BR March 2008 Issuu

Golf and Green

www.brilliantpublishing.com

$10.00March 2008

Choosing the Right Shade of Green

Creating Memories

™

March Cover.indd 1 2/29/08 10:43:11 PM

creo

ad template.indd 1 2/27/08 5:46:20 PM

4 Brilliant Results | March 2008 www.brilliantpublishing.com

Vol. 5, No. 03

Cover Story8 Golf and Green…

Brilliant Results’ interview of Michael Hurdzan, best selling author and distinguished leader in the golf and environmental movements, offers a unique perspective on the value of eco-friendly design.

Departments

6 Publisher’s Letter

31 Golf Product Showcase

Golf outing products that score a hole-in-one.

34 Green Product Showcase

Environmentally friendly products are winners every time.

46 Advertising Index

Get FREE information from this month’s advertisers

50 Off the Cuff

Green Quotes that merit your consideration

48 Meet the Manufacturer

A one on one interview with Jeff Brown, VP of Marketing & Development for Leed’s, a supplier & manufacturer of branded items.By: Dave Ribble, MAS

Columns

24 Green Tourism

Follow these suggestions for help in balancing environmental needs with the needs of your customer base. By: Dr. Peter Tarlow

26 Golf And Incentive Travel… What a Combination!

Review these choices when you plan your next golf incentive trip. By: Arnold Light, CTC

28 Navigating the Nineteenth Hole

Understand these ‘ABCs’ and your business relationships will thrive on the golf course.By: Susan A. Friedmann, CSP

38 It’s All Personal

Find out why golf may be the best way to discover the character of your clients. By: Dave Ribble, MAS

40 Break Free: Management Rules Meant to Be Broken

Challenging some rules could help you meet your department’s unique needs. By: The Creative Group

44 Passionate Leadership

10 Tips to Balance Work and Life By: Barton Goldsmith, PhD.

in this issue March 2008

8

26

16

™

Features

16 Choosing the Right Shade of Green

Discover how to keep your marketing plans in sync with the environmental movement and realize your share of green. By: Richard MacLean

20 Creating Memories with Your Incentives

Memories – and the experiences that create them – are becoming a driving force in incentive programs for today’s workforce. By: Mary English

30 Golf & Business: A Symbiotic Relationship

The experts at Ball Pro answer frequently asked golf questions. By: Ball Pro

32 Everything Golf

Because the award matters, make sure it’s right.By: Dave Kogan

36 “You Want To Put My Logo WHERE?!”

Placement of your logo on promotional marketing items should be given as much thought as is given to selection of the item itself. By: Michael Merrick Crooks

42 Looking Professional Matters

Studies have proven that fifty-five percent of your visitors’ impression of you comes from what they see; these guidelines will help you get it right.By: Barry Siskind

contents

ToC_04.indd 2 2/29/08 10:26:04 PM


creo


publisher’s letter

Brilliant Publishing LLC9034 Joyce Lane

Hummelstown PA 17036Ph: 717.571.9233Fax: 717.566.5431

Publisher/ AdvertisingMaureen Williams

[email protected] 541-788-5022

EditorialEditor in Chief MaryAnne Morrill

Senior Editor Michelle Donofry

Style Editor Charity Plata

Asst. Editor Mildred Landis

Contributing Writers

Ball Pro, Michael Merrick Crooks, Mary English, Susan A. Friedmann, CSP, Barton Goldsmith, PhD., David Kogan, Arnold Light, CTC, Richard MacLean,

Dave Ribble, MAS, Barry Siskind, Dr. Peter Tarlow, The Creative Group

Photography Cover & Cover Story Photographs provided by

Hurdzan/Fry Environmental Golf Design

Production/Design

Art Director Jami Hubbard

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 5. Number 03. Brilliant Results subscription rates: one-year $120; Canadian $160 USD; one-year foreign $225 USD. All subscriptions are non-refundable. Copyright © 2008 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.

Publisher’s Letter

brilliantresultsTM

ORGANIZATION…I love it! I must admit I have a bit of an obsession with cleanliness and organization. I buy any and every self help organizing book or maga-zine I see…after all I am certain someone out there has “the secret” and it is going to work for me once and for all. That in and of itself is the problem, well that and the time it takes to get and stay organized. Let’s face it there are those of us who are constantly challenged by chaos and clutter. I don’t necessary like it but I live with it until it takes over then I buy a new book and learn a new “system” of organization. Last month I am embarrassed to admit I bought a new computer. Why? Well primarily because my old com-puter was too slow…maybe because I never delete anything and have 30 or more things opening when I turn on the computer…oops! But, I am certain that the magazine and my publishers’ letter will be more brilliant in 2008 due to my investment. I also bought “Unclutter Your Mind” and “Organize Yourself” …they should give me some new ideas and systems to use to get that uncluttered clean organized desk!

Here at Brilliant Results magazine we are always searching for that right product or idea that will super charge your marketing and brand-ing efforts and help your organization cleanup when it comes to the bottom line! This issue is no different...we decided to look at trend watching and its potential impact on the way business is done. We also included a few up and coming trends that might inspire as well as sev-eral articles packed with suggestions on how to make 2008 a more pro-ductive year whether you are evaluating your promotional merchandise or reviewing your incentive programs. Who couldn’t use a little help from time to time to better themselves? (PS: I also had them include an article on organization.)

As we strive to bring you a better magazine we must not forget to say Thank you to all the suppliers that support our efforts and you our readers who make it all worth while. I love a challenge and 2008 will be even better the 2007! I am certain of it! Let me know what you think, what you like what you don’t like and hey if you have an idea or 2 that could make us a better resource for you let me know that too. We can only improve with your help.

For me I’m off to organize my desk and get ready for 2008 with a clean slate!

Hard to believe that another year has come and gone…where does the time go? Until next time…always remember to…

Have a Brilliant Day!

Maureen [email protected]

Brilliant Publishing LLC9034 Joyce Lane

Hummelstown, PA 17036Ph: 717.571.9233Fax: 717.566.5431

PUBLISHER / ADVERTISING


541-788-5022

EDITORIAL

Editor in ChiefMaryAnne Morrill

Senior EditorMichelle Donofry

Style EditorCharity Plata

Asst. EditorMildred Landis

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

GiftCertificates.com, Barton Goldsmith, PhD., Maria Gracia, Arnold Light, CTC, Bill Nissim,

Dave Ribble, Ed Rigsbee, CSP, Dr. Peter Tarlow, Trendwatching, Dave Willmer

PRODUCTION / DESIGNArt DirectorPercy Zamora

Brilliant Results is published monthly by Brilliant Publishing LLC, 9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax# (717) 566-5431. Postage paid at Mechanicsburg PA and additional offices. POSTMASTER please send address changes to Brilliant Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 4. Number 12. Brilliant Results subscription rates: one-year $120; Canadian $160 USD; one-year foreign $225 USD. All subscriptions are non-refundable. Copyright © 2007 Brilliant Publishing LLC. All rights reserved. The publisher reserves the right to accept or reject any advertising or editorial material. Advertisers, and/or their agents, assume the responsibility for any claims against the publisher based on the advertisement. Editorial contributors assume responsibility for their published works and assume responsibility for any claims against the publisher based on published work. No part of this publication can be reproduced in any form or by electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher. All items submitted to Brilliant Results become the sole property of Brilliant Publishing LLC. Editorial content does not 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.

262467 Brill492

www.bril l iantpublishing.com

Golf and Green and March…what a perfect combination. Golf courses closed for the winter will soon be open for play…places covered in snow will soon see sprouts of green…and March is definitely the month for wearing the green. But, March is also the month that Brilliant Results focuses on Golf and Green. This month those two have been combined in our cover interview with Michael Hurdzan, renowned designer of eco-friendly (‘Green’) golf courses.

The pages of this issue are filled with thoughtful articles on golf and all its nuances and on the importance of green in today’s marketplace. So whether you are Choosing the Right Shade of Green for your corporate brand, looking for the perfect golf or green promotional product, or just hope to find a golf course with that special ambience, this is the issue for you. You’ll discover how to make your incentives create lasting memories, how to navigate the nineteenth hole, what golfers really want, how tourism is going green and even pick up an idea or two about where to put your logo.

This month at Brilliant Results we are also creating some exciting new Green ideas. Check out our re-designed website at www.brilliantpublishing.com where you can read some of our most popular articles from the past, renew your subscription, and via links review the products of some of our fine advertisers…all electronically and very green. But, this is only the beginning of the Brilliant Results ‘E-volution’ in future issues we will be bringing you exciting news about other new channels of information to help you find the best products and means to build your brand, motivate your staff, enhance your customer relations and market your organization to enhance your Green bottom line.

So whatever your shade of Green, remember everyone is Irish green in March and don’t forget to always …

Have A Brilliant Day,

™


Pub letter 6.indd 2 2/29/08 10:21:25 PM

creo


GOLF AND GREEN…

In the past golf green meant the area around the cup on a golf course and the idea of eco-friendly golf courses seemed like an oxymoron. Today, the idea of designing a course that is not eco-friendly might well be the exception rather than the rule. To find out more about how golf is getting greener in the eco-friendly context of the word, Brilliant Results contacted Michael Hurdzan. Michael was trained and worked as a golf course superintendent, has a Ph.D. in Environmental Plant Physiology from the University of Vermont, and has distinguished himself as a leader in the golf and environment movements. He is a past Chair of the Environmental Institute for Golf, serves on the advisory board for the Golf and Environment initiative, has been a guest lecturer at several international forums on the environment. His golf course designs are continually recognized for their stewardship. He has written six books on golf course architecture related subjects and has one of the largest collections of golf memorabilia in the world. He is also a retired Colonel from the U.S. Army Special Forces branch.

