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Vol. 7, No. 03 2010
MEMO TO MARKETING
departments: 6 7 14 16 18 20 22 24 26 28 29 30 32 33 34
publisher's letter contributors: who’s who in the industry awareness: the green ‘SWOT’ trends: ‘clean’energy solutions travel: travel beautiful branding: the 4-second revolution incentives: green golf incentives marketing: marketing madness exhibit: technology vs. face-to-face strategies: appreciativeness world news: use paper it’s all personal: going green staying sharp: learn to love mondays ad-index off the cuff
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| March 2010
Brilliant Publishing LLC 9034 Joyce Lane Hummelstown, PA 17036 Ph: 717.571.9233 Fax: 717.566.5431
PUBLISHER / ADVERTISING Are you feeling green with envy or are you feeling dirty? Whether or not your company joins the green revolution may soon no longer be a choice. It may well be a prerequisite for growth. In our pages this month our editors have brought you much to think about from how consumers are making “clean” choices, to how you too can green up your company and take it into the future. It is not inconceivable that Corporate SWoT Boards may soon read something like this: Strength:
Implementation of new green technology.
Need for management buy-in to ‘green’ philosophy.
opportunity: Increase bottom-line with dynamic ‘green’ awareness campaign Threat:
A competitor is perceived as being ‘greener’ by our target market.
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
If you have doubts about the blending of green and sustainability you may need to listen more carefully to the messages of your competitors, politicians, and average consumers. Ge did not decide to market ecomagination on a whim, the recent u.S. State of the union address contained numerous references to a greener future, mainstream television now has programs specifically devoted to ‘green’ living, restaurants are exposing ‘eat locally’, community recycling is standard, numerous Internet sites are devoted to the environment (like the one featured last year in Brilliant Results – www.tapping.com) and consumers are starting to take their own ‘green’ bags to hold grocery and other purchases. yes, green is here to stay. So, if you don’t believe we owe it to our children and future generations to find a way to implement some green into our lives at work as well as home; then do it for the positive effect it will have on your company’s bottom-line. With the plethora of environmentally friendly products and services to choose from it is relatively easy for your marketing mix to propel your company and its message well into the green.
CONTRIBUTING WRITERS Michael Merrick Crooks, Barton Goldsmith, Ph.D., Arnold Light, CTC, Richard MacLean, Martin Lindstrom, Ed Rigsbee, Barry Siskind, Dr. Peter Tarlow, Trendcentral.com and Dan Walsh
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 Michigan City, IN and additional offices. POSTMASTER please send address changes to Brilliant
Personally, I can’t help but agree with Robert Redford, “I think the environment should be put in the category of our national security. Defense of our resources is just as important as defense abroad. otherwise what is there to defend?”
Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 7. Number 3. Brilliant Results subscription rates: one-year $120; Canadian $160 USD; one-year foreign $225 USD. All subscriptions are non-refundable. Copyright © 2010 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
Make it a Brilliant Day
their published works and assume responsibility for any claims against the publisher based on published work. No part of this publication can be reproduced in any form or by electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher. All items submitted to Brilliant Results become the sole property of Brilliant Publishing LLC. Editorial content does not reflect the views of the publisher. The imprints, logos, trademarks or trade names (Collectively the “Marks”) displayed on
Maureen Williams Publisher firstname.lastname@example.org 717-608-5869
the products featured in Brilliant Results are for illustrative purposes only and are not available for sale. The marks do not represent the 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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| March 2010
Ed Rigsbee, Certiﬁed Speaking Professional, travels internationally to deliver keynote presentations and workshops on effective and proﬁtable alliance and partnering relationships. In addition to serving as the president of Rigsbee Research Consulting Group, Ed has authored three books and over 1,500 articles to help organizations take full advantage of their potential. Please visit www.Rigsbee.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.
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.
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.
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
Healthcare & Restaurant
Richard MacLean is the founder of Competitive Environment Inc., an environmental management consulting ﬁrm established in 1995. He can be reached via e-mail at maclean@ competitive-e.com. For Adobe Acrobat electronic ﬁles of his writings visit www.Competitive-E.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.
Phone # 800-467-1996 www.Apronsetc.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 is a
25-year advertising and promotional marketing veteran. An internationally recognized speaker on the subject of Creative ProblemSolving, he’s also the author of “ReThinking Trade Show Giveaways.” Learn more about his creative, speaking and writing services through www.PromoReThink.com.
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Phone # 800-467-1996 www.DisplaySolutions.net
Memo to m arketin
To: Susan eager, VP Marketing CC: Richard Getta, VP Procurement
ger fRoM: Ralph Greenleaf, environmental Mana Corporation Ajax to mean can ” green “going SuBJ eCT: What
a summary of how “sustainability This memo is in response to your request for Ajax’s marketing effor ts. You programs and green products” can enhance not limit my reply to our usual onestated that I should be “brutally frank ” and page memos, so here is my response.
The Historical Context
ground are necessary. Thirt y first, some overall perspective and back in the united States was all about years ago, the environmental movement tion from industrial sites. Control implementing regulations to reduc e pollu ring processes, which remained devic es were added at the end of manufactu cts were also largely unaffected, relatively unchanged. Consumer produ r vehicle emission standards to with the most notable exception being tighte . counteract smog in major metropolitan areas late 1980s when scientists, the g durin A significant shift occurred nized that even with tighter controls, environmentalists and policy makers recog le. They concluded that the planet the earth’s ecosystems would still be in troub expanding global population and at could not reliably supply raw materials to an rising affluenc e and consumption. the same time absorb the waste created by ainable development” to meet the Attention shifted to the conc ept of “sust the abilit y of future generations to “needs of the present without compromising meet their own needs.” were finding it difficult to micro In the early 1990s, government agencies ring processes and supply chains. regulate increasingly complex manufactu ing their practical limits. Industry Traditional regulatory processes were reach demanded that “sound science” be began to challenge new regulations and even necessary. Industry’s position used to prove that these regulations were ntal management standards were was that voluntary initiatives and environme the way forward. movement, companies were In the early days of the environmental by environmental groups, but by outmaneuvered in the public relations arena message.” Through the effor ts of the early 2000s, industry had “gotten on cil on Sustainable Development, it groups such as the World Business Coun problem, but an integral part of the positioned itself as being not the principal the public was observing a marked solution. The timing was perfect because two decades of regulations and improvement in the environment resulting from industries to developing nations. the indirect impact of outsourcing polluting attributes of consumer products Attention began to shift to the environmental and services over their entire life cycle.
