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November 2007

RELATIONSHIPS | RESOURCES | RESULTS

GOING DIGITALWith Your Incentive Program...Made Simple

DUMB OBJECTS,SMART CODES

TRAVEL &TECHNOLOGY

GOING DIGITALWith Your Incentive Program...Made Simple

DUMB OBJECTS,SMART CODES

TRAVEL &TECHNOLOGY

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GoinG DiGital With Your incentive ProGram… maDe SimPle 16

Discover the features that make Online Incentive Merchandise programs not only easy

to use, but also easily implemented. By: Arnold Light, CTC

PeoPle like mY 20-minute voice mail meSSaGe 20

This article with its touch of humor may make you rethink YOUR voice mail message.

By: Michael Merrick Crooks

in toDaY’S marketPlace can You reallY Get the Price

You’re aSkinG? 22 Read this feature and find out how to

make your answer to this question…Yes. By: John P. Stockhausen Sr.

BuSineSSeS SufferinG

from Server overloaD Benefit from loaD Balancer 32

Tips on Why this Product is Critical to Your IT Business

If your business depends on its website to generate sales this information

may prevent problems.By: Peter Melerud

airPort trolleYS revamPeD & rePurPoSeD ProDuct Placement

aGencY tarGetS YoutuBe SkinvertiSinG Pace tattooS for

racerS DiGital BillBoarDS revive emPtY StorefrontS 36

Read about these exciting new ideas from a renown trend-spotting agency.

By: Springwise

travel & technoloGY“…To Be or NoT To Be…” 26One of the travel industry’s foremost

authorities discusses the line between technology and personal service.

By: Dr. Peter Tarlow

Protect Your viSitor’S riGht to PrivacY 28

In the past few years the right to privacy has become a key issue, heed these

suggestions to avoid problems with information gathered at trade shows.

By: Barry Siskind

What You neeD to knoW to avoiD SelectinG a DuD SPeaker 30

Follow these six essential steps and the next speaker you hire should be a winner.

By: Susan A. Friedmann,CSP

Welcome aBoarD! PavinG the WaY for neW Staff memBerS 40

Consider these tips because by investing time and energy up front, you can help

ease their transition and set up new hires for success from day one.

By: David Willmer

PaSSionate leaDerShiP 42Meanness in the WorkplaceBy: Barton Goldsmith, PHD

it’S all PerSonal 44A reminder that it is time to plan

for your business success.By: Dave Ribble

Contents

features

Vol. 4, No. 11

departments

columnsDumB oBjectS, Smart coDeS 8

A revealing look at the way technology is becoming a part of everyday life experiences.

By: Trendwatching

COVER STORY

8

16

26

brilliantresultsTM

PuBliSher’S letter 6

hot ProDuctS 38Brilliant Results previews some

exciting products.

aDvertiSinG inDex 46 Get FREE information from

this month’s advertisers

the laSt WorD 48Brilliant Results spoke with Oracle’s Chief Security Officer, Mary Ann Davidson about

a topic recently much in the headlines…database security.

� Brilliant Results | November 2007 www.bril l iantpublishing.com

NAHB BUILDING AWARD WINNERS 16The Best Marketing Campaign- Green

Built Community. By: Green Built Home and

Kaya Richmond, MABA

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

museum was given the highest honor in two categories.

By: Intercommunications Inc.

10 REASONS WHY ACCELERATING IS WORTH IT 18

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

By: Dan Coughlin

THE MARKETING TOOL THAT WILLCHANGE YOUR BUSINESS

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

you have read this article.”BY: MDC GROUP

Contents

8

18

30

columns

COVER STORY 8CORPORATE CASUAL...FALL APPAREL PREVIEW

A showcase of the latest fall apparel.

TMbrilliant resultsVol. 4, No. 08

features departmentsMOTIVATE OR… 36

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

Motivation Show.

RETENTION ATTENTION: KEEPING THE FOCUS ON KEEPING

YOUR BEST EMPLOYEES 38By: The Creative Group

IT’S ALL PERSONAL 40The shotgun approach to your

marketing and promotion mightneed to be revisited.

By: Dave Ribble

TRADESHOWS OFFER PRIMEOPPORTUNITY TO TRACK

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

PASSIONATE LEADERSHIP 44Dr G’s Principles

By: Barton Goldsmith, PHD

ADVERTISING INDEX 46Get FREE information from this

month’s advertisers

THE LAST WORD 48Brilliant Results spoke with Michael

Kroth, an Assistant Professor at the University of Idaho in

Adult and Organizational Learningabout his latest book,

The Manager as Motivator.

OFF THE CUFF 47Money Trivia

YOU CAN UNDERSTAND YOURTARGET AUDIENCE BY

UNDERSTANDING ROI 24By: Arnold Light, CTC

MARKETING AUDIT RESULTS 26Learn the ins and outs

of a marketing audit.By: Jeffrey Dobkin

SUCCESS STORIES 34Make an Impact on the Market…

Not on the PlanetBy: Stephan Bergill

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Publisher’s Letter

brilliantresultsTM

TECHNOLOGY…I’m all about it…I love the latest gadget! However, my love is often frustrated by the fact that I am technologically challenged! Ask me how my new HP Pavilion Elite PC with an Intel® Quad 6600 Processor works and my eyes will tend to glaze over; but ask me if I like it and the answer is a resounding…Wow! Unfortunately, this is probably true for most of us in the business world. We are connected to our Blackberries, tote our laptops everywhere, want our desktop computers to run faster, have Bluetooth and Navigation in our automobiles so we are only a telephone call away and never lost; but ask us how any of it works and our response will probably be a quick…make sure it does!

For all of you who may wish at times that you were a bit more nerd savvy, this issue of Brilliant Results is fi lled with ways to incorporate technology into your day-to-day business decisions. Whether it is new ways to…promote your products…motivate your workforce…technology problem solvers…thought provoking articles that may make you rethink some of the ways you are using technology…or relevant articles about the need to secure and protect the data that your technology is gathering; this issue has got you covered.

Those of you focused on the human side of business, should peruse this month’s articles related to hiring quality speakers, insuring the future success of new hires and the importance of keeping meanness out of your workplace.

We also did not forget those readers focusing on the company bottom line. Consider the profi t potential in this issue’s trends and hot products to brand, motivate or market your organization. And yes, we even have included an article with suggestions to insure that you really do get the price you are asking for your product or service. So relax and take an old school moment to read this issue of Brilliant Results and as always remember to

Have A Brilliant Day,

Maureen [email protected] 541-788-5022

Brilliant Publishing LLC9034 Joyce Lane

Hummelstown, PA 17036Ph: 717.571.9233Fax: 717.566.5431

PUBLISHER / ADVERTISING

Maureen [email protected]

541-788-5022

EDITORIAL

Editor in ChiefMaryAnne Morrill

717.571.9233

Senior EditorMichelle Donofry

Style EditorCharity Plata

Asst. EditorMildred Landis

CONTRIBUTING WRITERSMichael Merrick Crooks, Susan A. Friedmann, CSP,

Barton Goldsmith, PHD, Arnold Light, CTC, Peter Melerud, Dave Ribble, Barry Siskind, Springwise,

John P. Stockhausen Sr., Dr. Peter Tarlow, Trendwatching, David Willmer

CIRCULATIONFor any questions regarding subscriptions, please email:

[email protected]