His firm, Hurdzan/Fry Environmental Golf Course Design is an international design firm that is based in Columbus, Ohio, but has designed more than 350 golf courses over the past 50 years, in 34 states and on four continents. They currently have four projects in China, as well as projects in Korea and Costa Rica along with several projects in the United States and Canada. None of the designers in the firm is a championship golfer or golf celebrity, but they have built worldwide recognition for their environmental approach to golf course design. Basically that means using their training and intellect into incorporating emerging technology to design golf courses that need less water, fertilizer, pesticides and fossil fuels for maintenance than other courses, yet produce a market competitive and enjoyable round of golf.

We believe that you will find that Michael’s responses to our interview questions are not only interesting and informative, but also make an excellent case for eco-friendly golf course development being the way to put more green in the pockets of course owners while preserving some of nature’s most beautiful places.

March cover story.indd 2 2/26/08 7:27:31 PM

www.brilliantpublishing.com March 2008 | Brilliant Results 9

Q&A with Michael Hurdzan

BR: What motivated you to become involved with designing environmentally friendly golf courses?

MH: I started working at age 13 as a greenkeeper in the mid 1950s when we used chemicals on golf courses such as mercury, lead, arsenic, cadmium, DDT, and we killed broadleaf weeds with a product that later became known as Agent Orange in Vietnam. In the early 1960s, as a university student studying turfgrass management, I read Rachel Carson’s book Silent Spring and it made me re-evaluate the chemicals we used on golf courses. Then during my Masters and Ph.D. studies in environmental plant sciences I became even more of an advocate for low impact golf course maintenance. Today as a designer I have a great deal of influence in designing and building golf courses that are fundamentally better friends to the environment.

BR: What is the single most important thing involved in creating an environmentally friendly golf course?

MH: The single most important thing in designing an environmentally friendly golf course is a thorough site analysis that looks at all of the strengths and weaknesses of the site, to include its functional resource areas and habitat qualities, opportunities to improve degraded or marginal areas, and microclimatic influences that may overly stress golf course turf and force the use of synthetic chemical cures. Once we know those site characteristics and prioritize them based upon local community environmental values, then we do golf course routing plans that avoid the most sensitive areas, protect functional aspects of the site, and try to improve degraded ones.

Georgian Bay Club, Thornville, Ontario, Canada




BR: How does Hurdzan Fry Environmental Golf Course Design, Inc. incorporate “environmentally friendly” in their design philosophy and in their marketing and branding?

MH: Environmentally friendly is the primary basis for our design philosophy, and is part of our name, for we believe that the very best golf experiences occur in the most natural surroundings, so preservation and enhancement of environment is omnipotent. A good example of our marketing and branding of this concept is our 2008 calendar, which shows some fabulous golf course pictures and then has accompanying text that describes the environmental issues or influences involved with them. We don’t just make claims; we can show proof of our commitment. Blending the necessary artificiality of the golf course as seamlessly and functionally as possible into the surrounds is a major focus for us.

BR: Can you give our readers examples of your ‘green’ designs?

MH: It has been said that all politics are local, and likewise it is true that all environmental issues are local. This means that in every place we work we have to learn and respect the environmental values of that locale, so each golf course has its own set of ‘green design’ features. Some examples are as follows:

Bully Pulpit Golf Course, Medora, ND: Water is scarce in those areas so we dug a huge holding pond, and take water out of the Little Missouri River during spring floods, store it and use it all year to irrigate. The green golf course has attracted all types of wildlife to include big horn sheep, antelope, deer, coyotes, big cats, prairie dogs and lots of species of birds, not to mention tourist dollars.

Shelter Harbor Golf Club, Westerly, RI: Wetlands are a major issue in this area so the golf course not only purchased and donated several hundred acres of wetlands and buffers to permanent conservation, but the golf course was routed not only to avoid wetlands, but actually resulted in a net gain of wetlands.

Georgian Bay Club, Thornville, Ontario, Canada: Wild turkey habitat, salmon and trout streams, and a protected geologic feature called the Niagara Escarpment that meets Georgian Bay at the golf course were the major issues here. Working with government and local experts the golf course improved and buffered the fish streams, set aside and enhanced the turkey habitat, and rehabilitated a degraded sand and gravel quarry.

FarmLinks, Sylacauga, AL: This golf course was

Bully Pulpit Golf Course, Medora, North Dakota

Shelter Harbor Golf Club, Westerly, Rhode Island

FarmLinks, Sylacauga, Alabama


TRAVEL PRODUCTS

Coming Soon...

S p r i n g C o l l e c t i o n

To locate a distributor near you, call877 610 1444

Untitled-1.indd 1 8/31/07 12:49:10 PM



designed as a research and development golf course for manufacturers and suppliers of golf course maintenance products to evaluate and improve their products. The golf course is also an outreach education center for small groups of golf course superintendents that visit all year long to see the latest and greatest advances in technology. The central focus of most of these efforts is on low environmental impact, and the golf course was designed to incorporate as many diverse ecosystems as practical for that reason.

I could name many others — in fact all of our courses have their own environmental uniqueness and identity.

BR: Of the marketing campaigns that courses have developed to promote the environmental nature of their course, which one(s) do you feel was the most notable/recognizable and what was the key(s) to its success?

MH: Realizing that our clients hired us because they wanted an environmentally correct golf course, most all of our golf courses try to market their environmental friendliness but some stand out more than others. For example Desert Willow Resort in Palm Desert, California is a 36-hole complex that was designed to break the traditional “green grass and flowers from fence row to fence row” motif of desert golf courses of that period, by accenting xeriscape or drought tolerant desert landscapes. This earned them the cover picture and story of Smithsonian Magazine in 1997, and now it is a model that others follow. This design approach reduced the area of irrigated and maintained turf by at least 50% compared to other area courses of that time.

Certainly the River Course at Keystone Resort in Keystone, Colorado has distinguished itself by its environmental approach and its protection of the Snake River that flows through the holes, as well as preservation of the ancient migration corridors for elk that were designed into and around the golf course. They do an excellent job of marketing that stewardship.

Just up Highway 6 from Keystone is the Raven at Three Peaks, which has been a perennial winner of nearly every stewardship recognition there is. The golf course was designed on some harsh mountain terrain, but from the beginning of design the intent was to produce an environmentally correct golf course, and they have successfully marketed that distinction.

The success of these examples and many others is due in part to their efforts to educate golfers about the environment. Some do it with a paragraph about environmental issues on

Desert Willow, Palm Desert, California the River Course, Keystone Resort, Keystone, Colorado




each hole in the yardage book. Others do it with signage out on the golf course. Still others have bulletin boards and newsletters that tout their stewardship efforts and their results.

BR: Do you have any fi nal thoughts or advice for our readers about going green?

“Going green” is not a fad, nor is it easy, but it is the intelligent reality of the future that customers and clients will expect to see demonstrated. To be successful the determination to be the ‘greenest’ starts at the top level of management and resonates down to the lowest level of staff. The easiest way to achieve green status is to hire managers and supervisors who are equally dedicated to the real meaning of green as you are, then give them the tools and freedom to develop their own programs to advance the theme. Develop a culture that takes pride in environmental issues and publicize their accomplishments, even if it is just on your website.

Outwardly most golf courses look like pristine, healthy environments, and most are, although some are much better then others. To distinguish oneself requires educating the public about your efforts…seek to become as carbon neutral as practical, and Mother Nature will reward you, one way or another.

BR: What is your personal favorite golf course and why?

MH: My personal favorite golf course is Cypress Point on the Monterey Peninsula. It fi ts elegantly and softly on some of the most beautiful and fragile land in North America, and in doing so allows people to use and at the same time protect it. Nowhere is golf more at one with nature than at Cypress Point, nor is there a more enjoyable round of golf in the world. Your every sense is stimulated in a pleasurable way and every round is a lifelong memory.

My favorite golf course of ones we have designed is Devil’s Paintbrush, in Caledon, north of Toronto, Canada. It is Ireland in North America with every positive characteristic that makes Irish golf so environmentally correct and charming. This golf course, too, stirs every sense and rewards you with a feeling that you just experienced something magical and special, and bonded you closer to Mother Earth.

For more information, please visit www.hurdzanfry.com or contact Michael via email at [email protected].

Devil’s Paintbrush, Caledon, Ontario, Canada


Check out our re-designed website, where you can read some of our most popular articles from the past, renew your subscription, and via links review the products of some of our fi ne advertisers!

build relationships fi nd resources & get your company brilliant results@@www.brilliantpublishing.com

house ad.indd 1 2/28/08 10:26:03 PM


Choosing the Right Shade of GreenKeep your marketing programs in sync with the environment

By: Richard MacLean

Forest green. That’s the ticket! No, seriously. Gettyimages® recently conducted a survey on environmental images and colors most appealing to consumers. Forest green was the runaway leader among shades that included olive, kelly and lime.

The green marketing buzz has reached a roar, prompting all manner of marketing research. For example, green consumer markets have been differentiated into five colorful segments: 1. True blue greens (strong values and politically active); 2. Greenbacks (willing to spend extra for the eco-product); 3. Sprouts (talk the talk but usually don’t walk it); 4. Grousers (uninformed and ruled by lowest price); and 5. Browns (could care less). Although research indicates about half fall into the last two categories, there are still billions to be made in this marketplace.

What about differentiation among the suppliers? Here is my take on the landscape: 1. DNA green (companies founded from the get-go on eco-principles – e.g., Patagonia); 2. Brilliant green (companies whose leadership believes that brilliant results can be obtained through a green strategy – e.g., NRG Energy’s David Crane); 3. Product green (narrowly focused on specific products – e.g., Toyota’s Prius Hybrid); 4. Bandwagon green (jumping onboard without a clear strategy and typically undertaken to rebuild a damaged reputation); 5. Gangrene (without a plan and slowly dying from the competition).

What’s right for you?

