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

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page 8

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THE4-SECOND

REVOLUTION!

Technology vs. face to face

memo toMARKETING

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features: 8 MEMO TO MARKETING

departments: 6 publisher's letter

7 contributors: who’s who in the industry

14 awareness: the green ‘SWOT’

16 trends: ‘clean’energy solutions

18 travel: travel beautiful

20 branding: the 4-second revolution

22 incentives: green golf incentives

24 marketing: marketing madness

26 exhibit: technology vs. face-to-face

28 strategies: appreciativeness

29 world news: use paper

30 it’s all personal: going green

32 staying sharp: learn to love mondays

33 ad-index

34 off the cuff

26

24

8

Vol. 7, No. 03 2010

4 Brilliant Results | March 2010

Vol. 7, No. 03 2010

Are you feeling green with envy or are you feeling dirty? Whether or not your company joins the green revolution may soon no longer be a choice. It may well be a prerequisite for growth. In our pages this month our editors have brought you much to think about from how consumers are making “clean” choices, to how you too can green up your company and take it into the future.

It is not inconceivable that Corporate SWOT Boards may soon read something like this:

Strength: Implementation of new green technology.

Weakness: Need for management buy-in to ‘green’ philosophy.

Opportunity: Increase bottom-line with dynamic ‘green’ awareness campaign

Threat: A competitor is perceived as being ‘greener’ by our target market.

If you have doubts about the blending of green and sustainability you may need to listen more carefully to the messages of your competitors, politicians, and average consumers. GE did not decide to market Ecomagination on a whim, the recent U.S. State of the Union address contained numerous references to a greener future, mainstream television now has programs specifically devoted to ‘green’ living, restaurants are exposing ‘eat locally’, community recycling is standard, numerous Internet sites are devoted to the environment (like the one featured last year in Brilliant Results – www.tapping.com) and consumers are starting to take their own ‘green’ bags to hold grocery and other purchases.

Yes, green is here to stay. So, if you don’t believe we owe it to our children and future generations to find a way to implement some green into our lives at work as well as home; then do it for the positive effect it will have on your company’s bottom-line. With the plethora of environmentally friendly products and services to choose from it is relatively easy for your marketing mix to propel your company and its message well into the green.

Personally, I can’t help but agree with Robert Redford, “I think the environment should be put in the category of our national security. Defense of our resources is just as important as defense abroad. Otherwise what is there to defend?”

publisher’s letter

Brilliant Publishing LLC9034 Joyce Lane

Hummelstown, PA 17036Ph: 717.571.9233Fax: 717.566.5431

PUBLISHER / ADVERTISINGMaureen Williams

[email protected]

717-608-5869

EDITORIALEditor in ChiefMaryAnne Morrill

Senior EditorMichelle Donofry

Style EditorCharity Plata

Asst. EditorMolly Anika

CONTRIBUTING WRITERSMichael Merrick Crooks, Barton Goldsmith, Ph.D.,

Arnold Light, CTC, Richard MacLean, Martin Lindstrom, Ed Rigsbee, Barry Siskind, Dr. Peter Tarlow,

Trendcentral.com and Dan Walsh

PRODUCTION / DESIGNArt DirectorJeremy Tingle

Brilliant Results is published monthly by Brilliant Publishing LLC,

9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax#

(717) 566-5431. Postage paid at Michigan City, IN and additional

offices. POSTMASTER please send address changes to Brilliant

Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 7.

Number 3. Brilliant Results subscription rates: one-year $120;

Canadian $160 USD; one-year foreign $225 USD. All subscriptions

are non-refundable. Copyright © 2010 Brilliant Publishing LLC. All

rights reserved. The publisher reserves the right to accept or reject

any advertising or editorial material. Advertisers, and/or their agents,

assume the responsibility for any claims against the publisher based

on the advertisement. Editorial contributors assume responsibility for

their published works and assume responsibility for any claims against

the publisher based on published work. No part of this publication can

be reproduced in any form or by electronic or mechanical means,

including information storage and retrieval systems, without written

permission from the publisher. All items submitted to Brilliant Results

become the sole property of Brilliant Publishing LLC. Editorial content

does not reflect the views of the publisher. The imprints, logos,

trademarks or trade names (Collectively the “Marks”) displayed on

the products featured in Brilliant Results are for illustrative purposes

only and are not available for sale. The marks do not represent the

implied or actual endorsement by the owners of the Marks of the

product on which they appear. All of the Marks are the property of

the respective owners and is not the property of either the advertisers

using the Marks or Brilliant Results.

Make it a Brilliant Day

Maureen [email protected] 717-608-5869

brilliantresults™

www.bri l l iantpubl ishing.com6 Brilliant Results | March 2010

contributors

a Ed Rigsbee, Certified Speaking Professional, travels internationally to deliver keynote presentations and workshops on effective and profitable alliance and partnering relationships. In addition to serving as the president of Rigsbee Research Consulting Group, Ed has authored three books and over 1,500 articles to help organizations take full advantage of their potential. Please visit www.Rigsbee.com

b Arnold Light, CTC, CEO & President of Fire and Light has 35 years of marketing experience specializing in incentive and loyalty marketing helping multinational corporations develop and implement B2B and B2C results oriented performance improvement programs. For additional information visit www.lightconsults.com.

c Barry Siskind is an internationally recognized trade and consumer show expert. He is the author of six bestselling business books including Powerful Exhibit Marketing. Read his newest book, Selling from the Inside Out for an in depth guide to a successful sales career. Visit Barry at www.siskindtraining.com.

d Barton Goldsmith, Ph.D. For more than two decades Fortune 500 companies, educational institutions, and government organizations have relied on Dr. Barton Goldsmith to help them develop creative and balanced leadership. He is a highly sought-after keynote speaker, business consultant and author. His columns appear in over 500 publications, including the Chicago Sun-Times, the Detroit News, and the Los Angeles Business Journal. He may be contacted through his web site www.BartonGoldsmith.com.

e Dave Ribble, MAS, is President of The Company Image/TCI Consulting, an award-winning promotional marketing company specializing in great ways to extend your brand and image while adhering to your budget. Ribble is available for speaking engagements, workshops and consulting. Please email him at [email protected]

f Richard MacLean is the founder of Competitive Environment Inc., an environmental management consulting firm established in 1995. He can be reached via e-mail at [email protected]. For Adobe Acrobat electronic files of his writings visit www.Competitive-E.com.

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

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

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

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Mem

o to

mar

ketin

gTO: Susan Eager, VP Marketing

CC: Richard Getta, VP Procurement

FROM: Ralph Greenleaf, Environmental Manager

SUBJECT: What “going green” can mean to Ajax Corporation

This memo is in response to your request for a summary of how “sustainability

programs and green products” can enhance Ajax’s marketing efforts. You

stated that I should be “brutally frank” and not limit my reply to our usual one-

page memos, so here is my response.

The Historical Context

First, some overall perspective and background are necessary. Thirty

years ago, the environmental movement in the United States was all about

implementing regulations to reduce pollution from industrial sites. Control

devices were added at the end of manufacturing processes, which remained

relatively unchanged. Consumer products were also largely unaffected,

with the most notable exception being tighter vehicle emission standards to

counteract smog in major metropolitan areas.

A significant shift occurred during the late 1980s when scientists,

environmentalists and policy makers recognized that even with tighter controls,

the earth’s ecosystems would still be in trouble. They concluded that the planet

could not reliably supply raw materials to an expanding global population and at

the same time absorb the waste created by rising affluence and consumption.

Attention shifted to the concept of “sustainable development” to meet the

“needs of the present without compromising the ability of future generations to

meet their own needs.”