PRODUCTION / DESIGNArt DirectorPercy Zamora

Brilliant Results is published monthly by Brilliant Publishing LLC, 9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax# (717) 566-5431. Postage paid at Mechanicsburg PA and additional offi ces. POSTMASTER please send address changes to Brilliant Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 4. Number 11. Brilliant Results subscription rates: one-year $120; Canadian $160 USD; one-year foreign $225 USD. All subscriptions are non-refundable. Copyright © 2007 Brilliant Publishing LLC. All rights reserved. The publisher reserves the right to accept or reject any advertising or editorial material. Advertisers, and/or their agents, assume the responsibility for any claims against the publisher based on the advertisement. Editorial contributors assume responsibility for their published works and assume responsibility for any claims against the publisher based on published work. No part of this publication can be reproduced in any form or by electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher. All items submitted to Brilliant Results become the sole property of Brilliant Publishing LLC. Editorial content does not refl ect the views of the publisher. The imprints, logos, trademarks or trade names (Collectively the “Marks”) displayed on the products featured in Brilliant Results are for illustrative purposes only and are not available for sale. The marks do not represent the implied or actual endorsement by the owners of the Marks of the product on which they appear. All of the Marks are the property of the respective owners and is not the property of either the advertisers using the Marks or Brilliant Results.

262467 Brill492

6 Brilliant Results | November 2007 www.bril l iantpublishing.com

brilliantresultsTM

WHILE THEY’RE ONLINE, consumers rely on Google to bring them instant answers. But even though the Googles and Yahoos are working hard to enable consumers to get answers on the go, one zone of unresponsiveness remains: real world objects.

This is where consumers’ 24/7 curiosity and heightened expectations clash with the harsh reality of dumb buildings, products, shop windows, billboards and so on. Most of these objects are incapable of communicating the how, who, when, why and what that INFOLUST consumers have come to rely on in an online world.

No wonder that a slew of innovative ‘ask and know’ ventures are jumping into this virgin INFOLUST market with both feet. Inspired by two-dimensional barcodes, they’re developing versatile ‘shotcodes’, ‘SMS codes’, ‘QR codes’ and ‘UPCODES’. These codes are designed to be attached, stuck, glued, or printed on objects, making those products smarter, adding relevant information or linking the viewer directly to a pertinent web page. Needless to say, this enables an additional INFOLUST eco-system that benefi ts curious minds as they roam the real world. A selection of services to illustrate what’s possible today, and to hopefully get your creative INFOLUST juices fl owing:

Dumb Objects, Objects, Smart Codes

BY: TRENDWATCHING

www.bril l iantpublishing.com8 Brilliant Results | November 2007

November 2007 | Brilliant Results �www.bril l iantpublishing.com

Codes linked to text/sms Few things unleash greater INFOLUST in

consumers than hunting for a new home. With the online world offering everything you’d ever want to know (check out Street Easy for real estate in New York), the gap between the online and real world experience couldn’t be bigger. Potential buyers roaming prospective neighborhoods ‘offline’ can count themselves lucky if they can even find a direct phone number for a property for sale. Any ‘interaction’ with the house or apartment of one’s dreams (finding out how many rooms it has or what the asking price is), is non-existent.

That is, unless the property has been put on the market by a real estate agent using SMS Een Huis in The Netherlands, Real Estate Depot

in Australia, or Text Wow in the UK. These services provide potential buyers with instant text information on their cell phones, based on unique SMS codes displayed on physical ‘for rent’ and ‘for sale’ signs. Asking price, floor plan, square footage and more, all delivered to the cell phone of a prospective client who just happened to be walking by.

traditional BarCodesNow, text/SMS codes are sweet, but things get

serious when codes consist of more than just four digits. Starting with the most ubiquitous (and versatile) code of all: the barcode.

Originally, barcodes stored data in the widths and spacings of printed parallel lines, but today they also come in patterns of dots, concentric circles, and are even hidden in other images. While they were designed for inventory tracking and providing product information to retailers, barcodes are increasingly becoming consumer-centric (and even consumer-generated!) to accommodate INFOLUSTY consumers keen on interacting with their physical surroundings.

“Originally, barcodes stored data in the widths and spacings of printed parallel lines, but today they also come in patterns of dots, concentric circles, and are even hidden in other images.”


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Amazon ScanSearch – Case in point: 27% of Japanese consumers currently own a cell phone equipped with a barcode reader (source: eMarketer). Which allows them to compare prices on the go: since November 2004, Amazon ScanSearch has enabled Japanese real-world shoppers to scan barcodes of products they like, then find similar products on Amazon.co.jp, check the price, and if lower, buy straight from Amazon via their phone.

ScanBuy – A similar service, ScanZoom, is being rolled out in the US by ScanBuy. After shoppers snap a picture of a product’s bar code, they get direct access to PriceGrabber’s or Amazon’s information for that product, from product descriptions and customer ratings to e-tailer prices.

And here too, online buying on the spot is possible. Next, according to ScanZoom, could be a service that would tell users which other real-world stores within one or two miles offer the same product at a lower price.

AdvAnced codesBut as always, more change is in the air. Check

out the following ‘new’ codes, developed with INFOLUST and consumers in mind:

QRcode – While a barcode contains data in one direction only, QRcodes contain information in both vertical and horizontal directions, meaning they can hold a considerably greater amount of information. All the rage in Japan, 30 million Japanese already have special QR-code reading software installed on their camera phones. With a single snapshot, the QR square’s information is decoded, directing the phone’s web browser to further details on a product: from a dedicated page to e-coupons to games to promotional videos.

PaperClick Codes – Neom’s or PaperClick service can read alphanumeric or numeric characters, allowing for any grouping of letters or numbers to be linked to a web page. This includes words, phrases, brand names, and slogans, as well as barcode activation, or custom PaperClick Codes for print on any surface. Supporting over 170 devices from 18 mobile device manufacturers,

“27% of Japanese consumers currently own a cell phone equipped with a barcode reader (source: eMarketer). Which allows them to compare prices on the go”

“After shoppers snap a picture of a product’s bar code, they get direct access to PriceGrabber’s or Amazon’s information for that product, from product descriptions and customer ratings to e-tailer prices.”


Paperclick encourages brands to help consumers do any of the following:

• Compare prices in a retail store • Buy the next book in the series from your

couch• Get an in-store coupon • Watch a movie trailer • Buy tickets from a movie poster or newspaper• Watch a how-to video on an instructional

manual• Find concert dates from your own CD collection• Sample a song from the CD cover • Find a lower price

• Get directions and a coupon from a poster at a bus stop

• Watch a virtual tour and obtain pricing from a real estate sign (!)

• Acquire real time pricing on airfare from your home city in a magazine ad

• Acquire a vehicle history report from a license plate

• Look up product ingredients/recipes while food shopping

• Acquire your medical history from a prescription bottle

• Acquire your doctor recommendation from a prescription bottle

• Enter a contest without mailing anything or logging-on from your home PC

• Text-to-win without entering a long stream of numbers

• Purchase items from a mail-order magazine directly from the magazine

• Acquire a patient’s medical history from a single barcode

• Click on a code to instantly report a problem

“Neom’s or PaperClick service can read alphanumeric or numeric characters, allowing for any grouping of letters or numbers to be linked to a web page.”

