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RELATIONSHIPS | RESOURCES | RESULTS

Center StageBrandingFinding Their Fervor

Nancy Serrato, Director of Corporate Gift Card

Sales for Blackhawk Network

Every Card Tells A StoryEvery Card Tells A Story

BR1106_Cover.qxl 10/25/06 1:49 PM Page C1

& PRODUCT SAFETY TESTING • SOCIAL RESPONSIBILIY • NITION • PRODUCT INNOV TION • SERVICE EXCELLENCE • ORDER SIMRODUCT SAFETY TESTING • SOCIAL RESPONSIBILITY • WORLD-CLASS MPLICITY • SERVICE EXCELLENCE • PRODUCT INNOVATION • BRANDNSIBILITY • QUALITY & PRODUCT SAFETY TESTING • WORLD-CLASS Q

& PRODUCT SAFETY TESTING • SOCIAL RESPONSIBILIY • WORLD-CLNITION • PRODUCT INNOVATION • SERVICE EXCELLENCE • ORDER SIMRODUCT SAFETY TESTING • SOCIAL RESPONSIBILITY • WORLD-CLASS MPLICITY • SERVICE EXCELLENCE • PRODUCT INNOVATION • BRANDNSIBILITY • QUALITY & PRODUCT SAFETY TESTING • WORLD-CLASS QODUCT SAFETY TESTING • SOCIAL RESPONSIBILIY • PRO-MADE • WORNITION • PRODUCT INNOVATION • SERVICE EXCELLENCE • ORDER SIMRODUCT SAFETY TESTING • SOCIAL RESPONSIBILITY • WORLD-CLASS MPLICITY • SERVICE EXCELLENCE • PRODUCT INNOVATION • BRAND

ALITY & PRODUCT SAFETY TESTING • WORLD-CLASS Q& PRODUCT SAFETY TESTING • SOCIAL RESPONSIBILIY • WORLD-CL

NITION • PRODUCT INNOVATION • SERVICE EXCELLENCE • ORDER SIMRODUCT SAFETY TESTING • SOCIAL RESPONSIBILITY • WORLD-CLASS MPLICITY • SERVICE EXCELLENCE • PRODUCT INNOVATION • BRAND

ALITY & PRODUCT SAFETY TESTING • WORLD-CLASS Q& PRODUCT SAFETY TESTING • SOCIAL RESPONSIBILIY • WORLD-CL

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4 Brilliant Results | November 2006 www.brilliantpublishing.com

CENTER STAGE BRANDING 14Discover the newest trend in

advertising…situation placement, wherebrands start to appear at well-planned

times, targeting well-planned audienceswith well-planned, relevant messages.

By: Martin Lindstrom

HOW TO CLOSE INTERNET SALES LEADS 16

Once you have done everything necessary togain a sales lead from your Web site, youneed to close the sale. Learn how before

your Internet shopper finds your competitor.By: Randall P. Whatley

WHAT WORKS BEST IN E-MAIL MARKETING: 20

Long Copy or Short Copy?Get the inside answer to this perplexing

question from a renowned copywriter andauthor of more than 50 books.

By Robert W. Bly

FINDING THEIR FERVOR . . .AN INSIDE JOB 22

Learn how and why aligning your organization’s insiders behind your brand is

a powerful celebration of vision and design as your associates find their fervor to ‘be the brand.’

By: Ilene Mitnick and Allison Baldwin

Contents

8

20

22

columns

COVER STORY 8EVERY CARD TELLS A STORY™

Brilliant Results recently had the opportunity to speak with Nancy Serrato, Director ofCorporate Gift Card Sales for Blackhawk Network, and current president of the Incentive

Gift Card Council (IGCC) about the gift card phenomena.

TMbrilliant resultsVol. 3, No. 11

features departmentsTECHNOLOGY &

PROMOTIONAL PRODUCTS 28People are often inclined to think of promotional

products as trinkets or t-shirts, but this group of highand low tech items from Sonoma Promotional

Solutions could save your client’s, employee’s or evenyour own life.

AVOIDING GADGET-RELATED GOOFS 30Technology can be just as problematic as it is helpfulif users fail to display proper etiquette. These basic

rules will help you avoid an etiquette misstep.By: The Creative Group

ENGAGING GLOBAL EMPLOYEES TO DRIVE OUT COSTS 45

This high-tech company case study explains how one company solved a growing need to engage and

involve their global employees and to transform theirculture to one of empowerment and change.

By: BI Worldwide

CHARGE LOCKERS 46Today’s hi-tech products don’t work without regular

charging. Consider this intriguing idea for getting your brand noticed and appreciated.

By: Springwise

31-DERFULLY SIMPLE WAYS TO MAKE YOURADS GENERATE MORE INQUIRIES 48

You probably know several of these proven techniquesto increase any ads pulling power, whether your main

goal is inquiries or image, but sometimes everyoneneeds a gentle reminder to get back to basics.

By: Robert W. Bly

HOT PRODUCTS…THINGS WE LOVE 26

This month’s collection of tech products is fun, functional and a great

way to get your brand noticed!

IT’S ALL PERSONAL 32“Is setting up your site so that it is a more

personal approach worth it?”By: Dave Ribble

WHAT WORKS PRESENTED BY THE PROMOTIONAL

PRODUCTS ASSOCIATION INTERNATIONAL (PPAI) 34

Successful Case Studies and research foryour next powerful promotion.

PUBLISHER’S LETTER 6

ADVERTISING INDEX 44Get FREE information from this

month’s advertisers

OFF THE CUFF 50Quote & Technical Trivia

BR1106_Section01.qxl 10/24/06 6:38 PM Page 4

BR1106_Section03 10/23/06 4:13 PM Page 5

9034 Joyce LaneHummelstown, PA 17036

Ph: 717-571-9233 Fax: 717-566-5431

PUBLISHER / ADVERTISINGMaureen Williams-Berman

[email protected]

EDITORIALEditor in Chief

MaryAnne Morrill717-571-9233

Senior EditorsMichelle Donofry, Pierce Roberts

Style EditorCharity Plata

Asst. EditorMildred Landis

Contributing WritersAllison Baldwin, BI Worldwide,

Robert W. Bly, Martin Lindstrom, Ilene Mitnick,PPAI - What Works Section, Dave Ribble, Springwise,

The Creative Group, Randall P. Whatley Circulation

For any questions or updates regarding subscriptions, please email:

[email protected]

PRODUCTION / DESIGNArt Director

Percy Zamora

Brilliant Results is published monthly by Brilliant Publishing LLC,9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax#(717) 566-5431. Postage paid at Mechanicsburg PA and addi-tional offices. POSTMASTER please send address changes toBrilliant Results, 9034 Joyce Lane, Hummelstown PA 17036.Volume 3. Number 11. Brilliant Results subscription rates: one-year $120; Canadian $160 USD; one-year foreign $225 USD. Allsubscriptions are non-refundable. Copyright © 2006 BrilliantPublishing LLC. All rights reserved. The publisher reserves theright to accept or reject any advertising or editorial material.Advertisers, and/or their agents, assume the responsibility forany claims against the publisher based on the advertisement.Editorial contributors assume responsibility for their publishedworks and assume responsibility for any claims against the pub-lisher based on published work. No part of this publication canbe reproduced in any form or by electronic or mechanical means,including information storage and retrieval systems, withoutwritten permission from the publisher. All items submitted toBrilliant Results become the sole property of Brilliant PublishingLLC. 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 Resultsare for illustrative purposes only and are not available for sale.The marks do not represent the implied or actual endorsementby the owners of the Marks of the product on which they appear.All of the Marks are the property of the respective owners and isnot the property of either the advertisers using the Marks orBrilliant Results.

6 B r i l l i a n t R e s u l t s | November 2006 www.brilliantpublishing.com

Publisher’s LetterTM


brilliant resultsbrilliant results

262467

WE HEAR YOU LOUD AND CLEAR! Thank each andevery one of you for taking the time and returning the sur-veys from the last issue. We hear you. You will see in thisvery issue we have addressed gift cards, it’s our coverstory, we plan to do more on this and other topics of inter-est in upcoming issues.

I have to admit I was told by everyone, all my editors etc.,that I was crazy… no one would take time out of their day tofill out a survey…they told me it could not be done. I knew(Ok so I was hoping and praying as I hate to be wrong) youall would come thru…and you did… Boy how you did!!!! We have received thou-sands of surveys to date! For that, I am eternally grateful and will strive withnewfound passion to continue to deliver to you the fine editorial you havebecome accustomed to. I just knew if given the opportunity to tell someone whatyou wanted to read and how to make a magazine that you take time every monthto read, you would respond. If I had that opportunity I know I would do a simplesurvey too! So a huge “Thank You” to everyone who sent them in.

Next year will prove to be yet another banner year of fine-tuning andgrowing, as we begin to meld editorial coverage of incentive and promotionalmerchandise. Your comments told us that your real world marketing, branding and motivating campaigns are blurring the line between these twotypes of merchandise. So, since we endeavor editorially to provide you withthe resources to insure results in your market space, coming issues will coverboth promotional and incentive solutions.

As we continue to deliver cutting-edge, out of the box editorial I think youwill find this issue packed with more ideas and techniques to add to your mix.Results is what we are after and I think we have yet another winner. Ideas galore…check out the story on Center Stage Branding, it is sure to getyour thinking cap going! From the feature on How to Close Internet SalesLeads to 31-derfully Simple Ways to Make your Ads Generate More Inquires,we have some banner tips and techniques this month.

Again Thank YOU for returning those surveys…We hear you and We are listening!

Remember always …

Have a Brilliant Day!

Maureen [email protected] 541-788-5022

PS: If you know of anyone whom did not turn in the survey it’s not too late! I wantto hear from ALL of you!! Everyone’s opinion matters here at Brilliant Results.

Brill492

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ASI l 95280 W l www.warwickpublishing.com Contact your local Promotional Products Distributor

make a date with success!

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MANAGERS OF ALL types of corporateincentive programs are discovering thepower and flexibility that prepaid giftcards offer, making this the fastestgrowing segment of the incentive mar-ket. In fact, many retailers report morethan $50 million annually in incentivegift card sales. With over 25 years ofexperience in the incentive gift cardmarket, Blackhawk Network can help yourorganization greatly enhance its revenueopportunities with minimal effort.

