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Martin Lindstrom From

Building Blocks to Brand Futurist

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8

32

COVER STORY & PHOTOGRAPHS PROVIDED BY MARTIN LINDSTROM

vol. 6, No. 05 2009

features:

20

8 From building blocks to brand futurist

columns: 6 7 16 18 20 22 24 26 28 30 31 32

4 Brilliant Results

publisher's letter contributors: who’s who in industry insight: deciphering reward & recognition travel: cross-promoting incentives marketing: ash drives... incentives: engagement impact: experiential marketing exhibit: tradeshow survival tips product: keeping up with technology leadership: repair broken business relationships

24

ad-index last word: mobile marketing | May 2009

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publisher’s letter

brilliantresults

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

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

In a time that calls for more effective marketing strategies and knowing what makes your customers buy…we have devoted this issue to just that – Branding. Our editors went to the best of the best…Our cover story, from one of the most respected branding gurus in the world will assist you in the “buy”. Then see how experiential marketing is using your brain and body to build brand memories. Finally we talk to an expert in one of the newest forms of marketing being used by corporate giants to build their brand recognition – mobile marketing. But that’s not All…This issue is chocked full of Brilliance with ideas on how to capture your audience at the next tradeshow… to cross-promoting incentives…deciphering rewards and recognition…to wiz-bang technology products. Yep we have it all in these pages. Brand awareness breeds familiarity and trust, and is a crucial step for capturing the attention of potential clients. The recession may have trimmed your budgets, but its not shutting you down. Knowing what is out there that is new and getting brilliant results allows you to invest in programs that work and that could just be the difference between growing and just maintaining. Get mobile people. Make your brand sensual and effectively update your USP, Unique Selling Proposition. Differentiate your brand and its perception so that you do not become a commodity. I’ve said it before and I’ll say it again…There will be a recovery from this economic event, and those companies that are wise enough to aggressively pursue growth and market share are going to be the ones that really perform the best going forward. Hoping after you finish this issue you too will have new ideas on how to go to market and… Make it a Brilliant Day

EDITORIAL Editor in Chief MaryAnne Morrill

Senior Editor Michelle Donofry

Style Editor Charity Plata

Asst. Editor Molly Anika

CONTRIBUTING WRITERS Ed. Clark, Michael Merrick Crooks, Mary English, Reinier Evers, Barton Goldsmith, Ph.D., Arnold Light, CTC, 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 05. 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 maureen@brilliantpublishing.com 717-608-5869

6 Brilliant Results

| May 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.

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contributors

a

b

d

f

j

a

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.

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.

www.brilliantpublishing.com

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. 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.

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 An advertising professional since 1984, Michael Crooks has written more than 50 articles on the subject of promotional marketing. Speaker and author of the soon to be published book, “Rethinking Trade Show Giveaways�, Crooks owns Crooks Advertising Alliance, a creative strike-force specializing in creative problem solving. Contact Crooks through www.CrooksAdvertising.com


BuF

B

8 Brilliant Results

| May 2009

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IT ALL BEGAN one disastrous summer’s

From u

ildi n Bl g TO

ock s

day in 1982 when eleven-year-old Martin opened the doors to his own Legoland. He’d carefully designed the miniature village, planted it with bonsai trees, scooped out inch-wide canals and constructed numerous houses and ships out of Legos. Martin’s Legoland was installed in his parents’ back garden and its creator anticipated a throng of fascinated visitors. Not a single one showed up. Conscious that something more than brilliant design was needed to attract visitors, Martin decided to advertise. He persuaded the local newspaper to run an ad – a simple act that was to reveal the power of marketing. The next week, 131 people streamed through the garden gate. Among their number were two lawyers from Lego, who informed Martin with great kindness and politeness that if he persisted in using the name ‘Legoland’ he’d be guilty of trademark infringement. Martin was intrigued by the idea that someone had control and ownership of the name of his favorite toy – and that it wasn’t him. Fascinated by the concept of trademarks, and seduced by the evident power of advertising, Martin opened his own advertising agency a couple of months later, at the age of twelve.

Brand

Futurist www.brilliantpublishing.com

May 2009 | Brilliant Results 9


After selling his agency in 1988, Lindstrom attended the Academy of Advertising before joining BBDO. By the age of 30, Lindstrom had been appointed global COO of British Telecom/Looksmart. Working out of London and Sydney, his main role was to establish a global operation with offices across 18 countries. According to the Chartered Institute of Marketing, the rapid rise of Lindstrom's career has made him one of today's most respected branding gurus in the world. With a global audience of over a million people, Lindstrom spends 300 days on the road every year, sharing his pioneering methodologies through speaking engagements and consultancies. The CEO and Chairman of LINDSTROM company, and the Chairman of BUYOLOGY INC., Lindstrom advises the top executives of companies including LEGO Nokia, McDonald’s Corporation, Proctor & Gamble, Yellow Pages, Nestlé, American Express, Microsoft, The Walt Disney Company and GlaxoSmithKline. In addition to being a contributor to Harvard Business Review and Advertising Age, Lindstrom is a New York Times and Wall Street Journal bestselling author and has been featured in the pages of the Wall Street Journal, Financial Times, USA TODAY, Fast Company, NEWSWEEK, BusinessWeek, TIME, INC. magazine, FORTUNE and The Washington Post, and has made appearances on NBC’s TODAY show, ABC News, SKY, and several BBC shows. Over the course of twenty years of hands-on marketing experience, Lindstrom has conceived a revolutionary set of principles that transform marketing strategies into positive business results. He rejects the old rules of the industry that conceptualized branding as an art form composed of vague commercials and awareness messages. Instead, his unique vision is scientific, process-based, and supported by global research studies. Lindstrom publishes his observations on branding in regular columns and in his 'Advertising Age' video reports. Martin Lindstrom has written five books, including works with industry icons such as Don Peppers, Martha Rogers, Paco Underhill, Patricia Seybold and Philip Kotler. His previous book, BRAND sense, published by Simon & Schuster New York, was acclaimed by the Wall Street Journal as one of the five best marketing books ever published. Following three years of research, Buyology – Truth and Lies About Why We Buy, published by Random House Doubleday New York, like BRAND sense before it, has been translated into over twenty-five languages. Brilliant Results was excited recently to have the opportunity to pose some branding questions to this branding guru. 10 Brilliant Results

| May 2009

BR: What prompted your interest in branding and motivated you to write Buyology? ML: We’ll I’ve always been fascinated by branding – ever since I was 12 years of age where I founded my own agency. I’m fascinated by branding as it reflects the complex nature of humans – why buy something at double price when the product (often) is the same? The emotional attachment is amazingly interesting and we’ve just only begun to understand it. Buyology is all about this – it is the very first step into our non-conscious mind. An exploration into what goes on the very second we pick a product down from the shelves – so as you can see – Buyology is a rather natural step for me to take.  

