Brilliant Results

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Cover Story8 nY Giants - Super Bowl Winning Marketing

departments6 publisher’s letter

7 contributors: who’s who in the industry

13 travel: sports tourism

14 branding: under promise. over deliver. and your brand’s fans will talk

16 strategies: eight ways to elevate your email marketing

18 outside the box: think you’re as creative as a rock? think again.

20 solutions: beware the customer king

22 exhibit: Qr codes can create greater trade show impact

24 advice: eliminate critical comments

14

18

8

20

Vol. 9, No. 04 2012

4 Brilliant Results • April 2012

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PUbLiSheR’S LetteR

IN SPORTS, MARCH is known for its Elite 8. Brilliant Results has chosen April to bring you an Elite 8 with a focus on sport and great business ideas. So relax and enjoy our Elite 8:

1. New York Giants – Super Bowl Winning Marketing

2. Sports Tourism

3. Under Promise – Over Deliver and Your Brand’s Fans Will Talk

4. Eight Ways to Elevate Your Email Marketing

5. Think You’re As Creative As A Rock? Think Again

6. Beware the Customer King

7. QR Codes Can Create Greater Trade Show Impact

8. Eliminate Critical Comments

Whether with your clients or associates, this month and every month I hope all of our readers will share Brilliant Results magazine and always remember to…

Have A Brilliant Day,

Brilliant Publishing LLC9034 Joyce Lane

Hummelstown, PA 17036Ph: 717.571.9233Fax: 717.566.5431

PUBLISHER / ADVERTISINGMaureen Williams

[email protected]

EDITORIALEditor in ChiefMaryAnne Morrill

Senior EditorMichelle Donofry

Style EditorCharity Plata

Asst. EditorMolly Anika

CONTRIBUTING WRITERS

Barton Goldsmith, Ph.D. , Martin Lindstrom, Nicole Merrett, Jim Signorelli, Barry Siskind,

Dr. Peter Tarlow, Steve Woodburn

PRODUCTION / DESIGNArt DirectorJeremy Tingle

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

brilliantresults™

Maureen [email protected] 717-608-5869

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

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

contributors

a Barton Goldsmith, Ph.D. For more than two decades Fortune 500 companies, educational institutions, and government organizations have relied on Dr. Barton Goldsmith to help them develop creative and balanced leadership. His columns appear in over 500 publications. He may be contacted through his web site www.BartonGoldsmith.com.

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

c Nicole Merrett is vice president of CRM marketing for Sage North America, a supplier of business management software and services for small and midsized businesses.

d Jim Signorelli is the founder and CEO of ESW Partners, a Chicago-based marketing fi rm. Over the years, he has worked for a number of national consumer and business brands including Citibank, Kraft Foods, Burger King, Toshiba, Emerson Electric, and The American Marketing Association. Inc. Magazine has cited Signorelli’s agency as one of the fastest growing independent companies in the U.S. for three years running and, in 2010, he was the recipient of the “Smart Leader” award given by Smart Business Magazine and U.S. Bank. For more information, please visit www.eswpartners.com.

e 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.

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

g Steve Woodburn works with clients to develop creative and measurable solutions that solve their marketing needs using promotional products, uniform programs, online company stores, point-of-sale initiatives along with rewards and recognition. He builds long-term relationships and becomes a trusted advisor and consultant his clients can turn to for all their brand extension needs. You can reach him at Staples Promotional Products: [email protected]

f

e

d

c

b

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a

April 2012 • Brilliant Results 7www.bri l l iantpubl ishing.com

Mike StevensNew York Giants Senior Vice President and Chief Marketing Offi cer


If your organization has clients willing to wait 30 years for your product on a waiting list that numbers over 140,000, then you have a sense of the popularity of the 2008 (and now 2012) Super Bowl winning New York Giants.

Following is an interview conducted with Mike Stevens, the New York Giants Senior Vice President and Chief Marketing Offi cer, which originally was published in the April 2008 issue of Brilliant Results after the team won the Super Bowl that year. Once again the team has won football’s highest honor and are the 2012 Super Bowl Champions. In light of that achievement, we believe that Mr. Steven’s insights into how a super team and organization successfully brands and markets itself bear repeating.

