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SOCIAL networks that www.brilliantpublishing.com page 20 page 26 page 8 April | 2010 $10. 00 TM Foil Stamped | Printed | Embossed | Custom Browse our entire line at: Calendars | Greeting Cards | Folders | Frames & More ASI 95280 | PPAI 114154 | SAGE 57590 8 SPORTS & PROMOTIONS 26 32 Vol. 7, No. 04 2010 8 4 Brilliant Results | April 2010TRANSCRIPT
w w w. b r i l l i a n t p u b l i s h i n g . c o mApril | 2010$10.00
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SOCIALnetworks that
BOOST SALES!
The world is your ally
sports &PROMOTIONS
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features: 8 SPORTS & PROMOTIONS
departments: 6 publisher's letter
7 contributors: who’s who in the industry
14 travel: sporting travel
16 incentives: incentives and health
18 exhibit: do promo products add value to your exhibit plan
20 business now: social network that boost your business
24 marketing: promoting something to death
26 branding: guilty
30 it’s all personal: the big picture
32 staying sharp: the world is your ally
33 ad-index
34 off the cuff
26
32
8
Vol. 7, No. 04 2010
4 Brilliant Results | April 2010
IN the sports world, every good coach has a strategy to
lead his team to victory. If the game plan is effective and well executed
by the team, when the contest ends the fans cheer and the team returns
to the locker room victorious. The front office is happy, the players are
pleased with their performance, the sponsors are satisfied because the
paying customers – the fans, will pay again to enjoy the thrill of victory.
It is this thrill of victory that builds fan loyalty and an emotional
investment that can result in a win for the savvy organization whose
brand is associated with the team. the challenging part is making sure
that your corporate story resonates with this fan demographic and that
the promotional media used to keep your company front and center in
their minds is true to your brand. the items themselves can be elegant
or in some cases they can be as simple as a yellow rubber bracelet
embossed with the words ‘Live strong.’
the marriage of companies and sports can create some of the most
memorable marketing campaigns that continue to deliver results year
after year. think the Gatorade bath that is de rigor for winning coaches,
the Nike swoosh that is recognized on numerous team wear or the ralph
Lauren logo that appeared on the UsA olympic team – all positive, subtle
brand reminders.
successful marketing campaigns are all about numbers and the more
eyeballs that are on your brand in a positive way the better chance your
organization has of achieving brilliant results. should sports be a part of
your next campaign, if you can make the connection with your brand –
quite possibly? But remember don’t just think major league, local sports
can also deliver big returns.
publisher’s letter
Brilliant Publishing LLC9034 Joyce Lane
Hummelstown, PA 17036Ph: 717.571.9233Fax: 717.566.5431
PUBLISHER / ADVERTISINGMaureen Williams
717-608-5869
EDITORIALEditor in ChiefMaryAnne Morrill
Senior EditorMichelle Donofry
Style EditorCharity Plata
Asst. EditorMolly Anika
CONTRIBUTING WRITERSDaniel Burrus, Michael Merrick Crooks,
Barton Goldsmith, Ph.D., Arnold Light, CTC, Martin Lindstrom , Dave Ribble, MAS,
Barry Siskind, Dr. Peter Tarlow
PRODUCTION / DESIGNArt DirectorJeremy Tingle
Brilliant Results is published monthly by Brilliant Publishing LLC,
9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax#
(717) 566-5431. Postage paid at Michigan City, IN and additional
offices. POSTMASTER please send address changes to Brilliant
Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 7.
Number 4 . Brilliant Results subscription rates: one-year $120;
Canadian $160 USD; one-year foreign $225 USD. All subscriptions
are non-refundable. Copyright © 2010 Brilliant Publishing LLC. All
rights reserved. The publisher reserves the right to accept or reject
any advertising or editorial material. Advertisers, and/or their agents,
assume the responsibility for any claims against the publisher based
on the advertisement. Editorial contributors assume responsibility for
their published works and assume responsibility for any claims against
the publisher based on published work. No part of this publication can
be reproduced in any form or by electronic or mechanical means,
including information storage and retrieval systems, without written
permission from the publisher. All items submitted to Brilliant Results
become the sole property of Brilliant Publishing LLC. Editorial content
does not reflect the views of the publisher. The imprints, logos,
trademarks or trade names (Collectively the “Marks”) displayed on
the products featured in Brilliant Results are for illustrative purposes
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.
Make it a Brilliant Day
Maureen [email protected] 717-608-5869
brilliantresults™
Brilliant Results regrets that Richard MacLean’s name
was inadvertently omitted as the author of the March
Cover Story Memo to Marketing.
www.bri l l iantpubl ishing.com6 Brilliant Results | April 2010
contributors
b Arnold Light, CTC, CEO & President of Fire and Light has 35 years of marketing experience specializing in incentive and loyalty marketing helping multinational corporations develop and implement B2B and B2C results oriented performance improvement programs. For additional information visit www.lightconsults.com.
c Barry Siskind is an internationally recognized trade and consumer show expert. He is the author of six bestselling business books including Powerful Exhibit Marketing. Read his newest book, Selling from the Inside Out for an in depth guide to a successful sales career. Visit Barry at www.siskindtraining.com.
d Barton Goldsmith, Ph.D. For more than two decades Fortune 500 companies, educational institutions, and government organizations have relied on Dr. Barton Goldsmith to help them develop creative and balanced leadership. He is a highly sought-after keynote speaker, business consultant and author. His columns appear in over 500 publications, including the Chicago Sun-Times, the Detroit News, and the Los Angeles Business Journal. He may be contacted through his web site www.BartonGoldsmith.com.
e Daniel Burrus is one of the world’s leading technology forecasters and business strategists. The author of six books, including the highly acclaimed Technotrends, he is the founder and CEO of Burrus Research, a research and consulting firm that monitors global advancements in technology driven trends. Daniel’s client list encompasses a wide range of industries, and includes many Fortune 500 companies.
f Dave Ribble, MAS, is President of The Company Image/TCI Consulting, an award-winning promotional marketing company specializing in great ways to extend your brand and image while adhering to your budget. Ribble is available for speaking engagements, workshops and consulting. Please email him at [email protected]
g Martin Lindstrom, a respected branding and marketing expert, was selected as one of the world’s 100 most influential people by TIME magazine. The founder, CEO and Chairman of the LINDSTROM company (Sydney), Martin speaks to a global audience of approximately one million people every year. He has been featured in numerous publications, and on major broadcast and financial television network programs, his previous book, BRAND sense, was acclaimed by the Wall Street Journal as one of the five best marketing books ever published. His latest book; Buyology – Truth and Lies About Why We Buy – a New York Times and Wall Street Journal best-selling book has been translated into 37 languages and is on almost all major best-seller lists worldwide.
h Dr. Peter Tarlow is the founder and president of Tourism & More Inc. Dr. Tarlow has appeared on National televised programs such as Dateline: NBC and on CNBC. Dr. Tarlow organizes conferences around the world dealing with visitor safety and security issues and with the economic importance of tourism and tourism marketing. He also works with numerous cities, states, and foreign governments to improve their tourism products and to train their tourism security professionals. For additional information visit www.tourismandmore.com
i Michael Merrick Crook owns Crooks Advertising Alliance, a creative strike-force specializing in creative problem-solving. Crooks has gained international recognition for his writing and speaking on the subjects of creativity and promotional marketing. To read more of his unique perspective, sign up for his free newsletter, CrooksView Creative Digest, or contact him visit www.CrooksAdvertising.com
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IN 1997, the sports Business
Journal estimated the sports
industry, after a large-scale study,
to total some $2l2.53 billion (in
1997 dollars). With an annual
growth rate of approximately 9%,
to say that this offers a goldmine of
opportunity for brand building and
promotional products is certainly
an understatement. however, these
numbers don’t tell the whole story
according to Daniel A. rascher,
ph.D., president of sportseconomics,
“An important dimension of the size
and value of the sports industry can
be measured in terms of the ‘share
of mind’ that sports occupies. the
sports industry has its own section
in the newspaper while energy,
textiles, financial and healthcare
are all lumped into the business
section. sports also has its own
24-hour television networks, radio
stations, etc. sports is one of the
few industries in which loyal users
join fan clubs. Are there fan clubs
for wallet manufacturers or pencil
makers? the emotional impact that
sports provides is the most important
measure of its size and value.”