The Green Product Revolution
For decades there have been consumer product-oriented firms such as Timberland, The Body Shop, Stony field Farm s, Ben & Jerry ’s and Patagonia that were built on the principles of sustainabi lity before it became mainstream. The CEOs of privately held firms did not have to answer to shareholders and were willing to bear any increased costs. This operating philosophy born out of conviction later became a core marketing advantage over the competition, and the public paid greater attention to “gree n product attributes” and “social responsibility.” over the past two decades there also have been companies that attempted to mimic these leaders by proje cting a green public image with glossy environmental repor ts and other supe rficial effor ts that were heav y on hype and short on delivery. More signi ficantly, their core manufacturing operations, lobbying effor ts and/or supply chains were fundamentally flawed, weak or inconsistent. These companies eventually faced public relations nightmares after environmental or safet y failures exposed the shallowness of their effor ts. The term “greenwash” was born to describe such botched company effor ts. environmentalists have claimed that these failures – which come to light even today – are a result of hypocrisy and duplicity. Not so. The truth is much more complicated. first, manageme nt may not fully appreciate the real vulnerability of the company. Top executive s can believe that their companies are on solid ground because of the absence of significant complianc e issues. But plain luck and the lack of regulatory inspe ctions may be the real sourc e of what executives interpret as environmental excellenc e. under these circumstances business mana gement can be overly optimistic and more willing to take risks on expensive product advertising campaigns, much more so than what their own environme ntal professionals would deem prudent. on top of this, middle manageme nt is not always willing to bring bad news forward, nor may they have sufficient depth of knowledge or face time to explain complex emerging environmental dynamics to the top executives. Second, public relations and marketing comp anies are hired by these poorly informed top executives to promote programs that can be hastily conc eived and contain little core substance. In part, this enthusiasm to go green is due to the succ ess of such highly acclaimed product advertising programs as Ge’s ecomagination and Wal- Mart ’s phen omenal succ ess at turning around a besieged public image, partially due to its numerous environmental effor ts such as the recent “Product Sustainability Index.” They see real potential and want in on this green action.
March 2010 | Brilliant Results 9
Considering all of this background information , it is apparent that there have been real succ esses, but the landscape is often littered with the wreckage of green marketing programs gone off the rails – which brings me to your original question, “how can Ajax go green, and what might it mean to the company? ” here is my list of requisite steps and the impli cations to the business: Major or minor league? - If the decision is to make only very modest claims on one narrow product line out of our hund reds of offerings, then the following considerations do not really matter. But if you want to initiate a major effor t that also is aimed at building brand ident ity, then all of the following items are critic al. Don’t overstate – A few companies have, for example, superficially improved one product line, or they have installed a few solar panels and go on to make incredulous claims that the company is now green. overstatements lead to claims of greenwashing. Get the fundamentals in order – Too many companies have failed at going green because they ran into embarrassing failures with environmental, employee safet y, process safet y or social responsibility issues. I list all of these because, to the public, this represents a continuum, and a failure in one is failure in general. We will not just have to spend on the marketing campaign, but also on what will be required to make our core programs bulletproo f when it comes to complianc e. Governanc e matters – We must have outst anding governanc e and audit systems to ensure that we are complying with the law, internal company policies and international standards of corporate respo nsibility. The motto must be “no surprises.” Align internally and exter nally – To go green , the company must be consistent. The company’s behind-the -scenes lobbying effor ts and marching orders to middle managers, and especially manufacturing mana gement, must be consistent with our public messaging. We cannot claim to be green and then buy from suppliers that are known for their environmental and social irresponsibility. Select an area of excellenc e – Notwithstanding the preceding two statements, the company does not need to be the very best in every single aspect of sustainability and social responsibility. Companies establish themselves as sustainability leaders not by attempting to excel at every thing, but by having their overall act reliably together and excelling in just one, or possibly two, specific niche areas where there is a clear and direc t connection to the overall business objectives. Go for the “twofer” – The preceding italici zed comment is important. The most succ essful (and sustainable, as it were ) effor ts are not viewed internally as another cost adder, the newest flavor of the month and/or a marketing gimmick, but as a key component of a long-term busin ess strategy. It thus serves two or more key business objectives such as increasing sales, improving brand, improving employee morale, attracting the best new employees, gaining political leverage and improving the reliability of the supply chain.
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een products, t consumers love gr tha n ow sh ve ha rveys little or Value matters â€“ Su value proposition at me or an improved sa the er ssarily off y ce ne the they will not but only when green Ajax widget, ct rfe pe the ild bu s eyes alway on the no ex tra cost. If we , so let â€™s keep our ive ns pe ex re mo y ntl buy it if it is significa n. itio os value prop
scape oic e of more than in 20 09 by TerraCh dy stu A re. he yw es found green Green ads are ever of popular magazin s ue iss ck ba the nts in ling since 18,00 0 advertiseme 20 years, near ly trip tenfold in the last t os alm ment ing as na re MIT Sloan Ma ge advertising inc 1,500 executives by of y rve , su 09 20 ina a s of Susta bility 20 06. Add to this oup, The Busines Gr ing ult ns Co ity n bil Bosto sustaina Review and The were â€œaddressing that their companies g tin sta % t developed 92 no nd ad which fou mpanies â€œh % said that their co 70 n tha re mo t bu in some way,â€? at for sustainability.â€? budgets directed the business case k and advertising tal of lot a is re an at this all me s In other words, the t yet figured out wh no ve ha ies an mp st co rtunit y. The sustainability, but mo ein lays the oppo er Th . ies an mp gain. for their co ), have the most to in the long ter m (and very few have t ou s thi re s of gu fi itie n jor vast ma companies that ca long ter m, and the the in ke sta at re mo But there is much g dynamics. are of these emergin aw un e ar companies The Current Land
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Long-Term Business Implication
Much of the recent corporate atte ntion to sustainability has been focu sed on building brand and improvi ng sales. Stepping back and pon deri ng the current state, one cannot help but to conclude that increasing sales and by inferenc e, promoting con sumption is the antithesis of sus tainable development. Sure, sustainable development is about not comprom ising the needs of future generations, but as current generations consume mor e and affluence levels increase, the cha llenges bec ome daunting. This underlying tension has not been explored in the media to any extent, in part, I suspect, bec ause advertising revenues are at the core of their survival. No wonder most companies are aware of thes e potential conflicts and have not figured a coherent path forward. Probably the companies that hav e made the most progress are thos e that are at the very star t of the supply chain, namely, companies in the natu ral resource and energy sectors. The y know that their future success is all abo ut maintaining existing, and obtainin g new, licenses to operate. This requires that the local communities trus t them as responsible corporat e citizens. Increasing global population and affluence will plac e greater dem ands on resources, and the companies that are the viewed as the most resp onsible in extracting and supplying thes e will be at an advantage. Responsible resource companies are star ting to make decisions on which companies nex t in the supply cha in will be allowed to buy these reso urce s. for example, companies producin g mercury and lead are now rest ricti ng sales for certain end -user app lications. Going the opposite way down through the supply chain, com panies such as the previously mentioned Wal -Mart are closely examining their supply chains. Wha t is clearly developing is a whole new level of scrutiny of attention to each stag e in the chain. Companies want reliable sources of materials; they want to be viewed as a reputable supplier at the nex t stage in the chain and/or a resp ons ible company selling to end users. The bottom line of this memo is that sustainability is more than just a trendy issue to leverage as part of a marketing plan. It is about acc ess to future resources and the ability to continue operations while bein g view ed as both reliable and responsible by our customers and our commun ities . It is a much more complex issue than meets the eye, and very few com pan ies have robust strategies. There is a much greater business opportu nity in all this than just selling a few new gree n products. Sinc erely