Mike joined the New York Giants in September, 2006 as the team’s fi rst Senior Vice President and Chief Marketing Offi cer; responsible for all brand development and revenue producing business operations for the NFL club. Previously SVP, Sales & Marketing for the Washington Redskins, Stevens led marketing for the team that Fortune Magazine recently ranked as the most successful and profi table in professional sports.

A pioneer in lifestyle and affi nity marketing, Mike has over 20 years of experience in building emerging brands into major global brands. Mike’s experience has included senior leadership positions in marketing at eBay and the National Basketball Association. Mike’s achievements at eBay included the launch and expansion of eBay’s highly successful sports product categories. Mike also secured many of eBay’s fi rst business-to-consumer merchants, which enabled eBay to successfully expand its brand to a broad-based trading platform beyond collectible products. At the NBA, Mike led worldwide marketing and media operations for the league and was a leader in the league’s successful launch of the Women’s National Basketball Association.

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

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

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

NY Giants – Super Bowl Winning Marketing

By: MaryAnne Morrill


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

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

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

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

MS: Yes, work with them on a customized basis. But also, in certain situations, like when we decided to launch this health and wellness initiative, we go out and fi nd companies whose product or service match up into some of those particular areas that we

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

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

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

The other thing you may or may not know is that we are in partnership with the Jets to build a new stadium, which opens in 2010. You can go to our website and take a look at some of the pictures of the stadium and a Q&A at the link devoted to the stadium. It will be one of the most expensive stadiums ever

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

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

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

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

MS: Yes, work with them on a customized basis. But also, in certain situations, like when we decided to launch this health and wellness initiative, we go out and fi nd companies whose product or service match up into some of those particular areas that we

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

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

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

The other thing you may or may not know is that we are in partnership with the Jets to build a new stadium, which opens in 2010. You can go to our website and take a look at some of the pictures of the stadium and a Q&A at the link devoted to the stadium. It will be one of the most expensive stadiums ever


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built given the cost of labor and materials here in New York. So the Super Bowl timing given the size and scale of that project has helped raise our awareness of what we are doing and general excitement and excitement of the fans.

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

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

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

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

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

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

Another one that tied in business partners was an online program called our VIP Ticket Program. We made it available to people who have tickets and to anyone who came to our website. We worked with a half dozen business partners on a week-to-week

basis…nothing had to be bought or transacted…it was a reward program and over the course of a year we gave out over a million offers and prizes. It ran the gambit from large to small from weekly prizes like airline tickets and plasma televisions down to giving people discounts on our web store in exchange for answering 2 or 3 questions because we wanted to learn about the likes and dislikes of fans. We used it as a way to reinforce who our business partners are and make it very clear to fans who our sponsors were. Some of them were very high level giveaways and a lot of it was driving transactions and preference by giving Giants fans a better deal then what they could get at retail or some other location and rewarding them for being Giants fans.

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

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

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

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

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

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

MS: I like the sound of that!

built given the cost of labor and materials here in New York. So the Super Bowl timing given the size and scale of that project has helped raise our awareness of what we are doing and general excitement and excitement of the fans.

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

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

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

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

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

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

Another one that tied in business partners was an online program called our VIP Ticket Program. We made it available to people who have tickets and to anyone who came to our website. We worked with a half dozen business partners on a week-to-week

basis…nothing had to be bought or transacted…it was a reward program and over the course of a year we gave out over a million offers and prizes. It ran the gambit from large to small from weekly prizes like airline tickets and plasma televisions down to giving people discounts on our web store in exchange for answering 2 or 3 questions because we wanted to learn about the likes and dislikes of fans. We used it as a way to reinforce who our business partners are and make it very clear to fans who our sponsors were. Some of them were very high level giveaways and a lot of it was driving transactions and preference by giving Giants fans a better deal then what they could get at retail or some other location and rewarding them for being Giants fans.

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

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

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

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

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

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

MS: I like the sound of that!


BY: dr. PETEr TArLOWtRAVeL

THERE IS NO doubt that sports tourism is big business. Sporting events range from little league games to Olympic games. Mega events such as the world cup and a world series can last for a considerable amount of time and bring millions of dollars into a host community. There is a second side of sports tourism that while not exactly overlooked, certainly receives much less attention. The other side of sports tourism that produces brilliant results comes from travelers’ desires to maintain a healthy lifestyle while on the road. Many in the traveling public desire to maintain their exercise routine, to avoid harmful foods or those high in calories and saturated fats. Unfortunately, being healthy while traveling is not always an easy task.

