our next
golf day will be in Feb/March 2016. We will be
planning soon for our Christmas Party so keep
an eye on your emails for the invites to attend
our Christmas Party which is always a hit for all
who attend.
Have a safe and warm winter and here is to a
fantastic end to the financial year, and an even
more positive budget and industry for the new
2015-2016 Financial Year for all of us.
Robert Williams
Southern Region Chairperson
NEW ZEALAND Regional Report
With summer now just a fond and distant
memory, it’s time to put your winter woollies
on and get ready for what seems like, in New
Zealand, the longest six month stretch, with
only one public holiday to look forward to. It’s
a very full on, stressful, yet exciting lead up to
the “Christmas and Summer Rush” that we all
want and deserve.
Although side-tracked by kiwi winter
gumboots, hot drinks, heat pumps, winter
sports, and electric blankets pumped up
on high; it’s the right time to focus on good
winter profit items, like winter apparel, and
promoting and pushing all the conference and
winter products that our awesome suppliers
have to offer. I overheard someone saying
at the tradeshow that, despite this day and
technologically-minded age, the biggest
all-time seller is still the trusty notebook and
pen. When you think about it, it’s a trusted,
staple item for any company: it’s useful, great
for any age/sex, great branding areas and,
let’s be honest, just an overall, great, costeffective gift. Hashtags are the in-thing now,
so here are some I think are relevant for the
next few cold winter months in our industry:
#jackets #businessshirts #fleece #jumpers
#thermalmugs #handwarmers #scarves
#conferenceitems.
Six months have flown by and there have been
some exciting events and launches in New
Zealand, starting with the success of the APPA
National Show, which not only gave us fresh,
new product ideas from our suppliers, but also
delivered a very successful Education session
by the very talented Yvette Adams. Yvette
flew over from Australia to speak to us about
Coping with the Digital Age. It was, in my
mind, one of the best educations/speakers we
have had at the NZ Shows, and very relevant
to what’s happening in social media right now,
as well as being relevant to both suppliers
and distributors. Everyone I spoke to, either
booked a course to learn more or took away
free information to improve their business by
building online forums and implementing tips
from the session. If you missed this and want
more information you can contact Yvette at:
www.thecreativecollective.com.au/. In addition
to all that, there were some pretty exciting
supplier launches at the National Show, with
new tools to make our businesses run even
more efficiently than they already do.
The exciting countdown is now on for APPA
Convex in Sydney, Australia (19-20 August)
with the Awards Dinner (19 August). To
everyone who entered the Awards, I wish you
all the best, and am certainly looking forward
to the Dinner and attending the two-day Show.
For those who haven’t entered the Awards
before, or would like to go to the Show and
Dinner, please contact Kit, our NZ Coordinator
– [email protected].
I look forward to contributing again soon
and to seeing you all in the near future. After
Convex, we will be looking forward to our
APPA Xmas event, but that’s just too scary to
think about right now.
Have a great and successful six months.
Bo Burns
New Zealand Region Chairperson
JOANNE MADGEN
Northern Region Chairperson
[email protected]
NORTHERN Regional Report
Can you believe we are nearly at the end of
another financial year? I trust you’ve all had a
successful twelve months, both professionally
and personally.
A quick re-cap on last year’s Christmas Party —
as always it was a memorable and fun evening
with close to 70 members and their guests
attending the award-winning Story Bridge
Hotel, in our own private room with sweeping
verandahs and stunning city views. Members
and their guests enjoyed a stylish, stand-up
cocktail party with hot and cold canapés and a
cleansing ale or two, while networking, dancing
and, most of all, having fun with industry peers.
As usual, this memorable evening would not
have been possible without our sponsors. A
special thank you again to —
Gold Sponsor: JS Supplies
Silver Sponsors: Epicentre and
The Works Printing Group
Hospitality Sponsors: Headwear QLD,
Logo-Line & High Caliber Line
Distributor Sponsor: Hype Promotions
I’m pleased to report that plans are currently
underway for this year’s Christmas party, as well
as a Golf Day in the coming months (before it
gets too hot!).
We are always looking for members willing to
give a few hours over the year to join us on the
Northern Regional Committee. Please call me
(07) 3192 9855 or Narelle Beaton (07) 3881 0880,
should you wish to find out more on becoming
a valued member of the committee, alongside
our current team. We’d also like to welcome our
newest member, Beau Worsley from Lifestyle
Australia, who has already made a positive
impact on the committee.
2014/2015 Northern Region Committee:
Allan Murray – Epicentre
Joanne Madgen – Hype Promotions
Mary O’Brien – Stickers and Stuff
Narelle Beaton – Logoline
Beau Worsley – Lifestyle
Apparel for everyone.
Apparel for everyone.
Your way, your style, your design:
talk to us about making something just for you!
At JB’s wear, we are committed to providing you with the best products for your needs.
Haven’t found what you are after? Simply get in touch with us today and our friendly
staff will assist you in designing garments that incorporate the style, fabric, colours,
and features that YOU want. We can even customise labels to include your brand and
package your order the way you want. Too easy!
I’d like to also welcome our newest
Northern Region APPA Members:
Blacka Wear (Distributor)
BWT Enterprises (Supplier)
Sequoia Enterprises (Supplier)
Brisbane again held another successful
Roadshow with over 340 delegates. On behalf of
the Northern Region members, a big shout-out
to the APPA staff and the sponsors for making
the Roadshow another huge success.
NEW MEMBERS
M/Ship Type Legal Entity
State/ Country
A warm welcome to the following new members
Contact
Phone
Email
Distributor
APD Promotions Pty Ltd
NSW
Ajay Varma
02 8011 3333
[email protected]
Distributor
ASAP Promo
NZ
Tea Larsen
+64 21 046 5162
[email protected]
Distributor
Barney’s Group Pty Ltd
VIC
Duncan McAdams
03 9572 1700
[email protected]
Distributor
BGI Promotions
VIC
Steve Rennison
03 9558 6300
[email protected]
Distributor
Blacka Wear
QLD
Warwick Go Sam
0437 841 922
[email protected]
Distributor
Brand Addition Australia Pty Ltd
NSW
Ciaran Doran
0458 610 030
[email protected]
Distributor
Brand Republic
VIC
Michael Copson
0438 072 672
[email protected]
Supplier
BWT Enterprises
QLD
Brent Tremain
0435 262 322
[email protected]
Distributor
CED Studio Promotions
NZ
Mike George
+64 210 533 235
[email protected]
Distributor
Cool Promo
NSW
Moyra Burke-Smith
0429 850 011
[email protected]
Distributor
Coral Plastics
In closing, one of my favourite events, the
APPA CONVEX will be held in Sydney over two
fantastic days of trade show with the leading
industry suppliers, amazing education sessions,
and the not-to-be-missed APPA Awards evening,
a gala event where the industry shines. DON’T
miss it!
NSW
John Szalay
02 8209 3394
[email protected]
Service Provider CreditorWatch
NSW
Luke Demetriou
02 8188 2025
[email protected]
Distributor
VIC
Pete Bloomfield
03 9781 0444
[email protected]
Take care and we look forward to seeing you in
Sydney
Distributor
EmbroidMe Joondalup
WA
Kas Valji
08 9300 9840
[email protected]
Distributor
EmbroidMe Kewdale
WA
Terri Garrod
08 9353 6400
[email protected]
Joanne Madgen
Distributor
EmbroidMe Norwest
NSW
Steven Mellier
02 9629 6655
[email protected]
Northern Region Chairperson
WELCOME
BACK!
