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w w w. b r i l l i a n t p u b l i s h i n g . c o mNovember | 2010$10.00
TM
page 8
page 12
Social Media
instant access!
15 Trend
Tips
Wendy Wagner
Performance Plus Marketing LLC
A S I : 9 5 2 8 0 | S A G E : 5 7 5 9 0 | P PA I : 1 1 4 1 5 4
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features:8 Social Media - Instant Access
departments:6 publisher’s letter
7 contributors: who’s who in the industry
12 trend watch: 15 trend tips
18 technology: click and you shall receive
20 branding: cross channel branding
22 visionary: capitalizing on apps
26 marketing: promotional marketing power
27 travel: to high tech or not to high tech
30 incentives: new trends
32 exhibit: quantity vs quality
34 stayingsharp:emotionalfireworks
33 ad index
18
32
8
Vol. 7, No. 11 2010
Wendy Wagner
Performance Plus Marketing LLC
(Pictured on cover)
4 Brilliant Results | November 2010
Vol. 7, No. 11 2010
Are you CoNNeCted? do you have your social strategy
mapped out? In this issue of Brilliant results we focus on Social Media,
which is certainly one of the biggest trends this year. We have included
some brilliant articles that will get you thinking and planning your next
successful promotions and brand building campaigns. one take away not to
be overlooked…focus your use of social media on what it does best -- which
is connecting individuals in ways that the physical reality of daily life would
not allow. yes, of course these connections are not replacements for face-
to-face meetings, clever messaging, bold leadership, or smart strategy. And
yes, collecting a million twitter followers and Facebook “friends” is not the
same thing as actually altering power structures on a significant issue.
However, massive social transformations always start with small ripples
that, over time, can change the main direction of the tide itself. When
Gutenberg invented the printing press, it didn't automatically and inevitably
lead to the Protestant reformation. But Martin Luther's message was unlikely
to have reached such a widespread audience if the european population
hadn't been made literate by the spread of printed books.
these days, a single company branding effort isn't enough. the world
wants to hear what you have to say, if you aren't building your own brand
in the social media arena and vigilantly trend watching, your company
will suffer. If you want your company to succeed in this brave new world,
become an expert in your field, watch for trends that could be developed
into new products or services, claim a website under your own domain
name, connect with the media both print and digital, and build relationships
with your audience using the ever expanding opportunities presented by
innovative technologies.
publisher’s letter
Brilliant Publishing LLC9034 Joyce Lane
Hummelstown, PA 17036Ph: 717.571.9233Fax: 717.566.5431
PUBLISHER / ADVERTISINGMaureen Williams
maureen@brilliantpublishing.com
717-608-5869
EDITORIALEditor in ChiefMaryAnne Morrill
Senior EditorMichelle Donofry
Style EditorCharity Plata
Asst. EditorMolly Anika
CONTRIBUTING WRITERSMichael Merrick Crooks,
Reinier Evers, Barton Goldsmith, Ph.D., Arnold Light, CTC, Martin Lindstrom,
Barry Siskind, Dr. Peter Tarlow, Steve Woodburn MAS,
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 11. Brilliant Results subscription rates: one-year $120;
Canadian $160 USD; one-year foreign $225 USD. All subscriptions
are non-refundable. Copyright © 2010 Brilliant Publishing LLC. All
rights reserved. The publisher reserves the right to accept or reject
any advertising or editorial material. Advertisers, and/or their agents,
assume the responsibility for any claims against the publisher based
on the advertisement. Editorial contributors assume responsibility for
their published works and assume responsibility for any claims against
the publisher based on published work. No part of this publication can
be reproduced in any form or by electronic or mechanical means,
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.
Maureen WilliamsPublishermaureen@brilliantpublishing.com 717-608-5869
brilliantresults™
Have A Brilliant day!
www.bri l l iantpubl ishing.com6 Brilliant Results | November 2010
contributors
a Michael Merrick Crooks owns Crooks Advertising Alliance, an advertising and promotional marketing company that specializes in creative problem-solving. He’s internationally recognized as a thought-leader for his ability to strip away the status-quo to reveal the obscure obvious. To learn more about his creative, writing and speaking services contact Crooks through www.CrooksAdvertising.com.
b Reinier Evers, Founder of trendwatching.com, is an accomplished trend watcher, entrepreneur, and presenter. He has been quoted as a trend expert in numerous business publications, including BusinessWeek, Time Magazine, New York Times, and Advertising Age. On a corporate level, Reinier has worked with leading brands like Young & Rubicam, KLM Airlines, SonyEricsson, Schiphol Airport, Electronic Arts, InterContinental Hotels Group, INSEAD, MasterFoods, and Unilever.
c 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.
d 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.
e 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.
f 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.
g 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
h Steve Woodburn has worked in the promotional marketing/promotional products industry for the last 24 years and works as a Senior Account Executive with Staples Promotional Products. He believes in the power of social media and you can find him @stevewoodburn on Twitter.
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Social Media – Instant Access
The best way to introduce social media into a business is to start
small and be focused. A company doesn’t have to embrace every
tactic that is released in the social media sphere to be able
to use the social medium.
Wendy Wagner
Performance Plus Marketing LLC
8 Brilliant Results | November 2010 www.bri l l iantpubl ishing.com
SoCIAL MedIA IS definitely the next big thing
in numerous companies and incorporating it successfully
into existing and new marketing, branding and motivational
campaigns is an on-going challenge. Performance Plus
Marketing, LLC, based in roswell, Georgia, is one company
that has been designing and implementing customized, creative
performance solutions while developing social media expertise.
Working with Fortune 500 companies since 1996, their solutions
are customized for each client based on the client’s unique
objectives, audience and budget. the company was recently
honored to receive the Incentive Marketing Association's Circle
of excellence Award for Best Sales Incentive Program for the
program it developed and implemented for Novo Nordisk to
launch its diabetes medication, Victoza.
Brilliant results had the opportunity to interview Performance
Plus Marketing’s Vice President Client Services, Wendy
Wagner. Wendy has over 17 years of marketing experience in
promotion, pricing, channel and product management working
with and for Fortune 100 companies. A speaker at the ItMe
Show in Chicago, Wendy’s topic focused on social media and
delved into leveraging social media technologies to better
engage employees and customers. She has examined how
these technologies can be applied to incentive and recognition
programs to increase program and participant engagement.
Following are Wendy’s responses to several questions Brilliant
Results felt our readers would find informative.
BR: In your opinion what makes social media important
to business growth and more than just passing fad?
WW: Social media is not just a passing fad. It’s part of the
evolution of communication. Businesses that can effectively
communicate internally and externally will reach a higher level
of success than businesses that communicate ineffectively or
resist embracing social media as a key communication tool.
Social media scares many business decision makers today,
because they don’t understand it or how to effectively use it.
Some of the former comes from age bias - not being part of
a demographic that embraces social media as a way of life.
the other fear comes from a lack of understanding about social
media, its benefits and what to do with them...
Social Media – Instant Access
Basically, it comes down to this: Social media is another
communication tool that allows a business to deliver its message
with more reach to a targeted audience. In a Forrester 2009 study:
60% of Americans use social media •
56% of users feel they have a stronger connection with, and are •better served by, companies when they can interact with them in a social media environment
93% of social media users believe their company should have a •social media presence
85% of users believe a company should not only be present but •also interact with its consumers via social media
BR: What is the most effective way for a company to utilize
social media?
WW: the most effective way for a company to utilize social media
is to know your audience. If your audience target is Baby Boomers,
then you are going to have to use some of the more traditional forms
of social media.