Travel has often been seen as a challenge not only to people on diets but to anyone who might have special food needs. Traditionally staying healthy while on the road is often nothing more than a continual series of challenges. Locations, however, that provide travelers with healthy living opportunities not only produce customer loyalty but also are sure to be on their way toward brilliant results in tourism.

In today’s high stress work world, an ever-greater number of travelers have come to understand why the English word “travel” is derived from the French word “travail” meaning “work”. Modern travel is all too often work. To help you achieve these brilliant results consider the following:

Encourage your restaurants to offer at least some low calorie and/or low fat alternatives. Often restaurant menus provide a great many meat choices and lots of foods high in sugars and fats, but limited choices of fruits and vegetables. Locations that offer creative low calorie foods are sure to please the health conscious traveler and add a new dimension to your dining selections

Do not limit healthy eating only to restaurants. Remember that those who are attending sporting events may also

desire healthy noshes. Offer options and choices so that sports fans have a wider variety of food choices than merely popcorn, hamburgers, hotdogs, or French fries.

Provide, whenever possible not only 24-hour gym services but also other healthy physical alternatives. Consider supplementing your gym product with exercise classes, walking trails, and yoga experiences. Total health is not merely getting sweaty, but rather provides a total health oriented experience.

Offer healthy snacks. Many hotels today offer welcome cookies or other snacks. If offering something sweet, try to use the darkest chocolate possible. Almonds are another healthy snack food, not only are they high in nutrition but they often cut down on someone’s hunger.

Provide in-room exercise guides. Not everyone wants to go to a gym or has the energy to put on athletic wear. In-room exercise guides that teach the weary traveler how to use a bedroom’s chair, wall or bed to stay fit can make the traveler’s stay a lot more pleasant. One of the great challenges to exercise, especially when on the road is the boredom factor. Seek ways that customers can exercise without getting bored. For example, try to create anti-boredom contests or provide television or movies to watch as people exercise. Even commercial counting can help people take their mind off of the tediousness of exercise.

Provide up to the minute health information. Make sure that your guests or visitors know:

• If they need to take precautions regarding food insects or other local pests.

• Where and how to obtain emergency medical care.• Where local pharmacies are located.Remember that travel is often stressful so provide stress

relief via physical activities and you are sure to obtain brilliant results.

Sports Tourism


BY: MArTin LindSTrOM

bRANDiNG

IT’S WHEN COMPANIES under-promise and over-deliver that people experience memorable moments that will affect their habits for a lifetime.

In a small restaurant in Shinjiku, a suburb of Tokyo, I ordered sake. First, the waitress placed a small wooden box in front of me. Then she arrived with a large tray carrying 40 cups. Each one, she explained, represented a different personality. I chose a blue cup, which she removed from her tray and carefully placed in the box.

As she began to pour the traditional drink into my small blue cup, things took a decidedly unusual turn. I had, as most would guess, expected her to stop below the rim. Instead she continued pouring, the clear liquor overfl owing into the wooden box. And then, when most of the cup was submerged, she stopped, smiled, bowed, and said, “Enjoy.”

As I nimbly attempted to fi sh for the cup, I asked her why she had poured so much. Her answer surprised me. She said, “Martin-san, I do this to show gratitude–to deliver a little bit more than what you expect.”

Do you remember the last time you got more than you expected? Perhaps you were shopping for groceries or even buying something online. Am I right in assuming that, rare as these occasions are, when they happen you don’t forget them? When I was a kid, I was a devoted LEGO builder, collecting box after box. I came to realize that LEGO always placed a few extra bricks inside the box, bricks never accounted for on the list of inventory. Over the years I began to accumulate a secret collection of LEGO’s gifted bricks. Funnily enough, I valued this collection above all others. It took on a kind of sacred quality.

Under-Promise. Over-deliver. And Your Brand’s Fans Will Talk


Some years later, I visited the factory and the manager told me that those extra bricks were more a matter of practicality than goodwill. They were included in an attempt to circumvent thousands of requests from distraught parents who had unsuccessfully searched for that missing piece lost under the carpets or beneath the furniture.