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

ShotCodes – OP3’s ShotCode service has managed to take an original shot at the INFOLUST market with a visual approach that will appeal to consumers because, well, visuals always appeal

to consumers. In their own words: “Today, businesses cannot get people to use their mobile phones to browse the internet. This is because typing in domain names on a phone is a time-consuming and frustrating process. In come ShotCodes: offline web links. When captured by a mobile camera, ShotCodes instantly and effortlessly take users to any desired location on the Internet, on their phones. ShotCodes are easy to make and can be tied to any web address.” For a demo, see: www.shotcode.com/data/movieformat.

mCode – And yet another one! In the US, Nextcode is pushing its mCode, a QR-like code that can be molded into any shape, including company logos. The codes connect to consumer-centric info, especially product info. Think codes on boarding passes linking to flight status, or codes on movie posters linking to a downloadable movie trailer.

Editor’s Note: These new code possibilities offer an infinite number of opportunities for company’s to build their bands, for incorporation into promotional merchandise for a company specific product experience and as a part of an incentive to provide additional information.

Information provided by TRENDWATCHING.COM, a trend/new business idea agency, whose newsletter goes out to over 110,000 subscribers in 120 countries worldwide, who use these trends and real-world examples to stay in the know, and to dream up profitable new services, products and ventures. For more information, please visit www.trendwatching.com.

“And yet another one! In the US, Nextcode is pushing its mCode, a QR-like code that can be molded into any shape, including company logos.”


SINCE ABOUT 1996 the digital revolution for online reward programs started

to evolve. Online reward merchandise programs have basically taken over for the

printed reward catalog that took six months to produce and as soon as it was distributed

was outdated.Online Incentive Merchandise programs are

not only easy to use, but also easily implemented. This is a program built on a template and allows for customization of the logo, rules and introduction letter and catalog and participant home page. This model has proven to be very popular, especially as companies get started using an incentive program. It’s user friendly and quickly assembled at a low cost. It’s also easy to upgrade to a more customized program from this basic site.

FEATURES INCLUDED: • All participants can be pre-enrolled in this

program (offl ine) with an Administrator up-loading all participants into the website from an excel spreadsheet or they can register them-selves from a customized registration page.

• Each participant is required to enter a Username, Password and Email address at the login page. Once they’ve entered the login information, participants will come to their own persona-lized page. Each page shows the number of

points they have been awarded (or earned), the number of points redeemed and the balance of points remaining in their account.

• A multiple item wish list with progression bar showing how close participants are to achieving the item in their wish list (based on the number of points in the current balance).

• Access to Program Rules• Access to Customized Introduction or Welcome

letter• Advanced merchandise search engine for the

catalog items.• Access to a merchandise catalog with estimated

4,000 award items available every day. • Access to customer service either via the

website or via telephone. • Customized shopping cart• Customized participant profi le (ability to

change their password, or update their shipping address).

• A leader board showing the top performers from high to low.

• Participants can manage and update their own profi le as required (in case of address change, or wanting to ship an item they’ve earned to another recipient).

• Participants can access a help page in the program where they can fi nd contact information for questions regarding the program, their point balance and/or track orders.

BY ARNOLD LIGHT, CTC

GOING DIGITAL WITH YOUR INCENTIVE PROGRAM… MADE SIMPLE.


OPTIONAL SELF-REGISTRATION PROGRAM

This model also offers a self-registration mini website system that gives more freedom and customization while also incorporating all of the features offered above.

OPTIONAL SELF-REGISTRATION FEATURES INCLUDED:• A website with up six customizable pages.• A welcome page. The page will include custo-

mized logo and copy i.e. “Welcome to Name of Program Reward”

• Participants register themselves online with a Username, Password and Email address and contact information. Their sign ups are downloaded daily by Administrators and up-loaded into the reward site making them active. Participants can reset their own passwords, once they log in and also change their profi le information

• If a participant has misplaced both their username and/or password they can access a link from the welcome page to email the Adminis-trator who will then reset the passwords or provide over the phone and/or online support to that participant.

• The website will have a home page that includes text and static graphics as provided.

• Participants can access the rules and regula-tions page that will spell out complete details of the program as well as how they can earn points.

OPTIONAL/ADDITIONAL FEATURESAdd a History Report to your website to

allow participants to see how and when they earned points.

Add automatic emails that are sent to your participants as soon as points are awarded – letting them know that they’ve made an achievement!

SO WHAT DOES ALL THIS COST?SET-UP PRICING: Here are some general guidelines as to the

pricing. Naturally the fi nal price depends on the amount of customization. A onetime setup fee for the website includes logo incorporation, upload

of participant database, corporate color matching, merchandise upload, catalog customization, creation of program rules and introduction as well as advisory of program promotion. Estimated set up fee: $500. An optional self-registration pro-gram and website is also available as an added feature to the rewards/catalog site. The fee for the self-registration site is usually a one-time cost of $750. There is also a monthly administrative fee and depending on the number of participants, for example for 0-150 participants can range from $225, or for 151 to 300 participants, $300. The cost per person goes lower as the number of participant’s increases.

Additional features that can be added to your rewards website and are strongly suggested include the “My history” feature that docu-ments earnings history for each participant and the “Email Notifi cation” feature that notifi es participants via email every time they are awar-ded points. Cost of these two additional features is a one-time fee (total) of $1,000.00.

AWARD MERCHANDISE: Online reward catalogs are always current

and constantly refreshed in real time. There are anywhere from 1,500 to 4,000 items available. All merchandise is generally billed upon redemp-tion; no points are purchased in advance. The cost of all of the items in the catalog is inclusive of all shipping and handling fees.

So now you have all the facts on how simple going digital with your next incentive program can be! •

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.

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SO I’M ON A TIGHT DEADLINE and I get this guy’s voicemail, “Hi. I’m either on the phone or away from my desk. Leave a message and I’ll get back to you as soon as I can.” I’m thinking, “Well that’s just brilliant Einstein. Now tell me something I don’t know, such as WHEN you’ll call me back!”I’m either on the phone, or away from my desk? Apparently, he doesn’t know. There’s a real confi dence builder. Worse, I have absolutely no idea when he might call me back. He might as well leave a message that says, “Leave a message and have fun twisting in the wind until I call you back.” Even worse is, “I’m either out of the offi ce or away from my desk.” Yep. That’s helpful. Reaaaaal helpful.

Today, the technology exists so that we don’t have to leave people twisting in the wind. Giving customers and clients some idea of when they’ll hear from you shows them that you are mindful of their need or want to get a hold of you. Here’s how I handle it.

About 9 years ago I discovered a little thing called busy call forwarding. If I’m talking on the phone the call is forwarded to a message that says, “Thank you for calling. I’m in the offi ce but I’m on the phone. Please leave a message and in most cases I’ll call you back in 20 minutes.” I get lots of compliments on my “20 minute message”. And, it impresses people when I do in fact; call them back in 20 minutes.

If I’m out of the offi ce the call goes to my regular answering machine that says, “Thank you for calling Crooks Advertising Alliance. We’re out of the offi ce, but please leave a message. We’ll call you back as soon as possible … most likely, today. If you need to reach me sooner, call my cell phone at xxx-xxx-xxxx.”

Either way, the caller has SOME idea of when I’ll call them back. They can also call my cell phone. If I’m not in a meeting, I answer it. I usually check my offi ce messages about every hour when I’m away.

PEOPLE LIKE MY 20-MINUTE VOICE MAIL MESSAGE

BY: MICHAEL MERRICK CROOKS


Now some people, mostly real estate types, are right on top of things with voice mail messages that say something such as, “Today is Friday (insert date) I’ll be out this morning but back in this afternoon after 2pm. Please leave a message … etc.” – Ahhh …the sweet sound of predictability.