BR: What are the most important points of Buyology?    ML: Well there are several– I was amazed by the fact that subliminal advertising not only exists but also really works. We are indeed (as consumers seduced by it). Buyology also shows how important our senses are – in fact we’ve learned that the most important senses to use when building brands isn’t the sense of sight – but the sense of smell and sound. We also learned that brands are much closer to the world of religion than first anticipated (from a scientific point of view) that sex doesn’t sell and that product placement doesn’t work...and I can go on and on...  

BR: In your opinion what is the overriding reason for establishing a brand identity? ML: To optimize the true value of your products and services. If you only were to sell non-branded products – people would only compare you on the price – and you’d lose out as soon as someone was offering your product or service at a lower price. Branding helps to avoid this situation – to create an emotional bond between you and the consumer ensuring that people not only become more loyal (in particular during a recession) but also are prepared to pay more for your brand – and recommend your brand to the world. The brand identity ties it all together and tells the unique (and emotional) story about your brand in seconds.  

www.brilliantpublishing.com


REWARDING FOR THEM. EASY FOR YOU.

EMPLOYEE RECOGNITION SOLUTIONS WITH YOUR CORPORATE OBJECTIVES IN MIND. Hallmark Insights offers incentive solutions that keep your employees engaged and help you TM achieve your corporate objectives. Our exclusive IRIS technology offers the convenience you need to quickly and easily get started on your employee recognition program. Our solutions offer hundreds of great rewards that encourage employees to stay productive and engaged. For measurable results from your recognition program with very little effort on your part, call a Hallmark Insights Account executive at 800.765.4438 or visit HallmarkInsights.com today.

Š 2009 Hallmark Insights. All rights reserved.


BR: In the current economic climate what suggestions can you offer companies to maintain brand loyalty? ML: Don't cut your prices - research shows that by discounting your brand during a recession it will take you 7 years to recover to your original price level. Focus on your brand strengths (real not imagined!), and emphasise heritage and classic / traditional values while the crises is on people tend to go back to the memories of the good old days. Do exploit the fact that your competitors may have shrunk their advertising spending – you can rapidly win back mind share as well if you have the courage to act now. Then rely on your operations and product teams to keep you ahead long-term. Brands that invest in marketing during a recession tend to gain market share when the recession ends. It might seem wrong to splash out on a new ad campaign when you are cutting staff, but if the message is right and the campaign is well executed, the investment will pay off in the long run. Bundle up - instead of cutting prices on your top brands - offer something for free as an add-on to your core (non discounted) brand. So if you happen to sell bags - don't discount your bags - throw in a free key ring instead. Create strategic alliances with matching products or brands. If you happen to sell jewelleries - team up with the local flower store. Let the flower store promote your jewellery products - and ensure you're promoting their flowers whenever a newly wed couple enters the door - that way you double your reach and marketing budget - for next to nothing. Play on the practical dimensions of your brand. Do the products you sell last longer, stay fresher can they be used for multiple purposes (i.e. if you sell jackets - can you turn them inside out and suddenly have a second colour option)? During recessions

consumers are practical - make your brand practical too. Make your agency more accountable for strategic decisions as well as costs. Take advantage of the economic downturn to make your agencies work and think harder for their fees. The overriding influence of the global ad agency or mother brand in campaigns is over. Local agencies and marketing teams within the organisation must have an increasing influence on marketing strategy to ensure campaigns speak directly to their consumers – so listen to them! Don’t spend money on a flashy new logo – you’re not going to need it in five years time. Instead, spend the money on making your marketing communications adverts appeal to more than one of the senses (the sense of smell is far more effective than sight

12 Brilliant Results

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TM


BR: What is the ‘take-away’ from the Kelly Experiment? [Editor’s Note: Recently, the NBC's Today Show teamed up with Martin Lindstrom and Buyology Inc., New York to undergo an experiment, testing the theory on our buying behavior. The subject, Kelly, was suited up with an electrode cap and sent through a supermarket aisle twice. The first time there was no promotional material to grab Kelly's attention; and the second time there was. The results proved that promotion actually works, Kelly is overcome with the prospect of 'getting a deal.] ML: First of all let me stress that the Kelly Experiment isn’t statistical significant – it is the first experiment to be conducted live in a retail store using EEG – and thus we’ll see a ton of additional studies appearing as a result of this first trail.

What we learned was that we’re hardwired to be seduced by discount signage, we learned that even in a situation where the price discounts are very steep emotions can override the situation and make consumers buy something which isn’t on discount, we learned that when we shop we become greedy – we hoard – and that this hoarding experience often overrides any rational thinking in our brains. BR: What part can promotional or incentive merchandise play in the branding process? ML: They can initiate a dialog with a consumer – i.e. create attention...and that’s it. Branding and discount is totally opposite to each other as branding is all about a premium price – promotions all about discount. If you’re really good at building your brand promotions are often obsolete – think Apple – how often do you see an Apple promotion?