To fast, accurate,
reliable mock-ups
and redraws.
0402 117 005
[email protected]
100% Australian 100% Marty
EmbroidMe Frankston
Distributor
EmbroidMe Sylvania
NSW
Adrian Millett
0412 008 810
[email protected]
Distributor
EmbroidMe Tullamarine
VIC
Rosa Soares
0402 576 499
[email protected]
Supplier
Ensign Ties & Scarves
NSW
Robert Sean Ferrante
0425 336 501
[email protected]
Supplier
Gloweave
Service Provider Gun Web Systems
VIC
David Batchelor 0418 352 300
[email protected]
NSW
Marc Gunasinghe
02 4302 0160
[email protected]
Dual
HOTSUB Sportswear Pty Ltd
VIC
Eddie Oliver
0403 260 807
[email protected]
Distributor
Impress Print Management
VIC
Dom Doyle
0418 319 705
[email protected]
Supplier
M&N Printing Services
NSW
Mushtaq Ali
0400 092 335
[email protected]
Distributor
Monograma
NSW
Gary Maserow
02 9956 7132
[email protected]
Supplier
Mood Australia
NSW
Steven Marando
02 95727613
[email protected]
Distributor
Motor Merch
NSW
Alex Dornenburg
0410 988 513
[email protected]
Distributor
New Age Promotions
VIC
Peter Demetriou
0488 808 900
[email protected]
Distributor
OfficeTrend
NSW
Joel Anderson
0414 972 446
[email protected]
Dual
Papillon Promotional
NZ
Christa Parsloe
+64 9 580 2228
[email protected]
Dual
Promos Australia
VIC
Chris Martin
03 9913 0581
[email protected]
Distributor
PROMOGEAR
QLD
Amanda McKenzie
0434 237 091
[email protected]
Supplier
Pure Fishing
NSW
Steven McGrory
02 4351 7740 [email protected]
Distributor
Realtime Promotions
NSW
Mr Sion Leslie
0405 201 461
[email protected]
Dual
SB Promotions
NSW
David Corrick
02 8396 7000
[email protected]
Supplier
Sequoia Enterprises
QLD
Mark Norris
0402 496 212
[email protected]
Dual
SW Embroidery
NSW
David Corrick
02 8396 7000
[email protected]
Supplier
Swarovski Australia Pty Ltd
NSW
Jessica Meyer
02 8345 7249
[email protected]
[email protected]
Distributor
Telf Products
WA
Ray Schoof
0418 941 839
Decorater
Texas Aardvark International Screenprinting
NSW
Nazrie Bitar
0402 211 210
[email protected]
Distributor
The Production House Corporate
VIC
Harry Samuels
0407 889 829
[email protected]
Distributor
The Promo Collective
VIC
Jamie Swinnerton
0412 979 689
[email protected]
Distributor
Turn Key Promotions
NSW
Diana O’Cobthaigh
0414 342 629
[email protected]
Distributor
Upshot
WA
John Carter
0401 284 002
[email protected]
www.jbswear.com.au
APPA NEWS
It was with great sadness that APPA advised members of 2 recent
departures of long-serving staff members.
DOUG DERRIMAN
NSW/ACT Region Chairperson
[email protected]
NSW/ACT Regional Report
It’s been a busy year for most of us, and we’re
all gearing up for the biggest promotional
products trade show of the year – CONVEX
2015 – in Sydney, 19-20 August. It looks like the
show will be bigger and better than ever and
I’m sure you’re all looking forward to seeing
the new products on offer. Certainly all of the
NSW APPA distributors will be there, with the
convenience of the location – we’ll be in the
building next door to last year’s CONVEX – at
the same venue in Moore Park.
We had a very successful Golf Day in February
this year. The Ryde-Parramatta Golf Club was
nearly taken over by APPA members with
61 attendees! The day included food, drink,
prizes, and – of course – a fair bit of golf. The
committee wishes to recognise and thank our
generous sponsors for this event. Platinum:
Sporte Leisure and Cambridge Portfolio. Gold:
Caprina, Promo Collection, Fashion Biz, BIC
Graphic, AFEX, Peros, and Trends Collection.
Service Providers: DHL and StarTrack.
After CONVEX, the next NSW/ACT event will
be our Christmas Function and, if you’re keen
to help the Committee with this or other APPA
events in NSW/ACT, we’d love to hear from you.
Contact APPA ([email protected]) for further
information. It’s just a few hours a year!
We have quite a few new members in our region
this year so far, and the Committee would like
to take this opportunity to welcome:
APD Promotions (Distributor)
Brand Addition Australia (Distributor)
Cool Promo (Distributor)
Coral Plastics (Distributor)
EmbroidMe Norwest (Distributor)
EmbroidMe Sylvania (Distributor)
Ensign Ties & Scarves (Supplier)
M&N Printing Services (Supplier)
Monograma (Distributor)
Mood Australia (Supplier)
Motor Merch (Distributor)
OfficeTrend (Distributor)
Pure Fishing (Supplier)
Realtime Promotions (Distributor
SW Embroidery (Decorator)
SB Promotions (Distributor)
Swarovski Australia (Supplier)
Texas Aardvark (Decorator)
Turn Key Promotions (Distributor)
Doug Derriman
NSW/ACT Region Chairperson
‘Bill Kestin accepts the APPA Dedicated Service Award for
outstanding contributions and service to the promotional
products industry in 2012. Left to right Past President Shay
Reynolds, Past President Narelle Beaton, Bill Kestin CEO,
Past President Karen Long, Past President Christa Parsloe’
After 12 years of dedicated service, Mr. William (Bill) Kestin tendered his
resignation as CEO of APPA due to personal reasons surrounding some
personal loss and tragedy earlier in the year. Bill is taking some time off in
the U.S. spending it with his family and then returning to Australia and
going on to the next role in his career. His last day with APPA was May 8th
2015.
Bill has been instrumental in helping APPA grow into a strong and flourishing
industry body. His dedication and loyalty has been an inspiration to both the
members and staff members. Bill leaves APPA in a very different place than
when he took its helm on the 19th of November 2002.
‘Kellie Tremayne shares a hug with Wayne Boswell at last year’s
Awards for Promotional Excellence Great Gatsby Night.’
Kellie Tremayne came to work for APPA on August 11th, 2008 in the title of
NZ Secretariat which ultimately evolved into the role of National Manager,
New Zealand. Kellie resigned on February 3rd, 2015 to pursue full time
employment. Although Kellie came from a background which wasn’t affiliated
with our industry, she quickly established herself as an eager and successful
part of the APPA team.
Kellie impressed our members with her professionalism, attention to detail
and abilities. Kellie’s management of the New Zealand Region prompted
new members and larger events.
We wish her the greatest success in her new career. Kellie thanks all members
for their support and friendship.
The APPA Team
We wish him great success and thank him for representing APPA and
our industry.
Huff n Puff Director running for a good cause
When Campbell Hogg first began running the
Balmoral Burn 15 years ago, he did it as a jog.
“And these days it’s great to see all the schools
get into the spirit of it as well.”
Then the 420m uphill run – which raises funds for
the children’s medical charity Humpty Dumpty –
became a “a jog with a wee walk”.
Last year a record $1.94 million was raised. Each
year the Humpty Dumpty Foundation buys an
average 330 pieces of equipment for children’s
wards, neonatal wards, maternity and emergency
departments.
Nowadays Mr Hogg – who’s never missed a
race yet – says the steep run is more like a “wee
jog with a big walk”. “But it’s all good fun, it’s a
fantastic day out,” Mr Hogg said.
