TOP 50 / TOP 100
THE MAX EFFECT
These aren’t just certificates you put in a photo album or hang in the office. Smart retailers have used their Top 50 and Top 100 awards to build big business
T
he Mobile Electronics Industry Awards are arguably the most important recognition vehicle for retailers in the 12-volt community. The process starts in May each year with nominations and culminates with presenta- tions for Installers of the Year and Retailers of the Year
at MERA’s KnowledgeFest event in August. While these final awards showcase the pinnacle of expertise within the industry, there are additional honors along the way. “We designed the whole awards process with two priorities: maximum participation and maximum recognition,” said Solo- mon Daniels, editor-in-chief of Mobile Electronics Magazine. “The latter means we want to spread out honors as much as reasonably possible so retailers can use the awards to build customer trust and grow their businesses.” That’s where the Top 50 Retailers and Top 100 Installers
awards come in. Industry sales representatives, both corporate and independent, select businesses and installation profes- sionals who know them directly and can attest to their skill level and professionalism. These winners — who are also the pool from which the Top 12 and ultimately, the “of the Year” winners are chosen — receive a certificate, press release and official logos to promote their recognition locally.
32 Mobile Electronics June | July 2012
As some are content to simply frame the certificate and place it on the wall, others proactively use the award to stand out from the competition.
ON THE WALL: ‘CLUSTERING’ DEFINES LONG-STANDING EXCELLENCE It doesn’t work for one- or two-time winners, but if you’re a multiple winner of the Top 50 and Top 100, using the “cluster- ing” technique can make an almost overwhelming impression of your business or installation excellence. A large display hanging from the sound room ceiling of Audio Specialists in Hopkinsville, Ky., pays tribute to its past Top 50 awards and Top 100 honorees. “We have a Hall of Fame with our magazine features and 12 Top 100 certificates framed,” said shop owner Rob Bess. “Everything is on display hanging above the speaker board with a dedicated spotlight.” While a display like this may not necessarily start a sales
conversation — customers have several choices, including your competitors, big boxes and the Internet — the sustained rec- ognition often is the scale-tipper. That is what worked for Mark Murray, owner of Audio Source in Greenwood, Ind. “We had a customer who had probably been burned by small
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