Archive for March, 2009

Hot Topic – Consumers want it Customizable….

New research shows that consumers want customizable products.

Have you ever bought a dual-purpose device only to have one half of the unit quit working? New consumer data shows that all-in-one products that combine several functions don’t excite people the way some marketers think they should.

A study conducted by Yankelovich shows that 55 percent of consumers agree that products with multiple functions tend not to perform as well as products with a single function. The study concluded that end users want opportunities for individual customization instead of prefabricated multiuse products.

How can product manufacturers do this? Provide accessible kinds of customization that don’t require users to be experts. Appeal to the self-expressive attitude of young people while staying instep with the pragmatic concerns of older customers. Other things to keep in mind are responsibility and sustainability. Creating products with a ton of customization options is considered cool, but so is limited waste and trusted usability.

More ideas for impactful product customization:

• De-bundle so that consumers can re-bundle. Make product combinations intuitive, hassle-free and affordable. Think of all-in-one meals as an example: offering chicken, beef and fish separate from their sauces and sides allows customers to mix and match without extra costs.

• Make “apps” low-tech. Allow options for customizing products after they’re purchased and distributed.

• Beware of the tipping point. Avoid offering too many or too few options. In addition, consider categorizing and cataloging applications so users can filter them according to their skill levels and needs.

• Focus on practicality. Don’t jump straight to the cool part of a customizable product; make sure to give ample time to its uses and benefits.

DID YOU KNOW?
50% of consumers wish they had more opportunities to customize products to fit their lifestyles.

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Smart Hiring – A Quick Reference Guide

A careful, studied approach to filling job vacancies will pay off in the long run.

Recruiting. If you are like most business owners this word strikes fear and loathing all the way through the soles of your feet. It can be time consuming, difficult and even costly in many ways. So let’s help by providing a few tips on where to go and how to accomplish this chore a little easier. After all, you want the right recruit, not just a seat warmer.

No. 1: Know What You Want
You must have a clear understanding of the skills, talents, experiences and education levels you want in the person you are recruiting. Take a realistic look at the position. What do you really need? If the job calls for someone to take phone calls or write up orders, an advanced degree and 10 years of sales experience isn’t necessary. At the same time, if you need an experienced salesperson to not only service current customers but drive strategic new markets, you need that college grad with 10 years’ experience. Write out your criteria in a clear form using a job description format. You can find free job descriptions and information on how to write them at www.en.wikipedia.org or www.jobaps.com.

No. 2: Have A Plan
How many times do you contemplate how you are going to approach a client for a sale or plan out the material you are going to present? This process is similar to recruiting a great candidate. It is easy to find a body to fill a chair, but you want to hire the best person for the job.

After you write a job description, strategize how to get the right candidates. You can put an ad in the newspaper or on Craigslist.org or search engines such as Yahoo Hot Jobs, Monster or CareerBuilder. You could also network with your local Chamber of Commerce or another professional group to get the word out. The most costly plan is to solicit help from a paid recruiter or headhunter to do the search for you. This type of service provider can make recruiting so much easier, as they do the search and provide three to five candidates for interviewing. They also can be contracted in a contingency or retained mode. But they will charge 15-35 percent of the projected annual salary for the position.

No. 3: Execute The Plan
No matter which plan you use, it’s important to stick to the strategy. Keep working on the plan. It costs money to start and stop the process. Once the word is out to the public you are seeking to hire, keep it going. Make time at least weekly to review all résumés, conduct phone interviews and set up candidate interviews. Once you have two or three candidates you like, be sure to do a second interview. This way you verify your perception of the person. It is always a good idea to have everyone that has a stake in the success of the candidate interview him or her prior to extending an offer. That way everyone feels like they have ownership of the decision about the new person.

No. 4: Run Background Checks
Once you have your ideal candidate selected, call references and conduct a background check. There are services that can help with this process, one of which is www.bestbackgroundchecks.com. Or you could ask other business owners in your area for their experiences with background check services. For a more complete picture, ask for names and contact information for three business references, a couple peer references and a personal reference. Also remember you can have the background service check not only for criminal activity but for education, job and credit verification. Background checks will cost you anywhere from $25 to $200 depending on the provider and what services you need.

No. 5: Make The Deal
After you have planned, interviewed and performed a background check you will want to extend an offer. You should have a good idea what you can pay for the job, if the pay is competitive in the market and if the candidate is willing to take the offer beforehand. If in doubt, make a call and ask about the candidate’s expectations. You do not want to make the offer from an unknown position, but from a place of knowledge and power. If you can’t meet the candidate’s expectations, then you have the wrong candidate. He or she may take the job, but will keep looking. If the individual is not committed to you and your organization you will double the time, effort and money spent to find a new recruit for this position. Remember, it costs up to half of a person’s annual salary to replace them. This takes into account not only tangible costs but the intangible as well, such as time and loss of productivity or sales you could have devoted your strength to during the recruiting effort.

