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October 2007

RELATIONSHIPS | RESOURCES | RESULTS

Mr Peter de Jong, PATA’s President and CEO

MARKETINGCharity Events

ONE VOICE~THE CEO CHALLENGE

MARKETINGCharity Events

ONE VOICE~THE CEO CHALLENGE

ONEVISION~SUSAN G. KOMENFOR THE CURE

ONEVISION~SUSAN G. KOMENFOR THE CURE

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MARKETING CHARITY EVENTS 16For a behind the scenes look at what is involved in successfully marketing charity events like the

Mike Ditka Hall of Fame Celebrity Golf Classic, Brilliant Results contacted Timothy Schulte,

President and Founder of Mid-America Sports & Events Group, Incorporated

THE PERFECT MEETING 20

a.k.a. When You Don’t Want to Strangle the Speaker Find out how to keep your meeting event from

turning into the Perfect Storm by avoiding a speaker disaster.

By: John Di Frances

PROMOTIONAL MARKETING LESSONS MOM PACKED IN MY LUNCH 28

Remembering the anticipation … the apprehension … the delight — and

sometimes the disappointment from this bygone time in life can provide valuable lessons

about successful promotions.By: Michael Merrick Crooks

THE MOST AMAZING FACT ABOUT FUNDRAISING CAN HELP MAKE ANY

DIRECT MAIL PROMOTION MORE SUCCESSFUL – INCLUDING YOURS! 32

Understanding RFM could be the secret to making your direct mail campaigns successful.

By: Robert Bly

FIND PROFITS IN QUALITY LEADS 36Discover how to avoid the number problem in

successfully implementing a follow-up program.By: Barry Siskind

OCTOBER IS NON-PROFITS 26This month’s column is a salute to the

importance of the non-profit component of the travel and tourism industry.

By: Dr. Peter E. Tarlow

THE DESTINATION TRADESHOW: INCENTIVE OR IRRITANT? 38

If you decide to use a trip to a destination tradeshow as an incentive, follow these guidelines to insure it is an

incentive and not an irritant. By: Susan A. Friedmann, CSP

TOUGH DECISION:CHOOSING BETWEEN TWO EQUALLY

QUALIFIED CANDIDATES 40Read these tips to consider and questions to

ask to help you identify the person who is best suited for your organization.

By: Dave Willmer

IT’S ALL PERSONAL 42The right holiday and business gifts might be the difference between a

business success and failure.By: Dave Ribble

SUCCESS STORIES 43Brilliant Results presents real world stories

about successful promotions.

PASSIONATE LEADERSHIP: 10 REASONS NOT TO CRITICIZE

YOUR EX BOSS 44Before you talk negatively about an ex

employer, read these ten reasons to avoid this behavior before you do damage in

areas you might not expect.By: Barton Goldsmith, PhD

Contents

features

Vol. 4, No. 10

departments

columns

ONE VOICE 8 An Association Makes A Difference

Brilliant Results speaks with Mr. Peter de Jong, Pacific Asia Travel Association (PATA) President and CEO, about PATA and its CEO Challenge. Discover how this association is

challenging industry leaders to contribute to the solution of a global problem.

COVER STORY

8

16

48

brilliantresultsTM

PUBLISHER’S LETTER 6

CHARITY AWARENESS PRODUCTS 34These great products will make your

charitable promotion or incentive memorable.

ADVERTISING INDEX 46Get FREE information from

this month’s advertisers

OFF THE CUFF 47 Quote & How to Make A Difference

THE LAST WORD 48Brilliant Results was delighted to have the

opportunity to connect with Cindy Schneible, Vice President of Development, for Susan

G. Komen for the Cure during National Breast Cancer Awareness Month and the

organization’s 25th Anniversary year.

ARE INCENTIVES RIGHT FOR NON-PROFITS? 24

Follow this step-by-step guide for the successful use of incentives by a non-profit organization.

By: Arnold Light, CTC

4 Brilliant Results | October 2007 www.bril l iantpublishing.com

NAHB BUILDING AWARD WINNERS 16The Best Marketing Campaign- Green

Built Community. By: Green Built Home and

Kaya Richmond, MABA

AZZURRA WINS GOLD 17This 19-story residential high-rise / art

museum was given the highest honor in two categories.

By: Intercommunications Inc.

10 REASONS WHY ACCELERATING IS WORTH IT 18

The final section to ‘Why Accelerating Is Work’ series.

By: Dan Coughlin

THE MARKETING TOOL THAT WILLCHANGE YOUR BUSINESS

RELATIONSHIPS FOREVER! 30“Don’t send another email until

you have read this article.”BY: MDC GROUP

Contents

8

18

30

columns

COVER STORY 8CORPORATE CASUAL...FALL APPAREL PREVIEW

A showcase of the latest fall apparel.

TMbrilliant resultsVol. 4, No. 08

features departmentsMOTIVATE OR… 36

A must read to see why you need to attend the upcoming

Motivation Show.

RETENTION ATTENTION: KEEPING THE FOCUS ON KEEPING

YOUR BEST EMPLOYEES 38By: The Creative Group

IT’S ALL PERSONAL 40The shotgun approach to your

marketing and promotion mightneed to be revisited.

By: Dave Ribble

TRADESHOWS OFFER PRIMEOPPORTUNITY TO TRACK

TARGET AUDIENCE CHANGES 42 By: Susan A. Friedmann,CSP

PASSIONATE LEADERSHIP 44Dr G’s Principles

By: Barton Goldsmith, PHD

ADVERTISING INDEX 46Get FREE information from this

month’s advertisers

THE LAST WORD 48Brilliant Results spoke with Michael

Kroth, an Assistant Professor at the University of Idaho in

Adult and Organizational Learningabout his latest book,

The Manager as Motivator.

OFF THE CUFF 47Money Trivia

YOU CAN UNDERSTAND YOURTARGET AUDIENCE BY

UNDERSTANDING ROI 24By: Arnold Light, CTC

MARKETING AUDIT RESULTS 26Learn the ins and outs

of a marketing audit.By: Jeffrey Dobkin

SUCCESS STORIES 34Make an Impact on the Market…

Not on the PlanetBy: Stephan Bergill

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Publisher’s Letter

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TOO OFTEN PEOPLE are inclined to say, “How can one person make a difference?” At Brilliant Results, we believe that everyone can make a difference. That is why there is a baby in the picture with me this month. He is my son and on a cold day we were both out doing our best to raise money and awareness for charity. Granted he attracted some extra attention and contributions, but more importantly it is never to soon to start teaching our children that one person can make a difference.

At PATA, Peter de Jong believes that by challenging one CEO at a time they can make a difference in solving the problem of global warming. Tim Schulte took his passion for sports and turned it into an organization that contributes to the success of a number of charity sports oriented events. Anyone who has sat through a boring meeting knows that one person – the speaker – can make or break the event.

As always, we have included a number of our high quality and informative business stories and columns this month. From solving the dilemma of two qualifi ed candidates for one position to apples smashing lunchbox snacks to implementing successful direct mail and lead follow-up programs, its in there.

But I must admit that it is our last story that is my favorite. Is it because pink is my favorite color and pink is the color for October’s National Breast Cancer Awareness Month? Maybe, but in fact it is because it is the ultimate story of one person making a difference. Twenty-fi ve years ago a sister made a promise to her dying sister and the Susan G. Komen for the Cure organization was born. Throughout those years they have maintained One Vision – A world without breast cancer – and every day this group of activists is making a difference. Read their amazing story in our Last Word and then go out and make a difference…because one person CAN!

Have A Brilliant Day

Maureen [email protected] 541-788-5022

9034 Joyce LaneHummelstown, PA 17036

Ph: 717.608.5869Fax: 717.566.5431

PUBLISHER / ADVERTISING

Maureen [email protected]

541-788-5022

EDITORIAL

Editor in ChiefMaryAnne Morrill

Senior EditorMichelle Donofry

Style EditorCharity Plata

Asst. EditorMildred Landis

CONTRIBUTING WRITERSRobert Bly, Michael Merrick Crooks, John Di Frances, Susan A. Friedmann, CSP, Barton Goldsmith, PhD., Arnold Light, CTC, Dave Ribble, Barry Siskind, Dr.

