Awards & Engraving

January '17

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6 • A&E JANUARY 2017 A few months ago, we spoke with Stephen Capper of A-1 Awards about marketing in today's digital world. Google ads, Facebook ads, and other forms of digital marketing are all the rage right now, and why not? It only takes seconds to reach clients and potential clients this way. That's all well and good, but something he said really stuck with me: "There is nothing that beats direct contact with clients and prospects than a personal contact and relationship. Period." I couldn't agree more. What we stand to lose in today's digital age is a true relationship. How well do you know the person on the receiving end of your Google ad? What do you know about the person receiving your sales flier via email? Maybe a few details, but not a lot. Knowing a person, his or her story, what he or she looks like, etc., are all so important to building a relationship, something that direct contact contributes to. Don't get me wrong—digital marketing is phenomenal. The fact that you can reach thousands, even millions, of people with one ad is killer. You can do so much with digital ads: videos, voice-overs, flashy logos, the list goes on. If that's where your clients are, then that's where you should advertise. For me, Stephen's words are simply a strong, solid reminder to have a personal relationship with a customer. When my family dog passed away last October, we wanted something really special to remember her by. So I went to a business that I had a close relationship with and they created something so special for us that I cried when I got it in the mail. I went to this particular business because I have a relationship with them—the people there have taken the time to get to know me. When your customers call your business (and maybe it was the Google ad that brought them there), do you simply take the order, process and send? Or do you ask questions: why are you placing this particular order? What made you call us? What if I did this and this to add that special touch? Digital ads might be the vehicle, but the direct contact you initiate and maintain is what makes a happy customer, and what keeps that person coming back. When it comes down to it, the two actually work in tandem. The point here is that without having a personal relationship or initiating direct contact with a cus- tomer, you stand to lose a repeat customer. The key is to figure out how to use the two together to create a marketing plan that's best for you. As 2017 kicks off, I wish you the best in your business and building those relationships. Until next time. WANT TO KNOW MORE? Visit our website at, where you can find tons of articles about the awards market plus all the latest news going on around the industry. And don't forget to check us out on Facebook, Twitter and LinkedIn. Have a topic you want to discuss? Give me a call at 720-566-7278 or email me at A Personal Relationship Cassie Green EDITOR INSCRIPTIONS Volume 29, Number 13 PUBLISHER Dan Peckham — EDITOR Cassandra Green — ADVERTISING ACCOUNT EXECUTIVES Anna Stettler — Shanna Rowley — SALES SUPPORT Rebecca Corona — ART & ADVERTISING DESIGN ART DIRECTOR Kim M. Wright GRAPHIC DESIGNER Dayne Pillow MULTIMEDIA PRODUCER Andrew Bennett EDITORIAL CONTRIBUTING WRITERS Stephen Capper, Richard Korbyl, Ruth Dobbins, Eric Priceman, Jim Sadler, Aaron Montgomery, Terry Combs DIGITAL CONTENT EDITOR Natalie Frels NATIONAL BUSINESS MEDIA, INC. PRESIDENT & CEO Robert H. Wieber Jr. VICE PRESIDENT/FINANCE Kori Gonzales, CPA VICE PRESIDENT/INTEGRATED MEDIA John Bennett VICE PRESIDENT/PUBLISHING AND MARKETS Dave Pomeroy VICE PRESIDENT/AUDIENCE Lori Farstad DIRECTOR OF IT Wolf Butler VICE PRESIDENT/EVENTS Sue Hueg CEM, CMP — EXECUTIVE TRADE SHOW SALES MANAGER Brandy Jamison-Neth — EXHIBITOR SERVICES Jackie Horn —

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