“Our experience from winners in 2005 and prior reveals that the mana of winning the top Awards – the 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.
“Companies can see it as a marketing tool, and they go to a lot of trouble to exploit its possibilities. It is a fantastic promotional opportunity.”
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.”
Several companies who won Awards last year, stated how Pride In Print success had been beneficial in their marketing and commercial campaigns. Among feedback received from winners after the 2005 Awards were:
• “There was a high awareness of the Awards by our greater supply line and the results were much anticipated. It confirmed to all involved that the brands are being marketed to a very high standard” -- Matt Logan, General Manager of Logan Print, Gisborne
• “We pride ourselves on being market leaders and the Pride In Print Awards enables us to measure ourselves against the competition throughout New Zealand” -- David Gick, proprietor of Logick Print & Graphics, Auckland
• “We think the Pride In Print concept is an excellent way of bringing recognition to the huge variety of printing products and companies in NZ” -- Don Caird, account manager of Omnigraphics, Mount Eden.
• “ was the first Pride In Print Awards I had attended and I was blown away by the presentation of the whole event. Especially interesting to me were the Apprentice Awards, but I was equally impressed by the Pride In Print Awards and I decided that I would set a goal to enter in future” -- Mark Neal, proprietor Design & Print Direct, Whangarei
• “Pride In Print recognition has boosted staff morale. It gives them something to feel proud about” -- Jack Yan, publisher New Zealand-based global fashion magazine Lucire
Perhaps the strongest endorsement comes from David Jack, managing director for Permark Industries Ltd, which won the Supreme Award for an innovative Light-Operated Mouse and Keyboard (LOMAK) which assists physically-disabled people to communicate by mounting a light on their forehead, so they can then direct the light beam to the appropriate key on a keypad.
“In terms of professional pride, Pride In Print reinforced very strongly our position with suppliers and staff, and showed we could compete at the precision end of the market. We gained strong exposure in trade magazines, supplier magazines, local business publications and even our bank’s newsletter!
“It is difficult to measure but I am sure that helped our sales staff in their presentation to customers,” said Jack.
He added: “From a company point of view, we were blown away by our success. Even in the street, a number of people have stopped us to say ‘excellent – well done!’ “