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ViRAL! page 8
Optimists & Pessimists
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Vol. 6, No. 11 2009
8 going going GONE VIRAL!
columns: 6 7 14 16 20 22 24 26 28 30 32 33 34
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publisher's letter contributors: Who’s who in the industry networking: hispanic social marketing branding: brand migration insight: the trend of incentive programs travel: travel trends it’s all personal: it’s all personal exhibit: optimists and pessimists marketing:complaints, a great marketing opportunity incentives: the key to economic recovery Emotional Fitness at Work: Responding vs. Reacting.
ad-index off the cuff: Quotes and Trivia | November 2009
Brilliant Publishing LLC 9034 Joyce Lane Hummelstown, PA 17036 Ph: 717.571.9233 Fax: 717.566.5431
PUBLISHER / ADVERTISING The new television program Fast Forward deals with an interesting concept – how would people be affected if they had a glimpse of their future? While the majority of us probably believe that knowing the future would have a positive affect, in reality this just might not be the case. Still we are fascinated with future predictions; however, in retrospect our future reality is often stranger then these far-out forecasts. On the other hand, being able to distinguish between future trends and fads can contribute to continuing business success. One constant that never changes is the need to make customers aware of our company’s products and services. However, even though economically things are starting to look positive, some companies are still leery about spending, while others who made their “ad spend” decisions and budgets during the worst of times are reluctant to acknowledge that the dawn of a bright future may depend on re-thinking those decisions. Not spending in advance of coming good times could cost them more than they realize. Have your customers re-thought their own buying habits …will they stick with the brands they traded down to after the recession ends? Will you maintain and even gain back their loyalty when your ad budgets have been cut or are non-existent? How do you keep your customers asking for and purchasing your brands when you allocate fewer dollars to influencing their buying behavior? Our cover story this month features an interview with an entrepreneur with an innovative concept. Jason Sadler of iwearyourshirt.com is the perfect illustration of how technology can be utilized for a reasonable cost to promote businesses and ideas, while presenting the possibility of a true marketing gem – going viral with a positive brand message. Jason is just one example of capturing a trend – Internet technology – and using it in a business savvy way to create that favorite of marketers worldwide – positive buzz. Throughout this issue our experts discuss other coming trends and how to be ready to take advantage of them to grow your bottom line. The bottom line takeaway – reevaluate your ad and marketing spends to reflect a positive outcome and remember to spend what you have wisely. Go viral.
Maureen Williams email@example.com 717-608-5869
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, Martin Lindstorm, Katherine O’Hara, Dave Ribble, Barry Siskind, 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 11. Brilliant Results subscription rates: one-year $120; Canadian $160 USD; one-year foreign $225 USD. All subscriptions 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 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 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
Maureen Williams Publisher firstname.lastname@example.org 717-608-5869 6 Brilliant Results
| October 2009
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.
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.
Arnold Light, CTC, CEO & President 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.lightconsults.com.
Martin Lindstrom, a respected branding and marketing expert, was selected as one of the world’s 100 most influential people by TIME magazine. The founder, CEO and Chairman of the LINDSTROM company (Sydney), Martin speaks to a global audience of approximately one million people every year. He has been featured in numerous publications, and on major broadcast and financial television network programs, his previous book, BRAND sense, was acclaimed by the Wall Street Journal as one of the five best marketing books ever published. His latest book; Buyology – Truth and Lies About Why We Buy – a New York Times and Wall Street Journal best-selling book has been translated into 37 languages and is on almost all major best-seller lists worldwide.
Dave Ribble, MAS, is President of The Company Image/TCI Consulting, an award-winning promotional marketing company specializing in great ways to extend your brand and image while adhering to your budget. Ribble is available for speaking engagements, workshops and consulting. Please email him at Dave@TCI4Me.com
Barry Siskind is an internationally recognized trade and consumer show expert. He is the author of six bestselling business books including Powerful Exhibit Marketing. Read his newest book, Selling from the Inside Out for an in depth guide to a successful sales career. Visit Barry at www.siskindtraining.com. www.brilliantpublishing.com
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Katherine O’Hara is the co-founder and Vice President of S3, a New Jersey-based, advertising, marketing and public relations agency. S3 is a nationally recognized, multimillion dollar, bi-coastal firm with clients such as BMW, Eight O’Clock Coffee and Wyndham Worldwide. S3 is also a WBENC-certified woman-owned and –operated business. For more information visit www.s3s3s3.com
Dr. Peter Tarlow is the 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
Michael Merrick Crooks An advertising professional since 1984, Michael Crooks has written more than 50 articles on the subject of promotional marketing. Speaker and author of “Rethinking Trade Show Giveaways”, Crooks owns Crooks Advertising Alliance, a creative strike-force specializing in creative problem solving. Contact Crooks through www.CrooksAdvertising.com
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.
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Few areas offer as much opportunity for creativity in marketing as that offered by the Internet. Reaching that tipping point where a positive message about your brand or organization goes viral is a goal that is being sought by ever increasing numbers. However, caution was also never more necessary to avoid mishaps and negative outcomes such as that being experienced by the PepsiCo’s AMP Ap. One entrepreneur who has found a positive why to promote brands, events, and organizations using this new media is Jason Sadler. Jason has used the Internet and design for business pursuits for the last 10 years, both professionally and personally. He has worked with large advertising companies, social networks, professional sports leagues, along with other various new media and Internet related work; but after working a few design focused jobs, it became clear that the marketing and business end of things were much more interesting and rewarding. Jason co-founded a web design company in 2006, which gave him the creative freedom to come up with iwearyourshirt.com. What is iwearyourshirt.com? According to Jason it is a pretty simple idea. Like so many other ‘pretty simple ideas’ that leave us wondering ‘why didn’t I think of that?’, iwearyourshirt.com offers organizations the opportunity to buy the upper half of Jason’s wardrobe (shirts). Basically, Jason sells himself wearing an XL shirt that you provide with information about you, your company and/or your product in a Daily Video on YouTube & Ustream.tv - Daily Photos on the blog & Flickr - Daily Posts on the blog & Twitter – on his Calendar (You/Your Company's Logo & Website), on a day of the year you select. In 2009, the face value of a day was from $1 to $365, so January 1 was $1 and December 31 was $365. In 2010, Jason will have 2 people wearing your company’s shirt – Jason in Jacksonville, FL and Evan in Los Angeles, CA – for twice the coverage with pricing from $2 for January 1 to $730 for December 31. With over half of 2010 already sold out you might say Jason’s idea is on its way to going viral. Since in Jason’s own words, “I am not a rock star, professional athlete, male model or anything Internet spectacular” Brilliant Results was delighted to have the opportunity to pose some questions to this 21st century entrepreneur with a passion for marketing, who represents out-of-the-box thinking that often leads to going viral. www.brilliantpublishing.com
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BR: How did you develop the idea for I Wear Your Shirt and where do you see its future?