Peter Tarlow, Dave Willmer

PRODUCTION / DESIGNArt DirectoPercy Zamora

Brilliant Results is published monthly by Brilliant Publishing LLC, 9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax# (717) 566-5431. Postage paid at Mechanicsburg PA and additional offi ces. POSTMASTER please send address changes to Brilliant Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 4. Number 10. Brilliant Results subscription rates: one-year $120; Canadian $160 USD; one-year foreign $225 USD. All subscriptions are non-refundable. Copyright © 2007 Brilliant Publishing LLC. All rights reserved. The publisher reserves the right to accept or reject any advertising or editorial material. Advertisers, and/or their agents, assume the responsibility for any claims against the publisher based on the advertisement. Editorial contributors assume responsibility for their published works and assume responsibility for any claims against the publisher based on published work. No part of this publication can be reproduced in any form or by electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher. All items submitted to Brilliant Results become the sole property of Brilliant Publishing LLC. Editorial content does not refl ect the views of the publisher. The imprints, logos, trademarks or trade names (Collectively the “Marks”) displayed on the products featured in Brilliant Results are for illustrative purposes only and are not available for sale. The marks do not represent the 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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Untitled-1.indd 1 8/31/07 12:49:10 PM

One Voice


FOUNDED IN 1951, the Pacifi c Asia Travel Association (PATA) continues to be the leading authority, advocate and catalyst for the responsible development of Asia Pacifi c’s travel and tourism industry. PATA’s uniquely structured organization has helped unite the many facets of

tourism in the region. PATA provides leadership and advocacy to the collective efforts of nearly 100 government, state and city tourism bodies, more than 55 airlines and cruise lines, and hundreds of travel industry companies. In addition, thousands of travel professionals belong to a global network of PATA chapters.

Often, associations are thought of principally as advocates for their particular industry and organizers of industry gatherings. PATA is currently adding an even more important dimension to the perception of what an association can accomplish. Recently, PATA decided that by speaking with one voice they could lead the why in trying to solve a problem that has the potential to impact the entire planet… so, they issued a challenge.

PATA’S CEO Challenge 2008 will bring together hundreds of the global travel industry’s most infl uential players, who are determined to confront climate change and to secure a sustainable future through leadership and vision.

One VoiceAn Association Makes A Difference

October 2007 | Brilliant Results 9www.bril l iantpublishing.com

In taking up the gauntlet to confront climate change, PATA’s CEO Challenge 2008 will further unite the travel sector and has been endorsed by luminaries across the industry spectrum.

One of those luminaries, Sir Richard Branson is the latest influential personality to endorse the CEO Challenge 2008: Confronting Climate Change. The Chairman of the Virgin Group welcomed PATA’s initiative to address the issue of global warming from the perspectives of both aviation and tourism. “Global warming is the biggest challenge facing mankind today and we must all do everything possible to reach a consensus on how to meet it,” Sir Richard said. “PATA’s CEO Challenge comes at a very timely moment.”

At its April, 2008 meeting in Bangkok, PATA will challenge influential travel and tourism industry leaders from all sectors to agree to a defining industry response to climate change, one of the greatest global threats to travel and tourism.

Brilliant Results was pleased to have the opportunity to speak with Mr Peter de Jong, Pacific Asia Travel Association (PATA) President and CEO, about PATA and its CEO Challenge. Mr de Jong, a Dutch national and speaker of six languages, is responsible for providing visionary leadership for the Association and overseeing the delivery of commercially-relevant services to enhance the sustainable growth, value and quality of Asia Pacific travel and tourism for the benefit of PATA members. He is based at the PATA head office in Bangkok.

BR: What is the mission of PATA?PdJ: The Pacific Asia Travel Association (PATA)

is a membership association acting as a catalyst for the responsible development of the Asia Pacific travel and tourism industry. In partnership

“We welcome PATA’s CEO Challenge, which will be an important leadership contribution to this effort and a keystone building block in our industry’s long-term drive to minimize our carbon footprint.” UNTWO Secretary General Mr Franceso Frangialli

“This is a critical issue for the aviation and tourism industries to confront together. The timing is perfect and PATA is ideally placed to assist in their efforts. I thoroughly support the CEO Challenge.” Qantas Airways CEO Mr Geoff Dixon.


with PATA’s private and public sector members, we enhance the sustainable growth, value and quality of travel and tourism to, from and within the region.

BR: What motivated PATA to create the CEO Challenge?

PdJ: Climate change is shaping up as one of the biggest single threats to the travel and tourism industry. With electorates suddenly awakening to the perils of carbon emissions, regulators are in search of expedient green solutions. Airlines and air travellers are proving to be easy targets.

European enthusiasm for curbing air travel and unilaterally introducing an emissions trading scheme cannot be ignored. As the costly saga of the on-carriage of liquids, aerosols and gels has demonstrated, it could well become tomorrow’s reality.

Travel and tourism is arguably the world’s biggest industry. But the inconvenient truth is that, collectively, we have precious little clout. As many of us have learnt the hard way, the travel sector is a sadly fragmented voice on the world stage.

“I applaud PATA for facing this challenge head on, and welcome the opportunity to work with hospitality leaders to seek answers to these critical questions. “As one of the largest service industries in the world, and one of the largest employers, we owe it to our customers and to future generations to come together and look for solutions to mitigate some of the damage that has already been done to the environment.” UNTWO Secretary General Mr

Franceso Frangialli

“The travel industry, because of its diversity, has not been able to come to grips with the dimensions and implications of climate change, nor to even understand how culpable we truly are as negative contributors to climate change, nor how we can mobilize our enormous resources to provide positive leadership. This is an important conference, which I hope to be able to participate in.” Banyan Tree Hotels & Resorts Chairman Mr Ho Kwon Ping


Unlike the automotive or pharmaceutical industries, we haven’t joined forces to lobby lawmakers and protect our interests. Instead, we operate independently – as airlines or accommodation, as destinations or distributors – despite our obvious interconnectivity and interdependence.

We know we cannot achieve a meaningful response to climate change by acting alone. No one can. No single organisation. No single sector. Only by working together – as a united travel and tourism force – can we hope to make a difference.

BR: What is the PATA CEO Challenge?PdJ: The PATA CEO Challenge: Confronting

Climate Change is a new event which aims to create a single platform and action plan, fully engaging tourism ministers and heads of tourist boards, CEOs of airlines and airports, CEOs of leading international hotel groups, major tour operators and other key industry stakeholders.

To be held in Bangkok on April 23-24, 2008, the CEO Challenge will not be another talkfest. In fact, we guarantee it will be unlike any other conference.

Decision-makers from both the public and private sectors of the travel industry will be

challenged over a day and a half of interactive discussions to agree and commit to action.

We will circulate and debate worthy climate change initiatives ahead of the CEO Challenge to ensure the agenda is focused, relevant and actionable. And we will continue to commu- nicate after the CEO Challenge to ensure we follow through.

BR: How do organizations become involved in the CEO Challenge program?

PdJ: In order to truly effect change, we need the consent and cooperation of those who lead and shape our industry, both at the public and private sector levels. Hence, our ‘CEO’ focus.

No single segment of the travel and tourism community is excluded from the CEO Challenge: all stakeholders are invited, needed and welcome.

BR: What is the incentive for companies to take part in the challenge?

PdJ: Unless we take action on climate change, others will take it for us. The ultimate goal of the CEO Challenge is for travel industry leaders to agree to a one voice and commit to action.

What CEO wouldn’t want to be part of this historic event?


“There is no doubt that global warming is one of the most important issues of our time. “There is equally little doubt that the aviation industry must take a lead in confronting the challenges of climate change. PATA’s initiative provides an opportunity for the Asian region to make a more constructive and pragmatic contribution to the debate. And we as an airline are willing to take part in the debate by committing to actions that seriously address climate change.” Cathay Pacific Airways Chief Executive Mr Tony Tyler

BR: What has been the key(s) to your successful mar-keting campaign for the CEO Challenge program?PdJ: PATA had formed a partnership with

two powerful organisations specialising in the hospitality investment and aviation sectors to support the CEO Challenge. BHN, the Burba Hotel Network and CAPA, the Centre for Asia Pacific Aviation are the recognised leaders in their respective fields, with a reputation of excellence in convening conferences that draw a broad cross-section of industry leaders and keynote speakers and an enviable track record of CEO attendance.

Several important debates will lead up to the CEO Challenge. UNWTO is convening the second international Climate Change and Tourism conference in Davos early October; a follow-up

Tourism Ministerial Summit in November will address the theme in London; and in December, the UN Climate Change Conference takes place in Bali. Next year on April 22-23, the airline community will convene its third Aviation and Environment Summit in Geneva.

