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August 2007

RELATIONSHIPS | RESOURCES | RESULTS

Marketing Audit

Results

Building Award

WinnersMarketing

Audit Results

Building Award

WinnersCORPORATECASUALFALL APPAREL PREVIEW

CORPORATECASUALFALL APPAREL PREVIEW

Reasons Why Accelerating

is Worth It

10Reasons Why Accelerating

is Worth It

10

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Imprinted Calendars from

Get NOTICED Every Day!

See our full line at: www.warwickpublishing.comContact your local Promotional Products Consultant.

asi95280 | sage 57590 | upic: WARWICK

No. 611 - Value Stick™ TelephoneColor: Gray, Maroon, Beige, Mustard, Black, Blue, Red, Green, WhiteImprint Area: 2-1/4” x 1-3/8”

No. 602 - Value Stick™ TraditionalColor: Gray, Maroon, Beige, Mustard, Black, Blue, Red, Green, WhiteImprint Area: 2-3/4” x 2”

No. 604 - Value Stick™ HouseColor: Gray, Maroon, Beige, Mustard, Black, Blue, Red, Green, WhiteImprint Area: 2-1/2” x 1”

No. 955 - The Valoy Desk CalendarColor: Maroon, Black, Blue, Red, GreenImprint Area: 4-5/8” x 1-1/4“

No. 1509 - Motivations Wall CalendarImprint Area: 9-1/2 x 1-3/8”

No. 1501 - America Wall CalendarImprint Area: 9-1/2 x 1-3/8”

No. 1508 - Corvettes Wall CalendarImprint Area: 9-1/2 x 1-3/8”

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2008 Corvettes

2008 Motivations

BR0507_Section03 4/30/07 6:31 PM

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

From a full-scale corporate golf outing to the simplest of requests, make one call and three

global golf brands are working for you. 1-800-864-7231 or taylormadegolf.com/corporatesales

How long does it take tobecome the best in the game?

One phone call.

© 2007 Taylor Made Golf Company, Inc. dba TaylorMade-adidas Golf Company. adidas, the 3-Bars logo, and the 3-Stripes mark are registered trademarks of the adidas Group.

MEC

H

07.17.07 3:45 pmCFlores

Type: 4 ColorDesc: Simplify Printshaft / hat / putterPub: Brilliant ResultsPub/Vendor date: Aug

PUBLICATION NOTE: Material for this insertion is to be examined carefully upon receipt. If it is deficient or does not comply with your requirements, please contact:Print Production at (760) 231-0339

size: Pagelive: 7.125"w x 10.125"htrim:8.125"w x 10.875"hbleed: 8.5"w x 11.25"h

CLIENT: TAYLORMADEJOB#: TMCS-048401

4 Brilliant Results | August 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

44 PASSIONATE LEADERSHIPDr 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

From a full-scale corporate golf outing to the simplest of requests, make one call and three

global golf brands are working for you. 1-800-864-7231 or taylormadegolf.com/corporatesales

How long does it take tobecome the best in the game?

One phone call.

© 2007 Taylor Made Golf Company, Inc. dba TaylorMade-adidas Golf Company. adidas, the 3-Bars logo, and the 3-Stripes mark are registered trademarks of the adidas Group.

MEC

H

07.17.07 3:45 pmCFlores

Type: 4 ColorDesc: Simplify Printshaft / hat / putterPub: Brilliant ResultsPub/Vendor date: Aug

PUBLICATION NOTE: Material for this insertion is to be examined carefully upon receipt. If it is deficient or does not comply with your requirements, please contact:Print Production at (760) 231-0339

size: Pagelive: 7.125"w x 10.125"htrim:8.125"w x 10.875"hbleed: 8.5"w x 11.25"h

CLIENT: TAYLORMADEJOB#: TMCS-048401

9034 Joyce LaneHummelstown, PA 17036

Ph: 717.571-9233Fax: 717.566.5431

PUBLISHER / ADVERTISINGMaureen Williams-Berman

[email protected]

EDITORIALEditor in Chief

MaryAnne Morrill717-571-9233

Senior EditorsMichelle Donofry, Pierce Roberts

Style EditorCharity Plata

Asst. EditorMildred Landis

Contributing WritersStefan Bergill, Dan Coughlin, The Creative Group,

Jeffrey Dobkin, Susan A. Friedmann, CSP, Barton Goldsmith, PHD, Green Built Home and

Kaya Richmond, MABA, Intercommunications, Inc.,Arnold Light, CTC, MDC Group,Inc., Dave Ribble

CirculationForanyquestionsregardingsubscriptions,pleaseemail:

[email protected]

PRODUCTION / DESIGNArt Director

Percy 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 addition-al offices. POSTMASTER please send address changes to BrilliantResults, 9034 Joyce Lane, Hummelstown PA 17036. Volume 5.Number 7. Brilliant Results subscription rates: one-year $120;Canadian $160 USD; one-year foreign $225 USD. All subscrip-tions are non-refundable. Copyright © 2005 Brilliant PublishingLLC. All rights reserved. The publisher reserves the right toaccept or reject any advertising or editorial material. Advertisers,and/or their agents, assume the responsibility for any claimsagainst the publisher based on the advertisement. Editorial con-tributors assume responsibility for their published works andassume responsibility for any claims against the publisher basedon published work. No part of this publication can be reproducedin any form or by electronic or mechanical means, including infor-mation storage and retrieval systems, without written permissionfrom the publisher. All items submitted to Brilliant Resultsbecome the sole property of Brilliant Publishing LLC. Editorialcontent does not reflect the views of the publisher. The imprints,logos, trademarks or trade names (Collectively the “Marks”) dis-played on the products featured in Brilliant Results are for illus-trative purposes only and are not available for sale. The marks donot represent the implied or actual endorsement by the owners ofthe Marks of the product on which they appear. All of the Marksare the property of the respective owners and is not the propertyof either the advertisers using the Marks or Brilliant Results.

"Reinforce your life in style."

TM


brilliant resultsbrilliant results

262467

IS THAT THE BEST TAGLINE YOU HAVE EVER

HEARD? I think it rocks!! I actually “borrowed” it

from an awesome new apparel company called

Rebar™. How apropos for this issue including

Apparel wares…how genius for an apparel compa-

ny to use it.

I think we have done it again!!! In the following

pages you will see the latest in offerings from some

of the top apparel companies in the industry. We have an email story

you simply MUST read before you send another email, a Marketing

Audit, the final installment in the Accelerate series, and some more

great building success stories featuring the NAHB “Nationals” Gold

Winner for Best Marketing Campaign for a Green Built Community and

Regional Best Promotion and Azzurra the NAHB “Nationals” Gold

Winner for Best Special Promotion and Best Brochure for a Community

over $1 million, as well as a number of Silver Awards including

Attached Community of the Year. Add a little Econscious and

Motivation and you have another fine issue full of great information.

Hope you are enjoying the last of summer and getting ready for a

Fabulous Fall. I know our September issue is going to be another

Brilliant “Out of the Ballpark” issue!!!

Have A Brilliant Day,

Maureen Williams-Berman

Publisher

[email protected]

541-788-5022-

Brill492

Publisher’s Letter

_

_


THE POWER OF PROMOTIONAL products is often considered by organizations as a minor part of their marketing campaigns; however, the results of a recent marketing study in which participants were exposed to three advertising mediums: television commercial, print ad and promotional product indicates that these not top of mind items are very top of mind in their recipients’ brand impressions. Adding a promotional product to the media mix generated favorable attitudes in all cases (up to 44%).

In some instances, the promotional product medium alone achieved a maximum impact, increasing brand interest up to 69% and achieving an 84 % success rate in creating a good impression of the brand.1

When you comprise 30.78% of that 18.78 Billion dollar industry, you must be doing something right. That is the portion of promotional product dollars that were spent on wearables in 2006. With that in mind Brilliant Results is focusing on some of the industry’s most innovative apparel suppliers.

ASHWORTH ®

Ashworth’s technically progressive Nanotex doeskin wind shirts in a sophisticated color palette provide maximum style and comfort. Pre-embroidered with a tonal Ashworth/Golfman combo logo on the back of the stand collar, these long sleeve fully lined half zip, color blocked pullovers with front vertical pockets, draw cord waistband and fl at knit cuffs and inner collar are available in 5 sizes in either Gulf Blue or Sandstone.

BLAKE & HOLLISTER ®

The beautiful herringbone pattern in style 776 from Blake & Hollister makes this 100% combed ring-spun cotton shirt a classic that is appropriate for any type of corporate environment or event. This jacquard knit polo shirt features a unique texture and durability that is further enhanced by a micro-strip collar and matching welt cuffs. The placket features wood-tone buttons and is clean fi nished with a reinforced box. Double-needle forward shoulders ensure an excellent fi t. Sizes range from S – 3XL, and colors include black, natural, navy, and white.

FOCUS:

Corporate CasualCorporate CasualFALL APPAREL PREVIEW

1 Market study and industry statistics are according to the Promotional Products Association International.


BLUE GENERATION ®

New! These Blue Generation ‘Cool & Dry” Moisture Wicking Polos in 100% polyester with 3M Scotchgard Moisture Management are available in 9 brilliant colors. This relaxed fi t revolutionary shirt draws wetness from the skin to the surface of the shirt where it quickly evaporates, keeping you cool, dry and comfortable in Unisex sizes XS-6XL.

BODEK & RHODES

The UltraClub style 8470 Men’s Outdoor Escape Full-zip performance micro fl eece is available in 5 color combinations in sizes S to 3XL. This 100% polyester micro fl eece with tumbled face and shearling back, double wind-resistance, superb breath ability, cover-stitching, taped neck, zippered pockets, cuffs and hem edged with Lycra is just right for every season.