Of course there is overlap among my somewhat tongue-in-cheek categories, but the point is that one needs to decide first what approach is right for the company. While the overall intent may be to increase market share and build brand, a poorly-crafted strategy can actually damage both. For example, the Malaysian Palm Oil Council spent tens of thousands of dollars for a global eco-marketing campaign and what it got instead

Green2.indd 2 2/26/08 7:33:15 PM

was ridicule in the Wall Street Journal under the banner “False ‘Green’ Ads Draw Global Scrutiny.”

Clearly, there are eco-friendly strategies that, beyond a doubt, provide a bottom-line financial benefit. There are also some actions that, in retrospect, companies should have taken even though they added costs, were not required by regulations and were not common practice among the competition. Think Superfund and the scores of defunct or materially-impacted companies in its wake.

The environmental dimension is particularly challenging because marketing managers are often unfamiliar with the technical and regulatory nuances of this specialized area. The unintended consequence of this lack of understanding is two-fold. First, they can believe that their company’s environmental performance is outstanding based on a narrow set of metrics: no regulatory citations and no major PR eruptions. Viewed in this light, they can be more than willing, indeed at the forefront, to push some state-of-the-art green campaign. The reality may be that the company has been just lucky.

Second, they are influenced by what they read in the media or see spotlighted by their peers and trade associations. With little or no input from the environmental staff, they already may have focused on some plan of action that, on the surface, appears great, but is not necessarily the best use of resources or even environmentally responsive for their specific company.

These green efforts can quickly take on a life of their own as marketing or communications departments charge ahead under the CEO’s blessing. All the while, the environmental staff may be stressed to the max knowing that the underlying infrastructure is shaky in supporting such a public stance. Think BP and explosions in Texas as well as spills in Alaska.


Green Considerations

• Long-term business objectives

• Relevance to the nature of the operations and products (i.e., their “environmental footprint”)

• Maturity of the environmental infrastructure (i.e., compliance systems)

• Importance of brand image

• Relevance of community and regulatory trust as a factor in securing operating permits

• Expectations

PublicEmployee Shareholders External stakeholders (e.g., Non-governmental

organizations, media, etc.)• Need to change/reverse poor

public image from legacy issues, not necessarily those related to environmental concerns

• Industry trends

• Sector trends

Green2.indd 3 2/26/08 7:33:50 PM

Going brilliant green

Selecting the right shade of corporate green takes planning and a strategy that integrates a range of factors (see Sidebar). In general, a company with a large environmental footprint that depends on operational permits and their brand’s reputation has the most to gain (or lose). For example, a pharmaceutical or mining company needs a radically different strategy than, say, a company that supplies accounting services to the military.

But the very fi rst step in any public pronouncement on greenness must start with the fundamentals, namely, a rock-solid environmental management system. The reason that GE has been so successful in its green marketing program, Ecomagination, which has lasted more than two years, is that their core systems are focused on unwavering, letter-of-the-law regulatory compliance. If there are weaknesses in your systems, these have to be resolved aggressively and placed in sync with the marketing plan. Until these are fi xed, launching a public display of greenness would be risky.

Once this is accomplished, there are a number of tools to test whether a marketing plan is sound. And sound it must be because just as companies have gotten quite sophisticated in communicating their messages, so too have environmental activists, regulatory and non-governmental agencies become in probing for weaknesses.

These overseers of the public interest look at the facts supporting the product, the tradeoffs, the transparency of the disclosures, overly broad and sweeping benefi t claims, green assertions applied to inherently risky products, duplicitous behavior and so on. For example, Toyota may have won green accolades, but they also have been criticized for being opposed to tougher engine emission standards. A product may appear green but it also may cause secondary or not immediately obvious problems, as in the case of ethanol-based fuels.

The media also has become increasingly skeptical and cautious regarding claims of greenness. For example, Daniel Gross in the Time magazine article, “Pocket More Green with Green Hype,” wrote, “Patriotism used to be the last refuge of scoundrels. Now that refuge might be environmentalism.” While the former was directed at such periods as McCarthyism, the latter clearly was directed at companies that attempt to wrap their products and actions under a false banner of green.

Some companies, recognizing the diffi culty in navigating this terrain, have turned to rating organizations such as LEED by the Green Building Council, eco-labeling such as Green Seal and Eco-label and certifying organizations such as the U.S. Energy Star and the Forest Stewardship Council. But again, just because a product may be certifi able does not mean that the company won’t run into some embarrassing situation. And the labeling, certifying and rating organizations cover the spectrum from credible to sham.

The bottom line is that a green marketing program is a potentially high-reward but high-risk area. Traveling down this path takes a carefully researched strategy. Don’t just jump on a bandwagon that you have colored forest green.


Richard MacLean is President of Competitive Environment Inc., a management consulting fi rm established in 1995 in Scottsdale, Arizona and the Executive Director of the Center for Environmental Innovation (CEI), a university-based nonprofi t research organization. He can be reached via e-mail at [email protected]. For Adobe Acrobat‚ electronic fi les of hiswritings, visit his website at www.Competitive-E.com.

the right shade of green

Green2.indd 4 2/26/08 7:34:24 PM


creo


Creating memories with your incentives

By: Mary English

Retired professional golfer and 1964 United States Open champion Ken Venturi once said, “Victory is everything. You can spend the money, but you can never spend the memories.”

That sentiment about memories still holds true in the world of professional golf, and it certainly holds true when it comes to the world of incentives and rewards for business professionals. Memories – and the experiences that create them – are becoming a driving force in incentive programs for today’s workforce.

Cash awards, long a staple of employee incentive programs, have given way to rewards that can create more meaningful and memorable experiences. Gift cards and certifi cates that are redeemable for “experience awards” such as a golfi ng getaway at famous courses like St. Andrews or taking golf lessons from a pro are increasing in popularity as the “reward of choice” for many gift card and gift certifi cate recipients.

Signature Days (www.signaturedays.com) President Chris Widdess believes “excursion awards” are becoming a popular trend because they create lifetime memories, as opposed to the shorter-lived enjoyment people receive from an item bought with cash. “Experiences like golfi ng at St. Andrews are

Creating memories

hallmark.indd 2 2/26/08 7:36:32 PM

extremely popular because they are at the same time aspirational and inspirational,” Widdess says. “We’ve all accumulated material things and gifts, but an experience is memorable! And you can never have too many memories or stories to share with your friends and loved ones.”

Robert Prusa, account manager at Great American Days (www.greatamericandays.com), agrees. “Most people already have forgotten what they got for Christmas. But if you can imagine the feeling of touchdown after your fi rst tandem skydive, you can understand why an experience makes such a powerful corporate incentive.” Prusa says, “A bread maker won’t change your life, but the chance to learn a new hobby, like golf, will.”

Adding the option of redeeming gift cards for memorable excursions to existing choices like clothing, electronics or other merchandise is fast becoming a trend among corporate incentive planners as more and more employees seek experiences as their incentive award. In fact, a recent study conducted by Unity Marketing suggested that expected spending on “luxury” goods to decrease in 2008, while spending on “luxury experiences” is anticipated to grow by 11%.

These fi ndings are echoed by Prusa at Great American Days. “Gift experiences are defi nitely the country’s hot new corporate gift,” he says. In today’s fast-paced, results-driven business world, time and memories can become more valuable than something off a shelf. Prusa explains that today’s workforce values the things they do just as much as the things they have, yet they often don’t have time to take lengthy travel breaks.

Offering a gift card as a travel incentive to spend a weekend at a nice golf resort, however, can help solve this dilemma. Not only does the travel incentive allow the recipient time away to create a memorable experience, since it’s viewed as an award from their company, it creates a positive impression and favorable view of the company within the employee, and give the employee a chance to recharge their energy level. As Prusa notes, “Experiences – whether it’s golfi ng or attending a rodeo school – bridge an important gap in the incentive mix and also help companies address critical work-life balance issues.”

Another positive that comes from offering travel incentives to employees is the ability for them to include family and friends in


for Christmas. But if you can imagine the feeling of touchdown after your fi rst tandem skydive, you can understand why an experience makes such a powerful corporate incentive.” Prusa says, “A bread maker won’t change your life, but the chance to


the experience. The fl exibility of travel incentives makes them perfect for gifts, rewards and incentives. Recipients can use their gift cards or certifi cates to plan a family trip, give a gift to the person they know “who has everything” or just plan that special experience they’ve always wanted to try – whether it’s playing a round of golf at St. Andrews, taking lessons from a golf pro or just attending a special golf school to improve their game.

Chris Widdess from Signature Days explains golf is a great fi t for travel incentives because many gift purchasers include themselves and friends in the purchase. “If you were buying a friend a stay at the ESPN Golf School, you might be inclined to also buy yourself admission so you can share in the experience with them,” he says. Being able to create and share these memories together, or as Widdess says, “sharing a memorable experience that enriches you, educates you or even simply entertains you” are gifts that will be remembered for a lifetime.

Both Widdess and Prusa expect the trend of offering travel incentives to continue to grow and gain in popularity. “Based on the rising popularity of golf,” explains Widdess, “I would anticipate that many businesses will increase their use of experience- and golf-related travel incentives in 2008.”

Prusa states that the number of businesses and employers using travel and experiences as incentives will grow, “without question.” As Prusa explains, “Experiences, as opposed to material gifts, give a business the opportunity to give something that will be remembered and even talked about. Talking about your new TV is vain but sharing the experience of a lifetime with friends is expected and welcomed. Experiences are the perfect way to get your employees excited and motivated as well as to reward a job well done in an unforgettable way.”


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.

the experience. The fl exibility of travel incentives makes them perfect Mary English is the Vice President


FREEIDEA GUIDE

TEL: 512-863-8541FAX: 800-805-0111

$

2007 GROLINE Cut Off Date:

For Dec.21 Ship Date

Imprinted Orders Must BeRecieved By Dec. 14

For December 21st Ship DateImprinted Orders Must Be Received By Dec. 14


creo


Green TourismBy: Dr. Peter Tarlow

It is no longer a rarity to fi nd on your hotel bed a sign asking you to reuse your towel and to accept having your sheets changed once every three days rather than once a day. There is no doubt that tourism, at least in the past, was not environmentally friendly. The reasons for this were numerous. Travel is hard, and people on vacation or a business trip want to be pampered. Many believe that part of the fun of traveling is leaving cares and concerns behind and enjoying those little extras luxuries that are not part of most people’s every day lives.

