Issuu on Google+

w w w. b r i l l i a n t p u b l i s h i n g . c o m

TM

RELATIONSHIPS | RESOURCES | RESULTS

Cookin’Up

Great trade show & promotional ideas! page 8

Gift Cards Still a Great Choice page 28

The Death of Creativity page 30

JANUARY | 09

$10.00


Br_0109.indd 2

1/1/09 6:25:56 PM


8

34

Vol. 6, No. 01 2009

features:

8 Expo/tradeshows ‘Cookin’ up ideas

columns:

6 7 22 26 28 30 32 34 36 38 40 44 46

publisher's letter contributors: who’s who in industry incentives: it’s all in the booth insight: giftcards still a good idea trade show tips travel: attracting tradeshows marketing: the death of creativity exhibit: the untapped potential of your tradeshow network it’s all personal: tradeshows management: go team! marketing: rethinking tradeshow giveaways leadership: the power of positive thinking strategies: success strategies for

45 48 50

ad-index last word off the cuff: great quotes

4 Brilliant Results

recently merged organizations

| January 2009

32

46

www.brilliantpublishing.com


shing.com


publisher’s letter

brilliantresults

Brilliant Publishing LLC 9034 Joyce Lane Hummelstown, PA 17036 Ph: 717.571.9233 Fax: 717.566.5431

a

PUBLISHER / ADVERTISING Maureen Williams maureen@brilliantpublishing.com 717-608-5869

IN my own attempt to FOCUS (not a four letter word but man sometimes it feels like one) I am scurrying to get this letter written while making it brilliant and encouraging. Between all of the holiday things to do, the dismal projections for the economy and all the preplanning for all the tradeshows that happen to fall in January...focus is a luxury item I’m trying to find. I do know that those who focus, restructure and redouble their marketing efforts will survive and even thrive. While, those that think doing the same old same old will do anything for their companies… well is that not what Albert Einstein was referring to when he said,

“Insanity: doing the same thing over and over again and expecting different results.” So get out there do… something New…something Brilliant with less money…be the Creative Hero all while making your CFO Smile. Keep reading and supporting Brilliant Results and let the strong survive and the weak and not so savvy get out of our way!

EDITORIAL Editor in Chief MaryAnne Morrill

Senior Editor Michelle Donofry

Style Editor Charity Plata

Asst. Editor Molly Anika

CONTRIBUTING WRITERS Michael Merrick Crooks, Mary English Barton Goldsmith, Ph.D., Arnold Light, CTC, Dave Ribble, MAS, Ed Rigsbee, CSP, Barry Siskind, Megan Slabinski, Dr. Peter Tarlow

PRODUCTION / DESIGN Art Director Jeremy Tingle

Brilliant Results is published monthly by Brilliant Publishing LLC, 9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax# (717) 566-5431. Postage paid at Mechanicsburg PA and additional offices. POSTMASTER please send address changes to Brilliant Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 6. Number 01. Brilliant Results subscription rates: one-year $120; Canadian $160 USD; one-year foreign $225 USD. All subscriptions

Make 2009 Brilliant!

are non-refundable. Copyright © 2009 Brilliant Publishing LLC. All rights reserved. The publisher reserves the right to accept or reject any advertising or editorial material. Advertisers, and/or their agents, assume the responsibility for any claims against the publisher based on the advertisement. Editorial contributors assume responsibility for

Have A Brilliant Day

their published works and assume responsibility for any claims against the publisher based on published work. No part of this publication can be reproduced in any form or by electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher. All items submitted to Brilliant Results become the sole property of Brilliant Publishing LLC. Editorial content

Maureen Williams Publisher maureen@brilliantpublishing.com 717-608-5869

d

does not reflect the views of the publisher. The imprints, logos, trademarks or trade names (Collectively the “Marks”) displayed on the products featured in Brilliant Results are for illustrative purposes only and are not available for sale. The marks do not represent the

h

a

Mary

of Marketing in providing and person employee re and retentio and health a learn more,

b

Barto

than two de educational organization Goldsmith t balanced le after keynot and author. publications Times, the D Business Jo his web site

c

Mega

director of T staffing serv marketing a variety of fir information

d

Arno

Founder of marketing e and loyalty corporation and B2C re improvemen information

e

Dave

The Compa promotinal m listening to providing so information

implied or actual endorsement by the owners of the Marks of the product on which they appear. All of the Marks are the property of the respective owners and is not the property of either the advertisers using the Marks or Brilliant Results.

6 Brilliant Results

| January 2009

www.brilliantpublishing.com

www.brillia


contributors

ts

a

b

c

d

e

f

NG

h

a

RS

C, Siskind,

hing LLC,

869; Fax# additional

o Brilliant

Volume 6.

ear $120;

bscriptions

g LLC. All

t or reject

eir agents,

her based

nsibility for

ms against

cation can

al means,

out written

nt Results

al content

nts, logos,

played on purposes

resent the

Mary English is the Vice President of Marketing for Hallmark Insights, the leader in providing business incentive solutions and personalized reward programs for employee recognition, customer acquisition and retention, sales and dealer incentives, and health and wellness programs. To learn more, go to HallmarkInsights.com.

b

Barton Goldsmith, Ph.D. For more than two decades Fortune 500 companies, educational institutions, and government organizations have relied on Dr. Barton Goldsmith to help them develop creative and balanced leadership. He is a highly soughtafter keynote speaker, business consultant and author. His columns appear in over 500 publications, including the Chicago SunTimes, the Detroit News, and the Los Angeles Business Journal. He may be contacted through his web site www.BartonGoldsmith.com.

c

Megan Slabinski is executive director of The Creative Group, a specialized staffing service placing creative, advertising, marketing and web professionals with a variety of firms on a project basis. For more information, visit www.creativegroup.com.

d

Arnold Light, CTC, Founder of Fire and Light has 35 years of marketing experience specializing in incentive and loyalty marketing helping multinational corporations develop and implement B2B and B2C results oriented performance improvement programs. For additional information visit www.incentivesmotivate.com.

e

Dave Ribble, MAS, is President of The Company Image/Geiger, an award-winning promotinal marketing company specializing in listening to what you want to accomplish, then providing solutions within your budget. For more information please visit www.TCI4Me.com

rks of the

roperty of

dvertisers

shing.com

www.brilliantpublishing.com

j

k

f

Barry Siskind is an internationally recognized trade and consumer show expert. He is author of six bestselling business books including Powerful Exhibit Marketing. Watch for his newest book, Selling from the Inside Out. Visit Barry at www.siskindtraining.com.

h

Ed Rigsbee, CSP is the author of PartnerShift, Developing Strategic Alliances and The Art of Partnering. Ed travels internationally to deliver keynote presentations and workshops on profitable alliance relationships. In addition to serving as the president of Rigsbee Research Consulting Group, Ed also serves as the executive director of a (501 c 3) public non-profit charity. For additional helpful information visit www.rigsbee.com

j

Dr. Peter Tarlow is a founder and president of Tourism & More Inc. Dr. Tarlow has appeared on National televised programs such as Dateline: NBC and on CNBC. Dr. Tarlow organizes conferences around the world dealing with visitor safety and security issues and with the economic importance of tourism and tourism marketing. He also works with numerous cities, states, and foreign governments to improve their tourism products and to train their tourism security professionals. For additional information visit www.tourismandmore.com

k

Michael Merrick Crooks runs Crooks Advertising Alliance, a creative strikeforce specializing in creative problem-solving, the topic he’ll present as a speaker at PPAI Expo 2009 in January. He’s the author of more than fifty articles on promotional marketing and the soon to be published e-book, “ReThinking Trade Show Giveaways.” For more insight, articles and contact information visit www.CrooksAdvertising.com.


Trade S Prom ot

A

8 Brilliant Results

Br_0109.indd 8

| January 2009

www.brilliantpublishing.com

1/1/09 6:26:51 PM

www.brillia


de Shows & m otional Products

shing.com

A Recipe for Success With the inevitability of time the calendar has again come full circle and the trade show season has begun. Dates are circled in red and trade show divisions everywhere are hopeful that this time next year when trade show results are measured they will not come up short. And each year someone promises to do better next year‌to find the elusive recipe for trade show success. With that thought in mind the following recipe to mix a little promotional product with each step of your trade process is offered.

www.brilliantpublishing.com

Br_0109.indd 9

January 2009 | Brilliant Results 9

1/1/09 6:27:01 PM


step one: don’t forget keY ingredients With more than 10,000 trade shows held in the United States annually, picking the one that will net you the greatest ROI can be challenging. Various directories are available and the Internet offers a significant amount of show data. Checking with your industry groups can also provide quality show and convention information. Following are several tips on choosing the right shows provided in an article by the American Express Company: • Don’t choose by the numbers – Big crowds of people who don’t fit your customer profile won’t help your ROI. Show managers should be able to provide you with historical data on past attendees. • Ask your customers for help – Check with you customers and see which shows they attend, since your potential prospects probably attend the same shows. • Check it out in advance – While it is time consuming, the best way to evaluate a show is as an attendee. Is the show active and exciting? Are your potential customers walking the show floor? Does your product/ service fit the show mix? • Evaluate it carefully – Is it big enough, but not so large that your company will be lost? Is it in the right geographic location to attract your customers? Does the schedule fit your schedule? Are the promoters reliable? Exhibiting at the right shows will give your organization a unique sales opportunity that can also help generate new leads, find suppliers, check the competition, do some networking and get publicity. Now that you have chosen the right shows for your organization, it is time to plan to insure that you don’t forget any key ingredients for success. As with most business endeavors, the first step is generally the creation of a budget. When setting the show budget, keep in mind that according to the Center for Exhibit Industry Research, it costs 62% less to close a lead generated from a trade show than one originated in the field. Therefore, while the budget will help keep costs from spiraling out of control and deflating your ROI, it is important not to be penny wise and pound-foolish. Experienced exhibitors generally expect that show’s total cost will be roughly four times the amount spent on space rental. Because space rental represents approximately 25% of your show cost, it is important to sign up early, particularly for popular shows. This will help increase the available booth location choices so that you secure a good location and not one on the fringes of ‘Nowhere-Ville’. Selecting The Best Booth Location, by Cathleen Curchin of Laarhoven Design, offers the following suggestions for this most important task: 1. Traffic patterns. Study how traffic might move through the exhibit hall, and pick your location accordingly. Note on the floor plan where high traffic volumes are, for example, near entrances or exits, restrooms, break-out rooms and food areas. Also, don’t forget potential traffic flow problem areas such as columns, empty booth spaces and loading docks.

