Romulus, Mich. — Have you heard about the latest Plastics News Processor of the Year?
About 130,000 people each day are getting the news, thanks to a billboard on Interstate 94, just across from Detroit Metropolitan Airport.
Doug Callahan, the owner, president and CEO of Saline, Mich.-based MMI Engineered Solutions Inc., said the company paid for the billboard to highlight its recent 2021 Processor of the Year award.
"Our goal was to get MMI's brand/logo recognized by the public and our customers. We had the billboard located to maximize daily views by the general public," Callahan said.
"We not only wanted current employees, vendors and customers to see the 'thank you,' but also get our branding out into the public to help attract and retain employees.
"We believe customers buy product from those they feel comfortable with. The more someone sees your logo/brand, they get a comfort level that you are well known," Callahan said.
Callahan may have been inspired by a previous winner that did the same thing. In 2005, Walworth, Wis.-based Miniature Precision Components Inc. celebrated its Processor of the Year win by renting a billboard on the highway near the Detroit airport. Plastics News recognized that effort with a "Marketer of the Year award" in its 2005 Plastic Globes.
Callahan was working at MPC at the time.
"MPC did put up a similar billboard when they won the Processor of the Year. I was involved in the submissions to Processor of the Year, however, we had a marketing person work on the design and execution of the billboard," Callahan said.
He added that he's happy with the recognition that the billboard is giving MMI.
"We are actively/aggressively growing, so getting the brand out and the recognition of this prestigious award help our efforts to grow and attract employees. Many employees have commented that their friends, family and colleagues have called/emailed/texted that they saw the billboard and thought it was great," he said.
"Receiving messages from colleagues helps boost morale and our employees are proud to get the attention from winning Processor of the Year, Callahan said.
Callahan's team carefully selected the location for the billboard, which features the MMI logo and says "Plastics News Processor of the Year 2021, Thank you to our employees, customers and suppliers!"
"We studied viewing demographics for many billboards around town. We felt that many engineers, buyers and quality personnel frequently travel to the airport or travel the I-94 highway often. Demographics showed us that we get approximately 130,000 views per day in the spot we posted," he said.
MMI paid $4,300 to contract for the billboard for one month.
Callahan said MMI is growing, and the custom molder picking up business from new customers.
"Having our brand/logo recognized by existing and new customers will translate into new sales opportunities. Customers buy from companies they are comfortable with. The brand recognition and knowing MMI won the Processor of the Year will go a long way to adding confidence and comfort with working with MMI," he said.
