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November 2005

RELATIONSHIPS | RESOURCES | RESULTS

Is Something Small Big Pharma’s Marketing Answer?

The SimpleObjectiveof a Marketing Campaign

Lost in Translation:CORPORATE BRANDING

Is Something Small Big Pharma’s Marketing Answer?

The SimpleObjectiveof a Marketing Campaign

Lost in Translation:CORPORATE BRANDING

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4 Brilliant Results | November 2005 www.brilliantpublishing.com

USING GOALQUEST® TO INCREASESALES OF A HIGH END PRODUCT 16

A brief example of how one of the world’s largestmedical device manufacturers uses an innovative

incentive program to motivate the sales force.By: BI Worldwide

TO WIN IN THE WORLD OFPHARMACEUTICAL BRANDING, TRY

A LITTLE AUTO-FOCUS 18Here the premise is that to succeed in pharma-

branding you need a brand idea that will auto-focusanywhere, by anyone, at any brand touch point.

By: Allen Adamson

THE SIMPLE OBJECTIVE OF A MARKETING CAMPAIGN 24

Simply put…the function of the marketing depart-ment is to present goods or services to people

who need or want them, and entice them to buy.Take a look inside the functions of the marketingdepartment and explore how effective marketing

campaigns are built.By: Jeffrey Dobkin

LOST IN TRANSLATION: CORPORATE BRANDING 42

Companies are no longer just marketing toclients around the corner or down the street.

It has become a global marketplace and your product name needs to say it right in any language.

By: Naseem Javed

Contents

8 18 24

columns

PUBLISHER’S LETTER 6

ADVERTISING INDEX 60Get FREE information from this

month’s advertisers

CALENDAR 64

OFF THE CUFF 66Inspiring quotations and

Puzzling Pharmaceutical Trivia

HOT PRODUCTSTHINGS WE LOVE 30

Brilliant Results previews a treasuretrove of exciting products.

WHAT WORKS 50Presented By the Promotional Products

Association International (PPAI)Successful Case Studies and research

for your next powerful promotion.

COVER STORY 8IS SOMETHING SMALL BIG PHARMA’S MARKETING ANSWER?

Looking at the challenges facing pharmaceutical marketing and the costs associated with this sector’s advertising, we explore the possibilities offered by promotional

merchandise and talk with one of the Top Ten Distributors in the country.

TMbrilliant resultsVol. 2, No. 11

features

departments

PATCH POP CULTURE 46Learn the three things Neil Armstrong

and Ashton Kutcher have in commonand how it can make a difference

in your next promotion.By: Stephen Christopher Liu, MAS

SALES FORCE EFFECTIVENESS 62A brief example of how a pharmaceuti-

cal client increased the sales force’s efficiency through the use of

promotional incentives.By: BI Worldwide

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Publisher’s LetterBrilliant Publishing LLC

9034 Joyce LaneHummelstown, PA 17036

Ph: 717.608.5869Fax: 717.566.5431

PUBLISHER / ADVERTISINGMaureen Williams-Berman.....

[email protected]

EDITORIALEditor in Chief

MaryAnne Morrill

Senior EditorsMichelle Donofry, Pierce Roberts

Style EditorCharity Plata

Asst. EditorMildred Landis

Contributing Writers...Allen Adamson, BI Worldwide, Jeffrey Dobkin,

Naseem Javed, Stephen Christopher Liu, MAS, PPAI - What

Works Section

PRODUCTION / DESIGNArt Director

Percy Zamora

Brilliant Results is published monthly by BrilliantPublishing LLC, 9034 Joyce Lane Hummelstown PA 17036(717) 608-5869; Fax# (717) 566-5431. Postage paid atMechanicsburg PA and additional offices. POSTMASTERplease send address changes to Brilliant Results, 9034Joyce Lane, Hummelstown PA 17036. Volume 2. Number11. Brilliant Results subscription rates: one-year $120;Canadian $160 USD; one-year foreign $225 USD. All sub-scriptions are non-refundable. Copyright © 2005 BrilliantPublishing LLC. All rights reserved. The publisher reservesthe right to accept or reject any advertising or editorial mate-rial. Advertisers, and/or their agents, assume the responsi-bility for any claims against the publisher based on theadvertisement. Editorial contributors assume responsibilityfor their published works and assume responsibility for anyclaims against the publisher based on published work. Nopart of this publication can be reproduced in any form or byelectronic or mechanical means, including information stor-age and retrieval systems, without written permission fromthe publisher. All items submitted to Brilliant Resultsbecome the sole property of Brilliant Publishing LLC.Editorial content does not reflect the views of the publisher.The imprints, logos, trademarks or trade names (Collectivelythe “Marks”) displayed on the products featured in BrilliantResults are for illustrative purposes only and are not avail-able for sale. The marks do not represent the implied oractual endorsement by the owners of the Marks of the prod-uct on which they appear. All of the Marks are the propertyof the respective owners and is not the property of either theadvertisers using the Marks or Brilliant Results.

NOVEMBER IS THE MONTH TO GIVE THANKS.Those seven words will probably appear in oneform or another in publications across the countrythis month. While this may be a commonplacesentiment for this time of the year, here atBrilliant Results we have devoted this issue to anindustry which at one time or another in our liveswe will all owe a big ‘Thank You.”

Whether our thanks is like that of the sur-vivors of major catastrophic disease for the mir-acle drug or medical procedure that made thedifference between life or death, or for the simple fact that our lives wereimproved in some way by a vaccine that protected us or a tablet thateased our suffering from a headache or the common cold; we all areindebted to the pharmaceutical and healthcare industry.

In that aura of thankfulness, we decided to focus on this sector andperhaps provide some assistance through the articles that make up thisissue. Maybe it is an idea gleaned from our cover story and case studiesor maybe it is in our To Win in the World of Pharmaceutical Branding, Trya Little Auto-Focus or The Simple Objective of A Marketing Campaign thatinspires some pharmaceutical or healthcare provider to tweak their nextmarketing campaign just enough to make us pay attention to informationthat could save a life. When governments are proposing plans to dealwith possible pandemics, the quality reach and impact of developmentsin this sector needs to be brilliant.

Although Big Pharma spends billions of dollars to reach its customers,the information contained in this issue is just as relevant to organizationswith much smaller marketing budgets. So whether you are looking tosave a life or just save a marketing campaign, we hope you find a reasonto be thankful for this issue of Brilliant Results.

Have a Brilliant Day!

Maureen Williams-Berman, [email protected]

TM


brilliant resultsbrilliant results

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Is Something Small Big Pharma’sMarketing Answer?THEY SAY GOOD THINGS come in small pack-ages and no one would debate that the smallpackages that contain today’s miracle drugs aregood things. However, the current methodsemployed by Big Pharma to market those goodthings might be improved with the addition of aprofessional who specializes in small things.

The fact that the pharmaceutical industryspends a great deal of money on advertising andadvertising related endeavors is no secret.According to a recent article by Diedtra Hendersonappearing in The Boston Globe, in the first eightmonths of 2005 pharmaceutical companies spent$273.6 million advertising their corporate brandsand building disease awareness and another $3.4million for campaigns both of which are dwarfed bythe $2.8 billion the industry devoted to traditionalproduct-specific drug advertising from January toAugust. Another article by Diane West appearing

in the Pharmaceutical Executive indicates thatdirect-to-consumer (DTC) spending increased from$3.2 billion to almost $4.1 billion between 2003 and2004. This DTC advertising is invested heavily inappearances on the small screen to the tune ofnearly $2.7 billion comprising more than half of allindustry’s DTC spending in 2004.

But this expenditure of large sums of money hasnot resulted in a smooth ride to big rewards for BigPharma. In fact over the last three years, the federalgovernment has increasingly regulated, investigat-ed, and fined the industry. This may only be the tipof the iceberg. Not only is the FDA undertaking areview of its requirements for drug ads, seriousquestions are being asked about the use of celebri-ty testimonials. When you add in the increasedattention being paid to pharmaceutical advertisingon the state level, Big Pharma may want to consid-er adding a new consultant to its marketing teams.


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In a climate where DTC advertising isunder increased scrutiny and the old fashionpractice of trips to paradise and three martinilunches with healthcare professionals preclud-ed by the PhRMA Guidelines, a promotionalproducts consultant may be just what the doc-tor ordered. With their ability to think outsidethe box and creatively source items that fallwithin every organization’s ethical guidelines,promotional products professionals offer defi-nite bottom line improvement potential.

Often overlooked or added at the lastminute in the past, promotional merchan-dise offers Big Pharma the opportunity toinclude items in their marketing mix thatrecent studies illustrate:1. 76% of recipients could recall the advertis-

er’s name on a promotional productreceived in the last 12 months; and,

2. 52% of recipients did business with theadvertiser after receiving the promotionalproduct. (PPAI Study more informationavailable at www.ppai.org)

In seeking real-world input to illustratethe big part small things can play in thesuccess of a marketing campaign and toassess the contribution that promotionalproducts can make to the success of BigPharma marketing, Brilliant Results con-tacted one of the promotional merchandiseindustry’s Top Ten Distributors. Withover 25 years of experience, Proformaremains clearly focused on meeting thebusiness and graphic communications,printing and promotion solutions needs ofNorth American businesses and organiza-tions. A leading provider of promotionalproducts, printing, business documents,and e-solutions, Proforma has receivednumerous awards and is recognized byASI as a Gold Level Distributor and one ofthe ten largest distributors of promotionalproducts. Proforma serves over 30,000clients through more than 650 memberoffices in North America. In the past year,Proforma has been named the largestprint distributor in North America byDocument Management IndustriesAssociation (DMIA); the third top distrib-utor by BFL&S Magazine, the seventh topdistributor on Counselor’s Annual Top 40Distributors List. Additionally, Proformahas been ranked number one in the busi-ness services category and number 76overall in a list of Top 500 FranchisedBusinesses by Entrepreneur Magazine.The Proforma Worldwide Support Centeris located in Cleveland, Ohio and moreinformation about Proforma is available atwww.proforma.com.

