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15 Trend

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Wendy Wagner Performance Plus Marketing LLC (Pictured on cover)

Vol. 7, No. 11 2010

features: 8

Social Media - Instant Access

departments: 6 7 12 18 20 22 26 27 30 32 34 33

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publisherâ&#x20AC;&#x2122;s letter contributors: whoâ&#x20AC;&#x2122;s who in the industry trend watch: 15 trend tips technology: click and you shall receive branding: cross channel branding visionary: capitalizing on apps marketing: promotional marketing power travel: to high tech or not to high tech incentives: new trends exhibit: quantity vs quality staying sharp: emotional fireworks ad index

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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

Are you connected? Do you have your social strategy mapped out? In this issue of Brilliant Results we focus on Social Media, which is certainly one of the biggest trends this year. We have included some brilliant articles that will get you thinking and planning your next successful promotions and brand building campaigns. One take away not to be overlooked…focus your use of social media on what it does best -- which is connecting individuals in ways that the physical reality of daily life would not allow. Yes, of course these connections are not replacements for faceto-face meetings, clever messaging, bold leadership, or smart strategy. And yes, collecting a million Twitter followers and Facebook “friends” is not the same thing as actually altering power structures on a significant issue. However, massive social transformations always start with small ripples that, over time, can change the main direction of the tide itself. When Gutenberg invented the printing press, it didn't automatically and inevitably lead to the Protestant Reformation. But Martin Luther's message was unlikely to have reached such a widespread audience if the European population hadn't been made literate by the spread of printed books. These days, a single company branding effort isn't enough. The world wants to hear what you have to say, if you aren't building your own brand in the social media arena and vigilantly trend watching, your company will suffer. If you want your company to succeed in this brave new world, become an expert in your field, watch for trends that could be developed into new products or services, claim a website under your own domain name, connect with the media both print and digital, and build relationships with your audience using the ever expanding opportunities presented by innovative technologies.

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

EDITORIAL Editor in Chief MaryAnne Morrill

Senior Editor Michelle Donofry

Style Editor Charity Plata

Asst. Editor Molly Anika

Contributing Writers Michael Merrick Crooks, Reinier Evers, Barton Goldsmith, Ph.D., Arnold Light, CTC, Martin Lindstrom, Barry Siskind, Dr. Peter Tarlow, Steve Woodburn MAS,

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 Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 7. Number 11. 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 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,

Have A Brilliant Day!

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

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

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| November 2010

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.

www.brilliantpublishing.com


contributors

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Michael Merrick Crooks

owns Crooks Advertising Alliance, an advertising and promotional marketing company that specializes in creative problem-solving. He’s internationally recognized as a thought-leader for his ability to strip away the status-quo to reveal the obscure obvious. To learn more about his creative, writing and speaking services contact Crooks through www.CrooksAdvertising.com.

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Reinier Evers, Founder of trendwatching. com, is an accomplished trend watcher, entrepreneur, and presenter. He has been quoted as a trend expert in numerous business publications, including BusinessWeek, Time Magazine, New York Times, and Advertising Age. On a corporate level, Reinier has worked with leading brands like Young & Rubicam, KLM Airlines, SonyEricsson, Schiphol Airport, Electronic Arts, InterContinental Hotels Group, INSEAD, MasterFoods, and Unilever.

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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 sought-after keynote speaker, business consultant and author.  His columns appear in over 500 publications, including the Chicago Sun-Times, the Detroit News, and the Los Angeles Business Journal. He may be contacted through his web site www.BartonGoldsmith.com.

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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.

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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.

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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.

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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

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Steve Woodburn has worked in the promotional marketing/promotional products industry for the last 24 years and works as a Senior Account Executive with Staples Promotional Products. He believes in the power of social media and you can find him @stevewoodburn on Twitter.

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Social Med

â&#x20AC;&#x201C; Instant Acce Wendy Wagner Performance Plus Marketing LLC

The best way to introduce social media into a business is to start small and be focused. A company doesnâ&#x20AC;&#x2122;t have to embrace every tactic that is released in the social media sphere to be able to use the social medium.

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edia

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Social Media is

definitely the next big thing in numerous companies and incorporating it successfully into existing and new marketing, branding and motivational campaigns is an on-going challenge. Performance Plus Marketing, LLC, based in Roswell, Georgia, is one company that has been designing and implementing customized, creative performance solutions while developing social media expertise. Working with Fortune 500 companies since 1996, their solutions are customized for each client based on the client’s unique objectives, audience and budget. The company was recently honored to receive the Incentive Marketing Association's Circle of Excellence Award for Best Sales Incentive Program for the program it developed and implemented for Novo Nordisk to launch its diabetes medication, Victoza. Brilliant Results had the opportunity to interview Performance Plus Marketing’s Vice President Client Services, Wendy Wagner. Wendy has over 17 years of marketing experience in promotion, pricing, channel and product management working with and for Fortune 100 companies. A speaker at the ITME Show in Chicago, Wendy’s topic focused on social media and delved into leveraging social media technologies to better engage employees and customers. She has examined how these technologies can be applied to incentive and recognition programs to increase program and participant engagement. Following are Wendy’s responses to several questions Brilliant Results felt our readers would find informative.  BR: In your opinion what makes social media important to business growth and more than just passing fad? WW: Social media is not just a passing fad.  It’s part of the evolution of communication. Businesses that can effectively communicate internally and externally will reach a higher level of success than businesses that communicate ineffectively or resist embracing social media as a key communication tool. Social media scares many business decision makers today, because they don’t understand it or how to effectively use it.  Some of the former comes from age bias - not being part of a demographic that embraces social media as a way of life. The other fear comes from a lack of understanding about social media, its benefits and what to do with them...

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Basically, it comes down to this: Social media is another communication tool that allows a business to deliver its message with more reach to a targeted audience.  In a Forrester 2009 study: •• 60% of Americans use social media •• 56% of users feel they have a stronger connection with, and are better served by, companies when they can interact with them in a social media environment •• 93% of social media users believe their company should have a social media presence •• 85% of users believe a company should not only be present but also interact with its consumers via social media BR: What is the most effective way for a company to utilize social media? WW: The most effective way for a company to utilize social media is to know your audience. If your audience target is Baby Boomers, then you are going to have to use some of the more traditional forms of social media. For example, according to Forrester Research, more than 60 percent of those in the Boomer generational group actively consume socially created content like blogs, videos, podcasts, and forums. What’s more, the percentage of those participating is on the rise. •• 37% of Boomers socialize over social networking sites and chat rooms •• 62% of Gen X socialize over social networking sites and chat rooms •• 81% of Gen Y socialize over social networking sites and chat rooms BR: What trends do you see developing in the future for commercial/business use of social media? WW: We continually track the rapidly changing world of social media, mining the trends we spot for commercial and business applications.  Some of them include: •• The shift from Search Engine Optimization (SEO) to Social Media Optimization (SMO) •• Changing privacy expectations and regulations •• Decentralizing of social networks •• Continuing rise of content aggregators and curators •• Social media augmented reality •• Redefining influencer marketing •• Rating and ranking everywhere of everything •• Pioneering moves by Google •• Thinking beyond “nowness” •• Social media everything and the return of digital media??? •• Growing popularity of mobile media applications •• Enhanced business functionality tools BR: How can promotional/incentive merchandise be incorporated into a company's social media outreach? WW: Like the incentives industry, social media is a very people oriented channel, so it only makes sense that the two can be combined to drive competition, share best practices, foster instant

