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Transcript of BR July 2009 Issuu
w w w. b r i l l i a n t p u b l i s h i n g . c o mJULY| 09
$10.00
TM
RELATIONSHIPS | RESOURCES | RESULTS
Martin Lindstromdives into
the human phyche to
see how LOGOS
make us react...
pages 24
Is the timeright?
pages 20
marketingoptics can
cloak reality!pages 28
BRANDS GO BACK TO SCHOOL
page 8
reaching the kindergarten to college crowd
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#1) Splash FoldersProduct Size: 9” x 12”Imprint Area: 6” x 4”Stock Colors: Pink, Mango, Apricot, Lime,Berry, Plum and Cherry
#5) Dimensions Desk CalendarProduct Size: 4-3/4” x 7”Imprint Area: 3” x 1-1/4”Stock Colors: Pink Lemonade, Mango Tango, Sunny Apricot,Luscious Lime, Blazing Berry and Passionate Plum
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Imprint Area: 4” x 5”Stock Colors: Pink, Mango, Apricot, Lime,
Berry, Plum and Cherry
#4) Crescent Desk CalendarProduct Size: 6-1/8” x 5-1/2”Imprint Area: 5-1/2” X 1-1/4”
Stock Colors: Pink Lemonade, Mango Tango, Sunny Apricot,Luscious Lime, Blazing Berry and Passionate Plum
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Browse our entire line at: www.warwickpublishing.comor call: 1-800-383-7149
asi95280 | sage 57590 | upic: WARWICK
#1) Splash FoldersProduct Size: 9” x 12”Imprint Area: 6” x 4”Stock Colors: Pink, Mango, Apricot, Lime,Berry, Plum and Cherry
#5) Dimensions Desk CalendarProduct Size: 4-3/4” x 7”Imprint Area: 3” x 1-1/4”Stock Colors: Pink Lemonade, Mango Tango, Sunny Apricot,Luscious Lime, Blazing Berry and Passionate Plum
#2) Splash Pad FoliosProduct Size: 6-1/2” x 9-1/2”
Imprint Area: 4” x 5”Stock Colors: Pink, Mango, Apricot, Lime,
Berry, Plum and Cherry
#4) Crescent Desk CalendarProduct Size: 6-1/8” x 5-1/2”Imprint Area: 5-1/2” X 1-1/4”
Stock Colors: Pink Lemonade, Mango Tango, Sunny Apricot,Luscious Lime, Blazing Berry and Passionate Plum
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a long time on people’s desks because people can
Reaching the Kindergarten to College CrowdREACHING college students and faculty can often be
accomplished directly on campus through the college or
university bookstore. Barnes & Noble, Inc., the world’s
largest bookseller, has become a signifi cant presence
on the nation’s college and university campuses through
Barnes & Noble College Booksellers, Inc. Building on
a name already known for quality, Barnes and Noble
College Booksellers, Inc. has renovated, redesigned,
revamped and revitalized more than 600 campus
bookstores.
8 Brilliant Results | July 2009www.bri l l iantpubl ishing.com
32
features: 8 Brands go back to school
reaching the kindergarten to college crowd
columns: 6 publisher's letter
7 contributors: who’s who in industry
14 After thought: BR concludes on cover story
18 incentives: is the time right?
20 marketing: target schools with a product & make a plan
22 travel: education comes in many forms
24 branding: lets kill the logo!
28 exhibit: marketing optics can cloak reality
31 ad-index
32 last word: illuminated branded apparel
34 off the cuff: quotes and trivia
20
24
Vol. 6, No. 07 2009
8
4 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
Summertime just got here, yet before you know it …
it will be Back to School. It is never too early to start
planning your campaigns and how you will reach into
the hearts, minds and pockets of the coveted Back to
School demographic. Our School Family Media cover
story interview will certainly give you a lot to think about
when targeting children and Moms.
I am a fi rm believer in education. With a 3 year old,
I fi nd he too loves to learn. As a Mom and someone
whom loves reading, I fi nd the summertime program
for reading at our local library a favorite. My son
enjoys all the special prizes he receives for books read
and we frequent the local businesses that partner with
the program so one might say it is a win-win. I must
also admit I am psyched that toys are fi nding their way
back into cereal boxes! I remember a time when the
toy inside decided which box to buy (read which one I
begged my Mom to buy). I often wonder why cereals
don’t put something educational inside. Not only
would it promote learning but would certainly make
their brand a defi nite purchase contender.
Don’t wait until the last minute, incent those parents
and students early and your company may not have to
wait for the proverbial “back to school” purchase.
I hope you enjoy the issue and fi nd many more ways
to incent, gift and make your brand a Back to School
winner.
Make it a brilliant campaign!
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 WRITERSMichael Merrick Crooks,
Mary English, Arnold Light, CTC, Martin LindstormEd Rigsbee, 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 Mechanicsburg PA and additional
offices. POSTMASTER please send address changes to Brilliant
Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 6.
Number 07. Brilliant Results subscription rates: one-year $120;
Canadian $160 USD; one-year foreign $225 USD. All subscriptions
are non-refundable. Copyright © 2009 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 [email protected] 717-608-5869
brilliantresults™
6 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
contributors
a Mary English is the Vice President of Marketing for Hallmark Insights, the leader in providing business incentive solutions and personalized reward programs for employee recognition, customer acquisition and retention, sales and dealer incentives, and health and wellness programs. To learn more, go to HallmarkInsights.com.
d Arnold Light, CTC, Founder 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.incentivesmotivate.com.
e Martin Lindstrom, a respected branding and marketing expert, was selected as one of the world’s 100 most infl uential 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 fi nancial television network programs, his previous book, BRAND sense, was acclaimed by the Wall Street Journal as one of the fi ve 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.
g Ed Rigsbee, CSP, is the author of PartnerShift, Developing Strategic Alliances and The Art of Partnering. Ed travels internationally to deliver keynote presentations and workshops on profi table alliance relationships. In addition to serving as the president of Rigsbee Research Consulting Group, Ed also serves as the executive director of a (501 c 3) public non-profi t charity. For additional helpful information visit www.rigsbee.com
f Barry Siskind is an internationally recognized trade and consumer show expert. He is 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.
j Dr. Peter Tarlow is a founder and president of Tourism & More Inc. Dr. Tarlow has appeared on National televised programs such as Dateline: NBC and on CNBC. Dr. Tarlow organizes conferences around the world dealing with visitor safety and security issues and with the economic importance of tourism and tourism marketing. He also works with numerous cities, states, and foreign governments to improve their tourism products and to train their tourism security professionals. For additional information visit www.tourismandmore.com
k Michael Merrick Crooks An advertising professional since 1984, Michael Crooks has written more than 50 articles on the subject of promotional marketing. Speaker and author of the soon to be published book, “Rethinking Trade Show Giveaways”, Crooks owns Crooks Advertising Alliance, a creative strike-force specializing in creative problem solving. Contact Crooks through www.CrooksAdvertising.com
a
d
g
f
j k
e
www.bri l l iantpubl ishing.com
Reaching the Kindergarten to College CrowdREAChING college students and faculty can often be accomplished directly on campus through the college or university bookstore. Barnes & Noble, Inc., the world’s largest bookseller, has become a signifi cant presence on the nation’s college and university campuses through Barnes & Noble College Booksellers, Inc. Building on a name already known for quality, Barnes and Noble College Booksellers, Inc. has renovated, redesigned, revamped and revitalized more than 600 campus bookstores.
