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6 Hot Sauces Sure to Blow Your Socks Off

Mar 26

Finding a new, good hot sauce nowadays is almost like when Indiana Jones triumphantly grabs the idol at the beginning of Raiders of the Lost Ark. It may have taken you traversing through the aisles of...

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4 Fantastic Promos for Senior Citizens

Mar 19

Did you know that by 2060, there will be an estimated 98 million people in the United States who are 65 or older? With the generational divide between Millennials and Gen Zers taking up a lot of conve...

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Case Study: It Takes a Village

Mar 12

Objective: A village needed an easy way to let residents know when there were issues with their water meters. They wanted a faster method of communication than mailing letters, and something more di...

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The Best Promotional Products for Sports Fanatics

Mar 05

With football season right around the corner, people are gearing up to support their favorite teams. Whether they’re grilling hot dogs at a tailgate or cheering in the stands, fans love wearing...

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What Makes Gen Z Tick?

Feb 25

It’s 2020, and Generation Z is growing up. The generation includes people born between 1995 and the 2010s, putting the group’s eldest squarely in their mid-twenties. Chances are that you m...

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4 Awesome Mindfulness Apps to Help You Be Your Best Self

Feb 18

Mindfulness. That's been a big buzzword recently. It means being mindful to take care of yourself, both physically and mentally – especially mentally. Recently, and especially with the re...

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5 Promo Products for the Stay-at-Home Worker

Feb 11

Working from home has become the norm these days. It’s also becoming increasingly difficult to separate our professional lives from our personal lives. From trying to make deadlines, cooking din...

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How Promo Products Can Make a Lasting Impression

Feb 04

How would you describe your company in 30 seconds? This common sales technique is known as an elevator pitch, and the goal is to captivate the attention of your potential clients and explain how you...

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Graphic Design Terms Everyone Should Know

Jan 28

It can be hard to communicate with a design team on a project when the designers speak their very own language. That’s why we have a rundown of words you may come across frequently that can sav...

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Reel Them in With These 5 Cinematic Promo Products

Jan 21

Box office hits took a backseat this year as more people browsed through Netflix’s new releases instead of venturing out to movie theaters. However, as many movie theaters reopen to the public,...

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Case Study: Brighten Their Day

Jan 14

A realtor wanted to give a thank-you gift to those who purchased a new home with them. They chose the LED Carbon Fiber Aluminum Flashlight. They printed their logo along with the tagline, "We will bri...

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4 Ways to Improve Communication

Jan 07

Have you ever had this conversation before? Them: "How are you?" You: "Yes." Or have you ever been in a meeting and realized you zoned out halfway through? Or how about when you’re at the mo...

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6 Promotional Products for Music Lovers

Dec 30, 2022

These promotional products will be music to your ears! There are all kinds of music lovers out there, from fans of rock to jazz and everything in between, that would love to get any of these music-the...

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Case Study: Have a Seat

Dec 23, 2022

As the COVID-19 pandemic spread, a non-profit healthcare provider needed additional waiting room seating for their clinics and health centers across the state. As a non-profit, they needed an affordab...

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Tasty Products to Satisfy a Sweet Tooth

Dec 15, 2022

If you’re looking for a crowd-pleaser of a promotion, consider candy! Few people can resist the delicious charms of a tasty treat, and giving someone a sweet gift is a great way to have them rem...

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Case Study: Employee Appreciation Gift

Dec 08, 2022

A company with many sales representatives needed an item for their top sales performers. Since their sales staff has both men and women, they needed an item that could be used by either gender. They c...

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6 On-the-Go Products for Travelers

Nov 30, 2022

Being prepared isn't just for the Scouts, it's good advice for anyone who lives life on the go! Add your logo to these hospitality and travel themed promotional products and your customers will rem...

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Case Study: Pull Up a Chair and Stay Awhile

Nov 22, 2022

Description: Foldable Chair Industry: Education/Sports What it was purchased for: A high school wanted to purchase an item they could resell to the parents in the spirit shop for fundraising dollars...

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Case Study: Welcome New Hires!

Nov 15, 2022

Objective A small business owner wanted an easy way to present important paperwork to new employees to help them stay organized in their first few months with the company. They wanted to instill prof...

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How to Make Rush Orders Less Stressful

Nov 08, 2022

Whether you just found out you need products for an event soon, or someone forgot to place an order, sometimes rush orders just happen. And that’s okay! Getting your order in last minute doesn&r...