Devalued as my collection of special bricks may have been in that childhood moment, what LEGO had inadvertently achieved was to over-deliver and under-promise. And that’s what stuck with me.

These days, we seem to be following a reverse philosophy. We over-promise and under-deliver. Or, at best, we deliver exactly what was promised–nothing more, nothing less. Just think of that pre-packed shrimp salad you bought, where you found that there was not a single shrimp amongst the lettuce, only the four at the top of the plastic container. Or the big bag of potato chips that is more air than chips. In general, we are more familiar with a leaner scenario than we are with excess.

Several years ago, I checked into the Peninsula Hotel in Chicago. I asked the concierge if it was possible to borrow some music CDs. Over the years, I’d grown accustomed to listening to music supplied by other hotels in the Peninsula group. It’s a service they offer to all their regulars. As the hotel was new, the clerk politely informed me that this particular Peninsula had no CD library. Oh, well, so it goes. Yet minutes later, the concierge called to ask me what my favorite music was. Eminem, ABBA, and the Beatles, I replied. I was curious about this, but it slipped my mind as I continued working.

About 20 minutes later, I heard a knock on my door. When I opened it, the concierge handed over a small bag containing three CDs. You guessed it: Eminem, ABBA, and the Beatles. “This is a personal present from us to you,” the concierge said. “Welcome to the Peninsula.”

Now’s let’s pause here for a second. I’ve related this anecdote to hundreds of thousands of people attending my conferences–and to millions who have watched my TV appearances. My guesstimate would be that some 15 million people have heard this story. The cost to the Peninsula? …About $22.50.

Needless to say, the Peninsula experience is far from common. However, every time I hear consumers raving about a brand, almost without exception it’s been the result of the brand over-delivering. In a world where promises are routinely ambiguous or broken, when we encounter such service we find it, quite literally, remarkable. Small acts of generosity imbue us with that rare feeling of being cared for or considered by a company. Perhaps, when it comes down to it, we’re still kids falling under the spell of surprise. If it’s better than what we expected–or hoped for–we remember it above all else.

Who knows? Maybe the brand manager responsible for your favorite brand will not only read this article, but will act on it. Don’t get your hopes up–catering to you may cost a few dollars more than what has been budgeted. After all, few people are willing to step outside the plate and eat into the budget that’s already been set aside for things like consultants or social media ads.

And Your Brand’s Fans Will Talk


MOtiVAtiONBY niCOLE MErrETT

1. Subject Line is KeyEveryone has heard the saying, “Don’t judge a book

by its cover.” Unfortunately, there is a reason—because it’s a natural instinct. First impressions are critical in any form of communication. When people receive an email, the fi rst thing they see is the subject line, which has the potential to either gain or lose their interest. Subject lines that include your company’s name as a reference and provide specifi cs supporting your email topic will typically gain higher open rates.

2. Pay Attention to Who It’s “From”To understand how important this is, think about your

own inbox. Would you be more likely to open an email sent from [email protected] or [email protected]? People don’t want to feel like they are receiving an automated email. If readers don’t see you putting time into personalizing the “from” address, they won’t spend time considering what you have to say.

3. Mail MergePeople love seeing their own name. It makes them feel

the email was written to them personally and not sent to recipient #432. Online services have simple options to directly insert names from your contact database using a template editor.

SuCCeSSFuL eMAiL MArKeting CAMPAignS Are tyPiCALLy deFined AS SuCh BeCAuSe oF their higher oPen And reSPonSe rAteS, And uLtiMAteLy reVenue generAtion. SMALL BuSineSSeS BuSy with eVerydAy tASKS oFten need A LittLe heLP – A BLuePrint LeAding theM to reSuLtS they’d deFine AS “SuCCeSSFuL.” here Are SeVerAL SuggeStionS to heLP you CrAFt More eFFeCtiVe eMAiL CAMPAignS.

Eight Ways to Elevate Your Email Marketing


4. VarietySending an email can be one of the most effective

ways to grab readers’ attention. However, if you abuse the efficiencies email marketing provides, readers will stop showing interest in your emails. Consistency is essential with any marketing campaign, yet variety is equally important.

