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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

PRESIDENTS Message

EDITION 01.2015

ANDREW BLOOM
President APPA
andrew@asbmarketing.com.au

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:
owen@appa.com.au

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
owen@appa.com.au

ONE
PART

45

Advertising sales enquiries:


Owen Jinks
1300 GO APPA

General APPArition
magazine enquiries
owen@appa.com.au

Presidents Message

Southern Regional Report

New Zealand Regional Report

Northern Regional Report

New Members

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 Bills 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
APPAs 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 years
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 years 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
associations 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 youll not only want
to read but will keep by your desk for future
reference.

Write to us at info@appa.com.au
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
robert@yourbrandunleashed.com.au

BO BURNS
New Zealand Region
Chairperson
bo@allaboutpromo.co.nz

SOUTHERN Regional Report


Here we are in the midst of the nice Australian
winterit has been a cold start here in sunny
Melboune so far. With the end of the Financial
Year approaching, its 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.

6 APPARITION www.appa.com.au

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, Im 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. Im 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, its 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. Its
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; its 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, its a trusted,
staple item for any company: its useful, great
for any age/sex, great branding areas and,
lets 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 whats 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 havent entered the Awards
before, or would like to go to the Show and
Dinner, please contact Kit, our NZ Coordinator
kit@appa.co.nz.
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 thats just too scary to
think about right now.
Have a great and successful six months.

Bo Burns

New Zealand Region Chairperson

www.appa.com.au APPARITION 7

JOANNE MADGEN
Northern Region Chairperson
jo@hypepromotions.com.au

NORTHERN Regional Report


Can you believe we are nearly at the end of
another financial year? I trust youve all had a
successful twelve months, both professionally
and personally.
A quick re-cap on last years 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 canaps 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


Im pleased to report that plans are currently
underway for this years 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. Wed 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 OBrien 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 JBs wear, we are committed to providing you with the best products for your needs.
Havent 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!

Id 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

ajay@apdpromotions.com.au

Distributor

ASAP Promo

NZ

Tea Larsen

+64 21 046 5162

tea.larsen@asappromo.co.nz

Distributor

Barneys Group Pty Ltd

VIC

Duncan McAdams

03 9572 1700

garry@barneys.com.au

Distributor

BGI Promotions

VIC

Steve Rennison

03 9558 6300

steve@bgipromotions.com.au

Distributor

Blacka Wear

QLD

Warwick Go Sam

0437 841 922

sales@blackawear.com.au

Distributor

Brand Addition Australia Pty Ltd

NSW

Ciaran Doran

0458 610 030

Ciaran.Doran@brandaddition.com

Distributor

Brand Republic

VIC

Michael Copson

0438 072 672

michael@brandrepublic.com.au

Supplier

BWT Enterprises

QLD

Brent Tremain

0435 262 322

brent.tremain@bwtenterprises.com.au

Distributor

CED Studio Promotions

NZ

Mike George

+64 210 533 235

mike@cedstudio.com

Distributor

Cool Promo

NSW

Moyra Burke-Smith

0429 850 011

moyra@ammarketing.com.au

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. DONT
miss it!

NSW

John Szalay

02 8209 3394

sales@coral.com.au

Service Provider CreditorWatch

NSW

Luke Demetriou

02 8188 2025

luke.demetriou@creditorwatch.com.au

Distributor

VIC

Pete Bloomfield

03 9781 0444

pete.frankston@embroidme.com.au

Take care and we look forward to seeing you in


Sydney

Distributor

EmbroidMe Joondalup

WA

Kas Valji

08 9300 9840

joondalup@embroidme.com.au

Distributor

EmbroidMe Kewdale

WA

Terri Garrod

08 9353 6400

kewdale@embroidme.com.au

Joanne Madgen

Distributor

EmbroidMe Norwest

NSW

Steven Mellier

02 9629 6655

norwest@embroidme.com.au

Northern Region Chairperson

WELCOME
BACK!
To fast, accurate,
reliable mock-ups
and redraws.