Furthermore, most travelers never consider that even though they are not paying for the water in a hotel, on a macro level its usage has a major environmental impact. Restaurants, hotels, and attractions often keep their air conditioning at sweater weather conditions. Attractions and transportation centers often stay lit up all night long, adding to the earth’s light and energy pollution.

Another problem in keeping the world green is the over use of concrete and the lack of plants and beautifi cation projects. Too many urban areas have become fi elds of concrete held together by rivers of asphalt. These area are not only visually unappealing, but tend to hold heat in causing higher air conditioning usage. Plants are nature’s way of turning carbon monoxide into oxygen and are the planet’s living lungs. Cities that create green spaces not only add beauty to their visitors’ and citizens’ lives but also help to replenish our oxygen supply. As a side note, green cities often have lower crime rates.

Tourism and travel then are faced with the issue of balancing the needs of the environment with the needs of its customer base. If travel becomes too hard, then it may lose its enchantment and glamour; if on the other hand it does not respect the Earth then there may be no place to which to travel!

Tarlow.indd 2 2/26/08 7:38:41 PM

Here are some of the ways that we can turn travel and tourism from a polluter and energy waster to a green commodity that is elegant, gracious and enchanting:

• Hotels should not only promote sensible laundry policies, such as washing sheets every three days rather than every day, but also consider the use of new technologies such as light bulbs that save on light/heat pollutions.

• Restaurants can be careful to use soaps that pollute less and serve water only upon request.

• Attractions and car rental companies should switch to electric cars as soon as possible and instead of running buses for local transport, use mini-vans, golf carts or other vehicles that tend to use a minimal of fossil fuels.

• Turn your Environmentalism into a form of marketing. All too often people in the travel and tourism industries forget that a clean and healthy environment does not take away from the bottom line it adds to it.

Do not defi ne “green” in its most narrow sense, but rather in its broadest sense. Few people will spend a lot of money to eat over a garbage dump, but many people are more than willing to spend top dollar to eat in a charming setting, be that setting a table overlooking an ocean, a crystal clear lake, a beautiful garden, or a forest. By promoting green and by fi nding innovate ways to protect the environment, tourism is assuring that it will continue to offer products that are pleasant to the eye, and good for generations that are yet to be born. The wise travel and tourism marketer promotes the ecological health of his/her area in all written, oral and visual marketing efforts.


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

Tarlow.indd 3 2/26/08 7:39:03 PM


Golf and Incentive Travel…What a Combination!

By: Arnold Light, CTC

It just doesn’t get any better than that. What could be more inviting than the opportunity to play golf on the best courses in the USA, Caribbean and Mexico—all expenses paid!

But there’s a catch. You must exceed or meet certain corporate expectations. Those expectations could be reaching a certain sales plateau or providing an exceptional level of service or a combination of both during a preset time frame. Usually the preceding 8 or 12 months is a good qualifying period for most travel incentives to be effective so as to pay for this dream golf trip out of the incremental margin from the increase in sales or service.

According to Golf Digest magazine, the golf demographic is 78% male, 71% college educated and sports a nifty household income of $100,000+. Herein lies the correlation to the popularity of golf incentives. So when an incentive trip is planned around a great golf resort you can bet that the competition will be fierce to earn the trip that will certainly beef up the bottom line of the sponsoring corporation.

So where you plan the next golf incentive trip can make a difference. Here are a few choices of the many options you have in The USA, Mexico and the Caribbean compiled from Golf: Meetings, Resorts and Destinations. Remember, your final choice all depends on budget and the amount of time you have planned for your incentive trip.

Gran Meliá Puerto Rico Resort & VillasThey have a team of experienced professionals to coordinate any event, from start to finish, in a private tropical environment.

Half Moon, JamaicaA stunning location combining old world charm with modern touches, Half Moon is the premier Caribbean location for meetings, events and incentives.

Light.indd 2 2/26/08 8:11:44 PM

Los Sueños Marriott Ocean and Golf Resort, Costa RicaNestled between warm Pacifi c waters and the verdant rainforest, the resort captures the region’s natural splendor while offering the contemporary amenities of a world class resort.

Casa de Campo, Dominican RepublicA lush retreat of timeless elegance and breathtaking beauty designed to offer an unsurpassed group experience.

Sanctuary Cap Cana, Dominican RepublicA spectacular new resort where luxury dominates and the Punta Espada Golf Course debuted at #77 out of top 100 International courses according to Golf Digest Magazine

Greenbrier Resort, White Sulphur Springs, WV AAA Five Diamond resort recognized for exceptional guest service, luxurious accommodations and spectacular cuisine.

Barefoot Golf Resort, North Myrtle Beach, SCEnjoy the privacy, amenities and atmosphere of a 2,300-acre resort.

Pinehurst Resort, Pinehurst, NCThe simple charm, natural beauty and rich golf tradition of Pinehurst Resort have drawn people here for more than a century

Westin La Cantera Resort, San Antonio, TXEnjoy the most luxurious resort found anywhere in Texas. The AAA Four-Diamond Property is a “Texas Colonial” landmark.

Doral Golf Resort and Spa, Miami, FLSurrounded by swaying palm trees, fragrant fl owers and tropical beauty, the resort has provided a 650-acre oasis of splendor for 45 years.

Resort at Squaw Creek, Olympic Valley, CANestled in the Sierra Nevada Mountains and just minutes from the shores of Lake Tahoe, the resort is an ideal meeting destination.

Sycuan Resort, El Cajon, CAThe resort includes more than 425 acres of lush, picturesque mountain terrain while offering guests two spectacular 18-hole championship courses.

Makaha Resort & Golf Club, Waianae, HIOver 6,900 sq. ft. of indoor meeting space, Luau grounds, terrace and poolside meeting venues.

Marriott Bay Point Resort, Panama City Beach, FLNestled on a breathtaking 1,100-acre wildlife sanctuary, Marriott Bay Point Resort offers two of the most prestigious golf courses located along the Emerald Coast.

So there you have it a great choice of incentive golf destinations. If in doubt as to which destination/hotel may be best suited to meet your corporate needs and objectives, it would be best to contact an incentive specialist to help you sift through all of the options and details.

Have a Rewarding Day!


Arnold Light, CTC, Founder of Fire and Light has 35 years of marketing experience specializing in incentive and loyalty marketing helping multi-national corporations develop and implement B2B and B2C results oriented performance improvement programs. For additional information visit www.incentivesmotivate.com or call 914-397-0800.

Light.indd 3 2/26/08 7:41:18 PM


Navigating the Nineteenth HoleBy: Susan A. Friedmann, CSP

Tradeshows, conventions, conferences and other industry events that take place at facilities that offer topnotch golf courses, such as those discussed in these pages, present a special challenge to exhibitors. After all, who wants to wander the aisles of a tradeshow when the lush green fairway beckons? Not any attendees who happen to love golf, that’s for sure! Few golfers can resist the temptation these superlative courses offer.

Events held at destination locations featuring amenities such as golf courses, theme parks, and so on really are a mixed blessing. The setting often attracts high numbers of attendees to the event -- yet that same setting can be tremendously distracting.

This can be problematical — unless you’re a savvy exhibitor who knows how to adapt and thrive in this most luxurious of challenging environments. Luckily, this can be as simple as knowing your A, B, C’s!

A: Acknowledge the Reality of the Situation

Forestall disappointment and poor performance by being realistic about the unique challenges destination shows offer. Be up front with your exhibiting team, and let them know that the vast majority of attendees are going to give only token or cursory attention to the industry event. They’ll have to work that much harder to attract attention, engage the attendees, and get relationships started. It is absolutely essential to capitalize on every opportunity.

B: Be selective

Choose carefully when picking people to attend an event at especially appealing destinations. Pay especial attention to those individuals who are capable of being both focused and flexible.

Friedmann.indd 2 2/26/08 7:42:51 PM

Take your staffer’s social nature into account. You don’t want to send the party animal with poor impulse control to any show, but this is doubly true at a destination event. These individuals have a regrettable tendency to overdo it, embarrassing themselves and your organization.

Think things through completely when considering the event. For example, it may be wiser to send a less experienced employee who is an avid golfer than a more senior staff member who has never picked up a club. The golfer will be better adapted to the show’s theme and function, enabling them to network more effectively.

C: Capitalize on every networking opportunity

Just because event attendees are on the fairway rather than the show fl oor doesn’t mean business grinds to a halt. A surprising amount of business is conducted on the golf course. Even if you never close a deal on the green, you’ll still be building valuable relationships.

Ideally, you’ll have a team of great golfers who are also superior sales professionals and natural born networkers on your staff. However, that might not be the case for your company. Explore other ways to establish a visible, tangible presence on the golf course. Sponsoring a hole or two, the clubhouse — perhaps even a tournament or the entire event! These have all proven to be very effective for companies.

Making the most of a destination tradeshow requires prior planning, an understanding of the unique challenges this environment presents, and most of all, a fi rm grasp of the ABC’s!


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

Friedmann.indd 3 2/26/08 7:43:09 PM


Golf & Business: A Symbiotic RelationshipContributed by: Ball Pro

Why do you think golf and business share a symbiotic relationship?

Taking a potential or current client or associate golfi ng allows you to have time outside of the offi ce to discuss business objectives as well as build a better relationship with that person/company. A round of golf can give you up to 3-4 hours to spend with this client one on one. Large events at exclusive locations where a celebrity is attending are also a great way to “wow” a potential customer and show them how important their business is to you. Creating a memorable experience for them will give you an advantage when compared to your competitors as they are more likely to remember you the next time they place order.

