Brilliant Results November 2012

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Cover Story8 Why You (Yes, You!) Are The Future Of Branding

Departments6 publisher’s letter

7 contributors: who’s who in the industry

10 optimization: benefits of tracking phone leads

12 ideals: customer service myths

14 marketing tips: how mobile and social have changed shopping

16 brand building: support corporate objectives and drive value with a branded environment

18 tech: 5 visual social media tips for small businesses

20 travel: technology and tourism

22 exhibit: where did the trade show profit go?

24 advice: keep going

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Vol. 9, No. 11 2012

4 Brilliant Results • November 2012

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Go with a note you know and trust.Unlike knock-off notes, genuine Post-it® Notes stick securely, remove cleanly and make a lasting impression for your business. They get your brand seen, not stepped on.

Don’t trash your reputation with a knock-off note

A deAr frieNd of mine used to close his every correspondence with “it’s all personal” those words have never been truer. With more and more people sharing (and over-sharing) on facebook the Me generation has really taken “personal” to a whole new level.

Personalized branding is already well on its way in Japan and soon to be in the States. Like all branding it is about creating an emotional connection with the consumer. do you have your vision and plan ready? Be sure to read our cover story, Why You (Yes, You!) Are The future Of Branding, by Martin Lindstrom so that you too can prepare your brand for future “personalized” success. figure that key element out and you are on the way to an improved bottom line.

And don’t miss any of the other informative pages in this issue…they will help you get your marketing efforts geared up for a Brilliant future! from the four key lessons for marketers who don’t want to miss the mark this holiday season to

how to create a branded environment or track your sales calls, this issue is filled with great ideas.

We hope you enjoy a filling Thanksgiving and are poised for much success this holiday buying season!

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]

EDITORIALEditor in ChiefMaryAnne Morrill

Senior EditorMichelle Donofry

Style EditorCharity Plata

Asst. EditorMolly Anika

CONTRIBUTING WRITERS

Michael Fisher, Barton Goldsmith, Ph.D., David Lee King, Michael McMahon,

Martin Lindstrom, Irv Shapiro, Barry Siskind, Dr. Peter Tarlow, John Tschohl

PRODUCTION / DESIGNArt DirectorJeremy Tingle

Brilliant Results is published monthly by Brilliant Publishing LLC, 9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax# (717) 566-5431. Copyright © 2012 Brilliant Publishing LLC. All rights reserved. The publisher reserves the right to accept or reject any advertising or editorial material. Advertisers, and/or their agents, assume the responsibility for any claims against the publisher based on the advertisement. Editorial contributors assume responsibility for their published works and assume responsibility for any claims against the publisher based on published work. No part of this publication can be reproduced in any form or by electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher. All items submitted to Brilliant Results become the sole property of Brilliant Publishing LLC. Editorial content does not reflect the views of the publisher. The imprints, logos, trademarks or trade names (Collectively the “Marks”) displayed on the products featured in Brilliant Results are for illustrative purposes only and are not available for sale. The marks do not represent the implied or actual endorsement by the owners of the Marks of the product on which they appear. All of the Marks are the property of the respective owners and is not the property of either the advertisers using the Marks or Brilliant Results.

brilliantresults™

Maureen [email protected] 717-608-5869

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

6 Brilliant Results • November 2012 www.bri l l iantpubl ishing.com

contributors

a Michael Fisher is president at Yesmail Interactive, which provides e-mail marketing solutions that seamlessly integrate with mobile, web and social channels. To download the full holiday shopping report, visit yesmail.com/surveyreport.

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. His columns appear in over 500 publications. He may be contacted through his web site www.BartonGoldsmith.com

c David Lee King is the Digital Services Director at Topeka & Shawnee County Public Library, where he plans, implements, and experiments with emerging technology trends. He speaks internationally about emerging trends, website management, digital experience, and social media, and has been published two books, Designing the Digital Experience, 2008, and his most recent title, face2face: Using Facebook, Twitter, and Other Social Media Tools to Create Great Customer Connections (CyberAge Books). For more information visit www.davidleeking.com.

d Michael McMahon serves as president and CEO of Hill & Partners, Inc. of Weymouth, Mass., which he co-founded in 1995. More information about Hill & Partners can be found at www.hillpartners.com.