We strongly support these initiatives and intend to incorporate their conclusions and recommendations into our CEO Challenge.

BR: What promotional merchandise has been utilized as a part of your campaign?PdJ: Promotional merchandise does not form

part of the CEO Challenge. •

For more information, visit www.PATA.org/ceochallenge.


WHILE FORMER PRESIDENT CARTER’S words certainly ring true, the real challenge facing most charities is not that Americans are not generous, it is reaching those Americans. Perhaps the most often utilized method of reaching potential donors is through a charity event. However, if the event is not successfully marketed the donations may not even cover the expenses associated with the event.

For a behind the scenes look at what is involved in the successful marketing of a charity event, Brilliant Results contacted Timothy Schulte, President and Founder of Mid-America Sports. Founded in 1992 Mid-America Sports & Events Group, Incorporated (MAS&EG) has grown from managing three events to over 15 per year. This sustained growth has been handcrafted through the hard work and dedication of an exceptional staff in operations, marketing, sales and hospitality. Their philosophy of partnering with clients to formulate and deliver a fresh and creative approach underscores MAS&EG’s commitment to the success of each and every event. The strength of these partnerships has been instrumental to the company’s growth in corporate, celebrity and charity events.

MAS&EG employs a three-pronged approach to creating, managing and marketing charity events.

Signed photo of Mr. Schulte and Paula Creamer.

MARKETING CHARITY EVENTS“You always get back much more than you give”

Jimmy Carter


The adherence to this philosophy sets MAS&EG apart and enables them to consistently deliver successful not-for-profit events.

1) PROMOTIONAL MARKETING: Tailored and targeted media plans that create

awareness, attract participation and promote sponsor involvement.

2) SPONSORSHIP SALES: Integrated promotion and sales marketing

programs make sponsorship packages equally attractive to sponsors and properties alike.

3) EXECUTION: Complete event management designed to

create lasting impressions. Scope of services includes: theme creation, planning, development, promotion, implementation, evaluation and measurement of event ROI.

A brief look at Tim’s background provides some understanding of the success MAS&EG brings to the marketing of charity events. Tim learned more than X’s and O’s while playing football for legendary coach Bo Schembechler at the University of Michigan. He learned success on and off the playing field is a direct result of the preparation, hard work and dedication an individual puts into a chosen endeavor. While Schembechler used those ideals to become one of the winningest coaches in Big Ten history, Tim has likewise found success in the sports marketing, cause-marketing and event management fields.

After graduating from Michigan and earning a Master of Business Administration degree from the Kelley School of Business at Indiana University, a passion for sports remained in Tim’s heart. He saw an opportunity existed in Chicago to create impactful events, which truly offered unique cause-marketing opportunities and new business development strategies for corporate America. This opportunity led him to create Mid-America Sports & Events Group, Incorporated.

Annually, his company manages five marquee events (the Golden Boy Hall of Fame Celebrity Golf Classic, the Jeremy’s Heroes Golf Classic, the Mike Ditka Hall of Fame Celebrity Golf Classic, the American Cancer Society Chicago Select Invitational and the Swing for the Kids Women’s Golf Classic), which raise close to $1.75 million per year.

With a charity event marketing success record like that, Brilliant Results was pleased that Tim would take the time to answer a few questions and give our readers a bit of insight into this special type of marketing.

BR: What is the single most important service/benefit that Mid-America Sports & Events Group provides its clients?

TS: Experience has brought us to a point where we anticipate clients’ event needs and improvise when challenges arise.

BR: What are your thoughts on marketing and promoting a charity event to help insure it actually makes money for the charity?

TS: To ensure success, market the event to constituents who care about the cause and promote the event in all conceivable outlets. Our keys to planning and managing a successful charity event involve a three-pronged approach: sponsorship sales, promotional marketing and execution.

BR: Do you have any advice for readers who are planning a charity or other special event?

TS: Watch the expense side of the ledger. Business school teaches to focus on revenue generation, but cost containment and management are what can put you over the top. If you cannot run an event first-class alone, hire an event planner with Professional Fund Raiser experience.

Group shot of Pro Football Hall of Fame members

from the Mike Ditka HOF Classic

MARKETING CHARITY EVENTS


BR: Can you give our readers some examples of successful Mid-America Sports & Events Group event experiences?

TS: The 1985 World Champs 20th Anniversary Golf Classic (20th Anniversary of the Super Bowl champion Chicago Bears to benefi t [Chicago] Tribune Charities) brought together members of the 1985-86 Chicago Bears to celebrate the anniversary of their special season and raise money for Chicago Tribune Charities.

The Mike Ditka Hall of Fame Celebrity Golf Classic (the eighth annual event was held in August of 2007 to benefi t Misericordia and the Mike Ditka Players Assistance Trust) brings together the largest gathering of Pro Football Hall of Famers outside of Canton, Ohio and benefi ts Misericordia, a charity Coach Ditka has supported since his days as head coach of the Bears, and the Mike Ditka Players Assistance Trust, which provides fi nancial and medical assistance to former NFL players in need. The event spans an entire weekend and features reunion dinners and celebrations in addition to the golf classic. At the golf tournament, foursomes are partnered with a celebrity captain for 18 holes of golf and a fabulous auction and awards dinner follows play. This year the event combined a poker and casino day in the clubhouse while golf was taking place on the course.

Mid-America Sports also co-coordinates with the American Cancer Society to operate ACS Chicago Select Invitational, which is the American Cancer Society’s largest golf fundraiser in the United States. The 2007 Chicago Select Invitational approached a record setting fund-raising level on September 17, selling out foursomes on Course #1 and Course #3 at Medinah Country Club in Medinah, Ill. The event featured an auction loaded with opportunities to play Golf Magazine’s “Top 100 Courses in America.”

Other memorable events have included the Golden Boy Hall of Fame Celebrity Golf Classic at Caesar’s Indiana near Louisville, Ky., which celebrated the 50th anniversary of Paul Hornung’s Heisman Trophy win in 2006 and the “Swing for the Kids Women’s Golf Classic,” an all women’s event held annually outside of Chicago which benefi ts the Off the Street Club and has been showcased on The Golf Channel in recent years with specials featuring Annika Sorenstam and (in 2007) Paula Creamer. •

For more information please visit www.midamericasports.com.

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Tim Schulte delivering pre-golf instructions at the Classic

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HAVE YOU EVER WORKED For weeks or even months, often far beyond normal offi ce hours on a special meeting event only to have it turn into THE PERFECT STORM? Well, maybe your entire crew didn’t perish at sea, but there were those clearly identifi able moments when it looked as if the ship was about to capsize. Although many meeting goblins can contribute to such disasters, sometimes the speaker can be one of the contributing causes.

HOW CAN SUCH TERRORS BE AVOIDED?The fi rst preventative measure is to choose

your speaker carefully and by this I mean, look a little deeper than usual into his or her modus operandi. Far too often when problems arise, it is because the wrong or at least incomplete criteria were used in selecting the speaker. For instance, it is not uncommon for the only questions to be asked of a professional speaker after viewing their

video to be: availability and cost. However, if you want to sleep easier at night, I would suggest that the following issues also be just as carefully considered.

Is the speaker a prima donna? Fortunately there are not too many of these around, but those there are give the rest of us a bad name. Whether a well-known professional or a beginner, there is simply no excuse for anyone in our business to be arrogant. We are all there to serve the best interests of our clients and audiences. If not, we do not belong there at all. Any speaker that is arrogant, belligerent or just plain diffi cult to work with does not belong standing before your audience.

ThePerfectMEETINGWHEN YOU DON’T WANT TO STRANGLE THE SPEAKERBY: JOHN DI FRANCES

a.k.a.


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Is this speaker committed to adequately prepa- ring before speaking? More and more meeting planners are asking speakers to truly customize their presentations in order to “reach out and touch” the specific audience where they are at. To do so means that the speaker must be willing to invest into understanding the issues that are at the forefront for each unique audience. This of course is a two way street, in that you must be willing to also take the time to ensure the speaker receives the opportunity to acquire the necessary inputs. However, in the final analysis it is the responsibility of the speaker to only take those engagements that they determine to be a proper fit and customization does not mean merely updating a few old stories and jokes or sprinkling in a few local names.