Besides the usual clubs, balls and tees, what else do golfers like to have in their bags?

We consider these items must haves: Golf Balls, tees, a nice golf towel, a club brush and a ball marker. Besides your must haves, any new item that might become a conversation piece is always welcomed amongst golfers. Golfers love new and unique golf gadgets. Golf GPS systems have become popular in recent years, we offer the Sky Caddie, which not only helps your golf game, but makes for great conversation. Other unique yet functional items include the Ballzee golf ball cleaner, The Windage or the Chilly Pad Towel.

Of the products “golfers want,” which ones make the best promotion products?

Ball Pro offers a number of Golf Tournament kits to fi t any budget or golf event. These kits are specifi cally designed to be the best promotional product for golf related events. Creating a kit with new, unique items makes the event more memorable. The impact of a kit featuring 3 or 4 new items, packaged together, with each item branded, has a greater impact and impression on an attendee compared to just a sleeve of golf balls. One of our new golf kits includes a sleeve of golf balls, tees, a divot tool with a ball marker, a golf towel and sunscreen all neatly packaged in a reusable mini cooler.

When playing golf, is it better to WIN for the respect or LOSE so that the associate/client feels good?

Most people when playing with an associate are not playing to win or lose, they are playing to build relationships, create sales and improve their golf game. If you have a bad round and lose, but end up getting the sale because of the time spent on the golf course, then really you have won.

Ball Pro offers a number of Golf Tournament kits to fi t any budget or golf event. These kits are specifi cally designed to be the best promotional product for golf related events. Creating a kit with new, unique items makes the event more memorable. The impact of a kit featuring 3 or 4 new items, packaged together, with each item branded, has a greater impact and impression on an attendee compared to just a sleeve of golf balls. One of our new golf kits includes a sleeve of golf balls, tees, a divot tool with a ball marker, a golf towel and sunscreen all neatly packaged in a reusable mini cooler.

When playing golf, is it better to WIN for the respect or LOSE so that the associate/client feels good?

Most people when playing with an associate are not playing to win or lose, they are playing to build relationships, create sales and improve

Chilly Pad Towel

GoLo Dice Game

SkyCaddie SG5

Ball Pro Golf Products.indd 2 2/27/08 5:11:38 PM

golf products

Ready4KitsGolf Kit: One of our best sellers. Designed for the other hazards on the course; including insects, sunburn, blisters & headaches etc. Oversized hook included.

▼

GRQ ProductsTee Box Marker: Make your golf event unique by personalizing every hole. Tee Box Markers allow the event to recognize hole sponsors or convert the golf course to be yours by having the event logo on all tee box markers.

▼

Flagpin ProductsWoven Socks: Multiple colors and logo locations make for fun promotions. These quality, comfortable and durable socks feature “High Rez” logo reproduction with the most accuracy and detail. All socks are made with fi ne-combed cotton yarns. Socks with embroidered logos are also available.


BallProTaylorMade Burner and Burner TP (Tournament Performance) Golf Balls

▼

▼



Everything Golf Provided By: David Kogan,

R. S. Owens & Company

In 2005 Golf Digest calculated that there were nearly 32,000 golf courses in the world, approximately half of them in the United States. There are at least twenty professional golf tours and hundreds, if not thousands of smaller golf club tournaments. Each tournament has several winners ranging from the best game, hole-in-one, farthest drive, longest putt, lowest score, best team and best game in the men’s women’s and seniors tourneys. The best way to celebrate success on the greens is with a beautiful golf award. R.S. Owens & Company’s awards proudly display optical crystal golf balls atop contemporary and traditional pillars and bases. There is no better way to honor that special golfer than with one of these awards.

© 2008 R. S. Owens & Company

For our entire line of Golf Awards and our complete award and gift line, visit www.rsowens.com.

golf products

GRQ ProductsPar Ad Floor Lamp: What better way to thank a large sponsor or a member of the golf event committee. A real Par Aide Ball Washer converted into a Floor Lamp will make any golfer smile as they display this incredible gift in their office, lobby or home.

Golf Flags: Personalize your event with our Par Aide golf flags. Embroidery, Screen Print or Digital Dye Ink present your logo to the highest standards

▼

▼



creo


TreeSmart Pencils created from 100% rolled up newspaper with #2 graphite. Sharpens easily, hard as wood. All ferrules and erasers are made and assembled in USA. Actual newspaper print appears on all pencils.

eco products

BannersandCards.com ECO-banner is an environmentally friendly alternative to traditional banner material. The ECO-banner respects the environment throughout its lifecycle. Manufactured without PVC or volatile fabrics, which are persistent repro-toxic carcinogenic and bioaddtionable in the environment. If incinerated ECO-banner causes 77% less carbon monoxide and 83% less acid rain and a volume of waste that is 65% less than normal PVC. ECO-Banner is the clear winner for a perfect green solution outdoor banner choice with super reproductive capabilities printed with our eco inks. “Saving the Earth one banner at a time”

PromoCard ServicesTry the eco-friendly CornCard™ for card-based programs, including their Music Download Cards, Ring tone Cards, Hotel Cards, Movie Cards, Phone Cards and Dining Cards. The new cards are produced with corn plastic (NatureWorks® PLA), a substrate manufactured from corn, an abundant and annually renewable resource. PLA is fully biodegradable because it is derived from plant-based materials. Whether it is composted or land fi lled, PLA will biodegrade into its constituent organic parts. CornCards™ are virtually identical in look and feel to traditional credit, debit, and loyalty cards, and provide all the same convenience and functionality.

PromoCard ServicesTry the eco-friendly their Music Download Cards, Ring tone Cards, Hotel Cards, Movie Cards, Phone Cards and Dining Cards. The new cards are produced with corn plastic (NatureWorks® PLA), a substrate manufactured from corn, an abundant and annually renewable resource. PLA is fully biodegradable because it is derived from plant-based materials. Whether it is composted or land fi lled, PLA will biodegrade into its constituent organic parts. CornCards™ are virtually identical in look and feel to traditional credit, debit, and loyalty cards, and provide all the same convenience and functionality.

CarrigarTote Bag: This 15” x 12” x 4 3/4” tote bag is made of 100% organic cotton and features wood buttons, 2 side pockets with a 1” gusset, wood D-rings and a front pocket with a 7” x 5” imprint area.

▼

▼

MiniColorbook and pencil set (12pc): Protect Our Planet color book of recycling ideas and endangered species art for easy coloring. Great ideas that can help teach about our fragile environment. Includes a 12 pc mini-color pencil set of actual rolled up newspapers.

▼

Green products.indd 2 2/29/08 11:47:23 PM

Econscious.netWomen’s Short Sleeve Tee features 100% Organic Cotton ring-spun jersey; 4.4 oz/yd2 (150gsm); organic cotton/spandex 1x1 neck rib; garment enzyme washed.

Visor of 100% Organic Cotton 3/1 Twill features 3-panel crown, 2” tall and 2 piece hook and loop closure.

Baseball Cap of 100% organic Cotton 3/1 Twill features unstructured, 6 panel with matching sewn eyelets, self fabric adjustable closure with brass slider and hidden tuck-in.

eco products

Premium VisionsHydro Calculator: Science and technology meet form and function! Simply add water into the fuel cells and you have a functioning 8-digit environmentally friendly calculator.

Hydro Clock: This amazing Hydro Clock runs on water or most any liquid! It accurately tells the time and date without batteries or solar cells – just add water!

Decarte Soy Candles Decarte Soy Candles prides itself on using 100% Pure Vegetable Soy Wax, Cotton paper wick, infused with premium fragrances creating a premium product great for corporate or promotional use. Our products are hand poured in Dallas, Texas with only raw materials from the USA. Great for the environment and your senses!

Premium VisionsHydro Calculator:Simply add water into the fuel cells and you have a functioning 8-digit environmentally friendly calculator.

Hydro Clock: liquid! It accurately tells the time and date without batteries or solar cells – just add water!


▼

▼

Green products.indd 3 2/29/08 11:47:54 PM


“You Want To Put My Logo WHERE?!”By: Michael Merrick Crooks

I should have known better than to say what I said, seeing how the caller was from an accounting firm. I merely suggested she put the firm’s logo on the back of a baseball cap. That was a bit outside of her comfort zone. Her silence caused the sort of anticipation you experience when someone keeps blowing up a balloon until it pops. The words came slowly at first … finally she blurted, “You … you want to put my logo WHERE?!”

Trying to regain control of the conversation I asked, “Claudia, why is your firm’s sign out front?”

“What? …well, because that’s where everyone will see it, she replied.”

“Right. And if everyone could see your sign out back, you’d put it there too, right?” I asked.

“Of course,” she replied.

“Well,” I offered. “When your employees are sitting in the stands at the baseball game, or standing in line for a hot dog or to use the restroom — everyone behind them will be looking at the back of their head. Would you like all those people to see your logo?”

“Hmmmmmmmmmmm.”

Whether your next promotion will follow the hi-tech trends or stick with a low-tech idea, placement of your logo on promotional marketing items should be given as much thought as is given to selection of the item itself. This is a salient point for national brands, especially when developing promotional wearable ideas. Travelers and vacationers stand in a lot of lines… looking at a back. Many marketers only put their logo on the front of shirts, hats, and other wearables. Consider the additional brand impressions if your logo was also on the back of the t-shirt just below the neck line or on the back of a cap or on the end of a duffle bag — not just the side.

Crooks.indd 2 2/26/08 7:47:38 PM


Let’s assume you’ve chosen an appropriate item for your event or promotion. And, your primary goal is to broaden your name I.D. Now, let’s give the same serious thought to logo placement. Consider the following: how will the product be used, where will it be used, venue, day or evening event, indoor or outdoor, will people be sitting or standing? Will they be traveling?

With ball caps worn to a sporting event, most want to put the logo on the front. But if you want to maximize the advertising potential of a cap, put the logo on the back as well.

