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w w w. b r i l l i a n t p u b l i s h i n g . c o mJanuary | 2010$10.00

TM

page 8

page 16

Trade Show Giveaways, Rewards

& Bribes

WAS itWORTH it?Measuring & Increasing

Trade Show ROI

Jonathan “Skip” CoxExhibit Surveys’ CEO and president

No,I said Calendars!

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features: 8 Was it Worth It?

departments: 6 publisher's letter

7 contributors: Who’s who in the industry

16 marketing: Trade Show Giveaways, Rewards & Bribes

18 top ten: Peter’s Top 10 List

20 insight: gift cards, where we’ve been & where we’re going

22 travel: Tradeshows Can Boost Tourism

24 exhibit: Create a Lasting Memory for Your Customers

26 incentives: a year of highlights and discovery

26 it’s all personal: which half are you?

30 incentives: incentives and more

30 branding: uncommon sense

32 staying sharp: Resolution Preparation Techniques

33 ad-index

34 Brilliant Results Bookshelf

30

24

8

Vol. 7, No. 01 2010


4 Brilliant Results | January 2010

Vol. 7, No. 01 2010

Welcome to the New Year and our first issue of 2010. Yes, we survived 2009 a

pretty huge accomplishment considering all the press about traditional media. That

you are reading this proves that traditional media is not dead and will not die anytime

soon. We survived and are approaching 2010 with renewed vigor and laser focus.

2010 will be all about ROI, in everything a successful brand and company does with

respect to marketing and social media.

The good thing about a recession is that it gets everyone to be laser-focused on

what needs to get done and how to move their business forward. I hope that as a

result of this recession, with people being a lot smarter about how they plan and a

lot smarter about how they execute, that trend will continue. Gone are the days of

handing out a bunch of trinkets to an unfocused group hoping for a result. No more

“sloppy marketing” and “scan me approach” to successful tradeshow results. Social

media is increasingly changing marketing departments as a whole. I am hoping that

gone are the days of mass spam emails that clutter my inbox, tell me nothing, and

certainly are worthless in terms of repeating to you our valued circulation.

Yep, it has never been a better time to be a marketer. Marketers can be a lot more

productive in terms of focusing on original ideas and adding value and results to

campaigns and lead generation. Closing the deal will be a team package. Tradeshows,

virtual and live, will still be an integral part of every business in generating that

all encompassing lead as well as interacting with clients. Those that approach a

tradeshow with results driven promotional products and incentives as well as a

knowledgeable sales force and follow-up action plan will succeed on grand levels.

Yep we made it… I am most thankful to our brilliant advertisers and our dedicated

readers. I will certainly continue to push our advertisers in all areas as they are the

true leaders in this industry and offer the quality products and services that can help

you stand out in a crowd and push your marketing campaigns into a results-oriented

success. To further assist you, we have included our Top Online Marketing Books of

2009 and I would certainly recommend that you add them to your reading list.

I hope you enjoy this issue and find some useful nuggets to drive your marketing

campaigns. In 2010,

Make it a Brilliant Day!

P.S. Word to the wise marketer: Be sure to know the content delivered before

you dump traditional media and jump on the social media bandwagon. Or you may

find your brand losing value and your marketing approach to be a haphazard scatter

shot. Know what your SMVC (Social Media Value Chain) looks like and how you plan

to handle your “friends”, “tweeps” and leads. Make it a Brilliant Day!

publisher’s letter

Brilliant Publishing LLC9034 Joyce Lane

Hummelstown, PA 17036Ph: 717.571.9233Fax: 717.566.5431

PUBLISHER / ADVERTISINGMaureen Williams

[email protected]

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, Martin Lindstrom, Peter LoCascio, 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 1. 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 | January 2010

contributors

a Peter LoCascio has more than 35 years of sales and marketing experience, Peter LoCascio, President of Trade Show Consultants, is an expert in helping companies achieve tangible, continual success exhibiting at any trade show. Peter works with exhibitors to maximize their trade show effectiveness…“Bridging the Gap between Trade Shows and Sales.” He has successfully developed strategic and tactical sales and marketing programs for trade show exhibitors to add value to products and services. Please visit Trade Show Consultants at www.tradeshowconsultants.com.

b 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 Martin Lindstrom, a respected branding and marketing expert, was selected as one of the world’s 100 most influential people by TIME magazine. The founder, CEO and Chairman of the LINDSTROM company (Sydney), Martin speaks to a global audience of approximately one million people every year. He has been featured in numerous publications, and on major broadcast and financial television network programs, his previous book, BRAND sense, was acclaimed by the Wall Street Journal as one of the five best marketing books ever published. His latest book; Buyology – Truth and Lies About Why We Buy – a New York Times and Wall Street Journal best-selling book has been translated into 37 languages and is on almost all major best-seller lists worldwide.

g Dr. Peter Tarlow is the founder and president of Tourism & More Inc. Dr. Tarlow has appeared on National televised programs such as Dateline: NBC and on CNBC. Dr. Tarlow organizes conferences around the world dealing with visitor safety and security issues and with the economic importance of tourism and tourism marketing. He also works with numerous cities, states, and foreign governments to improve their tourism products and to train their tourism security professionals. For additional information visit www.tourismandmore.com

h Michael Merrick Crooks is a 25-year advertising and promotional marketing veteran. An internationally recognized speaker on the subject of Creative Problem-Solving, he’s also the author of “ReThinking Trade Show Giveaways.” Learn more about his creative, speaking and writing services through www.PromoReThink.com.

i 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.

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Was It Worth It?


8 Brilliant Results | January 2010 www.bri l l iantpubl ishing.com

AS ecONOMIc cONDITIONS have changed, marketing

departments are frequently being asked whether or not the company’s participation

in a trade show or exhibition event was worth the cost. The next question is usually

how can we measure and improve our results.

In an effort to assist marketing departments answer these critical questions,

exhibit Surveys, Inc., the leading provider of research and measurement services

exclusively for the exhibition and event industry, recently announced the expansion

of its offerings to meet these evolving needs. This additional undertaking provides

a full range of research-based consulting services for exhibition organizers,

corporate exhibitors and event marketers.

The focus of the consulting services will be on the strategic elements of exhibitions

and events. For exhibition organizers, the focus will be on the key strategic issues

and decisions they face such as increasing revenue, assessing and improving value

of their exhibitions, identifying new attendee and exhibitor segments, reducing

attendee and exhibitor attrition and assessing new ideas like show launches or

co-location opportunities. For corporate event marketers, the primary focus will

be on the five key drivers of Return On Investment (ROI) and Return on Objectives

(ROO): event strategy and objectives development, show selection and investment

and/or event mix-strategy decisions, key tactical execution drivers of ROI/ROO,

lead management and follow-up process, and internal measurement program

development and reporting.

