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Selling DirtHow to Get Out of the
The Three Rs of HR
Selling DirtHow to Get Out of the
The Three Rs of HR
Presorted StandardUS Postage
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4 Brilliant Results | August/September 2004 www.brilliantpublishing.com
You Think You've Got It Tough? Try Marketing Dirt.
A creative marketing campaign delivered results andbrought the company out of the commodity box.By Robert Berman
30Promoting Good Tidings This Holiday Season.Let this sector-by-sector breakdown of promotional product ideas inspire you this holiday season.By Gary Semrow
40Selling Holiday CheerA showcase of some of the hottest new holiday gifts for 2004.By Tiffany Owens
50Promotions That Get ResultsOut of the Box thinking that delivers results.By Cliff Quicksell
Departments6 Publisher's Letter80 Calendar
Columns26 Business & Brand:
Branding the Cash Cow A Brand Can'tStand On Price Alone
36 HR:The 3 R's in HR: Recruit - Retain - Reward
56 Security:The Password is Security
64 What Works:Case Studies that Delivered Brilliant Results
P r e m i e r e i s s u e V o l . 1 , N o . 1
8 The O.C.C. brand runnin' full throttle! Brilliant Results talks to Orange County ChoppersThe men who make you tune in Monday nights for"American Chopper" on the Discovery Channel, to find out the secret behind their success.
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Pencoa The Supermatic Line celebrates 30 years in the promo-tional products industry by completing a two year upgrade in state ofthe art printing and digital graphic equipment.
Pencoa Produces and prints quality writing instruments and manufactures a proprietary line of American made vinyl products. The company has added additional warehouse and productionfootage to the existing plant to enable us to best serve our customers.
Over the years Supermatic has developed significant relationships with overseas sources that produce products for us based on quality not price. Remember, Supermaticsprimary business has always been and will always be quality writing instruments.
Due to the Growth of overseas sourcing and the multitude ofnew items available Supermatics contract printing divisionone of the largest in the northeast, is capable of sourcingprinting, fulfillment and drop shipping distributors merchandise. We pad print, silk screen, hot stampand laser engrave. It has been said, whatever it is, if it stands still longenough we can print it.
The industry leaders in imprinting and personalizing
T h e e v o l u t i o n o f w r i t i n g
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6 Brilliant Results | August/September 2004 www.brilliantpublishing.com
Welcome to the premiere issueof Brilliant Results Magazine.The nations most exciting newmagazine focused specifically
on CRM, brand-building and direct marketingthrough the use of promotional merchandisingand creative strategy. This magazine has beencreated to give corporate professionals thetools they need to build relationships, findresources and get the results that every suc-cessful business venture demands!
Named after its editorial mission, BrilliantResults is focused on providing corporate pro-fessionals with powerful, results-oriented, cut-ting edge ideas. Furthermore we will connectyou with all the right players to successfullymanufacture and distribute your next profit-producing promotion!
Our editorial content will focus on real-world success stories as provided by theworlds leading promotional merchandise man-ufacturers, distributors, agencies, and mostimportantly marketing experts and buyersfrom the worlds leading corporate brands.We will incorporate articles of interest totodays business leaders in an easy-to-read for-mat. As if thats not enough, you will learnwhats hot and whats not directly from targetaudience recipients on the street.
They say solid business strategies andgreat marketing ideas should be
adaptive. Whether youre in sports mar-keting, the gaming industry (casinos), retail,high-tech, the entertainment industry inHollywood or on Wall Street in the BigApple, Brilliant Results has been createdand launched to support your success. Wewill bring you the latest product ideas,award-winning implementation strategiesand real-life success stories about how directmarketing and promotional merchandise arechanging the face of CRM, brand building,safety programs, loyalty programs, corporateoutings and special events for the mostpowerful brands in the world.
Remember the days when T-shirts with acompanys logo were expected to be givenaway? Today they sell for top dollar, or areexpected to bring big profits in customer loy-alty and brand building. The possibilities areendless, and your next great ideas, along withthe resources you need to bring it to fruitionare waiting for you in the next issue ofBrilliant Results Magazine!
Thank you for your time and for readingBrilliant Results Magazine!
Have a Brilliant Day!
ults Publishers Letter Brilliant Publishing LLC9034 Joyce LaneHummelstown, PA 17036
Ph: 717.608.5869Fax: 717.566.5431
PUBLISHER / ADVERTISING
EDITORIAL Editor in Chief
Senior EditorTiffany Owens
Style EditorCharity Plata
Contributing WritersRobert Berman, Cliff Quicksell,
PRODUCTION / DESIGNArt Director
Contributing DesignerChuck Moser
PhotographerLuis D. Rubio
Brilliant Results is published bi-monthly by BrilliantPublishing LLC, 9034 Joyce Lane Hummelstown PA
17036 (717) 608-5869; Fax# (717) 566-5431. Postagepaid at Mechanicsburg PA and additional offices. POST-
MASTER please send address changes to BrilliantResults, 9034 Joyce Lane, Hummelstown PA 17036.
Volume 1. Number 1. Brilliant Results subscription rates:one-year $120; Canadian $160 USD; one-year foreign
$225 USD. All subscriptions are non-refundable.Copyright 2004 Brilliant Publishing LLC. All rights
reserved. The publisher reserves the right to accept orreject 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 theirpublished 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, includinginformation storage and retrieval systems, without writ-ten permission from the publisher. All items submitted
to Brilliant Results becomes the sole property of BrilliantPublishing LLC. Editorial content does not reflect the
views of the publisher. The imprints, logos, trademarksor trade names (Collectively the Marks) displayed onthe products featured in Brilliant Results are for illustra-
tive purposes only and are not available for sale. Themarks do not represent the implied or actual endorse-
ment by the owners of the Marks of the product onwhich they appear. All of the Marks are the property ofthe respective owners and is not the property of either
the advertisers using the Marks or Brilliant Results.
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8 Brilliant Results | August/September 2004 www.brilliantpublishing.com
If you have ever wondered how someonegoes from operating a successful ironworks company to owning one of themost highly recognized and growingbrands, ask Paul Teutul Sr., owner and
founder of Orange County Choppers. He
and his sons have done just that, or as
Paul Sr. now describes it, If they put our
logo on it, it sells!
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ORANGE COUNTY CHOPPERS
Brilliant Results | August / September 2004 9www.brilliantpublishing.com
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10 Brilliant Results | August/September 2004 www.brilliantpublishing.com
Officially begun as a business in 1999,Orange County Choppers is the product ofone mans 30-year passion for riding andfabricating custom motorcycles. Roaringonto the scene and into brand building his-tory at the 1999 Daytona Biketoberfestwith a chopper dubbed True Blue, thisrugged businessman has never lookedback. It is hard to believe that a custommotorcycle fabricated in a basement was
the launch vehicle for a family-owned compa-ny whose logo is recognized from coast to
coast a mere five years laterThanks in part to an out-of-
the-box thinking television pro-ducer who discovered this hiddenAmerican treasure, millions nowenjoy watching the creative evolu-tion of an Orange County Chopper.The appeal of the resultingAmerican Chopper program