More simply stated, Americans
love sports and when combined
with free stuff the result is almost
irresistible. In theresa McCabe’s
recent article, the Best and Worst of
Baseball promotions, her research
indicated that Major League Baseball
will rely on giveaways and promotions
to lure budget-conscious spectators
to games this year. some freebies
will be as unoriginal as bobble-
head dolls, post-game fireworks
and various food deals. But some
will be clever and creative, such as
the White sox's Mullet Night when
all fans wearing a mullet hairstyle,
whether it's real or a wig, can
participate in the Mullet March and
the first 500 mullet marchers will get
free t-shirts. the Brewer's stitch n'
pitch deal will invite needle artists
to sit in stitch N' pitch sections and
stop by teaching tables around the
stadium. The first 1,000 crafters will
get a special edition Brewers stitch
N' pitch Bernie Brewer Bobble head
doll. the Cleveland Indians will offer
a "Lunch and three Innings" deal to
encourage local workers to take their
lunch breaks at progressive Field.
By: MARyANNe MORRILL
9%Sports and Promotions
April 2010 | Brilliant Results 9www.bri l l iantpubl ishing.com
During the Indians' "Beach Weekend"
from July 16 to July 18, fans can watch
fireworks and take home free floppy
hats with children under 12 receiving
free Webkinz stuffed animals. Not to
be left out, the Kansas City royals
fans can enjoy “all you can eat seats”
for nine Wednesday games. For $35,
you get a seat in the nosebleed section
and all the hot dogs, nachos, peanuts,
pretzels and pepsiCo products you
want. the royals will also host seven
"buck nights" and 14 college nights.
‘Buck nights’ feature a menu of hot dogs,
small drinks, peanuts and twinkies for
a $1 each. on college nights, students
can get into Kauffman stadium for
$7 and take advantage of food and
drink specials. During the season,
the rays will dole out 13 different
collectible shirts, superhero capes and
Carlos pena toothbrush holders. For
more of this year’s offerings by MLB
teams and ideas that might work for
other organizations visit www.
thestreet.com and
read theresa’s
entire article.
Major companies
have long linked their
brands to sports by
providing shoes and
apparel…think Nike’s
“Just Do It” and the
famous swoosh, while
others put their name on
stadiums or advertising
boards around the rink.
other companies such as
Yokohoma tires (see the
Brands & sports story in this
issue) have found that linking
their brand to sports, whether,
MLB, NBA, NFL or collegiate
football helps drive traffic to
their retail establishments and
build brand awareness.
the possibilities for brands
and sports to benefit from each
other are only limited by the
imagination of marketers and
promotional products professionals.
For example, teams with corporate
ties to a specific airline could feature
replica models of their airline partner’s
airplanes hanging from the rafters in
the stadium concourse area and give
away tiny models to fans sitting in
select sections; photo ops with ring
girls, cheerleaders, players, etc could
be offered by corporate sponsors to call
attention to their brand relationship with
a particular team or event and benefit
from its fans emotional goodwill.
Brands looking for new, creative ways
to leverage their sports partnerships
should take a close look at Coca-
Cola’s recent ‘Fannovation’ initiative.
the world’s largest beverage company
recently turned to crowdsourcing
to generate the next great way to
leverage their NCAA partnership while
enhancing the overall fan experience.
the act of crowdsourcing has
become very popular and can serve
as a great way for sports organizations
to come up with new, creative ideas
and help give fans a voice. Coca-
Cola’s ‘Fannovation’ offered fans
that submitted ideas the chance
to win $10,000. thus far, popular
fan submissions have included fan
videos on the jumbotron, one-on-one
mascot shows, fan horse, Coke
Zero cameras located everywhere, fan
highlight reels, and ref the ref voting.
Benchmark this idea to help your
organization generate the next great
idea that drives results! (Courtesy of:
Brian Gainor, partnership Activation,
Inc. www.partnershipactivation.com).
According to a recent Consumer
Internet Barometer one out of every four
people online visits a social networking
website. this presents another avenue
for promotional professionals to work
with teams to help them make their
fans social networking experience with
the team a positive one. A wide range
of promotional items properly matched
to a company’s brand and marketing
campaign…not just the cheapest
unrelated item available and destined
for the nearest waste bin or child…could
be utilized to reward customers for
specific actions whether it be website
visits, social media referrals, survey
Team LogoYour Logo
10 Brilliant Results | April 2010 www.bri l l iantpubl ishing.com
completions, contest participation, or
in whatever way the company is trying
to motivate client base performance
or engagement.
For example, Carlsberg, the
Official Beer of the England football
team, recently launched an “england
team talk” social media campaign
that encourages fans across the
nation to show their avid support for
the team during the 2010 World Cup.
team talk is an innovative idea that
could ignite a phenomenon in the
United states among professional
sports organizations. the campaign
gives consumers the opportunity to
shoot and upload their best version
of a team pep talk, submit a written
message online, and/or watch other
popular team pep talks. the person
with the best pep talk will win the
opportunity to deliver their pep talk in
person to the team.
teams at a local level also have fans
and those fans will support companies
that sponsor their team when they
are made aware of the corporate
relationship through marketing and
promotional campaigns. A golf course
might hold a night putting contest
sponsored by a local restaurant to
drive clients to the course and the
company’s retail establishments. the
blending of sports and organizations is
not just limited to for profit companies;
charities have successfully auctioned
sports memorabilia and equipment to
raise funds.
Whether it is major league, minor
league or local every team and every
sport has its fans and those fans
provide organizations both large and
small with significant opportunities to
promote their brand in one of the most
positive ways. that promotion should
only be limited by common sense…a
helicopter money drop at the stadium
is not a good idea…and imagination of
marketing teams and the promotional
products professionals that work with
them to grow brand recognition and
bottom lines.
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joined forces
Brands & Sports Promotions…A Winning Combination
It’s A “three-peAt” for Yokohama tire Corporation. As
part of its 2010 marketing program,
the Fullerton, California-based tire
maker is sponsoring two of the
National Basketball Association’s
(NBA) top teams – the Boston Celtics
and san Antonio spurs – for the third
consecutive year.
Yokohama tire Corporation is
also adding the Los Angeles Angels
to their lineup of sports teams. the
Angels’ signing of free-agent hideki
Matsui – the Japanese baseball hero
affectionately known as “Godzilla” –
made the popular team a good fit.