In the early 1990s, government agencies were finding it difficult to micro-

regulate increasingly complex manufacturing processes and supply chains.

Traditional regulatory processes were reaching their practical limits. Industry

began to challenge new regulations and demanded that “sound science” be

used to prove that these regulations were even necessary. Industry’s position

was that voluntary initiatives and environmental management standards were

the way forward.

In the early days of the environmental movement, companies were

outmaneuvered in the public relations arena by environmental groups, but by

the early 2000s, industry had “gotten on message.” Through the efforts of

groups such as the World Business Council on Sustainable Development, it

positioned itself as being not the principal problem, but an integral part of the

solution. The timing was perfect because the public was observing a marked

improvement in the environment resulting from two decades of regulations and

the indirect impact of outsourcing polluting industries to developing nations.

Attention began to shift to the environmental attributes of consumer products

and services over their entire life cycle.

www.bri l l iantpubl ishing.com

The Green Product RevolutionFor decades there have been consumer product-oriented firms such as Timberland, The Body Shop, Stonyfield Farms, Ben & Jerry’s and Patagonia that were built on the principles of sustainability before it became mainstream. The CEOs of privately held firms did not have to answer to shareholders and were willing to bear any increased costs. This operating philosophy born out of conviction later became a core marketing advantage over the competition, and the public paid greater attention to “green product attributes” and “social responsibility.”

Over the past two decades there also have been companies that attempted to mimic these leaders by projecting a green public image with glossy environmental reports and other superficial efforts that were heavy on hype and short on delivery. More significantly, their core manufacturing operations, lobbying efforts and/or supply chains were fundamentally flawed, weak or inconsistent. These companies eventually faced public relations nightmares after environmental or safety failures exposed the shallowness of their efforts. The term “greenwash” was born to describe such botched company efforts.Environmentalists have claimed that these failures – which come to light even today – are a result of hypocrisy and duplicity. Not so. The truth is much more complicated. First, management may not fully appreciate the real vulnerability of the company. Top executives can believe that their companies are on solid ground because of the absence of significant compliance issues. But plain luck and the lack of regulatory inspections may be the real source of what executives interpret as environmental excellence.Under these circumstances business management can be overly optimistic and more willing to take risks on expensive product advertising campaigns, much more so than what their own environmental professionals would deem prudent. On top of this, middle management is not always willing to bring bad news forward, nor may they have sufficient depth of knowledge or face time to explain complex emerging environmental dynamics to the top executives. Second, public relations and marketing companies are hired by these poorly informed top executives to promote programs that can be hastily conceived and contain little core substance. In part, this enthusiasm to go green is due to the success of such highly acclaimed product advertising programs as GE’s Ecomagination and Wal-Mart’s phenomenal success at turning around a besieged public image, partially due to its numerous environmental efforts such as the recent “Product Sustainability Index.” They see real potential and want in on this green action.

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

Considering all of this background information, it is apparent that there have been real successes, but the landscape is often littered with the wreckage of green marketing programs gone off the rails – which brings me to your original question, “How can Ajax go green, and what might it mean to the company?” Here is my list of requisite steps and the implications to the business:Major or minor league? - If the decision is to make only very modest claims on one narrow product line out of our hundreds of offerings, then the following considerations do not really matter. But if you want to initiate a major effort that also is aimed at building brand identity, then all of the following items are critical.Don’t overstate – A few companies have, for example, superficially improved one product line, or they have installed a few solar panels and go on to make incredulous claims that the company is now green. Overstatements lead to claims of greenwashing.Get the fundamentals in order – Too many companies have failed at going green because they ran into embarrassing failures with environmental, employee safety, process safety or social responsibility issues. I list all of these because, to the public, this represents a continuum, and a failure in one is failure in general. We will not just have to spend on the marketing campaign, but also on what will be required to make our core programs bulletproof when it comes to compliance. Governance matters – We must have outstanding governance and audit systems to ensure that we are complying with the law, internal company policies and international standards of corporate responsibility. The motto must be “no surprises.”

Align internally and externally – To go green, the company must be consistent. The company’s behind-the-scenes lobbying efforts and marching orders to middle managers, and especially manufacturing management, must be consistent with our public messaging. We cannot claim to be green and then buy from suppliers that are known for their environmental and social irresponsibility.Select an area of excellence – Notwithstanding the preceding two statements, the company does not need to be the very best in every single aspect of sustainability and social responsibility. Companies establish themselves as sustainability leaders not by attempting to excel at everything, but by having their overall act reliably together and excelling in just one, or possibly two, specific niche areas where there is a clear and direct connection to the overall business objectives. Go for the “twofer” – The preceding italicized comment is important. The most successful (and sustainable, as it were) efforts are not viewed internally as another cost adder, the newest flavor of the month and/or a marketing gimmick, but as a key component of a long-term business strategy. It thus serves two or more key business objectives such as increasing sales, improving brand, improving employee morale, attracting the best new employees, gaining political leverage and improving the reliability of the supply chain.

10 Brilliant Results | March 2010 www.bri l l iantpubl ishing.com

Value matters – Surveys have shown that consumers love green products,

but only when they offer the same or an improved value proposition at little or

no extra cost. If we build the perfect green Ajax widget, they will not necessarily

buy it if it is significantly more expensive, so let’s keep our eyes always on the

value proposition.

The Current Landscape

Green ads are everywhere. A study in 2009 by TerraChoice of more than

18,000 advertisements in the back issues of popular magazines found green

advertising increasing almost tenfold in the last 20 years, nearly tripling since

2006. Add to this a 2009 survey of 1,500 executives by MIT Sloan Management

Review and The Boston Consulting Group, The Business of Sustainability,

which found 92% stating that their companies were “addressing sustainability

in some way,” but more than 70% said that their companies “had not developed

the business case for sustainability.”

In other words, there is a lot of talk and advertising budgets directed at

sustainability, but most companies have not yet figured out what this all means

in the long term for their companies. Therein lays the opportunity. The

companies that can figure this out (and very few have), have the most to gain.

But there is much more at stake in the long term, and the vast majorities of

companies are unaware of these emerging dynamics.

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Long-Term Business Implications Much of the recent corporate attention to sustainability has been focused on building brand and improving sales. Stepping back and pondering the current state, one cannot help but to conclude that increasing sales and by inference, promoting consumption is the antithesis of sustainable development. Sure, sustainable development is about not compromising the needs of future generations, but as current generations consume more and affluence levels increase, the challenges become daunting. This underlying tension has not been explored in the media to any extent, in part, I suspect, because advertising revenues are at the core of their survival. No wonder most companies are aware of these potential conflicts and have not figured a coherent path forward.

Probably the companies that have made the most progress are those that are at the very start of the supply chain, namely, companies in the natural resource and energy sectors. They know that their future success is all about maintaining existing, and obtaining new, licenses to operate. This requires that the local communities trust them as responsible corporate citizens. Increasing global population and affluence will place greater demands on resources, and the companies that are the viewed as the most responsible in extracting and supplying these will be at an advantage. Responsible resource companies are starting to make decisions on which companies next in the supply chain will be allowed to buy these resources. For example, companies producing mercury and lead are now restricting sales for certain end-user applications. Going the opposite way down through the supply chain, companies such as the previously mentioned Wal-Mart are closely examining their supply chains. What is clearly developing is a whole new level of scrutiny of attention to each stage in the chain. Companies want reliable sources of materials; they want to be viewed as a reputable supplier at the next stage in the chain and/or a responsible company selling to end users.

The bottom line of this memo is that sustainability is more than just a trendy issue to leverage as part of a marketing plan. It is about access to future resources and the ability to continue operations while being viewed as both reliable and responsible by our customers and our communities. It is a much more complex issue than meets the eye, and very few companies have robust strategies. There is a much greater business opportunity in all this than just selling a few new green products.

