Tech-savvy end-users can't Google the effective ideas in your head. Learn the attributes of a Google-Proofer and how, as a Promotional Marketer, you can become more indispensable to your clients.

1. How To Google-Proof Your BusinessPresented By:Michael Crooks

2. QUIZ 1) Google-Proof your business by: a) Offering lots of products via the web. b) Deleting web addresses c) Adding value to client experience d) Search Engine Optimization

3. QUIZ 1) Google-Proof your business by: a) Offering lots of products via the web. b) Deleting web addresses c) Adding value to client experience d) Search Engine Optimization

4. QUIZ 2) Ideas are more important than product because: a) Ideas elevate your value to your clients b) “I” comes before “P” in the alphabet c) People can’t Google your ideas d) a & c

5. QUIZ 2) Ideas are more important than product because: a) Ideas elevate your value to your clients b) “I” comes before “P” in the alphabet c) People can’t Google your ideas d) a & c

6. QUIZ 3) Which of the following is a great idea generation strategy? a) Finding businesses that relate b) Focus on new products c) The first idea you create d) Referencing the “Book of Clichés”

7. QUIZ 3) Which of the following is a great idea generation strategy? a) Finding businesses that relate b) Focus on new products c) The first idea you create d) Referencing the “Book of Clichés”

8. QUIZ 4) The Secret Tactic: a) Is secret. No one knows about it. b) Method to develop effective messages. c) Is for emergency use only. d) A way to truthfully lie to clients.

9. QUIZ 4) The Secret Tactic: a) Is secret. No one knows about it. b) Method to develop effective messages. c) Is for emergency use only. d) A way to truthfully lie to clients.

10. QUIZ 5) Which is NOT a great niche market? a) Geographical b) Service c) Price d) Product

11. QUIZ 5) Which is NOT a great niche market? a) Geographical b) Service c) Price d) Product OnLine Distributors >

12. Existing Price Niche Sellers Marco Myron Branders 4imprints Crestline Amsterdam PromoPeddler Nucelar Meltdown >

13. Meltdown Coming Price-based Selling Nukes Distributors Internet >

14. The Internet: Major Game Changer She Can Do It Herself — Without You. Batman >

15. Batman Attributes

16. Attributes of a Google-Proofer™

17. Attributes of a Google-Proofer™ • Respectfully “Stick-It” To The Status-Quo (Think & Question) • Avoid Clichés (Cliché Blindness) • Embrace Relevancy •Know Your Clients’ Business – Secret Tactic • Prevent Client Problems – Extreme Sampling • Proactive With New Ideas and Opportunities • Add Value To The Client Experience

18. Attributes of a Google-Proofer™ NICHÉACIZE Find A Niché Find a Nitch

19. The Google-Proofer™ Believes: Knowledge & Effective, Creative Ideas are more important than price or product.

20. Why Ideas Are More Important Than Product & Price. Corn >

21. Which Will You Pay More For? A Pound of Corn? A Pound of Corn Chips?

22. Which Will You Pay More For? Commodity Idea-Enhanced Commodity

23. Which Will YourClientsPay More For? Promo Product Promotion More Examples >

24. Product Vs Promotion PRODUCT/COMMODITY Crude Oil Banana Lumber Fabric Mug Embroidered Shirt Pen PROMOTION Gasoline Banana Cream Pie House Dress, Shirt, Blouse or Suit Message Delivery Vehicle Coveted Incentive Website Traffic-Building Device

25. Product Vs Promotion PRODUCT/COMMODITY Crude Oil Banana Lumber Fabric Mug Embroidered Shirt Pen PROMOTION Gasoline Banana Cream Pie House Dress, Shirt, Blouse or Suit Message Delivery Vehicle Coveted Incentive Website Traffic-Building Device People will pay more for a value-enhanced … idea-enhanced proposition.

