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www.brilliantpublishing.com page 26 page 8 Steve Heyer September | 2010 $10. 00 Chairman and Chief Executive Officer of Harry & David TMTRANSCRIPT
w w w. b r i l l i a n t p u b l i s h i n g . c o mSeptember | 2010$10.00
TM
page 8
page 26
Where an “Experience”
is Not a “Thing”
Meet TheSupplier
Steve Heyer Chairman and Chief Executive
Officer of Harry & David
A S I : 9 5 2 8 0 | S A G E : 5 7 5 9 0 | P PA I : 1 1 4 1 5 4
Ca lendars | G r e e t i n g C a r d s | F o l d e r s | F r a m e s & M o r e
Few things are this simple – few this e�ective. In business, calendars are the handshake that lasts. They’re a memorable introduction – an ongoing thank you – a business card that sits front and center 365 days a year. Re-discover the impact of the desktop calendar, appearing daily with:
• A quick schedule reference – no clicking required
• Brand repetition/reinforcement at under a penny a day
• An annually renewing reason to reach out and connect
• Incomparable ease-of-ordering, value and ROI
B e N o t i c e d . B e A p p r e c i a t e d . B e R e m e m b e r e d .C o n t a c t W a r w i c k A t :
P : 8 0 0 . 3 8 3 . 7 1 4 9E : i n f o @ w a r w i c k p u b l i s h i n g . c o mw w w. w a r w i c k p u b l i s h i n g . c o m
features:8 Harry & David® - Where an “Experience” is Not a “Thing”
26 Meet the Supplier - Sweda Company, LLC Introduces the Leatherman® Brand
departments: 6 publisher's letter
7 contributors: Who’s Who in the Industry
18 travel: Creating Tourism Memories
20 marketing: On Generic Branding and The Death of the Refrigerator Magnet
22 incentives: Incentive Escapes... More or Less Exciting?
28 exhibit: Keep Your Display Simple; Really Simple!
30 it’s all personal: Bring A Smile
31 ad-index
32 staying sharp: Creating a Positive Workplace
34 off the cuff
18
28
8
Vol. 7, No. 09 2010
4 Brilliant Results | September 2010
Vol. 7, No. 09 2010
Even though this is our travel issue, we couldn’t resist breaking the news
on some brilliant brands that are joining our industry. This issue will give you
some new ideas to make all your holiday giving, promotions and thank you
gifts really deliver.
Harry & David® and Leatherman®. I mean does it get any better. Talk
about brands you can certainly count on to deliver when looking for the
“Wow factor”. Who wouldn’t want a gift basket of delectable food(s) to make
an impression or a multi purpose product that won’t break when you need
it most!!
Yes, I am excited to announce that you can now order these products
from your promotional consultant or incentive partners and use them in
your marketing, motivational, and holiday gift campaigns. I know you will
not be disappointed. After all, I would love receiving anything from Harry &
David® - I mean we all love to eat delectable, fine quality food... right? And a
Leatherman® tool could really find a permanent place in everyone’s toolbox
or pocket... including mine!
In this issue you will also find out exactly what a Hot Melt Product is
and why you need to know about this intriguing item, if you ever used a
refrigerator magnet to stay top of mind with your clients.
Not to forget the importance of travel, this issue provides valuable
information about promoting an incentive escape as well as how to create
tourism memories. For those who may still be traveling to exhibit at trade
expos, be sure to read the article on the importance of keeping your display
simple and exactly how much information you can display in your booth to
achieve your goals.
Last but not least we have some tips that you can use to keep your
workplace positive.
Wow! Enjoy this issue and as always
Have a Brilliant Day!
publisher’s letter
Brilliant Publishing LLC9034 Joyce Lane
Hummelstown, PA 17036Ph: 717.571.9233Fax: 717.566.5431
PUBLISHER / ADVERTISINGMaureen Williams
717-608-5869
EDITORIALEditor in ChiefMaryAnne Morrill
Senior EditorMichelle Donofry
Style EditorCharity Plata
Asst. EditorMolly Anika
CONTRIBUTING WRITERSMichael Merrick Crooks, Barton Goldsmith, Ph.D.,
Arnold Light, CTC, Dave Ribble, MAS, Barry Siskind, Dr. Peter Tarlow
PRODUCTION / DESIGNArt DirectorJeremy Tingle
Brilliant Results is published monthly by Brilliant Publishing LLC,
9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax#
(717) 566-5431. Postage paid at Michigan City, IN and additional
offices. POSTMASTER please send address changes to Brilliant
Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 7.
Number 09. Brilliant Results subscription rates: one-year $120;
Canadian $160 USD; one-year foreign $225 USD. All subscriptions
are non-refundable. Copyright © 2010 Brilliant Publishing LLC. All
rights reserved. The publisher reserves the right to accept or reject
any advertising or editorial material. Advertisers, and/or their agents,
assume the responsibility for any claims against the publisher based
on the advertisement. Editorial contributors assume responsibility for
their published works and assume responsibility for any claims against
the publisher based on published work. No part of this publication can
be reproduced in any form or by electronic or mechanical means,
including information storage and retrieval systems, without written
permission from the publisher. All items submitted to Brilliant Results
become the sole property of Brilliant Publishing LLC. Editorial content
does not reflect the views of the publisher. The imprints, logos,
trademarks or trade names (Collectively the “Marks”) displayed on
the products featured in Brilliant Results are for illustrative purposes
only and are not available for sale. The marks do not represent the
implied or actual endorsement by the owners of the Marks of the
product on which they appear. All of the Marks are the property of
the respective owners and is not the property of either the advertisers
using the Marks or Brilliant Results.
Maureen [email protected] 717-608-5869
brilliantresults™
www.bri l l iantpubl ishing.com6 Brilliant Results | September 2010
contributors
a Michael Merrick Crooks owns Crooks Advertising Alliance, a creative strike-force specializing in creative problem solving. Crooks has gained international recognition for his writing and speaking on the subjects of creativity and promotional marketing. To read more of his unique perspective or to contact him visit www.CrooksAdvertising.com. To see his latest project visit www.WD-40Promo.com.
b Barton Goldsmith, Ph.D. For more than two decades Fortune 500 companies, educational institutions, and government organizations have relied on Dr. Barton Goldsmith to help them develop creative and balanced leadership. He is a highly sought-after keynote speaker, business consultant and author. His columns appear in over 500 publications, including the Chicago Sun-Times, the Detroit News, and the Los Angeles Business Journal. He may be contacted through his web site www.BartonGoldsmith.com.
c Arnold Light, CTC, CEO & President of Fire and Light has 35 years of marketing experience specializing in incentive and loyalty marketing helping multinational corporations develop and implement B2B and B2C results oriented performance improvement programs. For additional information visit www.lightconsults.com.
d Dave Ribble, MAS, is President of The Company Image/TCI Consulting, an award-winning promotional marketing company specializing in great ways to extend your brand and image while adhering to your budget. Ribble is available for speaking engagements, workshops and consulting. Please email him at [email protected]
e 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.
f Dr. Peter Tarlow is the founder and president of Tourism & More Inc. Dr. Tarlow has appeared on National televised programs such as Dateline: NBC and on CNBC. Dr. Tarlow organizes conferences around the world dealing with visitor safety and security issues and with the economic importance of tourism and tourism marketing. He also works with numerous cities, states, and foreign governments to improve their tourism products and to train their tourism security professionals. For additional information visit www.tourismandmore.com
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Where an “Experience” is Not a “Thing”
HArrY & DAVID, the premier
gourmet food gift company, is introducing the
awareness and esteem of its lifestyle brands
to the promotional products industry. When
he decided to join as the new Chairman and
Chief Executive Office of the organization,
Steve Heyer’s words gave a hint of things to
come, “Very few lifestyle brands have the
awareness and esteem that Harry & David
enjoys, and I believe we can further build
this strong brand, as well as the Company’s
heritage and reputation for authenticity,
reliability and quality, to reinvigorate
and grow the business in profitable new
directions.” Heyer speaks from experience
given his extensive leadership with
prominent consumer brands, including CEO
of Starwood Hotels and resorts Worldwide
and President and COO of The Coca-Cola
Company, Turner Broadcasting System,
Young & rubicam Advertising Worldwide
and Booz Allen Hamilton.