A rare combination of experienced thought leaders and a 46-year history of

revolutionizing event measurement uniquely qualifies exhibit Surveys to understand

the challenges that event-marketing professionals are facing every day.

The company has conducted primary research on more than 4,000 exhibitions

and events and over 10,000 individual exhibits in all major segments of commerce

on six continents. Its clients represent all segments of the event industry,

including exhibition organizers, exhibitors, private events organizers, suppliers and

convention facilities.

This month Brilliant Results had the opportunity to interview exhibit Surveys’

CEO and president Jonathan “Skip” Cox. Under Skip Cox’s leadership, Exhibit

Surveys, Inc., has achieved double-digit growth as the premier intelligence and

measurement resource in the events marketing industry.

Skip is heavily involved with the direct application of exhibit Survey’s new

Was It Worth It?

Measuring and Increasing Trade Show ROI

January 2010 | Brilliant Results 9www.bri l l iantpubl ishing.com

diagnostic tools to enhance the strategic and tactical planning of exhibition and event organizers

and exhibitors, for both corporations and associations. The center for exhibition Industry

Research (ceIR) a non-profit organization with the mission of advancing the growth, awareness

and value of exhibitions, recently named Skip to its 2010 Board of Directors.

Skip is sought-after as a speaker at major trade shows and professional association meetings,

and is often invited to present exhibit Surveys’ research findings at events in the U.S., Latin

America, Europe, and Asia.

BR: What services does exhibit Services Inc. offer its clients and what motivated the expansion

into consulting?

Sc: As our name implies, exhibit Surveys’ origins are in research and measurement of

exhibitions and events starting in 1963. At that time trade shows, or exhibitions, were about

the only type of face-to-face event marketing activity available to companies. As event

marketing evolved and companies began creating their own event activities to augment

trade exhibitions (e.g., product launch events, private customer and partner conferences,

road shows, b2c consumer experiences, and more recently virtual events), it was a natural

progression to research and measure these types of events as well for our clients. In fact,

the big advantage of having a single source to measure all types of events is that you can

measure consistently across all event types in order to compare the relative value of each

to overall company marketing initiatives.

We have always differentiated our research and measurement from other sources by the

level of analysis, insight and recommendations we make based on the data and our long-

term experience focusing strictly in the event marketing arena. Therefore, offering consulting

services was a natural evolution. In fact, we prefer to be thought of as a research based

consultancy, i.e., all insights and decisions we recommend for a consulting assignment

are fact-based, whether it be using data from research or measurement we conduct, data

drawn from our extensive database, our benchmarking data, reliable third-party sources or

our client’s internal data. Meaningful data coupled with extensive event industry experience

insures the best possible guidance.

BR: How can exhibit Services Inc. help exhibitors succeed in today’s very challenging trade

show/exhibition environment?

Sc: ROI optimization of exhibition budgets is first and foremost on every exhibitor’s mind,

especially during the last couple of years where marketing budgets have been under

extreme pressure. We begin by helping exhibitors align their trade show strategy with

overall company initiatives. This is the foundation for success and you would be surprised

at the number of both large and small companies that are not in alignment, or at least do not

articulate goals and objectives that demonstrate that they are in alignment.

Once the strategy is set, show selection and investment decisions become critical. Our

experience is that most companies are in the “right” shows, but often they are over or

under invested relative to the size and value of their target audience at the show, and/

or they are missing opportunities by not exhibiting in certain shows. We have developed

a process and a series of tools that use past measurement data and/or third party data

to provide guidance on show selection and investment decisions taking into consideration

management’s initiatives. Over or under investing will have a direct impact on ROI.

Measurement is another key success factor and this is one of our core competencies.

Measurement ties the past and future together. Measuring ROI justifies the investment

just made, but one of its primary benefits is providing feedback that will enhance and

refine strategic and tactical decision-making for the future and most of all provide input

for continuous improvement. Based on our modeling exhibit performance data for many

clients coupled with onsite observations we have created an exhibit performance model


that identifies all of the key drivers of ROI. By assessing all of the tactical

elements of performance that relate to attracting and engaging an exhibitor’s

target audience, we are able to identify strengths and weaknesses that will lead

to maximizing ROI in the future.

BR: In your opinion, what is the single most important strategic element for a

successful exhibition or event?

Sc: I don’t think you can isolate it to just one strategic element. What I just mentioned

above - alignment with company strategy, show selection and investment,

identifying the key tactical drivers of ROI, and measurement - are all strategic

elements that are interrelated and are critical to optimizing ROI. companies

that take a holistic approach to managing all of these strategic elements are

those likely to have the most success in generating positive ROI.

BR: In the current viral media obsessed climate how can trade shows/exhibitions

remain relevant marketing tools?

Sc: From our perspective as a consulting and research firm, we need to help our

clients initiate a social media strategy for their exhibits and events, measure the

impact of social media in extending the reach of their investment in the event,

and monitor the social media as it relates to the exhibition or market to help

develop relevant messaging and content.

First of all, there is still a place for face-to-face engagement between buyer and

seller, and in my opinion there always will be. Recently there have been all kinds

Measurement is another key success factor and this is one

of our core competencies.

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of research studies from sources outside the event marketing community (e.g., Forbes) that

have touted the importance and necessity of face-to-face engagement with customers and

prospects. And even the younger generations see the value of face-to-face. In a recent study

sponsored by the center for exhibition Industry Research (ceIR), over 80% of Millennials

and Gen X’ers see the value of attending exhibitions. These are the generations who will be

the key decision makers of the future that many pundits assume will be using social media

networks to communicate and would not value face-to-face engagement.

There is no doubt social media is becoming and will be an important marketing tool. The real

issue is how exhibitors will integrate social media to enhance the overall exhibit experience.

Based on our experience this is already happening, and social media integration is one of

the hottest topics in our industry.

BR: can you give our readers an example of a company successfully integrating social media into

the trade show/exhibition experience?

Sc: Some companies are still trying to figure out how to integrate social networks into their

events, but others have already demonstrated success. One of our clients in their major

event this year attributes a Twitter-based tactic to increasing their lead count from less than

400 the previous year to about 600 in 2009 despite a drop in attendance of about 20%.

They did this using a combination of their own website to begin recruiting followers on their

Twitter account, having their sales reps tweet regularly in the days leading up to the show,

and then increasing the number of tweets during the three days of the show. They integrated

the tweeting with a highly valued drawing in the exhibit that required attendees to visit their

exhibit, stop at a specific product demonstration area in the exhibit and give the exhibit staff

person a password that was included in the tweets.

BR: In your opinion, of the various measurement services that exhibit Services Inc. provides

which is the most vital?