“The spirit of everyone involved is so relaxed and
happy you cannot help but enjoy yourself.”
More than 10,000 are expected to take part in
the event, which runs up Awaba St in Mosman on
May 31. Mr Hogg’s training routine is basically “a
bit of tennis”.
Keep up the good work Campbell.
Source – Mosman Daily
Picture – PHILLIP ROGERS
“Why I originally began was that I felt it is such a
good community cause,” he said.
APPA NEWS
Arrivals & Departures
JAI DOUGHNEY – has joined David Rakowski
in a Business Development role, after being an
Account Manager at Epicentre for 2 years.
MIKE LYNE – Joins the EmbroidMe Corporate
Team as Operations Adviser after managing the
EmbroidMe Myaree (WA) location since 2012.
Mike will support EmbroidMe franchisees across
NSW, VIC and SA with sales, marketing and
financial matters.
Babies
BOTTLES OF AUSTRALIA – welcomed the
arrival of 2 new staff members to their Customer
Care Team.
Meredith Doutre-Hamill comes from a
Chiropractic and Science background and prior
to starting with us has had a break raising two
wonderful boys. Meredith is your contact for
Customer care in VIC, TAS, SA, NT & WA.
In Memorium
Jess Pankasz has come straight from a Sports/
Events Marketing background and is also
continuing her University degree in Event Tourism
and Sports Management. Jess is your contact for
Customer Care in NSW, QLD and ACT.
EMMA PELLE – has joined the Banners Ink team
as their newest Administration & Sales Support
Professional.
Mum’s name
Myf
Mum’s name
Liz Pine
Parents’ names
Kristie & Wade Thomson
Member company
Yetimo
Member company
Styletex
Member company
PBO (PromoBagsOnline)
Baby’s name
Mason James Gurr
Baby’s name
Stevie
Baby’s name
Daniel John Thomson
DOB
9th December 2014
Weight3.13kg
Wedding
Couples’ names
David Rakowski & Emi Kamada
Member company
Epicentre
Date of wedding
19th February 2015
Couples’ names
Lauren Berlioz nee Jones & Vidal Berlioz
Member company
Sands Promotions
Date of wedding
21st March 2015
Where
Manly Golf Club
Milestones
Personal
ADAM FOREMAN – from Lifestyle Australia is
celebrating his 21st year in the Industry.
PAUL RIBAS – congratulations for celebrating
his 5 year anniversary at Lewin.
Company
PREMIER AWARDS – celebrated 25 years
in business under the current ownership
in August this year.
Kvm Design + Printing – celebrated its
30th Birthday this year in August!
PromosXchange – are celebrating their
10 Year Anniversary this year!
Wallies Lollies – congratulations for winning
the Whitehorse Business Group “Small
Business Award” for 2014 out of 13,000
small businesses in their area.
Intex – is celebrating 10 years this year!
DOB
2 December 2014
5:20am
Weight6.9lbs
KERRY BOYKOS - PLUSFILE
The staff at Plusfile are very sad to
announce that Kerry Boykos has lost
his health battle and passed away
earlier this year. Kerry worked in the
promotional industry for nearly 20 years
and specialised in the area of custom
diaries and notebooks. His personable
skills and tremendous product
knowledge will be sadly missed by the
many people he came in contact with
throughout his working life.
RAYMOND WILLS –
THE PROMOTIONS BANK
I would like to give my heartfelt thanks to APPA and
everyone who gave us support during Raymond’s
cancer journey. We were so overwhelmed by your
well wishes and kind gestures and are so fortunate
to be a part of this association and have the
opportunity to work with the wonderful members
of this community – Serena Wills.
Milestones
DOB
13th August 2014
Weight3.9kg
Marty Daley Graphic Design – has
been running his company for 10 years,
congratulations Marty.
Walkin’ Promotions – turns 21 this year!
Your Brand Unleashed – is celebrating
15 years in the Industry this year!
EmbroidMe – will soon be opening their
50th store in Australia in Maroochydore, Qld.
New franchisees Cameron and Karen Palk
will open the milestone store for the group
when they open in early June.
Pro Print Group – is celebrating 22 years
of business in June!
Sweet Memories Promotional Gifts is
celebrating 15 years in business
Maxine from Distinctive Promotions – is
celebrating 20 years of business this year!
MK Promotions & Specialty
Print – celebrates 30 years
servicing our promotional
industry!
Osmosis Australia – turns 14 years old in
March & their London office turns 6!
MATTHEW CROZIER – from Pride Leather
competed in the Nulon Nations Round #2 –
Bulahdelah Hillclimb winning his class (Over
6.0L) and his team / club (RTDC) coming 1st
outright for the competition.
MICHELLE BRAGG – from Epicentre is
celebrating her 20 years in the industry as well
as her 50th Birthday.
SIMON BARANY’S – (Abalone Aquasuits)
daughter Emily won the Queensland
Schoolgirls 11 Year Olds - 50 metre freestyle
in a time of 29.66 seconds. It is the fastest
time posted in Australia this year for all states
in that event. She also qualified 4th in the 50
metre backstroke and made the finals in all her
events achieving PB’s in all of them. She will
be representing Queensland and Australia in
November at the Pacific School Games. Any
sponsorships for her future would be greatly
appreciated, she is hoping to represent
Australia in the Olympics in the Future. Good
job Emily!
DON’T LEAVE IT TO CHANCE – CONTACT AN APPA
SUPPLIER FOR YOUR CLIENTS’ POWER BANK NEEDS
BANKING POWER,
KNOWLEDGE
AND SAFETY
70% of the
price can be
directly related
to the quality
of the battery
There is a growing demand
for power banks today,
but there are differences!
When it comes to electronic
devices, the absolute first
priority is safety. Power banks
differ from one another
predominantly on the
quality of the battery. This
quality relates to the type of
Lithium battery, cell grade,
true capacity, regulated
output voltage/current, and
protection circuitry. In fact,
70% of the price can be
related to the quality of the
battery.
A full range of knockoff power
banks without proper labelling
or certification have now flooded
the market. With the frequency
of mobile power bank accidents
increasing every day, and with
ever-increasing demands being
placed on them, power bank
safety has become the number
one factor in buying them.
Of course, poor performance
and unhappy customers are just
as much a risk for your business.
There have been cases of
dishonest manufacturers using
recycled batteries rather than new
batteries, and even one where
the units contained only a single
battery, together with two bags
of sand for weight!
Reliable importers of electronic
equipment know the technical
specifications, product standards,
and transportation restrictions
for their products. Unfortunately,
many Chinese suppliers are
selling power banks originally
made for the domestic Chinese
market, which are rarely
compliant with Australian
and New Zealand safety
standards. Some lack overheating
and overcharge protection –
both of which are part of the
regulatory scope in the
Australian and New Zealand
market.
WHY IS POWER BANK PRICING
SO VARIED?
• Lower cell output on lowquality batteries – Even though
‘nominal’ output may be
stated as 2000 mAh, there is a
conversion ratio that must be
applied before you can figure
out the charging capability of
the battery. As a result, a
2000 mAh power bank will
not fully charge an iPhone 5
(approx. 1560 mAh).
by less-reputable suppliers in
China do not have this, which
is why you are far better off
purchasing from an APPA
Supplier.
• Input and Output – ampage
relates to the flow of capacity
into the device to be charged.
The higher the ampage, the
faster your device charges.
• Overload protection switches
are a crucial point of safety –
some power banks being sold
DON’T
•DON’T select any product
with an old (one year or more)
manufacturing date.