8 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
Reaching the Kindergarten to College Crowd
Barnes & Noble College Booksellers give the
brands in their stores the opportunity to reach
college students where they live, learn, and shop.
Through their Barnes & Noble College Marketing
Network division, they have leveraged the power
of their bookstores to reach over 4 million college
students in-store, on campus and online with their
well-targeted marketing programs. Their several
outreach tools permit brands to benefi t from
effective marketing programs aimed specifi cally
at college students. (For More Information See
Brilliant Results Interview July, 2005)
While the Barnes & Noble College Booksellers,
Inc., provide an opportunity to reach college age
students, reaching those families with students
in the K-12 grades is more diffi cult. With growing
concern arising over the use of commercial
advertising targeted to children, the ability for
corporate America to build brand awareness of
their products and services is challenging. One
organization, in conjunction with its over all focus
on helping parents and schools help children
succeed has developed a program that can assist
brands in this outreach.
School Family Media, Inc. is a marketing and
media services company whose principal connection
to school families is through its publication of PTO
Today. In addition to PTO Today, School Family
Media has developed the Back2School program,
which provides an opportunity to connect with this
demographic.
Brilliant Results had the opportunity to interview
John Driscoll, Vice President, Sales & Business
Development. For the past six years, John has
directed School Family Media’s Marketing Solutions
Group where he has led the growth and development
of programs such as School Family Nights® as
well as the launch of Back2School. he has been
instrumental in the development and creation of
custom programs that help companies such as
Procter & Gamble, American Express, Target,
Disney, and Kellogg’s connect with millions of moms
and families with school-age children through print,
online and unique event marketing opportunities.
BR: Given the sensitivity to advertising directed
at children. What, in your opinion, is the best way
for businesses to establish brand recognition with
the parents and children 5-14 that constitute the
Back to School demographic?
JD: It’s true that there is increased scrutiny
these days around marketing and advertising to
kids. Most major CPG companies for instance
have joined the Children’s Food and Beverage
Advertising Initiative, which looks to regulate the
amount and type of ads aimed at kids and includes
a pledge by member companies not to advertise to
kids through schools. I believe that there are still
responsible ways for brands to reach and engage
kids but I’ve also seen a not so subtle shift back
towards focusing more on moms.
John Driscol
July 2009 | Brilliant Results 9www.bri l l iantpubl ishing.com
I have 3 school-aged kids of my own and I do see that
they can have an infl uence on purchases but at the end of
the day in our family as in most, mom has a tremendous
infl uence as well as the fi nal say when it comes to
most household purchases. In fact a study by Ketchum
Communications in 2007 showed that moms made more
than 80% of all household purchases, which amounted to
more than $1.7 trillion annually.
In short I think in today’s environment that connecting
with moms should be part of every brand’s strategy.
The degree and extent to which you focus on moms vs.
kids depends on many factors including whether you
are a clothing brand, a retailer, or a consumer products
company as well as what specifi c age range you are
targeting. Obviously tween girls for instance are going to
have a pretty big infl uence in terms of what clothes they
purchase whereas mom takes much more of a lead role in
terms of food and beverage product purchases including
those aimed at kids.
Lastly l would look for opportunities where you can
really differentiate yourself from your competitors. For
several weeks leading up to back to school we receive
every conceivable FSI (free standing insert) in our Sunday
paper. It’s overwhelming for the consumer and it makes it
very diffi cult for anybody but the biggest brands to really
stand out. If you can fi nd ways to connect with moms in a
less cluttered environment and in a way that goes beyond
just a media impression then I think that can make a big
difference in terms of helping your brand build a deep and
more meaningful relationship with that audience.
BR: In the past School Family Media has offered a
vehicle entitled ‘Back2School’. Will you be offering this
program this year? If so, please describe for our readers
how it works?
JD: yes this is our 3rd year now offering the program.
Back2School 2009 is an integrated program that leverages
the deep relationships we’ve built over the past 10 years
with PTO and PTA groups at K-8 schools nationwide,
to help brands connect with the greater community of
moms/parents at K-8 schools. As with all our programs
it is offered out to groups and they then must request/
register to participate. If chosen they receive copies of
Jump In! magazine to distribute to all the moms/parents
who come to their back to school night. More than 1.5
million copies of Jump In! are distributed during August
and September. The magazine is designed to help moms
help their kids have a successful school year and the
topics covered include everything from healthy snacks
for the lunchbox/healthy after school snacks to what are
the best learning tools for your kids, to how to keep your
kids safe online.
In addition participating sponsors/brands also have
the opportunity to include a product sample or high value
coupon in the gift paks that are distributed to moms/
parents along with Jump In! magazine at these back to
school nights. It’s a great chance to reinforce the brand
messaging in the magazine and to connect with mom at a
time and place where she is thinking about her kids health,
well being and success.
Lastly sponsors also receive prominent exposure on
our website SchoolFamily.com where we offer a variety
of articles and tools that help parents help their kids have
a successful school year. Our print and use tools section
which includes everything from math worksheets to do
with your kids to holiday themed word searches has had
more than 1 million downloads in just the past six months.
We have a variety of ways for brands to interact with our
audience of involved/engaged moms including sponsored
content, sponsorship of certain sections with our print and
use tools area and sponsored polls and quizzes.
BR: Would you provide other examples of how School
Family Media has helped corporate America connect their
brand with parents of school age children?
JD: Beyond our Back2School program one of our
most successful programs is our School Family Nights
program (www.schoolfamilynights.com) . That works
along the same dynamic in terms of PTO and PTA groups
registering to participate and then activating the program
at their school where the greater community of moms/
families participate. For more than fi ve years Target has
sponsored Family Reading Nights and during that time
more than 25,000 schools have hosted Family Reading
Night events with more than 2.5 million parent and kids in
attendance.
JD: Beyond our Back2School program one of our
2007 showed that moms made more than 80% of all household purchases, which amounted to more than $1.7 trillion annually
Source: Ketchum Communications
10 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
EMPLOYEE RECOGNITION SOLUTIONS WITH YOUR CORPORATE OBJECTIVES IN MIND. Hallmark Insights offers incentive solutions that keep your employees engaged and help you achieve your corporate objectives. Our exclusive IRISTM technology offers the convenience you need to quickly and easily get started on your employee recognition program. Our solutions offer hundreds of great rewards that encourage employees to stay productive and engaged. For measurable results from your recognition program with very little effort on your part, call a Hallmark Insights Account executive at 800.765.4438 or visit HallmarkInsights.com today.
© 2009 Hallmark Insights. All rights reserved.
REWARDING FOR THEM. EASY FOR YOU.
In addition one of the fastest growing parts
of our business is our ability to do custom/
contextual sampling at PTO and PTA hosted
school events. For example we helped with a
recent launch of a new version of Tide detergent
by putting together a program whereby samples
of Tide were distributed to moms at school
carnivals, spaghetti suppers and school fi eld
days, all events attended by moms with school-
aged kids where there was a good likelihood
they would be getting dirty. We are also looking
to launch a new “healthy School Kids” program
that will include sampling and online as well as
custom print opportunities through school health
fairs and other school-family related events.
BR: Do you have any fi nal thoughts or
advice for our readers who wish to reach this
demographic audience?
JD: Reaching moms with school-aged
kids is more challenging than one might think.