26. Attributes of a Google-Proofer™ • They “Stick-It” To The Status-Quo a.k.a: Think and Question “Come On People!” >

27. “Come On People. Think Outside The Box” Reasons People Don’t >

28. Clichés Reasons People Don’t Think Outside The Box No Time Fear Of Failure Uncomfortable Breaking Routine or Habit Lost Ability To Question

29. Reasons People Don’t Think Outside The Box. 1) No Time “What keeps people from thinking OUTSIDE the box is a lack of thinking INSIDE the box.” Fear of Failure >

30. Reasons People Don’t Think Outside The Box. 2) Fear Of Failure “Mitigate the “failure frequency” by increasing the “thinking frequency.” Break Habits/Routine >

31. Reasons People Don’t Think Outside The Box. 3) Uncomfortable Breaking Routine or Habit “Start small.Your goal is to overcome the fear that keeps you from taking risk.” Question >

32. Reasons People Don’t Think Outside The Box. 4) Lost Ability To Question “Question systems and processes. Why are you doing, what you are doing the way you are doing it?”

33. Reasons People Don’t “Stick-It” To The Status Quo No Time Fear Of Failure Uncomfortable Breaking Routine or Habit Lost Ability To Question

34. Attributes of a Google-Proofer™ • They “Stick-It” To The Status-Quo X • Embrace Relevancy • Avoid Clichés (Cliché Blindness)

35. Effective Message Development & Product SelectionRelevancy 1) Relevant to the wants, needs and desires of the target,

36. Effective Message Development & Product SelectionRelevancy Relevancy: 1) Relevant to the wants, needs and desires of the targets, 2) Relevant to the business, product or service,

37. Effective Message Development & Product SelectionRelevancy Relevancy: 1) Relevant to the wants, needs and desires of the prospects, 2) Relevant to the business, product or service, 3)Relevantto the wants, needs and desires of the target and to the business. Test >

38. Vacation Rental Question What is the best way to promote my new vacation rental business located in Show Low Arizona? Rent out cabins and condo's for weekend, weekly & monthly. Just started up and need to get it front of as many guest as possible in both the Phoenix & Tucson market? Vacation Rental Answer>

39. Vacation Rental Answer Well, we all know how hot it is especially in the Summer months so why not give out misting fans and moisturizing spray bottles, bottle sprayers and maybe even freeze dried ice cream I bet they won't forget you! Vacation Rental Question Revisit >

40. Vacation Rental Question What is the best way to promote my new vacation rental business located in Show Low Arizona? Rent out cabins and condo's for weekend, weekly & monthly. Just started up and need to get it front of as many guest as possible in both the Phoenix & Tucson market? Bandanna. USP. Bank>

41. Bank Question We will present at our first tradeshow and need ideas on promotional giveaways. We’re a small bank - commercial and consumer focused. The tradeshow will be more commercially focused. So far we thought of a 2 part giveaway - something we could send them in the mail before the event that would make them want to stop by our booth to pick up the second part. Any ideas or suggestions? Bank Answer >

42. Bank Answer I would send out a postcard, no sooner then 2 weeks prior to the event, and introduce your bank. Encourage them to save for a 'rainy day fund' and reinforce the idea by giving away an umbrella. All they have to do is come by the booth with the mailer. You'll be amazed at how many folks will show up waving their card looking for that freebie. The Rainy Day Umbrella... sounds like a winner. Bank Q Review >

43. Bank Question We will present at our first tradeshow and need ideas on promotional giveaways. We’re a small bank - commercial and consumer focused. The tradeshow will be more commercially focused. So far we thought of a 2 part giveaway - something we could send them in the mail before the event that would make them want to stop by our booth to pick up the second part. Any ideas or suggestions? Key. ADHD Q >

44. ADHD Question I would like to provide something for children who participate in our ADHD research studies as well as for teachers and doctors who refer kids to us. ADHD Answer>

45. ADHD Answer Perhaps a goofy pen, or some lip balm would fit all your needs for kids and adults alike. Relevancy? >

46. ADHD Answer Perhaps a goofy pen, or some lip balm would fit all your needs for kids and adults alike. WHERE’S THE RELAVENCY?

