br april 2008 issuu

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$10.00April 2008

The Soul of an Effective Promotion

Critical Decision Making

™

NY Giants...A Super Team

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4 Brilliant Results | April 2008 www.brilliantpublishing.com

Vol. 5, No. 04

Cover Story8 NY Giants…A Super Team

Brilliant Results’ interview of Mike Stevens, Senior Vice President and Chief Marketing Officer of the Super Bowl winning NY Giants, offers a unique perspective on the value of team work.

40 Meet the Manufacturer

A one on one interview with Gary Rosenberg,Vice President of Sales for AVALINE and Falcon

By: Dave Ribble, MAS

42 Off the Cuff

Columns

22 Sports

By: Dr. Peter Tarlow

24 The Sporting Life…How it Relates to Incentives

By: Arnold Light, CTC

in this issue April 2008

8

36

28

™

Features

20 Sports incentives and gift cards – a winning combination

By: Mary English

26 The Ingraining Technique The Soul Of An Effective Promotion

By: Michael Merrick Crooks

32 How the Internet Can Enhance Your Trade Show Experience

By: Barry Siskind

Departments

6 Publisher’s Letter

38 Advertising Index

Get FREE information from this

month’s advertisers

contents

28 Openness in the Office: Why and How to Stay on Top of Issues in Your Workplace

By: Megan Slabinski, The Creative Group

30 It’s All Personal

By: Dave Ribble, MAS

34 Begin at the Beginning: 3 Secrets for Success

By: Susan A. Friedmann, CSP

36 Critical Decision Making

By: Ed Rigsbee, CSP

26

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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

Editorial

Editor in Chief MaryAnne Morrill

Senior Editor Michelle Donofry

Style Editor Charity Plata

Asst. Editor Mildred Landis

Contributing Writers

Michael Merrick Crooks, Mary English, Susan A. Friedmann, CSP, Arnold Light, CTC,

Dave Ribble, MAS, Ed Rigsbee, CSP, Barry Siskind, Megan Slabinski, Dr. Peter Tarlow

Photography Cover & Cover Story Photographs provided by the New York Giants

Production/Design

Art Director Jami Hubbard

Brilliant Results is published monthly by Brilliant Publishing LLC, 9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax# (717) 566-5431. Postage paid at Mechanicsburg PA and additional offices. POSTMASTER please send address changes to Brilliant Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 5. Number 04. Brilliant Results subscription rates: one-year $120; Canadian $160 USD; one-year foreign $225 USD. All subscriptions are non-refundable. Copyright © 2008 Brilliant Publishing LLC. All rights reserved. The publisher reserves the right to accept or reject any advertising or editorial material. Advertisers, and/or their agents, assume the responsibility for any claims against the publisher based on the advertisement. Editorial contributors assume responsibility for their published works and assume responsibility for any claims against the publisher based on published work. No part of this publication can be reproduced in any form or by electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher. All items submitted to Brilliant Results become the sole property of Brilliant Publishing LLC. Editorial content does not reflect the views of the publisher. The imprints, logos, trademarks or trade names (Collectively the “Marks”) displayed on the products featured in Brilliant Results are for illustrative purposes only and are not available for sale. The marks do not represent the implied or actual endorsement by the owners of the Marks of the product on which they appear. All of the Marks are the property of the respective owners and is not the property of either the advertisers using the Marks or Brilliant Results.

Publisher’s Letter

brilliantresultsTM

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

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

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

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

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

Have a Brilliant Day!

Maureen [email protected]

Brilliant Publishing LLC9034 Joyce Lane

Hummelstown, PA 17036Ph: 717.571.9233Fax: 717.566.5431

PUBLISHER / ADVERTISING


541-788-5022

EDITORIAL

Editor in ChiefMaryAnne Morrill

Senior EditorMichelle Donofry

Style EditorCharity Plata

Asst. EditorMildred Landis

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

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

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

PRODUCTION / DESIGNArt DirectorPercy Zamora

Brilliant Results is published monthly by Brilliant Publishing LLC, 9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax# (717) 566-5431. Postage paid at Mechanicsburg PA and additional offices. POSTMASTER please send address changes to Brilliant Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 4. Number 12. Brilliant Results subscription rates: one-year $120; Canadian $160 USD; one-year foreign $225 USD. All subscriptions are non-refundable. Copyright © 2007 Brilliant Publishing LLC. All rights reserved. The publisher reserves the right to accept or reject any advertising or editorial material. Advertisers, and/or their agents, assume the responsibility for any claims against the publisher based on the advertisement. Editorial contributors assume responsibility for their published works and assume responsibility for any claims against the publisher based on published work. No part of this publication can be reproduced in any form or by electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher. All items submitted to Brilliant Results become the sole property of Brilliant Publishing LLC. Editorial content does not reflect the views of the publisher. The imprints, logos, trademarks or trade names (Collectively the “Marks”) displayed on the products featured in Brilliant Results are for illustrative purposes only and are not available for sale. The marks do not represent the implied or actual endorsement by the owners of the Marks of the product on which they appear. All of the Marks are the property of the respective owners and is not the property of either the advertisers using the Marks or Brilliant Results.

262467 Brill492

www.bril l iantpublishing.com

™


As the economy turns many may feel as if they are fighting against incredible odds and that winning is elusive if not impossible. If your organization happens to be one of those facing dramatic obstacles to achieving record breaking success this year, then this issue of Brilliant Results was written especially for you. This month our cover story focuses on the Super Bowl winning New York Giants…a team that believed it could beat the odds and did in spectacular style. As their SR. VP of Marketing Mike Stevens reiterated, throughout the playoffs they were the underdogs…often by two touchdowns or more. Yet, when the final whistle blew they were the World Champions, having beaten a previously undefeated opponent. The opponent had the ‘stars’ and the record and the odds-makers on their side, but the New York Giants had a secret weapon…they were a TEAM. A group of excellent players without any real ‘stars’ who believed that as a TEAM they would win the ultimate contest in this sport.

Business books often speak of teamwork, but it is the belief in the power of your team that will often carry an organization to improbable success. In difficult times, it is more often then not the counterintuitive move that wins the day. For example, many companies first cut is in their advertising budgets and yet time and again companies that maintain or increase their advertising budgets during recessionary periods find that they have leap-frogged their competition by wide margins when the period ends.

So whether times are good or bad in your particular part of the world, remember that as a team you can accomplish the improbable if not the downright impossible. This issue of Brilliant Results may be just what the doctor order to give you the inspiration you need, so sit back, relax and rediscover your own remarkable TEAM.