“Yokohama has had great
success the last three years with
NFL sponsorships in Baltimore and
Cleveland, with the NBA in Boston and
san Antonio and with college football
teams like UsC and UCLA,” said
Dan King, Yokohama vice president,
sales and marketing. “our dealers
are able to generate store traffic and
create local consumer excitement
within the communities. plus, sports
sponsorships offer incredible brand
visibility and are a great platform to
promote our lineup of tires, ranging
from the brand new AVID® eNVigor™
to the eco-friendly, orange-oil infused
dB super e-spec™. Now we’ve
entered baseball, a perfect fit for us
because of its immense popularity in
the U.s. and Japan. ”
sports sponsorship packages are
not a one-size-fits-all proposition
and are tailored to meet a host of
needs for companies. YtC, the
North American manufacturing and
marketing arm for tokyo, Japan-
based Yokohama rubber Co., Ltd.,
worked with the Angels to create a
package focused on raising brand
recognition and driving consumer
traffic to its dealers in the LA/Orange
County region, according to takao
oishi, YtC president and Ceo.
“We partnered with the Angels to
develop a deal that is advantageous
at various levels,” said oishi. “YtC
is receiving amazing exposure
throughout the second largest
market in the country and, as
we’ve experienced with our NBA
and NFL sponsorships, we expect
our dealers to increase their
sales through our connection
with a sports team that has loyal,
dedicated fans like the Angels have.”
Celebrating its 40th anniversary in
the United states, Yokohama tire
Corporation is the North American
manufacturing and marketing
arm of tokyo, Japan-based the
Yokohama rubber Co., Ltd., a global
manufacturing and sales company of
premium tires since 1917.
Brilliant results wants to thank Bill
Groak of pCG Campbell, for bringing
this successful brand and sports
combination to our attention,
“We partnered with the Angels to develop a deal that is advantageous at various levels,”
12 Brilliant Results | April 2010 www.bri l l iantpubl ishing.com
SPORTING TRAVEL
the month of April reminds us
that warm weather is right around the
corner and that means an increase in
physical activity. Many communities
have the idea that sports tourism is
only about major league activities
or large sporting events such as
the olympic games. While both
professional sports and major sporting
events such as the World Cup in
soccer, Wimbledon in tennis and a
World series in baseball can be major
sources of revenue, brilliant results
can also be gained through multiple
athletic tourism options that even the
smallest of cities can promote.
sports tourism can be divided
into two major tourism areas. there
are participatory sporting activities
in which people go to a particular
location to practice or participate in
an athletic event such as a marathon
or tournaments. sports tourism also
refers to the sporting spectacles, that
is people come to a place to watch
others participate. professional
athletics is part of this second group
and draws thousands of spectators to
a local community. In fact ever since
ancient Greece people have traveled
the world to watch other people
participate in athletic events.
Many communities have come
to realize that sporting events can
have a major positive impact on
their economy. sports tourism can
increase economic receipts, it can
act as a promotional mechanism
for a community, placing it on the
travel map and helping to fill hotels
and restaurants. Cities that attract
major sporting events may use these
events as reasons to improve their
infrastructure or reduce crime rates.
to help you develop a tourism
sports program consider some
of these ideas to get the most
brilliant results:
Make your sports program match •
your community’s geography,
topology and culture. If you are a
smaller community participatory
sporting events may be a more
successful route than trying to
attract a major league team.
Assess what you have and make
your sports program match your
environment, weather and climatic
conditions and typography
Be a bit outlandish. With a little bit •
of creative marketing a negative
can be turned into a positive. For
example, Wichita Falls (texas)
promotes a late summer cycling
marathon called “hotter ’N hell
that attracts over 14,000 athletes
and 30,000 visitors each August.
Match your sports tourism program •
to your economic capabilities.
some communities have budgets
that permit new stadiums and
state-of-the-art playing fields,
aquatic centers and golf courses.
other communities need to stress
those types of athletic events that
involve a lower level of
infrastructure investment. For
example if you are a beach
community then water sports may
require lower infrastructural
development. No matter what your
budget never skimp on issues of
player safety and security.
Make sure that you provide lots of •
support to your sports programs.
sports programs need lots of
support facilities and groups. Be
sure to work out agreements with
local medical units, police and fire
departments. Develop sports
friendly diets at local restaurants,
and make sure that there are
alternative rainy weather activities.
Not all sports programs need to be •
competitive or team sports. sports
tourism can be as simple as
providing walks through parks,
cycling through a city, or
developing exercise parks around
a community. While competitive
sports and team sports will draw in
more tourists the simpler one-
person unit sports experience can
be an extra add-on to a
community’s leisure or business
tourism market.
Make sure to get lots of feedback
from your sports tourist clients. After
an event find out what visitors liked
and did not like. Ask questions such
as: Was parking antiquate did they
feel safe, was there enough water,
and were bathrooms clean and
accessible?
By: DR. PeTeR TARLOW
travel
14 Brilliant Results | April 2010 www.bri l l iantpubl ishing.com
Incentives & Health…
A Great eACh YeAr, more than
40% of premature deaths in the
United states result from unhealthy
behaviors such as smoking, over-
eating or failing to take medications
as prescribed. physicians routinely
struggle to get patients to give up
their bad habits for the sake of
their long-term health, yet 20% of
Americans still smoke, and 71% are
either overweight or obese. how can
we match incentives and health to
create an environment that will keep
Americans healthier and costs down
for corporations?
Kevin Volpp, Wharton professor
of medicine and health care
management, and a professor at the
University of pennsylvania school
of Medicine, reveals that methods
are being researched to encourage
positive behavior modification as it
pertains to Americans health and
well being. As director of penn's
Center for health Incentives, Volpp
is in perpetual pursuit of carrots that
will lure patients away from lethal
behaviors. In a series of ongoing
studies, Volpp has found evidence that
money can motivate some patients to
stop smoking, lose weight or keep up
with their daily medications.
one such study that Volpp
conducted "Financial Incentives for
smoking Cessation," published in the
New england Journal of Medicine
and conducted among employees at
General electric, found that 9.4% of
smokers who were offered $750 in
incentives to quit smoking were able
to remain smoke free for 18 months,
compared with just 3.6% of smokers
who tried to quit without financial
incentive. there were also other studies
with similar good results all proving
that a good incentive whether cash or
merchandise of value really works.
Do INCeNtIVes reALLY WorK?
According to several studies,
the cost-effectiveness of health
promotion programs varies widely.
the Wellness Councils of America
maintains that the “return on
investment,” or roI, of such programs
is $3 or more for every $1 spent.
however, little has been published
so far on the roI of incentives alone.
Many experts agree that it takes two
to three years for any cost benefit
to show up. even in the best-case
scenarios, companies would likely
see slower growth in health care
costs rather than cost reductions.
Companies have long had an
interest in keeping workers healthy,
productive, and satisfied while cutting
health-care and insurance costs.
Increasingly, though, they are using
incentives—and disincentives—to
rein in these costs’ runaway growth.
so far, tobacco use and obesity
are getting the most attention. to
prompt workers to stop smoking and
lose weight, employers are, among
other things:
adopting no-tobacco policies on •
and off the job
offering cash-incentive payments •
and gift cards
reimbursing workers for gym •
memberships
providing free health coaching •
40% of premature deaths in the United States result from
unhealthy behaviors such as smoking,
over-eating or failing to take medications
as prescribed.