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Case Study: Take a Map!

Oct 31, 2022

Objective: A university wanted a practical handout to give to prospective students, alumni, and other campus visitors. The handout was intended for first-time visitors and those who hadn't been on c...

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Case Study: A Prom Ticket Keepsake

Oct 23, 2022

A Prom Ticket Keepsake Organization High School Product Featured Neoprene Bracelet Goal of Promotion Issuing prom tickets Des...

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Check Up On Your Hospital Essentials: 6 Promo Products For Hospitals

Oct 16, 2022

Hospitals are an essential part of our communities! From providing emergency services to someone who isn't feeling well or injured to providing services such as nutrition education, researching illnes...

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Big-Top Promo Products!

Oct 09, 2022

Come one, come all to the best party in town, the circus! Step on up to find neat promo products that are sure to wow a crowd! Toy Elephant At a Big-Top Circus, you are sure to see some amazing...

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16 Ways Color Affects Your Branding and Marketing

Oct 02, 2022

Substantial research shows why color matters in branding and how it plays an important role in how we experience marketing. These 16 facts give you a glimpse into how you can use color to your advanta...

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Wooing Discerning Celebs with the CARSON Double Wall Bolero Tumbler

Sep 24, 2022

What do you get the celebrity-chef-turned-travel-show-host who has everything? How about the VP of Paid Media at a premier hotel chain you’d love to snag an advertising deal with? Brands like ...

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Case Study: Wave Hello to Promotions

Sep 17, 2022

Description: Custom Wave Cap Industry: Automotive What it was purchased for: The client was looking for a signature cap that would be unique, high-quality, and something that the recipient would...

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6 Things You're Missing Out on by Not Using Promotional Products

Sep 10, 2022

Promotional products aren’t just for niche industry operations. Whether you are a small organization looking to grow your business, or an established company wanting to reach a new market, a pro...

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8 Fall Promo Products

Sep 02, 2022

As the weather cools down, we’re having dreams of color changing leaves and all the fall themed events and promotions to come. From Halloween parties to homecoming football games, there are ple...

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How to Juggle Work and Life Balance Like a Boss

Aug 26, 2022

Sometimes life gets hard. You don’t have to work a night shift from Monday to Sunday to agree with that statement. Even the most effortless of jobs, those we believe to have truly mastered, can...

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Cheers! Let’s Sell More Beer!

Aug 18, 2022

Description: Custom Wave Table Tent Industry: Hospitality What it was purchased for: A local brewery wanted an eye-catching promotional item to place on tables that would boost their alcohol sales, ...

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7 Promotional Products for When You’re Feeling Lucky

Aug 10, 2022

Whether you’re a casino looking for new ways to entice players to visit or you’re putting together a casino themed event, there are plenty of promotional products for you! Add your logo an...

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Case Study: Roaming Free with the YUMA Clear Freedom Bottle

Aug 03, 2022

What do outdoor gear brands like Marmot® and Teva® have in common? Their target customers, high-value brand partners, and pretty much all of their employees are thirsty for adventure in the ...

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5 Toys for the Kid at Heart

Jul 27, 2022

There's something special about receiving a toy that brings out the kid in all of us - whether you're 5 or 55! Adding a little childhood fun to your client's day will surely help them remember your na...

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Words Have Power: Why Copywriting Matters for Your Business?

Jul 19, 2022

When you hear the word “copywriting” what do you think of? For many, they think this term relates to legal jargon and intellectual property – that’s not the case at all. Copywr...

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What Millennials Want (And How to Work With Them)

Jul 12, 2022

Many people agree that there is a high demand to diversify the workforce with young specialists bearing fresh ideas and new perspectives. Furthermore, we need to prepare this growing generation for le...

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Top 8 Promotional Products for Real Estate Professionals

Jul 04, 2022

If you work in real estate, you know that your field generates billions of dollars in revenue per year in residential, commercial and industrial sectors. And you could pocket a good amount of that yie...

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6 Things You Need on Your Desk

Jun 27, 2022

Most of us spend as much time at our desks as we do in our homes. If that’s the case, we should all put some time and effort into making sure our workspace is as happy and motivating as possible...

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Customer Experience + Branding: The Relationship Goals of Marketing

Jun 20, 2022

Customer experience can make or break your company. How you and your employees treat customers directly reflects your brand’s values. But the truth is, positive customer experiences can be diffi...