10 Brilliant Results

Br_0109.indd 10

| January 2009

www.brilliantpublishing.com

1/1/09 6:27:16 PM

www.brillia


shing.com

2. Next to competition? Some exhibitors debate whether or not to put their booth space near or next to their competition at a trade show. One suggestion: Use a close location to your advantage. This is your chance to show what your product has over the competition. Your product may be less expensive, more reliable, require less production time, etc. 3. High identity. If you have an exhibit with hanging signs, bridges or tall canopies, choose a space without overhead impediments that might block your visibility. Also, make sure you abide by show regulations; it may vary from hall to hall. (Don’t forget to get any height variance in writing from show management.) The budget is set and the best available booth selected, now the real planning begins. One key element to a successful trade show is to define the project, making sure that everyone understands project goals as well as potential problems. Once the desired outcomes have been determined, it is time to make a list and assign the project tasks involved with a timeline for their completion. Task responsibilities should be specific with regular check-ups to make sure all assignments are being completed in a timely manner. This process should be started early (three months before show time). Now is also the time to consult with your promotional products professional

Z8109 BRILLIANT RESULTS 1/3 PAGE SQUARE 4.625 X 4.875

Celebrate Your Stars with Macy’s Gift Cards It's the card that says "thank you" in a million different ways.

Happy Holidays

• Redeemable nationwide Shop over 800 Macy’s stores, or online at macys.com.

• Available in any amount from $10 and up And Macy's Gift Cards never expire.

• Free delivery Volume discounts are available on orders starting at $5,000.

Order now at

1-877-622-9722

or visit us at www.macys.com/corporategifts

January 2009 | Brilliant Results 11

www.brilliantpublishing.com

Br_0109.indd 11

Z8109_BrilliantResults.indd 1

10/7/08 1/1/09 6:27:57 PM 3:07:05 PM


to develop a plan that will enhance and make memorable the trade show experience for your staff and potential booth visitors. These promotional products can also assist in another important aspect of trade show success and that is to reinforce your message; however, before they can perform, that message must be focused. Because every department in the company will invariably have an idea as to what that message should be and how the exhibit should look, now is the time to distill all that input down to just two or three key ideas. If this distillation does not take place early, the odds of having an ineffective hodgepodge of messages that will confuse your audience and limit your trade show ROI is highly probable. It is important to note that attendees will remember at most only one or two messages from your exhibit, so the effective exhibitor must ‘blend’ all those company ideas into a cohesive marketing plan that delivers a clear, focused and easily understood message. Answering the following questions may help to determine that message: 1. Why do attendees visit the show and what are their expectations? 2. Why does our company want to exhibit at this show? Are we introducing a new corporate image, a new product, or trying to capture qualified sales leads? 3. What do we want prospects to see and do when they enter our booth? 4. What do we want the audience to remember about our company? 5. What results do we want from the show and what information do we need to collect for timely, accurate post-show reports and follow-up? With the message decided and upper management signed on to the idea, it is now time to begin developing the advance marketing plan that will help assure visitors at the booth.

step tWo: stir in cUstomer anticipation If you want a crowd of qualified prospects at the booth, advance PR must be stirred into the mix. Since CEIR estimates that as many as three-quarters of show attendees know what exhibits they want to see before they get to the show, strong pre-show promotion is an essential ingredient for a successful show. Following are some suggested methods to assure that show attendees who are ready, willing and able to buy seek out your booth: At least three months before the show have your publicity people get at least one feature article run in one major industry publication. Then send reprints of the article to your entire customer and prospect list with a letter indicating that this technology/product will be exhibited at your booth. If available consider including free show guest passes personalized with your company name and booth number, or custom invitations to an après show reception, seminar, party, etc. Include the information on a promotional product CD business card that includes show graphics, music, etc. and give these contacts a taste of what to expect. Nothing whets the interest like a good teaser. Six weeks before the show start calling your top customers and prospects to set up meetings so that you are on their schedule. Don’t forget to confirm those meetings before the show.

Whatever you choose to mail make it original with promotional products and make sure it includes your company name and booth number.

12 Brilliant Results

Br_0109.indd 12

| January 2009

www.brilliantpublishing.com

www.brillia

1/1/09 6:28:50 PM

Warwick-COR088-F


To receive more information, visit www.CorporateLogo.com/ProductLink

2009 Motivations

2009 Am erica

2009

ttes

Corve

Warwick-COR088-FP4C.indd 1

6/20/08 7:52:14 AM


Lists of a show’s pre-registered attendees are often available and provide another source for potential prospects. When addressing mailings to this group, use promotional products to make yours stand out from all the rest they will inevitably receive. Perhaps include a flip-flop with the mate available at your show booth or a watchband sans watch; your promotional products consultant should be able to provide some innovate two part products. Whatever you choose to mail make it original with promotional products and make sure it includes your company name and booth number. As show time approaches re-use the press. This time with press releases to trade publications and local papers that will be covering the show. Make sure your release highlights something newsworthy about your exhibit to assure its publication and don’t neglect to prepare a press kit for the show. Make your company memorable by including an unusual exhibit related promotional product in your kit. Approach the official show hotels with the possibility of distributing a newsletter type flyer under guest’s doors between midnight and 6 AM the day the show opens. Whether arranged directly with hotels or through show management, hotel keycards imprinted with your logo or sales slogan and booth location are another interesting hotel promotional tie-in. Every time an attendee enters or exits the room your information is in their face. Some hotels also offer in-room video service, allowing your company the opportunity for a set price to showcase a short video presentation highlighting your product/service (three minutes is considered an ideal run time). Don’t forget to add a tagline with your booth number to the video so attendees can get the rest of the story. Because permission from hotels and/or show management is often required for these promotions remember to add time to your schedule for approvals.

Humans only retain 50% of what they hear and 90% of that is forgotten in one minute or less, so focus the message.

In most cases, it is wise to limit the amount of advertising you do in publications distributed at the show because they are often lost in the paper blizzard that rains down on show attendees. However, many show sponsors now offer free linkage from the show sponsor’s home page to the exhibitors’ Web sites. Make sure to take advantage of this promotional opportunity by posting a photo of your exhibit and/or graphics theme on the home page and, if applicable, consider designing a computer demo to introduce your product to show attendees. Finally, whatever advance marketing approach you select, be sure you: • Know your audience – Make sure your audience cares about your bright ideas and that they will relate positively to them. • Focus your message – Humans only retain 50% of what they hear and 90% of that is forgotten in one minute or less, so focus the message. • Set specific objectives – Make sure everyone understands the show goals and all marketing efforts are geared to the realization of those goals. • Create an experience – Use presentations, promotions and multimedia to interact with and create an experience your audience won’t forget.

14 Brilliant Results

Br_0109.indd 14

| January 2009

www.brilliantpublishing.com

1/1/09 6:29:28 PM ad template.indd 1


TM

ad template.indd 1

6/26/08 10:20:43 PM


step three: pre -shoW recipe revieW The pre-show meetings are essential parts of trade show success, they provide an opportunity for the booth staff to get together to review strategies and tactics. At these meetings, promotional products can help remove the stigma of just another meeting and make mandatory attendance less onerous. Serve beverages in stainless steel travel mugs emblazoned with the company logo, a good take along to the show. Attach buttons, light-up pins, or other baubles to handouts. Let your imagination run wild with a creative promotional products consultant and connect these items to your booth or company theme so the staff at the show can wear them. This is the time to discuss booth attire and to consider the possibility of high quality promotional wearables…shirts, jackets/blazers, hats, the variety available for consideration is numerous and bound to fit most themes and budgets. Because the pre-show meetings are an important part of show success, Dave Heyliger of Rocky Mountain Multimedia Inc. offered the following tips in his article, Trade Show Rehearsal: • • • • • • •

Involve management in the meeting. Have a formal meeting structure. Use visual aids. Have high expectations. Include a booth tour or review. Spice up the presentation with humor. (Light up buttons?) Serve light refreshments, but skip the alcohol. (Travel mugs!)

Perhaps most important of all, make these meetings memorable, exciting and upbeat so that they set the stage for show expectations. Staff members should leave these meetings anticipating a successful show and a creative use of promotional products can contribute to that atmosphere of success.

step foUr: cook Up a Winner Because of the excellent planning that has gone before, the physical booth setup should proceed smoothly. If your staff is responsible for setup consider providing special T-shirts or other incentives that bring a bit of humor to a generally thankless job. Also, to make sure that you maintain the established feelings of success and avoid last minute hassles during booth setup, consider a booth field kit. Depending on the size and complexity of your exhibit, it may be a full crate complete with tools and spare parts or a just a lint brush and roll of tape. Think about what you would kick yourself for not bringing and stock your kit accordingly, that way you will be prepared for most booth setup emergencies and avoid the frustration and expense of purchasing booth setup or maintenance items on the show floor. When designing and setting up a booth the following ‘construction’ tips should be kept in mind: • Use lighting – Some industry research indicates that lighting can increase awareness of your exhibit by 30 to 50 percent. • Bold colors attract – Avoid neutral colors that make your exhibit blend in to the background. • Use graphics sparingly – Remember this is an exhibit to get the attendee’s attention; it is not a test to see how much information can fit in one booth. • Place graphics above the sightline – If they are lower than 36 inches on a back wall graphics will not be seen when people are standing in front of them.