By: ARNOLD LIGHT, CTC
incentives
16 Brilliant Results | April 2010 www.bri l l iantpubl ishing.com
offering insurance-premium •
discounts to those who meet health
standards—and surcharges to
those who don’t
A recent guide Finding Wealth
through Wellness, by global public
relations firm edelman says that
getting employees engaged in the
health care process can significantly
lower costs. Creating engaged
employees has been shown to have
a positive effect on the bottom line.
For one, introducing a wellness
program will boost employee
motivation by demonstrating that
the company cares about them,
and it will reduce sick days by
promoting better health awareness.
Introduction of such a program by
Motorola generated significant
positive employee interest during a
period of layoffs.
CoMpANIes Boost reWArDs
seth serxner, a senior consultant
at benefits firm Mercer contends that
"If you're at moderate or high risk for
high blood pressure, diabetes or other
conditions, employers want you to do
something about it”. he says companies
began such efforts a few years ago
with modest incentives simply for
completing health risk questionnaires.
Now some have boosted rewards —
such as cash, free medications and
insurance discounts — but require
workers to do more to get them.
In a recent study by Watson Wyatt
and the National Business Group on
health about half of the 453 employers
surveyed say they use financial
incentives to encourage healthy
behaviors, such as quitting smoking or
losing weight. seventy-nine percent of
employers surveyed say they will offer
such incentives in 2009 and 2010.
the best-performing companies in the
survey that use financial incentives
saw health care costs increase
1 percent in the past two years,
compared with the average of 6.2
percent. poor-performing companies,
meanwhile, saw health care costs rise
by 10 percent.
to be sure health care costs are a
major concern to Corporate America.
Using incentives to reduce these costs
and keep employees healthy is an
effective and low cost way to achieve
these objectives. so your company
should get on the band wagon because
with as few as 15 employees a well-
designed health incentive program
could yield big savings in productivity
and enhance your bottom line.
have A rewarding Day!
April 2010 | Brilliant Results 17www.bri l l iantpubl ishing.com
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Do Promotional Products Add Value to Your Exhibit Plan?
LAst MoNth I posted a
question on the tseA (trade show
exhibitors Association) Group/
LinkedIn about the use of promotional
products. Forty-five comments later
and the discussion is still going strong.
Comments ranged from those who
thought promotional products were a
waste of time and resources to those
at the other end of the spectrum who
found them very useful.
tote bags, pens, mouse pads,
lanyards, CD’s, note pads, candy,
gizmo’s for your computer, stress
balls, luggage tags, buttons, pins,
card holders, golf tees, sweat bands,
mugs… don’t you just love it? Lots
of people do. Ask visitors why then
attend certain shows or what they
remember best and they say - “all
those cool giveaways.”
Ask them what they remembered
more, the give away or the exhibitor,
and for nine time out of ten the
answer is the give away. so, does
the investment in promotional
products at a show make sense?
sure it does. But there is more to
making a promotional product work.
It’s serious business and requires
some serious thought.
A study by the promotional
products Association International
reported some interesting findings:
of the people who received a
promotional product in the last 12
months,
the advertising specialty people
like to use cost per impression as their
method of measurement. A study by
the Advertising specialty Institute
found that bags topped the list with
a staggering 1,038 impressions per
month per bag given away. Caps were
next with 476 per month followed in
descending order by shirts (365),
writing instruments (363), Business
accessories (294), Glassware (251)
and Calendars (227).
the other noteworthy response
was that in terms of wearables. the
average respondent usually kept the
article for seven months; bags were
nine months and glassware seven.
the study reported that the most
commonly used products were writing
instruments (54%), shirts (45%), Caps
(31%), Bags (29%), Glassware (23%),
business accessories (17%), Calendars
(17%) and other wearable’s (4%).
how often a respondent will use
the product?
Nearly one third who receive •
glassware used it at least once per
week, and another one quarter
used it once per day.
40% of writing instruments were •
used at least twice per day.
One further noteworthy finding
was that 42% said their impression
of the company who gave them
a promotional product was more
favorable after receiving the item.
the only exception here was bags
where the number increased to 53%.
here is a sampling of the positive
and helpful comments that were
posted on the tseA LinkedIn Group.
the promotional product should •
be a thank you item not a must
have item.
Can be used effectively to •
reinforce the brand.
A great way to reward survey •
respondents.
Consider the environment and •
choose products with a longer life
cycle and better quality.
Integrate the promotional product •
into the overall lead generating
strategy.
Use as prizes in conjunction with a •
contest. this can motivate
customers to spend more time in
the booth.
Make sure the promotional product •
is tied to the overall messaging
and theme of the display.
Don’t give away stuff for kids. •
train staff on how and when to •
hand out a promotional product.
the debate rages on. some love
promotional products and swear by
the benefits they receive while others
avoid the discussion altogether.
But, in an age when we need
every advantage we can to make
our show participation memorable,
perhaps promotional products
deserve another chance.
By: BARRy SISKIND
exhibit
YOURLOGO
18 Brilliant Results | April 2010 www.bri l l iantpubl ishing.com
business nowBy: DANIeL BURRUS
Most peopLe are familiar with the term “Web
2.0,” which refers to a second generation of web development
and design that focuses on fostering social networking via the
web. Innovative companies are beginning to embrace Web 2.0
as a way to enhance communication, information sharing, and
collaboration, thereby allowing them to work smarter rather
than harder.
the business use of Web 2.0 represents a new trend
called “Business 2.0.” Aside from being the name of a defunct
magazine, Business 2.0 is about using the new web-based
social networking applications (many of which were originally
created for personal use) in a way that fosters teamwork,
customer touches, and internal and external collaboration in a
low-cost seamless way.
Unfortunately, many businesses feel that Web 2.0 and social
networking are for the younger generation and a waste of time
when used by employees. however, once you understand
the power of these applications and how to use them in your
company, you’ll quickly find that they can be invaluable tools to
boost your bottom line.
Following is an overview of the best Business 2.0 tools.
personal tools with Business Applicability
Social Networks That Boost Your Business
20 Brilliant Results | April 2010 www.bri l l iantpubl ishing.com
personal use: Facebook enables you
to connect and share with the people
in your life. Users can join networks
organized by city, workplace, school,
and region to connect and interact
with others. people can add friends,
send them messages, and update their
personal profiles to notify friends about
themselves.
Business 2.0 use: Large
organizations can connect all of
their employees, or members, with
Facebook. Some are finding an
added advantage of using an internal,
secure version of Facebook. this has
helped organizations to dramatically
increase their internal networking and
collaboration.
Ask yourself: Could we use
Facebook, or our own internal
version, to get people to collaborate
at a higher level?
personal use: twitter is a micro-
blogging service that allows friends,
family, and co-workers to communicate
and stay connected through the
exchange of short, quick answers
using no more than 140 characters per
message. senders can restrict delivery
to those in their circle of friends or
co-workers. Users can receive updates
via the twitter website or other social
networking sights such as Facebook.
Young people use twitter for answering
the question: What are you doing?
Business 2.0 use: Business users
could change that question to: What
problem are you trying to solve?
several companies have used this as
a fast way to solve problems. hotels,
airlines, and airports are using twitter
to pitch services, travel updates, and
respond to travelers needs.