November 2010 | Brilliant Results 9


access and gratification and personalize incentives programs for each demographic or participant. The most effective social media/promotional and incentive effort is one where people get the recognition or are mentioned for what they are doing well.  In addition, the dynamic nature of social media allows program changes to be instantly communicated to team members.  Other tools that are being increasingly used effectively in promotional/incentive programs include: •• Contests: Get competitive juices flowing and healthy competition among your teams •• Podcasts: To share best practices and product updates •• Texting: Contest reminders and sales results •• Twitter: Awards mall specials and holiday reminders •• Blogs: Managers share thoughts, articles and news with the sales force •• iPod Touch: Preloaded with information the sales force can demo “on the fly” •• Microsites: Instant access to regional or district sales goals, compare rankings among colleagues

Track •• Create an inventory of what you are currently using to engage employees •• List what improvements do you want to make •• Work with internal departments like human resources, marketing, product development, and account management to determine shared organizational goals •• Prioritize your goals •• Work with senior management to ensure goals reinforce strategic objectives •• Include stakeholders and employees in building the community and communicating

Listen

•• Identify who is using social media in your company •• What is their message? •• How are they saying it? •• Who are they saying it to? •• What social media tools do they currently use?

Change

•• Start small and focused

•• Online and Second Life Games: Used for continuing education and training

•• Act with purpose

•• Online Chat – instant access for program questions

•• Let the community moderate itself

BR: What is your favorite social media site? Why? WW: Professionally my favorite social media site is Linkedin. I have found Linkedin to be a great way to share information and bounce ideas off of others who are facing the same business challenges. My contacts include current and former co-workers, business partners, competitors and business prospects. I also follow several companies and belong to a variety of marketing and industry groups. Personally my favorite site is Facebook due to its true social nature. I can share information and pictures with my family who live in different states and keep up with friends, both new and old. BR: What are the specific steps/ guidelines a business should follow when adding a social media aspect to its marketing, branding and motivational campaigns? WW: Many companies focus on enhancing their employees’ knowledge and skills of the products or services they are offering, in order to turn them into better customer service representatives or sales people. Others provide slick packages and rewards that don’t always satisfy or recognize an employee’s contribution fully.  (Most often in the employee’s mind)   However, the intangible element that actually makes for successful performance improvement and employee engagement is really about TLC.  TLC helps instill involvement and passion in staff about what they do to give their best and deliver a great customer experience. It takes TLC Track, Listen and Change

•• Monitor heavily

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•• Be transparent

•• Leverage your experts (Gen X and Y)   BR: Is there any formula for breaking down the cost of social media to a company? WW: There isn’t a set formula.  A great deal depends on how much a company can do in-house and what they may have to outsource. Again, the key is to start small and be focused. If a social media program is executed well and achieves success, it becomes a perfect platform in which to continue investing. BR: Remembering time costs money, How much would you recommend a company project for budgeting purposes when it comes to social media? WW: U.S. companies that use social media mainly to deepen customer loyalty spend significantly more money than those that use social sites for brand awareness, customer acquisition or other core marketing purposes, according to a new study by the Direct Marketing Association*. The study, conducted with loyalty research company Colloquy, found that the average social media spending per company to reinforce customer loyalty was $88,000 in 2009, compared with $53,000 for brand awareness and $30,000 for customer acquisition The results demonstrate that marketers remain unsure of how to use social media as a marketing channel, according to the DMA. This is reflected in how small social marketing budgets are compared with overall spend; most companies in the study allocate less than 4% to 5% of their marketing budgets to social media, the study found www.brilliantpublishing.com


*The DMA-Colloquy online study was conducted in June and July, and was based on 369 valid responses. BR: Which sites should companies utilize in the social media sphere? Is there 1 or 2 sites that are "better" than others? WW: The sites a company chooses to use really depend upon the audience that the company wants to reach. Advertising on popular social media sites is expensive. However, there are ways to use social media that are less expensive. For example creating a blog, video or podcast. The best way to introduce social media into a business is to start small and be focused. A company doesn’t have to embrace every tactic that is released in the social media sphere to be able to use the social medium. Do what fits your market and your company.  BR: How much time per day, week, month should a company spend participating in social media? WW: Social media is an interactive medium so it needs to be updated regularly. This requires a company to dedicate resources to keeping the content fresh and changing. At a minimum, this requires weekly updating. The more a company interacts with its audience the more successful its social media campaign will be.

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BR: Do you have any final thoughts to share with our readers? WW: Remember Marketing 101 Social media is just one component of an effective marketing strategy; it doesn’t replace your strategy. Clearly define your business problems and marketing objectives. Then design a balanced mix of traditional and social media that fits. You don’t need to be involved in every “hot” form of social media. Concentrate on channels that make sense for your business. Companies need to integrate new information flows associated with the communities that already exist within their companies. New management strategies and practices will be critical, including redefining the scope and role of alliances as well as the overall boundaries and policies of corporations. The key message for you is “get in the game.” Employee engagement is absolutely essential. Research has proven the links between engagement, performance, advocacy and staff retention levels, so try a little TLC.  When you do, the benefit to the employer and the brand are endless.  Brilliant Results thanks Greg Schmalz, Senior Consultant
Utopia Communications Inc. (www.utopiacommunications.biz) for facilitating our interview with Wendy Wagner. For more information about Performance Plus Marketing, LLC please visit their website at www.performplus.com.

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November 2010 | Brilliant Results 11


trendwatch BY: REINER EVERS

15 Let's face it, the only thing that separates you— passionate CEO, marketer, entrepreneur—from being in the know, is the time that must be devoted to tracking and applying trend content. And yet, when we ask professionals if and how they spot and apply trends; we're told they're still having a hard time getting a handle on the basics. 