•DON’T put pricing first. It
puts you at risk of purchasing
an inferior and/or hazardous
product. Products compliant
with strict safety standards are
more expensive to produce
than those that are not.
DO
•DO look for power banks with
– 60 Degree temperature cut off limit (to avoid fire)
– 300 recharge cycles
– Internal cut off sensor for:
pressure, amplitude and
temperature
DOS AND DON’TS
– All components tested
and certified
– Grade A battery cells
(Grade B and below may
be old, re-used batteries)
•DO make your supplier
selection from a current
APPA supplier!
SAFETY FIRST!
Portable battery power banks
are high power capacity devices.
Inside your power bank is a
lithium battery. There is a big
difference to quality depending
on the battery! When faulty,
power banks can overheat,
causing burns as well as electrical
current strong enough to cause
damage to the device and to the
user. Cheap batteries might catch
fire or even explode when overcharged. The correct circuitry to
prevent over-heating and reverse
charging must be present. All
power banks should have a MSDS
(material safety data sheets) when
imported. Any APPA Supplier will
tell you – safety must be your first
consideration. Don’t get shortchanged and go with price over
quality, because you may get
burned – literally!
Don’t get shortchanged and go with
PRICE OVER QUALITY,
because you may get
burned – literally!
LI-ION VS.
LI-POLYMER BATTERIES
Batteries fall into two major
groups, both of which can be
called ‘rechargeable’.
Lithium ion – tends to be
rectangular or cylindrical and is
usually cheaper. They are hardshelled with a strong casing.
They weigh a little bit more, are
sturdier, and are hard to puncture.
They have high-energy densities
and cost less, as they suffer from
aging, even when not in use.
Lithium polymer – tends to be
thinner and come in a silver bag.
They are soft-shelled and can be
damaged more easily. However,
they weigh less and can fit into
small shells – particularly the
custom-designed PVC moulded
power banks. Though more
expensive, these are a better
battery.
POWER BANK TERMINOLOGY
18650 Li-ion power banks and Li-Polymer power
banks – in Li-Polymer power banks, the discharge
stability, internal resistance safety, and performance
are superior. Li-Polymer batteries have overcurrent
and overvoltage protection, whereas there is no
protection circuit in an 18650 Li-ion battery. The
most common type of power bank is 18650 Li-ion. In
general, Li-Polymer batteries are better quality and
safer.
ampage – the output of the power bank enables
charging of only smart phones or tablets. In general,
smart phones need an output between 0.5A and 1A,
while tablets need at least 1A to 2A. The higher the
ampage, the faster your device will charge. You can
have a very high capacity battery in a power bank
(5200 mAh) and yet, it will take forever to charge
your device. Think of traffic flowing along a highway
during peak hour – the traffic will get from point A
to point B faster if the highway has more lanes
(ie. greater output).
PCB – the printed circuit board (PCB) is the board
base for physically supporting and wiring the
surface-mounted and socketed components in most
electronics.
UL – is a global safety organisation that has been at
the forefront of product safety for over 100 years. UL
certifies, validates, tests, inspects, audits, advises,
and trains manufacturers to ensure the safety of
their products. It is vital for Distributors to purchase
from companies that seek UL certification. UL urges
those who are in the market for purchasing power
bank products to look for the UL Mark. The UL Mark
indicates the product has been evaluated to the
appropriate safety standards. If a power bank has
a UL Mark, this also means the lithium cells used in
the product meet UL 1642, which is the standard
for lithium battery cells. This standard ensures the
lithium cells have been exposed to unusual conditions
as part of testing.
capacity – the capacity of the power bank gives an
indication of how much you can charge. A capacity of
2600 mAh allows an iPhone 5 (approx. 1560 mAh) to
be fully charged, yet a Samsung Galaxy S5 (approx.
3000 mAh) cannot be fully charged. A power bank at
2200 mAh, however, will not fully charge an iPhone 5
partly due to voltage equation output and the laws of
electrical resistance.
Li-ion – lithium ion,
Li-Polymer – lithium polymer
mAh – Milliamp Hours is a unit for measuring electric
power over time. mAh is commonly used to describe
the total amount of energy a battery can store at
one time. A battery rated for more mAh will power a
phone for longer, given the same usage pattern.
LET’S ASK OUR SUPPLIERS
1.A Distributor comes to you for power banks. What
do you need to know about their requirements, so
you can help them select the right product for the
end-user?
The main question would be the intended use of
the power banks. Economy-classed power banks
are ideal for charging phones for emergency
purposes and are generally below 3000 mAh,
whereas power banks with a capacity of between
3,000 mAH and 10,000 mAH are more suited to
charging larger items, such as tablets and iPads—
but obviously come at a higher price point.
2.When your clients are comparing differentlypriced power banks, what should they take into
consideration?
A-Grade batteries and protective circuitry should
be the main two things that are considered
when comparing differently-priced power banks.
Obviously, quality components are key to ensuring
the safety of the power bank and phone, or any
other device being charged.
3.As an APPA Supplier of power banks, do
you ensure your products are compliant with
Australian/New Zealand regulations?
Yes, it is imperative that all our power
banks are compliant with all international
regulations. Selling power banks without
any certification is dangerous and puts
people and goods at risk. Look for power
banks that have a UL mark.
BE IN THE KNOW – ASK THE RIGHT QUESTIONS
4.What do Distributors need to know about safely
transporting power banks?
• Do your power banks come
from a company that meets
international compliance?
Power banks need to be packed separately and
should be placed in strong packaging for support
during transportation. Avoid shipping methods
that can expose the power banks to being
dropped or broken. Avoid methods where the
power banks can get wet.
with relevant compliance
certificates for transport?
• What is the quality of the
battery inside? Is it a brand –
like Samsung – or a generic,
no-name brand?
5.Is it safe to purchase a no-name brand power bank,
or should you only purchase known brands?
As a promotional item I think it is fine to purchase
a no-name power bank, as long as the product
is manufactured by a reputable company. You
need to make sure the item has passed all safety
standards, has quality components, and has a UL
listing. There have been instances in the USA over
the past 12 months where there have been recalls.
In fact, one particular recall cost the supplier in
excess of $500,000.00 when a number of power
banks caught fire. This can occur without the
product being used, basically still in its original
packaging.
with control circuitry to
regulate voltage and current
output?
• What features are actually
in your power bank: battery
type, protection circuitry,
true capacity (mAh), stable
output current and voltage,
certification, 1 or 2 Amp
output, dual capacity indicator,
cable quality and design,
charging tips, and plastic or
metal casing?
and, finally…
• Are you an APPA Supplier?
• How fire-retardant is the casing
surrounding the battery?
This article was researched and compiled with assistance from
APPA Members: Caprina (Harry Sussman), Logo-Line (Simon
Atkinson), and High Caliber Line (Phillip Bouchard). The editor
wishes to thank these contributors for sharing their knowledge
and expertise.
If one style is ridiculously cheaper
than most, the question you need
to ask is, “What quality is the
battery inside?”
Disclaimer: The information provided here is general in nature and
provided for educational purposes only. APPA Members and other
organisations must do their own research to understand their
legal obligations and to ensure they are compliant with all relevant
laws and regulations. APPA does not accept responsibility for any
loss or damage occasioned by any person acting or refraining
from action as a result of reliance on this information.
