Brilliant Results 1-2012

w w w. b r i l l i a n t p u b l i s h i n g . c o m$1

0.00

JA

NU

ARY

| 2

012

We’re Digital NOW!!!

Calendars | Greeting Cards | Folders | Frames & MoreASI 95280 | SAGE 57590 | PPAI 11454

thinkOUTSIDEtheBOX

• Ships Flat

• Easy to Mail

• Comes With Envelopes

• Choose a stock design, Or create your own!

The

CALENDAR

NEWWAVE

noticed.remembered.

3M.com/promote

3M, P

ost-

it an

d t

he c

olor

Can

ary

Yello

w a

re t

rad

emar

ks o

f 3M

. © 3

M 2

011

Build your reputation on quality.More often than not, cheap notes end up in the trash — and they take your name with them. Put your brand on original Post-it® Notes. They stick securely and remove cleanly.

“Psssst. Wanna buy a sticky note?”

Don’t fall for the knock-offs!

Get genuine Post-it® Notes.

BR_0311.indd 36 2/23/11 11:31:07 PM

Cover Story8 12 crucial consumer trends for 2012

Departments6 publisher’s letter

7 contributors: who’s who in the industry

12 insight: top 10 reasons for not moving your businees to the cloud

14 strategies: how today’s distribution partners add value

15 branding: brand building – not bland building

16 outside the box: don’t let the Grinch ruin 2012 for your business

18 perspective: 10 ways to measure the ROI of public relations

20 solutions: customer service myths

22 travel: making your trade shows secure

24 exhibit: staying relevant in a changing world

26 ideas: trade show tips

28 advice: life is not a race

18

20

8

22

Vol. 9, No. 01 2012

4 Brilliant Results • January 2012

Get It. DONE.

IF YOU CAN RELATETHEN THIS IS THE EVENTYOU’VE BEEN dreaming OF

Engagement, Recognition, Incentives… One event to

— 50+ Professional Seminars — Merchandise Incentives— Gift and Prepaid Cards— Promotional Products— Travel and Experiential Awards— Meeting and Event Services— Recognition and Service Awards

REGISTER TODAY at WWW.MOTIVATIONSHOW.COMTHREE DAYS of CONTACTS, CONTENT, and CREATIVITY

BR_0711.indd 2 6/28/11 12:22:38 AM

publisher’s letter

Digital techNology coNtiNues to rapidly transform the media industry. today, with the rise of ever increasingly sophisticated mobile devices and apps, digital editions are poised to leap to the forefront of and serve as their flagship on devices such as the iPad. You asked and we delivered. you want your information when and where you want it and with our new digital footprint we will deliver without the ever increasing pony express delay. With the postal service changing delivery times and increasing prices combined with time to print and get out the door…not to mention social media and markets changing at the speed of light we either keep up or get left behind. that being the case Brilliant Results Magazine has moved into the 21st century and after eight years of an outstanding print edition magazine, we have gone digital.

We now can deliver to you more content more swiftly to help you stay on top of your game. Please be patient with us as we work out all the bugs knowing that in future issues, as with all past issues, our content is truly King and certainly worthy of your time. We want the best and will deliver that to you more swiftly than in the past.

our mission is to be certain to deliver a magazine that is worthy of your time reading it. Delivering it in a way that you can read it at work or download it on your iPad and read it when you are waiting for your coffee. As our world gets more and more connected we hope to bring you more and more time worthy content that will deliver a solid bottom line in all your marketing endeavors.

Be sure to follow us on http://twitter.com/@Bresults for the latest new thing in marketing, promotional products and incentives.

enjoy this issue and let us know what you think.

as always …Make it a Brilliant Day!

Brilliant Publishing LLC9034 Joyce Lane

Hummelstown, PA 17036Ph: 717.571.9233Fax: 717.566.5431

PUBLISHER / ADVERTISINGMaureen Williams

[email protected]

EDITORIALEditor in ChiefMaryAnne Morrill

Senior EditorMichelle Donofry

Style EditorCharity Plata

Asst. EditorMolly Anika

CONTRIBUTING WRITERSReinier Evers, Ed Rigsbee, CSP, Siamak Farah,

Dr. Barton Goldsmith, Martin Lindstrom, Mike Santoro, Barry Siskind, Dr. Peter Tarlow,

John Tschohl

PRODUCTION / DESIGNArt DirectorJeremy Tingle

Brilliant Results is published monthly by Brilliant Publishing LLC, 9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax# (717) 566-5431. Copyright © 2012 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.

brilliantresults™

Maureen [email protected] 717-608-5869

Follow us on twitter: http://www.twitter.com/@Bresults

2012 is our year of MOREMore Content, More Delivery Speed …Just More

www.bri l l iantpubl ishing.com6 Brilliant Results • January 2012

contributorsa Reinier Evers, Founder of trendwatching.

com, is an accomplished trend watcher, entrepreneur, and presenter. He has been quoted as a trend expert in numerous business publications, including BusinessWeek, Time Magazine, New York Times, and Advertising Age. On a corporate level, Reinier has worked with leading brands like Young & Rubicam, KLM Airlines, SonyEricsson, Schiphol Airport, Electronic Arts, InterContinental Hotels Group, INSEAD, MasterFoods, and Unilever.

b Siamak Farah is founder and CEO of InfoStreet, a provider of IT and productivity Software as a Service (SaaS) and developers of the popular StreetSmart business software. His years of experience as a software developer affords him unique hands-on technical knowledge, while his work at NeXT Computer, side-by-side industry visionaries like Steve Jobs, gives him the marketing and management insight that has helped propel InfoStreet’s growth year-over-year. A member of the Society of Industry Leaders, Siamak is a frequent speaker at conferences that focus on the Internet and SaaS such as ISPCON, INBOX: The Messaging Industry Event, the Layered Technologies Pact conference and more..

c Barton Goldsmith, Ph.D. For more than two decades Fortune 500 companies, educational institutions, and government organizations have relied on Dr. Barton Goldsmith to help them develop creative and balanced leadership. His columns appear in over 500 publications. He may be contacted through his web site www.BartonGoldsmith.com.

d Marcy Hoffman is the VP of Demand Generation for InfoStreet, Inc., a leading provider of business cloud apps. Marcy is a former entrepreneur, founding a number of marketing and technology companies and serves as a consultant to tech start-ups, helping them with their go-to-market strategies. She is the editor of InfoStreet’s Small Business Blog.

e Martin Lindstrom, a respected branding and marketing expert, was selected as one of the world’s 100 most influential people by TIME magazine. The founder, CEO and Chairman of the LINDSTROM company (Sydney), Martin speaks to a global audience of approximately one million people every year. His latest book; Buyology – Truth and Lies About Why We Buy – a New York Times and Wall Street Journal best-selling book has been translated into 37 languages and is on almost all major best-seller lists worldwide.

f Ed Rigsbee, CSP is the author of PartnerShift, Developing Strategic Alliances and The Art of Partnering. Additionally, he has over 1,500 published articles to his credit. Ed travels internationally to deliver strategic alliance keynotes and workshops. He can be reached at [email protected] or visit www.rigsbee.com.