Ask yourself: Could we use twitter
to solve problems faster with our
organization or our customers?
wikipedia
personal use: Wikipedia is a free
online encyclopedia that anyone can
use to find information on virtually
any topic. Anyone can edit the
content as well.
Business 2.0 use: A large
manufacturing company with engineers
in locations around the world increased
problem solving and collaboration by
creating an internal, secure version of
Wikipedia for sharing information on
parts and service offerings as well as
repair and maintenance instructions.
retailers and suppliers could create a
version of Wikipedia to foster education
and training as well as enhanced
information sharing.
Ask yourself: Could we create an
internal version of Wikipedia to foster
better information and knowledge
sharing?
YouTube
personal use: Youtube is a video
sharing website where users can
upload, view, and share video clips.
Youtube displays a wide variety of
user-generated video content as well as
movie clips, product demonstrations,
and commercials. Unregistered users
can watch the videos, while registered
users can upload an unlimited number
of videos.
Business 2.0 use: Businesses are
posting humorous commercial videos to
generate interest in their products with
great success. the more entertaining it
is, the more people watch it. Business
partners could create a Youtube like
channel for the purpose of educating
and training.
Ask Yourself: Could we enhance
our marketing efforts as well as general
communication by using Youtube?
digg
personal use: Digg is a social news
web site made for people to discover
and share content from anywhere on the
Internet, by submitting and accessing
links and stories. Voting stories thumbs
up or a thumb down is the site's
cornerstone function, respectively
called digging and burying.
Business 2.0 use: Many organizations
have found this to be a good way to
track the most interesting advances in
technology or the most useful business
news. Large organizations can create
their own internal version for sharing
what employees consider to be the
most useful information.
Ask yourself: Could we use Digg, or
our own internal version, to get people
to share their most interesting and
valuable web-based information with
each other?
Could we create an internal version of Wikipedia to foster better information and knowledge sharing?
April 2010 | Brilliant Results 21www.bri l l iantpubl ishing.com
delicious
personal use: Delicious is a
social bookmarking web service for
storing, sharing, and discovering web
bookmarks. It uses a non-hierarchical
classification system in which users
can tag each of their bookmarks with
freely chosen index terms.
Business 2.0 use: Business
users can share their most useful
websites with co-workers or business
partners. If a customer purchases a
product, sellers could share relevant
bookmarks that keep the customer
coming back for more information and
hopefully more products.
Ask yourself: Could we use
Delicious to share important new web
sites faster within our organization or
with our customers?
Visual communicaTionspersonal use: Visual
Communications, unlike traditional
video conferencing, uses your desktop,
laptop, and soon your smart phone
to hold a quick, anytime, anywhere
videoconference with one or more
other people. travelers who must
be away from home are using their
laptops in hotel rooms with broadband
access and free software such as
skype and AIM to communicate with
family and friends to enhance their
personal connection.
Business 2.0 use: Businesses
are discovering the power of Visual
Communications to enhance the
connection with their sales force,
business partners, and customers.
Ask yourself: Could we use
Visual Communications to enhance
communications internally and
externally?
purely Business 2.0 tools
wiki
A Wiki is a collaborative web page
or collection of web pages designed to
enable anyone to create a quick web
page that allows visitors to search the
Wiki’s content and edit the content
in real time, as well as view updates
since their last visit. Wikis are often
used to create collaborative Web sites
and to power community websites.
on a moderated Wiki, Wiki owners
review comments before additions to
the main body of the topic. Additional
features include calendar sharing,
live AV conferencing, rss feeds, and
more.
Ask yourself: Could we use Wikis
to enhance internal and external
collaboration?
linkedinLinkedIn is a business-oriented
professional networking website for
exchanging information, ideas, and
opportunities. there are over 35
million registered users spanning
170 industries actively networking
with each other. For example, large
insurance companies use LinkedIn
to foster networking with their
independent sales representatives.
hr professionals from all over the
world could use LinkedIn to share best
practices.
Ask Yourself: Could we use LinkedIn
to expand our organizational network
for enhanced knowledge sharing?
cloud compuTing & soFTware as a serVice
In Cloud Computing, some or all of
the storage, software, It processes,
and data center facilities you use
can exist on your provider’s server,
which is maintained and cared for
by your provider, giving you 24/7
access from any device anywhere.
the cost of upgrading hardware
and software, maintenance, and
associated It labor costs can be
dramatically reduced or eliminated.
Currently, the ideal organization
would be any size company that’s
facing big investments in computing
and communications infrastructure.
For example, Amazon.com can give
you an entire e-commerce back end.
software as a service (saas) such as
salesForce.com has a CrM package,
sciQuest has a spend management
package, and Google, Microsoft and
others have a suite of offerings.
Ask yourself: Could we use Cloud
Computing & software as a service to
streamline our It needs?
Gain a New Competitive
Advantage
By reframing the use of social
networking technology, companies
can increase communication,
collaboration, problem solving, and
competitive advantage with little cost.
remember, many of these tools are
free or nearly free, making them
accessible to even the smallest of
businesses. therefore, the sooner
you embrace Business 2.0 and put it
to work for you, the faster you can
penetrate new markets and win the
lion’s share of business.
Could we use Visual
Communications to enhance
communications internally and
externally?
22 Brilliant Results | April 2010 www.bri l l iantpubl ishing.com
Can You Promote Something
To Death?the QUestIoN wasn’t volatile. But it ignited a discussion that absolutely
exploded with insight. A member of an on-line discussion group asked, “What
promotional products would be good to carry an anti-gang message for middle
and high school kids?”
are You kidding me? ……… none!I believe I put it best when I wrote, “ … might as well hand out bulls-eyes
imprinted with "Gangs suck" for children to wear on their back.” By and
large, kids who live in gangland face a tough, up hill battle. I mean,
when was the last time you woke up in the morning and gave any
thought to the fact that bullets fly faster than you can run … or duck?
Yeah, shaking the bees’ nest by putting an anti-gang message on
something and giving it to children to carry around or wear — is
a bad, bad idea.
the good news is that the discussion brought to light a
couple of insights we as marketers should keep in mind in order
to keep the government, advocacy and activist groups out of our
business.
1) When we take advantage of marketing opportunities, we must
also recognize our tremendous responsibility. While we may have
responsibility to shareholders, bottom line and market share, we must
also remember that we have a responsibility to our industry and to the
publics that are affected by our marketing efforts.
2) place emphasis on message not product. In the example above
the question, “What product do we put an anti-gang message on?” is product
focused. however, had the question been, “What do we want to accomplish?”
the mind set could have placed the focus on promoting good as opposed to
gang-bashing. read on and I’ll share my idea for accomplishing that.
A few months ago, I was faced with a similar situation when asked by a client
to write an anti-gang radio commercial to run during high school sports broadcasts
on the local radio station. I asked, “What do you want to accomplish?” the answer
was to get the community to realize how important it is to support local junior and
high school athletics. As I prepared to write, I asked myself an intriguing question:
"What's the difference between a team and a gang?” I wrote in part:
“What's the difference between a high school sports team ... and a gang? With high
school sports, a community feeds on the achievements of organized youth. With a gang,
organized youth ... feed on a community.
High school sports instill values in our youth that benefit the participants ... and the
community that supports the programs.”