Coupled with the previous question is whether the speaker, given their good intentions, has the time to invest into your event? It is often possible

to squeeze another few hours into an already overloaded schedule for one more “hit and run” engagement, but is that fair to the meeting planner, client and audience. Let’s face it; good speakers today are well compensated for what they do. This is fair, but it is also fair that we give a good measure of effort in return and that does not mean racing to yet another engagement dog tired, speaking and running for the airport before the audience is still applauding. Unfortunately, in this day of frequent and lengthy flight delays, there are already enough unexpected delayed arrivals in the wee hours of the morning and their attendant lack of sleep. These may be totally outside of the speaker’s control however, if they really want to serve, they will use their best efforts to schedule sufficient time for your engagement so that they have done what was within their power to arrive fresh, relaxed and ready mentally and physically for your event.

Is the speaker’s content rich and current? There was a great deal of conversation at the Dallas NSA Annual Convention as to content and I have been hearing the same from speakers’ bureaus and meeting planners alike. Today we are living in difficult economic times. Daily the news is rife with stories of corporate cutbacks and layoffs. Few of us are strictly entertainers, comedians, humorists, etc. Thus as professionals and experts who speak, we owe it to our clients, audiences and ourselves to bring real value in the form of positive solutions to the perplexing problems that they face.

Finally, look for the AAA approval rating: Ability, Authenticity and Attitude. With these three attributes at the forefront, you cannot go wrong in selecting your speaker! •

John Di Frances is an internationally recognized expert on Strategic Business Issues. His professional career spans thirty years of global corporate, nonprofit, academic and government agency experience in senior executive and industry leadership positions. John advises senior executives globally and is a prominent professional speaker. Since 1983 he has served as the Managing Partner of DI FRANCES & ASSOCIATES, LLC. For more information visit www.difrances.com.

“More and more meeting planners are asking speakers to truly customize their presentations in order to “reach out and touch” the specific audience where they are at.”


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ARE INCENTIVES RIGHT FOR NON-PROFITS?CAN A NON-PROFIT USE an incentive program? That’s a good question and the answer is why not. If For-Profi t organizations can use them why shouldn’t a Non-Profi t use them? It’s really a matter of the management of the Non-Profi t realizing how vital an incentive program could be in helping achieve the goals and objectives of the organization.

For example, if getting volunteers were a major problem, raising funds, recruitment, attendance at seminars, sale of literature, just to name a few areas where improvement is needed, then these objectives could be incorporated into an incentive plan whereby when someone took a positive action then they would be rewarded. Incentive programs begin by defi ning the performance level desired within a prescribed period of time. By announcing specifi c incentives for attaining a particular level of performance, that incentive becomes a recognized symbol of achievement. And that symbol once gained becomes a matter of pride and stature for the winners. Plus it represents not only a goal achieved, but also a level of performance to live up to in the future for all participants. So where does one begin?

Let’s start with an incentive plan of action:• Establishment of concrete objectives• Communication of those objectives• Establishment of a means of measuring the

accomplishment• Calculate your budget• Promotion of a competitive spirit• Provision for meaningful tangible awards for

met objectives• Public acknowledgement and recognition when

those participants who meet and exceed their objectivesThis incentive plan can then be easily wrapped

into an online reward program that is available to all participants 24/7. Online reward programs have made life much easier for incentive administrators. They are simply customized with the organization’s logo and each participant has their own account in which they accumulate points. Points are earned as a participant completes a task. The points are recorded on a spreadsheet and once a month or every two weeks they are transmitted to an administrator who uploads the points into the individual account of each participant. Once enough points are earned

BY ARNOLD LIGHT, CTC


ARE INCENTIVES RIGHT FOR NON-PROFITS?

then participants can redeem them in the online catalog that includes thousands of gift items.

Most non-profi ts do not have the staff to implement an incentive program and this is where a bona fi de performance-improvement company can be most helpful and make the incentive right. They’ll be able to help a non-profi t determine the objectives and the criteria for meeting those needs as they pertain to some of the objectives mentioned earlier in this article. Often times this procedure will identify new services or other opportunities for the organization. Once the objectives are fi nalized, than the incentive company will most likely recommend an online program that will suit the needs of the nonprofi t. But best of all the incentive company will design, operate and administer the program on a daily basis.

It’s really that simple! Have a Rewarding Day! •

Arnold Light, CTC, Founder of The Light Group, Inc. has 35 years of marketing experience specializing in incentive and loyalty marketing helping multi-national corporations develop and implement B2B and B2C results oriented performance improvement programs. For additional information visit www.incentivesmotivate.com or call 914-397-0800.

www.bril l iantpublishing.com October 2007 | Brilliant Results 25

THIS MONTH WE SALUTE the non-profit component of the travel and tourism industry.

Ask almost anyone and they will tell you that the travel and tourism industry is “clearly businesses for profit.” Certainly many aspects of travel and tourism are for profit. Examples of for profit tourism and travel businesses include the airline industry, the hotel industry, major theme parks, and restaurants. There is another aspect of travel and tourism that while utilized by many is often overlooked as an essential element within the tourism industry.

Often overlooked, however, is how much of the travel and tourism industry resides in the non-profit world. Not-for-profit industries such as: museums, concert halls and National Parks all play both primary and secondary roles in the world of tourism and travel. “Travel and tourism”

then is a multifaceted component industry that not only provides jobs and business experience, but also serves to enrich our lives.

Tourism then is much more than sun ‘n sand, nightclubs and eating.

While these for-profit industries are an essential component of the tourism industry, their success would be less were it not for the non-profit tourism and travel components that round out the travel and visitor experience.

A good tourism industry incorporates the “story of its locale” into the fabric of its industry. Non-profit tourism entities not only serve to enrich the tourism experience but also the lives of local residents. Just think how much culturally poorer any community would be without its museums, drama centers, galleries and concert halls.

OCTOBER IS NON-PROFITSBY: DR. PETER E. TARLOW


Here is a sample list of just some of the ways that tourism adds not only to the bottom line but also to the “quality of life” line:

• Without a viable tourism industry many cultural centers simply would not have the traffic to justify their existence. Often people who visit a community are those who are most interested in museums and cultural centers. These non-profits benefit from increased attendance and name recognition. Visitors benefit from the cultural experience that their trip affords them.

• Do not overlook the fact that many historical markers and sites neither charge entrance fees nor even parking fees. These truly non-profit and at time self-guided experiences add another dimension to the tourism experience.

• The extensive system of campgrounds and

park/wilderness experiences is an essential part of the tourism industry.

Tourism’s non-profit component adds much not only to our quality of life but to the quality of our travel experience. •

Dr. Peter Tarlow is a founder and president of Tourism & More Inc. Dr. Tarlow has appeared on National televised programs such as Dateline: NBC and on CNBC. Dr. Tarlow organizes conferences around the world dealing with visitor safety and security issues and with the economic importance of tourism and tourism marketing. He also works with numerous cities, states, and foreign governments to improve their tourism products and to train their tourism security professionals. For additional information visit www.tourismandmore. Dr. Tarlow can be reached via email at [email protected] or by telephone at 979-764-8402.

“Without a viable tourism industry many cultural centers simply would not have the traffic to justify their existence.”


REMEMBER WHEN YOU WERE A KID? Lunchtime held a certain magic. What did mom pack? The anticipation … the apprehension … the delight — and sometimes the disappointment at fi nding your stupid apple had crushed your snack cake.

If you’ve been using the same approach with your customers and clients for very long ... it’s sorta like getting peanut butter and jelly in your lunch for 37 days in a row. It’s boring, predictable and memorable … for all the wrong reasons.

LESSON LEARNED: KEEP YOUR MAIN OFFER FRESH.In today’s market, a fresh new approach can mean the difference

between clients eating up what you have to offer … and getting your snack cakes crushed.

For example, I remember the day I opened my insulated bottle to pour my milk and out came CHOCOLATE milk! Mom had my attention. Yeah, making sure I had milk to drink showed she cared. And for a 9 year old that’s all well and good… but chocolate milk? Well that just moves mom up on the list of “stuff that’s swell”. And from that day on, there was a

MOM PACKED IN MY LUNCH

PROMOTIONAL MARKETING LESSONS

BY: MICHAEL MERRICK CROOKS


little twinge of excitement when I opened my lunch drink. Problem was … it never happened again. After a while, the slight twinge of excitement that came with opening my drink … disappeared.

LESSON LEARNED: EVERY NOW AND THEN, YOU HAVE TO CHANGE IT UP TO KEEP THE EXCITEMENT ALIVE.