Marketing your business is more than ads, signs, press releases and business networking. Marketing encompasses everything you do to influence the decision of your client, prospect or inquiry. That includes your outgoing voice-mail message. Call yourself tonight. Listen to your outgoing message. If that voice-mail message is the first impression someone has of you, is that the impression you want them to have? Ask yourself, “Is that the best first impression I can make?”

Life is unpredictable enough. Any time you can add predictability to someone’s life — you’re telling them that you’re in control. You’re also telling them you care. What is your voice mail message telling your callers? If it does little more than tell the caller that you don’t know whether you’re on the phone or away from your desk … you might wanna change it. •

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


“Who says you have to have the lowest price in your marketplace to succeed? And if you lower your price to compete, what’s to stop your competition from matching or exceeding your reduction?”

In Today’s Marketplace


If your customers complaIn about price – join the club. so many businesses today find their product lines becoming a commodity. If you’re selling something, however, your job is to overcome the resistance people have by building value in your offer. of course if you’re in business you have to be selling or you won’t be in business long.

Who says you have to have the lowest price in your marketplace to succeed? and if you lower your price to compete, what’s to stop your competition from matching or exceeding your reduction? no one wants to find their product or service has become a commodity where the low price rules the marketplace.

What many business people find today is customers will pay for value. they just want

to know they’re not being ripped-off. If your competition is low-balling the price and you’re convinced your price is fair, here are some ways that will help you get your price, time after time:

1. Be prepared to show your prospect that price is only one part of the cost. focus on the customer’s real needs and how your product will benefit them, whether it’s eliminating problems or improving efficiency.

2. spell out the long-term savings. If your product or service saves replacement or repair costs, or if you offer a better service agreement or warranty you need to demonstrate this to your prospective customer.

Can You ReallY Get the Price You’Re Asking?

In Today’s Marketplace

By: John P. StockhauSen Sr.


3. Break the price down. Explain how much the person will be spending month by month or weekly, daily, etc. Whatever is appropriate.

4. People buy benefits, not features. Know your customer and his or her needs. Once you know the benefits your customer is looking for, you can show how the features your product or products have that will satisfy those benefit needs.

5. Demonstrate why your product is more expensive. Carry samples and be prepared to demonstrate the superior manufacturing or construction or whatever it is that makes your product more valuable to the customer. Third party testimonials or articles that discuss or demonstrate your product’s benefits and superior quality can be a big plus.

6. Make paying easy. Be flexible in the payment choices you provide your customers to take away the “I can’t afford it” issue.

7. Find an acceptable way to guarantee your goods or services equal to or better than your

competition. Give the customer a sense of confidence and trust. Don’t forget to discuss your credentials and experience. Your customers buy you as much as they buy your product or service.

8. Offer something extra. Premiums or gifts can provide extra value that your competition can find hard to match. Especially when you offer a premium that has a much higher perceived value than it actually costs your business. One option is accessories that go with your product and cost you considerably less than the retail price the customer knows it to be.

Bill Glazer a top retailer and retail marketing consultant has said that his experience has shown that using premiums in his retail business improved response to his advertising by 30 percent!

9. Another premium option is offering individual travel awards. A USA Today survey says 93% of Americans prefer travel over other incentives or premiums. I have had many clients say, my customers say they prefer cash discounts. To which I point out, a University of Chicago study (see Brilliant Results, July 2006) showed that even though 78% of those surveyed said they preferred cash, the study actually showed that non-cash rewards (merchandise and travel) out-performed the cash offers by nearly three to one.

10. Be consistent in your pricing. Don’t give a special discount to one customer and not to others without justification. Such justification might be quantity purchases. If you do decide to offer a sale, set the dates, publish or post them prominently, then go back to your normal pricing at the end of the sale.

John P. Stockhausen Sr., President of MDC Group, Inc. has been involved in selling successful promotion and incentive programs for more than 13 years. Clients include Fortune 100 companies and smaller local businesses as well. John has also worked with many clients in developing successful employee recognition programs as well as the customer incentive award side of the business. For additional information you can contact John at [email protected] or 1-888-851-0466 x 706.

“Once you know the benefits your customer is looking for, you can show how the features your product or products have that will satisfy those benefit needs.”


THE HOSPITALITY INDUSTRY composed of tourism and travel is facing a quintessential question. How does it draw the line between technology and personal service? There is no doubt that technology plays an important role in tourism and travel. Most of us are now used to booking our airline reservations on line, dealing with telephone trees and other cost saving devices. These technological advances

have allowed corporations to save on manpower while at the same time empowering customers to make their own decisions. On the other side of the equation travelers use more technology then ever before and often the tourism industry has taken advantage of this desire (need) to stay in touch. While some hotels do provide free internet services, many of the “better” hotels have added additional charges for local calls,

Travel & Technology

“…TO BE OR NOT TO BE…”BY: DR. PETER TARLOW


for internet access and a per page fee to receive a fax. These additional charges combined with less personalized service often means that travelers have the idea that technology has become a one-way street. Technology is used to provide less personalized service and at the same time to generate additional revenue at hotels, on airplanes, and at transportation hubs.

Despite the misuse of technology, tourism and travel are highly dependent on technology and its use has made life a whole lot easier. There is no doubt that the cell phone has become a major part of our lives. And although technology etiquette may lag behind technology machinery the inconvenience of someone speaking too loud on a cell phone is more than outweighed by the safety, security and convenience that cell phones bring to most of us. On the other hand, technology’s growth has allowed worldwide terrorism to attack the tourism industry. Cell phones can save lives or detonate bombs; air conditioning units serve to make life bearable in hot climates, but also pollute the atmosphere and can be carriers of disease. The dawn of the computer age permits us to know weather forecasts around the world, allows business travelers to stay in touch with their offi ces and to supersede the problem of cross time zones negotiation, but can be used to destroy air travel.

Technology then has become a mixed bag for the tourism industry. It creates a great deal of conveniences while at the same time has been used as a way to increase revenues and to lessen customer service. The world of technology has made air travel safe and abundant but has also brought about the need to go through long security lines and daily hassles. Certainly, some parts of the industry have begun to use technology prudently. When used ethically, technology can be a great help in increasing our communication and security. If on the other hand technology is used for selfi sh or destructive purposes than it can become a

nemesis within the travel and tourism industry. Hamlet’s question “to be or not to be” has never seemed more poignant in its relationship to travel and tourism. •

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

Travel & Technology

“Technology then has become a mixed bag for the tourism industry. It creates a great deal of conveniences while at the same time has been used as a way to increase revenues and to lessen customer service.”


GATHERING INFORMATION at your booth helps reveal your visitor’s unique perspective, agenda and interest as well as how closely they fi t into the customer profi le you created before the show. This information lets you know how to present meaningful information to the visitor. But, there is one more piece of information you must get.

During the past few years the right to privacy has become a key issue. Governments, private corporations and professionals all deal with people who feel increasingly encroached upon and are more guarded about their personal information. Now more than ever, people realize that there is simply too much information that can fall into the hands of the wrong people. Yet in order to do your job well and to mount an effective post-show follow-up campaign you need access to this vital information. Herein lies your dilemma.

The intent of privacy legislation is to limit a vendor’s ability to collect information and to use

it without permission from the individual. For the trade show exhibitor it means that information gathered with draws, registrations, door prizes or at the booth must be handled in accordance with current privacy regulations.