Craig Wallis
Dr Marion Steel
OFFICIAL TITLE: General Manager, RDI Marketing and Vice Chair ADMA Victoria Branch Committee
OFFICIAL TITLE: Course Coordinator / Lecturer B2B Marketing, RMIT University
Craig has been involved in the Marketing
Industry for 27 years as a data driven marketing
professional, CRM practitioner, direct marketing
educator and solution provider
As General Manager of RDI Marketing, Craig
oversees the strategic design, development
and management of creative B2B marketing
solutions, CRM, Loyalty Programs and marketing
campaigns for local, national and international
clients. This includes the design and delivery of
promotional, merchandise, signage and branding
solutions through the RDI Marketing Group
business, The Sign Supermarket.
As an elected member of the ADMA Victorian
Branch Committee over the last 10 years,
including most recently National Board Director
and Chair of the Victorian Branch Committee,
Craig actively works at a local and national
level to promote the initiatives of ADMA to the
support core pillars that ADMA offers to the
wider Advertising and Marketing community.
Dr Marion Steel teaches B2B Marketing at postgraduate and undergraduate levels following
more than 25 years in industry in a range of
marketing, service and sales roles. She currently
manages courses in Melbourne, Singapore and
Vietnam with a strong focus on B2B Marketing
and Relationship Building. Her research
interests are customer relationships, networks
and the changing nature of communications
and relationships in the online world. Recent
publications have covered CRM, the impact of
networks on successful online communications,
and developing effective customer and supplier
networks.
APPA AWARDS – JUDGING PANEL 2015
APPA is proud to showcase the APPA Awards
Judging Panel for 2015. This year’s judges have a
combined marketing experience of over 80 years.
Rion Shelley
Simon Tebbutt
OFFICIAL TITLE: Creative Services Manager - The Wine Quarter (part of the Woolworths Liquor Group)
OFFICIAL TITLE: Head of Shopper & Retail Strategy, ApolloNation, Australia & New Zealand
Rion has extensive experience across the
Marketing & Communications disciplines
of Advertising, Design & Branding, Brand
Activation, Experiential & Events.
She has worked across a variety of Industry
Sectors including Alcohol, Financial Services,
Consumer Electronics, Travel & Tourism,
Telecommunications, Retail and FMCG.
Currently heading up the internal creative agency
for The Wine Quarter, part of the Woolworths
Liquor Group, she manages creative campaigns
for the six digital and direct brands, including
Cellarmasters, Langtons & Wine Market.
Rion was the Head of Brand Activation for
Ideaworks, part of the Y&R Group, for 5 years
and during that time produced award winning
promotional marketing campaigns for LG,
Parmalat and NGIA. She won 2 Gold APMA
Awards for Best Activity Generating Brand
Loyalty.
Before moving to academia, Dr Steel worked in
the heavy transport industry managing marketing
activities, communications, and improving market
presence through integrated and targeted
promotional and communication campaigns.
Simon Tebbutt possesses an expansive and
deep-specialist experience throughout the total
spectrum of the marketing industry. From client
to agency, United Kingdom to Australia, retail
to financial services and FMCG, to now leading
the Shopper Marketing discipline across both
the agency and the Activations industry. Simon
began his career on the shop floor at Marks &
Spencer then Sainsbury’s in London – a humbling
and hard-earned introduction into the retail
world and an experience he still draws upon to
this day. His enthusiasm for the industry led to a
rapid acceleration of his career where he headed
up the marketing department of UK’s popular
Sainsbury’s, before heading agency-side and
picking up his former employer as a client in the
process! A move to Australia in 2004 saw Simon
tackle all marketing disciplines – advertising,
digital, in-store and catalogue – at Publicis
Mojo, BMF and finally at M&C Saatchi where he
managed the Woolworths account for two years.
Other brands he has worked with include ALDI,
Hewlett Packard, Citibank, GlaxoSmithKline,
Sanitarium, Proctor & Gamble Co., and Tatts
Group. In 2012, Simon was appointed into his
current position as Head of Shopper & Retail
Strategy for ApolloNation Australia & New
Zealand – Australasia’s most-awarded Activations
agency. His obsession with retail is matched by
his passion for creating big ideas underpinned
by research and insights. Simon has become
known around the agency as ‘Shopper Man’.
From the initial briefing to campaign execution
and measurement, Simon ensures the business
objectives and Shopper needs are understood
and answered for all of ApolloNation’s clientele.
Outside of work, Simon’s a dedicated husband
and father to three lads, residing in the Northern
suburbs of Sydney. He loves his sport, particularly
football – as a long-suffering fan of Leicester
City – then, watching his three boys all play as
well. Beyond that, golf is both his passion and
frustration!
perfect branding, every minute
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For all enquiries please contact our Corporate Sales Consultant
P: (02) 9805 4614 | E: [email protected]
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CALL 1300 GO APPA (46 2772)
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CALL 0800 45 1117
APPA bottom
line benefits
APPA Memberships provides tangible value from our Service Providers who
offer exclusive discounts to all APPA Members.
Insurance House Saving members over 40% off
their previous rates – Now more than ever, income protection
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Ph: 1300 852 739
The Qantas Club A verification of membership letter from APPA
is required to redeem this benefit.
Joining Fee $240 (save $130)
1 year $420 (save $90)
2 years $750 (save $175)
Contact: [email protected]
Blaise Drake Consulting International Promotional
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Contact: [email protected] or
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Contact: Clinton Wood Email: [email protected] Ph: 02 9584 9499
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Ph: 09 359 7720
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3KG $8.83
5KG $14.13
15KG Local $8.55
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[email protected] Ph: 03 9790 3400
Cyclone Global Logistics is a dynamic and agile Australian operated
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Contact APPA on [email protected] for a letter of verification.
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Contact: Tania Stranks
Email: [email protected]
Ph: +64 21 909 555
Integrated Intelligence is an integrated solution for all your accounting,
business coaching, recruitment and HR evaluation requirements. APPA
Members will receive up to 35% discount on services (depending on the
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Contact: Garth Partridge [email protected]
Ph: +64 9 918 3690
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Book by phone: 1300 365 564 and quote
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Contact: Rae Travis Email: [email protected] Ph: +64 9 427 4656
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TNT Australia – [email protected] or Ph: 02 8304 8008
TNT New Zealand – [email protected] or
Ph: +64 9 256 7893
CourierPost is one of New Zealand’s premier courier providers, with a
reputation for speedy and reliable delivery. CourierPost is now offering
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CourierPost is happy to offer special pricing across our entire product range,
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For more information simply contact:
[email protected]
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Phone: 64 9 309 7851 or [email protected]
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Phone: 03 9706 4448
POD Consulting offers a range of Organisational Development and HR
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rates in Australia and New Zealand on international express courier
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go to:
Australia visit:
http://shipping.dhl.com.au/appa
New Zealand visit: www.simplydhl.com/nz/appa
(DHL will contact APPA to confirm membership before rates are applied)
Customer Service Team Australia: 131 406
New Zealand 0800 800 020
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offering special rates exclusively to APPA members. All forms of graphic design,
logo re-draws, artwork
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Contact: MARTY DALEY
[email protected]
or Ph: 0402 117 005
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5% discount for Pod Workshops
Integrated Intelligence is an integrated solution for all your accounting,
business coaching, recruitment and HR evaluation requirements.
APPA Members will receive up to 35% discount on services (depending of the
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With development resources in Australia, and Asia, Gun Web Systems
is capable of providing integrated web solutions to meet your business
requirements.