STEvE HEYERChairman & Chief exeCutive OffiCer
8 Brilliant Results | September 2010 www.bri l l iantpubl ishing.com
Harry & David gourmet fruit and food gifts has been
trusted by generations, not only for superior products,
but for unparalleled customer service and impeccable
guarantees. With a corporate philosophy to benefit
customers, employees, shareholders and the community
by being the best in all they do, and earn loyalty and
respect through honest relationships and responsible
actions, Harry & David will be a welcome addition to any
promotional product distributor’s offerings.
For those whose clients are looking to work with
‘green’ organizations, Harry & David is an excellent
match. Harry & David believe that minimizing their impact
on the environment is simply the right thing to do. And
they demonstrate this commitment in all aspects of their
business – from sustainable farming, to recycling, to
responsible purchasing… and they’ve been doing it for
nearly three decades.
Brilliant results recently enjoyed the opportunity to
interview Steve Heyer about the company and its entry into
this new market segment.
BR: What prompted your move to Harry & David?
SJH: Every great brand has a compelling narrative,
the back story that gives people permission to believe
in the Company, the Brand and its promise. Hollywood
couldn’t have written a better story than the true story of
Harry and David, and it is an honor and a privilege to be a
steward of such an American brand icon. The Harry and
David story of two brothers, farmers in southern Oregon
and their vision to move from commodity fruit production
to a branded lifestyle company (nobody said, or even
understood lifestyle company 75 years ago) is a tribute
to their courage and innovation. Their first client was
the Waldorf Astoria that intuitively understood the value
of special fruit baskets, (Harry and David was the first
gift basket company), recognizing that a highest quality
food gift basket would cement relationships with their
best guests, and a platform was created for continuous
innovation in food gifting and self consumption that is
unrivaled in America today. The brand’s Pacific Northwest
heritage, farm-to-table authenticity, service and industry’s
best quality and delivery guarantee coupled with the
memories and smiles Harry and David gifts have been
a part of for 75 years was an irresistible revitalization
opportunity for me to drive profitable growth while doing
something noble and almost patriotic- burnishing the
image and performance of a truly great American story
and brand. Their legacy of innovation will be reenergized
as we build on a strong foundation of leadership in brand
awareness, quality and relevance. This is a very exciting
moment to lead an industry undergoing structural change
and a brand with the heritage, power and authority
that Harry and David enjoys. Harry and David, with our
agenda of contemporization, innovation and creativity will
separate itself from the thousands of “basket companies”
that followed Harry and David’s lead. Our vision is to be
the leading business to business experience delivery and
memory creation company in the gift business.
Br: As a brand building guru, what strategies are you
planning to implement to grow the Harry & David brand in
the promotional and incentive sectors?
SJH: It is apparent to us that we have a remarkable
opportunity to leverage the equity and strengths of our
consumer brand and transfer those strengths to your
clients’ work lives. We are after all, consumers too. And
importantly, we are all people, and we have learned that
the humanity and caring communicated through food and
wine gifts are unique in the strength of the bonds created
between gifter and recipient. We also know that every
ritual and celebration you can think of has had food as its
centerpiece, so why not use the emotional and connecting
power of food and wine to literally fuel relationships that
drive business success? And, interestingly, food and wine
connects us more powerfully than other gifts can because
it is shareable, making teams, not just individuals feel
appreciated and the primary recipient look and feel like
a hero. In addition, our products, our processes and our
price points have been designed for either traditional one-
time gifting or for increased frequency and recency since
we know staying top of mind with customers, staff and
potential clients is essential and that multiple touch points
throughout the year galvanizes relationships and assures
you are there when new opportunity arises. Advertising
campaigns are never developed for one day a year, or as
a one shot communication so why shouldn’t promotions,
incentives or gifts have ongoing legs and build momentum
for your clients? Our proprietary “Of The Month” brand and
auto-ship capabilities coupled with our gift list management
services makes this uniquely possible.
September 2010 | Brilliant Results 9www.bri l l iantpubl ishing.com
Building on the strengths of our quality and product
variety we have created a gift concierge capability to
help our clients design different, better and special
gifts that connect with their constituents with a
demonstrable caring just not available anywhere else.
In addition, our customization capabilities and ability
to scale will help us help you as a solutions provider
for your clients. For the same reasons our food gifts
resonate so well with individual consumers, corporate
buyers understand that food expresses gratitude –
in PERSONAL terms – it nurtures us, it sustains us,
making an emotional connection that creates powerful
feelings, the whole purpose behind a great promotion
or incentive program. Sometimes clients forget that
their corporate relationships are, at the end of the day,
with people, and fostering relationships on a human
and personal level can best be accomplished by
touching the heart and spirit of a business relationship
which is less about the logo and more about the care
and thoughtfulness that goes into the gift and its
presentation. We have also learned that there are
eight tools that if used properly make all the difference.
1. High quality, not necessarily high cost. 2. Strong
brand. 3. Idea-driven. 4. Personalized. 5. Customized.
6. reliable and Guaranteed. 7. repetitive messaging.
8. An “experience” not a “thing”.
Taken together, food products and services that
allow the gifter to create a personal and brand-tailored
expression of care generates the most effective and
meaningful experience and relationships follow.
Br: How can Fortune 500 companies incorporate
the Harry & David brand into their marketing, branding
and motivational campaigns?
SJH: We believe in partnerships and alliances with
our customers where if you can dream it we will do
it. Said another way, if you can imagine a creative
execution we will invest in it to bring it to life and if any
client needs a little help in the imagination department
our Marketing Solutions Group will work with the
sales rep or the client’s marketing team to integrate
a company’s campaigns, products or promotions
with our products and packaging to create an idea
driven promotion. There are, in my opinion, a few
key requirements for a great program. First, as I said,
it should be idea-driven and really underscore what
the gifting company is and stands for. Second, it has
to feel authentic. If another company can execute
your program by ripping off your logo and replacing
theirs, that gift or promotion isn’t working hard enough
to communicate how your company is different and
doesn’t capture the corporate style, values or tone of
voice that should be front and center. Also, because of
our scale, technology and systems we can insert other
promotional items and messages in our packages like
CDs, t-shirts, mugs into our packages alongside our
food products or create proprietary hard goods to
accompany our food gifts. For an even more custom
connection we can curate a unique gift and “kit” our
food products into custom packaging and designer
vessels as keepsakes.
Today’s values are more centered around “what I know” and “what I have experienced” than “what I can show off”. Helping
clients be their best selves is one wildly powerful
promotion or gift.