How often do you send out newsletters, event invites, and updates that aren’t just soliciting a purchase? Are you getting an active response from recipients? If not, try something new. Be conscious about how many emails you send out each week or month. How are individuals interacting with your emails? Are you following up accordingly? How are you engaging the people that seem uninterested? Some email services include click-through analytics that monitor which readers spend time with your emails or forward them along to colleagues.

Chalaran Direct Marketing represents tourism services and entertainment providers in Barbados and uses an E-Marketing tool from Sage to view open rates of its emails to hotels. Employees call recipients who spent the most time within an email and are thus more likely to be interested in its services. Chalaran likewise adjusts messages for recipients who do not spend much time in a particular email.

5. Quality Over QuantityIt’s far more important to send out content-rich emails

than it is to send out long or multiple emails. When you provide your contacts with quality content, they’re more inclined to read your emails and even forward them to friends. Gain the trust of your contacts by emphasizing quality of communication over quantity. One option is providing information they can use immediately. A seller of gardening supplies might offer a series of horticulture tips; and when a prospect is in need of planting materials, is likely to think of the insightful supply marketer first.

6. Content SuggestionsHow can you personalize your message content? Listen

to your readers—the people who take time to contact you are most likely to become customers. Study their emails, questions, likes, and dislikes. Build or improve products with your customers’ input and they will notice you appreciate them and remain loyal. Social media monitoring is one easy way to listen to and engage your readers. Pay attention to what customers are saying online about your services and your industry. Use these insights to create valuable email content.

7. Test EverythingTest the way your email appears, not only through your

own email service provider, but several providers. Test all links in your message to make sure they work. Test your graphics. Pictures are a great way to grab someone’s attention; but remember, pictures don’t always show up in email messages, so test the effectiveness of your email by viewing them in an email client with images turned off and making sure your message remains easy to understand and the call-to-action clear.

Finally, test your email with a spam check tool before sending. Spam check services review email content to see what might get caught in spam filters.

8. And Test Some More with A/B TestingYour email has passed all the tests of looking good,

having working web links, properly placed images, a call to action, and has made it through the spam check, but is not getting the open rates you expected. How come? There are many reasons including time of day, day of week, frequency, message, etc.

So why not teSt it?Test one change at a time. For example, explore

what days your recipients are more likely to open your email. Split up your list and send each set the same email on different days. Does the open rate stand out more on one day than another? A next step could be to determine the time of a particular day people are more willing to open and interact with your email. Again split your list up and send out the same email at different times of the day. A good starting point is the start of the day and middle of the afternoon. Studies have shown these are the best times of day to send emails. See if your tests concur.

When you have a specific day and time recipients are most responsive examine your content. What sort of subject line gains the highest response? Do your recipients react more to graphics or text? Consider the placement of your call to action. Is one position more effective than another? Do your recipients appreciate lengthy, informational emails or do they prefer a quick read? Test each element one at a time.

With email marketing you never need to settle for one formula because you will often have the flexibility to make improvements as you go. So make taking advantage of trends and technology the ‘constants’ in your digital marketing programs. They will help you achieve more tangible results with your campaigns.


BY: STEVE WOOdBUrn

OUtSiDe the bOx

Think Again

Think You’re Creative as a Rock?


It was pitch black as I used my cane and an outstretched arm to fi gure out where I was. Other people around me were doing the same thing in a true case of the blind leading the blind while cars honked and zoomed by. We heard our guide calling us towards him and we groped our way towards his voice, canes tapping the pavement and arms scanning back and forth for obstacles.

No, this wasn’t a nightmare, but a theatrical experience called “Dialogue in the Dark” where you spend some 45 minutes virtually blind and learn what it’s like to live in a world where light is a precious commodity we mostly take for granted.

Creativity, like sight, is something we are all born with in varying degrees. It’s the ability to see connections and possibilities where others do not and to develop those ideas into something viable. While we may not be wired like Michelangelo or JK Rowling (Harry Potter books) or Taylor Swift, we can all do things that will help us tap into that creative streak within. Here are just a few to get you started:

Attend Creative Events: “Dialogue in the Dark” forced my brain to think differently about how to get around. Plays, museums, concerts, movies, art galleries or any other venue where creativity is a key component will open up pathways in your brain that can lead to creative breakthroughs

Exercise: Working out be it at the gym, jogging, walking or yoga has been proven to boost creativity. Studies have shown that almost every area of the brain is enhanced by 30 minutes of aerobic exercise and the effect can last for up to two hours. I fi nd some of my most creative ideas during and after I workout at the gym.