Sc: It really depends on the objectives the exhibitor is trying to accomplish. If the exhibit objectives

are focused primarily on brand enhancement or marketing communication objectives, it may

require some form of research such as a pre-post survey to measure the impact of the

exhibit/event in creating “lift” in the brand metric scores. If the objectives are sales related,

it may be as simple as measuring lead activity and quality along with tracking leads to sales

through cRM or conducting Sales conversion Surveys after the show.

Regardless of the method used to measure results, we feel strongly that measurement should

also provide at least some insight about the quality of the audience attending the exhibition

to establish the value of the show, and assessments of the tactical elements of the exhibit so

that areas of exhibit improvement can be identified. This will lead to better ROI in the future.

New streams of data are becoming available as new technology is introduced to exhibitors.

These data sources should be incorporated in the measurement process where applicable.

For example, a few shows are starting to provide RFID technology to track visitors in exhibits.

This is an excellent source of visitor behavior data, which can provide exhibit performance

insight.

BR: How can/does the use of promotional products/giveaways enhance exhibiting success?

Sc: Based on our measurement of exhibits that use promotional products/giveaways to attract

visitors to the exhibit, there are some risks in using them. Most companies have only a

segment of the attendees that represent their target audience. Therefore, giveaways can

over-attract if they are distributed indiscriminately, i.e., given out to just anyone. Over-

attraction lowers the quality of visitors and makes it more difficult for exhibit staff to qualify

visitors. This can negatively impact ROI.

Over- attraction lowers the quality of visitors

and makes it more

difficult for exhibit staff to qualify visitors


Best results are achieved when promotional items are distributed using a controlled

method of distribution and given only to qualified visitors. Visitors should be

expected to give something in return such as qualification information or time

watching a demonstration or talking to a rep.

BR: can you give our readers some examples of your clients’ successful use of your

services in their marketing/exhibiting efforts?

Sc: We recently measured a client’s performance for all of their exhibits using multiple

measurement methods because they had multiple objectives for exhibiting.

We used surveys to measure brand and marketing communication objectives,

surveys to measure conversion of leads to sales, and analysis of leads generated.

Interestingly, the simplest measurement (analysis of their leads) provided the most

insight. In the first year it became evident that their cost per lead was very high

compared to our benchmarks. The first reaction to this data was to drop shows

or reduce their investment, but further analysis of the survey data indicated that

the quality of the attendees at most of the shows was high; they simply weren’t

realizing their full potential.

The measurement revealed that they needed to focus on improving their process for

generating leads, not drop shows or reduce investment in these shows. Selective

attraction techniques like product presentations and demonstrations were utilized

to generate more traffic. Pre-show online exhibit training was required of all exhibit

staff to generate more leads.

Results? comparing the exact set of exhibitions year-over-year indicated that

attendance at all of these shows combined increased just a little over 1%. However,

as a direct result of the improvements recommended, the total number of leads

generated from these same shows increased 27% with no increase in investment.

In fact, their cost per lead dropped 31%, and there was no loss in quality (25% were

considered “hot” leads in both years based on their internal qualification criteria).

This simple case study illustrates the power of measurement quantifying results

and improving performance.

BR: Do you have any final thoughts or advice for our readers?

Sc: First, I always like to remind clients that you don’t have to be a big exhibitor to institute

measurement and learn from it. As illustrated by the example I just mentioned

above, simply keeping track of lead data can provide insight for increasing ROI from

exhibiting. The key is to measure consistently, meaning the data collected has to be

measured using the same methodology for each show. consistent measurement

allows you to make direct comparisons of exhibitions, create benchmarks of key

metrics, do periodic summary reporting, create dashboards, and develop standard

processes for measuring which helps to control the investment in measurement.

My final advice is to spend more time on the strategic elements of the exhibit

program. It is so easy to get caught up in the tactical execution of events, yet the

strategic elements mentioned above are what drive the optimization of ROI. I

realize this is easier said than done in today’s environment where everyone is time

starved, but without stepping back and evaluating your strategy regularly, ROI is

likely to be negatively impacted by either over or under investing, or not identifying

areas for performance improvement.


ON THe SUBjecT of

trade show giveaways, I believe the

first problem we must overcome is the

use of the term “giveaways”. calling

them giveaways simply sets in motion

a self-fulfilling prophecy that dictates

you give stuff away. Let’s ReThink

it. In order to divest yourself from

a “giveaway “ mentality you must

change what you call the items.

Let’s call them what they are …

Bribes or Rewards, depending

on how you use them. If they

are given to induce someone

into giving you their contact

information — then they

are bribes. If the word

“bribe” is too political

for you, than I suppose inducement

will work. On the other hand, if they

are given AFTER someone gives

you their contact information — then

they are rewards…Plain and simple.

Calling them giveaways simply sets

your mind in the giveaway mode.

Calling them inducements or rewards

changes your mindset accordingly.

Now, I’ll be the first to admit

that it’s easier to order a boatload

of inexpensive “giveaways” and

simply hand them out. But, at the

risk of insulting you, why does your

company want you to do that for

them? ANYONE with a pulse, an

Internet connection and an IQ above

room temperature can find a 25¢

item to simply give away at a trade

show. If that’s what you’re doing then

ReThink your approach before your

boss reads this and starts asking

questions.

Determining What You Want to accomplish

“What do you want to accomplish

by participating in the trade show?”

This is where many marketers

run into a problem. They respond

confidently, “We just want to get our

name out there.” And then they buy a

boatload of some cheap thingamabob

and hand them out at the trade show.

Most of this junk ends up in a drawer,

in a wastebasket or in a child’s toy

box. And that’s funny, because as

often as I’ve asked people, “What

do you want to accomplish by

participating in the trade show?” NO

ONe, not—one—person, has ever

answered, “Give away a bunch of

cheap stuff and determine my trade

show success by how much stuff I

gave away?” But that’s exactly what

they do. Let’s ReThink it.

First of all, why settle for merely

“getting your name out there” when

with a little thought and hardly any

more investment you can actually

have a shot at a measurable return

on your investment.

Here’s an example. In November

I bought a hunting license. With

every hunting license came a free

hat embroidered with just the brand

BY: MICHAEL M. CROOKS

marketing

Trade Show Giveaways, Rewards & Bribes

Change The Name, Change The Perception


name of a hunting gear manufacturer.

The hangtag told me where the hat

was made, the material in the hat and

little else. What a missed opportunity!