10 Brilliant Results | September 2010 www.bri l l iantpubl ishing.com
On Time Delivery
Awesome Customer Service! Quality Pro
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Br: What makes Harry & David special and
different from other food purveyors in the promotional
and incentive sectors?
SJH: 1. Brand: Our history, heritage, legacy; our
farm-to-table authority, our curatorial capability,
our authenticity and reputation for trust, quality and
innovative leadership and the smiles we have put on
the faces of America for 75 years.
2. Quality of product: We make, bake or grow 85%
or our products, ensuring first-hand quality control. The
authority we have established in fruits, confections,
baked goods, and other gourmet items over the last 75
years is unprecedented. Other food gifting companies
assemble different products from outside vendors.
3. Order handling: We have a state-of-the-art
order and service system, complete with a team of gift
concierge and account services specialists.
4. Curation: We don’t just sell great specialty
foods, we search for the best components and blend
them to deliver an experience, matching flavors,
textures, spices, notes which provides for an optimal
bundle of foods, wines, snacks, treats that taken
together make a moment and educate the recipient
giving them the opportunity to repeat the experience
and enrich their lives. Our curation gives people the
opportunity to sample and enjoy life enabling a new
and affordable definition of “wealth”. Today’s values
are more centered around “what I know” and “what I
have experienced” than “what I can show off”. Helping
clients be their best selves is one wildly powerful
promotion or gift.
5. Shipping: We have a core competency in shipping
that has been refined overtime. Our world-class direct
to consumer business ships over 8 million packages a
year. We are capable of drop shipping one at a time or
thousands at a time.
6. Depth of product: A promotional product
distributor would have to outsource to a number of
specialty vendors to replicate our exclusive offering,
while giving up precious margin.
7. Business to business commitment: We are
intentionally shifting our focus from B2C to B2B
leveraging our strong consumer base and brand
for more reach, concentrated customization, new
customer acquisition and scale.
8. Our Emerging Culture: We are a proud lot.
There is great passion and commitment to quality and
to the creation of scintillating experiences. We love
September 2010 | Brilliant Results 11www.bri l l iantpubl ishing.com
new and our favorite word is “next”. We believe in work that
matters and what makes a difference, our products deliver
WOW! or we will re-invent them.
9. Our Promise: Happiness Delivered- we live it.
10. Our B2B Promise: Hand-picked, hand packed,
handshake.
Br: Can you give our readers examples of how your
products can be, or have been, successfully co-branded to
increase business ROI?
SJH: We recently completed a project with a promotional
product distributor in Portland to produce and deliver as
needed, with a two day turnaround, custom cheesecakes. Our
cheesecakes were logoed and kited with logoed plates and
cutlery for a large insurance company. regional representatives
take this “Party in a Box” to high performing sales offices and
celebrate. These cheesecake get-togethers have become an
exciting ritual in this company and a key part of their culture
of appreciation and connection. We’re also building a similar
turn-key “Meeting in the Box” offering with our Wolferman’s
breakfast products, so that a sales representative can use this
product to “make a memorable moment” to demonstrate an
extra effort and level of thoughtfulness and attention for his or
her client.
Br: Of the marketing campaigns Harry & David has
developed which one(s) do you feel is the most notable/
recognizable and what was the key(s) to its success?
SJH: I like marketing campaigns that allow us to do well by
doing good.
A few exAmples:• In the last 6 months we have been putting real energy in
the brand with things like Moose Munch For Our Troops
leading up to July 4th and sent to the Middle East—we
send our Moose Munch bars packaged with spoons and a
bowl because we learned that the troops loved our product
but that it melted in the heat and they liked eating them like
cereal with a spoon.
• We have created a “pink pear” campaign supporting a
breast cancer cure.
• We also market our environmental commitment, our
organic and gluten free and sugar free products.
• Overall, we are about “Happiness Delivered” and our
company is dedicated to that promise for your clients.
Our cheesecakes were logoed and kited with logoed
plates and cutlery for a large insurance company. Regional representatives take this “Party in a Box” to high performing sales offices and celebrate.
12 Brilliant Results | September 2010 www.bri l l iantpubl ishing.com
Br: What, in your opinion, makes a promotional
or incentive product successful?
SJH: It needs to be thoughtful, relevant, and
WOW!. “Thoughtful” means it is in the brand’s voice
and connects through a meaningful idea to the
company’s relationship objectives. relevant means
appropriate for the occasion and the celebratory
moment. And Wow!, means WOW!—an indelible
memory. A great program also needs to work the
3S’s—simplicity, surprise and a smile? Smiles are
a currency more powerful than battery acid. Our
clients report that recipients love opening a Harry
& David gift--- the exciting and grand reveal of the
hidden contents, the discovery in our curation of
the perfect component “moment makers” and the
party-in-a-box upon consumption and sharing.
Couple that experience with creative customization
options and you achieve the WOW! Of course, we
also continue to offer the tried and true traditional
customization options that include imprinted ribbon
and variable printed hang tags, but we offer corner
sleeve decorating for our banquet boxes. The
message can be tailored to the gift, to a particular
event or used as an invitation or redemption offer.
Br: Use of social media is currently a hot topic,
how does Harry & David utilize (plan to use) this
technology and how can organizations incorporate
the Harry & David brand into their social media
outlets?
SJH: Social media is very pervasive and we
have a long history of embracing innovation in this
sector. We already have a tremendous fan following
on the major social outlets. For example, the
average Facebook user has 130 friends and when
a customer chooses to be a “fan of our brand” they
are also choosing to show their friends their affinity
and affiliation with our brand. There is nothing more
powerful than the opinion of the “21st century’s
definition of an expert”—friends. What I say about
Harry and David may be interesting to some, but
what friends say to friends about Harry and David
is a power that can’t be overstated. Our goal is to
turn customers into zealots and use the viral power
of social media for accelerating brand strength for
the benefit of our shareholders and distributors. We
intend to provide more tailored programming like
recipes, holiday tips, celebrity blogs, webisodes,
favorites, create your own, contests and promotions
etc. that people can interact with and roll around in
because it builds lasting relationships as long as
we never break the consumer’s trust. We have an
extremely loyal and passionate “fan base” that will
grow dramatically as we invest in more things to do,
win, learn, make and share that make everyday more
memorable and memorable moments exceptional.
Br: What do you see as the future of promotional
and incentive merchandise and how is it changing?
SJH: The distributors we’ve talked to are looking
for innovation. This includes new products and new
levels of customization. Today’s corporate buyers are
quite savvy in that they research products and ideas
using various search engines prior to contacting
their preferred distributor. They often know what
they want and certainly study the programs that
The message can be tailored to the gift, to a particular event or used as an invitation or redemption offer.
14 Brilliant Results | September 2010 www.bri l l iantpubl ishing.com
Three days of contacts, content, and creativity.
20
10
- Richard R., Director, Business Services, Illinois,
2009 Attendee
“I can gather a lot of di�erent ideas in
person and check on the quality of products.
Coming here spurs creativity…you can learn how they have
been used e�ectively.”
THE MOTIVATION SHOW
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Face-to-face connections build trust and relationships... and that’s especially important when it comes to designing an incentive or recognition program for a company’s top performers and customers. To connect with suppliers who possess the expertise to make your next program a success, attend The Motivation Show. With over 1,000 exhibits and 50 seminars, you’ll discover the latest trends, the best education, and the newest products and services... all under one roof. Register today!