This are just a few of the endless T-Shirts promoted with iwearyourshirt.com
JS: I 've always been an out of the box thinker and lover of creative and interesting marketing/advertising ideas. I wear shirts on a daily basis, don't typically care what the shirts say and knew that a lot of companies make shirts to promote their stuff. I put 2 and 2 together, started my pricing structure extremely low and exploited a bunch of free social media tools on the web to help me out. I figured that early on my pricing would be low enough (Jan 1 - $1, Jan 2 -$2, etc.) that people would give it a chance and that my following would increase if people kept buying days. Right now the future of iwearyourshirt.com is very bright. I know that businesses go through ups and downs and I want to continue to focus on giving value to people every single day. Just because I'm wearing a shirt for Zappos.com on one-day and a mom & pop blog on the next, doesn't mean my outlook or effort will change. I really hope that shirt wearing can become a valuable advertising/marketing option on the web. 2009 was 1 person in your shirt, 2010 is 2 people in your shirt and 2011 brings interesting possibilities. It's been an honor to wear shirts for great companies and people like LifeLock.com, Gary Vaynerchuk, Mountain West Sports and even Bill Cosby (yes, actually Bill Cosby). One of the most exciting things for me at the moment is engaging in longer-term relationships with companies (read: year long Product Placement). I am offering "Proud Partnerships" in 2010, which are larger in price than the $2,500 monthly sponsors and span the entire year. I have about 5-6 people I am currently in talks with and my first confirmed company TommyJohn. com. They create "the best fitting undershirts and underwear" and I will be throwing out all of my Hanes/Fruit of the Loom underwear on January 1, 2010, along with next year's shirt wearer Evan White. A lot of people joked that they would start iwearyourUNDERWEAR.com and now I have an underwear sponsor for the entire year! Don't expect photos of me in my underwear... that's not happening.
BR: What is the most important service I Wear Your Shirt offers its clients? JS: I explain it to people in this way: If you were to contact an advertising agency and ask them to create all of the content I create on a daily basis and they charged $100/hr (which is low), you would easily be paying $1,000-2,000.00 AND, they may be creating great content for you, but do they have an audience that's ready to consume it, share it and talk about it? I know that my YouTube videos aren't award winning polished pieces of cinema gold. I know that. But, add in the Live Video show, the 3-4 photos, the blog posts, the Twitter following, the Facebook friends and everything else... it's hard to pass up that opportunity for $365, my most expensive day this year. And if you asked my mom this question, she would say "Jason Sadler" is the most important service, ha-ha. BR: How do you create viral media exposure for your clients? JS: I think this is a reflection of two things: #1 Creating GOOD content that people want to see, and; #2 Having a very supportive and tuned-in
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audience that is willing to watch, listen and share information. It is no secret, some days are much better than others, some days are outstanding and some days are just okay. My goal everyday is to share a company with an audience that probably doesn't know about them and make it fun, personable and interesting to check out. BR: How can/does a company use I Wear Your Shirt as a part of a marketing campaign? JS: There have been a few occasions where companies had bigger things, or should I say, more involved marketing efforts already in the works and they added me in to it. I wore a shirt for Marietta College on August 28 to help celebrate their 175th Anniversary. They were already asking students, staff, alumni and anyone else to wear their shirts on that day and submit photos and I easily slipped right in. I had probably 50 alumni/students/faculty email me personally to say they were honored to see me in their shirt, how great is that? On the flip side of that, I've also been the marketing campaign starting point for a lot of people. Red Square Agency purchased 19 days in March to have me talk about a client of theirs and help reach 16,000+ entries for a "trip of your dreams" giveaway. I wore 8 shirts for Coalesce Marketing on August 21 and helped them see 1,500+ people tweeting a phrase on Twitter in 1 day. The last
Macy’s Gift Cards The perfect incentive for employees, clients and customers One card, millions of ideas. Motivate, celebrate, inspire, reward, congratulate... we’ll customize a program just for you. It’s the gift of choice, convenience and everything Macy’s has to offer! There are over 800 Macy’s stores nationwide to shop, plus online at macys.com. Be sure to ask about volume discounts. Call Macy’s Corporate Sales & Services today at 877-MACYS-B2B, or visit us online at www.macys.com/corporategifts.