Putting a different type of juice or chocolate milk in my lunch one day every three weeks would have done it.

By the same token, if you’ve been sending the same old postcard announcing the “Sale of the Month” … next month try sending the card in an envelope instead.

Better yet, send it along in an envelope with a 25 sheet sticky notepad with your logo, name and number imprinted on it.

Think about that for a minute from the receiver’s standpoint. You’ve been getting a postcard from LMNOP for

PROMOTIONAL MARKETING LESSONS


2 years. SUDDENLY, you get an envelope from LMNOP. You’ll open it with renewed interest. Why? Because you don’t know what’s inside. Something unexpected and out of the ordinary happened. But because the same old postcard in an envelope could be anti-climactic, you want to include a little “excitement enhancer” with an inexpensive sticky notepad.

Mom’s lunches weren’t all bad, though. Part of effectively changing your approach is understanding that while an apple, an orange and a banana are all fruits … they are different fruits. Mom added variety to my lunchbox fruit course by constantly changing the fruit. She did the same with the veggies, alternating carrots, celery, sweet peppers, radishes and pickles. Similarly, a postcard, an envelope and a package are all direct mail, but they’re different. The same way a pen, a note pad and a refrigerator magnet are all promotional products — yet different. Even with postcards, you can change the design while maintaining the integrity of your corporate identification.

And now the main course — the offer! Mom knew I would be ok with ketchup on bologna even though I preferred mayo. Mustard is fine on pork/ham. PB&J was fine. Egg salad would fly like a lead balloon, sandwich spread was great and I’d eat anything with cheese on it …except PB&J, hold the cheese, please.

LESSON LEARNED: WANT TO KEEP YOUR TARGET RELATIVELY HAPPY AND INTERESTED? GET TO KNOW THEM, KEEP CHANGING THE MAIN OFFER AND GIVE THEM WHAT THEY LIKE.

What do you know about your clients and prospects? Do you know what they like, how much they buy or how often they buy? For small retailers it can be as easy as utilizing a punch card program. Swipe type cards coupled with the right computer program can allow you to capture a lot of useful data. But even the smallest retailer can send/give a survey and reward respondents with a low-cost, high-perceived value promotional item. This is an excellent way to start or expand a database.

For national brands, using mass media to effectively drive traffic to a website with the promise of logo’d merchandise for filling out a survey can work wonders. Another tactic is an on-package or in-package directional to the website.

Change the main offer. Even if all you sell are chairs. Change the featured chair…tell why it’s a great chair – features and benefits. Tell them something they don’t know. Give them something they can sink their teeth into.

Finally, the treat! Whether it was a piece of candy, a snack cake or a fruit pie, I always looked forward to the treat!

Lesson Learned: Treat your clients, customers and prospects. Treat them to a mint (regular and sugar free) at the cash register, have fresh coffee and hot water for tea available, have stickers or waterless tattoos available for the kids. Train your staff to treat customers and prospects like they are welcome. Treat them … like your business depends on them. •

Michael Merrick Crooks owns Crooks Advertising Alliance, a creative strike-force specializing in creative problem solving as it relates to advertising and promotional marketing. For more of the Crooks brand of thinking visit www.CrooksAdvertising.com and request the CrooksView Creative Digest Newsletter.


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WHEN I FIRST got into direct marketing, I took a course in direct mail copywriting with legendary copywriter Milt Pierce at New York University.

One day a student asked, “Professor Pierce, why is it that, as soon as I give a donation to a charity, they immediately send me another letter asking for more money?”

Milt replied: “Because they know, from experience, that the person who just made a donation is the one most likely to give again.”

Huh? This threw me. It seemed counterintuitive. “But Professor Pierce, if I just gave money to a

charity, then I would feel I’d fulfi lled my obligation for at least a while. And I might even be annoyed that they are coming back to me asking for more.”

“Nonetheless,” Milt replied, “experience proves that the person who just gave is the most likely to give again.”

He explained that this phenomenon was called RECENCY, and it held for commercial direct response as well as nonprofi t, and that it was part of a formula called “RFM” – for “recency, frequency, and monetary.”

The fi rst element, RECENCY, refers to how recently the person made a purchase through direct response. According to RFM, those who purchased the most recently are most likely to buy.

This is why it’s usually worth paying a premium to rent the “hotline” names on any mailing list – the names of customers who have bought via mail order within the last 12 months or so. The hotline names invariably outperform the other names on the list, because of RECENCY.

The “F” in RFM is FREQUENCY – how often the customer buys. Here, we know that the more often someone buys, the more responsive they are to additional mail order offers.

This is why some mailing lists offer a selection called “multi-buyers,” These are customers who have bought more than once. Invariably, multi-buyers outperform the names of one-time buyers on the list.

The “M” in RFM is MONETARY – how much money the customer spends, or the size of his average order. Here, you want to look for mailing lists where the average order is in the same range of your product’s price.

Let’s say you are selling a video program on “Overcoming Infertility: How to Have a Child When You’ve Been Trying Without Success.” The price is $99.

You rent a list of people who have subscribed to an infertility magazine for $12. You mail to the list, and the mailing doesn’t pull. Why not?

The problem is this: while the people on the list have demonstrated (a) an interest in infertility and (b) that they buy information by mail, they have NOT demonstrated that they will spend $99 in the mail. Twelve dollars, yes; ninety-nine dollars, no.

The solution? Find a list of people who have, say, attended a workshop on infertility or bought a test kit via mail order for $100. This might work, because not only do you know that the people on the list are mail order buyers and interested in infertility, but they have demonstrated that they will shell out a large amount of money for the right offer. •

Robert Bly is a freelance copywriter and the author of The Complete Idiot’s Guide to Direct Marketing (Alpha Books). He can be reached at www.bly.com or e-mail [email protected].

INCLUDING YOURS! BY: ROBERT BLY

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THE NUMBER ONE OBSTACLE to successfully implementing a follow-up plan is the quality of the leads. Often exhibitors come home with a handful of business cards or a box fi lled with ballots and diligently begin their follow-up. It doesn’t take long to realize that the business cards contain very little useful information. Beyond name, title, and address, there is not much you know about the prospect. Each follow-up conversation now starts from the beginning. It’s as if you and the prospect were complete strangers.

The exhibit industry and its experts conti-nuously advocate proper lead collecting tools and techniques and yet exhibitors seem reluctant to embrace these new technologies. Companies understand the value in obtaining good contact information, but often the boothers on the front line feel awkward asking the pertinent questions necessary for good information gathering.

Here are some tips to help you get better quality information at your next show:

· USE LEAD RETRIEVAL SYSTEMS INTELLIGENTLYThere are dozens of electronic lead-collecting

systems on the market today. Most of them do the job well but often have limitations. Before you sign up make sure the system gives you the information you want, when you want it. Although many systems claim to be customizable make sure that the customized features allow you access to information that is pertinent to your specifi c situation.

· DEVELOP THE KEY QUESTIONS YOU NEED IN ADVANCEYou need to know how closely a show visitor

fi ts into your customer profi le. Questions such as buying authority, budget, need and past experience are more important that a simple list of products and services they are looking for.

· HAVE A MANUAL LEAD RECORDING SYSTEM AS BACK UPIf the electronic lead retrieval system falls short

or if there is no system available at a show, then a manual lead collecting system will help. Keep the form you use small and the amount of information you are collecting brief and to the point.

· BE CONSISTENT THROUGHOUT ALL YOUR SHOWSGathering good information at some shows

and not others is a waste of valuable resources. Contact information is valid whether your exhibiting objective is to ultimately make sales or support a branding initiative. In both cases you need good information to ensure that you are accomplishing what you set out to do.

· TRAIN YOUR STAFFWorking at a trade show is difficult. It can

be a hostile and unfriendly environment. Many of your staff simply might not be comfortable working at a booth. Those who have had the experience often fall into bad habits that only training can fix. Your staff needs specialized training, which should focus on the techniques

Find Profi ts IN QUALITY LEADS


BY: BARRY SISKIND

for gathering lead information. It’s the part of their job that will take up the most amount of time so helping them gain the confidence to do the job correctly is crucial.

· REWARD THOSE WHO DO IT RIGHTBeing there and getting leads is often

not enough. Sales people for example, earn their salary making sales not getting leads. Support staff often lack the vision to see the big picture so for them spending time at the booth lacks purpose. A system of rewarding excellent performance is important. It might include cash prizes, trips, spousal invitations to travel, dinner and theatre tickets or special recognition in company publications.