Established by Safeway Inc. in 2001, BlackhawkNetwork is a prepaid and payments network, amarket leader in card-based financial solutionsand the largest provider of third-party prepaidcards. Blackhawk Network develops unique prod-ucts in easy-to-use formats and delivers them toconsumers through an exclusive retail network ofleading grocery, convenience, drug, online andspecialty retailers across the United States,Canada, and the United Kingdom. By the end of2006 this proprietary network is expected toinclude more than 60,000 storefronts and reachmore than 135 million consumers each week.Headquartered in Pleasanton, California,Blackhawk Network has offices in New Jersey,Toronto and the United Kingdom.

Every card tells a story™. Blackhawk Networkbelieves that there’s a story that goes with every cardthey distribute. By providing convenient access to thebrands consumers love, they make it easier to sharemeaningful gifts with family, friends and colleagues

on any special occasion. BlackhawkNetwork customers aren’t just buying giftcards, they’re putting a smile on someone’sface. Brilliant Results recently had theopportunity to speak with Nancy Serrato,Director of Corporate Gift Card Sales forBlackhawk Network, and current presidentof the Incentive Gift Card Council (IGCC)about the gift card phenomena.

BR: How did you become associated withBlackhawk Network?

NS: I came from Federated Department Storeswhere I was the Manager of their bulk program forMacy’s West Division. While there, I became veryactive in the incentive industry, becoming a memberof the Board of the Incentive Gift Card Council andVice President of Education. At that point, I walkedinto my local Safeway Store and saw all these gift cardoptions and thought WOW, who is doing this and howdo I work for them. Through IGCC I got to know theperson who was my predecessor and when I foundout he was leaving my resume was at Blackhawkwithin days of his notice being given. Since beinghere I have become the President of the Incentive GiftCard Council and many of the card partners that wehave through our gift card program I have been asso-ciated with for years. To now take that business andoffer it into the incentive market and that is myrole…to drive Blackhawk Network into the incentivemarket place with the goal of offering that one stopshop with all of those card partners that we offer inthe mall of cards.

Nancy Serrato, Director of Corporate

Gift Card Sales forBlackhawk Network

Every CarTells A Story™


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Brilliant Results | November 2006 9www.brilliantpublishing.com


10 B r i l l i a n t R e s u l t s | November 2006 www.brilliantpublishing.com

BR: What differentiates Blackhawk Network fromother gift card providers?

NS: It is delivering the gift cards of those brandsthat truly can motivate the recipient with the themethat ‘Every card tells a story™’. Ultimately what agift card means is the experience and it’s the story,that is the back-story of every gift card that wesell… what was the impact to that person’s life andhow was it used. Whether it’s a consumer or anemployee, it is true that every card does tell a storyand we are here to help facilitate getting those sto-ries out there.

BR: Your passion is probably a big part of what dif-ferentiates Blackhawk Network from other gift cardproviders.

NS: Absolutely, I am passionate about gift cards.I’ve been involved in this business, for 15 years andhave always believed in choice and flexibility. I’vebeen a huge proponent of that. And I have seen alot of success and a lot of stories...whether it wasused for fundraising for a charity…or to recognize atop performer. It has always been very rewardingto see what story these cards tell and to see theindustry grow and the innovation around it.

BR: I thought that ‘Every cards tells a story’ was anice approach to personalizing what people initiallythought of as a very impersonal thing.

NS: Absolutely. Four or five years ago that wastotally the perception in the industry. When giftcards first came on the scene the perception was,‘that’s what you get when you don’t know what toget’. Since then people have adjusted and nowthere are so many options, so you can get goodsspecific. It can be very personal. For example, ifyou are giving to someone who absolutely needs amassage and needs to relax, you can give them agift card to a spa, making that gift card very per-sonal and meaningful. The whole concept of giftcards being impersonal has gone out the windowin the past couple of years. People are realizinghow personal you can make them and yet there isstill the opportunity for choice, for the recipient tomake it theirs.

BR: Do you think we will also start to see moreinteresting packaging of the gift card, making itmore elegant or more fun?

NS: You’re going to see more of that…it could bethe shape of the card…it could be that it createsnoise or provides additional content…with technol-ogy, your gift card could be a CD as well so youcould potentially put it into your CD ROM and getcontent…or it could lead you to an online site andallow you to download something you couldn’t get

otherwise. There are so many innovative ways thatthe card itself, the skin as I refer to it, might be pre-sented to a consumer, not just as what we refer toas a CR80 anymore; it has definitely grown outsideof that look. There are also a lot of different optionsin terms of how do you then take that gift card andpackage it…is it folded up in some sort of carrier…isthere a box… is there a tin. How are you makingthat card a gift in itself? There are definitely a lot ofnew and innovative ways of creating value in thepackaging and the physical card itself.

BR: Based on the numbers, how popular have giftcards become in the incentive sector and what arethe most important things contributing to that popu-larity?

NS: Consumer demand has really driven to alarge extent the popularity of gift cards in incentiveprograms. If you go back three years, maybe 25% ofincentive programs included a gift card and that isa high estimate. Today I would guesstimate 80-85%of programs are including a gift card and that’s driv-en because of consumer acceptance and demand.Truly, it is because consumers are the employeesthat you are rewarding and they understand,accept, and desire that flexibility. Now programadministrators who never considered a gift card,whether it be because of lack of margin on their endor simply because they had always done certaintypes of awards are considering gift cards. In thoseprograms where gift cards are included, they are byfar the number one choice and research supportsthat. Successful program administrators have tunedinto that desire for flexibility and choice.

There is also a lot on the horizon and it will continue to be so. There has been a 200% year over year growth in the Incentive Gift Card Council.I was asked recently if I see that growth continuingand my answer is absolutely ‘Yes’. Because forevery retailer or merchant that has a gift card thereare ten more that don’t and potentially could andshould have a gift card. Then, also to be able to getthat card distributed outside of their four walls,whether through the incentive market or in theretail market, extending those brands to almost aglobal level of awareness is exciting.

BR: In the corporate incentive arena, is giving anemployee or client the selection opportunity a giftcard offers more motivational?

NS: I agree wholeheartedly that it is, but alsoknow that with any award whether it is merchan-dise or a gift card, there is still a lot of contentionabout ‘is there trophy value’. How do you extendtrophy value with a gift card? With any award thereare certain components that must be there in order

BR1106_Section01.qxl 10/26/06 1:27 AM Page 10


for that award to be meaningful and to have trophyvalue. That includes how you are communicatingwho the recipient of this award is…is it communi-cated to their peers and their supervisors…is itdone in a public setting which can be as simple asbeing in a newsletter, because that helps to createthe trophy value. Also in terms of the presentation,do you just put it on someone’s desk and walkaway… or is it done with the packaging and withthe actual presentation of it…is it done at a meet-ing…is it done with pomp and circumstance. Asmuch as you can incorporate those elements itmakes that award that much more meaningful forthe recipient. Then the added trophy value of thegift card is on the backend when the award isredeemed, they can include their friends and familyin that redemption. For example, it could be dinnerfor two and the recipient can take their spouse orfriend out and then the recipient feels the trophyvalue of being able to take that person out for anight on the town. That sense of experience issomething that gift cards can really provide.

BR What is the primary secret of BlackhawkNetwork’s business success in the gift card market space?

NS: There are a couple of factors, but the primarything that differentiates us is our people. We havethe best of the best in this industry and I trulybelieve that. Myself as well as many others withinour organization are leaders in this industry and rec-ognized as such. And I have to tell you being here isphenomenal, the level of energy is just tremendous.So, I have to say it is the people and our leader DonKingsborough, who is a visionary. The level and talentof our people is the core of our existence, taking thatinto the premier selection of brands that we offer andthe premier locations of retailers that we put thesepremier brands into…that combination, theBlackhawk Network core of people, the premierretailers across the country and the premierbrands…having those elements running on all cylinders…that is the key to our success.

BR: How does Blackhawk Network use directmarketing strategies to increase their brandawareness and market their products in the B2Bincentive space?

NS: Obviously, we have come out with a verystrong branding statement this year. Reaching outto the B2B side was the first opportunity to put ourbrand of Blackhawk Network out in the forefront.Up to then we really didn’t have the opportunity tobrand Blackhawk Network being that we providedretailers and merchants a back of the house service.So it was not a consumer-based brand, but in theB2B space it is. Knowing that we needed to deter-mine…who are we…who do we want to be…whatis Blackhawk Network. I think we did a really goodjob of coming out with it’s the lifestyle and whatthose cards mean… ‘Every card tells a story™’.That is our underlying theme.

My strategy has always been to focus aroundcertain events to reach different markets and differ-ent channels within those markets, whether it ishuman resources or banking or pharmaceutical orpromotional or executives in general. Doing that viaprint ads in trade publications or in business publi-cations…via email blasts…or trade shows. I thinkexecutive decision makers take information in in dif-ferent ways… whether it is print…email…phone, sotrying to touch point on those different ways withrepetition has always been my strategy. At tradeshows where we participate, it is getting key posi-tioning and really working it. I feel it is the job ofthe exhibition company to draw attendees to theshow, but it is my job to draw those attendees tomy booth. Many exhibitors think you build it they


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will come, but that is not necessarily the case. Thatused to be the case two years ago when there wereso few gift card options out there and it was thenew technology on the block, people were clamor-ing to know how it worked. Now it has matured tothe point that each gift card provider needs to dif-ferentiate themselves and tell the purchaser this iswhat makes me special.

BR: And in one sentence what makes BlackhawkNetwork special?

NS: For the incentive buyer, it is delivering thebrands that motivate.

BR: Do you have any final thoughts or advice forour readers about the use of gift cards in their promo-tional marketing, branding or incentive efforts?

NS: Look for customization; look for personaliza-tion coming down the road. I think that is going tobe a prime opportunity for many companies to gettheir brand in front of others in the form of anothermerchant’s gift card.

Another area of growth is employee loyalty. Itused to only be that people thought of retention oracquisition in terms of customers. I now see a focusin employee based acquisition and retention pro-

grams for rewarding. The thought being andresearch confirms that we are not too far away froma qualified worker shortage in this country. I haveseen growth in this area of employee retention andacquisition and I think this is going to continue togrow. A key thing to keep in mind is that severalstudies have shown it costs three times as much toreplace someone as it costs to retain them.

BR: Do you remember the last promotional prod-uct or incentive you received and from what compa-ny you received it?

NS: Yes I do. The last promotional product Ireceived was a pen. It was a very nice high scalepen, it was a Cross Pen and I use it everyday. It alsocame with a gift card. Often people consider mer-chandise vs. gift cards; my thought is the mostimpactful awards combine both.