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example I'll give is on September 10, Leanne Chase of Career Life Connection flew me down to Miami, FL to accompany her in a booth she had setup at a conference. I hung out in her booth, did my live video show and attracted a lot of attention from attendees of the conference and other booth owners. I had a blast being there and she told me that we were definitely the hit of the event. BR: Which Company that has utilized I Wear Your Shirt was the most fun or unique for you to work with? Can you give our readers some examples of your clients’ successful use of your service in their marketing efforts? JS: I just recently gathered up a bunch of testimonial emails from iwearyourshirt.com buyers and even surprised myself a little with some of the return they received. One of my proudest achievements with a client was on May 5 when I wore a shirt for WaterIsLife.com. They create these $10 water-straws that give people in Africa an entire year's worth of clean drinking water. Through my audience we were able to buy over $1,000 in water-straws (100 units). On August 27 I wore a shirt for Meg Matlach, of HarmonyWishes.com, and was able to send nearly 2,000 unique visitors to her website over her daily average. In February, the monthly sponsor CoedMonkey.com saw a nearly 50% increase in sales which didn't include any daily shirt wearing, just mentions on live video, the video clips, tweets and blog posts. It is definitely one of the best feelings of this project to know that I have a ton of other companies to talk about that had great success by using iwearyourshirt. com. I invite the readers of Brilliant Results to read a few more at http://bit.ly/ iwysTESTIMONIALS BR: What do you do with all the shirts that you receive? JS: I originally only thought I would end up with 365 shirts, so when I cleaned out my closet and bought an extra 250 hangers from Target, little did I know what was to come. One company, Tultex Shirts, sent me 50+ shirts on their day. And a handful of other companies have sent multiple shirts. As it stands right now I probably have about 500 shirts, with a few months left this year. At the end of the year I want to get a photo in my closet with every shirt hung up and then I'll be boxing up the majority of them and sending them to Africa. I have a few people who have reached out and said they could use a bunch of shirts as well for other charities and I am happy to spread the shirts around. I may end up keeping 20-30 shirts, but with iwearyourshirt.com continuing in 2010 I'm not sure when I will wear them? BR: Do you have any final thoughts or advice for our readers? JS: Be creative, work hard and tap into your existing network. iwearyourshirt.com wouldn't have been possible without help early on from my friends, colleagues and family. I work 14-18 hours a day, everyday, and everyone around me is supportive and willing to lend a hand. That, to me, is the best thing I have going for me and it continues to grow everyday with each new person emailing me (iwearyourshirt@ gmail.com), following me on Twitter (@iwearyourshirt) and becoming my friend on Facebook (Facebook.com/JasonSadler). It really is true... without the support of the iwearyourshirt.com audience my business wouldn't be successful. Last but not least I'd like to give a big shout-out to my family, my girlfriend Megan, my dog Plaxico and my buddy Evan White who's wearing shirts with me next year! Thanks guys. If you have questions or would like Jason and Evan to wear your shirt, please visit www.iwearyourshirt.com. 12 Brilliant Results
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networking WRITER: Katherine O’Hara
Hispanic Market & Social Media Social
giant adopted a Hispanic effort in 1989, they saw a Hispanic Honda sales increase of 270% over the next 10 years. Even through the last recession of the early 90’s, Honda’s sales continuously increased when general market sales slowed (Ward Dealer Business). These active efforts have continued through a multitude of efforts that have included online campaigns to target Latino consumers. Ads promoting targeted models directed consumers to the Honda website, where they were then able to research all models in English or Spanish. Savvy marketers understand that the term “Hispanic” refers more to a related group of cultures rather than simply to those who speak the Spanish language. The Hispanic market is 60% bilingual, while about 20% are dependent on either English or Spanish. Hispanics originate from over 20 countries, each bringing distinct language use and culture. When you then consider standard marketing targeting such as income, housing, psychographics and lifestyles – “Hispanic market” is clearly a term that requires a bit of homework and target definition. While few marketers Visits to social networking sitesat least 2 to 3 times per month: proactively target English Preferring Hispanics:.................................................................................................... 36% ethnic minorities, even Spanish Preferring Hispanics: .................................................................................................. 27% fewer connect through African Americans: ................................................................................................................... 26% social media. This Non-Hispanic Whites: ............................................................................................................... 18% translates into a wealth of opportunities for Regular Visits to MySpace or Facebook those that can identify MySpace: Facebook: meaningful ways to English Preferring Hispanics:....................44% English Preferring Hispanics:...............18% connect. Spanish Preferring Hispanics:...................35% Spanish Preferring Hispanics:..............13% African Americans:....................................29% African Americans:...............................12% Non-Hispanic Whites:................................22% Non-Hispanic Whites:........................... 7%
media. The venue once viewed as “teens only” has by all accounts turned the corner to adult and corporate embrace. Millions of people now turn to blogs, social networks, and video as their primary source of news, opinion, and entertainment. Traditionally, Hispanics have relied on the original concept of “social networks” to gain trusted information. This draw to family and friends for sharing information and seeking guidance makes Hispanics natural players in the new consumerdriven social media arena. Hispanics influence, and are influenced, through peers more than their general market counterparts. Social networks also offer a means to communicate with family and friends with whom they are geographically separated. A 2009 study by the Captura Group examined data from the Florida State University Center for Hispanic Marketing Communication with the support of DMS Research. Their national online sample examined nearly 2,500 people that were equally divided among the following cultural groups: Hispanics
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who prefer English, Hispanics who prefer Spanish, Non-Hispanic Whites, African Americans and Asians in the United States. The findings solidified the importance of utilizing social media in building interaction with the Hispanic market. It also supports the growing awareness that one does connect with Hispanics through English language platforms. This report offers staggering findings that will be hard for most marketers to ignore, including the revelation that overall Hispanic usage by age 36 or older was 47% while NonHispanic Whites and African Americans combined reached only 30%. The web offers few cultural or in-language options for ethnic minorities. This has fueled the trend for tapping social networks to generate original content. For businesses to connect on this level, they must be mindful of the audience’s desire to connect on a personal and cultural level. Companies such as Honda have long understood, embraced and ultimately been rewarded by the long-term loyalty of this market. When the automobile
branding By Martin Lindstrom