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

f As CEO and CTO of Ifbyphone, Irv Shapiro is responsible for overall business strategy and corporate leadership. His business success has earned him several awards including as inductee status with the “Chicago Area Entrepreneurship Hall of Fame” and as gold winner in the Executive of the Year category for the Best in Biz Awards.

g 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.

h Dr. Peter Tarlow is the founder and president of Tourism & More Inc. Dr. Tarlow has appeared on Nationally televised programs such as Dateline: NBC and on CNBC. Dr. Tarlow organizes conferences around the world dealing with visitor safety and security issues and with the economic importance of tourism and tourism marketing. For additional information visit www.tourismandmore.com

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

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NeW research shows just how much we love to talk about ourselves. Twitter and facebook have built massive platforms on this premise. How long before many other brands grab a piece of our action?

You run through the latest collection of your party photos, psyched to share the best ones with a few good friends. You email them and post them on instagram and facebook. Then you realize what everyone will really be looking at in the pics…Hint: it’s not you, it’s them. The first thing they’re scanning for is to make sure they look good. They then look at the people surrounding themselves in the image. in this case they’re not nearly as interested in how good-looking the people are, they’re more concerned about how popular they themselves appear, and that they’re being seen with the “right people.”

Over the past year, i’ve used eye-tracking technology to study exactly how obsessed we are with ourselves. What i’ve found is that, more than ever, we’re hardwired to be this way–regardless of culture, age, or gender. This goes a ways toward explaining the latest craze sweeping Japan. it’s not a new gadget, or more exotic sushi. No, it’s something as traditional as a postage stamp. As part of a recent incentive to encourage the Japanese to send letters, Japan Post issued a series of stamps with an entirely new format. These stamps were not emblazoned with royal profiles, historical personas, striking flowers, or rare birds; rather, they offered the opportunity for the consumer to place their own face on the letter.

BY: MArTin LinDSTrOM

Why You (Yes, You!) Are The Future Of Branding


How did we get Here?One need look no further than Twitter, facebook, and

Linkedin to get a sense of how willing people are to reveal all – to say nothing of the countless throngs of bloggers still clogging your rSS feeds. But surely this goes beyond mere narcissism, which every one agrees is a powerful force. Harvard neuroscientist diana Tamir, along with her colleague Jason Mitchell, set out to study why we are essentially motivated toward self-disclosure and, well, bragging.

The researchers recently set up a series of laboratory tests to find out what value people placed on various opportunities for self-disclosure. Using fMri, they tracked the brain flows of the respondents, to see what parts of their brain were activated when they answered serious questions about their inspirations and beliefs, as well as casual questions about pizza preferences, say, or what sports they like to watch. The scientists offered money as an incentive for the subjects to answer certain questions that had nothing to do with themselves. in an interview with the Wall Street Journal, Tamir said, “We joked that this was the penny for your thoughts study.”

And yet, despite the financial incentive, the subjects were willing to relinquish between 17-25% of their potential earnings, in order to reveal information about themselves. What Tamir and Mitchell found was that when people speak about themselves, there is heightened activity in the region of the brain belonging to the meso-limbic dopamine system. This is the area interested in reward and satisfaction, often associated with food, money, and sex.

if you are suddenly smelling a market opportunity, rest assured that you are not alone. So what might this pleasure of self-disclosure mean for the future of brands? for starters i predict we’ll begin to see unusual brand alliances. it’s likely corporate brands will offer consumers a “soapbox” from which individuals can pimp their own identity. indeed Best Buy has of late been doing just this by featuring tech innovators as the faces of the products the chain sells–check

out instagram’s Kevin Systrom, the guys behind Words With friends, and other creators in this clip.

The Japanese have also already grasped this notion. in fact i noticed this trend emerging a few years ago when Japan’s largest noodle manufacturer encouraged chefs from local eateries to feature their portraits on mass-market noodles produced in small quantities, and only sold in the local restaurant and the surrounding retail outlets. Pretty impressive, when you think about it. On the one hand, the noodle company is leveraging their big-muscle brand power, while at the same time they’re tapping into the brand equity of the local chef who is known and respected in the neighborhood. i suspected then that this form of individual branding was merely the beginning.

On my most recent visit to Asia, i was invited to view one of the largest plastic molding facilities in China. They wanted to showcase an amazing new technology. Using an ordinary camera, the company demonstrated how they could capture a photo and convert it into a 3-d figure, in two short minutes. But that’s not all. There were hundreds of images at the ready. i could, for example, select Homer Simpson’s impressive midriff, and put a photo of my face on top of it. for good measure, i could add a pair of Mickey Mouse’s ears. The quality was as impressive as the versatility it offered. Oh, and it could all be done for the grand sum of $2.