g Mike Santoro is President of Walker Sands, a full-service marketing and public relations firm focused on delivering growth for business to business clients.

h Barry Siskind is an internationally recognized trade and consumer show expert. He is the author of six bestselling business books including Powerful Exhibit Marketing. Read his newest book, Selling from the Inside Out for an in depth guide to a successful sales career. Visit Barry at www.siskindtraining.com.

i Dr. Peter Tarlow is the founder and president of Tourism & More Inc. Dr. Tarlow has appeared on Nationally 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. For additional information visit www.tourismandmore.com

j John Tschohl, the internationally recognized service strategist, is founder and president of the Service Quality Institute in Minneapolis, Minnesota. Described by USA Today, Time, and Entrepreneur as a “customer service guru,” he has written several books on customer service and has developed more than 26 customer-service training programs that have been distributed throughout the world. John’s monthly strategic newsletter is available online.

h

g

e

d

i

j

b

a

c

f

January 2012 • Brilliant Results 7www.bri l l iantpubl ishing.com

By: Renier evers

Crucial Consumer Trends for 2012

1. Red CaRpet

in 2012, department stores, airlines, hotels, theme parks, museums, if not entire cities and nations around the world will roll out the red carpet for the new emperors, showering chinese visitors and customers with tailored services and perks, and in general, lavish attention and respect.

China is the new emperor, and outpaced companies, flailing nations and even broke monetary unions are looking to the chinese to bail them out. No wonder red carpets are being rolled out wherever chinese politicians and ceos currently set foot. in 2012’s global consumption arena we see a similar picture: department stores, airlines, hotels, theme parks and museums, if not entire cities, around the world are going out of their way to shower chinese customers with tailored services and perks, and in general, lavish them with attention and respect.

some stats:Chinese residents made over 30 million overseas trips in the first half of 2011 alone,

up 20% since 2010. For comparison, us citizens made only 37 million outbound air travel trips during the whole of 2010 (Source: China Ministry of Public Security, July 2011; Office of travel and tourism industries, september 2011). and that’s just the beginning: the World tourism organization has estimated that the total number of outbound tourists from china will reach 100 million by 2020.

For example:• In July 2011, Hilton Hotels Worldwide created a service targeting Chinese travelers.

called “hilton huanying”(Mandarin for “welcome”), the program is available at 30 hilton hotels across the world, and offers tailored assistance for chinese guests, including check-in in their native language and in-room facilities such as chinese tea and television channels, as well as slippers and a welcome letter in Mandarin. there’s also a breakfast buffet available, with congee, dim sum and fried noodles on the menu.

• In London, department store Harrods employs 70 Mandarin-speaking members of staff. It has also installed 75 dedicated China UnionPay points. In a similar vein, Parisian department store Printemps has a special entrance for Chinese tour groups and chinese store maps.

this yeaR, Much as in previous years, some brands may be staring into the abyss, while others will do exuberantly well. and while we can’t offer any help to defaulting nations or bankrupt companies, we do believe that there are more opportunities than ever for creative brands and entrepreneurs to deliver on changing consumer needs from canada to Korea. hence this overview of 12 must-know consumer trends (in random order) for you to run with in the next 12 months. onwards and upwards:

8 Brilliant Results • January 2012 www.bri l l iantpubl ishing.com

By: Renier evers

2. dIY HealtH

expect to see consumers take advantage of new technologies and apps to discreetly and continuously track, manage and be alerted to, any changes in their personal health.

the Do it yourself trend is not going to slow down in 2012. Now, there are two kinds of Diy: the kind (most!) consumers hate and the kind they love. For 2012, the latter category will show endless innovation driven by, what else, technology, which in turn feeds off a never-ending desire among consumers to be in control. For this 2012 overview we’re focusing on Diy and health, as countless new apps and devices are actively targeting consumers keen on preventing, examining, improving, monitoring and managing their health. in fact, apple’s app store currently offers 9,000 mobile health apps (including nearly 1,500 cardio fitness apps, over 1,300 diet apps, over 1,000 stress and relaxation apps, and over 650 women’s health apps) and by mid-2012, this number is expected reach 13,000 (source: MobihealthNews, september 2011).

some further stats: research company technavio predicts that the global mobile health applications market will reach usD 4.1 billion by 2014, up from usD 1.7 billion in 2010. so, what can you do to make life easier, if not healthier for your customers in 2012?

3. dealeR-CHIC

in 2012, not only will consumers continue to hunt for deals and discounts, but they will do so with relish if not pride. Deals are now about more than just saving money: it’s the thrill, the pursuit, the control, and the perceived smartness, and thus a source of status too.

Deal hunting has become an integral part of daily life for millions of consumers. yes, there are many new and innovative ways in which brands are using promotions and offers, but consumer attitudes to discounts and deals are what is really changing. in fact, it’s now about more than just saving money: it’s the thrill, the pursuit, the control, and the perceived smartness, and thus a source of status too. Just three reasons why DealeR-chic is set to get bigger and bigger in 2012:

• MORE FOR LESS: While many people in developed economies may have less money to spend right now, consumers everywhere will forever look to experience more.

• THE MEDIUM IS THE MOTIVATION: consumers are now being alerted to, using, reusing and sharing offers and deals via new technologies.

• BEST OF THE BEST: With instant mobile or online access to not only deals but reviews as well, consumers can now be confident they’re getting the best price for the best product or service.

4. eCo-CYCologY

Brands will increasingly take back all of their products for recycling (sometimes forced by new legislation), and recycle them responsibly and innovatively.

While in times of recession, economic interests tend to overrule eco-causes, the quest for a more sustainable lifestyle will remain a most pressing issue for years to come. We picked one ‘green’ trend (out of many) for this 2012 list: the phenomenon of brands helping consumers recycle by taking back all old items from customers, and then actually doing something constructive with them.

For example:• As part of US outdoor brand Patagonia’s Common

Threads Initiative, any item bought from Patagonia that has reached the end of its ‘life’ can be returned for recycling into new fiber or fabric. The company claims to have so far taken back 45 tons of clothing for recycling and made 34 tons into new clothes.

• Nike’s Reuse-A-Shoe scheme collects and recycles worn-out Nike shoes, as well as scraps from the shoe manufacturing process. the old shoes are sliced, separated and ground up into a material called Nike grind, which is then used in creating athletic and playground surfaces, as well as a variety of Nike products.

• Dell runs Dell Reconnect in partnership with Goodwill industries. the scheme allows users to take their electrical equipment, from any brand, to one of goodwill’s

2,200+ participating locations in the united states or canada, where it will then be refurbished or recycled.