16 Brilliant Results

Br_0109.indd 16

| January 2009

www.brilliantpublishing.com

1/1/09 6:29:44 PM

www.brillia


shing.com

• Avoid draped tables – They tend to look cheap and fail to give an exhibit the ‘finished’ look that can be achieved with a manufactured modular system. • Size matters – Make sure that everything fits the booth (unless you are using large scale props as a draw) otherwise access becomes difficult and you risk presenting a hodgepodge rather than a custom booth appearance. • Change positions – Plan your booth layout so that your product demonstrations are located away from the clogged aisles so that serious customers can view them uninterrupted by tire-kickers. • Raise it – If the show regulations permit, consider raising the floor of your exhibit a couple of inches and covering it with a brightly colored carpet to set your exhibit apart from others. • Don’t spread it – Placing literature, product samples and giveaways on a table for attendees to ‘grab and go’ defeat your show purpose which is to have the staff interact with visitors. • Names count – Make sure to visibly display the product or company name most recognized by attendees. If you build it and they don’t know who you are, it is doubtful they will come. Once the booth is setup, plan a walk-through with the booth staff to familiarize those who will be working the show with the layout flow, operation of any equipment and location of any literature. After the walk-through, consider a group lunch or dinner where staffers can relax and hash-out final details before show day.

step five: presentation coUnts It’s show time! This is what the last several months have been all about and now is the time to make sure that all that work pays off by remembering that the difference between success and failure is often all in the presentation. This is the time for show visitors to see, feel, smell, hear, or taste your product. If the product is tactile, have samples that potential buyers can touch. If it is a new software package, make sure that your exhibit area has multiple computer terminals available for attendees to try the package. If you have an enclosed theater presentation, consider an electronic “peephole” – a small monitor that transmits an inside view of the theater via video camera. This will permit staffers to monitor the presentation without opening the entrance doors. Every good presentation requires an adequate staff. No matter what your goal, you need at least

www.brilliantpublishing.com

Br_0109.indd 17

January 2009 | Brilliant Results 17

1/1/09 6:29:59 PM


one person to “spot” you when you leave the booth to take a break or check out the competition. Experienced trade show exhibiters plan to have two staffers for every 100 square feet of exhibit space. Because you have assembled and trained the best possible team, you should be assured that yours is a full-service and not a self-service booth. Your staff knows and understands the show’s goals and their role in reaching them. They are keenly aware of the show’s focus and they are trained to “stay on message”. They know presentation is important so they are well-groomed, friendly and knowledgeable. If you are launching a product, it goes without saying that all members of the staff are familiar with every aspect of the product. There is nothing anymore annoying to a potential buyer than having to wait until ‘John - the guy who knows everything about this product’ is available. Finally, if you are offering a show special, your booth and staff flaunt it. Serious shoppers are always looking for a bargain, so make sure if you are offering one that attendees know about it and every staff member can explain all the details. Remember, if you discount it, more often then not they will come.

step six: enJoY the dessert Every exhibit needs a little froth to get attendees foaming at the mouth. After the presentation, it is time for dessert and at trade shows this generally is in the form of gimmicks and giveaways. All too often though these items receive the least amount of thought and often they can leave your potential customer with a bad taste for your company. It is for this reason that you must make sure that the gimmick and giveaways fit your company’s image and the sensibilities of your clients. This is also the area in which a professional promotional products consultant can be the most helpful. Unless you are using giveaways to increase your name awareness, you should make qualification for giveaways selective and keep them out of sight. You can further increase this selective process by using a lead card type entry form; however, it is important to make sure that the more hoops an attendee has to jump through to get a giveaway the more memorable and unique the giveaway. Remember, even if the giveaway is available to all visitors it should be theme-related and unique in someway to increase your company’s memorability. After all, the expense of forgettable ‘copycat’ giveaways that end up in hotel wastebaskets hurts your trade show ROI. In addition, if you want potential clients to regard your company as an innovative leader in its field, it makes sense to consult a promotional products professional to insure that your giveaways project that image. Often the most expensive giveaway is all that trade show literature. You remember the four-color brochure the staff spent a month designing that you found in piles by the exit trash bins! Literature is an important component in trade show marketing, but it needs to be used wisely to avoid needless waste. Many companies are avoiding the headaches and costs of shipping or hauling around heavy boxes of brochures by gathering contact information from

F 4 Im

Sp

remember the four-color brochure the staff spent a month designing that you found in piles by the exit trash bins! Literature is an important component in trade show marketing, but it needs to be used wisely to avoid needless waste.

18 Brilliant Results

Br_0109.indd 18

| January 2009

Fo $6 sp wh lab pe off po lab Or

It’s Cy or

www.brilliantpublishing.com

1/1/09 6:30:21 PM ad template.indd 1


LOW AS AS

LIVE GOOD LUCK (FENG SHUI)BAMBOO

99 1

$

Feng Shui Bamboo has been used by people worldwide to achieve the proper balance, good luck & harmony for their home or office. Bamboo can grow for 20+ years. Plant only in water.

”- 8”

E4 . SIZ

OX

PR L AP

All Items Recyclable

AR

L N EN

C

Pol lear

ag yB

Individually Packaged In

R MP IN

$

1¼”x3¼”

FREE IDEA GUIDE

Special Non-Breakable Plastic Vase NEW

2¾” TALL VASE SIZE

Choose The Bamboo Size That You Want. 29 Pounds/150

Standard Size

4 Inch Bamboo - Standard Bamboo Is The “Cool” Gift That Everyone Will Want, Grow And Keep For Many Years.

BAMBOO-50

Good Value

38 Pounds/150

5 Inch Bamboo - Add 19¢T@ BAMBOO-60

Special Vase Keeps Bamboo Straight

For A Few Pennies More You Can Get A Much Larger Size Bamboo.

Better Value

46 Pounds/150

6 Inch Bamboo - Add 29¢T@ BAMBOO-80

59 Pounds/150 Bamboo Has Been

PRIN

Best Cherished In The World Value For 5,000+ Years. 8 Inch Bamboo - Add 49¢T@

Computers

T

It’s the perfect low cost M Cyber E- Plant for any home 1”x1¾” or office. 150 Minimum. I

Just put the Good Luck Bamboo in water and enjoy. All Sizes Approximate

BAMBOO-40

TEL: 512-863-8541 FAX: 800-805-0111

AMERICA

For only $1.99T extra (plus $69V set-up), you can get a specially made non-breakable white vase with your 4 color label imprint. This is the perfect gift for any home or office. Shipping weight: 13 pounds/150. Free 4 color label with your copy. Order Vase-10.

Perfect For Any Green Or Ecology Program

For about the price of one ball point pen, you can now give a valuable gift that everyone will really appreciate. Ideal for trade shows, gala events, gift with a purchase, direct mail, special sales, wellness, safety and loyalty programs. Free 4 Color Label Imprint. Bamboo can grow for 20+ years.

T

FREE 4 Color Imprint

I

W

SHO

A TOT • D GE

Tel. 473-2200

Specify Order # BAMBOO-40

150

500

1,500

5,000

2.99

2.69

2.49

1.99

SH DAY IPPIN -3

3RT

TM

G

FREE

4 COLOR IMPRINT

1

Please Specify Size of Bamboo Plant You Desire • Set Up $69V • 4 Color Label

IS AVAILABLE

© ASI:58295 • UPIC:GROLINE • SAGE:66887 • Customer Secure & ASI Approved Website: www.thegroline.com

ad template.indd 1

6/26/08 10:21:18 PM


interested attendees and sending the literature after the show; however, the “let me scan you” approach without any qualification will often just increase lost ROI by the postage/shipping cost when your catalog/ literature still gets round filed by an unqualified “looker”. Smart companies that are still handing out literature are using it as a disengaging tool after they have qualified the prospect rather than distributing it to every random passerby. These are often one or twocolor pieces that offer more information or brochures if the attendee makes a second, post-show contact. Really innovative companies have even started using a shirt-pocket-size CD filled with their company’s information as a show handout since these tend to catch the plane home with attendees and not linger in hotel rooms waiting for housekeeping.

step seven: Bring them Back for seconds The lights have been dimmed and the show is over, but for those companies that want to maximize their trade show ROI the work is just beginning. That’s because the true measure of success in most things is decided before and after the main event. In sports, it’s the hours of practice before the game and the video tape review after the final whistle. In trade shows, it’s the planning before and the follow-up after the show. If your tradeshow ROI isn’t up to par consider this: According to the Center for exhibition Industry Research, 80% of show leads aren’t followed up. That’s right 80% of those people you worked so hard to get to your booth never hear from you again! To help improve your batting average and increase your number of home runs consider a few of these tips: • Make follow up job one – When you return from a trade show do your lead follow up before everything else, including catching up on what you missed while you were out of the office. • Keep your promises – Don’t forget any promises you made in the booth…write them done in a tradeshow notebook. Also, make sure that you have enough brochures and product information sheets on hand so that you can send out requested information promptly. • Qualify leads at the show – Rank you leads by level of importance and interest as you are speaking with them at the show. After the show telephone your hottest ranked prospects within a week so they don’t become stale. Make sure the rest of your leads promptly receive a follow-up mailing. • KISS them Hello – Remember the old KISS adage, even something as simple as a thank-you note can be used for follow-up, if it is sent immediately after the show. However, to make that kiss last longer, consider including a promotional product in your follow-up mailing that will help the prospect recall your company and its trade show exhibit theme. This may increase the likelihood that they say hello or return your voice mail message! Unless you want to kiss all that time, money, and effort you put into a trade show good-bye, don’t forget to follow-up! After all it’s always better the second time around and everyone knows the third time is the charm.

20 Brilliant Results

Br_0109.indd 20

| January 2009

www.brilliantpublishing.com

1/1/09 6:30:44 PM


shing.com

Br_0109.indd 21

1/1/09 6:30:53 PM


Incentives WRITER aRnolD lIghT, cTc

It’s All In The

Booth! GRAB THEIR ATTENTION! WHAT happens in the Booth stays in the Booth. If you’ve ever been involved in a trade show and have had the experience of manning a booth then you can appreciate what it takes to attract a prospect and convert that prospect into a customer. There are so many variables that could make a difference whether or not an attendee stops at your booth.

22 Brilliant Results

Br_0109.indd 22

| January 2009

www.brilliantpublishing.com

1/1/09 6:30:55 PM

www.brillia


shing.com

Here then are several ways of attracting traffic to your booth in no particular order. First of all you must make it easy for buyers to spot your booth, so location is of primary concern. A corner on an aisle or near an entrance to the show floor can all make a difference. Next make sure your booth is seen by the use of great color and very legible, clear graphics. Is it easy for buyers to see your corporate or brand name and what benefit do you promise? How about decoration? Do you offer an excellent display of your products or services via banners, panels, back lighting, a tabletop display or a total customization of your booth? This is very important, as the design of your booth will either hold a prospect’s attention or they will just have a quick look and move on. Staffing is critical. It is just not right to send an assistant or the new sales person on the team. The booth staff must be dedicated and experienced ambassadors of your product and be able to answer product or service questions when asked. It is not good enough at a trade show to say I’ll get back to you, because you may only have that one chance in a minute or two of making that “suspect” into a buyer. Your booth people must also be well groomed and dressed in matching corporate color uniforms or present a business dress image of success. If your product is of a technical nature then it is imperative that you have technical staff that are good with people and are able to communicate clearly. Branding—Trade show giveaways are an excellent way to build booth traffic and to enhance your brands recognition. With the right item and display of your logo or slogan attendees will remember your company every time they see or use the item. It’s a great way to achieve a lasting impression long after the show. Giveaways do not have to be expensive, there are tons of items

www.brilliantpublishing.com

Br_0109.indd 23

January 2009 | Brilliant Results 23

1/1/09 6:30:57 PM


Incentives

©

in every price range from $1.00 to $10.00 The best way to make a good selection would be to contact a local Advertising Specialty Institute (ASI) or Promotional Products Association International (PPAI) distributor. However you must keep in mind that giveaways are only one way to increase interest and traffic and to differentiate you from other booths. Make sure the item you select is unique enough that it creates some excitement and attracts prospects to your booth. Once they are in then let your experienced and well-groomed sales staff take it from there. Really get involved in the trade show. Inquire about being a keynote speaker or a workshop presenter. After your presentation, offer to discuss the topic further and invite the prospects to your booth to discuss in private. Another good way to attract prospects is to hire an entertainer who can either walk the floor giving a handout directing traffic to the booth or be positioned just outside the booth inviting people in. There are many to choose from such as clowns, magicians, or sports celebrities.

or have a good video display…if a technical service offer a demo on your laptop.