Folding, portable chairs are another place people commonly misplace the logo. Why put the logo on the front of the chair, where it is covered up when the chair is in use? Better to put the logo on the backside of the chair where everyone behind the user can see your logo.

Pencils and pens? You want the imprint as near the eraser end as possible. That way, your logo remains … even after multiple sharpening. The same goes for pens but for a different reason. People hold a pen towards the bottom. If your logo is imprinted toward the bottom it will be covered up when the item is used properly.

With mugs, ask yourself, “Who do I want to see my logo…the person drinking…the person sitting across from the person drinking… Both? Pick up a mug and drink from it paying careful attention to what you see. Imagine your logo or message on the INSIDE lip of the mug. How about the bottom inside of the mug? And remember the bottom outside of the mug too. All these areas are imprintable with your logo or message. You need merely decide who you want to see your logo and how much you can afford to invest in a mug.

On to the beach… “Hey! How about beach towels?” someone yells. Beach towels are an ok idea, except that when people lay on them they cover up your logo. And while some people may leave your towel stretched out while they take a dip or play beach volleyball, many will scrunch the towel up to keep sand off of it. So a beach blanket may be a better idea. But again, when in use, your logo is covered up.

A better idea for the beach may be a cooler. Most people put the logo on the lid of the cooler. That’s fi ne and dandy … if you pretty much want your logo to be seen only by the person getting in the cooler. Better, is to put the logo on the sides and ends of the cooler. This way your logo can be seen by most who walk by the cooler and from a greater distance. Beach umbrellas are another good idea. But imprint your logo on multiple sides for maximum exposure and value for your dollar invested.

Coasters are another area that requires thought. When a coaster is being utilized, i.e.; a mug or glass is sitting in the middle of the coaster, the logo is covered. Choose a coaster that allows you to print close to the outside edge. That way your message, name or logo is visible at all times.

By observing how people use products and what you can see wherever you are, you’ll get a better sense for how and where your logo should be placed on promotional items.

As for the accounting fi rm? After some thought, Claudia put the logo on the front AND back of the hat and had a successful ballpark outing. She said that once at the ballpark, the back of the hat made perfect sense.

Big or small, put your sign (logo) where people will see it, when people do … what people do.

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

Crooks.indd 3 2/29/08 10:15:17 PM


Looking for new clients? Let me save you thousands of dollars on expensive meals, interviews and other mundane forms of networking as you try to figure out whom you would like to have, and not have, as a new client. If you really want to quickly tell the true character of a person, invite them to join you for golf.

We’ll start with the phone invitation. If you sense their voice going higher and their breathing more erratic, count this as a good sign because they are being honest about their shortcomings. If the person responds with an over-confident giggle and brags about playing an average of four times a week you might wonder who’s running the store.

If your prospect shows up with price tags still attached to a new hat and shoes, you have in your presence someone willing to risk reputation to commit. Conversely, if they arrive with glistening irons, their name on their bag and a shark emblem on their cowboy hat, you’re either playing golf today with Greg Norman or someone who really wants to be him. Say you left your wallet at the office.

Ahhh, the first tee. It isn’t uncommon for amateurs to place their ball on the tee only to have it fall off. If this happens several times, it does not necessarily confirm this person is somewhat out of balance, but it could. Encourage them to take their time, especially if they are laughing at themselves while doing so. If you stop them in mid-backswing to correct their trajectory, pay special attention to how/if they thank you for your help. Seeming to be a little put out by this gesture of kind assistance might require you to remind them that you’re simply ensuring they don’t bean someone 2 fairways over. If they still insist they were already aiming in the right direction, step back a few paces and plan where you want to hit the deck when their ball hits a tree and comes after you.

Always keep score. I know, some people say it is ok to let your invitee win, but I say no way. You’re looking for character, here, so you have to notice everything. One good example could be to note just how concerned they are when their ball streaks right over the heads of the foursome ahead of yours. This passive/aggressive attitude could spell problems later on. If they want to know your score before telling you theirs, it’s a good bet they’ll also be walking over your putting-line or coughing at the most inappropriate time. If you suspect they should be on medication or if you happen to hear them mumble that Uncle Earl gets out of prison soon, fake a sprained ankle long enough to get to the safety of the Clubhouse. Be sure to ask for another of their business cards, too, so that later on you can anonymously help your competitor find them.

it’s all personal | By: Dave Ribble

“

”

...if they arrive

with glistening

irons, their name

on their bag and

a shark emblem

on their cowboy

hat, you’re either

playing golf today

with Greg Norman

or someone who

really wants

to be him.

Ribble.indd 2 2/26/08 7:49:43 PM


Feel better? Now take all that money you saved on networking, profi ling and psychological testing and invest it in golf balls that have your logo and phone number prominently displayed. Add “Yes, I DID mean to hit it here” for emphasis. When one of your customized balls happens to land in that inevitable tall grass, take a few more out of your pocket and scatter them so that your contact information can be easily discovered. Soon enough, more golfers will be looking for their ball in that area. This way, you can kill two birdies with one stroke. Even Tiger can’t do that.

Is this the personal way to fi nd new prospects for your business? You bet.

It’s ALL Personal.

Dave Ribble is President of The Company Image/Geiger and an avid golfer who loves the game but needs more practice. He is also an expert at helping companies use Golf to create new business and retain clients. www.TCI4Me.com 818.906.9894 [email protected].

Ribble.indd 3 2/26/08 7:49:59 PM

creo


The savviest marketing managers know one thing: Rules are sometimes meant to be broken. Rethinking certain tried-and-true techniques for recruiting, retaining and rewarding employees when necessary can make you a stronger leader. As Franklin D. Roosevelt once said, “Rules are not necessarily sacred, principles are.” Following are some employment “rules” you might consider challenging as you adapt your approach to your department’s unique needs:

Retain your employees at all costs

Most marketing and creative departments are inundated with work. Losing just one team member can easily disrupt pivotal projects. But before you pull out all the stops to ensure every hand remains on deck, pause and ask yourself this critical question: Am I retaining the right people?

Remember that turnover isn’t always unhealthy. In fact, it can be a good thing. When lower-performing or negative employees decide to leave, it gives you an opportunity to replace them with individuals who have stronger skill sets and better attitudes. You might even discover that it’s best to hire someone in an entirely different role instead of simply filling the old position.

Focus your retention efforts on your strong performers. Make sure they know there is a career path within your organization and give them the resources they need to achieve their goals.

Break FreeManagement Rules Meant to Be Broken

By The Creative Group

Creative Group.indd 2 2/26/08 7:51:08 PM

“Put great emphasis on the all-important annual review

Almost all companies have a policy of holding performance reviews once a year. But these meetings should not be a substitute for ongoing feedback. Employees need to know what they are doing right and in which areas they need to improve throughout the year so they can modify their behavior accordingly. If an employee is not meeting expectations, he or she may be caught off guard if you do not discuss problems promptly. Even when the news is good –– you’re thrilled with a graphic designer’s recent promotional piece, for instance –– your employee may be disheartened if you wait six months for the formal appraisal to offer a compliment.

Use the annual review to provide an individual with an overview of his or her performance and to address big-picture issues related to long-term career goals. If you have provided praise and criticism on a regular basis, nothing you say during this meeting should come as a surprise.

Maintain an open-door policy

There’s a fi ne line between being available to your staff when they need guidance and being too accessible. Keeping the proverbial door open at all times can be problematic. Instead of focusing on the broader strategic issues facing your marketing department, you could fi nd yourself constantly helping staff with the nitty-gritty details of their work.

To stay on track, be clear with your staff about the scope of their responsibilities: Which tasks can they handle independently and which ones require your input or approval? In addition, let them know if there are certain hours of the day when you are off limits unless a truly urgent matter arises.

Take all the time you need to make the best hire

Finally, the best candidates are always snapped up quickly. While you don’t want to act so swiftly that you make a costly mistake, don’t dawdle either. Many fi rms have expedited their hiring processes in order to secure the best and brightest job candidates quickly.

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


”

Rethinking certain

tried-and-true

techniques for

recruiting, retaining

and rewarding

employees when

necessary can make

you a stronger

leader. As Franklin

D. Roosevelt once

said, ‘Rules are not

necessarily sacred,

principles are.’

Creative Group.indd 3 2/26/08 7:51:32 PM


Looking Professional MattersBy: Barry Siskind

Studies have proven that fifty-five percent of your visitors’ impression of you comes from what they see. It’s your para-verbal behavior, which is made up of such things as gestures, eye contact, posture and what you are wearing.

Dress is always a controversial topic. Exhibitors either dress too formally or too casually. Then there are those who choose to have their staff dressed all the same. It’s hard to know what’s right. The underlying word that should guide your choice of dress is professional. How would a professional in your industry dress? The problem is that the word professional has changed dramatically over the past few years. In some industries it would have been the norm to dress in a suit and tie. Now it seems that sport shirts are quite appropriate. Then there is the issue of culture…in some areas of the world culture demands more or less formal clothes.

The bottom line is that its difficult to find what is the appropriate way to dress. So, here’s a guideline for you to consider. Wear what you would wear if you were visiting a customer at their place of business from Monday to Thursday – don’t count dress-down Fridays. If it’s okay at their place of business… it’s probably okay for a trade show.

Then there is the discussion about themed clothing – golf shirts, buttoned down shirts, etc. Well-chosen themed clothing can look very professional. In addition it provides lots of additional benefits such as when you tie in the color and messaging on your clothes to the display. Then it becomes easy for visitors to know whom to approach at the busy show. Your staff also becomes a walking billboard during their breaks as they make their rounds of the show.

If you choose the theme clothing option here are some considerations.

• Don’t limit your choices to shirts. Theme clothing comes in all forms such as ties, armbands, blazers, hats, bandanas, vests and sweaters. So rather than doing what everyone else is doing make a statement and do something different.