Proforma’s Kathy Labbe, owner of Elgin,IL based Proforma PPG, was selected to pro-vide some additional insight into the way inwhich a professional promotional productsconsultant can contribute to the success ofa pharmaceutical marketing project. Kathy’sentire career has been in Direct MailMarketing. With over 20 years experience,Kathy spent 13 of those years working at




Allstate where she was responsible for the manage-ment of soliciting Allstate’s supplemental life andhealth insurance to their third party clients: Shell,Texaco and Discover. As a result of those efforts,she ultimately moved into the role of managing thesolicitation of Allstate’s supplemental life and healthinsurance products to the Sears Credit market.

After working in management positions at May& Speh, a service bureau that housed the SearsCredit database, and Douglas-Danielle, Inc., adirect marketing advertising agency, Kathy decid-ed to take her healthcare and marketing focusedexperience and become a Proforma ownerbecause she was beginning to see the old tricks ofthe trade evolving again…meaning you have toentice someone to respond to your offer with apromotional product. Based on her success in thepharmaceutical/healthcare sector we asked Kathyseveral relevant questions about the win-winmarketing solutions a promotional productsconsultant can bring to Big Pharma’s table.

BR: What is your most popular promo-tional merchandise item for the pharma-ceutical/healthcare sector?

KL: For the Pharmaceutical Industry,it is the USB Mini-Device – they usedthese this year to promote a drug. Thedevice had data about the drug pre-loaded onto the device and was givenaway at surgeon’s conferences.

BR: What is the most unique/suc-cessful promotion you have done forthis sector?

KL: A Chicago pharmaceutical compa-ny was introducing a new heart diseasedrug at a surgeon’s conference inSeattle. The company wanted to draw acrowd to its trade show booth, and itsadvertising agency thought a racingtheme would do the trick.

Searching online for sources andquotes for racecar-themed mouse pads,the company discovered Proforma, a

group of more than 600 independent distributorshipsthat’s headquartered in Cleveland and asked for help.Proforma matches franchise owners with a client’sonline request based on ZIP code and I was thisclient’s match.

After I received the client’s name, phone number,email address and request for racecar-themed mousepads, I also searched for other promotional productswith a racing theme. After creating a detailed pro-posal that included several promotional products:invitation cans filled with racing novelties, shirts,computer mice, bottle openers, racecars filled withmints, die-cast racecar replicas, stress relievers, hats,ballpoint pens, and remote control racecars, I sched-uled a meeting with the company and presented theproposal, indicating that samples were available. Thecompany went crazy over the ideas and I submittedsamples of the hat, shirt, key chain, stress relieverand computer mouse. The 6-panel twill hat was solidblack with a black-and-white racing pattern along theleft side and across the bill. The collared, cotton,


short-sleeved shirt had a racing-patterned contour andcuffs. The key chain and stress relievers were shapedlike racecars. The fully functional, aqua-filled computermouse had a custom racecar floater. (Prior to the produc-tion of the mouse, I had a prototype made that includedthe floating racecar.) As a result, the company decidedto order the hats, shirts, computer mice, and mousepads. Initially, they only wanted 2,000 mouse pads, butafter reviewing my proposal, they ordered 8,000. Inaddition to the mouse pads, they ordered 2,500 computermice, 60 hats and 60 shirts.

Meanwhile, the agency successfully booked NASCARdriver Kasey Kahne to hand out signed racing flags tobooth visitors. But there was a problem: All of the racingflags available were too big. Fortunately, I knew of a sup-plier that would be willing to make a custom, smallerversion for him to sign. The custom 11 x 11-inch flag hadblack-and-white checkers and the pharmaceutical com-pany’s logo appeared in the lower-left corner. Kahnesigned his name near the top of each flag, on a white bor-der. I even provided them with three fine-point Sharpiepen samples for Kasey to use.

The racing theme promotional products were suc-cessful. The pharmaceutical company achieved greater

exposure of its new drug by drawing a crowd at thetrade show; I was told that they had people flocking totheir booth.

(Portions of the response to this question are condensed from an interview appearing at http://www.dmia.org/sol_center/enewsletter/enews_articles/sow091605.html)

BR: What do you foresee as the hottest pharmaceuticalpromotional merchandise item for 2006?

KL: I can’t make a prediction on what is going to be thehottest product for the pharmaceutical market, however I always have my eyes open for new products and willcontinue to present any new and innovative ideas andsolutions that are guaranteed to get my customer results.

While Kathy may not be able to look into a crystal ballfor future predictions, you can be sure she and otherpromotional products professionals are constantly look-ing for creative ‘small’ solutions. So, we would suggestto our readers that they remember the value of smallthings, like diamonds and miracle drugs and racing flagsand stethoscope covers and pillboxes and…_________.Let your promotional professional fill in the blank foryour next marketing campaign. •



backgroundThis medical device manufacturer is one of the largestin the world and is a leader in many segments of thisindustry. In this division, their sales reps are highlycompensated, selling high-end equipment to healthcarefacilities. Traditionally, they have used cash for theirsales incentives. The company was behind sales planfor a specific product and needed help to close the gap.

issuesThe manufacturer wanted to:

Increase sales of a high-end product and close the gapin the sales plan.Motivate sales reps to sell the high-end product to newand existing healthcare facilities.

solutionBI developed a 14-week goal-setting program utilizingBI’s patent-pending methodology called GoalQuest®.Based on previous sales performance, sales reps weregiven three incremental sales goals to choose from.Sales reps self-selected and committed to one of threeincremental sales goals to be attained over the pro-gram period. If they achieved their selected goals, theywould earn the corresponding AwardperQs®payout for that level. Unattained goalswould result in no AwardperQs payout.To keep the program top-of-mind, participants were sent weekly promotional commu-nications from the AwardperQs Performance System campaign. Elements included alaunch kit with an Awards Album, three Awards Album supplements, and electronicmailers called Q-Bytes™.

resultsCompany increased sales by 511% (incremental sales during the program period)Program revenue to expense ratio was 16:197% of eligible sales reps selected a goalOf these sales reps, 60% selected the highest levelOverall, 38% of the registered sales reps achieved (or exceeded) their selected goal

Copyright BI. BI is a trademark of Schoeneckers, Inc. For more information, visit BI's Web site at www.biworldwide.com . BI works across the healthcare industry with medicaldevice/equipment firms, pharmaceuticals, and hospitals and clients. Within the medical device/equipment and pharmaceutical sectors, BI assists firms with sales forceeffectiveness/training, compensation planning, sales force incentive and recognition systems utilizing MedShare(tm), initiatives to defend/boost market share and interactive launchmeetings and events.




TO WIN IN THE WORLDOF PHARMACEUTICALBRANDING, TRY A LITTLE AUTO-FOCUS.

BY ALLEN ADAMSON



I WAS RECENTLY GIVEN a pair of binoculars that automaticallyadjust focus. No need to fiddle or squint. Cast your gaze, and clar-ity is instantaneous. No matter who’s doing the looking or whatthey’re looking at, the focus is always right on.

Don’t ask me how this technology works. I’m just amazed itdoes. And it got me thinking that something like this could bepretty helpful when it comes to the branding and marketingof pharmaceuticals – which seem to require lots of fiddlingand squinting to ensure perfect focus for all involved.

Let me explain.

At its highest level, branding is actually an incrediblysimple thing. It’s about linking specific, concise associationsto a given product or service by consistently communicatingthese associations over time to the general marketplace.Doing this allows the brand to burrow into the universal mar-ket psyche and occupy a nice little niche to create a sense of

shared experience.

A consistent premise repeated over time. Simple.

But it is not, as I implied, in the pharmaceutical category. We allknow there is nothing simple about the pharmaceutical industry.

From insurance issues, to regulatory issues, to prescription formularies,and patent issues, it’s about as un-simple a category as you can get. In thecase of life-enhancing “drugs where consumer marketing enters the pic-ture, things get even fuzzier. Especially when it comes to communication.What you can say, what you can’t say, and who you need to say it to inorder to tell and sell your story.”



Which is the first of two major chal-lenges inherent in the branding and mar-keting of drugs. There are myriad audi-ences involved in the pharma- marketingmix, each requiring a different “set” ofinformation based on their role in theprocess. Physicians, pharmacists, drugreps, insurers, and, of course, patients, toname just a few. Which makes deliveringa simple, consistent message a bit liketeaching ESL to a room full of culturallydiverse students.

The key to success in pharma-market-ing is to ensure that anyone communicat-ing to any audience is communicating thesame, simple, consistent associationsabout the product, regardless of group orchannel. And no matter who is lookingand listening, everyone sees and hearsthe same thing. The trick is to bring frac-tured points of view together, but in amanner commensurate with individual“educational” needs and perspectives.Lack of credibility in this category is notan option.