BR: I couldn’t agree with you more, which is whywe cover both promotional and incentive merchan-dise. And I want to thank you for your insights intothe gift card segment of the incentive market space.

For additional information about Blackhawk Networkvisit their website at www.blackhawknetwork.com.


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14 Brilliant Results | Novermber 2006 www.brilliantpublishing.com

HOW MANY TIMES did you hear the name “Evian” in the news during one of the G8summits? The stories in which you heard the name mentioned weren’t about the brand

Evian but the G8 summit held in Evian, France.Coincidence? Who knows? But one thing’s for sure. The concept of product

placement is expanding, and use of new contexts is climbing. Get ready for afascinating new marketing ploy that makes use of the most unexpected

places: situation placement.Do you count yourself among the millions of “Matrix” fans? If you do,

I assume you’ve already seen the sequel, “The Matrix: Reloaded,” andhad a look at the game. But something you’re possibly not aware of

is the film crew spent several extra weeks in Sydney to capturefootage you won’t see in the movie. This footage was for that

computer game; a piece of merchandising that creates anunprecedented link between brands and movies.

It’s no ordinary game. It demonstrates a trend thatbecame clear to me when I was writing my recent book,

“BRANDchild.” Product placement is out. Situationplacement is in.

“The Matrix” game is packed with ads, advertis-ing messages, and brand-building statements.

The usual merchandising route was aban-doned and instead revenue generates from

product placement in a computer game.The tactic was first practiced by Red

Bull, which years ago placed itsbrand in the first Playstation game.

CenterStage

BrandingBY: MARTIN LINDSTROM



It’s just beginning. Movies such as “Spider-Man”pioneered the practice of starting with merchandisingand product placement, then following up with amovie. Yes, you read correctly. A movie createdaround the brand image built in a wider communi-cations environment.

Situation placement differs from product place-ment because the brand is the center of the story.Product placement interjects the brand peripherallyinto an existing vehicle, like a movie.

The fascinating (perhaps scary) part of this story isincreasingly more advertising will manifest itself assituation placement. Brands will appear at well-planned times, targeting well-planned audiences withwell-planned, relevant messages. Computer gamesare a natural environment for situation placements.

Game manufacturers flocked around “The Matrix”because it’s an ideal situation placement forum.Stories and brands can be built around each other.

Forget banner ads and pop-ups. They just don’tcoalesce with the medium. They’re irritating, irra-tional, and free of any logical context. What you willsoon produce are well-planned, well-timed, highlycontextualized media plans that allow you to situate

your brand’s message in just the right environment.Intimidating. But so is “The Matrix’s view of the

future. The difference is the film’s world is about acentury from now. Your world, and its demands, arehere and now.

Martin Lindstrom is recognized as one of the world’sprimary branding gurus and more than four millionpeople read his weekly columns that are syndicatedacross twenty-one countries. Martin Lindstrom’s bookshave been translated into twelve languages and pub-lished in more than thirty countries. He sits on severalboards globally, and his clients include Disney, Mars,Pepsi, American Express, Mercedes-Benz, Reuters,McDonald’s, Kellogg’s, Yellow Pages and Microsoft. . Inaddition, his acute insights have been featured inUSAToday, Fast Company, The Times, Fortune, BBC 1,BBC World, BBC Radio, The Daily Telegraph, TheObserver, Washington Post, The Australian and TheIndependent. Lindstrom’s latest highly acclaimed book;BRAND sense, with a forward by Philip Kotler is pub-lished by Simon & Schuster, New York. For more infor-mation on Martin Lindstrom please visit his website atwww.martinlindstrom.com.



ONCE YOU HAVE DONE EVERYTHING neces-sary to gain a sales lead from your Web site, youneed to close the sale. If you don’t close thesale, your Internet shopper will find your com-petitor. It is important for Internet marketers todo what is necessary to improve their closingrates with a prompt, customized response toInternet sales leads.

FOLLOW UP ON INTERNET LEADS QUICKLY.

Your first sales challenge with Web leads is toadapt your selling systems to Internet time. It isimportant that you follow up with Web prospectsquickly, within minutes, if possible, but withinhours after receiving a lead. If you don’t, your com-petitors will.

In our consulting business, we find two sets ofcomposite characteristics with our Web prospects.

One group is shopping to see how much products orservices would cost if they bought them. Often,these individuals are collecting information for ameeting in their organization on this topic. Theyremember which sellers responded quickly andthose that did not. The second group is people whoare trying to solve an immediate problem. If you canprovide these prospects with an immediate solu-tion, you will enjoy a high closing rate. If you don’tprovide a prompt response, one of your competitorswill and close the sale before you make your firstfollow up contact.

A good rule of thumb on follow up is to use thesame medium to contact the prospect that theyused to contact you. If they contact you by e-mail, you should follow up with them by e-mail. Ifthey called after visiting your Web site, they haveshown a preference for using the telephone, so youshould do likewise.

HOW to Close

Internet Sales Leads

BY: RANDALL P. WHATLEY, PRESIDENT, CYPRESS MEDIA GROUP


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Customize your response based on the informa-tion provided and information that you can learnquickly on the Internet.

If you receive an E-mail from a Web prospect,read it three times before you respond. This allowsyou to improve your chances of correctly interpret-ing their request. If you speak with the prospect bytelephone, ask probing questions about whatbrought about the need for them to contact you.Ask what criteria they will use to make their buyingdecision. Customize your response to address whatyou learned or surmised. If your prospects ask ques-tions, answer each one individually, and reconfirmthat they understand your answer. Allow them toask follow up questions to make sure they under-stand your responses.

REMIND THE PROSPECT OF WHATTHEY SAW ON YOUR WEB SITE.

Remember the results of Internet searches aresimilar to yellow page or directory searches.When your prospects find you, they also find yourcompetitors. Assume they are also contacting oth-ers that they found in the same place. This is whyit is important to remind them what they saw onyour site. By doing so, you distinguish your infor-mation from your competitors’ and focus theirattention on your sales information.

TRY TO SOLVE PROBLEMS WHENCOMMUNICATING WITH THEPROSPECT.

Practice consultative selling techniques withInternet prospects. Focus your communication withthe prospects on how you can solve problems with

your product or service instead of just “thumpingyour chest” about how good you are. People valueand appreciate gaining more topic expertise duringtheir seller evaluation and remember those sellerswho show a willingness to help solve a problem.Conversely, sellers who give prospects the impres-sion that they are just trying to make a sale, create abad impression.

This approach is especially important withInternet leads because buyers and selling are notface-to-face, and the bonding opportunity thatoccurs with personal selling is nonexistent.However, you can create a good impression withprospects by showing with e-mail or voicemail thatyou would like to help them solve their problem.

PROVIDE THE PROSPECTS WITH ANINCENTIVE TO CHOOSE YOUR FIRM.

Keep in mind the analogy comparing the Internetand yellow pages. People who e-mail you probablydiscovered several other companies when theyfound you. What incentives will you offer them tomake a deal with you now so they stop searching theInternet for more proposals? Consider offering an“Internet Special” for your products and services.

Many people search the Internet because theybelieve that it is a tool to find bargain prices. In somerespects, they are correct. If your prospects are bargainshoppers, prepare a bargain price offer to meet theirneeds. Continue marketing to your Internet leads.

Over time, you will learn the various buyingtime frames of your Internet leads for your productsand services. The people who contact you may begathering information for budget planning. Theirbuy may be months in the future. On the other


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hand, some buying cycles will be immediate. Try tolearn prospects’ buying time frames in your first com-munication with them. Once you have qualified theirlegitimacy as prospects, develop a sales follow up planfor them. For some prospects, you might need to followup once or twice. For others you might need to followup many times. Remember that each follow up is anopportunity for you to continue selling to them, not juston their first inquiry, but also on other products or serv-ices that you offer.

CREATE AND USE E-MAIL TOOLS TOMAKE YOUR SALE.

If you produce numerous Internet leads from yourWeb site, it is imperative that you use your e-mail toolsefficiently. You must create proposal templates for theproducts or services you sell that can be customizedquickly and sent by e-mail to the prospect. Otherwise,you will not be able to manage your Internet leads toprovide a timely response.

Your e-mail proposal templates should reflect thehighest standards of your business communication doc-uments. They should be visually appealing and wellwritten. They should contain all the relevant informa-tion about your product or service the prospect needs tomake a buying decision. The templates should alsoaddress your company’s history, professional standing,and other information to reassure the prospect aboutdoing business with you.

Your e-mail proposal should also contain all the con-tact information the buyer will need to follow up withyou on the proposal. If you also spoke to the prospectpreviously by telephone, the e-mail proposal shouldrecap the phone conversation and review the verbaloffers or promises you made.

Remember one of the reasons people like e-mail com-munication is it can be a time-saver. Keep your propos-als streamlined in their content. Don’t send too muchinformation, and don’t send large files in e-mail fileattachments that are time-consuming to download. Ifyou do, your proposal might not even be downloaded,let alone considered.

Finally, use the e-mail follow up to ask about the nextstep in the prospect’s decision making.

MORE ADVICE: If you travel, you must figure out procedures that

allow you to keep up with your e-mail on the road. Theprospect does not know you are traveling when theycontact you. You are likely to receive e-mail requestsfrom buyers at all hours. To make the most of thesesales opportunities, you must figure out how to answere-mail requests no matter when they come in or whatyou’re doing when they hit your inbox.

USE THE TELEPHONE PROPERLY TOMAKE THE SALE.

If a prospect finds you on the Internet and callsinstead of e-mails for more information, you need to bejust as prepared to take the call and begin your sellingprocess. Your verbal sales pitch needs to be as stream-lined as your e-mail follow up.

You also need an even more refined and brief salespitch prepared in case you get the prospect’s voicemail.Speak slowly when leaving your name, company name,and phone number in voicemail. Don’t be a pest by leav-ing multiple voice mails in the same day. Don’t forget toconsider the prospect’s time zone when calling.

It is critical that you determine how to become acces-sible by telephone daily, including nights, weekends,and holidays. Your follow up must be prompt. Travelcannot be an excuse for a delayed response. I have losttrack of the number of Internet prospects that I havecommunicated with and closed sales with in airports,parking lots, or travel rest areas by cell phone.