0402 117 005


redraw@martydaley.com.au
100% Australian 100% Marty

EmbroidMe Frankston

Distributor

EmbroidMe Sylvania

NSW

Adrian Millett

0412 008 810

sylvania@embroidme.com.au

Distributor

EmbroidMe Tullamarine

VIC

Rosa Soares

0402 576 499

tullamarine@embroidme.com.au

Supplier

Ensign Ties & Scarves

NSW

Robert Sean Ferrante

0425 336 501

design@ensign.com.au

Supplier

Gloweave

Service Provider Gun Web Systems

VIC

David Batchelor

0418 352 300

DavidBatchelor@gloweave.com.au

NSW

Marc Gunasinghe

02 4302 0160

marc@gunwebsystems.com.au

Dual

HOTSUB Sportswear Pty Ltd

VIC

Eddie Oliver

0403 260 807

eddie@hotsub.com.au

Distributor

Impress Print Management

VIC

Dom Doyle

0418 319 705

dom@impresspm.com.au

Supplier

M&N Printing Services

NSW

Mushtaq Ali

0400 092 335

info@mnprint.com.au

Distributor

Monograma

NSW

Gary Maserow

02 9956 7132

logos@monograma.com.au

Supplier

Mood Australia

NSW

Steven Marando

02 95727613

steven@moodaustralia.com.au

Distributor

Motor Merch

NSW

Alex Dornenburg

0410 988 513

alexd@motoractive.com.au

Distributor

New Age Promotions

VIC

Peter Demetriou

0488 808 900

peter@newagepromotions.com.au

Distributor

OfficeTrend

NSW

Joel Anderson

0414 972 446

joel@officetrend.com.au

Dual

Papillon Promotional

NZ

Christa Parsloe

+64 9 580 2228

christa@papillonpromo.co.nz

Dual

Promos Australia

VIC

Chris Martin

03 9913 0581

contact@promosaustralia.com.au

Distributor

PROMOGEAR

QLD

Amanda McKenzie

0434 237 091

amanda@promogear.com.au

Supplier

Pure Fishing

NSW

Steven McGrory

02 4351 7740

samcgrory@purefishing.com

Distributor

Realtime Promotions

NSW

Mr Sion Leslie

0405 201 461

sleslie@realtimepromotions.com.au

Dual

SB Promotions

NSW

David Corrick

02 8396 7000

david@sbsaus.com

Supplier

Sequoia Enterprises

QLD

Mark Norris

0402 496 212

mark@waterbottles.com.au

Dual

SW Embroidery

NSW

David Corrick

02 8396 7000

david@sbsaus.com

Supplier

Swarovski Australia Pty Ltd

NSW

Jessica Meyer

02 8345 7249

jessica_meyer@swarovski.com
ray@telfproducts.com.au

Distributor

Telf Products

WA

Ray Schoof

0418 941 839

Decorater

Texas Aardvark International Screenprinting

NSW

Nazrie Bitar

0402 211 210

nazrie@texasaardvark.com

Distributor

The Production House Corporate

VIC

Harry Samuels

0407 889 829

harry@tphcorp.com.au

Distributor

The Promo Collective

VIC

Jamie Swinnerton

0412 979 689

jamie@thepromocollective.com.au

Distributor

Turn Key Promotions

NSW

Diana OCobthaigh

0414 342 629

diana@turnkeypromotions.com.au

Distributor

Upshot

WA

John Carter

0401 284 002

john@upshot.com.au

www.jbswear.com.au
8 APPARITION www.appa.com.au

www.appa.com.au APPARITION 9

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
doug@orso.biz

NSW/ACT Regional Report


Its been a busy year for most of us, and were
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
Im sure youre 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 well be in the
building next door to last years 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 youre keen
to help the Committee with this or other APPA
events in NSW/ACT, wed love to hear from you.
Contact APPA (info@appa.com.au) for further
information. Its 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 years


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 wasnt 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. Kellies 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 its great to see all the schools


get into the spirit of it as well.

Then the 420m uphill run which raises funds for


the childrens 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 childrens
wards, neonatal wards, maternity and emergency
departments.

Nowadays Mr Hogg whos never missed a


race yet says the steep run is more like a wee
jog with a big walk. But its all good fun, its 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 Hoggs 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.
10 APPARITION www.appa.com.au

www.appa.com.au APPARITION 11

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.

Mums name

Myf

Mums name

Liz Pine

Parents names

Kristie & Wade Thomson

Member company

Yetimo

Member company

Styletex

Member company

PBO (PromoBagsOnline)

Babys name

Mason James Gurr

Babys name

Stevie

Babys name

Daniel John Thomson

DOB
9th December 2014
Weight 3.13kg

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!
12 APPARITION www.appa.com.au

DOB
2 December 2014
5:20am
Weight 6.9lbs

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 Raymonds
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
Weight 3.9kg

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 BARANYS (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 PBs 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!

www.appa.com.au APPARITION 13

DONT 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

14 APPARITION www.appa.com.au

www.appa.com.au APPARITION 15

DONT
DONT select any product
with an old (one year or more)
manufacturing date.
DONT 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 DONTS

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. Dont get shortchanged and go with price over
quality, because you may get
burned literally!