BR: Of the brand marketing campaigns you have reviewed which one(s) do you feel is the most notable/recognizable and what was the key(s) to its success? ML: There’s a ton – but during the recession I felt the most notable campaign was from Hyundai, which recently offered customers to buy a car – and return this if they were fired from their work within one year. The proposition is exceptionally clever as it doesn’t offer any discount – and gives people the peace in mind – the fact that no-one so far has returned their car shows it all. BR: What, in your opinion, is the single most important point to remember for branding success? ML: That branding isn’t a logo – the logo is only the dot on top of the ”i”. Branding is all about emotions. BR: Do you have any final thoughts or advice for our readers? ML: The recession is the best time ever to build powerful brands in. The attention is high, the noise is low and there’s hardly any competition out there – so don’t be afraid – grab the opportunity while it last. BR: Any ‘teasers’ regarding books or projects you are currently developing? ML: My next book is about desire – it redefines desire and puts it into a new light you would never have thought about before. 14 Brilliant Results

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insight WRITER MARY ENGLISH

Deciphering Reward & Recognition– the CoMMoN traits of eMployee aNd health aNd wellNess prograMs Which came first the “chicken” or the “egg”? An age old question yet to be answered, but always debated. In this same vein of thinking, which comes first when measuring a company’s success, incenting employees through a recognition program to achieve corporate objectives or incenting them through a corporate wellness program to achieve their personal

objectives? I would contend that both are necessary in a company’s operating plan in order to achieve healthy, bottom- line results. The strategies and best practices currently used in employee recognition programs can also crossover into the arena of employee wellness. The Wellness Councils of America (WELCOA) have seven benchmarks for developing results-

oriented wellness programs similar to Recognition Professionals International ‘s (RPI) standards for a successful employee recognition program. Although there are differences between them, they also have common traits that are important to understand and utilize when developing an overall reward and recognition strategy for your company.

goals

rewards

The goals each program is trying to achieve are similar –motivating employees and increasing employee engagement. Employee recognition programs motivate employees to achieve company goals. Health and wellness programs motivate employees to achieve personal goals. Whether employees are encouraged to achieve company or personal goals, they both feed the same corporate bottom line.

A third area to consider is the administration of awards and rewards for the two programs. Employee recognition programs offer more immediate and instant recognition options for reaching time- or quantity-specific goals. Health and wellness programs offer more long-term achievement recognition options such as for completing smoking cessation or weight-loss classes. Creating an incentive plan to address both the immediate and long-term achievements of the employee can help them stay motivated throughout the entire duration of a recognition program.

atteNdaNCe The impact each program has on attendance also provides benefit for the bottom line. Employee recognition programs increase presenteeism as employees strive to achieve organizational goals. Health and wellness programs decrease absenteeism as employees reap the benefits of a healthy lifestyle and increased productivity. It’s clear that individually these programs are successful in targeting employee attendance. Healthy employees translate to a healthy company and highly engaged employees mean healthy company results.

16 Brilliant Results

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CoMMuNiCatioN A robust communication plan is critical for employees to stay connected with the programs. It should be compelling, while clearly communicating all aspects of the programs’ strategies and objectives and is periodically measured for effectiveness. Employee recognition communications may include training elements, company events and celebrations, and award recipient recognition announcements Health and wellness communications may include benefit information, program offerings and education, and corporate events.

www.brilliantpublishing.com


roi Lastly, measure the programs to determine the Return on Investment. Employee recognition programs tend to be qualitative in their results. Health and wellness programs tend to be quantitative in their results.

Judging the impact of a health and wellness program can be measured in direct costs to the bottom line such as, “How much was spent on health benefits? How many hours were lost due to illness absences?” The ROI on an employee recognition program lends itself to a softer set of numbers derived from questions gauging employee engagement such as, “What is our attrition rate? What are the overall costs for replacing front line, mid-level or management personnel?” Running an incentive program for either a health and wellness or employee recognition allows administrators to see positive impacts on the bottom line for both sets of questions. A healthy employee is at work more often, resulting in fewer dollars spent on healthcare and fewer hours lost. And a healthy, engaged employee is more easily retained within the company, meaning less time and money spent on employee replacement costs. Which incentive program comes first, the employee recognition or the wellness is not the question to be answered. Understanding the similarities between employee recognition and wellness programs in order to apply the best practices will allow you to consolidate your efforts and foster a healthy, engaged and passionate workforce to achieve your corporate objectives.

www.brilliantpublishing.com


travel WRITER dR. PETER TARloW

Getting Brilliant Results

Using Cross-Promoting Incentives THE

world of travel and tourism has long understood that it is not only a composite industry made of many sub-industries but also that rarely do communities succeed without a regional plan. Tourism professionals are so used to crosspromoting that rarely do they see this as a phenomenon at all. Many other industries can learn from some of the major principles of cross promotion. Here are just a few of the ways that tourism has learned to gain brilliant results through cross-promotion: • Avoid the pig factor. It really does not matter what the competition is doing, what matters is what you are doing. When we try to corner a market we often destroy the market. Tourism and travel professionals understand the principle of "clustering." For example, bookstores, antiques shops or even casinos do better when they are grouped with similar stores than

18 Brilliant Results

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when they are the only ones. While a cluster of stores may decrease the percentage of the economic pie, the pie will have grown sufficiently so that in the end each store comes out the winner. • Do not be afraid to send a customer to the other store. If a customer cannot find what s/he desires in your establishment, do not hesitate to tell the customer where s/he may find it. Once you know that you are going to lose the sale, you are a lot better off gaining the customer's respect and allowing him to see that you care about your clientele. • Develop partnerships with ‘sympathetic businesses’. ‘Sympathetic businesses’ (often know as synergetic businesses) are those that sell a product different from yours, but whose product complements yours. For example, many bookstores have added cafes on their premises. These sympathetic/synergetic businesses allow customers to spend more time in each business, create greater value for their customers and often produce greater sales. An offshoot of the idea of sympathetic cluster marketing is the department store and the shopping mall. Both of these business models are based on the idea that cross promotion be it in cooperative marketing or simply by proximity increases the economic pie to the extent that all win.