I will relate the following personal story as an illus-tration of selling in “Internet time.” One Friday night at7 p.m., our company received a request for quote fromNASA, the US space agency. Instead of waiting untilMonday to respond to it, I answered the request onSaturday afternoon. I complained every second of theway because it meant I was missing the first half of oneof my favorite football rivalry games. By 2:30 p.m. onSaturday, the prospect had my proposal in her e-mailinbox. On Sunday morning, while our family was atchurch, the prospect e-mailed once and called twicesaying that she wanted to accept our proposal andissue a contract to our company. She said that it mustbe done before 1 p.m. because she was leaving at 2 p.m. on a two-week trip. If we lost the opportunity toclose the deal, it was unlikely the budget would still beavailable when she returned. Because I checked bothvoicemail and e-mail at noon on Sunday, I received herurgent messages, responded by telephone immediate-ly, and did what was necessary by e-mail and fax tocomplete the contract - all by 1:30 p.m. on a Sunday.

This anecdote is not an exception. Something similarhas happened more times than I can remember fromInternet leads. One reason buyers use the Internet tobuy goods and services is that it is always open and con-venient to the buyer’s schedule. To succeed with yourInternet selling, you must learn how to adapt to thisselling arena that never closes.

KNOW THE METRICS OF YOUR INTERNET SALES LEADS.

Track your Internet sales leads diligently, not only forfollow up purposes to improve your closing rates, but alsoto discover your metrics. You need to know what percent-



age of your Web prospects are “tire-kickers” who arejust curious about the price of your product or service.You need to know what percentages are buyers witha long buying cycle and what percentage are buyerson a short buying cycle. This information will allowyou to improve your follow up and selling systems. Itwill also put your closing rates in perspective andallow you to compare them to industry averages.

CONTINUOUSLY STRIVE TO IMPROVEYOUR FOLLOW UP TECHNIQUES.

Never stop trying to work more efficiently andimprove your closing rate. Regularly evaluate yourfollow up techniques with the stated objective oftrying to improve your processes.

Survey the customers you get from Internetleads and ask them what they thought you did welland ask for suggestions on how you could havedone a better job of following up with them whenthey were a prospect.

Make note of the processes and techniques othersellers use on you when you shop for goods andservices on the Internet. Think about the best prac-tice techniques that get your attention, and try toadapt them to your systems.

I was in business for over two decades before Ibegan Internet marketing for my company. I havefound it to be one of the most challenging yetrewarding ways to gain new business prospects.The opportunities for Internet marketing are end-less. The potential for profits exceeds every mar-keting medium I have ever seen besides word-of-mouth. The first challenge marketers face is to fig-ure out how to produce the leads. Once you aresuccessful in producing Internet leads, make yourprofits by closing the sales with the tips and adviceprovided in this article. •

Randall P. Whatley is president of Cypress MediaGroup, Inc., www.cypressmedia.net, an Atlanta-basedadvertising, public relations, and training firm. He hasextensive experience advising government officials,political candidates, public officials, and corporateexecutives on media relations and presentation skills.His presentation skills have been honed as a lobbyistand political consultant on over 50 campaigns in fourstates. He has produced hundreds of TV and radio adsand taught a myriad of seminars ranging from PublicRelations Writing to Media Relations. He can bereached by e-mail at [email protected].


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“WHAT WORKS BEST IN E-MAIL MARKETING?” Igot asked for the umpteenth time the other day.“Long copy or short copy?” It’s a quandary fordirect marketers much more so than general mar-keters. Here’s why:

There’s a widely held viewpoint that, on theInternet, the less copy the better. Web marketingexperts tell us that the Internet is faster-paced thanthe “snail mail” world that attention spans areshorter, and long messages get zapped into oblivionwith the click of the mouse. “Keep it short!” theyextol in countless advisory e-zines.

General advertisers, for the most part, alsobelieve that when it comes to copy, the shorter thebetter. Often their print ads have large pictures andonly a handful of words. So they have no troubleembracing the “people don’t read” mentality theWeb marketing gurus say works best.

But traditional direct marketers whose productsare typically sold with long copy direct mail pack-ages and self-mailers — newsletter publishers,seminar promoters, magazines, book clubs, insur-ance, audio cassettes — have a problem. It goessomething like this:

“In print, I have to use long copy to make the sale ...or I just don’t get the order. We’ve tested short copymany times — who doesn’t want a cheaper mailingpiece with less ink and paper? But it has never workedfor our product. Now my Web marketing consultantsays the e-mail should be just a few paragraphs. If afew paragraphs won’t convince people to buy offline,why should things be any different online?”

And they are right: Just because a person buys onlinedoesn’t change the persuasion process. If he needs thefacts to make a decision, he needs them regardless ofwhether he is ordering from a paper mailing or a Web site.

Yet we also have a sense that the Web marketinggurus have at least a clue as to what they are talkingabout. We sense that our 4-page sales letter, if sent wordfor word as a lengthy e-mail, wouldn’t work. Peoplewould click away long before they got to the end.

I have some sensible guidelines to answer this puzzle:

First: We need to quantify what we mean by “short”vs. “long.”

When a Web marketing guru talks about “short” e-mail, he probably means only three or four para-graphs. So when he says long copy doesn’t work, he isagainst e-mails of more than a few paragraphs. If Isay, “long copy does work,” I mean long compared tothe typical e-mail — not compared to the typical directmail letter on paper. A “long” e-mail, which may fillseveral screens, is closer in length to a 2-page letter —short by direct mail standards — than to a 4-page letter.And it doesn’t even come close to an 8-page letter.

Second: We need to quantify how much shorteronline copy is than offline.

Should you translate your entire package, word forword? Should you compress it to half its length? Less?Kathy Henning, who writes extensively about onlinecommunication, says, “In general, online text should behalf as long as printed text, maybe even shorter.” Not aprecise formula, but a good starting point for estimation.

What Works Best in

E-Mail Marketing:Long Copy or Short Copy?

BY ROBERT W. BLY


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Third (and most important): We need to remem-ber that the copy for e-mail marketing campaigns isnot wholly contained within the e-mail itself. It isreally in two parts.

The first half of the message is in the actual e-mail.The e-mail contains a link to a page on a Web site orserver. When you click on that link, you jump to thepage, where the remainder of the message is present-ed, along with the online order mechanism. In a tradi-tional direct mail package, the message is unevenlysplit. Consistently, 98 percent of the copy is in the let-ter and brochure, with the remaining 2 percent on theorder form. In e-mail marketing campaigns, the divi-sion is less balanced and more varied.

THERE ARE FOUR OPTIONS:1. Short e-mail, landing page (left upper quadrant) —

Many marketers with simple lead-generatingoffers use short e-mails (the traditional 3 to 4 para-graphs) with a link to a “landing page.” A landingpage is a short Web-based form, usually with aheadline, a couple of paragraphs explaining theoffer, and a mechanism for the recipient to fill in hisinformation and submit his response. This formatis similar in length and style to the traditional one-page sales letter and business reply card used inlead generating paper direct mail.2. Long e-mail, landing page (lower left quadrant) —

This is similar to B except the e-mail, by Internetmarketing standards, is “long.” For convenience, Idefine a short e-mail as any e-mail that, whenprinted out, takes half a page or less. By com-parison, any e-mail that takes more than apage when printed out is “long.” Thisformat is similar in length and styleto a direct mail package with a 4-page letter and a simple 4 X9-inch order card.

3. Long e-mail, micro site (lower right quadrant) —This format has a long e-mail and a long landingpage, known as a “micro site.” The micro site isa custom URL designed specifically for the offer.Unlike a landing page, which is usually a singlescreen, the micro site’s lengthier copy requiresmany screens. The micro site can be broken intodistinct pages (see www.hypnoticwriting.com) orit can be one continuous document throughwhich the reader must scroll (see www.surefire-customerservicetechniques.com). This long e-mail/micro site format allows for maximum copy,and is ideal for translating lengthy mailings, suchas magalogs, to the Web.

4. Short e-mail, micro site (upper right quadrant) — Thisformat combines a short e-mail up front with a long-copy micro site on the back end. It is ideal for offersthat require a lot of copy but are being transmitted toprospects who might not read a lengthy e-mail.The bottom line: E-mail marketing can work

without having e-mails competing with War andPeace in word count. By strategically splittingyour copy between the front-end e-mail and back-end response page, you can get your messageacross without having time-pressured Websurfers fleeing in terror. •

Robert W. Bly is a freelance copywriter and theauthor of more than 50 books specializing in tradi-tional and Internet direct marketing. His e-mailaddress is [email protected] and his Web site address is

www.bly.com.




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INTERNAL BRANDING. In-vertising. It doesn’tmatter what you call it. What matters is how therest of the world encounters your company’spromise every single time it comes in contactwith your employees. Aligning an organization’sinsiders behind the brand is a powerful invitationand celebration of vision and design as associatesfind their fervor to ‘be the brand.’

The look, tenor and touch of an internal marketingcampaign’s every element, including the CEO’s ver-nacular, must be packaged to perfectly position thepeople and the product or service to uphold the brand.If the troops are intended to have a stunning sixthsense on marketing the mission – and they’d better –they either have to arrive with the right DNA to beginwith, or your internal marketing initiatives might needsome kicking-up.

MISSION ACCOMPLICEDeveloping an unforgettable brand inside four

walls and customizing its presence is a strategicand tremendously honest union of words, actions

and management promises – not the release of mis-sion statements, logos and letterhead. Deliveringon those promises takes something altogether dif-ferent. While there is no one remedy to the heart ofinternal transformation or instant brand omnis-cience, one secret weapon for inside marketers is inthinking like designers. With the right eye andtouch, an internal communications team can createa composite of the business strategy and the com-pany’s street-life, all the while being considerate ofthe corporate canvas. From concept throughdesign, the key is communicating with intent atevery level of the organization, in every corner,every day. It’s means being maniacal about rock-solid, compelling messaging that cuts throughthe noise of the marketplace and creatingmeasure-twice-cut-once-planned-out communicationcrusades that strike real-time one cubicle at a time.

Whether an agency is leading the charge, oran in-house team that thinks and acts like anagency (a must!), they must be completely ener-gized to be in the throes of discovering the exact

Their FervorFinding-An Inside Job

BY: ILENE MITNICK AND ALLISON BALDWIN



look and feel of the products – integrating the cus-tomer, the culture, the values and the businessstrategy – all into the essence of the brand. And,to do it in a dialect everybody digs. “You have tobe willing to lose the company lexicon,” says DebBlatt, founder of Group Restoration, a Richmond,MA consulting firm committed to demystifyinginterpersonal communication skills. “If you wantto get the attention of a particular work communi-ty, you’ve got to speak in their tongue,” says Blatt.She refers to this as being idiom-proof. But, jar-gon alone does not move the needle. Moving theneedle requires creating a pure, unique edge with-in a campaign – period, particularly during merg-ers and acquisitions. One key aspect that oftengets missed is the effective transition of acquiredassociates into a new company. Generally, busi-ness leaders focus on external marketing and allthings financial while the transition of the newteam is left to the HR team. Big mistake. Thebelief that a company can simply begin to operateas a new entity, under a new logo and new payroll,is a costly mistake.