Navigate the Passage original PRODUCT
I guess you’ll have heard about the Versace hotel, the Ferrari laptop, and the Apple cell phone. Yet, had I suggested any one of these products to you fifteen years ago, you might have been forgiven for thinking that a few extravagant typos had made it past the editor. Yet today, we’ve become perfectly used to extreme brand extensions like these. But, can you go too far? Brands have been stretching their way into such new and unexpected product categories that some product progeny can be impossible to link to their brand parents. For example, some years ago, Bic (the disposable pen, lighter and shaver brand), decided to migrate into the perfume business by developing cheap disposable scents. The attempt failed in a big way. Consumers couldn’t draw a credible link between the erstwhile stationery manufacturer and the idea of the company supplying a budget perfume. So what about a rich smell? Trump tried this avenue, launching ‘Donald Trump, The Fragrance’, a perfume for the millionaire wannabe. The bid failed and Trump’s men’s scent vanished from the shelves. The very fascinating fact of the matter is that, to migrate your brand into totally new product categories requires more than the power of your brand alone. Just ask Louis Vuitton. Over the years most of us have become accustomed to linking the brand with everything from clothing, shoes and jewellery to pens and games. The company has managed these multiple successful product migrations by establishing some pretty clever brand alliances, all of which have added the magic dust of brand credibility that’s so necessary to premium-priced goods. A couple of years ago, Louis Vuitton released its first timepiece collection. A Louis Vuitton fan would recognise the product’s brand origin in a trice, given the irrepressible use of the ‘LV’ monogram. But, as I said a moment ago, the power of the brand 16 Brilliant Results
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alone is not enough to sustain a successful migration. Louis Vuitton had engineered something unheard of until then: they teamed up with another brand to maintain credibility in the timepiece product category, which was new to the Louis Vuitton brand. Inspect a Louis Vuitton watch carefully and you’ll notice that it’s ‘Swiss Made’: a claim never before made by the LVMH group. But Switzerland’s legendary watch- and clock-making pre-eminence seemed essential to Louis Vuitton if the brand were to maintain its own perceived quality during the migration phase. Just as Louis Vuitton’s migration into the shoe category was associated with the phrase ‘Made in Italy’, the home of magnificent shoes. What the Louis Vuitton experience demonstrates is that migrating a brand from one product category to another takes a lot more strategic intelligence than simply plastering a logo to the new product. A logo might carry some weight, but the fact is that not even the most powerful brands can be secure in a courageous product migration by investing trust in the brand alone. And this implies that no brand should www.brilliantpublishing.com
feel secure in following a ‘logo-only’ migration strategy. Needless to say, transporting the brand’s core values from category to category is essential to a successful move. So, it makes sense to assess whether the product migration you’re considering promises a credible match with the values your brand represents. This is where Bic failed: no one wants to feel cheap, but the essence of Bic’s products’ disposability imposed this value upon the fragrance line. The consumer must be able to believe that the core values surrounding the mother brand sit comfortably with the newly introduced product. Louis Vuitton capitalised on its decade-old strategy of using country-of-origin as a branding statement, a strategy that has paid off very handsomely considering the fact that more than 70 percent of Louis Vuitton products are purchased by Japanese customers. Yet this statistic is not so surprising considering 80 percent of Japanese girls dream of being married in Paris. So what’s the secret ingredient in the ultimate brand extension strategy? Some years ago I introduced a brand concept called ‘Smash Your
Brand’, the foundations of which lie in the story of the Coca-Cola bottle. This 1915 design was based on a brief that required the bottle to be so distinctive that, were the bottle to be smashed into countless pieces, its identity as a Coca-Cola receptacle would be recognizable in even the smallest shard. So, the ‘Smash Your Brand’ concept underlies approaches and strategies that test whether it’s possible to identify the brand behind a product in an instant, having removed all signs of a logo. Some brands pass the test easily. Apple’s iPod is a good example. Try finding the Apple logo on the front of the device. It simply isn’t needed. Apple is smashable. The ‘Smash Your Brand’ approach can come in handy when migrating a brand into new product categories. Apple released its brand new iPhone last month. No one was surprised about the move – or the name, which has proven to be just as ‘smashable’ as the design of the device. But the name and design alone have not secured this success. One of Apple’s most essential smashable components is its navigation. Put an Apple user in front of any computer-screen and November 2009 | Brilliant Results 17
they’ll know in seconds if it’s an Apple or not. Why? Because the navigation they find there represents hundreds of Apple navigation rituals and routines, which Apple consistently uses in the brand’s migration from category to category. Today, 50 percent of Apple computer purchases are made by firsttime Apple users – they’ve decided to migrate from PC’s because they’ve become used to the Apple navigation via the iPod. You could say that the iPod device has been Apple’s secret recruitment device, hooking its future consumers on Apple’s navigation. iPod number 100 million sold during 2007, perhaps proving that Apple has created the perfect migratory path into one of the world’s most competitive electronics categories: the mobile phone. So successful has Apple been in forging those migratory paths that the brand’s fans were switched onto the new product even before it was revealed at Macworld in San Francisco. So, Apple’s product migration has succeeded through design and navigation. This design and navigationled strategy exemplifies what most successful product migrations have in common: they don’t trust in their logos to do the work. In fact, most have succeeded with entirely logoindependent strategies. To do this, they’ve taken the brand-identity focus off the logo and established imaginative brand links. So why, for example, has Colgate never developed toothpicks containing the product’s signature aroma and taste? But some brands do get it. Ferrari teamed up with Acer to release the world’s first Ferrari laptop. But simply lacquered red and plastered with the Ferrari logo, the laptop might not have
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succeeded. Acer went that one step further by dressing the Ferrari laptop in three layers of original patented Ferrari paint. Even the start up tune intoned the hum of and accelerating Ferrari. Acer and Ferrari leveraged every one of their ‘smashable’ components to forge this surprising migration and in the process justified the consumer additional price attached to the laptop. The more brands manage to appeal to our senses, the better their chance of managing a successful product migration. Does your brand own branded sensory signals? A sound? A texture? A shape? A taste? An aroma? If it does, use these sensory touch points as bridges to your brand’s new venture.
In short, a brand’s product migration is far from being guaranteed success by simply plastering its logo onto the new product or service. In fact, if your brand has to count on its logo, you could probably guarantee that the migration will fail. So before you pack your brand’s bags for that voyage of discovery, smash it up, see what its pieces tell you and, if each of them speak the brand’s name and values clearly, it might be ready to set sail for new product lands.