CHARLES RIVER APPAREL ®

Jackets are much more fashion oriented these days, utilizing performance fabrics, hot retail colors and convenient features. Charles River Apparel’s Women’s Soft Shell Jackets (style 5718) feature just such cutting edge design combined with hot retail colors. The soft shell fabric is breathable as well as water and wind resistant making it perfect for a variety of activities both indoors and out with styling that fl atters a woman’s body in sizes XS – 2XL. Available in a daring dove white with light grey lining and a more traditional black with a very pale pink lining, both colors are popular, but the dove white is clearly leading the pack in sales.

CRYSTAL SPRINGS ®

Whether it is a 9101 men’s 5.3 oz. short sleeve shirt in 55% cotton/45% polyester jersey with fashion collar, welt cuff and 2-button placket in sizes S–5XL; or the 6401 men’s 7.0 oz. 100% combed cotton pique, short-sleeve with fashion collar, 3-button, clean-fi nished placket edge and vent with matching twill tape, half-moon back yoke and welt cuff in sizes are S–4XL, you are sure to look stylish in the assortment of available colors.

Corporate Casual

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

DRIDUCK ®

The Frontier 5073 is the latest jacket design from DriDuck. It may not look like your average work

wear, but it performs up to your highest standards. Classic styling combined with a rugged cotton canvas gives you worn-in comfort that won’t wear out. Features include 12 oz. quarry washed boulder cloth canvas, polar fleece striped lining, contract stitching and a signature inside pocket package. Available in Sawdust in sizes S – 4XL Reg. and L – 2XL Tall.

EAGLE DRY GOODS ®

Eagle Dry Goods new Highland long sleeve end-on-end yarn dyed woven shirt is perfect for day or night. Made from 100% combed ring spun cotton in a 4 oz. weight this style features a spread collar, logo button center front placket and adjustable two button cuffs. A center back pleat with locker loop, chest pocket and bottom side gussets complete the package. Their new Easy Care finish in French or Lt. Blue will keep you looking neat and comfortable throughout the longest day.

ECONSCIOUS ®

Long or short sleeve these 100% Organic Cotton ring spun jersey with 1x1 neck ribbing, side seam construction, shoulder seams clean finished with self-fabric and double needle top-stitching details take organic to premium level. Men’s available in sizes S – XXL and ladies’ available in sizes S – XL, both in a variety of colors make it stylish to go ‘green’.

FEATHERLITE ® BY SIERRA PACIFIC

This men’s FeatherLite Oxford long-sleeve shirt, #3231, is available in white, light blue, and a brand new color, French blue. A top-quality button-down shirt made of 65% cotton/35% polyester in a proprietary fabric that is made of a finer yarn, making it lighter in weight and softer to the touch than comparable styles. It also has all the in demand performance characteristics: soil release, liquid repellant, and stain resistance. The FeatherLite Oxford features sturdy construction that includes double-needle stitching and felled seams. The men’s sizes S – 6XL include white pearl buttons and a left chest pocket. Both the men’s and women’s FeatherLite Oxford styles are part of FeatherLite’s new Business Ready® line, which includes a comprehensive collection of shirts, aprons, and ties all with FeatherLite properties and all color coordinated.

FALL APPAREL PREVIEW


FORSYTH ® FROM PREMIUMWEAR

The Freedom Shirt (Style F1514237) is a wrinkle-free, worry-free pinpoint Oxford with a button-down

collar and 37” sleeves. Its 100% 80’s two-ply ring spun cotton with wrinkle-free finish and deluxe construction features including fully-taped seams, pockets, yokes, and armholes, seven-button top set placket, left chest patch pocket plus easy care machine wash and dry make this shirt just right everyday. Available in men’s neck measurements: 15” - 21” (including 1/2 sizes, excluding 20.5”)

GABRIELLE ROHDE ROYCE ®

It is our style 755T. Quattro V-neck with Shirred Side-755TIt’s currently available in White, Black, Chocolate and Papaya. Sizes XS-XL and 1X-5X. Our new Quattro fabric is 60% pima cotton, 34% micro fiber poly and 6% Lycra™ - just luxurious against the skin no pilling or fading resists shrink and wrinkles retains its shape machine wash and dry. Ladies sizes XS-5X.

GREG NORMAN ®

A best seller in the Golf market, this polo is making noise at corporate as well. The Men’s Performance Body Mapped Polo is as technical as ever and is ergonomically updated in design. Graphics travel down the back of the polo and the same pattern flows from body to sleeve. Its sleek, refined silhouette is complete with the moisture-wicking Play Dry fabric and tonal shark teeth are featured on right sleeve. Available in Navy, black and Red Sky in sizes S – XXXL.

HARTWELL

A true fit woven 100% Cotton shirt with a subtle lattice pattern, Hartwell’s Ladies’ Non-Iron 3/4 Length Sleeve Lattice Woven Shirt (Style: WDMUH037) belongs in your corporate wardrobe. Features include an open collar, front and back vertical princess pleats, 3 1/2” cuffs with accent buttons and a shirttail hem, available in sizes: S – XL, 1X – 3X.



JOCKEY ® FROM PREMIUMWEAR

100% Ultra soft ring spun combed cotton makes the Jockey Ladies’ Full-Zip Fine Gauge Cardigan (Style 58040) in a fine gauge rib an elegant knit sweater. Features include quality fully-fashioned v-neck collar and armhole construction, an antique pewter front zipper with teardrop pull, and an even bottom hem. Available in Black, Charcoal, Dutch Blue, Leaf and Petal this machine wash and dry in sizes S – 3XL makes a perfect promotional or incentive gift.

PAGE & TUTTLE ® FROM PREMIUMWEAR

This Ladies’ Micro fiber Quilted Club Jacket, Style #1415, is cut from 90% polyester/10% nylon water resistant quilted sanded micro fiber twill. Add a self-fabric tailored collar, full-front zipper, set-in sleeves with half-cased elastic cuffs, front and back princess seams for feminine fit, two single welt zippered on-seam waist pockets, locker loop at back neck and you have an outstanding ladies jacket. Machine wash and dry in sizes S – 3XL in Aster, Purple, Black, Espresso, Tidepool and Turf.

REBAR TM

The Burnside Jacket (#OJM002) is a classic look with cutting edge features. This distinguished jacket travels well and wears even better. Lightweight, durable Mini Faille fabric with nanoskin™ resist and repel technology and Feather Touch lightweight insulation will protect him from rain, wind (and even spilt lattes) in style wherever he goes. Make sure he packs a Burnside for his next trip – business or pleasure!And for her the Broadway Jacket (#OJW001) offers a softer look especially designed with modern amenities for the in-style woman on the go. Lightweight, durable Mini Faille fabric with nanoskin™ and Feather Touch lightweight insulation will keep her warm and looking great. Here’s to that rainy day! Both of these fine jackets come in sizes S – XXXL and Black and Stone, with men’s jacket also available in Olive. Features • 100% Polyester Mini Faille fabric

RIVER’S END ® TRADING COMPANY

River’s End 3-in-1 Jackets offer the height of versatility. These jackets can be worn 3 different ways: Jacket and shell together; liner only; or shell only. Waterproof and breathable with a heavyweight, anti-pill fleece lining this jacket is just right for changing fall temperatures and is available in extended sizes.

_

August 2007 | Brilliant Results 13www.bril l iantpublishing.com

ROYAL APPAREL

While price wars have forced many manufacturers to have apparel produced offshore, a handful of garment

makers have kept their production in the United States. Royal Apparel is proud to be one of the few that offers apparel grown, knit, cut, and sewn completely in the United States. Royal has responded to the growing trend toward environmentally friendly apparel with this women’s short-sleeve crewneck T-shirt made of super soft 6-ounce 30/1 combed ring-spun ORGANIC cotton in a baby 1x1 rib. It comes in a natural color with new colors being added for 2007. This upscale style, RA2001ORG has a _-inch binding on the sleeve and the neck and a 7/8-inch bottom hem that is double-needle stitched. Side seams provide a body-hugging, contoured fit in sizes S – 2XL.

SIERRA PACIFIC

This stylish youth-size full-zip fleece jacket, style 4061, offered by Sierra Pacific, is ideal for a range of temperatures and offers the maximum in comfort with its soft, plush feel. It can be worn for sports or it makes an ideal school jacket as part of a uniform program. It’s made with Sierra Pacific’s signature anti-pill polyester fleece and features a sturdy zipper that fastens the convertible collar. Other features include nylon reinforced side pockets and elasticized cuffs. The slash pockets also have a zipper. Colors include red, navy, and black in sizes XS – L to fit any body type.

TOMMY BAHAMA ® FROM EAGLE DRY GOODS

The Tommy Bahama Style G2009 Ironwood 1/2 Zip Pullover in 84% Cotton/13% Polyester /3% Lycra is the perfect compliment to any outfit. This Leisure Tech High Performance wicking pullover’s ribbed twill collar with contrast trim, ribbed cuffs, bottom left chest pocket, ribbed trim and Velcro closure in Deep Blue or Coconut Crème makes it a perfect addition to any fall wardrobe.

VANTAGE APPAREL

Vantage’s Women’s Convertible Wind Jacket, Style #659, has a 100% polyester silky lightweight micro-poplin body with water-repellent finish. Zip-off raglan sleeves and cape back convert this versatile jacket to a vest with mesh upper back. Available in sizes XS - 3XL in navy, black or pink, this is an all-season winner.