For example, according to Forrester research, more than 60
percent of those in the Boomer generational group actively consume
socially created content like blogs, videos, podcasts, and forums.
What’s more, the percentage of those participating is on the rise.
37% of Boomers socialize over social networking sites and chat •rooms
62% of Gen X socialize over social networking sites and chat •rooms
81% of Gen y socialize over social networking sites and chat •rooms
BR: What trends do you see developing in the future for
commercial/business use of social media?
WW: We continually track the rapidly changing world of social
media, mining the trends we spot for commercial and business
applications. Some of them include:
the shift from Search engine optimization (Seo) to Social •Media optimization (SMo)
Changing privacy expectations and regulations •
decentralizing of social networks •
Continuing rise of content aggregators and curators •
Social media augmented reality •
Redefining influencer marketing •
rating and ranking everywhere of everything •
Pioneering moves by Google •
thinking beyond “nowness” •
Social media everything and the return of digital media??? •
Growing popularity of mobile media applications •
enhanced business functionality tools •
BR: How can promotional/incentive merchandise be
incorporated into a company's social media outreach?
WW: Like the incentives industry, social media is a very people
oriented channel, so it only makes sense that the two can be
combined to drive competition, share best practices, foster instant
November 2010 | Brilliant Results 9www.bri l l iantpubl ishing.com
access and gratification and personalize incentives programs
for each demographic or participant.
the most effective social media/promotional and incentive
effort is one where people get the recognition or are mentioned
for what they are doing well. In addition, the dynamic nature
of social media allows program changes to be instantly
communicated to team members. other tools that are being
increasingly used effectively in promotional/incentive programs
include:
Contests: Get competitive juices flowing and healthy •competition among your teams
Podcasts: to share best practices and product updates •
texting: Contest reminders and sales results •
twitter: Awards mall specials and holiday reminders •
Blogs: Managers share thoughts, articles and news with •the sales force
iPod touch: Preloaded with information the sales force can •demo “on the fly”
Microsites: Instant access to regional or district sales •goals, compare rankings among colleagues
online and Second Life Games: used for continuing •education and training
online Chat – instant access for program questions •
BR: What is your favorite social media site? Why?
WW: Professionally my favorite social media site is Linkedin.
I have found Linkedin to be a great way to share information
and bounce ideas off of others who are facing the same
business challenges. My contacts include current and former
co-workers, business partners, competitors and business
prospects. I also follow several companies and belong to a
variety of marketing and industry groups.
Personally my favorite site is Facebook due to its true social
nature. I can share information and pictures with my family
who live in different states and keep up with friends, both new
and old.
BR: Whatarethespecificsteps/guidelinesabusiness
should follow when adding a social media aspect to its
marketing, branding and motivational campaigns?
WW: Many companies focus on enhancing their
employees’ knowledge and skills of the products or services
they are offering, in order to turn them into better customer
service representatives or sales people. others provide slick
packages and rewards that don’t always satisfy or recognize
an employee’s contribution fully. (Most often in the employee’s
mind) However, the intangible element that actually makes
for successful performance improvement and employee
engagement is really about tLC. tLC helps instill involvement
and passion in staff about what they do to give their best and
deliver a great customer experience.
It takes tLC
track, Listen and Change
TrackCreate an inventory of what you are currently using to •engage employees
List what improvements do you want to make •
Work with internal departments like human resources, •marketing, product development, and account management to determine shared organizational goals
Prioritize your goals •
Work with senior management to ensure goals reinforce •strategic objectives
Include stakeholders and employees in building the •community and communicating
ListenIdentify who is using social media in your company •
What is their message? •
How are they saying it? •
Who are they saying it to? •
What social media tools do they currently use? •
ChangeStart small and focused •
Act with purpose •
Be transparent •
Let the community moderate itself •
Monitor heavily •
Leverage your experts (Gen X and y) •
BR: Is there any formula for breaking down the cost
of social media to a company?
WW: there isn’t a set formula. A great deal depends on how
much a company can do in-house and what they may have to
outsource. Again, the key is to start small and be focused. If a
social media program is executed well and achieves success,
it becomes a perfect platform in which to continue investing.
BR: Remembering time costs money, How much
would you recommend a company project for budgeting
purposes when it comes to social media?
WW: u.S. companies that use social media mainly to
deepen customer loyalty spend significantly more money than
those that use social sites for brand awareness, customer
acquisition or other core marketing purposes, according to a
new study by the direct Marketing Association*.
the study, conducted with loyalty research company
Colloquy, found that the average social media spending per
company to reinforce customer loyalty was $88,000 in 2009,
compared with $53,000 for brand awareness and $30,000 for
customer acquisition
the results demonstrate that marketers remain unsure of
how to use social media as a marketing channel, according
to the DMA. This is reflected in how small social marketing
budgets are compared with overall spend; most companies
in the study allocate less than 4% to 5% of their marketing
budgets to social media, the study found
10 Brilliant Results | November 2010 www.bri l l iantpubl ishing.com
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BR: Which sites should companies utilize in the
social media sphere? Is there 1 or 2 sites that are
"better" than others?
WW: the sites a company chooses to use really
depend upon the audience that the company wants
to reach. Advertising on popular social media sites is
expensive. However, there are ways to use social media
that are less expensive. For example creating a blog,
video or podcast.
the best way to introduce social media into a business
is to start small and be focused. A company doesn’t have
to embrace every tactic that is released in the social
media sphere to be able to use the social medium. do
what fits your market and your company.
BR: How much time per day, week, month should
a company spend participating in social media?
WW: Social media is an interactive medium so it
needs to be updated regularly. this requires a company
to dedicate resources to keeping the content fresh and
changing. At a minimum, this requires weekly updating.
the more a company interacts with its audience the more
successful its social media campaign will be.
BR: Doyouhaveanyfinalthoughtstosharewith
our readers?
WW: remember Marketing 101
Social media is just one component of an effective
marketing strategy; it doesn’t replace your strategy.
Clearly define your business problems and marketing
objectives. then design a balanced mix of traditional and
social media that fits. You don’t need to be involved in
every “hot” form of social media. Concentrate on channels
that make sense for your business.
Companies need to integrate new information flows
associated with the communities that already exist
within their companies. New management strategies and
practices will be critical, including redefining the scope
and role of alliances as well as the overall boundaries and
policies of corporations.
the key message for you is “get in the game.”
employee engagement is absolutely essential. research
has proven the links between engagement, performance,
advocacy and staff retention levels, so try a little tLC.
When you do, the benefit to the employer and the brand
are endless.
Brilliant Results thanks Greg Schmalz, Senior ConsultantUtopia Communications Inc. (www.utopiacommunications.biz) for facilitating our interview with Wendy Wagner. For more information about Performance Plus Marketing, LLC please visit their website at www.performplus.com.
November 2010 | Brilliant Results 11www.bri l l iantpubl ishing.com
15 Trend Tips
BY: REINER EVERS
trendwatch
15
Let'S FACe It, the only thing that separates you—
passionate Ceo, marketer, entrepreneur—from being in
the know, is the time that must be devoted to tracking and
applying trend content. And yet, when we ask professionals
if and how they spot and apply trends; we're told they're
still having a hard time getting a handle on the basics. So
here are 15 trend-watching tips, some practical, some more
contextual, for you to run with today:
1. Know Why You Are Tracking Trends
In business, everything begins and ends with consumers.
Which means knowing, understanding, and applying
consumer trends and insights will forever be a holy grail to
business and marketing professionals. tracking consumer
trends, then, is a crucial way to gain relevant inspiration,
helping you dream up profitable new goods, services and
experiences for (and with) your customers. In short, trend
watching should ultimately lead to profitable innovation.