Brilliant Results - July 2010 Issue - 8.125” x 10.875” - Robert Brandt Agency - David Hilliard - 630-325-2000 x710
they and their competitors have activated in the past. Increasingly
that includes rOI analysis, and, in my opinion, it should. So we
partner with promotional product firms to fully understand the
goals of each program and leave no stone unturned to bring the
creativity to bear assuring that our products maximize client ROI.
As I said earlier, frequency is also a trend we think we are well
suited to exploit. Leading companies are no longer comfortable
only gifting at the Holiday time. We are building frequently
replenished break room/pantry programs that will ensure
continuous connection and emotional reminders. There are any
number of appropriate ways to nurture relationships throughout
the year with our products, whether it is a holiday gift that keeps
on giving like our fruit, wine, moose munch of the month club
expertise or other moments we can uniquely support like saying
thanks, observing service anniversaries and birthdays, safety and
wellness program successes or as a simple thank you for a job well
done, and of course, everyday team-building. Gifting throughout
the year, particularly with branded, quality food and wine renews
existing relationships and strengthens loyalties.
BR: Do you have any final thoughts or advice for
our readers?
SJH: A few final thoughts:
1. Promotions and gift programs need to capture the
soul of the brand and demonstrate heart with a
purpose that ties to a very clear business objective
2. recipients know when you have an “institutional”
program and when you “care about me”-
each has a role but if the roles are confused
or homogenized save your money
3. Great companies and brands do
business with like companies
4. If a competitor can adopt another company’s
program and it feels as authentic from each
– create a harder working program
5. Standing out for something is key- innovation in
promotion suggests creativity and innovation in
everything you do, everything communicates
6. People remember how your promotion or gift
made them feel, the rOI on a smile is very high
7. Great shareable food rituals create community,
a team and an unduplicatable bond
8. Frequency matters
9. It doesn’t need to cost more to be a WOW,
it needs to mean more
10. The companies that show they care more win
16 Brilliant Results | September 2010 www.bri l l iantpubl ishing.com
BY: DR. PETER TARLOW
travel
MANy TOuRISM PROFESSIONALS, be they at Convention and Visitor Bureaus or at a hotel,
falsely believe that they are selling a tourism product. Nothing
could be further from the truth. Tourism is about the selling
of memories and the creation of positive experiences. In
fact, it is the tourism experience that is the one unique thing
that a tourism destination or travel product has that can
differentiate it from its competition. In reality what visitors and
hotel guests are seeking is the "memory of the experience."
In a world where modern technology allows the reproduction
of products and many travelers know the layout of hotels
even before arriving, the one thing that differentiates one
place from another is the human experience. In such a world
of rapid replication, service becomes not only a means to
deliver the product but an essential ingredient in creating
the product itself. To help you get brilliant results and find
new ways to deliver the best tourism and travel experience
to your guests, here are a number of ideas to consider.
Creating Tourism Memories
Creating Tourism Memories
18 Brilliant Results | September 2010 www.bri l l iantpubl ishing.com
BroAden your scope regArding who is your competition.
Most tourism products only tend to
see their competition as other tourism
products. In reality, nothing could
be further from the truth. Tourism is
a leisure time industry, thus anything
that competes for the leisure time
dollar is your competition. Even in the
world of business travel, travelers and
hotel guests seek unique experiences
and memories.
never forget thAt tourism is A customer driven experience.
In the last few years too many
tourism and visitor centers have
worked hard at driving their customers
from human-based experiences to
web page experiences. Web based
centers and telephone-answering
trees may be efficient but they do not
provide positive memories. Many
visitors see these technological
advances as informative but never
memorable, at least not from a
positive perspective. Depending
on too much technology may save
large corporations such as airlines a
great deal of money on wages. The
risk, however, is that tourists develop
relationships with people rather
than with web sites. As tourist and
traveler corporations drive people to
web sites, they should be ready to
accept the fact that customer loyalty
will decrease and that their front line
personnel's actions become even
more important.
Our most loyal and valuable
customers are often those who have
had the best experience.
All too often, and despite customer
loyalty programs such as those used
by the airlines, tourism entities forget
to work at keeping their most loyal
customers. These are the people
who may provide up to 80% of your
business. Do your employees realize
that these people's business assures
their jobs? Think through what specific
services and products your most loyal
customers desire and what you need
to offer to keep their business. Never
forget that these are the people who
are most likely to be targeted by your
competition.
understAnd the vAlue of the "time-experience continuum".
Once upon a time a tourism
destination and hotels could succeed
by offering product value for price. In
the current world of travel, it is the call
of the present tense that is important.
Today's tourists and hotel guests want
to know answers to such questions as:
How does the tourism product touch
my emotions, how will the experience
change my life, and how much time
will this experience cost me?
Recognize that when a destination
chooses to reinvent itself it is altering
the experience. Before embarking on
a major new marketing campaign, take
the time to consider the impact of this
marketing campaign on the tourism
experience. Will the experiential
service meet the new goals of the
marketing campaign? Where will this
new marketing campaign fit into the
time-experience continuum?
expAnd your knowledge BAse.
Often tourism professionals and
hoteliers spend so much time in
dealing with marketing that they forget
that you cannot market what you do
not know. The greater your knowledge
base is, and the more education you
have, the greater the chances that you
will develop innovative approaches to
old problems.
do not Be too quick to slAsh prices.
Tourism today is about personal
experiences more than it is about
prices. Where you price your
destination says a tremendous
amount about it. Often tourism is
about prestige and once one enters
into a downward price spiral, it is
very hard to reverse the trend.
Instead of slashing prices, think
how you can give more value for
the tourist dollar.
Our most loyal and valuable customers are often those who have
had the best experience.
Creating Tourism Memories
Creating Tourism Memories
September 2010 | Brilliant Results 19www.bri l l iantpubl ishing.com
DO YOU rEMEMBEr when
there were no cup holders in cars? Now car
companies make a point to let you know how
many cup holders they offer. I was contemplating
the meaning of that observation the other day
when I realized how changes in technology
and lifestyles affect the promotional marketing
industry. Take cup holders for instance.
Back when vehicles had a flat area above
the dash, convenience stores and gas stations
made a mint selling coffee cups and mugs that
came with a removable base that would mount
with double-sided tape. Also available was
an add-on cup holder with a vertical arm that
slid down your window. As lifestyles and car
manufacturing changed, promotional marketers
have shifted their coffee-drinker focus to nicer
imprinted travel mugs and coasters for the cup
holders.
In the last 30 years, how we impact music
lovers has also evolved dramatically. Long ago,
an imprinted album brush to clean the dust off
your albums was a great way to keep your name
in front of a music lover. Then it was imprinted
CD cases. Today, it’s all about imprinted music
download cards, device skins and text message
advertising.
Along this line, I see another change
happening within society that I believe may
dramatically and negatively affect one of
promotional marketing’s venerable favorites:
the refrigerator magnet.
BY: MICHAEL M. CROOKS
marketing
On Generic Branding and The Death of The Refrigerator Magnet
20 Brilliant Results | September 2010 www.bri l l iantpubl ishing.com
refrigerAtor mAgnets’ fAding glory
For years, business card-sized
refrigerator magnets have been a
staple of promotional marketing.
They’ve been used by everyone from
the local mechanic and pizza shop as
a magnetic business card to schools
so parents have the school number
handy. But times are changing.
