In the Trenches: Recognizing Our Own Recognition
In the December issue of Condé Nast Traveler, I was named one of the Top Travel Specialists in 2011 for my work with Cranky Concierge. That's a tremendous honor, but it left me wondering: What's the best way to talk about it?
Clearly, anyone who gets such a high honor would want to shout it from the rooftops, but I'm always hesitant because I don't want to sound like I'm just bragging too much. I've seen plenty of people crowing about awards they've won, and from time to time, it's rubbed me the wrong way. So I decided to think about who I really wanted to see the message.
Most importantly, in my opinion, was to reach potential new clients. There are undoubtedly plenty of people who would hesitate to use a service they don't know about with first-hand experience. Seeing that Condé Nast award will help them feel comfortable. So I put the logo up on the website and made sure it was prominent.
Where else do people find out about our service? On The Cranky Flier blog. So I put a post up there on the normally-dark Wednesday. I didn't want to take away from the regular posting schedule, but I wanted to share the news.
The last question was how to share with existing clients. This was a little sticky for a couple reasons. We send a monthly newsletter to our existing clients, but in December, we send a holiday card instead. This would be a perfect fit for the newsletter, but not as good for the card. What we did was thank our clients for working with us in the card, and I let them know that because of them, we were recognized by Condé Nast. That's where I stopped.
I was tempted to go further, because on the Condé Nast page, they ask for existing clients to chime in with their experiences. So I wanted to ask our clients to go tell their stories. But this was a holiday card, and the time for that wasn't right. I might mention that in the January newsletter.