Had the company asked the question,

“What do we want to accomplish?”

the hangtag could have told me about

the company and their marketable

difference and invited me to visit

their website to enter a drawing to

win more of their wonderful product

line. But, no…Apparently, all the

company wanted to do was “get their

name out there.” And despite the fact

that I have a hat sitting in my closet,

I care no more about the company

than I did prior to getting the hat. The

hat didn’t induce me to find out more

about the company. And unless the

DNR sells my name to the company,

the company has no actionable data

about me. This is what happens when

you don’t back up a product with an

effective idea or strategy. This is what

happens when you simply give stuff

away.

If you want a better shot at

accomplishing something meaningful

at a trade show, then your answer

to the question, “What do I want to

accomplish?” should be more along

the lines of:

“Drive trade show traffic to my retail

store.”

“Drive trade show traffic to my

website”

“collect actionable data from those

who are interested in my product or

service.”

“Generate qualified traffic to my

trade show booth with a pre- show

mailing.”

“Nail down appointments.”

hoW to accomplish the What

Once you determine WHAT you

want to accomplish, you then must

determine HOW you are going to

accomplish it. Do you use a hat with

an informative hangtag that directs

people to a website? Do you want

to boost trade show traffic with a

pre-show mailing? In that case, do

you promise them a reward? Do you

send them ½ an item, such as an ink

cartridge to a really nice pen, allowing

them to obtain the other ½ by visiting

your booth? How you accomplish,

what you want to accomplish will help

dictate your product selection.

Once you determine what you

want to accomplish, apply the

following question to each item you’re

considering, “How will this item help

achieve what I want to accomplish

without simply giving it away?”

proDuct selection

Many marketers attempt to take

the work out of product selection by

buying into the hype of so-called, “Top

10 Lists.” When selecting products

for my clients, I avoid Top 10 lists

because: 1) They are based on sales

volume and not effectiveness and;

2) There’s a distinct probability that

others at the trade show will have

an item off the top 10 list, or else it

wouldn’t be on the top 10 list!

When it comes to product selection

you want an item(s) that is well suited

to your particular set of circumstances.

To that end, IF someone attempts to

select a product prior to determining

what is to be accomplished ask the

following question:

“How do we effectively use that item

to positively affect our prospecting ROI

— without simply giving it away?”

Remember, you really can’t

effectively answer the How until you’ve

determined the What. So you’re back

to, “What do we want to accomplish by

participating in this trade show?”

ReThinking your tradeshow

giveaways begins with a steadfast

commitment to stop simply giving

stuff away. This is vital because your

commitment to stop simply giving stuff

away begs the question, “If I stop

simply giving stuff away…what do I do

instead?”

And with that question you begin,

ReThinking Trade Show Giveaways

and venturing ever closer to brilliant

results.

Trade Show Giveaways, Rewards & Bribes

“What do you want to

accomplish by participating in the trade show?” NO ONE, not—one—person, has ever answered, “Give away a bunch of cheap stuff and

determine my trade show success by how much stuff I gave away?”


TOP TENBY: PETER LOCASCIO

Peter’s Top 10 List for Successful Trade Show Exhibiting


1. think sales anD making personal sales calls on the traDe shoW floor

There are few functions in

business as exact and dynamic as

personal selling. An organization’s

sales team lives and dies by the

results of its efforts, which cannot

be easily fudged, finessed, or

faked. A salesperson obtains

the orders required and either

makes sales targets or doesn’t.

By thinking sales and positively

affecting the selling process as

a trade show goal, the exhibitor

is setting realistic expectations

that reside more in the area of

an exact science. Armed with an

understanding that the selling

function has many phases, the

trade show can shorten the

existing selling cycle by delivering

qualified prospects to your exhibit

sooner than later and establishing

a positive environment where

sales and prospects will meet face

to face to solve problems, add

value, and influence the purchase

of your products.

2. plan earlY

At least six months before a

trade show, present goals and

objectives in a pre-show memo

distributed to all involved. This

overview should include a list of

products being presented, show

service details and logistics,

display guidelines, appearance,

and operation. It should also

include input from sales,

management, and marketing

departments. In addition, the pre-

show meeting time and location,

as well as a booth duty roster,

should all be in place weeks

before anyone departs for the

trade show.

3. Determine hoW much space You neeD

A simple analysis of setting

targeted prospect numbers will

help determine how much space

is needed to attain goals and

objectives for the trade show. The

average salesperson can make

one good sales presentation every

10 minutes while on booth duty

and needs about 5 feet of space

in which to operate, including

support functions. If your pre-show

plan calls for seeing 10% of the

5,000 attendees or 500 suspects,

prospects, and customers during

the 24 hours a trade show is open,

you’ll need at least 20 feet of

space and 5 salespeople manning

the booth at all times.

consider additional space for

storage, literature processing,

customer relations, audiovisual

equipment, and closing or

conference rooms.

4. target Your auDience

Based on prior business,

sales, and trade show attendance

experience, establish realistic

goals and objectives by asking

how many attendees are likely

to purchase products like yours

in the next 6 months. Use that

number to determine your exhibit

space requirements, budgets, and

operational demands. The trade

show will deliver everyone from

attendees who have no interest

in your products and services

to those ready to purchase

immediately. By setting realistic

targeted attendee profiles, you’ll

be more likely to attract, meet,

and discuss products with a high

level of pre-qualified prospects

and customers.

5. select the right space

In most cases, you're not able

to visit an exhibit hall in advance

of a show. As a result, it's

important to study the floor plan

provided by show management

to determine where your exhibit

will function best with as little

interference as possible. In some

cases you might want to contact

the convention facility directly

to obtain a more detailed floor

plan that could show columns,

elevators, food service areas, low

ceilings, floor obstructions etc. to

avoid being surprised when you

get to the show. Other exhibitors

are also important to consider

because some might have loud AV

programs or other distractions that

will negatively affect your ability to

conduct business effectively.

6. Design an exhibit that communicates from the aisle

Your exhibit’s signs and

graphics should function much like

magazine advertisements. The

headline and body copy should be

seen from the aisle and effectively

communicate product benefits that

encourage targeted prospects to

enter the booth and want to talk

with someone. An unorthodox

way of looking at this important

exhibit function is to consider


that the exhibit must communicate

well enough from the aisle to keep

4,500 non targeted attendees out

of the booth while facilitating face-

to-face meetings with the targeted

suspects and helping achieve your

sales goals and objectives.

7. select the proper people to Work the booth

Not everyone is well suited to

effectively and positively stand

booth duty and perform the duties

required during all scheduled

hours of the show. Those selected

to work the booth must have

complete knowledge of product

features, benefits, and value and

be comfortable to present and

demonstrate them within the often

chaotic trade show environment. The

pre-show meeting the night before

the show is an ideal opportunity

for marketing, management, and

sales to review the salient value of

all products on display. Staging a

booth team meeting each evening

at show close also creates an

opportunity for everyone to compare

exhibit performance notes, review

sales leads, make adjustments to

improve display and booth function

aspects, and generally prepare for

the next day’s opportunities.