HEART AND SOUL MOVES ‘EMMost messaging inside a corporation bombards

its population between the ears and eyes andneglects the heart. Touching people from theinside moves them from beyond general under-standing to coherence and action. An internalmarketing team worth their salt ensures everyform, function and forum associated with organi-zational life (key word: life) has to come alive – toreach behind the eye and under the hood for adirect-hit connection! A bold, broad-scope inter-nal campaign shows its muscle when it interactswith the audience on a collegial, stimulating yetpersonal level. When a company campaign feelspersonal, individuals are moved – even impressedand surprised – since personal is so unexpected atwork, and thus begin helping to pull the organiza-tion into a position of power by beginning theirown buzz-building crusades.

Every component of the marketing mix – be itprint, digital – even meetings, must be permeatedby a complete understanding of the language,trends and mindset of the insider market.Messages need to detonate. To be felt. Culturehas, for far too long, been more about moralebuilding and less, or not, about appealing to thegeography existing within an organization.

Instead of trying to create a culture, managementshould acknowledge and appeal to the one that’salready there. When the culture is about business,and the people who fit the business, way morepeople show up to the party.

Orchestrating consistent experiences at everytouch-point for wanna-be associates, as well asexisting teams, is fundamental. Consider the fol-lowing questions to determine how much revvingup your folks need to be the brand billboards youpurportedly pay them to be:

• Are the vision, mission and value statements promoted in a cumulative story?

If you find you’ve got more posters than passion,consider a kicked-up promo plan for ‘blueprinting’the company gospel.

• Is the essence of the brand embedded in the companywebsite’s career link, intranet and internal blog sites?

Today’s workforce is wired and, they’re pre-wired for unique selling propositions. Use the linksto sell the stuff the brand is made of. Build in opin-ion mechanisms to gauge if they’re buying it.

• Are all components of the recruiting, interviewing andhiring processes emblematic of the brand? Do theyprecisely portray the personality profile you’re after?

They have to. For a really big return, re-defineand re-charge recruiting venues by brand-markingthe locale and creating an audition-like settingto parry out the have-nots and charm those whocan perpetuate the right stuff; Spruce up appli-cations. They can still be legally sound, yetsound appealing; Make sure interviewers, andinterviewees, for that matter, ooze companycharacter; Enliven On-Boarding and Orientationprocesses, first - by changing their lacklusternames. Then, ensure the programs are over-hauled to match the spirited workplace youostensibly promise during the recruiting andinterviewing phases.

• Does the entire performance management processemancipate and reward the players for carrying thecompany flag?

Make sure the brand strategy is the linchpin ofthe performance management strategy. All trainingand development, compensation and appraisal pro-grams should strengthen, promote and reward‘brand behavior.’

If you find you’ve got more posters than passion, consider a kicked-uppromo plan for ‘blueprinting’ the company gospel.


• Have you considered a facelift – for the workplace, that is?Workplace graffiti, in the form of a facelift to the lobby,

the lunchroom, the boardroom, meeting rooms and aheap of hallway gives verve and vitality to the essence ofa brand. Businesses forget to look at the physical spaceas a community. It’s where people hang out. There’s art.Politics. History. Culture. Experience. Geography.Designers need to ensure there’s ample reflection of thediversity that exists within your business. A company’sstreet life is real and you can’t getto profit, performance and produc-tivity without acknowledging it andappealing to it.

• Do Company Meetings CombineSubstance with Spectacle?

For a really good ROI, ensure com-pany events tap into the power ofpersonal connection. Contentbecomes hero when provocative tech-niques for brand messaging are seen,felt and heard. Brand-mark the venueand coordinate the agenda, themeand collateral to keep the messagemoving, or playing it forward.

In the end, the internal pack hasto be able to play the brand by heart.To display the acid test, break-through behaviors that make it allcome alive for the customer. Seniorleadership has to be totally turned onand tuned in to defining or reviving aculture that recognizes associates asthe walking, talking, and technicolorinterpretation of the brand.

How these associates choose toembrace each day translates intopalpable energy other co-workers,customers, vendors and suppliersfeel, or don’t feel, when they makecontact.

There’s no getting around it – thepeople who work for you are thebrand. That’s a promise. •

Ilene Mitnick and Allison Baldwinare managing partners of It’s anAgency Thing, an East Haddam, CT-based Branding agency. They believeinternal branding is an indispensabletool in aligning the workforce behindbusiness strategy, enhancing per-formance and transforming employ-ees into brand advocates

After spending twenty years in leadership develop-ment and defining and developing business cultures inthe corporate sector, Ilene transitioned to launching theagency with Allison, who has been transforming thelandscape of HR for over twenty years, from directingleading-edge internal branding crusades to coachingbusiness leaders. For additional information you mayemail them at: [email protected] [email protected]



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1. What Me Worry I may have lost my cell phone with the private unlisted

number of my top client, but with this Deluxe SIM CardBackup device I’ve got it covered. Take out additional

insurance against losing valuable data with this user-friendlydigital display device that has a capacity of 500 telephone

numbers, double SIM card service and the ability to saveyour data for more than 3 years even if battery is

exhausted. Clients will never forget your logo if it is on this problem solver.

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2. It’s Flexible…compute in comfort anywhere with this 85 key flexiblekeyboard perfect for laptop use with a USB standard

connection. Made of waterproof silicone material, it canbe cleaned/sterilized easily and conveniently packed in a

clear zip travel pouch with a PS/2 adaptor. Compatiblewith Mac and Windows USB 1.1 & 2.0, the large imprint area assures plenty of space to

get your message out everyday.Tele-Comp Solutions™

3. Why Be Boring…imprint your logo and preload data on one of these uniqueUSB drives to create the ultimate promotional product and

get plenty of second looks. These durable USB drivesreplace Zips, floppies and CDs with no external power

supply or cable required. Available with from 64MB to 2GB flash memory and optional password protection it’s easy

to see why USB Flash Drives have become so popular. eSeeSky, Inc.

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5. There Goes Another Fingernail……take a hi-tech approach to a low-tech problem andput your logo on a piece of technology that is used orin sight every workday. Acclaimed the best newdesktop product in the biggest office products show inAmerica, Erkie is a unique, peerless stapleremover/pliers. Eliminate the frustration of half-removedstaples and get them out while saving your fingers. Erkie, Inc.

6. Put Your Message In Motion……this compact 7 LED mini logo fan allows you toprogram up to a total of 4 different messages with upto 16 characters per message. Thanks to a 5 minutesaved memory period, you can change batterieswithout losing stored messages. Complete with abreakaway safety lanyard and 3 AAA batteries, thisis one cool way to get the message out.LITEWAVES™

7. Take Your Tunes Along……the iSLING™ with a dedicated iPod® or iPod® minicompartment with earphone port, secures your iPod®on-the-go. Dual pockets store speakers, charger orother accessories and your headphone cord clips onthe strap. Dual density padded foam mono-sling andpadded back panel with moisture wicking mesh keepsyou dry. With the external, zippered cell phone pocket,you’re ready to hit the road.Victorinox/Swiss Army

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PEOPLE ARE OFTEN INCLINED to think of promotional products as trinkets or t-shirts, SonomaPromotional Solutions through their SOS Alert Products division has developed a group of highand low tech items that could save your client’s, employee’s or even your own life. While theyhave been working through their distributors with many health care providers, hospitals andassociations such as the American Diabetes Association, Brilliant Results wanted to bring theseproducts to the attention of our readers.

According to Kelly Grant, Vice President of Business Development, “This is a whole new lineof products for distributors to offer. SOS Alert Products offers unique solutions to contribute to lifesaving procedures. All the products, from the high-techDataTag to the low-tech Tag-It-All, are easily customizablewith your customer’s logo.”

DataTag™ - contains software that stores your emer-gency contact and medical information on a portable flashdrive located securely in a stylish dog tag. DataTag™ con-tains 128mb so even X-Rays and MRIs can be uploaded.Your logo can be printed on the dog tag, and even on theSOFTWARE, so every time the patient updates their medicalinformation, they see your logo!

ICE™ “In Case of Emergency” Dog Tag - conveniently holdsthe wearer’s “In Case of Emergency” contact information in apatented, sealed, waterproof compartment, to keepcontact and major medical information dry and safe!As you know, First Responders originated the “ICE”concept and everyone should consider this product.

Tag-It-All™ bracelets provide a secure, discreetplace to store vital contact information so families and lovedones can be contacted in an emergency. Write directly onthe bracelet with any ballpoint pen and the writingbecomes waterproof. Endorsed by the Alzheimer'sAssociation, it is also great for day care organizations.

LifeBand™ bracelet or dog tag - LifeBand™ productsare basically for people with a "'pre-existing" condition such asasthma or diabetes.

LifeBand™ products contain the universally recognizable“star of life” symbol, which alerts EMTs to a person’s medicalcondition. LifeBand™ products are stylish, non-toxic and non-reactivewith the wearer’s skin (an important point for diabetics).

All of these products can be customized. For additional information visit www.sosalertproducts.com or www.sonomapromo.com.

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THERE’S NO DENYING that technological toolslike laptop computers, cell phones and PDAshave enabled marketers to perform their jobswith increased efficiency. Today’s professionalscan communicate quickly and easily from nearlyany location — whether down the hall, acrosstown or on another continent.

But constant connectivity hasn’t come with-out a cost. Technology can be just as problemat-ic as it is helpful if users fail to display properetiquette. As you have likely noticed duringbrainstorming sessions or client meetings, manyotherwise polite and refined professionals canlose all sense of courtesy when in possession ofa portable electronic device. Following are tech-etiquette tips to add to your toolbox.