Have A Brilliant Day,

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www.brilliantpublishing.com April 2008 | Brilliant Results 9

If your organization has clients willing

to wait 30 years for your product on a

waiting list that numbers over 140,000,

then you have a sense of the popularity

of the 2008 Super Bowl winning New

York Giants.

Brilliant Results recently had the opportunity to speak with Mike Stevens about this phenomenal sports brand. Mike joined the New York Giants in September, 2006 as the team’s first Senior Vice President and Chief Marketing Officer; responsible for all brand development and revenue producing business operations for the NFL club. Previously SVP, Sales & Marketing for the Washington Redskins, Stevens led marketing for the team that Fortune Magazine recently ranked as the most successful and profitable in professional sports.


Q&A with Mike Stevens


A pioneer in lifestyle and affinity marketing, Mike has over 20 years of experience in building emerging brands into major global brands. Mike’s experience has included senior leadership positions in marketing at eBay and the National Basketball Association. Mike’s achievements at eBay included the launch and expansion of eBay’s highly successful sports product categories. Mike also secured many of eBay’s first business-to-consumer merchants, which enabled eBay to successfully expand

its brand to a broad-based trading platform beyond collectible products. At the NBA, Mike led worldwide marketing and media operations for the league and was a leader in the league’s successful launch of the Women’s National Basketball Association.

According to Mike the New York Giants do a lot with business partners, “The core of our proposition starts with the fact that you can’t touch a Giants’ ticket in the marketplace. So whether we run a consumer program or a B2B program anything to do with tickets is a guaranteed promotional or marketing success. Giants’ fans have the highest economic profile of any team in the market place, whether it is income, household values, education levels, professional or managerial status, we have the crème de la crème and because of the size of the market you could probably go so far as to claim that we have the largest and most affluent fan basis in the marketplace in both mass and class. We can get that scale because there are over 6 million people just in the local market alone, but our reach in business decision makers…CEOs, CMOs, CIOs, CFOs…is probably unparalleled in sports across all markets. It is a hard thing for them to match because their markets aren’t as big or as rich with businesses. We have over 80 of the Fortune 500 companies here besides the fact that there are a lot of mid-size businesses that don’t hit the Fortune 500 that we still have a strong relationship with. People really feel like they have a lifelong relationship with us… a highly trusted and valued relation that I don’t think other teams can match.”

Brilliant Results was delighted that Mike could find time in his busy day to reflect on some of our questions about successfully marketing the brand known as the New York Giants.

BR: Mike, please give our readers a little background about how you became associated with the New York Gia nts.

MS: They recruited me away from the Washington Redskins an NFC transfer… not a very common occurrence. I’m very fortunate to have been in multiple facets of the business, I’ve worked at a sports league, I’ve been on the client side of sports marketing, I have had a little time in Internet e-commerce at a place called E-Bay when we had 2 floors of people and 150 employees. Now I have been on the team side, so I have covered all the various aspects of the industry. Having been on the client side, I know how they view the world.


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BR: What is your basic approach to marketing the New York Giants’ brand?

MS: We have a very simple job. Our job is to make our fans happy and to connect with them in ways that they find meaningful. So the more we do that the more opportunities we open up for our business partners. It all starts and ends with the fans. So our job is to provide value to them in lots of different ways, it can be team content, it can be team promotions, it can be affinity based programs and ideally we work with our business partners to provide value to those people given their lifestyle…it could be a better deal on a car…it could be working with somebody like a Verizon® or communications company to figure out better and unique ways to drive content and deliver content to that fan. We really try to become very conscious of what do fans need to enjoy their passion a little bit more. Try to drill down into different specific groups of fans and try to serve them based on their life stage.

For example this year we are launching a health and wellness initiative…probably to serve weekend warriors like me, who are aging a little bit and Mother Nature is starting to win the game…we are taking content previously exclusive to our environment and our office and starting to tap that content and get it out to our fan base whether it be nutrition, training, physical rehabilitation, therapy, other things that people are dealing with in their life stage. We are an interesting and informed source to help supply them with different information whether it is tips or full-fledged articles. It is going to start with distribution of a magazine at the 10,000 doctors offices within the BMA and a million copies quarterly. Then we are going to take that content and turn it into web pieces, television interstitials and radio vignettes. So we will be taking the information that the professionals that work with our trainers and the team and conveying it to the fans. Ultimately we want it to feel almost like a PSA back to the fan base that the Giants are giving you these great tips and that there is a benefit for the individual fan.

BR: My take away from that is that your approach to your corporate sponsors is to work together with them to devise programs that are mutually beneficial.

MS: Yes, work with them on a customized basis. But also, in certain situations, like when we decided to launch this health and wellness initiative, we go out and find companies whose product or service match up into some of those particular areas that we know are going to benefit fans. So we are out talking to people that have products or services focused on nutrition,



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

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since that is a core component of that program. Other companies who may have an interest and can actually help us and benefit fans in PT or other therapy related areas. Right now we don’t have partners in either one of those areas, but for us if the core initiative that ties back into our brand where we are not per say serving an existing partner, but we think it makes sense so we are going to do it anyway in hope that some companies out there see value.

BR: What impact has your Super Bowl win had on your marketing and sponsorship campaigns?

MS: There is nothing but positive benefits. We are the ultimate Cinderella. It is interesting that we are the first NFL team to ever have a ticker tape parade in New York City. Now the Giants have won twice before, this is our third Super Bowl win, but in both instances before, Mayor Koch decided that we were a New Jersey based team and he thought a parade was inappropriate so he didn’t offer one and Mayor Dinkins was interested, but the Gulf War was breaking out at the time and the owner of the team decided that it would be in poor taste so they had a reception at the Mayor’s Mansion. So coming back to New York given the size and scale of New York, there are not many things that have completely moved the marketplace and a lot of people around here would tell you that it is about the most positive thing that has happened in years and years. There were over 2 million people on the streets for the parade and it was all families, I have never seen so many kids and parents together celebrating. It was…joyous is too soft a word…it was the most amazing celebration we’ve ever seen. There has just been a huge spike in everything from us both direct and locally in the market…the retailers that have sold t-shirts, caps, jerseys has been astronomical…the amount of web traffic and videos viewed has been amazing…our wait list for tickets has even gone up so they are almost coming to the point of being unobtainable…the newspapers even told us that the consumption of the sports page increased…I’m not sure how they measure that…the general lift in the market has been fabulous.