Take a break: Some people meditate, some take naps or read or just sit quietly taking in their environment. Resting your mind with inactivity may not instantly generate creative ideas, but this quiet time changes the dynamics of our brains. The noise, noise, noise in our world shuts out creativity for most of us while quiet helps the brain recharge and focus on creative tasks.

Work on a passion: Hobbies are a great way to get the creative juices fl owing be it quilting, model building, jigsaw puzzles, writing, woodworking or whatever. These activities force your brain to make connections in different

ways and open new pathways that can make the creative juices fl ow.

Always be curious: Curiosity may have killed the cat, but in humans it can be a powerful way to generate creative thoughts and ideas. Always be willing to discover new things, ask questions, travel, explore and be enthusiastic about life. Take classes and be willing to learn because you just never know when new information will bring about the breakthrough you’ve been looking for.

Charles H. Duell, Director of the United States Patent and Trademark Offi ce famously said in 1899, “Everything that can be invented has been invented.” I would hazard to say more ideas and things have been created, patented and trademarked in the past 100 years than at any time in history and his comment shows just how limiting our thoughts can be.

Creativity isn’t always pretty, but it can be funny as Sacha Baron Cohen so aptly portrayed recently at last month’s Oscar awards when he arrived in the costume from his newest movie and was interviewed by Ryan Seacrest:

Rude, crude and obnoxious it may be, but you have to admit it was pretty darn creative.

Ayn Rand, who wrote “Atlas Shrugged” said, “A creative man is motivated by the desire to achieve, not by the desire to beat others.” You may think you’re creative as a rock, but just remember the guy who took a rock and made millions with his invention of Pet Rocks. Really?


BY: JiM SiGnOrELLi

iNSiGht

ONE DAY, WHILE I was attending a college introductory marketing class, the professor asked me to defi ne “the marketing concept” in front of the class. Not having been fully prepared, I slowly stood up and sheepishly replied with an interrogatory “Buy low, sell high?” Okay, admittedly I hadn’t been prepared at all.

Commensurate with an outburst of laughter from the class, a student, two rows in front of me was called upon after furiously waving both arms as if to shout “I know, I know, please pick me professor!” In that moment, the only person who could have felt worse was this guy had he answered wrong. Unfortunately he got it right. And after the professor showered him with high praise, my embarrassment morphed into humiliation.

I have never forgotten the marketing concept. More than thirty years later, I can still recite it verbatim:

Firms should analyze the needs of their customers fi rst before making decisions about how to satisfy those needs better than their competitors.

Beware the Customer King


Shame is an underrated memorization aid. The marketing concept suggests a two-step sequential

ordering of how marketing is planned: “Analyze the needs of customers and do this before making decisions on how to satisfy those needs.” Knowing this, our professor told us, was the key that unlocked the door to the Kingdom of success. And now, after seeing and being associated with companies who have operated by this maxim, my suggestion is to find a different door.

Okay, if you are thinking of embarking on a campaign to sell buggy whips, you might not want to put the plant into overtime until you first learn how many people are still in need of horse and carriage transportation. Additionally for new brands or those without an established identity, surveying consumer needs before betting the farm also makes sense. However, for the majority of brands that fall somewhere between the relatively new and the barely staying alive, I’d strongly recommend avoiding the marketing concept.

The marketing concept is a by-product of the notion that the customer is King. “Know and cherish thy King’s demands,” sayeth the marketing concept “or else suffer his wrath.” I say, “bewareth of this guy (or gal),” he double-talks and can lead you down some treacherous paths if you are not careful.

Consider the legendary New Coke blunder for instance. In taste tests conducted throughout the world, the customer King said, “Wow, this tastes better than the old stuff.” But when introduced, the King vociferously complained, “How could Coke abandon its very rich heritage?”