The more brands manage to appeal to our senses, the better their chance of managing a successful product migration.
insight WRITER: Mary English
The Trend Of Incentive Programs Using Gift Cards Is No Fad If you were to ask a person who grew up as a child in the 1970’s, chances are they will remember the Pet Rock. Millions of people owned, or knew someone who owned, one of these “pets” that came with its own pet carrier and training manual. Find a child of the 80’s who spent their teenage years watching police crime dramas and you can be almost certain that at some point they wore a T-shirt under a blazer, linen pants and loafers without socks as they tried to emulate the Miami Vice fashion look. And you’d be hard pressed to find a young adult who spent their formative years growing up in the 1990’s who didn’t know how to do the Macarena or know how to line dance to “Achy Breaky Heart” by Billy Ray Cyrus. These days, as we near the end of the first decade of the 21st century – and nearly two decades of gift certificates and gift cards insertion into the incentive industry – it’s almost a certainty you’ll find companies using gift cards in their incentive programs as a popular way to reward and recognize employees, current clients and prospective customers. 20 Brilliant Results
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Running an incentive program that offers gift cards as a reward gives recipients the power of choice in selecting their ultimate award
The common theme between pet rocks, the Don Johnson look and doing the Macarena…none of them stuck around or held any lasting power because they were all fads. And at first glance, a person might think using gift cards as part of an incentive program could be classified as just another fad. Taking a closer look however, shows it to be a trend – which is distinctly different than a fad. To recognize the difference, it’s important to understand the definitions of these words. Fad – A temporary fashion, notion or manner of conduct, especially one followed enthusiastically by a group Trend – The general course or prevailing tendency Based on those definitions, it’s easy to see how the temporary fashion of a “Miami Vice-look,” the conduct of a room full of people doing the Macarena, or the enthusiasm of people buying Pet Rocks are easily defined as fads. It’s just as easy, based on studies and research conducted throughout the incentive industry, including by the Incentive Marketing Association (IMA), that using gift cards in an incentive program definitely qualifies as a trend. In fact, the IMA’s Incentive Gift Card Council states that two out of three corporate incentive programs in use today have at least one gift card or gift certificate offer. Further evidence of the prevalence of gift
cards in the incentive industry is shown in Dove Consulting’s “Closed Loop Pre-Paid Summary” conducted in February 2007 which states the gift card market to be between $35B and $50B in dollar spend. Regardless of the type of incentive program – consumer promotions, dealer incentives, sales incentives and employee recognition – gift cards have become the most popular type of reward. While the reasons for this popularity are numerous, three main answers jump out. Power of choice – Running an incentive program that offers gift cards as a reward gives recipients the power of choice in selecting their ultimate award. In many cases, that selection of an item may not even wind up being for the award recipient. In a recent survey conducted by Hallmark Insights, those redeeming rewards for gift cards said they often chose cards for merchants they could use for or with others. Comments from respondents included “I was able to get a gift card so I could take the family out to dinner at a nice restaurant,” and “This allowed me to spend a sociable evening out with a good friend.” Ease of use – It’s no fad that people want things quicker and easier. An incentive program that offers gift cards meets this need by making it easier for people to select their award item; because gift cards can be used online or in-store they are simple and easy to use for the recipient.
Trophy value – Numerous studies and research has been done on the power of gift cards over cash incentives. These studies have shown that cash incentives fail to motivate employees because they tend to view the cash as part of their income, the amount tends to get used on bills, groceries or other daily necessities thereby losing its impact and it’s often remembered for the shortest period of time. An item purchased using a gift card award however, is more impactful, meaningful and is remembered for the longest period of time. One respondent to the Hallmark Insights survey replied, “I used the gift card to help finish a home remodel.” That’s something that’s going to have longlasting impact to that recipient. It is for these reasons, along with numerous others, that the use of gift cards in incentive programs isn’t going to end anytime soon. Whether your incentive program will revolve around consumer promotions, dealer or sales incentives, or employee recognition, gift cards are likely to be a part of it. So while you may not see anyone recreating the fad of taking their pet rock for a walk, dressing like a mid-80’s version of Don Johnson or doing the Macarena, you can be sure that the trend of using gift cards in corporate incentive programs will continue to thrive in 2010 and beyond.
November 2009 | Brilliant Results 21
travel WRITER: DR. PETER TARLOW
Travel Trends One of the ways that we
past trends may shed some light on what travel trends may occur in the year to come
get brilliant results is by understanding trends. Trends are an important part of every business plan and are vital for people who work or deal with travel. Understanding business trends allows us to decide where to place our resources, how to prepare for future challenges and even how to determine staffing needs. Travel trends are particularly hard to predict. Not only is the pubic highly fickle, but it also takes only one major incident to scare the public or change the public's perception. Thus, past data do not guarantee correct future predictions. Despite the fact that the past cannot be used as a crystal ball for future trends a review of past trends may shed some light on what travel trends may occur in the year to come.
There is no doubt that the economic crisis of 2009 caused many travelers to change at least some of the ways that they vacationed and/or conducted business. Among these changes were:
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•• The greater use of computer and high tech technology to substitute for business travel, which is already becoming an established trend. The high cost of travel, the many airline hassles (poor service, inability to change flights without cost, and a generation that is highly computer literate) have combined to create a series of new technologies in which business meetings, while not obsolete, are being downsized. This travel aversion is somewhat being off set by hotels providing full service and working to become business friendly. •• The hotel industry has reacted to the downturn in multiple ways. Among these are greater services bundled into the cost of a room, child-friendly facilities to accommodate working parents, more abundant technology, and more flexible check-in/check-out times. •• The issue of heath and travel will continue to play a great role. The possible onslaught of swine flu may have major long-term impacts on travel. The fear of illness may impact a host of cross-border travel to countries in both the third world and in the industrialized world. Smart travel providers should incorporate good medical practices into their business and instead of denying that there are
medical challenges ahead, explain to the public how they intend to handle these potential lifethreatening illnesses. •• Medical tourism will become a major trend. The ever-aging industrialized world coupled with globalization means that people will increase the trend of seeking medical care wherever it is affordable and good. Cities such as Miami, Florida are becoming medical magnets where visitors can shop, go to the beach, and have an operation all during the same trip. Other places around the world that are taking advantage of good medicine mixed with good tourism are Houston, Texas, The Dead Sea Region of Israel, and Thailand. •• Fear coupled with the economic down turn has resulted in the staycation. Staycations are when
both couples and families decide that rather than go on the road for their vacation they will stay home and take day-trips. While this trend may prove to be highly costly to transportation companies such as airlines, it may provide whole new and more stable markets to attractions, restaurants and even hotels. The trick is to change the way that these establishments do business. In the staycation format the repeat customer is essential. Thus, these businesses will need to provide a high quality of guest satisfaction, good customer service and even a sense of the "romance of travel" to those who do not wish to travel. •• Travel may revolve around niche markets. The idea of travel for travel's sake may be coming to an end. Instead people are seeking
educational tourism, medical tourism, and sports tourism. They will continue to seek to fulfill their dreams and at the same time find new ways to relax and seek a change of scenery. •• Periods of economic down turn mean that travelers will demand greater services and opportunities for their expendable income. Travel and tourism businesses that will put in the extra effort to provide unique opportunities at reasonable prices and with friendly service will thrive, those that refuse to change will die. •• The desire for travel security is now part of the travel industry. Visitors do not need to go anywhere. Those communities that provide safe and clean environments will prosper, those that do not may well suffer negative consequences.