The other thing you may or may not know is that we are in partnership with the Jets to build a new stadium, which opens in 2010. You can go to our website and take a look at some of the pictures of the stadium and a Q&A at the link devoted to the stadium. It will be one of the most expensive stadiums ever built given the cost of labor and materials here in New York. So the Super Bowl timing given the size and scale of that project has helped raise our awareness of what we are doing and general excitement and excitement of the fans.




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When you really strip sports down it is all about hope. And there is so much belief not only in that we won, but also in how we won…because it was the consummate team victory. It wasn’t about stars; it was about the team truly coming together as a team. On our chat boards all the way up to our corporate partners there have been so many great takeaways on the power of teamwork that people have extrapolated out of our win. There are a lot of tangible and intangible benefits that are very gratifying.

We were one to two touchdown underdogs the entire playoffs including the Super Bowl. We really conquered incredible odds…there was a very unified team and the power of one was personified…it transcended sports and that is not easy to do. It is a hard thing to coordinate your player personnel with your brand personality, but actually our coaches and our general manager have done that very much in sync with the personality of our ownership and team… it really is a team game and it is all about the team…it is all about the fans…it is not about individuals and they have actually sought out players that fit that mission.

BR: Do you incorporate in-stadium promotions with promotional giveaways at your games?

MS: We only do them if they are driving an over all team initiative, whether it is a charity program or we want to publicize a new team offering like web chats or any kind of new affinity or youth program.

BR: What is your favorite marketing, branding or incentive campaign and in your opinion what was the key(s) to its success?

MS: Last year we started doing weekly player chats live on our website. People want more access to players, so we gave it to them. Pretty straightforward and pretty simple and we did it consistently every week.

Another one that tied in business partners was an online program called our VIP Ticket Program. We made it available to people who have tickets and to anyone who came to our website. We worked with a half dozen business partners on a week-to-week basis…nothing had to be bought or transacted…it was a reward program and over the course of a year we gave out over a million offers and prizes. It ran the gambit from large to small from weekly prizes like airline tickets and plasma televisions down





to giving people discounts on our web store in exchange for answering 2 or 3 questions because we wanted to learn about the likes and dislikes of fans. We used it as a way to reinforce who our business partners are and make it very clear to fans who our sponsors were. Some of them were very high level giveaways and a lot of it was driving transactions and preference by giving Giants fans a better deal then what they could get at retail or some other location and rewarding them for being Giants fans.

BR: Do you have any fi nal thoughts you would like to share with our readers?

MS: Really I think people pay a lot of lip service to what is partnership marketing and we are really trying to do the opposite. I really like to learn from our partners and see how we can mix and match benefi ts and assets to where it really becomes defi ned benefi ts for both. Maybe that is because I have been on the client side, but I think we truly have unique assets in today’s media cluttered environment. We do have the mindshare of people and that is very powerful, but I also feel we have a real responsibility to provide them benefi ts in return. We have to do that with business partners and we have to do that in a meaningful way. It is very important to us to partner with great brands and to fi gure out new and innovative ways to drive benefi ts to our fan base.

BR: Do you remember the last promotional or incentive product you received and from whom you received it?

MS: I get a bunch in the mail. I got one last week…some paper based wheel…I don’t know what it did and they never communicated to me why it would drive any benefi ts for me other than that it was a great idea…a little scattered.

BR: Interesting, because that really illustrates the importance of making sure that when you are using a promotional product the recipient sees the relevance or benefi t of the item.

Thank you for your time… you have a great team and nice guys do fi nish fi rst.

MS: I like the sound of that!


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Sports incentives and gift cards —

a winning combinationBy: Mary English

It’s certainly no secret that the cost of living is not getting any cheaper. As things like the price of a gallon of gas continue to rise, people are much more conscientious when it comes to spending their entertainment dollars. Retail organizations and sports teams across the country have become more creative in their efforts to retain their current customers and earn new business with various incentives.

In an ever-increasingly competitive marketplace, sports incentives have become a popular method of choice for many teams and companies to reward and entice current and prospective customers. The need for enticing customers with more than just a standard “sale” is driven by the multiple entertainment options an individual has available to them. Chris Handrahan, Senior Advertising and Sponsorship Manager for AT&T in Minneapolis, MN explains that competition is a key driving force behind their incentives. “With as much competition as there is,” Handrahan states, “we have to utilize more than just traditional brand awareness partnerships.”

Handrahan explains that paying attention to the passion and loyalty of a certain fan base is important to the success of a sports incentive. “With

our partnership with the National Hockey League’s Minnesota Wild and other franchises,” states Handrahan, “we’ve found that certain fans are typically a bit more passionate than other consumers.” Because of this, he says, “The more synergy between the brands, the more apt and willing customers are to shop us.” In other words, the closer you can tie your incentive to both the event and the end customer, the more successful your incentive will be and the greater ROI.

Dana Quinn, Director of Sales and Corporate Partnerships for the Minnesota Thunder professional soccer team (www.mnthunder.com) uses incentives to promote their tickets sales which, as Quinn says, “In our business, drive everything.” The Thunder use incentives directly in their season ticket campaign to bring in new, and retain current, season ticket holders. “This year,” Quinn says, “we are offering a complimentary 3-day, 2-night trip that will be raffled off at the home opener. All new season ticket holders are eligible to win.”

But the Thunder doesn’t look only at customers for their sports incentives. They also use incentives for their corporate partners and the team’s employees. Quinn states that corporate partners are offered more personalized incentives and experiences to reward their commitment to the team. Some examples Quinn says are “golf outings with the coach, private ‘chalk talks’ prior to certain games and personalized jerseys.” And for employees, Quinn explains, incentives are used in-house at the Thunder to drive new business. “Sales reps are offered rewards including gift cards, free meals and other items for increased productivity.”

As the popularity of gift cards as incentives and rewards continues to increase, organizations like the Minnesota Thunder are embracing the effectiveness and ease in using gift cards in their promotions. “We have one of the largest youth soccer camp programs in the entire country,” Quinn exclaims. “To continue growing and retaining these numbers, we offer incentives like gift cards and product samples to our campers and their families.”

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Quinn explains that the Thunder use gift cards because they are a popular offer and equally easy to distribute. “Adding a gift card into a letter to season ticket holders is simple and easy to distribute in mass.”

Using gift cards as part of an incentive package or promotion also touches on the “experiential” aspect of the reward. Chris Handrahan from AT&T believes adding an incentive, such as a gift card, to an experience creates a longer lasting effect on the recipient. “The more you can touch a potential customer from an experience or emotional level,” he explains, “the more driven that person is to become a customer.”