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ate r e sh w r f is r th are on ea plies r sup wate r e t e a h t w f f o the sh 3% o . fre ly 20% r n e t e o only a . rc e alt w d mor ly sc a er, an st is s t g e a r in w s e th e s s to c rea ning y ac c s r un ing in n a a m h o e n c av be ulatio n ot h ’s pop ple do o e wor ld p on 1 billi t han rs & . e Ro g e wat r h n t a e ew b le a c Eliz s s, N ok, s Pr e r o e B iv R G reen T hree The tigen, s o k as M . . Xiv Thom 07, pg 0 2 , k yor
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nvironme • E ac h y ntal facts ear A me ric ans a 18 billion lone thro disposab w away le diape this is en rs. In pe ough to rs p ective, ex tend fr m o on an om the e d bac k 7 arth to th ti m e e s. • A meri c ans g o through million p on avera lastic bo ge 2.5 ttles per • Ford M hour. otor Com pany ind of every ic ates th vehicle is at 75% re c yclable. • Dishwa shers us e about 11 h a n d wa gallons o shed dis f water. he s use gallons. up appro ximately 16 • Tak ing a ar oun b at h, d 20 half f gallon ull of av e r a s of ge le wate r wate r ngt h , use gallon . ho s h ow s s. weve er on r, an ly us • A me e s ab o ric an ut 13 of wa s nor mally te r e a use a c h da b o ut y. unive 70 g a rsit y llons S hac o f Tamp kelfor a d lit tle, stu d e Vane ssa nts: www . a f n .o Crimm Sara r g. ins, Bar ba ra
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are alike s r e e re duc o nsum ate ys to nd c a a t. Motiv w n e s w e nm ration find n enviro o e t h C or po r t g a n w d to r yin to r e ntly t impac y a ir t a e s w h n t co nthly tic as g mo s well f a nt a s in a t r e a t e s v wa are - pac k c on ling, ards at o n c e C r y g c e e a Tre fo r r r as ulbs. mer s nt s , o e light b m t c o nsu e t n a t ie s c fi y ef to e bills energ n fo r m io t o e e .c o prom ediatr m . w ww
ts • If just 2 5% o f U .S a month . familie , we wo s use d uld sav 10 fewe e ove r 2 • Ever y r plastic .5 BIll ye a r w e bags IoN ba throw a and gra g s a ye way 24 s s. le a ar. million ves alo waste in tons of n e ac c the fall. leaves ount fo r 75% • On th of o ur e avera solid g e estimate , the 14 0 millio d to tra n c ars in vel alm acc ordin o st 4 b A meric g to the il a are li o n miles in Depar tm ove r 2 0 a day, e nt o f T 0 millio and ranspor n gallon tation, th s of g as • IA train ey use oline do system ing it. has alre 19 87) w ady b e e hich is b n a d s ed on m evelope minima d (back l polluti agnetic o n. T h e in levitatio use in s s e n and c version everal c au s e s s of a tr ountries ain are • Ever y . already ton of re in cycled of oil. offic e p aper s a ve s 3 8 0 • Glass gallons produc e d from materia recycle ls reduc d glass es relate pollutio instead d air po n by 50 of raw llution b %. y 2 0% , an d • O ve r 10 0 pe water sticide c au s e b ingredie ir th defe nts are cts, c an • H ome susp e c c er, and ow n e r s ted to g e ne muta u se up to per acre ti o ns. 10 time than far s more m e r s. toxic ch • The w emic als or ld’s p er c apit the dow a g nfall sin rain pro c e 19 85 duction pesticid has b e e despite e s. n on the use of fer tili w w w.th ze r s a n inkques d t.org
March 2010 | Brilliant Results 15
Trends BY: TRENDCENTRAL.COM
The ICe CAPS
are melting. Polar bears are losing their homes. The weather is totally screwy, and after a few years of living in NyC, youâ€™re now asthmatic. from the global stuff to the local stuff, it's clear that Mother earth is pretty pissed off at her children. And after more than 150 years of post-Industrial Revolution neglect, it seems world
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leaders are ready to make some major changes to get back on her good side. While the hyped up climate summit in Copenhagen left much to be desired, hope still remains, particularly after the recent State of the union address. Now more than ever, the science and technology communities are working aggressively to provide creative and innovative "clean" solutions to the global energy crisis, one step - sometimes literally - at a time. FEET: harnessing the energy from your left-right-left, uk company Pavegen Systems plans to power the path you walk on. The rubber sidewalk tiles, made from 100% recycled tires, depress each time they're stepped on. The kinetic energy generated is then converted into electricity and stored inside the tile. A very small percentage (about 5%) of that energy makes the tiles glow, while the remaining 95% powers the tiles' environs, ranging from streetlights to digital information displays to other surrounding electronics. Not yet in official use, Pavegen is looking for investors to get people walking on sunshine. Whoa oh. FOOD: If you thought Doc Brown's eco-friendly, brew-fueled Mr. fusion was a little too farfetched even for the future, you may be drinking your words soon. While fuel stations have yet to swap out gas for brew, carb-loaded beverages might be a source of fuel for something else: the mobile phone. According to Daizi Zheng, Coke makes a pretty good battery. The Central Saint Martins grad's Nokia â€˜greenâ€™ phone concept highlights the benefits of a biobattery over lithium batteries. The high costs, resource-heavy
production methods, nasty ingredients, and difficult disposal methods of traditional batteries could be replaced in a phone that runs on carbohydrates. Whether it's Coke, beer, or tea with honey, the "battery" in this concept phone uses the enzymes found in sugary drinks as a catalyst to generate electricity. It also boasts a charge that lasts three to four times longer than the standard lithium variety. Whoever said carbs were the enemy? WIND: Traffic can be killer, and if you live in a city of crowded roads and highways, then you're probably all too familiar with the concept of road rage. With so many cars on the road in the hours after sunset, the need for highway lighting has increased, as has the energy powering those lights. harnessing some good out of all those cars burning is TAk Studio's Turbine light concept design. As cars drive along, the wind that's produced powers a turbine inside the Turbine light, generating electricity, which lights the way for drivers. The Turbine light will be featured in the design competition at the Greener Gadgets Conference, where we'll surely be seeing a number of other green ideas that hopefully will jumpstart the move towards a cleaner, greener future. *References to products and services in trendcentral do not imply our endorsement, but rather are intended to provide objective insights into emerging trends and examples of those trends. trendcentral is published by The Intelligence Group, a trend research and consumer insights company focusing on youth culture. for more information please visit www.trendcentral.com. www.brilliantpublishing.com
travel BY: DR. PETER TARLOW
Travel Beautiful The Book of Ecclesiastes teaches us "Do not look too long on the beauty that belongs to someone else." In other words, we can never be another, but rather we must learn to appreciate what is beautiful in our own lives and in our community. This is an important concept not only in life but also in tourism and economic development. Brilliant results come about when we are best at being ourselves. Being green and beautifying a city brings about these brilliant results. No one likes visiting a city whose streets are cold and lack both inner and outer beauty. In tourism being “green” is not only what a city does on the outside but
also about what a city accomplishes on the inside. Tourists and visitors appreciate the opportunity to see more than the major sites, they also want to see the real locale, its city or landscapes, its gardens and its parks. These “other attractions” go beyond a place’s outer shell to the potential of a community’s soul. For the visitors and hospitality industry being green also means