No. 6: Welcome The New Person
Last but not least is the step that most overlook: welcoming the new hire. Some organizations just meet the new person at the door, walk him or her to the desk and say, “Here you go.” Take the time to introduce the new employee, show him or her the break room, restroom and give him or her a little cultural training. If your managers or staff members are agreeable, start a mentoring or big-brother program by teaming solid, long-term employees with new recruits. Taking the new person to lunch the first day helps him or her get to know fellow co-workers and you. The time and effort you provide on the first day or during the first week will pay dividends in time.

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Psychologists Link Entrepreneurs to Juvenile Delinquents

Psychologists link entrepreneurial spirit with that of juvenile delinquents.

Stubborn, delusionally optimistic, creative, fearless. These characteristics are typically associated with entrepreneurs. But psychologists and businesspeople frequently add one more word to this list: ignorant.

“Entrepreneurs tend to have a singular weakness that allows them to do things without checking their conscience,” says Abraham Zaleznik, a psychology professor at Harvard Business School, in a CNN news article. “Juvenile delinquents act and then try to sort things out afterward. I think entrepreneurs have this tendency.”

With a recession eliminating 2.6 million jobs last year, many people are being pushed into entrepreneurship without a complete understanding of what it entails.

“You need to be in denial about the huge challenges you face,” Guy Kawasaki, a former Apple executive says in the article.

Despite hardships, recessions can be launching points for innovative at-home start-ups. In fact some of the best new businesses originate during economic downturns because the market is so selective that new products must truly be great to survive. In other words, there’s not a lot of money to go around.

Many successful entrepreneurs are tuned into consumer needs, says psychologist Lynn Friedman. Many come from nurturing families and value the idea of trying new things. Entrepreneurs “live in the world of action, and they often need help with slowing down and thinking several steps ahead,” she says.

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Top 5 Promotional Trade Shows For 2009

convention

Top 5 Promotional Trade Shows for 2009

Rank 1

The PPAI Expo

Las Vegas
Year Established:
PPAI has held trade shows since 1914
www.theppaiexpo.org, www.ppai.org, 888.426.7724
2009 Show Info: Jan. 12-16, Mandalay Bay Convention Center

Changes for 2009:

As the longest-running and largest trade show in the industry, The PPAI
Expo is widely recognized as the premier event to kick off the selling year —
and once again PPAI will not disappoint. The PPAI Expo contains more than
3,800 booths and offers more than 110 education sessions, inspirational
keynote speakers and many high-energy networking events.
The PPAI Expo features the New Product Pavilion, the one place to see
hundreds of new promotional product designs in a single setting, as
well as brand., which will include an interactive education area and
representatives from the Incentive Marketing Association (IMA) and the
Incentive Manufacturers and Representatives Alliance (IMRA), who will be
on hand to educate promotional consultants about incentives. PPAI is also
set to host Chip Heath, co-author of the New York Times’ best-seller, “Made
to Stick: Why Some Ideas Survive and Others Die,” as the 2009 PPAI Expo
general session speaker.

Rank 2

Promotions East

Atlantic City, N.J.
Year Established:
1955 by the Specialty Advertising Association of Greater New York (SAAGNY)
www.promotionseast.org, www.saagny.org, 800.722.4691
2009 Show Info: June 1-3 at the Atlantic City Convention Center
Changes for 2009:
SAAGNY has resumed management of the show and has joined with a
dynamic marketing team to bring in a fresh dimension, including distributors
from allied industries.

Rank 3

MAPP S by SAGE

Grapevine, Texas
Year Established:
1992 by SAGE Quick Technologies Inc.
www.sageworld.com, 800.925.7243
2009 Show Info: Aug. 10 at the Gaylord Texan Resort and Conference Center
Changes for 2009:
We have established a sales plan to increase the number of exhibitors and
options for distributors.

Rank 4

The SAAC Show

Long Beach, Calif.
Year Established:
1967 by the Specialty Advertising Association of California (SAAC)
www.thesaacshow.org, www.saac.net, 800.734.6356
2009 Show Info: Aug. 4 -6 at the Long Beach Convention Center
Changes for 2009:
The 2009 show will include networking events sponsored by SAAC and
suppliers, products for the second selling-season displayed in the exhibit
area and no increase in booth costs.

Rank 5

The ASI Show Orlando

Orlando, Fla.
Year Established:
1998 by the Advertising Specialty Institute (ASI)
www.asishow.com, www.asicentral.com, 800.546.3300
2009 Show Info: Jan. 3-5 at the Orange County Convention Center
Changes for 2009:
ASI shows will feature new gala locations and education seminars focusing
on timely, industry-specific issues. Tony Robbins will be keynote in Orlando.


Reference: Corporate Logo: The Independent Voice of the Promotional Products World, CorporateLogo.com


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