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businesses the information they need to improve their credit management
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APPA members will receive a 15 day free trial and 20% off monthly
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specialists for the New Zealand Region – Special discounts for APPA
members apply! Phone: 64 9 275 5229 or [email protected]
ROADSHOW2015
PERTH
Perth Roadshow
Confirmed Date
for 2016:
Thursday, 10
March 2016
ROADSHOW
2015
Perth Roadshow
Attendance 2015:
173
ROADSHOW2015
ADELAIDE
Adelaide Roadshow
Attendance 2015:
101
Adelaide Roadshow
Confirmed Date
for 2016:
Tuesday, 8
March 2016
MELBOURNE
ROADSHOW2015
Melbourne
Roadshow
Confirmed Date
for 2016:
Monday, 29
February 2016
Melbourne
Roadshow
Attendance 2015:
390
ROADSHOW2015
SYDNEY
Sydney Roadshow
Attendance 2015:
508
Sydney Roadshow
Confirmed Date for
2016:
Wednesday, 2
March 2016
ROADSHOW2015
BRISBANE
Brisbane Roadshow
Confirmed Date for
2016:
Friday, 4
March 2016
Brisbane Roadshow
Attendance 2015:
173
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i
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E ting
e
k
ar
M
E
THREE GOLDEN RULES
N
O
T
R
PA
Consent
you must have consent to send
messages to your contacts
(express or inferred)
It is far less expensive
to retain a current
customer than to find
and acquire a new one.
SEND
Before you drain your marketing budget trying to catch the
THREE GOLDEN RULES –
ever-elusive new customer, make sure you’re maximising
Under the Australian Spam Act 2003, it’s illegal
to send unsolicited commercial electronic
messages. The New Zealand Unsolicited
Electronic Messages Act is based on the
Spam Act 2003; however, it is simpler than
the Australian Act in that it uses general
descriptions and definitions and less specific
exceptions.
income from your client email lists.
Email marketing is an essential component of running a
successful promotional products business. You need to
contact your clients on a regular basis to keep your products
and services front of mind. How can you make email
marketing work for you, rather than count against you?
APPA Members can lead the way in the industry by setting
the standard for ‘best practice’ email marketing. In this
three-part article, we will begin to explore some of the rules
and guidelines for successful email marketing – addressing the
business component, the human component, and complying
with the legislative requirements for email marketing.
For further information about spam
regulations, please visit the following
websites:
AUSTRALIA: www.acma.gov.au/Industry/
Marketers/Anti-Spam/Ensuring-you-dontspam
NEW ZEALAND: www.dia.govt.nz/ServicesAnti-Spam-Questions-and-Answers
Identify
you must include clear and
accurate information about your
business, including who is
sending the message and
how they can be
contacted
you must include an unsubscribe
facility to allow recipients to
opt-out of receiving your
messages.
To ensure your business keeps within the law, make sure you adhere
to these three golden rules:
Unsubscribe
Some examples of unsubscribe options include:
• A sentence at the bottom of your email advising the recipient ‘to
unsubscribe, reply to this email with unsubscribe in the subject line’
or ‘to unsubscribe, click on this web address and enter your email’
• An invitation to ‘change your preferences’ in the recipient’s account
to opt-out of receiving further commercial messages from you
Unsubscribing customers
can be useful!
Rather than simply saying ’sorry to see you go’, the unsubscribe process
can provide you with an opportunity to understand and improve
customer relationships. At the very least, it gives you an opportunity
to find out what went wrong and how you can improve your email
marketing communications for everybody else.
Make it easy – every marketing email must include the option to
unsubscribe – that’s non-negotiable. But it should also be as easy as
possible. Include a prominent message, rather than attempting to bury
the unsubscribe link in tiny text in the footer. If customers are struggling
to find a way to unsubscribe, you risk them reporting your email as
spam, which can have an unfavourable effect on your email marketing
reputation.
Unsubscribe
Give them other options – ‘email fatigue’ is one of the biggest reasons
people unsubscribe from emails. Consider changing the unsubscribe
link in your email into a ‘manage your preferences or unsubscribe’
option. Once your client has clicked through to their preferences, they
can unsubscribe as well as refine their subscriber profile by frequency,
categories, or pause emails for a specified time.
Frequency: Let your client change the frequency of emails to suit them
Categories: Allow them to select product categories that are more
relevant to their needs
Pause: Provide an option to pause communications for clients on
holidays
By providing options that work best for each individual client, you’ll cut
down your overall unsubscribe rate and ultimately improve customer
experience.
Invite feedback – Why are people unsubscribing from your emails?
This valuable insight can help shape your future email marketing for
the better. Offer a few pre-defined answers such as:
• Never opted to receive emails
• Too many emails
• No longer interested
• Emails are not relevant
• Other (with an open text box for
comments)
…continued over page
Emaitling
e
k
ar
M
E
continued…
N
O
PART
Opt-in
If you have a list of people who have agreed,
in some form of writing, link clicking, or other
evidence, that they want to receive emails
from your promotional product company, you
are sending them what qualifies as ‘opt-in’
marketing
Opt-in email marketing:
• preserves your email marketing
reputation
• shows clients that you respect
their privacy
• helps you direct your emails to
people who are interested in what
you’re selling
You can cross-reference this feedback
with the profiles of those unsubscribing
to recognise trends and prevent more
subscribers from making the jump. By
constantly reviewing why clients opt-out of
certain communications, you can improve
customer relationships and grow your client
email list at the same time.
an email signup at the end of all your online
product transactions. Offer discounts or
single-use promo codes to clients who sign up
for email updates.
correspondence. Avoid filling it with
garishly coloured graphics. This is business
correspondence that shows you will take the
business concerns of your client seriously.
Suppliers might consider gathering paper
signups at APPA trade shows – something as
simple as inviting interested Distributors to
leave their business cards with you for product
updates.
4. Does the tone of my message suit the
target demographic? Do your homework on
the most likely demographics for your client
list: age, socio-economic status, gender,
business model. Use language and phrases
that they will relate to. Mirror the way they are
likely to speak themselves, in order to make a
successful human connection. (We will address
this further in a future article.)
Once you have permission from a large
enough target market, you’ll reap the reward
of far more successful email marketing
campaigns.
Ask yourself
• lets you be more targeted in your
marketing
Obviously, legal compliance is essential
but, when planning a direct email marketing
campaign, your most important goal will be
to send out emails that your clients want to
receive. That’s better for the recipient, as well
as better for your business.
• helps you build long-term, trust-based
relationships with clients
Before finalising an email marketing campaign,
ask yourself these questions:
• saves you time and money by
micro-focusing your list
• can boost your sales and generate
product interest
With so many spam filters with varying sets of
rules from so many email service providers,
even the email marketer following the very
best practices can count on as many as 20% of
emails not making it to their target audience’s
inboxes.
When you send out emails that look like spam,
you can flip that number and you’ll see less
than 20% actually make it to an inbox, if that.
For this reason, getting permission, and using
opt-in marketing is obviously the only way to
go.
Consider creating a signup form and putting it
on your website. Sign up clients for your email
updates when they browse your products. Put
Gone in two clicks – If your client decides
to unsubscribe, make it easy to complete the
process. This is also a good moment to link
back to your website. There is nothing wrong
with combining ‘you are now unsubscribed’
with a ‘click here to see our latest specials’. In
fact, you might be surprised at the number
of clicks you can generate from an opt-out
confirmation page!
1. What’s the main message I want my client
to take away? Is it communicated in a clear and
concise manner? Nobody wants to read long
emails. Usually, people will skim through an
email to see if they are interested, so put your
call to action at the beginning and end of the
message, where it’s more likely to be seen.
2. Is this useful information for my client,
beyond just offering a service or product for
sale? Make sure you are specifically saying how
your service or product can help your client.
What is the direct benefit? Provide them with
sufficient incentive to take the desired action.