All too often beautification gets lost in a web of politics and budgetary items. creating a green environment for the locale’s residents. Both the quality of life and the quality of work increase for those who reside in places that promote both its natural and human resources. When a place pays attention to its ecology then often visitors and locales alike begin to see downtowns that are experiencing rebirths, the desire for fine restaurants and an intellectually challenging museum scene. Each one of these institutions is part of the greening of a locale and makes the tourism product that much more competitive. All too often beautification gets lost in a web of politics and budgetary items. Remember that these are local issues that hold no meaning for the visitor. In fact tourism beautification is not necessarily an expensive task. While some projects do take money, others can be done on an individual basis. To
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gain brilliant results think about how you can beautify your locale by taking the time to peer into your community's soul. It means taking a few extra minutes to make sure that lawns are mowed, and flowerbeds are weeded and that you greet each person with a smile and a pleasant hello. There are as many ways to make a place more beautiful as there are stars in the heavens. From a tourism perspective, beautification should not be viewed as a luxury. It is a necessity! Attractive locales are the ones that draw in tourist dollars and encourage people to consider relocating to them. Beautification is also a way to hold down crime. These quality of life issues seem to speak to the soul, and so in city after city where broken windows are replaced, garbage is not allowed to sit, and front yards are clean and tidy, crime is also reduced and a civil society is reborn. In a like manner, children learn best in appealing environments. While scholarship can exist almost anywhere, schools that teach organization and neatness, cleanliness and a sense of beauty have a higher rate of producing good and productive citizens. In the end, a place’s beautification program is more than simply planting trees and flowers. It is an attempt to touch a community's inner self and to find a way so that all of its citizens can work toward a common good. That is also what tourism is all about. Tourism starts by putting a community’s best foot forward. It is only by planting the seeds of beautification that tourism’s economic renaissance will grow and brilliant results are achieved. www.brilliantpublishing.com
branding BY: MARTIN LINDSTROM
The 4-second revolution! Suddenly, you see it everywhere – in airports, hotels, restaurants, and of course, in most public bathrooms. It’s on sale in corner kiosks, wedged conspicuously between the gum and People magazine. And in a blink, it’s been seamlessly integrated into life as an essential everyday item. Just five years ago, the product never existed anywhere, and yet if you were to conduct a straw poll, most would confide that they simply couldn’t live without it. I’m not talking about the iPod or the Blackberry, or even your favourite pair of Crocs – I’m talking about antibacterial hand gel – the kind you can squirt whenever you feel the need to cleanse. From what I see around me, a lot of people seem to be feeling pretty dirty these days. It’s a phenomenon prompted by bird flu and swine flu. Ironically, neither virus can be prevented by sanitary wipes or cleansing gels, since both are spread through minute droplets sneezed or coughed out by someone who’s infected. But the thought of contagious diseases that have the capacity to kill has driven
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us into a sanitation spin. A while back I conducted an experiment on the American NBC’s ‘Today’ show. It involved scanning a woman named Kelly’s brain as she walked down the supermarket aisle. The objective was to study her thought patterns as she made a selection from the thousands of products on offer. Supermarket executives closely monitored the large screens displaying Kelly’s brain activity as she engaged in her choices. They were thrilled with her selection of brands, and applauded her decision-making processes. Kelly first picked a baby shampoo, explaining after, that her child’s pediatrician recommended the brand. Interestingly, this very choice generated the most brain activity during the shopping spree, supporting research that says that when an authoritative figure recommends a brand, our brains focus more intently. This probably goes some way towards explaining why testimonials remain effective. Furthermore, the executives were intrigued by the fact that the ‘discount’
signs consistently registered on the scans, despite Kelly denying being affected by them. There was one thing that the executives, the film crew, the producer, and even the viewers failed to notice. Every time Kelly picked a product off the shelf, the brain measured a 4-second reaction. And it’s this reaction time that can force a manufacturer to change everything about their marketing strategy, including their packaging and marketing campaign. Let’s take a moment to think about this. Every time Kelly selected an item from the shelves, she held it in her hands momentarily and examined it. There’s nothing surprising about this. What was surprising is that once she’d made her decision to buy that very product, she’d return it to the shelf, and pick another just like it, stashed three rows behind. This whole action took less than four seconds. Did she consider the first item dirty? Perhaps. Research reveals that a similar experiment conducted five years ago, minus the brain scans, revealed
their ‘Kelly’ couldn’t have cared less. What she initially picked off the shelf went directly into her trolley. But now, this fear of contamination has totally entered the shopper’s psyche. The brain scans showed that as Kelly took the product off the shelf and at the same moment decided to buy it, a strong activation in the amygdale area of her brain took place. The amygdale is responsible for generating fear and danger, as well as psychological discomfort. The fear was registered with every first contact Kelly had during the entire shopping expedition, from the Dove soap to the Gillette foam, as well as the Elizabeth Arden beauty products. The fearful response grew even more dramatically when the product of her choosing was the last item on the shelf. So much so, that she opted for another brand rather than go with the laststanding item. This, you may say, is the response of just one woman, and as such, cannot be held as an ultimate truth. I suspect however, that her reaction is far from unusual.
After her shopping trip, I asked Kelly why she finally bought the shampoo and gel, while on the other hand she returned the shaver and mascara to the shelf. She replied, “Because I somehow didn’t feel for the brand”. Had I decided to build my future strategy based on the outcome of good, old, conventional qualitative research techniques, I would never know how to solve the problem of Kelly’s brand rejection. However, the deciding 4-seconds measured by the scan revealed that cleanliness had catapulted up the ladder of priorities... now by far surprising any other factor – even though she was a big fan of both the brands she ended up rejecting. Environmental issues, media fragmentation, and the need for increased consumer interaction with the brand have become the most pressing topics in the branding world. As the globe focuses on these very important issues, another trend seems to have slipped in the side door – the need for sanitisation. Despite the insidious nature of this need for clean, the affect on our behaviour is so subtle
that even consumers are not aware of its power to control our behaviour. It’s embedded itself into our culture, our behaviour and our decision making to such an extent, that to a large degree it controls where we choose to spend our money. Whatever you may think of it, those brands who are clever enough to identify and run with it, will be the ones who will be reaping untold rewards. In a consumer population who has come to expect their food to be well sealed and vacuum packed, their expectations have now extended to every category they purchase being sanitised for their protection. But there’s another message underlying this fact. Far too often we look in the wrong direction for answers, forgetting that we are fundamentally emotional creatures, 85% driven by our subconscious mind. Yet today 100% of all our research seems to rely on studied, conscious research techniques. A little food for thought, I guess. So long as it’s sanitised before we do the thinking!