Exhibitors need to be diligent in getting permission to follow-up. Yet the process does not have to be diffi cult. It just takes a bit of planning. In most cases all you have to do is ask. If your visitors allow you to collect personal information and know what your intentions are, you can add them to your follow-up plans. If they say no, then you can’t. It’s as simple as that.

When you are conducting a draw add one more line to your ballot such as “Would you like one of our representatives to call you to discuss the benefi ts of our new product?” Or, “Can we notify you about our upcoming events?” If you have an in-booth activity such as a game, demonstration or seminar, have your visitors fi ll out a registration form, which asks, “Would

PROTECT YOUR VISITOR’S RIGHT TO PRIVACY

BY: BARRY SISKIND


you like to be notified when we have product specials?” or, “Can we pass your information along to our dealer representative for follow-up?” When you are wrapping up your discussion with a visitor ask, “Would you like to receive our quarterly newsletter?” Or, “Can we give you a call to follow-up next week?”

Privacy legislation will change depending on what country you choose to exhibit in. Make sure you know how the local privacy laws read, understand your restrictions, and then ask permission. If you don’t ask, the monetary fines can be stiff and the bad-will you create can be daunting.

So, take advantage of the opportunity you have at a show when you are working face to face with your clients. It’s a whole lot easier to ask permission when they are in front of you than trying to get it later. •

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


THERE ARE so many things to do when preparing for an event that selecting a speaker to appear on behalf of your organization may seem like No Big Deal. After all, what’s involved? You look at your budget, look at who’s available, and make your choice — right?

Well, that would be the process if all speakers were created equal. That’s not the case. There are fantastic, phenomenal

professional speakers out there -- people who will pack the room and leave the crowd wanting more — and

there are those who are just not so good. Picking the wrong speaker is a big

mistake. It refl ects poorly on your organization, your understanding

of the industry, and ultimately, on you. How do you avoid

the duds?

WHAT YOU NEED TO KNOW TO AVOID

SELECTING A DUD SPEAKER

BY: SUSAN A. FRIEDMANN, CSP


Here are six essentials you need to know:

1. The Speaker MuST underSTand Your GoalS & objecTiveS

what are you trying to accomplish by hiring a speaker? are you hoping to inform, entertain, or inspire your audience? savvy speakers will want to know who your audience is and what you want the performance to accomplish.

2. do Your reSearchif at possible, see the speaker you’re considering

perform live. if that’s not possible, view a video of their work. talk to other people who have hired this speaker. research their reputation. you don’t want any surprises.

3. provide backGround inforMaTion

For a speaker to do a good job, they need information. Provide as much as possible, especially regarding meeting objectives, the audience, industry challenges, and so on. Provide background materials, such as newsletters, catalogs, and industry publications, so they can get a ‘feel’ for your market.

4. don’T leT The STarS GeT in Your eYeS

Big name celebrities are exciting -- but they’re not always the best speakers. there’s a world of difference between turning in a stellar performance on the silver screen -- complete with makeup, outtakes, and a director -- and performing live. Consider instead ‘industry stars’ -- who will be far more likely to understand your target audience and your objectives.

5. Make The MoST of Your Speakerwork with your speaker to find ways to maximize

opportunities. there are ways to add additional value to any performance: special sessions,

roundtable discussions, spouse programs and even emceeing. Make sure to promote all of these ‘extra’ appearances: the attendees who enjoyed the speaker’s performance may make a point of attending, further strengthening your relationship with them.

6. uTilize profeSSional reSourceSFinding the perfect speaker can be quite a

struggle. there are literally thousands upon thousands of candidates for the job. Make things easy on yourself by utilizing a speaker’s bureau. a good bureau will act as a consultant, helping you work within your budget to secure a speaker who will help you realize your goals and objectives. additionally, make a point of looking for speakers who have the CsP (Certified speaking Professional) or CPae (Council of Peers award for excellence) designation.

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

“There are ways to add additional value to any performance: special sessions, roundtable discussions, spouse programs and even emceeing. ”


BY PETER MELERUD

MANY SMALL TO MEDIUM sized businesses (SMBs) depend on their web site to generate sales. Businesses that experience an increase in traffi c to their site may be at risk from server overload, which could be disastrous for them as well as their customers.

Making a sale on the Internet is all about instant gratifi cation. If your customers can’t get what they want – when they want it – they will simply fi nd another supplier and you’ve just lost another sale. Time is money and your customers are not going to wait around while you reconfi gure your web server to handle the extra load.

To eliminate the problem of server overload, SMBs are purchasing load balancers. When the load on a server is too much to handle, the load balancer automatically distributes load to servers, which are performing best, in real time. It’s that simple.

PRICINGUntil recently, the cost of purchasing

load balancers from various manufacturers was $10,000 and up, which is extremely expensive for most SMBs. In 2005, KEMP Technologies introduced the LoadMaster 1500 at a low price of $2,490. It revolutionized

BUSINESSES SUFFERING FROM SERVER OVERLOAD BENEFIT FROM LOAD BALANCERTIPS ON WHY THIS PRODUCT IS CRITICAL TO YOUR IT BUSINESS


IN QUALITY LEADSthe industry by providing business with an affordable new technology that didn’t cost more than an office copier.

Many of KEMP’s competitors cater to the needs of large businesses and their balancers include just about every feature possible, features that most SMBs just don’t need, want or use. We have scaled down our solutions to include the important features that smaller companies really need to effectively optimize their web server’s investments at a price they can afford. And, we’ve done this without sacrifi cing quality.

FEATURESA load balancer that offl oads Secure Sockets

Layer (SSL) encryption from the server will make your server more effi cient. It reduces the load on the CPU of your server, which can increase the server’s performance from 35% to 50%.

The other benefi t of a load balancer is that customers coming back to your web site can come back to the same server. They won’t have to retype information if they were in the middle of fi lling out a form, which makes the time spent on your site more pleasurable.

APPLICATIONS The LM-1500 is designed for applications

where two or more servers are deployed behind an Internet connection, either in SMBs, corporate enterprise intranet, or as a component of a larger enterprise or service provider network.

GREATER SOPHISTICATION For companies looking for an advanced,

Gigabit server load balancing and layer 7 content switching appliances with 1,000 TPS SSL acceleration capabilities, KEMP Technologies offers the LM-2500. Priced at $5,990, the LM-2500 combines the latest advancements in content switching technology with high-performance hardware platform. It is a value leader in purpose-built Internet Traffi c Management (ITM) appliances serving the needs of Internet transaction based small and medium enterprises (SMEs) as well as Fortune 500 companies. •

Peter Melerud is the Marketing and Business Development Director of KEMP Technologies, Inc., leading producers of affordable server load balancing and SSL acceleration solutions in the United States, offers solutions for companies suffering from server overload. The company is paving the way for small and medium Internet transaction-based businesses to take advantage of the sophisticated load balancing technology required to insure consistency and high availability for the SMBs online customers. Additional information is also available from: Gary Johnson, Pfsmarketwyse at (973) 812-8883 Ext. 249.

“Many of KEMP’s competitors cater to the needs of large businesses and their balancers include just about every feature possible, features that most SMBs just don’t need, want or use.”