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it’s all personal WRITER: DAVE RIBBLE, MAS
It’s in our DNA. We start out very young making deals with our parents and our friends. If you will let me do this, I will do this for you. Call it sales, prostitution, or, for the purpose of this month’s Brilliant Results, call it ‘How Incentives Work’. Perform a certain way and there is a reward in it for you. Preferably, it will be a reward that you wouldn’t otherwise go out and purchase on your own. I mean, who really decides one day to go to the Caribbean and stay in a five-star hotel just for something to do? I happen to think Incentive Programs can be incredibly effective. But, they
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need to be based on providing rewards that people actually want to earn. “If you would just help me with the down payment, I will wash this car every day, I will be home by 10 on weekends and I will never get a traffic ticket, ever.” Would you cross an I-Beam, 60 stories up, suspended between two buildings, to pick up a check for $10,000? We asked audiences this, and, as you might expect, most said no, not even for a million bucks. But, when we asked if they would do it to save the life of one of their own children, there was no hesitation. Why? Because
this time it was personal. Program…less absenteeism, fewer accidents, more sales and sales-leads, more contracts, etc.? Your program should effectively motivate people to stay on task, stay on mission and get everyone to do more of what you want them to do or less of what you don’t. “I have to just get in 64 more days without calling in sick and I will win that (prize) for my (wife/husband). MAJOR points! I’m going for it!” The big question mark in my mind, and hopefully yours, is whether what you are offering in rewards is what they will be willing to move heaven and
earth to accomplish, because it’s more than just about what you want; It’s what they think is worth the effort. Have you asked them? “They want us to increase sales by 15% and if we do, we get to keep our jobs. That’s supposed to be motivating? Don’t they know what it is like out here? It would be nice to feel appreciated, for a change, you know?” The best, most effective Incentive Program in the world is where the people involved are emotionally invested in reaching the goal and where management is treating their people as the valuable assets they really are. You have a golden opportunity to galvanize your entire organization around an Incentive
Program that will cause your people to work harder, contribute more and improve your bottom line; not because you threatened them but because you treated them to rewards they thought were worth the effort and that the program paid for. How cool is that? And, all along the way, please continue to keep everyone re-investing in the program by giving them promotional products that remind them of the prize that is awaiting the winners. Build into your budget smaller rewards to keep everyone motivated. It’s simple, yet so very effective when done correctly, and don’t be surprised at the added value of bragging rights. “Hey, Joe, this is Bill. We’re sorry that we won’t be in town for your Birthday
Party. Why? Because the company is sending us to Hawaii! Yeah. Well, they set up this Incentive Program and I went for it and earned enough points in finding us new accounts and I qualified! We can’t wait!” By making this more personal to your people, you will be telling them they really do count. In today’s economically challenged environment, they need to know you believe in them; that they are integral to helping your business not just survive, but thrive. The right, personally thought-out Incentive Program can work wonders, because It’s All Personal.
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November 2009 | Brilliant Results 25
exhibit WRITER: BARRY SISKIND
Two groups stare at the same halffilled glass of water and reach different conclusions. It’s always been that way as the optimists and pessimists wage their war of opinions. But lately, I have to admit, in the current world of exhibitions, the pessimists seem to be winning. All the major indicators point to a clear pessimist’s victory: reduction in net square feet of exhibit space, a decline in professional attendance, a decrease in the number of exhibiting organizations, fallen revenue, lower consumer spending, reductions in travel and the GDP has plummeted. The only two indicators that have increased are show cancellations and unemployment. It’s been so gloomy in the economy that even the diehard optimists are having trouble keeping a straight face. Has this new world fueled by the pessimists left any expectation for hope? The answer is yes. Even those diehard pessimists have to admit that there is still a future for exhibitions. It’s just that we may have to wait for a year or two and see where the dust settles. So, what can we do in the meantime? Sitting on our hands and waiting won’t help. Recession or not, companies still have some basic needs: profit, brand, production and 26 Brilliant Results
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shareholder equity. We can’t improve on any of these by taking a back-seat approach to face-toface marketing. So, while we wait to see where the world of exhibitions will unfold, here are a few things to consider doing. 1. Use the time to re-think your approach – Is face-to-face marketing important to the health of your corporation? Face-to-face is probably the number one benefit of exhibit marketing. While social networking sites have grown in importance, the question you need to ask is whether there is still a need to meet your clients and customers in person. 2. Is measurement important? Forget for a moment your perceived difficulty in measuring your success. If you could measure, would it be of help? If the answer is yes then your next step is to learn the techniques that will enable you to create real, quantifiable measurements. 3. What level of commitment does
your organization dedicate to your exhibit program? There are three levels of resources that are needed from your organization: money, people and equipment. If in the past your exhibit program has felt like the poor marketing cousin in your overall marketing program, now is a good time to reassess the attitudes of senior management. To obtain a commitment to resources in these difficult times ensure you have Return on Investment (ROI) and Return on Objectives (ROO) calculations. 4. What have you learned from your exhibiting experiences? If you are among those exhibit managers who do not conduct a postshow evaluation then you are at a distinct disadvantage. An evaluation of your efforts goes beyond the number of leads collected or the number of people who came to your booth. What you should do is to think of all the information that would be helpful to you to be able to determine what is working and what is not in your program. With this information you will be in a strong position to
make the correct recommendations for the future. Some of the things to consider measuring are: high-value leads collected, quality booth visitors, traffic patterns of the show, your sales cycle, success ratios, the use of sales tools such as lead retrieval systems and the time spent with high value visitors. The more you collect the stronger your ability to strengthen your program. 5. What do you plan to change in the future – once money loosens up? The recession won’t last forever and the optimists will once again take charge. While you have the luxury of breathing space its time to go through your exhibit budget line by line to make sure you are getting the best bang for your buck. With a critical eye and a skeptical attitude you will be amazed at what you can uncover. So pessimists your job is simple. Rather than throwing cold water on your exhibit program take the time to give it a serious makeover. Today the pessimists are the winners; tomorrow the optimists are ready to stage a healthy return.