So here are 15 trend-watching tips, some practical, some more contextual, for you to run with today: 1. Know Why You Are Tracking Trends In business, everything begins and ends with consumers. Which means knowing, understanding, and applying consumer trends and insights will forever be a holy grail to business and marketing professionals. Tracking consumer trends, then, is a crucial way to gain relevant inspiration, helping you dream up profitable new goods, services and experiences for (and with) your customers. In short, trend watching should ultimately lead to profitable innovation. 12 Brilliant Results

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2. Don’t Get Your Trends Mixed Up Trendwatching.com has always focused on consumer trends, providing insight that can be instantly applied. However, this leaves two key trend categories that must be tracked to provide invaluable context. In general, switched-on companies and individuals track at least three trend levels: Macro Trends, Consumer Trends, and Industry Trends. Macro Trends — Most management consulting firms will be able to help you with macro trends. 
For a DIY approach, consider the STEEP approach:

Social | Technological | Economic Environmental | Political Consumer Trends — 'Consumer trends' still scream 'fashion' for some. Sure, black may be the new white, and cashmere miniskirts may re-conquer the catwalks in 2013, but the consumer arena is obviously infinitely more complicated than that. In other words, fashion in all its variety and excitement, is just another part of the world of consumer trends. In no way does it define consumer trends. Industry Trends — Needless to say, all three levels of trends constantly converge, impacting each other, if not overlapping. Just remember that industry trends, which firms are so keen on understanding, are at the mercy of macro and consumer trends, not the other way round. 3. Know a fad when you see (or smell) one We still get asked about how to distinguish between consumer trends and fads. All we can say is this: whether pigs are the new cats, or pizza cones are (again) the new 'it' snack, these phenomena won't dramatically change the consumer arena. At most, they're yet another manifestation that consumers want to be unique or crave convenience and surprise. The latter are actually trends. The products are fads. 4. Don’t apply all trends to all people One massive mistake both trend watchers and brands make all the time, is to assume or pretend that a certain consumer trend will affect or be embraced by all consumers. No. Remember, in life and in trends: beauty is in the eye of the beholder and virtually every trend has its anti-trend. Furthermore, the new doesn't always kill the old. E-commerce may be booming, but real world retail is far from dead. Has retail changed in response to e-commerce? Sure. So, in trends always try to figure out what the 'and' is, not just the 'or', and your trend spotting skills will improve immensely. 5. Be (very) curious Those who track trends have to possess some rare kind of intuition. Not true. It's actually quite easy to do. Observing the world around you, with an open mind, is something many professionals have unlearned, but it's something that we're all born with. Basically, if you want to spot and understand trends, you can. www.brilliantpublishing.com

Be curious and be open-minded: ask yourself 'why' whenever you notice something new, instead of immediately looking for shortcomings. Also realize that you are not necessarily your customer: your professional interests should be broader than your personal interests. You may not be excited by something new, but others are. Look cross-industry — Yes, yes, we know, what you really want to hear about is trends affecting your industry or sector. The thing is, innovative / groundbreaking / bar-raising customer experiences may well be happening in industries other than your own. Sticking with your own industry will thus not only severely limit your sources of inspiration, but will also make you miss important changes in consumer expectations. Last but not least, if you're obsessed with what your competition is doing, you will always end up copying them. Never dismiss anything too quickly. Just because you would never use a certain innovation, doesn't mean others (your customers included) won't buy it either. Many of today's success stories, from smart phones to Twitter to the Airbus 380, were widely dismissed, questioned, and ridiculed from the day they were imagined, announced or conceived. 6. Have a point of view Increased curiosity paves the way for acquiring a point of view about the world around you, for comprehension. When you have a broad point of view, even tiny observations start to make sense. Surprisingly, for such an essential part of one's business skills, a point of view is still rare in the business world. To stick with consumer trends: the point of view you want to develop could be summed up by a succinct answer to the question: “What is the (short-term) future of consumerism?” 7. Benefit from an unprecedented abundance of resources Surely there's never been a more exciting time for eager trend watchers to be in business, soaking up the insights, the spottings, the reports, the live dispatches from the global consumer arena. In a world that's now fully connected, where countless smart professionals and amateurs are not only spotting, observing, thinking and innovating, but also putting their findings and insights online, for all to see, deliciously valuable resources are up for grabs, many of them free or dirt cheap. For our checklist of where to spot changes in consumer behavior, new trendsetting products or just supersmart thinking on where our societies are headed at large visit www.trendwatching.com. 8. Name your trends A quick thought on naming trends: we feel it's crucial to describe trends as imaginatively as possible. Sure, we regularly take flak about our names (TRYVERTISING anyone?), but here's why we do it: November 2010 | Brilliant Results 13


· Arouse curiosity. Strange names invoke interest, make people sit up and listen, and make them want to know more. A well-chosen name radiates the promise of a story, of something important. And if that name is unlike anything else (even if it's stupid unlike anything else), who can resist the desire to find out and not miss out? · Create a common language. You will find that groups and teams will rally behind a named concept more easily than behind something generic. · Coin, own and track. Coming up with an as yet unknown name means it's easier to coin something. Now coining isn't about ownership, or claiming you're the first one to come up with an idea: everything is already out there anyway. But it's convenient to coin a new name, because you get to (temporarily) lead the discussion. It also facilitates tracking: Googling your unique trend name will instantly lead you to other experts' take on 'your' trend. Which often means more insights, more examples. Tracking ‘MATURIALISM’ for example is a breeze; tracking any variation on a statement like 'consumers are more daring and thus expect brands to be daring, too', isn't. Oh, and just how do we come up with our names? Early on, we were inspired by Faith Popcorn’s (www.faithpopcorn. com) approach: mix and match two or three words that define the trend, creating a new word that preferably hasn't been used by anyone else (a quick Google search will usually reveal just how unique a made-up word is). 
 9. Build your trend framework So, you're open minded, you have amassed your trend resources, and you're jotting down and naming as many trends and trend manifestations as you can. Now what? How to make sense of all your findings and thoughts and examples, and (especially) understand the impact and context of various trends? What works for us is to have a Trend Framework: basically a long list of all the trends we've spotted over the years, divided by main and sub trends, and how these trends interact with each other. The easiest way to start building your own Trend Framework is to copy consumer trends from existing trend curators. Then add your own findings. Your framework will expand quickly, meaning fewer surprises every time you spot something of interest: the bigger the framework, the easier it is to categorize your findings. Last but not least, by keeping a complete-as-humanlydoable Trend Framework, the majority of your observations will easily fit with one of the existing trends. Which means that if a handful of them don't, you may be onto something genuinely new. So the more trends you track, the easier it will be to spot a truly new trend. 10. Start a Trend Group (even if it’s just you) That's right: every company, big or small, should have its 14 Brilliant Results

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own Trend Group. Even if that 'group' is just you. The Trend Group doesn't have to employ a dozen staff; it's more a state of mind. It can be just a (virtual) meeting point and resource center for those in the organization who love and/or need trend content. Then tackle the support issue. Without backing from at least one senior member of the management team, your Trend Group may steadily grow, but results—innovations, that is— won't make it off the drawing board. Trend Network | Once senior support has been secured, it's time to move on to the fun stuff. Where to find contributors? Easy. Just enlist your colleagues, your friends, your family, your fans, your lead users, your mainstream customers, your suppliers, and reward them with presents, your goods or services, credits on your website or something they can put on their resume. 11. Secure senior backing or be doomed You can spot and apply trends like there's no tomorrow, but if in the end the final decision makers don't share your sense of urgency or wild enthusiasm for a particular trend you are confident will make or break the company, you'll sadly be flogging a dead horse until retirement age. So when you try to convince the CEO, the SVPs, the Board or anyone else consider: · Sometimes, you may be fighting a language and perception issue. 'Consumer trends' may still evoke images of flamboyant fashion designers caressing delicate fabrics, or crazed teens in Japanese parks clutching the latest 3D gaming consoles. 
So try talking about the Future of Business, instead. For more tips on presenting, check out Presentation Zen (www.presentationzen.com).