As technology improves and the cost of production decreases, personal branding will no longer be in the domain of an elite few. Soon every Smith, Singh, and Lee will become his or her own brand on anything and everything, everywhere. Printing centers have been offering this feature for years – we’re all well familiar with the local plumbers’ fridge magnets – but there’s a new generation of merchandising making its way to you, and it promises to make you the center of the universe. it won’t be long before brands are forced to create alliances with each and every one of their customers. You might want to clear your calendar…


optimizationBY: irv ShApirO, CEO AnD CTO OF iFBYphOnE

iN TOdAY’S ONLiNe business environment, leads and rOi drive marketing decisions. When marketers place an internet ad or launch an email campaign, success is determined by the amount of leads and revenue that can be attached to their efforts, and future investments are inevitably shaped by the measurable outcomes of current marketing activities.

But connecting leads and ROI to specific marketing investments isn’t as straightforward as it seems when phone leads are left out of the equation. Tracking phone leads offers a more comprehensive perspective about the effectiveness of marketing investments by eliminating guesswork so marketers can leverage accurate measurement as a resource.

in fact, marketers are often forced to make critical marketing decisions based on incomplete data sets and

estimated results that do not include phone leads. Simplistic tallies of clicks and opens can’t deliver the kind of granular insights businesses need to make informed marketing decisions since many leads respond to online ads by calling the sales team directly. in fact, one study found that 43 percent of all search conversions happen over the phone. When leads call a business, these calls must be measured and tracked the same way any other form of advertising is measured. This can easily be achieved through accurate phone tracking.

With the right resources, companies can leverage phone-lead tracking to achieve several key benefits.

AccurAtely AnAlyze Advertising roiOne of the most helpful benefits of phone-lead tracking is

that it provides accurate rOi measurements for advertising

of Tracking Phone Leads

Four Benefits


expenditures, letting marketers know precisely which messaging or online interaction triggered a call. By identifying the “cause and effect” relationships between investments and marketing outcomes, marketers can easily track both online and offline advertising initiatives – and improve ROI by channeling future ad spend toward the highest performing marketing activities.

Know tHe source

Phone-lead tracking equips sales team members with real-time information about the source of inbound leads. When sales teams know whether a lead has been generated in response to a billboard, email, commercial or other type of marketing effort, they gain a strategic advantage at the beginning of the sales cycle.

speed counts

When it takes too long for leads to contact the right sales people, opportunities are lost along with the potential for brand advocacy. in fact, ifbyphone’s 2012 Consumer Survey reported that 58 percent of respondents said they were more likely to purchase from a brand if their sales call is answered in less than 1 minute – and 73 percent are

more likely to recommend such highly responsive brands. incorporating call routing into phone lead tracking reduces the risk of lost sales opportunities by efficiently connecting the caller to the best and most available contact, department or store location.

increAse roi by reinvesting in tHe rigHt resources

Phone lead tracking delivers valuable insights into the marketing activities that are driving the most qualified leads, dramatically improving your ability to accurately allocate marketing resources. rather than relying on hunches or vague “Where did you hear about us?” inquiries, marketers can effectively identify the ads and marketing investments – even specific search terms or keywords - that are actually producing leads.

Marketers are often under pressure to justify every online advertising investment with measurable results. Although online tracking tools have value, they don’t tell the whole story. Phone-lead tracking fills in the blanks and gives your marketing program the detailed insights it takes to evaluate the full impact of online marketing activities.

idealsBY: JOhn TSChOhL

ASK fOr A definition of customer service, and you probably will be met with a long pause, followed by a disjointed and vague response. While most people, including CeOs throughout the world, think they know what customer service is, many of them do not.

Customer service is quality products, convenience, competitive prices, timely responses, reliability, a personal touch, speed, accuracy, and knowledgeable employees. it is doing what you say you will do. it is operating on the belief that no transaction is complete unless the service your customers receive is great enough to motivate them to return to you.

Companies throughout the world are facing increasing competition, driven in large part by the internet, which allows customers to compare products, services, and prices 24 hours a day, seven days a week. Meanwhile, social media such as facebook allows consumers to share their complaints—and their praises—with millions of people throughout the world.

There are several myths regarding customer service that not only are roadblocks to treating your customers in a way that will make them loyal to you for life, but that also will have a negative impact on your bottom line. Here are four of them:

You can improve customer service by hiring more employees. Like many things in life, quantity doesn’t equal quality. You can add all the employees you want but, if they don’t understand—and practice—the fundamentals of customer service all you have done is add to your payroll. it’s critical that you hire people who enjoy working with people and that you provide them the tools they need to serve your customers.

