Awards: Hunks of Junk or Valuable Marketing Opportunities?

Like anything in life, the value you place on things is the way it will be viewed by everyone with whom you speak, simply put; their perception is indeed your reality.

PPAI and ASI will be announcing the winners of their creativity awards very soon, I’ve seen some of the award-winning programs, quite impressive.

I am a firm believer our great industry is incredible however, it can be better, much better -  but it is going to take a radical mindset shift for that to happen, suppliers and distributors alike need to look beyond how we currently present ourselves to our clients.  The vast majority look at themselves as providers of “product”. I contend – you’re more than that; but first you must recognize, believe, work, and make it an everyday part of your core values.  It reminds me of a keynote speaker at one of the PPAI shows, Jim Tunney who stated, “…people say ‘if it ain’t broke, don’t mess with it’, I say, ’break it and make it better…”; not to say dismantle the whole system and remake it; it means always be looking for areas in your business that can be improved - search for excellence in your career, and areas which can be improved – and do it!

In a BtoB© magazine article, CMO’s (Chief Marketing Officers) were surveyed, they listed the top ten things they were looking for in strategic partners; interestingly “cheapest price” never made the list!  The list was as follows:

• A Strong Strategic Thinker
• A Clear Understanding of the Client’s Business
• Experience in the Client’s Industry
• Excellent Creative Work
• Ability to Think Outside the Box
• Proven Success with Clients
• Ability to Measure R.O.O. & R.O.I.
• Clear Articulation of Your Vision
• Resources to Grow with the Company
• Ability to Execute an Integrated Strategy

Clients and prospects are always on the hunt for true strategic partners, those who can help them create differentiating factors, so their brands remain relevant and stand out.  One way to set yourself above the fray is getting recognized for your innovation and creativity. Some feel it’s worthless, I had a colleague say to me “I’m too old and I don’t care about awards…”; from my vantage point, that is such a missed opportunity.

A client of mine who truly felt promotional products had ZERO value, had his mind changed dramatically when he received an amazing 85% response rate on a direct marketing program I created for him.  In fact, to date, we have won multiple pyramid awards, which he proudly displays in his office; furthermore, he now budgets for one promo campaign using promotional products every quarter.  These awards and the recognition he received now sets him apart from the peers in his industry, he has managed to break into new areas of endeavor and commands HIGHER FEES, SIGNIFICANTLY HIGHER MARGINS for his work, imagine, getting PAID for your creativity.

For some, the idea of getting an award is strictly ego-based, not that it’s a bad thing, but the positives from being recognized, being at the top of your profession speaks volumes to your peers, and is more far-reaching than just placing a hunk of wood or metal on a mantel or on your wall; it trumpets success and the fact that you are at the top of your game.  Make no mistake; this holds true not for every profession.

People like to be associated and furthermore work with the best.  If you were having heart surgery, would you settle for mediocrity?  If you were having Lasik surgery would you want someone who just “tinkered” or “dabbled” with the procedure, placing a laser beam anywhere near your face?  What if you were building a baseball team, or basketball team, would you want average players?  When Michael Jordan was playing for Chicago did his MVP “award” status help him in his contract negotiations, and what about his multi-million-dollar endorsements?  Does NIKE pay millions of dollars for Billy No-name, to endorse their product line?  NO!  Companies like NIKE, McDonalds, Coca-Cola, look to associate themselves with innovators, stars, people, teams, and groups that have a winning, top-of-mind, persona.  Bottom-line, people and companies want to associate themselves with winners!

We are practitioners in one of the greatest, most dynamic industries in the entire marketing and advertising world, but sad thing, most of us don’t realize it, we don’t take advantage of it – we are content with just selling stuff?  If you don’t think that awards mean much ask a few of my award-winning peers like Marsha and Michael Londe, Paul Kiewiet, Linda Seder, Paul Zafarana, Darrell McChesney, to name a few, they will tell you, it has made a marketable difference in their respective businesses.  When winning, use it as an opportunity to market yourself in the community and nationally, you may be surprised who calls.

So, reach out beyond what is evident, and trumpet your successes, it will help you gain better clients, tighter client loyalty, command higher margins and certainly set you well above the average competitors.

In closing, remember what 45 time+ (yes 45 times +) PPAI Golden Pyramid winner, Steve Slack once said, “Awards don’t mean a thing to the people who don’t win them”

Until next time –

GO FOR IT, and as always continued good selling! CQ