C O R P O R A T E

Since 1987 the authenticityinnovation and confidence

continues...

www.ashworthcorporate.com

BR0307_Section03 2/27/07 4:13 AM Page C2

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THERE ARE CURRENTLY NEARLY forty regional green building programs in existence nationwide from Vermont, to Florida, to Hawaii. Green Built Home is the only such program in the upper Midwest and was founded in 1999 by Wisconsin Environmental Initiative (WEI) in partnership with the Madison Area Builders Association (MABA). As a product of a non-profit organization, Green Built Home provides neutral third party certification of green building practices that meet meaningful environmental, health, and energy standards

A multi-media campaign developed by Kennedy Communications for the Madison Area Builders Association’s Green Built Home program won Gold at “The Nationals,” presented by the National Sales and Marketing Council (NSMC), a council of the National Association of Home Builders (NAHB). This is the NAHB’s largest competition for new home sales and marketing awards.

MABA’s cooperative campaign with Green Built Home was recognized for “Best Marketing Campaign for a Green Built Community.” The 2006 campaign consisted of print, radio and television ads encouraging homeowners to build, buy or remodel “green.”

Kennedy Communications’ multi-media campaign for MABA’s 2006 Home Products Show won a Regional Award in the competition’s “Best Special Promotion” category. Both campaigns were also recognized with Silver Awards in their respective categories before advancing to compete for Gold and Regional Awards. •

Brilliant Results is proud to recognize this award winning campaign. For more information visit www.greenbuilthome.org or www.maba.org or contact Annie Johnson of Kennedy Communications at 608-288-9000.

How Friendly

If you’re building, buying a new home or remodeling—Get friendly. Get Green Built. Insist on smart options and make smart decisions. All you need is 60 points to get your new home or addition certified. Even fewer points if you’re remodeling.

And now Home Savings Bank offers “Reward Priced” mortgages

and home equity loans with interest rate reductions of up to 1/4 percent off when you build green.

Green Built Home is a program of Wisconsin Environmental Initiative and is implemented in partnership with the Madison Area Builders Association because “Builders Care.”

1pt. Outdoor decks made with recycled building materials.

4 pts.1pt. Each Home built in an existing

neighborhood, or within a half mile of a bus stop, shopping center or school.

Get Friendly. Get Certifi ed.Get Green Built.

6 pts.

3 pts.3pts. 50-year roofing material

including asphalt, concrete, slate, clay, composition, metal,

rubber or fiberglass.

7 pts. 5 pts.3pts. Natural insulation used (min 50% )

2pts. Each Formaldehyde–free insulation, or blown/sprayed-in

insulation used in walls.

4pts. Advanced framing package(e.g. 24” O.C. studs, 3 stud corners.)

1pt. Finger–jointed studs, engineered stud material.

3 pts.2pts. Home orientated with long

dimension facing within 15-degrees of south.

1pt. Garage sited between house and prevailing winter winds.

4 pts.

3 pts.1pt. Each Use of redundant straw

bale in areas with steep slopes. Protect on-site storm sewer inlets with straw bales. Save and reuse all site topsoil.

3 pts.1pt. Each Halogen or compact fl uorescent lighting in place of

incandescent down-lights or dimmer switches and motion detectors.

5 pts.

2pts. All windows have a U value equal to or lower than 0.26 (NFRC label.)

1pt. Each No metal frame windows or 25% of windows fi tted with insulated window coverings.

2pts. Install a 95% or highereffi ciency furnace.

2pts. Furnace equipped with an electronically commutated motor.

3pts. Geothermal heat pump.

2 pts.

4pts. Active solar domestic hot water heating system installed

(Min. 50% of water heating load).1pt. Water heater timer installed.

2 pts.1pt. Each Carbon monoxide

detectors/one detector per fl oor, or locked vented chemical storage

cabinet, outside of living area.

8 pts.

7 pts.

1pts. Cork fl ooring (min. 100 sq.ft .).2pts. Flooring made from reclaimed

wood (min. 50%.)

3 pts.

1pt. Exterior clothesline.

1 pt. 1 pt.

1pt. Each For manufactured joists, (i-joists), used for roof or fl oors.

5 pts.3pts. Blower door test with 0.10 CFM/

sq. ft . or less at completion of home. 1pt. Each Caulk gaps between can

light housings, exhaust fan housings and drywall.

5 pts.1pt. Each Ultra low-fl ow toilet, front load washer, or all bathroom, kitchen

and shower fi xtures with GPMlower than code.

2pts. Each Non–toxic zero V.O.C. paints used throughout home, including interior and exterior

primers and fi nishes.

★ ★ ★ Is Your Home?�★ ★ ★

★ www.GreenBuiltHome.org ★

1pt. Edible landscape planting/plan for food garden.

3pts. Native landscaping planting, min. 60% of non-paved areas.2pts. Replant live trees from site.

Printed on paper that contains 40% post-consumer fi ber.

Th e higher your score, the friendlier you are to your community and our world.

BEST MARKETING CAMPAIGN – GREEN BUILT COMMUNITY

NAHB BUILDING AWARD WINNERS

BY: GREEN BUILT HOME, ANDKAYA RICHMOND, MABA


Azzurra, the 19-story luxury residential high-rise/art museum in Marina del Rey, has won two gold awards at The 2007 National Sales and Marketing Awards (The Nationals), held in February of 2007. The Nationals is the largest and most prestigious awards competition within the new homes industry sponsored by the National Association of Home Builders. In its 25th year, The Nationals honors properties from around the nation.

The highest honor was given in two categories to Azzurra. Showcasing its incomparable art collection, Azzurra’s elegant Art Book received the Gold Award for Best Brochure for a Community over $1 million.

Azzurra’s second Gold Award was for Best Special Promotion for its Artist Reunion Event held last year. At the historic get-together attended by 20 artists, 200 guests and 60 media members, a group photograph of the LA School artists was taken by Jerry McMillan before Dennis Hopper’s “Double Standard, 2005” on display in Azzurra’s lobby.

The winning theme of this ultra-luxe L.A. waterfront residence, The Art of California Living, references Azzurra’s lifestyle and prestigious art collection—a $2 million, curator-assembled compilation of 150 works from L.A. School artists Andy Warhol, Roy Lichtenstein, Dennis Hopper and Jasper Johns as well as local icons Peter Alexander, Billy Al Bengston and Ed Ruscha among many others. Artistic works grace the lobby, public areas and all 19 residential floors of Azzurra to create California’s first-ever condo/art museum.

Additionally, Azzurra took home one of the most coveted awards of the competition—The Silver Award for Attached Community of the Year—an accolade honoring Azzurra’s phenomenal sales success of 380 units sold in one year as well as its unparalleled collection of contemporary art. Azzurra’s other silver awards included Best Overall Ad Campaign, Best Direct Mail and Best Landscape Design for an Attached Community. •

Brilliant Results is proud to feature this award winning community. For additional information please visit www.intercommunications.com.

AZZURRA WINS GOLDBY: INTERCOMMUNICATIONS, INC.

Dennis Hopper, Peter Alexander and Joe Goode at the Azzurra Artist Event


1. ACHIEVE SIGNIFICANT, SUSTAINABLE AND PROFITABLE GROWTHFar more important than EPS (earnings per

share) is SSPG (signifi cant, sustainable and profi table growth). The former is based on a myriad of analyst opinions and market forces that may have nothing to do with building long-term success. However, the organization that has hired and developed the right people in terms of values and talent and passion for their desired outcomes, has a clear and effective strategy, and executes the details of their business successfully is much more of an accelerator than the organization that has a temporarily high stock price. Jim Collins, in his book Good to Great (HarperCollins, New York, 2001) clearly describes eleven organizations that achieved SSPG while not receiving any of the accolades of organizations that had brief moments of very high stock prices.

2. KNOW YOU MATTEREDAt the end of the day, accelerators know they

made a difference. They know their involvement in a project mattered in the lives of other people. In his fi nal speech just 24 hours before he was killed, Dr. Martin Luther King, Jr. said, “I just want to leave a committed life behind.” Clearly, Dr. King was one of the greatest accelerators in the history of the world. In a matter of thirteen years he literally transformed the conscience of the United States and his impact continues to thrive well into the 21st century. And what was the goal that drove him day after day? It was simply to leave a committed life behind. To know that what he did every day mattered in the lives of other people. He was not obsessed with short-term personal results, but rather with achieving long-term greatness for our country. Imagine having that sense of purpose and passion in what you do everyday and then doing it over and over again.

10reasonsWHY ACCELERATING IS WORTH IT

BY: DAN COUGHLINEDITORS NOTE: The fi rst section of this article “Ten Reasons Why Accelerating Is Work” was published in the July 07 issue of Brilliant Results. Following is the second and fi nal section.


reasons


3. EXPAND YOUR SKILLSMany times people approach me as an Executive

Coach to talk about developing their leadership skills. I always say that I don’t focus on skill development. I focus on working with people to achieve their most important business outcomes. I explain to them that on the way to achieving critical outcomes they will develop certain skills. However, the focus has to remain on the achievement of the outcome and not on the development of the skill. If you do it the other way around, you develop a toolbox of skills with no achievements. However, by going after a difficult objective, you achieve the desired result and develop skills that can be used in many other ways.

As you move from one level of effectiveness to the next, be aware of the skills you’re developing and constantly ask yourself how you could apply those new skills toward even greater achievements.