Consider these few steps next time you are participating in a show and see what a difference they will make. When you rely on business cards dropped into a draw box or scattered bits of information to evaluate your show results you are at a disadvantage. •

Barry Siskind is North America’s foremost trade and consumer show expert and author of The Power of Exhibit Marketing. He is president of Toronto based International Training and Management Company. Contact Barry at [email protected] for more information.

Find Profi ts

www.bril l iantpublishing.com October 2007 | Brilliant Results 37

TRADESHOWS HELD in Orlando, Las Vegas, and other destination cities are incredibly popular. Holding industry events in ‘exciting’ locales often inspires employers to offer spots on the tradeshow team to their best employees as a incentive -- perform well during the year, and you can count on taking an annual trip to Florida.

This can work really well. However, it’s never safe to make major assumptions about any aspect of your business. Tradeshow participation may appeal to some of your employees — but it can just as easily turn some of your key people right off.

Knowing your employees well becomes key. If you’ve got a great sales professional who absolutely hates to fl y, are they going to enjoy the cross-continental trip to the National Show? Does sending an employee who also happens to be a single parent away for fi ve days create a logistical nightmare for that family? Sometimes a booth staffi ng position you intend as a reward can actually be a punishment.

Clear communication is key. Make sure that your team members have the ability and freedom to be honest with you about tradeshow participation. This is more than just a mark of concern: it’s also in your own best interest as an exhibiting organization. If your employees don’t want to be at the show, for whatever reason, they’re not going to do as good a job representing you as an employee who is enthused and excited about participating.

Selecting the proper people to act as booth staff at any given show is always challenging. When the show takes place in a popular destination, the task becomes more complex. Be aware that there can be a ‘Spring Break’ mentality associated with destination tradeshows, where your employees

are more focused on the fun to be had after-hours than their obligations on the show fl oor.

At the same time, the natural tendency to want to reward your best employees with show participation as an incentive can backfi re if your perception of the show doesn’t mesh with the employee’s. Consider what you can do to make show participation more attractive as an

incentive: including the staffer’s family member in the trip to the destination city, or scheduling an extra day ‘off’ in the location, either before or after the show, for staffers to spend some time having fun. While these options certainly add to the cost of show participation, they’ll also help ensure that your incentive offers are taken in the spirit intended. •

Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, is an internationally recognized expert working with companies to increase their profi tability at tradeshows. Author: “Meeting & Event Planning for Dummies,” and “Riches in Niches: How to Make it BIG in a small Market” (May 2007). Visit her websites at www.thetradeshowcoach.com & www.richesinniches.com

THE DESTINATION TRADESHOW: INCENTIVE OR IRRITANT?

“Be aware that there can be a ‘Spring Break’ mentality associated with destination tradeshows, where your employees are more focused on the fun to be had after-hours than their obligations on the show fl oor.”

BY: SUSAN A. FRIEDMANN, CSP


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To G r o wOr F R E ENew Seeds

YOU HAVE ONE POSITION TO FILL, but two highly qualifi ed marketing manager applicants. Both candidates hold degrees from respected schools, they have the same amount of experience, and their portfolios are equally impressive. What to do? While it’s an enviable problem to have given today’s tight employment market for marketing and creative professionals, the situation still makes for a complicated and taxing hiring decision. Here are some tips to consider and questions to ask to help you identify the person who is best suited for your organization:

DIG DEEPER. Invite both candidates back for follow-up in-

person interviews to scratch below the surface. Try to engage the candidates in conversations that will provide additional insight into their personalities, work styles and critical-thinking skills. Consider asking open-ended questions

such as, “Describe a politically sensitive or challenging situation in your former workplace and how you helped resolve the problem” or “Tell me about a professional setback and how you handled it.” In addition, be sure to ask each applicant to describe one or two lessons learned in previous roles. Frequently, what distinguishes truly outstanding employees is the ability to learn from their mistakes.

PUT A SPOTLIGHT ON PEOPLE SKILLS. It’s smart to focus on intangibles such as

interpersonal abilities because so much business today is collaborative. In fact, in a survey of executives by our company, 97 percent of respondents said they seek candidates with “well-developed soft skills.” Try to identify the person who possesses the stronger decision-making, team-building and communication abilities. Helpful questions might include, “Tell me about

Tough Decision: CHOOSING BETWEEN TWO EQUALLY QUALIFIED CANDIDATES

“Applicants who demonstrate an eagerness to learn and take on new challenges will likely bring the same initiative and positive attitude to their jobs.”


BY: DAVE WILLMER, THE CREATIVE GROUP

a time when you were successful in presenting a new idea to senior management” or “Describe a marketing campaign that involved multiple departments and how you coordinated everyone’s efforts to achieve the same goal.”

ASSESS THEIR EXCITEMENT LEVEL. A job seeker’s enthusiasm for the position

also is a pivotal deciding factor when you’ve narrowed the fi eld down to just two people. Applicants who demonstrate an eagerness to learn and take on new challenges will likely bring the same initiative and positive attitude to their jobs. Ask questions such as, “How do you keep your marketing skills current?” to gauge the candidate’s career ambitions and commitment to continual learning.

To learn more about the person’s attitude toward work, consider inquiring about his or her best and worst jobs and the insights gained from these experiences. Responses may reveal valuable information about a person’s ability to adapt to varying work environments and approaches to management.

OFFER INTRODUCTIONS. Introduce the candidates to members

of your marketing team to see how well they interact. These meetings will provide a glimpse into how the applicant might work with your employees on a daily basis. Schedule brief follow-up meetings with your staff members to get their candid feedback. But be careful not to give your opinions first, or you could skew their views.

Diffi cult hiring decisions require extra effort on your part. But by reinterviewing your fi nal candidates, asking a series of in-depth questions, and introducing both people to potential coworkers, one applicant will likely emerge as the better fi t with your group. •

Dave Willmer is executive director of The Creative Group, a specialized staffi ng service placing creative, advertising, marketing and web professionals with a variety of fi rms on a project basis. For more information, visit www.creativegroup.com.

Tough Decision:


ALL RIGHT! IT’S TIME TO GEAR UP FOR HOLIDAYS and Business Gifts, Thank You Gifts and ways to show your appreciation for your valued clients. Order now!

What’s that? You aren’t sure if you are going to make the effort this year? Interesting.

Did you hear the story about a business owner who didn’t believe in advertising and promotion? He kept putting off the salesperson that continued to call upon him. Each month, the promotional products person was told that the prospective customer ‘didn’t believe in advertising’. The rest of the story is that this same non-believer never gave any thought to the fact that he drove a car he found through advertising, he lived in a home he found through advertising, slept in the bed he found through advertising, even brushed his teeth each morning using the product that he found through advertising. The irony of this story is that this same person who didn’t believe in advertising one day had to sell his business because when he stopped advertising, people stopped showing up to buy what he was selling. And, then…he advertised his business for sale.

Yes, some sectors of the economy have slowed. Some companies will cut back their advertising efforts to protect the other parts of their budgets they believe are more important. But, the short-sightedness of that strategy will show up, eventually, because when you stop putting it out there that you are in business, the business opportunities start to wane. It’s just that simple.

Now, for the good news…you can have a major impact upon your industry while everyone else does the opposite.

The right strategy and the right combination of promotional products and merchandise can keep your name in front of your clients and prospects, more cost-effectively than anything else available. When you sit down with your Promotional Products Professional, ask for help in determining not only what promotional items you should use but how you should package them up. Heck, include some sort of Romance Card that says Thanks for Your Business, etc. Get a useful and appreciated Gift that continues to do your bidding and give it out. You’ll never be sorry.

Develop a strategy now and get your products ordered ahead of the crunch, so that you can get in front of everyone and let them know how much you want their continued business and how much you appreciate their continued business. Advertising, Marketing and your bottom line are inseparable. They are interrelated at every level.

Don’t cut back on Advertising and Marketing, either. Just use the best tools to get the job done. Let another department wait until ’08 for their new printers. In fact, we recommend you boost your efforts to ensure no one forgets you. Why? Because your smart competitors will.

Is using Promotional Products a more personal strategy to keeping things moving in a positive direction?

Yes. It’s ALL Personal.

