WHEN MY DAUGHTERS were five and six, we spent many of the hot summer afternoons at our local simming pool. On Saturday mornings, we'd walk down the dusty path to meet other moms and their giggling offspring for swim meets. The little people bobbing around in the water looked like blender attachments, but somehow they made it from one end of the pool to the other -- and each week they received their blue, red or white ribbons.

When all the meets were finished, the team moms would organize an end-of-the-season barbecue and present awards, usually small swimming figures on plastic bases.

One year, my competitive older daughter got the "Most Valuable Swimmer" award, and my more reluctant younger daughter received the "I'll Swim Next Time" award. Now you may think the second award sounds less illustrious, but when they arrived home, each was equally proud of those little pieces of plastic. The feeling of accomplishment went beyond ribbons and trophies because my daughters had added to the team's efforts and brought their little pieces of the whole experience with them. Their contributions had been recognized.

THE SAME OUTCOME

In the corporate or business environment, the circumstances are different, but the outcome is the same. We need to know others notice how hard we work or that we have good ideas. We never outgrow appreciating a compliment. Our clients are constantly trying to out-swim their competition by producing more sales and better quality products, reducing costs and creating a safe work environment.

It doesn't take a rocket scientist to know that making employees feel a sense of accomplishment when goals are met can contribute to the success of any organization.

While visiting a client's office recently, I commented on the collection of pyramid-shaped awards lined up on his bookshelf. "Oh, those," he said, his face beaming, "I was just doing my job." But his grin let me know they meant much more than that. Someone in his organization had noticed and acknowledged his contribution to the team.

As promotional products experts, we pride ourselves on finding the newest, coolest and most unique items we can to present to buyers. We search all the databases, go to tradeshows, talk to other distributors and do a terrific job of bringing our clients the best of the best. Our customers love us for this and marvel at the quality -- and sometimes the quantity -- of our work. Sometimes, though, we forget that simple awards, such as an engraved or screened plaque or acrylic piece, are often the better solutions.

Why do we make things so hard? In talking with some of my colleagues, I have found that one of the main reasons seems to be the opinion that awards -- like metal sculptures, engraved acrylics or wood plaques -- are somehow less appealing than more "useful" items. Of course, our customers think of us when they are in the market for jackets, luggage or jewelry with corporate logos, but there are many reasons to include more traditional corporate awards in our presentations.

USING INVESTIGATIVE SKILLS

A promotional gift is appreciated by the recipient and certainly garners admiration when used in business and social situations. However, there can be a larger value to the company when an award is presented and displayed correctly. Choosing to implement an awards program or even to present one award requires some investigational skills, but it's not difficult.

What behaviors does your client want to encourage? You can help clients decide what skills or achievements are important. For the award to have the desired affect in the corporate culture, it must reward something of value within the structure of the company and be recognized among the employees.

What is the budget for the awards? You can help clients choose an award suitable for the budget and image of their businesses. It is a good idea to find out how much your local engraving shop charges and structure your pricing based on this information. In the past, when most plaques were rotary engraved, customers were charged by the letter. With the increasing use of laser engravers, most factories will quote a flat price for the plaque plus the engraving (logos are extra) so your price on the engraving can be marked up accordingly.

Today, pricing for engraved awards is such that often a satisfying margin can be obtained quite easily. Most engraving shops mark their plaques up quite a bit so a plaque that sells for $100 before it's engraved will net at about $33!

What will the award look like? There are many materials and designs in our industry to fit all budgets, from the unique designs and materials used by Awardcraft (UPIC: AWRDCRFT) and Visions Awards (UPIC: VISIONS) to the traditional walnut placques from Tropar Manufacturing Co. (UPIC: AIRFLYTE) and R.S. Owens & Co., Inc. (UPIC: RSOWENS).

When it comes to choosing the award, also take into consideration the unique and personal ones. One company that comes to mind is Michael Garman Productions, a sculptor whose figures depict firemen, police, teachers and many more. These pieces can be customized with the colors of clothing, hair and accessories to fit the person receiving the award.

How will the awards be personalized? Probably the most exciting part of the process is helping customers craft the engraved sentiment. Answering the simple questions of who, what, when and where can be a good place to start, but don't forget to include some heartfelt words outlining the reason for the award. This is where an award differs from a promotional gift because there is room to outline exactly how the company feels about the recipient's accomplishment.

How will the awards be presented? You can help the customer decide how the awards will be presented -- at a company picnic, banquet, sales meeting or other event. It's important to set the right tone and preface the presentation. Then, suggest that the client make the most of the occasion by having pictures taken and a press release submitted internally as well as to newsletters, trade publications and the appropriate outside press. The goodwill generated is great for the company's image and will go a long way in influencing pride in the community. You may even want to give the recipients a photo of the presentation in a logoed frame!

So, next time you are on a sales presentation, ask your clients about corporate awards and watch your sales increase.

Written by Sally Stewart and published in PPB Magazine, June 2005.

Reprinted with permission

Sally Stewart has been in the industry for 11 years and joined the Geiger team in 2002. Sally@Stewarts.biz. www.stewarts.biz