The combination of the gift card or other incentive and a memorable experience creates value – something that each of us is looking for in a day when our dollar stretches less. Handrahan says using incentives impacts recipients on a deeper level. “It’s not about fi scal value, it’s all about perceived value. If that person gets something or an experience no else can, it resonates as an exclusive club and that they are special in some way.”

Dana Quinn at the Minnesota Thunder agrees with the use of sports incentives. “The experience of a fun sporting event is something that will last far longer than any tangible product,” he states. Quinn explains that the Thunder host numerous events throughout the year as incentives for employees. These events are an opportunity for employees to bond and get to know each other – not just through small talk before a meeting – but over an event that the entire group can enjoy. This then translates back to the offi ce. “Through socializing and getting to know one another,” Quinn says, “the net result is increased production and a more positive overall attitude in the work place.”

And combining an incentive or reward like a gift card is an effective way to increase the event’s success. A gift card and a sporting event each are great incentives. But for an unequaled long-term effect on recipients, Quinn explains, “Combine the two and you really can’t go wrong.”

Mary English is the Vice President of Marketing for Hallmark Insights, the leader in providing business incentive solutions and personalized reward programs for employee recognition, customer acquisition and retention, sales and dealer incentives, and health and wellness programs. Tolearn more, go to HallmarkInsights.com.

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SportsBy: Dr. Peter Tarlow

Anyone who has even briefly visited the United States cannot help but come away with the feeling that the American people love sports. On the whole, our newspapers devote more space to sports news than foreign news and the Super Bowl may best be described as a national holiday. Many Americans admire sports figures as role models, and when a sports figure ends up on the wrong side of the law, that too is major news. Sports are also a major tourism generator. Not only do thousands of people attend major sporting events such as Super Bowls or Olympic Games, producing millions of dollars, but also amateur events, such as softball tournaments have become major draws.

Sports really are two different commodities, the passive commodity called “spectator sports” and the active commodity called “participatory sports.” Spectator sports are really part of the entertainment industry. They exist as emotion releases and permit people to discuss “safe” and “non-controversial” subjects. Others use spectator sports for vicarious means.

Participatory sports, such as skiing, swimming, or jogging, may or may not have a competitive side to them, but in all cases force the participant to increase his/her skill and physical stamina. In this latter category success is not dependent on the other but rather on the skill and luck of the actor.

Sports also serve as an excellent metaphor about successful competition in the workplace. No matter what one’s business may be, many sporting principles can help you to make your business more successful. Here are some ideas to use sports concepts to win in the market place with brilliant results:

Just as in any good sports team, make sure that your employees have the best facilities and •equipment possible. People tend to respond to their environment. If you have them working in pleasant surroundings, you have a much higher chance of success than if the environment is depressing. Use your environment to develop a sense of ésprit de corps.

Know the conditions under which your team is going to have to compete. •

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

There is perhaps nothing as destructive for an employee’s confi dence as being taken by surprise. Know the competition and use that information to determine your own strengths and weaknesses. Never tear the other person/business down, but rather compete by offering the best product or service available.

Just as at an athletic event, maintain good community lists, • and emergency numbers. Just as all sporting events have an element of risk, the same is true of any business. For example, in the tourism business there are multiple risks that must be managed effi ciently. Know the risks that go with your type of business and clientele. Businesses catering to older consumers may have to deal with different risks than those businesses that deal with visitors or younger consumers. Every business should know how to fi nd 24-hour pharmacies, hospital emergency rooms, and doctors and dentists who are willing to take on emergency patients.

Just as any sports team must consider the legal consequences of • any event, so too must most businesses. In today’s society where litigation has become a way of life, check with your community’s law offi ces about the need for waivers when conducting public tournaments.

Turn your business into a fantasy camp. Just as in sports, there • is no business that cannot be given a new image make-over. Improve your name recognition by not missing the opportunity to associate your business with sporting events or athletes. This halo-affect can change even the most “boring” business into something that is considered to be ‘in’ or which people desire to frequent.

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The Sporting Life…How it Relates to Incentives

By: Arnold Light, CTC

Competition

In a word. Competition. Utilizing sports themes in incentive programs is a powerful way to attract business or to motivate your sales team to meet the next big challenge namely an increase in sales.

Building the sales incentive around a sports event such as the Super Bowl, The Masters, Daytona 500, Final Four, Baseball’s All Star Game or the Kentucky Derby just to name a few if done right is a guarantee to grab the attention of your participants. You can match the event to your audience because there is a sport that meets every age and economic status. So it’s important to pick the right one. For example if your sales force average age is above 40 they may not be motivated by the Final Four but you will get their attention for an opportunity to win a trip to The Masters.

A Masterful Scheme

Let’s stay with the Masters for instance. What a great way to theme your incentive program, “The Masters Meet The Masters.” That is, those in the sales force who master and meet their sales goals or other objectives get to go to the famed event. Your whole promotion would take on a golf theme and you could do logo imprinted balls, towels, tees, give away golf clubs at certain times during the campaign to those who achieve on a quarterly basis. At your sales meetings you could invite a noted golf pro to talk about “How to Win” or “Sizing up the Competition” And when the incentive travel program happens include a few rounds of golf at adjoining courses as well as entry into The Masters. As a follow up after the program send everyone a Lucite cube with their Masters ticket imbedded. And as this important relic sits on the participants’ desk it is just another way to keep them motivated and looking forward to the next contest.

Other Sports Applications

You could apply the above thinking to any number of sporting events because a sports incentive is an extrinsic motivator for making someone act or perform a certain way to strengthen their drive

Light.indd 2 3/29/08 8:37:53 AM

towards an end or objective. And sports event incentives do not only have to apply to sales contests, it could be for any internal competition such as a safety program, lead generation or for improved customer service. Depending on your budget you don’t actually have to go to the event but do a weekend for instance in Las Vegas during Super Bowl weekend and rent a private room in your hotel of choice with a large screen TV and lots of great fi nger food and plenty of beer and soda. Shirts, hats, and signed items could be given as additional thanks for a job well done.

A Win Win

The idea is to create a memorable event and one that your participants could not have accomplished on their own. Look at all of the qualities you could impart from a sports themed incentive: leadership, teamwork, communication, cooperation, training and above all developing a winning spirit.

Asking a group of employees to work together under stressful conditions such as meeting certain sales plateaus during a specifi c time period is a diffi cult situation; a sports-themed incentive can bring team members together to work as a team to accomplish the goals.