B

ORD POT 4-½” Plas Flow Lid/

And finally, perhaps the best way to attract prospects is to use the database of registrants for the show in an email invitation. There is nothing better than pre-selling, and database marketing has proven to be far more successful than any other kind of media. As an exhibitor you can obtain a list from the show management and narrow it down to those companies who are of interest to you. Then you can offer an alluring message and a special gift if they stop by and mention the email. By using some of the above techniques to attract prospects to your next trade show booth, hopefully you’ll be successful in keeping those that visit long enough to generate a sale.

A

ORD POT

Have a Rewarding Day.

2-½ In Plast GroKi

How about a drawing! Offer a hot gadget or a set of golf clubs from a well-known manufacturer. Prospects just drop their card in a bowl for a drawing at a specified time during the show. This is a terrific door opener which is a sure fire way to bring people in and then you can turn the conversation to what their need is and perhaps how your product or service could help them achieve their objectives. Plus you’ll have a number of cards to follow up with after the show.

Ord

POT T

POT T

POT

POT

P A

C

Demonstrate. Offer a demonstration of your product or service. Buyers like to see products in action. Either offer a live demo

Indiv Pac In A

24 Brilliant Results

Br_0109.indd 24

| January 2009

www.brilliantpublishing.com

1/1/09 6:31:36 PM ad template.indd 1


Start Indoors Anytime And Replant Outdoors In The Warmer Weather

©

Very Colorful And Low Cost Complete

Flower Garden Seed Kits

LOW AS AS

199

$ Assorted Colors Only

ORDER POT-40 4” Tall Recycle Plastic Flower Kit & Pail Lid

White Only

B

ORDER POT-20 4-½” Diameter Plastic GroPot Flower Kit & Lid/Saucer

Perfect For Any Green Or Ecology Program

D

FREE 4 Color Imprint

Choice Of White, Hunter Green Or Terra Cotta

All Items Recyclable

Assorted Colors Only

FLOWER COLORS CAN VARY!

C ORDER POT-30 All Metal 3” Tall Flower Bucket Kit

A

ORDER POT-10 2-½ Inch Diameter Plastic Flowering GroKit & Lid/Saucer

$

FREE IDEA GUIDE

TEL: 512-863-8541 FAX: 800-805-0111

Grow With U

Please Choose The Seeds You Desire

s!

Every complete garden kit contains a rugged planting pot, soil, nutrients and seeds. Just add water and sunlight.

Standard Seeds

Everything Is Included POT-10 POT-1 T 0 T-1 POT-20 POT-2 T 0 T-2 POT-30 POT-40

500 2.69 3.19 3.69 3.69

1,500 2.49 2.99 3.49 3.49

5,000 1.99 2.49 2.99 2.99

To get quantity price - all seeds must be of the same variety. Please Specify Seed Variety Desired • Set Up $69V • 4 Color Label A

½” Diameter

B

” Tall

D

1¾”x2¾” Weight 25 Pounds/150

” Diameter

1¾”x2¾” Weight 29 Pounds/150

Weight 17 Pounds/150 C

” Tall

1¾”x2¾” Weight 35 Pounds/150

Or FREE New Seeds

Each complete garden kit contains everything you’ll need to plant and to grow colorful and very beautiful flowers. All the recipient has to do is just plant our seeds in the provided soil, add water & sunlight. In just a few short weeks, the flowers will start to grow and then blossom. These very low cost gifts will be welcomed by everyone that gets this unique gift item.

FREE

4 COLOR IMPRINT

Marigold

Daisy

Money Plant

Forget Me Not

Zinnia

Cosmos

Wildflower Mix

Old Fashioned Mix

Please Add 29¢T @

Sunflower

Johnny Jump Up

Please Add 39¢T @

Palm Tree

Red, White, & Blue Mix

Coreopsis Golf Course Grass Good Luck Plant Bluebonnet Over 2,600 Seed Varieties Available • Please Inquire

TM SH DAY IPPIN -3

G

100% GUARANTEED Individually Packaged In America

3RT

Rear (Ready To Address & Mail)

1

150 2.99 3.49 3.99 3.99

Order #

Please Add 19¢T @

IS AVAILABLE

© ASI:58295 • UPIC:GROLINE • SAGE:66887 • Customer Secure & ASI Approved Website: www.thegroline.com

ad template.indd 1

6/26/08 10:22:01 PM


Insight WRITER Mary English

Government bailouts.... Mortgage programs that led to home foreclosures.... Companies forced to liquidate or file bankruptcy......

Gift Cards Still a Great Choice It’s

no secret that 2008 was a challenging year for both individuals and companies. During the past few months, it seems like no matter where you turn, there’s an overabundance of negative news about the current state of the economy. Whether it’s online, on television or in print, news sources have repeatedly reported how companies have had to make various cut backs, find areas to trim costs and discover ways to curb spending. Layoffs, reorganizations and the elimination of overtime or year-end bonuses have all been options various companies have chosen to implement as they look to keep their bottom line healthy. But there is one area that too often falls under the budget spotlight that employers should think twice about before making changes to it – their incentive programs and the use of gift cards as awards. Although there have been mixed messages in various media reports about the use of gift cards as a means of recognition, the fact remains that gift cards continue to be a great choice for use in a company’s incentive program. The key benefits that gift cards held

26 Brilliant Results

Br_0109.indd 26

| January 2009

tha too eff me aw ch gif en to tha str be

before the recent economic downturn – allowing recipients the ultimate choice in selecting their reward, lack of expiration dates on many cards and the trophy value of a meaningful, memorable award – remain their key benefits today. In fact, it could be argued that these benefits carry even more importance in today’s business environment.

La

the Wh ap are mo ch ma rig ca us

Ultimate in choice An incentive program that uses gift cards as an award option gives its members the freedom of choice when it comes to selecting their reward. Programs that use predetermined merchandise items, or programs that use cash as an incentive, lose this aspect of choice. Most employees today want the flexibility to select the reward they want, not have their reward chosen for them. Someone who dislikes the outdoors is likely not going to appreciate that collapsible cooler that’s great for camping. And a free dinner at the finest seafood place in town isn’t much good if the recipient is allergic to shellfish.

the a An da wo ha jac no ca wh

www.brilliantpublishing.com

1/1/09 6:31:58 PM

www.brillia


shing.com

Giving an employee an award that they don’t like or can’t use can too often render the behavior and effort put forth to achieve the award meaningless. But by allowing an award recipient the freedom to choose their own reward using the gift card of their choice, you can ensure that each employee is able to receive a product or experience that is meaningful to them, thereby strengthening the bond between behavior and recognition.

l ack

of expiration dates

As times have changed, so have the buying habits of consumers. While impulse items still have their appeal, in today’s economy people are changing and becoming more and more deliberate when choosing a new purchase. And many gift cards have changed right along with them by offering cards with no expiration dates or usage fees. People don’t want to feel like they are being rushed into making a choice for a recognition award. An employee doesn’t want to spend days, weeks or possibly months working toward an award, only to have to choose between a winter jacket and a bread maker – right now! They want to feel like they can take their time, think about what kind of reward they really

www.brilliantpublishing.com

Br_0109.indd 27

want, do some research, compare various models and weigh various pros and cons. An incentive program that offers gift cards with no expiration dates shows it understands the decisionmaking process of its employees, which in turn increases the support and satisfaction in the program.

An employee doesn’t want to spend days, weeks or possibly months working toward an award, only to have to choose between a winter jacket and a bread maker – right now! h igher

trophY valUe

The purpose of most incentive programs is to reward and recognize positive behaviors and the achievement of goals. To

do that, the program must offer rewards and recognition that is meaningful and memorable to the recipient. It has been shown in numerous studies – and discussed here – that cash certainly is not king when it comes to recognition. Cash awards get lost in an employee’s income, it tends to become an expected part of a paycheck, itand it gets used on necessities like gas, food or bills rather than on an actual reward. The drawbacks to using cash as an incentive go on and on. But uUsing gift cards puts the trophy value in a reward. Gift cards are often used by award recipients on those items they want rather than items they need. Each time a recipient sees or uses the product they selected with their gift card award, they are reminded of the positive feelings they have toward the company and the incentive program. The trophy value of a reward gained through use of an incentive program gift card has more impact – making it much more meaningful and memorable for the recipient. So while other areas of the economy try to recover, it’s clear that the use of gift cards in an incentive program is still a healthy, successful and great choice for your company.

January 2009 | Brilliant Results 27

1/1/09 6:32:01 PM


©

Un Yo Lo Pla Se

Do co th sta se ge ou gu bl nt your company and 1. Will the item compleme brand image? y imprinting of contact 2. Will the item per mit eas information/message? get and deliver y time 3. Will the item fit bud requirements for the event? from other promotional 4. Will the item be unique items at the event? ion 5. Will the item inspire act

by the recipient?

And Most Import ant: ing YOU would like to 6. Will the item be someth have? Exhibit s: quality exhibit: Consider these tips for a 7.

28 Brilliant Results

ets with your exhibit to 8. Pack fabric sof tener she o pack wipes for counteract musty odors. Als ke sure to pack Ma quick touch up on fabrics. supplies like tape, a small bag/box of essential scissors, glue, etc. trivia list for your staff 9. Create a trade show booth, products, key with everything about the staffing. Make it fun clients to help prepare your ember. and they will read and rem

S

E

your show manual with 10. Always ship a copy of ‘lost baggage’ or your booth, so it is never el. forgotten in the haste of trav - inventory and pack 11.Prep while you're packing event at the end of your exhibit for the nex t each show.