4. PREPARE FOR LONG-TERM SUCCESSFew things are more frustrating than being

a one-hit wonder. We all know people who achieved extraordinary success and then never came close to it again. Accelerators build a steady series of achievements by learning new skills, applying those skills toward a variety of meaningful objectives, and then repeating that cycle over and over again. This continuous loop of developing and applying skills actually becomes

part of the accelerator’s modus operandi. As they work toward a specific objective they understand that they are honing current skills and developing new skills that will be applied in future situations. Consequently, one of the biggest benefits to being an accelerator is knowing you will achieve long-term success. You are not just developing new skills. You are developing the skill of developing skills. And the latter is much more powerful than the former.

5. ATTRACT DISPROPORTIONATE OPPORTUNITIES

In corporate America, they call this “brand equity.” Brand equity is the difference between what a business unit should achieve on average and what it actually does achieve. For example, if there are ten similar retail stores in a geographic area, they should, on average, each receive 10% of the revenues generated in that market. However, that’s not what happens. The great brands attract a much higher percentage of the consumers than the weaker brands. The difference is the “brand equity.” The same thing happens for accelerators. As they prove their ability to continually increase the rate of achievement, they are continuously given more and better opportunities. This happens in every organization. When someone develops a reputation for getting things done, people keep handing them more responsibilities.

“We all know people who achieved extraordinary success and then never came close to it again. ”

Steve Jobs, CEO of Apple, and his team members developed a myriad of skills as they continually improved the personal computer. However, along the way, they developed skills that eventually led to the Pixar animated film studio, the iTunes Music Store and to iPods. As their skill base grew, they created new ways of adding value to consumers. Similarly, The Walt Disney Company developed technology in making both animated and live-action films that was merged together in the film, Mary Poppins. After Michael Jordan retired the first time, he realized he needed to develop a new shot to compete in the NBA because age had taken the edge off of his dunking skills. Consequently, he developed an almost unstoppable fadeaway jumper. This expansion of skills allowed him to win three more championships before he retired for good.

In 1969, Roger Staubach joined the Dallas Cowboys as a backup quarterback and continued in that role until midway through the 1971 season. From 1971 through 1979, Staubach was one of the most successful quarterbacks in NFL history. He played in six NFC championship games, went to four Super Bowls and won two of them. In 1970, he began selling real estate and in 1977 started his own commercial real estate company, The Staubach Company. By 2002, his company had annual sales of $220 Million. He is a great example of developing values and skills in one profession (namely, leadership, perseverance, integrity, respect, teamwork and balance) and applying them effectively to another. What skills are you developing right now that could be applied in another group, department or industry? What skills could you develop right now that would be applicable to other groups, departments or industries?


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What are you doing to motivate employeesand improve company performance?Tangible incentives really work. In fact, in a well-designed program, incentives are proven to increase an individual’s performance by asmuch as 27%*.

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Become a powerful motivator.Register Today !Be sure to take advantage of MotivationConnect,a personalized program that matches youwith the most relevant people, products,and events at the show. Becausethis year, it’s personal…

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6. INSPIRE OTHERSOprah Winfrey has achieved extraordinary

success as an entrepreneur. Not only has she led her top-rated talk show for more than twenty years and developed a best-selling magazine, but she also spawned another hit show, Dr. Phil. Yet her greatest contribution is not to herself, but to the millions of people she has inspired over the years. She inspires people everyday to reach for their dreams, stick to their principles and have the courage and tenacity to hang in there.

7. RAISE THE BAR FOR YOUR INDUSTRYThis one could be called “The Tiger Woods

Effect.” Accelerators raise the standard of what is considered great, and this impact generates a ripple effect throughout their entire industry. While it may seem to require endless hours of grueling effort to be an accelerator, the impact throughout your field of work could be extraordinary. The desire to compete with Tiger Woods caused a significant increase in conditioning for members of the Professional Golfers Association. As you continually raise your standards, you impact your colleagues and create a positive ripple effect on other people.

8. LEAVE A LEGACY OF EXCELLENCEIt didn’t take long for executives to stop quoting

Jack Welch, the former CEO of GE, and start quoting Jeff Immelt, the current CEO of GE. This is part of the passage of time. However, Welch left a legacy of excellence in terms of continually upgrading the level of management talent at GE and developing several CEOs for other major corporations. For the accelerator, it’s never about a single achievement, but rather about the overall impact they leave behind. The effort is worth it because of the legacy left behind and the on-going impact on other people’s lives.

9. MAKE LIFE BETTER FOR OTHER PEOPLEIncreasing the rate of achievement cannot

happen in a vacuum. A person goes from one level of success to another by adding value to other people. It’s impossible to do it any other way. Consequently, the greatest benefactor of any increase in sustainable growth is not the accelerator, but the people who have received value from the accelerator. Sidney Poitier certainly had a great acting career, but the greatest benefactors of his career were the millions of audience members who were touched by his performances. Mary Kay Ash built a great business in Mary Kay Cosmetics, but the greatest recipient of value were the thousands of Mary Kay reps and hundreds of thousands of customers. The greatest benefit of acceleration goes to the people whose lives are improved.

Sidney Poitier was one of Hollywood’s brightest stars in the 1950s and 1960s. He accelerated as an actor because of all the things discussed in this paper. He kept focusing on getting better, on honing his craft. As a result, his career grew and greater opportunities came to him. However, in the process of accelerating his career, he inspired a young girl named Oprah Winfrey. That’s what accelerators do. They inspire others to reach for greatness.

Ralph Lauren did it by creating a brand, Polo, that had an aspirational quality to it. People bought his products mainly because the purchase signified they were moving up in the world. As Ralph Lauren the individual accelerated his career he inspired many other people to reach for their dreams. This is “the accelerator’s impact.” They have a way of igniting people to pursue their passions. The benefit to the accelerator is a sense of fulfillment they cannot achieve merely through their own accomplishments.

Oprah Winfrey, Peter Drucker, Tiger Woods, Ted Drewes, Jerry Yeagley and Tom Becvar. All of these people created an on-going legacy that will far outlast any of their careers. In case you’re wondering about the last three names, Ted was my first major employer and runs a highly successful frozen custard stand in St. Louis, Jerry was head soccer coach at Indiana University where he won six national championships and was my boss for ten summers, and Tom was my high school teacher par excellence. The fact you probably have never heard of them underscores an important point: leaving a lasting legacy does not require fame or fortune. It simply means that the accelerator’s impact lasted far beyond their individual achievements.

“Oprah Winfrey has achieved extraordinary success as an entrepreneur. Not only has she led her top-rated talk show for more than twenty years and developed a best-selling magazine.”


10. PREPARE YOURSELF FOR THE NEXT CLIMB

In the January 26, 2004 edition of Fortune magazine, Howard Schultz, Chairman of Starbucks said that Starbucks was merely in the second-inning of a nine-inning game. He had run the company for 17 years and there were 7500 Starbucks stores around the world. Yet he saw the company as just starting to gain momentum. Every accelerator sees their current status as a mere point on the climb upward. All of their experiences, knowledge and talent can now be deployed toward taking the next climb upward. Peter Drucker wrote some terrific books in his nineties, John Wooden won his first NCAA championship in his fifties, Tom Cruise continued to seek the next challenging film after twenty years in the business and Oprah Winfrey continued to create new value long after she surpassed all of her financial dreams. The greatest benefit of acceleration is the increased capacity for going onward and upward.

As a keynote speaker, Dan Coughlin provides practical advice to accelerate your key business outcomes. As an executive coach, he has spent more than 3,000 hours on-site working with executives in over 20 industries. His clients include Toyota, McDonald’s, Marriott, Coca-Cola, St. Louis Cardinals, GSD&M, Boeing, and AT&T. His new books, Accelerate: 20 Practical Lessons to Boost Business Momentum and Corporate Catalysts: How to make your company more successful, whatever your title, income, or authority are now available. For additional information, e-mail Dan at [email protected], or visit www.businessacceleration.com.

ACCELERATION QUESTIONS

1. What are your organization’s highest priority business outcomes?

2. What is the work you need to do to accelerate them?

3. Why is it worth it?

SOURCES OF ACCELERATION

Good To Great: why some companies make the leap and others don’t by Jim Collins (HarperCollins, 2001, New York)

This book became an overnight classic on how organizations accelerate and separate themselves from the rest of the pack. Ideas such as “First Who, Then What,” “Get the right people on the bus,” and “Level 5 Leadership” became part of everyday business language. This certainly falls in the “must read” category for anyone who seriously wants to consider the discipline of acceleration.

Walt Disney: An American Original by Bob Thomas (Hyperion, 1976, New York)

A personal favorite of mine, this admittedly pro-Walt Disney book explains how one individual overcame obstacles and adversity along the way to becoming an icon. Perhaps the greatest key to Walt Disney’s success was his capacity for applying his strengths and passions toward a meaningful objective. In doing so, he generated success far beyond his wildest dreams.

“The greatest benefit of acceleration is the increased capacity for going onward and upward. ”


THE BIG QUESTION THESE DAYS in the Meetings, Incentives and Events industry is how to best understand the value of your target audiences reward program or event. One way to do this is through ROI. Return on investment (ROI) has been perhaps the hottest buzzword in the incentive and meetings industry and for good reason. With a carefully designed mathematical model you can actually calculate how much the event cost and what the physical return on that cost yielded or did not yield. This will help you better understand your target audience. Now, many planners are concentrating on the return of objectives (ROO). Which is best? There is no best. What’s most important is what the original purpose of the meeting, incentive or event was created for. You can really measure and understand anything you like as long as you defi ne what it is you want to measure. Of course measuring the results of a sales incentive program based on a numerical increase is very simple.