Have a Rewarding Day!

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


Light.indd 3 3/29/08 8:38:19 AM


The Ingraining TechniqueThe Soul Of An Effective Promotion

By: Michael Merrick Crooks

What may be the world’s largest promotional product is in a flooring store in Battle Creek, Michigan. You can’t see it from space … heck; you can’t even see it from the road. It’s not imprintable and there’s no way you’re going to take it home with you. However, it’s probably one of the most brilliant promotional products I’ve ever seen. It’s a meeting room.

Now because it’s a meeting room inside a flooring store — it’s a beautiful room. It’s equipped with all the presentation equipment any local social or civic organization needs to hold an effective meeting. And the room is available to them, free of charge. Sure, you’ll find imprinted pens, note pads and coffee mugs to outfit the room. But those things alone aren’t driving sales. It’s the fact that hundreds of people a month, including REALTORS®, interior designers, builders and mortgage people are attending meetings in a very nice meeting room INSIDE the flooring store!

And while this particular brilliant promotional marketer is not a client of mine, I still admire his ability to employ an effective promotional marketing technique I call Ingraining.

Ingraining means to find a way to more deeply connect (or ingrain yourself) with your target audience on a physical and or emotional level. In the case of the flooring store, the owners are fulfilling a community need — while showcasing their product line. Promotional items such as pens, pencils and note pads are merely convenient reminders of the store’s contribution. And when people see the name of the flooring

Crooks.indd 2 3/29/08 8:34:58 AM

store, they relate to something that’s of interest and has personal meaning to them: “That’s where we have our club meetings.”

Now maybe you can’t provide a meeting room for the local civic and social organizations. But ingraining isn’t about meeting rooms … it’s about connecting with your targets through effective concepts and ideas. By example, lets look at two banks or credit unions that want to highlight children’s accounts at a local trade show.

Bank/Credit Union #1 will hand out imprinted coloring books and crayons to the children at the show while encouraging the adults to open up a savings account for the little tykes. Coloring books are appropriate for children, and the adults will be exposed to the bank or credit union’s logo at least a couple of times when the child colors a picture and shows it to mom or dad. O.K. While it’s a little warm and fuzzy, it falls far short of Ingraining or being highly effective.

Bank/Credit Union #2 will use the same coloring book and crayons … except they have a better idea of how to use the products. They want to emotionally charge the promotion. Instead of simply handing out the coloring book and crayons, #2 tells the kids and the adults, that if the child colors a page in the book and takes it into a branch offi ce, they will receive a free piggy bank and be entered into a drawing for a $25 savings bond. Plus, the child’s drawing will be on display for a whole month in the bank or credit union.

BAM! You know who the best salesperson for the bank or credit union will be? The children. Because in addition to showing their “work of art” to mom and dad, they will likely nag and hound them until they get to go to the bank or credit union and get their free piggy bank and display their picture.

#2 will get interested prospects inside the branches and thinking about their children’s future. The branches will collect actionable data from everyone who enters the drawing. The opportunity for multiple, meaningful “touches” by bank/credit union #2 is much greater because the promotion didn’t end at the trade show. Plus, this type of promotion is worth a couple press releases and some earned media when you announce the promotion and publicize the winners.

The power of promotional products is not inherent within the products. The power of promotional products lies within the ideas and concepts behind the products. Merely giving away product with your logo and website or phone number on it doesn’t automatically produce a result — except for maybe draining your budget without providing measurable R.O.I.

Whether you’re a national brand or a local business, you can ingrain yourself into peoples’ lives by focusing on what they need, want, desire or care about. Develop concepts and ideas that will embrace your target — and they will embrace you back.


Michael Merrick Crook owns Crooks Advertising Alliance, a Creative Strike-Force specializing in creative problem solving. Visit www.CrooksAdvertising.com for more interesting articles and to sign up for his free newsletter, CrooksView Creative Digest.

Crooks.indd 3 3/29/08 8:35:18 AM


Openness in the Office:Why and How to Stay on Top of Issues in Your Workplace

By: Megan Slabinski, The Creative Group

You recently learned that one of your senior marketers has been secretly fixing the mistakes of a colleague for months. His intentions were noble: He was attempting to deal with the issue so that you, a time-strapped manager, could focus on more critical issues.

While it’s great to have reliable staff members who step up to solve problems, this news isn’t entirely positive. In addition to belatedly realizing that you have an underperforming employee, one of your top marketers risks burnout from doing two jobs.

Indeed, workers are often encouraged to take initiative and refrain from mentioning issues unless they have identified a clear-cut solution. It’s part of the pared-down structure of many firms today. However, problems can arise when “silent fixers” step in. An issue that may have been easily addressed early on, for instance, can fester and become a long-term drain on costs, morale and productivity.

While you don’t want team members approaching you with every little problem, it’s critical that staff members know to come to you with more important matters.

Following are ways to prompt your marketing and creative employees to do so:

Step One: Evaluate Your Culture

Does your organization’s culture encourage openness or a stiff upper lip when it comes to overcoming challenges? Consider your team’s last few projects. For example, perhaps a marketing manager imposed a nearly impossible deadline on several peers. If you heard about the situation and were able to address it, you likely have a relatively open work environment. On the other hand, if you found out about the problem

Creative Group.indd 2 3/29/08 8:33:18 AM

“


”

through the grapevine months later, it’s likely your team members may feel uncomfortable discussing workfl ow and interpersonal problems with you.

Step Two: Encourage Openness

If you determine that your employees tend to suffer in silence, embolden them to bring issues to light. Let them know that it’s helpful for you — and the overall department — if you know about productivity obstacles and offi ce politics before they get out of hand. In fact, remind them that not pointing out problems can be troublesome. For example, if an art director consistently rewrites ads rather than telling the copywriter the client is unsatisfi ed, the designer isn’t doing the writer any favors and is costing the company money.

Openly discussing problems encourages employees to learn from their mistakes. Be mindful, however, that, if your organization has a long-standing “grin and bear it” history, it will take time for staff members to become more vocal.

Step Three: Defi ne ‘Important.’

To prevent staff members from bringing too much to your attention, such as weekly nits about coworkers, emphasize to your team what you defi ne as an issue that requires your involvement; more specifi cally, one that will continue to impact productivity or morale if left unchecked.

The fi nal step in the process?

Reward those who bring issues to your attention. It could be as simple as sending a sincere thank-you note. Often, a positive reception is enough to encourage similar feedback in the future.

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.