5. CasH-less

Will coins and notes completely disappear in 2012? No. But a cashless future is (finally) upon us, as major players such as Mastercard and google work to build a whole new eco-system of payments, rewards and offers around new mobile technologies.

sure, the cashless society has been popping-up in every trend list since 2005. and while 2012 (again) is not going to be the year that consumers en masse will forego coins and notes and just swipe their smartphones, it is going to be the year that major players like google and Mastercard will actively roll out their cashless initiatives* around the


world. For consumers, the initial lure will be convenience, but eventually mobile payments will create an entirely new data-driven eco-system of rewards, purchase history, deals and so on.

* Many of these initiatives incorporate NFc (Near Field communication), which allows for encrypted data exchange between two devices in close proximity (“near field”) to each other. For instance: a reader located next to a retail cash register. shoppers who have their credit card information stored in their NFc smartphones can pay for purchases by waving their smartphones near or tapping them on the reader, rather than using an actual credit card.

6. Bottom of tHe URBan pYRamId

in 2012, the opportunities to cater to hundreds of millions of low-income urban consumers will be unprecedented. While the majority of consumers live in cities, in much of the world city life is chaotic, cramped and often none too pleasant. however at the same time, the creativity and vibrancy of these aspiring consumers, means that the global opportunities for brands which cater to the hundreds of millions of lower-income citysuMeRs are unprecedented.

7. Idle soURCIng

expect crowd-based problem solving to fuel endless innovations in 2012, especially as for consumers, contributing will be more effortless than ever. unlocked by the spread of ever smarter sensors in mobile phones, people will not only be able but increasingly willing, to broadcast information about where and what they are doing, to help improve products and services. after all, being given a chance to contribute, or to be a part of something bigger than themselves, will be forever popular with people.

however the reality is that most consumers- while they might want to contribute- find that it’s too difficult or too much hassle. Which is why you can expect to see more iDle souRciNg initiatives in 2012: products and services that make it downright simple (if not effortless) to contribute to anything, from pinpointing roads in need of repairs to finding signs of extraterrestrial life. Just one development unlocking these new possibilities: the ubiquity of always on, GPS and accelerometer-enabled smartphones.

For example: test launched back in March 2011, the Boston based street Bump app takes advantage of the sensors on smartphones to give city officials a real-time map of road conditions. the android app uses the accelerometers and GPS technology in users’ phones to register when and where the user’s car has experienced a pothole, which it logs and reports automatically.

8. flawsome

Brands that behave more humanly, including exposing their flaws, will be awesome. While many trends are all

about the new, it’s always worth remembering that success in business in the end is more about being aligned with consumer culture than just being aware of ‘new’ techniques and technologies. While 2011 saw new levels of consumer disgust at too many business’ self-serving and often downright immoral (if not criminal) actions, stories of businesses doing good (Patagonia! Ben & Jerry’s!) remind consumers that personality and profit can be compatible. In fact, in 2012 consumers won’t expect brands to be flawless; they will even embrace brands that are honest about their flaws, that show some empathy, generosity, humility, flexibility, maturity, humor and dare we say it, some character and humanity.

9. sCReen CUltURe

thanks to the continued explosion of touchscreen smartphones, tablets, and the ‘cloud’, 2012 will see a scReeN cultuRe that is not only more pervasive, but also more personal, more immersive and more interactive than ever. screen culture is less of a trend in itself, but more the medium through which so many trends will manifest themselves. 2012 will see three mega-tech currents converge: screens will be: ubiquitous / mobile /cheap / always on; interactive and intuitive; an interface to everything and anything that lies beyond the screen, including ‘the cloud’). in fact, the future for most devices will be a world where consumers will care less about them and just about the screen, or rather what’s being accessed through it.

a random sign of the times: uK supermarket chain sainsbury’s, in a partnership with television provider sky, is allowing shoppers to watch key sports events while they shop using in-cart iPad docks and speakers. The Sky Go trolley comes complete with a tilting iPad holder, speakers and an onboard battery with self-charging solar panel. all sports-minded shoppers need to do is download the sky go streaming app onto their tablet and then load it into the shopping cart’s dock.


10. ReCommeRCe it’s never been easier for savvy consumers to resell

or trade in past purchases, and unlock the value in their current possessions. in 2012, ‘trading in’ is the new buying. consumers have always resold large, durable goods like cars and houses; but in 2012, almost anything is ripe for resale, from electronics to clothes, and even experiences. Novel brand buy-backs, exchange schemes, online platforms and mobile marketplaces offer smart and convenient options for consumers keen to ‘trade in to trade up’, alleviate financial strains (double dips, anyone?), and/or quell environmental and ethical concerns.

three drivers behind the RecoMMeRce phenomenon:consumers will forever crave new and exciting experiences

promised by the ‘next’.the growing status boost that comes from being savvy

and shopping (environmentally) responsibly.cash-strapped, recession-stricken consumers embracing

creative solutions to spend less and still enjoy as many experiences and purchases as possible.

11. emeRgIng matURIalIsm

While cultural differences will continue to shape consumer desires, middle-class and/or younger consumers in almost every market will embrace brands that push the boundaries. expect frank, risqué or non-corporate products, services and campaigns from emerging markets to be on the rise in 2012. For all the many cultural differences that may exist, the global consumer class is remarkably alike in its needs and wants, not to mention more urban too (read: more connected, more spontaneous and more try-out-prone). so if you’re a chinese or indian or turkish brand, or you’re a Western brand selling to emerging markets, 2012 is the year that you can push things a bit further.

12. poInt & Know consumers are used to being

able to find out just about anything that’s online or text-based, but 2012 will see instant visual information gratification brought into the real and visual world with objects and even people. 2012 will see a mix of the known (apps! augmented Reality!) and the very known (QR codes!) bringing information about the objects (and even people) that consumers encounter in the real world instantly. and like some other trends, it’s the rise of the (always-in-my-pocket) smartphone that will

fuel full-blown Point & Know in the next 12 months. After all, the need and expectation for instant information and instant access to everything one wants to know, is already deeply ingrained in the consumer. Use Point & Know in a practical fashion: adding depth of knowledge, communicating stories, origins, price comparisons, reviews, ecommerce and so on, or by all means, just have some fun with it!

Don’t Forget…Now, with ‘trends’ meaning everything

from ‘ageing population in china’ to ‘Fall 2013’s felt mania’, we need to clarify that:

We’re tracking consumer trends. Not macro trends.

obviously, trends don’t just ‘emerge’ on 1 January or end on 31 December. Professionals craving Top Twelve lists is something we gladly cater for, but all trends are constantly evolving, and all of the content above is one way or another already happening.

We’re also not saying there are only 12 consumer trends to track in 2012; there are dozens of important consumer trends worth knowing about and applying at any given time of the year. We merely bring you a selection to get going.

all of the above means that many trends we’ve highlighted over the last years will still be as important next year as the ones we discuss in this briefing.

oh, and none of these trends apply to all consumers.last but not least, trend watching is

about applying. about innovations. it’s hands-on. and about making money. So forget ‘Nice to Know’ or ‘Pie in the sky’. see the below for how to apply these trends straightaway.