There are a lot of vehicles out there that help
brands connect with moms with really young
kids (infants to 4-5 years old) but less for
those marketers interested in reaching moms
with kids 5-14 (grades K-8). In print and even
online it’s defi nitely worth asking what % of the
audience fi ts that specifi c target demographic if
indeed your brand caters to moms with slightly
older kids. Also there is evidence these days
that the back-to-school shopping timeframe is
less defi ned than it was 20+ years ago. I know
as one of six children growing up my mom
dragged us out all at once to get it done. These
days it appears the window is longer and less
defi ned with a good percentage of even the
clothing shopping happening after kids are back
in school and see what their peers are wearing
etc. For consumer products companies the
window is even less defi ned as the back to
school time frame is more broad and spread out
relative to how mom thinks about those kinds of
consumables vs. clothing or school supplies.
PHOTOS BY: SCHOOL FAMILY MEDIA
12 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
after thoughts
BR
Business Goes Back To SchoolAS our interview
with John Driscoll of
School Family Media
clearly illustrates, savvy
marketers are refocusing
their advertising from
children and going straight
to parents, especially
to mom who is most
often the top purchase
decision maker.
General Mills' Box Tops and
Campbell’s Labels for Education
have long been successful examples
of programs that target parents to
make a purchase rather than going
directly to children and are positively
rated. Other "winners" with parents
included Scholastic Book Fairs and
free educational materials/magazines
handed out by schools. Samples
distributed in parent gift bags on
special nights also scored well (91%
approval).
Creating direct-to-kids programs
that are viewed favorably is much
more diffi cult, with reward programs
being the only ones that scored well.
Pizza hut's Book It! (See Brilliant
Results August 2005 ‘The Last Word’
for more information and interview)
offers free pizza coupons for reading
books, and Topps of the Class,
offering free trading cards for good
grades were mentioned specifi cally
in a School Family Media survey
question regarding reward programs
and were rated acceptable by 85%.
In a different take on encouraging
reading, World Wrestling
Entertainment: Mattel and the Young
Adult Library Services Association
have partnered for the SummerSlam
Reading Jam. Some 500 libraries
across 47 states and the District of
Columbia are participating in the
program to encourage teens and
tweens to visit their local libraries
and read throughout the summer.
Two grand-prize winners will receive
airfare, accommodations, tickets and
$200 spending money for the WWE’s
SummerSlam event at the Staples
Center in Los Angelos. Ten fi rst-
prize winners get copies of the WWE
Encyclopedia.
Oracle Foundation’s ThinkQuest,
which is a protected, online learning
platform that enables teachers to
integrate learning projects into their
classroom curriculum and students to
develop critical 21st century skills has
been acclaimed by the educational
community. The global competition
aspect of the foundation’s ThinkQuest
program with prizes for winning teams
that include laptop computers, digital
cameras, school grants, and a trip to
the awards event in the San Francisco
Bay Area, depending on placement is
also well received.
To instill the importance of giving,
stationery retailer Staples is reprising
last summer’s “Do Something 101”
and teaming up with DoSomething.
org, a non-profi t group organizing
teens to make contributions to their
communities. But new this year are
the social media amenities to promote
engagement, including a Facebook
profi le. Those who complete a
Facebook backpack are entered into
an “Adopt a Pack” sweepstakes and
one winner, chosen at the end of the
drive, will be fl own to New york to help
stuff backpacks with celebrity R&B
singer Ciara.
A sampling of other offers from
corporate America include:
Apple’s Back to School Promotion •
“Buy a Mac, Get an iPod Touch”
A rebate for an 8GB iPod touch, is
being offered to college and
university students, as well as
public or private school staff, some
home-schooling teachers, school
board members, and the offi cers of
PTA and PTO groups.
PayPal’s launch of a back-to-school •
promotions website.
Featuring more than a dozen
merchants some of the promotions
are funded by PayPal, and others
by the participating merchant.
Kraft’s Back-to-School Promotions •
Get a sandwich taker, Wild
Adventure pack, or Pirates of the
Caribbean t-shirt for under $2.00
with proofs of purchase.
Kellogg's Fuel for School •
Find a printable morning checklist
and lunchbox notes.
Kroger’s College Savings •
Sign up for UPromise to save
money for your child's college when
you do your grocery shopping.
Quaker’s Back-To-School •
Promotion
Current promotion is a free
lunchbox with 4 UPC's and receipt.
BIC Corporation - Quality Comes In •
Writing A downloadable writing
workshop that is good for school or
home.
Avery’s Back to School Printables •
Print a back to school scrapbook or
decorate your school stuff.
14 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
insight
WRITER MARY ENGLISH
ThE caps and gowns from the
recent graduations have just recently
been put away, the sights and sounds
of 4th of July fi reworks are still fresh in
our memories and the summer season
is in full swing. So that must mean one
thing – it’s nearly time to start thinking
about back-to-school sales.
Many school-aged children can
barely comprehend thinking about
going back to school when it’s still only
July. If you were to ask, you would likely
fi nd that a good percentage of them
have just begun to get past fi nal exams
and are off to various summer camps
and vacation trips, so they certainly
aren’t ready to start preparing for a
brand new school right now. Parents,
however, may already be thinking
about the cost of back-to-school gear,
supplies and how to budget for those
upcoming expenses – knowing that
demands for the latest “in” items never
take a vacation.
But just because children aren’t
thinking about going back to school,
that doesn’t mean a company’s reward
and recognition program should
take its own summer vacation. In
fact, summer is the perfect time to
promote your company’s program
by using back-to-school as a way
to promote and encourage added
reward and recognition throughout the
organization.
Using back-to-school as a
method for promoting your employee
recognition program that offers team
members gift cards – or the ability to
use awards to select gift cards of their
choice – can have a positive impact
on employees in numerous ways. Not
only does it encourage managers and
employees to recognize their
coworkers, it can help those
with children in school
prepare for the upcoming
school year. As employees
receive awards, they are able
to reward themselves with a choice of
gift cards to various merchants that
carry the items a returning student
may need.
These choices go beyond the
typical tablet, packet of pencils and
the 64-color box of crayons that was
needed years ago. Today, employees
(and students) have a more extensive
wish list of items.
Computers – Students wanting
a new notebook for college aren’t
referring to the spiral-bound version.
Choosing a Dell.com gift card will allow
parents and students to select a new
notebook computer that the student
can take notes on, write term papers or
e-mail home.
Memories – Want to remember that
fi rst day of kindergarten or dropping
your child off at their dorm room? have
a Best Buy gift card as a selection
option so an employee can get that
new digital camera to capture all those
once-in-a-lifetime school moments.
Fashion – Nobody wants to be
caught going back to school wearing
jeans, tops or shoes that were so “last
year.” Whether it’s gift cards to retailers
like Kohl’s or JCPenny’s or athletic
shops such as Sports Authority or Nike.
com, giving your employees choices
like this will ensure their children will
go back to school in style.
Supplies – Naturally, every student
is going to need new pens, paper and
other school supplies. Let employees
select Target or Offi ce Depot gift cards
and they can stock up on all the items
their student needs to get the school
year started.
A reward and recognition program
that promotes back-to-school
purchases can have a positive impact
beyond just the respective employee.
The program not only benefi ts the
Incentives Build Excitement About “ ”
16 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
employee by letting them save
money through the use of awards to
purchase school items, it also brings
the employee’s family into the mix by
letting them choose their purchase
together – making the impact of the
award that much more meaningful and
memorable.