BREAK THE TIES THAT BIND. It can be easy to develop a Pavlovian-like habit

for automatically responding to the pingingsound of an incoming instant message or e-mail.But it’s critical to be aware of your surroundings

and know when it is — and is not — appropriateto reply. For instance, if you’re interacting with aclient, you’ll fail to impress him or her if you furi-ously peck on your BlackBerry for half of themeeting. Appearing distracted will send the mes-sage that you’re disinterested and disrespectful.If you’re dealing with a pressing matter andknow you might have to respond to an urgentphone call or e-mail, briefly explain the situationat the outset of your meeting.

DON’T MAKE PHONE FAUX PAS. The following tip might seem obvious, but it

bears repeating: Turn off the ringer of your cellphone before going into a meeting. While puttingyour phone on vibrate mode is slightly less offen-sive, it’s best to simply let calls go to voice mail.Also, if you’re running the meeting, remind thosein attendance that cell phones should be poweredoff. If you’ve organized a conference call, showprofessional courtesy — and minimize confusion —by introducing all participants upfront. In addition,

BY: THE CREATIVE GROUP

The Benefits of Practicing Stellar Tech Etiquette

AvoidingGadget-Related



never put anyone on speakerphone with-out first getting the person’s permission.

DON’T SNAP. The ubiquity of cell-phone cameras makes

it a snap to capture images. But never forgetthat photography is a highly sensitive matter inthe business world, especially in a field like mar-keting, where proprietary images and informationare frequently displayed and discussed. Even if youwant to shoot an innocent picture for design inspira-tion, for example, always ask for consent. Failing todo so runs afoul of basic tech etiquette, and possiblythe law.

In today’s high-tech world, etiquette is more than just know-ing where to put your soupspoon and salad fork during a businessmeeting. It more frequently involves understanding when to tune outyour technical devices and tune in to those around you. •

The Creative Group is a specialized staffing service placing creative, advertising, marketing and web professionals with a variety of firms on a project basis. For more infor-mation, visit www.creativegroup.com.

Goofs



FINISH YOUR HOMEWORK! Wish you had a nickel for every time you heard thatfrom your parents? If you are also a parentThose who are parent,s, do you needmore nickels forto give each time you have said that to your kids? Homework iswhat used to separate me from girlfriends, driving my car, hanging with myfriends, playing pick-up basketballsports and about everything else I couldcategorize as more fun than that 8-letter word for drudgery. I grew up only tohave kids and pass along the same admonition, then watch them squirm and tryeverything they could to make me think their assignments were handled. The tendency was to get it finished as quickly as possible, while there wasstill daylight or tvTV time or whatever you’d rather be doing.

What happens as we grow up? Could it be that not wanting to do homework hasnow evolved into being part of our everyday DNA? When I think about how muchwork we don’t do in building our databases and following up with people who aretrying to find us from from our website, it certainly seems like I might be right.

I had coffee the other day with Jon Cline, principal owner president of a com-pany called Enthusiast*. Jon’s forte is in figuring out how to get the very most outof having a website so that the websiteit works at peak performance all the timefor youconsistently. I asked him to explain what he meant by that and, would youbelieve, Jon referred to Homework as the best way to answer the question.

“Dave, too many companies out there are spending hundreds of thousands ofdollars to have the snazziest website on the face of the earth, complete with all thebells and whistles you could ask for. Their graphics are superb,superb; their layersof depth as to what they offer are a virtual smorgasbord of cool stuff. But, if theyhaven’t done their homework, they may very well be missing the boat because theright set of people needing to find them cannot. won’t.”

Ok, so what would be the right kind of homework for a website?

“At Enthusiast, we first do aencourage a thorough Key-Word Analysis to findthe emotional, and psychological, psychographic DNA of both the potential buyersthey are seeking and the current onlineweb saturation of these terms by competi-tors. Then, we would recommend a three-fold strategy leveraging the website andan e-newsletter: (1) alignrewrite the website using the targeted key words andphrases, (2) segment and email relevant, useful and summarizedsummary informa-tion to this email list pushing them back to the website or sending trigger emailswith nextstep options, and (3) follow the email campaign by analyzing theresponse reports and see who clicked what and follow up on those high- valueusers individually.”

This is worth consideration. Whether you have already set up a website or areabout to, do your Homework. Spend a little time with on-going analysis so thatyou don’t Cliff’s Notes’ interpretation: Your customers have to FIND you or therest is unnecessary. If you do your homework there are ways to figure out whatyour target audience thinks, how they look for things, how they search for andfind things. Know this and you are well on your way to more market-share.

Is setting up your site so that it is a more personal approach worth it?Absolutely. have to repeat the same class over and over again. Is that doing business in a Personal way? Yep. It’s ALL Personal.

Dave Ribble is President of The Company Image/Geiger, [email protected]. *JonCline is President, of Enthusiast. Reach Jon Cline at [email protected] or626.256.3505866.242.4748.

It’s ALL Personal

Dave Ribble

“If you do yourhomework

there are ways to figure out

what your targetaudience thinks,

how they look for things, how they

search for and find things.”


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Mother always taught it’s better to give than to

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you feel special, appreciated and a little flattered,

too. If the gift giver is a company you do business

with, one you are thinking about working with or

even one whose products are unfamiliar to you,

receiving a gift establishes a closer relationship

between you and the company. And isn’t that

magical relationship the ultimate goal toward which

all businesses strive?

Now, instead of being the recipient, imagine yourself

as the gift giver. Because of their physical nature,

promotional products have the unique ability to

help you build a relationship with potential clients.

Unlike other types of advertising, studies show that

promotional products are kept and used repeatedly.

No one keeps a print ad or a radio commercial. And

it’s only through the repetition of TV advertising

that familiarity for a brand is established—but this

comes with a big price tag.

What promotional products give you, the advertiser,

is the ability to reach and influence your target

audience with a memorable product that carries your

logo, message and contact information—and estab-

lishes that oh-so-important personal connection

with your customers.

A study by Promotional Products Association

International reported that 52 percent of business

travelers surveyed did business with the company

that gave them a promotional product. Of those

who had not done any business with the company,

almost half said they were more likely to do so, and

52 percent said their impression of the company was

more favorable since receiving the item.

The product you choose also establishes an image

of your business in the customer’s mind—so choose

carefully. And be sure to consider how you are

packaging and distributing your gift. All of these

choices contribute to your overall success.

Remember, start with the end (what you want to

achieve) in mind, then follow these steps:

• Identify the behavior you want changed or

the action you want the recipient to take.

• Identify the product that will motivate this

change.

• Package it properly for maximum impact.

• Get it into the hands of your target audience.

Find a professional promotional consultant who

will help you achieve ultimate success by visiting

the PPAI buyer website at www.promoideas.org.

Gift Giving Has Its Own RewardsWhen Promotional Products Are Involved

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CHALLENGE:For several years, the standard Piedmont Hospitalnew mothers’ gift was a diaper bag kit. However,because mothers prefer to select their own diaperbags, this gift had lost its popularity and was leftbehind, thrown in the trash or simply not distributedby nurses. The lack of interest in the gift was wasting money, creating ill will and preventing the hospital from sending new mothers home withpositive feelings about the hospital.

After carefully listening to staff and patient feed-back, including a “Mother Talk” forum, promotionalconsultants Marsha Londe and Carolyn Unger ofSummit Marketing in Atlanta, Georgia, suggestedseveral different take-home product ideas to RobinKalamaro, Piedmont clinical manager, obstetrics andwomen’s services.

SOLUTION:A new patient gift package was designed with usefulgifts such as logo-imprinted mini memo pads andpens, insulated mugs, snack/formula containers, babywipes containers, and pink and blue blankets. “Werecommended that the hospital not embroider its

logo on the blankets because we felt this would turnthem into an advertisement instead of a gift.Kalamaro accepted our idea, so we only had the hos-pital bear mascot and ‘Piedmont Baby’ embroideredon the blankets,” says Londe.

RESULT:Kalamaro reports, “We are now getting our money’sworth from our marketing. Patients are taking theirnewborns home wrapped in the blankets. My associ-ates at ‘Mother Talk’ say they often see the blanketsand wipes containers with the young babies’ groups,and the cereal bowls are showing up with the olderchildren. Doctors and nurses have said the memo padsand pens are taken home with answers to patients’questions and medical instructions. The great-lookinginsulated mugs have solved the problems withStyrofoam cups and ice buckets tipping over.”

Find a promotional consultant at www.promoideas.org

FACT: Marketers spent $325 billion in 2005 to change their audiences’behaviors. Six percent was spent on promotional products—the same as forconsumer magazines and radio.

Brilliant Results | November 2006 35

INDUSTRY: Piedmont Hospital Women’s Center


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CHALLENGE:Holiday shopping is intense. The frenzied crowds andchaotic stores are enough to send any sane shopper rightback home. Retail workers, laden with high sales goals,see no hope of upselling anything during the holidays.With tight budgets, consumers don’t want to spend moremoney than they absolutely must. How could CompUSA,a retail store specializing in computer systems, hardwareand software, get employees to increase sales of the company’s private-label service plans?

SOLUTION:Hoping for a five-percent sales increase, Carlos Fojo, director of TAP sales and marketing, called promotional consultant Bruce Jolesch of Dallas,Texas-based The Jolesch Group for help developingan incentive program.

Incorporating the five-percent goal, they developed a Hawaii Five-O contest theme with top producerswinning a grand prize trip to Maui and the Pro Bowl.The target audience included general and regional

managers along with retail sales floor personnel.Managers received the first part of the campaign: aminiature football locker that played the HawaiiFive-O theme song when opened.

Fojo says managers were amused by the locker. “Mostof the general managers I talked with kept it on theirdesks and said it reminded them of a locker at the ProBowl,” he says. Football pens, towels and deodorant

reinforced the campaign’s footballtheme, while managers and salespersonnel snacked on Hawaiianmacadamia nuts as they worked toreach the goal.

“All of the materials provided aseamless presentation of thesales goal and prize,” Fojo says.As employees sold the serviceplan, they received scratch-off

game cards with PIN numbers to use on an online prize-redemption site.

RESULT:More than 2,100 prize orders were placed throughthe site, comprising more than 4,900 items. Fojo waspleased to send the 65 top producers to Hawaii.

He says, “During this promotion, the TAP contributionpercentage maintained one of the highest levels evermeasured for our company, and this high level wassustained through two reporting periods. In addi-tion, the proportion of higher-level plan sales roseapproximately 11 percent, totaling more than$425,000 of additional revenue.”


INDUSTRY: Retail—CompUSA

FACT: For that extra performance boost, look toawards and incentives because employees arewilling to work hard to get them says a PPAIstudy. Moreover, employees say they are likelyto try harder when competing for awards andincentives in teams rather than individually.