Not so easy are measuring an offi ce employee’s contributions to a company’s bottom line. Here is where you need to spend some time not only developing what to measure, but HOW to measure. For example, in order for the measurement to be successful you must isolate a maximum of three criteria you want to measure about a function or activity. Then benchmark this against the desired outcome. To get an idea of how to better do this, I refer you to a study produced a while ago by The American Productivity and Quality Center for the SITE Foundation, entitled, “The Master Measurement Model of Employee Performance.”

To this day in my view this study is the best document on how to measure non-sales incentives.

Regardless of which way you think unders-tanding an event’s effectiveness should go the important part is that you design the

right measurement tool. Many planners try to make a case for one or the other ROI

vs. ROO. In fact measuring ROO is really measuring ROI but with a different set of parameters. The metrics may not be dollars and cents but make no mistake there will have to be metrics otherwise you will not be able to substantiate any fi ndings in your model.

I’ve recently learned of a new book that may give you further insight into this important topic. While I have not yet completely read the book, its title, “Proving the Value of Meetings and Events: How and Why to Measure ROI”, sounds like a good how to book and could shed some “Light” on the issues discussed in this column. It is published by MPI and ROI Institute Inc.

The Light Group has a great ROI model that we’ve used for some time and I’d be pleased to share it with you. Just email me a short note of what your need is and I’ll send you the ROI model.

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.

YOU CAN UNDERSTAND YOUR TARGET AUDIENCE BY

UNDERSTANDING ROI!

BY ARNOLD LIGHT, CTC


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SO I WAS SITTING HERE calmly towards the end of a hot Friday afternoon after a long week of a marketing audit I performed for a midsized fi rm. Audits are always fun - poking around and picking out the sobering fl aws in other’s marketing campaigns. Interesting, too. Plus, I’ve always had great hindsight. My hindsight is one of the best. It’s foresight that gives me trouble.

No Matter. Presenting my analytical review today to a high level executive was diffi cult. Some are thankful for the help and anxious to start; some are gracious and like what you say but don’t follow recommendations. Others - like today - are disbelieving that their fi rm has so many readily apparent holes in their marketing

campaign. Readily apparent if you have 30 years fi eld experience. After analyzing the marketing

strategy of over 500 companies, I can see a hole in a marketing campaign from the parking lot.

On a client’s behalf, when the dust settles it’s always good to fi nd that your fi rm can trim your marketing budget by 50% and still be as effective; or spend the same amount and double your inquiries and sales.

Here are the most common mistakes I fi nd:

THE NUMBER 6 MISTAKE: NO TELEPHONE SUPPORT.

…Or not enough of it anyway. Good phone support in the sales department means salesmen can concentrate on sales, and provide upper level customer support. This frees top-level-performance sales personnel from the drudgery of too much detail, and lets them concentrate on the larger picture and more valuable relationship management of big clientele.

Sales-oriented telephone representatives can secure warm leads for the sales department, make and confi rm appointments, and get back to people with details or with answers to questions.

Telephone customer support…Real help from real helpful people. Why burn out sales people, or ask them to do anything but get more sales? TSRs should handle routine questions, research, and getbacktoya’s. You know, I’ll getbacktoya. Good TSRs are worth their weight in well, salespeople.

MARKETING AUDITRESULTS

BY: JEFFREY DOBKIN


THE NUMBER 5 MISTAKE: NO SALES PLAN.

Salesmen wander aimlessly. No weekly meetings. No follow through with other sales personnel and management. No systems, no checks and balances, and no wonder leads go in the top and fall out the bottom.

Even great sales personnel need a plan of action, and a scorecard. Without this, how does management know what they are doing?

THE NUMBER 4 MISTAKE: INEFFECTIVE PROSPECTING.

Sending sales personnel out to drive down Route 30 may work for Verizon, but doesn’t work for your firm unless you’re a local restaurant dropping off menus. There are better, more effective ways. And there are so many of them, they can’t be listed here. Read a book on them.

When sales are of great value and are worth thousands, hundreds of thousands or millions of dollars, sales teams should be divided into prospecting teams and account relation-management specialists. The relationship team spends 80% of its time on increasing the longevity of the top 30% of your customers and ensuring better prospects convert into sales. These guys should be good at golf, nice dinners, and socializing.

THE NUMBER 3 MISTAKE: NO ADVERTISING TRACKING.

Data is lost somewhere in the sales pipeline. This hurts because although sales may be good - thus justifying the present system, they are expensive. Costs could be substantially trimmed if a tight tracking program was in place, so the next round of leads and sales would be half the cost…Yea, half.

For example, a firm runs ads in two industry magazines. Both produce 60 to 75 qualified leads per issue. So the marketing department is happy. But without following the leads back to the source, who knew the leads from magazine “A” consistently closed at 40%, while leads from magazine “B” closed at under 5%.

Better results could be achieved by reducing the size of magazine “B” ads, and investing that budget in increasing the size and position of magazine “A” ads. What? You don’t ask for better

position of your ad when you tell the magazine staff you’re thinking about increasing the size of your ad if they can give you better (far-forward) ad position?

THE NUMBER 2 MISTAKE: NO FOLLOW UP.

Is your advertising and marketing money being trashed by your sales personnel? Do you get a hot lead in the front door, the salesman makes the phone call and then when the prospect doesn’t buy immediately the lead is filed to be looked up again sometime between later and never? Is that your marketing program?

Most sales are lost because the sales person or rep simply never called back — a third and a fourth time…too much rejection for the salesman to take? He or she doesn’t know what to say on the phone in the fourth contact? Write a letter and post card series and mail top prospects every 4 to 6 weeks. This keeps you in top of mind awareness, and the sales person can always discuss what was featured in the mail piece. By the way, did I mention my specialty is creating top-of-mind mailing pieces? AND THE NUMBER 1 MISTAKE, the mistake I see more often than any other in the marketing program of 99% of the firms that I work with: No coherent PR plan.

Most PR plans range from nonexistent to totally lacking. Hey, you need to sit down right now and hammer out a good PR plan to use over the next year. I’m talking about Press Releases, press contacts, media events, and whatever.

Using the press in your favor is one of the least cost and most effective ways to market your products and services, and brand the image of your company. Don’t know how or what to do? Hey, gimme a call for my free articles on press releases. By the way, did I mention my specialty is creating response-driven press releases?

Jeff Dobkin is a humorous speaker specializing in direct marketing, sales and motivation. His specialty is generating phone calls for clients by writing their sales letters, direct response ads and direct marketing material. He has written 5 books on marketing and humor. Visit him at www.dobkin.com. 610-642-1000 rings on his desk. Buy his books…he needs the money.

“When sales are of great value and are worth thousands, hundreds of thousands or millions of dollars, sales teams should be divided into prospecting teams and account relation-management specialists.”


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IN THIS NEW WORLD OF E-BRANDING, the Internet has become more than a gimmick or a mere line item on the communications budget. It can now play a pivotal role in enhancing brand relationships and corporate reputations. Yet 99% of companies don’t carry this type of brand marketing to their email communications.

The Internet offers a huge advantage over traditional mass media. The speed people can move from awareness to action on the Internet is a true differentiator and challenge for e-marketers. This requires a new way of thinking about how to design Web sites and related marketing communications like email.

However as the author of The End of Marketing As We Know It, Sergio Zyman says, there is no difference between building an Internet brand and a traditional brand. In effect, the steps to bond prospects to brands are essentially the same. The difference, however, will be the speed a brand can transition prospects to customers.

Prospects pass through several stages before embracing a relationship with a company:

• Awareness • Familiarity • Trust • Commitment These stages are driven primarily by reputation

elements.

AWARENESS The fi rst is the consumer becoming aware

of the company or its brands. At this stage the prospective buyer can recall or recognize the name of the company. That does not mean trust in the brand, but simply a sense of the company as a player in some product or category.

FAMILIARITY During the second stage, the prospect becomes

familiar with the company through acquiring an appreciation of the products or services offered, and various related features.

THE MARKETINGTOOL THAT WILL CHANGE YOUR BUSINESS RELATIONSHIPS FOREVER!

BY: MDC GROUP, INC.

“Don’t Send Another Email Until You Have Read This Article”


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www.bril l iantpublishing.com August 2007 | Brilliant Results 31

Reason For Adopting OnLetterhead Branded Email

Bartley J Patterson, General Manager, stated “As RE/MAX Classic has grown in the marketplace; we have continually tried to find ways to differentiate ourselves from our competition. We also wanted to convey the company mission of RE/MAX Classic to all of our Co-operative agents and let them know we had better systems, some of the best statistics and a phenom-enal management team.”

Challenges Re/Max® Classic had worked for several years developing

all types of email signatures but after experimentation and implementation, they still didn’t deliver the complete mes-sage they were looking for.

Solution OnLetterhead was deployed in the Re/Max® Classic Of-

fices. They first addressed the agents’ needs and looked to provide a consistent, highly professional email template that an agent had flexibility to customize.

Design Elements Working with the OnLetterhead design team, Re/Max®

Classic choose to maintain brand consistency and base the email templates on their existing website. They took advan-tage of the dynamic ability of the OnLetterhead system and incorporated the following action links into their designs:

Results & Re/Max® Classic Feedback

Bartley J Patterson, General Manager, has reported the following:

With the IEC (Internet Empowered Consumer) provid-ing over 50% of our company leads in the past years we needed a system to respond to effectively re-spond and continue the online relation-ship. OnLetterhead’s design team put together some very attractive designs for each of the templates. The templates allow us to adver-tise feature homes with pictures and hyperlink to again drive traffic right to the home. The agent can also config-ure the 4 custom buttons to different search engines to review homes or get additional information directly from the agent’s personal website.

