As printers begin to review potential material for entry into the 2006 Awards, Mr Letfus says that experience from winners in 2005 and prior reveals that the mana of winning the top Awards can be converted into a strengthening of a firm’s commercial position.
“A Supreme Award and a Gold Award in particular carry with them extremely positive marketing benefits.
“There is a tremendous awareness of the campaign throughout New Zealand and success breeds success. A prestige Award is there to be taken advantage of with the winner’s client base, and within their expanded print market niche.
“There are those companies who see it immediately as a marketing tool, and they go to a lot of trouble to exploit its possibilities, in just the same way they have gone to a lot of trouble to achieve the Award in the first place.
“Others perhaps have been slower to realise the commercial potential, but they should learn that it is a fantastic promotional opportunity.”
Mr Letfus said that one example of Award success being used to advantage is in the direct relationship with the client.
“Any job which wins an Award has naturally been completed initially for a real customer in the marketplace. In that case, the customer shares in the recognition of the job, and there is great benefit to be had in the sharing of the prestige. Inevitably, it strengthens the bond between the printer and the customer, which can only be good for future work.
Beyond that, the possibilities in extending the success into the wider marketplace, and wooing potential new customers, cannot be underestimated.
“I know of several companies who have won an Award, letting people know of their quality of performance by putting their achievements on their letterheads, on their invoices and their general stationery.”
Entry forms for the 2006 Pride In Print Awards are available now. Visit www prideinprintawards.co.nz or contact the Patrons and Sponsors of the Awards programme).