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6 Promotional Products That Put the “Fun” in Fundraiser

Jun 13, 2022

Promotional products can help your fundraising event get donors in the giving spirit and maximize the amount of money you raise for charity. These 6 products for fundraisers show off your charitable c...

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What's the Tea? Promo Products for Tea Lovers

Jun 05, 2022

Did you know that tea is one of the most consumed beverages globally, second only to water? This ancient brew has been around for hundreds, if not thousands of years, with references to early tea drin...

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9 Promotional Products for Tech Wizards

May 29, 2022

Did you know that American consumers own, on average, at least three connected devices? Add your logo to these top tech accessories and your company will become a part of your customers’ daily l...

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Case Study: Jot It Down

May 22, 2022

Description: Mini Flip Pad Jotter Industry: Financial What it was purchased for: An investment firm wanted to promote their new financial blog to their existing customers with a memorable branded it...

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Case Study: Paw-se and Appreciate the Little Things

May 14, 2022

Description: Big Paw Bear Industry: Health Care / Pharmaceutical What it was purchased for: A senior living community was looking for holiday gifts for their residents. How it was distributed: When...

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9 Promotional Products for the Oil & Gas Industry

May 07, 2022

The world runs on natural resources, but it's not like all that power comes from thin air! Oil, gas, and energy companies help harness and deliver the resources that power all our homes, offices, rest...

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Case Study: "Single Use" Pens for COVID-19

Apr 29, 2022

In response to the Coronavirus outbreak, a financial institution decided to provide single-use pens in all their locations and for drive thru banking. This idea was intended to help stop the spread ...

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Case Study: Piece of Cake

Apr 22, 2022

Objective: A bakery owner had built solid connections with other service providers within their local event industry, but they were looking to grow their business within the wedding market. Products:...

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Case Study: Inking Impressions

Apr 14, 2022

Portability and permanence are among the desirable traits sought in an effective promotional product. A company was looking for a unique self-promotion that incorporated these elements and decided on ...

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Case Study: The Weather is Snow Joke

Apr 07, 2022

Description: Keep Warm Buddy Set Industry: Education What it was purchased for: A local school was looking for a fundraiser item to help older kids raise money for an overnight camping trip. The...

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8 Promo Products That Will Have You Ready For Spring

Mar 30, 2022

Here comes the sun! With spring in full swing, it’s time to shake off the cold and embrace these colorful products that will be sure to brighten your day. Garden Kit Test your green thumb wi...

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Get in Gear With These Automotive Promo Products

Mar 23, 2022

Branding these car-accessory promotional products for a campaign will drive more customers to your business! In the U.S., the average daily work commute is 26 minutes and Americans spend around 38 hou...

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Case Study: Work it Out!

Mar 15, 2022

A nationwide insurance company shifted their employees out of their field offices to at-home workspaces due to the Coronavirus outbreak. Their HR team was tasked with providing a team appreciation gif...

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Your Graphic & Web Design Cheat Sheet

Mar 08, 2022

The world of graphic and web design is complicated and there is a lot of terminology out there to learn. To help you out, we’ve put together a cheat sheet with answers to some of the top graphic...

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Case Study: Yes, We Can!

Feb 28, 2022

Description: Kan-Tastic Industry: Food & Beverage What it was purchased for: Fast-food chain giveaway for college football night. How it was distributed: The vendor handed the Kan-Tastic out at t...

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5 Military Themed Promotional Products

Feb 21, 2022

We’ve got camouflage. We’ve got utility. We’ve got plenty of “olive drab” to go around. If you are looking for products that appeal to military personnel and their famili...

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Case Study: I've Got You Covered

Feb 14, 2022

Description: Chenille Blanket Industry: Health Care / Pharmaceutical What it was purchased for: A local hospital needed blankets to hand out to children who were currently patients that they could t...

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6 Ways to Get More Done Every Day

Feb 07, 2022

From the moment you get to work in the morning, you’re probably planning all the things you intend to get done. By the time you head home, you may wonder how the day got away from you! We’...

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8 Essential Office Supplies for Remote Workers

Jan 31, 2022

Since the CDC declared the COVID-19 virus a pandemic on March 11, 2020, various shelter-in-place and social distancing rules have been put into place to help slow the rate of infected peoples in the p...

