As I write this, our team is busily researching the award criteria on behalf of a client, for a major accolade.
We do this a lot. Why? Very simply, it is about pride and profile.
Here’s the official blurb from the editor (Ed Bedington) of the trade magazine associated with it, the Publican’s Morning Advertiser (PMA):
“The Estrella Damm Top 50 Gastropubs is the list for those at the top of the pub-food game. Getting on to the list is the ambition of many top chefs, and entering the awards that run alongside the list is a great way of getting recognition for your business, raising your profile within the industry, and among contemporaries and consumers, and is a great step towards getting on to that prestigious list.”
That perfectly sums up why you should enter awards. Just so you can see what you could have won, here’s some feedback from three of the previous winners:
“The local press picked up that we had won…and that helped to raise our profile, which is good because we’re in the middle of nowhere.”
“It has had a remarkable impact on our business. As we were the highest placed pub in London, the Evening Standard ran a piece on us and the general press around the awards was great.”
“We are always extremely happy to win awards. They are recognition of the hard work we do. It’s also great for the staff who feel more engaged with the company.”
So you have industry recognition, local and national profile, a motivated workforce and major leverage of the rest of your marketing. So why don’t more people enter awards? I suspect it is a time issue. However, you need to consider these as a major part of your marketing and PR campaign, not an afterthought.
Sure, there is a bit of science to it but basically it comes down to reading the criteria CAREFULLY and then making it as easy as possible for the judges to consider your case. Now is not the time for florid prose!
Our clients see entering awards as part of their wider marketing strategy – they see the ROI. It is a fantastic way to gain objective third-party endorsement (a major goal of PR), great coverage and one of the best ways to foster employee and company relationships.
People proudly point to articles in the press and say “I work there”. Other highly-skilled people start thinking “maybe I should work there?”
So, ahead of the winter break, start to think about what awards you might enter in 2016. They might be local, regional, national or industry based but you can bet that once you integrate them into your marketing, the effects can really make a difference.
Start now or get in touch with us and we’ll help you get cracking.
PS – you might want to keep an eye out for something on Monday….just saying!