What makes this first challenge evenstickier is the fact that each of the audi-ence groups I mentioned typically has itsown communications partner. Multiplead agencies, promotion-l firms, PR folks,and in-house marketing departmentsmake for an environment rife with “notinvented here” symptoms. For criticalbrand associations to be conveyed con-sistently agency-to-agency, creativedirector to creative director, channel tochannel, everyone’s got to be workingfrom the same brand vision. If the com-municators aren’t signing from the sameprescription pad, there aren’t going to bea whole lot of prescriptions written.

As for the second major challenge inthis category, consider the over timeissue. Unlike other products or services,with pharmaceuticals there is no “overtime.” Drugs that are here today may notbe here tomorrow, whether due to evolv-ing science and technology, the competi-tion, or to patent situations. Time framesare truncated. Which means any brandidea has to be enduring – have a half-lifefar more sustainable and resonating thanjust clinical performance claims can pro-vide. And, it needs to be fast acting – toregister instantly.

Which brings me back to those dandybinoculars.

My premise is that to succeed in phar-ma-branding you need a brand idea thatwill auto-focus anywhere, by anyone, atany brand touch point. An idea so clearand precise in intent it prompts a sponta-neous “aaaah” without any fiddling,squinting, or adjustment.

Absent the requisite optical equip-ment, how do you do this, especiallygiven all the side effects of the category?Quite simply, you’ve got to be focused onexactly what you want your brand tostand for. The associations you want tobe identified with. No ambiguity. Nopotential for double vision or doublemeaning. No question at all about what

“My premise is that to

succeed in pharma-branding

you need a brand idea thatwill auto-focus

anywhere, by anyone,

at any brandtouch point.”




condition it’s for, whom it’s for, or why it’sbest in class.

Your goal is a brand vision so cohesive, soright-between-the-eyes, it becomes indelibleand motivating to whoever is on the otherend of the lens. It must have the power andpunch to be “gotten” with a flash of clarityby anyone who has to get it whether to pre-scribe it, to use it, to recommend it – or tomarket it.

So, how do you go about creating an auto-focused brand idea?

As I said, rather than working from func-tional attributes alone, auto focus in this cat-egory depends on finding the appropriatebalance between the emotional attributes ofthe product and the rational reasons-to-believe. For impact with credibility, you need

to grab an audience at both a visceral, orhigher-order benefits level, and at a “makessense” level. Call it a right brain/left brainapproach. That gets into the system – thehead and the heart of the matter at the sametime. “Make me feel like myself, again –without the side effects, please.”

For this, you’ve got to give people some-thing right brain/left brain to relate to. Butwhat is even more critical is a way to relateto each other. In other words, your brandassociations should serve as a catalyst forcommon dialogue, to be the verbal cues thatpromote a comfortable, easy way to talkabout the condition with no fine print. Talk,in this category, especially talk between doc-tor and patient, is the best procedure forbuilding brand preference.

By presenting your disparate audienceswith brand associations that facilitate dia-logue and bridge communication gaps, youobviously promote shared understanding ofyour product promise and benefits. Yourobjective shouldn’t be just to show empathyfor an audience, but to deepen empathybetween audiences, to establish your brandas the definition of relief for the condition, tooccupy that nice little niche in the universalpharma-psyche with regard to whatever it isthat ails you.

While the pharmaceutical industry willnever be simple, there is a relatively simplecure for the process of its branding and mar-keting. Look through those binoculars andauto focus on a brand idea that is, in itself,simple, that can be communicated consis-tently, without risk of mistaken identity, toanyone, that gets to the point quickly, by opti-mizing both resources and positive outcomes.When a brand idea comes into auto- focusautomatically and instantaneously, withoutany fiddling or squinting, you’ve definitelygot something worth looking at. •

Allen Adamson is Managing Director ofWPP Group’s Landor Associates in New York.He is a visiting professor at New YorkUniversity’s Stern School of Business and a frequent lecturer on branding topics. Otherarticles by Allen can be found on landor.com.

“Your goal is a brand vision so

cohesive, so right-between-the-

eyes, it becomesindelible and motivating to

whoever is on the other end of the lens.”




THE FUNCTION OF MARKETING is to present goodsand services to people who need or want them, andentice them, to buy. This includes alerting people thatyour product is available, showing prospects its fea-tures and benefits, and making them an offer theywon’t want to refuse.

In a broad sense, marketing is one of the three phas-es of any business, the other two being operations andfinance. Sales is a part of the marketing arm, as is advertising.

Advertising is knowing what to say; marketing is know-ing where to say it. Sales is not marketing. The salesmanager does not become the vice president of market-ing; he becomes the vice president of sales.

A part of marketing is determining the industryentrance barriers, investigating the industry pricingstrategies and setting prices. It’s also examining themedia and its costs and relative effectiveness.Marketing is also finding and analyzing the competition,

BY: JEFFREY DOBKIN

THE SIMPLE OBJECTIVE OF A MARKETING CAMPAIGN

THE SIMPLE OBJECTIVE OF A MARKETING CAMPAIGN



discovering the scope anddepth of the number of peoplewho wish to buy your goods, thesaturation level of people whoalready own it, and the maturity ofhow long your product has beenaround. Marketing includes the func-tion of the selection of additional prod-ucts to sell, along with the selection of dis-tribution channels in which to sell them. Allthe while the marketing department is keep-ing an eye on making a profit.

Most importantly it’s the marketer’s job tosatisfy customers enough for them to pur-chase, the to come back and purchase again;and finally to earn the privilege and the trust ofhaving customers refer other customers and theirfriends. If your customers don’t come back, or youdon’t get good referrals, your product – or your mar-keting – stinks. This one fact separates the good mar-keters from the great marketers. Getting repeat business



and getting referrals are two of the lowest cost, mosteffective ways to market both goods and services.

The objective of a marketing campaign is to correctlyidentify the individuals or groups of people who are themost likely to purchase your goods or services – so youcan promote your brands to them. The better you are ableto define your best potential customers, and separatethem from everyone else, the more effective your market-ing campaign can be.

Let me put it this way: the better you are at definingyour target group, the more effective you will be atreaching them. Consequently, you’ll waste less moneyon the expense of advertising – and trying to sell to peo-ple who aren’t interested in purchasing your goods andservices. Thus, the better your marketing, the loweryour marketing costs.

This “market research” phase of investigative mar-keting is where we separate the “not interested” andthe “can’t afford it” along with the “not quite ready”

and the “unsure” and cast them into one group called“expense”. Then we take the “we’d like to purchase”group and put them in a holding pattern, dousing themwith constant reminders of our brand, our offer andgood will and keep them close at hand, while we active-ly turn our immediate attention to the “We’re ready tobuy, here’s our money!” group. Then we sell the lastgroup something, as our first priority. Cash flow is thefirst name of any good marketing campaign.

But the party’s not over, yet. If the campaign is agood one, the marketing plan should focus on the bestplaces to find more – clones – of these “most likely topurchase” folks and the “We’re ready to buy, here’s ourmoney!” groups and assess how they can be reachedmost effectively (i.e.: at the least cost.)

For example, if I was introducing a new product andfound that the local sheet metal workers here inPhiladelphia were purchasing it in good quantity, hefirst place I’d look for more of the same would be in themagazines that serve the sheet metal industry. “SheetMetal Working Today” and “Modern Sheet MetalTimes” magazines would make my job a lot easier,faster and cheaper.

If the market is fragmented, individual buyers may bescattered across the country, or across many industries,without a way to reach the, as a group through a select-ed set of magazines, trade shows or other mass-mediaavenues. In this case, perhaps they can be defined by aSIC code, or targeted and reached through a direct maillist. Thus they can be reached individually at theirdoorstep through a mailing. Now we look for the mostfocused and targeted mailing lists, custom designed andfurther enhanced to the specific defined criteria of ourtarget group.

It is through the medium of direct mail that we canreally tighten the selection criteria parameters thatdefine our best and most focused target niche from theentire marketing universe. So if we were looking for peo-ple with diabetes we might be able to reach themthrough “Diabetes Today” magazine. But if we werelooking for people with Type II Diabetes in their earlystages, we might be able to find a mailing list of peoplewith Diabetes with an overlay for “Type II” and an addi-tional selection overlay of “early stage.” Depending onour product usage parameters we may wish to selecteven more overlays such as gender, or if our productswere expensive, income.

Direct mail, when executed correctly, can be usedwith the precision of a surgeon’s knife to extract perfectprospect models from the masses, which often range




from the pick of the litter to the vague and disinterest-ed. Direct mail is an example of one of the hundreds ofways to get the message out to viable prospects – and ifselected carelessly, others.

It’s the marketing department of a company thatselects the medium in which to contact and acquire cus-tomers. Common ways of mass media advertisinginclude TV, radio and newspapers – which are usedmainly for consumer offers because of their broad reachacross many industries, age groups, income levels andtypes of positions. A great advantage of newspapers istheir high-density geographic base of coverage.

Magazines – one of my favorite ways to dredge formarketing data as well as to place advertising – may beused for both trade and consumer products. Industrialmagazines, and specialty consumer magazines have aunique ability to penetrate a specific industry or marketniche with broad reach, albeit little depth. For example,there are about 50 publications that go to the motorcy-cle industry; about half are trade magazines going todealers, accessory shops, manufacturers and so forth.