Pay your employees more, and their performance will improve. Money does not drive performance. Money is not a motivator. Money will not change attitudes and behaviors.

So, what will? recognition. Positive reinforcement and public praise will motivate your employees to do more and to do it better. i believe that recognition is every much as basic a human need as food and water. When you fill that need, you will improve performance and develop a team of employees who are driven to do their best.

All employees are empowered. Don’t kid yourself; most employees are not empowered to do whatever it takes to satisfy your customers. There are several reasons for this. employees are afraid they will make a mistake that will result in a severe reprimand or, worse still, being fired. Meanwhile, managers and supervisors are afraid they will lose power and prestige, if they allow their underlings to make empowered decisions. if you really want to improve customer service, it is imperative that you allow employees to bend and break the rules in order to make your customers happy—and that you reassure them that they will not be punished for doing so. You also must send the message to the rest of management that a major part of their jobs is to encourage empowerment. doing so will have two results: it will improve customer service, and it will allow management to focus on other tasks.

everyone understands customer service. They do not. And, if your employees do not understand it, how can you expect them to provide it? it is your responsibility to ensure that all employees can identify the elements of customer service—and then to train them and give them the tools they need to provide it. Conduct customer service training programs at least three times a year to provide employees the skills they need and to keep enthusiasm high. Then coach them, nurture them, and praise them. The time and money you spend in doing so is an investment in your company’s future. The return on that investment, in terms of customer loyalty and increased sales and profits, will drive your business.

CUSTOMER SERVICE MYTHStHe reAl story beHind superior service


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marketing tips

Holiday Marketing Tips:

How Mobile and Social Have Changed Shopping

www.bri l l iantpubl ishing.com14 Brilliant Results • November 2012

WiTH THe HOLidAY season typically making up 25 to 40 percent of retailers’ annual sales, end-of-year campaigns are critical. if marketers aren’t aware of the latest trends in shoppers’ purchasing habits, they could miss essential fourth-quarter sales.

To achieve their goals this holiday season, marketers must understand their audience’s preferred channels and shopping habits. in addition to the rise of online shopping, consumers’ growing use of mobile devices and social media has permanently shifted the landscape.

A new holiday shopping report by Yesmail interactive compared the results of a consumer shopping survey with the digital marketing campaigns of brands such as Apple and Wal-Mart to identify where leading retailers are succeeding and failing to keep up with changing shopping habits. Here are four key lessons for marketers who don’t want to miss the mark this holiday season.

people Are spending more And eArlier

Marketers may fear that because the economy is still recovering, consumers will cut down on holiday spending. in reality, shopping malls will be packed with as much holiday cheer as ever before. in fact, seven out of 10 consumers will spend the same or more this holiday season than they did in 2011. The increase in consumer spending means marketers have more pressure to execute successful holiday campaigns to gain a larger share of consumers’ wallets.

More than half of consumers start their holiday purchases in the October to November window, during big shopping events like Black friday and Cyber Monday. Only 24 percent of consumers will wait to start shopping until december, so starting holiday promotions early will mean big wins for marketers. But identifying and targeting those stragglers with last-minute deals can also pay off.

time optimizAtion: rigHt messAge, rigHt time

Most brands target consumers during the regular 9 a.m. to 5 p.m. business hours. for example, marketers might send e-mails about new beauty products or a holiday watch sale while consumers are busy at work. instead, they should adjust their strategy to reach consumers when they are actively researching and buying products at home in the evening.

Almost 40 percent of online shoppers prefer to make purchases between 6 and 10 p.m., but only 5 percent of e-mail campaigns are deployed during this peak time. even if marketers are offering beneficial information or sales promotions, if the customer isn’t shopping, the social or e-mail communication is lost in the holiday shuffle.

don’t neglect sociAl mediA promotions

Social media can keep the conversation going about holiday products. A measly 8 percent of facebook campaigns and 4 percent of Twitter campaigns focus on money-saving promotions such as discounts and free shipping, although social media promotions drive 34 percent of shoppers to make purchases. Marketers are missing out on a huge opportunity by underutilizing this channel to promote deals.

Social promotions are one of the best ways to get information out to a specific target audience. Social media gives companies a huge opportunity to reach a captive, engaged audience, and expand their reach beyond current customers.

get mobile to combAt ‘sHowrooming’Consumers no longer buy the first inflatable snowman they

see at their local store. instead, they scour their iPhones in search for the perfect snowman at the cheapest price. More than half of consumers admit to “showrooming,” or checking out a product in store and then buying it at a cheaper price online. Products are no longer only competing with other products on the shelves, but all of the choices on the web.