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Creative Group.indd 3 3/29/08 8:33:44 AM


it’s all personal | By: Dave Ribble

“You’ve got to be careful if you don’t know where you’re going ‘cause you might not get there!”

Yogi Berra came to play for the New York Yankees in ’46. His impact on baseball is legendary. He played on 10 world championship teams, won the American League MVP award three times and was inducted into the Baseball Hall of Fame in 1972. Having said that, perhaps his subsequent infl uence off the diamond has been just as signifi -cant. If they haven’t already, some major business school is going to declare one whole semester or more to the study of the practical wisdom of one Yogi Berra, because there is just something simple and down to earth about this man that supercedes all the conventional academia they will ever devise for us to absorb.

According to his fun read called The Yogi Book, (Workman Publishing, New York) Yogi was awarded a Doctorate degree from Montclair State University in 1996, then delivered the Commencement speech to graduating seniors. Below are excerpts from that speech, along with my observations as to how Yogi Berra’s take on things might

relate to business, marketing, sales and life. See if you agree.

“Never give up, because it ain’t over ‘til it’s over.”

In this economy, it might be tempting to cut back on your marketing and advertising budget. You might even think it more ‘noble’ to reduce spending on such things so that you can retain employees. But, if you do not continue to advertise to keep your market share, where will you, and they, work tomorrow? Better to trim other places and keep the push on for more clients and business, not less. The right Promotional Products, coupled with the right strategies, will help you do this the most cost-effi ciently way possible.

“During the years ahead, when you come to a fork in the road, take it.”

The world is an ever-changing place. In the midst of a substantial building slowdown here at home, Australia is said to be luring U.S. Builders to come there to help them create more housing they need due to shortages and demand. Who saw that coming? Keep looking for other extensions/opportunities for your business.

“Don’t always follow the crowd, because nobody goes there anymore. It’s too crowded.”

Many companies will pull in, fold up and try to get by without continuing to promote themselves. This is a great time for you to stand out from the crowd, be different and get noticed.

“Stay alert—you can observe a lot by watching.”

Read it again. Truer words were never spoken. What is your competitors’ strategy right now? Get ahead of them.

“Remember that whatever you do in life, 90% of it is half mental.”

Yogi always gave it 100% every time he walked onto the baseball fi eld. Perhaps we should say he always gave it 180%. The point is that we cannot just do the minimal marketing and promotion needed to get by.

There you have it. One of our true sports heroes who came along way before multimillion dollar contracts and armies of one-inning relief pitchers permeated the bullpens, providing us classic food-for-thought double-takes on how to act when competing. Is this the personal way to approach your business in tough economic times? Absolutely. It’s ALL Personal.

Dave Ribble is President of The Company Image, an award-winning promotional products consultancy. www.tci4me.com. Contact him at 818.906.9894 or by email at [email protected]. Look for Ribble’s ‘Meet The Manufacturer’ interview also in this issue of Brilliant Results.

Ribble.indd 2 3/29/08 9:27:27 AM


creo


How the Internet Can Enhance Your Trade Show Experience

By: Barry Siskind

There was a moment in the 90’s when the thought of “virtual trade shows,” sent shivers up the spines of some show managers and exhibitors who thought the Internet would mark the death of the world’s oldest marketing tool. Well a decade and a half later, we know that all that fuss was for not. Not only have shows continued to thrive they have done so living side by side with the Internet.

Using the Internet makes a great deal of sense. It can save time, help you focus and ensure that you are participating in the right show.

Here are a few hints and helpful sites to visit before your next show.

1. Finding the right shows.

Gone are the days of the hard copy, telephone book size, show directories. Sites such as www.tsnn.com, www.expotop.com or www.eventseye.com, offer exhibitors a helpful and easy to navigate way to learn about thousands of show options.

2. Learning about your show

Every show has a dedicated website. Some shows have replaced their bulky exhibitor manual and have put everything you need to know on-line; the floor layout, the show program, timing, links with the show suppliers, attendee profiles, show rules and so on.

3. Promoting your presence

You have two on-line options to promote your presence at a show, your company’s website and the show website.

One of your marketing thrusts should be to direct traffic to your website. This a. activity opens up a terrific no cost way of promoting your presence at a show. A banner ad on the first page of your site will let your audience know where you will be exhibiting.

Often show managers will provide live links from each exhibitor’s website to the main b. show website.

siskind.indd 2 4/1/08 8:40:18 PM


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

4. Find out about your show manager and best show practices

Throughout the world there are many associations that have incredibly helpful websites. Here are some noteworthy sites to give you a taste of examples of what is in store for you.

International Association of Exhibits and Events – • www.iaee.org

Union des Foires Internationales – • www.ufi.org

Canadian Association of Exhibition Management – www.caem.org•

Associacion Mexicana De Profesonales Deferas, Exposones Y •Convenciones, A.C. – www.AMPROFEC.org

Uniao Brasileria dos Promotores de Foires – • www.ubrafe.org.br

Associacion Argentine de Organizadores Y Proveedores de •Exposiciones – www.AOCA.org.ar

Hong Kong Exhibition and Convention Industry Association – •www.HKECIA.org

Center for Exhibition Industry Research – www.CEIR.org•

5. Media There are a number of publications that are dedicated to the exhibition

industry. They report on such things as trends, industry trends and statistics, best practices, case studies and profiles of industry leaders. Here are a few examples. Check their websites and see what’s in store for you.

Trade Show Week – • www.TradeShowWeek.com

Exhibitor Magazine – • www.exhibitornews.net

Trade Show Expo – • www.trade-show-expo.com

Expone Magazine – • www.revistaexpone.com

Feira & Cia – • www.feiraecia.com.br

Exhibit and Events – • www.exhibit-event.com

6. Industry trade shows

Where do exhibitors go to learn? The answer in addition to many of the sites already listed is to attend one of the few trade shows dedicated to the education of exhibitors. You can learn about these annual events by visiting such sites as, www.exhibitoronline.com/exhibitorshow, www.TSEA.org and www.ExpoSystems.com.br.

7. Vendors

Vendors are easily found by simply Googling the type of vendor you are looking for. One good place to start is www.Trade Show Store.com

8. Selling hardware

If you have dated or slightly used hardware that is taking up space in your warehouse there are sites that you can use to sell them. Visit www.exhibittrader.com, and www.boothfinder.com to learn the details.

That should get you started. Happy surfing.