Computer geeks, who often don’t get enough satis-faction from just owning a computer, generally love toget whipped into a purchasing frenzy to buy yet thenext and latest model by the computer trade magazines.I say that because there are over 450 different maga-zines that are sent – each and every month – to therange of computer industry personnel. Too bad abouttheir new machines: as it touched their desk for the veryfirst time it was already obsolete.

Trade shows are usually industry specific, and tendto be industrial in nature, although a few big showsspan several industries. That not-with-standing, con-sumer marketing through shows is prevalent in a core ofindustries. Who hasn’t heard of the Auto Show, the BoatShow or the Home Show? There are over 10,000 tradeshows staged around the U.S. each year. These aregreat for face-to-face information gathering, selling andlead generation. I’ve never been to a trade show I didn’tlike, or didn’t learn something from.

Let’s not forget, ugh, telemarketing; while I don’t likegetting unsolicited calls – there are types of campaignsfor which telemarketing is very effective. The telephoneis an effective instrument and sales tool – generallymuch better than a sheet of paper sent in an envelope.But, telephone calls are more labor intensive – er, expen-sive, too. While I can mail 5,000 pieces of mail in a fewdays right from my office, I’d be hard pressed to havemore than 20 to 30 calls an hour from each staff member.One commonality amongst our staff: we all hate thephone. Some people are good at it, though.

And of course there’s nothing like a personal sales call

from your staff, or rep firms that are common to mostindustries. As if the previous wasn’t enough, now wehave to suffer through fields of e-mail, affiliate marketingand storms of continually popping-up banner ads on theInternet. By the way, if you’re e0mailing me, I assure youI didn’t opt-in for ANY e-mail program, no matter whatanyone told you. Where there’s a good bit of shake out,the Internet really has changed the face of marketing.

It is the people in the marketing department whodecide which features and benefits turn-on the peoplein each distinct market niche. Their interpretation ofdata from research, their experience, or sometimes plainold seat-of-the-pants judgment leads the departmentheads to judge how best to approach each group ofprospects to make them respond. The marketing depart-ment also selects what the offer is, what size ad shouldbe placed and most importantly – what to have forlunch. Just kidding. I meant, most importantly in whichmagazines to place ads. They also select which mailinglists to rent, the criteria to judge and rate each list, andhow many different lists to test.

In most firms the marketing department directs thePR department, determines which magazines andnewspapers we should send press releases for publica-tion; and in fact, the structure, nature, scope and depthof the press releases campaign.

The company marketing gurus decide how to con-struct the press release campaign to get the mostresponse, and whether to cast a tight net to get morequalified prospects, or a loose net to get more less-qual-ified suspects. Then the department devises the offerand what the respondent gets – whether it’s a free sam-ple, call for information, write for information, bingo cardresponse (ugh), stop in store, buy one get one free orany of a myriad of ways to make the potential customerspeak out in some way to let us know he may be inter-ested in our products or services. The customer speaksby alerting us of his interest so that we may give himfurther and more detailed information in an effort toinduce him to buy. Or the customer can actually cast hisor her vote on our marketing correctness by purchasingthe product.

The marketing function also includes setting pricethrough the use of various pricing considerations. Thereare hundreds of ways to set prices, and thousands of for-mulae – of which only a short handful, are correct. I per-sonally feel the price should be high enough to generatea profit, add some cushioning for growth, and still allowthe sale of your products in a competitive marketplace. Indirect marketing it is the market that sets the correctprice – and testing will reveal the best sales level at themost profit.



PRICE CONSIDERATION ISDETERMINED BY:1. If the market is price sensitive or

need driven2. How long the order processing cycle is3. 3 how long till we can deliver 4. The repeat buying cycle5. How often the customer will pur-

chase6. What it costs to reach each cus-

tomer (CPM)7. The customer acquisition cost8. The cost of each inquiry (CPI)9. The cost of each sale (CPO) and

finally,10. The lifetime value of a customer.

I like to find out if customers canget comparable products anywhereelse, what is our perceived image ofquality, who is the price leader andare they vulnerable to a price attack,and if we can leverage our marketposition to a price advantage.

Keep in mind that the cost of mar-keting additional products goesdown considerably from the costsassociated with your original sale. Infact, if you market other products,your marketing costs may at times beclose to zero. Most often, your bestprospect for buying additional prod-ucts is someone who has just pur-chased from you, especially if theyare happy with your original prod-ucts and services. They are my mostfavorite marketing target group asthey are usually the most likely toimmediately purchase again from us.

So marketing, then, is a system todeliver your message to the maximumnumber of interested people, to pro-duce the maximum number of sales atthe lowest possible cost and at thehighest amount of fair profit. Then,the function of marketing is to sell thepurchaser something else or establishhim as a repeat buyer by making surehe is a satisfied customer. Hummm,perhaps all the rest is BS?

Jeffrey Dobkin is a direct marketingcopywriter, a humorous and fun speak-

er, and an all around good guy. He can bereached at 610-642-1000, and his website -where you can read other articles of his -can be found at www.dobkin.com. Callhim for other articles, free samples of hiswork or a free review of your current cam-

paign. Jeffrey Dobkin is also the author oftwo books, Uncommon MarketingTechniques, and How To Market AProduct For Under $500!, a direct market-ing how-to manual. Thanks. SatisfactionAlways Guaranteed. •



1. Help Your Clients Be Prepared……so the records on their family will be better than

the records on their car. When completed thishandy information booklet provides everything they

would need in a medical emergency in oneconvenient location.

WCB Products, Inc.

2. You Never Know……when the next emergency will strike, but if

your company provides this kit as a part of itsnext promotion, you can be sure that when itdoes your clients will always remember who

helped them survive.First Aid Only

3. Put a Healthy Smile On Their Face……with this convenient – no batteries required,

sanitary – even when horizontal bristles never touchthe surface, compact – brush, case, paste & floss all

in one, toothbrush kit. Individualized in 6 brightcolors and perfect for use at home or when

traveling (toothpaste is the 2nd most forgotten thingwhen traveling) this is an item sure to cause smiles.

OH2Go

4. Put It Where It Hurts……make your promotional gift a pain reliever.

This bright cold compress is sure to make a badday better and they will remember who helped

ease that ache.The Whole Box ‘N Dice

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5. There are Motivators And……then there are memorable motivators. Show yourappreciation and provide subtle motivation with this

beautiful artwork on canvas – an attractive addition to anyoffice that is sure to be displayed prominently for years to

come and invoke memories of its provider. SuccessEffects, Inc.

6. Quality Always Commands Attention……with this Nappa Cowhide Leather Document Case

with pockets for travel papers, passport and credit cardsincludes a hidden removable traveler’s check holder andinside and outside pockets add the silver with gold trim

pen and you have the perfect gift for any business ormedical professional.

Royce Leather Collection

7. The Perfect Office Tool…… features combinations of essential office implements,such as a stapler, hole punch, scissors, staple remover,

etc., in a single, lightweight Swiss Army package. GiveSwiss Army and give quality recognized worldwide.Wenger NA Promotional Product Division

8. Timely Anywhere in the World……this unique ‘double’ live-action calculator travel clockopens with a soft touch of the button and features 16world time zones, calendar up to 2029 and musical

alarm, complete with batteries makes the perfect qualitypromotional product with a large logo area that is sure to

pop up in memorable places. Time Products International

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9. There Must Be A Special Place In Heaven……for those who help keep our children safe.

The perfect takeaway from any health, safety orchildren’s event, these colorful reflective bands

appeal to children and can make a realdifference in their being seen at night.

Reflectix

10. It’s All About Safety & Convenience……these nylon covered, neoprene insulated bags

keep baby’s bottle just right and provideconvenient storage for other baby essentials.

Add bright color and a strap that snaps over thestroller handle and you have simple bold design

that puts fun in function.Built NY

11. Looking for the Perfect PediatricMedical Promotion…

…then look no farther, these friendly medicalanimal additions help take the fear out of a

child’s visit to the pediatrician and may even puta smile on a very important face.

PediaPals

12. Not Too Hot & Not Too Cold……this takeaway from any baby focused event or

as a part of a hospital’s nursery gifts helps newmoms and dads know when baby’s milk is the

right temperature. Essential, inexpensive andappreciated what more can we say except that

happy babies usually mean happy parents.Thermographics

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13. If You Save Their Life……will they ever forget you? This CPR magnet

has saved at least one life that we know of andthe other magnets in this collection providehelpful emergency information. Who ever

thought something so small could mean somuch? Make these a part of every health or

medical focused event and you just might be alifesaver.

Universal Promotions, Inc.

14. Walking is Good……but keeping track of how far you walked is

better. This pedometer keeps track of steps,distance, calories burned and tells time. A

perfect motivator for those who need to walkmore and a great health oriented promotion.

WCB Products, Inc.

15. An Apple A Day… …may keep the doctor away, but this single

daily detachable pill box is the perfectpharmacy or medical promotional product forthose clients who need a little extra medicine

with their apple.Geniosity

16. It’s Cold & Flu Season......and this handy 2 oz. bottle of antibacterial gel

complete with a carabineer is ready to goanywhere. Your logo on a product that helps

prevent illness is sure to make a positiveimpression on every recipient – great as a

tradeshow, health fair or medical eventtakeaway.