More recently, The Gap changed its logo to reflect more of what the King told The Gap about its identity: get more hip. After being ridiculed by the King over the Internet for changing its logo, The Gap’s spokesperson lamented that they didn’t realize how much energy there is around their brand, and after much thought, they decided to go back to their iconic blue box logo.

More importantly, the King doesn’t always know what’s best for your brand.

Oldsmobile had a long-standing position as the Cadillac for the middle-class. The King said, “Your car is for the older crowd. To sell more cars, you should make it more youthful. So Olds decided to go young with a campaign themed, “Not Your Father’s Oldsmobile.” Clever line. But now Oldsmobile no longer discriminates between fathers, sons or even grandsons. It’s a memory.

Reebok saw an opportunity to provide the King with a cool/hip fashion statement. But this called for re-engineering


its DNA as a company engaged in facilitating athletic performance. And the customer King ran forth with a loud Swooshing sound as he switched his loyalties to Nike.

Stephen King was once asked to comment on a story he had read. “No,” he moaned. “It’s not a very good story. Its author was too busy listening to other voices as closely as he should have to the one coming from inside.” Therein lies an important lesson for the ‘marketing conceptors.’ Instead of beginning the planning process with a laser focus on customer needs, knowing what your brand stands for first can inoculate the brand against any temptations the King can use to entice a brand towards treachery.

There is nothing wrong with listening to the voice of the consumer. In fact, it is encouraged. But blindly relinquishing to an overestimated assessment of the King’s power can be disastrous. What your brand stands for is your story, not the customer King’s. And your story can’t be created as a result of doing what the King wants done. Admittedly, this is a challenging prescription since what a brand stands for is not always readily apparent.

Finding your “X” Finding your story is like looking at one of those

directories at the shopping mall. To eliminate confusion about where you are standing relative to all the other stores, a big “X “ calls out You Are Here! Nobody knows where the brand’s “X” is better than management. That “X” equates to the brand’s reason for being. And unless the entire organization is reading the same map, the brand’s story becomes inconsistent. But leadership that throws up its hands surrendering to the voice of the consumer King isn’t leadership. It’s followership. Besides the fickle and sometimes unpredictable nature of the King’s demands, “let’s put the “X” where the King wants it to be,” can lead to disingenuous claims, transparent motives and consumer distrust. The brand’s “X” has to be found and passionately pursued, not obsequiously created.

Successful brands like Apple, Nike, and Southwest Airlines have no trouble agreeing on where their “X” is. This has a lot to do with explaining their success. In his recent book entitled Grow, Jim Stengel found that 50 brands, with well-defined “ideals,” including those that I just mentioned, outperformed the S&P by 400% over the last 10 years. For many brands however, knowing what their ideal is requires a certain amount of excavation. It’s a process that must give the brand’s voice more significance than the consumer’s. Consequently, it’s a process that requires a great deal of courage. Because when undertaken, the brand commits to overthrowing the once almighty customer King in order to claim its rightful throne.

One of the ways to plan this excavation is to think of the brand in human terms, as the hero of its own story. It’s important to know the hero’s capabilities, functions and skill set. But analysis has to go beyond your basic SWOT. It has to get at the brand’s motivation. Motives, however described, always reveal underlying beliefs and values. Heroes do what they do because of what they believe. Ultimately, and in the long run, enduring customer relationships are more a function of shared values then desired product functions. Furthermore, playing the USP game is ephemeral given competition’s ability to innovate or copy those same differences over time.

Admittedly, finding the brand’s “X” can be challenging given the impact the discovery can have on a brand’s culture. Something will change. But that change will bring about a better alignment of everyone associated with selling the brand. Furthermore, ultimately regarding purpose as the route to profits instead of a regarding profits as the ultimate purpose will strengthen relationships with the consumer.

Long live the brand King. This article has been adapted from Jim Signorelli’s new book,

StoryBranding: Creating Standout Brands Through The Power of Story (Greenleaf 2012). Brilliant Results wishes to thank Erin MacDonald-Birnbaum of Smith Publicity for bringing this informative author to our attention, www.smithpublicity.com.

Firms should analyze the needs of their customers first

before making decisions about how to satisfy those needs

better than their competitors.


BY: BArrY SiSkind

exhibit

IF YOU WANT people to read your product and service information and yet want to reduce the amount of paper you bring to a trade show, QR codes may be your answer.