Sincerely

MEMO TO MARKETING By: RIcHARd MAcLEAN, cOMpETITIvE ENvIRONMENT, INc., WWW.cOMpETITIvE-E.cOM


awareness

Only 3% of the water on earth is fresh water

the rest is salt water. Fresh water supplies are

becoming increasingly scarce. Only 20% of the

world’s population has running water, and more

than 1 billion people do not have any access to

clean water.

The Green Book, Elizabeth Rogers &

Thomas M. Kostigen, Three Rivers Press, New

York, 2007, pg. Xiv

Interesting Environmental Facts• Each year Americans alone throw away

18 billion disposable diapers. In perspective,

this is enough to extend from the earth to the

moon and back 7 times.• Americans go through on average 2.5

million plastic bottles per hour.• Ford Motor Company indicates that 75%

of every vehicle is recyclable.• Dishwashers use about 11 gallons of water.

Hand washed dishes use up approximately 16

gallons.

• Taking a bath, half full of water, uses

around 20 gallons of water. However, an

average length shower only uses about 13

gallons.• Americans normally use about 70 gallons

of water each day.University of Tampa students: Sara

Shackelford Vanessa Crimmins, Barbara

Little, www.afn.org. Green Promotional Products

This industry is embracing green concepts.

One of the strongest green promotional

products manufacturers is Groline™ featuring

live plants in biodegradable packing with eco

friendly inks supporting eco sustainability

making their offerings perfect for any green or

ecology minded program.

www.thegroline.com

Eco-Joke Why can’t you play cards in the jungle?

Answer: Because there’s too many cheetahs!www.thinkquest.org


Motivate

Corporations and consumers alike are

constantly trying to find new ways to reduce

waste as well as their impact on the environment.

Tree Cards are a fantastic way to reward

consumers for recycling, converting monthly

bills to e-statements, or as a great on-pack

promotion for energy efficient light bulbs.

www.mediatree.com

NUMBERS

70 Percentage of global freshwater use that is

devoted to irrigation. Industry soaks up 22 percent,

and the remainder goes to households. About 20

percent of all cropland worldwide is irrigated; that

land yields 40 percent of the world’s food supply.

528 Minimum amount of water, in gallons, required

to produce a day’s worth of food for one person,

according to United Nations estimates. One pound of

rice takes about 240 gallons of water; 1,680 gallons go

into creating one pound of grain-fed beef.

4.4 billion Amount of human waste, in pounds,

entering global watercourses each day, according to

the U.N.’s World Water Assessment Programme. In

developing countries, 70 percent of industrial waste is

dumped into the water supply with no treatment.

Numbers Water, From Precipitation to Irrigation

to Sanitation, Jeremy Jacquot, Discover Magazine,

December, 2009 issue, published online at www.

discover.com.

Human influenced facts • If just 25% of U.S. families used 10 fewer plastic bags

a month, we would save over 2.5 BILLION bags a year.

• Every year we throw away 24 million tons of leaves

and grass. Leaves alone account for 75% of our solid

waste in the fall. • On the average, the 140 million cars in America are

estimated to travel almost 4 billion miles in a day, and

according to the Department of Transportation, they use

over 200 million gallons of gasoline doing it.

• IA train system has already been developed (back in

1987) which is based on magnetic levitation and causes

minimal pollution. These versions of a train are already in

use in several countries. • Every ton of recycled office paper saves 380 gallons

of oil. • Glass produced from recycled glass instead of raw

materials reduces related air pollution by 20%, and water

pollution by 50%.• Over 100 pesticide ingredients are suspected to

cause birth defects, cancer, and gene mutations.

• Homeowners use up to 10 times more toxic chemicals

per acre than farmers. • The world’s per capita grain production has been on

the downfall since 1985 despite the use of fertilizers and

pesticides.www.thinkquest.org


By: TRENdcENTRAL.cOM

Trends

THE ICE CAPS are

melting. Polar bears are losing

their homes. The weather is

totally screwy, and after a few

years of living in NYC, you’re now

asthmatic. From the global stuff

to the local stuff, it's clear that

Mother Earth is pretty pissed off

at her children. And after more

than 150 years of post-Industrial

Revolution neglect, it seems world

leaders are ready to make some

major changes to get back on her

good side. While the hyped up

climate summit in Copenhagen

left much to be desired, hope still

remains, particularly after the

recent State of the Union address.

Now more than ever, the science

and technology communities are

working aggressively to provide

creative and innovative "clean"

solutions to the global energy

crisis, one step - sometimes

literally - at a time.

FEET: Harnessing the energy

from your left-right-left, UK

company Pavegen Systems plans

to power the path you walk on.

The rubber sidewalk tiles, made

from 100% recycled tires, depress

each time they're stepped on.

The kinetic energy generated is

then converted into electricity

and stored inside the tile. A very

small percentage (about 5%) of

that energy makes the tiles glow,

while the remaining 95% powers

the tiles' environs, ranging from

streetlights to digital information

displays to other surrounding

electronics. Not yet in official use,

Pavegen is looking for investors to

get people walking on sunshine.

Whoa oh.

FOOD: If you thought Doc

Brown's eco-friendly, brew-fueled

Mr. Fusion was a little too far-

fetched even for the future, you

may be drinking your words soon.

While fuel stations have yet to

swap out gas for brew, carb-loaded

beverages might be a source of

fuel for something else: the mobile

phone. According to Daizi Zheng,

Coke makes a pretty good battery.

The Central Saint Martins grad's

Nokia ‘green’ phone concept

highlights the benefits of a bio-

battery over lithium batteries.

The high costs, resource-heavy

production methods, nasty

ingredients, and difficult disposal

methods of traditional batteries

could be replaced in a phone that

runs on carbohydrates. Whether

it's Coke, beer, or tea with honey,

the "battery" in this concept phone

uses the enzymes found in sugary

drinks as a catalyst to generate

electricity. It also boasts a charge

that lasts three to four times

longer than the standard lithium

variety. Whoever said carbs were

the enemy?

WIND: Traffic can be killer,

and if you live in a city of crowded

roads and highways, then you're

probably all too familiar with

the concept of road rage. With

so many cars on the road in the

hours after sunset, the need for

highway lighting has increased,

as has the energy powering those

lights. Harnessing some good out

of all those cars burning is TAK

Studio's Turbine Light concept

design. As cars drive along, the

wind that's produced powers a

turbine inside the Turbine Light,

generating electricity, which lights

the way for drivers. The Turbine

Light will be featured in the

design competition at the Greener

Gadgets Conference, where we'll

surely be seeing a number of

other green ideas that hopefully

will jumpstart the move towards a

cleaner, greener future.

*References to products and

services in trendcentral do not

imply our endorsement, but rather

are intended to provide objective

insights into emerging trends and

examples of those trends.

trendcentral is published by The

Intelligence Group, a trend

research and consumer insights

company focusing on youth culture.

For more information please visit

www.trendcentral.com.

feet

food

win

d


By: dR. pETER TARLOW

travel

THE BOOK OF Ecclesiastes

teaches us "Do not look too long on

the beauty that belongs to someone

else." In other words, we can never

be another, but rather we must learn

to appreciate what is beautiful in

our own lives and in our community.

This is an important concept not

only in life but also in tourism and

economic development. Brilliant

results come about when we are

best at being ourselves. Being green

and beautifying a city brings about

these brilliant results. No one likes

visiting a city whose streets are cold

and lack both inner and outer beauty.

In tourism being “green” is not only

what a city does on the outside but

also about what a city accomplishes

on the inside.