16 APPARITION www.appa.com.au

Dont 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.

www.appa.com.au APPARITION 17

LETS 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.

18 APPARITION www.appa.com.au

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.

Do your power banks come


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.

Do your power banks come


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.

www.appa.com.au APPARITION 19

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 years 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.

20 APPARITION www.appa.com.au

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 Sainsburys 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 UKs popular
Sainsburys, 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 Australasias 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 ApolloNations clientele.
Outside of work, Simons 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!

www.appa.com.au APPARITION 21

perfect branding, every minute

CONVEX2015

AU

Our specialised services include:


Printing a company logo on the dial of a watch/clock
E ngraving logos or personalised messages on the
watch back or clasp

WEDNESDAY AUGUST 19 to THURSDAY AUGUST 20

Customised packaging
Full warranty applies

DARYA KLISHINA

Specialised timepieces are the perfect corporate gift for service awards, incentives, product launches,
rewards, promotions and many other corporate occasions.

WHERE THE
PROFESSIONALS
DO BUSINESS!

ROADSHOW2014
Royal Hall of Industries
Entertainment Quarter, Moore Park, NSW

Promotional Products Tour Program

For all enquiries please contact our Corporate Sales Consultant


P: (02) 9805 4614 | E: corporate@seiko.com.au

SUPPORT THE SHOW THAT SUPPORTS YOUR BUSINESS


www.seiko.com.au

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info@appa.com.au

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CALL 1300 GO APPA (46 2772)

ROADSHOW
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MONDAY AUGUST 31 AUCKLAND
WEDNESDAY SEPTEMBER 02 WELLINGTON
FRIDAY SEPTEMBER 04 CHRISTCHURCH

22 APPARITION www.appa.com.au

www.appatradeshows.co.nz

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


and liability insurance is crucial. Contact: lucy@ihgroup.com.au
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: info@appa.com.au
Blaise Drake Consulting International Promotional
Product Sales and Marketing Training
Contact: david@blaisedrake.com or
rick@blaisedrake.com Ph: +1 610 685 9700
Laser & Sign Technology Since 1990 Laser & Sign Technology has
led the way by providing clients with the correct laser solution. Our team
provides expert advice on which laser technology and system will best meet
your needs. We currently offer over 34 laser solutions from Universal Laser
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Contact: Clinton Wood Email: clinton@lastech.com.au Ph: 02 9584 9499
Baldwins is a leading intellectual property firm practising in Australia and

New Zealand. Baldwins would like to offer APPA members a Free IP Boost.
This involves a 30 minute consultation with Baldwins in person or over the
phone at no cost. APPA Members also receive 15% off the fee component of
their first bill.
Contact: emma.crowley@baldwins.com or
Ph: 09 359 7720

Star Track (formerly AAE) offers discounted rates on air and road freight for

all APPA members. A verification of membership letter from APPA is required


to redeem this benefit. Contact: info@appa.com.au
1KG $8.25
3KG $8.83
5KG $14.13
15KG Local $8.55

Blue Book & Blue Blast Worth over $45,000 in


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Windgap Foundation Located in Sydney, Windgap provides the highest

quality direct marketing services, contract packing and mailing at special


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CLOUD Business Coaching Whether you manage a major promotional


company or youre an owner manager, your business is of great value.
CLOUD Business Coaching is a training and coaching provider whose
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Contact: +61 (0)408 11 26 11 www.cloudbusinesscoaching.com
24 APPARITION www.appa.com.au

MailCalls mission is to provide a consistently efficient, professional, and

friendly courier service to a range of clients across the entire Sydney and
Melbourne metropolitan area. This is achieved through developing innovative
technology and challenging the traditional boundaries of the
transport industry. APPA Members receive a discounted rate. You
must have a letter of authorisation from APPA to receive this rate.
Contact: info@appa.com.au

SGS Product Testing, Product Inspections Overseas, Product Safety Reports.


Contact: philip.hocking@sgs.com or
ray.hartland@sgs.com Ph: 03 9790 3400

Cyclone Global Logistics is a dynamic and agile Australian operated

freight forwarding and logistics company. We are committed to delivering a


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set fees for APPA members.
Contact APPA on info@appa.com.au for a letter of verification.