47. Good Idea? Question: I’m looking for a promotional item that I can give away to my customers that has to do with the oriental rug business. Answer:

48. Good Idea? Question: I’m looking for a promotional item that I can give away to my customers that has to do with the oriental rug business. Answer: What an interesting business to tie an item to. How about a lint remover, or maybe some incense in a nice custom package? Both are economical and have different applications. Ken >

49. Relevancy

50. Relevancy

51. Relevancy Relavency >

52. Effective Message Development Relevant To The Wants Needs & Desires Of His Target And To His Business. Roll Up Calc. Summary >

53. Attributes of a Google-Proofer™ • Respectfully “Stick-It” To The Status-Quo (Think & Question) • Avoid Clichés (Cliché Blindness) • Embrace Relevancy X X X •Know Your Clients’ Business – Secret Tactic

54. Effective Message DevelopmentThe Secret Tactic

55. The Secret Tactic Stan’s Plumbing 555-555-5555

56. The Secret Tactic Stan’s Plumbing “Water Where You Want It, When You Want It” 555-555-5555

57. The Secret Tactic Stan’s Plumbing “Water Where You Want It, When You Want It” 555-555-5555 StansPlumbing.com

58. The Secret Tactic Point >

59. The Secret Tactic Stan’s Website: In addition to 10 secrets • Stan offers a fee-based inspection service — Puts sticker on water heater • Offers gift for stopping in/eform — Sends, drops off gift Stan’s Benefits >

60. The Secret Tactic Stan’s Benefits: • Generates Interest • Establish Credibility • Creates Opportunity for Personal Contact • Get’s His Sticker Inside The Home • Creates a Database for Ongoing Marketing You Di It >

61. The Secret Tactic Three _______ Secrets Every __________ should know. Ex: Three Plumbing Secrets Every Homeowner Should Know. Ex: Three Legal Secrets Every H.R. Manager Should Know. Ex: Three Hand Sanitizer Secrets Every Day Care Should Know. Ex: Three Used Car Dealer Secrets Every Car Buyer Should Know.

62. List The Secrets Three _______ Secrets Every __________ Should Know. Ex: Three Plumbing Secrets Every Homeowner Should Know. 1. ________________ 2. ________________ 3. ________________ Can’t. Idea Generation >

63. Attributes of a Google-Proofer™ • Respectfully “Stick-It” To The Status-Quo (Think & Question) • Avoid Clichés (Cliché Blindness) • Embrace Relevancy X X X •Know Your Clients’ Business – Secret Tactic X • Prevent Client Problems – Extreme Sampling

64. Extreme Sampling Product Testing

65. Extreme Sampling Product Testing • Instruction Scrutiny

66. Extreme Sampling Product Testing • Instruction Scrutiny • Process Testing

67. Product Testing • Use It and Abuse It Instruction Scrutiny

68. Instruction Scrutiny Process Testing > Remove Batteries When Not In Use.

69. Process Testing Don’t Flush Your Underwear Down The Toilet Robert

70. Process Testing Carton Weight

71. Process Testing Carton Weight Effects of Heat/Cold Chocolate, Snow Globes, Deodorant, Binders

72. Process Testing Carton Weight Effects of Heat/Cold Chocolate, Snow Globes, Deodorant Time/Timing Solar-Powered Stuff Needs Time to Charge

73. Process Testing Carton Weight Effects of Heat/Cold Chocolate, Snow Globes, Deodorant Time/Timing Solar-Powered Stuff Needs Time to Charge Fulfillment

74. Process Testing Carton Weight Effects of Heat/Cold Chocolate, Snow Globes, Deodorant Time/Timing Solar-Powered Stuff Needs Time to Charge Fulfillment Rules & Regulations Airlines, postal regs, stadiums, fairs Summary>