• Another method that tourism uses in cross promotion is called regionalization. Regionalization occurs when a community is too small to be a "destination" but by combining and cross-promoting each other a viable tourism product is born. The regional model is based totally on promoting a basket of communities. The model works as long as everyone cooperates and is confident that no one takes advantage of the other person. • Cross-Promotion is based on trust and good communication. In order to have successful cross promotion, everyone has to feel that they have a stake in the total success. It also means that each member of the group must understand that a failure or radical shift in any part of the business system will impact the entire cross-promotional system. If you are cross-promoting make sure that everyone knows what s/he is putting into the campaign and what s/he can expect to receive from it. Brilliant results require great communication. Tourism and travel professionals have long understood that working together makes for brilliant results by increasing the product offering, by creating added value for customers and by offering new and innovative products that alone none of them could achieve. Learn to work together and you will achieve brilliant results. www.brilliantpublishing.com


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marketing WRITER MIChAEl MERRICK CRooKS

Flash Drives: What Every Flash-Driver Should Know

“Daddy,” my daughter asked. “Do you have a geek stick I can have?” “What’s a geek stick?” “You know,” she replied. “One of those things you stick in the computer to transfer files.” “You mean a gig stick?” “”We call ‘em geek sticks,” she said. “Gee. How does that make the geeks feel,” I asked. “You could call them Flash Drives, USB Drives, Thumb Drives or Jump Drives and nobody will take exception.” At this point she scrunched her face, processed my sage advice and responded with the wisdom indicative of most 12 year old girls, “Whatever,” she said. “Do you have one I can have?” There’s limited downside to a 12-year old’s “whatever” attitude regarding flash drives. However, a marketer’s “whatever” attitude regarding flash drives can carry serious consequences. Want to do some major damage to your brand image? Give someone a flash drive onto which they put valuable data only to have the flash drive fail. For many company’s, USB flash drives are a great promotional marketing choice. However, if you go looking for the absolute cheapest price on them … you may find trouble.

20 Brilliant Results

| May 2009

Here are some things you should know and consider when purchasing flash drives. The Chip: The Heart and Soul of a Flash Drive A chip powers every flash drive. It doesn’t matter how pretty the housing is. If the chip fails the flash drive is worthless. USB flash chips are divided into 4 grades: A, B, C and D.

grade a: Tier 1. These are premium chips produced by manufacturers such as Samsung and Hynix with the manufacturer’s name & serial number imprinted on the chip. They are the most expensive, but also the most reliable offering a lifetime warranty.

grade B: Tier 1. Original Equipment Manufacture (OEM) chips. The same legitimate chip manufacturers make these but do not carry the manufacturer's brand name. These chips are as reliable as Grade A, but may not be quite to the standards that the manufacturer wants branded.

grade C: These are called recycled or reclaimed chips (not to be confused with the recycled plastic housings). These chips are considered waste from the "wafer" that the original manufacturer does not want and considers to be garbage. These have a 30% 40% failure rate and are sold by the pound.

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grade d: When someone takes a Grade C chip and imprints an original manufacturer's name on it, you have a grade D chip. These are also referred to as counterfeit Grade A’s. It may read Samsung or Hynix, etc. but they are junk. In my discussions with suppliers and manufacturers, buying flash drives comes down to trust. There is no universal “Stamp of Approval” and you can’t see the chip once you get the flash drive. And even if you could see the manufacturer’s name and serial # on the chip — how would you know it’s not a Grade D? The best way to protect yourself from getting junk flash drives is to buy from a reputable company, ensure every drive carries a lifetime warranty and not let price alone dictate your decision.

other flash drive issues & CoNCerNs: 1. Sample the housings: While they may look like metal on your vendor's website, they may be silver plastic and less upscale then you anticipated. 2. Ease of use: This pertains mostly to capless types. Some are not intuitive or the mechanism isn't smooth or it's just cumbersome to open. 3. Quality issues: Some housings are quite simply junk. I was playing with a housing recently. When I pushed on the plug — the part that goes into the USB port — it pushed back into the housing! 4. Size issues- Width: My laptop has 2 USB ports on the side. If I have a USB device plugged in, many of the flash drives will not fit into the adjoining port because they

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are too wide. A hub will eliminate that problem, but it's something to keep in mind. 5. Size issues - Height: Some flash drives are thicker than others. Many flash drives, when I put them into the USB port on my MAC keyboard are too thick. Either my keyboard is raised on the end where I installed the drive or, the flash drive simply won't fit because of the configuration differences between the flash drive and the mold of the keyboard. 6. MAC vs. PC: If you're going to load information on the flash drive, be advised that some data files that will play on a PC won't on MAC and vice versa. Depending on your audience, you may want to load the information in multiple formats so that no matter which computer your recipient uses they can view the file. Also note that auto-run programs may not selfstart on MACs requiring the user to double click on the file. And finally, make sure your flash drives utilize the bi-platform if the flash drive will be used on both MACs and PCs. If it doesn’t use the bi-platform it will only work in a PC. 7. Cap vs. Capless: If you loose the cap of a cap type then the plug is susceptible to damage. Depending on your supplier, many of the cap types are

thinner than the capless type. From our experience, however, the retractable type (one type of capless) is the most popular where the plug retracts inside the housing.

suMMary: With so many housing choices, choosing a flash drive can be daunting. However, if you sample them, you'll soon discover that the vast majority of the housing designs will/can give you cause for grief ... simply because they are too thick, tall, wide or cumbersome to be convenient. Once you narrow your choices to a few that seem to work universally, choosing the right flash drive is a whole lot easier. “Daddy,” said my daughter. “This is a 518. I need at least a 2 gig or I’ll get laughed at.” Apparently in the 7th grade, your status is measured in the gigabytes of your geek stick. A sly smile crossed my face as I simply replied, “Whatever.”