8. generate QualitY sales leaDs

Every screened visitor to the

booth has an interest on some

level. At the end of the show, sales

lead cards or forms are worth their

weight in gold, assuming they are

filled out correctly and completely.

Every person on booth duty should

be well versed in asking the right

questions and be able to carefully

record a prospect’s answers,

concerns, and expectations and

rate each on a scale of cold, warm,

or hot. When the show is over, an

excellent sales lead card used by

the local salesperson can make a

quality impression hard to match.

The follow-up salesperson should

thank the prospect for visiting the

company's exhibit and refer to the

lead card to discuss details and

offer whatever might be needed to

satisfy the prospect and close the

sale.

9. prepare folloW-up materials in aDvance

Weeks before traveling to a

trade show, define, prepare, and

assemble literature response kits

to effectively respond to a booth

visitor’s interest. It is also imperative

to have a management system in

place that identifies and notifies

the local salespeople of what

material was sent — and when —

to facilitate a timely follow-up. It is

totally inconceivable to spend tens

of thousands of dollars exhibiting

at a trade show and not have an

effective follow-up system in place

to deliver information to every exhibit

visitor a week or two after the show.

equally important is making contact

with a visitor to confirm receipt of

the information and offering any

additional materials that might

prove helpful.

10. conDuct post-shoW evaluation

Gathering comments and

feedback about the planning and

executing of trade show exhibits

will allow you to build on past show

experiences and take gradual

steps to maximize future show

effectiveness and success. The

building blocks for a professionally

managed trade show exhibit

program are found on the floor of

every trade show in which you

exhibit. It is critical that experience

be positively encouraged in order to

overcome challenges and maximize

opportunities while maintaining firm

continuity over the development of

the entire program. The best way to

accomplish this is for the trade show

exhibits manager to be completely

immersed in the function and to

experience all aspects of planning,

executing, and managing the entire

effort, including physically manning

the booth and being available

during most hours of a show.

conclusion

The myriad complexities and

variables associated with successful

trade show exhibiting require a

careful, committed, and

contemplative focus in order for this

expensive and time consuming

activity to evolve into a well-

managed, justifiable promotional

function. The many lessons,

experiences, and opportunities

learned by exhibiting provide the

exhibitor with a means to establish

and build upon a platform where

over time, problems are omitted,

planning excels, and desired results

are assured. Those who can justify

trade show exhibiting as a way to

reduce sales time and costs while

increasing the number of qualified

customers and prospects should

take every opportunity available to

build and support a robust trade

show program.


TRADeSHOWS may be one

of the earliest forms of capitalism. In

fact the Middle east’s ancient bazaars

may have been state-of-the-art

marketing. Although the tradeshow’s

exact origin is not known, it may have

begun with something as simple

as a group of people placing their

products on the ground. Anyone who

has ever visited such a market knows

that those displaying their wares

spend a great deal of time chatting

with potential customers and trying

to convince them to purchase the

seller’s products. It was in this early

form of commerce that tradeshows

were born and capitalism began.

ever since Biblical days, people have

understood that selling a product

means more than simply having

a good product, it must also be

presented well and in an accessible

manner. One of the major mistakes of

exhibits and tradeshows is to crowd

the room or have it so noisy that

people simply stop thinking.

From the perspective of the

travel and tourism industries

tradeshows are not merely a way to

get people to know merchandise,

be that merchandise of a tangible or

intangible nature. Tradeshows also

provide major economic boosts to

the host community. Those working

at tradeshows and/or attending

them need a whole host of services,

from hotels to electricians, from

good restaurants to transportation.

Tradeshow exhibitors may need freight

services, in-house coordinators,

and service personnel to set up and

breakdown exhibits. Tradeshows are

also places for business networking

and give communities a chance to

show themselves. As such the local

community in which the tradeshow

is taking place is also on exhibit to

people who might not otherwise visit

their community.

Successful tradeshow centers

are those that provide clean and

efficient exhibit space, have well

trained security, and provide after

show activities. To be a successful

tradeshow community it is essential

to work with local fire departments,

police departments and other

community agencies that enforce

local codes. For example, if a local

fire department chooses to produce

a set of unworkable fire codes

exhibitors may simply never return to

that city again. On the other hand, it

is essential to work with local police

departments to assure that pilferage

does not become a major problem.

Tradeshows are also most successful

when lighting matches the products’

needs and when eating and bathroom

facilities are readily available.

Tradeshow exhibitors tend to be

most successful when they offer new

and innovative products, listen to what

people in the market place are saying,

and provide freebies at their booths.

Tradeshow oriented communities

are wise to hire a full time person to

work with the tradeshow exhibitors to

assure that they are most successful.

In fact, most people tend to connect

their opinion of a particular city

with their economic success in that

city. Thus, when exhibitors do well

they tend to provide positive word-

of-mouth advertising about the host

community. Tradeshows are also a

wonderful way for lesser-known cities

to become players in the tourism

industry. To get brilliant results from

your community’s potential tradeshow

consider:

Encourage exhibitors to give away •

freebies. especially in a

challenging economy freebies are

a good source of advertising and

permit exhibitors to interface with

customers and learn the direction

in which the product is going.

Encourage exhibitors to use simple

yet eye catching colors and

designs to attract people to their

booth and if the show requires

personal discussions then make

sure that the booth has sufficient

personnel in it at all times. The

basic rules of customer service are

even more necessary at a

tradeshow.

Make sure that people working a •

booth understand the reasons for

their being there. It is always a

BY: DR. PETER TARLOW

travel

Tradeshows Can Boost Tourism


good idea to make sure that

employees understand the reasons

for an exhibit. Go over personal

responsibility and while everyone is

expected to interact with the public,

this is not a social time or personal

time, but work.

Never promise what cannot be •

delivered. Remind exhibitors to

make sure that what they promise

is real and do-able. The public at

tradeshows knows all too well how

to separate the honest booths from

the con artists. Always put your

best foot forward and place a smile

on your face. No matter how tired

an exhibitor may be s/he never

knows if the last person to visit may

not be the person who made all the

work worthwhile. Treat every

person who comes by your booth

as if he/she were the only person to

have visited your booth that day.

Provide a list of after hours or after •

the tradeshow is over activities.

This is a community’s chance to

show off. Remember that

everyone at the tradeshow may be

a visitor and is a potential source

for future revenue.

Remember tourism is all about

memory, so get brilliant results from

your tradeshow business by producing

great memories and remembering that

your community is more than merely

the host community it is also the

exhibit.


