AGENCY TSA
CUSTOMS
AND BORDER
PROTECTION
(CBP) PRIVATE
CUSTOMS
AND BORDER
PROTECTION
PROGRAM TSA Pre-Check Global Entry CLEAR NEXUS
BENEFITS Expedited
screening at
participating
airports with
separate bag
check lines.
Expedited
processing
through CBP
(at airports and
land borders)
upon arrival in
the U.S. Includes
TSA Pre-Check.
Expedited
screening that
uses a tap of your
finger to verify
your identity.
Currently in 19
U.S. airports.
Does not provide
access to a
separate bag
check line.
Expedited processing
through CBP (at
airports and land
borders) upon arrival
in the U.S. and
Canada. Includes
Global Entry and
TSA Pre-Check.
WHO’S
ELIGIBLE
U.S. citizens
and U.S. lawful
permanent
residents
U. S. citizens, U.S.
lawful permanent
residents, and
citizens of certain
other countries
U.S. citizens
and U.S. lawful
permanent
residents
U.S. and Canadian
citizens and lawful
permanent residents
of the U.S. and
Canada
FEE $85 for a 5-year
membership
$100 for a 5-year
membership
$179 per year;
additional family
members $50
$50 for a 5-year
membership
HOW TO
APPLY
Pre-enroll
online, visit
an enrollment
center, provide
fingerprints,
and verify ID.
Pre-enroll online,
visit an enrollment
center for an
interview, provide
fingerprints, and
verify ID.
Pre-enroll
online, visit
an enrollment
center, provide
fingerprints, and
verify ID.
Pre-enroll online, visit
an enrollment center
for an interview,
provide fingerprints,
and verify ID.
WEBSITE tsa.gov/
tsa-precheck
globalentry.gov clearme.com U.S.: usa.immigration
visaforms.com/travel/
nexus-pass or
Canada: cbsa-asfc.
gc.ca/prog/nexus
1. KNOW THE ROOM.
That means knowing what your
audience likes and doesn’t like, their
technological limitations, and a range
of other attributes. It means carefully
selecting your audience rather than
accumulating it.
2. DRESS APPROPRIATELY.
Your website should be designed
with your audience in mind—classy
if elegance will resonate, simple if
complexity is a threat, or a multimedia
extravaganza if entertainment is
paramount. Internet marketing is a
communications contest, not a design
competition.
3. SOUND SMART.
This rule could actually be “Don’t sound
stupid.” You have to deliver good
content, in the correct order, and your
site has to work. Sounding smart brings
together architecture, writing, programming, usability, and contingency design.
4. MAKE A CONNECTION.
At a party, you exchange business cards
or phone numbers. On the internet, you
use email or some other technique to
help people keep in touch with you.
5. BRAG MODESTLY.
At a party, nothing’s better than having
the host introduce you as “The person I
told you about. You have to talk to him/
her.” Online, modest bragging abounds.
Search engines, blogs, and an endless
array of PR opportunities allow someone
else to say how important you are.
6. OBSERVE AND ADJUST.
If I’m talking to you and you look at me
as though I just turned bright yellow, I
may change the subject or ask if you’re
OK. If you laugh, I may tell another joke.
Internet marketing is remarkably similar.
You can use website tra;c reports
and dozens of other measurements to
gauge audience response and adjust
your e;orts, whenever. This is the
linchpin and litmus of successful internet
marketing.
Put these all together and you have
a recipe for a selected, interested
audience seeing a campaign that they
will find truly compelling.
EXPERT INSIGHTS
BY IAN LURIE
IAN LURIE is president of Portent
Interactive, a Seattle-based internet
marketing company. You can access
his free book, Conversation Marketing,
An Internet Marketing Strategy That
Works, at portent.com/cmonline/.
Why Are You
Waiting in Line
at the Airport?
Are you looking for ways to save time in the airport or at border
crossings in the U.S.? Check out the chart below to see how you
can save the most precious of our resources … time!
THE SIX RULES OF INTERNET
MARKETING