12 Brilliant Results | November 2010 www.bri l l iantpubl ishing.com
2. Don’t Get Your Trends Mixed Up
trendwatching.com has always focused on consumer
trends, providing insight that can be instantly applied.
However, this leaves two key trend categories that must be
tracked to provide invaluable context. In general, switched-on
companies and individuals track at least three trend levels:
Macro trends, Consumer trends, and Industry trends.
Macro Trends — Most management consulting firms will
be able to help you with macro trends. For a dIy approach,
consider the SteeP approach:
Social | Technological | Economic Environmental | Political
Consumer trends — 'Consumer trends' still scream
'fashion' for some. Sure, black may be the new white,
and cashmere miniskirts may re-conquer the catwalks in
2013, but the consumer arena is obviously infinitely more
complicated than that. In other words, fashion in all its variety
and excitement, is just another part of the world of consumer
trends. In no way does it define consumer trends.
Industry trends — Needless to say, all three levels of
trends constantly converge, impacting each other, if not
overlapping. Just remember that industry trends, which firms
are so keen on understanding, are at the mercy of macro and
consumer trends, not the other way round.
3. Know a fad when you see (or smell) one
We still get asked about how to distinguish between
consumer trends and fads. All we can say is this: whether
pigs are the new cats, or pizza cones are (again) the new
'it' snack, these phenomena won't dramatically change the
consumer arena. At most, they're yet another manifestation
that consumers want to be unique or crave convenience
and surprise. the latter are actually trends. the products
are fads.
4. Don’t apply all trends to all people
one massive mistake both trend watchers and brands
make all the time, is to assume or pretend that a certain
consumer trend will affect or be embraced by all consumers.
No. remember, in life and in trends: beauty is in the eye of
the beholder and virtually every trend has its anti-trend.
Furthermore, the new doesn't always kill the old.
e-commerce may be booming, but real world retail is far
from dead. Has retail changed in response to e-commerce?
Sure. So, in trends always try to figure out what the 'and' is,
not just the 'or', and your trend spotting skills will improve
immensely.
5. Be (very) curious
those who track trends have to possess some rare kind
of intuition. Not true. It's actually quite easy to do. observing
the world around you, with an open mind, is something many
professionals have unlearned, but it's something that we're
all born with. Basically, if you want to spot and understand
trends, you can.
Be curious and be open-minded: ask yourself 'why'
whenever you notice something new, instead of immediately
looking for shortcomings.
Also realize that you are not necessarily your customer:
your professional interests should be broader than your
personal interests. you may not be excited by something
new, but others are.
Look cross-industry — yes, yes, we know, what you
really want to hear about is trends affecting your industry or
sector. the thing is, innovative / groundbreaking / bar-raising
customer experiences may well be happening in industries
other than your own. Sticking with your own industry will
thus not only severely limit your sources of inspiration, but
will also make you miss important changes in consumer
expectations.
Last but not least, if you're obsessed with what your
competition is doing, you will always end up copying them.
Never dismiss anything too quickly. Just because you
would never use a certain innovation, doesn't mean others
(your customers included) won't buy it either. Many of today's
success stories, from smart phones to twitter to the Airbus
380, were widely dismissed, questioned, and ridiculed from
the day they were imagined, announced or conceived.
6. Have a point of view
Increased curiosity paves the way for acquiring a point of
view about the world around you, for comprehension. When
you have a broad point of view, even tiny observations start
to make sense.
Surprisingly, for such an essential part of one's business
skills, a point of view is still rare in the business world. to stick
with consumer trends: the point of view you want to develop
could be summed up by a succinct answer to the question:
“What is the (short-term) future of consumerism?”
7. Benefit from an unprecedented abundance of
resources
Surely there's never been a more exciting time for eager
trend watchers to be in business, soaking up the insights,
the spottings, the reports, the live dispatches from the global
consumer arena. In a world that's now fully connected, where
countless smart professionals and amateurs are not only
spotting, observing, thinking and innovating, but also putting
their findings and insights online, for all to see, deliciously
valuable resources are up for grabs, many of them free or
dirt cheap. For our checklist of where to spot changes in
consumer behavior, new trendsetting products or just super-
smart thinking on where our societies are headed at large
visit www.trendwatching.com.
8. Name your trends
A quick thought on naming trends: we feel it's crucial
to describe trends as imaginatively as possible. Sure, we
regularly take flak about our names (TRYVERTISING
anyone?), but here's why we do it:
November 2010 | Brilliant Results 13www.bri l l iantpubl ishing.com
· Arouse curiosity. Strange names invoke interest, make
people sit up and listen, and make them want to know more.
A well-chosen name radiates the promise of a story, of
something important. And if that name is unlike anything
else (even if it's stupid unlike anything else), who can resist
the desire to find out and not miss out?
· Create a common language. You will find that groups
and teams will rally behind a named concept more easily
than behind something generic.
· Coin, own and track. Coming up with an as yet unknown
name means it's easier to coin something. Now coining isn't
about ownership, or claiming you're the first one to come
up with an idea: everything is already out there anyway.
But it's convenient to coin a new name, because you get to
(temporarily) lead the discussion. It also facilitates tracking:
Googling your unique trend name will instantly lead you
to other experts' take on 'your' trend. Which often means
more insights, more examples. tracking ‘MAturIALISM’ for
example is a breeze; tracking any variation on a statement
like 'consumers are more daring and thus expect brands to
be daring, too', isn't.
oh, and just how do we come up with our names? early
on, we were inspired by Faith Popcorn’s (www.faithpopcorn.
com) approach: mix and match two or three words that define
the trend, creating a new word that preferably hasn't been
used by anyone else (a quick Google search will usually
reveal just how unique a made-up word is).
9. Build your trend framework
So, you're open minded, you have amassed your trend
resources, and you're jotting down and naming as many
trends and trend manifestations as you can. Now what?
How to make sense of all your findings and thoughts and
examples, and (especially) understand the impact and
context of various trends? What works for us is to have a
trend Framework: basically a long list of all the trends we've
spotted over the years, divided by main and sub trends, and
how these trends interact with each other.
the easiest way to start building your own trend
Framework is to copy consumer trends from existing trend
curators. Then add your own findings. Your framework will
expand quickly, meaning fewer surprises every time you
spot something of interest: the bigger the framework, the
easier it is to categorize your findings.
Last but not least, by keeping a complete-as-humanly-
doable trend Framework, the majority of your observations
will easily fit with one of the existing trends. Which means
that if a handful of them don't, you may be onto something
genuinely new. So the more trends you track, the easier it
will be to spot a truly new trend.
10. Start a Trend Group (even if it’s just you)
that's right: every company, big or small, should have its
own trend Group. even if that 'group' is just you. the trend
Group doesn't have to employ a dozen staff; it's more a state
of mind. It can be just a (virtual) meeting point and resource
center for those in the organization who love and/or need
trend content.
then tackle the support issue. Without backing from at
least one senior member of the management team, your
trend Group may steadily grow, but results—innovations,
that is— won't make it off the drawing board.
trend Network | once senior support has been secured,
it's time to move on to the fun stuff. Where to find contributors?
easy. Just enlist your colleagues, your friends, your family,
your fans, your lead users, your mainstream customers,
your suppliers, and reward them with presents, your goods
or services, credits on your website or something they can
put on their resume.