Because more than 41 percent of mobile device owners make an online or in-store purchase as a direct result of an e-mail promotion viewed on their device, companies have no choice but to optimize their websites for mobile. Yet, only one-third of promotional e-mails from big brands include links to mobile-optimized sites. By combining optimized sites with smart and well-timed e-mail campaigns and social promotions, marketers can ensure they’re ready to make a sale online.

By making sure their marketing efforts are in sync with shifting consumer buying habits, retailers can avoid a lump of coal in their stocking this holiday season.

Brilliant wishes to thank Colleen Kennedy of Walker Sands Communications www.walkersands.com for bringing Mr. fisher’s work to our attention.

Because more than 41 percent of mobile device owners make an online or in-store purchase as a direct result of an e-mail promotion viewed on their device, companies have no choice but to optimize their websites for mobile.


brand buildingBY: MiChAEL MCMAhOn

iT’S SOMeTHiNg TO ponder. if your company logo was removed from your product/service or left out of an advertisement, would it still be instantly recognizable as your brand?

increasingly, companies are coming to the realization that “branding” is miles more than a logo on a wall or a singular message delivered from a corporate marketing department. The key to a successful brand strategy is the deliberate use of brand throughout each and every marketing effort – from your lobby interior to trade show displays to the way your customer service representatives answer the phone. it all creates a Branded environment, a practice that can place a company on a faster trajectory of success.

The Branded environment extends the experience of a company brand, thereby supporting the success of corporate objectives. It also reflects the differentiators that separate

a company or service from its competition. The Branded environment offers a distinct advantage over the traditional “silo” approach to marketing, by transforming a company’s philosophy into tangible substance. This can be achieved in retail spaces, office environments and showrooms, among other areas.

in fact, there is an uptick in the creation of Branded environments for trade show exhibits… and with good reason. The trade show floor provides a unique opportunity for present and potential customers to experience all that a company has to offer. Through the use of graphics, materials, signage, lighting and other architectural components, a well-branded exhibit can raise awareness of a company’s culture.

But a Branded environment doesn’t just happen – it is a research-driven process that if successfully accomplished

Support Corporate Objectives and Drive Value with a Branded Environment


can foster higher perceived value without substantial additional expense.

The main objective of a Branded environment should be the emotion it evokes from customers. improved brand position and communication, enhanced customer reaction, differentiation from competitors, and a higher perceived value from investors are at the core of a successful branded experience. Internally, the benefits can also be many, including elevated employee pride, satisfaction and retention; increased productivity; and a clearer understanding of the mission, vision and value of the company.

it takes time and enormous attention to detail to create a Branded environment that consistently delivers your message. Perhaps the most critical component of the Branded environment process comes in the early stages. Herein lies an opportunity for open and honest internal brainstorming sessions that can be the foundation for truly amazing results.

it is during these early, vital sessions that “real” budgets and resources can be determined; these must be established at the outset so that fiscal obligations can be met. First stage discussions should bring together all key stakeholders who can contribute ideas toward a successful Branded environment campaign. And attention to the brand must be paid throughout all phases of the Branded environment process, from initial planning stages through execution.

Ultimately, the “experience” generated by a thoughtfully executed Branded environment not only supports, but also boosts a brand’s culture.

Case in point is Apple, which has taken its Branded environment to pinnacle levels of success. from product design through performance, from brand communication to employee service, Apple shines bright when it comes to delivering a consumer product experience where everything is consistent with its brand.

There are many reasons why lines form days in advance of a new Apple product release and they all start with Steve Jobs. Not only a technical genius who redefined the concept and very definition of mobile, Jobs was an incredible marketing maven as well. He became synonymous with the Apple brand, taking his innovations and message to a global audience that clearly can’t wait to take another bite of Apple.

A large part of the Apple appeal is based on consumer assumption that all releases will be sleekly designed, employ the latest technology and will improve the way they work and/or play. And while others with similar technology have tried – and to some extent been successful – in creating and delivering their own user experience, consumers are still willing to pay more for an Apple product. Why?

Because Jobs recognized that brands and the experience they deliver are an enduring tangible that once created are difficult to destroy.

So how is a successful Branded environment created? How does a company make an indelible imprint on consumers?

A Branded Environment is defined by a company’s vision, purpose, values and passions. Once these vital elements are established, commitment and advocacy come into play. Here again, is where Apple excels by making its shopping experience genuinely fun. its retail stores are “cool” with their walls of windows, open spaces and handheld checkout scanners that allow customers to expedite purchases. And they are manned by friendly and knowledgeable staff trained to speak with you – not to you. inasmuch, an emotional connection is created… and once that relationship is established, advocacy occurs.