Applythe four ways to apply these

consumer trends, and make some money from the innovations they spawn. Just ask yourself if they have the potential to (and if so, how):

Influence or shape your company’s vision.

inspire you to come up with a new business concept, an entirely new venture, a new brand.

add a new product, service or experience for a certain customer segment.

speak the language of those consumers already ‘living’ a trend.

good luck. and please visit www.trendwatching.com. one of the world’s leading trend firms, trendwatching.com sends out its free, monthly Trend Briefings to more than 160,000 subscribers worldwide in 9 languages.


insightBy: MaRCy HOffMan

Top 10 Reasons for Not Moving your Business to the Cloud in 2012

#10. Reduced costs: you’ve spent considerable dollars on computers, servers, and software over the years. While it’s true that much of it is outdated and many new programs won’t operate on your older machines, it still works- sort of.

We know that cloud computing reduces hardware costs and networking management, but why improve on what works- most of the time.

author: your competitor10 Reasons your business should resist the move to the cloud in 2012:


The Industry's True Digital Sublimation Source

800-467-1996www.ApronsEtc.com800-467-1996

www.ApronsEtc.com

Also try Digital: Banners, Back Drops & Portable Pop-up Exhibits

48hr Hour ProductionOptions

New 2011 pricing up to 30% reduction over 2010

USA Made

Re:inventing the modern apron for business & industry

PatentedNo-Tie Apron

Patented design.No loose hanging ties prevents contamination & safer than traditional aprons

Great for: Retail, Manufacturing, Restaurants, Medical & Food Processing

800-467-1996www.ApronsEtc.com800-467-1996

www.ApronsEtc.com

#9. Scalability: the business climate is tough and you can’t worry about potential growth. the cloud allows companies to scale their business’ storage needs seamlessly, using and paying for only what they use, but why worry about the future now?

#8. Automatic Updates: your company has been using the same software for

years and the provider sends those pretty cDs for every update. you then get to use the extended quality time to bond with your staff while you plow through the upgrade efforts. the cloud eliminates the need for it to worry about paying for your future updates in terms of software and hardware, but what will your staff use for coasters?

#7. Remote Access: the cloud allows your employees, partners, and client’s freedom to access and update information wherever they are, without having to run back to the office. Don’t you want your team sitting at their desks all day instead of being on the road meeting with potential clients?

#6. Disaster Relief: Disasters come along so infrequently that why worry about the occasional flood, storm, or hurricane? It’s true that the Cloud safely stores everything on secure data centers, accessible anywhere employees have an internet connection, but with your PCs and servers safely tucked away in your old coat closets, your business has nothing to worry about.

#5. Ease of Implementation: ease of implementation: your it person has set up your entire system to work, most of the time. he has everything networked and is available within 2-3 days to fix whatever is broken. It’s true that implementing cloud services is easy as and reduces both time and cost but what are you going to do? after all, your nephew has been working so hard to get everything working properly.

#4. Skilled Vendors: Whom would you trust to manage and protect your data…a company such as infostreet (with over 16 years experience serving enterprise clients), iBM or amazon or your it staff? after all, your nephew has been working so hard to get everything working properly.

#3. Even playing field for your small business: you don’t want to grow your small business too quickly and you certainly don’t want to project the image that you can compete with your larger competitors. the cloud gives your small business the same tools that Fortune 100 companies use yet your business will only have to pay for what you need (see #2). small is cute so why change?

#2. Flexibility: Kids play with building blocks so they can build whatever their imagination designs. the cloud will allow your business to select what your company needs, when you need it, and use it how you want to. you can select an intranet as your platform, email and cRM from infostreet, email marketing tools from topica, financial services from Kashoo, … you use and pay for only what you need. you’re not a kid so grow up and operate the business the way your father did decades ago.

#1. The most important reason not to move your company to the Cloud: Because if you don’t, we will.

Brilliant Results would like to thank Jason Kirshner ([email protected]) of RMs Public Relations for bringing this article to our attention


By: ED RIGSBEE, CSP

strategies

THe SUPPLY CHAIN has changed. early in my sales career I learned the stock joke about sales people; they did the least and got the most. the same joke was told about the middleman wholesale distributor. through the 1970s distributors were rewarded for whom they knew, for getting placement. this was because distributors could do the job (product placement and fulfillment) better than most manufacturers. Times were good; distributors were getting fat and happy.

During the 1980s the hint of change rustled through the distribution channel. Manufacturers started asking themselves, “Do we really need XyZ Distribution?” Most answered, “yes.” But, some started making different decisions and went direct. I still remember when B&L went direct on the company for which i was a rep. i hated the >*#@%^*s. times were changing and our country was becoming more national than regional. as the big box category busters came to life, distribution started to change. Distribution sacred cows went to the slaughterhouses because both manufacturers and users realized they had more choice than ever before.

as competition form offshore sources, global alliances and local partnering became apparent, many distributors were figuratively caught with their pants down. Many “fat and happy” distributors were enjoying the life, but not reinvesting in their business. Manufacturers were looking at world class manufacturing techniques but few distributors were doing the same in their area of the distribution channel. What does my little history lesson have to do with your life? Plenty!

Invest In YoUR BUsIness

over the last half decade i’ve researched and delivered alliance seminars to many distribution industry niches. the common thread i have seen is a general reluctance of distributors to invest in their own business. there are several reasons but it really doesn’t matter. in the end, if you can’t do it better than the manufacturer, who needs you? i know, you say, “What about loyalty?” Well, your manufacturers have been saying, “XyZ Distribution is not keeping up, we must not be important to them any more.”

i realize i’m over simplifying a complex issue, and it’s not as complex as many want to make it.

today, we are in the information age. i no longer have to get in my car and drive to the local library to get information. Now, i simply do a few magic clicks of my computer mouse and more information is available on my computer screen than is in hard copy at my library. i still need information, but i no longer need the library. users still need what you sell, but do they need you? think hard before you answer the question. if you are not adding value, they really do not need you.

My primary market as a keynote speaker is trade and professional associations. For associations wishing to survive, i continually tell them that they better deliver value. they must deliver more perceived value to each member than the members are spending on their membership. People have more choices than ever before. People will migrate to where they believe they are getting the best value for their money. as a distributor you must be clear on this idea.

valUe In YoUR eYes, oR tHeIRs…?

What are you doing to deliver value? Really now? are you sure those services deliver value? how do

you know they deliver value? Who have you asked? have you discussed value with your manufacturers? how about with your customers? in “Developing strategic alliances” i included a value update form. if you have not yet had time to read the book, here is the basic idea: Write down on separate sheets of paper the value you are getting from the relationship with

each of your manufacturers and then the value you think they are

receiving from working with you. have them do the same thing, then switch.

What an eye opener. use the same idea with each of your customers. Now you will

get a glimpse of what your manufacturers and customers consider as valuable. Now you can really do something about adding value to your distribution channel.

How Today’s Distribution Partners Add Value


brandingBy: MaRtIn LInDStROM

Brand Building – Not Bland Building

eVeR heaRD oF a brand that rejects customers? Probably not. Brands are uniformly desperate to attract them. so why would a brand take the opposite approach?