By: MICHAeL M. CROOKS
marketing
24 Brilliant Results | April 2010 www.bri l l iantpubl ishing.com
The great Zig Ziglar said it best:
“You can have anything you want if
you will just help enough other people
get what they want.”
Your company can be that company
that went out of its way to help when
things were tight. And, I promise you,
they will remember you if you ensure
your name stays in front of them during
this downturn. Here are a few ways to
do this. I am sure you will undoubtedly
think of more:
Personal, encouraging notes to key •
individuals
Referrals. Look at whom you can •
refer your clients/targets to
Get good press. Share what you are •
doing and take the credit for it
Keep reminding your target you are •
here for them, in the form of cool
promotional items
Folks will remember you if you
put it out there that you want to be
of service, whether they buy your
products right now or not. Use cost-
effective promotional products that
carry your message and that remind
them you are with them all the way.
You never know when they might
have to choose your product or
someone else’s, so keep talking to
their needs, not your own. They will
respond favorably with brand loyalty
when the dust settles.
Is this the personal way to let them
know you care about them? Of course.
It’s ALL Personal.
Don’t just sell it. Live it everyday!
columns in newspapers, magazines
and on e-zines that provide your target
with helpful information they can use.
Put out informational newsletters and
host seminars and really get behind
helping clients and your target audience
get through all this. In other words, stay
with them!
“When you
change the way
you look at
things, the
things you look
at change.” WAYNE DYER,
THE POWER OF INTENTION
History tells us that in the 30’s,
some companies went under. By the
same token, more millionaires were
created during that same period of
time than ever before, and one reason
is that some folks were poised to take
advantage of the current economic
conditions while others were not.
Good for them. The rest of us, too,
can also make things work if we will
put others fi rst, not second, in our
support for them.
Assess every situation on an individual basis.
Just as it’s critical to recognize when quick action is needed, it’s equally important to know when to sit back and let employees resolve an issue on their own. Even the most affable and coolheaded workers occasionally have days when they seem haunted by a personal demon or two. Put simply, foul moods and petty misunderstandings can get the best of anyone. If two generally friendly marketing managers butt heads, for instance, it’s likely they’ll be able to work out the situation without your intervention. While you don’t want to turn a blind eye to ongoing offi ce disharmony, you don’t need to referee every disagreement either.
Offer positive reinforcement.
Instead of handing out chocolate bars and candy corn, dole out public praise to model employees who exhibit the qualities you want others to emulate. By recognizing the individuals who contribute most positively to your workplace, you’ll send a clear message that you value collaboration and positive thinking.
Poor behavior and interpersonal squabbles between employees can lead to signifi cant declines in both morale and productivity. By remaining attuned to your team, fostering a friendly environment and proactively tackling problems when necessary, you can successfully tame offi ce tension and keep ghoulish personalities in check.
Megan Slabinski 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.
www.brilliantpublishing.com October 2008 | Brilliant Results 39
E-mail is an easy, effortless way to reach multiple people at once. It has the added advantage of being free. However, this is one case where you clearly get what you pay for: you’re running a huge chance of your e-mail being deleted unread — if it isn’t flagged as ‘junk’ by the company’s spam filters. Your target audience may never get a chance to lay her eyes on your e-mail message.
This leaves us with direct mail. Combining the best of both worlds, mailings offer the ability to reach several people at once in a fashion that’s effective and polite: you’re bringing your attendee valuable information without forcing them to adhere to your schedule the way a telephone call does.
I’m particularly fond of post-cards. Colorful, distinct and to the point, postcards can serve a num-ber of functions:
with bright colors and eye catch-ing graphics
-cise fashion
your exhibit
the customer relationship
of your marketing message for the event
To be effective, postcards must:
there is absolutely no sense in send-ing out a mailing that will not arrive until after the show is over
motivates your attendees to visit the booth Ensure your success by making pre-
show promotion part of your trade-
key customers and hot prospects before the event may take a little
additional time and effort, but you’ll
Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, is an internationally recognized expert working with companies to
increase their profitability at trade-shows. 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.
www.bril l iantpublishing.com www.brilliantpublishing.com January 2008 | Brilliant Results 31
How? There are many possibilities. One exhibitor featured the Dallas Cowboy Cheerleaders in his booth. Another had an exciting multimedia presentation on a revolutionary new type of technology. An instrumentation manufacturer employed a magician to perform at his display. A major defense manufacturer hired a quick-draw fighter to teach people how to use a six-shooter (with blanks, of course!).
Once you’ve invented an event (one that generates real excitement but also ties in with your product or theme), make this the feature subject of your mailer. Just as publishers win subscribers by featuring a free gift or a price discount, a successful trade show mailing features the “gimmick” rather than the exhibit itself. For example, a mailing designed to draw people to the gun-fighter exhibit might read, “MEET THE WEST’S FASTEST GUN-FIGHTER AT HIGH NOON AT THE AMCOM AIR SHOW – AND WIN A GENUINE, OLD WEST TEN-GALLON HAT.” Here we are selling the sizzle rather than the steak.
Exclusivity.8. A powerful appeal of direct-mail – and of trade shows – is exclusivity. One study released by the Trade Show Bureau reported that half the people who attend trade shows go specifically to see new products and services that have not been shown before.
If you’re introducing a new technology, a new product, or an improved version of an old product, play this up in your mailing. Emphasize both the importance of the product as well as the fact that the reader is having an opportunity see it first – an opportunity not extended to other people in the business. This sense of being exclusive, of being first, is flattering, and it can do wonders for your response rate.
10 Ways to improve...
10 Ways 28_29_30_31_32.indd 5 12/27/07 10:30:32 PM
Creative Group.indd 3 9/25/08 8:24:23 PM
www.bri l l iantpubl ishing.comwww.bri l l iantpubl ishing.com November 2008 | Brilliant Results 39www.bri l l iantpubl ishing.com November 2008 | Brilliant Results 39www.bri l l iantpubl ishing.com
When you think about it, teams and
gangs are both organized, disciplined,
wear colors, stick together, are goal
oriented and party. Aside perhaps, from
illegal drugs, the only real difference
between a team and a gang is the
effect on society. think about it and
you may come to realize that football,
basketball, wrestling, glee club, chess
club and all that ... are merely more
socially acceptable forms of gangs.
Again, the difference, is the affect on
society. the similarity? Belonging.
people, by and large, yearn to
BeLoNG. that’s why people join groups,
teams and gangs. they want to feel
as though they are part of something.
there are marketers who have done
an excellent job of capitalizing on this
yearning. harley Davidson, through the
harley owners Group (h.o.G.) may be
the best example of all. Now defunct
automotive brand saturn had it right in
the beginning. Few can forget the big
spring hill, tN homecoming … but
they failed to sustain it.
Back to the discussion…in an effort
to not paint bulls eyes on the backs of
non-gang children, many of us agreed
that before worrying about which
products would be appropriate, that it
would be best to first change the focus
of the thinking. Instead of thinking anti-
gang we felt that the focus should be
more along the lines of pro education,
pro safety, pro future, pro self esteem
or something else that doesn't threaten
the gangs.
one line of thinking would be, “Want
to keep kids from joining gangs? Give
them something else to join.” Now
you’ve got the seed of an idea that
could make for a campaign that could
involve parents, band and athletic
boosters, the school, school clubs,
businesses, scouting, 4-h, social
and civic organizations … the entire
community.