Adopting an ideology that the Branded environment creates opportunity and possibility can have a transformational impact on the success of any business, consumer-based or otherwise. Ultimately, this approach can and will deliver significant return on investment results.

Clarity of mission and consistent communication of the culture and value of a brand are the hallmarks of an effective Branded Environment – but the definitive seal of approval comes when relationships are formed with consumers. Creating an “experience” that triggers a visceral response makes for better business, superior growth and sustained results.


techBY: DAviD LEE King

fLiCKr, fACeBOOK, iNSTAgrAM, PiNTereST, TUMBLr ... eVeN fOUrSqUAre, TWiTTer, ANd gOOgLe PLUS… guess what all these social media sites have in common? They’re all highly visual sites. each of these social media sites highlights visual content in some way.

Visual-based social media, like photographs, graphic images, and videos, is becoming a highly useful tool for small businesses to use. Visual media is actually pretty easy to create, too. You don’t have to be a professional photographer, and you don’t have to use fancy equipment to get your visual point across to customers.

Here are five tips to help you get started making great visual-based social media:

1sHow off your stuff:if you are a small business selling a product,

this part is easy. Simply take some photos of your products, and post them in the social networks that most of your customers use (most likely, that’s facebook and Twitter).

don’t think of these images as some sort of extended product catalog. instead, share images of new products that you’re excited about. Post the photo, and write a paragraph about the product, too. Share WHY you’re excited about it. Sharing that enthusiasm helps get your loyal customers excited too - especially if they can See the thing you are excited about.

Not a product-selling business? That’s ok - images work here, too. for example, if you work for a non-profit homeless shelter, take some photographs of your “product” - the homeless shelter.

5Visual Social Media Tips for Small Businesses


5Visual Social Media Tips for Small Businesses

2 sHow off your stAff

This one’s scary to some, but so helpful. Take some pictures of your staff, and post those photos to your social networks. Most likely, somewhere in your business plan is the idea of creating ongoing relationships with repeat customers, right? One way to do that is to help your customers connect with your business. No one likes to “friend” a coffee shop ... but people dO like to “friend” Jenny, who’s really nice and makes that amazing soymilk latte for them every Tuesday.

See the idea here? Show your customers the friendly faces behind your business. That helps customers connect with your staff, and therefore, your business. One caveat here - no posed “suit and tie” photos! Also, no “t-shirt and beer” photos either (well, unless you own a sports bar).

Brilliant Publishing would like to thank Corinne Liccketto at Smith Publicity www.smitpublicity.com for bringing this article to our attention.

3 get close

Here’s an important tip. You don’t need to use fancy-schmansy cameras - your iPhone will work fine. But please dO get up close to the person or product you are photographing! Make sure to fill the frame with the image. in many cases, images uploaded to social media sites will be viewed in a small, thumbnail-sized box first. So the subject of your photograph needs to be clearly visible, even at a small size.

So fill the frame, and don’t be afraid to get up close.

4 greAt ligHting is Key

get the best lighting you possibly can! You don’t have to buy expensive studio lighting systems to achieve better lighting (though it certainly doesn’t hurt). Just make sure to use whatever lighting you have to your advantage.

To get better “natural” lighting, try these simple tips: turn on the overhead lights before you take a photo, even if the room you’re in seems brightly lit. Make sure the light is behind you when you take a photo. if you are outside, make sure you (and your camera) have your back to the sun. This way, your subject will be well-lit. if you are inside, put your back to a brightly lit window. Move a floor lamp closer to the subject.

5 mAKe your pHotos Helpful to customers

in general, use these visual sharing opportunities to be helpful to your customers and clientele. “Being helpful” might mean any number of things. it could mean sharing a photograph of a new sales rep. if your building has had a recent addition, make sure to share that with customers. Some companies share photos of how their product works, or how to fix a problem.

Another way to think about being helpful is this - just the act of sharing photographs of products, services, and staff is helpful. You are visually showing your customers the who and what of your organization. When those customers come visit your business, they will already know who to ask for, and what they’re looking for, because you have already shared that information with them. You have made their task (i.e., buying something from your business) that much easier.

So dust off that iPhone lens, get your camera out of the bag on the shelf, and start sharing visually with your customers. follow these simple tips, and you can start helping your customers and clients succeed. And you can start tomorrow.

*This article is an extension of David Lee King’s recent interview with Inc.