Some years ago, I developed the concept for the Pepsi Web site’s re-launch. i was challenged by the big question, how do you create a Web site for promoting sticky soda? the site had to be cool and relevant; it had to make visitors drink more soda than they already did. Given Pepsi’s prominence, the task might appear easy. yet without abusing the usual solutions, such as games, screensavers, and music news, it wasn’t. those hackneyed techniques were, even back then, so overdone they weren’t suited to brand building unless the brand was in the gaming or music industries.

the solution was extracted from a simple proposition: Kids love challenges. it became the basis for a highly unusual approach that aimed to reject Pepsi site visitors rather than embrace them.

to enter the site, visitors were required to pass an intelligence test. if their answers weren’t clever enough, quick enough, or simply correct, the site rejected them. if visitors succeeded in getting in, there were prizes. First prize was... a trip into outer space! yes, a real one, shared by six lucky people.

the assignment taught me reverse marketing isn’t such a bad thing. thousands of kids tried to enter the site every day. and thousands of rejected visitors spread rumors about “backdoors” into the site that allowed users to bypass the test.

tHe sIte was an Instant HIt. The “Pepsi challenge” was turned on its head.

suddenly, it was directed at the brand’s customers instead of its competitors. Probably for the first time in corporate brand history, the challenge defeated and rejected most aspiring visitors.

the key to the site’s success was that its operation was based on truth. if visitors did well on the tests, the site slowly rewarded them. if entrants failed the test, the site wouldn’t pander to them with second chances or using a near-enough-is-good-enough approach. it would be direct and truthful in its appraisal and kick them out.

truth and directness have an advantage over politically correct indirectness. often, branding that rejects political correctness not only catches audience attention, but also creates loyal customers. No one is politically correct all the time. Now and then, slivers of our personalities expose themselves in our laughter or debate.

unfortunately, corporate branding has reached a point where it’s desperately afraid of telling the truth, of revealing opinions that might exhibit personality and attitude.

human beings are all about attitude and opinion. you can’t converse with someone with no opinions or who agrees with you to avoid heated discussion. that’s not conversation at all.

attitude will characterize branding’s future. Branding will escape blandness. it will jump off the fence it’s been sitting on to reveal opinions on home pages, in advertising, and in broadcasting.

it won’t be easy. Most corporate decision-making is “committed” into blandness. Branding opinions are corrected out of existence, bringing only inoffensive and politically correct campaigns to the public’s jaded gaze.

Branding is about creating strong brand personalities that are identifiable, memorable, and recognizable for life. Branding should engage a viewer; converse with customers; provoke scrutiny. With no opinions, there are no conversations. Reject the rules that have been rejecting your brand’s recourse to opinion. let your brand establish its identity, strut its attitude, and show its own personality.


outside the boxBy: SIaMak faRaH

the FaMeD chilDReN’s fable, how the grinch stole christmas, tells the story about the grinch who attempts to ruin the holidays from the children of Whoville by stealing their gifts and decorations. as in most fables, the grinch’s diabolical plot is foiled. if only it was that simple in the real world.

2011 has been challenging for most small to medium businesses and business in general will enter 2012 under a cloud of uncertainty. While some industries are seeing an increase in demand, most businesses are trying to hold out, awaiting an improved climate. there seems to be little opportunity to raise prices in a market where customers are demanding lower prices on goods and services (see “the economic squeeze” at http://www.infostreet.com/blog/small-business-management/the-economic-squeeze/).

as businesses recognize that 2012 won’t likely see increased revenues from a raise in pricing/fees, the pressure to reduce costs will continue to grow.

Despite the fact that there is a large pool of unemployed people, most businesses have actually seen an increase in their cost per employee. this has been as a result of reducing staff that are either undertrained or not required for survival, and in turn providing a raise to keep critical and trained employees. Not to mention, these key employees have by and large been asked to fill the gaps created from the reduced worked force.

While on the surface this increase in cost does not seem logical, it is in fact vital. the loss in valuable, trained employees can have a long-term negative impact on any business. “the productivity gained by maintaining a well-trained workforce, even in difficult financial times, can’t be overstated. When machines, desks or computers sit idle, productivity will eventually flatten and it could be nearly impossible to recover your momentum.”1

so where is a business to cut? Fixed costs won’t change, we can be assured of increased healthcare costs, and given

The famed children’s fable, How the Grinch Stole Christmas, tells the story about the Grinch who

attempts to ruin the holidays from the children of Whoville by stealing their gifts and decorations. As in

most fables, the Grinch’s diabolical plot is foiled. If only it was that

simple in the real world.

Imag

e by

The

odor

Seu

ss G

eisel

(Dr.

Sues

s)

Don’t Let the Grinch Ruin 2012 for Your Business


the gridlock in Dc taxes remain the great unknown for the foreseeable future.

talk about the cloud seems to be the topic du jour today as it provides a formula for reduced fixed costs, increased per employee productivity, and a PAYGO model. Yet a survey from itc service provider found that 57% of businesses are undecided about adopting cloud services2. the reluctance is reported to be centered on concerns for security, reliability, and a fear of the unknown. the term ‘the cloud’ might be daunting but in truth, most businesses already rely on the Cloud for many services (email, online payments/billing, file sharing, banking to name a few) and employees are using the cloud, with or without their employer’s permission.

37% percent of workers claim that they’ve used their own PC or smartphone for work, 26% have purchased work-based software or other technology with their own money,15 % of users have downloaded unauthorized applications to their work computers in the past year and off those users, 67 % have used two to five unauthorized applications for work3

as with any critical purchase, security and reliability concerns need to be addressed by selecting a vendor that has the history, reputation, and a loyal customer base. companies such as infostreet have been providing saas services to small business and enterprise companies since 1994 and provide their customers with a 99.9% uptime guarantee. in addition, businesses rely on their cloud vendors’ security expertise since they often don’t have enough security personnel on staff, if any, and realize that while it might seem comforting to keep your cash under your mattress, relying on the expertise of our banks to manage financial resources is smarter.

Perhaps we need to look at the Cloud as a utility and not as a product or a service. years ago, we dug wells for water and fueled our factories with coal burning furnaces. Now, you turn on the tap and get all the water you need and plug an extension into the wall and electricity is there. We pay only for the utilities we use, increasing and decreasing as demand dictates. think of the cloud as a wireless plug for all your computing solutions.

as was noted in a recent article from the harvard Business Review4: “one simple example is when a service is needed only 10 hours per day, 5 days per week. the cost of owning the servers and applications the 118 hours/week they are not in use is not a good allocation of funds for many businesses. Many cloud providers allow bringing up services when they are needed and bringing them down when they are not.”

