Why awards should be part of your marketing strategy
What is the main thing that comes to mind when you think about ‘awards’? - The BAFTAs, Will Smith ‘punching’ Chris Rock or black-tie ceremonies? Or is it recognition, success and the public display of achievement? How about if I asked you how you felt about nominating yourself or your business for an award?
If you are anything like the humble Scots I know, you may be thinking ‘I haven’t done enough yet’, or ‘I don’t think it would be right to self-nominate, it seems rather pompous.’
In that case, I would like to offer a case for argument.
A waste of time or a good investment?
If you think that awards are a waste of time or are just too much effort in general, I would like to prove otherwise. Having worked in businesses that wanted to grow with purpose and ambition, here is how I witnessed the impact of awards on businesses, teams and branding. So why does it really matter?
1) Recognition goes a long way
If you don’t promote your own success, who will (other than your amazing and loyal clients)? Self-promotion matters, even if you don’t label it as such. Otherwise, why would we advertise? why would we feel ‘the need’ to join social media? Why would we try to pitch our businesses to a room full of people we don’t know?
How is self-nominating any different from telling potential clients about all the value-adding services we bring to them? It should be even easier, especially considering awards are based on everything you have actually achieved so far.
Imagine an influx of recognition from your clients and partners plus countless self-marketing opportunities. This is what awards can do for your business.
Humans love the acknowledgement
When it comes to nominating others in your business or industry, is there a better way of saying thanks to someone who has done a brilliant job? Gallup research suggests that public recognition via an award or commendation is one of the top six most memorable forms of recognition.
Recognition is not one size fits all, but there is scientific proof that it has a high impact on us as humans and how much it can boost our confidence and team morale.
A cause for (team) celebration!
The late Kobe Bryant once said, “The important thing is that your teammates have to know you're pulling for them and you really want them to be successful.” Nothing feels better than celebrating a collective business award with everyone that has been part of that journey. Great things happen when you root for your team and those in it with you.
Awards help bring your team together and help them feel the excitement of your wins and plans for the future.
It doesn’t stop at the awards. Ever.
When Jennifer Lawrence tumbled on the stairs of the 2013 Oscars, she didn’t stop there. She got her award, laughed off her fall and then received endless coverage about her hiccup for months (and years) on end. If I asked you what she won that year you might not remember, frankly it didn’t matter as much.* How she handled the situation and the ‘wobbly’ win did though.
Now we don’t all want to fall on stage to gain attention, but how you frame the award and the story behind it matters. You will tell people about it. You want it to be memorable.
The key question to ask after you have won or been shortlisted is, ‘what’s next?’. Winning and getting there is only part of the fun (dare I say). The most value-add piece comes after the entries, trophies and celebrations.
The questions I often ask are:
How can you best display your award to your prospects, clients and communities? Why does it matter to them?
What do you want to say about the achievement and what it wants to achieve in the future?
How are you offering recognition to your team or business?
*It was ‘Best Actress in a Leading Role’ for ‘Silver Linings Playbook’.
Finding the awards that matter
As much as I believe in the power of awards, I also strongly believe in only picking the right ones for you and your business, especially if some entries request a fee to enter.
Consider these questions before entering:
Which hosts or sponsors would you like to be associated with?
Are they local, national or global? Where is your ideal audience?
What categories fit you best? Do you have the evidence to prove it?
What does that award represent for you? What would it showcase if you won?
Would you be proud to talk about it and be able to relate it to your existing and future business?
How to make the most of award wins (and nominations)
Check out some useful tools and checklists when it comes to nominating yourself for awards and utilising your award wins (courtesy of Yardstick Agency). They are tailored for financial services but the same rules can be applied to most industries:
How to prepare an effective award entry
Eight ways to capitalise on your award success
6 things to do if your award entry wasn't successful
Not sure what awards to apply for? Struggling to fit it into your marketing strategy? Give me a shout and I’ll see if I can help. I help clients with marketing that gets their brand seen and heard.