If you happen to run across a helpful site let me know about it. I can be reached at [email protected]

siskind.indd 3 3/29/08 9:00:56 AM


Begin at the Beginning: 3 Secrets for Success

By: Susan A. Friedmann, CSP

You never get a second chance to make a first impression. It’s a saying so true that it has become cliché — a phrase used by suit salesmen and purveyors of shampoo — but it’s a saying that should serve as a motto for your booth staff.

A trade show is a non-stop series of beginnings. Every moment — from the second the doors open until they blink the lights signaling the end of the day — is a moment where you could be meeting customers for the very first time.

If all goes well, these crucial first moments will launch a mutually profitable relationship that will last for years. On the other hand, if the impression you create is not so positive, you’ve kissed a lifetime’s worth of business goodbye.

Beginning well’s means you’re half done. Once you’ve established a rapport with the client, once that positive foundation has been laid, the hard work of negotiating a deal and closing a sale becomes so much easier. Here’s what you need to know to create a favorable first impression time and time again, over the long hours and days that you’ll be at the trade show.

What’s for sale here? Your company might make computers or luxury automobiles. You might sell scrub brushes. You could retail the finest gems found on the Indian sub-continent. It doesn’t really matter. When you’re at a trade show, what you’re selling is YOU.

Today’s buyers are nervous. They’ve been through the dot-com bubble. They’ve seen Enron blow up and corporate scandal follow corporate scandal. Yet they still have to do business. How do they know who they can trust?

There will always be a due-diligence component to business, but a surprising amount of decisions are made by people ‘trusting their gut.’ During those crucial first minutes where you’re checking out the attendee, they’re checking you out. They are, perhaps unconsciously, assessing what they perceive as your intentions and motivations. Few people believe that they can get a good deal from someone they do not believe to be a good person.

Key Secret #1: People have to ‘buy’ you before they can buy your products.

Can you hear what I’m saying?Non-verbal communication plays a huge role in creating first impressions. Attendees are constantly watching. If your body language conveys the fact that you don’t want to be at the show, would prefer not to engage with attendees, or are just going through the motions, they’ll pick up on that and go elsewhere.

Standing at the corner of your exhibit with your arms folded tells attendees “Stay away! I’m on guard.” Sitting down, flipping through a magazine, or chatting with colleagues says, “I’ve got better things to do.” All together, it means, “You’re not important to me,” even if you ask the attendees what you can do for them today.

Key Secret #2: People won’t come in if your body language says, “Go away!”

The Wall of NoiseYou have to approach attendees, engage them, and welcome them into your booths. Unfortunately, many staffers take this to mean that they must offer up a constant stream of conversation, from the welcoming hello to the assurances that “We’ll be in touch!” as the attendee hurries to a calmer, quieter exhibit.

Talking is important, but listening is more so. Shift the focus from your own sales spiel to actually listening to the customer and you’ll find your results immediately improve. Ask attendees questions, and listen to

Friedmann.indd 2 3/29/08 12:29:01 PM

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

their answers. Give them your full attention. Hear what they’re saying and offer appropriate responses.

The fact that you’re focused on the attendee, wholly engaged with them, and committed, however briefl y, to solving their problems, is one of the easiest, most effective ways to create a positive fi rst impression. It sets a good precedent, establishing how you will do business with this client further down the road. You’re laying the foundation for that positive, profi table relationship.

Key Secret #3: Focus on the attendee for maximum results.

These three secrets will stand you well in the trade show environment. Remember that to begin new relationships, you must fi rst create a positive impression. Being mindful of the fact that people need to trust you before they do business with you, avoiding off-putting body language, and listening more than you talk will help you do exactly that. And then you’ll be well begun — more than half done, well on the road to starting a new profi table relationship.


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

Friedmann.indd 3 3/29/08 12:29:19 PM

creo

Critical Decision MakingBy: Ed Rigsbee, CSP

In the mid-1990s I was an adjunct professor for the graduate program at California Lutheran University in Thousand Oaks, California. I recently had lunch with one of my students from that time – James Welch – and I will report that the student has become the teacher. He is currently working on his doctorate, specializing in the area of critical decision-making.

Jim shared with me the idea of fi rst framing the problem and then suggested fi ve important methods which people employ in their decision making process:

Experience, also referred to as shortcut thinking is where one only uses their personal experiences to 1. decide – relying on the idea that based on one’s experience; situation “A” requires solution “B” rather than considering other possibilities.

Best practices of other businesses, very hot today in management circles. In this situation, frequently 2. the decision is made to adopt what others have successfully done, perhaps rather than to adapt the idea to their particular situation.

Reasoning generally alludes to approaching things through a more logical thought process – this is 3. very good. However it is not necessarily strategically aligned to the organization’s goals.

Collaboration among all involved. Jim made it a point to distinguish between cooperation, where 4. people have agreement, and not necessarily emotional ownership, verses collaboration where people will generally bond – big difference in my book.

Strategy based decision-making. This is where the overall strategy of an organization is in the forefront 5. of everyone’s mind and the challenge is framed in a way that is understood by all.

I so much appreciated the student becoming the teacher that I’ve added some of Jim’s ideas into my seminar titled, “Let’s Get Along & Be More Productive; Purposeful Interdepartmental Collaboration.”

I challenge you to consider the above methods of decision making when you are attempting to resolve your challenges at work, and at home.

Ed Rigsbee, CSP is the author of PartnerShift, Developing Strategic Alliances and The Art of Partnering. Rigsbee has over 1,000 published articles to his credit and is a regular keynote presenter at corporate and trade association conferences across North America. He can be reached at 800-839-1520 or [email protected]. Visit his Partnering University Web Site at www.rigsbee.com.


Critical Decisions.indd 2 3/29/08 8:15:55 AM

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Essentials.indd 2 3/29/08 8:26:39 AM

Gary RosenbergVP of Sales | AVALINE and Falcon www.avaline.com

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

Gary Rosenberg is Vice President of Sales for AVALINE and Falcon, an award-winning supplier based in Parsippany, NJ. With 30 years of industry experience as both a distributor and supplier, and not to mention a few months as a male model when he had a full head of hair, Gary is very active with The SAAGNY Foundation, the charitable arm of regional association SAAGNY, where he appears every summer as Tchaitchke the Clown at various charitable events in the NY/NJ area. Gary has given his workshop, Presenting Your Self, at industry events

such as Promotions East, ASI Shows in Orlando, Las Vegas, Dallas and Chicago, TRASA, PPAW and to Fortune 500 companies outside the industry such as Atlantic Records, Elektra Entertainment, American Express, ABC and more. He has also presented the seminar numerous times to no one in his living room…just for fun. Presenting Your Self is presently being put into book form.