Most small businesses and enterprises don’t require their cloud provider to handle voluminous end-of-Month runs that are required for enterprise companies, but the cost benefits are the same. Take a company that, in order to secure a new contract needs to partner with another vendor on a one-time basis. the project requires the company to build a new intranet to host the cRM, Knowledge Base, conference calling, and File sharing to be used by a large team for a fixed period of time. To purchase these tools would add costs and implementing them would take significant manhours. Utilizing the power of the cloud, all this could ramp up within hours and the company only needs to pay for the apps needed for the length of the project. and since all the data is in the cloud, these partners are not required to be under one roof; they can share the data, collaborate, and ramp down when the project is done. your business can compete against larger competitors for projects without investing significant dollars.

this is the time of year where we are inundated with talk about gifts: what to buy, where, for how much, and for whom. the cloud provides small businesses and enterprises with the gifts of money (reduced costs), time (increased productivity), mobility (the freedom to work from anywhere, from any web enabled device), immediacy (you can provision a new service instantaneously), and control (you pay only for what you use).

the cloud provides a competitive edge that can make the difference between a stellar 2012 or a repeat of 2011.

the grinch from the fable tried to steal the joy from the Who. Don’t let the hesitant grinch steal your business’ 2012.

1 http://www.majon.com/articles/business-industry-economy/business_profit_3361.html2 http://clouddb.info/2011/04/07/is-business-reluctant-to-jump-on-the-cloud/3 http://smallbusinessblog.infostreet.com/2011/11/benefits-of-cloud-computing-are-we-

%e2%80%98on-work%e2%80%99-or-%e2%80%98at-work%e2%80%99/4 http://hbr.org/2011/11/what-every-ceo-needs-to-know-about-the-cloud/ar/4


By: MIkE SantORO

perspective

PUBLIC ReLATIONS IS often seen as a necessary next step in the growth cycle. But measuring the ROI of PR seems elusive, if not impossible – especially for brands that are accustomed to the quantitative convenience offered by other weapons in their multichannel arsenal.

according to a recent marketing measurement survey conducted by ifbyphone, the overwhelming majority of marketers (82%) report that they have no means of effectively measuring the return they get from public relations, singling out PR campaigns as the most difficult initiatives to measure.

the lingering questions for many executive leaders are whether effective ROI measurements for PR exist, and if so,

how they can be used to accurately gauge the impact of their current and future public relations investments.

although there is no widely accepted standard of metrics for the ROI of PR, there are several indicators executive management can use to evaluate the measurable impact of PR as a strategic lever for business growth.

InBoUnd leads

When it’s done effectively, PR raises the visibility of your company in the marketplace, driving leads to your front door. When prospective clients see a company executive quoted in leading trade or consumer publications, it confirms their decision to reach out to your firm.

10 Ways to Measure the ROI of Public Relations


appoIntments

PR placements are marketing tools that can be used to increase the number of appointments that are booked through prospecting calls. By referencing mentions and features in recognized media outlets, you lower the risk of a naked call and give your company immediate credibility with prospective clients.

BUsIness sales CYCle

Good Public Relations has the ability to shorten the sales cycle by 10% or more. lacking solid media placements or thoughtful leadership material, prospects and leads must invest additional time in validating your company’s credentials and discerning your business philosophy – steps that can be collapsed through strategic PR initiatives.

InvestoR RelatIons

With the right approach, PR can be leveraged to attract investors to your company and predispose them to fund your company’s growth initiatives. Whitepapers and other tactics communicate expertise and project confidence in your firm’s ability to translate investment dollars into profits, measurably increasing the level of investment in your business.

CRIsIs management

Market share takes a hit in crisis situations. although some crises can’t be avoided, crisis PR can substantially mitigate their impact on market share. in many cases, well-crafted crisis PR strategies can help companies emerge from challenging scenarios unscathed.

stRategIC paRtneRsHIps

Wouldn’t it be nice if targeted companies approached your business with opportunities for strategic partnerships? the number of strategic partnership inquiries your brand receives is directly related to your thought leadership presence – and thought leadership positioning is a strategic outcome of sound PR.

emploYee ReCRUItment

Public relations inevitably impacts your company’s ability to recruit a higher level of talent than could be reasonably achieved without a strong PR presence. Rather than overpaying for the best and the brightest, strategic public relations initiatives can drive a higher tier of jobseekers to your firm.

sHaReHoldeR RelatIons

The decision to invest in a proven PR firm is often justified by the value exceptional PR efforts add to shareholder relations. Placement in well recognized outlets can keep current shareholders happy while generating interest among companies that recognize the potential value of acquiring your business.

vIsIBIlItY

the struggle to connect with intended audiences is never-ending. Time and time again, targeted PR placements boost visibility among targeted audiences, often at a fraction of the price it would cost to reach those audiences through large-scale marketing campaigns.

CompetItIve pResenCe

like it or not, your competitors are using public relations campaigns to present messaging to your audience. if the competition is able to outpace your visibility through public relations, it will have a quantitative impact on revenue and market share.

there are a variety of strategies that can be used to achieve granular insights into the Roi of public relations in your company. some of the more common assessment tools include measurements of site traffic, targeted keyword searches for the brand, call volume, brand awareness analysis (pre- and post-PR), sentiment tracking, SeO metrics and more.

however, it’s important to realize that public relations is not a magic pill. From the outset, you will need to determine whether PR exposure is a viable strategy for organizational value creation. in some cases, public relations may not be the best vehicle for achieving your business goals and objectives.

But once the potential for ROI in PR has been identified, the conversation changes to determining how to

maximize the return from your organization’s public relations investment. at this point, the challenge becomes crafting a successful PR strategy, managing its execution, and designing effective monitoring routines. Where strong PR strategy and execution exist, Roi is sure to follow.

Admittedly, precise calculations of ROI in PR will always be a challenge. But by better understanding the nature of PR and its intended outcomes, the task of identifying the Roi impact of PR in your organization will become much easier to accomplish.

Like it or not, your competitors are using

public relations campaigns to present messaging to your audience. If the competition is able to outpace your visibility

through public relations, it will have a quantitative impact on revenue and

market share.


By: JOHn tSCHOHLsolutions

CUSTOMER SERVICE MYTHS

If You Believe Them, You’re in Trouble

www.bri l l iantpubl ishing.com20 Brilliant Results • January 2012

CUSTOMER SERVICE MYTHS

iF i WeRe to ask 100 CeOs to define customer service, i would guess that 97 of them would say this: customer service is providing the customer with service that is fast, accurate, and courteous. While those are indeed elements of customer service, there is more to it, so much more.

Customer service is a moving target; it is whatever the customer thinks it is. that includes quality products, convenience, competitive prices, timely responses, reliability, a personal touch, and knowledgeable employees. customer service means doing what you say you will do and doing it when, if not before, you say you will do it. it is operating on the belief that no transaction is complete unless the service customers receive is sufficient enough to motivate them to return.