· Make sure the trends you're trying to explain are not just about you or your ideas and scenarios. Instead, be the messenger, the humble reporter. Show real-world examples of how other firms are already cashing in on a specific trend. Point out what respected brands are doing, including as many direct competitors as possible. · Don't immediately present them, but do have numbers ready at all times to overcome resistance. · Make it visual. Pictures. Videos. Or, better yet: let people try stuff out. Conceptualize and demonstrate. If you're raving www.brilliantpublishing.com


about new innovations, let people fiddle with them. Or taste them. Or sit in them. 12. Don’t worry about timing or life cycles or regional suitability or…  When it comes to consumer trends, some business professionals seem inclined to first and foremost worry. Here are a few reasons not to be freaked out by everything, all the time: What if I'm too early/late? — The impact of major trends is often over-estimated in the short term, and underestimated in the long term. Major consumer trends are about deep social and cultural change, that challenges established economic and legal structures, meaning things won't typically completely change tomorrow. So yes, observe younger, 'unformed' generations to see what new trends are potentially about to erupt, but realize that sometimes it will take years to go truly 'mass'. What if I misread a trend? — Trend watching is about observing the 'now', so it's hard to go wrong there. Will a certain trend apply to my country? — First of all, why limit yourself to one market or country? If you think your ‘own’ country isn’t ready for a trend, why not introduce it to another country that is ready? Secondly, you only have to dive into one of the many global youth  tribe studies to find further proof that when it comes to brands, when  it comes to consumption, the similarities worldwide far outnumber the differences. 13. Apply, apply, apply Applying trends is all about innovation. Marketers and entrepreneurs often tell us they use our trends as 'conversation starters'. Here are the four ways we like to apply trends with some hands on examples from the real world: Vision: The eco/sustainability trend recently inspired Procter and Gamble to set out an ambitious long-term "environmental sustainability vision", establishing  "endpoints" that "are long-term in nature because some of them will take decades to come to fruition". New business concepts: These have led to numerous new and innovative airlines around the world, offering everything from no-frills to cheap chic. New products, services, experiences: Add ‘something’ new for a certain customer segment. Marketing, advertising, PR: Speak the language of those consumers already ‘living’ the trend like well-known brands (Mini) that come up with risqué campaigns that resonate with their forward-thinking, more casual audiences.

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14. Have some fun Trend watching is about coming up with exciting new products and services for your customers, nothing more and nothing less. 
Around the globe, billions of new, aspiring middle-class consumers, as well as hundreds of millions or prosperous, demanding consumers are looking for innovative brands to serve them. Even major challenges like environmental sustainability mean an insatiable need for solutions, for years to come… hence our tip to have some fun. 15. Let others do some of the work for you in 2011 YOU DO NOT HAVE TIME TO DO ALL OF THE ABOVE YOURSELF. So to clarify:

we're not saying you should spend 12 hours a day on trend watching. You just need to do more of it than you do now. Which brings us to our bonus tip: let trend professionals do part of the work for you, even if it's just to help you hit the ground running.

For free trend information, please visit www.trendwatching. com/trends, and for not-free Premium Service (including the 2011 Trend Report) visit www.trendwatching.com/premium.

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technology BY: STEVE WOODBURN, MAS

Click and You Shall Receive How much would

it be worth to your brand if you could interact with current and potential customers when they are most interested in your products... at the point-of-sale; while they were reading one of your advertisements or even using a promotional product from your company? And what if they could garner information on your products and promotions by simply using their cell phone’s camera? Welcome to the world of 2D barcodes, also known as QR codes, the next generation of barcodes, which are accessible, by most anyone who has a cell phone with a camera. They’re called 2D because the information is encoded both horizontally and vertically which allows for more data to be packed into these weird looking little symbols. This is fairly new technology; however savvy brands are using 2D barcodes not only to provide information on their products and services, but in promotions and mobile marketing campaigns. 89% of all cell phones hitting the market now have cameras in them, which are key in being able to access the information on a 2D barcode. The picture to the right shows just a few examples of what these symbols look like, but like the old days of VHS vs. beta there are many different varieties of these barcodes vying for attention and ultimately the market will determine which ones become commonplace. Unlike the ubiquitous 1D barcodes, this new version stores much more information including and most importantly for this discussion, hyperlinks back to a company’s websites, landing page or other information on the Net. It’s now possible to create links from objects in the real world to data in the virtual world. Marketers and brands that understand how powerful this new technology is will be able to attract tech-

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directed to their website where they received a promotional code for a free pizza •• Axe, the cutting edge line of men’s grooming products, created 2D barcodes that when activated delivered exclusive videos featuring comedians from the “Axe Twisted Humor Tour.” •• The movie Avatar produced Point-of-Purchase materials using JAGTAG’s 2D barcodes to deliver a short Avatar video as well as the opportunity to opt-in to receive ongoing promotional updates on the blockbuster movie.

savvy consumers and offer an experience that is interactive by delivering anything you would see or hear on a webpage to a Smartphone. So how does this work in the real world? It’s fairly simple: a brand creates a 2D barcode through one of many providers, encoding their information into the symbol, which could include websites, video or audio. Their barcode is printed onto products, literature or advertisements and when an interested consumer sees it they use their phone with a camera to take a picture of the code. Some companies and even individuals are even printing their barcodes on stickers, which they can stick anywhere they think their target audience will be. Some of the 2D barcode providers require an application to be downloaded to recognize the symbol while newer versions simply require you to take a picture and then text it to a number which will automatically send your phone to a website or possibly a video or audio link. Here’s how just a few brands are using this technology now to connect with their customers and prospects: •• Australian winemaker Lindemans is using 2D barcodes on their Point-of-Purchase literature to tell their story to consumers as well as enter them into a mobile sweepstakes for travel and prizes. •• Papa John’s pizza created a mailer with a 2D barcode. When scanned by a mobile phone consumers were www.brilliantpublishing.com

This is what’s called “pull-technology” which means the consumer initiates the inquiry and the results (ROI) involve a much higher level of interaction than other traditional forms of static marketing. The applications for this technology are as infinite as a brand’s imagination and include product advertising, promotions, sweepstakes, brand affinity and sampling. As for promotional products, this technology can now enable a product handed out as a giveaway or gift to actually drive recipients to become involved with a brand. Imagine your company has introduced a new product and is exhibiting in a tradeshow to get the word out. Imprint a 2D barcode on the promotional product you are using and pull recipients to