The benefi ts of this family-use
award even go down to the student –
and for more reasons than that they
are the ultimate recipient of the award
purchase.
Excitement – It can be tough to get
excited about going back to school.
After all, it means summer is over and
it’s back to homework and tests. But a
student who was able to purchase a
new laptop, new shoes or even a new
wardrobe thanks to a gift card their
parent received at work will go back to
school more excited than they would
have been otherwise.
Choice – A reward and recognition
program that offers employees choices
in their fi nal product selection benefi ts
the student as well. The student can
suggest to the parent whether they
want clothes, electronics or supplies
– or any combination of these items.
The freedom of choice puts the power
of selection into the employee’s and
student’s hands.
Independence – Lastly, students
are able to gain and show their
independence and decision-making
skills by letting the parent know what
they want and where they would like to
get it. This lets them play a larger role
in the fi nal decision-making process.
By following these simple guidelines
and incorporating back-to-school into
your reward and recognition program
– or offering employees the choice to
use awards for these types of
purchases – you can turn those back-
to-school sales from a dreaded
inevitability into an anticipated, exciting
event for the whole family.
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July 2009 | Brilliant Results 17www.bri l l iantpubl ishing.com
incentives
ON FEBRUARy 17, 2009, President Obama
signed the American Recovery and Reinvestment Act of 2009,
which creates a $787 billion stimulus package comprised
of tax cuts and expenditure programs. Although the Act
implements spending programs in many different sectors, one
of the major allocations is for education initiatives. Part of the
fund is for addressing measures to be used for education
incentives.
What this means is that when some students
start the 2009/10 academic year they will receive
incentives for improving their attendance, grades
and test scores. There are many interesting
stories that are starting to crop up across
the nation relating to incentives for school
kids to do well. But of course there are
two sides to every story; on the one hand
there are the psychologists who warn that
incentive programs do not help students
do better and may even lead to cheating,
on the other side are the economists who
insist that offering rewards to students
might be a valuable incentive particularly
for impoverished or struggling students.
Regardless of who is correct, one thing is
certain programs that reward students with
prizes like iPods and cash are fl ourishing,
particularly in high-poverty neighborhoods.
Efforts are under way to study these programs
in a scientifi c manner so school offi cials and
educators can determine if they work. here then
are several examples of how incentives are being
used in various school systems:
In New york City and Dallas, high school students
are paid for doing well on Advance Placement (AP) tests.
Another experiment was started last fall in 14 public schools
in Washington, D.C., that are distributing checks for good
grades, attendance, and behavior. A New Jersey school
district offers rewards including free pizza for good grades
and model behavior.
Chicago started a privately funded pilot program last fall
offering cash for good grades to as many as 5,000 ninth-
graders at 20 high schools. Students can earn $50 for an A,
$35 for a B, and even a C brings $20. That means a straight-A
student could earn up to $4,000 by the end of the sophomore
year, with students getting half the money immediately, and
the other half when they graduate.
WRITER ARNOLD LIGHT, CTC
the time right?
s
18 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
“The majority of our students
don’t come from families with a lot
of economic wealth,” Arne Duncan,
Chicago’s school superintendent, told
the Chicago Tribune last fall.
Duncan, who is now the U.S.
Secretary of Education, said, “I’m
always trying to level the playing
fi eld. This is the kind of incentive that
middle-class families have had for
decades.”
It’s not all about cash though. At 80
tutoring centers in eight states run by
Score Educational Centers, a national
for-profi t company, students are
encouraged to rack up points for good
work and redeem them for prizes like
jump ropes, yoga mats, or chess sets.
Last year, Riverside high School in
Durham, N.C., began awarding iPods
to sophomores who earned top scores
on a statewide writing test.
And for certain students cash
rewards represent something more
than just money. At Amphitheater
high School in Tucson, where most
of the students are poor and hispanic,
some students shed tears when
they learned they had been selected
to be part of a cash-for-grades
experiment, says superintendent
Vicki Balentine. It was the fi rst time
they had received a message that the
outside world actually cared how they
did. This experiment requires perfect
attendance to win $25 a week, but it
also requires C-averages or better
and no discipline referrals. Students
making the honor roll at the end of the
semester can earn $100 bonuses.
With so much attention being paid
to incentives for education there is
most likely opportunities for those in
the incentive industry who are looking
for new markets and new challenges. It
won’t be easy and maybe not profi table
in the beginning, but when you fi gure
out how to design and structure a
reward program that motivates and
rewards students for achieving certain
goals it certainly will be rewarding for
you. And as word of mouth (the viral
effect) gets around to different school
districts that you know what you are
doing and are a trusted vendor your
business will fl ourish and become
profi table. Is the time right?
have a Rewarding Day!
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July 2009 | Brilliant Results 19www.bri l l iantpubl ishing.com
WRITER MICHAEL MERRICK CROOKS
marketing
AS state budgets tighten and
Intermediate School Districts trim
budgetary fat, more emphasis will be
placed on school fundraisers. But as
the need to raise funds increases,
cheerleaders, athletic/band boosters,
clubs and PTO's (school groups) will
fi nd that the standard fundraising
practices of the past, will no longer
adequately fund the future.
Bake sales and car washes will
no longer cut it. And as for the food
and cheap gifts offered through
"fundraising companies", the public
is starting to resent paying top dollar
for junk gift and food items that
aren't worth the price. And while this
all presents a problem for schools,
savvy educators will seek out quality
promotional marketing consultants.
These professionals will present
creative and effective ideas featuring
quality, branded merchandise that is
useful and supportive of the interests
of the school groups’ target audience.
They will also offer guidance on ways
an educational organization can
incorporate sponsorship opportunities
for corporations and community
businesses thus expanding their fund
raising opportunities.
School fundraisers should keep
in mind the following items when
considering a program to raise
money:
branDinG
The brand is the school logo,
mascot and/or words that set you
apart from your rivals. Whether
you’re Bulldogs, Trojans, Rams,
Dreadnaughts, Spartans or Dutchmen,
fans want the logo or brand on their
stuff … and they'll pay for it. But unlike
the unbranded cheap junk your school
groups have sold in the past, you'll
want to brand, quality items that are
useful and relevant to the interests of
your target audience.
tarGet aUDience
Who's the target audience for a
school group…students, parents,
alumni? Sure. But in addition, take
a good look at the audience or those
in the stands or bleachers at the next
game or event. There sits the perfect
target audience. They're there for a
reason. They have an interest in the
event or they wouldn't be there. A good
number of them will spend money to
show support for that interest; so don’t
neglect this fundraising opportunity.
PrODUct selectiOn: PrODUct anD a sales Plan
School fundraising projects need not
be complicated or expensive to start
up and be profi table. When starting
out, focus on simple branded products
that are relevant to the interest of the
target.
Take refrigerator magnets. The
secret to effective fundraising with a
magnet is to make the magnet a tool
that is relevant to the needs of parents.
For example, focus on the school
holiday and vacation schedule and
important school phone numbers. If
produced over the summer, both your
target audience and sponsor will have
the benefi t of them for an entire school
year. Keep in mind, one of your main
goals IS to sell a sponsorship on the
magnet to effectively underwrite the
cost, thus increasing your profi t margin
and maximizing the amount the school
will raise from sales.