Mondo Travel Hamilton prides ourselves on offering amazing travel


and cruise holidays 24/7, and we do things better! APPA Members booking
their travel with Mondo Travel Hamilton will get to choose from
12 month travel magazine subscription
$25 duty free voucher
1 x Emperor Lounge pass
Contact: Tania Stranks
Email: tania.stranks@mondotravel.co.nz
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
service required). Integrated Intelligence will also offer free educational
events throughout the year to members.
Contact: Garth Partridge nzinfo@appa.net.nz
Email: garth@i-coach.co.nz
Ph: +64 9 918 3690

Pantone Colour Guide Solid, Coated & Uncoated


for AU$174.50, Metallic Supplement AU$109
(prices include GST)

Contact: info@appa.com.au

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Huge discounts off daily car hire rates is just the beginning. Members enjoy
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Book online: www.thrifty.com.au and enter
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Book by phone: 1300 365 564 and quote
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The Print Studio can help you with all your graphic design requirements

including: flyers and advertisement design, logo design or redraw, and all
your printing needs. The Print Studio offers all APPA members a 10% discount
on graphic art as well as one free logo redraw per year.
Contact: Rae Travis Email: rae@theprintstudio.co.nz Ph: +64 9 427 4656

TNT Discounted rates in Australia and New Zealand. TNT is one of the
worlds largest freight providers and offers APPA members exclusive
rates on both Road Freight and Air Freight. You must have a letter of
authorisation from APPA to receive this discount.
Contact: info@appa.com.au
TNT Australia blake_pardey@tnt.com.au or Ph: 02 8304 8008
TNT New Zealand lana.kruger@tnt.co.nz or
Ph: +64 9 256 7893

CourierPost is one of New Zealands premier courier providers, with a

reputation for speedy and reliable delivery. CourierPost is now offering


exclusive additional benefits to APPA members. To members 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 CourierPosts standard
terms and conditions for business customers.
For more information simply contact:
nzinfo@appa.net.nz

APPA supplies 8 free titles of educational


DVDs for members to train
their staff.

21 Logistics is a proudly Australian owned and operated freight and

logistics specialist. With over 25 years experience in international and


domestic freight management, and a long history of assisting companies
improve their logistics processes, Clint and the team at 21 are proud and
excited to be associated with APPA. Our team has 15 years experience in
the development and handling of promotional products, and long standing
specialised freight agency arrangement in China. Discounts apply on some
set fees for APPA members.
Contact: APPA on info@appa.com.au for a letter of verification

Bellingham Wallace is a contemporary firm, unrestricted by tradition or


rigid out-dated principles. Instead we encourage fresh thinking and expansive
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Contact: Matthew Bellingham
Phone: 64 9 309 7851 or matthew.bellingham@hayesknight.co.nz
Handline provides the highest quality direct marketing, finishing and
Contract packing and mailing at an affordable price for APPA members.
Contact: Steven OSullivan
Email: handline@handline.com.au
Phone: 03 9706 4448

Contact: info@appa.com.au

POD Consulting offers a range of Organisational Development and HR


DHL Express are an Air Express provider, offering fantastic

rates in Australia and New Zealand on international express courier


services for APPA members. To be contacted by a DHL representative,
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

Marty Daley Graphic Design With years of industry experience and


offering 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
redraw@martydaley.com.au
or Ph: 0402 117 005
AFEX Foreign Exchange Australia & NZ AFEX offers a comprehensive
range of international payment and foreign exchange services, including foreign
currency drafts, wire transfers, risk management tools, and designated corporate
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Contact: Steve Gopalan Email: sgopalan@afex.com Phone: +61 2 9268 7644
Ryders Customs & Forwarding (NZ) Overseas Freight Forwarding

services. Our Achieving Business Results program will help you develop your
business plan and coaching you to bring it to reality. Benefits EXCLUSIVELY
forAPPA members. (Verification of current membership will be required).
1 free Audit of members Employment Agreement template
1 hour free on-site consultation with Members (Auckland based) Outside of Auckland will be phone or Skype based Hourly rate for
Consultation of $195 (standard rate $225)
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
service required).
Gun Web Systems is a niche web development company specialising in

providing web-based business solutions. Our team consists of Business Analysts,


Web Designers, Web Database Specialists and Graphics Designers.
Gun Web Systems develops solutions using the following technology: PHP
MySQL Microsoft .NET and MS SQL Java Flash and AJAX.
With development resources in Australia, and Asia, Gun Web Systems
is capable of providing integrated web solutions to meet your business
requirements.