89% of all cell phones hitting the market now have cameras in them, which are key in being able to access the information on a 2D barcode.

your website to learn more about the product. Offer rewards to the first 50 or 100 people who access the barcode, develop a video they can watch on the new product or give discounts for orders placed online by those who got there using the barcode. Tough times call for innovative solutions and 2D barcodes can bring a whole new dimension to your branding efforts. And based on how retail and other businesses are beginning to embrace these codes the trend of using them for promotional branding is only going to increase. November 2010 | Brilliant Results 19


branding BY: MARTIN LINDSTROM

Cross Channel Branding

Five years ago,

you were likely to be asked, "What's your Internet strategy?" Today's question is, "What's your channel strategy?" If within 30 seconds you can summon up a reasonably sound answer to this question, forget about reading the remainder of this article. 20 Brilliant Results

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If you can't, reading on might be worth the effort. One of today's realities is that new communications media are hitting the market every year. I don't need to name the plethora of choices already on consumers' plates -- the Internet, the personal digital assistant (PDA),

WebTV, the wireless application protocol (WAP) phone -- all of which appeared within the last decade. The problem is that consumers haven't yet found a way to increase the number of hours in the day. So the likelihood is that as more media channels land on the plate, the www.brilliantpublishing.com


consumer has less time to deal with them. And, consequently, facilitating their use is becoming more complicated for professional communicators and brand builders. Ten years ago, a media, or pointof-contact, plan was rather simple to comprehend and construct. If human interaction was required, only two media channels were available: face-to-face or phone contact. In addition, of course, there were the monologic, one-way media: not as few in number but just as simple to quickly comprehend. Well, the world has changed. Outdoor media channels are no longer confined to posters and billboards. They can include everything from mobile phones, PDAs, WAP, iMode, and short message service (SMS) as well as billboards. Dialogic, two-way interaction is no longer limited to face-toface visits or phone calls: It encompasses almost every personal communication tool. So given this complex communications fact, my question is: Have you optimized all your consumer touch points, or are your touch points relying on haphazard coincidence? In other words, what's your channel strategy? Just as airlines deploy "yield management" to optimize the value of every seat, your channel management strategy should be built on yieldmanagement principles. There is one "but" to this parallel. Optimized channel management reflects two principles: cost-effectiveness and branding. By "branding" I don't mean a company's ability to vociferate its name as many times as possible; I mean a company's ability to create the strongest possible

relationship with the consumer while exposing its identity. And that's the tricky bit. You might claim that any interaction between the consumer and the brand would be a fine way to create brand loyalty. This may be possible for some brands and for some consumers but certainly not for all brands and all consumers. And this is where your channel strategy justifies itself. Let me give you an example from Charles Schwab, arguably the world's largest discount broker. It has been a

take place right away; the trust made the convenience and cost- and timeeffectiveness of the online medium mutually beneficial to the consumer and Charles Schwab. This isn't the solution for every company. Company - consumer communication is a dynamic process that demands change according to target group, time, mutual objectives, and a host of other variables. Some target markets might do anything to avoid human contact; others crave it; others still need a mixture of communication channels. And, for any group, preferences established at one point in time are likely to change with altering circumstances and with consumers' increasing knowledge of alternative media channels. I remember when I used to prefer dealing with a real person when checking on my bank details. For me, those days are long gone. The benefits of online communication are clear: It enables companies to track consumer behavior cost- and time-effectively. Not surprisingly, faceto-face dialogue is more cost and timeconsuming and is harder to track than interaction generated online. Tracking communications established via the screen achieves great cost savings. But the moral of this story is that establishing consumer touch points isn't just about cost. Personal interaction is a splendid channel for establishing loyalty and building brands simultaneously. So why haven't you created a channel strategy yet? It might channel more consumers to your brand than you could ever imagine.

Well, the world has changed. Outdoor media channels are no longer confined to posters and billboards. They can include everything from mobile phones, PDAs, WAP, iMode, and short message service (SMS) as well as billboards.

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pioneer in managing and optimizing consumer touch points. When other companies were closing down their branch offices in favor of online trading, Schwab established storefronts. And the results were amazing: 80 percent of all new accounts were opened face to face, in Charles Schwab offices. Having established that contact, 70 percent of these new customers were comfortable with having their accounts managed via the Internet -- from their very next contact with the company. You see, it was important for these customers to make initial contact with the company via a real face. Human interaction with a real person in a real store established requisite consumer trust. This trust, developed early on, then enabled Internet transactions to

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visionary BY: DANIEL BURRUS

No one can deny that apps for smart phones are revolutionizing the way people not only use their phones, but also how they function in daily life. From apps to help you relax to those that simplify to-do lists or teach you a new skill, there’s an abundance of apps in virtually every category imaginable. In the iTunes store alone there are over 125,000 apps, and over two billion downloads have taken place. For the companies that create and market the apps, making money from them is obviously a goal. In the past, companies made money from apps by either charging for them, placing a pop up ad in the app, or by giving the app away with the hopes the user would buy some other related product or service. But that was yesterday, and the future is already starting to look very different. In fact, companies that still rely on those old, outdated methods for income from their apps don’t realize the true income potential of apps or how they can transform the business landscape.

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Capitalizing on the Next Revolution in Software – Apps

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One company, Visionary Apps, has embraced the future of apps and how to make money from them. In fact, they were making money on their first release of apps before they were even available for download. Three weeks after the official launch, one of their apps was the 17th most downloaded app and was rated #6 in business apps. And even though all three of the company’s initial apps are free to the end user, each has the potential to earn millions of dollars each year. In essence, Visionary Apps has successfully redefined how companies can earn money from their apps.

The Defining Niche of Apps for Smart Phones & Smart Pads

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If you look at the many categories in the apps stores, you’ll see that most of the companies developing apps have a narrow view of what apps can be used for. They’re currently creating simplistic and basic apps, such as foreign language translation, to do lists, airport gate information, currency conversion, etc. These things are useful, but their value is low and they’re easily duplicated and essentially commodities. Visionary Apps has seen the future, and it’s with enterprise level apps – apps that can help a profession or industry do more with less, work smarter, or be better. The first three apps launched by Visionary Apps were real estate apps: Complete Foreclosures, Complete Homes, and Complete Rentals

(www.completerealtysuite.com). The company is, in essence, leading a revolution in how people buy and sell real estate through apps on their smart phones. To see the power of their apps, let’s look at one of their free apps: Complete Foreclosures. Complete Foreclosures has over 1.6 million distressed properties in its database. And when a user opens the app, it is instantly updated with the newest information. Before this app, even real estate agents didn’t have access to all the foreclosed homes in the area, as MLS is limited in terms of foreclosure listings. Realize that there are many categories of foreclosed homes, and few of them make it into the MLS. Examples include bank owned homes,

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Visionary Apps did some research and found that there are 120 million searches a month for foreclosed homes. Yet, there was no app for it.

auction homes, and short sale homes, and the public has no way to access all these listings. Additionally, most people have no idea how to buy a distressed property. Visionary Apps did some research and found that there are 120 million searches a month for foreclosed homes. Yet, there was no app for it. They also looked at the reality of the real estate market. In January 2010 over 315,000 homes went into foreclosure, which was up 10% from January 2009. So, on a national level, the problem is still growing. The worst part about a foreclosed home, aside from the homeowner losing their home, is that when homes in an area begin going into foreclosure, the surrounding property values go down. That then forces more people into foreclosure, which makes property values go down even more. It creates a negative spiral. Visionary Apps decided that the only solution was to get those homes sold and flushed out of the system, so they created an app that helps people find distressed properties for sale and then shows them how to buy them.

