Picking a Winner
For our October issue, one of the articles I had to write was themed around awards and recognition products. One of my sources for the story was Audra Lehnert, marketing coordinator for Crystal D. She gave me a ton of material in response to my questions, all of which was fantastic and likely of great value to anyone new to selling awards. Unfortunately space constraints prevented most of her advice from being printed. To amend this injustice and rescue her material from an unceremonious and obscure death in my inbox, I'm reprinting her e-mail response in full below.
Promo Marketing: With so many design options available, do you have any advice for distributors to help them pick a design that's right for their client's program?
Audra Lehnert: "I advise distributors to consider four important pieces of information prior to choosing an award design. First, consider the preferences of the recipient. Try to find out distinctive characteristics about the recipient, then tailor your award choices around that information. For example, pick a star award for the person who likes stars, choose a traditional design for an individual who has traditional taste, or choose an award with bright colors and a sleek design for someone more contemporary.
Every award is a symbol of achievement to the recipient. My second piece of advice is to choose an award that symbolizes the achievement accurately. If the recognition occasion is for a person who has accomplished a huge feat, then give that person an award that is grand. Choose an award with a rugged appearance to reward the completion of a project that has had many peaks and valleys. Awards with artistic flair are a good fit for individuals who have a playful, unique personality.
Third, distributors should always try to choose an award that aligns with the client's corporate brand. Many distributors work with individuals in the purchasing department. These people can guide the distributor to ensure that the corporate brand is upheld.
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