Most ceos and other executives don’t fully understand customer service and its huge impact on sales and profits for their organizations. they don’t understand what they should (and shouldn’t) do in order to provide the best possible service to their customers. in fact, many of them have false beliefs when it comes to customer service.

here are three myths that hamper organizations throughout the world in their efforts to provide exceptional customer service and, in the process, to attract and retain customers:

1. addIng emploYees ImpRoves CUstomeR seRvICe.

you can add all the people you want, but it won’t improve your organization’s customer service. More doesn’t necessarily equal better. too many organizations have too many under-performing employees; you need to weed them out. in developing countries, the typical company has at least 25 percent more employees than it needs.

if you have 50 employees and add 50 more, all you’ve done is double your workforce. But, if you have 50 employees who are focused on customer service, who are knowledgeable, enthusiastic, and have positive attitudes, you will have a winning team. if you train those employees in the art of customer service and support that training by giving them the tools they need to take good care of your customers, you will see your sales and profits skyrocket.

2. tHe moRe YoU paY emploYees, tHe moRe CommItted tHeY wIll Be to CUstomeR seRvICe.

increasing employees’ pay will do nothing more than eat into your organization’s profits. I’ve addressed this

myth for more than three decades to clients throughout the world, stressing to them that money is not a motivator. it will not change an employee’s behavior. if you doubled every employee’s salary tomorrow, it would not improve customer service, and in 30 days you’d be out of business. if you have employees who do not provide good service, who are not committed to taking care of your customers, what you pay them will not change the way they operate.

so, you’re probably asking, what will motivate my employees to provide better customer service? the answer is this: Recognition. there is no stronger motivator than positive reinforcement and public praise. think of it this way: if you are a parent trying to teach your young child to put away his toys at the end of the day, what do you think will be the stronger motivator—a dime each time he does so, or constant praise, especially in front of family and friends?

if you recognize the efforts of your employees who go above and beyond to take care of your customers, they will seek continued recognition by improving the service they provide. a $200 bonus would be gone in a day or two, but a word of praise will live on indefinitely. Recognition is the most powerful motivational tool you have—use it.

3. YoUR emploYees aRe empoweRed.This is more than a myth; it’s a delusion for most

managers and executives. empowerment means that your employees have the authority to do whatever it takes to immediately solve a customer’s problem—to the satisfaction of the customer, not the organization.

in order to empower your employees, you must train them and give them the skills they need to take such good care of your customers that they wouldn’t think of doing business with anyone but you. Don’t handcuff your employees with cumbersome policies and procedures. give them the authority to bend and break the rules in order to serve your customers.

it takes a miracle to get employees to make empowered decisions because they think they will get fired if they make a mistake. let them know that it’s oK to make a mistake in the process of providing exceptional customer service. Without empowered employees, you will never be a service leader.

Don’t underestimate the power of customer service. exceptional service builds loyalty, which in turn builds profits.

www.bri l l iantpubl ishing.com January 2012 • Brilliant Results 21

travelBy: DR. PEtER taRLOW

ONe ASPeCT Of trade shows is making sure that they are both safe and secure. When people think of trade show security, they often think about phenomena such as pilferage or other forms of robbery. tradeshows, however, are open to many forms of security problems and if not handled properly, they can change potentially brilliant results into less desired results.

Protecting against pilferage, of course, is an important consideration. We can, however, divide tradeshow security into at least three parts. tradeshows want to make sure that the exhibitors are not deceived or robbed in any way. additionally it is incumbent upon the tradeshow’s management to protect both the attendees and exhibitors from physical harm. For example, tradeshows may be open to issues of lack of proper fire protection or even evacuation routes. While larger tradeshows have well trained risk managers, many of the smaller shows may not see these safety concerns as adding to their bottom line. lastly not only must merchandise be protected but also the people who work the trade shows. this protection must go beyond the narrow boundaries of the exhibit hall. to get brilliant results from the security surrounding your trade show, consider some of the following ideas.

Making Your Trade Shows Secure


Always make sure to have on going contact with local fire, eMt and police departments. in a like manner good risk management means that you need to know which pieces of equipment you need to have at the trade show. Know how long it will take an ambulance to get to any part of the show, and where traffic jams may occur.

Pay attention to issues of health. Take the time to ask about how often the heating and air conditioning ducks are cleaned. Make sure that there is a proper airflow so that if someone has a cold not everyone is infected. Know what foods are allowed into the hall and which are not. Be sure that not only employees wash their hands but that foods that are given out as samples at exhibitor booths are individually wrapped.

train, train and train your private security guards. tradeshow organizers often simply hire a security company and assume that the company has properly trained its personnel. this may or may not be true. tradeshow organizers need to know who does the training and what the exact responsibilities of the

security staff are. ask questions such as have these guards been trained in customer service issues, do they know what to do during a health emergency, and will they mentally shut down if they have to deal with a non-english speaking guest?

While it is never good to become paranoid, it is also wise to consider all potential problems. that means make sure to have a good risk management team. it is a lot cheaper to prevent a problem then it is to recover from a problem. While most trade shows are not likely to have to deal with a major terrorism threat (the exception being extremely large trade shows that occur in showcase locations), there is always the threat of a loan gunman, a person seeking to make a point, or an issue of mental illness.

tradeshows provide people with a wonderful opportunity to show off their wares and to network with colleagues, customers and friends. By taking the time to make sure that they are safe and secure, there is an even greater probability that your trade show will show brilliant results!


exhibitBy: BaRRy SISkInD

oNe oF the great benefits of attending an exhibition is the opportunity to network with industry colleagues, suppliers and buyers. yet, we see people with their eyes cast downward, mesmerized as their fingers fling across a miniature keyboard at lightening speed.

has face-to-face interactions faded into the ether, never to be seen again? have we turned a corner on human interaction and lost our way? the answer may not be as simple as yes or no.

the real culprit in the mix is demographics. the baby-boom generation (ages 40-63) were comfortable meeting people face-to-face. it was how they developed trust and confidence in the people they chose to do business with. They developed a keen sense of what was acceptable behaviour and what wasn’t. if a stranger was friendly, professional and

offered a genuine handshake and a smile, this group was more apt to deal with them as opposed to those who looked like sharks stalking their next meal.

then came the World Wide Web and the personal computers, which grew from an interesting machine on our desk to a necessary tool in our pocket. the generation X (ages 28-39) and the Millennials (ages 18-27) grew up in this age of technology where modern advances seemed to take them further away from human contact.

the older generation shook their heads in disbelief, the younger generations, opened doors of opportunities their parents never thought possible.

Now those organizations that hope to achieve above average results from their exhibit investment need to change. those companies who have moved away from displays that

Staying Relevant in a Changing World


simply showcase a product or service to one that offers the attendee an opportunity to engage in the solution are seeing unbelievable results. those who are stuck in the dark ages are being left behind.

how do you embrace change and create an exhibit plan that is relevant, measurable and meaningful? here are a few suggestions that will point you in the right direction.

Know your customer. your customer isn’t a corporation but the individuals it employs. Who are the individuals that are most interested in your offerings? What are their likes and dislikes? how to they connect with their world? What sites are they most active in? How do they define the community to which they belong? these are the type of questions you should be asking.

embrace technology. if you don’t have a social media presence, develop one. the longer you procrastinate, the greater is the tendency to become irrelevant in the eyes of those you are trying to communicate with.