May 2009 | Brilliant Results 21


incentives WRITER Arnold Light, CTC

Engagement: The New Meaning Of Cross Promoting Incentives In this perilous business environment if you want a highly engaged work force then undertaking and implementing a corporate incentive program and cross promoting it to the entire enterprise is not as easy as it may seem. A company cannot just make up its mind to implement a performance improvement program without holding a number of meetings within the enterprise with various department managers to find out exactly what those who you want to motivate to higher performances are really all about. So first you must determine what aspects of the various job parameters each employee enjoys, and which they do not and why. This is often accomplished through interviews with employees and then focus groups within the company to determine how to better integrate traditional external and internal marketing communications, and rewards that engage, motivate, and empower your entire organization. Once the decision is made to move forward with an incentive program it is important to cross promote and engage the entire spectrum of the corporation. Here’s why. For example if you determine that the number one priority is to motivate the sales staff with an incentive program, think about the consequences of increased sales on the back office, production, fulfillment and the shipping department plus there’s the extra work that the accounting department will incur. This demands a crossfunctional view of the organization 22 Brilliant Results

| May 2009

linking sales, marketing, finance, HR, and operations. It must also focus on long-term financial success rather than concentrating on the current quarter. Therefore the engagement plan must include strategies to cross promote the incentive to all departments that would be effected by an increase in sales. To do this is relatively simple because today technology has lead to many online reward platforms that let you have as many groups and hierarchies as you’d like. For example in addition to the ability to operate multiple programs if desired (e.g. promotions for each segment of the reward program such as sales and management, service based employees, or a segment for each region / division / or city), includes reporting by classification (group) and promotion, quizzes and surveys for training and recognition programs and discretionary point award capabilities. The platforms functionality also includes an online personalized point account for each participant, a customizable awards catalog and a custom shopping cart for online ordering and online tracking of orders. Engaging people to perform more successfully can be accomplished by setting goals and objectives. The old thinking was to only include 2 or 3 goals. But today with the sophistication of data capture there can be many goals that can be measured and then rewarded. In a study conducted by Towers Perrin

in July of ’08 companies with a high engagement rate had an earnings per share growth rate of 28%. Lowengagement companies saw earnings per share decline at an 11.2% rate. The conclusion of the study was that high-engagement firms outpace low-engagement companies in revenue and profit growth. Here then are some everyday engagement activities that can be measured and then recognized and rewarded: coming to work on time, not using all of one’s allocated sick time, adhering to safety in the work place, an anniversary acknowledgement, joining the company gym and making improvements in weight control and other health related activities. Then you can set goals and measure for performance improvements such as good customer service, new customer referrals, sales achievement, sharing knowledge, improved work habits, better communications, teamwork, and in today’s business environment the ability of an employee to accept and adapt to change. An engaged work force that is enabled by management: will be more self-motivated, innovative and productive, lowering costs and increasing efficiency; will show enthusiasm for their work that goes above and beyond specific job requirements; will always try to do better, faster; will have an ownership mentality; will help recruit other engaged employees. Now isn’t that what every engaged company should strive for? Have a Rewarding Day!  www.brilliantpublishing.com


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IMPACT

Experiential Marketing…

Bio-Interactivity

Have you ever rolled a ball or painted a picture with your brain waves? If not, then you have missed the opportunity to interact with an Impact Unlimited innovative biofeedback branding experience. Impact Unlimited headquartered in Dayton, N.J., is a creative and strategic company that provides a breadth of products and services that help its clients optimize investments in events, exhibits, and meetings. The company’s award-winning creative services, along with its in-house production capabilities and worldwide logistics network, provide clients with design-driven solutions for building their brands and their businesses at the most critical point in the marketing continuum — face-to-face at events, exhibits and meetings worldwide. With over 35 years of experience and success, Impact Unlimited serves a Blue Chip portfolio of clients spanning North and South America, Europe, Asia, Africa and the Middle East. As a publication especially for market leaders who expect exciting event, exhibit, and meeting solutions, Brilliant Results believes Impact Unlimited can provide its readers with innovative ideas to use in brand building marketing. Recently we had the opportunity to pose some questions to Steve Mapes, Vice President of Creative Services for Impact Unlimited about Bio-Interactivity as a branding vehicle.

24 Brilliant Results

| May 2009

www.brilliantpublishing.com


BR: Please describe how Bio-Interactivity works? SM: Bio-Interactivity is a communication strategy that viscerally connects a brand with a prospect or customer. Essentially, learning technologies are physically connected to the attendee’s body and biofeedback controls the learning experience. The technologies can be computers, robotic arms or pulse meters or whatever else you can dream up. BR: Can you give our readers some examples of companies that have used Bio-Interactivity successfully? SM: Several of the world’s largest pharmaceutical companies have used Biointeractivity but it can be applied to any client or industry. (We have NDAs with the clients so we can’t reveal their names.) Examples: •• One company who’s target market was Neurologists used EEG sensors (those white pasty things attached to your forehead with wires coming out of them) connected to the head of attendees. Two attendees faced each other at the end of a long table. Whichever attendee could relax their brain more, made a round ball roll towards them. This paralleled the effect of the anti-epilepsy medicine which relaxes brain waves. Who ever got the ball to roll to them won the challenge. After a couple years this campaign changed to have attendees use EEG sensor attached to a robotic arm that painted unique works of art based on the Neurologists brain waves. They signed their work of art (with a brand logo on it of course!) and it was rolled up in a branded tube that was carried around the convention center and then most likely hung in their office as a reminder of their great experience

•• Another company promoting a new anti-hypertensive drug used a racing game with a steering wheel connected to the attendee via a pulse meter. The faster the cardiologist’s pulse rate, the faster their virtual car drove. If the car crashed, they had to answer a product question to get back on the road. This reinforced the concept of “blood pressure control” avoiding the metaphor of “crash.” •• For allergists, a game was developed that required physicians to use their nose movement to answer product questions. At the end of the quiz, they were able to create their own “Jackson Pollen” by painting a picture with their nose movements. They were able to take their work of art home with them.  BR: What is the appeal of experiential activities in lieu of standard ‘take-away’ items? SM: Think back to a family vacation when you were a child, maybe that trip to Disneyland or a World’s Fair. Chances are that even today you remember riding a roller coaster with your brother or sister but not the stuffed toy your parents bought you. Compelling experiences transcend the moment and sink lasting anchors in the memory unlike that stuffed toy that was sold in next year’s garage sale. Likewise, a brand experience in your booth, for example, may change how a customer remembers your brand. 