11. Secure senior backing or be doomed
you can spot and apply trends like there's no tomorrow,
but if in the end the final decision makers don't share your
sense of urgency or wild enthusiasm for a particular trend
you are confident will make or break the company, you'll
sadly be flogging a dead horse until retirement age. So when
you try to convince the Ceo, the SVPs, the Board or anyone
else consider:
· Sometimes, you may be fighting a language and
perception issue. 'Consumer trends' may still evoke images
of flamboyant fashion designers caressing delicate fabrics,
or crazed teens in Japanese parks clutching the latest
3d gaming consoles. So try talking about the Future of
Business, instead. For more tips on presenting, check out
Presentation Zen (www.presentationzen.com).
· Make sure the trends you're trying to explain are not just about you or your ideas and scenarios. Instead,
be the messenger, the humble reporter. Show real-world examples
of how other firms are already cashing in on a specific trend.
Point out what respected brands are doing, including as many direct
competitors as possible.
· don't immediately present them, but do have numbers
ready at all times to overcome resistance.
· Make it visual. Pictures. Videos. or, better yet: let people
try stuff out. Conceptualize and demonstrate. If you're raving
14 Brilliant Results | November 2010 www.bri l l iantpubl ishing.com
about new innovations, let people fiddle with them. Or taste
them. or sit in them.
12. Don’t worry about timing or life cycles or regional
suitability or…
When it comes to consumer trends, some business
professionals seem inclined to first and foremost worry.
Here are a few reasons not to be freaked out by everything,
all the time:
What if I'm too early/late? — the impact of major trends is
often over-estimated in the short term, and underestimated
in the long term. Major consumer trends are about deep
social and cultural change, that challenges established
economic and legal structures, meaning things won't
typically completely change tomorrow. So yes, observe
younger, 'unformed' generations to see what new trends are
potentially about to erupt, but realize that sometimes it will
take years to go truly 'mass'.
What if I misread a trend? — trend watching is about
observing the 'now', so it's hard to go wrong there.
Will a certain trend apply to my country? — First of all, why
limit yourself to one market or country? If you think your ‘own’
country isn’t ready for a trend, why not introduce it to another
country that is ready?
Secondly, you only have to dive into one of the many global
youth tribe studies to find further proof that when it comes
to brands, when it comes to consumption, the similarities
worldwide far outnumber the differences.
13. Apply, apply, apply
Applying trends is all about innovation. Marketers
and entrepreneurs often tell us they use our trends as
'conversation starters'. Here are the four ways we like to
apply trends with some hands on examples from the real
world:
Vision: the eco/sustainability trend recently inspired
Procter and Gamble to set out an ambitious long-term
"environmental sustainability vision", establishing "end-
points" that "are long-term in nature because some of them
will take decades to come to fruition".
New business concepts: these have led to numerous new
and innovative airlines around the world, offering everything
from no-frills to cheap chic.
New products, services, experiences: Add ‘something’
new for a certain customer segment.
Marketing, advertising, Pr: Speak the language of those
consumers already ‘living’ the trend like well-known brands
(Mini) that come up with risqué campaigns that resonate with
their forward-thinking, more casual audiences.
14. Have some fun
trend watching is about coming up with exciting new
products and services for your customers, nothing more
and nothing less. Around the globe, billions of new, aspiring
middle-class consumers, as well as hundreds of millions or
prosperous, demanding consumers are looking for innovative
brands to serve them. even major challenges like environmental
sustainability mean an insatiable need for solutions, for years
to come… hence our tip to have some fun.
15. Let others do some of the work for you in 2011
you do Not HAVe tIMe to do ALL oF tHe ABoVe
yourSeLF. So to clarify:
we're not saying you should spend 12 hours a day on trend watching. You just need to do more of it than you do now. Which brings us to our bonus tip: let trend professionals do part of the
work for you, even if it's just to help you hit the ground running.
For free trend information, please visit www.trendwatching.
com/trends, and for not-free Premium Service (including the
2011 trend report) visit www.trendwatching.com/premium.
16 Brilliant Results | November 2010 www.bri l l iantpubl ishing.com
BY: STEVE WOODBURN, MAS
technology
HoW MuCH WouLd it be
worth to your brand if you could interact
with current and potential customers when
they are most interested in your products...
at the point-of-sale; while they were reading
one of your advertisements or even using
a promotional product from your company?
And what if they could garner information
on your products and promotions by simply
using their cell phone’s camera?
Welcome to the world of 2d barcodes,
also known as Qr codes, the next generation
of barcodes, which are accessible, by most
anyone who has a cell phone with a camera.
they’re called 2d because the information
is encoded both horizontally and vertically
which allows for more data to be packed into
these weird looking little symbols. this is
fairly new technology; however savvy brands
are using 2d barcodes not only to provide
information on their products and services,
but in promotions and mobile marketing
campaigns.
89% of all cell phones hitting the market
now have cameras in them, which are key in
being able to access the information on a 2d
barcode. the picture
to the right shows just
a few examples of
what these symbols
look like, but like
the old days of VHS
vs. beta there are
many different varieties of these barcodes
vying for attention and ultimately the
market will determine which ones become
commonplace. unlike the ubiquitous 1d
barcodes, this new version stores much more
information including and most importantly
for this discussion, hyperlinks back to a
company’s websites, landing page or other
information on the Net. It’s now possible to
create links from objects in the real world
to data in the virtual world. Marketers and
brands that understand how powerful this
new technology is will be able to attract tech-
Click and You Shall Receive
18 Brilliant Results | November 2010 www.bri l l iantpubl ishing.com
savvy consumers and offer an experience that is interactive
by delivering anything you would see or hear on a webpage
to a Smartphone.
So how does this work in the real world? It’s fairly
simple: a brand creates a 2d barcode through one of many
providers, encoding their information into the symbol, which
could include websites, video or audio. their barcode is
printed onto products, literature or advertisements and when
an interested consumer sees it they use their phone with
a camera to take a picture of the code. Some companies
and even individuals are even printing their barcodes on
stickers, which they can stick anywhere they think their target
audience will be. Some of the 2d barcode providers require
an application to be downloaded to recognize the symbol
while newer versions simply require you to take a picture and
then text it to a number which will automatically send your
phone to a website or possibly a video or audio link.
Here’s how just a few brands are using this technology
now to connect with their customers and prospects:
Australian winemaker Lindemans is using 2d barcodes on •their Point-of-Purchase literature to tell their story to consumers as well as enter them into a mobile sweepstakes for travel and prizes.
Papa John’s pizza created a mailer with a 2d barcode. •When scanned by a mobile phone consumers were
directed to their website where they received a promotional code for a free pizza
Axe, the cutting edge line of men’s grooming products, •created 2d barcodes that when activated delivered exclusive videos featuring comedians from the “Axe twisted Humor tour.”
the movie Avatar produced Point-of-Purchase materials •using JAGtAG’s 2d barcodes to deliver a short Avatar video as well as the opportunity to opt-in to receive ongoing promotional updates on the blockbuster movie.
this is what’s called “pull-technology” which means the
consumer initiates the inquiry and the results (roI) involve a
much higher level of interaction than other traditional forms
of static marketing. the applications for this technology
are as infinite as a brand’s imagination and include product
advertising, promotions, sweepstakes, brand affinity and
sampling.
As for promotional products, this technology can now
enable a product handed out as a giveaway or gift to actually
drive recipients to become involved with a brand. Imagine
your company has introduced a new product and is exhibiting
in a tradeshow to get the word out. Imprint a 2d barcode on
the promotional product you are using and pull recipients to
your website to learn more about the product. offer rewards
to the first 50 or 100 people who access the barcode, develop
a video they can watch on the new product or give discounts
for orders placed online by those who got there using the
barcode.
tough times call for innovative solutions and 2d barcodes
can bring a whole new dimension to your branding efforts.
And based on how retail and other businesses are beginning
to embrace these codes the trend of using them for
promotional branding is only going to increase.