Tourists and visitors appreciate

the opportunity to see more than the

major sites, they also want to see the

real locale, its city or landscapes, its

gardens and its parks. These “other

attractions” go beyond a place’s outer

shell to the potential of a community’s

soul. For the visitors and hospitality

industry being green also means

creating a green environment for the

locale’s residents. Both the quality of

life and the quality of work increase

for those who reside in places that

promote both its natural and human

resources. When a place pays

attention to its ecology then often

visitors and locales alike begin to

see downtowns that are experiencing

rebirths, the desire for fine restaurants

and an intellectually challenging

museum scene. Each one of these

institutions is part of the greening of a

locale and makes the tourism product

that much more competitive.

All too often beautification gets lost

in a web of politics and budgetary items.

Remember that these are local issues

that hold no meaning for the visitor.

In fact tourism beautification is not

necessarily an expensive task. While

some projects do take money, others

can be done on an individual basis. To

gain brilliant results think about how

you can beautify your locale by taking

the time to peer into your community's

soul. It means taking a few extra

minutes to make sure that lawns are

mowed, and flowerbeds are weeded

and that you greet each person with a

smile and a pleasant hello.

There are as many ways to make

a place more beautiful as there

are stars in the heavens. From a

tourism perspective, beautification

should not be viewed as a luxury. It

is a necessity! Attractive locales are

the ones that draw in tourist dollars

and encourage people to consider

relocating to them.

Beautification is also a way to hold

down crime. These quality of life issues

seem to speak to the soul, and so in

city after city where broken windows

are replaced, garbage is not allowed

to sit, and front yards are clean and

tidy, crime is also reduced and a civil

society is reborn. In a like manner,

children learn best in appealing

environments. While scholarship can

exist almost anywhere, schools that

teach organization and neatness,

cleanliness and a sense of beauty

have a higher rate of producing good

and productive citizens.

In the end, a place’s beautification

program is more than simply planting

trees and flowers. It is an attempt to

touch a community's inner self and to

find a way so that all of its citizens

can work toward a common good.

That is also what tourism is all about.

Tourism starts by putting a

community’s best foot forward. It is

only by planting the seeds of

beautification that tourism’s economic

renaissance will grow and brilliant

results are achieved.

Travel Beautiful

All too often beautification

gets lost in a web of politics and

budgetary items.


By: MARTIN LINdSTROM

branding

SUDDENLY, YOU SEE it everywhere – in airports, hotels,

restaurants, and of course, in most

public bathrooms. It’s on sale in corner

kiosks, wedged conspicuously between

the gum and People magazine. And in

a blink, it’s been seamlessly integrated

into life as an essential everyday item.

Just five years ago, the product never

existed anywhere, and yet if you were to

conduct a straw poll, most would confide

that they simply couldn’t live without it.

I’m not talking about the iPod or the

Blackberry, or even your favourite pair

of Crocs – I’m talking about antibacterial

hand gel – the kind you can squirt

whenever you feel the need to cleanse.

From what I see around me, a lot of

people seem to be feeling pretty dirty

these days.

It’s a phenomenon prompted by bird

flu and swine flu. Ironically, neither virus

can be prevented by sanitary wipes or

cleansing gels, since both are spread

through minute droplets sneezed or

coughed out by someone who’s infected.

But the thought of contagious diseases

that have the capacity to kill has driven

us into a sanitation spin.

A while back I conducted an

experiment on the American NBC’s

‘Today’ show. It involved scanning a

woman named Kelly’s brain as she

walked down the supermarket aisle.

The objective was to study her thought

patterns as she made a selection

from the thousands of products on

offer. Supermarket executives closely

monitored the large screens displaying

Kelly’s brain activity as she engaged in

her choices. They were thrilled with her

selection of brands, and applauded her

decision-making processes.

Kelly first picked a baby shampoo,

explaining after, that her child’s

pediatrician recommended the brand.

Interestingly, this very choice generated

the most brain activity during the

shopping spree, supporting research

that says that when an authoritative

figure recommends a brand, our brains

focus more intently. This probably

goes some way towards explaining

why testimonials remain effective.

Furthermore, the executives were

intrigued by the fact that the ‘discount’

signs consistently registered on the

scans, despite Kelly denying being

affected by them.

There was one thing that the

executives, the film crew, the producer,

and even the viewers failed to notice.

Every time Kelly picked a product off the

shelf, the brain measured a 4-second

reaction. And it’s this reaction time that

can force a manufacturer to change

everything about their marketing

strategy, including their packaging and

marketing campaign.

Let’s take a moment to think about

this. Every time Kelly selected an item

from the shelves, she held it in her hands

momentarily and examined it. There’s

nothing surprising about this. What was

surprising is that once she’d made her

decision to buy that very product, she’d

return it to the shelf, and pick another

just like it, stashed three rows behind.

This whole action took less than four

seconds.

Did she consider the first item dirty?

Perhaps. Research reveals that a

similar experiment conducted five years

ago, minus the brain scans, revealed

The 4-second revolution!


their ‘Kelly’ couldn’t have cared less.

What she initially picked off the shelf

went directly into her trolley. But now,

this fear of contamination has totally

entered the shopper’s psyche.

The brain scans showed that as Kelly

took the product off the shelf and at

the same moment decided to buy it, a

strong activation in the amygdale area

of her brain took place. The amygdale

is responsible for generating fear

and danger, as well as psychological

discomfort. The fear was registered

with every first contact Kelly had during

the entire shopping expedition, from the

Dove soap to the Gillette foam, as well

as the Elizabeth Arden beauty products.

The fearful response grew even more

dramatically when the product of her

choosing was the last item on the shelf.

So much so, that she opted for another

brand rather than go with the last-

standing item.

This, you may say, is the response

of just one woman, and as such,

cannot be held as an ultimate truth. I

suspect however, that her reaction is far

from unusual.

After her shopping trip, I asked Kelly

why she finally bought the shampoo

and gel, while on the other hand she

returned the shaver and mascara to the

shelf. She replied, “Because I somehow

didn’t feel for the brand”. Had I decided

to build my future strategy based on

the outcome of good, old, conventional

qualitative research techniques, I would

never know how to solve the problem

of Kelly’s brand rejection. However,

the deciding 4-seconds measured by

the scan revealed that cleanliness had

catapulted up the ladder of priorities...

now by far surprising any other factor –

even though she was a big fan of both

the brands she ended up rejecting.

Environmental issues, media

fragmentation, and the need for

increased consumer interaction with

the brand have become the most

pressing topics in the branding world.

As the globe focuses on these very

important issues, another trend seems

to have slipped in the side door – the

need for sanitisation. Despite the

insidious nature of this need for clean,

the affect on our behaviour is so subtle

that even consumers are not aware of

its power to control our behaviour. It’s

embedded itself into our culture, our

behaviour and our decision making to

such an extent, that to a large degree

it controls where we choose to spend

our money.

Whatever you may think of it, those

brands who are clever enough to identify

and run with it, will be the ones who

will be reaping untold rewards. In a

consumer population who has come

to expect their food to be well sealed

and vacuum packed, their expectations

have now extended to every category

they purchase being sanitised for their

protection.

But there’s another message

underlying this fact. Far too often we

look in the wrong direction for answers,

forgetting that we are fundamentally

emotional creatures, 85% driven by

our subconscious mind. Yet today

100% of all our research seems to

rely on studied, conscious research

techniques. A little food for thought, I

guess. So long as it’s sanitised before

we do the thinking!


incentivesBy: Arnold Light, cTc

Green Golf IncentivesAre Catching On…SO WHEN YOU select

your next destination for your next

incentive group you should include

on your checklist whether or not the

course at the chosen resort or other

golf courses at the destination has

or is participating in the Golf & The

Environment Initiative. This initiative

instituted in 2008 is dedicated to

the protection and enhancement of

the natural environment. The PGA,

USGA and Audubon International

have teamed together to promote

awareness of the environment and to

take action in cooperation with golfers

and the golf industry.

