
I have a client who are a dental laboratory. That means they make the crowns and bridges that dentists fit.
A few months ago they asked me if I'd write their entry submission to the first ever staging of an annual professional awards for the dental lab industry, run by the publisher of the most important dentistry publications.
They said they wanted to try really hard. To take it very seriously, and to get together a really great entry consisting of a big print presentation, made up as a bound book, along with a significant amount of video clips of their staff talking to camera, their MD talking to camera, and their key dentist customers paying tribute to the quality of their work.
So we did it. They invested a serious amount of money, and an equally serious amount of the time of their key management, to make sure I had everything I needed to give them back a knockout entry.
I like to think I did. They thought I did. And on Friday night they were kind enough to invite me along to watch as they collected the Highly Commended second place in one category, along with the Winner title in the prized Best Dental Laboratory class (for a lab with several technicians).
It would have been very easy for them to get together an ordinary entry. Even easier for them to save their money and not bother. Only they didn't, and now all their staff know they work for the UK's best lab, all their existing customers know their work is being supplied by the UK's best lab, and all their new business targets know that they could have work from the UK's best lab.
So how much is that worth?
Recent Comments