Create a Lasting Memory for Your Customers

ONE OF MY favorite places

to buy books is Amazon.com. If you

are one of millions of book buyers

like me, you are familiar with the

typical Amazon.com listing. Their

history is noteworthy. Amazon

started selling books on the Internet

in 1995. Over the past decade they

have grown to the point that they sell

more books, DVD’s, cD’s, M3P’s,

software, videogames, electronics,

apparel, furniture and toys on-line

than anyone – anywhere in the world.

Why? Because they have a formula

that works…

Picture an Amazon.com listings

and think of it as above and below

the line.

Above the line you find the title,

price, shipping dates, inventory

levels, number of pages, publisher,

language, ISBN number, and the

details about what’s inside the book.

There’s no fault here. everything

you need to know is clearly spelled

out. But that’s not why people buy

books particularly if it is an author

they hadn’t heard about before. They

need more than details, which brings

the discussion to those things that

are below the line. These include

information about the author, citations,

customer rated reviews and a section

called, “What do customers ultimately

buy after viewing this page?” Above

the line points the purchaser to the

details and below the line reveals the

experience. Which do you think is

more important?

This same analogy applies to an

exhibit program. What do your signs

and graphics say? Are they filled

with information about products and

services? What about your literature?

Is it teeming with enough information

to sink a supertanker? And what

about your booth staff? Do they fill

hours at the show telling people all

about the features and benefits of

your products and services?

If you answered yes to any of

these then it’s time to stand back and

re-think your approach.

It all comes down to understanding

the difference between remembering

and knowing. Remembering, which is

prone to error, requires a deep mental

level of processing information that

is often referred to as the “episodic

memory.” Knowing on the other

hand triggers a familiarity, which

interestingly enough is often without

the details of a specific product or

service. This is referred to as the

“semantic memory.”

The lesson to learn is that

knowing lasts longer and has a more

powerful impact on decision making

than remembering. When I decide

BY: BARRY SISKIND

exhibit


what to buy on Amazon.com, I often

refer to the items below the line. This

is because to have an experience

on-line, the best I can do is find out

what other people feel.

But in a show environment we

have the advantage of face-to-face

contact. Our customers have an

opportunity to touch, hold, smell,

taste and hear our products and

services through one or more of their

senses. It’s when we harness the

power of presenting below the line

that we create a lasting impact.

Here are few quick pointers:

1. Your front line booth staff should

be passionate about the product

and services they represent.

2. They should leave the customer

with a positive feeling about doing

business with your company.

3. Signs and graphics should focus

on experience rather than details.

4. Literature should utilize

lifestyle photos.

5. It’s little stuff that makes

the greatest impact.

This last point focuses attention

on an important quirk of human

nature. People who expect a certain

level of service become very critical

when it slips even one iota. When

dealing with the public you and your

staff should constantly try to provide

extras that go above the standard. It’s

these little things that often solidify

the knowing part of memory.

Whether you are in your showroom

or at a trade show, leave your

customers with a positive experience

and you will remain top of mind when

it comes time to place an order.

Assess every situation on an individual basis.

Just as it’s critical to recognize when quick action is needed, it’s equally important to know when to sit back and let employees resolve an issue on their own. Even the most affable and coolheaded workers occasionally have days when they seem haunted by a personal demon or two. Put simply, foul moods and petty misunderstandings can get the best of anyone. If two generally friendly marketing managers butt heads, for instance, it’s likely they’ll be able to work out the situation without your intervention. While you don’t want to turn a blind eye to ongoing offi ce disharmony, you don’t need to referee every disagreement either.

Offer positive reinforcement.

Instead of handing out chocolate bars and candy corn, dole out public praise to model employees who exhibit the qualities you want others to emulate. By recognizing the individuals who contribute most positively to your workplace, you’ll send a clear message that you value collaboration and positive thinking.

Poor behavior and interpersonal squabbles between employees can lead to signifi cant declines in both morale and productivity. By remaining attuned to your team, fostering a friendly environment and proactively tackling problems when necessary, you can successfully tame offi ce tension and keep ghoulish personalities in check.

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

www.brilliantpublishing.com October 2008 | Brilliant Results 39

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

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

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

with bright colors and eye catch-ing graphics

-cise fashion

your exhibit

the customer relationship

of your marketing message for the event

To be effective, postcards must:

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

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

show promotion part of your trade-

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

additional time and effort, but you’ll

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

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

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

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

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

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

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

10 Ways to improve...

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

Creative Group.indd 3 9/25/08 8:24:23 PM


Which are you?WHILe YOU ARe planning out your 2010 attack on finding

new business, there is a growing, irreversible trend in America that we

all should be aware of. It is called entrepreneurship and it represents

a growing group of people who are opting to do their own thing, create

their own new companies and cast away from the conventional way of

doing things. The more you are aware of this, the better.

I suspect that if we rigged a special 30,000 foot-view camera that

showed the businesses across America who lost money in 2009, it

would resemble the smoldering aftermath of Grant’s march through

Vicksburg. But, there are always lessons and this one, for me, is

about what happens when Visionaries stir, for new thinking leads to

more products and services we can sell to.

“Our success has really been based on partnerships from the very

beginning.”

- Bill Gates, founder of Microsoft corporation

The world of the entrepreneur has never been more desirable for

so many. How does that relate to you and what your company offers?

More and more people in America desire to enjoy their own financial

successes without waiting for their employer to get them there.

That’s interesting, because if those people decide to start their own

businesses, chances are they will need what you have or can provide.

How many people are thinking this way? A 2007 Kauffman Foundation

study showed that over 465,000 people every month were creating

new businesses. That figure was probably higher last year and the

trend is that it will continue to be more and more prevalent. Why?

Because more and more people want to have their chance to enjoy the

financial freedoms they believe is their birthright and the only way they

see getting there is to start their own business.

BY: DAVE RIBBLE, MAS

it’s all personal

12


And, just as you might imagine,

there are visionaries coming

forward who recognize the need for

a quicker, more direct way to teach

these folks how to do what they

want to do. One of them is a school

for entrepreneurs called Quattro

University. The Founders, Cheri

Tree and Kecia Wimmer, had a

dream to create a non-conventional

place where entrepreneurs could

not only get a practical education,

but also get a handle on the balance

needed in life. “Why be enormously

successful, financially, if your

personal life tanks in the process?”

they ask. As a balanced approach,

Wealth, Wellness, Leadership and

Legacy are the four pillars that make

up the curriculum and the concept

of Quattro University. Based in

california, Quattro is designed to

provide street smarts through real-

world teaching by people who have

been there, done that. They’re

bringing in experts and, as a result,

more experts are lining up to have a

voice there. The classes are quick,

full and laser-focused, taught by

seasoned veterans who are dedicated

to saving others time and money by

shortcutting the process. An added

benefit is that Students also network

with each other and sometimes find

the right partners for their ventures.

