June 2006

Dear Members:

In this and future issues of ARA Connection, I will share some tips for ways to effectively market your business. I realize that the topic of marketing can be scary and sometimes even intimidating to the average, small-business awards and engraving shop owner. But the key to success is developing a plan and sticking to it!

I suggest creating a plan for at least 1 year, with 3-year financial projections. Remember that marketing plans are only a guide and are subject to change and adjustment. Remember that marketing plans are only a guide and are subject to changes and adjustments. If you have never created one, start by planning one promotional activity for your business that you can accomplish per quarter—and make sure it's something you can afford. Let's start with a marketing vehicle you're likely familiar with—the Yellow Pages.

Yellow Page listings and ads can be very effective. If local customers need an award and they don't know who in town can make them, they generally head to the Yellow Pages. At a minimum, put your company listing in the Yellow Pages. Better yet, create a small display ad. They are not difficult to create, and can result in many new customers.

Be sure to include pertinent information in your display ad, such as your company logo, store hours, physical, e-mail, and Web site addresses, and the service you offer. If you need more ideas about what your ad should look like, just flip through a few other sections of the Yellow Pages to see what other companies are publishing. (Tip: Also check out what your competitor is doing!)

That's it for this month. Watch for additional tips in July.

Ahead of the Curve

Rich Zydonik

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Education Update
Enrollees in the ARA Certification Program frequently ask how they can get ARA CEU credit for a class they took at a local community college or other outside sources. If you are working toward a CRS you may earn up to 1.0 CEU from approved non-ARA education courses. Enrollees working toward a CRM may earn up to 1.5 CEUs from approved outside courses.

Please note that ARA requires more than a fax or a note saying that you have attended a seminar. To receive credit you need to submit the following information:

1. a copy of the course outline/description
2. how many actual classroom hours were required
3. proof that you were enrolled and completed the class.

The ARA Education Committee will review the information and determine credit for outside seminars on the basis of the speaker's expertise, relevance to the awards industry, and adherence to ARA's antitrust and product promotion policies. Forward all required information to the education manager at dweinstock@connect2amc.com, or fax to 877/ 734-9380 (732/ 460-7320 if from outside the USA), or mail to the ARA Education Manager, 4700 W. Lake Avenue, Glenview, IL 60025-1485.

Free Awards and Plaque Phrases
Looking for that perfect phrase to put on a plaque or award? Have a great phrase to share with your fellow members? Visit the ARA Web site at www.ara.org and log in to the members-only section. The ARA Award/Plaque Phrase Tool is a great way to help you find just the right words for that special award.

Use Your Logo
The purpose of ARA is to advance the professionalism, capabilities, and growth of businesses whose primary focus is the manufacture, distribution, or sale of awards and recognition goods and services. When people see the ARA logo, they should automatically think, "The best there is in the awards industry." That's why it's time for ARA members to take their rightful place at the top of the marketplace. Visit the members-only section at www.ara.org to download a copy of your ARA logo. Use it on your business cards, your company Web site, and your company letterhead. And remember to use it often!

ARA 2006 Retailer of the Year Nominees
The list of 2006 ARA Retailer of the Year nominees listed in the May 2006 issue of Recognition Review was incorrect. In addition to 2006 winner Spike's Trophies in Philadelphia, PA, here are the other 2006 nominees:

Award Masters Inc., Pensacola, FL

Awards Express USA, Charlotte, NC

Awards4U, Tallahassee, FL

Carco Awards, Baton Rouge, LA

Dakota Awards & Engraving, Bismarck, ND

Dar Mar Awards & Recognition, Hemet, CA

Trophy House Inc., Fayetteville, NC

United Trophy Company, Birmingham, AL

ARA Member CorelDRAW Discount
ARA has arranged for you to upgrade to CorelDRAW Graphics Suite X3 for only $139! Discounts are also available for a new license of CorelDRAW X3, Corel Painter 8, Knockout, and KPT. Simply log on to the ARA members only section and click on CorelDRAW Discount Program. Click here to reach the log-in page.

Health Coverage for ARA Members and Their Staffs
ARA strives to develop programs that meet the many needs of membership. As an ARA member, you'll also have access to a valuable medical service designed to find the best health insurance plan—at affordable rates—for you and your staff! In partnership with JLT Services, ARA's insurance broker, the Medical Benefits Center provides a licensed benefit consultant over the phone to evaluate your insurance needs and your present plan. Your consultant will analyze the many companies offering health insurance and look for an optimum match based on your particular needs. If the plan and rates of any insurance company are of interest to you, the JLT Services Consultant, at your request, will begin the application process, or you can simply use the information for future consideration. Be assured, at no time will there be any expectations to apply for coverage. For more information, contact Bob Jones at 800/544-2672, ext. 6224 or bjones@jltservices.com.

