Awards & Engraving

April '20

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Page 46 of 68

R ecognizing employees for their out- standing work has always been a top priority for many businesses across the country. Whether it's a small mom-and-pop shop or large corporation, ensuring that employees are acknowledged for their hard work is a trend that continues to thrive and even grow. In fact, it's grown so much that employee recognition programs now go beyond just the traditional award or plaque. Everything from high-end crystal to art glass, to personalized portfolio gifts and framed certificates are being awarded for a job well done. And we're not talking the little keychains or bumper stickers, either. These programs are awarding the top- tier items for their top-performing people. So, the question isn't whether or not you should be supplying the corporate market with their awards and gift needs (hint: you should), but rather whether you have all the products, processes, and marketing programs in place to do so. If you're going to succeed in this huge segment of the recognition business, it's crucial to be prepared. TALKING TRENDS When it comes to the corporate world, there are a couple product groups that these customers are after. While it's no secret that most want and need promotional products throughout the year, let's zero in on the recognition season. For most businesses, that's around the end of September through December. Company parties, Christmas get- togethers, and employee recognition ban- quets are all the rage, according to Cathy Garcia of Marco Awards Group. "The cor- porate awards market is growing in double digits," she states. "The need for elegance is always number one." Mayra Barboza, Topmost PRISM Crystal, puts special emphasis on the elegance factor when it comes to what's trending with these customers. "We noticed a trend on awards featuring diamonds and stars. Furthermore, there has been an increased popularity in crystal awards with colored accents," she notes. Not sure how to land the corporate client? Vince DiCecco, Your Personal Business Trainer, has a few talking points for you. Check out his article in the November issue of A&E, page 12, titled, "Land the Big One: How to Sell to High-End and Prestigious Clientele." Counting on Corporate Corporate award trends & how to market them By Cassie Green 44 • A&E APRIL 2020

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