Many refrigerator doors are no
longer made of steel. Today, they’re
made of everything from aluminum
to hard plastic and other nonmetallic
composite materials. As refrigerators
across the United States are replaced,
refrigerator magnets must find a new
home. Sadly, many will find their way
to a drawer or, worse, the garbage
can. But the demise of the refrigerator
magnet isn’t only due to changes in
refrigerator manufacturing materials.
The home computer, I believe has a
lot to do with it also.
A shift in the u.s. lifestyle
Time was, most of a family’s time
was spent in the living room/family
room and the kitchen. It made sense
to put magnet-backed information
on the refrigerator because in many
homes the kitchen doubled as the
“home office”. Today, more and
more homes have a home office or
computer room in the basement or
in a converted spare bedroom. More
and more people are spending more
and more time in front of or around
the computer. That means, at least
some of the information that used
to be posted in the kitchen on the
refrigerator, would now be more useful
on, or near the computer. The problem
is, except for, perhaps, a metal file
cabinet, there’s not a lot of metal in
most home computer rooms. What’s
a marketer to do?
sticknetics: A product AheAd of its time.
The answer lies in a product that
has been around for a number of
years but has gone largely un-noticed:
StickNetics (www.StickNetics.com).
This product has been manufactured
by many US companies over the
years and has gone by many brand
names including VagaBond, Trekkers,
reStickers and MagStick. But what
has prevented the product from
really hitting the promotional product
mainstream is that the product was
never GENErICALLY branded. That
is to say, the industry never developed
a word that stood for the product or
the product category.
why generic BrAnding mAtters
Within the promotional products
industry we have generic categories
such as mugs, pens, folders, coasters,
lanyards, flash drives, tattoos (regular
and waterless), letter openers,
puzzles and magnets to name a
few. But what generic category do
we have to describe the product that
adheres to any clean, relatively flat
surface, is removable without leaving
any residue, is re-positionable and
has all the attributes of a refrigerator
magnet but isn’t magnetic? About the
only term in use, is one within the
manufacturing industry and that is
Hot-Melt. Not a term on the tip of the
tongue for marketers, end users or
distributors.
And even though manufacturers
have, through the years, individually
branded the product, the fact that a
generic name doesn’t exist for the
product category means that people
generally don’t know what to call it. End
users can’t ask for it and distributors
can’t easily promote it.
Imagine if we didn’t have the words
“gasoline” or “gas”. And the stuff we put
into our vehicles to make them go was
referred to only by the brand names
of those selling it. I live in Michigan.
Most people here wouldn’t know what
to say if someone asked, “Where can
I buy some Hess?” Likewise, if I went
to the deep south and asked where to
buy some Speedway or Admiral, I’d
get funny looks. But because “gas” is
a generic brand category, when we
ask someone where we can buy “gas”
they know exactly what we mean.
the opportunity for the hot melt product
I believe the Hot Melt product is
a nice promotional play for today
because of placement. They adhere
to glass, metal, wood, fabric, plastic,
fiberglass, aluminum and other
smooth surfaces to which magnets
aren’t attracted. By and large, people
can put the product where THEY
want it —where it’s convenient for
them. Maybe it’s on the window by the
computer, maybe it’s on the computer
or the wall next to the computer…
maybe it IS on the refrigerator. Point
is, if people put information where it’s
handy for them, then it will be seen
much more often.
As lifestyles change, so must the
promotional products we use to
impact our targets. When you’re
looking for a good solid promotional
idea, take a serious look around you.
Take the time to observe and think
about what is changing. The insights
you gain could very well lead to
Brilliant results.
September 2010 | Brilliant Results 21www.bri l l iantpubl ishing.com
Incentive Escapes…More or Less Exciting?
BY: ARNOLD LIGHT, CTC
incentives
DUrING THE LAST two
years the incentive travel escape
as we know it has had some drastic
changes due to a number of variables
including and foremost the deep
recession, (that we are still in) the
AIG effect and a shift in corporate
managements thinking.
The first change was for those
companies who actually ran an
incentive travel program during the
last 24-months was to add a social
responsibility element. Or to put it
another way the trip was not just fun
and sun but a serious contribution to
the well being of the community in
which the incentive trip took place.
This not only helps those who earned
the trip feel good about reaching
their goals and objectives but also
creates a sense of social awareness
for the sponsoring corporation.
Building a charitable element into
an incentive program brings a
whole new dimension into the actual
incentive event. These commitments
run the gambit from helping restore
a rundown school, working with the
local Habitat For Humanity, building
beehives to help the economy of
a small Jamaican community, to
building furniture, planting flowers,
cleaning, painting, donating and
setting up a computer lab for a small
village in San Jose Costa rica.
Another noticeable change and an
obvious one has to do with budget.
Gone are the good old days when the
amount spent on an incentive trip to
make it as exciting as possible was
never a problem. And because the
purchasing decision for many trips
is now handled by a procurement
department there is much more
scrutiny of all of the elements of what
should be included in an incentive
travel program.
So just how does a purchasing
manager make an incentive escape
an exciting one? Enter the all-
inclusive…a great way to control a
22 Brilliant Results | September 2010 www.bri l l iantpubl ishing.com
budget while maintaining a degree of
the deluxe qualities incentive travel
programs have become known for.
An all-inclusive can be either a land
based program or a cruise.
One destination that has perhaps
risen to the occasion and is the
beneficiary of the above changes in
the design and financial structure of
corporate America’s incentive travel
programs is Mexico and in particular
Cancun and The Mayan riviera.
We all know what a wonderful
experience Cancun can be and what
it has to offer. However just south lies
the recently reborn Mayan riviera.
Stretching from Punta Brava just
south of Cancun International Airport
to Punta Allen just south of Tulum,
exists one of the most fascinating
destination spots in the world. Tropical
beaches, ancient ruins, excellent golf
courses, abundant marine and wildlife
abound. The Great Mayan reef is
the largest coral reef in the Western
Hemisphere. But more important in
this newly created destination are the
hotels, many of which are deluxe in
every sense of the word including a
number of all inclusive properties that
are the epitome of luxury and suit the
incentive travel market.
One hotel organization in
particular Zoëtry Wellness & resorts
has adopted both social and fiscal
responsibility throughout its resorts
in Mexico and Punta Cana. Zoëtry
…”The Art of Life” adopted from the
Greek word “Zoë” meaning life and
“poetry” meaning artful creation was
inspirational in the naming of the new
resorts. Zoëtry respects the beauty
of their spectacular settings by
recycling, carefully controlling energy
usage, minimizing air pollution and
protecting marine life. They reach
beyond their own properties and into
nearby towns and villages through
community projects and volunteer
guest programs. For example
at Zoëtry Casa del Mar, in Los
Cabos the socially responsible and
environmentally friendly practices
range from an extensive paper and
water recycling and reuse process to
weekly beach cleaning campaigns.
But perhaps the hotel that catches
the attention of the purchasing
manager is Zoëtry Paraiso de la
Bonita, perfectly situated along
Cancun's famed riviera Maya just 20
minutes from Cancun's International
Airport and consistently named
one of Mexico's most exceptional
boutique resorts. It is set on 14
acres, including a private beach. Its
room product is limited to just 90
luxury suites, with ocean views. Most
important to the purchasing manager
is the value. Here’s why: because at
Zoëtry Paraiso de la Bonita, guests
automatically receive an Endless
Privileges® experience which gives
them limitless access to almost all of
the pleasures this intimate resort has
to offer.