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incentives BY: Arnold Light, CTC
Green Golf Incentives Are Catching On… So when you
select your next destination for your next incentive group you should include on your checklist whether or not the course at the chosen resort or other golf courses at the destination has or is participating in the Golf & The Environment Initiative. This initiative instituted in 2008 is dedicated to the protection and enhancement of the natural environment. The PGA, USGA and Audubon International have teamed together to promote awareness of the environment and to take action in cooperation with golfers and the golf industry. Since many travel incentive programs include golf, this column will offer some advice on where to do it, what to do, and or instruct golfers on how to treat the golf course. What to Do •• Walk rather than use a cart. Walking promotes physical fitness, healthy turf and a cleaner environment. •• Repair ball marks and replace divots to help maintain playability. •• Lower mowing heights required for
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fast greens are at the root of many turf and environmental problems. Therefore look for consistent true ball roll on greens, rather than speed. •• Keep play on the course and stay out of natural areas. Respect designated environmentally sensitive areas and wildlife habitats within the course. •• Use trash and recycling receptacles. If you see trash, pick it up and dispose of it properly. •• Appreciate the natural wonders of the game. Foster wildlife and natural habitats in non-play areas. Golf courses offer numerous opportunities to not only provide pleasant courses to play but also to protect drinking water, improve the water quality of our lakes, streams and rivers, support a variety of plants and wildlife and protect our environment for future generations.
Where To Play Green Now if your corporate policy is such as to purchase resources and services that are sustainable and
green including incentive travel and golf events your next step is to find some courses that meet the criteria established by the Golf & The Environment Initiative. To help you do this here are some resorts and courses that are leading the way. This list however is by no means complete as there are over 1600 courses in the US alone. Of the 60 Marriott Golf managed golf properties around the globe, 24 in North America and one signature property in the Caribbean became Certified Audubon Cooperative Sanctuaries. In addition the program will be expanded internationally, requiring 17 international golf properties to become Certified Audubon Cooperative Sanctuaries during 2009/10. This certification recognizes that the golf course has been successfully designed, constructed, and managed with a comprehensive approach to environmental protection. It also examines wildlife management and habitat, water conservation www.brilliantpublishing.com
10 Ways to improve... How? There are many possibilities. One exhibitor featured the Dallas Cowboy Cheerleaders in his booth. Another had an exciting increase their profitability at tradeE-mail is an easy,situation effortlesson way to additional and effort, but youâ€™ll Assess every an basis.time multimedia presentation on aindividual revolutionary newgolf typeincentives of technology. Anspeed in order to improve their image those who plan and and quality practices, chemical use shows. Author: â€œRiches in Niches: reach multiple people at once. It has lND IT WELL WORTH THE EFFORT s instrumentation manufacturer employed a magician perform his and to reputation, aa golferâ€™s recognition programs toitâ€™s pressure and community outreach, among Just asadvantage itâ€™s critical to recognize quick action is needed,to equally at important know to sitinback and How to Makewhen it enrich BIG small the added of being free.when 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 experience and enhance their financial those golf courses that are not involved other tests. Marketâ€? (May 2007) and â€œMeeting However, this is one case where you Susan A. Friedmann, CSP, The daysGreg when they seem haunted by a in personal demon or& two. Put simply, foul moods and petty misunderstandings performance. either the Golf The Environment people how useyouâ€™re a six-shooter (with blanks, of Lake course!). Theteach Norman-designed & Event Planning for Dummies.â€? clearly get what you paytofor: Tradeshow Coach, Placid,
can get the best of anyone. If two Initiative generallyorfriendly marketing managers butt heads, for instance, itâ€™s likely Audubon Internationalâ€™s course at aLehuge Paradis St. Lucia Beach, For more information visit eye www. running chance of your e-mail NY, without is an internationally recognized theyâ€™ll be able to work out the situation your intervention. While you want to turn a blind to Once youâ€™ve invented an event (one that generates real excitement but donâ€™t Sanctuary programwith to quickly get up to Golf & ongoing Marina Resort in Praslin Bay â€“ Have A Rewarding Dayâ€Ś thetradeshowcoach.com. being deleted unread â€” if it isnâ€™t expert working companies to offi ce disharmony, you also ties in with your product or theme), make this the feature subject one of donâ€™t theas topâ€˜junkâ€™ new golf in the flagged by the companyâ€™s need to courses referee of your mailer. Just every as spam filters. 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Emphasize both the locations where turf is being have choose your product or theretois absolutely no sense in sendimportance of the product as successfully managed without the ing out aelseâ€™s, mailing willtalking not arrive someone sothat keep to well as the fact that the reader until the is over use ofafter chemical pesticides. their needs, not show your own. They will is having an opportunity see s are #ONTAIN A COMPELLING OFFER THAT Applewood Golf Course, inloyalty respond favorably with brand it first â€“ an opportunity not motivates your attendees to visit Golden Colorado, Granby River when the dust settles. extended to other people the booth Golf Course in Grandway Forks, British Is this the Slabinski personal to let them in the business. This sense Megan is executive Columbia and the Vineyard Golf know you care about them? Of course. director of The Creative Group, a of being exclusive, of being Ensure your success making prespecialized staffi ngby service placing inPersonal. Marthaâ€™s Vineyard, Itâ€™sClub ALL first, is flattering, and it can showcreative, promotion part ofmarketing tradeadvertising, Massachusetts. do wonders for youryour response and web professionals with a SHOW PLANNING 2EACHING OUT TO YOUR Golfrate. can of play aonunique role in variety firms ahot project basis. key customers and prospects For more information, visit sustaining our environment. It iswww. up to beforecreativegroup.com. the event may take a little www.brilliantpublishing.com www.brilliantpublishing.com www.brilliantpublishing.com www.brilliantpublishing.com www.brilliantpublishing.com
2SQS[PS` %j0`WZZWO\b@SacZba " January 2008 | Brilliant Results 31 39 March 2010 November 2008 | | Brilliant BrilliantResults Results 23 | October 2008 Brilliant Results 39
marketing BY: MICHAEL M. CROOKS
D ER RK
S EU AK
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Expecting Brilliant Results from Dissatisfied Employees
| March 2010
RE.... DO MO
CBS put on quite a show on Super Bowl Sunday last month. I’m not talking about the football game; I’m talking about the show after the Super Bowl, “Undercover Boss.” The show features the presidents of major corporations going undercover, on the front lines, within their own organizations to get an unabashed feel for what’s going on. In the first episode, Waste Management President Larry O’Donnell went undercover to perform jobs ranging from sorting at a recycling center and cleaning porta-potties to picking up trash at a landfill. What Mr. O’Donnell discovered upset, touched and delighted him. What upset him was the negative effect policies and directives he personally issued from his desk were having on Waste Management employees. What touched him was the way his employees touched the personal lives of Waste Management customers. And what delighted him, were the dedicated employees he met who had found ways to cope with a dysfunctional system despite personal challenges. In the end, Larry O’Donnell said, “I’m going to approach how I do my job differently.” It was evident from the show that Mr. O’Donnell is a decent, sensitive and moral individual. The problem was, he was too focused on productivity and profit — fueled no doubt by pressure from a board of directors who had shareholders to answer to. What was interesting however was that after Mr. O’Donnell www.brilliantpublishing.com
implemented some changes, there was a measurable increase in employee moral and productivity. One of the important takeaways from this was the realization that Mr. O’Donnell didn’t know … what he didn’t know. For instance, while working the route on a garbage truck with a female partner, he was shocked to realize that because of the time constraints placed on the route workers, as a result of his productivity directives, this female employee was forced to take bathroom breaks in a can she kept in the truck. Like I said, Mr. O’Donnell is a decent, sensitive and moral individual. That situation will change. As far as reality shows go, “Undercover Boss” could have the most significant positive effect on our society, serving as a tremendous catalyst for workplace change. What’s this have to do with marketing? Plenty. Most companies are extremely aware of their external markets such as clients, customers, distributor networks and even vendors. But many fail to realize that employees make up an internal market. There are plenty of organizations that bend over backwards to get feedback and input from customers and clients. Far fewer work as hard to get feedback and input from employees. I sincerely believe that any organization that doesn’t view its employees as an internal market is shortsighted. And if you think the majority of your employees are happy campers — I’ve got news for you. In a report released January 5, 2010 by The Conference Board based on a survey of 5000 U.S. households, only 45 percent of those surveyed said they are satisfied with their jobs. 55 percent are not satisfied with their jobs! According to Lynn Franco, director of the www.brilliantpublishing.com
Consumer Research Center of The Conference Board, “The downward trend in job satisfaction could spell trouble for the overall engagement of U.S. employees and ultimately employee productivity." What the report doesn’t tell us is WHY 55 percent of employees are dissatisfied. And while specific reasons for dissatisfaction vary by company, job and employee, I believe it can pretty much be summed up as a disconnect between those in the ivory tower and those in the trenches.