CreditorWatch is a commercial credit reporting bureau dedicated to giving


businesses the information they need to improve their credit management
processes.
APPA members will receive a 15 day free trial and 20% off monthly
subscription.

specialists for the New Zealand Region Special discounts for APPA
members apply! Phone: 64 9 275 5229 or glenn@ryders.co.nz

www.appa.com.au APPARITION 25

ROADSHOW2015

PERTH

Perth Roadshow
Confirmed Date
for 2016:
Thursday, 10
March 2016

ROADSHOW
2015

Perth Roadshow
Attendance 2015:
173

26 APPARITION www.appa.com.au

www.appa.com.au APPARITION 27

ROADSHOW2015

ADELAIDE
Adelaide Roadshow
Attendance 2015:
101

Adelaide Roadshow
Confirmed Date
for 2016:
Tuesday, 8
March 2016

28 APPARITION www.appa.com.au

www.appa.com.au APPARITION 29

MELBOURNE

ROADSHOW2015
Melbourne
Roadshow
Confirmed Date
for 2016:
Monday, 29
February 2016

Melbourne
Roadshow
Attendance 2015:
390

30 APPARITION www.appa.com.au

www.appa.com.au APPARITION 31

ROADSHOW2015

SYDNEY
Sydney Roadshow
Attendance 2015:
508

Sydney Roadshow
Confirmed Date for
2016:
Wednesday, 2
March 2016

32 APPARITION www.appa.com.au

www.appa.com.au APPARITION 33

ROADSHOW2015

BRISBANE
Brisbane Roadshow
Confirmed Date for
2016:
Friday, 4
March 2016

Brisbane Roadshow
Attendance 2015:
173

34 APPARITION www.appa.com.au

www.appa.com.au APPARITION 35

l
i
a
m
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 youre maximising

Under the Australian Spam Act 2003, its 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 recipients 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 thats 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.

36 APPARITION www.appa.com.au

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, youll 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

www.appa.com.au APPARITION 37

Emaitling
e
k
ar
M
E

continued

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
youre 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, youll 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. Thats 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 audiences
inboxes.
When you send out emails that look like spam,
you can flip that number and youll 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
38 APPARITION www.appa.com.au

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. Whats 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 its 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
40 APPARITION www.appa.com.au

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


Heasmans 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 Bretts 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.
Bretts 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 Marchor 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? Theyll 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?
Dont wait for them to find you. Go out and find them!
www.appa.com.au APPARITION 41

CONVEX2015

EDUCATION SEMINARS

with Trent Leyshan,


Founder of BOOM! Sales
and author of OUTLAW
& The Naked Salesman.

If youve ever wished you didnt have to


influence a stakeholder because you werent
quite sure how to say it
Or you just want to hear the word yes more often
in your life youll love working with Michelle!
Trent Leyshan is the founder of BOOM! Sales,
Australias 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 Kevs, under the guidance of mentor
Kevin McQuay (Big Kev), Australias 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.
Dont miss these two great sessions! If you have registered to attend CONVEX,
but have not registered for the Education Sessions, please email info@appa.com.au
with the names of the people who wish to attend.
42 APPARITION www.appa.com.au

If youve ever thought


youd like to improve the
way you communicate
with the people around
you so your relationships
become easier

And if youve ever thought


there must be a way to get
people on side

WEDNESDAY
19 AUGUST
8:30AM10:00AM
Breaking Rules &
Smashing Sales Targets

THURSDAY
20 AUGUST
8:30AM10:00AM
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? Its 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, youll gain better understanding of the skills,
techniques and approaches that Michelle will
discuss when she speaks for us.
https://michellebowden.com.au

www.appa.com.au APPARITION 43

Styles Shown - R121F & R121M

WHO IS Hotsub Sportswear?

CONTACT

Hotsub Sportswear
Contact:
Eddie Oliver
Ph: 03 9465 8399
eddie@hotsub.com.au

At prices that will warm your heart...

T 02 9854 0300
T 1300 369 459
sales@superioraw.com.au

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.
www.appa.com.au APPARITION 45

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
christa@papillonpromo.co.nz

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. info@brandedchocolates.com.au

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 conrmation: 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


46 APPARITION www.appa.com.au

YOUSENDIT.com - File upload system. Upload print ready PDFs to owen@appa.com.au

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: owen@appa.com.au

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(09) 528 9977

anvilknitwear.com.au
sales@superioraw.com.au
(02) 9854 0300

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