Speaker - December 2017

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!