The you ind wa pla

And Finally: 12. Enjoy the Show!

your giveaway items Don’t diminish the value of supply on the booth by just stacking your entire tors and increase table; hand them out to visi their preceived value.

| January 2009

M A

www.brilliantpublishing.com

ad template.indd 1


Pl

an

t

A

Pl T ing an E T t½ L h ”d : e S ee 7 p 3 eed in 2 so - s O il. Ad 41 f S e d su 63 cu rit n & y wa te r.

sun & water.

Te

S TA

Plant ½” de ep in soil. A dd

R AC COM

ODA TION

S

& water. soil. Add sun in Plant ½” deep

ep de ½” t an Pl

Do n ’t b e confused with thin breakable stakes and cheap seeds with a low germination rate our seeds are 100% guaranteed to grow and blossom.

1

49

$

Perfect For Any Green Or Ecology Program

Pla TE xas nt L: T ½” de 34 ra ep d in s 7-1 iti o oil. 0 Ad 00 n ds un &w ate r.

in

” nt ½ Pla

d Ad il. so

n su

&

p in dee

r. te wa

Unlike A Packet Of Seeds, Your Imprint Remains Long After You Plant The Seeds!

FREE 4 Color Imprint er. wat

©

Complete SuperGro Seeded Flower And Plant Stakes AS LOW AS

n& d su . Ad soil

Start Indoors Anytime And Replant Outdoors In The Warmer Weather

TUA AC

1½”x¾”

3¾”x1”

AREA

L

FLOWER COLORS CAN VARY!

T

I

R MP IN

SIZ E

All Items Recyclable

TEL: 512-863-8541 FAX: 800-805-0111

Shipping Weight: 7 Pounds/150 Supergro Stakes Order

Ecological Wood Stakes With ith Seeds

FREE IDEA GUIDE

$

Seeds

SUPERGRO-10

150

500

1,500

5,000

1.99

1.89

1.79

1.49

To get quantity price - all seeds must be of the same variety. Please Specify Seed Variety Desired • Set Up $69V • 4 Color Label

Standard Seeds

3RT

Please Add 19¢T@

Rear (Ready To Address & Mail)

Plant Directly In The Ground

OR

Plant In A Flower Pot

These new Complete Supergro Seeded Flower and Plant Stakes, with your long-lasting imprint and logo, are easy-to-plant, both outdoors (and indoors in every season). Plant the Supergro Stake in the soil and add water. Our patented biodegradable glue will dissolve & the seeds will be planted and ready to grow and blossom. Just add sunlight.

Marigold

Daisy

Money Plant

Forget Me Not

Zinnia

Cosmos

Wildflower Mix

Old Fashioned Mix

Please Add 29¢T @

Johnny Jump Up

Sunflower

Please Add 39¢T @

Red Poppy

Red, White, & Blue Mix

For Stake In A Poly See-Thru Bag Please Add 11¢T Specify BAG-20

Made In America

Perfect for any direct mail program - this complete seed stake fits in any envelope or mailer along with your advertising brochures.

on Susan Johns awn Trail 116 WoodlMO 63129 St. Louis,

n William Rya K Dr. 253 MLIL 60631 Chicago,

Coreopsis Golf Course Grass Good Luck Plant Bluebonnet Over 2,600 Seed Varieties Available • Please Inquire

Or FREE New Seeds

FREE

4 COLOR IMPRINT

G

100% GUARANTEED

1

TM SH DAY IPPIN -3

IS AVAILABLE

© ASI:58295 • UPIC:GROLINE • SAGE:66887 • Customer Secure & ASI Approved Website: www.thegroline.com

ad template.indd 1

6/26/08 10:22:53 PM


travel WRITTEn by Dr. Peter Tarlow

Attracting Trade Shows TRADeSHOWS

have long been seen as an important marketing tool for a large number of industries that need to exhibit their products to a specific audience. Since almost the beginning of time business people have known that tradeshows offer merchants the opportunity to market their goods before huge crowds in a relatively short period of time. Tradeshows however are more than mere platforms for marketing one's wares. They also form an important part of the convention and meetings industry. Tourism industry leaders are well aware of the fact that trade shows produce not only primary business (the business that takes place on the tradeshow floor) but also

30 Brilliant Results

Br_0109.indd 30

| January 2009

secondary business (business that is the result of servicing the tradeshow participants, such as hotels and restaurants) and even tertiary business (business that comes from tradeshow participants returning at a later time to the tradeshow's host community). Tourism leaders see tradeshows as conventions with something to sell. From the perspective of the tourism industry tradeshows then provide a number of important challenges and opportunities. For example even a small or medium size tradeshow may attract as many as 10,000 people from out-of-town who will fill hotel rooms and eat at local establishments. For many of the reasons mentioned above Tourism professionals compete to gain

In o from th officia show action

tradeshow market share. They also realize that people who come to their community for tradeshows may return at a later time for additional recreation and fun. While there are great similarities between the classical convention and tradeshows there are also major differences. Tradeshows often need large amounts of convention hall space, and easy access for products and tradeshow booths. Because tradeshows have multiple events occurring at the same time, the tradeshow floor must be designed to allow people to hear against a cacophony of sounds and permit private conversations in a public arena.

www.brilliantpublishing.com

1/1/09 6:33:44 PM

• - Pro infor the and and your app for m man rega site clutt crea can trad star

• -Do han off" Rem trad by w show the • -Use

www.brillia


hey also e to their ay return ecreation

milarities nvention so major en need ion hall products Because events me, the designed gainst a permit a public

shing.com

In order to obtain brilliant results from the tradeshow business, tourism officials then need to have both a preshow plan and a during show plan of action. • - Provide clear and precise information about what services the local community can provide to and for tradeshow hosts, guests and participants. Make sure that your community's information appears in a font size that is easy for most people to read. In a like manner provide information regarding secondary and tertiary site locations that is clear and not cluttered. To avoid these problems create "Tradeshow check lists" that can be reviewed with the tradeshow organizers prior to the start of the show. • -Do not overestimate what you can handle. Many communities "bite off" more than they can chew. Remember that the success of a tradeshow is determined not only by what takes place within the show, but also by what goes on off the tradeshow floor • -Use security as a selling tool to

www.brilliantpublishing.com

Br_0109.indd 31

attract tradeshows and to encourage people to consider post-tradeshow vacations in your community. Tradeshows are places where all sorts of merchandise are available and are soft target spots for pilferage. One way to gain tradeshow business is to demonstrate to potential tradeshows’ hosts that there is a total security plan and that the local police department has been trained in tourism security issues. • -Make sure that you use the fact that people are at tradeshow to promote your community. Think of give-away bags promoting local products and services, interesting posters and regular information updates on things to do before and after tradeshow hours. Make sure that your community is part of the local tradeshow rather than merely as passive location in which the tradeshow occurs.

you understand what the tradeshows' hosts' needs are and that you have a plan to meet their needs. Make sure you demonstrate to the tradeshow host that you understand who their target audience is and the message that they are trying to get across. Take the time to ask the organizers how they will define a successful show and what part the local tourism industry can play in making sure that they meet their objectives. Remember that there are really two shows occurring at the same time. The first is the actual tradeshow in which merchants are exhibiting products. The second tradeshow is that your community is also on exhibit. To gain brilliant results use the personal touch and a sense of caring to distinguish your community from other communities that are also seeking to attract the tradeshow business.

Ask yourself who is exhibiting in your community and what the special needs are of these exhibitors. The best way to get brilliant results in attracting tradeshows is to demonstrate that

January 2009 | Brilliant Results 31

1/1/09 6:34:01 PM


marketing written by Michael Merrick Crooks

Creative Problem-Solving Part#1:

The Death of C I get a lot of creative inspiration from children ... especially mine. Recently my 10 year-old son was rehearsing a presentation for his 5th grade class on corn bread. I said, “Ok, just close your eyes for a second, imagine you’ve just walked to the front of the room and let’s hear it.” He stood before his mother and me, eyes closed … with a smile on his face. After what seemed like an eternity I said, “Hello! Anytime now.” To which he replied, “Just a second, I’m waiting for the applause to die down.” The ability to see and imagine that which isn’t there is vital to the creative process, a process that many people disconnect with as they grow older. The good news is, no matter where you are on the creativity continuum, you have the ability to be even more creative. This article, the first of a three-part series, will: •• Help you understand the forces working against creative thought, •• Help you realize that you really are creative, •• Explore a concept to reconnect with your creative problemsolving abilities at will. Do you consider yourself creative? If yes, then you’ve overcome a major hurdle. If no … in a moment I believe

32 Brilliant Results

Br_0109.indd 32

| January 2009

I will change your perception. Let’s explore why people aren’t more creative. Here’s what happened. As a child, you were very creative. You could play for hours with stuff that wasn’t supposed to be used for what you were using it for. You know, like using mom’s pots and pans as a drum set or the wall as your personal canvas. You had imagination. For instance, did you ever use two chairs and a blanket to make a fort? When you were a kid, your mind was free to roam. You didn’t know the rules, you didn’t know “the way things are supposed to be” and you had few constraints on your thinking. Then a terrible thing happened. You started grade school or, as I call it … The Death of Creativity.

Forces Working Against Creative Thought The school system loves and rewards conformity. Individualism is frowned upon; in fact it’s punished. It’s a management thing. We simply can’t have 25 little kids running around, being all creative and individual. That impedes the ability to test them efficiently. So, the goal is to get everyone to fit a testable mold…the sky is blue… the grass is green. Color inside the lines. We learned quickly to seek out and deliver the ONE right answer the teacher wanted. The faster we did it, the faster we’d

get our gold star and get on to milk and cookies. There was no reason to search for other right answers or be creative … because the teacher didn’t appreciate it and it was seldom rewarded. Conformity, being the path of least resistance, became our modus operandi and we slowly… steadily stopped using our creative mind to it's potential. I thought things would change in college. But they didn’t. I took a Literary Interpretation class. I didn’t interpret the literature the way my professor wanted me to. I saw something in the story that he didn’t. He got annoyed. I got an “E”. Do you realize that, for the most part, it's not until you get into a doctorate program that you’re required to come up with an original thought — for your thesis. And the reason it’s so hard is because you just spent the last 18 years of your life NOT having an original thought? The other thing that impedes creativity is the sum total of your life experiences. Based on such things as your moral upbringing, education and life experiences, you have beliefs and perceptions that either help or hinder the creative process. I call it Comfort Reluctance and detailed it in the October ’08 issue of Brilliant Results. (Reference your Oct’08 BR or see below to access the article.) As a child you were creative and it got taught out of you. As an adult you

ha iss Th ho aw mi thi

Yo

yo ch ple •• •• •• ••

yo It’s

www.brilliantpublishing.com

1/1/09 6:34:03 PM

www.brillia


of Creativity

lk on or er m he ur … ve

have a whole host of comfort reluctance issues that affect your creative ability. The beautiful thing about creativity, however, is that it doesn’t ever really go away. It lurks in the recesses of your mind and you often use it without ever thinking about it.

ge ok I ay w ’t.