November 2009 | Brilliant Results 27
marketing WRITER: MICHAEL MERRICK CROOKS
Complaints: A Great Marketing Opportunity
My friend, Craig, went to an awards assembly with his dad. His dad walks with difficulty using a cane. They walked in, found seats and settled in. Three minutes later, a “person in charge” informed them that the seats they were in were reserved for the award recipients and they'd have to move. So they moved. What bothered my friend was the fact that it would have been helpful if the event planners had marked the seats so that those with mobility issues wouldn't have to go through the pain of moving. So he found the volunteer in charge and pointed out, diplomatically, how he felt. The volunteer in charge launched into a speech listing excuse after excuse about what they had gone through to set up the chairs, the time frame they had to do it in, how they didn't have enough volunteers and finally, if my friend 28 Brilliant Results
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had a problem with it, that perhaps, "Next year you don't need to be here." Craig's extensive martial arts training, which teaches self-control, prevented him from flattening the guy. But the bad taste it left in his mouth for the volunteer and the program in general will linger. Here's the point. Most often when someone complains about something, all they really want is VALIDATION that they've been heard. This situation would have turned out differently had the volunteer possessed some people skills and said something such as, "You know something sir ... you're absolutely right. I'm going to bring it up in our event debriefing to ensure that's something we keep in mind for future events. I apologize for the inconvenience we caused your dad. Thank you for bringing it to my attention." Staff and volunteers are an integral part of any promotional event. And while duty-specific instruction is vital, ensuring that they have good people skills can have a profound impact on how the event is perceived and talked about afterward. Here are a couple tips to defuse a potentially explosive situation: 1. Validate the complainer's concerns. ("Good point.”… "You're right, we missed that" etc ... ) This will help calm them down or keep them calm. 2. No one cares about your excuses or your reasons so don't bother. If you want to agitate someone, make them think you are dismissing their comment by launching into a list of reasons and excuses. If you do catch yourself defending yourself with a list of excuses or reasons — immediately correct that faux pas by validating the person with, "But your point is well-taken madam/sir and I'm going to look into it/check it out/bring it up, etc.” 3. After you thank them for bringing it to your attention, let them have the last word. In most cases, a concerned smile and a knowing nod is appropriate for just about any parting comment the complainer will make. Employing proper validation techniques defuses potentially tense situations and creates an inviting, comfortable environment. You benefit from positive public relations and the ability to gain valuable information — that can lead to brilliant results. www.brilliantpublishing.com
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incentives department name here WRITER WRITEr: arnold light, ctc
The Key To Economic Recovery
which way you turn someone wants a piece of your wallet and there is almost always a little incentive attached. At every major store you shop there is a reward card or some type of loyalty program. It’s usually a “quid pro quo”. In other words you buy something you get something. It could be points that you accumulate for later redemption or a free gift after a certain amount of purchases. According to a report by The Incentive Federation, sales contests account for nearly $9 billion in annual expenditures in the United States and that does not include cash, debit or gift cards. So what does all this mean? It means lots of things to lots of different people and companies. But most of all its all about economic stimulation. When something is sold, that item has to be replaced and demand is created. That item is produced in some way by a human being, so the more items that are sold the more human beings are needed. The more humans that are 30 Brilliant Results
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employed to make the replacement products the more money they earn and they in turn now have income to spend. How they spend that income depends on their emotional attachment to a brand. And they often are motivated to make the purchase by an incentive that justifies what is perceived by the purchaser as an intelligent choice. Sounds simple and it is. Here is a very vivid and recent event that proves the above. It’s about the Federal government’s Clunker sales incentive for the automotive industry. Sales were off the charts for the months of July and August stimulated by up to a $4,500 cash incentive for a consumer who turned in an older gas-burning car and purchased a new car. During the first week of the program the billion dollars allocated was quickly consumed by eager buyers’ pent up demand. The House and Senate acted quickly to allocate an additional billion and a half dollars to meet the unexpected enthusiasm. Car manufacturers put
people back to work to produce more cars to meet this demand. Car dealers reported the largest sales ever for these months, jobs were created which put money in the pockets of people to spend on other goods and services that created more demand in other industries. While this incentive has not ended the recession it has helped to stimulate the economy and created a sense that things are getting better. The point to be learned here is that an incentive was used to create demand and that demand created jobs and those jobs created income that was used to make other purchases and create even more demand. So if you are a business owner or manger and want to do your part not only to help your own company get back into a growth mode, but play a small but important role in getting the economy back on its feet, why not consider a sales incentive program? Here are some tips to help you get going. www.brilliantpublishing.com
1. Clarify what sales goals you want to achieve. What objectives do you want to obtain. The more specific your goals and objectives the easier it will be to measure success. Some simple objectives are: increase sales by X percent during the program cycle. Or increase sales by so many units during the program. 2. Determine whom you want to target to achieve the objectives in 1 above. Is it your own sales force, your dealers, your distributors, your customers? 3. Set a timeline. How long should the program run? Determine a starting date and an ending date for the full cycle of the program. Sales incentive programs are usually between six months and one year in duration. 4. Structure your program. Here is where you structure and design the program to meet the goals and objectives as stated in 1 above. It tells those who you are targeting what they need to do to achieve the goals and objectives. This is where you develop the rules of the program. It’s the: who, what, why, where and how. 5. Create a budget. There are many factors that go into budget considerations. But here are two ways to go: Closed end and open end. A closed end budget is a predetermined amount of money you are willing to spend on the sales incentive (Like the Clunker example above). An open-ended budget is based on performance, in other words the more that is sold the more budget there is available to reward. This is a self-liquidating process and one that