These amenities include— all
without having to think about charges
or gratuities: Private chauffeured
airport transfers, bottle of champagne
and fresh fruit basket daily, 1 hour
Catamaran sunset sail, Bvlgari®
bath amenities, aromatherapy pillows
and linen scents, Frette® linens
and bathrobes, multi-functional
rechargeable outlets, electronic
security safe, welcome bottle of
tequila, handmade beach bag and
more, daily breakfast, lunch and
dinner, gourmet dining options with
an assortment of organic food and
beverage selections, unlimited
cocktails and specialty beverages
from a variety of domestic and
international premium brands,
complimentary unlimited worldwide
calls, relaxing 20-minute massage
per guest, daily afternoon tea time
featuring live plant tea infusions,
maid-service three times each day
and complimentary 24-hour laundry
service.
Exciting? yes, and just what the
doctor ordered for the hard working
incentive recipient.
Have A rewarding Day!
One destination that has perhaps risen to the occasion and is the beneficiary of the above changes in the design and financial
structure of corporate America’s incentive travel programs is Mexico and in particular Cancun and
The Mayan Riviera.
24 Brilliant Results | September 2010 www.bri l l iantpubl ishing.com
FOUNDED IN 1976, Sweda Company, LLC is a top-40 integrated supplier
of promotional products that provides innovative marketing solutions for the advertising
specialties industry. The privately-owned company, which is accredited by the Quality
Certification Alliance (QCA) and is a ASI 5-Star Supplier, stocks hundreds of products
in over 18 categories and it will now supply world-famous tools from Leatherman®—the
original manufacturer of the multi-tool combining strength, portability, and functionality.
“This partnership is joining two world class companies, each offering a unique strength
that together, will set the standard for most other promotional product suppliers,” said Matt
Kentner, National Sales Manager, Corporate Markets for Leatherman Tool Group, Inc.
“Sweda understands this industry and provides a level of service and confidence necessary
to compete in this marketplace,” he added.
“We’re just thrilled to partner with Leatherman Tool Group,” said Kellie Claudio, Sweda
Director of Business Development. “With unmatched products for trades, the outdoors,
and general purpose, the Leatherman® Brand tradition of innovation, workmanship, and
premium materials are perfectly suited for imprinted specialty gifting,” she added.
Sweda is introducing seven multi-tools from the keychain-sized five-tool-in-one
STyLETM (item# TS0101) to the WAVE®, Leatherman’s 17-tool-in-one full-sized #1
seller. In addition, the MICRA® ALuMINuM (item# TS0102) sports five color options, the
SQuIRT® PS4 (item# TS0103) is a new lower-cost version of their top key chain tool, and
the great-looking SKELETOOL® (item# TS0105) the full-sized seven-tool-in-one multi-tool
which promises five ounces of fury. Backed with a 25-year warranty. Decoration method is
laser-engraving.
To find out more about this new offering Brilliant Results recently had the opportunity to
pose several questions to Kellie Claudio, Director of Business Development at Sweda.
Br: As a prominent supplier in the promotional products industry, why has Sweda
decided to introduce the Leatherman® brand to the industry?
KC: Sweda’s mission is to be the preferred choice for innovative marketing solutions in
the promotional market. As an innovation leader, giving our customers the choice of premiere
brands is the next step in providing a complete solutions package for our customers. Sweda
has mastered the ‘good’ category of new and exciting products for over three decades.
MEET THE SuPPLIER
SWEDA COMPANy, LLC Introduces the LEATHErMAN® Brand
26 Brilliant Results | September 2010 www.bri l l iantpubl ishing.com
As we celebrate our 35th anniversary next year, we feel the
natural progression for us is to master the ‘better’ and ‘best’
categories as well. As a USA corporation with a strong and
proud heritage of craftsmanship and design, Leatherman®
seemed a natural choice. Partnering with Leatherman® is
the first of many steps of our goal to affirm our mission.
Br: What in your opinion is the single most important
point to remember for co-branding success and what part will
the Leatherman® brand play in this co-branding process?
KC: Premiere corporations around the world partner with
premiere brands for image. Brand equity is precious and
must be nurtured with a protected distribution, selective and
intelligent marketing, and most importantly, a great product.
Leatherman® has done a superior job in all these areas which
is why the Fortune 500 companies around the world prefer
to co-brand with a brand like Leatherman®. Leatherman®
has successfully captured the highest market share around
the world for multi-tools. It is aspirational for those who
“got it” and for those who want to look like they “got it”!
It is a status symbol of success.
Brand statement: Helping active people
be prepared for anything.
Tagline: Now You’re ready!®
Leatherman “Jack”: 90% male, median age: 42, 64% married
Income: $50,000-$75,000 USD
Occupation: Professional or laborer
Hobbies: Hunting, fishing, outdoor recreation,
DIY projects, gardening/maintenance
BR: What makes Leatherman® products unique
and differentiates them from other similar items currently
available?
KC: Leatherman® is produced right here in the US with
the factory located in beautiful Portland, Oregon. We were
lucky enough to have toured the facility and the attention
to detail is incredible. With a no-questions-asked 25 year
warranty, the tools are almost lifers. Although the demographic
is predominantly male, Leatherman® keychain styles
appeal to women as well. You feel the difference between
Leatherman® and other brands by just holding the pieces
in your hand. Superior quality and engineering precision are
built into every tool. Leatherman® is an executive gift with a
perceived value of the brand. Products range from practical
to practically unbelievable!
Br: Why is Leatherman® a good match for various
promotional uses?
KC: Leatherman® is an upscale gift that corporations
can give with pride knowing they gave the very best.
receiving a Leatherman® product means you have been
most appreciated, honored, and thanked for your service.
Leatherman® definitely has the ‘wow’ factor.
BR: What Leatherman® products will be available?
KC: Sweda will carry in house the STYLE™, MICrA®
STAINLESS, MICrA® ALUMINUM and SQUIrT® keychains
as well as the FrEESTYLE®, SKELETOOL®, and the
WAVE® large multi-tools. In addition to these seven styles,
Sweda can sell additional Leatherman® designs from their
retail catalog with a 7 – 10 day turn around.
Br: Can you provide some ideas/examples of how these
products can be successfully utilized by end users in their
marketing, branding, loyalty and motivational programs?
KC: Solution: Luxury Car Manufacturer Lexus test drive
promotion - receive a Leatherman® Multi –Tool for every
test drive of their 2010 S10 Series Lexus (Luxury Brand)
partners with Leatherman® (Luxury Brand)!
Solution- British Petroleum gives to the numerous
volunteers cleaning up the coastal beaches and wild life
sanctuaries as a token of good will and PR. The tool is
immediately put into use cutting down the brush that is now
covered in oil, repairing broken pulls and cinchers gathering
oil and debris. MSRP $74.99 BP’s spend is valued and
appreciated.
Br: What trends do you foresee in the promotional
products industry and how are Leatherman® products
compatible with those trends?
KC: Trends in the promotional products market are
driven by what is happening at retail. We react at least a
season behind the retail market. New fabrications are
marrying with electronics and time pieces. Hard goods are
unique with color and innovative nuances that we see for
2011. Leatherman® is a stable and solid brand with a strong
cache for the multi-tool category. The Leatherman®
Difference is not just their unique attention to detail with the
individual parts. It is the sum of ALL these parts - their specs
and their details - that make up the finest multi-purpose tools
and knives you can find in the marketplace today.