89% of all cell phones hitting the
market now have cameras in them,
which are key in being able to access
the information on a 2D barcode.
November 2010 | Brilliant Results 19www.bri l l iantpubl ishing.com
FIVe yeArS AGo, you
were likely to be asked, "What's your
Internet strategy?" today's question
is, "What's your channel strategy?"
If within 30 seconds you can
summon up a reasonably sound
answer to this question, forget about
reading the remainder of this article.
If you can't, reading on might be
worth the effort.
one of today's realities is that new
communications media are hitting
the market every year. I don't need to
name the plethora of choices already
on consumers' plates -- the Internet,
the personal digital assistant (PdA),
WebtV, the wireless application
protocol (WAP) phone -- all of which
appeared within the last decade.
the problem is that consumers
haven't yet found a way to increase
the number of hours in the day. So
the likelihood is that as more media
channels land on the plate, the
Cross Channel BY: MARTIN LINDSTROM
branding
Branding
20 Brilliant Results | November 2010 www.bri l l iantpubl ishing.com
consumer has less time to deal with
them. And, consequently, facilitating
their use is becoming more complicated
for professional communicators and
brand builders.
ten years ago, a media, or point-
of-contact, plan was rather simple
to comprehend and construct. If
human interaction was required, only
two media channels were available:
face-to-face or phone contact. In
addition, of course, there were the
monologic, one-way media: not as few
in number but just as simple to quickly
comprehend.
Well, the world has
changed. outdoor media
channels are no longer
confined to posters and
billboards. they can include
everything from mobile
phones, PdAs, WAP, iMode,
and short message service
(SMS) as well as billboards.
dialogic, two-way interaction
is no longer limited to face-to-
face visits or phone calls: It
encompasses almost every personal
communication tool.
So given this complex
communications fact, my question is:
Have you optimized all your consumer
touch points, or are your touch points
relying on haphazard coincidence?
In other words, what's your channel
strategy? Just as airlines deploy "yield
management" to optimize the value of
every seat, your channel management
strategy should be built on yield-
management principles. there is one
"but" to this parallel. optimized channel
management reflects two principles:
cost-effectiveness and branding. By
"branding" I don't mean a company's
ability to vociferate its name as many
times as possible; I mean a company's
ability to create the strongest possible
relationship with the consumer while
exposing its identity.
And that's the tricky bit. you might
claim that any interaction between the
consumer and the brand would be a
fine way to create brand loyalty. This
may be possible for some brands and
for some consumers but certainly not
for all brands and all consumers. And
this is where your channel strategy
justifies itself.
Let me give you an example from
Charles Schwab, arguably the world's
largest discount broker. It has been a
pioneer in managing and optimizing
consumer touch points. When other
companies were closing down their
branch offices in favor of online trading,
Schwab established storefronts. And
the results were amazing: 80 percent
of all new accounts were opened face
to face, in Charles Schwab offices.
Having established that contact, 70
percent of these new customers were
comfortable with having their accounts
managed via the Internet -- from their
very next contact with the company.
you see, it was important for these
customers to make initial contact with
the company via a real face. Human
interaction with a real person in a real
store established requisite consumer
trust. this trust, developed early on,
then enabled Internet transactions to
take place right away; the trust made
the convenience and cost- and time-
effectiveness of the online medium
mutually beneficial to the consumer
and Charles Schwab.
this isn't the solution for every
company. Company - consumer
communication is a dynamic process
that demands change according to
target group, time, mutual objectives,
and a host of other variables. Some
target markets might do anything to
avoid human contact; others crave
it; others still need a mixture of
communication channels.
And, for any group,
preferences established at
one point in time are likely
to change with altering
circumstances and with
consumers' increasing
knowledge of alternative
media channels. I remember
when I used to prefer dealing
with a real person when
checking on my bank details.
For me, those days are long
gone.
The benefits of online communication
are clear: It enables companies to
track consumer behavior cost- and
time-effectively. Not surprisingly, face-
to-face dialogue is more cost and time-
consuming and is harder to track than
interaction generated online. tracking
communications established via the
screen achieves great cost savings.
But the moral of this story is
that establishing consumer touch
points isn't just about cost. Personal
interaction is a splendid channel
for establishing loyalty and building
brands simultaneously.
So why haven't you created a
channel strategy yet? It might channel
more consumers to your brand than
you could ever imagine.
Well, the world has changed. Outdoor media channels are no longer confined
to posters and billboards. They can include everything from mobile phones, PDAs, WAP, iMode, and short message
service (SMS) as well as billboards.
November 2010 | Brilliant Results 21www.bri l l iantpubl ishing.com
BY: DANIEL BURRUS
visionary
No oNe CAN deny that apps
for smart phones are revolutionizing
the way people not only use their
phones, but also how they function
in daily life. From apps to help you
relax to those that simplify to-do lists
or teach you a new skill, there’s an
abundance of apps in virtually every
category imaginable. In the itunes
store alone there are over 125,000
apps, and over two billion downloads
have taken place.
For the companies that create and
market the apps, making money from
them is obviously a goal. In the past,
companies made money from apps
by either charging for them, placing
a pop up ad in the app, or by giving
the app away with the hopes the user
would buy some other related product
or service. But that was yesterday,
and the future is already starting to
look very different. In fact, companies
that still rely on those old, outdated
methods for income from their apps
don’t realize the true income potential
of apps or how they can transform the
business landscape.
Capitalizingon the Next Revolution in Software – Apps
22 Brilliant Results | November 2010 www.bri l l iantpubl ishing.com
one company, Visionary Apps, has
embraced the future of apps and how
to make money from them. In fact,
they were making money on their first
release of apps before they were even
available for download. three weeks
after the official launch, one of their
apps was the 17th most downloaded
app and was rated #6 in business
apps. And even though all three of
the company’s initial apps are free to
the end user, each has the potential
to earn millions of dollars each year.
In essence, Visionary Apps has
successfully redefined how companies
can earn money from their apps.
The Defining niche of Apps for smArT phones & smArT pADs
If you look at the many categories
in the apps stores, you’ll see that most
of the companies developing apps
have a narrow view of what apps
can be used for. they’re currently
creating simplistic and basic apps,
such as foreign language translation,
to do lists, airport gate information,
currency conversion, etc. these
things are useful, but their value is
low and they’re easily duplicated and
essentially commodities. Visionary
Apps has seen the future, and it’s with
enterprise level apps – apps that can
help a profession or industry do more
with less, work smarter, or be better.
The first three apps launched by
Visionary Apps were real estate apps:
Complete Foreclosures, Complete
Homes, and Complete rentals
(www.completerealtysuite.com). the
company is, in essence, leading a
revolution in how people buy and
sell real estate through apps on their
smart phones.
to see the power of their apps,
let’s look at one of their free apps:
Complete Foreclosures. Complete
Foreclosures has over 1.6 million
distressed properties in its database.
And when a user opens the app, it
is instantly updated with the newest
information. Before this app, even real
estate agents didn’t have access to all
the foreclosed homes in the area, as
MLS is limited in terms of foreclosure
listings. realize that there are many
categories of foreclosed homes, and
few of them make it into the MLS.
examples include bank owned homes,
CapitalizingNovember 2010 | Brilliant Results 23www.bri l l iantpubl ishing.com
auction homes, and short sale homes,
and the public has no way to access
all these listings. Additionally, most
people have no idea how to buy a
distressed property.