Quick Response or QR codes are that weird looking box found in the lower right hand corner of a product label. With an app on a Smartphone or tablet, the user has instant access to company or product information. In a recent projection by US based Gartner Research, by the year 2015 the number of Smartphone’s and media tablets worldwide will exceed one billion.

For the exhibitor looking to provide more information with a greater chance that it will be kept and reviewed, QR codes are the way to go. QR codes are similar in nature to bar codes that retailers use to identify the product, price, SKU, etc. The key difference is that a QR code is two-dimensional which means it holds considerably more information. And the good news for exhibitors both large and small is that any business can easily generate their unique QR codes through the use of a QR generator.

Creating the code is generally free. It begins with your search of the Internet for a generator such as Kaywa.com, QRstuff.com or 2d-code.co.uk or simply Google QR generator and you will see the number of sites available. Once you have found a generator, customizing a QR code is a relatively simple task.

Before you start you need to consider how the QR code will be used. Do you want your customers to be directed to a certain page on your website, given contact information or receive a text about specific product offerings?

Now, using a generator, you can create the QR code that works in your situation. Some generators allow you to customize your QR code with color and format. You can place your QR code on specific products, informational graphics or on your literature and business card. The more places the better.

When you are engaged in a conversation with a visitor rather than offering them a brochure you can suggest they scan your QR code onto their electronic device.

You can offer additional customer service for the visitor who does not have a QR code reader installed. In your pre-show invitations, let your prospects know what you will be offering at the show and that the information will be available through QR codes. Then give them the URL’s for the apps that they can download. Some of the more popular reader apps are Red Laser, Barcode scanner and i-inigma.

If they have arrived at your booth without the appropriate app then you can help them find the right download for their device in a matter of seconds.

There are some who say QR codes are already passé and the marketplace is heading towards a need for more information than what QR’s can provide. While there is truth to this premise and technology continues to improve at break-neck speed, specific visual cues such as we see in a QR code remain an important means of exchanging data and linking to virtual locations.

For the exhibitor looking to add value to their trade show investment, QR technology and the benefit of having an increased exposure to information, at very little cost, leaves the decision to take the plunge a no-brainer.

QR Codes Can Create Greater Trade Show Impact


ADViCeBY: dr. BArTOn GOLdSMiTH

SAYING HURTFUL things will push anyone away, and if you do it enough, no one will want to connect or communicate with you. At that point, you will no longer have an emotional support structure, and joy may be as elusive as a shooting star. We can all nitpick to the point of making those we work with and care for run for the hills or want to cover their ears and say, “La, la, la…” like children do. People simply tune out critical comments when they become a way of life.

When you are constantly critiquing, the person getting the supposed benefi t of your sage advice may just be acting polite to get you to stop as soon as possible. Although you are trying to help, you are actually pushing the other person away. Your words will be blown off, and your advice will not be respected or accepted. This can’t be good for your relationships, no matter how great your guidance is.

To avoid this negative cycle, think about your choice of words carefully, and before you decide whether to tell someone how you feel (or just tell them off), imagine how you would respond. If you’d get tweaked, then so will they. This is a simple thinking process that too few of us engage in. Most of the time, when we think we have an idea of how someone could do things better, we feel it’s our duty to share our insights with them. Truth is that, most people are trying to do their best, and you telling them that it could have been done better will only take the wind out of their sails.

If you really think you can improve someone else’s actions with your input, wait until everyone else is out of the room and say something like, “I really liked what you had to say, but I don’t think everyone else got you. Would you like to consider an idea that may help you reach them better?” When you can communicate in a way that is nonjudgmental and positive, others will be more open to what you have to say. This will not only improve their skill sets; it will improve yours as well.

There is a lot of truth in the old adage that “It’s not what you say, but how you say it.” If others think that you are going to just blast them, their ability to take in your wisdom, no matter how great, will be diminished. Never judge or reject a person’s ideas or desires without fi rst considering what they are. If you have a difference of opinion, that’s fi ne, as long as you express it with kindness.

Also, speak in a pleasant tone and remember to smile. Almost half of communication is tonal and a little more than half is visual. Speaking in a sincere and calming tone will let the other party know you are coming from a caring place.

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