The management thought that using a professional consistent email template for cooping agents would also be a great benefit. Agents are constantly moving from one real estate company to another and our template allows us again to differentiate ourselves from all of the other Real estate companies. OnLetterhead allows us to create multiple profiles to be used, so we can have a recruiting profile, and agent profile and a personal profile. This flexibility makes these templates versatile to be used in all email commu-nications. The templates have been responsible for several phone calls placed to us and interviews conducted after those calls.

Bottom line… OnLetterhead provided a highly profes-sional consistent corporate image that we were looking for at a minimal cost. Our agents are excited, our management is thrilled and our competition knows we are the best.

RECRUITING DESIGN CLIENT DESIGNS

Company History Search Properties

Company Statistics My Homepage

Commission Calculators My Visual Tours

Meet The Management Contact Info

Technology

Agent Testimonials

Training Programs

Why Re/Max®

Schedule A Meeting

CASE STUDY EXAMPLE:Re/Max® Classic Real Estate


TRUST The next stage takes the relationship to a

deeper level. The potential customer becomes motivated to purchase a product or service because of the perceived benefits derived from particular features. During this phase, positive imagery about the brand or company encourages a feeling of trust, which in turn, enhances the relationship-building process.

COMMITMENT The final stage is the most important. At this

stage, a transaction occurs that consummates the relationship. The prospect and the company each get something from the other. They are no longer strangers. Both comprehend something about each other, hopefully encouraging many repeated exchanges.

In looking at media choices for creating this desired relationship, the advantage of the Internet over mass media is obvious. Mass media cannot communicate with individual prospects in a customized way. The Internet enables communication based on where each prospect is in the four stages of the relationship-building process.

With traditional media, the messages are sent out to the world no matter what level of trust and interest the company has previously generated. Accordingly, some prospects are told what they already know. Others are not able to learn what they need to know to engage further.

By contrast, a well-executed e-branding strategy, expressed in a well-designed website and integrated e-marketing program, can adapt communications to match the aspiring buyer’s needs and wants at any stage in the relationship-building process.

Most companies however are not using their main source of communication (email) to accomplish the 4 stages above. You always use company letterhead when sending letters to clients; it looks professional, reinforces your brand, and contains your key contact information. You should be doing the same for your e-mail messages. E-mails that are designed in HTML format — with color, graphics, and text — look much more professional and polished than plain-text e-mails. By using e-mail that’s centered on your brand, you reinforce your professional image with every e-mail message that you send.

In fact more emails are sent than phone calls made in a day. • 97% of business surveyed confirmed that email

is more effective than a traditional phone call.• 100% of these companies have a brand, yet 99%

of them don’t carry this brand to their email communications.

Companies spend so much money and effort on their brand and identity, so why is so little spent on the electronic communication they use most?

What’s the best way to design and implement your branded e-mail? It makes the most sense to work with a company that specializes in doing just that.

There are a number of companies that can create a branded look for your emails, but your emails should do so much more. Some provide many calls to action including linking to your website, showcasing specials, adding pictures, video links and virtual tours. As an example, MDC Group’s OnLetterhead product is a sophisticated interactive marketing tool designed to allow businesses to brand their everyday emails. This product’s software will work within a company’s current email program whether web based or not, so companies don’t have to change the way they send emails! The only thing that changes is the effectiveness of the company emails increase dramatically.

A company’s once plain emails are transformed into dynamic sales pieces! With email branding you give your everyday email the attention it deserves and watch the positive impact it will have on your business. It makes sure that every email leaving your office carries the look of your sales material and maintains brand consistency. Most importantly branded email allows your email to stand out, look professional, and work for you when you are not there. •

MDC Group Inc. specializes in providing unique technology solutions for a company’s marketing, incentive and promotional needs. Headquartered in Clearwater, FL. MDC’s staff has found innovative and cost effective ways to assist clients in communicating their promotional or marketing messages to create a “point of difference” in the marketplace for those clients. For more information go to www.mdcgroupinc.com or call Nick Wyatt at 1-888-851-0466, extension 702.

“With traditional media, the messages are sent out to the world no matter what level of trust and interest the company has previously generated.”


David Selsky from the Environmental Working Group, www.ewg.org recently contacted Econscious, an eco-friendly business-to-business manufacturer created to meet the fast growing demand for organic and sustainable clothing and accessories in both the promotional and private label markets. The Environmental Working Group was looking for a certified organic cotton promotional piece that could be given to new and old members who pledged $65.00 to the group’s action fund. After considering the full range of the Econscious’ collection of unbranded men’s and women’s apparel and

accessories, which use carefully sourced organic and sustainable fibers to create the finest quality products, the group chose the Econscious 100% organic Everyday Tote.

The decision was made to have the Environmental Working Group “Shoppers guide to pesticides” list printed on the bag as a vivid reminder of what

fruits and vegetables contain the highest levels of pesticide residue. In order to stay consistent with the message, the art was screen printed with non-PVC inks on a Pacific Blue Tote.

The initial order was delivered at the end of May. After only a month and a half, due to the tremendous success of the promotion, they are reordering the

bags for a second run.

This is just one of the many success stories that are becoming a part of the promotional/incentive merchandise sector focusing on the use of “green” products in a world where a seismic shift is occurring towards sustainable practices. By purchasing organic cotton products everyone can be a part of this movement, make a positive statement about their brand and at the same time reduce their environmental impact on

our planet. Econscious wants to make it easy for big and small businesses alike to be responsible and do their part in protecting our planet. Isn’t it time everyone became Econscious?

Econscious is headquartered in Petaluma, California. For more information, please visit www.econscious.net.

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Provide exciting venues, memorable themes, and engaging training programs, and your meeting attendance will increase—not to mention your ROI. At The Motivation Show, you’ll find over 1,500 hotel and resort properties, cruise lines, and exotic meeting locations, plus a

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Tangible incentives really work. In fact, in a well-designed program, incentives are proven to increase an individual’s performance by as much as 27% - 44%*.At The Motivation Show, you’ll find

over 2,000 exhibitors of brand name merchandise, gift cards, and exciting travel and meeting destinations, plus a series of professional seminars on effective incentive, recognition, and meeting program planning. It’s a one-stop shop for exciting ideas to reward extra effort and increase company productivity.

Take employees for granted, and they may just take another job. But a well-designed incentive program will help you reward your best employees and express your appreciation for a job well done.

At The Motivation Show, you’ll find over 2,000 exhibitors of brand name merchandise, gift cards, and exciting travel destinations, plus a series of professional seminars on effective incentive, recognition, and meeting program planning. It’s a one-stop shop for all of your incentive and recognition needs.

Offer your clients NEW ideas to expand relationships with customers, channel partners, salespeople, and shareholders, and they’ll remain your clients. At The Motivation Show, you’ll find over 2,000 exhibitors of brand name merchandise, gift cards,

and exciting travel destinations, plus a series of professional seminars on effective incentive, recognition, and promotion program planning. It’s a one-stop shop for all of your promotion planning needs.

*Research findings from Incentives, Motivation and Workplace Performance: Research and Best Practices, sponsored by the International Society for Performance Improvement.

DRIVE SALES. ATTRACT CUSTOMERS. REWARD EMPLOYEES.

Those are pretty solid reasons to attend The Motivation Show, where you’ll find the world’s largest collection of ideas to stimulate sales, improve performance, and reward service…

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“Those are pretty solid reasons to attend The Motivation Show, where you’ll find the world’s largest collection of ideas to stimulate sales, improve performance, and reward service…”


Retention Attention:

WITH THE DEMAND for creative talent still high, retaining skilled marketing and advertising professionals is as challenging — and important — as ever. Following are some time-tested retention strategies to keep your marketing team happy, engaged and loyal to your fi rm:

SHOWCASE YOUR SALARY SMARTS. Research current compensation standards

and trends to make sure the salaries you offer employees are above or at least on par with competitors in your area. Excellent resources include The Creative Group’s annual Salary Guide and the U.S. Department of Labor’s Bureau of Labor Statistics. In addition to base salary, consider establishing an incentive program. For example, if an employee creates a direct marketing campaign that not only exceeds the desired results but also comes in under budget, reward the person with a special bonus.

SAY THANKS. Money isn’t the only motivator. Sometimes

the simplest retention tactics are the easiest to implement. Never underestimate the value of expressing gratitude for a job well done. Did a designer drop everything and pitch in to help make a last-minute branding initiative a shining success? Be sure to promptly reward him or her by writing a thank-you note or acknowledging the assistance in a team meeting or the company

newsletter. Put simply, don’t wait until annual-review time to praise an employee for stellar work. Timely recognition boosts morale and shows employees you are paying attention to their efforts and value their contributions.

GET FLEXIBLE.

Do you help your team members better manage professional and personal obligations? If not, you should. Maintaining work/life balance is important to employees. There are many programs and initiatives companies or individual departments can implement to help workers balance their lives. Building an on-site daycare center or fi tness facility might not be in your control, but you may have the ability to offer alterative work arrangements such as telecommuting, fl extime or job sharing.

FOSTER BETTER COMMUNICATION.

To help workers feel personally invested in the fi rm’s future, share appropriate information about the business and how their efforts contribute to the company’s goals and bottom line. Keep in mind that communication should fl ow both ways, so listen to your staff as well. Maintain an open-door policy so people can come to you with questions and concerns. By encouraging feedback, you’ll send the message that their ideas and opinions matter. And don’t wait around for them to stroll into your offi ce — make it a point to check in with each staff member regularly.