Earlier, I said if you don’t think you’re creative … I believe I will change your perception. So let’s try it, please answer the following: Have you ever: • cut three holes in a 33-gallon trash bag to use as a poncho? • used a piece of paper or cardboard as a dustpan? • rolled a piece of paper into a makeshift funnel? • used something other than a hammer … as a hammer?

YoU reallY are creative

he to re al he ou fe

If you’ve done any of those things, you employed creative problem solving. It’s the technique of using something

es fe gs on fs or it it nt R

for a purpose other than what it was intended. Congratulations! You just proved that you ARE creative.

reconnecting With creative thoUghts The key to employing creative problem solving is to first recognize and accept that you do have creative ability. Next, you must recognize and recreate the mental conditions that were present when you performed any of the above examples. Over the next month, try and recall what you were feeling, what the situation was and what was going through your mind when you did any of the examples. Use those examples as a model to examine the process, which I believe can be duplicated. Next month we’ll explore the first two of three main concepts in creative problem solving and how they relate to promotional marketing and every day business. In the meantime, take

a minute and close your eyes, and imagine the response of others to your next great idea. Try not to let the applause go on for too long. For a copy of “Comfort Reluctance” referenced in this article refer to your October 2008 Brilliant Results magazine or visit www.CrooksAdvertising.com and click on the Brilliant Results tab.

it ou

shing.com

www.brilliantpublishing.com

Br_0109.indd 33

January 2009 | Brilliant Results 33

1/1/09 6:34:08 PM


exhibit by: baRRy sIskInD

The Untapped Potential of your Trade Show Network WHEN

it comes to networking opportunities, trade shows provide one of the best venues. Here is the one place where everyone in your industry congregates for a few short days and is focused on one thing – business. Over the last few years we have seen a significant drop in the number of people who attend shows while the quality of those who do come has risen. This is important news for an exhibitor or a visitor who wants to meet and greet those often-inaccessible industry people. These are the same people you have left countless unanswered telephone and e-mail messages for. These may be the same people who will ultimately decide on the purchase of your product or service. There will be the movers and shakers - people who have their finger on the pulse of your industry. All you need to do is be prepared.

34 Brilliant Results

Br_0109.indd 34

| January 2009

www.brilliantpublishing.com

1/1/09 6:34:16 PM

www.brillia


shing.com

Here are a few tips on preparing your networking activities for your next trade show. 1. Define your objective. Be really clear about what you want to accomplish whether it’s meeting decision makers, product experts, industry gurus, forecasters or people who work for your competitors. Ask yourself, “What do I want to accomplish with these people?” If you want to learn more about your industry for example, take this statement a step further and ask, “What specifically?” 2. Make a list of the people you want to meet and the most likely place to meet them. This will include such places as receptions, on the show floor, at participating hotels, during industry events such as meetings, banquets and sporting events or at a lecture. 3. Attempt to reach these people ahead of time to set up a pre-arranged meeting. This is a great idea because the people that you want to meet, just like you, are busy and have full schedules. 4. Develop a list of questions. Rather than leaving the meeting to chance it’s always better to spend a bit of time preparing the questions ahead of time. Questions like the one in Step 1 – “What specifically?” 5.

Recording information. Bring a notebook, to record the information you are gathering.

6. Bring your business cards. Its simply good business etiquette to exchange business cards during a business meeting. Having this contact’s card also gives you their vital statistics so you can get in touch with them after the show in case you have additional questions or need some clarification on the information they gave you. 7. Thank them. Not only after the meeting is over but immediately after the show. It’s good business practice to send an e-mail or letter thanking them for the time they spent with you and the value their information had. 8. Look for opportunities to add information of your own. During your face-to-face meetings you may stumble across bits of information the person you are meeting with may be looking for. Here is a great chance to give something back to the conversation. But, be careful and avoid gossip. Keep the information you are sharing factual and positive. Sometimes we get so focused on setting up an exhibit or planning a trip we neglect the power we can cultivate with a strong network. Put these eight simple steps to work at your next show and reap the rewards that come from adding networking to your show schedule.

www.brilliantpublishing.com

Br_0109.indd 35

January 2009 | Brilliant Results 35

1/1/09 6:34:19 PM


It’s All Personal

WRITTEn by DaVE RIbblE, Mas

TRADeSHOWS

have become something of an industry unto itself, and one report says that building convention centers around the country is a wonderfully designed method for politicians to be able to leave their mark on their communities. When all else fails, build another place to have a trade show or an exhibition, because that will, they tell you, represent tax dollar revenues for the community and create more jobs in the process. One study showed that cities that were already close by bigger cities that already had convention centers still put together their own program to raise tax dollars to build their own, anyway. The reason? …Because they could. I’m not knocking trade shows, here. They are a wonderful idea that goes all the way back to the beginnings of religion: find a place where two or more are gathered and enjoy the fact that whatever you are selling or telling or sharing can be heard more easily and quickly if you can get ‘them’ to come to you. Great idea. So, throughout most of history, we have created gathering places whereby you can go to see a product or the lions fight the slaves or hear a speaker or worship your Maker. These are all gathering places where the masses can be fed much more economically with the information you hope they will want to take home with them. And, there are tradeshows for just about anything you could ever want to know about, from Fishing and Hunting to electronics to, well, adult film and much more. But, have you ever really stopped and watched the routine by the people who put up, then tear down, the trade show itself? It is an amazing example of how to orchestrate moving a massive amount of cargo in an orderly fashion. Generally, two days prior to a show, your booth arrives and is taken off the truck, placed at your booth space that is nothing more than a square of white tape that determines your booth line of demarcation from that of your neighbors. Carpet on huge rolls is brought out and rolled out. electrical boxes are brought in. Tradeshow headquarters pops up in one of the corners and forklifts come alive in an orchestrated dance as union workers somehow manage to drive as quickly as possible from floor to truck to booth space and back again without punching holes in equipment or impaling people in the way. It is loud. Electricians hover overhead, hooking up lighting to huge boxes in the sky you didn’t know were there. Sound systems are checked and, invariably, someone has brought really bad music that will play at one booth for the entire duration. That’s a lot of work, and, as soon as the show is over, the crews move back in, tear down, roll up, climb up, take back to the dock all the stuff, clearing the room for the next show and the dance to start all over again. In the midst of all this, tons and tons of literature is taken away to the dumpster and, generally speaking, quite possibly a lot of your literature is unceremoniously discarded. That’s sad. Your brochures, your white pages, your one-sheets didn’t make it out of the building, again. My unofficial estimate, just from talking to the tradeshow people who do this every week, says that more than half of the literature given out never makes it out of the building. But, as for the well-chosen, clever and useful promotional products that are given away by the smart exhibitors, well, the tradeshow people rarely ever find those, because they all do leave the building and go home and remind the attendee of your business. Interesting. Makes sense to use the right promotional products as your tools and bring the brochure to your prospect’s offices personally, after the show is over, doesn’t it? It’s All Personal.

36 Brilliant Results

Br_0109.indd 36

| January 2009

www.brilliantpublishing.com

1/1/09 6:34:28 PM

www.brillia


shing.com

10 Ways to improve... How? There are many possibilities. One exhibitor featured the Dallas Cowboy Cheerleaders in his booth. Another had an exciting increase their profitability at tradeE-mail is an easy,situation effortlesson way to additional and effort, but you’ll Assess every an basis.time multimedia presentation on aindividual revolutionary new type of technology. An shows. Author: “Riches in Niches: reach multiple people at once. It has lNDITWELLWORTHTHEEFFORTs instrumentation manufacturer employed a magician to perform at his Just asadvantage it’s criticalof to recognize to sitinback and How to toknow Makewhen it BIG a small the added being free.when quick action is needed, it’s equally important let employees resolve an issue on their own. Even the most affable and coolheaded workers occasionally have display. A major defense manufacturer hired a quick-draw fighter to Market� (May 2007) and “Meeting However, this is one case where you Susan A. Friedmann, CSP, The days when theyhow seem haunted by a personal demon or two. Put simply, foul moods and petty misunderstandings teach people useyou’re a six-shooter (with blanks, course!). & Event Planning for Dummies.� clearly get what you paytofor: Tradeshow Coach,of Lake Placid, can get the best of anyone. If two generally friendly marketing managers butt heads, for instance, it’s likely

For more information visit www. running a huge chance of your e-mailsituation NY, without is an internationally recognized they’ll be able to work out your intervention. While you Once you’ve invented anthe event (one that generates real excitement but don’t want to turn a blind eye to thetradeshowcoach.com. beingongoing deletedoffi unread — if it isn’t expert working with companies to disharmony, you or theme), make this the feature subject also ties in ce with your product flagged as ‘junk’ by the company’s don’t need to referee of your mailer. Just every as spamdisagreement filters. Your either. target audience publishers win subscribers may never get a chance to lay her by featuring areinforcement. free gift or a Offer positive eyes on your e-mail message. price discount, a successful This leaves us with direct mail. Insteadshow of handing outfeatures chocolate trade mailing Combining the candy best ofcorn, both dole worlds, bars “gimmick� and out the rather than mailings offer the ability to reach public praise to model employees the exhibit itself. For several people once in a fashion who exhibit the qualities you example, aatmailing designed that’sto effective and polite: you’re want others to emulate. draw people to the gun-By recognizing the individuals bringing your attendee fighter exhibit mightvaluable read, who contribute most positively information without forcing them to “MEET THE WEST’S to to your workplace, you’ll send adhere your schedule the way a FASTEST GUN-FIGHTER a clear message that you value telephone call does. AT HIGH NOON THE collaboration and AT positive I’mAMCOM particularly fond of postAIR SHOW – AND thinking. cards.WIN Colorful, distinct and to the A GENUINE, OLD point,WEST postcards can serve a numPoor behavior and interpersonal TEN-GALLON HAT.� squabbles employees ber ofHere functions: we arebetween selling the sizzle can lead toATTENDEES significant declines in s#APTURE THE rather than the steak.ATTENTION morale andand productivity. By withboth bright colors eye catchremaining attunedAto powerful your team, 8. ing Exclusivity. graphics fostering a friendly environment appeal of direct-mail – and of s$ELIVERESSENTIALINFORMATIONINACONand proactively tackling problems shows – is exclusivity. cisetrade fashion when necessary, you can One study released by s3ERVEASATANGIBLEREMINDERTOVISIT successfully tame office tension the Trade Show Bureau yourand exhibit keep ghoulish personalities reported that halfYOU thePLACE people s2EINFORCE THE VALUE ON in check. who attend trade the customer relationship shows go AS specifically to MUNICATION see new s3ERVE THE INITIAL CO products and services that of your marketing message for have not been shown before. the event