ARA Supplier Education Events
See upcoming issues of ARA Connection and Recognition Review for ARA regional education events in the summer and fall of 2006. The ARA Education Committee is developing a schedule of five events that will allow members to visit server supplier facilities—and take seminars approved for ARA CEU credit.

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June 1-3
The Awards & Custom Gift Show
Indiana Convention Center
Indianapolis, IN

July 11–13
ASI Show
McCormick Place Convention Center
Chicago, IL
Education Day, July 11
Exhibits Open, July 12–13

July 20–22
The Awards & Custom Gift Show
Long Beach Convention & Entertainment Center
Long Beach, CA

July 27–29
Texas Trophy and Awards Show
Moody Gardens Hotel
Galveston, TX
Set-up Day, July 27
Exhibits Open, July 28–29
800/433-0965

August 24–26
The Awards & Custom Gift Show
Baltimore Convention Center
Baltimore, MD

October 14–16
Euro Trophex
MECC Exhibition Centre
Maastricht, The Netherlands
+44 (0) 1442 230431
E-mail: colingallimore@aol.com

October 26–28
The Awards & Custom Gift Show
Charlotte Convention Center
Charlotte, NC

November 3–4
Western Awards & Gift Show
Embassy Suites Hotel
SF Airport/Burlingame, CA
800/276-8428

February 21–24, 2007
2007 ARA International Awards Market
Las Vegas Convention Center
Las Vegas, NV
800/344-2148

March 15-17, 2007
2007 ARA East Coast Awards Market
Atlantic City Convention Center
Atlantic City, NJ
800/344-2148

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In the June 2006 Issue:

Special Issue: Color Matters

50 Ways to Get Your Color
Full-color personalized items created through sublimation continue to grow in popularity; the 2006 ARA International Awards Market debuted at least 50 new items to give ARA retailers more color in the products they sell. Here's a look some of the finest of the 50—with more to follow on pages 16-31.

Color Cavalcade
Check out the rainbow of color awards, products, and equipment available from ARA supplier companies.

Using Corel Power TRACE with Color Images
Mindful of the fact that this is Recognition Review's Color issue, Foster Coburn continues his tour of the process for converting a color logo and a color photo from bitmap to vector.

Teacher Learns from Students
Bob Trogman answers some frequently asked questions regarding typography and its use, including many that attendees asked him during his seminars at the 2006 ARA International Awards Market in Las Vegas. Read more...

More Text Basics
Pradhan Balter continues with his exploration CorelDRAW X3, including editing techiniques, using artistic text, and other new features that relate to working with text.

Time to Get Organized
We can all use help getting and staying organized in our daily lives. Whether personal or professional, staying on top of things saves time and money and allows us to be more productive.

2006 ARIEF Scholarship Winners
ARA has awarded another five $1,000 scholarships on behalf of each of its cornerstone donors. The application process included writing an essay response to the question, "How can the practice of recognizing or awarding individuals build character in today's society?" Read more...

Tips for Finding Customers
Here are some excellent tips for those looking to expand your customer base and attract new potential buyers.

New Products for Lasers
The ARA International Awards Market is always a great place to view new products, particularly those related to lasers. This year's event was no exception.

New Show, New York
The association's newest trade show actually took place in New Jersey—but it was so close to the Big Apple that ARA couldn't resist giving it the theme of "New Products, New Season, New Show, New York."

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If you're an ARA member with computer access, simply visit www.ara.org, log in to the members-only section using your member number, and select ARA Ask an Expert. Find the topic and expert you're looking for, then ask your question(s). More often than not, the ARA expert will have the solution you need.

? What is the best method for color-filling glass?

Diane Bosworth of Access Business Solutions responds: The best method that I know of for color-filling glass is to use a masking material over your engraving. When you finish engraving, you are left with a mask around the engraved item that acts like a stencil for the paint. Once you have this stencil, you can use spray paint for a solid color, or lettering enamel if you'd like to use multiple colors on a single piece. Once the paint is dry, soak the object in water to assist you in removing your mask. Good Luck!

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