Since many travel incentive

programs include golf, this column

will offer some advice on where to do

it, what to do, and or instruct golfers

on how to treat the golf course.

What to Do

Walk rather than use a cart. •

Walking promotes physical fitness,

healthy turf and a cleaner

environment.

Repair ball marks and replace •

divots to help maintain playability.

Lower mowing heights required for •

fast greens are at the root of many

turf and environmental problems.

Therefore look for consistent true

ball roll on greens, rather than

speed.

Keep play on the course and stay •

out of natural areas. Respect

designated environmentally

sensitive areas and wildlife habitats

within the course.

Use trash and recycling •

receptacles. If you see trash, pick it

up and dispose of it properly.

Appreciate the natural wonders of •

the game. Foster wildlife and

natural habitats in non-play areas.

Golf courses offer numerous

opportunities to not only provide

pleasant courses to play but also to

protect drinking water, improve the

water quality of our lakes, streams and

rivers, support a variety of plants and

wildlife and protect our environment

for future generations.

Where To Play Green

Now if your corporate policy is

such as to purchase resources and

services that are sustainable and

green including incentive travel and

golf events your next step is to find

some courses that meet the criteria

established by the Golf & The

Environment Initiative. To help you

do this here are some resorts and

courses that are leading the way. This

list however is by no means complete

as there are over 1600 courses in the

US alone.

Of the 60 Marriott Golf

managed golf properties around

the globe, 24 in North America

and one signature property in

the Caribbean became Certif ied

Audubon Cooperative Sanctuaries.

In addition the program will

be expanded internationally,

requiring 17 international golf

properties to become Certif ied

Audubon Cooperative Sanctuaries

during 2009/10. This certif ication

recognizes that the golf course

has been successfully designed,

constructed, and managed with

a comprehensive approach to

environmental protection. It also

examines wildlife management

and habitat, water conservation


and quality practices, chemical use

and community outreach, among

other tests.

The Greg Norman-designed

course at Le Paradis St. Lucia Beach,

Golf & Marina Resort in Praslin Bay –

one of the top new golf courses in the

Caribbean – is adding a new state-of-

the-art, computer controlled irrigation

system that conserves water while

promoting lush fairways. Even the

system's pipes are green.

In Oregon the golf courses at Sun

River (Crosswater Golf Club) Resort

at Sqaw Peak and Stowe Mountain

Lodge (Stowe Mountain Club) also all

have Signature Sanctuary Certification

from Audubon International. In

addition there are 16 other golf

courses in Oregon that are certified as

sanctuaries by Audubon International.

For those companies who run

annual golf recognition programs as

a single day event and want to keep

them green here are several options:

Back in the eastern region of the •

USA the three top environmentally

friendly golf courses include Bulls

Bridge Golf Club in Kent, CT, the Bay

Club at Mattapoisett, in Mattapoisett,

MA, and Red Tail Golf Club in

Devens, MA. Several other clubs, all

in New England, are Audubon

Certified Sanctuaries, including TPC

River Highlands in Cromwell, CT,

TPC Boston, and Hyannisport Club

in Hyannisport, MA.

Here are three very different •

locations where turf is being

successfully managed without the

use of chemical pesticides. They

are Applewood Golf Course, in

Golden Colorado, Granby River

Golf Course in Grand Forks, British

Columbia and the Vineyard Golf

Club in Martha’s Vineyard,

Massachusetts.

Golf can play a unique role in

sustaining our environment. It is up to

those who plan golf incentives and

recognition programs to pressure

those golf courses that are not involved

in either the Golf & The Environment

Initiative or Audubon International’s

Sanctuary program to quickly get up to

speed in order to improve their image

and reputation, enrich a golfer’s

experience and enhance their financial

performance.

Have A Rewarding Day…

The great Zig Ziglar said it best:

“You can have anything you want if

you will just help enough other people

get what they want.”

Your company can be that company

that went out of its way to help when

things were tight. And, I promise you,

they will remember you if you ensure

your name stays in front of them during

this downturn. Here are a few ways to

do this. I am sure you will undoubtedly

think of more:

Personal, encouraging notes to key •

individuals

Referrals. Look at whom you can •

refer your clients/targets to

Get good press. Share what you are •

doing and take the credit for it

Keep reminding your target you are •

here for them, in the form of cool

promotional items

Folks will remember you if you

put it out there that you want to be

of service, whether they buy your

products right now or not. Use cost-

effective promotional products that

carry your message and that remind

them you are with them all the way.

You never know when they might

have to choose your product or

someone else’s, so keep talking to

their needs, not your own. They will

respond favorably with brand loyalty

when the dust settles.

Is this the personal way to let them

know you care about them? Of course.

It’s ALL Personal.

Don’t just sell it. Live it everyday!

columns in newspapers, magazines

and on e-zines that provide your target

with helpful information they can use.

Put out informational newsletters and

host seminars and really get behind

helping clients and your target audience

get through all this. In other words, stay

with them!

“When you

change the way

you look at

things, the

things you look

at change.” WAYNE DYER,

THE POWER OF INTENTION

History tells us that in the 30’s,

some companies went under. By the

same token, more millionaires were

created during that same period of

time than ever before, and one reason

is that some folks were poised to take

advantage of the current economic

conditions while others were not.

Good for them. The rest of us, too,

can also make things work if we will

put others fi rst, not second, in our

support for them.

Assess every situation on an individual basis.

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

Offer positive reinforcement.

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

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

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

www.brilliantpublishing.com October 2008 | Brilliant Results 39

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

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

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

with bright colors and eye catch-ing graphics

-cise fashion

your exhibit

the customer relationship

of your marketing message for the event

To be effective, postcards must:

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

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

show promotion part of your trade-

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

additional time and effort, but you’ll

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

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

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

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

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

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

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

10 Ways to improve...

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

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

www.bri l l iantpubl ishing.comwww.bri l l iantpubl ishing.com November 2008 | Brilliant Results 39www.bri l l iantpubl ishing.com November 2008 | Brilliant Results 39www.bri l l iantpubl ishing.com March 2010 | Brilliant Results 23www.bri l l iantpubl ishing.com

Marketing Madness:Expecting Brilliant Results from Dissatisfied Employees

CBS PUT ON quite a show on

Super Bowl Sunday last month. I’m

not talking about the football game;

I’m talking about the show after the

Super Bowl, “Undercover Boss.”

The show features the presidents of

major corporations going undercover,

on the front lines, within their own

organizations to get an unabashed

feel for what’s going on.

In the first episode, Waste

Management President Larry

O’Donnell went undercover to

perform jobs ranging from sorting

at a recycling center and cleaning

porta-potties to picking up trash

at a landfill. What Mr. O’Donnell

discovered upset, touched and

delighted him. What upset him was the

negative effect policies and directives

he personally issued from his desk

were having on Waste Management

employees. What touched him was

the way his employees touched the

personal lives of Waste Management

customers. And what delighted him,

were the dedicated employees he

met who had found ways to cope

with a dysfunctional system despite

personal challenges. In the end, Larry

O’Donnell said, “I’m going to approach

how I do my job differently.”

It was evident from the show

that Mr. O’Donnell is a decent,

sensitive and moral individual. The

problem was, he was too focused

on productivity and profit — fueled

no doubt by pressure from a board

of directors who had shareholders

to answer to. What was interesting

however was that after Mr. O’Donnell

By: MIcHAEL M. cROOKS

marketing

DO MORE....