STEVE MAPES

(and brand).

www.brilliantpublishing.com

May 2009 | Brilliant Results 25


exhibit WRITER BARRY SISKIND

Trad e

s Survival Tip 26 Brilliant Results

| May 2009

1. eXhiBit spaCe

Show

Rather than pulling out of a show, consider taking a smaller space. Some companies are pulling out of shows in an attempt to lower their expenses. The problem with this approach is that in many cases these companies do not really know which shows produce results and which don’t. Chopping shows can be tantamount to “throwing the baby out with the bath water.” A better solution is to pare back the amount of exhibit space during these challenging times and measure the results. Once the company knows clearly which shows produce positive results then the decision about which to drop not only becomes easier to justify it makes sense.

2. workiNg with the show MaNager I RECENTLY

had the opportunity of moderating a panel of experts at the Eastern Canada chapter of the Trade Show Exhibitors Association. The panel members covered four areas of the exhibition industry: a show manager, a display builder, a shipper and a show contractor. Each spoke on how to ride out the current economic uncertainly from their perspective. We started by asking the audience for a show of hands on how many would be cutting back on their exhibit expense, how many would be maintaining the same level as last year and how many would be increasing their budget. The percentages were split evenly at one third for each question. It is both astonishing and encouraging to hear that two thirds of the participants plan to either keep their budgets at the same level or increase it. The panel offered some thought provoking ideas. Here are a few points that are worth considering.

Now more than ever, it is important to strengthen your relationship with show management. Prior to making any radical changes to the exhibit program, companies should talk to the one person who has an incredible wealth of knowledge – the show manager. Traditionally there is a wall between show management and exhibitors with no attempt to cross over to see what’s on the other side. The show manager is busy juggling the needs of many exhibitors and the exhibitor looks at the show management’s advice with skepticism. The truth of this myth is that show management has a long-term view of their shows. Nothing pleases them more than exhibitors who add value to their shows and are happy with the experience. Show mangers have also raised the bar on their professionalism through some of the certification programs offered by the industry. Ignoring this potential wealth of knowledge means that exhibitors simply miss important opportunities.

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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 3. clearly Negotiate Costs teach people useyou’re a six-shooter (with blanks, course!). & Event Planning for Dummies.� 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

Show managers willyour not cut the For more information visit www. running a huge chance of e-mail NY, without is an internationally recognized they’ll be generally able to work out situation 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. being deleted unread — if it isn’t expert working with companies to cost of exhibit spaceoffi and suppliers ongoing ce disharmony, you or theme), make this the feature subject also ties in with yourgenerally product flagged as ‘junk’ by the company’s do not adjust the need price fortospecific services. don’t referee every of your mailer. Just as filters.that Your target audience disagreement either. Butspam both agreed they would be open publishers win subscribersto may never get exhibit a chance to lay and discussing thefeaturing entire expenditure by areinforcement. free gift orher a Offer positive eyes on your e-mail message. helping the exhibitor put together a package price discount, a successful This that leaves useconomic with direct mail. of services makes The Instead of handing outsense. chocolate trade show mailing features Combining the best of both worlds, bars and acandy corn, out “gimmickâ€? rather panelists the expressed willingness to dole sitthan down mailings offer theto ability to reach public praise model employees the itself. For and talk with theexhibit exhibitor’s and develop winseveral people once in a fashion who exhibit the qualities you example, aatmailing designed win solutions.  that’sto effective and polite: you’re want others to emulate. draw people to the gun-By recognizing the individuals bringing your attendee 4. Maintain the company image fighter exhibit mightvaluable read, who contribute most positively information without forcing them to “MEET THE WEST’S toit to your workplace, send While may be necessaryyou’ll to way make adhere your schedule the a FASTEST GUN-FIGHTER a clear message that you value some cutbacks,call of equal importance is the telephone does. AT HIGH NOON AT positive THE collaboration and assurance that the integrity fond of your presence I’mAMCOM particularly postAIR SHOWof– AND thinking. hascards. not beenColorful, compromised. In this economy distinct and to the WIN A GENUINE, OLD the point, last thing any company wants is to show postcards can serve a numPoor behavior and interpersonal WEST TEN-GALLON HAT.â€? squabbles employees ber inofHere functions: cracks their well-being. Poorlythe conceived we arebetween selling sizzle can lead to signifi cant declines s # APTURE THE ATTENDEES ATTENTION exhibitionrather plans can quickly backfire leavingin than the steak. both morale and productivity. By with bright and eye the impression withcolors your clients thatcatchyour remaining attuned to your team, 8. A itpowerful ingisExclusivity. graphics stability not what you profess to be.  fostering a friendly environment appeal of direct-mail – and of s$ELIVERESSENTIALINFORMATIONINACONand proactively tackling problems trade shows – is exclusivity. 5. Tcise urning the economic fashion when necessary, you can One study released by s3ERVEASATANGIBLEREMINDERTOVISIT downturn into opportunities successfully tame office tension Trade Showpersonalities Bureau yourthe exhibit and keep ghoulish Since one third of exhibitors might be reported that halfYOU thePLACE people s2EINFORCE THE VALUE ON in check. cutting back or maintaining the same level of attend trade shows the who customer relationship commitment, there is an opportunity go AS specifically to MUNICATION see during new s3ERVE THE INITIAL CO the current economic slowdown for that those products and services of your marketing message for who stay in the game. While some exhibitors the have eventnot been shown before. may choose to have less space, it's what Ifeffective, you’re introducing a Those new theyTo dobe with the space that is crucial. postcards must: technology, a new product, companies who give proper attention orto an improved version of an old theirs" exhibitory, ensure that their physical EDISTINCTIVE product, play this up inFASHION your s"E DELIVERED TIMELY appearance attracts IN theAright people and mailing. Emphasize both the is absolutely sense in booth sendgivesthere the right messageno and have importance of the product as a mailing that will not staff ing that out is up for the challenge will arrive come well as the fact that the reader until after the show is over through this economic downturn well ahead is having an opportunity see s#competition. ONTAIN A COMPELLING OFFER THAT of the it first – an opportunity not motivates your attendees to visit The discussion panelists and extendedbetween to other people the booth participants was lively and the feeling in in the business. This sense Megan Slabinski is executive director of The Creative Group, the roomof was that, in spite of some of athe being exclusive, of being Ensure your success making prespecialized staffingby service placing first, flattering, and it can rumors and tois paraphrase Mark Twain, showcreative, promotion part ofmarketing your tradeadvertising, for yourwith response “Reports do of wonders the of trade shows and webdeath professionals a are SHOWPLANNING2EACHINGOUTTOYOUR rate. an exaggeration.â€? firms on a project basis. variety of 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