Visionary Apps did some research
and found that there are 120 million
searches a month for foreclosed
homes. yet, there was no app for
it. they also looked at the reality of
the real estate market. In January
2010 over 315,000 homes went into
foreclosure, which was up 10% from
January 2009. So, on a national level,
the problem is still growing.
the worst part about a foreclosed
home, aside from the homeowner
losing their home, is that when
homes in an area begin going into
foreclosure, the surrounding property
values go down. that then forces
more people into foreclosure, which
makes property values go down even
more. It creates a negative spiral.
Visionary Apps decided that the only
solution was to get those homes sold
and flushed out of the system, so they
created an app that helps people find
distressed properties for sale and
then shows them how to buy them.
how iT works…AnD how They mAke money
the Complete Foreclosures app
is simple to use. A user simply clicks
the “Nearby Foreclosures” link to see
a map indicating nearby distressed
homes. Click on a point of interest and
the app shows the details of the listing,
along with a photo of the property.
the user can even click on a Smart
Buying Guide, which explains how to
buy the particular property, whether
it’s an auction home, bank owned
home, or short sale. there are even
driving directions to the property. And
if the user has particular parameters
in mind, they can do a custom search
based on square feet, number of
bedrooms, etc.
Sounds great for the end user, but
what about Visionary Apps? How are
they making money with this great
free service for people?
In addition to seeing the listing, the
user can also be instantly connected
to a foreclosure and real estate expert
who understands foreclosures for
more information and to help with
the sale. Visionary Apps charges
real estate agents a monthly fee to
be listed as the expert in a particular
zip code – with only one agent per zip
code allowed. once an agent secures
a zip code, any home in that zip code
has him or her listed as the foreclosure
expert who can help. Most agents
purchase multiple zip codes. When all
the zip codes are sold, this one app
can generate $1.1 million per month.
But it doesn’t stop there. Visionary
Apps goes further by giving people
the solution at the moment of need.
In other words, the solution appears
when the problem arises. For example,
when you’re looking at a foreclosed
home, you need an agent. the app
gives you an agent. After that you’ll
likely need a mortgage. Visionary
Apps is selling zip codes to mortgage
companies too. After that, you’ll need
a moving company. they’re selling
zip codes to moving companies…and
to remodelers and to other services
a person would need along the way.
However, you won’t see any of these
solutions in the app until you’re at that
point of need. So for each service
provider category, once all the zip
codes are sold, that’s another $1.1
million per month per category.
finD your own Vision
Has Visionary Apps redefined real
estate and apps at the same time?
you bet. Most companies create an
app, put it out there, and then move
on to creating another app. Visionary
Apps is creating a brand. they’re
not a business with an app; rather,
the business is the app. this is a
revolutionary way of looking at apps
and the power of them.
So the point is that there are many
ways to make money from apps, even
if the app is free. the model Visionary
Apps created is just one example. to
create your own income-generating
app, you simply have to find what’s
right for your company. When you
keep your focus on the future of where
your industry, customers, and
technology are going, the possibilities
for game-changing apps…and your
profits…are endless.
Visionary Apps did some research and found that there are 120 million
searches a month for foreclosed homes. Yet, there was no app for it.
24 Brilliant Results | November 2010 www.bri l l iantpubl ishing.com
BY: MICHAEL M. CROOKS
marketing
The Retail Babysitter: Promotional Marketing Poweri AlmosT lAugheD ouT louD. A clerk TrieD To explAin The feATures AnD benefiTs of A hAir Dyer To A womAn who hAD A smAll chilD wiTh her. The clerk’s sAles ATTempT wAs inTerrupTeD eVery 20 seconDs wiTh, “mommy, look AT This!”… followeD by mommy’s horrifieD look As she foresAw Three possible ouTcomes: 1) Junior wAs AbouT To mAim himself; 2) Junior wAs AbouT To mAim someone else; 3) mommy wAs AbouT To spenD wAy more ThAn she inTenDeD on someThing ThAT she DiDn’T wAnT — ThAT wAs AbouT To be broken inTo AT leAsT 5 pieces.
26 Brilliant Results | November 2010 www.bri l l iantpubl ishing.com
Since it wasn't my kid, I found
it hilarious. the salesperson was
exasperated. And mommy? Well,
mommy finally said, "hell with it",
took devil Child by the arm and left
the store after a carefully stacked
display of towels suddenly became
un-stacked — because Junior wanted
the towel on the bottom.
When children hinder the sales
process, salespeople can't effectively
do their job and profits suffer. Smarter
retailers know they MuSt occupy the
children if they want mommy and
daddy's attention. that's where retail
Babysitters come in.
For a promotional item to serve as
an effective retail Babysitter it should
meet the following criteria:
1) Be age appropriate;
2) Be clean and mess free;
3) Consume children's time.
A fourth criteria that, while
not mandatory to keep kids from
sabotaging your sales efforts, is
VItAL if you want to get the best
r.o.I.:
4) Whenever possible, retail
Babysitters should contain a tangible
component to aid in the continuing
promotion of your business or service
off-premise.
Logoed items that meet the above
criteria include puzzles, waterless
tattoos, coloring books, crayons, your
letterhead and custom logo’d activity
sheets.
Businesses such as flooring
showrooms, vehicle dealerships
and furniture stores where children
remain visible, can create a children's
area with carpet, a table and chairs.
Suggesting to small children that they
make a card or picture for mommy
and daddy can work wonders. you
can provide your letterhead, 8 1.2"
x 11" sheets of construction paper,
logoed boxes of crayons and logoed
stickers or sticker sheets.
Waterless temporary tattoos can
also be used in this way as they
transfer well to paper products as well
as the skin. themed coloring books
with your imprint on them along with
the crayons are another good option.
For older children, create custom
activity sheets. For instance, the
sheets for a flooring store could
contain a word search where kids
search for words such as flooring,
carpet, vinyl, etc.; a word jumble; a
maze and other activities.
If you can't create a Kid's Corner,
placing a coloring book & crayons
with some stickers or waterless
tattoos in a logoed paper lunch bag
or drawstring backpack can fill the
bill. Many kids will sit on the floor next
to the parents, look through the bag
and begin to play with the items in the
paper bag.
to aid in off-premise promotion
of your business, offer a monthly
coloring contest. The kids either finish
a coloring book picture while at the
establishment or finish it at home. The
parents can drop the finished picture
off later. (this gets them back in the
store). Pictures are displayed and
once a month, one or more winners
are chosen and the picture goes up
on the winner's wall. each child who
turns in a drawing gets an entry prize
of some sort with the monthly winners
getting larger prizes. (Monthly winners
must come in to claim their prize.)
To provide the most benefit to
your establishment, all prizes (water
bottles, plastic flyers, knit caps) carry
your logo and contact information.
you can also get lot's of play out of
featuring selected children's drawings
in your monthly newspaper/print ads
and on your website. you can also
use the drawings to create a custom
business calendar.
If you work with a competent
promotional products consultant, they
can be on the lookout for and bring
select items to your attention that are
on closeout or are seasonal specials.
this will also serve to keep your
prize selection fresh and seasonally
appropriate.
Children can be a salesperson's
worst nightmare. But with a little
thought and the right promotional
products to serve as retail
Babysitters, children can actually
become an asset as you use them to
leverage favor — and sales with the
parents —and achieve brilliant
results.
The Retail Babysitter: Promotional Marketing Power
If you can’t create a Kid’s Corner, placing a coloring book & crayons with some stickers or waterless tattoos in a logoed paper lunch bag or drawstring backpack can fill the bill.