Editor’s Note: Look for Leatherman® Brand products
in Sweda’s new SimplyGIFTS catalog or visit them at www.
swedausa.com.
September 2010 | Brilliant Results 27www.bri l l iantpubl ishing.com
A DILEMMA MANY exhibitors face is how much
information to include in their trade show display. For small
exhibitors with one or two product offerings the answer
can be difficult. For larger exhibitors with a multitude of
products and services which might also include several
departments, the answer can become a nightmare. There
is often so much to tell and the exhibitor wants to make
sure the visitors get the right message. The solution starts
by taking a step back and looking at the display from the
visitor’s perspective.
Show visitors begin with the best of intentions. They have
walked the show and seen dozens of exhibitors displaying
a myriad of products. If there is a technical program at
the conference or event, they will have also sat through a
number of seminars and workshops. These visitors are only
human. There is only so much information the human mind
can absorb. So, the lesson to be learned is that creating a
display that tells too much is self-defeating. The last thing
these attendees want is more information.
Another consideration is that in many cases, visitors
already know the details about your product or service.
They learned about it on the Internet. They visited your web-
site, read reviews in trade magazines and heard from their
community through social media. Once again a display that
attempts to tell people what they already know is futile.
The solution is to ensure that the attraction efficiency
is maximized when you are creating your display. This
means that a good display will grab your visitor’s interest
quickly without adding to the confusion they may already
be experiencing.
This simple lesson may be easier stated than
implemented. The trick is to look at the world of marketing.
We are inundated with marketing messages everywhere:
billboards, radio, television, newspapers, magazines, the
back of ticket stubs, across the outside (and sometimes
inside) of subways and buses, elevator doors, the computer
you are using at this very moment, sidewalks, movie
theaters, you name it. It seems that there isn’t a blank space
that hasn’t been touched by a marketer. Your visitors have
experienced the same. Marketing clutter is unavoidable.
So, the most productive method of creating an attractive
display is through simplicity. It’s not a matter of what more
you can say, but how you can say it with less. This starts
with a clear focus for your display and two crucial criteria –
what is the message and who is it designed for?
What is the message?
If I were to ask you to identify your brand message in
one or two sentences and you hesitated, that should be a
clear clue that homework is needed. Trade show industry
guru Bob Dallmeyer says, “If you can’t write your idea
on the back of a business card, it’s not an idea.”
How true this statement is.
What about those exhibitors with multiple
products or those who share the costs of the display
with their departments. How do you handle the conflicts
in messaging? The answer highlights the need to create
one overall message rather than trying to broadcast
many. Then once you have the attendee’s attention, you
can direct them to specific areas in your display where
their needs will be met.
Who is the message designed for?
Assuming that everyone who is attending the event
is interested in your message or will buy your product
is a fallacy. Albeit there may be some situations in well
targeted regional shows where you are looking to reach
a very specific market. But in most cases trying to reach
the entire audience may not be productive. The solution
is to ask, which candidate will respond most favorably to
my message (or product offering)? Create a profile ahead
of time of who this person is then when you are designing
your display keep the profile in mind.
Next time you are developing a display let simplicity
guide your decisions. you will find your results significantly
better.
BY: BARRY SISKIND
exhibit
28 Brilliant Results | September 2010 www.bri l l iantpubl ishing.com
AS YOU ArOSE this
morning, no doubt the birdies were
singing, fresh brewed coffee was
being brought to your bedside by
your two perfectly groomed children
as your spouse called everyone to
hot blueberry pancakes ready and
waiting. Life was perfect, right?
Well, just in case there are a
couple of you out there who were a
tad more grumpy, let me enlighten you
with a whole different perspective on
things. Let’s bring in some attitude-
adjustment therapy. Why? Because
nobody can resist a good giggle now
and again.
Meet my colleague and friend,
Michael Kogutt, VP of Sales for
Supplier partner Points of Light.
I don’t normally spend an entire
column on one company, but I will
make an exception here because I
think you need to see why this is so
important. It takes a third-fewer face
muscles to form a smile than a frown,
so with that in mind, read on.
Points of Light is a crazy business
that provides smiles and giggles in an
otherwise tension-filled environment,
the workplace. They take ordinary,
normal kinds of items like Pens,
Notepads, Stress relievers, Chip
Clips, Memo Clips, Paper Clip
Dispensers and more and turn them
all into fun, goofy, nutty promotional
products that will crack you up. Ever
seen their “Happy Highlighter” or their
“Dusty Pens” that double as a brush to
clear off computer keyboards? Ever
been thrown a ‘talking’ stress reliever
that has a character popping out of a
computer screen? If so, you’ve seen
what these guys come up with.
You may wonder what universal
benefit and purpose lies in a product
that simply makes you stop and smile
and slow down? The answer is in the
question, but I’ll let Michael tell you
his story:
“I was tired, it was late and I was
trying to negotiate a room at a hotel
I was pretty sure was overbooked. I
handed her one of my pens that just
has a simple, smiley face on the top
and told her I hoped she was having
a good day. She stopped what she
was doing, looked at the goofy smile
on the character’s face and started to
laugh, saying that she could really use
the giggle just then. The next thing I
know, she’s booking me into their only
1700 square foot penthouse suite.
Did the pen do that? All I know is that
she smiled and so did I and it was a
welcomed event we both needed. I
credit our smiley-faced Swanky pen
for that.”
Think the world could use a ton
more smiles these days? Me too.
Not sure you are guaranteed an
upgrade the next time you book your
hotel room, but what if giving away a
giggle shone a new and different light
on the personality of your company?
We have enough frustrations in life.
Shake things up a bit, change some
attitudes amongst your customers
and shine a new and more relaxed
image on those who go out every day
and represent and watch what could
happen.
This is an economic environment
that still has a lot of ups and downs
to weather. Our industry has many,
many products that will help you
stand out from the crowd and bring
a new message and, if you can also
bring a smile or two in the process,
all the better. Bring in your
Promotional Products Specialist,
put some ideas together and make
your message personal, because
It’s All Personal.
BY: DAvE RIBBLE, MAS
it’s all personal
30 Brilliant Results | September 2010 www.bri l l iantpubl ishing.com
Ad Index / Web resource Guide September 20103M ® ........................................................................... www.3M.com/promote .......... Back Cover
Ad-Dancer © ................................................................. www.ad-dancer.com ....................... 25
Aprons, Etc ...................................................................www.apronsetc.com ........................ 7
Brilliant Results™ Magazine .............................www.brilliantpublishing.com .......................31
Chocolate Inn ® ....................................................... www.chocolateinn.com .................... IBC
KB Innovative Products by .....................................Key-Bak www.KBips.com .......................11
Display Solutions ..................................................www.displaysolutions.net ........................ 7
Groline © ..........................................................................www.groline.com ... 5,13,17, 23, 29
SWEDA ® ..................................................................... www.swedausa.com ......................... 3
The Motivation Show ...........................................www.motivationshow.com .......................15
Warwick ...........................................................www.warwickpublishing.com .....................IFC
September advertiser’s index
Free Product Information: For free product information from these suppliers, please complete and mail this page to:Brilliant Results Magazine, 9034 Joyce Lane, Hummelstown, PA 17036.Fax to (717) 566-5431 or e-mail [email protected].
Name Title
Company Industry
Address City State Zip
Phone Fax E-mail
Please circle items of interest.