75. Extreme Sampling • Product Testing • Instruction Scrutiny • Process Testing Proactive >

76. Attributes of a Google-Proofer™ • Respectfully “Stick-It” To The Status-Quo (Think & Question) • Avoid Clichés (Cliché Blindness) • Embrace Relevancy X X X •Know Your Clients’ Business – Secret Tactic X X • Prevent Client Problems – Extreme Sampling • Proactive With New Ideas and Opportunities

77. Idea Generation • F.U.N. • Partnership Marketing

78. Idea Generation The FUN Question: What Do People Forget Use Need?

79. Idea Generation Partnership Marketing Who Has Access To Those Your Client Wants To Target? Benefit >

80. Idea Generation Partnership Marketing Who Has Access To Those Your Client Wants To Target? Ability to take ideas to your clients AND open doors to new client relationships. Examples >

81. Idea Generation Who Has Access To Those My Client Wants To Target? Jewelry Store < > Insurance Company Ladies Apparel < > Night Club/Bar Apparel Store < > Dry Cleaner B2B >

82. Idea Generation Who Has Access To Those Your Client Wants To Target? Nail Manufacturer < > Lumber Yard, Banks Left-Hand >

83. Idea Generation Who Has Access To Those My Client Want To Target? Left-Handed Buyers of Blue, 4-Door Fords Summary >

84. Idea Generation Partnership Marketing Who Has Access To Those Your Client Wants To Target? Ability to take ideas to your clients AND open doors to new client relationships.

85. Attributes of a Google-Proofer™ • Respectfully “Stick-It” To The Status-QuoX (Think & Question) • Avoid Clichés (Cliché Blindness) X • Embrace Relevancy X •Know Your Clients’ Business – Secret Tactic X • Prevent Client Problems – Extreme Sampling X • Proactive With New Ideas and Opportunities X • Add Value To The Client Experience X

86. Attributes of a Google-Proofer™ NICHÉACIZE Find A Niché Find a Nitch

87. Developing An Effective Niche The Butcher, The Baker, The Candlestick Maker Types of Niche >

88. Developing An Effective Niche • Service Niche • Product Line Niche • Product Specific Niche • Demographic Niche

89. BantaPromo.comService Niche - “Rush button …main motivator for revenue growth this year.”

90. BulletinBag.comProduct Line Niche - “Started ‘08. 90% biz is bags. Of that 100% online.”

91. WaterlessTattoos.comSingle Product Niche – “$6000/yr Profit”

92. To Google-Proof Your Business … • Promotional Product Distributors Must Become Promotional Marketing Consultants.

93. To Google-Proof Your Business … • Promotional Product Distributors Must Become Promotional Marketing Consultants. • Focus On Ideas And Concepts To Google-Proof Your Business.

94. To Google-Proof Your Business … • Promotional Product Distributors Must Become Promotional Marketing Consultants. • Focus On Ideas And Concepts To Google-Proof Your Business. • Find A Niche.

95. Final Thoughts • Internet Is Your Enemy: Fewer people need you to get them the products they can get for themselves. • Internet Is Your Friend = If you find a niche • Pricing pressure will continue to mount. Prices are rising and will continue to rise.

96. Final Thoughts The winners of tomorrow understand that this industry is changing drastically.

97. Final Thoughts • Compete against price by adding value • Deliver what can’t be Googled or own a domain name that can be.

98. Recommended Reading A Whack On The Side of The Head, Roger von Oech A Kick In The Seat of The Pants, Roger von Oech Positioning: The Battle For Your Mind, Ries & Trout Positively Outrageous Service, T. Scott Gross Outrageous! Unforgettable Service, T. Scott Gross For a copy of this presentation visit PromoReThink.comon Monday.Click “Google-Proof”.

99. Resources • PromoPeddler Ideas Guru: http://blog.promopeddler.com/answers/index.php