November 2010 | Brilliant Results 27www.bri l l iantpubl ishing.com
tHe tourISM INduStry has long
grappled with the issue of how much is too much
technology. In some ways technology has made travel
easier. travelers can book their own hotel rooms, airline
tickets and even make reservations on-line. Smart
phones allow us to find locations without getting lost;
learn about what restaurants are in a particular city
and even make dinner or show reservations. Business
people expect decent Internet service, preferably in their
room, and a fully equipped business center at the hotel
in which they are staying. Many airports today offer
free Wi-Fi service for busy travelers, and smart phones
allow almost unlimited email access. these technical
advances, however, have a negative side to them. due to
communication advances we are never out of touch, even
when we wish to be. Cell phone etiquette has become
almost non-existent, and privacy advocates worry about
the intrusiveness of CCtV (Closed Circuit television
Cameras) in much of the public arena.
technological advances also permit many tourism
businesses to automate processes that were previously
dealt with by people. Improvements in voice recognition
and call-routing technologies have led to the creation of
voice-activated portals, allowing customers to perform a
range of tasks, from simple bill enquiries to more complex
line-fault diagnosis and reporting. However, the downside
of these advances is that tourism is all about people and
customer service. thus, the depersonalization of the
industry has lowered its charm and the fun of travel. If
the travel industry is to obtain "brilliant results" it will have
to find a way to personalize efficiency. That is the travel
industry will need to create the mechanism that permits
the automation of technology to interface with the need
for personalized service.
Another challenge that technology produces for the
travel industry is the issue of complexity. Most travelers
hate complexity. We vacation to get away from life's
complications, business people have enough problems
simply being away from home or the office, the last thing
that they need is added complexity. Furthermore, as people
age their tolerance for new complexity decreases. thus,
travel businesses that desire brilliant results are going to
have to find a way to offer efficiency without increasing
complexity. the old motto, KISS (Keep it simple stupid) is
essential for a successful travel business.
In order to get brilliant results, consider some of the
following:
Am I using technology for technology's sake or am I •simplifying my customer's travel experience? For example, an automated front desk may appear to save money but in the end may create so much confusion that the visitor may never return to that hotel. When it comes to customer service, use people rather than machines.
Is the technology providing information or •service? If the technology is providing simple information then it is probably a good thing. For example, touch screens that give the names of local restaurants, hotels, attractions, times of operation and costs are a major travel hassle saver. on the other hand, no machine can replace a person in cases of emergency.
Periods of economic turndown mean
many tourism providers may desire to turn
to technology as a way to lower costs
and still provide service
travel and tourism
businesses that will put in
the extra effort to combine
the best of technology
with personalized service
will thrive, those that do
not will simply frustrate
and lose customers. It is
not a question of to have
or not have technology, but
rather when and which
technologies are correct
for your business.
BY: DR. PETER TARLOW
travel Tourism: To High Tech or Not to High Tech? Is that the Question?
www.bri l l iantpubl ishing.com28 Brilliant Results | November 2010
Tourism: To High Tech or Not to High Tech? Is that the Question?
NoW tHAt tHe realization
has set in that incentive travel as we
knew it pre 2008 will be changed
forever, incentive companies and do
it yourself corporations who believe
in the power of motivation and
incentives are continuously inventing
new strategies and effective
motivational tools.
For example, the role social
media is and could be playing in the
promotion of motivational programs.
What drives people (employees)
intrinsically is giving them what
they want. So why not use tweets,
Facebook and blogs to recognize
an outstanding achievement from an
employee or even a whole team of
people. this new way of recognizing
good or productive behavior is
definitely taking shape as social
media and offering rewards are all
about motivating people. Keeping
employees engaged in an interactive
way could also greatly enhance
their productivity. Here is where
social media with its awesome
communication ability comes in.
Giving employees a platform and
an opportunity to be involved in
company business is an excellent
vehicle for keeping them (intrinsically)
engaged which then will make them
much more receptive and productive
(extrinsically) in participating in
incentive and reward programs.
one way to incorporate social
media with a new incentive idea
was recently used by Whole Foods,
an international retailer of organic
and health food store, when it
incorporated social media into its
motivational program not only to
keep employees healthy but to make
it fun and offer larger discounts on
store purchases. Called: the team
Member Healthy discount Incentive
Program. the program rules stipulate
that the healthier one is, the higher
one’s employee discount will be. In
order for an employee to qualify for
the incentive, they must start out with
a low Body Mass Index (BMI). this
is a known indicator of the amount
of body fat one has. It’s also used to
screen for weight categories that may
lead to health issues. Along with the
low BMI, one must also have good
blood pressure, low cholesterol, and
not be a smoker. the social feedback
on this new incentive program from
a number of employees and non-
employees has been somewhat
negative as being discriminatory
toward people with excessive weight,
however the program was designed
BY: ARNOLD LIGHT, CTC
incentives
Incentive’s New Trends
30 Brilliant Results | November 2010 www.bri l l iantpubl ishing.com
to reduce the company’s whooping
$150 million dollar annual medical
bill. (employees are rated on 4 levels:
Bronze, Silver, Gold and Platinum. the
incentive discounts are: Bronze = 22%
off discount; Silver = 25% off discount;
Gold = 27% off discount and; Platinum
= 30% off discount)
inDiViDuAl TrAVel TrenDs
there’s no question that travel is
the number one motivator, however
with the reduction of group incentive
travel during the past two years due
to a number of factors, the individual
travel experience has emerged as
a way to keep travel as a motivator
on track and at a much lower risk
for companies plus it clearly meets
reduced budgets and gives a lot more
flexibility as to the choices available to
those who earn the award. Below are
just a few examples of how individual
travel has emerged.
An all access prepaid entertainment
and sports travel card, introduced by
Premiere Global Sports gives access
to many sporting and entertainment
events around the world. With this
new Card, the choice now lies in the
hands of the cardholder. the earner of
the card can view the entire available
inventory on line and be incentivized
by what motivates them best, whether
it’s a Broadway play, the baseball
All Star Game, an olympic event
or a major championship sporting
event. the cardholder is assigned
an account manger who will assist
them with their choice and make the
booking. the cards can be used for
employee recognition programs, sales
incentives, promotion prizes or one-
stop client entertainment needs. there
are no restrictions on the number of
cards ordered or the amount of dollars
loaded on the cards; turnaround time
is usually 24 hours. Cards are sent to
the buyer, who can then give them to
employees or contest winners. there
are no transaction fees, and credit can
be stored on the card for later use.
(www.pcevents.com)
Cruises have become a very popular
individual incentive. recognizing
this trend, travelAwardsonline,
an online solution provider for
individual incentive travel awards,
has introduced its new individual
incentive cruise card. one of the
benefits of this cruise card is that
incentive award earners may choose
from more than thirteen cruise lines
worldwide. Beyond the mass market,
premium and luxury cruise lines,
now smaller lines such as Cruise
West, Sea Cloud Cruises and Avalon
Waterways also may offer cruise
experiences as individual travel
awards. the value on the cruise card
is determined by the sponsoring client
and is completely open-ended—any
dollar amount may be associated with
the card's redemption number. this
allows for its use in tiered incentive
programs or for recognizing ad hoc
individual performance or service.
this is a debit card that offers
flexibility to match corporate incentive
and recognition program needs with
participant profiles. Each cruise card
carries a unique 19-digit redemption
number that reflects the dollar value
that is associated with it. recipients
may redeem the award value for their
choice of cruises by visiting the
travelAwardsonline Web-based
catalog. the card will cover
all expenses associated
with a particular cruise.
At checkout, the value
of the online cruise
award selection is
debited from the card,
and the card has no
expiration date. Any
unredeemed value
remains on the card
for later redemptions.
In addition, if the cost
of the selected cruise experience
is greater than the value of the
cruise card, the user may pay the
balance with a personal credit card.
