As the dust settles on the glitz and glamour of the world’s most famous award ceremony, the Academy Awards, months of planning and preparation are over for another year. And whilst nothing is left to chance on the night of the Oscars, the same preparation needs to be made when entering your company, product or service for an award.
Even though most business award ceremonies lack the same glamour as the Oscars, being nominated or even winning an award can propel your business in the most amazing ways.
You will benefit from increased sales, wide spread credibility, extra valuable exposure within the business community and the media, boosts in employee motivation and increased levels of traffic to your website. Even if you don’t win, simply participating could open doors you didn’t even know existed.
Preparing Your Entry
Entering an award is something you should not go into lightly. It requires a wholehearted approach and a tremendous amount of work. In the first instance, you should set out a clear strategy for winning the award, and be clear on what’s required and who is managing each component.
A good understanding of the judging criteria will help you shape your entry and recognise the parts that need extra emphasis. Be sure to meet the judging criteria as clearly as possible and stick to the point. If it’s a requirement to submit 500 words on why your business should win the award, make sure you don’t go over the word limit and communicate clearly.
Equally important is the quality of the entry itself. You need to present your company in the best possible way whilst at the same time make sure it stands out from your fellow competitors. The best practice is to make it simple. Judges should be able to see immediately that you meet the judging criteria and should not have to wade through tonnes of supporting documentation to find it.
There are some golden rules to remember when entering:
• Enter the award that you want to win
• Set out a clear strategy for winning the award and assign tasks
• Understand the judging criteria
• Make sure your entry meets the requirements of the awards
• Look at your competition and try to counteract their strengths
• Speak to previous winners about their entries
• Explain to the judges how you will publicise your win
• Don’t forget the deadline
Raising Your Profile
Just as film directors don’t let their films speak for themselves, you too can do more than simply hand in your entry form and cross your fingers.
Getting involved with industry bodies will give your company presence and your products publicity within the business community – which typically include potential judges of the awards.
Viral marketing can also help increase your chances of winning. An email reminding your customers and contacts who you are and why they should vote for you is often a good idea as well.
Stepping up your PR activities to increase exposure around your company, product or brand can be just as important as the way you enter. If the judges have heard of you or the product or service you are entering before it gets in front of them, they will be more inclined to take your entry seriously.
What To Do When You Win
Award wins are great because they provide incredible recognition and credibility for your business. Once the celebrations from the award ceremony have worn off, you must immediately get to work, letting everyone know that you have won an award and leveraging the win as much as possible.
Some activities you should do include;
• Issuing a press release to all relevant media in your industry
• Direct Mail campaign to your customers announcing the win
• Include the award logo on your email signature, business letterhead, web site and signage
• Host a party with your staff and customers to celebrate the win
• Attach the words "Award winning" to any marketing collateral you develop
• Hold a "We're a winner sale"
Give your business its Oscar moment by following the above tips when you enter your next awards competition. Good luck with your entry!
Katie Olver is the Managing Director of Momentous PR. With over 10 years experience across a broad range of industry sectors, Katie has developed a proven track record in implementing strategic and creative communication campaigns that deliver momentous results and exceed clients' commerical objectives.
