In my last posting, I spoke about my concerns regarding the TOTY Awards. Simply put, too few companies win too many awards. So, what can be done? Here is an idea: Make the awards about people instead of products and companies.
Mattel is not going to get a raise, Hasbro is not going to get a date and Leapfrog is not going to get into a better college because they won a TOTY. Why, because they’re not people. In fact, not one of these companies is going to sell a single additional unit of product because of the awards. They are timed to fall almost two months after Christmas, so for all extents and purposes the awards are after the fact.
So, instead of honoring the toy, honor the people who invent the toy; design the toy; manufacture the toy, market the toy and sell the toy. Think about it for a minute: someone had to go out and sell that toy. If they had not, it would never have gotten to market. So, wouldn’t it be nice to honor the man or woman who invested the intelligence, the time, the hard work, the energy and the focus to sell the toy?
So how about these awards categories:
- Salesperson of the Year
- Designer of the Year
- Publicist of the Year
- Marketer of the Year
- Agent of the Year
- Advertiser of the Year
- Entrepreneur of the Year
Wouldn’t it be nice to see human being get credit and have their career advance because of their hard work, intelligence and inspiration?
That's my proposal? What's your's?