If you imprint a magnet with
important school numbers, remember
to remind potential purchasers in your
target audience that everyone who
watches a parent's children should
have a magnet such as babysitter,
grandparents, aunts, uncles… etc.
This should encourage the parents
to buy more than one. In a perfect
world, they should have at least four: 1
for home, 1 each for mom and dad at
work and 1 for the babysitter. Consider
having the magnet manufactured so
that parents can write-in a couple of
their own important numbers such as
Target Schools With a Product… And A Plan
Brand, quality items that are useful and
relevant to the interests of your target audience.
20 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
their cell phone, work numbers or other
emergency contact number. Make sure
that this potential need is made a part
of the sale presentation – then even if 1
magnet is given to each family there is an
excellent chance that additional magnets
will be purchased. Other school groups
can focus on say the football schedule,
basketball schedule, band concert
schedule … you get the idea.
The types of branded products you
offer your target audiences can range
from inexpensive waterless tattoos
and writing instruments to more
expensive caps, scarves and gloves.
Cheering products that range from
megaphones and pom-poms to
noisemakers, pennants, banners,
bandanas and rally towels are a
natural. Cheering products also
present a great opportunity for
co-branding with a corporate
partner or local business.
Also consider products
that fans will fi nd useful away
from the event. A fan's allegiance
to the team, group or school doesn't
end when the game is over. There are
lots of useful, quality, brand name items
you can brand that fans and supporters
can use around the home or at work.
Mugs, coasters … even fl ashlights. how
many games get over after dark? Other
items include auto sunshades, imprinted
plastic leaf/garbage bags, cloth shopping
bags and other good-quality items such
as umbrellas, ice scrapers and fl ags.
When a team makes it to the fi nals
or wins a championship don’t miss the
opportunity that limited edition event or
accomplishment-specifi c products such
as coasters, t-shirts, hats, pennants,
buttons, pins for sale to die-hard fans
offer for fundraising.
PUsH Vs PUll
Most school groups have been relying
on a push strategy where they attempt
(or have the students attempt) to push
low-quality, banal products onto people
who buy begrudgingly. Or, they've
been relying on high effort/low return
fundraising events such as bake sales
and car washes.
Companies who supply or distribute
quality
branded items need to help school
fundraisers develop a pull system where
people actually want and seek out what
is offered. And when fans, alumni and
supporters have access to branded,
useful items — they’ll buy them.
Finally for companies offering these
quality branded products, the question
is, who is going to take the Product and
a Plan to the school group? You … or
your competitor?
basketball schedule, band concert
The types of branded products you
offer your target audiences can range
from inexpensive waterless tattoos
and writing instruments to more
expensive caps, scarves and gloves.
Cheering products that range from
megaphones and pom-poms to
noisemakers, pennants, banners,
bandanas and rally towels are a
natural. Cheering products also
present a great opportunity for
co-branding with a corporate
partner or local business.
Also consider products
that fans will fi nd useful away
from the event. A fan's allegiance
to the team, group or school doesn't
end when the game is over. There are
lots of useful, quality, brand name items
you can brand that fans and supporters
can use around the home or at work.
Mugs, coasters … even fl ashlights. how
many games get over after dark? Other
items include auto sunshades, imprinted
plastic leaf/garbage bags, cloth shopping
bags and other good-quality items such
as umbrellas, ice scrapers and fl ags.
When a team makes it to the fi nals
or wins a championship don’t miss the
opportunity that limited edition event or
accomplishment-specifi c products such
as coasters, t-shirts, hats, pennants,
buttons, pins for sale to die-hard fans
and car washes.
Companies who supply or distribute
quality your competitor?
July 2009 | Brilliant Results 21www.bri l l iantpubl ishing.com
WRITER DR. PETER TARLOW
travel
WE can almost argue that tourism is
education. Travel not only broadens
the mind but also produces a host of
what some call “the other education.”
Educational vacations are not only one
of the fastest growing areas of the travel
and tourism, but in a down economy
produce brilliant results not only for the
travel purchaser but also for the locale
being visited. One of the areas of
travel tourism that is often overlooked
is that of personal and professional
development through travel. To get
brilliant travel results consider some of
the following:
Develop for your employees and •
also for yourself lists of places,
which visited will increase your
professional skills. Refl ect a bit on
those areas in which you need to
grow. When making your list, think
of related parts of your industry, its
philosophy and its applied nature.
Visit places that are both similar and
different from your locale. how do
these locales solve some of the
same problems that you face? What
are they doing differently and what
can you learn from them?
Mix travel with seminar and •
conference attendance. Seek out
conferences and seminars that add
both professional knowledge and
personal growth. Choose locations
that offer both a conference and a
post-conference experience. That
way you can combine both business
and pleasure, and allow your family
to also learn from your travel
experience. If there is a subject
that will be benefi cial to you, take the
time to let your professional
organization know.
Establish regional tourism study •
groups. Gather colleagues together
from around your region on a regular
basis. Pick a topic for the year and
then have a different person lead the
discussion each month. These
conference groups can be held
around your region and can show off
not only your professional
achievements but also something of
the area’s attractions
Join with other city/regional offi cials •
to ways to create conferences plus
sites of common interest. Be
creative in bringing in guest
speakers. Often one industry or
locale cannot afford speakers’ fees
but creative planning allows for
regional learning. The bottom line is
that when you think outside of the
box, money fl ows in, when you think
inside the box, money tends to fl ow
away.
Seek out travel experiences that •
may pay off in ways never previously
considered. Learning a new athletic
skill may not only be benefi cial for
your stress levels, but also teach
teamwork and develop a new set of
work skills. There are numerous
“sports schools” around the world
that will accept both groups and
individuals. For example, Portugal’s
Pierre de Coubertin Soccer
Academy, located just outside of
Oporto will teach individuals how to
incorporate the art of soccer into a
person’s business life. While there
the student can not only learn
soccer, but sample Portuguese wine
and visit Portugal grape and wine
country. These skill enhancement
trips are a great way to de-stress
while learning a new skill.
Use a study abroad experience to •
build family relationships. Despite
some of the most famous Chevy
Chase movies, family learning is a
great way to promote togetherness.
Many universities promote some
form of foreign travel for their
students and some will also allow
parents to join. There is a whole
plethora of study abroad
experiences, from the adventurous
to the more urban, from agriculture
to art history.
Seek out educational cruises. A •
study cruise combines all of the fun
of a cruise with the joy of learning.
Educational cruises and convention
cruises are a great way to train
employees while at the same time
offering them incentive travel.
Cruises also have the advantage
that you know where your people
are when it is time to study. Cruises
also offer a great way for employees
to bond and for new friendships to
develop.
To travel is to learn and to learn. As
an educational tool tourism provides
employers with additional ways to gain
brilliant results
Educational Tourism Comes in Many Forms
22 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
Let’s Kill the
Let’s be frank – we live in a logo-
obsessed world. Pay a quick visit to
Times Square and you’ll see what I
mean. But is the magic still in the logo
as we are exposed to some 2 million
television commercials throughout
life until we reach the age of 66 – or
do we continue to be caught up in a
format, which once worked but, with
the passage of time and the changed
media picture, is now out of date?