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German Bordbar sells original airplane trolleys. Not new ones, but trolleys that have traveled the skies in faithful service to hungry and thirsty travelers, and are now ready to be reintroduced as compact rolling cabinets in homes and offices. Dents and scratches aren’t removed—after all, they’re proof of authenticity—but the trolleys are cleaned up and revamped with one of Bordbar’s graphic designs, printed on laminated foil. Customers can pick a pattern or solid color, or can have a trolley embellished with their own design or corporate colors.

Further customization takes place when orde- ring: customers add shelves, plastic drawers and aluminum boxes, each of which can be slotted into the trolley’s 27 tracks, making for highly flexible storage units. A built-in pullout shelf, a standard feature, makes the trolleys suitable for use as a makeshift desk or—in line with their heritage—for serving drinks. The basic price for a Bordbar starts at EUR 899, and drawers and shelves are charged separately. Business opportunity for this one…There’s no end to articles that can be reused and repurposed. If done well, you’ll both fill your pockets and help keep landfills from overflowing. Find your niche product, create a good back-story and offer customization for customers who want a product that’s even more unique.

For more information visit www.bordbar.de

Montreal-based Brandframe has launched itself as a product placement agency for YouTube

and other online video sharing platforms, connecting makers of online videos with brands that want to be integrated into the next viral video blockbuster.

Advertisers can list products they’d like to have featured in videos, and search for upcoming videos by producers to find a match for their brand. Producers indicate which productions they’re willing to integrate products into, and can search for brands or products they’d like to work with. Once a deal has been made, the advertiser pays the producer, and Brandfame takes a cut. The startup is also working on an auction system for advertisers to bid on product placement in new videos by hot producers.

Brandfame is just getting started, and has only signed up a handful of producers and advertisers. But its aim is to become a premier marketplace for product placement in video-sharing websites. As online video’s share of the entertainment market expands, opportunities for advertisers, producers and facilitators like Brandfame are taking off.

For more information visit: www.brandfame.com - Spotted by: Susanna Haynie

Washington, D.C.-based PaceTat offers on-skin advertising in the form of pacing guides. Pacing guides are used by runners in marathons and races to help them maintain the speed needed to finish a race within their goal time. Existing solutions include paper or plastic bracelets,


By: SpringwiSe

which have a tendency to chafe and get in the way. PaceTat offers a comfortable and easy to read alternative: pacing guides transferred directly onto the skin of the forearm, like a temporary tattoo.

What’s interesting for marketers is the branding opportunity: PaceTat offers custom branded versions for advertisers. Priced from USD 0.39 each, depending on order quantity, PaceTat’s pacing guides present marketers with a unique canvas for conveying a message that literally sticks with the consumer until it’s washed off. The company, which was founded earlier this year, has already sold over 30,000 branded pacing guides. (They picked a desirable audience, too. In the US, the running market is notable for its median household income of roughly USD 113,000, according to Runner’s World.)

PaceTat isn’t currently offering franchising or partnering arrangements, but the concept should inspire advertising mavens to find other methods of ‘skinvertising’. As a marketer, you know you’re doing something right if consumers merge your brand with their own self-image. If they actually tattoo your logo directly onto their skin…well, it doesn’t get much better than that.

For more information visit: www.pacetat.com - Spotted by: Graham Henshaw

Nobody likes to see an empty storefront. If you’re a passerby or a nearby shop owner, the bare dark space could signal a neighborhood in decline. And if you own the building, it means lost rental income. The folks at Motomedia have devised a way to help compensate for lost rent while brightening up neighborhoods in the process. The young British company’s so-called streetlevelBILLBOARDS can be fitted into otherwise empty display windows.

True enough, shopping malls and other retail outlets worldwide have long placed ads in vacant store windows. But Motomedia products go a

step further by incorporating technological eye-candy. The billboards are rear-projection screens presenting animated visuals complete with sound. Videos can commence when someone walks by the window. And because the billboards are Bluetooth-enabled, additional information from the advertiser can be transmitted to a viewer’s cell phone. Some units will also allow users to arrange and move blocks of information with their hands; the same way Apple iPhone users manipulate their phone’s display with the tips of their fingers.

Since Motomedia can provide clients with a network of storefronts, advertisers can broadcast their message via a single window or create campaigns to reach entire neighborhoods or regions. Plus, sensors that form part of the billboard package can capture demographic information and reportedly even sense whether those watching are women or men, customizing their interactive programming accordingly.

So far, Motomedia has set up campaigns in various UK locations for advertising clients that include recording artists, and has been approached by international brands including Baileys and Captain Morgan. Future locations for the billboards needn’t be just vacant storefronts. Airports, train stations, sports arenas, even hospitals and health clubs could benefit from the displays’ interactivity, and their ability to target up-to-the-minute content to specific groups. If you’re in the media business, or would like to be, now’s the time to contact Motomedia about distribution rights.

For more information visit: www.motomedia-uk.com

Information provided by Springwise, a trend-spotting agency which scans the globe for the most promising new business ideas, business opportunities, concepts and ventures ready for regional or international adaptation, expansion, partnering, investments or cooperation. Ferociously tracking more than 400 global offline and online business resources, as well as taking to the streets of world cities, digital cameras at hand. To ensure true ‘glocal’ coverage, the central office is in close contact with 7,000+ Springspotters in more than 70 countries worldwide. For more information, please visit www.springwise.com.


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A new employee’s fi rst few days on the job can be both exciting and stressful. As the proverbial new kid on the block, the most recent addition to your marketing staff will encounter no shortage of unfamiliar people, policies and procedures. A worker’s experience during this formative period can signifi cantly infl uence job satisfaction and the desire to stay with your fi rm over the long term. By investing time and energy up front, you can help ease their transition and set up new hires for success from day one. Consider the following tips:

Get oriented. In a survey by our company, one-third of workers said their organizations offered them no formal orientation program when they came on board. But failing to provide this initial training could be a huge missed opportunity for both employer and employee. Eighty-seven percent of the respondents who did go through an orientation program said it effectively prepared them for success with their new fi rm. At a minimum, provide a business overview, a tour of building facilities, and details about compensation and benefi ts. A review of the technical and administrative resources available to employees — such as computers, fax machines, copiers, and voice-mail and e-mail systems — also should be part of the process. And be sure to provide an up-to-date employee handbook and telephone directory.

Facilitate meet-and-greet sessions. Introduce the new employee to the staff, explaining each team member’s role and how the person will work with the newcomer. Your new hire also should meet key colleagues from other departments with whom he or she will collaborate on a regular basis. You might even arrange a group lunch during the employee’s fi rst week so everyone can get better acquainted with the new staff member.

Set clear expectations from the get-go. Misunderstandings are a primary cause of employee dissatisfaction. Sit down early with your new employee to ensure the individual grasps exactly what the job entails, understands reporting lines and knows how success will be measured. And, because every manager is different, explain any preferences you have for how the person should communicate with you, whether it’s through e-mail, daily face-to-face meetings or otherwise.

Provide mentors. A well-versed mentor can assist new colleagues in gaining a feel for the organization’s goals, inner workings, history and prevailing culture. Mentors can impart to new personnel the subtleties of protocol, how to navigate tricky bureaucratic situations and suggestions for managing competing demands. By assuming an active, hands-on role, time-tested veterans can help shorten learning curves, aiding a protégé’s integration into the department.

Welcome Aboard!PAVING THE WAY FOR NEW STAFF MEMBERS

BY DAVE WILLMER, THE CREATIVE GROUP


Check in regularly. Throwing too much information at new employees too quickly can be overwhelming and counterproductive. Many new staff members are hesitant to speak up for fear of appearing uninformed. While a mentor can help with many questions, make an effort to follow up with your new employee frequently to see if there are any unaddressed issues or diffi culties.