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September 2010 | Brilliant Results 31www.bri l l iantpubl ishing.com
staying sharpBY: BARTON GOLDSMITH, PH.D.
These ten tips will help you create and maintain the positive workplace
habits we all want to see and be around.
1. Recognize your co-workers for their commitment and caring. The
number one motivator of people is recognition. Saying to a teammate that
you recognize their efforts to make your working relationship great is the
best motivator you could give to her or him. Letting someone you love know
that they have added to the team by being their best is one of the highest
compliments you can give. Make sure you get some for yourself as well.
2. Share in creating a positive and emotionally comfortable working
environment. Satisfaction cannot thrive in a negative environment. If you have
developed a “downer” work-style, where no one tries to lift their co-workers
out of the doldrums, it prevents everyone from finding emotional and even
physical comfort – and that will lower productivity. Keeping it positive helps
everyone in the workplace enjoy their jobs more.
Creating a Posi tive Workplace
32 Brilliant Results | September 2010 www.bri l l iantpubl ishing.com
Creating a Posi tive Workplace3. Make your working relationships meaningful –
strive to create something worthwhile. Everyone wants to
be part of something greater than they are. Whether it’s
contributing to your company, community, or the world,
doing it as a team will add depth and a sense of higher
purpose to your life. This has the effect of making you feel
that being with your company has helped others.
4. Be responsible for your actions. If you make a
mistake own up to it sooner rather than later and always do
it completely. This gets it out of the way of your business
relationships and creates greater success because no one
has given the problem time to fester and grow. Problems
left unattended have puppies. In other words when you are
not responsible for your actions, it creates more problems.
5. Be accountable for your commitments. When you
make a promise keep it. Not remaining faithful to your word
erodes the trust necessary for a working relationship to not
just stay alive, but to thrive. Once you break your word, your
teammates or customers may have difficulty believing you
will be there for them the next time.
6. Balance the work and the rewards. Trade off
duties with co-workers every now and then, it will help
your teammates feel you respect their contribution. If you
get recognized make sure you also recognize the other
members of your team even if they didn’t do as much as
you. Giving them this respect will help all of you be a tighter,
more respectful and efficient team.
7. Help each other grow and learn. Encourage
co-workers to take care of themselves by getting educated
and working on new projects. People who are not growing
do not feel good about themselves and this will cause
them to feel they are bringing less into the company. When
someone feels less than, they are not able to contribute in a
positive manner.
8. Give your co-workers the opportunity to be
their best. When you know your teammate takes pride in
certain tasks or parts of themselves support her or him in
succeeding at those activities. The last thing you want to do
is to make those you work with on a daily basis feel that you
don’t respect their efforts. remember that greatness in any
one area leads to greatness in all areas.
9. Understand your team members motivation and
stresses. If you know that your teammates have difficulty
talking with the accountant, dealing with the phone company,
or other tasks of the business, take on that responsibility. If
they respond to certain forms of communication, be sure
you know how they like to be communicated with and use
those techniques. Trying to motivate someone in the same
way you like to be motivated may not work for him or her.
Do nice things for no reason (for example I keep a few little
gifts stashed so I can give them to team members when
they reach a milestone or have a success.) Greet your team
members with enthusiasm when you see them at the end of
the day and add some spontaneity to the workday with little
celebrations.
10. Keep it interesting. Perhaps the most difficult part
of having a deep conversation with someone you work
with daily is getting the process started. Most people open
these conversations with little preparation because they
can no longer contain their emotions. When this happens
sometimes things are said that the speaker may regret
afterward. It is wise to think before you talk, especially
about issues that may have an emotional charge, so a little
internal processing beforehand may be your most valuable
tool. Processing your feelings before you lay them on your
teammate will help you deliver them in the most appropriate
manner, and will help your issue resolution discussion
go much easier. Once you experience having a positive
conversation about a difficult subject, the next ones will not
seem as daunting.
The techniques above are specifically designed to help
facilitate the necessary thinking required to produce and
maintain healthy workplace habits. You don't need to use
them all, try the ones that are easiest for you and see how
they work. understanding the need for feeling satisfied and
contributing to that necessity in your work life will make
everyone in the company happier people. These tips will
help you maintain a fulfilling business relationship, and will
prevent your team members from feeling that they “can’t get
no… satisfaction.”
September 2010 | Brilliant Results 33www.bri l l iantpubl ishing.com
USA Travel Trivia ~
1. If you are in California, you wouldn't...
a. Check out the stars on the Walk of Fame
b. Gawk at the world's biggest tree
c. Drive down the crookedest street in the world
d. Swim in the Great Salt Lake
2. While visiting New York state, you can't
a. Swim off Shelter Island
b. Bet on the horses at Saratoga
c. Learn a little history at Fort Ticonderoga
d. Learn about the Shaker religion in Hancock
3. If you visit Texas, you won't...
a. Tour the Alamo
b. Check out ships in the nation's eighth largest port
c. Visit the National Cowgirl Hall of Fame
d. Attend mass at Mission Dolores
4. When you go to Ohio, you would never...
a. Visit the rock and roll Hall of Fame
b. Swim in Lake Ontario
c. Tour the Amish country
d. See Indian burial mounds
5. Visit Virginia and you couldn't...
a. Peruse Appalachian crafts shops in Berea
b. Tour the Chancellorsville Battlefield
c. Visit Monticello
d. Buy a wild pony at auction
6. If you travel to Minnesota, you won't be able to...
a. Drive through the Valley of the Jolly Green Giant
b. See a Shakespearean play at the Guthrie Theater
c. Attend a home game of the Green Bay Packers
d. Canoe the Boundary Waters
7. Go to Missouri and you won't...
a. Laugh with Yakov Smirnoff at this own theater
b. Visit the site of the 1904 Louisiana Purchase Exposition
c. Visit the world's largest shopping mall
d. See artifacts of his administration
at the Harry S Truman Library
8. If you visit Florida, you can't...
a. Shop at the Mall of America
b. Dance the night away at South Beach
c. ride an airboat through the Everglades
d. Visit the oldest town in North America
9. While visiting Massachusetts, you would not...
a. Go whale watching out of Provincetown
b. Check out one of the Five Colleges before enrolling
c. Listen to a concert under the stars in Lenox
d. Take a day trip to Block Island
10. Visit Alabama and you won't...
a. root for the Crimson Tide
b. Train like an astronaut at Space Camp
c. Dip in the Gulf of Mexico at Fort Walton Beach
d. Follow the Civil rights route from Selma to Montgomery
Editor’s NOTE: Quotes courtesy of:
http://www.quotegarden.com/travel.html;
Trivia Questions courtesy of: http://www.funtrivia.com
Answers: 1. d; 2. d; 3. d.; 4. b; 5. a; 6. c; 7. c; 8. a; 9. d; 10. c.
off the cuff
The most important trip you may take in life is meeting people halfway.
~HENRY BOYE
The World is a book, and those who do not travel read only a page.
~ST. AuGuSTINE
When preparing to travel, lay out all your clothes and all your money. Then take half the clothes and twice the money.
~SuSAN HELLER
If you reject the food, ignore the customs, fear the religion and avoid the people, you might better stay home.
~JAMES MICHENER
There are only two emotions in a plane: boredom and terror.
~ORSON WELLES
34 Brilliant Results | September 2010 www.bri l l iantpubl ishing.com
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