How it Works…and How They Make Money The Complete Foreclosures app is simple to use. A user simply clicks the “Nearby Foreclosures” link to see a map indicating nearby distressed homes. Click on a point of interest and the app shows the details of the listing, 24 Brilliant Results

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along with a photo of the property. The user can even click on a Smart Buying Guide, which explains how to buy the particular property, whether it’s an auction home, bank owned home, or short sale. There are even driving directions to the property. And if the user has particular parameters in mind, they can do a custom search based on square feet, number of bedrooms, etc. Sounds great for the end user, but what about Visionary Apps? How are they making money with this great free service for people? In addition to seeing the listing, the user can also be instantly connected to a foreclosure and real estate expert who understands foreclosures for more information and to help with the sale. Visionary Apps charges real estate agents a monthly fee to be listed as the expert in a particular zip code – with only one agent per zip code allowed. Once an agent secures a zip code, any home in that zip code has him or her listed as the foreclosure expert who can help. Most agents purchase multiple zip codes. When all the zip codes are sold, this one app can generate $1.1 million per month. But it doesn’t stop there. Visionary Apps goes further by giving people the solution at the moment of need. In other words, the solution appears when the problem arises. For example, when you’re looking at a foreclosed home, you need an agent. The app gives you an agent. After that you’ll

likely need a mortgage. Visionary Apps is selling zip codes to mortgage companies too. After that, you’ll need a moving company. They’re selling zip codes to moving companies…and to remodelers and to other services a person would need along the way. However, you won’t see any of these solutions in the app until you’re at that point of need. So for each service provider category, once all the zip codes are sold, that’s another $1.1 million per month per category.

Find Your Own Vision Has Visionary Apps redefined real estate and apps at the same time? You bet. Most companies create an app, put it out there, and then move on to creating another app. Visionary Apps is creating a brand. They’re not a business with an app; rather, the business is the app. This is a revolutionary way of looking at apps and the power of them. So the point is that there are many ways to make money from apps, even if the app is free. The model Visionary Apps created is just one example. To create your own income-generating app, you simply have to find what’s right for your company. When you keep your focus on the future of where your industry, customers, and technology are going, the possibilities for game-changing apps…and your profits…are endless.

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marketing BY: MICHAEL M. CROOKS

The Retail Babysitter: Promotional Marketing Power I

almost laughed out loud.

A

clerk tried to explain the features and benefits of a hair dyer to a woman who had a small child with her. The clerk’s sales attempt was interrupted every 20 seconds with,

“Mommy,

Followed

look at this!”…

by mommy’s horrified

look as she foresaw three possible outcomes:

1) Junior was about to maim himself; 2) Junior was about to maim someone else; 3) Mommy was about to spend way more than she intended on something that she didn’t want

that was about to be broken

into at least

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5 pieces.

| November 2010

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If you can’t create a Kid’s Corner, placing a coloring book & crayons with some stickers or waterless tattoos in a logoed paper lunch bag or drawstring backpack can fill the bill.

Since it wasn't my kid, I found it hilarious. The salesperson was exasperated. And mommy? Well, mommy finally said, "hell with it", took Devil Child by the arm and left the store after a carefully stacked display of towels suddenly became un-stacked — because Junior wanted the towel on the bottom. When children hinder the sales process, salespeople can't effectively do their job and profits suffer. Smarter retailers know they MUST occupy the children if they want mommy and daddy's attention. That's where Retail Babysitters come in. For a promotional item to serve as an effective Retail Babysitter it should meet the following criteria: 1) Be age appropriate; 2) Be clean and mess free; 3) Consume children's time. A fourth criteria that, while not mandatory to keep kids from sabotaging your sales efforts, is VITAL if you want to get the best R.O.I.: 4) Whenever possible, Retail Babysitters should contain a tangible component to aid in the continuing promotion of your business or service off-premise. Logoed items that meet the above criteria include puzzles, waterless tattoos, coloring books, crayons, your www.brilliantpublishing.com

letterhead and custom logo’d activity sheets. Businesses such as flooring showrooms, vehicle dealerships and furniture stores where children remain visible, can create a children's area with carpet, a table and chairs. Suggesting to small children that they make a card or picture for mommy and daddy can work wonders. You can provide your letterhead, 8 1.2" x 11" sheets of construction paper, logoed boxes of crayons and logoed stickers or sticker sheets. Waterless temporary tattoos can also be used in this way as they transfer well to paper products as well as the skin. Themed coloring books with your imprint on them along with the crayons are another good option. For older children, create custom activity sheets. For instance, the sheets for a flooring store could contain a word search where kids search for words such as flooring, carpet, vinyl, etc.; a word jumble; a maze and other activities. If you can't create a Kid's Corner, placing a coloring book & crayons with some stickers or waterless tattoos in a logoed paper lunch bag or drawstring backpack can fill the bill. Many kids will sit on the floor next to the parents, look through the bag and begin to play with the items in the paper bag. To aid in off-premise promotion of your business, offer a monthly coloring contest. The kids either finish

a coloring book picture while at the establishment or finish it at home. The parents can drop the finished picture off later. (This gets them back in the store). Pictures are displayed and once a month, one or more winners are chosen and the picture goes up on the winner's wall. Each child who turns in a drawing gets an entry prize of some sort with the monthly winners getting larger prizes. (Monthly winners must come in to claim their prize.) To provide the most benefit to your establishment, all prizes (water bottles, plastic flyers, knit caps) carry your logo and contact information. You can also get lot's of play out of featuring selected children's drawings in your monthly newspaper/print ads and on your website. You can also use the drawings to create a custom business calendar. If you work with a competent promotional products consultant, they can be on the lookout for and bring select items to your attention that are on closeout or are seasonal specials. This will also serve to keep your prize selection fresh and seasonally appropriate. Children can be a salesperson's worst nightmare. But with a little thought and the right promotional products to serve as Retail Babysitters, children can actually become an asset as you use them to leverage favor — and sales with the parents —and achieve brilliant results. November 2010 | Brilliant Results 27


travel BY: DR. PETER TARLOW

Tourism:

To High Tech or Not to High Tech?  Is that the Question?