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CHALLENGE:Waste Management (WM) wanted to implement a fun,motivational and enthusiastic program to challengeits Hauling Company, Industrial Division sales repre-sentatives and managers to achieve heightened salesperformances of 110 percent more than goal. As part of the program, Mathew C. Lewis, director ofindustrial sales and marketing, also wanted to recognize and reward the top performers for generating new business and closing qualified leads.

SOLUTION:The eight-month campaign, “Power of Performance,”began with pre-recorded voice mail and e-mail messagesdirecting its male-dominated audience to a specialwebsite for details. Promotional consultant Sharon A.Biernat, MAS, president of Promotional StrategyPartners, Inc. in Wilmette, Illinois, says WM Flagsand banners were hung in the offices, and supportingpromotional items—WM PowerBars, stainless-steelWM mugs, light-up key tags, money pads and shredded-money pens—were mailed to employeesthroughout the promotion to continue the awarenessof and generate enthusiasm for the campaign.

Those who reached the minimum 110-percent goalqualified to enter the drawing for six randomlyselected winners of a Mustang GT Convertible.

Employees could also win mid-contest prizes such asWM Power Penatia Chrome Pen and Pencil Sets, TAGHeuer Men’s and Ladies’ Quartz Watches and SharperImage gift certificates. “Because salespeople are theoretically competitive by nature, the promotionalproducts and grand prizes took on a psychologicalaspect above the monetary value—and this createdhealthy competition among peers,” says Biernat.

RESULT:Lewis reports that 47 percent of the sales force consis-tently achieved at least 110 percent of their goal duringthe campaign. “More than 17 percent reached 150percent of their goal,” says Lewis. “The promotionalproducts definitely served as daily reminders of thecampaign and kept it interesting and fun, and thehigh-end prizes kept the focus on selling. Based onthe extremely positive results and feedback, we planto continue this program through the next year.”


INDUSTRY: Disposal Services—Waste Management, Inc.

FACT: When considering cash versus product incen-tives, studies show that when people are given cashthey are more likely to spend it on necessities—suchas the credit card bill—rather than for luxuries. As such, the “prize” is less desirable.


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CHALLENGE:Raising money, even for good causes, is a difficulttask. When Daniel Petithory, an American SpecialForces sergeant, was killed in Afghanistan, his familywanted to establish a scholarship fund in his name.O’Connell Oil, a utility company in Petithory’s home-town of Northampton, Massachusetts, wanted to helpwith the scholarship fund for area high schools.

SOLUTION:Marketing Director Roger Brissette declared an initialgoal of raising $2,500 for the fund, but he wasn’tsure how to get started. Working with promotionalconsultant Keith Bona of Proforma UniversalMarketing in North Adams, Massachusetts, he developed a plan.

In Sgt. Petithory’s honor, 500 Green Beret teddybears priced at $9.95 were ordered for sale inO’Connell Oil convenience stores in Northampton andsurrounding communities. The bear was a collectibleremembrance of overseas soldiers and was gearedtoward people who collected bears or supported the cause, and those with family members in themilitary. The bear, wearing a camouflage jacket and beret, was adorned with a dog tag containing a picture of the fallen soldier and his mission.

The media quickly learned of the teddy bears, and alocal newspaper ran a front-page article about thescholarship fund. Media coverage drew more than3,000 customers to O’Connell stores in search of the bears. Much to the delight of Brissette andPetithory’s family, the fast sale of the first order of500 bears resulted in a second order of 1,500 bearsand a third order of 2,000 bears.

RESULT:By the campaign’s end, 4,000 bears were sold, andO’Connell Oil was able to contribute $15,000 to the

Sergeant Petithory Scholarship Fund. “It wasextremely exciting to have a project grab

the attention of national television stations,” says Brissette. “This projectbenefited both the scholarship fundand our company with the positivemedia coverage and increased traffic to

Convenience Plus locations. The familywas very grateful for our contribution.”

INDUSTRY: Healthcare—Utilities—O’Connell Oil


TIP: Here’s a twist on holiday gifts: givegifts to someone else on behalf of yourcustomers—plush toys given in yourclients’ names to underprivileged children.Attach stamped postcards to the toys so the children can send thank-yous to the “givers.”


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CHALLENGE:Cara Amore, president of AIA/SuccessMakers in NorthBellmore, New York, wanted to expand her businessinto five New York boroughs, including Long Island.She wanted to demonstrate her creativity, andexplain what her company does and how it does it.With the goal of targeting 80 companies, she wantedto reach a 25-percent response rate, obtain threenew accounts and generate $10,000 in new businessfrom the campaign.

SOLUTION:With a word play on her name and on her back-ground as a trained chef, Amore tied the two ideastogether with the song, “That’s Amore!” and a pizza.The targeted companies received, via direct mail or ashandouts on cold calls, a miniature pizza box with a light-activated sound chip, which, when opened,played “That’s Amore!” Inside was a compressed t-shirt in the shape of a pizza with its front sideshowing a pepperoni pizza with “We Deliver GreatPromotions!” and “Now That’s Amore!!” messages. The back featured a photo of Cara Amore with thecaption, “I’m Amore!” and a description of her creativemarketing capabilities using promotional products.

RESULT:Amore reports that all set objectives were exceeded.“Eighty pieces were delivered, and 60 prospectsresponded, giving us a 75-percent response rate. Ten of those 60 respondents became clients, morethan 300 percent higher than our three-new-clientsobjective. We generated more than $25,000 in newsales, exceeding our expectations by 150 percent,”says Amore.

INDUSTRY: Promotional Products—Adventures In Advertising (AIA)/SuccessMakers

FACT: Promotional products improve the recipient'simpressions of an advertiser. A survey revealedthat 56 percent of respondents had a favorableimpression of the advertiser before receiving apromotional product. That number increased to71 percent after receiving a promotional item.


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CHALLENGE:Tradeshow attendees have a lot vying for their attention, so how do they decide which booths tovisit and which to pass? Herr Foods, Inc., a snackfoods manufacturer, wasn’t new to tradeshows. Eachyear it attended a show for vending machine operators,and every year it was disappointed with the quantityof booth visitors. How could it drive traffic to andwrite orders at its booth?

SOLUTION: Les Davis, manager of vend sales, recognized the golf-ing appeal of the tradeshow location—Myrtle Beach,South Carolina—but wasn’t sure how to capitalize onit. So he contacted Rick Mann, MAS, promotionalconsultant for Sinking Spring, Pennsylvania-basedLasting Image Promotions, for ideas.

They developed a golf water globe containing a golftee and logoed golf ball. The purpose wasn’t just toshake the globe but to get the golf ball to sit on the tee. To generate excitement at the booth, Davisannounced that any attendees who could get thegolf ball on the tee in 10 seconds would win fivecases of Herr snacks, valued at $50.

“We had at least 200 people attempt to get that ballon the tee,” Davis says. “This gave us plenty of timeto make our sales pitch.” The water globe drew acrowd of spectators around the booth, all of whomwere loudly counting down from 10 to one. Even ifattendees didn’t win the snack cases, they got tokeep the water globe.

RESULT:Davis was pleased to see a 23-percent increase insales over the previous year and reported therewere never less than six and, at times, as manyas 18, visitors at the booth. “We gave awayapproximately $150 in prizes, but we wrote salesorders for more than 4,000 cases of our products.

We acquired 12 new customers and generated positive awareness by hundreds of other show

attendees,” Davis says.

INDUSTRY: Food—Herr Foods, Inc.

FACT: Research shows 76 percent oftradeshow attendees have decided beforethey get to the show floor which boothsthey will visit. Drive traffic to your booth with pre-show marketing using promotional products.



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When tradeshow exhibitors plan for an event, conventional wisdom suggests communicating withthe target audience to advise them of the company’supcoming presence at the exhibition. With budgetreductions and postage increases, however, it isincreasingly difficult to rationalize allocating timeand resources to pre-show direct mailings. But pre-showmailings are essential to tradeshow success, and theireffectiveness can be tracked—if the campaign isdesigned correctly and includes promotional products.

How does incorporating promotional products intotradeshow communications impact booth attendance?To find out, a PPAI study* was conducted using aBaltimore, Maryland-based show with exhibitors thatsupply functional, healthy and botanical ingredientsfor pharmaceutical and medical products.

Using the pre-registration attendee list, a samplewas created and divided into three groups to testdifferent theories.• Group A received a postcard inviting the recipient

to stop by the respective exhibitor’s booth at thetradeshow.

• Group B received an inexpensive magnet, imprintedwith the respective exhibitor’s logo, and an invitationto visit the booth during the show.

• Group C received a postcard with an offer of a t-shirt for bringing the postcard to the exhibitor’sbooth during the tradeshow.

On-site registrants served as the control group. Afterthe show, each exhibitor provided a list of attendeeswho stopped by its booth. Each list was used todetermine which incentive type generated more traffic to a given exhibit and potentially a greaternumber of sales leads for the companies.

Nearly 48 percent of attendees who stopped by the three booths had received a pre-show mailing. Of the recipients who visited the booths, 41 percentreceived the free t-shirt offer. Thirty-six percent receivedthe postcard with magnet, while only 23 percentreceived the invitation without a promotional product.

In short, 78.2 percent more people responded withthe t-shirt offer than the postcard alone, and 56.5percent more people responded to the magnet thanthe postcard alone.

If you want to boost attendance at your nexttradeshow exhibit, talk to your promotional consult-ant about how to integrate promotional productsinto your pre-show direct mailings. Together you canchoose decorated merchandise that is compellingenough to break through inbox clutter and warrantan inquiry at an upcoming event.

Now that’s the power of promotional products.

PROMOTIONAL PROOF

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

PPAI—the promotional products industry’s only international not-for-profit trade association—offerseducation, mentoring, public relations, publications,technology, tradeshows and legislative support to its7,500 global member companies.

INDUSTRY RESEARCH: The Power Of Promotional Products

23%

36%

41%

0%

10%

20%

30%

40%

50%

Mailer Only Mailer WithMagnet

Mailer With T-Shirt Offer

Promotional Products Used With Pre-Show Mailings Elicit

More Booth Attendees

*Increase Booth Traffic With Promotional Products© 2006 Promotional Products Association International


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Free Product Information. November 2006 Issue.For free product information from these suppliers, complete and mail this page to: BrilliantResults Magazine 9034 Joyce Lane Hummelstown, PA 17036.Or fax to (717) 566-5431

PLEASE CIRCLE ITEMS OF INTEREST.