Try Harder! Do Better!” It had the same effect as unfunded government mandates — no one was given the information, tools or ability to accomplish the edict. One of the best books I ever read on management and problem solving is an 80-page book called, “I Know It When I See It” by John Guaspari. In the book, the Boss demoralized his employees by telling them that the key to increasing the quality of their product is to, “Try Harder! Do Better!” It had the same effect as unfunded government mandates — no one was given the information, tools or ability to accomplish the edict. What followed were employee frustration, job dissatisfaction and further loss of market share.
If your company is large enough, I encourage you to consider an undercover operation to include the top echelon. Get out of your comfort zone. See first-hand what affect your policies and directives are having on those who must deliver your product or service. In smaller companies, I encourage bosses and managers to get out of the back room. Run the cash register. Load some trucks. Ride and work the route. Stock some shelves. The easiest dollar made is from a happy, repeat customer. But that’s a lot harder to achieve when employees’ are hampered by decisions based solely on numbers made by people sitting behind desks who are out of touch with reality. And finally, the fact that 55 percent of employees are dissatisfied with their jobs means there is tremendous opportunity for promotional marketers to develop employee satisfaction and retention programs. If those programs are developed based on some serious undercover boss-type research, then the outcome should be brilliant results. March 2010 | Brilliant Results 25
exhibit BY: BARRY SISKIND
Technology versus face to face My kIDS ThINk
I’m a luddite. I am from the world where the value of face-to-face marketing was one I understood. Now I live in a world where people communicate with their thumbs. however lately I’ve seen that faces and thumbs can live in harmony. I will admit that thumbs can connect to the world instantly. They can communicate to large numbers of people in real time, albeit at the cost of good grammar and spelling. faces still have the advantage of being able to stare eyeball to eyeball with a client even if it is only one at a time. So in a world where it is faster and considerably less expensive to connect with a text, can one justify the cost of face-to-face? A report I read recently prepared by the harvard Business Review titled, “Managing Across Distance in Today’s economic Climate” focused on the issue of the high cost of business value versus the benefits. The report described four key areas where face-toface trumps technology: • Developing new clients: 95% of respondents said that face-to-face was crucial for building strong and long-term client relationships. • Negotiating: When negotiating major contracts and agreements, 82% said that face-to-face meetings are the most effective tool in their arsenal. • Maintaining
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relationships: It’s relatively easy to hide feelings, concerns and priorities behind technology. Any one who deals with people face-toface on a regular basis will attest to their ability to pick up on signals that often reveal the real story behind the words. • Cultural barriers: Try texting a partner on the other side of the world and see if the real message was understood the first time. I am not just talking about language but the nuances of your message, which may or may not be recognized. The value of face-toface is to be able to read the nonverbal acceptance of what you are saying and be able to clarify if necessary. So there are advantages to faceto-face. however, with the high cost of business travel in a shaky economy do these advantages justify the cost? In this same report 60% of sales and marketing people said that cutbacks in their business travel would hurt business, while 36% of finance people said cutbacks would have no impact on the business. So now we have the age-old conflict between those who solicit business and those who pay for it. The solution is to make a strong enough case for face-to-face and to provide new metrics for measuring return. here are three things to consider:
• Combine business travel with other activities. A major event like a trade show or conference is a magnet for buyers and sellers. By combining your exhibit investment to include time for individual sales calls, meetings and presentations, you can amortize the cost and increase the value of the investment to your corporation. • establish a singular budget. often the exhibition budget is a marketing activity while sales calls are sales. When you combine both activities under one budget line you create a corporate expenditure that has a higher probability of measurable success. • establish multiple metrics. In the past, corporations measured success by focusing on one or two metrics. In our new world this list of metrics should be expanded. for example you may use your trade show to gather quality leads, a sales meeting to close a sale and an on-site presentation to advance the sales cycle. Three activities needing three individual metrics with the results of the three being attributed to the overall success of the exhibition program. The battle of thumbs and faces has only just begun. Perhaps in the future one will totally replace the other – but that’s not the case now. Before you let the finance people decimate your face-to-face budget perhaps its time to sit down with them and have a serious conversation.
Reference: http://hkg.grants.ba.com/ harvard-business-review.pdf www.brilliantpublishing.com
strategies BY: ED RIGSBEE, CSP
It’s a Good Thing for Relationship ROI APPReCIATING oTheRS IS something we need to keep in the forefront of our thinking. While showing that appreciation can sometimes be elusive; personal awareness of the challenge goes a long way toward the resolution. everyone wants relationship RoI; in order to get, you must give.
FrIenDS SharInG one of the things that I love about speaking professionally is that I get to meet, and keep in touch with, great folks from all around the world. The president of a good sized contracting company from South Carolina recently sent me this story suggesting that it went along with advice that I offered at his industry’s recent annual meeting: “When I was a kid, my mom liked to make breakfast food for dinner every now and then. And I remember one night in particular when she had made breakfast after a long, hard day at work. On that evening so long ago, my mom placed a plate of eggs, and sausage and extremely burned biscuits in front of my dad. I remember waiting to see if anyone noticed! Yet all my dad did was reach for his biscuit, smile at my mom and ask me how my day was at school. I don't remember what I told him that night, but I do remember watching him smear butter and jelly on that biscuit and eat every bite! When I got up from the table that evening, I remember hearing my mom apologize to my dad for burning the biscuits. And I'll never forget what he said: "Honey, I love burned biscuits." Later that night, I went to kiss Daddy good night and I asked him if he really www.brilliantpublishing.com
liked his biscuits burned. He wrapped me in his arms and said, "Your Momma put in a hard day at work today and she's real tired. And besides - a little burnt biscuit never hurt anyone!"
aDMIT GUIlT Culpability is an uncomfortable relative, however like all relatives, must be acknowledged. I, ed Rigsbee, must admit some personal guilt here. After reading this story, I instantly thought about a comment I recently made to my wife after she overcooked some cornbread muffins one recent morning—my bad! The important thing to keep in mind is that we will all make relationship mistakes; it is inevitable! The question is simply this, “have you made enough Relationship Bank Deposits to cover your withdrawals?” And trust me; my comment cost me a big time withdrawal.