Custom HBC Corporation

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17. Old World Become New……with China constantly in the news what betterexecutive desk conversation piece then theseChinese Dragon & Phoenix Therapy Balls.Attractively packaged in a fabric-covered box someonein the executive suite is bound to notice.Time Products International

18. Sometimes Relaxation is Everything……and when that time comes nothing feels quite likea relaxation gel mask to ease away the troubles ofthe day. Available in bright colors and patterns, nexttime consider giving your clients a relaxingexperience.The Whole Box ‘N Dice

19. Meals To Go……with airlines limiting meal service now there is aperfect solution for those passengers who want to eatin route and it is great for taking to the office, school orwherever you want to carry a meal. Insulate and keepfood and drink separately and when dirty just throw itin the wash.Built NY

20. Sometimes Relief is a Great Reward……this Paraffin Wax Heat Therapy Bath providespenetrating heat to sooth aching joints, relax stiffmuscles and ease arthritic pain while intensivemoisture therapy nourishes skin.Therabath

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21. Every Pediatrician’s Dream Office…… should have a child friendly examining

table and use these happy animal faceexamination tools. Make going to the doctor a

bit more pleasant for your smallest patients.PediaPals

22 .The Perfect Medical Take Home Gift…

…for new moms and dads includes importanthealthcare items: a pill dispenser to keep trackof any medications – a health records chart –

oral medication syringe – measuring eyedropper– medicine spoon and a baby size comb to

keep little locks neat all in a package with yourlogo to remind mom and dad that your

organization cares.Universal Promotions, Inc.

23. Even Big Kids Love……cookies and milk. This innovative productis a 2 in 1 snack and drink container. Fill itsupper freezable portion with milk,which will

keep cold for hours and protect up to 6 cookiesin the lower section. Make snack time any time

– just freeze, fill ‘n go.Cool Gear International

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24. Energy Savings Matter……and this hanging refrigerator thermometer isjust the right takeaway or direct mail piece to

insure that your customers are saving dollars andstill keeping the food in their refrigerator at the

right temperature. Thermographics

25. Winter May Be Here……but the sun will continue to shine if you include

a HappyLite® Deluxe Sunshine Simulator as apart of your next healthcare promotion. Chase

away winter blues – Seasonal Affective Disorder(SAD) – and give your clients a daily “dose” of

sunshine to boost their body’s sense of well-being, alertness and energy.

Verilux

26. Go Retro…… and put your logo on a unique Custom BBPuzzle. This is a classic favorite, timeless in its

appeal, produced to order in a round metal“retro-look” that’s very stylized and sophisticated.

Parlor Puzzles

27. The Super Bowl is Coming……and what better way to make a warm

impression than with this handy take-alongblanket. Folded compactly in its bag for easy

carrying bag or open and keeping clients warmthis gift will score big.Bags Depot, Inc.

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IS YOUR CORPORATE IMAGE sendingmessages of love, hate, profanity orsobriety? No matter how and where youtravel, with or without your products oryour corporate image, the chances arethat a lot of your marketing messages aregetting lost in translation as they maketheir way around the globe.

Business names are being hit thehardest as the world becomes smallerand companies go global. Each one of usis now spinning in a mix of internationalalphabet soup of strange names and ter-minologies. You invent something new,send out a release, the media talksabout it and, within seconds, it becomesan international item.Your businessname image might end up as a greatuniversal message or emulate somestrange and confusing messages withinsults or profanity. But why?

A TRUNK CALL TO BRITANNIA Like it or not, from the Greeks to

the Koreans or from the quiet Zenmasters to the chanting Buddhists, allwill try to figure out the meaning ofyour great message and the name ofyour new gizmo as you push for aninternational audience.

Thanks to several historical factors,including colonization, the largest glob-al population is increasingly tied to astring of 26 alpha characters in English.Today, even in the oldest and remotestjungles, some form of English is spo-ken. Thank you Britannia, we areamused. For that and for many otherreasons, English-based naming hasbeen the norm for corporate businessnomenclature because it always hasprovided some measure of sobriety anduniversal understanding.

We all better be wary of language issues. After all, the customersare no longer just on our streets, they are now all over the globe

BY NASEEM JAVED, PRESIDENT, ABC NAMEBANK



It is true that the other half of the global populaceis still non-English speakers, but the process of corporate naming can seriously risk the future of acompany by picking an exotic non-English word as acorporate name to gain quick attention or to cure alingering corporate image problem.

EMOTIONAL BREAK-DANCE For example, a press release announcing a new com-

pany, KumangaTeq, would struggle to explain the mean-ing of the name in the first paragraph. “Kuman” means“mighty leader” in Serbio-Latin? and “manga” means “avery sweet mango with firm body” in Sanskrit?.“Therefore,” the press release might say, “this fits ourvery unique branding tagline — curved for power andtechnology — and it matches our curvy logo design.”

At times, this holistic, homeopathically driven andoverly emotional strategy is like going from the fryingpan into the fire. Talk about an emotional break-dance.KumangaTeq would be a good name if its customerswere all located in northern Calcutta around someSanskrit temples, or in Croatia where there are still afew villages with traces of Serbian-Latin dialects. InDelhi, Karachi or Manhattan, and in most major citiesaround the world, KumangaTeq would be considerednot so sweet, at best.

BUSINESS NAMING TRAJECTORY This type of naming problem is repeated just about

every day around the globe. Of the hundreds of newnames of various businesses — including product andservice announcements — many strange namesemerge every single day. True, such names fade awayafter the initial funding stops the branding fireworks.They then go out deeper into other jungles, searchingfor new words, hoping to combine those words withother marketing pushes.

During the last few years, thousands of such foreigncorporate names were adopted with the weirdest

stories of their cute origins. Surely this corporate brand-ing technique will eventually exhaust itself. Now you knowwhy corporations change their names so many times.

The false rumor that all names in English are gone isjust a branding cop-out. There are millions of greatEnglish language names available with global trade-mark potential, but what is missing is the knowledge todevelop them as clear global corporate name identities.Focus groups and randomly pooled exotic name lists isnot the way.

NO MAI MAI “Nay” is yes to Greeks. The American “yeah” means

“no” to the Japanese. To the British, long distance is a“trunk,” sister a “nurse” and elevator a “lift.” A simplelaugh — “ha, ha, ha” — means “mother” in Japanese,while “Ohio” means good morning. In Russia, “looks”means “opinion” and “socks” means “juice.” In France,a simple sign of “sale” means “dirty.” The Chinese word“mai” said in a certain style means to “buy” and inanother style to “sell.” When enunciated together, “maimai” means “business.”

To appreciate this issue further, I should point outthat despite the seeming dominance of English, thereare some 2,700 different languages with 8,000 dialectsaround the world. Altogether, there are 12 importantlanguage families with 50 lesser ones. Indo-European isthe largest family in which English is the most impor-tant category.

Based on usage by population, the following is a listof major languages in descending order: Chinese,English, Hindustani, Russian, Spanish, Indonesian,Portuguese, French, Arabic, Bengali, Mali and Italian.

The globalization of e-commerce and the use of digi-tal branding for domain names point to a serious needfor special sets of skills when it comes to corporatename branding.

We all better be wary of language issues. After all, thecustomers are no longer just on our streets, they are nowall over the globe. Better learn to name correctly or pick upChinese so at least you can properly enunciate “no maimai” — meaning there is no more business left. •

Naseem Javed, author of Naming for Power and alsoDomain Wars is recognized as a world authority on NameIdentities and Domain Issues. The President of ABCNamebank, www.abcnamebank.com, with offices in NewYork & Toronto. Readers may E-mail their URLs or currentbusiness names for a complimentary evaluation. All corre-spondence is confidential. E-mail: [email protected]




BY: STEPHEN CHRISTOPHER LIU


PATCHES HAVE ALWAYS been a big part ofAmericana. Who can forget the ubiquitous Americanflag patch on the left arm of Neil Armstrong’s spacesuit when he made his first walk on the moon? In fact,whenever Armstrong autographs his official photo-graph, he takes great care to write around the patch!

Some thirty years later, patches have reenteredthe atmosphere of mainstream America through anunlikely vehicle…a foam-fronted, mesh-backed truck-er cap sporting John Deere and Caterpillar typeembroidered patches. OK, it’s not quite as distin-guished as a NASA space suit, but today it’s all aboutthe new MTV “Punk’d” generation of hip-hop andsurf-skate culture which prefers a retro fashion look.Furthermore, mega-celebrities such as AshtonKutcher, Justin Timberlake and Cameron Diaz all arewearing these traditionally working-class capsemblazoned with Midwestern-valued corporate logopatches. Think Chevy, Ford, Peterbilt and MackTrucks – NOT Gucci, Prada, Armani & Versace!

The entertainment industry has already clued in tothe use of patches. If you go to EBAY, there are oversixty pages of collectible embroidered patches for saleunder “Entertainment Memorabilia.” Some of thepatches are from: musical artists such as Linkin Park,Rolling Stones and No Doubt; movies such as Spider-Man I/II, The Hunt for Red October and Fight Club;

and television shows such as The OC, Baywatch and CSI.