For marketers, the question would be,
“Want to keep consumers from buying
from your competitors? Give them a
reason to buy from you.” Give them
something to which they can belong.
Finally, as a public service, I want
to re-emphasize the responsibility we
shoulder as marketers. to that end I
share with you a thought I cannot shake
since I first read, ““What promotional
products would be good to carry an
anti-gang message for middle and high
school kids?”
that neat, fun, do-dad with the
wrong message on it could get
someone killed.
have a nice day.
April 2010 | Brilliant Results 25www.bri l l iantpubl ishing.com
By: MARTIN LINDSTROM
branding
IF For oNe reason or another,
you’d slept through the past five years, only
to find yourself suddenly awake in 2010,
you’d quickly realize the world of advertising
and marketing has fundamentally changed
in three major ways.
First, subconscious or subliminal •
communication (and research) has
become part of the vocabulary of most
marketers.
second, power has shifted from brand •
owners to consumers - even the most
powerful brands know that successful
campaigns have to systematically
engage consumers, who will in turn use
their mighty word of mouth to spread the
messages as opposed to relying on big
media budgets to do the work.
third, 2010 is shaping up to be •
dominated by guilt. Guilt for spending
money in the midst of a debilitating
global recession, guilt for polluting the
world, and finally, parental guilt, as kids
increasingly engage in their own online
world, far removed from traditional
values that were previously the exclusive
domain of the family.
GUILTY
26 Brilliant Results | April 2010 www.bri l l iantpubl ishing.com
so what does this mean for a
marketer in 2010? Don’t fall into the
trap of believing that conventional
research will do the trick. More
than 80% of all the decisions we
make every day are decided upon
in the non-conscious part of our
brain. Now if we can trust these
numbers, and every study indicates
that we can, then 2010 will be the
year where marketers will be forced
to investigate alternative research
methodologies that tap into the
subconscious processes involved in
decision making.
2010 will also be the year where
marketers will have to surrender
their brand to the consumer. What
do I mean by that? We increasingly
witness how brands can be seriously
damaged by consumers who choose
to vent their frustration or anger
online. Witness how Dominos pizza’s
share price dropped by a massive
10% in just one day after a negative
video clip posted on Youtube. how
can a large organisation, which
can rarely turn anything around in
a matter of hours, handle such an
attack? Yet, in order to stay abreast
of the way things now work, brands
are required to find the capacity to do
just that.
Forget about depression, fear,
angst, anxiety or night sweats. Guilt,
that most puritanical of all our human
emotions, has resurfaced to become
a 21st century emotional social and
consumer pandemic. parents who
in lieu of spending time with their
adolescent children leave them
with a rented DVD or on Facebook;
shoppers who care about buying
organic, but who can’t afford the
higher prices, and then feel immoral
afterwards; consumers who splurge
on wine or truffle oil, then a day later
feel gross and wasteful for spending
so much money during a recession;
the list goes on.
today’s shrewdest marketers
have recognized that old-fashioned
pilgrim-era guilt is (with the right twist)
one of the secret keys to unlocking a
consumer’s Buyology.
Consider a 40-something woman
named Louise. For weeks she’s
been strolling past a bright yellow
jacket hanging in the window of her
favorite upscale clothing store. the
jacket may be calling out her name,
but the price tag isn’t. ever since the
start of the recession, many retailers
have reluctantly ignored the truism
that if they discount merchandise,
it can take up to seven years for
prices to return to what consumers
perceive as “normal.” But this store
doesn’t offer discounts. one day
Louise comes in with an inspired
new tack. she’ll haggle. she’ll make
them an offer they can’t refuse. she
spears a male salesclerk, clears
her throat, goes red. Will the store
agree to take 15 percent off the
listed price? In return Louise gets
only the blankest of stares. still that
much closer to buying the coveted
coat, Louise’s guilt suddenly kicks in
– “My husband will kill me,” and “My
friends will think I’m an idiot if I didn’t
buy this coat on sale, especially
at a time when every store in the
world is discounting,” and “Isn’t this
a bit extravagant, particularly when
my neighbors are having trouble
paying their mortgage?” one by one
thoughts like these flit through her
head, yet are balanced out by her
own brain’s dopamine arguing for
the renewed confidence she’ll feel
wearing the coat at work or at next
week’s holiday party.
end of story? Well, yes, that is, if
Louise had suppressed her cravings,
and allowed her guilt to shepherd
her out of the store empty-handed.
But it didn’t happen that way. Why?
Because in the seconds after the
sales clerk rejected Louise’s offer,
Guilt strategies appeal to consumers
on two levels. The first is emotional,
where consumers feel that by buying the
shirt, coat, trousers or iPod, they’ll gain
self-confidence, whether in the form of a perfect appearance
or a cutting-edge style (which is hard
to justify when a consumer has maxed out her
credit card). The second is rational, and is linked to a
product’s practical dimensions, which not only come as a pleasant surprise,
but also promise to justify the purchase to others once the
consumer gets home.
GUILTY
April 2010 | Brilliant Results 27www.bri l l iantpubl ishing.com
there came a Justification Moment
so powerful it amounts to a whole
new marketing frontier. Instead of
telling Louise she could have the
coat for less, the clerk turned and
said, “But did you know that we can
offer you something even better?”
he flipped over the coat’s yellow
exterior to reveal a midnight blue
interior. “It’s two-in-one. perfect
for all occasions, and all seasons.
Which means you don’t need to
buy another jacket for the next two
years.” Who needs a sale, a discount
or a special one-day-only blowout
when an offer of such enormous
practicality comes along, one, which
is both satisfyingly indulgent and
potentially money saving?
Guilt strategies appeal to
consumers on two levels. The first
is emotional, where consumers
feel that by buying the shirt, coat,
trousers or ipod, they’ll gain self-
confidence, whether in the form of
a perfect appearance or a cutting-
edge style (which is hard to justify
when a consumer has maxed out her
credit card). the second is rational,
and is linked to a product’s practical
dimensions, which not only come as
a pleasant surprise, but also promise
to justify the purchase to others once
the consumer gets home.
More and more, marketers realize
that the person with the wallet isn’t
necessarily the back-end decision
maker – and that the people whose
opinions matter equally if not more
than the consumer’s range from the
partner at home, to the children (bear
in mind that 67% of all kids decide
which car their parents will purchase
next) to one’s colleagues at work.
As the world crawls out of a painful
recession, independently being able
to justify buying a jacket, a handbag
or a watch is no longer sufficient.
today’s consumer is helped out by
a back-story of sorts that will shed
light on the varying reasons why he
or she buys a product. the better
the marketing world can come up
with such stories, the less guilt
consumers will feel, and the more
reversible yellow-and-blue jackets
will be walking out of the store. (Just
ask Louise.)
And finally, this will be the year
when marketers will play the guilt
card in ways we’ve never seen before.
this is the sad reality. Buyology
taught us that fear probably is one of
the most powerful drivers when
building a brand. Fear has a very
close association with guilt, and as
the world spins faster on its axis, guilt
becomes a major by-product. Brands
that are able to elicit guilt -
or even better, remove guilt - will be
the winners. I already feel guilty
writing this!
More and more, marketers realize that the person with the
wallet isn’t necessarily the back-end decision
maker – and that the people whose
opinions matter equally if not more than the
consumer’s range from the partner at home, to the children (bear in mind that 67% of all kids decide which car their parents will
purchase next) to one’s colleagues at work.
