“Awards are nice, but they don’t really add to my bottom line. Why should I enter these competitions?”
It’s a question that some may be asking as they consider entering the 2012 Best Dressed Public Safety Department or Image of the Year Awards, two NAUMD-sponsored programs that honor the best in design and underscore the importance of image in the workplace.
The concern is understandable, particularly during these challenging times. Budgets are tight; time even tighter. If you enter, what’s the payout? What’s in it for you?
Plenty! Consider the following:
Gain a Sales Advantage. Past participants have derived numerous benefits from entering both the Best Dressed Public Safety and Image of the Year Awards Competitions. Awards help increase awareness, offer third-party validation and can establish market leadership. “We’re a growing company, and any validation helps to grow the customer base,” said Steve Gilkeson of Perfection Uniforms, whose company has won several NAUMD and industry-based awards. Perfection uses the results as a marketing tool, posting its success on its website and advertising its wins in its catalog. “Do customers read every detail about the win? No, but they read enough to learn that we’re considered industry innovators, and that helps the relationship,” adds Gilkeson.
Using awards as a sales tool is often overlooked, but used effectively they are yet another tool to aid in the close of business.
Expand Public Relations. The free publicity an award-winning business receives can result in more business and new connections. This is particularly true for small businesses, who often struggle to establish recognition and credibility in the marketplace. An award win or a simple nomination can open doors and have a greater impact on the growth of a smaller company.
But you don’t have to be a “small fish” to reap the PR benefits enjoyed by either competition. Image apparel powerhouses Cintas and Superior Uniform Sales recognize the value of a winning entry; each has used the results in press releases that garnered increased exposure for their brand and products.
NAUMD and its members have enjoyed extensive media coverage throughout the decades because of the Best Dressed Public Safety and Image of the Year Awards, with news outlets from Fox and Friends to the Associated Press featuring both stories. Personalities such as David Letterman and Mr. Blackwell (of the famed “worst dressed list”) have covered the Best Dressed. In fact, the Letterman spot, originally run in the ’80s, appears on YouTube to this day, a testament to the contest’s staying power. Click here to view
Members who have designed the apparel programs for the likes of Mary Kay, Trump Hotels, and the Long Island Railroad have also had their share of accolades, each holding events that attracted both the print and electronic press. Even the venerable Wall Street Journal has written about workwear and image in corporate America – an article appeared earlier this year, with several winning image apparel suppliers used as sources.
“I’m always able to get the TV stations down here when I win,” says Red the Uniform Tailor’s Harvey Klein, recipient of numerous Best Dressed and Image awards.
Not quite sure how you can capitalize on winning? Want to put together a sure-fire hit? Contact Jackie Rosselli at jarosselli@naumd.com for tips on entering and media advice.
A Visible Sign of Your Success. All winners receive handsome plaques, and past winners have filled their lobby trophy case or lined their office with awards they have won from NAUMD. The objective evaluation sets a standard of excellence that separates you from the rest, for all the world to see. It’s another way to market your success, and to gain recognition for a job well done.
The Bottom Line: Can it be Increased? A research study by the University of Western Ontario and Georgia Institute of Technology revealed more than 600 corporate award winners had 37% more sales growth than their peers. Could winning a Best Dressed Public Safety or Image of the Year Award increase YOUR bottom line? “From a marketing prospective there isn’t anything that attracts new potential customers better,” says Klein. “We saw a gain of three new customers from the 2011 awards alone. To us, that’s a wining strategy.”
Mark Your Calendar: Entry Materials Online Next Week
Do not underestimate the power of awards competitions. Awards matter. They are a testament to your hard work, and justification for your efforts. They inspire others, and take your company, and the uniform industry, to new heights. In short, they earn you the recognition – and customers – you deserve.
That is because uniforms are image-making marketing tools. They shape public perception and affirm a company’s standing in its community. And they make great stories, as shown above. This year, make the story about your company. The 2012 competitions will include more ways to win than ever before, are easy to enter, and contain a few surprises certain to add to the excitement. Start mulling over your picks – entry forms will be available online next week.
Editor’s Note: Interested in joining either the Public Safety or Image Apparel Institute Committees? Contact Richard Lerman, rjlerman@naumd.com, Miranda Brock, mbrock@naumd.com or Jackie Rosselli to find out more.