What does this spell for the promotional productsindustry? P-A-T-C-H-E-S-A-R-E- B-A-C-K. While mostcompanies since Armstrong’s “moonwalking” dayshave opted for a more “low pro” direct embroiderystyle for wearables, today’s more retro and industrialtrends tend to favor decorating corporate logos withhigher-profiled embroidered patches, especiallywhen targeting a younger demographic.

How do we know this? Well the proof is thepatches. At the moment, kids in the U.S. are shellingout from forty to ninety dollars for trucker caps withVon Dutch embroidered patches. How much for thepatch itself? Twenty to forty bucks! Indeed, patcheshave again become as American as apple pie andthe promotional marketing industry is in for a hugeslice of the action. •

Stephen Christopher Liu, MBA, is CEO of HPIEMBLEM (UPIC: huntp003), a leading designer andChina-based manufacturer of custom embroideredpatches for the promotional products and uniformindustries since 1986. A former dot com entrepreneur,he currently sits on the PPAI Technology, Terminology &Standards Committee. He can be reached by email [email protected] or telephone at 888-474-7788.


QWhat three things do Neil Armstrongand Ashton Kutcher have in common?• They were both born in the Midwest.• They both came to prominence in the Seventies

(Neil through walking on the moon, Ashton through That 70s show).• They both wear embroidered patches

(Neil used a NASA space suit, Ashton used a trucker cap)





It all started with a need. In 1886, an enterprising

newspaper publisher named Jasper F. Meek saw

schoolbooks fall from a boy’s grip into the roadway

and instantly envisioned the first schoolbook bag.

But he took the idea a step further.

“What if the bag was also imprinted with an ad for

a local store?” he mused. This simple idea launched

the thriving promotional products industry that

today accounts for more than $17.3 billion in sales

as reported by promotional consultants. And harken-

ing back to its earliest roots, the education industry,

including schools and seminars, is once again leading

the pack as the number-one user of promotional

products. Education was also ranked as the top

industry for future growth potential.

Why is there so much growth for promotional prod-

ucts sales in education? Think about it. Practically

every state and municipality has a budget crunch

and is struggling just to pay school teachers—

forget all the extras such as band uniforms, athletic

equipment, art programs and so on. The parents,

students and boosters have had to come to the

rescue to generate additional funds by selling

logoed merchandise. In fact, many public and

private schools have an onsite “spirit store”—some

even have added an online version. A second

reason for growth in education points to the rise in

unemployment and, therefore, an increase in adults

going back to school to finish degrees, get further

training and earn additional degrees.

Wondering what other industries are in the top 10?

A study conducted by Promotional Products

Association International shows the remaining nine

top users of promotional products are, in order of

dollars spent: 2. financial institutions including

banks, credit unions and stock brokers; 3. health-

care including hospitals, nursing homes and clinics;

4. not-for-profit organizations such as churches and

charities; 5. construction; 6. government such as

public offices, agencies and political candidates;

7. trade, professional associations and civic clubs;

8. real estate including agents, title companies and

appraisers; 9. automotive manufacturers, dealers

and parts suppliers; and 10. professionals including

doctors, lawyers, CPAs and architects.

Keep reading for examples of winning promotions to

get your creative juices flowing and help you develop

a program that will be tops in your industry.

INSIDE THE PROMOTIONAL PRODUCTSINDUSTRY’S TOP 10

Presented By:

BR1105-WHATWORKS 11/3/05 2:38 PM Page 50


CHALLENGE:While an apple a day may keep the doctor away, it doesn’t stand a chance in warding off disease-causing germs. Since nasty little microbes lurk everywhere—from bathroom sinks to computer keyboards—one can never be too safe. As a player in the healthcare industry, Indiana Hospital knowsthat regular hand-washing has a direct link to better health. But how would it remind communityresidents to wash up before they head out?

SOLUTION:Promotional consultant Tom Clouser, MAS, of RedOak Advertising in Indiana, Pennsylvania, developeda campaign focused on the simple idea that cleanhands lead to better wellbeing. With the annualIndiana County Fair approaching, Clouser saw anopportunity to connect with the community in anentertaining way. So he created custom characters,Phil and Angie—“The Clean Hands Crew”—anddesigned a hand-washing campaign around them.

During the fair, Indiana Hospital distributed promo-tional items such as hand-shaped magnets and anti-bacterial towlette packs featuring Phil andAngie. The Clean Hands Crew products were a hit,but the good, clean fun didn’t endwhen the fair was over.

A week later, letters along with custom-designed,static-cling decals were sent to all members of thelocal chamber of commerce asking for help in pro-moting the “Clean Hands—Better Health” campaign.Letters and decals were also sent to local businessesin hopes that decals would be placed in kitchens andbathrooms as well as on windows.

RESULT:“The hand-washing campaign has been very effectivein helping Indiana Hospital spread the word aboutthis simple yet crucial disease-prevention measure,”says Kim Lawson, infection control practitioner forIndiana Hospital. “If we have prevented even oneindividual from becoming sick, we consider the campaign to be a success.”

Throughout the first week of the program, the hospi-tal’s Infectious Disease Control office received fivephone calls from schools and civic organizations tohave a hospital representative speak on the topic. Additionally, Lawson reported ongoing requests forfurther information regarding the program.

INDUSTRY: Healthcare—Indiana Hospital

Find a promotional consultant at www.buildapromotion.com

FACT: Clients in a survey whoreceived a letter of thanksaccompanied by a promotionalproduct were significantlymore likely to buy from that company than clients receiving only a letter.



CHALLENGE:CompUSA offers a Technology Assurance Program(TAP) service plan, similar to a manufacturer’sextended warranty. This plan is available for all new computer purchases, including accessories (such as printers, monitors, scanners, PDAs and digital cameras) and peripherals (such as hard drivesand modems or network cards). CompUSA wanted tobegin a promotion to increase sales of TAPs, buildand maintain awareness of the specific performancemetrics (how much TAP sales contribute to totalsales), and create enthusiasm among team membersfor winning prizes, including a cruise to Alaska asthe grand prize for the winning region.

SOLUTION:The director of CompUSA TAP, Carlos Fojo, knew hecould count on a great solution from promotionalconsultant Bruce W. Jolesch of Schroepfer WesselsJolesch (formerly the Jolesch Group) in Dallas, Texas.Fojo readily accepted his suggestion to make this an“Alaskan Adventure” promotion, which focused onTAP contribution percentage and proportion of high-er-level sales plans as well as motivated sales person-nel to present TAP to their customers.

To announce the Alaskan Adventure promotion,postcard teasers were mailed to the targeted 224general managers and 20 regional managers. Tobuild excitement for the promotion, these managerssoon received a nine-piece puzzle as a desktopreminder to build awareness among the sales teamof the TAP brand and of the Alaskan cruise grandprize. The third promotional product was a messagein a bottle—recipients had to retrieve the messagefrom the bottle to read it—another desktopreminder of the promotion.

Printed promotional collateral included prize posters,tracking posters for each location, rules sheets and

encouragement letters from top executives.“We selected useful prizes, such as Wet/DryCar Vacs, Deluxe Hi-Way Travel Kits, SwissArmy Travel Companions and Swiss ArmyRenegade Wrist Watches, for the sales teamto win,” says Jolesch.

RESULT:“We can always count on Jolesch for creative promotions to achieve ourdesired results,” says Fojo. “This promotion resulted in CompUSA enjoying the second-highest level ever for TAP contribution percentage,and this was significantly higher thanduring the same period in the previousfiscal year.”

FACT: Twenty percent of survey participantssaid they keep their promotional productsbecause they considered the items attractive.

INDUSTRY: Technology—CompUSA



CHALLENGE:It’s easy to get overwhelmed at atradeshow. With hundreds tothousands of booths offer-ing the latest andgreatest, sortingthrough theclutter is a dif-ficult task. TheSurfaces 2000tradeshow, an eventheld in Las Vegas forthe carpeting industry,was no different. But car-pet manufacturer Wools OfNew Zealand was determined tostand out from the crowd and draw traffic to each of its 26 booths. How would it compete against1,500 other exhibitors for the attention of tradeshow attendees?

SOLUTION:Promotional consultant Jack Stadler of Atlanta,Georgia-based U.S. Motivation knew there was away to turn the carpeting exhibits into somethingfun. Using a treasure hunt theme, Stadlerdesigned custom trading cards that featured Woolsof New Zealand’s lamb logo and listed the advan-tages and benefits of using wool-based carpeting.The reverse side of the card revealed each booth’snumber, so recipients would know which cardsthey had collected.

As attendees arrived, they registered at the mainWools of New Zealand booth and were given a map ofthe 26 other Wools of New Zealand booth locations.If attendees visited 15 of the booths, they wouldreceive an irresistible, curly-wool stuffed lamb. Andif they stopped at all 26 booths to obtain their complete set of trading cards, they were entered in a drawing to win prizes such as a DVD palm theater, portable CD player and golf clubs. The lamb was

enough to lure the booth browsers, but the sweep-stakes proved to be an enticing incentive to visitevery Wools of New Zealand booth.

“The lamb and trading cards were the talk of theshow,” says Wes Connelly, acting managing directorfor Wools of New Zealand. “From start to finish,everyone had a lot of fun.”

RESULT:The interactive, treasure hunt-style program generateda total of 350 leads, exceeding the goal by 150.Connelly was pleased by the number of carpet retail-ers who participated, all of whom were potential newclients. “The campaign was a colossal success,”Connelly says. “Every one of our objectives were metand exceeded.”