Be MInDFUl anD KeeP PerSPeCTIVe
appreciate all the large and small things that our special someone does for us—even the effort and the intent? This is something of which to be always mindful. Another important element in this story is that the husband kept things in perspective. When you think about it, a crusty biscuit really is no big deal. however, opening one’s mouth in the situation could be. By putting the situation in perspective, realizing the wife’s exhaustion and intent, even when the implementation was not as successful as usual—the intent is really what mattered. The wife made the effort! how many times in your relationship have you failed to even make an effort? I sure know I’m guilty in this area. I truly believe that appreciativeness of others can bridge many deep relationship valleys and help to climb difficult relationship peaks. Make your Relationship Bank Deposits today.
The story above, in my opinion, illustrates appreciativeness at its best. Do (we, you, I)
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world news BY: DAN WALSH
Be Environmentally Responsible:
Use Paper! BY: DAN WALSH, V.P. OF CATALOG AND PUBLICATION PAPERS AT BRADNER SMITH & CO.
TheRe WAS A
magazine advertisement back in the early 90’s whose tag line was “Save the Corn!” It was a tongue-in-cheek ad from a paper mill, explaining that much like corn, trees are a crop. The ad went on to explain how the paper mills plant 3 trees for every one that is cut down. And while that ad was primarily accurate, the paper and printing industry had a long way to go to truly become environmentally responsible. fast-forward 20 years to now and both industries have become leaders in environmental responsibility. Whether you’re a direct mailer or publisher, you should be confident that the message you’re communicating is being done in one of the “greenest” ways possible. Paper is one of the most recycled and recyclable materials in the world. Consider your home and office: there is more than likely a recycling program for paper. office paper, catalogs, newspapers, etc. get recycled every week. But what about plastic bottles or electronics? Probably not. even the paper that doesn’t make it to the recycling facility will decompose in a landfill in a matter of weeks. Compare that to a cell phone or computer monitor, which not only will take up to a million years to decompose, but will also emit hazardous elements in the
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process. According to Green home, “more than 700 chemicals are used to manufacture computers, and their internal hardware is packed with cadmium, chromium, mercury, and other heavy metals.” Did you get that new flat screen over the holidays? Be mindful of how you dispose of that
Whether you’re a direct mailer or publisher, you should be confident that the message you’re communicating is being done in one of the “greenest” ways possible. old TV. And cell phones? Millions are thrown in the trash weekly. This is not to say that we should all stop using our computers, cells phones, and watching television, but since all these mediums are used for communication, the environmental
aspect of using paper should be put in the proper favorable light. Almost every North American mill now offers recycled paper, and as opposed to the early nineties, the product’s quality is now on par with its virgin counterpart. A starting point and minimum for recycled is 10% PCW (post-consumer waste). Many #2 quality grades are now 10% PCW as a standard, with no up charge. So if you’re using a #2, you might already be using recycled without knowing it. Many #3 grades offer a recycled product, and most carry about a $1.00/cwt charge for each 10% of recycled content. Some grades are available with up to 30% PCW. As for #4 and #5 grades, most max out at 10%, also for a small up charge. In some cases, 100%recycled paper is available, although this paper is typically uncoated. Paper has been recycled for decades, but there were initiatives still needed to protect trees - not the trees planted and intended for harvesting, like the “corn”, but trees in old growth areas such as the rainforests and boreal forests. It’s true that old-growth forests are still being cut down, and this needs to be stopped. While Illegal forestation is being conducted to harvest wood for both lumber and paper, this practice is taking place almost wholly outside
of North America. The initiatives that were needed are now seen in 3rd party certification organizations such as the Forest Stewardship Council (FSC), Sustainable Forestry Initiative (SFI) and other certifiers. You can rest assured that as long as the paper for your project comes from a North American mill, it is not coming from an old-growth forest. Additionally, if your desire is to communicate your environmental goals, you can request FSC certified paper. The certification assures the consumer that the paper
has come from forests that are well managed. While there is typically a small up charge, more and more direct mailers and publishers are seeking the seal on the back of their printed piece. Times Printing was one of the first printers to become FSC certified, a rigorous and expensive process to meet the strict qualifications of the Forest Stewardship Council. “Times” has also been recognized by the state of Wisconsin as an “environmental leader” with “superior environmental performance”, so
you can be confident that you’re communicating your message in the most environmentally responsible way. So go ahead, use paper!
And feel good about it! ATTRIBUTION: This article first appeared in Times Printing’s quarterly news magazine “Press Check” Winter 2009/2010. Times Printing is a large web offset publication and catalog printer located in Random Lake, Wisconsin.
March 2010 | Brilliant Results 29
department pg it’s all personal BY: NAME HERE BY:PERSONS DAVE RIBBLE, MAS
IT’S ALL PERSONAL Business wise, if
you still don’t think the environment is a huge, green elephant in the room, let me shed some light. Type in ‘going green’ and you’ll get 121 million links. Look up environmentally friendly sites and you will still be reading a week from now. What does this have to do with your business? Ignore this elephant and you will be trampled. Going Green is everywhere. Whether you are a tree hugger or you think that politicians created a myth called global warming, you cannot ignore the movement. Even before the film Soylent Green came out in 1973 this movement has been growing. How many emails do you receive now that ask you not to print them out if you don’t have to? How many pieces of mail are you receiving these days with bills inside that have printed on them, ‘recycled paper’?? I felt particularly good the other day after dropping off bags of old clothes and other items to the Salvation Army. I was greeted with smiles and I left there hearing big thank-yous. I felt I had, in my own small way, helped my fellow man today. On my way home, my honey-do list included stopping off at the local Whole Foods to pick up a few things and I was unusually uncomfortable with what seemed to me to be scowls and stares as I entered. As I checked my fly and looked for mustard stains on my shirt, the little gal at checkout said, “paper or plastic?” and it hit me: I had 30 Brilliant Results
| March 2010
forgotten to bring our recycled grocery bag with me. The social aspects of walking the talk had kicked in and kicked in hard. Do you really think this is going away? Consider the following. Toyota creates the Prius and the Prius sets records for best gas mileage. Result? The world rushes to drive one and, in many cases, pays a premium for the privilege. For some, it is simply saving money on gas. For others, there’s another added value that goes like this: be seen driving a car that is contributing to the betterment of the environment and less to the destruction of it. The social aspect of being environmentally conscious is the byproduct of this purchase. It is, therefore, what businesses have to respect and acknowledge. (As of this writing, the folks at Toyota are in big trouble because of malfunctions of their cars. Recalls and lawsuits are just starting. The social fallout of this, now, shifts. ‘If you drive a Prius, don’t volunteer to pick me up until I know I will be safe riding with you.’ Once everything settles down, Toyota’s PR Department has a new set of challenges to convince all of us their cars are fixed again.) Take this same social aspect as it applies to your business. If your company is one of many vying for someone’s account and you’re up for consideration, is your prospective client asking you questions about
how you handle recycling? If you are a manufacturer, are they asking you about the materials you choose for packaging? If you are an informationdriven business, are they asking you
The social aspect of being environmentally conscious is the byproduct of this purchase. It is, therefore, what businesses have to respect and acknowledge. how much paper you are using? If they aren’t yet, they probably will because it is a direct reflection on what they can say they are doing in their own businesses along the same lines. They’re lining up with other companies that are like-minded because, frankly, it is good PR to do so. We were recently called in to help extend the Brand of a pretty big accounting firm in Los Angeles. We had worked for them before and so they
felt comfortable telling us their wish list of what they really, really wanted, if they could have it. Their budget was tight, but in questioning their needs and desires for this campaign, they told us they wanted to convey they were phenomenally qualified. They wanted to introduce their key officers. They wanted to tell the history of the company. They wanted to show graphics. How do you convey all that and more on a promotional product? We set them up with Flash Drives that held their information and automatically uploaded this information onto the prospects computers, based on permission to do so and that they were willing to take a look. We included with that packet materials that were printed on recycled paper with environmentally friendly inks. We even included a video. It was if I had four recycled bags in my hand, walking into Whole Foods. What silent messages were sent with this campaign? Answer, that our client is being responsible and that the people who work there are, too. Is this the personal approach we all should be taking? You bet. Call in your experts and get a new attitude about this, because when it comes to the environment and how your business can look good, here, It’s ALL Personal.