28 Brilliant Results | April 2010 www.bri l l iantpubl ishing.com
“NoW BAttING For Fairmount Feed and Grain, number
7, David Ribble”. It was my first Little
League game and I was scared to
death. My parents as well as my
family and friends were in the stands,
cheering me on. After numerous
practices where my coach threw
basket-ball sized slow pitches, I
was now facing the very thing that
had kept me up for 4 straight nights;
there was a mean-looking kid on
the mound winding up and throwing
what seemed to me to be a very hard
baseball right at my forehead. I was
leaned so far out of the box that I
almost fell backwards. “strike one!” I
heard. I stepped out, listened to the
coach yell something at me
about stepping toward
the ball that I found
profoundly absurd
and I stepped back in, trying to be
brave while full in the knowledge that
I might never see my next Birthday.
“strike two!” was heard all the way
down the street as parents for the
other side raised their voices as
if we were in rome and the lions
were about to be turned loose. My
oversized helmet shifted as I tried to
look down and kick the dirt from my
newly polished cleats. As I looked
back up and tried to focus I found
myself looking through the left ear-
hole while my coach and my parents
all shouted to me at the same time
that ‘I could do it’, whatever that
meant. I took a deep breath and
stepped back in as the umpire’s hand
motioned toward the mound and,
while I was getting myself set, “strike
three! You’re out!” thundered from
behind home plate. I walked back to
the bench, took off my spin-around
helmet, put the bat back in place and
took my position on the bench as I
heard my brothers say, “it’s ok. You’ll
get ‘em next time.” ‘What next time?’,
I wondered. About the only way that
will happen is if they run out of kids
more scared up there than me!
A few days later it was time to
put on that uniform again, the one
that included the funny socks that
tucked up under what seemed to
be either very long shorts or very
short pants and that special shirt
that told you which team I belonged
to. And, while I had a lot to learn
about baseball and about life, I did
have one thing that you couldn’t take
away from me: I belonged to a team
and my shirt told you so. I remember
the exclusiveness I felt because
I was a part of something that
those in the stands and those
along the sidelines were not. I
belonged to something bigger
than just me for the first time
and it was at once intimidating
and yet pretty cool, too. Later,
my freshman year of high school,
I was handed a varsity baseball
cap that had a simple “F” on it,
representing Fairmount, that I
treasured because it represented
for me a rite of passage; I had been
handed something that I had earned
for making varsity at such a young
age and I would be wearing a uniform
that my father and brothers had worn
before me. A simple logo on that hat
By: DAVe RIBBLe, MAS
it’s all personal
The Big Picture
30 Brilliant Results | April 2010 www.bri l l iantpubl ishing.com
set me apart from all the rest of ‘you’
people, for at least a season.
that was a long time ago, and,
thanks to this industry I have served
for many years, the logo-on-the-
hat kind of thing is so routine these
days that names of companies are
emblazoned onto anything and
everything possible. Companies
that are not sport-related companies
spend tons of money in putting their
logo out there on anything they deem
valuable to the end user and there is
one simple reason for it: the more
your brand is exposed the better the
chances we will remember it. hence,
now not only do the teams wear the
logo, but so do the fans.
racecar drivers with but a few
company logos on their uniforms
are so rare that it makes us question
what’s wrong. the same is true for
the cars they drive. Little League
fields these days have sponsorships
along the outer fence. order up a
burger and don’t be surprised if your
waitress delivers it to you wearing
sweats that say Juicy. Catch a
college game these days and you
might see a kid’s haircut displaying
the school’s initials. Logos remind
us. they program us. they infiltrate
our subconscious.
ernie els just won another major
tournament wearing his ever-familiar
sAp logo on his shirt and his hat.
Leaving colloquial nuances to discuss
for another day, sAp actually stands
for systems Applications & products
. Does having sAp on el’s shirt and
hat cause a double-take? You tell me.
More importantly, by sponsoring ernie
els, sAp aligns their business with a
winner who gets a lot of tv exposure
for that logo.
sports-related products with
your logo on them says you care
about sports, which means you
care about health and vitality.
When you care about that, you’re
“hip” or “dope” or just plain “cool”,
which makes it personal, because
It ’s ALL personal.
The more your brand is exposed the better the chances we will remember it. Hence, now not only do the teams wear the logo, but so do the fans.
April 2010 | Brilliant Results 31www.bri l l iantpubl ishing.com
Believing that life is on your side reduces the fear that
the world is out to get you. It also increases your confidence
because you won’t be looking over your shoulder for the
other shoe to drop. Making friends with life allows you to
enjoy playing with life as well as be a player in it.
If you really feel that the world, your boss, or the
government is out to get you, your life will turn into one
giant conspiracy theory. Feeling like you’re in a battle puts
you constantly on the defensive, especially if the enemy
is some invisible force or a false belief that someone or
something is out to get you.
Look, I know life is not easy or fair, but the world does
not punish us; we are far too good at doing that to ourselves
to need any additional assistance. Just living in that type
of fear is like putting a tourniquet on your emotions and
abilities. We all have disasters in our lives, but that doesn’t
mean our life is a disaster.
everyone is capable of being pessimistic, but when
it becomes a lifestyle, you must make some changes in
order to move forward. to break this negative cycle, you
first have to realize that you may be a little more of an
eeyore than a tigger and start accentuating the positive.
this realization alone is a strength builder, and every
action you take in that direction empowers you more.
If you look at your life, I believe that you will see that
almost everything you have done, from relationships to
sports to business, has added to your experience and
knowledge. And all that energy gets recycled. If you never
achieved your dream of being a rock star, that time you
spent on stage or in front of the mirror pretending that
your hairbrush was a microphone actually made you a
better communicator.
All of your experiences, good, bad and indifferent, do
work together to make you who you are. I truly believe
that good things eventually arise from our efforts.
trusting that the world is friendly can only serve you and
help you enjoy the journey and be a little more successful
in the process.
By: BARTON GOLDSMITH, PH.D.
staying sharp
The World is Your Ally“We all need to see the universe as friendly.” - Albert einstein
32 Brilliant Results | April 2010 www.bri l l iantpubl ishing.com
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April advertiser’s index
April 2010 | Brilliant Results 33www.bri l l iantpubl ishing.com
off the cuff
Companies are constantly hiring athletes to promote their products. Can you match these athletes with the products they endorse:
1. Derek Jeter a. reebok
2. Yao Ming b. Calloway
3. tony hawk c. subway
4. Michael phelps d. Gillette
5. phil Mickelson e. Activision
6. Michael Jordan f. hyundai
7. Lance Armstrong g. GoDaddy
8. Brett Favre h. Adidas
9. Danica patrick i. Nike
10.David Beckham j. Michelob ULtrA
Champions aren’t made in the gyms. Champions are made from something they have deep inside them -- a desire, a dream, a vision. MUHAMMAD
ALI, AMeRICAN BOxeR
Whoever said, ‘It’s not whether you win or lose that counts,’ probably lost. MARTINA NAVRATILOVA,
AMeRICAN TeNNIS PLAyeR
Answers: 1 d; 2 a; 3 e; 4 c; 5 b; 6 i; 7 j; 8 f; 9 g; 10 h.
Some endorsement information courtesy of www.athletepromotions.com.
www.bri l l iantpubl ishing.com34 Brilliant Results | April 2010