• Choose clothes that are of good quality. It’s your image that is at stake, loose threads, wrinkles and arms that are falling off are a direct link to your visitor’s impression of your company.

siskind.indd 2 2/29/08 5:54:15 PM

• Tie the coloring and messaging on your clothes to those in the booth. Remember that your staff are walking billboards. Don’t make these messages so subtle that someone has to be standing immediately in front of your staff to get the message.

• Choose cloths that are gender and physique neutral. You don’t want anyone feeling uncomfortable wearing what you choose.

• Make it mandatory. If you choose theme clothing it is a must for everyone who is working at the booth. Your instruction should also include what clothes to wear in addition. For example, you provide the shirt and everyone wears black pants.

• If the show is more than one day long ensure that your people have a change of clothing. Or, at least provide overnight laundry service. It’s important to look fresh and eager each day of the show.

Whether you choose a professional look related to how you would visit a client or choose theme clothing you need to understand the consequences of that decision. Make sure your staff are on board and understand how important how they look can be.


E-mail is an easy, effortless way to reach multiple people at once. It has the added advantage of being free. However, this is one case where you clearly get what you pay for: you’re running a huge chance of your e-mail being deleted unread — if it isn’t flagged as ‘junk’ by the company’s spam filters. Your target audience may never get a chance to lay her eyes on your e-mail message.

This leaves us with direct mail. Combining the best of both worlds, mailings offer the ability to reach several people at once in a fashion that’s effective and polite: you’re bringing your attendee valuable information without forcing them to adhere to your schedule the way a telephone call does.

I’m particularly fond of post-cards. Colorful, distinct and to the point, postcards can serve a num-ber of functions:

with bright colors and eye catch-ing graphics

-cise fashion

your exhibit

the customer relationship

of your marketing message for the event

To be effective, postcards must:

there is absolutely no sense in send-ing out a mailing that will not arrive until after the show is over

motivates your attendees to visit the booth Ensure your success by making pre-

show promotion part of your trade-

key customers and hot prospects before the event may take a little

additional time and effort, but you’ll

Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, is an internationally recognized expert working with companies to

increase their profitability at trade-shows. Author: “Riches in Niches: How to Make it BIG in a small Market” (May 2007) and “Meeting & Event Planning for Dummies.” For more information visit www. thetradeshowcoach.com.

www.bril l iantpublishing.com www.brilliantpublishing.com January 2008 | Brilliant Results 31

How? There are many possibilities. One exhibitor featured the Dallas Cowboy Cheerleaders in his booth. Another had an exciting multimedia presentation on a revolutionary new type of technology. An instrumentation manufacturer employed a magician to perform at his display. A major defense manufacturer hired a quick-draw fighter to teach people how to use a six-shooter (with blanks, of course!).

Once you’ve invented an event (one that generates real excitement but also ties in with your product or theme), make this the feature subject of your mailer. Just as publishers win subscribers by featuring a free gift or a price discount, a successful trade show mailing features the “gimmick” rather than the exhibit itself. For example, a mailing designed to draw people to the gun-fighter exhibit might read, “MEET THE WEST’S FASTEST GUN-FIGHTER AT HIGH NOON AT THE AMCOM AIR SHOW – AND WIN A GENUINE, OLD WEST TEN-GALLON HAT.” Here we are selling the sizzle rather than the steak.

Exclusivity.8. A powerful appeal of direct-mail – and of trade shows – is exclusivity. One study released by the Trade Show Bureau reported that half the people who attend trade shows go specifically to see new products and services that have not been shown before.

If you’re introducing a new technology, a new product, or an improved version of an old product, play this up in your mailing. Emphasize both the importance of the product as well as the fact that the reader is having an opportunity see it first – an opportunity not extended to other people in the business. This sense of being exclusive, of being first, is flattering, and it can do wonders for your response rate.

10 Ways to improve...

10 Ways 28_29_30_31_32.indd 5 12/27/07 10:30:32 PM

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

siskind.indd 3 2/29/08 5:55:17 PM

creo


10 Tips to Balance Work and Life

Many people put work before family and relationships. At times, doing this may be a necessity. If the wolf is at the door, it’s understandable. But if you fi nd that work has become your entire life, here are some tips to help you fi nd your balance again.

1. If work occupies most of your thoughts, you’ve got your priorities messed up. Start by telling yourself that family comes fi rst. Then do something to start making things up to them. It can be as simple as coming home early one night a week.

2. Write important dates (birthdays, anniversary, and so on) in your calendar and transfer them at the end of the year when you get a new one. If you use an electronic device, keep a hard copy backup.

3. There are times when you need to focus on yourself. If it’s not a terrorist attack, you owe yourself at least ten minutes of peace every day. Just meditate or stare out the window.

4. When you come home, leave your Blackberry in your car, so you can keep your attention where it belongs. If this creates too much anxiety for you, it’s a sign your life is not in balance.

5. Leave your work at the offi ce, and unless it’s a true emergency, don’t take business calls at home. At the very least, turn off the ringer when you retire for the evening.

6. The Internet can be addictive and will eat up precious minutes if you let it. Spend the free time you have with real people who love you, not with some online stranger who might help you make some more money.

7. Make sure you dedicate as much time to your relationship as you do to your job. This can be done over time. If you travel a lot, try taking your mate along whenever possible.

8. Your loved ones know where your priorities are. Do everything you can to let them see that they are your fi rst choice. Whenever you take a day off to be with family, it will pay you back tenfold.

9. Talking about your relationship is the most important tool you have to keep it on a positive track. Make sure you check in with the one you love at least once a week and talk about how your life together is going.

10. If you have the luxury of a paid vacation, use it this year. Things change quickly, and you need to make the most of what you’ve earned. The average American worker doesn’t use all of their vacation time.

You owe it to yourself and your family to create a balance between what you do and whom you love.

For more than two decades Fortune 500 companies, educational institutions, and government organizations worldwide have relied on Dr. Barton Goldsmith to help them develop creative and balanced leadership. 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. Considered an expert on small business, he has spoken worldwide to groups of 10 to 5,000, and is in high demand for Keynotes, Training and Consulting. He may be contacted through his web site www.BartonGoldsmith.com or at (818) 879-9996.

passionate leadership | By: Barton Goldsmith, Ph.D.

“

”

There are times when you need

to focus on yourself. If it’s not a terrorist

attack, you owe yourself at least

ten minutes of peace

every day.

Passionate Leadership.indd 2 2/26/08 7:54:18 PM


ESSENTIALS ESSENTIALS ESSENTIALS ESSENTIALS ESSENTIALS ESSENTIALS

Aprons, Etc. has formed a partnership with V-Tex Corporation to exclusively market its Uncommon Threads Line to the Advertising Specialty Industry. This line offers a 72-page catalog of in-stock Chef, Cook, and Servers apparel to fulfill every restaurant uniform option – from the kitchen to the table.

toll free 877.631.3200

(800)-467-1996www.apronsetc.com

Customer Service Product [email protected]

Uncommon Threads Line Exclusively by Aprons, Etc.

1/6 Page Vertical, 4-Color Rates

2.25’’H X 4.875’’V

1x 6x 12x

$699 $549 $499

To advertise your products / service call or email Maureen Today!Maureen Ph: 541-788-5022

email: [email protected]

www.bril l iantpublishing.com

essentials

Don’t wait for your opportunity...

MAKE IT HAPPEN!

Brilliant Results Essentials Resource section is the place where Marketing

Professionals turn to fi nd Suppliers & Services. Be sure your

company is represented when buyers are ready to make the call.

To advertise your products/service, call or email Maureen today!

Maureen Ph: 541.788.5022email: [email protected]

1/6 Page Vertical, 4-Color Rates 1x 6x 12x

2.25”H X 4.875”V $699 $549 $499

Repreve is a trademark of Unifi, Inc. and is registered with U.S. Patent and Trademark Office and with others

Aprons, Smocks & VestsTable Covers & BannersBaby BlanketsScreen Printing or Digital Printing Options

Organic Cotton100% Certified American-Grown

100% recycled fabric

[email protected]

• $0.75 cents (c)

• HURRY! Special pricing offer thru 4/30/08

•Blank goods only

• Order in even dozens only with a minimum order of 300 pieces

• Orders ship in 24 hours as supplies last

• Size 22" x 22"

Essentials.indd 2 2/28/08 9:32:38 PM

creo


Supplier Page No.

3M ® ..............................................................................................Back Cover Aprons, Etc. ......................................................................................... 45Ball Pro ................................................................................................. 3Beautiful America Publishing ..............................................................29,45Brilliant Publishing ................................................................................ 15 Evans .................................................................................................... 5GROLINE .......................................................................................19,23,33,47Key Bak ............................................................................................... 43 Ora Labs .............................................................................................. 13R.S. Owens & Company ..................................................................... 5, 45Slazenger™ by Antigua ....................................................................... 11Sonoma Promotional Solutions ............................................................ 45Taylormade ........................................................................................... 7Uncommon Threads Line by Aprons, Etc. ............................................. 45Warwick Publishing .................................................................. Inside Front Cover, Inside Back Cover

advertisers’ index

Free Product Information | March 2008 Issue

For free product information from these suppliers, please complete and mail this page to:Brilliant Results Magazine, 9034 Joyce Lane, Hummelstown, PA 17036

or fax to (717) 566-5431

Please circle items of interest.

Name Title

Company Industry

Address City State Zip

Phone Fax E-mail

™

ad index 46.indd 2 2/29/08 5:43:05 PM

1$ASLOWAS

99Beach Palm

Tropical Palm

Queen Palm

Royal Palm

11$ 99Beach PalmBeach PalmBeach PalmBeach PalmBeach PalmBeach PalmBeach PalmBeach Palm

Tropical PalmTropical PalmTropical PalmTropical PalmTropical PalmTropical PalmTropical PalmTropical PalmTropical Palm

Queen PalmQueen PalmQueen PalmQueen PalmQueen PalmQueen PalmQueen Palm

Royal PalmRoyal PalmRoyal PalmRoyal PalmRoyal Palm

Large4¼”x6¼”Pouch

IMPRINT

3”x3¾”AREA

PerfectFor AnyGreen orEcologyProgram

MadeFrom100%

RecycledMaterial

FREE4 Color

Imprint

Shipping Weight24lbs/150 kits

Complete Palm Tree Starter KitThe perfect low cost gift for Caribbean and tropical incentive awards, airlines, cruise ships, resorts, casinos, travel and government tourism agencies.