Gary is most proud of his son, Erich Bergen, who can be seen in the role of Bob Gaudio in the National Tour of the Tony Award winning Broadway musical Jersey Boys, opening at the Palazzo Hotel in Las Vegas this April. Gary lives in the New York City area and when he can sneak away, he can be found on whatever golf course will let him play. Also, he has never worn a toupee.

Brilliant Results was pleased to have the opportunity to pose our Meet the Manufacturer questions to an industry pro like Gary Rosenberg.

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

We are a company that imports and decorates. That model allows us to provide a broad product offering to our distributors.

2. As such, what are the major challenges would you say your company has in this role?

To ensure logo integrity, meet quality expectations and provide our product in the time frame required at a reasonable price.

3. The way our industry is set up, Distributors are called upon to represent you to the end-users. Many of the readers of Brilliant Results are those end-users. What would you like to say about your products and services to the end-users, the ones who may decide to utilize what you offer?

Well I would hope that all end-users would want all of our products all the time but in reality I would urge every end-user to take advantage of the Distributor community, utilizing their creativity, industry knowledge and understanding of the end-user requirements to ensure each end-user achieves the best possible result of every marketing effort.

This particular issue is about Sports. What can you share with our readers regarding the products your 4. company represents along this theme?

What we try to represent to our customers is that the products do not need to be as niche specific as to be “sports” related or anything else but rather we offer a unique blend that can be used for many different activities. For example, from our Falcon wood line we have a miniature baseball bat, a natural sport themed item, yet, one of our more popular uses for this was for a hi-tech company that gave them away at a trade show and printed them, “the ultimate computer repair kit.” It’s the creativity rather than the specifics. And, with that said, we have a number of sports related ideas.


meet the manufacturer

Meet the Mfg.indd 2 4/1/08 8:46:26 PM

5. For the most part, you do not get to sit down and talk directly to the end-user, Brilliant Results is that missing link that brings the promotional products suppliers and end-users of those products closer together. So, let’s pretend you are sitting right across from one of the top marketing people in the country and our subscriber. What would you like to say?

I wouldn’t say much (really?)…I tend to listen. I would ask a few questions:

What do you want to accomplish with this investment? What is your budget and is it realistic in light of your stated goals? Who are you trying to reach?

Is your time frame reasonable? How will you measure success? Have you seen Jersey Boys?

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

We import most of the merchandise we sell from China. We have arranged for 3rd party testing of our products (and the decorations on those products) both in China and America. We expect to be in full compliance with all applicable federal and state requirements.

7. Promotional Products continue to be one of the most cost-effective marketing/advertising mediums on the planet. Give us one or two of your best case histories where your company’s products were used and utilized and tell us what the measurable results were.

I gave the example earlier of the baseball bats. They ordered 600 for a trade show and called us Friday at noon and begged us to print and ship 600 more for early Saturday delivery as this was the most successful use of a trade show give-a-way they had ever used.

In Pittsburgh, a new Convention Center was having its grand opening. A distributor in Pittsburgh worked with the center to “sell” sponsorships to many corporations in the Pittsburgh community, had a local artist create a fun, fanciful map of Pgh with those companies shown geographically and we printed it all on the inside of a great umbrella. They have since re-ordered it three times and we were awarded an industry award for this piece.

Many more, fortunately…

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

In the next 5 years (and beyond) I believe market forces will continue to emphasize eco-friendly, usefulness and product durability. We will see a movement away from low end, non-value driven items.

In addition, the economic engine that is now China will give way to internal infl ationary forces causing a shift away from China to lower cost areas in now-developing countries as well as back to the U.S.

9. Folks like to know what else is out there that they may also be interested in. To that end, share with us your favorite websites and what books you are reading.

Favorite websites are: WOOT.com, The Borowitz Report, JerseyBoysBlog.com**, Avaline.com; cnn.com; Continental.com (I travel a lot)

Books: Anything written by Harlan Coben; The Audacity of Hope; It’s Getting Strange Out There

10. Thanks for joining us for this issue of Brilliant Results magazine. Anything else you would like to share with us?

Just my thanks for the opportunity. It’s a great industry with a lot to offer many of us, we need to continue to treat it as a professional industry and, we all need to work on our Presentation Skills. I know just the person to teach you…

**DR’s Note: Gary’s son, Erich Bergen opens in Las Vegas at The new Palazzo Hotel on April 4th starring in Jersey Boys.

Dave Ribble is President of The Company Image, an award-winning promotional products consultancy. www.tci4me.com. Contact him at 818.906.9894 or by email at [email protected].


Meet the Mfg.indd 3 3/29/08 9:26:28 AM

off the cuff


I always turn to the sports section first. The sports page records people’s accomplishments; the front page has nothing but man’s failures.

— Earl Warren, (1891-1974) U.S. Supreme Court Chief Justice

Trivia — What do you know about the New York Giants?

1. How much did team founder Tim Mara purchase the New York Giants for in 1925?

a. 500 b. 1,000 c. 10,000

2. Who was the New York Giants opponent in their very first home game?

a. Pottsville Maroons b. Frankford Yellow Jackets c. Chicago Bears

3. Who was the head coach of the New York Giants from 1930 to 1953?

a. Bob Folwell b. Allie Sherman c. Steve Owen

4. What New York Giants linebacker was inducted into the NFL Hall of Fame in 1982?

a. Sam Huff b. Lawrence Taylor c. Cal Hubbard

5. Who did the New York Giants take with their first-round draft choice in 2002?

a. Eli Manning b. Philip Rivers c. Jeremy Shockey

6. What team did the New York Giants defeat in what has come to be known as “The Greatest Game Ever Played?”

a. Baltimore Colts b. Dallas Cowboys c. Green Bay Packers

7. The New York Giants retired jersey number 16 in honor of what former player?

a. Y.A. Tittle b. Frank Gifford c. Phil Simms

8. What player was named MVP in the New York Giants Super Bowl XXI victory?

a. Mark Bavaro b. Lawrence Taylor c. Phil Simms

9. What New York Giants defensive back went on to have a Hall of Fame career as an NFL coach?

a. Tom Landry b. Don Shula c. John Madden

10. In 2004, what player did the New York Giants trade to the San Diego Chargers for rookie quarterback Eli Manning?

a. Drew Brees b. Philip Rivers c. J.P. Losman Ans

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1a, 2

b, 3

c, 4

a, 5

c, 6

a, 7

b, 8

c, 9

a, 1

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off the cuff.indd 2 3/29/08 9:35:48 AM

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

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