I decided to fi nd out. Over the years
I’ve been stunned by the fact that we
smoke more – not less. Admittedly
the biggest increase of new smokers
takes place in Asian and Eastern
European countries. That said, even
in the U.S. increases in smoking
remain steady – not decreasing, as
we all want to convince each other
it is, and all this despite the fact that
we all know it is unhealthy. It is almost
impossible to light up a cigarette
indoors. Remember that advertising in
most countries was banned decades
ago, still brands like Marlboro rank in
the very top, one the most expensive
brands in the world – why?
The only way to fi nd out was to
understand what really goes on in our
subconscious mind. Project Buyology
– the largest NeuroMarketing project
of its kind in the world – scanning
some 2,000 consumers worldwide
– wanted to answer exactly that
question. What are the tricks the
tobacco industry knows which the rest
of the world somehow has missed?
Estimates today claim that 85 percent
of everything we do, every minute,
takes place in our subconscious
mind. Was this where the battle was
taking place?
The answer was to be found in a
small region in our brain called the
neuclus accombens – also called the
craving spot. It is a small area in our
brain, which controls our pleasures –
and addictions too, such as smoking.
It is a lie detector. It may be that
you claim not to be affected by ads
for tobacco smoking – the neuclus
accombens however will tell you the
truth.
branding
BY MARTIN LINDSTROM
Let’s Kill the “Make it bigger,” the executive screamed from the corner of the room as I desperately sought a sign-off for an ad featuring a major fashion brand. This wasn’t the fi rst time such a situation came up. In fact, every meeting I had always ended up in discussions about the placement and size of the logo – it was as if that one by one inch space, over time, had become the holy grail of branding – the rest was more or less an add-on.
24 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
Let’s Kill the Over the years I’ve observed
(and admittedly admired) the way
tobacco companies have crafted their
clever brand strategies. Marlboro’s
solid sponsorship of the European
Formula 1 – a race somewhat similar
to NASCAR race in the U.S. – had
become iconic for the brand with
its red Ferrari cars. Can cigarette
cravings be triggered by images
tied to a brand of cigarette but not
explicitly linked to smoking—say, the
sight of a Marlboro-red Ferrari or a
camel riding off into a mountainous
sunset? Do smokers even need to
read the words Marlboro or Camel
for the craving spots in their brains to
compel them to tear open a cigarette
pack? In the U.S. the cowboy did its
job. Joe Camel or the Camel Trophy
race – not to mention the Camel or
Marlboro merchandising line – all
seem to play an important role in
building a brand under circumstances
where advertising was totally banned.
But how powerful was it?
With the support of one of Britain’s
leading scientists, Dr. Gemma Calvert,
of Oxford – and by using the MRI –
arguably the most sophisticated brain
scanning technique in the world our
objective was to discover the answer.
One by one we would expose
smokers, former smokers, and people
considering smoking – in short a raft
of different scenarios all with some
relationship to smoking to the iconic
pictures while we scanned their brains
in order to understand the activation
in the neuclus accombens.
Over a two-month period, our
smokers fi led in and out of Dr. Calvert’s
Oxford laboratory. What parts of their
brains would light up as they watched
these logo-free images?
All of our subjects were asked to
refrain from smoking for two hours
preceding the test, to ensure that
their nicotine levels would be equal at
the start of the experiment. First, both
groups were shown subliminal images
that had no overt connection to
cigarette brands—the aforementioned
western style scenery, including
cowboys, beautiful sunsets and
arid deserts. Next, to establish a
comparison, they were shown explicit
cigarette advertising images like the
Marlboro Man and Joe Camel on his
motorbike, as well as Marlboro and
Camel logos. Dr. Calvert and I wanted
to fi nd out if the subliminal images
would generate similar cravings to
the images generated by the logos
and the clearly marked Marlboro and
Camel packs.
To no one’s surprise, the MRI
scans revealed a pronounced
response in the volunteers’ neuclus
accombens—the area we now know
to be involved with reward, craving,
and addiction—when they viewed the
actual cigarette packs. But what was
more interesting was that when the
smokers were exposed to the non-
explicit images—the red Ferrari, the
cowboys on horseback, the camel in
a desert—over a period of less than
fi ve seconds, there was an almost
immediate activity in the craving
regions of their brains in the exact
same regions that responded to the
explicit images of the packs and
logos. In fact, the only consistent
difference was that the subliminal
images prompted more activity in the
volunteers’ primary visual cortex—as
might be expected, given the more
complex visual task of processing
those images.
More fascinating still, when
Dr. Calvert compared the brain’s
responses to the two different types of
images, she found even more activity
in the reward and craving centres
when subjects viewed the subliminal
images than when they viewed the
overt images. In other words, the
logo-free images associated with
cigarettes, like the Ferrari and the
sunset, triggered more cravings among
smokers than the logos or the images
July 2009 | Brilliant Results 25www.bri l l iantpubl ishing.com
of the cigarette packs themselves—a
result that was consistent for both
Camel and Marlboro smokers.
But why is that? Come with me –
we have to go to the doctor’s offi ce –
let’s say you have a terrible headache.
Let’s imagine we enter the consultation
room which to our surprise is packed
with Panadol logos, on the wall, on the
desk, there’s even a neat decoration
of the latest Panadol packs displayed
behind the doctor as he’s sitting writing
notes wearing a Panadol hat. As you
explain about your terrible headache
– the doctor in response replies –
“hmmm – I’d probably recommend
Panadol to you.” What would your
reaction be? Guards up! That’s
exactly what happens in today’s world
of advertising. In order to survive our
guard goes up – this is not just the
case with tobacco smoking, but for
almost every category – this is our
defence mechanism.
So what does this mean in practical
terms? Let’s take an express train
back to the year 1915 – the year the
original counter Coca-Cola bottle
was invented. The original brief was
to develop a bottle so smart that if you
dropped the bottle on the fl oor and it
smashed into thousands of pieces of
glass you’d still be able to recognize
the brand. Grab any iPod and you
won’t be able to fi nd the logo on the
front – yet the iconic look is enough
for you to know what brand it is. The
same is the case with any picture
from United Colours of Benetton, a
McDonald’s roof, a Tiffany’s robin
blue box or Marlboro’s cowboy.
I call my theory Smash Your Brand
– a theory, which simply aims to move
on from the logo – and begin to have
what I call “Smashable” components.
A color, a shape, a sound, a smell –
you name it – indirect signals which
all tell a story about the brand –
without having to show the logo. So
why is this so much better – because
you bring the consumer with you on a
journey – you engage the consumer
in fi guring out who’s behind the
message – and most importantly you
talk to the subconscious mind. The
logo is not yet dead but I would claim
that its days are numbered – the fact
of the matter is that the battle ground
is no longer to take place in our
conscious mind – instead the true
decision making process will happen
at a level in our brain which, until
recently, was impossible to reach –
thanks to the marriage of science with
marketing we’ve now fi nally begun to
understand what our true Buyology is
all about.
A color, a shape, a sound, a smell – you name it – indirect signals which all tell a story about the brand – without having to show the logo.
26 Brilliant Results | July 2009 www.bri l l iantpubl ishing.comwww.bri l l iantpubl ishing.com
When I was young my parents told
me to study hard, I would sit at my desk
with a pile of books on one side, an
open workbook in front of me. When
my parents would peak into my room
they would say ”It’s nice to see you so
busy.” That’s optics.
Making decisions based on optics
alone can catch up with you sooner
or later resulting in bad grades, failed
campaigns and lost opportunities.
One of the concerns that many
marketers face in these troubled times
is a reduction in marketing budgets.
