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"Omission" of Communications That Support Customers... Can Lead To... Lost Customers...!

By Sid Chadwick, Chadwick Consulting, Inc. – 01/04/2024


Published in American Printer : “Discover the untapped potential of recognizing excellence in an industry where connections matter. Sid Chadwick delves into the power of awards and how they go beyond accolades. In a world where recognition is currency, find out how award-winning Print suppliers create a following and secure future projects.”


…it wasn’t my mission; rather from private through general….it was our mission…we had to win only one battle: for the hearts and minds of our subordinates….…………….General Jim Mattis, Call Sign Chaos, p.239.



INTRODUCTION:

Customers …who use Print as part of their promotion mix…do talk to each other…..


Creative Agencies… have private, joint luncheons together… sometimes.


Graphic Designers…are driven…not only to perform their design talent, but are understandably obsessive… to receive recognition…for awards that their talents provide their clients… and… their Commercial Printer.


An industry association’s recent “Call For Entries”….for recognizing Print and Design excellence…is highlighted at an annual Awards Banquet … representing “58 Years Of Recognizing Excellence In Graphic Arts”…that… “tells your employees you are proud of the work they produce.”


This particular association has developed their Awards Event into what appears to be its “highlight event of the year.”  (Some members I’ve personally heard say, “Those Awards for recognition of our personnel are the no.  one reason for our Membership.”)


After reading, and then rereading… their eloquent promotional Awards Banquet brochure, designed and created to promote benefits to Printers… to encourage investments in multiple Entries….I realized I could find no benefit mentioning… … directing… Award Winning Printers to recognize and promote their Awards…to their:


  • Customers,


  • Creative Agencies, and their


  • Graphic Designers.


The association’s representative, on further inquiry, wrote me that …companies still buy plaques for the customer and/or designer...”


Maybe they do… and… maybe they don’t.


However… if they don’t invest in luncheons, press releases, websites, plaques, and trophies…for self-promotion for their creative sources, then as their creative Customers see their competitors’ awards flashed in local media, on stationary, on websites…and at the monthly cocktail hour….well…Guess who receives their creative work next year?



SUMMARY:

The Print supplier who knows how to recognize and acknowledge Creative Customers…who deserve public… even extravagant…   recognition…is creating a following.

 

Yes,  some “…companies still buy plaques for their customers and/or designers….”


Maybe they do… and… maybe they don’t….


However,  should a luncheon and personal letter from the Print President, sent to all their customers, target prospects, suppliers and news media, listing and describing their Awards, and their talented Creative Sources – seem beneficial ….? 

 

How would the Customers vote….?



We must do everything possible to advance an…order that is most conducive to our security, prosperity and values…”…Secretary of Defense, General Jim Mattis, Letter to the President, Call Sign Chaos, p.246.


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