If you’re introducing a new technology, a new product, or an improved version of an old s"EDISTINCTIVE product, play this up in your s"E DELIVERED IN A TIMELY FASHION mailing. Emphasize both the there is absolutely no sense in sendimportance of the product as ing out a mailing that will not arrive well as the fact that the reader until after the show is over is having an opportunity see s#ONTAIN A COMPELLING OFFER THAT it first – an opportunity not motivates your attendees to visit extended to other people the booth in the Slabinski business. This sense Megan is executive director of The Creative of Group, a of being exclusive, being Ensure your success making prespecialized staffingby service placing first, is flattering, and it can showcreative, promotion part ofmarketing tradeadvertising, do wonders for youryour response and web professionals with a SHOWPLANNING2EACHINGOUTTOYOUR rate. variety of firms on a project basis. To be effective, postcards must:

key customers and hot prospects For more information, visit www. beforecreativegroup.com. the event may take a little

www.brilliantpublishing.com www.brilliantpublishing.com www.brilliantpublishing.com www.brilliantpublishing.com

Br_0109.indd 37 10 Ways 28_29_30_31_32.indd 5 Creative Group.indd 3

2SQS[PS` %j0`WZZWO\b@SacZba January 2008 | Brilliant Results " 31 January 2009 | Brilliant Results 37 October 2008 | Brilliant Results 39 1/1/09 6:34:43 PM 12/27/07 10:30:32 PM 9/25/08 8:24:23 PM


management WRITTEn by MEgan slabInskI

Go Team!

how to Promote healthy competition Within your Workforce

IN

a recent survey by our company, nearly half (46 percent) of senior executives polled said that employees are more competitive with their coworkers today than they were 10 years ago. This workplace dynamic can be either motivating or detrimental depending on how carefully you manage it. Encouraging and promoting healthy competition can benefit marketing organizations — and their clients — when employees push each other to succeed. After all, innovative solutions are generated when team members strive to keep pace with hard-working and highachieving creative colleagues. On the other hand, unbridled competition can lead to unnecessary friction that damages morale and hinders productivity. Following are tactics for fostering a positive, team-oriented environment governed by a sense of friendly and fair competition:

38 Brilliant Results

Br_0109.indd 38

| January 2009

www.brilliantpublishing.com

1/1/09 6:34:48 PM

www.brillia


shing.com

foster a spirit of togetherness. Make it known that the group’s success should always take priority over individual agendas. Clearly communicate the team’s overall objective (landing XYZ Corp. as a client or completing a branding project under budget, for instance) so that all players understand the mission and how a certain project impacts the company’s bottom line. And because employees will take their attitudinal cues from you, be the first to enthusiastically dive in and help out when an extra hand is needed.

define roles. Turf wars break out when people’s roles are not clearly defined. Prevent territorial tiffs and increase efficiency by clearly assigning individual duties at the outset of a project. Let all team members know exactly what they are responsible for and how they fit into the big picture. In addition, don’t hesitate to reshuffle tasks if you find that an individual is becoming so overly protective of an assignment that it’s impeding his or her effectiveness.

tame tensions QUicklY. When conflict arises because of excessive competition, it’s critical to nip the negativity in the bud — fast. If left to fester, feelings of animosity can have a corrosive effect as small spats turn into bitter rivalries. To combat infighting, step in and take action. Find out what is at the root of the discord and offer suggestions to resolve it. Your willingness to address departmental disharmony early — and head-on — will go a long way toward maintaining a collegial working environment.

www.brilliantpublishing.com

Br_0109.indd 39

Be inclUsive. Make everyone feel part of the team by seeking input from the entire group, even junior staff members. The more people are able to contribute, the greater their sense of ownership and dedication to the group’s objectives. Remember that the best creative pitches and design concepts do not always come from the most accomplished superstars. Ensure that everyone has an opportunity to share ideas by encouraging employees at all levels to voice their suggestions in brainstorming meetings.

recogniZe and reWard fairlY. Publicly acknowledging group contributions reinforces the importance of camaraderie and collaboration. Instead of lavishing praise on any one person, make a point to recognize the whole team. When you do call out specific individuals for going above and beyond, don’t overlook the unsung heroes — those who may be reluctant to toot their own horns but have done just as much as the most vocal selfpromoters. Guarding against unhealthy competition has never been more important than today. In an uncertain economy, marketing professionals are understandably concerned about job security and looking for ways to stand out. By employing the strategies highlighted above, you can ensure your staff shines by working with — not against — each other.

January 2009 | Brilliant Results 39

1/1/09 6:34:52 PM


marketing WRITTEn by MIchaEl MERRIck cRooks

ReThinking

Trade Show Giveaways

Bucking the Status Quo I was about to hammer a nail into a board when my 5-year-old son asked if he could do it. Without thinking, I handed him the hammer and held the nail between my thumb and forefinger. With tongue sticking out the side of his mouth he began to take aim … giving me a minute to rethink the situation. I said, “Hang on a second”, grabbed a pair of pliers and secured the nail between the gleaming steel jaws. “go ahead”, I said. He swung with everything he had, the hammer landing perfectly … on the pliers — in the exact spot my fingers had been just moments earlier.

40 Brilliant Results

Br_0109.indd 40

| January 2009

www.brilliantpublishing.com

1/1/09 6:34:56 PM

www.brillia


shing.com

“Good thing you rethought that, huh dad”, my son said sheepishly. “Yeah”, I replied. “Good thing”. Sometimes rethinking our position or rethinking a situation can yield an eye-opening or finger-saving revelation. In the world of promotional marketing and the use of promotional products, rethinking may not save a finger … but it can save money, time, effort and frustration. I’ll bet you know of plenty of cases where things are being done … because, well … because they’ve always been done that way. Every so often, someone has the time to step back and rethink the status quo. And many times, a better way emerges. “ReThinking Trade Show Giveaways” is a textbook example of that. This book is written to help you: • ReThink the role of promotional products in your trade show marketing plans, • ReThink how you select the promotional products you will use, • ReThink how you will use them to achieve your desired trade show goals, • ReThink how you will distribute those products. My tradeshow message is simple. Stop simply giving stuff away. Here’s an example of what I’m talking about. Would you stand out front of your business and hand everyone who walks by your business card … and a quarter? How about 50 cents or maybe even a dollar? You know … sort of reverse panhandling. No?

www.brilliantpublishing.com

January 2009 | Brilliant Results 41


marketing

Why not? Think about that for a minute before you continue. Then why, as people walk by your trade show booth, would you hand them an item with your contact information that cost you .25¢, 50¢ or even $1 or more? Is it because? 1) You believe they’ll look at it and fall all over themselves to do business with you? 2) You believe that at some future point in time they’ll have a need for your product or service and suddenly remember that pen they stuck in the drawer, pull it out and call you? 3) “Everyone else is doing it”? 4) You really never gave it much thought? Every day, companies spend a lot of time, trouble and money to participate in a trade show … so they can give a bunch of stuff away. Their return on investment is dismal. They have little or no actionable data to follow up on, thus, few qualified prospects.

rethink your tradeshow protocol. Ask yourself, “Why do I stand at a trade show booth and give away money in the form of promotional products?” “ReThinking Tradeshow Giveaways” will help you avoid promotional product pitfalls that entrap others. This short book will guide you toward using promotional products effectively to promote your company and enhance your prospecting efforts. You’ll learn how to wrap a promotional product in a concept that will yield better results than simply giving stuff away. And, you’ll learn why giving away LESS stuff to the right people, pays greater dividends than giving away tons of stuff to the wrong people. So get comfortable. Take off the blinders and the rose–colored glasses…because we’re about to ReThink tradeshow giveaways. 

If you wouldn’t stand out front of your business and give away money, then perhaps it’s time to

42 Brilliant Results

Br_0109.indd 42

| January 2009

www.brilliantpublishing.com

1/1/09 6:35:05 PM

www.brillia


!

rs? Who ring?

O?

ur ncept of h

ary

w ate the

NA at the eview eing

ASI/36558

ou want t reward t only for me out of strategic

ASI/36558

Recruiting, Instore Displays, Trade Show Booths, & Onsite Events

Recruiting, Instore Displays, Trade Show Booths, & Onsite Events

800 467 1996

800 467 1996

www.displaysolutions.net

www.displaysolutions.net

RECEIVE

aul in the u can use sourcing p better mers you In difďŹ cult s looking mers that artner are a new era

shing.com shing.com

www.brilliantpublishing.com www.brilliantpublishing.com

January 2009 | Brilliant Results 43 November 2008 | Brilliant Results 45


leadership WRITER baRTon golDsMITh, Ph.D.

The Power of

Positive Thinking FROM

time to time, we all think and say negative things to ourselves. It's relatively normal. Unfortunately, in the current economic climate, this type of thinking can become a way of life. It will keep you from finding success, reaching your goals, or creating a team atmosphere in your company. One of the ways to break this habit is to become aware of the negative thoughts while they are happening. This kind of mindfulness can turn the experience into a positive one. Being conscious of what's going on inside your head and around your life really helps reduce your tension. If you know you're stressed out, try taking a patience pill. Do that by telling yourself that you need to go with the flow until the uncomfortable or negative thoughts or moments pass. Many times we think in the negative when we're not feeling that good about ourselves. Perhaps your boss or teammate got on your case or didn't come through with a promise, which can leave you feeling low. In real life, this is sometimes hard to avoid. But being aware of how you are really feeling in the moment gives you the ability to change the energy and protect yourself by purposely thinking positive thoughts. This is not the same thing as being a Pollyanna. Using your own brain to help you resolve a difficult moment is a tried-and-true technique that will assist you in shifting your mood and regaining your focus.