Dave Ribble is President of The Company Image/Geiger. www.TCI4Me.com 818.906.9894

It’s ALL Personal

DAVE RIBBLE

“The right strategy and the right combination

of promotional products and

merchandise can keep your name in

front of your clients and

prospects, more cost-effectively

than anything else available. ”


SUCCESS STORIES SUCCESS STORIES SUCCESS STORIES

THIS MONTH OUR SUCCESS STORIES are courtesy of PromoCard Services, Inc. and illustrate the variety of ways that Music Download Cards can be used to drive people to a website, as a trade show giveaway and as an amusing gift to show appreciation.

SPONSOR: NASCAR

OBJECTIVE: The National Association for Stock Car Auto Racing, Inc. (NASCAR), is the #1 spectator sport - holding 17 of the top 20 attended sporting events in the U.S. NASCAR wanted to drive people to their website, to enter to win a chance to drive a race car, as well as collect customer data to follow-up after the promotion was over.

SOLUTION: NASCAR ran a sweepstakes promotion during a race in Michigan. Music Download Cards were handed out along with earplugs provided by 3M. To redeem their music downloads, users were required to fill out a survey to download their music as well as enter to win a chance to drive a racecar with Richard Petty Driving Experience

SPONSOR: Unlimited Loan Resource OBJECTIVE: Unlimited Loan Resources (ULR) is a national sub-prime

mortgage lender based in Columbus, Ohio. ULR wanted to build their customer database and be able to follow-up with prospects.

SOLUTION: ULR handed out Music Download Cards as a tradeshow giveaway. Recipients were required to fill out a survey with their contact information before being able to download their music. ULR nearly doubled their database and gathered important data on their customers for future follow-ups.

SPONSOR: Burnham Hotel in Chicago

OBJECTIVE: Reward customers for their stay at Burnham with an amusing gift.

SOLUTION: Burnham Hotel ran an interesting and unique campaign with Music Download Cards. Burnham replaced regular “hotel mints” left on top of hotel pillows with a 5-song Music Download Card with a tagline that read, “This card is compatible with Windows operating systems. If you run Mac OS, consider giving this card to a friend with Windows as a great way to spread good karma, which always helps you rest easier.” The hotel used the Mac restriction to their advantage and connected the idea of sharing with getting a good night’s rest at the hotel. Music Download Cards have a much higher perceived value and customers felt exceptionally gratified.

For more information visit www.promocardservices.com.


Talking negatively about an ex boss or company can actually do damage in places where you might not expect it to. Here are ten reasons to avoid being critical of a past employer. 1. Your current managers will automatically think

that this is how you would talk about them if you change jobs, in or out of the company. Basically, it’s just bad form, and you’ll never look cool doing it.

2. Being the bigger person is so much better for your emotional well-being than being the opposite. It’s helpful to accept that whomever you were working for brought something good into your life.

3. What comes around goes around. Call it karma if you like, but most of us have seen how this works, so why tempt fate? Keep the negativity to yourself, and trust that things will balance themselves out.

4. If you have any business dealings with your past employers or managers, it’s going to make things very diffi cult if they think you’ve been bad mouthing them. You never know where you’ll end up. How many people do you know who are once again working for companies or with people who once let them go?

5. Everyone eventually tires of the same old song. Your co-workers or business associates may be too kind to tell you, so ask them if your behavior is over the top. Negative people aren’t fun to do business with either so maintain an appropriate attitude around clients and teammates.

6. Dwelling on the past is unhealthy emotio-nally. If you can’t stop the thoughts in your head or get past the feelings on your own, it’s usually a sign that you have some unfinished business.

7. Holding on to anger and pain is also physically unhealthy. Check yourself out and make sure you’re not neglecting your body and hurting yourself. If you fi nd that thoughts of your past co-workers or managers make you tighten your muscles, spend some time exercising and get a massage.

8. Feeling uncomfortable is a waste of time. If you’re like the rest of us, you have far too many other, more positive things to put your time and energy into. Focus on your next goal or most recent accomplishments.

9. If you need to vent, do it with a professional. Maybe your current employer has an EAP (Employee Assistance Plan) that offers some free therapy. This might be a good way to use that benefi t.

10. The truth is that working for them wasn’t all bad. Remember that you chose to work there for a reason and that you probably learned a thing or two. In addition, just in terms of mental well-being, you deserve to keep your memories as nice as possible.

See this as an opportunity to make your life a better place as you remove a reason to not feel good about yourself. Remember that every time you send out negative thoughts, you are also feeling them. •

For more than two decades Fortune 500 companies, educational institutions, and govern-ment organizations worldwide have relied on Dr. Barton Goldsmith to help them develop creative and balanced leadership. His columns appear in over 500 publications and he has spoken worldwide to groups of 10 to 5,000. Visit www.BartonGoldsmith.com for more information.

Passionate Leadership

BY: BARTON GOLDSMITH, PHD

Reasons Not to Criticize Your Ex Boss10


ESSENTIALS ESSENTIALS ESSENTIALS ESSENTIALS ESSENTIALS ESSENTIALS

Aprons, Etc. has formed a partnership with V-Tex Corporation to exclusively market its Uncommon Threads Line to the Advertising Specialty Industry.This line offers a 72-page catalog of in-stock Chef, Cook, and Servers apparel to fulfill every restaurant uniform option – from the kitchen to the table.

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To advertise your products / service call or email Maureen Today!Maureen Ph: 541-788-5022

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RELATIONSHIPS | RESOURCES | RESULTS

brilliantresultsTM

Free Product Information. October 2007 Issue.For free product information from these suppliers, 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.

Name Title

Company Industry

Address City State Zip

Phone Fax E-mail

Supplier Page No.

3M ® Back Cover

Brilliant Publishing 45

Calconix 45

GROLINE 19, 23, 31, 39

Neet Feet ® 27

Nike ® 5

Ora Labs 11

Enviropen™ by Supermatic 15

Slazenger™ by Antigua 7

Snugz Inside Back Cover

Sonoma Promotional Solutions 45

TJ MAXX ® 3

Uncommon Threads Line by Aprons, Etc. 45

Warwick Publishing Inside Front Cover


Free Product Information. September 2007 Issue.For free product information from these suppliers, 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.

TRAVELERS HAVE THE POTENTIAL to bring much-needed supplies to under funded non-profi t organizations around the world, but usually they don’t learn about those needs until it’s too late to pack for them. StuffYourRucksack hopes to solve that problem by showing travelers—before they leave on their trips—how they could help out

in a particular region.The site was recently founded by BBC

presenter Kate Humble, who recognized how often travelers end up thinking, “If

only I had known!” She explains: “How many times have you been traveling and visited a

school or community or local charity that you would love to help? The school needs books, or a map or pencils; an orphanage needs children’s clothes or toys. All things that, if only you’d

known, you could’ve stuffed in your rucksack. But once you get home you forget, or

you’ve lost the address, or worry that whatever you send will be stolen before it even gets there.”

The concept is simple: local organizations around the globe can visit the site to register what they need, as can travelers who have been there and discovered the need fi rst-hand. Travelers planning a trip can then search to see what they can bring along to help. There are no fees to be paid on either side, and a feedback section of the site allows for the exchange of tips and advice.

StuffYourRucksack is still in the process of getting off the ground, so there are no listings yet for many countries. One look at the listings that are there, though, shows how easy it could be to help. An Indian school for street children, for example, needs children’s clothing. An educational charity in Tanzania needs pencils and used mobile phones. Nice example of a grassroots initiative using the Internet to help small-scale aid fi nd its way around the world.

For more information visit: www.stuffyourrucksack.com Springwise, an Amsterdam-based independent innovation fi rm

scans the globe for the most promising new business ideas. Visit their website at www.springwise.com.

Off The Cuff

“Charity and justice are worth

a thousand ounces of gold”

~Chinese Proverb

QUOTES:

EVERYONE CAN MAKE A DIFFERENCE:HELPING TRAVELERS HELP LOCAL ORGANIZATIONS


LAST WORD

NANCY G. BRINKER PROMISED her dying sister, Susan G. Komen, that she would do everything in her power to end breast cancer forever. In 1982, that promise became Susan G. Komen for the Cure and launched the global breast cancer movement. Today, Komen for the Cure is the world’s largest grassroots network of breast cancer survivors and activists fi ghting to save lives, empower people, ensure quality care for all and energize science to fi nd the cures. Thanks to events like the Komen Race for the Cure®, they have invested nearly $1 billion to fulfi ll that promise, becoming the largest source of nonprofi t funds dedicated to the fi ght against breast cancer in the world.