Name Title

Company Industry

Address

City State Zip

Phone Fax E-mail

Supplier Page No.

3M ® 3

BIC® Inside Front Cover

Blake & Hollister 11

Brilliant Results Magazine ™ 43

Bullet Line ® Back Cover

Calconix / Time Zone ® 13

FeatherLite by Sierra Pacific Apparel 5

Key-Bak ® 25

Neet Feet ® 15

GROLINE 29,33,37,47

Snugz Inside Back Cover

Time Products Int'l. 19

Warwick Publishing 7

TM


brilliant results


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BACKGROUNDThis high-tech company faced a growing need to engage and involve their global employees in their busi-ness; to transform their culture to one of empowerment and change; and to capitalize on a fast-growingdemand for their telecommunications products. Employee surveys indicated that most employees felt thatthey were not respected, their ideas were not listened to, and that “innovation is not our job—that’s why wehave engineers.” Some sites had low-impact existing suggestion box programs with low participation.

ISSUESThe high-tech company wanted to:• Create a culture of innovation, engagementand recognition• Increase employee loyalty and increaseemployee satisfaction scores• Drive waste and cost out of the business

SOLUTION• BI conducted employee focus groups, a

stakeholder design session, anddesign conferences for each of theseven U.S. sites and five internationallocations to understand employee issues andlocal cultures

• An ideas/recognition system was developed: Ideas: tangible savings/revenue, intangible savings, personal improvements, and best practicesRecognition: peer-to-peer, manager to direct report, and quarterly top performer(s)Solution components included:

• Briefings for plant managers to secure executive buy-in• Pre-launch training for all levels of management, coaches, and evaluators• Communications campaign in five languages: announcement brochures, launch events with video, posters,

newsletters, and short-term promotions• An Internet tracking system with walk-up data entry at plant kiosks and daily global data transfer for shar-

ing idea best practices.• Consolidated rewards with personal award accounts and monthly reports

RESULTS

• 56% participation; employee attitude survey score improved by an average of 30%• Over 25,000 ideas generated; 10,000 approved and implemented• $94,246,353 in implemented savings (resulting in $68,116,143 in net savings)

Copyright BI. BI is a trademark of Schoeneckers, Inc. For more information, visit BI’s Website at www.biworldwide.com. BI assists firms with sales force effectiveness/training, compensation planning, sales force incentive and recognition systems, initiatives to defend/boost market share and interactive launch meetings and events.

Industry: high-techEngaging global employees to drive out costs



A CHARGEBOX IS a set of lockers designed to charge batteries of

phones and other mobile devices.

Created by British Boxbrands, ChargeBoxes have six lockers

with each locker containing four different chargers. The user picks

the appropriate locker for their device, opens the door and attach-

es the device to a charger inside. Payment is then made either

with a GBP 1 coin or by sending an SMS to a specific code. Once

payment has been received, the door can be locked and charging

begins. The device is charged for 40 minutes, or less if a user is in

a hurry and doesn’t need a fully charged battery.

The system offers a charging solution that covers 90 percent of

handsets on the market, and also replenishes batteries of

Blackberries, PDAs, iPods and PSPs. The first machines will be

placed in easyInternetcafes, Novotel hotels, Vodafone stores, and

various airports. One hundred ChargeBoxes are being launched

this month and BoxBrands has ambitions to have over 1000 in the

UK by the end of 2006.

In a world that’s addicted to communication, and where mobile

devices have reached almost universal adult penetration, drained

batteries are a definite chokepoint. While we’ve seen similar

examples of public charging points, they’re far from commonplace,

and would be a welcome addition to hotels, gyms, airports, train

stations, hospitals, coffee shops, cinemas, festivals, shopping

malls, etc.

If you’re a vending machine enthusiast, this should be right up

your alley. And if you work for a mobile phone network, why not

sponsor ChargeBoxes in high footfall locations? Good for your

brand, and you’ll benefit directly if consumers are able to spend

more time on their phones.

Springwise, an Amsterdam-based independent innovation firm,

scans the globe for the most promising new business ideas. Visit

them at their website www.springwise.com .

BY: SPRINGWISE

“The system offers a chargingsolution that covers 90 percentof handsets onthe market, andalso replenishesbatteries ofBlackberries,PDAs, iPods and PSPs.”


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1. Ask for action. Tell the reader to phone, write,contact his sales rep, request technical literatureor place an order.

2. Offer free information, such as a color brochure orcatalog.

3. Describe your brochure or catalog. Tell about its special features, such as a selection chart,planning guide, installation tips or other usefulinformation it contains.

4. Show a picture of your brochure or catalog.5. Give your literature a title that implies value.

“Product Guide” is better than “catalog.”“Planning Kit” is better than “sales brochure.”

6. Include your address in the last paragraph ofcopy and beneath your logo, in type that is easyto read. (Also place it inside the coupon, if youuse one).

7. Include a toll free number in your ad. 8. Print the toll-free number in extra-large type. 9. Put a small sketch of a telephone next to the phone

number. Also use the phrase, “Call toll-free.”10. Create a hot line. For example, a filter manufac-

turer might have a toll-free hot line with thenumbers 1-800-FILTERS. Customers can call thehot line to place an order to get more informationon the manufacturer’s products.

11. For a full-page ad, use a coupon. It will increaseresponse 25% to 100%.

12. Make the coupon large enough that readershave plenty of room to write in their name andaddress.

13. Give the coupon a headline that affirms positiveaction -”Yes, I’d like to cut my energy costs by50% or more.”

A CLIENT RECENTLY PHONED with a problem I’d encountered many times before. “Our new ad campaign’s main goal is to create awareness and build image, not generate sales leads,”

the ad manager explained. “But my management still tends to judge ads by counting the number ofinquiries they bring in. Is there some way I can increase my ad’s pulling power without destroying thebasic campaign concept?”

Fortunately, the answer is yes. There are proven techniques you can use to increase any ads pullingpower, whether your main goal is inquiries or image.

HERE ARE 31 TECHNIQUES THAT CAN WORK FOR YOU:

31To Make Your A–derfully

BY: ROBERT W. BLY


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14. Give the reader multiple response options- ”I’d liketo see a demonstration,” “Have a salespersoncall,” “Send me a free planning kit by return mail.”

15. For a fractional ad-one-half page or less-put aheavy dashed border around the ad. This cre-ates the feel and appearance of a coupon, whichin turn stimulates response.

16. In the closing copy for your fractional ad, say,“To receive more information, clip this ad andmail it to us with your business card.”

17. A bound-in- business reply card, appearingopposite your ad, can increase response by afactor or two or more.

18. Use a direct headline-one that promises a bene-fit or stresses the offer of free information-ratherthan a headline that is cute or clever.

19. Put your offer of a free booklet, report, selectionguide or other publication in the headline of your ad.

20. Offer a free gift, such a slide rule, metric conver-sion fable, pocket ruler, etc.

21. Offer a free product sample.22. Offer a free consultation, analysis, recommenda-

tion, study, cost estimate, computer printout, etc. 23. Talk about the value and benefits of your free

offer. The more you stress the offer, the betteryour response.

24. Highlight the free offer in a copy subhead. The lastsubhead of your ad could read, “Get the facts-Free.”

25. In a two-page ad, run copy describing your offerin a separate sidebar.

26. Be sure the magazine includes a reader servicenumber in your ad.

27. Use copy and graphics that specifically point thereader toward using the reader service number.For example, an arrow pointing to the numberand copy that says, “For more information circlereader service number below.”

28. Consider using more than one reader servicenumber. For example, include one number forpeople who want literature, another for immedi-ate response from a salesperson.

29. In a full-page ad for multiple products, have a separate reader service number foreach product or piece of literature featuredin the ad.

30. Test different ads. Keep track of how manyinquiries each ad pulls. Then run only those adsthat pull the best.

31. Look for a sales appeal, key benefit, or themethat may be common to all of your best-pullingads. Highlight that theme in subsequent ads.

Robert W. Bly is a freelance copywriter specializ-ing in traditional and Internet direct marketing andthe author of more than 50 books including Ads ThatSell. His e-mail address is [email protected] and hisWeb site address is www.bly.com.

r ADS Generate More Inquiriesy Simple Ways


1. What year was the word “computer” first used to describe amechanical calculating device?

a. 1897b. 1912c. 1926d. 1942

2. The forefather of the modern Internet was know as…a. Bayonetb. Arpanetc. Ordonetd. Instanet

3. What was the first computer to defeat a world champion chess player?

a. Chinookb. X3D Fritzc. Deep Blued. A.L.I.C.E.

4. In 1963 what computer device did Douglas Engelbart invent?a. Modemb. Mousec. Floppy diskd. Microchip

5. What new product did Apple Computer launch with a $1.5 million commercial during the 1984 Super Bowl?

a. Apple Ib. Apple IIec. Apple IIcd. Macintosh

6. A byte equals ____ and a nibble equals ____?a. 2 tetra, 1 tetrab. 8 bits, 4 bitsc. 4 bits, 2 bitsd. 1 tetra, 1 giga

7. An icon or animation used to represent a participant in Internetchat and games is referred to as a…

a. Cookieb. Appletc. Avatard. Bitmap

8. When chatting on the Internet I type LOL to say I am…a. Cryingb. Eatingc. Leavingd. Laughing

9. What year was the Internet born?a. 1969b. 1967c. 1972d. 1979

10. What is a unit of mouse movement called?a. Micronb. Mickeyc. MMUd. Revolution

11. What does acronym URL represent?a. Unique Representative Locationb. Universal Registry Locationc.Unique Registration Labeld. Universal Resource Locator

12. Which chat abbreviation meaning is incorrect?a. ATM – At The Momentb. TIA – Thanks in Advancec. TTYL – To Tell You a Lied. BRB – Be Right Back

Bonus: Who is credited with the invention of E-mail?

__________________________________________________

Quote~

“The easiest way to predict the future is to invent it.”

Xerox PARC Research hallmark phrase

“Eye awl wheeze Czech four hypos inn maymassages. Donut ewe? Thinks two spelt chequers its sew essay!”

Roy W. Miller, Author Answers: 1 a; 2 b (Advanced Research Projects Agency); 3 c; 4 b; 5 d; 6 b; 7 c; 8 d (Laughing

Out Loud); 9 a; 10 b; 11 d; 12 c (Talk To You Later); Bonus: Ray Tomlinson


Off The Cuff TECH & Computer Trivia


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