INDUSTRY: Manufacturing—Wools Of New Zealand


FACT: In a study measuring pre-tradeshow mailings, 78.2 percent more recipients visited the tradeshow booth after receiving a promotionalt-shirt prior to the show.



CHALLENGE:With the excitement of The PPAI Expo in Las Vegasfast approaching, exhibitor 3M Promotional Marketswanted to increase booth traffic and educate distrib-utors on selling applications rather than products.

SOLUTION:Promotional consultant Steve Fangel of PromotionalAlliance, Inc. in Saint Paul, Minnesota, suggestedthat 3M adopt a “Late Show With David Letterman”theme. “Six weeks prior to the tradeshow, 4,400 distributors received postcards from 3M with a list of the ‘Top Ten Reasons’ to visit its booth,” explainsFangel. “Those distributors who came to the 3Mbooth and participated in a five-station presentationhad a Polaroid photo taken with a David Lettermanlook-alike and received the photo in a Polaroid photo frame.”

Booth attendees also received a personal organizerwith a list of the “Top Ten” sales ideas. “As a thankyou after this tradeshow,” says Jody Huemoeller in3M Promotional Markets marketing communications,“we sent all participants a full-color reproduction ofthe ‘Top Ten’ sales ideas for them to present to theircustomers.”

RESULT:“Thanks to the creative Letterman promotion and the sales applications,” says Huemoeller, “the overalldistributor booth attendance was up 60 percent over the previous year’s PPAI Expo.”

INDUSTRY: Manufacturing—3M Promotional Markets

FACT: Traffic among tradeshow visitors whoreceived a pre-show promotional product withan offer for a matching incentive at the showincreased 176 percent over those who receivedno product or offer in advance.



CHALLENGE:Ringing in a new year is a definite cause for celebra-tion. All eyes watch the giant, glowing ball in Times Square, waiting for its descent to the bottom, declaring the arrival of the New Year. Never wasthere a New Year’s Eve as festive as December 31,1999, when the world was on the cusp of anew millennium. Topnotch Resort and Spa,a luxury hotel in Stowe, Vermont, wantedto capture the magic of the millenniumand ensure its guests had an unforget-table stay.

SOLUTION:Darrell Marriott, MAS, promotional con-sultant for Purple Elephant Promotionsin Salt Lake City, Utah, didn’t want towait until the end of December tobegin the merriment. So the weekafter Thanksgiving, 120 familieswith reservations at Topnotch the lastweek of the year received direct mail pieces contain-ing “Countdown to the Millenium” CDs and letters from the hotel’s president.

As New Year’s Eve drew near, families drove to theresort from various New England locations, listeningto the CDs and getting excited about their upcomingweek. Upon checking in, guests received a single-use camera to help them capture their millennialmemories. Once all the snapshots were taken,guests simply dropped off the cameras at the frontdesk and were told their photos would be availableat checkout.

Throughout the week, guests were showered withattractive promotional items placed in their roomseach day. Gifts included wooden picture frames,decks of playing cards in wooden cases, gourmetchocolate truffles and The LIFE MILLENIUM book.From check-in, the emphasis was on making, record-ing and storing memories.

On December 31, the resort held a grand ball for itsguests. Dinner, dancing and party favors were all

part of the festivities. The late night dinner wasserved on special commemorative plates with matching wine glasses. After the meal, the disheswere washed and given to the guests as mementos of where they had celebrated the new millennium.

RESULT:“Everything looked beautiful, and the response fromour guests was overwhelming,” says Reggie Cooper,president and general manager of Topnotch Resortand Spa. “We utilized promotional products exten-sively during this promotion, and the results farexceeded our expectations.”

INDUSTRY: Hospitality—Topnotch Resort And Spa


FACT: New customers who receive promotional products return sooner and more frequently than new customers who receive coupons.



FACT: In the past three years, the use ofimprinted bags as promotional items has grown more than 12 percent.

CHALLENGE:With its 50th anniversary coinciding with the centennial anniversary of the Princeton UniversityGraduate School, APGA wanted to use these milestonesto increase awareness of and participation in theassociation’s activities and events—both to its graduate alumni constituents and the largerPrinceton community. APGA also wanted to increasethe number of graduate alumni paying sustainingmembership dues and making contributions to theAPGA Endowment for Graduate Students.

SOLUTION:With the help of promotional consultant Carol Barash of CBI Mark dba factor/i in South Orange,New Jersey, APGA developed a “50/100” logo to linka wide range of events around a consistent, histori-cally rich but also playful Princeton theme. Logo-imprinted messenger bags

were presented to the APGA board members at the first major planning meeting. Lenticular postcards, which were mailed to all graduate alumniannouncing the kickoff of the centennial celebra-tions, set the centennial tone with a combination of tradition and lighthearted fun. Graduate alumniparticipating in the reunions during the 15-monthperiod of the program received Polo racing shirts.

“In this successful APGA membership campaign, t-shirts were given to the children attending thereunions with their parents,” says Barash. “Allreunion participants received logoed magnets inserted into the handbook and ID badge/buttons.”

RESULTS:“More than 1,000 participants attended the launchevent—five times the previous attendance numbers,”says APGA President Robert J. Schaffhauser. Agreater awareness of APGA’s role was evidenced by

the 15-percent increase in graduate alumni pay-ing sustaining membership

dues and numerous men-tions in the

University’s publica-tions.

“We experienced newand increased contri-butions of almost$100,000, includingmany in the desired$1,000+ category, tothe APGA Endowmentfor Graduate Students,”says Schaffhauser. “Since

this was not emphasizedin the program, it was anunanticipated ‘bonus’ inthis phenomenally suc-cessful program.”

INDUSTRY: Education—The Association of Princeton Graduate Alumni (APGA)



Tradeshows are one of the most effective ways to

reach the greatest number of prospects and current

customers in the shortest amount of time. Naturally,

much thought goes into booth design and layout.

What kind of graphics will be used? How will traffic

flow within the booth? Where will company literature

be displayed? Will there be an interactive component

or multi-media display?

While all of these things are extremely important in

determining how your company is presented to clients,

there is one way booth visitors can take a piece of

your brand home with them: promotional products.

In a PPAI study* designed to measure the effectiveness

of promotional products in a tradeshow setting,

71.6 percent of attendees who received a promotional

product remembered the name of the company that

gave them the product. Additionally, 76.3 percent

of attendees had a favorable attitude toward the

company, and 65.5 percent thought the product

was useful.

So if you want consumers to remember your

company, talk to your promotional consultant about

including decorated merchandise in your tradeshow

marketing plans. Together, you can determine how

promotional products can be used to differentiate

you from the thousands of other exhibitors on a

tradeshow floor, resulting in brand extension that

is tangible and measurable.

Now that’s the power of promotional products.

PROMOTIONAL PROOF

PROMOTIONAL PRODUCTS ASSOCIATION INTERNATIONAL3125 Skyway Circle NorthIrving, TX 75038888-I-AM-PPAI (426-7724)www.ppa.org

PPAI—the promotional products industry’s only international not-for-profit trade association—offerseducation, mentoring, public relations, publications,technology, tradeshows and legislative support to itsnearly 6,500 global member companies.

INDUSTRY RESEARCH: The Power Of Promotional Products


*The Effectiveness of Promotional Products in Tradeshow Settings© 2005 Promotional Products Association International

71.6%

28.4%

0%

20%

40%

60%

80%

Yes No

Percent of Participants Who Recalledthe Name of a Company That Gave a

Promotional Product During a Tradeshow




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Free Product Information. November 2005 Issue.For free product information from these suppliers, complete and mail this page to: BrilliantResults Magazine 9034 Joyce Lane Hummelstown, PA 17036.Or fax to (717) 566-5431.

Name Title

Company Industry

Address

City State Zip

Phone Fax E-mail

Supplier Page No.

3M ® 3

Adrenaline 17

Ashworth ® Corporate 21

BAS 13

Blake & Hollister 35

Brilliant Results Magazine ™ 59

Bullet Line ® Back Cover

Calconix / Time Zone ® 15, Inside Back Cover

Groline 45,48,49,58,61,63

Key-Bak ® 29

Liz Claiborne ® / Hartwell Industries 7

Neet Feet ® 39

Pencoa 33

Perry Ellis International 10-11

PPAI 41

Promobiz 23

Selco 5

Sierra Pacific Apparel 31

Skagen ® Inside Front Cover

Warwick Publishing 27

THINGS WE LOVE SectionSupplier Page No. Product No.WCB Products Inc 30 1First Aid Only 30 2OH2GO 30 3The Whole Box 'N Dice 30 4Success Effects, Inc. 32 5Royce Leather Collection 32 6Wenger NA 32 7Time Products Int'l. 32 8Reflectix 34 9Built NY 34 10Pedia Pals 34 11Thermographics 34 12Universal Promotions Inc. 36 13WCB Products Inc 36 14Geniosity 36 15Custom HBC Corp. 36 16Time Products Int'l. 37 17The Whole Box 'N Dice 37 18Built NY 37 19Therabath 37 20Pedia Pals 38 21Universal Promotions Inc. 38 22Cool Gear Int'l. 38 23Thermographics 40 24Verilux 40 25Parlor Puzzles 40 26Bags Depot Inc. 40 27

TM


brilliant results


Collectible Stamp Award, MattedGive a gift or award that is unlike any other the

recipient will have ever received, as it contains a

hard-to-find, out of print, genuine postage stamp

honoring their particular profession, organization,

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lover to appreciate this unique gift, which will be

displayed proudly for many years.