KEEPING THE FOCUS ON KEEPING YOUR BEST EMPLOYEES


BY: THE CREATIVE GROUP

PROMOTE GROWTH. If you have an open marketing position, fi rst look

inside the company to fi ll it. Not only does this cut down on the costs of hiring and training an outside candidate — it also boosts morale because others will see there are growth opportunities within your fi rm. In addition to awarding promotions, be sure to provide new job duties to promising and devoted employees who are interested in advancing their careers. This will prepare them to take on additional responsibilities in the future while instilling loyalty.

TRUST YOUR STAFF. Let team members take ownership of

their assignments. Empower your staff by encouraging entrepreneurial thinking and smart risk taking. People tend to do a better job on

projects when they’re accountable for their own decisions and actions, and are allowed to put their personal stamp on work, as opposed to being micromanaged and asked to simply “follow orders.”

By employing savvy retention tactics, you can avoid the high costs associated with recruiting, hiring and training new marketing staff. Remember that every step you take to make the overall work environment more inviting and rewarding increases the likelihood that you will keep your best employees. •

The Creative Group is 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.

Retention Attention:


Hard to believe… In 1987, just twenty years ago, microwave ovens were not commonplace. “Walk Like An Egyptian” topped the charts; our Supreme Court told Rotary Clubs they had to admit women. Reagan was our President and “41” was waiting in the wings. Prozac was introduced. The average price of a new home was $127,000. Gasoline was under a buck and McDonalds was only serving a mere 20 million customers a day. Portable computers were catching on but the sheer weight of them provided you a built-in workout regimen.

Back on the farm in Indiana, things were even less advanced. We sipped homemade lemonade and sat out in the yard on the hotter nights, waiting for cool breezes. The June bugs would encircle our pole light and were so huge they could routinely bring to the ground even the biggest unsuspecting motorcycle rider.

It was a simpler time, where business was done on a handshake and word of mouth referrals were the norm.

Things have sure changed. Handshakes don’t always cut it, unfortunately, and study groups and pinpoint accuracy are replacing the ‘take a shotgun instead of a rifl e so you’re sure to hit something’ approach. I recently consulted with a client who was heading for a special 2-day tabletop event and said he wanted to have some promotional items to give out. My interrogation then proceeded to reveal that there were going to be about 1400 of his targeted industry at this event. The exhibition hall where people would go before, in-between and after closed guest-speaker sessions was open for 7 hours and the event would last for two days. So, effectively, there would be about 14 hours of hope to connect with1400 attendees and he wanted, to no surprise, 1400 promotional items. We looked at the numbers. He soon came to realize that the shotgun approach meant he would have to speak to 100 per hour non-stop, have meaningful conversations with each and then follow up. What kind of return, I asked, did he expect from this effort?

We went on to develop a strategy utilizing a series of pre-show mailings that included a promotional item, narrowed down the number we went after to fi t with his 80% batting average and launched a whole campaign that was much more target-specifi c. He spent roughly the same amount of money but brought home a much better return on his investment of time, money and energy. Interestingly, he is excited to have a plan in place where there wasn’t one before.

The Shotgun approach to your marketing and promotion might need to be revisited. Time is our most expensive commodity and you cannot waste it anymore. Is being specifi c about whom you target the Personal way to gain your share of the marketplace? You bet. It’s ALL Personal.

Dave Ribble is President of The Company Image, Inc./Geiger. Take a few minutes to fi ll out his 8 simple questions at www.TCI4Me.com or contact him directly at [email protected]. 818.906.9894

It’s ALL Personal

DAVE RIBBLE

“It was a simpler time,

where business was done on a handshake and word of mouth referrals were

the norm.”


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IN AN IDEAL WORLD, we would all only have to do market research once. We could learn everything there is to know about our target audience, and then, secure in our knowledge, tailor make our products and services. Everything would literally fl y off of the shelves, because we’ve matched it perfectly to our target market’s wants, needs, and desires.

However, we don’t live in an ideal world. People change, continually, and since most target audiences are composed of people, that means you’ve got a problem. That market research you did last month, last year, fi ve years ago, might not be any good anymore. The wants, needs, and desires of your target audience might have changed.

Luckily, the tradeshow fl oor offers many opportunities to help you augment and refi ne your market research. This is vital to capturing an accurate, up to date picture of your target audience. Savvy exhibitors know that tradeshow attendees can be a great source of market data.

In fact, because attendees are often buyers or other decision makers for their companies, they have a better understanding of what their customers want. How many times have you heard an attendee say, “That’s nice, but it’s not for us/our company?”

This is a prime opportunity for your staffers to ask, “Well, what is right for you or your company? What are your customers looking for?” Ask the demographic questions: are their customers getting older, younger, wealthier, poorer, more liberal, or more conservative? How much are they and/or their customers willing to spend? How large is the average order? Is their business running fl at-out, operating three shifts to keep up with demand, or have they just laid off some of their workforce? What type of questions are their sales associates facing? Are their products and services moving well in the marketplace? What type of trends are they facing?

The answers to these questions will help you get a better picture of your target audience. Often, we as exhibitors concentrate on how to engage the attendee -- but if we fail to appeal to the attendee’s target audience, we will ultimately fail.

Trends change remarkably fast. You may fi nd that one region of the country suddenly ‘aged’ or took on a new ethnic identity as populations shift. If you fail to respond to changing target audiences, you’ll lose market share -- often to those companies that are more responsive to the dynamics of the marketplace.

Work with your staffers to take tradeshow conversation to the next level. Truly learning about your attendee’s wants and needs goes beyond a simple “How’s business?” Understanding the changes and challenges your customers face will help you understand and overcome the changes and challenges you yourself face!

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. She is the author of: “Riches in Niches: How to Make it BIG in a small Market” and “Meeting & Event Planning for Dummies.” For more information, visit: www.thetradeshowcoach.com & www.richesinniches.com

TRADESHOWS OFFER PRIME OPPORTUNITY TO TRACK TARGET AUDIENCE CHANGES

“In fact, because attendees are often buyers or other decision makers for their companies, they have a better understanding of what their customers want. ”

BY: SUSAN A. FRIEDMANN, CSP


LATELY, MUCH HAS BEEN WRITTENabout success; what it really is, how to get it, and what to do with it once you’ve gotten there. Rather than have you wade through 300 pages, I thought I’d narrow it down to ten tools that I’ve seen the best of the best use. Here they are:

1. The seeds of greatness are already inside of you. Focus on one great thing that you do and remember that greatness in one area spills over into other areas.

2. Listen to your intuition. Trusting your instincts is what the Warren Buffet’s and Jack Welch’s do on a daily basis. Sure, you might not be right every time, but each success makes your skill set stronger.

3. Learning makes for great leaders. Continue to educate yourself and learn as much as you can about what you are currently doing and what you want to do in the future. Make sure the people around you do the same thing.

4. The ultimate success is having the ability to live life on your own terms. If you’re doing what feels right - trust it. If you want more or different, declare it for yourself and create an achievable plan to get there.

5. Women and men tend to measure their worth differently. Think about how you would view yourself if you were the opposite gender. Stop trying to “have it all” because somewhere along the line you will accidentally drop something very important. In addition, the stress can kill you or at least make your work and/or life a living hell.

6. Money isn’t the root of all evil, people (rich or poor) are. Wealth only corrupts the corruptible. Money makes you more of what you already are. If you don’t like what you’ve become, remember that you have the power to change it. By the

way, negative thoughts about money can stop you from making it.

7. Know when to stop telling and start asking. The best leaders ask a lot of clarifying questions and offer brilliant solutions. There’s power in knowing how to ask the right questions, and there’s a lot more power when your clients and co-workers know you care.

8. Multi-task. Most leaders know how to do several things at the same time and still be very effective. Delegation, concentration and imagination will all serve you well. Focus on the task at hand, but when a team member requires your attention, be 100% there.

9. The heart weighs more than the wallet. Value people more than money… It’s about being able to help people with your success, not about how many toys you can buy.

10. Never stop reading. Make the effort to read material that is outside your normal fi eld or interest. Integrating what you know with new information is where great ideas come from.

The people I know who are truly successful are some of the most gracious and generous individuals on the planet. When one is truly feeling like they are sharing their talents with the world, it gives them good reason to help others by mentoring them and helping improve their lives by being a good example of how living successfully makes you, your company, and the world better. •

For more than two decades Fortune 500 companies, educational institutions, and government 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.

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BY: BARTON GOLDSMITH, PHD


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brilliant results


1. Who was the only fi rst lady to appear on US currency?a. Eleanor Rooseveltb. Martha Washingtonc. Jane Adams

2. The Bureau of Engraving and Printing prints _____ million notes a day with a face value of approximately _____ million dollars.a. 10 million notes 157 million dollarsb. 25 million notes 480 million dollarsc. 37 million notes 696 million dollars

3. What percentage of notes printed are $1 bills?a. 45%b. 35%c. 25%

4. About how many double folds (fi rst forward and then backward) are required before a note will tear?a. 2,000b. 4,000c. 6,000

5. The Bureau of Engraving and Printing has printed paper notes in denominations of 3 cents, 5 cents, 10 cents, 25 cents and 50 cents?a. Trueb. False

6. The hands of the clock in the steeple of In-dependence Hall on the reverse of the $100 Federal Reserve Note are set at approximately ______?a. 12:00b. 4:10c. 5:45

7. The fi rst paper currency issued by the U.S. Department of the Treasury was _________?a. Demand Note Series 1861b. Silver Certifi cate Series 1776c. Federal Reserve Note Series 1801

8. If you had 10 billion $1 notes and spent one every second of every day, how many years would it take for you to go broke?a. 108b. 259c. 317

9. The legend “In God We Trust” became a part of the design of United States currency in ______ and has appeared on all currency since ______?a. 1776:1801b. 1861:1868c. 1957:1963

10. Why did the U.S. Government put grooves on coins?

a. To stop edge shavingb. To increase coin lifec. To prevent counterfeiting

Bonus: What 2 women have appeared on U.S. coins?