3. Does this email have the appearance
of junk mail? Design is always important.
You want your email marketing to look
like professional, to-be-taken-seriously
5. Have I personalised this email as much
as possible? Use names wherever possible,
and be sure to give them yours. An email
addressed to, Dear Business Owner is far more
likely to be deleted than an email that leads
with, Hi Judith.
Finally, there is one last question that should
always be on your task list for completion
before you hit Send.
6. Have I proofread and double-checked
the content to ensure there are absolutely
no mistakes or typographical errors? Check
phone numbers, prices, make sure dates
are correct, and double-check your product
codes. Always remember to click any links you
have included, to make certain they will land
your client on the correct web page.
Share your
secrets!
If you have discovered the secret to markedly
improving the success of your email marketing
campaigns, why not write in to, The Editor,
APPArition, PO Box 2092, Howrah TAS 7018,
Australia and share it with your fellow APPA
members?
As a result of this process, the event he selected
was the NSW Surf Life Saving Championships.
aIt happened each year during February-March
THE UPS AND
DOWNS OF
We all know that promotional
product sales have a tendency
to dip and peak at different times
of the calendar year. Observing
these cycles reveals a predictable
pattern of seasonal changes
in the market. These ups and
downs reflect fluctuations in
the available dollar of our client
base, the annual financial cycles
of budgets, and the tendency
for events and promotions to
taper off immediately after the
busier months. During the busy
times of year we can be very busy
aThe event provided opportunities with both
Surf Life Saving New South Wales and with the
many surf clubs that trained and travelled to
the event year after year
PROMOTIONAL
aThe event involved thousands of competitors
PRODUCT SALES
aThey needed uniforms for the officials and
SALES CYCLES – BY BRETT HEASMAN
Brett Heasman
has worked in the
promotional products
industry for many
years. Initially the
owner of a successful Distributor
business, he is now a trainer,
educator, and business coach.
– exactly the right time to generate JanuaryFebruary sales
indeed. There is lots of work to
be done, resulting in healthy sales
figures. In Australia, for example,
sales peak during the lead up to
Christmas in October, November,
and December. However, this is
generally followed by a dip in sales
at the beginning of the
New Year.
seeking out new sales leads,
his business was more than
sustainable in the quieter
months and, when viewed as
an opportunity rather than a
challenge, these periods when
sales normally tapered off actually
offered significant opportunities
for an upturn in sales.
After the Christmas holidays are
over, with holiday pay for staff
having had a significant impact
on our budgets, it is common
to experience a lull throughout
January and February. It can be
a challenge to create new sales
leads during these months, and
many businesses have a tendency
to sit back and wait for the cycle
to change on its own.
In this article we explore Brett
Heasman’s solution to the ups
and downs of promotional
product sales.
TAKING A PROACTIVE
APPROACH
One promotional products
business owner found a rather
clever solution. By proactively
In Brett’s case he knew he had
to develop a strategy to fill
the January-February dip that
happened year after year. His plan
was to find events that people
would need products and services
for during February-March. Once
he identified several opportunities,
he categorised them by the dollar
value they represented, as well
as the production and lead times
involved.
from all over NSW, hundreds of volunteer
officials, and attracted over 10,000 spectators
volunteers, apparel for the event, souvenir
clothing, and various promotional products and
apparel for prizes
MAKING IT HAPPEN
As soon as Brett realised the opportunity this event
provided, he worked proactively to make it happen.
The organisers were not looking for him. He was
looking for them!
As soon as he started, however, he discovered he had
competition. The existing provider of products and
services had been doing the event for some time, and
Brett was told it would be virtually impossible to get
his foot in the door. He could have given up at that
point, but he knew he had a better business, supplied
better products, and delivered better services than the
current provider.
He followed through on his plan with the intent
to ‘make it happen’. He developed a concept,
developed that concept into a strategy, and was
eventually successful in implementing that strategy to
become the new supplier of promotional products,
uniforms, and clothing to the NSW Surf Life Saving
Championships. He simply committed to supplying
quality products and service, together with the
commitment to always deliver on time or before time.
SUCCESS
As a result of his determination to succeed, Brett
became the recognised major event provider and
was also selected by the individual clubs to supply
the uniforms for attending the Championships. This
included t-shirts and casual shorts for day wear, polo
shirts and dress shorts or trousers for the evenings,
tracksuits, caps, bucket hats, wide-brimmed hats,
bags, and towels.
Brett’s business would start working on this project
each October, so that all the products would be ready
for delivery right at the start of the New Year. This
meant they were busy at work as soon as they came
back from holidays.
This was a brand new outcome for his business. He
had successfully filled the gap, solved the annual dip in
sales, and was busy throughout January-February. He
even had to hire extra staff to help with the increased
workload. A new peak in sales occurred where leads
had historically dried up, and this change proved to be
sustainable year after year.
Brett held onto this client and continued to supply
the event right through to point where he sold his
Distributor business to become a trainer, educator and
business coach.
LOOK FOR THAT GOLDEN OPPORTUNITY
•Do you have cyclic dips in your workload?
•Do you want to change that?
•What do you want to create?
Look for the ideal niche opportunity that you are able
to fill better than anyone else. Develop a concept and a
strategy for implementation. Present your ready-made
solution to the client. You, too, will end up hiring extra
people during what will become a brand new annual
peak in sales.
Explore the events that occur near you. Note the
events that will require high volumes of product during
January, February, or March—or any other time of the
year when you experience dips in your sales figures.
If you find an event that occurs in March, you will still
have a gap during January and February that you will
need to fill. Why not ask your client if they would like
you to start work on their order a month or two earlier
next year? They’ll be thrilled to know you can exceed
delivery and deadline expectations. They can relax,
knowing everything is ready to go… and you will be
busy during the entire first quarter of the year!
Is there an event that will need branded apparel,
promotional products, uniforms, or services each year
at this time?
Don’t wait for them to find you. Go out and find them!
CONVEX2015
EDUCATION SEMINARS
with Trent Leyshan,
Founder of BOOM! Sales
and author of ‘OUTLAW’
& The Naked Salesman.
• If you’ve ever wished you didn’t have to influence a stakeholder because you weren’t
quite sure how to say it…
• Or you just want to hear the word “yes” more often
in your life… you’ll love working with Michelle!
Trent Leyshan is the founder of BOOM! Sales,
Australia’s leading sales training company. Clients
include: National Australia Bank, Qantas, Toyota,
CSR, Lexus, AGL and Crown Casino, to name a few.
Trent combines his unique experiences in business,
rigorous research and new insights with fresh,
interactive delivery methods that inspire action and
lasting change. Early in his career, he was head spruiker and
national sales manager at Big Kev’s, under the guidance of mentor
Kevin McQuay (Big Kev), Australia’s most flamboyant TV sales personality.
He has since led sales teams in award winning advertising and digital agencies and driven two
companies from lounge-room operations into industry leaders. He is the author of the game changing
new sales book OUTLAW and The Naked Salesman.
Trent is an entertaining, high-energy and thought provoking speaker. He will challenge your team
to think differently and more deeply about their role and customers, unlocking more passion and
equipping your team with skills they need to succeed in the new economy.
www.boomsales.com.au
As an APPA member these education sessions are FREE to you and your staff.
Don’t miss these two great sessions! If you have registered to attend CONVEX,
but have not registered for the Education Sessions, please email [email protected]
with the names of the people who wish to attend.