WO

RK H

ARD

ER

FAST

ER F

ASTE

R!

MAK

E US

MO

RE M

ONE

Y!!

!


implemented some changes, there

was a measurable increase in

employee moral and productivity.

One of the important takeaways

from this was the realization that

Mr. O’Donnell didn’t know … what

he didn’t know. For instance, while

working the route on a garbage

truck with a female partner, he was

shocked to realize that because

of the time constraints placed on

the route workers, as a result of

his productivity directives, this

female employee was forced to

take bathroom breaks in a can she

kept in the truck. Like I said, Mr.

O’Donnell is a decent, sensitive and

moral individual. That situation will

change. As far as reality shows go,

“Undercover Boss” could have the

most significant positive effect on

our society, serving as a tremendous

catalyst for workplace change.

What’s this have to do with

marketing? Plenty. Most companies

are extremely aware of their

external markets such as clients,

customers, distributor networks

and even vendors. But many fail

to realize that employees make

up an internal market. There are

plenty of organizations that bend

over backwards to get feedback

and input from customers and

clients. Far fewer work as hard

to get feedback and input from

employees. I sincerely believe that

any organization that doesn’t view

its employees as an internal market

is shortsighted. And if you think

the majority of your employees are

happy campers — I’ve got news

for you.

In a report released January

5, 2010 by The Conference Board

based on a survey of 5000 U.S.

households, only 45 percent of those

surveyed said they are satisfied

with their jobs. 55 percent are not

satisfied with their jobs! According

to Lynn Franco, director of the

Consumer Research Center of The

Conference Board, “The downward

trend in job satisfaction could spell

trouble for the overall engagement

of U.S. employees and ultimately

employee productivity."

What the report doesn’t tell us

is WHY 55 percent of employees

are dissatisfied. And while specific

reasons for dissatisfaction vary

by company, job and employee,

I believe it can pretty much be

summed up as a disconnect between

those in the ivory tower and those in

the trenches.

One of the best books I ever read

on management and problem solving

is an 80-page book called, “I Know

It When I See It” by John Guaspari.

In the book, the Boss demoralized

his employees by telling them that

the key to increasing the quality of

their product is to, “Try Harder! Do

Better!” It had the same effect as

unfunded government mandates —

no one was given the information,

tools or ability to accomplish the

edict. What followed were employee

frustration, job dissatisfaction and

further loss of market share.

If your company is large enough,

I encourage you to consider an

undercover operation to include the

top echelon. Get out of your comfort

zone. See first-hand what affect

your policies and directives are

having on those who must deliver

your product or service. In smaller

companies, I encourage bosses

and managers to get out of the back

room. Run the cash register. Load

some trucks. Ride and work the

route. Stock some shelves.

The easiest dollar made is

from a happy, repeat customer.

But that’s a lot harder to achieve

when employees’ are hampered by

decisions based solely on numbers

made by people sitting behind desks

who are out of touch with reality.

And finally, the fact that 55

percent of employees are

dissatisfied with their jobs means

there is tremendous opportunity for

promotional marketers to develop

employee satisfaction and retention

programs. If those programs are

developed based on some serious

undercover boss-type research,

then the outcome should be brilliant

results.

Try Harder! Do Better!” It had

the same effect as unfunded government

mandates — no one was given the information, tools or ability to accomplish

the edict.


MY KIDS THINK I’m a

Luddite. I am from the world where

the value of face-to-face marketing

was one I understood. Now I live in

a world where people communicate

with their thumbs. However lately I’ve

seen that faces and thumbs can live

in harmony.

I will admit that thumbs can

connect to the world instantly. They

can communicate to large numbers

of people in real time, albeit at the

cost of good grammar and spelling.

Faces still have the advantage of

being able to stare eyeball to eyeball

with a client even if it is only one at a

time. So in a world where it is faster

and considerably less expensive to

connect with a text, can one justify

the cost of face-to-face?

A report I read recently prepared

by the Harvard Business Review

titled, “Managing Across Distance

in Today’s Economic Climate”

focused on the issue of the high cost

of business value versus the

benefits. The report described

four key areas where face-to-

face trumps technology:

Developing new clients: •

95% of respondents said that

face-to-face was crucial for

building strong and long-term

client relationships.

Negotiating: When •

negotiating major

contracts and

agreements,

82% said that

face-to-face

meetings are

the most

effective tool in

their arsenal.

Maintaining •

relationships: It’s relatively easy to

hide feelings, concerns and

priorities behind technology. Any

one who deals with people face-to-

face on a regular basis will attest

to their ability to pick up on signals

that often reveal the real story

behind the words.

Cultural barriers: Try texting a •

partner on the other side of the

world and see if the real message

was understood the first time. I am

not just talking about language but

the nuances of your message,

which may or may not be

recognized. The value of face-to-

face is to be able to read the non-

verbal acceptance of what you are

saying and be able to clarify if

necessary.

So there are advantages to face-

to-face. However, with the high

cost of business travel in a shaky

economy do these advantages justify

the cost?

In this same report 60% of sales

and marketing people said that

cutbacks in their business travel

would hurt business, while 36%

of finance people said cutbacks

would have no impact on the

business. So now we have the

age-old conflict between those

who solicit business and those

who pay for it.

The solution is to make

a strong enough case for

face-to-face and to provide

new metrics for measuring

return. Here are three

things to consider:

Combine business travel with •

other activities. A major event like

a trade show or conference is a

magnet for buyers and sellers. By

combining your exhibit investment

to include time for individual sales

calls, meetings and presentations,

you can amortize the cost and

increase the value of the

investment to your corporation.

Establish a singular budget. Often •

the exhibition budget is a

marketing activity while sales calls

are sales. When you combine both

activities under one budget line

you create a corporate expenditure

that has a higher probability of

measurable success.

Establish multiple metrics. In the •

past, corporations measured

success by focusing on one or two

metrics. In our new world this list

of metrics should be expanded.

For example you may use your

trade show to gather quality leads,

a sales meeting to close a sale

and an on-site presentation to

advance the sales cycle. Three

activities needing three individual

metrics with the results of the

three being attributed to the overall

success of the exhibition program.

The battle of thumbs and faces

has only just begun. Perhaps in the

future one will totally replace the

other – but that’s not the case now.

Before you let the finance people

decimate your face-to-face budget

perhaps its time to sit down with them

and have a serious conversation.

Reference: http://hkg.grants.ba.com/

harvard-business-review.pdf

By: BARRy SISKINd

exhibit

Technology versus face to face


Appreciativeness; It’s a Good Thing for Relationship ROIAPPRECIATING OTHERS IS something we need

to keep in the forefront of our thinking.

While showing that appreciation

can sometimes be elusive; personal

awareness of the challenge goes

a long way toward the resolution.

Everyone wants relationship ROI; in

order to get, you must give.

Friends sharinG One of the things that I love about

speaking professionally is that I get to

meet, and keep in touch with, great

folks from all around the world. The

president of a good sized contracting

company from South Carolina recently

sent me this story suggesting that it

went along with advice that I offered at

his industry’s recent annual meeting:

“When I was a kid, my mom liked to

make breakfast food for dinner every

now and then. And I remember one

night in particular when she had made

breakfast after a long, hard day at work.

On that evening so long ago, my mom

placed a plate of eggs, and sausage

and extremely burned biscuits in front

of my dad. I remember waiting to see

if anyone noticed! Yet all my dad did

was reach for his biscuit, smile at my

mom and ask me how my day was at

school. I don't remember what I told

him that night, but I do remember

watching him smear butter and jelly on

that biscuit and eat every bite!