(For more info, drop cheri a note at

[email protected] and tell

her I sent you)

If your defense mechanisms are

raising an eyebrow because half of

new business startups never make it,

that’s understandable. But, don’t

shortchange your chances, because

if half don’t make it, what about the

half that does? Where could your

company fit into this era of innovative

thought? I suggest you pull in your

Promotional Marketing Distributor and

start brainstorming this new audience

and how you can go to work for them.

Get in position to help. It’s the same

way other companies came to help a

little upstart called Microsoft.


Incentives and More…The Secret To Trade Show SuccessTHe BeST WAY for

corporations who make the

commitment to participate in a trade

show to make it worthwhile is to

have trained, knowledgeable and

incented personnel working in their

exhibit booths. It’s one thing to train

someone on how to work at a show,

but the key is results. One way to

guarantee results is to have those in

the booth aware of who is stopping in

during the exhibit hours. How many

times have you stopped at a booth

and the two folks that are manning it

are into a clandestine conversation or

munching on a sandwich and couldn’t

care less about your presence as a

potential customer.

If the people staffing your booth are

properly trained and on an incentive,

the response to potential customers

could be much better. Offering an

incentive to booth personnel can

work wonders. For example if you

set up a reward program where you

could: 1, reward for cold leads, that

is a business card with name phone

number and email; 2, warm prospects,

those who ask to be contacted after

the show and of course; 3, new

customers, those who actually make

a commitment to buy your product or

service and are considered a new

customer. For each of these three

categories you would assign a point

value to each action and obviously

the more important action would

garner a higher point value. For new

customers the value could be 25

points and more depending on the

level of the dollars actually spent

for the new customer order and for

just a cold lead it could be 5 points.

The accumulated points are tied

into an online reward catalog where

the participant will eventually go to

redeem the number of points once the

show is over and all points are tallied.

Well before the show you announce

the program, the award structure,

how they can earn points and give

them access to the reward platform.

This will get their interest particularly

if the reward structure is generous.

The value of the points depends on

what value you place on each action.

In order to be motivational the dollar

equivalent of the point values should

be worthwhile for the participant to

want to pay attention to everyone

who steps into the booth.

The “more” part of a successful

trade show is the social and

educational opportunities. These

show options can also lead to a

profitable show. It’s not just the

exhibit hours that could contribute

to projected ROI from a trade show.

The social functions that take place

before and after the exhibit hours

could make a major contribution to

your bottom line. There’s nothing

like networking at a trade show to

reinforce your exhibit expenditure

and give your exhibit personnel time

to go one-on-one with prospects

and other exhibitors at a social event

which usually takes place before

and after the all important exhibit

hours. Plus in most trade shows

there is usually an educational and

or training component that relates

to your industry. So why not have

those who have been charged with

the running of your exhibit participate

as a presenter or panel member?

At least make sure they signup for

some of the seminars which could be

helpful to them in doing their job or to

your company in general.

So, if you are responsible for

making trade show decisions you can

now see the value of incenting your

staff and promoting their participation

in the social and educational aspects

of the trade show. Obviously, there’s

much more to it then just making a

commitment and allocating budget.

Have A Rewarding Day…

BY: ARNOLD LIGHT, CTC

incentives


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Uncommon Sense?SURe, SUBLIMINAL ADVeRTISING may have been

officially banned in the late 1950s. But duck! because it’s still alive and well

and bypassing our senses when we least expect it. In my book, Buyology,

I carried out a series of scientific research experiments to uncover the

ways advertisers burrow beneath our rational minds to get us to pull out

our wallets. So be on guard! (If you have any doubts about subliminal

persuasion, take a trip to Las Vegas. There are no clocks anywhere, no

way to know what time it is, visitors hear the distant rattle of coins spilling

into a tray – and step forward to place their bets).

Here are five ways to know advertisers are messing with our minds.

1. oops, i DiD it againHave you been subliminally persuaded that squeezing a lime into your

Corona beer is a time-honored Mexican custom? Or that it came about

because the presence of lime somehow enhances the beer’s taste? The

fact is, the corona-and-lime ritual reportedly dates back to 1981, when on a

random bet with his buddy, a bartender at an unnamed restaurant popped

a lime wedge into the neck of a corona to see if he could start a ritual. This

simple act, which caught on like wildfire, is generally credited with helping

corona overtake Heineken as the best-selling beer in the U.S. market.

BY: MARTIN LINDSTROM

branding

30 Brilliant Results | January 2010 www.bri l l iantpubl ishing.com30 Brilliant Results | January 2010 www.bri l l iantpubl ishing.com

The more stressed-out we are (and

these are financially fraught times),

the more we unconsciously adhere

to cozy, familiar, comforting rituals.

Marketers know this full well, and

exploit it.

2. carrY that WeightThe feel of something in our hands

has a powerful effect on whether

or not we take it seriously. Most of

us prefer our electronic gadgets to

be small, compact, and sleek. The

tinier and lighter our digital camera

or tape recorder is, the more cutting-

edge the technology inside must be,

right? Yet here’s the thing: Many TV

remote controls and Mp3 players on

the market today (they know who they

are) would weigh half of what they do

if they weren’t stuffed with completely

useless wads of aluminum. As a result,

customers believe they’re holding in

their hands something substantial,

sturdy and worthy of the high price.

Once, I did a test by giving consumers

both a lightweight and a heavy TV

remote control. The across-the-

board response to the lighter-weight

model?”It’s broken.” Even when they

found out the lightweight remote was

totally functional; shoppers still felt its

quality was inferior.

3. the music of our minD

Stores know that if they play music

whose tempo is faster than the human

heartbeat, it will cause shoppers

to shop quickly – and buy less. The

slower the musical beat, the more time

shoppers will take, and the greater the

chances are they’ll buy something.

What’s more, many supermarkets

and retail stores play tapes of jazz

or Latino music containing subliminal

messages designed to encourage

shoppers to spend more money and

in some cases, to prevent shoplifting.

Among the messages: “Don’t worry

about the money” and “Imagine

owning it” and “Don’t take it, you’ll get

caught.” According to one vendor, in

stores that broadcast these tapes,

overall sales are up 15 percent, while

store thefts have fallen by 58 percent.

Music can even determine what

kind of wine we pick up from the

shelves. In one experiment, over a

two-week period, two U.K. researchers

played either accordion-heavy French

music or a Ferman Bierkeller brass

band over the speakers of the wine

section inside a large supermarket.

On French music days, 77 percent

of consumers bought French wine,

whereas on Bierkeller music days, the

vast majority of consumers picked up

a German selection. Intriguingly, only

one out of the forty-four customers

who agreed to answer a few questions

at the checkout counter mentioned

the music as among the reasons they

bought the wine they did.