Over the last two decades, this global breast cancer movement was started and has become the most successful fundraising and education event for breast cancer ever created. As pioneers of cause-related marketing, they have created Komen Affi liates serving needs in more than 125 cities and communities, developed educational tools to reach people in more than 200 countries; and become the world’s largest source of private funds for breast cancer research and community outreach programs with nearly $1 billion invested by the end of 2007.

But, Susan G. Komen for the Cure does not just dump funds and run, they create activists – one person, one community, one state, and one nation at a time to try and solve the number one health concern of women. With the help of Komen Affi liates, corporate partners, individual donors, Komen staff and activists, they have saved millions of lives, making the two million breast cancer survivors the largest group of cancer survivors today.

However, as we again mark another October, Breast Cancer Awareness Month, we still don’t know what causes breast cancer or how to prevent it; and without a cure ten million women around the world could die from breast cancer in the next 25 years.

Cancer already claims twice as many lives as AIDS worldwide. At least seven million people die of cancer each year and close to 11 million new cases are diagnosed. That’s more than AIDS, tuberculosis and malaria combined.

Through the activism of organizations like Susan G. Komen for the Cure, there have been effective changes in the fi ght against cancer. Twenty-fi ve years ago, when breast cancer was diagnosed before it spread beyond the breast, the fi ve-year survival rate was just 74 percent. Today, it is 98 percent. Nearly 75 percent of women over the age of 40 now receive regular mammograms compared to just 30 percent in 1982. But, the people at Komen believe it’s time to take an even more aggressive stance.

Viewing their 25th anniversary not as a celebration, but as a watershed moment in the fi ght to end breast cancer, they plan to invest an additional $1 billion over the next decade in breast cancer research and community health and education programs, Susan G. Komen for the Cure is putting its money where its mouth is…and its time…and its people…and their voices.

Although breast cancer is a global disease, reaction and approach to its diagnosis and treatment vary greatly by a country’s culture and economic means. Komen recognizes that no single approach to breast health will prove effective around the world so they work with local communities and organizations to develop innovative programs that best meet the needs of a particular group or culture. Ultimately, their goal is to reduce the burden of breast cancer on a global level.

This fall, Susan G. Komen for the Cure Global Initiative for Breast Cancer will be launched across Africa, Asia, Eastern Europe, Latin America, and the Middle East. The initiative aims to create a dynamic global network of dedicated activists with the skills, knowledge and vision to play a strategic role in shaping their country’s

Susan G. Komen for the CureONE VISION ~


response to the breast cancer crisis. At the core of the program is Course for the Cure™, a series of easily adaptable Komen training modules that are based on Komen’s experience in breast cancer awareness and advocacy. The modules cover fi ve key topics: Community Assessment, Volunteer and Organizational Development, Awareness and Education, Fundraising and Advocacy. To date, Komen for the Cure and its international Affi liates have:• Provided more than $14.8 million in funding for

international breast cancer research and more than $5.5 million in funding for international community education and outreach programs.

• Established international Affi liates in Italy, Germany and Puerto Rico.

• Sponsored Komen Race for the Cure® events in Germany (Frankfurt), Italy (Rome, Bari, and Bologna), and Puerto Rico (San Juan).

On this the 25th Anniversary of Susan G. Komen for the Cure, Brilliant Results had the opportunity to pose some questions to Cindy Schneible, Vice President of Development, about the organization’s renewed urgency to once and for all achieve their vision and fi nish what they started – a world without breast cancer. Cindy’s initial responsibility at Susan G. Komen for the Cure was to develop and manage the Susan G. Komen Race for the Cure® Series. The Komen Race for the Cure is the organization’s signature event designed to educate women and men and raise funds to support local breast cancer projects in addition to the organization’s national Grants Program. Under her leadership and guidance, the Race Series has grown from 24 events raising $3.2 million in 1992 to 120 events raising $119 million 14 years later. The Race Series has grown internationally as well with events in Italy, Germany and Puerto Rico.

Cindy was promoted to Vice President of Cause Marketing in 1997 and in conjunction with the Race Series was responsible for development,

oversight and staff management of the organization’s cause partnerships and programs such as the BMW Ultimate Drive® and Rally for a Cure® golf events.

To utilize her talent in building strategic programs that accelerate Komen’s mission and her extraordinary dedication to what is right, Cindy has now been tapped to lead Komen for the Cure through its next phase of growth as Vice President of Development. Focusing on developing new ideas to diversify funding sources and strengthen philanthropic giving, Cindy guides, builds and strengthens all development initiatives including major gifts, planned giving, direct mail, gift solicitation and gift management.

BR: How and when did you become involved with Susan G. Komen for the Cure?

CS: I became involved with Susan G. Komen for the Cure in 1992, as Director of National Programs. In that role, I was responsible for securing and managing national sponsor relationships for the Komen Race for the Cure® Series. Additionally, I had the responsibility for assisting our Komen Affi liates (24 at that time) in planning and organizing their local Race events. We now have 125 Komen Affi liates.

BR: In your opinion, what is the single most impor-tant service/benefi t that Susan G. Komen for the Cure off ers its members/affi liates and/or the public?

CS: Varied and diverse opportunities to become actively engaged in the fi ght against breast cancer – to save lives and impact not only breast cancer patients but their family, friends, colleagues and loved ones.

BR: October is National Breast Cancer Month. Does Susan G. Komen for the Cure have any special events planned to increase public awareness?

CS: There are many activities and events planned during the month of October. At Komen,

SUSAN G. KOMEN


we’re committed to fi nding ways to engage people where they live, work and play – and have created opportunities in each of those areas.

One of my favorite programs is Passionately Pink for the Cure. It is a national fundraising program that makes it fun and easy for anyone and everyone to get involved in the breast cancer movement. Participants are encouraged to create or join teams (could be companies, schools, religious and social organizations, or friends). They donate $5 or more to Komen for the Cure and then select any day in October to wear pink. On their “Passionately Pink” day, they are encouraged to get creative. Groups may choose to dress in crazy pink outfi ts or host fun educational events, salutes to survivors, or other activities. People can sign up at passionatelypink.org.

Other programs/events running during October range from scheduled stops of Komen on the Go – a mobile tour designed to reach and educate diverse audiences in nearly 150 cities across the U.S.; to the Komen Community Challenge – local town hall events designed to facilitate discussion about public policy issues related to breast cancer and disparities in access to care. Then there are numerous Komen Race for the Cure events as well as programs created by Komen’s corporate partners. Additionally, the Komen Affi liates have their own October events and activities. The best resource for more information on October events would be the Komen website – komen.org.

BR: In your opinion, what is the key(s) to organizing and promoting one of these special charity events? CS: To start with, engagement of individuals

who are passionate about breast cancer – and fi nding and delivering the cures to bring an end to the disease. Virtually everyone has been touched by breast cancer in some way, and many are looking for a way to get involved.

BR: What advice would you give our readers con-sidering becoming involved/partnering with or making a donation to a charitable foundation? CS: Be sure to research the organization you

are planning to support so that you understand how the organization raises and spends its dollars. At Komen, we are proud that $.84 from every dollar spent goes directly to support our mission through funding for research, education, screening and treatment. Additionally, make sure that all details regarding fundraising activities

are clearly disclosed and transparent, and that the organization and its programs are of interest to you personally.

BR: Do you have a favorite promotional product for breast cancer awareness? CS: One of the best products we have to

promote breast cancer awareness is the Promise Ring. Promise Rings come in a package of two for $5 – one to wear and one to share. They are called Promise Rings because they symbolize the unbroken promise our founder, Nancy G. Brinker, made to her dying sister, Susan G. Komen. You can fi nd them at komen.org.

Some of my other favorite promotional products range from the simple enamel pin of our exclusive pink ribbon to our cute stationary suite of thank you cards to the black quilted tote bag lined with pink satin. Each of these can be found on our website. We aim to provide a range of products so everyone can fi nd something they are proud to own or share in order to spread the life-saving messages about breast cancer awareness. •

For more information, please visit www.komen.org.

LAST WORD


BR0507_Section03 4/30/07 6:32 PM Page 13

Who do You Want to Reach?

Reach your target market by putting your product, brand or message on the communications tools they already depend

on everyday. Post-it® brand products are kept and used again and again, generating repeated exposure to your message.

The proven 3M quality helps build your brand.

For more information please contact your 3M Promotional Products Distributor or contact 3M at 1-877-863-6961 or visit www.3M.com/promote

The brand they trust, the brand you rely on.

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