Each Complete Pouch Contains:EZ-Gro Palm Tree Seeds

Just Plant, Add Water & Sunlight

Pouch To Mail Or

Distribute

Your Copy Is Printed With A Free

4 Color Label

Enriched Soil And Nutrients

KraftMaterialPouch

Specify Order # 150 500 1,500 5,0002.99 2.69 2.49 1.99Beach Palm -10

To get quantity price - all seeds must be of the same variety.Please specify seed variety desired • Set up $69V • Free 4 Color Imprint.

3RT

100% GUARANTEEDNew SeedsOr FREE

MADE IN AMERICA

© ASI:58295 • UPIC:GROLINE • SAGE:66887 • Customer Secure & ASI Approved Website: www.thegroline.com

You can put several folded bro-chures & other advertising cir-culars in our mailer pouch.

Rear - Ready To Label & Mail Or Distribute.

MAILABLE

POUCH

Just Label

Stamp & MailUSA 39¢

Grows up to 20 feet tall and thrives for over 15 years.

Specify # BeachStandard


Specify # TropicalAdd 19¢T


Specify # QueenAdd 29¢T


Specify # RoyalAdd 49¢T

IMPRINT

3”x3¾”ARARA ERER AEAE

Front Idea Starters

All ItemsRecyclable

Start Indoors Anytime

And Replant Outdoors In The Warmer

Weather©


creo


Jeff BrownVP of Marketing & Development | Leed’s www.leedsworld.com

Editor’s Note: In the promotional merchandise sector, knowledgeable Distributors present Suppliers’ products to End-Users. Dave Ribble, a well-respected Distributor in the industry and President of The Company Image conducts the supplier interviews featured in this section.

There is a difference between being an actual manufacturer and a company that imprints/decorates items and makes them available for Distributors to take out to show the End-User. Describe how your company does what it does?

Leed’s offers products under the generic Leed’s brand and also offers retail branded items, such as Stanley®, Zippo®, Dockers®, Wenger®. For Leed’s brand products our company designs them in-house and then has the product manufactured overseas or may pick up stock items (those products that a factory carries that are pre-designed not by Leed’s).

With branded items, Leed’s will carry the exact retail product, as is the case with the Zippo® windproof lighters, or we may make slight modifications to a retail product so that it is able to be decorated, in which case we will use the same manufacturing vendors as the retail brand does. There are some branded products that are available exclusively to the industry and are not available in retail. In all cases where Leed’s makes modifications or develops products under a brand name, that brand will review and test each product to ensure that it upholds the brand’s specifications and quality standards.

What are the major challenges your company faces in this role?

Our main goal is providing user-friendly products to the promotional product industry. We must also make sure that a product can be decorated and that each product reflects a retail brand or the Leed’s brand personality. When offering over 2,000 product options with the same three goals, it is imperative to keep a fresh perspective on designing and merchandising so that each product has its own place in our line. So the biggest challenge is daily finding a new type of product that is user-friendly, able to be decorated, and has its own personality.

For the most part, you do not get to sit down and talk directly to the end-user, Brilliant Results is that missing link that brings the promotional products suppliers and end-users of those products closer together. This interview is an opportunity for you to speak to some of the top marketing people in the country…our readers. What would you like to say?

Promotional products work. They are guaranteed to be used over and over again. They have some of the most prime real estate locations in a recipient’s life and promo products can speak volumes about a company’s brand.

meet the manufacturer

Meet the Mfg 2.indd 2 2/28/08 10:38:05 PM

Ultimately the products speak for themselves. It’s the services that the end-users may be less familiar with but are just as integral to the fi nal results. As an end-user, you shouldn’t need to know about a supplier’s business practices; if you do, it probably means that an order went wrong and a distributor had to tell you about it. With Leed’s, we have complete loyalty to our customers (your distributors) – we do everything that we can to make sure that each order is a success. We focus on having strong inventory so that you can get the product that you want. We have the fastest turnaround in the industry so you can have an order in your hands in literally two days from the time the distributor orders it, so we can make the event perfect for you.

This particular issue is about Golf and about Green. What can you share with our readers regarding either or both of these issues?

Rounds in the U.S. were up 5.1% on a same-store basis in October 2007 vs. October 2006, according to the National Golf Foundation. Golf is a great way to connect with clients and is an alternative to eating and drinking. Because golf enables players to move around and get fresh air, business interactions can be much more productive on the course than in a stuffy offi ce. With any sort of business interaction, it is always appropriate to thank the client for their time. A golf-themed promotional product is the perfect way to kick off a round of golf. Players, especially those being hosted, want to be prepared for the game. There are those items that avert potential golf pitfalls – divot repair tools, ball markers, water bottles – that are important to have to keep the game going. Then there are those items that go beyond the pitfalls to impressing those you golf with – electronic score keepers, high-quality shoe bags, matching accessories.

China has and will continue to be in the forefront of a lot of the manufacturing of promotional products in the coming years and there are concerns about China’s ability to maintain the highest level of safety compliance in the products produced. How is your company addressing these issues?

At Leed’s we agree that safety is important and I would ask your readers to visit our website for complete information on our compliance policy.

What do you see happening in your company in the next 5 years, in terms of new products, Eco-friendly products, where the marketplace is headed, etc.?

2008 is the year for environmentally friendly products and budget-friendly options. As a trendsetter in the industry Leed’s offers eco products that span the writing, bags, stationery, and drinkware categories, including options made from 100% post-consumer recycled materials. To speak to the need for budget-friendly options, Leed’s is launching a new line of cool gifts, gadgets, and gear called GUSTO! These products are all under $10 and are designed with unexpected features that offer unexpected performance.

To help our readers know you better would you share with us your favorite websites and what books you are reading?

The websites I check most often are CNN and CBS Sportsline. I read the Wall St. Journal and I just fi nished The Five Dysfunctions of a Team.

Thanks for joining us for this issue of Brilliant Results magazine.


Zippo® Greenskeeper Tool3-in-1 tool includes a swivel divot repair tool, ball marker, and cigar punch. Includes 1-piece gift box.

Metropolitan Desk OrganizerVelvet-lined trays. Trays double as coasters. Integrated photo frame provides a 2.5” x 2.5” display

Executive Business Card CaseHolds up to 20 business cards. Snap closure. Includes 1-piece gift box.

Executive Business Card CaseHolds up to 20 business cards. Snap closure. Includes 1-piece gift box.

Meet the Mfg 2.indd 3 2/29/08 5:49:04 PM

“Green” Quotes To Think About…

I think the environment should be put in the category of our national security. Defense of our resources is just as important as defense abroad. Otherwise what is there to defend?

~Robert Redford, Yosemite National Park dedication, 1985

We never know the worth of water till the well is dry. ~Thomas Fuller, Gnomologia, 1732

And Man created the plastic bag and the tin and aluminum can and the cellophane wrapper and the paper plate, and this was good because Man could then take his automobile and buy all his food in one place and He could save that which was good to eat in the refrigerator and throw away that which had no further use. And soon the earth was covered with plastic bags and aluminum cans and paper plates and disposable bottles and there was nowhere to sit down or walk, and Man shook his head and cried: “Look at this God-awful mess.” ~Art Buchwald, 1970

Take nothing but pictures. Leave nothing but footprints. Kill nothing but time. ~Motto of the Baltimore Grotto,

a caving society

The rose has thorns only for those who would gather it.

~Chinese Proverb

We shall require a substantially new manner of thinking if mankind is to survive. ~Albert Einstein

As we watch the sun go down, evening after evening, through the smog across the poisoned waters of our native earth, we must ask ourselves seriously whether we really wish some future universal historian on another planet to say about us: “With all their genius and with all their skill, they ran out of foresight and air and food and water and ideas,” or, “They went on playing politics until their world collapsed around them.” ~U Thant, speech, 1970

For the first time in the history of the world, every human being is now subjected to contact with dangerous chemicals, from the moment of conception until death.

~Rachel Carson, Silent Spring, 1962

If all mankind were to disappear, the world would regenerate back to the rich state of equilibrium that existed ten thousand years ago. If insects were to vanish, the environment would collapse into chaos.

~Edward O. Wilson

In an underdeveloped country, don’t drink the water; in a developed country, don’t breathe the air. ~Changing Times magazine

off the cuff


The activist is not the man who says the river is dirty. The activist is the man who cleans up the river.

~Ross Perot

off the cuff.indd 2 2/26/08 10:04:23 PM

ASI l 95280 W l www.warwickpublishing.com Contact your local Promotional Products Distributor

make a date with success!

BR0106_Section03 12/22/05 2:34 AM Page 27

3M, P

ost-

it an

d th

e co

lor C

anar

y Ye

llow

are

trad

emar

ks o

f 3M

. ©

3M 2

008.

All

Righ

ts R

eser

ved

Put Your Brand on an American Icon

Instant recognition. Instant familiarity. Instant confidence. Put your message on a Post-it® Note, and it instantly takes on more significance. In two decades,

Post-it® Notes have become an indelible part of American culture. And the enthusiasm around them keeps growing. That’s because Post-it® Custom Printed Products are ideal for everything from creating

awareness to helping increase sales to new product launches. There’s no better way to add punch to your

message than to put it on a Post-it® Custom Printed Product.

For more information, please contact your 3M Promotional Products Distributor.

1-877-863-6961 or visit www.3M.com/promote


creo

BR March 2008 Issuu

Documents

Transcript of BR March 2008 Issuu