The knee jerk reaction is to chop the
number of shows and events. Other
marketers are reluctant to reduce
their face-to-face marketing exposure,
continue their program, albeit with a
reduced budget, for fear of creating
a negative impression on potential
buyers.
During the past few years there
has been much talk about the value
of face-to-face marketing. Industry
experts, including myself, have detailed
the process that will help exhibitors
calculate a return on investment and
return on objectives. Yet, surprisingly
few have adopted this basic business
tenet and integrated the practice into
their exhibit plans. Some opt out
when they learn that their efforts have
not been as good as they would have
imagined, other stay because they
are led by the mistaken idea that the
calculation of results are only for those
who sell products.
If more marketers would take the
time to calculate their results, they
would have the crucial answer on the
return of their exhibiting investment.
But the issue of optics involves one
more criteria. You also have to look
at the cost of not exhibiting. This
may seem a more diffi cult number to
calculate, but there is enough industry
data around to help. For example the
CEIR recently (Spring 2009) found that
the cost of obtaining a high value lead
at an exhibit was about half the cost of
obtaining a similar lead without a trade
show. The cost of an initial visit with a
high quality contact was about a fi fth of
the cost when compared to non-show
activity.
Statistics like these and the many
more that are available point to a
clear value for maintaining an exhibit
program. however, what about
those non-monetary values such as
reinforcing a brand or gaining market
share. Similar studies provide evidence
that there are defi nite values in these
non-monetary goals. In a recent
CEIR’s census, a survey of exhibitors
found the following:
With these numbers in mind the
issue of optics comes into play. When
you withdraw your support for your
face-to-face program you run the risk of
losing the direct advantage you sought
by choosing to be there in the fi rst
place but of equal importance is that
you also create a negative impression
in your customer and industry’s eyes
that can be irreparable. Even if you
can’t justify your show participation
by new contacts or orders written it is
important to let the rest of the world
know that you are not hurting. Stay
visible even if you participate in a
show with less space. however, don’t
shortchange your overall look and feel
of your display just to be there. Stay
visible in a smaller space but maintain
the optics of success. At the end of the
day your investment is sure to reap
rewards.
WRITER BARRY SISKIND
exhibit
Marketing Optics Can Cloak Reality
eXHibitiOns increase cOrPOrate anD/Or branD recOGnitiOn
67% aGree Or strOnGly aGree
eXHibitiOns assist in GaininG/retaininG Market sHare
67% aGree Or strOnGly aGree
SOURCE: CEIR, THE COST EFFECTIVENESS OF EXHIBITION PARTICIPATION, SPRING 2009.
28 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
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800 467 1996
ASI/36558
Recruiting, Instore Displays,Trade Show Booths,
& Onsite Events
www.displaysolutions.net
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800 467 1996
GO GREEN....WITH A REALGROCERY BAG
EASY TO SELL
GROCERY BAG
July 2009 | Brilliant Results 29www.bri l l iantpubl ishing.com
Why do some people seem to
have the desirable ability to get things
done—to get results—while others
seem to continually spin their wheels?
I believe that the results getters
have three common qualities or traits:
great self-talk, great alliances, and
great ability. The complexity of these
three traits is part of the mix.
1. Great self-talk is driven by a number of factors
including; personal experiences both
positive and negative, environment,
personal goals, the prices that one is
willing to pay for their success, personal
desire to continually improve, minimal
concern for what others say about
them, and a host of other elements.
Together, these factors create in a
person something that most of us
would identify as passion.
The much talked about issue is
if passion can be taught or
acquired; or does it
have to be
innate? Many believe one has to be
born with passion. I, to the contrary,
do not believe this. There are too many
negative examples today of religious
fanatics that became passionate about
their cause after their conversion, or
perhaps better stated: indoctrination.
This is proof to me that passion can be
taught or learned.
If you, or your employees, are
not enjoying the results you need or
desire; positive self-talk is the first step
toward results.
2. Great alliances appear in many forms: camaraderie,
friendship, partnership, networks,
collaborative activities, masterminds
groups, and mentorships, depending
on the situation. The relationships you,
and your employees, enjoy will affect
your self-talk and also your abilities.
Great alliance relationships are the
glue between the first and third steps
to results.
Building great relationships comes
natural to some people, however it is
a skill that can be taught and learned.
Organizations that adopt
partnering as a key
strategy for
growth must learn the skills to develop
and implement profitable alliances.
The same goes for results driven
individuals.
3. Great ability is more than the sum of one’s God
given talents. Ability is the collective
body of your knowledge, skills,
experiences and talent synthesized
through your self-talk. The relationships
you build greatly affect your ability.
One’s abilities come from their
empirical knowledge and experiences.
Few people knew how to drive a car
upon leaving the womb. Similarly, few
people knew how to effectively run
multi-billion dollar companies when
they were in third grade. These skills
were taught to them. Ability comes
from the gained knowledge and skills
garnered from relationships with
others—paid or reciprocal, or through
trial and error. Trial and error is costly
and time consuming.
What does this mean to you?
you want results? What do you care
about? You can have results; if you are
willing to change your self-talk, build
better relationships and learn from the
people that currently embody the skills
you need. Volumes of books have
been written to explain the above, yet
it is as simple as 1—2—3.
strategies
WRITER ED RIGSBEE CSP
Business Is About Results, Not Excuses!
30 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
Free Product InformationFor free product information from these suppliers, please complete and mail this page to:
Brilliant Results Magazine, 9034 Joyce Lane, Hummelstown, PA 17036or fax to (717) 566-5431
Please circle items of interest.
Name Title
Company Industry
Address City State Zip
Phone Fax E-mail
Ad Index July 2009 Supplier ........................................................................ Page No.
3M ® ..........................................................................................................Back Cover
Aprons, Etc. ............................................................................................................. 29
Brilliant Publishing ...................................................................................................... 7
Display Solutions by Aprons, Etc ............................................................................. 29
GROLINE ................................................................................................13, 15, 23, 27
Hallmark Insights .................................................................................................11,29
MagiCubes ................................................................................................................. 3
Packntote ................................................................................................................. 29
PromoBiz USA ......................................................................................................... 29
USB Widgets ............................................................................................................. 5
Warwick Publishing .........................................................................................IFC, IBC
July
advertiser’sindex
July 2009 | Brilliant Results 31www.bri l l iantpubl ishing.com
Last word
Q&A WITH BR
LAST WORD: At a recent trade
show, members of the Brilliant Results
staff saw a ‘wow’ product that caught
their eye. Because this is an item that
we felt would have significant ‘young
thinkers’ appeal, we decided to follow
up with the manufacturer to find out
more about this ‘flashy’ new item.
Rich Butler is President and Co-
founder of US Branding Group, LLC.
he has been engaged in the Promo-
tional Products Industry for over 20
years and has been a leading supplier
and innovator of unique promotional
product initiatives. Brilliant Results
recently had the opportunity to ask
Rich some questions about this inno-
vative, new promotional product.
BR: Please tell our readers a little
bit about U.S. Branding Group LLC?
RB: U.S. Branding Group, LLC
(d/b/a The USB Group) is a leading
designer, supplier, manufacturer, inno-
vator and importer of unique technol-
ogy driven, custom branded products
for the promotional products, licensing
and retail industries.