4. cities of blinDing light

A product’s country of origin can

subliminally, influence what we buy.

Let’s say I offered to you a choice of

two new cars (my treat). They’re the

same model, the same make, the

same color, and both are decked out

with the same accessories. There’s

only one difference: one is made in

Turkey, and the other is manufactured

in Switzerland. My guess is you picked

the Swiss model, since you associated

it with superb craftsmanship and high

standards.

A few years ago, I was helping a

struggling perfume maker regain its

footing in the market. When I glanced

at the perfume bottle to see where the

fragrance was manufactured, I saw

that instead of the typical glamorous

cities (New York! London! Paris!

Rome!) most perfume-makers print

on their bottle, the company listed a

series of local cities. Now – Milwaukee

and Dallas may be great places to

live, but I’m not sure they’re dream

destinations for most consumers.

Since the perfume company did

have offices in Paris, London, New

York and Rome, I convinced them to

place these names prominently on the

perfume bottle. Once the switch was

made, perfume sales shot up almost

instantly. Milwaukee and Dallas, I still

love you.

5. the shape of our hearts

even the design of a product can

have a subliminal effect on what we

buy. A large food manufacturer once

tested two different containers for a

diet mayonnaise product aimed at

female shoppers. Both containers

held the exact same mayo, and bore

the exact same label. The only

difference…the shapes of the bottles.

The first was narrow around the

middle, and thicker at the top and on

the bottom. The second had a slender

neck that tapered down into a fat

bottom, like a genie bottle. When

asked which product they preferred,

every single subject – all diet-

conscious females – selected the first

bottle without even having tasted the

stuff. Why? The researchers concluded

that the subjects were associating the

shape of the bottle with an image of

their own bodies. And what woman

wants to resemble an overstuffed

Buddha, particularly after she’s just

spread diet mayonnaise on her turkey

and alfalfa sandwich?

www.bri l l iantpubl ishing.com January 2010 | Brilliant Results 31

PeRHAPS THe MOST difficult part of having a deep

conversation with someone you

work with on a daily basis 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 speak, especially about issues

that may have an emotional charge; so

a little internal processing beforehand

may be your most valuable tool.

The techniques below are

specifically designed to help facilitate

the necessary thinking required

before you talk with your teammates

about something that is bothering you.

You don't need to use them all, try the

ones that are easiest for you and see

how they work.

1. Sleep on it, forget about it for

awhile, watch some TV, cook,

go fishing - but don't use any

of these as an avoidance

technique. This will allow your

feelings to settle a little and you'll

have a different perspective.

2. Make sure that the issue

is real and you're not just

complaining. It's easy to blame

someone else for your hurt

feelings, so check yourself out

before you point a finger.

3. Before you share it, think about

whom you're talking to and how

they receive your input. If your

co-worker is visual, perhaps they

would respond more favorably

to something in writing to get

the conversation started.

4. If appropriate, talk with someone

else to get a read on your

feelings before you talk to the

person you're having the issue

with, but don't allow yourself

to be overly influenced by

someone else's opinion.

5. Write down what you want to

say. A pro and con list may be

the simplest way of deciding

what needs to be discussed

or even if it's appropriate to

have the conversation at all.

6. Don't generalize and be

prepared with examples. Putting

your issues into categories

may help you with this.

7. If you think a conversation

is going to be painful,

remember that you usually

feel better after it's over.

8. Make an appointment with the

person to talk. This can give you

the opportunity to get away from

your normal routine and have

some quiet time to discuss things

in an appropriate fashion. Also, be

prepared for him or her to say that

right now is the best time to talk.

9. Remember…be kind. It's hard

to put the toothpaste back in the

tube. Venting your anger will

only make the gap wider and

the issue more clouded. If you

are physically or emotionally

unbalanced, your ability to behave

appropriately will be diminished.

10. Imagine or visualize the

conversation going the way you

want it to go before you have it

and allow yourself to feel good

about how you'll handle the issue.

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.

BY: BARTON GOLDSMITH, PH.D.

staying sharp

Resolution Preparation Techniques


Free Product InformationFor free product information from these suppliers, please complete and mail this page to:

Brilliant Results Magazine, 9034 Joyce Lane, Hummelstown, PA 17036or fax to (717) 566-5431

Please circle items of interest.

Name Title

Company Industry

Address City State Zip

Phone Fax E-mail

Supplier ........................................................................................................ Page No.

3M ® ......................................................................................Back cover

Aprons, Etc. ................................................................................... 3, 29

Brilliant Publishing ................................................................................7

Display Solutions by Aprons, etc. ....................................................... 29

GROLINe ................................................................................ 5,13,15,21

Hallmark Insights ............................................................................... 29

Crown Mats and Matting, Image Products ........................................... 11

Key Bak ...............................................................................................25

PromoReThink.com .............................................................................27

Packntote ........................................................................................... 29

PromoBiz USA ................................................................................... 29

Warwick Publishing .....................Inside Front cover, Inside Back cover

january advertiser’s index



brilliant results bookshelf

Every man who knows how to read has it in his power to magnify himself, to multiply the ways in which he exists, to make his life full, significant and interesting. ALDOuS HuxLEY (ENGLISH NOVELIST 1894-1963)

Groundswell: Winning in a World Transformed by Social Technologies By Charlene Li and Josh Bernoff

Crush It: Why NOW Is the Time to Cash In on Your PassionBy Gary Vaynerchuk

Buyology: Truth and Lies About Why We BuyBy Martin Lindstrom

Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust By Chris Brogan and Julien Smith

All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World By Seth Godin

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers DirectlyBy David Meerman Scott

Outliers: The Story of SuccessBy Malcolm Gladwell

SuperFreakonomics: Global Cooling, Patriotic Prostitutes, and Why Suicide Bombers Should Buy Life Insurance By Steven D. Levitt, Stephen J. Dubner

Googled: The End of the World as We Know It By Ken Auletta

The Social Media Bible: Tactics, Tools, and Strategies for Business SuccessBy Lon Safko and David K. Brake

Finally, if you don’t think one ordinary person can make an extraordinary difference… Read

Three Cups of Tea: One Man's Mission to Promote Peace . . . One School at a Time By Greg Mortenson, David Oliver Relin


3M, P

ost-

it an

d th

e co

lor C

anar

y Ye

llow

are

trad

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ks o

f 3M

. ©3M

200

9.

For more information, please contact your 3M Promotional Products Distributor. 1-877-863-6961 or visit www.3M.com/promote

The Brand you trust. The Brand you rely on to get your message across.

Sheet after sheet, impression after impression, put your message on a Post-it® Note and get noticed everyday!

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