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Give Your School Clubs a Boost With These Promotional Products

Jan 23, 2022

School clubs are an essential part of student life, and we’ve got the essential pieces you need to make the clubs a big success. These are promotional products that you can use for both to help ...

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You Can Bank on These 7 Promotional Products

Jan 15, 2022

Finance-themed promotional products are a great marketing investment and help increase brand awareness and customer loyalty. These seven products can be used as financial seminar gifts, banking giveaw...

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Get Planning! Calendars and Planners for 2022

Jan 08, 2022

2021 is coming to an end, and you know what that means – time to update your calendars and planners for the new year! Now is a great time to get organized and set up to make 2022 your best year ...

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6 High-Tech Promotional Products

Jan 01, 2022

It seems like there are new cutting-edge gadgets coming to market every day. It’s getting hard to keep up with what is really going to make your life easier and what’s just hype. We&rsquo...

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Case Study: Do a Double Take

Dec 24, 2021

Objective: A general contracting company was looking for a fun way to provide "before and after" photos to their clients after a remodeling project was complete. Product: Double-Sided Portrait Fold...

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How to Manage the Workload of a Leader

Dec 17, 2021

We all have a superstar in the office. They’re the ones who get all their work done before the deadline, befriend everyone in the office, manage an entire team, and still make it to the gym ever...

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Case Study: Too Hot to Jot

Dec 10, 2021

Objective: Department managers wanted their new employees to have an easy way to take notes during the onboarding process. They wanted to incorporate company branding to keep their image consistent....

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6 Products to Grow Your Business!

Dec 02, 2021

People love plants! They live in our offices and our homes and whether you have a large flourishing garden or fake plants because you can't even keep a cactus alive, there's a plant-themed promo for e...

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The Best Calgary: Best Embroidery Service

Nov 19, 2021

Best Embroidery Service in Calgary #1 Embroidery Classics & Promotions Best For: On-Time and Professional Service Services: Digitising, Appliqués, Crest & Name Bars, Heat Transfers Need cust...

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5 Corporate Gifts Your Clients Will Love

Nov 18, 2021

Corporate gifts are a great way to thank your clients for keeping you in business. When done right, they can also function as employee rewards/incentives. Here are a few of our favorite promotional pr...

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6 Stuffed Animals to Cuddle Your Way to Happiness

Nov 11, 2021

Almost everyone had a favorite stuffed animal growing up. They were a friend that you confided your deepest secrets to, a friend that could keep you company when thunderstorms rolled through the night...

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Case Study: Sharper Students

Nov 04, 2021

Description: Pencil Sharpener Industry: Construction What it was purchased for: A shipyard in a major city harbor has advocates who go out to local schools to promote shipbuilding. These advocates n...

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Case Study: Back in Business

Oct 28, 2021

A behavioral health practice was preparing to reopen when shelter-in-place orders were lifted. However, they needed a way to communicate the enhanced safety protocols they put in place to patients com...

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Your Brand Is Your Business - Market It!

Oct 20, 2021

As a marketing professional, you understand better than anyone the importance of establishing a distinct brand presence for your company. People gravitate to those they identify with and can trust wit...

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Case Study: Shop 'til You Drop

Oct 13, 2021

A shopping mall was holding a late-winter promotion to increase traffic during typically slower months. Visitors to the complex received a "passport" to take to different stores within the mall for st...

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Branding 101: What Makes a Brand Powerful

Oct 06, 2021

A powerful brand is more than just a great logo and a mission statement (although those certainly lay the groundwork for any brand.) We live in a time where competition rises up on every corner, and t...

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Case Study: Good Deeds for Kids in Need

Sep 29, 2021

Item: Landscape Mesh Tote Purpose: Fundraising Gala gift bag Audience: Kids in Need Foundation supporters The Kids in Need Foundation Gala is one of the organization’s largest fundraising ...

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7 Promotional Products For Those On the Go

Sep 22, 2021

According to a 2016 AAA Foundation report, American drivers spend an average of more than 17,600 minutes behind the wheel each year. Now, imagine that someone is looking at products with your logo for...

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Work Hard, Play Harder: 6 Promotional Products to Promote a Healthy Lifestyle

Sep 15, 2021

Whether you’re playing a team sport, working out, running a marathon, or going to the game, these promotional products are built to fit any active lifestyle! Add your logo to any of these pro...