44 Brilliant Results

Br_0109.indd 44

| January 2009

Appreciating where you are and what you have also helps. You need to commit to yourself that you're not going to let the painful emotions or situations run your life or suck you in. Use the power of positive thinking to keep a bad moment from becoming a lifestyle and damaging your career.

it. So turn off that downer station in your head and tune into the good things you do and have. Your world will be better for it.

here are some additional

tips to help YoU get started: Make a mental list of what is working in your life (at your job and your home). This helps set the tone for moving through a difficult time. Then look at how you've dealt with other challenges for additional internal support. Remember "The Little engine That Could"? Say to yourself, "I think I can." Or, "I know I can" may work even better. When you catch yourself thinking, "I'm not good enough," stop the negative thought and actually say, "I'm canceling that out." Then put in a positive statement like, "I've succeeded before and I can do it again," in its place. Another reason to put a plus sign in your mind's minus column is that negative thoughts take energy away from you while positive ones give you more. Just do the math and you can see it's worth the effort. Negative thinking isn't just a bad habit; it can do real harm to you and your business, especially if you or your clients and associates start to believe

N

C

A

P

www.brilliantpublishing.com

1/1/09 6:35:24 PM

www.brillia


advertiser's index January

Free Product Information For free product information from these suppliers, please complete and mail this page to: Brilliant Results Magazine, 9034 Joyce Lane, Hummelstown, PA 17036 or fax to (717) 566-5431

in od rld

shing.com

Please circle items of interest. SUPPLIER

PAGE NO.

3M ® . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Back Cover Aprons, Etc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3, 43 Beautiful American Publishing Co. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . pg 43 Brilliant Publishing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7, 43,47 Display Solutions by Aprons, Etc . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 GROLINE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15,19,25,29 Hallmark Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Inside Back Cover, 43 Key Bak . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Macy’s Gift Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Nike Gift Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 PromoBiz USA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Uncommon Threads Line by Aprons, Etc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Warwick Publishing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Inside Front Cover, 13

Name

Title

Company

Industry

Address

Phone

www.brilliantpublishing.com

City

Fax

State

Zip

E-mail

January 2009 | Brilliant Results 45


strategies WRITER ED RIGSBEE, CSP

s A a ro h

Success Strategies for Recently Merged Organizations IN

business today, mergers are as commonplace as reorders. If a merger has not affected you, I'd be surprised. With the blending of two cultures, generally come challenges and opportunities. To better focus on the opportunities, and not the challenges, follow the recommended process below. 1. Decide Synergistic Expectations. Be clear on what you are looking to have happen, resulting from the merger or acquisition. Top on many lists is economies of scale that generally result is cost savings. 2. Inventory the Expectations of Employees, Management and Executives. Job security will most likely be on the minds of middle management and workers. Executive compensation parity will be on the minds of many.

46 Brilliant Results

| January 2009

3. Inventory the Core Competencies from Each Company. When products and services from each differ, but serve a similar market that’s synergy. Yet, when products are similar but have different markets, this also can mean synergy. Have a strategic plan about how economies of scale will be achieved, through sales, through purchasing, or hopefully, both. 4. Inventory the Cultures and Policies of each Company. Varying levels of formality can prove to be an Achilles heel if not addressed. Also, words used by both organizations may have taken on different meanings. Each organization must give a little in the area of policy. Don't be married to the past and, the "This is how we've always done it." With

7. P E O b w F g h

DaimlerChrysler, the German's beer breaks have been interesting for the Americans to accept. While the Germans have difďŹ culty with the casual atmosphere of the Americans. 5. Decide where Circles of Interest, Expectations and Inventories from above overlap, and where they do not. The more the circles of interest from each faction overlap, the more reason each has to make the marriage work. This was a problem with the failed merger of Price/ Costco in the mid-nineties. 6. Uncover Expected Roadblocks to the Blending Process Before you merge. As with Price/Costco, it was the ancillary issues of ofďŹ ce buildings and mall development that they couldn't agree on that kept their focus off the core competencies and developing

www.brilliantpublishing.com

www.brillia


synergistic economies of scale. As you might guess, there are several areas of potential roadblocks. The not-inventedhere mentality is common. 7. Publish the above Findings for all Employees of both Companies. Otherwise they will fill-in the blanks for themselves, usually with erroneous information. Factual merger information will go a long way to soothe fears and help all concerned understand

the strategic plan and all the challenges in its implementation. 8. Help everybody, from EntryLevel employees to the Executive Suite to have an Emotional Ownership in the Success of the recently Merged Organization. Developing how-to road maps will go a long way in helping both organizations with the change. Make the first official day of the newly merged organization a celebration. DaimlerChrysler did

this, calling it "Day One." They had a celebration and gave all their over 400,000 employees a merger "kit" and Swatch watch bearing the new company name. Sure, it is much work, and it takes more than the above eight steps, but opportunities abound. For those who are willing to be flexible and open to possibilities, being part of a newly merged organization can be the opportunity of a lifetime. 

ns

,

n

o u

e

shing.com

www.brilliantpublishing.com

January 2009 | Brilliant Results 47


Last Word

THIS

month the Last Word is devoted to useful information for marketing and motivational success.

HINDA Incentives' 2008 Top Ten Redeemed Items! Hinda Incentives announced their 2008 Top Redeeming Items (based on total units redeemed) and, no surprise, the Apple iPod® is first, Bose® headsets are No. 2 and Apple® accessories are No. 3. "We're not surprised iPods® are number one," says Dave Peer, Hinda's Vice President, Client Services. "Apple® made some great upgrades to their audio product line this year, with product refreshes and lots of new color options and capacity options. Our close relationship with Apple® has provided us with immediate access to their new products when they become available, which is great for our clients since these products are so popular with consumers." Another "gadget" that made the cut is GPS units that have been increasing in popularity.

48 Brilliant Results

| January 2009

Cutlery sets and small kitchen electrics were also big this year. Peer comments, "The economic conditions have more people dining at home. In addition, the popularity of food programming on television has given a renewed interest in cooking." Here's the complete list of Hinda's Top Ten Redeeming Items for 2008 1. Apple iPods® 2. Bose® headsets 3. iPod® accessories 4. DVD players 5. Digital cameras 6. Cutlery sets 7. Vacuum cleaners

WINTHROP-ATKINS Is Now Part Of The WARWICK Family! Warwick Publishing recently announced the acquisition of The Winthrop-Atkins Company. This acquisition brings together two of the most venerable calendar manufacturers in the industry to provide a comprehensive line showcasing calendar marketing – arguably the most cost effective promotional marketing merchandise item. Additionally, these two leading industry family businesses excel in innovating a vast array of USA made paper specialty products including presentation folders, photo frames and accessories, greeting cards and a variety of other creative

8. GPS units 9. Small kitchen electrics 10. Pillows

www.brilliantpublishing.com

www.brillia


shing.com

custom promotional paper specialties. Manufacturing for both fully “made in the USA” lines is being combined in Warwick’s St. Charles, Illinois facility. Warwick CEO Ron Paschal notes that, “The synergies are incredible. Combining Winthrop’s equipment and innovations with our processes in large format printing, foil-stamping and die-cutting, and the latest printing advances allows us many new options for creating products specifi cally designed for promotional advertising.” “What a perfect fit,” explained Jim Paschal, Warwick’s President, “While we’ve been friendly competitors in the desk calendar field for four generations, both of our companies have grown in new directions with incredible solutions for promotional marketing.” In a world where increasingly imprints are just fitted onto preproduced items, the Warwick Winthrop-Atkins lines, create TRUe advertising specialties that make the ad space the focus, still in line with the utility of items needed in today’s world. The combined capabilities of these legendary market leaders develops a powerhouse of lines that exemplify all the best advantages of high exposure, extended use items with which other ad media cannot hope to compete!

www.brilliantpublishing.com

Br_0109.indd 49

Tradeshow Display company adds Promotional Products line MODdisplays now offers a selection of tradeshow promotional products to help your company increase brand awareness at your next trade show. It is a proven fact that trade show giveaways can help improve the return on your investment at your next event. Whether you're looking for a branded pen, bag, notebook, stress ball, or lanyard, MODdisplays has a wide selection to choose from. Tradeshows usually last six to eight hours, and offer time for booth staffers to interact with potential clients. Unless you make a big impression on your target audience, there is little hope that potential clients will remember your company's brand. Sending potential clients away with branded giveaway items is a great way to make sure that you are not forgotten. High quality promotional items may remain in use for years, which serves as a constant reminder of your company. "Our line of trade show products is constantly expanding and improving, and the addition of promotional items to our catalog complements our existing product line," said Ben Hughes, Director of Sales at MODdisplays. "Although we will always focus our primary attention on the sale oft tradeshow displays, many of our clients have

expressed interest in purchasing trade show giveaways from our website as well. Our primary concern is to make shopping for trade show products easy and affordable for our clients, and we believe that the addition of promotional products is a step in that direction." For additional information on any news item, please contact Brilliant Results magazine via email at art@brilliantpublishing.com.

January 2009 | Brilliant Results 49

1/1/09 6:35:46 PM


off the cuff

Quotes~

Quotes to Inspire A Happy New Year “The only way of finding the limits of the possible is by going beyond them into the impossible.” ARTHUR C. CLARKE

“Nothing contributes so much to tranquilize the mind as a steady purpose--a point on which the soul may fix its intellectual eye.” MARY SHELLEY

“We are all inventors, each sailing out on a voyage of discovery, guided each by a private chart, of which there is no duplicate. The world is all gates, all opportunities.” RALPH WALDO EMERSON

“The ability to concentrate and to use your time well is everything if you want to succeed in business--or almost anywhere else for that matter.” LEE IACOCCA

“The art of being wise is knowing what to overlook.” WILLIAM JAMES

"I always let the other fellow have my way." CLAIBORNE PELL

“Failures do what is tension relieving, while winners do what is goal achieving.” DENIS WAITLEY (AS QUOTED IN BRIAN TRACY'S BOOK, EAT THAT FROG)

“A wise man will make more opportunities than he finds.” FRANCIS BACON

“Be always at war with your vices, at peace with your neighbors, and let each New Year find you a better man.” BENJAMIN FRANKLIN

50 Brilliant Results

| January 2009

www.brilliantpublishing.com


3M, Post-it and the color Canary Yellow are trademarks of 3M. ©3M 2008. All Rights Reserved

Put Your Brand on an American Icon

Instant recognition. Instant familiarity. Instant confidence. Put your message on a Post-it® Note, and it instantly takes on more significance. In two decades, Post-it® Notes have become an indelible part of American culture. And the enthusiasm around them keeps growing. That’s because Post-it® Custom Printed Products are ideal for everything from creating awareness to helping increase sales to new product launches. There’s no better way to add punch to your message than to put it on a Post-it® Custom Printed Product. For more information, please contact your 3M Promotional Products Distributor. 1-877-863-6961 or visit www.3M.com/promote

ad template.indd 1

1/26/08 6:00:18 PM


BR 0109 Issuu