The tourism industry

has long grappled with the issue of how much is too much technology. In some ways technology has made travel easier.  Travelers can book their own hotel rooms, airline tickets and even make reservations on-line. Smart phones allow us to find locations without getting lost; learn about what restaurants are in a particular city and even make dinner or show reservations.  Business people expect decent Internet service, preferably in their room, and a fully equipped business center at the hotel in which they are staying.  Many airports today offer free Wi-Fi service for busy travelers, and smart phones allow almost unlimited email access. These technical advances, however, have a negative side to them.  Due to communication advances we are never out of touch, even when we wish to be.  Cell phone etiquette has become almost non-existent, and privacy advocates worry about the intrusiveness of CCTV (Closed Circuit Television Cameras) in much of the public arena. Technological advances also permit many tourism businesses to automate processes that were previously dealt with by people.  Improvements in voice recognition and call-routing technologies have led to the creation of voice-activated portals, allowing customers to perform a range of tasks, from simple bill enquiries to more complex line-fault diagnosis and reporting. However, the downside of these advances is that tourism is all about people and customer service.  Thus, the depersonalization of the industry has lowered its charm and the fun of travel.  If the travel industry is to obtain "brilliant results" it will have to find a way to personalize efficiency.  That is the travel industry will need to create the mechanism that permits the automation of technology to interface with the need for personalized service. Another challenge that technology produces for the travel industry is the issue of complexity. Most travelers hate complexity. We vacation to get away from life's complications, business people have enough problems simply being away from home or the office, the last thing that they need is added complexity. Furthermore, as people age their tolerance for new complexity decreases. Thus, 28 Brilliant Results

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travel businesses that desire brilliant results are going to have to find a way to offer efficiency without increasing complexity.  The old motto, KISS (Keep it simple stupid) is essential for a successful travel business. In order to get brilliant results, consider some of the following: •• Am I using technology for technology's sake or am I simplifying my customer's travel experience?  For example, an automated front desk may appear to save money but in the end may create so much confusion that the visitor may never return to that hotel.  When it comes to customer service, use people rather than machines. •• Is the technology providing information or service?  If the technology is providing simple information then it is probably a good thing.  For example, touch screens that give the names of local restaurants, hotels, attractions, times of operation and costs are a major travel hassle saver.   On the other hand, no machine can replace a person in cases of emergency.   Periods of economic turndown mean many tourism providers may desire to turn to technology as a way to lower costs and still provide service   Travel and tourism businesses that will put in the extra effort to combine the best of technology with personalized service will thrive, those that do not will simply frustrate and lose customers.  It is not a question of to have or not have technology, but rather when and which technologies are correct for your business.

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incentives BY: ARNOLD LIGHT, CTC

Now that the realization has set in that incentive travel as we knew it pre 2008 will be changed forever, incentive companies and do it yourself corporations who believe in the power of motivation and incentives are continuously inventing new strategies and effective motivational tools. For example, the role social media is and could be playing in the promotion of motivational programs. What drives people (employees) intrinsically is giving them what they want. So why not use tweets, Facebook and blogs to recognize an outstanding achievement from an employee or even a whole team of people. This new way of recognizing good or productive behavior is definitely taking shape as social media and offering rewards are all

about motivating people. Keeping employees engaged in an interactive way could also greatly enhance their productivity. Here is where social media with its awesome communication ability comes in. Giving employees a platform and an opportunity to be involved in company business is an excellent vehicle for keeping them (intrinsically) engaged which then will make them much more receptive and productive (extrinsically) in participating in incentive and reward programs. One way to incorporate social media with a new incentive idea was recently used by Whole Foods, an international retailer of organic and health food store, when it incorporated social media into its motivational program not only to keep employees healthy but to make

it fun and offer larger discounts on store purchases. Called: The Team Member Healthy Discount Incentive Program. The program rules stipulate that the healthier one is, the higher oneâ&#x20AC;&#x2122;s employee discount will be. In order for an employee to qualify for the incentive, they must start out with a low Body Mass Index (BMI). This is a known indicator of the amount of body fat one has. Itâ&#x20AC;&#x2122;s also used to screen for weight categories that may lead to health issues. Along with the low BMI, one must also have good blood pressure, low cholesterol, and not be a smoker. The social feedback on this new incentive program from a number of employees and nonemployees has been somewhat negative as being discriminatory toward people with excessive weight, however the program was designed

Incentiveâ&#x20AC;&#x2122;s New Trends

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to reduce the company’s whooping $150 million dollar annual medical bill. (Employees are rated on 4 levels: Bronze, Silver, Gold and Platinum. The incentive discounts are: Bronze = 22% off discount; Silver = 25% off discount; Gold = 27% off discount and; Platinum = 30% off discount)

Individual Travel Trends There’s no question that travel is the number one motivator, however with the reduction of group incentive travel during the past two years due to a number of factors, the individual travel experience has emerged as a way to keep travel as a motivator on track and at a much lower risk for companies plus it clearly meets reduced budgets and gives a lot more flexibility as to the choices available to those who earn the award. Below are just a few examples of how individual travel has emerged. An all access prepaid entertainment and sports travel card, introduced by Premiere Global Sports gives access to many sporting and entertainment events around the world. With this new Card, the choice now lies in the hands of the cardholder. The earner of the card can view the entire available inventory on line and be incentivized by what motivates them best, whether it’s a Broadway play, the baseball All Star Game, an Olympic event or a major championship sporting event. The cardholder is assigned an account manger who will assist them with their choice and make the booking. The cards can be used for employee recognition programs, sales incentives, promotion prizes or onestop client entertainment needs. There are no restrictions on the number of cards ordered or the amount of dollars loaded on the cards; turnaround time is usually 24 hours. Cards are sent to the buyer, who can then give them to employees or contest winners. There www.brilliantpublishing.com

are no transaction fees, and credit can be stored on the card for later use. (www.pcevents.com) Cruises have become a very popular individual incentive. Recognizing this trend, TravelAwardsOnline, an online solution provider for individual incentive travel awards, has introduced its new individual incentive cruise card. One of the benefits of this cruise card is that incentive award earners may choose from more than thirteen cruise lines worldwide. Beyond the mass market, premium and luxury cruise lines, now smaller lines such as Cruise West, Sea Cloud Cruises and Avalon Waterways also may offer cruise experiences as individual travel awards. The value on the cruise card is determined by the sponsoring client and is completely open-ended—any dollar amount may be associated with the card's redemption number. This allows for its use in tiered incentive programs or for recognizing ad hoc individual performance or service. This is a debit card that offers flexibility to match corporate incentive and recognition program needs with participant profiles. Each cruise card carries a unique 19-digit redemption number that reflects the dollar value that is associated with it. Recipients may redeem the award value for their choice of cruises by visiting the TravelAwardsOnline Web-based catalog. The card will cover all expenses associated with a particular cruise. At checkout, the value of the online cruise award selection is debited from the card, and the card has no expiration date. Any unredeemed value remains on the card for later redemptions. In addition, if the cost

of the selected cruise experience is greater than the value of the cruise card, the user may pay the balance with a personal credit card. (www.travelawardsonline.com) While incentive trends continue to change with these difficult economic times, one thing is for sure, there’s more to an employee’s satisfaction than just a paycheck and the creative juices keep flowing from incentive and corporate strategists and providers. Have A Rewarding Day…

a new incentive idea was recently used by Whole Foods, an international retailer of organic and health food store, when it incorporated social media into its motivational program not only to keep employees healthy but to make it fun and offer larger discounts on store purchases.

