My Best Promotion
PM: What made this a profitable promotion for you, and why?
DP: It was so profitable, and here's why: When you're putting together gift baskets, it's subjective. … I made easily over $25,000 on that event.
PM: What was the best decision you made with this promotion, and why?
DP: Two things: One, having a room at the hotel allowed me to keep my pulse on everything. Second was making it individual, so if you weren't a golfer, there was another event you could attend. The feedback from the recipients was phenomenal. A number of them had won the award previously, but none of them felt the way they did when they left this event. And I think it's because we really personalized it, we gave everybody an opportunity to enjoy something they would like.
PM: Any other advice, either about running a high-class awards event or in general?
DP: To me, every detail matters. It's an impression, it's how you make someone feel, and we made them feel extra special. It was a look, it was a feel, it was very red-carpet I guess you would say, and that would be the advice I would give someone. Pay attention to everything, whether you're doing that part or not. For instance, someone came into the banquet area, and dressed the tables, and it was wait staff that were dressing the tables and putting everything out, and we noticed that they were putting forks on the wrong side. We moved them before they came in. Those are details that matter. Something simple, but it makes a difference. It's about perception. We're so dedicated to what we do, we knew we wanted to inspire and reward these people for hard work, and that's what we achieved.