BY: Dr. pETEr TArLOW

traVel

Technology And Tourism

THe HOSPiTALiTY iNdUSTrY is facing a quintessential question. How does an industry based on customer service draw the line between technology and personal service? Technology plays an important role in tourism and travel. Most travelers are now used to booking their own airline reservations on line, dealing with telephone trees and other cost saving devices. These technological advances have allowed corporations to save on manpower while at the same time empowering customers to make their own decisions. When nothing goes wrong, technology may have many travel advantages. The computer is never tired, nor does it need to be reminded about the importance of good customer service.

Travelers are also more technologically savvy than before. Travelers resent hotels that do not provide free internet service, and especially business travelers do not tolerate add-on fees. These additional charges combined with less personalized service often means that travelers have the idea that technology has become a one-way street. Technology is used to provide less personalized service and at the same time to generate additional revenue at hotels, on airplanes, and at transportation hubs.


To help get brilliant results by mixing good technology and good customer service, here are some ideas for your consideration:

remember tHAt tourism is About people “interfAcing” witH otHer people.

No matter how good your technology may be, technology does not provide human warmth or take-home experiences. Be mindful that tourism is about the selling of memories and then ask yourself at what point are you willing to sacrifice memories for efficiency.

mAKe sure tHAt your employees Are well trAined in tHe use of tecHnology.

Technology is only as good as the people who use it. Often tourism centers hire people who simply are not up to the task, misuse the technology and create more problems then they solve. Train, train and then train your people some more. do not update so often that your employees’ knowledge base lags behind the technology’s capabilities.

use tecHnology wisely: While even the best computer can never substitute

the care and love that comes from another human being, technology if used properly can solve many a problem in tourism. Among these are:

issues of time. Nothing upsets the tourism industry’s •clientele as much as the misuse of time. The proper use of computers to facilitate both check-ins and check-outs of places such as hotels, allows the person-on-duty to attend to other problems.

Clarity and consistency. in an interrelated multi-lingual •world a great deal of information can be provided to guests in their own language without linguistic, pronunciation or grammatical errors.

ease of place - use technology and social networks to •allow visitors to research from home and to gather basic information. However, many hotels and transportation companies seem to hide telephone numbers on their websites. Combine basic information that can be given on a computer with the human side of information. remember that if the tourist can never reach you, then you may find that your customer has found a more user-friendly location.

Technology touches almost every aspect of the tourism industry. If we are smart enough to use the benefits of technology such as convenience, speed, and accuracy and avoid some of the pitfalls, lack of human contact, user friendliness, size of lettering, and lack of human contact, then technology can be a great time and cost saver. But if the tourism industry forgets the importance of the human element and that tourism is all about the experience then it is making a major error.

Technology is a mixed bag for the tourism industry. it creates a great deal of conveniences while at the same time has been used as a way to increase revenues and to lessen customer service. The world of technology has made air travel safe and abundant but has also brought about the need to go through long security lines and daily hassles. Certainly, some parts of the industry have begun to use technology prudently. When used ethically, technology can be a great help in increasing our communication and security. if on the other hand technology is used for selfish or destructive purposes than it can become a nemesis within the travel and tourism industry. Hamlet’s question “to be or not to be” has never seemed more poignant in its relationship to travel and tourism.


BY: BArrY SiSKinD

exhibit

OVer THe YeArS, The Center for exhibition research (Ceir) has published some amazing work. everyone involved in the exhibition industry aught to be a fan of this association.

Past Ceir publications have shown the value of face-to-face marketing as well as solid information that brings home the shortcomings of exhibitors with solutions to become more powerful.

One such recent research study was entitled “exhibitor Sales Lead Capture and follow-up Practice Trends.”

The research was the result of interviews conducted in June 2012 with 198 exhibitors. The results highlight a problem that has plagued exhibitors for decades – how to get realizable and measurable results from the show investment.

The first part of the report deals with methods of capturing lead information. A large number of exhibiting companies interviewed used a lead retrieval system offered by exhibition management or a paper based lead form to capture contact information and product details. Yet, less than thirty percent

of their booth staff, asked for additional information such as demographics or other lead qualifying criteria.

The intention of gathering quality leads is to have them followed up by sales and marketing personnel with either an e-mail offering additional product description or a phone call. When exhibit managers were asked about how leads were tracked, 69% answered that they didn’t know. if exhibit managers lack an understanding of the importance of qualified leads, the information never gets passed along to their front-line booth staff who will assume that sketchy contact information will suffice.