If you’ve ever thought
you’d like to improve the
way you communicate
with the people around
you so your relationships
become easier…
• And if you’ve ever thought
there must be a way to get
people on side…
WEDNESDAY
19 AUGUST
8:30AM–10:00AM
“Breaking Rules &
Smashing Sales Targets”
•
THURSDAY
20 AUGUST
8:30AM–10:00AM
“Speak Up and Influence
People”
by Michelle Bowden,
Director of Michelle Bowden
Enterprises
Speak Up and Influence People is a high energy session
that shows you that anyone can have the power to influence
and the confidence to speak up in meetings,
one-on-ones, even conferences. Simply learn the 3 x Ps of
Persuasion and have the right attitude. This is a fun presentation
that will have you laughing and learning all
at the same time.
You can check yourself....Michelle Bowden
Enterprises has launched an exciting new
psychometric tool called the Persuasion Relative
Strength Indicator (PRSI) for identifying the
strengths and weaknesses in your persuasive
communication style. Complete the tool prior
to attending our event and you will see how
persuasion is made up of a set of competencies
that can be acquired by modelling specific
behaviours that are achievable for everyone. To
complete the PRSI please click on the following link:
www.forepsyte.com/studies/pers
Why complete the PRSI? It’s not compulsory
that you complete this 100% confidential PRSI. If
you do decide to participate, and you follow the
instructions clearly and answer as your WORK
SELF, you’ll gain better understanding of the skills,
techniques and approaches that Michelle will
discuss when she speaks for us.
https://michellebowden.com.au
Styles Shown - R121F & R121M
WHO IS Hotsub Sportswear?
CONTACT
Hotsub Sportswear
Contact:
Eddie Oliver
Ph: 03 9465 8399
[email protected]
At prices that will warm your heart...
T 02 9854 0300
T 1300 369 459
[email protected]
Since 2001, Hotsub Sportswear, based in
Melbourne has been outfitting Australian sporting
clubs and corporate businesses with quality 100%
Australian made and manufactured apparel since
2001.
Our ultimate goal is to provide customers with
the edge they need to succeed. This is achieved
through a genuine commitment to providing
optimal quality, customer service and continuing
focus on innovation.
Hotsub thrives on continuous product innovation
in both design and durability, offering stylish team
wear and corporate apparel that provides comfort
and freedom along with optimal functionality. This
key focus has grown our reputation as a leader in
the sportswear and corporate industries.
Our valued clients include:
• Aussie Farmers Direct
• Cure for MND (Motor Neurone
Disease) Foundation
• Little Athletics Victoria
• Northern Football League
• EJ Whitten Legends Match
• Canada v USA Ice Hockey Australian
Tour 2013 and 2014
• Elite Sports Properties
• Essendon District Football League
• Bulleen Boomers Basketball Club
• Adidas Australia
We are committed to customer satisfaction, almost
as much as we are to our local economy. We
meticulously research and develop our products,
keeping up to date with the latest technology to
bring you a higher standard in both goods and
services. Our manufacturing facilities are located
in Melbourne, and our in-house cutting, printing
and pressing departments allow us total control
over our quality assurance processes. We pride
ourselves on superior product and assuring
deadlines are always met.
Proudly Australian, Hotsub Sportswear has been
producing quality sublimated apparel since 2001.
Attention: Decorator, Supplier
and Service Provider
WHO IS Papillon Promotional
Marketing Limited?
APPArition Magazine – Reserve your advertising space for 2015!
APPA is now releasing 2 premium issues of APPArition each year.
Edition 1: Post APPA Roadshow Autumn Issue - July Release
Edition 2: Post APPA CONVEX Holiday Issue - December Release
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!
CONTACT
Papillon Promotional
Marketing Limited
Christa Parsloe
Contact:
Phone 09 580 2228
[email protected]
APPArition Magazine - 2015 / Advertising Rates & Booking Form
www.papillonpromo.co.nz
Post APPA
Roadshow
Issue - (June)
Post APPA
CONVEX Holiday
Issue - (December)
Both
Issues
Full Page
$2000
$2000
$3500
Half Page
$1025
$1025
$1700
Third Page
$700
$700
$1200
Quarter Page
$550
$550
$950
Business Card Size
$300
$300
$550
Outside Back Cover(full page only)
$2800
$2800
$5100
Space
Papillon Promo launched in the New Zealand market in
June 2015. After 28 years in the industry, I felt the time
was right to set out on my own path in an industry I love
and have been a part of, with my parents for the best part
of three decades. In those early days, faxes were state of
the art, lead times were 12 weeks and the range of items
fairly limited. The challenge in 2015 is keeping ahead of
the many new and exciting trends and fulfilling a clients
every need when it comes to promoting their business and
brand. With all that industry experience to draw from and a
brand new product range - Bullet Line – I am raring to go!
Bullet Line offers a wide range of innovative promotional
products with great lead times and the back up of a full
range of colour choices and large stock holdings ensuring
you and your customer get exactly what you want.
There are over 900 items to choose from, and these are
constantly updated to meet changing tastes and trends.
In addition we supply custom printed balloons, helium
gas and accessories, drink coasters, printed ribbon, flag
bunting, paper cups and much more.
We strive to deliver the best products, within budget, and
on time and all with the minimum of stress. We are happy
to partner with you to deliver an awesome result.
I understand your business, your timelines and ultimately
what the goal is. Join me in this new venture!
Note: All prices listed are exclusive of GST and subject to change
I wish to advertise for (please tick):
Advertising Space
Full Page
Half Page
f. 03 8677 2232
Quarter Page
Third Page
e. [email protected]
Outside Back Cover
Business Card Size
p. 03 9017 3283
www.BrandedChocolates.com.au
New range & New website now available
Company Name:
Contact Person:
Credit Card Payment Option (Surcharges applicable: 1.5% for VISA & MASTERCARD, 3.5% for AMEX & DINERS)
Credit Card Type (please circle):
www.BrandedChocolates.com.au
Head to the website to view the range and for your access to the 2015-16 distributor pricing.
• New & Innovative range • Competitive Pricing • Custom products on short lead-time
No matter what you have in mind –
If you can conceive it...
We can create it!
VISA
AMEX
DINERS
MASTERCARD
Name On Card:
Card Number:
Expiry Date:
/
/
/
/
Signature
ARTWORK REQUIREMENTS
LEAD-TIMES
Booking conﬁrmation: Friday 23 OCTOBER 2015
| Artwork: Monday 26 OCTOBER 2015
ARTWORK REQUIREMENTS:
PRINT READY PDF - High Resolution PDF with all fonts and images embedded. Artwork Requirements as CMYK
and at a resolution of 300 DPI.
BEST NEW PRODUCT
Come visit us the
APPA Convex
Booth Number 29 & 30 19-20th August 2015
YOUSENDIT.com - File upload system. Upload print ready PDFs to [email protected]
Important note: No print proof will be supplied. Your print ready PDF is also your approval to print.
APPA CONTACT
Owen Jinks | Ph: 1300 GOAPPA | Email: [email protected]
980 ADULT LIGHTWEIGHT TEE
880 WOMEN’S LIGHTWEIGHT TEE
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STYLE COMES TO LIFE WITH ANVIL® 150 GRAM LIGHTWEIGHT TEES. THIS SUPERBLY SOFT
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COLOURS, ANVIL® GETS LIGHT PRECISELY RIGHT.
F A S H I O N F O R E V E R YO N E
anvilclothing.co.nz
[email protected]
(09) 528 9977
anvilknitwear.com.au
[email protected]
(02) 9854 0300
MEMBER
* FIBRE CONTENT MAY VARY BY COLOUR

Cover Story Banking power, knowledge and safety

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