Could you be an ‘award winning’ company?

Most industry sectors have some kind of awards or competitions. But a lot of businesses don’t bother with them, usually because they think they’re not likely to win, they’re ‘fixed’ in some way or it’s too much trouble.

But actually, they can be a great marketing tool. True, there’s some effort involved in putting the entry together, and yes … you may be up against some stiff competition. But if you don’t try, you’ll never know.

The way to do it is to choose competitions or awards run by organisations that you respect or have some business association with. If an award is being run by a publication, is it one that your customers read? If it’s being run by an organisation, are they trusted and respected amongst your peers?

Also, do the awards tie in with your brand values? There’s no point in entering into an award for the best value product if you know that you’re at the top end of the market. Or going for the best family-friendly venue if you only tolerate children.

Here are some of the benefits and other considerations to take into account:

• At the very least, you will raise awareness of your business to the judging panel.
• If you are shortlisted you will raise awareness of your business to everyone who is interested in the award through the organisers’ publicity.
• You can promote your progress through your newsletter, website and social media.
• If you win, you can really milk it for what it’s worth. Alert your local press, trade press, industry blogs and websites. Announce it to your customers, write about the process, publish your entry in case study format.
• If there’s an awards ceremony, use it to network and mingle with potential partners, customers and suppliers. There may well be a cost for this – weigh it up against the benefits of attending.
• An awards ceremony is also a chance to host your customers, partners and suppliers.
• Winning an award is a morale boost for the company and its staff. It’s recognition of hard work and achievement, and it’s an opportunity to reinforce what you do well as a team and celebrate it.
• If you win lots of awards, you can create a trophy cabinet, or a space on the office wall to frame your awards certificates. A constant reminder of your achievements.

Next time you see an opportunity to enter an award, give it careful consideration. It could be a way gain some recognition within your business sector, and market yourself to a new audience.