2SQS[PS` %jMay 0`WZZWO\b@SacZba " | Brilliant Results 2009 January 2008 | Brilliant Results 31 27 | October 2008 Brilliant Results 39


technology on our radar

Add the Fun Factor to Your USB MagiCubes –

Cisco USB Widget Program USB WIDGETS

Exciting Custom Flash Animation and a Talking Avatar with Message Updating are now available on the Cisco Widget. Change the message anytime & it will be sent to the avatar almost instantly. All for no additional fee! Other innovative features include: Video Library; Custom Rotating Banners; DynamicSync for Updateable White Papers (files are pushed to the USB drive even after distribution); Cisco News RSS Feed; Live Traffic & Business Search; Music Player; Photo Viewer; and a Document Sorter – Now You Can Have It All!

Monster Green Power

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Empowered IR PowerCenters are the first generation of PowerCenters with Monster GreenPower technology. Empowered IR PowerCenters let you use your remote control to automatically cut power to standby mode on energy vampires like HDTVs, AV receivers, amplifiers and more. 28 Brilliant Results

| May 2009

MagiCard Folding Credit Card USB – Combines the fun of a MagiCube® folding puzzle with a USB drive. Includes 4 color graphics on the entire surface. Get the Fidget Factor! Custom Shape USB – Custom Tequila Bottle Shape – Specialists in 4 Color process epoxy dome styles, this is an example of a custom shape for a new bottle launch with 4 Color process epoxy domes on both sides.

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passionate leadership WRITER BARTon goldSMITh , Ph.d.

Repairing Broken Business Relationships LONG-TIME, trusted business relationships are one of the best things we have in the working world. To have someone you've been doing business with successfully for years and who is willing to give you an honest opinion (or smack you upside the head) when you need it is a true gift. Here are some tools that will help you repair any damage that may have occurred between you and an old business associate. • Having to be right or make the other person wrong is not going to work. People who want to work together learn to compromise and consider what's best for each other. Make peace with letting go of your need to win; it's easy when you realize there's no prize. It may only be stubborn pride that's keeping you isolated from someone who may truly be a valuable ally. If an apology is required, give it or ask for it. How hard is that really? (And it doesn't cost you a thing). Having a no-fault policy is a great asset in many areas of life, and this is one of them. • If other people are negatively influencing your business relationships, it is best to first consider the source. There may be competition issues or just personal bad blood. Sometimes individuals who are feeling emotional pain or hurt project it on to other people. Make your own decisions and ask the deep questions both of yourself and your associates.

30 Brilliant Results

| May 2009

• Rebuilding a business relationship is an easy-does-it process. Don't expect to have a conversation or two and immediately go back to your previous level. Take some time to get reacquainted; there really isn't a formula for how long, but you should probably spend several weeks talking with your client or co-worker to make sure you have a secure understanding of what you want from each other. • People change, which may be the only thing you can count on. There is always the possibility that you and your associate have outgrown each other. If that is the case, you need to make peace with the situation and move on. There is also the chance the two of you have finally grown up enough to have a truly supportive and profitable business relationship. • Make allowances for the past, for yourself as well as your associate. If forgiveness from your end is needed, remember that it is a gift you are giving to yourself. No one is perfect, and in most cases, we hurt or offend people without knowing it. If that's what happened, letting go of one incident and focusing on your years of successful interaction is a potent choice. So if you have an old business associate who you've been estranged from, take the high road and pick up the phone or send an e-mail, and catch up. You may find that whatever differences pushed you apart will not be as strong as the bond of time that pulls you together, and you are just the person he or she needed to talk to about a new project they are working on.

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advertiser’s index MAY

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 May 2009Supplier . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page No. 3M ® . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Back Cover Aprons, Etc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Beautiful American Publishing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Brilliant Publishing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7,17 Display Solutions by Aprons, Etc . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 GROLINE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13,15, 19, 23 Hallmark Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11,29 Key Bak . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 MagiCubes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Packntote . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 PromoBiz USA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 USB Widgets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Warwick Publishing . . . . . . . . . . . . . . . . . . . . . Inside Front Cover, Inside Back Cover

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MOBILE MARKETING IS HERE… Discover the essentials of the hottest new marketing trend The world's first television advertisement was broadcast July 1, 1941 when Bulova paid $4 for a placement on New York station WNBT before a baseball game. The 10-second spot displayed a picture of a clock superimposed on a map of the United States, accompanied by the voice-over "America runs on Bulova time." (www.bulova.com/ about/about.aspx) Television was a new experience and consumers had yet to be overwhelmed by unwanted advertisements. Imagine your company having that same opportunity to impact an audience.