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Why You Should Be Having More Fun at Work

Sep 07, 2021

In the past, the words “work” and “fun” were two very different concepts that could never be caught in the same sentence. The old school rationale taught us that if you are enj...

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The Secrets to Attracting Ideal Customers

Aug 31, 2021

You put together the business plan, signed the lease, designed an informative website and…*crickets*. It can be pretty discouraging when you put in the effort, but you’re not attracting...

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Graphic Design Terms Everyone Should Know

Aug 24, 2021

It can be hard to communicate with a design team on a project when the designers speak their very own language. That's why we have a rundown of words you may come across frequently that can save you f...

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Case Study: A Cheese-y Promotion

Aug 17, 2021

Objective: A restaurant was looking for a unique way to deliver custom printed coupons to their guests to attract more repeat business. Product: Coupon Gatefold Photo Folder Personalization: Rest...

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25 Insane Facts About Promotional Products

Aug 09, 2021

You don’t have to work in the field of promotional products to notice the impact they can have on any organization’s marketing efforts. As the most effective medium of advertising across a...

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Leading the Workplace: How to Develop Your Leadership Skills

Aug 02, 2021

Do you want to lead? Or, are you already in a management or supervisory role and want to be the best leader you can be? Then we’ve got good news for you. No matter what your current position is ...

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Case Study: Zip It Up

Jul 26, 2021

Description: Hit Sports Pack with Front Zipper Industry: Broadcast Media/Telecommunication What it was purchased for: A cellular provider needed giveaways for an event at a major university. How it ...

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Case Study: Time for a Rebrand

Jul 18, 2021

Objective: A university had just completed a major rebrand complete with a new logo and wanted to make sure they had all the necessary branded items for functions throughout the year. They had previou...

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Case Study: Plastics Make it Possible

Jul 11, 2021

Description: Oasis Recycled Bottle Pen Industry: Chemicals What it was purchased for: Trade Show Giveaways How it was distributed: A chemical company needed something to give away at a tradeshow. T...

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Top 10 Promotional Product Ideas for the Construction Industry

Jul 03, 2021

Whether you’re working in the construction industry, cater to outdoor enthusiasts, or simply want to lead a company-wide safety session, having an array of timely, yet practical promotional prod...

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6 Books That Every Business Owner Should Read

Jun 26, 2021

As business owners, it’s crucial to understand the trends that affect your industry and your company. Each day, you consume an incredible amount of data, statistics, and research. However, it&rs...

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Ain't Nobody Got Time for That: 5 Tips for Working Efficiently

Jun 19, 2021

No one ever got anywhere by doing the bare minimum. Your growth depends on you getting as much done in as little time as possible. The five tips below will help you accomplish as much as possible each...

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Case Study: Wine for the Win

Jun 12, 2021

A local winery at their annual fall festival was looking for a way to boost their sales on take-home bottles of wine. So, they gave away the imprinted Winged Corkscrew to anyone who purchased three bo...

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Your Product Decorating Questions Answered

Jun 05, 2021

You encounter promo products every single day. You hold them, wear them, and maybe even smell them. But, did you know every one of these products goes through an extensive design process, whether that...

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Case Study: Guess the Flavor Lip Balm

May 29, 2021

Guess the Flavor Lip Balm Organization Health Insurance Organization Product Featured Lip Balm & Lip Balm Sleeve Goal of Promotion Generating positive reinforcement with sales reps De...

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Case Study: A Flavorful Promotion

May 22, 2021

A Flavorful Promotion Boosts This Credit Union’s Popularity Organization: Credit Union Product Featured: Lip Balm Goal of Promotion: Generate New Loans Description of Case History: Thi...

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7 Sources to Boost Your Creativity

May 14, 2021

Feeling stumped? Uninspired? Fresh out of ideas? Thanks to the wonderful gift that is the World Wide Web, creative inspiration is just a few clicks away. These are some of our favorite sources to get ...

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6 Tips on Professionally Reaching New Heights in 2020

May 07, 2021

Can you believe 2020 is here? We can’t either! With the new decade beginning, it’s important to take baby steps that will eventually help you reach your professional goals this year. Wheth...

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The History of Promotional Products

Apr 30, 2021

If you've ever been to a music festival or convention and walked away with a bag full of freebies, then you know that promotional products work! But did you know that those quirky logoed products have...