Maintain an open-door policy. In addition to checking in early on, it’s critical to make it known that you are available should the new team member need your guidance. It’s wise to let the individual know from the start that you can always be approached with questions.

Remember that an employee’s fi rst days on the job will leave a lasting impression. Capitalize on your new team member’s excitement and get off on the right foot by making the adjustment as easy as possible. He or she will make contributions more quickly, and you’ll likely see substantial payoffs down the road in terms of creativity, productivity and loyalty.

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

Welcome Aboard!


ON SEVERAL OCCASIONS my desire to see the good in people has blinded me to the arguably brutal negativity that some misdirected souls feel entitled to infl ict on their co-workers. Perhaps the greatest betrayal is when someone we trust or look up to is mean to us.

Some people use meanness to get their way. We’ve all had new bosses who thought that becoming Attila the Hun was an appropriate form of supervision. Management by intimidation never works.

At other times meanness can appear to be an equalizer, giving someone the perception that they can protect themselves from an emotional terrorist. People who try to vanquish negativity in this manner are usually over matched. It’s also hard to keep mean energy inside you if you are not really a mean person. And yes, most unfortunately, truly mean people do exist.

Even some overtly aggressive leaders act out in ways that they sense will make their staff cower. Most normal team members who are being treated this way will submit to almost anything to get rid of the pain and anxiety. Mean people also enjoy the feeling of power that their behavior gives them. For them, being mean is an addiction, and the meanness becomes something they try to keep burning inside themselves. They must be unaware of

how this type of personality will eventually destroy any relationship, business or personal, that might have come their way.

It seems that there is more meanness today than before. I witness rudeness to entry-level interns who are doing their job with a smile, peers insulting each other as though it were an art form, and disgruntled employees trying fruitlessly to seek revenge through the courts. Everyone feels like they have to win, and most who get into this pattern will stop at nothing. When this happens, everyone ends up losing. And your business ends up suffering. If you have to deal with a mean co-worker on a regular basis, here are three things you can do:

• Get support. Telling someone in HR or your supervisor what you are going through will help give you a place to put your pain and perhaps give you some perspective. Whether this is a onetime event or an ongoing tragedy, the benefi t of discussing this with a professional in your offi ce will help.

• Realize you have a choice. If you've been brought up around mean people, being around someone who understands and is sensitive can be an eye opener. Not everyone behaves in a toxic manner. Choose to work with people who are kind.

Passionate Leadership

BY: BARTON GOLDSMITH, PHD

Meanness in the Workplace


• Get out of the way. Most people leave their jobs because they don't get along with their bosses. It's okay to leave or to end something if you are being abused. This goes for personal as well as professional relationships.

I don’t think I’ve ever seen someone respond positively to meanness. It’s a poor tactic and never works in the end. If you are mean, give it up. Like the song says, “Mean people suck.”

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.

Meanness in the Workplace


I just read from my Farmer’s Almanac* that if I want beautiful fl owers next Spring, I should be planting bulbs right now. What? It’s November, for cryin’ out loud! The leaves are falling and the sweaters are being aired for Mothballs and you want me to plant?

This business plan reminder is brought to you by a wedding and the birth of a child. Now, before you fl ip the page, let me explain.

We traveled to Ohio in October to attend my niece Megan’s wedding in Columbus before traveling north to Medina to meet young Miles DiBello, the 6-month old pride and joy of our ‘adopted’ kids, Courtney and David. Imagine the amount of planning that went into both of these events. The wedding had enormous thinking that had to go into every part of it. Where to have the wedding, who to invite, where do they sit, what kind of cake? The birth of young Miles was no simple task, either, because even before he was born, things had to be fi gured out in terms of what he would need, where he would sleep, what he would eat and all the rest. The success of the wedding and the success of the newborn’s trip into this world took planning.

Planning for your business success in ’08 should have already started. Even if you have a 50-year strategy, and most don’t, I applaud you. But, things change and new plans have to be fi gured out. Just as a running back has to be fl exible to dodge oncoming linebackers, you need to be fl exible with your business approach so that you can weather the storms and dodge the obstacles.

And, are there great ways to do this! We have had great success with using biodegradable papers to send out cards, bookmarks and more that continue to carry “we’ll help you grow” messages that are great for business growth themes. We’ve put together campaigns that included several ‘lumpy’ mail pieces that capture attention. Lenticular post cards rose to the top of the stack of mail because they were interactive and caused attention to the target that received them. Incentive programs for salespeople to stay on top of their game have proven to be worth every penny. Think of what you want to accomplish. Plant your seeds now!

Bring in your professional distributor and fi gure out the Plan, because the right promotional products will help you stay in front of your target audience all year long and continue to impart your message as the New Year develops. You want 25 new clients, great. Set the plan. If you want to reinforce your Brand, terrifi c, develop your message and keep reinforcing it via the medium that hits your target audience consistently with pinpoint accuracy.

Is this the personal touch? Yes. It’s ALL Personal.

Dave Ribble, www.TCI4Me.com, is President of The Company Image/Geiger. He can be reached at 818.906.9894.

*Exclusive to Geiger, the Farmer’s Almanac was started in 1818 and can be customized and personalized.

It’s ALL Personal

DAVE RIBBLE

“Planning for your business success in ’08 should have

already started. Even if you have a 50-year strategy, and most don’t, I applaud you.”


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Brilliant Results Magazine 9034 Joyce Lane Hummelstown, PA 17036.Or fax to (717) 566-5431

PLEASE CIRCLE ITEMS OF INTEREST.

And You Can Help Stop Harmful Global WarmingPlant Seeds For 10 Trees

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LAST WORD

SECURITY AND PARTICULARLY INFORMATION SECURITY has risen to the top of the list of busi-ness fundamentals for success. For that reason,

Brilliant Results decided to talk to the security experts at Oracle, one of the world’s paramount information companies about technology and the security of that critical item – the company database. Oracle is helping more governments and businesses around the world become information driven than any other company and as Oracle’s Chief Security Offi cer, Mary Ann Davidson is responsible for security evaluations, assessments and incident handling. She repre-sents Oracle on the Board of Directors of the Information Technology Information Security Analysis Center (IT-ISAC) and is on the editorial board of SC Magazine. Ms. Davidson has a B.S.M.E. from the University of Virginia and an M.B.A. from the Wharton School of the University of Pennsylvania. She has also served as a commissioned offi cer in the U.S. Navy Civil Engineer Corps, where she was awarded the Navy Achievement Medal.

BR: Give our readers a little background about Oracle?

Oracle’s business is information—how to manage it, use it, share it, protect it. For nearly three decades, Oracle, the world’s largest enterprise software company, has provided the software and services that let organizations get the most up-to-date and accurate information from their business systems.

On the personal side, I think of Oracle as being a group of very dynamic, Type “A” personalities. It’s probably the sharpest group of people I have ever worked with. Obviously, I am having a great time: I’ve been with the company almost 17 years.

BR: How did you become involved in database security as a career at Oracle?

I had been working in the Applications Division for about fi ve years. I wanted to try something a little different. They had an opening in a group called Secure Systems, which was building a special version of the Oracle7 Database (called Trusted Oracle7) for the U.S. Defense Department. Since I’d been a military offi cer and understood “professionally paranoid mindsets” (and I mean that kindly), I decided that would be a great opportunity. I’ve been doing security ever since.