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According to Kim Dushinski, “Mobile marketing is that way now.” With more than 4 billion mobile subscribers around the world, mobile marketing is a burgeoning force with a virtually unlimited future. This marketing technique has the potential to reap benefits unachieved by any other medium, including email, phone, and television. “It connects businesses and each of their customers—through their mobile devices—at the right time and at the right place with the right message and requires the customer’s explicit permission and/ or active interaction,” says Kim. An advocate for smart, effective mobile marketing, Kim founded Mobile Marketing Profits to provide mobile marketing education and consulting services to corporations, marketing professionals and entrepreneurs and serves as its president. She is also the author of The Mobile Marketing Handbook. In The Mobile Marketing Handbook, Kim gives the ‘how to’ for businesses and entrepreneurs to launch a mobile marketing campaign. Along with her research, she relies on her 20 plus years of marketing experience. Brilliant Results wants to thank Corinne Liccketto at Smith Publicity, Inc. for helping us connect with Kim. We also want to thank Kim for her gracious and informative responses to our questions about the mobile

marketing phenomenon. BR: In the current economic times are you seeing any key consumer or business trends in mobile marketing?    KD: Coupons are being voraciously consumed and sought after on the Internet (1) and people are beginning to seek out mobile coupons as well. JupiterResearch estimates that by 2011, over 87 billion dollars in sales will be generated by 3 billion mobile coupons. (2) Mobile coupons give consumers a way to save money easily and businesses a way to reach consumers efficiently. This win-win situation makes mobile coupons one of the important ways that mobile marketing is impacting business in this economy. BR: What types of companies/ organizations are currently using mobile marketing and what demographic are they connecting with?   KD: All types of companies from restaurants, night clubs, hotels, airlines, floral shops, newspapers, magazines, TV stations and radio shows to non-profits, bands, spas, ski resorts, fast food companies and many others are currently using mobile marketing. www.brilliantpublishing.com


marketing tools from text messaging where it is hypercritical to the mobile web where it is a more subtle component of success.

The demographics they are connecting with include teenagers and those under 30 years old (Gen Y) as you might expect but it also includes a wide range of people including Gen Xers and Baby Boomers who are corporate data plan users and/or women who actively use technology to make life easier. Hispanics and African Americans are two demographic populations who are very actively consuming mobile content as well. The bottom line is that businesses of all types are reaching out to their customers and potential customers, whatever their demographic, and making solid connections via mobile. Additionally, it is worth noting that consumer use of all types of mobile services – text messaging, mobile search, mobile advertising and mobile web use – is on the rise. People are doing more and more with their mobile phones every day.   BR: If a company is not using mobile marketing what is the best way to get started?   KD: Start first with determining www.brilliantpublishing.com

what your customer base is likely to want from you via mobile. If you can start with providing value to your customers, your mobile marketing campaign is much more likely to succeed. Six ideas for what value you can provide are: •• Location-Specific Information •• Timely Knowledge •• Make Life Easier •• Financial Incentive •• Entertainment •• Connection Once you have determined what your customers want and need it is time to align that with your goals for mobile marketing. Are you trying to get new customers? Increase business from current customers or retain current customers? Matching up what your customers want with what you want is worth spending time on. After you have these foundation level concepts in place you can begin to seek out the agency or mobile marketing vendor who offers the kind of service you need. They will help ensure your campaign stays in line with industry best practices and take care of implementation. BR: What is the key(s) to creating a successful mobile marketing campaign?   KD: Providing value and being trustworthy to the consumer with whom you want to be engaging via mobile. This goes across all types of mobile

BR: In your opinion what is the best mobile marketing campaign you are aware of and why?   KD: Wow. That’s tough because there are a lot of great mobile marketing campaigns. Some are as simple as a small local restaurant (3) that used a mobile coupon to bring in 16 diners to fill 8 tables on a slow, snowy night. What is amazing about this is that there were only 60 people who received the mobile coupon. This is a 13% response rate and it gave a huge boost to the bottom line of this family-owned restaurant when they needed it most – on a slow night. Success on a bigger scale include Papa John’s Pizza selling $1 million of pizza on their mobile website within 4 months of launching the mobile version of their website (4) and the McDonald’s Monopoly Game had a mobile component that was reported to be the biggest SMS promotional game in US. (5) These are successful campaigns because they show the scale of participation that is possible. People really do want to interact with businesses via mobile. One of my personal favorite mobile marketing campaigns is done by Redbox. Movie renters can sign up at redbox.com to get a free movie every Monday. While the coupon code for the free movie can be sent via email the true value of it is having it sent as a text message. The coupons code for the free movie arrives on a device that I will May 2009 | Brilliant Results 33


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absolutely have with me when I decided to stop off for a movie. While Redbox undoubtedly counts this campaign as part of their marketing efforts, as a consumer I think of it as my free movie arriving, not being marketed to. BR: What is the biggest challenge facing established brands that want to use mobile marketing? KD: Education. People need to be educated on how to engage with businesses via mobile marketing and the fact that it is safe to do so. A lot of consumers are a bit leery of mobile spam and may not be as willing to give out their mobile number as they would their email address. Also, some demographics are less savvy about how to participate in a text messaging campaign or may not have a data plan thereby making mobile web promotions not well received yet. BR: What are your favorite Websites, Blogs, Social Networks and are any of them involved in mobile marketing? KD: Twitter is my favorite social network and it is heavily integrated with mobile. Not only do I tweet via text message I also find using Twitter at a business event where lots of other Twitter users are also in attendance is a great use of this tool as mobile marketing. One of my favorite blogs is LifeHacker.com and they have an excellent mobile site at m.lifehacker.com which makes catching up on the latest cool technological ways to make my life easier something totally fun. I love their mobile site. Two websites that I use every day are Gmail and Google Calendar. I have downloaded the Google Mobile App (6) to my Treo 700wx and have access to these two mainstays of my online life wherever I am.

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For more information, please visit www.mobilemarketingprofits.com. 1) Coupon search clicks: Sweet sound for Web marketers http://www.usatoday.com/money/media/2009-0309-internet-coupon-search-marketing_N.htm 2) Print to Mobile Coupons: Why Sunday’s Newspaper Coupons Will Soon Be Obsolete http://www.mmaglobal.com/articles/print-mobile-coupons-why-sunday%E2%80%99snewspaper-coupons-will-soon-be-obsolete 3) This coupon campaign was created by JitterGram.com. 4) Papa John’s Surpasses $1 Million in Mobile Web Orders http://ir.papajohns.com/phoenix. zhtml?c=115556&p=irolnewsArticle&ID=1230525&highlight= 5) McDonald’s Monopoly Biggest SMS Promo Game in U.S. http://www.mobilemarketingwatch.com/mcdonaldsmonopoly-biggest-sms-promotional-game-in-us/ 6) Google Mobile App http://www.google.com/mobile/default/app.html KIM DUSHINSKI

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