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Case Study: Financial Industry

Apr 23, 2021

Products Javalina® Classic Pen Industry Financial Application Direct Mail A local bank wanted to increase awareness of its low mortgage rates and decided to do a direct mailing t...

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Promo Products for Realtors

Apr 01, 2021

Real estate promotional products are a memorable way to stay top of mind with your clients by promoting your brand, while also giving something back to your clients. Whether it’s part of a direc...

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5 Promo Products for the Perfect Spring Clean

Mar 23, 2021

Did you know that the concept of “spring cleaning” has cultural significance? Many cultures and religions have cleansing rituals that fall in the late winter/early spring, and the practice...

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Promote Staying Healthy: NEW DEALS

Mar 04, 2021

Hand sanitizers can help keep you safe and reduce the spread of germs if soap and water aren't available. Get your brand out into the world and keep a clean reputation with personalized hand sanitize...

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Stampede 2021?

Feb 10, 2021

Country isn’t just a type of music genre, it’s become an entire culture in the West and around the world-- including right here in our hometown, Calgary! The first cowboys to work on the C...

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C'est Vegan!

Feb 04, 2021

The owner of Embroidery Classics has been working on a new business- C'est Vegan! C'est Vegan began with a genuine love of cooking. When Marlene's family went vegan in 2013, she became enthralled wit...

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This to THAT: Crests

Feb 01, 2021

One of our clients came in to our shop wanting crests made for his company. At the time, he wasn't able to send us a photo of his logo but he did have his business card. He left it behind with us and ...

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Headwear: Caps vs. Beanies

Jan 13, 2021

Promotional hats are a great way to promote your business, event, and organization. When selecting the perfect cap or beanie for your promotional hat needs cost, quality and production time are always...

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Holiday Hours

Dec 17, 2020

(OUR SHOP IS CLOSED: December 23-January 4) Thank you to all of our customers for your business this year. We greatly appreciate your support for our small business and helping keep our doors open! ...

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Reusable vs. Disposable Items

Dec 15, 2020

Disposable products are a common part of everyday life for most folks – think single-use items like plastic cutlery, paper plates, shopping bags from the grocery store, napkins, the coffee cup f...

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Branded Products with a Purpose

Nov 30, 2020

A high-end resort selected the Atlantis Mesh Beach Tote as an incentive gift for the visitors who attended their timeshare presentations. The resort filled the tote with sunscreen, lip balm, a towel...

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Corporate Gifting

Nov 17, 2020

Business gifting shouldn't just be limited to your customers and clients. Gifting to employees shows that you value their hard work, helps boost morale and improves the workplace. Plus, it's been show...

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The Power of Promo

Nov 10, 2020

Getting free items can feel like winning the lottery. Whether it’s a free sample at the grocery store or a free trial of your favorite streaming service, it is always exciting to get something f...

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Let’s Talk Logos

Oct 25, 2020

A logo is often a company’s first impression and it can impact a customer’s perception, purchase decisions and overall attitude toward your company. A logo is a symbol or graphic element t...

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Promotional Holiday Gifts

Oct 21, 2020

Everyone talks about Christmas in July, but we like to talk about it right after Thanksgiving. For the promotional products industry, it’s about to get real busy. Classic jingles are already pla...

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Branded Gift Ideas For Employees

Oct 10, 2020

A restaurant supply company was planning its annual company picnic for employees and their families. Every year, the company gives employees a nice gift in the $10 range branded with their logo. This ...

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Secrets of Embroidery: The Design

Oct 06, 2020

We can convert almost anything into an embroidery file! Whether it is a quick doodle on a paper napkin, a loved one's signature, your kid's drawing or even a tattoo. The essence of a good quality emb...

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Autumn Fleece

Oct 01, 2020

This Fall is bringing with it a cozy cold-weather trend that your dad would totally approve of. And yes, that's a good thing, at least when it comes to this retro outerwear push. That's right, we're t...

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Fall Colour Trends

Sep 22, 2020

As the leaves begin to change, so does our apparel! Pantone’s Fall/Winter 2020/2021 colour palette was selected based on consumers’ desire for longevity and versatility. Consumers wan...

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5 Ways to Be Healthier: Time Friendly

Sep 19, 2020

Most people would agree that improving their health is important to them. But when it comes to making big life changes to accommodate a healthier lifestyle, who has the time? While we may not always b...

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