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exhibit BY: BARRY SISKIND

Quantity versus Quality

Which would you

rather have: 500 mediocre leads or 25 – 30 high value leads? The answer is obvious and yet many exhibitors who attend trade shows try to talk to as many people as possible then go back to the office with a fist full of business cards and say; “see what I accomplished.” The cost of following up on these so-called business leads is enormous and it leaves your sales reps often disheartened with the number of rejections they receive. The solution is three fold:

Set focused objectives The success of your exhibit program hinges on your strategic approach. The first step is to focus your efforts on a single purpose. Clearly articulate what you want to achieve from your exhibit program. This objective helps you establish the metrics you will ultimately use to measure your success. But it is not enough to just say your objective is to collect high value leads unless you also clearly identify the profile of what a high quality lead looks like. In a world filled with highly specialized channels of communication, trying to be everything to everyone is faulty thinking.

Select the right shows Our discussion of profile helps you select the right shows and events. Talk to the show organizer of the event you are targeting and learn who the delegates are. This will be based on the previous year’s attendance or perhaps those who have pre-registered for this year’s event. Look carefully and see if there is a match between the potential audience and the profile you have created. Will there be sufficient targeted people to justify your exhibit decision? All too often exhibitors choose their shows by the sheer volume of attendees. The problem with this approach is the thesis of our discussion: quantity versus quality. 32 Brilliant Results

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Train your staff on how to mine the show for high value contacts. Suppose you have chosen a show and upon in-depth investigation you discover that ten percent of the expected audience fits your profile. If you don’t equip your staff with the necessary tools to differentiate the ten percent you have identified from the ninety percent who are outside your area of interest, they will waste lots of time talking to people who can add little value to your strategic exhibit plan. Your training initiative should include setting clear, focused and measurable objectives for each of your booth staff. This should include a detailed description of the profile of those high-value contacts and the skills your staff needs to do their job efficiently and effectively. The best tool you have at your disposal is the use of a pre-show/ event briefing. This can be done on-site immediately prior to the show opening, on-line a few weeks prior to the show or as part of a sales meeting or conference call. The choice is yours. Attempting to reach well-established goals without giving people the right tools is tantamount to disaster. An NFL coach whose team is playing in the Super Bowl assembles the team just before game opening, reviews the plays, the opponents and the field and then leaves the players with a final word of encouragement to excite their emotions so when they enter the playing field they are primed and pumped and ready to meet the challenge. Your Super Bowl is the next trade show your staff attends. The trick is to get focused on the right people, select the right shows and establish the game plan. You don’t want to get 100 touchdowns; 2 or 3 are often all that’s needed to win.

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November advertiser’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. Fax to (717) 566-5431 or e-mail maureen@brilliantpublishing.com. Please circle items of interest.

Ad Index / Web Resource Guide November 2010 3M ® ....................................................................................... www.3M.com/promote .............Back Cover Aprons, Etc .................................................................................www.apronsetc.com ............................. 7 Brilliant Results™ Magazine ........................................... www.brilliantpublishing.com ..................... 23, 33 Chocolate Inn ® . ................................................................... www.chocolateinn.com ......................... IBC KB Innovative Products by Key-Bak .................................................. www.KBips.com ........................... 11 Display Solutions ................................................................ www.displaysolutions.net ............................. 7 Groline © ........................................................................................www.groline.com .......... 3,5,15,17, 25 Promotion Express ................................................................ www.tube-dancers.com ........................... 29 Warwick .........................................................................www.warwickpublishing.com ......................... IFC Name Title Company Industry Address City State Phone Fax E-mail

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November 2010 | Brilliant Results 33


staying sharp BY: BARTON GOLDSMITH, PH.D.

Emotional Fireworks When someone gets their knickers in a twist

7. 
Don’t fake sincerity. If you really don’t care, or don’t have

and blows up, how do you handle it? If your current way of dealing with emotional fireworks isn’t working, here are ten tips to help you the next time one happens.

a good answer, don’t pretend that you do, because it will only cause more upset. The best thing to do is to be honest and say that you are just not the right person to help at this time, and perhaps suggest that the other person talk with a professional. 8. 
Accept that you might not be able to do anything. Sometimes people just need to feel their hurt for a little while. Allowing them to experience their feelings, along with your emotional support, may be all you need to do. 9. 
Remember that silence can be helpful. Many people are uncomfortable in silence, but it generally doesn’t last very long, and a thoughtful minute or two can help heal or give you perspective on an emotional trauma. 10.
Don’t make the other person feel wrong. We all have emotional moments; they are human and a big part of life. No one is wrong for having feelings. 



1. Start by staying calm. Keep yourself from getting sucked into the emotional vortex. Asking yourself, “What is the best thing to do right now?” can help you gain some perspective and keep your own emotions in check. 2. 
Try to understand what’s going on for the other person. When you understand, you are more equipped to respond in an empathetic manner. When people feel that someone really knows what they are going through, it helps them; they don’t feel so alone and scared. 3. 
Let the other person vent. If someone has a whole bunch of hurt, pain, or anger he or she needs to release, it has to come out, and that can be a difficult thing to experience. Let the other person get out their negative feelings, but don’t become a punching bag. 4. 
Look for something positive. There is another side to every upset, but finding it can be a challenge. Taking a few minutes to encourage the person to focus on what is and isn’t working can be very helpful and will discharge a bunch of discomfort. 
 5. Be open to suggestions. When feelings get heated, it can be helpful if another person (family member or friend) gives his or her input. Sometimes a fresh set of ears can hear things others can’t. 6. 
Create a plan. Having some options you have thought about in advance can be incredibly helpful when strong emotions are flying around the room. For example, you can choose to take a time-out or just remain silent. You can also choose to give the other person some direction.

34 Brilliant Results

| November 2010

Emotions are powerful things, and learning how to keep them from going nuclear is a talent that will serve you and your loved ones well.

Accept that you might not be able to do anything. Sometimes people just need to feel their hurt for a little while. Allowing them to experience their feelings, along with your emotional support, may be all you need to do.

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