Security is both very interesting technically and incorporates fascinating social policy issues. For example, law enforcement and national security entities want to be able to read data in decrypted form when they are putting together a case. Encryption makes it hard for them to do what they do, which is one reason encryption was classified as a weapon for U.S. export purposes for a long time. On the other hand, encryption makes it hard for Bad Guys to steal, snoop on or modify Good Guys’ information. Is it possible – or advisable – to build encryption that is snoopable by law enforcement trying to catch Bad Guys but not Bad Guys trying to do bad things to Good Guys? The technology itself is neutral, but the ramifications are interesting.

BR: How do you develop an understanding of your clients to ensure that Oracle database software is both secure and producing maximum ROI?

It’s not all that hard to develop a customer viewpoint since Oracle runs on Oracle software.

MARY ANN DAVIDSON ORACLE’S CHIEF SECURITY OFFICER

Editor’s Note: The following interview published in the June 2005 issue of Brilliant Results is so relevant in today’s security conscious business world; we have decided to include it in this technology-focused issue.


While Oracle is not Oracle’s only important customer, our IT department is often the earliest adopter of our software. I have tried to pull our IT “customer” in to help drive product direction in security, as they have to live with the consequences if we don’t do a good job of it.

We also have a customer advisory council for security that encompasses the entire product family, and includes customers across a multiplicity of industries, company sizes, sectors and geographic areas. There’s a great phrase in Hawaiian that really applies when our customers come in for the advisory council: “Paha ka

waha.” (Shut the mouth) That is, we learn best by listening, and our customers are both helpful and eloquent in expressing themselves. Even if customers are only reinforcing what you thought was the need, it still helps build the business case for doing A over B.

BR: What is the strongest value/benefit of Oracle’s database software to its users?

It is hard to choose just one. If I had to, I’d say that the fact that we can restrict access down to the level of a single row of data, which nobody else can do.

Since we enforce security on the data, someone using a different application cannot bypass the security. (After all, it is the data you are trying to secure.) We can also enforce row level access based on the security classification of data. Result: better, non-bypassable security, lower cost (build it once, not many times) and it has even been vetted against the Common Criteria (ISO-15408).

BR: Given the recent news coverage of various “hackers” obtaining access to the customer databases of major corporations, i.e. DSW, Lexis Nexis, Comcast,

etc., how is Oracle working with its clients to help prevent database intrusions?

It is worth noting that many of these breaches were not technical exploits, and thus there were not necessarily technical measures that would have mitigated the attack.

It’s always tempting to think technology will save you from all IT evil, but information security isn’t just technical security. It incorporates physical security, procedures (e.g., policies), and personnel. For example, if you don’t keep track of your physical backups, and they are lifted, someone may get access to your customer or employee data. If you don’t do a background check on employees in positions of trust (such as database administrators), you may be betrayed by that trusted insider.

One of the “magic bullets” that customers are tempted to deploy is encryption. Certainly, encryption on the wire (in transmission) can be considered best practice, but encrypting data at rest is not easy and it is not always clear what problem it solves. Are you worried about a break-in from the outside, your administrator abusing her privileges, or employee snooping using (their) legitimate access rights? The same encryption scheme can’t protect against all of the above threats.

Specifically, encryption does not solve any access control problems. Meaning, anybody who has legitimate access rights also has rights to see the data in decrypted form (otherwise, he/she can’t understand it or cannot modify it). If I can get access as you, or as a privileged user, I can see everything you can see (or the privileged user can see). Encryption, in this case, adds precisely zero security.

Having said all that, we have built some native encryption capabilities into the Oracle Database that are pretty slick. (I just don’t want customers neglecting all other aspects of security because they are encrypting some data.)

BR: Is there a common methodology that these “hackers” use to gain access to databases?

Hacking methodology is well understood. There are classes on hacking which I recommend to anybody who has to defend a network or a system. Military history teaches us that you can’t defend anything if you don’t think like an attacker. A lot of what my team does is train developers to think


like hackers, through secure coding standards, training classes, hacking demos, and so on.

A really easy hack is going through a “best practice” guide and trying the inverse of the best practice. For example (before we changed the Oracle database so we force password changes on installation), my hacking team used to break into systems by trying the default passwords. You’d be amazed (or appalled) at how many systems are easily broken into because someone did not change the default password(s). I had a friend who broke into a classified system (by accident, years ago) because the customer had not changed the default passwords. Scary.

BR: What is the number one concern/problem/se-curity question that Oracle database customers ask your department to resolve? How do you solve it?

One of the ones gaining momentum, probably because of the increasing regulatory environment, is how to easily lock down one’s systems. Customers

want IT products to either install in a secure way, or they want to be able to push a button to lock the system down in a secure way after installation. Truthfully, vendors are in a better position to do this (do something once that all customers reap the benefit of), but it is sometimes harder to do than you’d think. We have about five major product stacks, and we run on greater than 10 operating systems.

Making sure that a “secure default configuration” does not break any version of any product on any operating system isn’t always easy.

Having said that locking down a product on installation, or afterwards via a wizard, is something every vendor needs to do and we’ve made a lot of progress on it. This is part of making it easy for your customers to be secure and we absolutely believe it’s the right thing to do. I think you will see large procurements, particularly from customers or groups of customers with signifi- cant collective buying power (e.g., governments), start requiring reasonably secure default configurations as a condition of procurement.

BR: Do you have any security strategy suggestions for our readers to increase the protection of their database information?

Some of it is not very complicated, but it’s always good to review the basics:

Come up with a benchmark security configuration (or use one that has been developed) and lock your database down per the benchmark. Oracle provides tools to do this, and there are also tools available from third parties to do this.

Run the tool regularly to make sure you stay secure.

Run on a supported product version and apply security patches regularly. We obviously try to avoid the kind of programming errors that lead to security patches, and we have tried to make them easy to apply and on a fixed, pre-announced schedule, so people can plan for them (they are quarterly, and cumulative for most products).

If you aren’t on a supported version and don’t apply security patches with reasonable frequency, you may well be taking an unacceptable risk with your systems. I occasionally have conversations with customers — some in regulated industries — who are on long-out-of-support versions of product and have never applied any security patches. That’s like juggling hand grenades: you hope something bad doesn’t happen but why take the risk?

Audit appropriately. We have very granular audit and it scales well; there’s no excuse for not doing it.

BR: Is there a particular product that has been more successful than others?

Clearly, the database is not only the flagship brand, but it is the secure flagship: we just do not lose business to competitors if security is important to them. In addition to the basic security we offer in the database, we have two extra security options for Oracle that have both done pretty well.

We are also beginning to get some solid traction on Oracle Identity Management. Since we have already done the hard work of integrating this with our product stack, it is a natural evolution for our customers running multiple Oracle products. For example, if someone joins a company, the user can be provisioned based on the “join the company” event in Oracle Human Resources, and has all the right accounts, single sign-on, and the like, across multiple Oracle products. Also, identity management is infrastructure, and it absolutely has to be secure. We understand both of those requirements well. We’ve also made a recent acquisition (Oblix) in order to strengthen our support for heterogeneous environments. We got great people and great technology from that deal.

BR: Any final thoughts or suggestions for our readers?

There’s a quote I use to emphasize that security is everybody’s business (to some degree) and why it matters: “A nation, as a society, forms a moral person, and every member of it is personally responsible for his society.” (Thomas Jefferson) •


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

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