Think about it. What is the real purpose of meeting your prospect face-to-face? The answer is two fold; first to uncover potential business opportunities and second to engage them in a conversation that makes you both part of the solution to the issues and problems you both face. Both of these reasons are what motivated the visitor to attend in the first place yet, when the conversation they had at the booth is relegated to a few bits of product information and interest, you negate them as people and potential customers.

Where did the trade show profit go?

1 CEIR report #SM39.12

When exhibit managers were asked about how leads were tracked, 69% answered that they didn’t know.


The solution then is to take the leap towards knowing more about the people you meet at an exhibition, record the information properly and use it as part of the post-show follow-up.

The logical beginning point is developing the questions you need an answer to ahead of time and train your booth staff rigorously in the methods they need to employ to ask and record answers. for example, in my book, Powerful exhibit Marketing i taught exhibitors how to qualify. i use an acronym called, “ACTiON.” This represents six bits of information that go beyond the basics. Here is a brief explanation of the ACTiON questions:

A = AutHority

does this visitor have the buying authority or can they influence the buying decision?

c = cApAbility

How closely does this visitor fit into the profile of someone who will ultimately buy your product or service?

t = time

is there a close relationship between your selling cycle and the visitor’s buying cycle?

i = identity

Have you developed a formal mechanism for recording contact information?

o = obstAcles

Why could or would this visitor not want to do business with us?

n = need

do they need this product or service?

Acronyms are fine. They give you a structure to use so that your staff asks similar questions of each booth visitor.

The trick then is to develop the questions that work for you. Ask yourself:

What are the key criteria i need to understand this visitor’s •perspective?

How can i train my staff to ask the appropriate questions •of each booth visitor?

What do i need to develop to ensure that they record •information that i can use for follow up?

if you cannot work with the ACTiON questions, then hone •them to fit your unique situation.

Now when your staff is talking to visitors, they have questions to help them focus the conversation. during the conversation they should be recording the answers they get either on a paper-based lead sheet, electronic lead retrieval system or a combination of both. Then once these leads come back to the shop, your sales and marketing people have solid information to continue the conversation.

The last step is to put into place proper follow-up systems that track each lead. This step will answer your ultimate question – was my trade show investment profitable?

An important part of your show preparation is to ensure that you and your corporation get real value. This is accomplished with well-trained booth staff and the systems that will help convert conversations into business.


BY: Dr. BArrY gOLDSMiTh

adVice

WiNSTON CHUrCHiLL ONCe said, “if you’re going through hell, keep going.” He knew that everything, even difficult times, will change. Keeping this in mind can be very helpful, for one of the most difficult things to deal with is thinking that your discomfort will never end. And it almost always does.

I am not saying that you should learn to live with sadness or fear; you must constantly work toward healing, and i think that’s what Churchill meant. Keep striving, and eventually you will get through whatever it is that is bothering you. each little step that you take along the way will help. Sometimes we don’t realize that doing what’s right there in front of us is actually good for our moods. By continuing to live your life, you’ll combat excessive sulking, and it may help lift your spirits higher.

it is when you ruminate on your darker feelings that you can get mired in them. in addition to keeping yourself occupied with the tasks of daily living, doing things that will help shift your mood (such as exercise, reading, or talking with someone who cares) will be a great help in getting you through a rough patch. You can’t stop and dwell on all your troubles. it will suck up your days and leave you less than enthusiastic for the future.

What most people fail to realize is that things can change for the better very quickly. One phone call or e-mail can alter your path dramatically.

even if you don’t see a direct connection between how you are feeling and what you are doing, by staying mentally and physically active, you actually push out the negative feelings.

i know how hard it can be to muster up the energy to get things done when you are anxious or depressed, but by doing so, you are helping yourself to heal, and things will change for the better, right before your eyes. Telling yourself that your actions are healing also helps to shift your mood. Sitting and thinking, or lying in a dark room feeling bad, will only make things worse. if you want to get well, keep things (and yourself) moving.

even if there is no end result that you wish to achieve, the goal here is to get actively engaged so that your mind and heart can focus on something other than what’s causing you emotional anguish at the moment. The time you spend away from those feelings helps you fight the demons that are getting free rent in your head.

We all go through hell at one point or another, and some of us can get stuck there, but we don’t have to. i know people who have spent their lives going from one crisis to another but still have the energy and ability to do their work, raise their families, and take care of themselves. Unless you are at death’s door, there is no reason you can’t find something to put your mind to and get through what is almost certainly a temporary negative experience.

Keep

Goin

g


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The Middle School Years

How To Be Happy Anywhere

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