March 2010 | Brilliant Results 31
staying sharp BY: BARTON GOLDSMITH, PH.D.
For 2010 - Learn to Love Mondays More heart attacks, strokes, suicides, sickness, and accidents occur on Monday mornings than any other day of the week. Research suggests that this is because people are distracted and unhappy when the weekend is over and they have to go to jobs they don't resonate with. If the beginning of your week makes you want to change the calendar or your career, you may want to spend a few moments at the start of the new year and take a good look at why. We have all had the Monday blahs. It's pretty human to want to avoid the commute, the grind, or a boss who seems to enjoy giving you a hard time. There is also the pressure of having to show your worth in a world where jobs are becoming more difficult to find and keep. Even the best and the brightest have off days and times when they wish they were doing something different. It's only human. Now more than ever, hanging in there is important, and finding ways to make it more comfortable is clearly a necessity. It can help to reassess how you look at your work and reduce any pressure that you may be adding on your own. If you know that your position is secure, but can't summon up the energy to enjoy that fact, start thinking about what the 10-plus percent of people who don't have a gig might be doing (and fearing) in their lives. If that doesn't make you grateful for what you have, despite the fact that you feel a little overworked or underappreciated, then you need to take a hard look at what else might be taking away your motivation. If you don't feel secure about your job, and you believe that things are
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going to get worse, it makes it even more difficult to face the week ahead. The old saying that "When the going gets tough, the tough get going" is very appropriate here. This is definitely not the time to rest on your laurels and wait for something better to come along.
The upside is that by doing it as a family you have more time for your loved ones. And everyone will appreciate your willingness to take care of business during a time now being referred to as the Great Recession. learning to look forward to
I suggest making the best impression you can on a daily basis. you can turn getting a different job or starting a home-based business into your new hobby. you can also get the whole family involved in a little weekend business like a garage sale. Right now, if you aren't putting in some extra time and days, you need to think about doing so.
Mondays may not be something you're wired for, but if you can make it happen, your world is going to feel a lot better. Accepting that work is a part of life, and doing whatever you can to keep your dreams alive while shining at your day job, is the only way you can make your dreams a reality.
March advertiserâ€™s index
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.
Supplier ................................................................................... Page No.
3M ÂŽ ........................................................................... Back Cover Aprons, etc. ............................................................................. 3, 7 Brilliant Publishing ...................................................................... 29 Display Solutions by Aprons, etc. .................................................7 Crown Mats and Matting, Image Products ................................... 11 GRolINe .............................................................................5,13,19 key Bak .......................................................................................23 Promotion express ......................................................................17 Warwick Publishing .............Inside front Cover, Inside Back Cover
March 2010 | Brilliant Results 33
off the cuff “The ultimate test of man’s conscience may be his willingness to sacrifice something today for future generations whose words of thanks will not be heard.”
“I think the environment should be put in the category of our national security. Defense of our resources is just as important as defense abroad. Otherwise what is there to defend?
1. In 2002, the world spent $_ _ _ _ _ on military expenditures while the united Nations spent $_ _ _ _ _ on peacekeeping. a. $735 billion; 83.7 billion b. $943 billion; $375 billion c. $943 billion; 2.82 billion
7. In 2003, the united States spent more on advertising per person than the entire world did. a. True b. false
– GAYLORD NELSON, FORMER GOVERNOR OF WISCONSIN, CO-FOUNDER OF EARTH DAY
2. What is the world’s most spoken language? a. english b. Chinese, Mandarin c. Spanish 3. The amount of energy used to make one aluminum soda can from virgin metal could have produced how many cans from recycled aluminum? a. 5 b. 15 c. 20 4. Which country – the united States, Saudi Arabia, or the Soviet union – produced the most oil in 1950? In 2003? a. Soviet union; Saudi Arabia b. united States; Soviet union c. united States; Saudi Arabia 5. What was the world’s average life expectancy in 1950? What is it today? a. 47; 65 b. 65; 65 c. 55; 80 6. In which year did outstanding uS consumer credit first reach beyond one trillion dollars (in 2001 uSD)? (Note: outstanding consumer credit does not include mortgages.) a. 1972 b. 1989 c. 1994
– ROBERT REDFORD, ACTOR, AT YOSEMITE NATIONAL PARK DEDICATION, 1985
8. China is projected to be the most populous country in the world in 2050. a. True b. false 9. In 2003, what percentage of world grain was consumed as animal feed? a. 8% b. 36% c. 42% 10. If everyone in the uS recycled their Sunday newspaper each week, how many trees per week would be saved? a. 50,000 b. 500,000 c. 5,000,000
Interesting Thought ~ According to the Department of energy, the time it takes these common materials to degrade in a landfill: Banana peel:.................................................. 3-4 weeks Aluminum can: .........................................200-500 years Diaper: ....................................................500-600 years Styrofoam cup, plastic bottle: .......................1 million years or more (In the uS 90% of all water bottles sold are thrown in the trash not recycled.)
editor’s Note: Trivia inspired by trivia/information from the environmental Resource Center and Worldwatch.org
Answers: 1.c – 2.b – 3.c – 4.b – 5.a – 6.b – 7.a – 8.b – 9.b – 10.b 34 Brilliant Results
| March 2010
There’s no hiding
3M, Post-it and the color Canary Yellow are trademarks of 3M. © 3M 2010
from a bad decision.
Make a good decision.
Promote your business with Post-it® Brand products. 3M.com/promote or 1-877-863-6961
Published on Jun 21, 2010
Published on Jun 21, 2010
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