Off The Cuff

The real measure of your wealth is how much you’d be worth if you lost all your money. ~Author Unknown

Waste your money and you’re only out of money, but waste your time and you’ve lost a part of your life. ~ Dr. Michael LeBoeuf (Author & Speaker, 1942 -)

There are people who have money and people who are rich. ~ Coco Chanel (Fashion Designer, 1883 – 1971)

It’s good to have money and the things that money can buy, but it’s good, too, to check up once in a while and make sure that you haven’t lost the things that money can’t buy. ~ George Horace Lorimer (Editor of the Saturday

Evening Post, 1867 – 1937)

Infl ation is when you pay fi fteen dollars for the ten-dollar haircut you used to get for fi ve dollars when you had hair. ~ Sam Ewing (Author & TV Producer, 1921 – 2001)

QUOTES:

Answers: 1 – b; 2 – c; 3 – a; 4 – b; 5 – a; 6 – b; 7 – a; 8 – c; 9 – c; 10 – a. Bonus: Susan B. Anthony and Sacagawea on the $1 coin.

MONEY TRIVIA ~

Free Product Information. July 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) 566-5431PLEASE CIRCLE ITEMS OF INTEREST.

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TM


brilliant results


THIS MONTH BRILLIANT RESULTS HAD the opportunity to speak with Michael Kroth, an Assistant Professor at the University of Idaho in Adult and Organizational Learning, about his latest book, The Manager as Motivator, which describes how any leader – even the most non-charismatic – can create healthy, highly motivating work environments. As a regular presenter at both national and international conferences, Michael brings a deep understanding of the importance of motivation within the corporate structure, as well as an appreciation for the power of working with passion. This importance of passion is explored in the book he co-authored with Dr. Patricia Boverie, Transforming Work: The Five Keys to Achieving Trust, Commitment, and Passion in the Workplace.

As a long time internal consultant Michael developed and administered corporate-level leadership development and succession-planning programs, served as the administrator of a corporate foundation, and a director of corporate

community affairs. He is the Leadership Field Editor for ASTD’s In-Practice on-line newsletter and a member of the National Speakers Association. With his background, Brilliant Results felt Michael could provide our readers real insight into the intricacies of motivation, as well as the role promotional

and incentive merchandise can play in creating passionate highly motivated employees.

BR: How did your interest and expertise in motivation develop?

MK: In 1999 I began studying passionate work. Patricia Boverie, from the University of New Mexico, and I began asking people what caused them to love what they did for a living and what caused them to lose that

feeling. From what we learned we developed a model, which we call Occupational Intimacy (OI). Then we wrote a book called Transforming Work, which describes OI, what people can do to create passion for their work, and what organizations can do to create passionate work environments.

Since that time I have continued to study what it takes to create healthy, generative, highly motivating work environments. It has become a life’s work. I have seen too many situations and heard too many stories about toxic work environments. My mission is to do everything in my power to make work environments places where people love to spend their time. It is exciting to see that research by others is showing that positive, fl exible work environments aren’t just touchy-feely nice things to do – they are also sources of competitive advantage.

Interestingly, back in 2000 when we were writing our book the publisher had to be convinced to put the word “passion” in the title of the book. I remember very clearly the meeting when we insisted that passion had to be in the title somewhere. It ended up in the subtitle. These days so-called soft words like “passion” are much more common in business books, and for good reason.

LAST WORD

THE MANAGER AS

Motivator

Michael Kroth, an Assistant Professor at the University of Idaho


BR: What prompted you to write The Manager as Motivator?

MK: I was asked by an editor if I would be interested in writing a book on managing, and was given a choice of what that topic might be. I chose motivation because it is so closely related to passionate work, and because I wanted to develop an even deeper understanding of the subject. Typically, if you ask someone to name a leading thinker on the topic of motivation he or she will come up with Maslow, or perhaps even Herzberg. I began by looking at all the recent research I could fi nd about motivation and soon found that there was much more there than I had realized.

My goal in writing this book was to put something together that the average person, someone responsible for closing the books or getting the boxes out on the loading dock or supervising a call center, could use every day. Most management books are written from the perspective of CEOs or other senior leaders. How does that help the supervisor who doesn’t have all the resources those folks have, but still has to get the work done?

I wanted to write something different than all those other books on motivation. One day I was on an airplane and a nice young man and I got to talking about this book. He told me that he was not a charismatic person and would buy one of my books if it described how even non-charismatic leaders could motivate others. That got my attention. Later in our discussion I found out that he was a very successful regional marketing manager for his company. That really made me think. Here was the perfect example of a non-charismatic leader who knew how to motivate others.

That is how I came up with the idea of writing a book on motivation that would be effective even for shy, retiring, or non-“rah-rah” people. After all, most of us aren’t inspiring speakers like a John Kennedy and we don’t have speechwriters like CEOs do. Most managers are just average people in charge of convincing people to give their best every day to get the work done. So while this book will help any leader, it is really dedicated

to those managers in the trenches, working hard every day to get the real work done.

BR: Why did you include real world examples to illustrate the concepts contained in the book?

MK: I think the best leadership books are usually based on both theory and practice. Practicing managers fi nd most books written by scholars, fi lled with theory and research, to be impractical. At the same time, books based totally on practice are often superfi cial. Anytime someone gives me a fi ve-step process I want to know where it came from. Often it’s from the author’s imagination, or is based upon something that was successful for him or her one time under special circumstances. Platitudes aren’t much to hang your hat on if you have a department to run.

Alternatively, great books – like Good to Great by Jim Collins – are based on research and at the same time give real examples and useful means of applying the concepts. That’s what I attempted to do in The Manager as Motivator. Examples show how research has been applied in the real world, even if the person applying it didn’t know what a scholar might call it. Examples are also usually stories and, maybe because I love storytelling, I think stories are both memorable and interesting.

BR: What is the most critical component/principle required for a manager to achieve success as a motivator?

MK: In the book I describe seven principles, each of which I think is important. The fi rst four are concerned with setting the climate for motivation and the other three are concerned with setting and pursuing goals. I guess if you forced me to pick one as the most important I would choose – today anyway - Principle Three: The More You Know About People, The More You Will Know What to Do. The practice here is to understand human nature and to understand the human situation, and thence, to treat everyone differently and to treat everyone the same. You see my sister Mary, who is an accountant, is much like me. She has similar needs and wants; but she is also very different. She is at a different place


in her life, her aptitudes are different, and she enjoys different kinds of tasks. Someone trying to motivate both of us had better understand both those similarities and those differences if he or she wants to get the most out of us.

How well do you know your employees? Do you know their deepest desires, fears, and hopes? Do you know that this one has a lien on his house and the other has a grandmother who just went into the hospital? Do you know that Jim loves to make presentations but Sue detests them? Until you know your employees – or clients or prospects – intimately, you really won’t know what will fully motivate them.

BR: How do you believe managers, to assist in achieving motivational goals, can use promotion-al/incentive merchandise eff ectively?

MK: That’s easy. The effective use of promotional/incentive merchandise depends upon each of the seven principles. I’ll give just seven quick examples. Principle One says that organizational commitment motivates powerfully, and that occurs in many ways, often through slogans or other symbolic means that merchandise can reinforce powerfully. Principle Two says that the more a manager cares the more employees will care – and what shows caring more than a special, unexpected gift or a reward? Principle Three is the more you know about people, the more you will know what to do. The savvy manager knows what the right “thank you” is for a particular employee, and chooses that incentive or reward based upon a good understanding of that person. Principle Four is to do the kind of work you love. This one is a little more diffi cult; because this one talks about providing work that people just plain enjoy doing – without incentive or

reward. Well, how about the manager rewarding him or herself with something special for being smart enough to give employees work they enjoy doing so much they’d work above and beyond the call of duty. Principles Five (belief in personal capability increases both goal setting and goal pursuit), Six (great goals get people going), and Seven (willpower is the engine for goal pursuit) depend upon rewards and incentives for success. People are highly motivated when they believe they have the ability to reach a target, and that if they reach the target they will receive an expected and desired reward – like, for instance, promotional/incentive merchandise. How is that for a quick summary!

BR: Do you have any fi nal thoughts or advice for readers seeking to improve their motivation skills?

MK: Sure, spend some time thinking about what motivates you. In The Manager as Motivator I have several exercises, which help the reader understand what keeps him or her clicking on all cylinders. It is helpful to have that kind of self-knowledge when attempting to motivate someone else. With that, you realize that motivation doesn’t just rely on money, though that’s important, but also upon other factors. Take a little time right now and think about what makes you jump out of bed each morning ready to go to work. Think about times you didn’t feel that way – and just pulled the covers over your head. Your employees have similar motivations. By understanding yourself and applying that knowledge to others you will have better insight.

BR: Do you remember the last promotional or incentive item you received? What was it and from whom?

MK: I receive such items all the time, mostly because I do a lot of public speaking. Almost everyone has a pen or a plaque or something unique that their club or organization gives. I’ve been given some very nice gifts and they always make me feel a little more special because they went to the trouble to give me something they didn’t have to give. •

For more information please visit www.michaelkroth.com, where you can sign up for Michael’s free e-newsletter and order his books Transforming Work: The Five Keys to Achieving Trust, Commitment, and Passion in the Workplace and The Manager as Motivator.

“How well do you know your employees? Do you know their deepest desires, fears, and hopes? Do you know that this one has a lien on his house and the other has a grandmother who just went into the hospital?...”

LAST WORD


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

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