These unique limited-edition collectible awards, gifts

and trophies each contain a full-color illustration for

nearly every profession, state, club or organization,

branch of the military, hobby, religion, etc. and a

genuine out-of-print, historic mint postage stamp.

Custom images can be used as well. Each collectible

is matted in an acid-free mat and placed in a clear

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a Certificate of Authenticity.

Choose from over 25,000 different stamps and over

1,500 different themes for most of the major

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Matted Piece only:

Qty. 12 25 50 100

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Imprinting: Prices include your logo and imprint;

add $59 for metal plate. Personalization: $3.95 each.

Optional hardwood cherry frame: Add $19.95.

Other frame styles available; inquire. White

corrugated gift box: Add $1.99 each. For larger

quantities: Please inquire. Production time: 3 weeks.

PI E C E S OF HI S TO RY

asi/78120

PILLER INDUSTRIES



This pharmaceutical manufacturer needed to increase effectiveness of the sales force selling an existingdrug, with strong industry competition. Their desire was to build awareness amid rapid growth of thesales force. The brand team also wanted to increase the effectiveness of the sales force in presentingclinical benefits using clinical studies. The company asked BI to help them develop a program thatwould build awareness and reinforce key information on the drug.

IssuesBusiness Issue

- Increase market share vs. the competition Performance Issues

Performance Issues- Build awareness of the drug and key selling points during

the year- Provide representatives with effective tools and methods to

detail the drug using clinical studies- Reinforce the clinical benefits of the drug and ensure rep

understanding and retention of the information

solutionBI developed a comprehensive awareness and training cam-paign that utilized frequent “hits” of communication throughoutthe program period. The communications plan consisted of:

Launch Kit – An eye-catching kit box to contain all of the materials

for the program – Announcement brochure – “Clear Points” Easel Binder

• Clinical studies were displayed in an easel binder • Each case study’s key points were highlighted on a clear acetate overlay, which could be

written on with dry-erase marker; a final page summarized the findings of each study • This format allowed reps to understand and learn to consistently present the key points

of the clinical study to the physicianOngoing Communication Flash Cards

– Each trimester, a series of flash cards highlighted key information Puzzles and Rewards

– Fun, adult learning puzzles reinforced information – Participants returned puzzles to receive a promotional item and an entry into a drawing

for a high-profile award

resultsSix months into the program, the product is on track for 25% annual growth, despite intense competition.

Copyright BI. BI is a trademark of Schoeneckers, Inc. For more information, visit BI's Web site at www.biworldwide.com . BI works across the healthcare industry with medicaldevice/equipment firms, pharmaceuticals, and hospitals and clients. Within the medical device/equipment and pharmaceutical sectors, BI assists firms with sales forceeffectiveness/training, compensation planning, sales force incentive and recognition systems utilizing MedShare(tm), initiatives to defend/boost market share and interactive launchmeetings and events.


asi/72850

Star CertificateFor over 10,000 years, special heroes were honored

with a star named for them in the heavens. Now you

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and Stellar Designations,” which will be copyrighted

in the U.S. Library of Congress. Each star has been

charted by the NASA Hubble Space Telescope and

will be highlighted on the star map. It could even be

in the recipient’s specific zodiac sign constellation.

Stars are visible with a medium power telescope and

recipients get detailed instructions about how to

locate their star. 5" x 1" imprint area.

Item #STAR06

Qty. 6 12 25 50

Price 59.00 56.00 53.00 49.00

Imprinting: Prices include individual name

personalization. For logo; add $59 for metal plate.

For specific zodiac constellation, add $9.95.

Framing: Oak frame, add $19. Additional framing

options; please inquire. Production time: 10 days.

Rush available; inquire.

ET E R N A L RE C O G N I T I O N



December 1 – 2 27th Annual Promotion Law ConferenceHyatt Regency Hotel, Chicago, ILInformation at: www.pmalink.org or Call 212.420.1100

December 4 – 7 Grand Strand Gift & Resort Merchandise ShowMyrtle Beach Convention Center, Myrtle Beach, SCInformation at: www.urban-expo.com/Content/389.htm or Call 800.318.2238

December 5 – 8 Search Engine Strategies Conference & Expo – Chicago 2005Chicago Hilton & Towers Chicago, Chicago, ILInformation at: http://www.jupiterevents.com/sew/fall05/ or Call 203-662-2857

December 6 – 8 Infosecurity Conference & ExibitionJacob K. Javits Convention Center, New York, NYInformation at: www.infosecurityevent.com or Call 203-840-5393

December 7 – 9 Consumer Directed Health Care Conference & ExpoOmni Shoreham Hotel, Washington, DCInformation at: www.cdhcc.com or Call (804) 266-7422 ext. 7408

December 7 – 8 StoreXpoJacob K. Javits Convention Center, New York, NYInformation at: http://www.storexpo.info/index.php or Call 800.421.1321

December 12 – 14 National Center for Database Marketing WinterWalt Disney World Dolphin, Lake Buena VistaInformation at: www.ncdmwinter.com or Call 800.927.5007

Dec

ember

2005CalendarD

ecem

ber



January 3 – 5 The ASI Show – Orlando Orange County Convention Center, Orlando, FLInformation at: www.asi.com or Call

January 9 – 12 PPAI ExpoMandalay Bay Convention Center, Las Vegas, NVInformation at: http://ppaiexpo.expoexchange.com/ or Call 972.258.3031

January 10 – 12 AFCEA/USNI West 2006San Diego Convention Center, San Diego, CAInformation at: www.afcea.org/events/west/2006/intro.html or Call 800.336.4583 x 6158

January 15 – 18 NRF’s 95th Annual Conference & EXPO – Retails BIG SHOWJacob K. Javits Convention Center, New York, NYInformation at: http://nrfannual06.expoexchange.com/ or Call 708-486-0716

January 20 – 22 Imprinted Sportswear Show Long BeachLong Beach Convention &Entertainment Center, Long Beach, CAInformation at: www.issshows.com or Call 562-436-3636

January 21 – 24 ASD/AMD’s Variety Merchandise Show – Winter Jacob K. Javits Convention Center, New York, NYInformation at: www.merchandisegroup.com/ or Call 800-421-4511

January 23 – 25 The Super Show 2006Orange County Convention Center, Orlando, FLInformation at: www.thesupershow.com or Call 800.327.3736

January 31 – February 1 Basics of Promotion Marketing

Club Quarters, 111 West Adams Street, Chicago, ILInformation at: www.pmalink.org or Call 212.420.1100

TM


brilliant resultsbrilliant results

* To have your show listed in our Calendar please send your information to Brilliant Results magazine. *

January

January

2006


1. What was Mother’s Little Helper?a. Coffeeb. Benniesc. Valium

2. Morphine is obtained from which part of the plant calledPapaver somniferum?

a. The fruit b. The rootc. The seed

3. The generic name of aspirin is:a. Acetyl acetic acidb. Acetyl salicylate c. Bayer

4. What drug accounts for about 90% of the opiate use inAmerica?

a. Heroin b. Cocainec. Marijuana

5. Which antibiotic, discover by Alexander Fleming, is stillused to fight infection from bacteria invading host cells?

a. Tetracyclineb. Penicillin c. Zithromax

6. Which of the following heart diseases do nitrates treat?a. Cardiac arrhythmiab. Myocardial infarctionc. Angina pectoris

7. Cocaine was originally seen as a cure for what other addic-tive drug?

a. Heroinb. Morphine c. Laudanum

8. Reye syndrome can occur from:a. The use of aspirin by children with influenza or chicken

pox infection b. A genetic disorderc. The administration of aspirin to people who suffer from

peptic ulcer

9. What bitter crystalline alkaloid, used as an antipyretic and ananti-malarial, is derived from the bark of the cinchona tree?

a. Dimenhydrinate b. Quinine c. Guanine

10. What addictive pain killer sent Green Bay quarterback,Brett Favre, to a rehabilitation facility?

a. Percocetb. Darvocetc. Vicodin

BONUS: Which of the following drugs is not an amphetamine?a. Speed – b. Crank – c. Ice – d. Smack – e. Crystal

Puzzling Pharmaceutical Trivia

Quote~

It's always too soon to quit.

—Norman Vincent Peale (1898-1993)American minister, best-selling author & former

door-to-door salesmanAnswers: 1. c – 2. a – 3. b – 4. a – 5. b – 6. c – 7. b – 8. a – 9. b – 10. c – Bonus: d


OffTheCuff


BR0805_Section03 7/22/05 3:29 PM Page C3

Prices based on Standard Service. Please see 2005 catalog for item colors and additional charges.Expires: 12/31/05

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SM-4251 The Deauville PenAs low as $.89(C)

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SM-4127 The Collins PenAs low as $.79(C)

SM-4192 The Mutiny PenAs low as $.79(C)

SM-4123 The Tropic Pen

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Great Value Pens

SM-4118 The Astor Pen

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BR1105_Section03 11/3/05 10:03 AM Page C4

Documents

BR November 2005 Issuu