The company is comprised of
unique, separate divisions, each with
its own goals, objectives and targeted
market strategies. Clearly, our Thread-
Lites™ - Illuminated Branded Apparel
initiative has been creating the most
buzz since our official launch in Atlan-
tic City in early June.
U.S. Branding Group, LLC has
recently signed a multi-year exclu-
sive agreement with Luminous Media
Optoelectronics, Ltd., Zhuhai, China,
to handle sales and marketing of elec-
troluminescent custom branded pro-
motional and retail products for North
America. Luminous Media Optoelec-
tronics Ltd. is the world leader and
pioneer in electroluminescent technol-
ogies. Their innovative, award-winning
electroluminescent products are re-in-
venting the advertising, billboard, point
of sale (POS) and promotional prod-
ucts and retail industries.
BR: What distinguishes Thread-
Lites™ and TechnoThreads™ from
other promotional products?
RB: ThreadLites™ Illuminated
Branded Apparel simply represents
the next big thing in branded outer-
wear. ThreadLites™ is the trade-
marked name given to the garments
that we manufacture that have the light
flashing technology integrated into the
garment to allow designs or text to
flash on the outer area in a predeter-
mined pattern.
Electroluminescent (EL) light
sources provide bright uniform light
over a large area and are extremely
thin. A ‘light-up’ or ‘animated’ t-shirt
is an ordinary t-shirt enhanced with a
graphic illuminating electrolumines-
cent (EL) panel. While glow-in-the-
dark apparel and apparel utilizing LED
or fiber optic displays have long been
popular novelty items, ThreadLites™
with electroluminescent displays are a
recent innovation.
ThreadLites™ allows any pattern,
graphic or text, to be illuminated and/
or flashed on any garment. Due to
its thinness it is more flexible, there-
fore it is more durable, lighter and less
bulky than other illuminated garments
that need to use LED’s, fiber optics, or
actual lamps. ThreadLites™ also has
an incredible advantage over the tra-
ditional and some would say outdated
‘glow-in-the-dark’ printed apparel or
clothing printed in day-glow colors
which offer no animated motion.
The unique characteristics of elec-
tro luminescent light-up technol-
ogy make ThREADLITES™ light-up
t-shirts a versatile and unique alterna-
tive to traditional light-up methods and
represent an exciting new wave in pro-
motional branded advertising apparel!
Using the same technology and hav-
ing all the advantages of Thread-
Lites™, TechnoThreadZ™ adapts any
logo to the form of a graphic equal-
izer. Using sound activation, Techno-
Threadz™ responds to audio and bass
sounds, pumping, pulsating and flash-
ing brightly along with the beat!
There is simply no better “wow
factor” advertising medium available
today! You’ve got to see it to believe it!
BR: Are there any other
ThreadLites™ products avail-
able for promotional, retail brand-
ing and licensing opportunities?
RB: Yes, we are currently
developing a line of headLites”™
Caps with EL panels, “BagLites™”
Backpacks, fanny packs and tote
Bags with EL panels, and “Plush-
Lites™”, plush toys with EL panels.
32 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
BR: Generally distributors repre-
sent suppliers to the end-user; how-
ever many Brilliant Results’ readers
are end-users. What would you like
to say about your products and ser-
vices to end-users, i.e. matching PMS
colors, logos, cost parameters, turn
around time, etc?
RB: Utilizing state-of-the-art
electroluminescence (EL) technology,
and after many years of research and
development, custom designed, cus-
tom logoed and custom branded illu-
minated Tee Shirts and Caps are now
available for North American promo-
tional product distributors, licensees
and retailers under the ThreadLites™,
headLites™ and TechnoThreadZ™
brands, exclusively through The USB
Group, LLC. EL plush toys, sewn
bags and other soft goods utilizing
the same technology are expected to
be introduced later this year.
ThreadLites™ and headLites™
(fl ashing and animated patterned
illuminated design) and Techno-
Threadz™ (with sound activated
equalizer) are ideal for both custom
branded retail programs as well as
promotional advertising campaigns
across a broad spectrum of market-
ing possibilities.
BR: On a personal side
what are your favorite activities,
social networks, books, etc?
RB: Married 25 years to Arlene, I
enjoy boating, traveling, networking on
Facebook and Linkedin, and spending
time with my three children (including
12 year old twins), and ideating “the
next big thing” in promotional and cus-
tom branded product marketing.
During our interview, Rich could
hardly contain his excitement and
enthusiasm. According to Rich, “We
expect this to be the hottest product
launch in years now corporate clients
can show their brand in a whole new
light with our innovative illuminated
branded products.” With full digital
color printing capability, he believes that
illuminated EL products, especially on
apparel, represent the next big thing in
both the branded retail and custom pro-
motional products markets. As Rich
says, “These products are perfectly
suited for just about any brand that
wants to shine in the spotlight. Con-
certs, entertainment, sports teams, Uni-
versities, nightclubs, liquor companies,
the list of potential applications for this
unique technology is endless”.
color printing capability, he believes that
illuminated EL products, especially on
apparel, represent the next big thing in
both the branded retail and custom pro-
motional products markets. As Rich
says, “These products are perfectly
suited for just about any brand that
wants to shine in the spotlight. Con-
certs, entertainment, sports teams, Uni-
versities, nightclubs, liquor companies,
the list of potential applications for this
unique technology is endless”.
Threadz™ (with sound activated
equalizer) are ideal for both custom
branded retail programs as well as
promotional advertising campaigns
across a broad spectrum of market-
certs, entertainment, sports teams, Uni-
versities, nightclubs, liquor companies,
the list of potential applications for this
unique technology is endless”.
certs, entertainment, sports teams, Uni-
versities, nightclubs, liquor companies,
the list of potential applications for this
unique technology is endless”.
July 2009 | Brilliant Results 33www.bri l l iantpubl ishing.com
off the cuff
Education's purpose is to replacean empty mind with an open one.
-MALCOLM S. FORBES
In education it isn't how much you have committed to memory or even how much you know.
It's being able to differentiate between what you do know and what you don't.
It's knowing where to go to fi nd out what you need to know and it's knowing how to use the information you get.
-WILLIAM FEATHER
Information cannot replace education. -EARL KIOLE
It is possible to store the mind with a million factsand still be entirely uneducated.
-ALEC BOURNE
The Top 10 Most Irritating Phrases The researchers who compiled this list monitored the use of phrases in a database called the Oxford University Corpus, which comprises books, papers, magazines, broadcast, the Internet and other sources.
1. At the end of the day.2. Fairly unique3. I personally4. At this moment in time5. With all due respect6. Absolutely7. It’s a nightmare8. Shouldn’t of9. 24/710. It’s not rocket science
While it didn’t make the list we are really tired of hearing ‘It’s been a journey’
Top 10 phrases courtesy of Solutions Marketing and Consulting www.solutionsmc.net.
34 Brilliant Results | July 2009 www.bri l l iantpubl ishing.com
3M, P
ost-
it an
d th
e co
lor C
anar
y Ye
llow
are
trad
emar
ks o
f 3M
. ©3M
200
9.
For more information, please contact your 3M Promotional Products Distributor. 1-877-863-6961 or visit www.3M.com/promote
The Brand you trust. The Brand you rely on to get your message across.
Sheet after sheet, impression after impression, put your message on a Post-it® Note and get noticed everyday!
For more information, please contact your 3M Promotional Products Distributor. 1-877-863-6961 or visit www.3M.com/promote