When I got up from the table that

evening, I remember hearing my mom

apologize to my dad for burning the

biscuits. And I'll never forget what he

said: "Honey, I love burned biscuits."

Later that night, I went to kiss Daddy

good night and I asked him if he really

liked his biscuits burned. He wrapped

me in his arms and said, "Your Momma

put in a hard day at work today and

she's real tired. And besides - a little

burnt biscuit never hurt anyone!"

admiT GuilT Culpability is an uncomfortable

relative, however like all relatives,

must be acknowledged. I, Ed Rigsbee,

must admit some personal guilt here.

After reading this story, I instantly

thought about a comment I recently

made to my wife after she overcooked

some cornbread muffins one recent

morning—my bad! The important thing

to keep in mind is that we will all make

relationship mistakes; it is inevitable!

The question is simply this, “Have

you made enough Relationship Bank

Deposits to cover your withdrawals?”

And trust me; my comment cost me a

big time withdrawal.

Be mindFul and KeeP PersPecTive

The story above, in my opinion,

illustrates appreciativeness at its

best. Do (we, you, I)

appreciate all the large and small

things that our special someone does

for us—even the effort and the intent?

This is something of which to be

always mindful.

Another important element in this

story is that the husband kept things

in perspective. When you think about

it, a crusty biscuit really is no big

deal. However, opening one’s mouth

in the situation could be. By putting

the situation in perspective, realizing

the wife’s exhaustion and intent, even

when the implementation was not as

successful as usual—the intent is

really what mattered. The wife made

the effort! How many times in your

relationship have you failed to even

make an effort? I sure know I’m guilty

in this area.

I truly believe that appreciativeness

of others can bridge many deep

relationship valleys and help to climb

difficult relationship peaks. Make your

Relationship Bank Deposits today.

strategiesBy: Ed RIGSBEE, cSp


world news

Be Environmentally Responsible:

Use Paper!By: dAN WALSH

THERE WAS A magazine

advertisement back in the early 90’s

whose tag line was “Save the Corn!”

It was a tongue-in-cheek ad from

a paper mill, explaining that much

like corn, trees are a crop. The ad

went on to explain how the paper

mills plant 3 trees for every one that

is cut down. And while that ad was

primarily accurate, the paper and

printing industry had a long way to

go to truly become environmentally

responsible. Fast-forward 20 years

to now and both industries have

become leaders in environmental

responsibility. Whether you’re a

direct mailer or publisher, you should

be confident that the message you’re

communicating is being done in one

of the “greenest” ways possible.

Paper is one of the most recycled

and recyclable materials in the

world. Consider your home and

office: there is more than likely a

recycling program for paper. Office

paper, catalogs, newspapers, etc.

get recycled every week. But what

about plastic bottles or electronics?

Probably not. Even the paper that

doesn’t make it to the recycling

facility will decompose in a landfill

in a matter of weeks. Compare that

to a cell phone or computer monitor,

which not only will take up to a

million years to decompose, but will

also emit hazardous elements in the

process. According to Green Home,

“more than 700 chemicals are used

to manufacture computers, and their

internal hardware is packed with

cadmium, chromium, mercury, and

other heavy metals.” Did you get that

new flat screen over the holidays? Be

mindful of how you dispose of that

old TV. And cell phones? Millions

are thrown in the trash weekly. This

is not to say that we should all stop

using our computers, cells phones,

and watching television, but since

all these mediums are used for

communication, the environmental

aspect of using paper should be put

in the proper favorable light.

Almost every North American

mill now offers recycled paper, and

as opposed to the early nineties,

the product’s quality is now on par

with its virgin counterpart. A starting

point and minimum for recycled is

10% PCW (post-consumer waste).

Many #2 quality grades are now

10% PCW as a standard, with no

up charge. So if you’re using a #2,

you might already be using recycled

without knowing it. Many #3 grades

offer a recycled product, and most

carry about a $1.00/cwt charge for

each 10% of recycled content. Some

grades are available with up to 30%

PCW. As for #4 and #5 grades, most

max out at 10%, also for a small

up charge. In some cases, 100%-

recycled paper is available, although

this paper is typically uncoated.

Paper has been recycled for

decades, but there were initiatives

still needed to protect trees - not

the trees planted and intended for

harvesting, like the “corn”, but trees

in old growth areas such as the

rainforests and boreal forests. It’s

true that old-growth forests are still

being cut down, and this needs to be

stopped. While Illegal forestation is

being conducted to harvest wood for

both lumber and paper, this practice

is taking place almost wholly outside

By: dAN WALSH, v.p. Of cATALOG ANd puBLIcATION pApERS AT BRAdNER SMITH & cO.

Whether you’re a direct mailer or publisher,

you should be confident that the message you’re

communicating is being done in one of the “greenest” ways possible.


of North America. The initiatives that

were needed are now seen in 3rd

party certification organizations such

as the Forest Stewardship Council

(FSC), Sustainable Forestry Initiative

(SFI) and other certifiers. You can

rest assured that as long as the paper

for your project comes from a North

American mill, it is not coming from

an old-growth forest. Additionally, if

your desire is to communicate your

environmental goals, you can request

FSC certified paper. The certification

assures the consumer that the paper

has come from forests that are well

managed. While there is typically a

small up charge, more and more direct

mailers and publishers are seeking

the seal on the back of their printed

piece. Times Printing was one of the

first printers to become FSC certified,

a rigorous and expensive process to

meet the strict qualifications of the

Forest Stewardship Council.

“Times” has also been recognized

by the state of Wisconsin as an

“environmental leader” with “superior

environmental performance”, so

you can be confident that you’re

communicating your message in the

most environmentally responsible

way. So go ahead, use paper!

And feel good about it!ATTRIBUTION: This article first

appeared in Times Printing’s quarterly

news magazine “Press Check” Winter

2009/2010. Times Printing is a large

web offset publication and catalog

printer located in Random Lake,

Wisconsin.


By: pERSONS NAME HERE

department pg

IT’S ALL PERSONAL

BUSINESS WISE, IF you

still don’t think the environment is a

huge, green elephant in the room, let

me shed some light. Type in ‘going

green’ and you’ll get 121 million links.

Look up environmentally friendly

sites and you will still be reading a

week from now. What does this have

to do with your business? Ignore this

elephant and you will be trampled.

Going Green is everywhere.

Whether you are a tree hugger or

you think that politicians created

a myth called global warming, you

cannot ignore the movement. Even

before the film Soylent Green came

out in 1973 this movement has been

growing. How many emails do you

receive now that ask you not to print

them out if you don’t have to? How

many pieces of mail are you receiving

these days with bills inside that have

printed on them, ‘recycled paper’??

I felt particularly good the other day

after dropping off bags of old clothes

and other items to the Salvation Army.

I was greeted with smiles and I left

there hearing big thank-yous. I felt I

had, in my own small way, helped my

fellow man today. On my way home,

my honey-do list included stopping

off at the local Whole Foods to pick

up a few things and I was unusually

uncomfortable with what seemed

to me to be scowls and stares as I

entered. As I checked my fly and

looked for mustard stains on my

shirt, the little gal at checkout said,

“paper or plastic?” and it hit me: I had

By: dAvE RIBBLE, MAS

it’s all personal


forgotten to bring our recycled grocery

bag with me. The social aspects of

walking the talk had kicked in and

kicked in hard.

Do you really think this is going

away? Consider the following. Toyota

creates the Prius and the Prius sets

records for best gas mileage. Result?