Know your products/services. go beyond features, benefits and advantages which was a selling tool used with the baby-boomers to the new world where customers

decide on what elements of a product or service are most relevant and meaningful.

create a display that quickly captures their imagination. you can’t tell this generation of visitors you understand their perspective… you need to show them. this requires careful thought to everything that is visible including your signs, graphics, demonstrations and product displays to ensure that your audience connects instantly.

engage…engage…engage. ensure that each step in your exhibit plan opens an opportunity to engage the visitor. this will include everything from the shows you select, the display and how your staff interacts with the audience.

the trick is to focus your exhibit plans around the question, “What is most relevant to my customers?” if you are not sure then you need to do the research. We are entering a new era where many of the rules and techniques that worked so well in the past are no longer producing results. if you take the time to understand how the demographic of your attendees is changing and take the appropriate steps, you can’t go wrong.


ideas

Giveaways:Promotional items can increase booth traffic by 50%, but be sure to consider:1. Will the item complement your company and brand

image?

2. Will the item permit easy imprinting of contact information/message?

3. Will the item fit budget and delivery time requirements for the event?

4. Will the item be unique from other promotional items at the event?

5. Will the item inspire action by the recipient?

and Most important:

6. Will the item be something you would like to have?

Exhibits:Consider these tips for a quality exhibit:7. Don’t diminish the value of your giveaway items by just

stacking your entire supply on the booth table; hand them out to visitors and increase their preceived value.

8. Pack fabric softener sheets with your exhibit to counteract musty odors. also pack wipes for quick touch up on fabrics. Make sure to pack a small bag/box of essential supplies like tape, scissors, glue, etc.

9. create a trade show trivia list for your staff with everything about the booth, products, key clients to help prepare your staffing. Make it fun and they will read and remember.

10. always ship a copy of your show manual with your booth, so it is never ‘lost baggage’ or forgotten in the haste of travel.

11. Prep while you’re packing - inventory and pack your exhibit for the next event at the end of each show.

and Finally:

12. Enjoy the Show!

TRADE SHOW TIPS:


adviceBy: DR. BaRtOn GOLDSMItH

Life Is Not A Racei DoN’t thiNK i’d want to be on the amazing Race. although the contestants get to travel to distant lands and exotic places, how much of it do they really get to take in while pushing so hard to reach the end? if you live your life always striving for the finish line, you will miss the joy of the journey.

goals are important, for as we move closer to them, our internal sense of self-worth increases. But if we don’t allow ourselves to experience the process of reaching our goals, the destination (and the potential growth that hopefully comes with it) may be a bit more elusive than expected.

looking at where you have been while traveling to your next interpersonal destination will only help to serve you. it will allow you to create some positive memories, as well as make some course corrections, if necessary, to stay on the proper path and get as much out of life as possible.

the trick to living life with few regrets is to make yourself think about where you want to go, how you are going to get there, and what choices you are willing to make to accomplish this. as long as you don’t hurt others or yourself, you’ll reach your destination with a smile on your face. if you are one of those people who wants everything faster or better or cheaper, and don’t care who gets hurt in the process, happiness will be tough to find.

if you are ready, willing, and able to poke holes in most every situation that you engage in, then it will be difficult for you to have any positive takeaways. those who see themselves and the world realistically—respecting the lessons learned, absorbing the beauty around them, and treasuring everyday moments—are the people who live the happiest lives.

as we move through life, our motivations change. We can become more enlivened as we mature, or we can look at our past with regret and stare at the future, hoping it will change but not really knowing how to break out of old patterns. it does no good to merely hope that things will change for the better. you have to be proactive about it and make it happen.

We have more power to direct our own lives than we know or, in some cases, care to admit. it is easier to blame others for our lack of progress or joy than to accept personal responsibility for our situation. When you are feeling stuck or unfulfilled, simply making the decision to pick yourself up and get moving again is the best step you can take.

it’s amazing to experience the world, and we can have amazing lives without ever traveling to the far side of it. the things that make this journey worthwhile are the people who touch your heart and the deeds you do to make you feel that you have made the world a tiny bit better. Now that’s a race i’d run.


Name ___________________________________________________________

Address __________________________________________________________

City/State ________________________________________________________

Country/Zip ______________________________________________________

Tel _____________________________ E-mail ___________________________

YES, Payment enclosed (make check payable to Brilliant Publishing LLC) OR Go to www.thehomeschoolhandbook.com and select Subscribe to pay by credit card.

YES!, I would like to be included in receiving news updates by email.

One Year Subscription, (6 issues) YES, Payment enclosed (make check payable to Brilliant Publishing LLC) OR Go YES, Payment enclosed (make check payable to Brilliant Publishing LLC) OR Go

to www.thehomeschoolhandbook.com and select Subscribe to pay by credit card.

One Year Subscription, (6 issues) One Year Subscription, (6 issues)

TM

July/August 2011

$6.50 USA/$15.50 INTL

SECRETS TO THE

SCHOLARSHIPS SEARCH

Test YourVeggie

Discover the Lifelong Benefi ts of

Living Books

Brilliant Publishing LLC

9034 Joyce Lane

Hummelstown, PA 17036

Address Service Requested

THH_0711.indd 1

7/14/11 11:24:17 PM

Continental USA Subscription: . . . . . . . . . . . . . . . . . . . . . . . . $19.95 / yearCanadian Subscription: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $59.95 / yearInternational Subscription: . . . . . . . . . . . . . . . . . . . . . . . . . . . $89.95 / year

Mail to:Brilliant Publishing, LLC9034 Joyce LaneHummelstown, PA 17036

The Homeschool Handbook magazine is Your Resource, Support & Inspiration for a successful at home education & lifestyle. Don’t Miss a Single Issue...Subscribe Today!

™

™

THH_FP house ad.indd 37 12/5/11 10:05:22 PM

3M.com/promote

3M, P

ost-

it an

d t

he c

olor

Can

ary

Yello

w a

re t

rad

emar

ks o

f 3M

. © 3

M 2

011

Build your reputation on quality.More often than not, cheap notes end up in the trash — and they take your name with them. Put your brand on original Post-it® Notes. They stick securely, remove cleanly and have a global reputation for quality.




GO EAST

3M PMD LITERATURE NO PROJECT NO PAGE(S) SIZE INK(S)

March/April Successful Promotions End User Full Page Ad

n/a 67164 1 8.625" x 10.75" Trim 8.375'' x 10.5'' 4-color process CYAN MAGENTA YELLOW BLACK

3M.com/promote

3M, P

ost-

it an

d t

he c

olor

Can

ary

Yello

w a

re t

rad

emar

ks o

f 3M

. © 3

M 2

011





GO EAST




3M.com/promote

3M, P

ost-

it an

d t

he c

olor

Can

ary

Yello

w a

re t

rad

emar

ks o

f 3M

. © 3

M 2

011





GO EAST




Documents

Brilliant Results 1-2012