is most used when determining sales incentive budgets. 6. How will the program be administered? This is vital to a program’s success. There are an array of reporting and tracking systems on the market and it depends on your company’s own existing internal systems and available personnel who can handle the responsibility. Or you can rely on a recognized incentive
The point to be learned here is that an incentive was used to create demand and that demand created jobs and those jobs created income that was used to make other purchases and create even more demand. marketing company to handle this important task. 7. Awards. While recognition for achieving the sales goals in front of one’s peers is critically important to any sales incentive, the tangible
reward must match the effort. The reward can be an online reward offering filled with brand names and current hot electronics and digital items or it can be a great travel incentive group trip. Or you can offer either, except the travel part would be an individual travel award. Here again an incentive company is your best bet to help with this important fulfillment step. 8. Don’t forget communication and promotion. This is the last tip but probably the most important. The reason is simple. This is the link to communicate to the target audience what it is you want them to do and what the rewards will be for accomplishing that. Communication will motivate your audience to reach the goals you set. Here you must design a program logo and use it throughout the timeline set for the program. Use frequent communiqués either through email, or direct mailings to the home so family members can share in the excitement of the program and push the participant to reach the goals. Use communication to educate the participant and inform them of where they stand toward achieving the goals. Make the whole communication portion of the program available for your entire company so as to engage all employees in this effort. Are you ready to help get this country back on its feet? Then perhaps a sales incentive program might just be the right solution. Have a Rewarding Day!
November 2009 | Brilliant Results 31
Emotional Fitness at Work WRITER: BARTON GOLDSMITH, PH.D.
Responding vs. Reacting If you choose to respond rather than react, it will prevent you from experiencing or causing a lot of unnecessary pain and resentment at work.Â What happened the last time you just reacted without thinking? Did you yell at a co-worker? Did it take several hours or days to recover and let things get back to normal? Did you think, in retrospect, that you could have chosen to respond differently?
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Most people who go into reaction mode are driven by fear, and with the recent economic meltdown, a lot of folks in all walks of life are feeling anxious to one degree or another. That anxiety is a hair trigger for a reaction that may damage a relationship. Looking at how you react to a difficult or threatening situation is the first step in changing this difficult dynamic. When you react, you are becoming a victim and creating one at the same time. In order to maintain control of a situation, you must teach yourself to respond. When you do, you will experience a tremendous shift in the outcome. Things will be easier, more productive, and you will get a positive response from those who have had to deal with your reactions in the past. Â Perhaps the best part is that you will no longer feel the stress and loss of energy that was caused by your previous behaviors. When dialogues at work and life go smoothly, tasks get accomplished quicker, feelings aren't hurt, and you have extra time to do things that will make you feel better, rather than hurt yourself and someone you care for or work with. In addition, just simple, everyday interactions and conversations go better. You will also feel a difference in how you are perceived; people will start to get you rather than get to you. All you have to do to achieve this earthly state of nirvana is to think before you speak. Simply checking in with yourself and asking "Am I responding or just reacting?" is the easiest way to change your behavior from destructive to constructive. So right now, take a moment and think about how you would feel if your team really understood you. That pleasant feeling inside you, that's the result of choosing to respond rather than react. www.brilliantpublishing.com
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 Please circle items of interest.
Ad Index Novemberr 2009 Supplier .............................................................. Page No.
3M ®.......................................................................................Back Cover Aprons, Etc. ........................................................................................ 29 Promobiz USA ......................................................................................7 Display Solutions by Aprons, Etc. . ...................................................... 29 GROLINE . ................................................................................5,13,15,19 Hallmark Insights ............................................................................3, 29 Macy’s . ................................................................................................ 11 Packntote ............................................................................................29 PromoBiz USA ....................................................................................29 Warwick Publishing ......................Inside Front Cover, Inside Back Cover
November 2009 | Brilliant Results 33
off the cuff
The future is something, which everyone reaches at the rate of sixty minutes an hour, whatever he does, whoever he is.
Change is the law of life. And those who look only to the past or present are certain to miss the future.
The best thing about the future is that it only comes one day at a time.
— Abraham Lincoln
— John F. Kennedy
— C. S. Lewis
Predictions?? Those who would predict the future might want to reconsider in light of these past predictions: Everything that can be invented has been invented. Charles H. Duell, an official at the US patent office, 1899. It will be gone by June. Variety, passing judgment on rock 'n roll in 1955 This antitrust thing will blow over. Bill Gates, founder of Microsoft. Remote shopping, while entirely feasible, will flop because women like to get out of the house, like to handle merchandise, like to be able to change their minds. TIME, 1966, in one sentence writing off e-commerce long before anyone had ever heard of it.
Reagan doesn't have that presidential look. United Artists Executive, rejecting Reagan as lead in 1964 film The Best Man.
There is no reason anyone would want a computer in their home. Ken Olson, president/chairman/ founder of Digital Equipment Corp. arguing against PCs, 1977
Sensible and responsible women do not want to vote. Grover Cleveland, U.S. President, 1905
If I had thought about it, I wouldn't have done the experiment. The literature was full of examples that said 'you can't do this'. Spencer Silver on the work that led to the unique adhesives for 3-M "Post-It" Notepads
With over fifteen types of foreign cars already on sale here, the Japanese auto industry isn't likely to carve out a big share of the market for itself. Business Week, August 2, 1968. The horse is here to stay but the automobile is only a novelty, a fad. Michigan Savings Bank President advising Henry Ford's lawyer not to invest in Ford Motor Co., 1903
That virus is a pussycat. Dr. Peter Duesberg, molecularbiology professor at U.C. Berkeley, on HIV, 1988
Predictions inspired by and courtesy of www.2spare.com
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