(www.travelawardsonline.com)
While incentive trends continue to
change with these difficult economic
times, one thing is for sure, there’s
more to an employee’s satisfaction
than just a paycheck and the creative
juices keep flowing from incentive and
corporate strategists and providers.
Have A rewarding day…
Incentive’s New Trends
a new incentive idea was recently used by Whole Foods, an international retailer of organic and
health food store, when it incorporated social
media into its motivational program not only to
keep employees healthy but to make it fun and offer larger discounts on store purchases.
November 2010 | Brilliant Results 31www.bri l l iantpubl ishing.com
WHICH WouLd you rather have: 500
mediocre leads or 25 – 30 high value leads? the answer
is obvious and yet many exhibitors who attend trade shows
try to talk to as many people as possible then go back to
the office with a fist full of business cards and say; “see
what I accomplished.”
the cost of following up on these so-called business
leads is enormous and it leaves your sales reps often
disheartened with the number of rejections they receive.
the solution is three fold:
seT focuseD obJecTiVes
the success of your exhibit program hinges on your
strategic approach. The first step is to focus your efforts
on a single purpose. Clearly articulate what you want to
achieve from your exhibit program. this objective helps
you establish the metrics you will ultimately use to measure
your success. But it is not enough to just say your objective
is to collect high value leads unless you also clearly identify
the profile of what a high quality lead looks like. In a world
filled with highly specialized channels of communication,
trying to be everything to everyone is faulty thinking.
selecT The righT shows
Our discussion of profile helps you select the right
shows and events. talk to the show organizer of the event
you are targeting and learn who the delegates are. this
will be based on the previous year’s attendance or perhaps
those who have pre-registered for this year’s event. Look
carefully and see if there is a match between the potential
audience and the profile you have created. Will there be
sufficient targeted people to justify your exhibit decision?
All too often exhibitors choose their shows by the sheer
volume of attendees. the problem with this approach is the
thesis of our discussion: quantity versus quality.
TrAin your sTAff on how To mine The show for high VAlue conTAcTs.
Suppose you have chosen a show and upon in-depth
investigation you discover that ten percent of the
expected audience fits your profile. If you don’t equip
your staff with the necessary tools to differentiate the
ten percent you have identified from the ninety percent
who are outside your area of interest, they will waste lots
of time talking to people who can add little value to your
strategic exhibit plan.
your training initiative should include setting clear,
focused and measurable objectives for each of your booth
staff. this should include a detailed description of the
profile of those high-value contacts and the skills your staff
needs to do their job efficiently and effectively. The best
tool you have at your disposal is the use of a pre-show/
event briefing. This can be done on-site immediately prior
to the show opening, on-line a few weeks prior to the show
or as part of a sales meeting or conference call. the choice
is yours.
Attempting to reach well-established goals without giving
people the right tools is tantamount to disaster. An NFL
coach whose team is playing in the Super Bowl assembles
the team just before game opening, reviews the plays, the
opponents and the field and then leaves the players with
a final word of encouragement to excite their emotions
so when they enter the playing field they are primed and
pumped and ready to meet the challenge.
your Super Bowl is the next trade show your staff
attends. the trick is to get focused on the right people,
select the right shows and establish the game plan. you
don’t want to get 100 touchdowns; 2 or 3 are often all that’s
needed to win.
BY: BARRY SISKINDexhibit
Quantity versus Quality
32 Brilliant Results | November 2010 www.bri l l iantpubl ishing.com
Ad Index / Web resource Guide November 2010
3M ® ...................................................................................... www.3M.com/promote ............Back Cover
Aprons, etc ................................................................................www.apronsetc.com ............................ 7
Brilliant results™ Magazine .......................................... www.brilliantpublishing.com .................... 23, 33
Chocolate Inn ® .................................................................... www.chocolateinn.com ........................ IBC
KB Innovative Products by Key-Bak ................................................. www.KBips.com .......................... 11
display Solutions ...............................................................www.displaysolutions.net ............................ 7
Groline © .......................................................................................www.groline.com ......... 3,5,15,17, 25
Promotion express ............................................................... www.tube-dancers.com .......................... 29
Warwick ........................................................................www.warwickpublishing.com ........................ IFC
November advertiser’s index
Free Product Information: For free product information from these suppliers, please complete and mail this page to:Brilliant results Magazine, 9034 Joyce Lane, Hummelstown, PA 17036.Fax to (717) 566-5431 or e-mail maureen@brilliantpublishing.com.
Name title
Company Industry
Address City State Zip
Phone Fax e-mail
Please circle items of interest.
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Visit www.brilliantpublishing.com and sign up for a Subscription to Brilliant Results Magazine. Don’t wait any longer to get in on the best ideas for creating a successful business.
November 2010 | Brilliant Results 33www.bri l l iantpubl ishing.com
BY: BARTON GOLDSMITH, PH.D.
staying sharp
WHeN SoMeoNe GetS their knickers in a twist
and blows up, how do you handle it? If your current way of
dealing with emotional fireworks isn’t working, here are ten tips
to help you the next time one happens.
1. Start by staying calm. Keep yourself from getting sucked
into the emotional vortex. Asking yourself, “What is the
best thing to do right now?” can help you gain some
perspective and keep your own emotions in check.
2. try to understand what’s going on for the other person.
When you understand, you are more equipped to respond
in an empathetic manner. When people feel that someone
really knows what they are going through, it helps them;
they don’t feel so alone and scared.
3. Let the other person vent. If someone has a
whole bunch of hurt, pain, or anger he or
she needs to release, it has to come
out, and that can be a difficult
thing to experience. Let the other
person get out their negative
feelings, but don’t become a
punching bag.
4. Look for something positive.
there is another side to
every upset, but finding it
can be a challenge. taking
a few minutes to encourage
the person to focus on what
is and isn’t working can be
very helpful and will discharge
a bunch of discomfort.
5. Be open to suggestions. When
feelings get heated, it can be helpful
if another person (family member or
friend) gives his or her input. Sometimes a
fresh set of ears can hear things others can’t.
6. Create a plan. Having some options you have thought
about in advance can be incredibly helpful when strong
emotions are flying around the room. For example, you
can choose to take a time-out or just remain silent. you
can also choose to give the other person some direction.
7. don’t fake sincerity. If you really don’t care, or don’t have
a good answer, don’t pretend that you do, because it will
only cause more upset. the best thing to do is to be honest
and say that you are just not the right person to help at this
time, and perhaps suggest that the other person talk with
a professional.
8. Accept that you might not be able to do anything.
Sometimes people just need to feel their hurt for a little
while. Allowing them to experience their feelings, along
with your emotional support, may be all you need to do.
9. remember that silence can be helpful. Many people are
uncomfortable in silence, but it generally doesn’t last very
long, and a thoughtful minute or two can help heal or give
you perspective on an emotional trauma.
10. don’t make the other person feel wrong.
We all have emotional moments; they are
human and a big part of life. No one is
wrong for having feelings.
emotions are powerful
things, and learning how to
keep them from going nuclear
is a talent that will serve
you and your loved ones
well.
emotional Fireworks
Accept that you might not be able to do anything. Sometimes people just
need to feel their hurt for a little while. Allowing them to experience their feelings, along with your emotional support, may be all you need to do.
34 Brilliant Results | November 2010 www.bri l l iantpubl ishing.com
Demand quality: Promote your business
with Post-it® Brand products.
3M, P
ost-
it an
d t
he c
olor
Can
ary
Yello
w a
re t
rad
emar
ks o
f 3M
. © 3
M 2
010
There’s
no hiding
from a bad
decision.
Make a good decision.
3M.com/promote or 1-877-863-6961