The world rushes to drive one and,

in many cases, pays a premium for

the privilege. For some, it is simply

saving money on gas. For others,

there’s another added value that

goes like this: be seen driving a car

that is contributing to the betterment

of the environment and less to the

destruction of it. The social aspect

of being environmentally conscious

is the byproduct of this purchase. It

is, therefore, what businesses have

to respect and acknowledge. (As of

this writing, the folks at Toyota are in

big trouble because of malfunctions of

their cars. Recalls and lawsuits are

just starting. The social fallout of this,

now, shifts. ‘If you drive a Prius, don’t

volunteer to pick me up until I know

I will be safe riding with you.’ Once

everything settles down, Toyota’s

PR Department has a new set of

challenges to convince all of us their

cars are fixed again.)

Take this same social aspect as

it applies to your business. If your

company is one of many vying for

someone’s account and you’re up

for consideration, is your prospective

client asking you questions about

how you handle recycling? If you are

a manufacturer, are they asking you

about the materials you choose for

packaging? If you are an information-

driven business, are they asking you

how much paper you are using? If they

aren’t yet, they probably will because

it is a direct reflection on what they

can say they are doing in their own

businesses along the same lines.

They’re lining up with other companies

that are like-minded because, frankly,

it is good PR to do so.

We were recently called in to

help extend the Brand of a pretty big

accounting firm in Los Angeles. We

had worked for them before and so they

felt comfortable telling us their wish

list of what they really, really wanted,

if they could have it. Their budget

was tight, but in questioning their

needs and desires for this campaign,

they told us they wanted to convey

they were phenomenally qualified.

They wanted to introduce their key

officers. They wanted to tell the

history of the company. They wanted

to show graphics. How do you convey

all that and more on a promotional

product? We set them up with Flash

Drives that held their information and

automatically uploaded this information

onto the prospects computers, based

on permission to do so and that

they were willing to take a look. We

included with that packet materials

that were printed on recycled paper

with environmentally friendly inks. We

even included a video.

It was if I had four recycled bags in

my hand, walking into Whole Foods.

What silent messages were sent with

this campaign? Answer, that our client

is being responsible and that the

people who work there are, too. Is

this the personal approach we all

should be taking? You bet. Call in

your experts and get a new attitude

about this, because when it comes to

the environment and how your

business can look good, here, It’s ALL

Personal.

The social aspect of being environmentally conscious is the byproduct of this purchase. It is, therefore, what

businesses have to respect and acknowledge.


More heart attacks, strokes,

suicides, sickness, and accidents

occur on Monday mornings than

any other day of the week. Research

suggests that this is because people

are distracted and unhappy when

the weekend is over and they have

to go to jobs they don't resonate

with. If the beginning of your week

makes you want to change the

calendar or your career, you may

want to spend a few moments at

the start of the new year and take a

good look at why.

We have all had the Monday blahs.

It's pretty human to want to avoid the

commute, the grind, or a boss who

seems to enjoy giving you a hard

time. There is also the pressure

of having to show your worth in a

world where jobs are becoming more

difficult to find and keep. Even the

best and the brightest have off days

and times when they wish they were

doing something different. It's only

human.

Now more than ever, hanging in

there is important, and finding ways

to make it more comfortable is clearly

a necessity.

It can help to reassess how you

look at your work and reduce any

pressure that you may be adding

on your own. If you know that your

position is secure, but can't summon

up the energy to enjoy that fact,

start thinking about what the 10-plus

percent of people who don't have a

gig might be doing (and fearing) in

their lives. If that doesn't make you

grateful for what you have, despite the

fact that you feel a little overworked

or underappreciated, then you need

to take a hard look at what else might

be taking away your motivation.

If you don't feel secure about your

job, and you believe that things are

going to get worse, it makes it even

more difficult to face the week ahead.

The old saying that "When the going

gets tough, the tough get going"

is very appropriate here. This is

definitely not the time to rest on your

laurels and wait for something better

to come along.

I suggest making the best

impression you can on a daily basis.

You can turn getting a different job

or starting a home-based business

into your new hobby. You can

also get the whole family involved

in a little weekend business like

a garage sale. Right now, if you

aren't putting in some extra time

and days, you need to think about

doing so.

The upside is that by doing it

as a family you have more time

for your loved ones. And everyone

will appreciate your willingness to

take care of business during a time

now being referred to as the Great

Recession.

Learning to look forward to

Mondays may not be something

you're wired for, but if you can make it

happen, your world is going to feel a

lot better. Accepting that work is a

part of life, and doing whatever you

can to keep your dreams alive while

shining at your day job, is the only

way you can make your dreams a

reality.

By: BARTON GOLdSMITH, pH.d.

staying sharp

For 2010 - Learn to Love Mondays


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

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

Please circle items of interest.

Name Title

Company Industry

Address City State Zip

Phone Fax E-mail

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

3M ® ........................................................................... Back Cover

Aprons, Etc. ............................................................................. 3, 7

Brilliant Publishing ...................................................................... 29

Display Solutions by Aprons, Etc. .................................................7

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

GROLINE .............................................................................5,13,19

Key Bak .......................................................................................23

Promotion Express ......................................................................17

Warwick Publishing .............Inside Front Cover, Inside Back Cover

March advertiser’s index


off the cuffAnswers: 1.c – 2.b – 3.c – 4.b – 5.a – 6.b – 7.a – 8.b – 9.b – 10.b

1. In 2002, the world spent $_____ on military

expenditures while the United Nations spent

$_____ on peacekeeping.

a. $735 billion; 83.7 billion

b. $943 billion; $375 billion

c. $943 billion; 2.82 billion

2. What is the world’s most spoken language?

a. English

b. Chinese, Mandarin

c. Spanish

3. The amount of energy used to make one aluminum

soda can from virgin metal could have produced

how many cans from recycled aluminum?

a. 5

b. 15

c. 20

4. Which country – the United States, Saudi Arabia, or

the Soviet Union – produced the most oil in 1950?

In 2003?

a. Soviet Union; Saudi Arabia

b. United States; Soviet Union

c. United States; Saudi Arabia

5. What was the world’s average life expectancy in

1950? What is it today?

a. 47; 65

b. 65; 65

c. 55; 80

6. I n which year did outstanding US consumer credit

first reach beyond one trillion dollars (in 2001

USD)? (Note: Outstanding consumer credit does

not include mortgages.)

a. 1972

b. 1989

c. 1994

7. In 2003, the United States spent more on advertising

per person than the entire world did.

a. True

b. False

8. China is projected to be the most populous country

in the world in 2050.

a. True

b. False

9. In 2003, what percentage of world grain was

consumed as animal feed?

a. 8%

b. 36%

c. 42%

10. If everyone in the US recycled their Sunday

newspaper each week, how many trees per week would

be saved?

a. 50,000

b. 500,000

c. 5,000,000

Interesting Thought ~According to the Department of Energy, the time it

takes these common materials to degrade in a landfill:

Banana peel:.................................................. 3-4 weeks

Aluminum can: .........................................200-500 years

Diaper: ....................................................500-600 years

Styrofoam

cup, plastic bottle: .......................1 million years or more

(In the US 90% of all water bottles sold are thrown in

the trash not recycled.)

Editor’s Note: Trivia inspired by trivia/information from

the Environmental Resource Center and Worldwatch.org

“The ultimate test of man’s conscience may be his willingness to sacrifice something today for future generations whose words of thanks will not be heard.” – GAyLORd NELSON,

fORMER GOvERNOR Of WIScONSIN, cO-fOuNdER Of EARTH dAy

“I think the environment should be put in the category of our national security. Defense of our resources is just as important as defense abroad. Otherwise what is there to defend? – ROBERT REdfORd,

AcTOR, AT yOSEMITE NATIONAL pARK dEdIcATION, 1985

www.bri l l iantpubl ishing.com34 Brilliant Results | March 2010

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with Post-it® Brand products.

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