“And the winner is….”
These four words make me giddy, and not just from nerves or anticipation. Having won a few prestigious awards, I know just how powerfully they speak for your business. Whether from industry, government or peers, this kind of recognition boosts your credibility, corporate image and morale, not to mention provides free publicity and opens new doors.
Here are my tips for winning and capitalising on awards….
Be In It to Win It Is there an enchanted awards fairy who waves her magic wand over deserving businesses? Fortunately, there is not. Any business can nominate for awards — all it takes is the motivation to address sometimes hefty written selection criteria.
Get yourself in the loop the find awards. Sign up for newsletters and regularly check the following resources:
- Federal, state and local government business portals and advisory services
- Peak bodies and industry associations
- Small business media, including trade magazines, websites and blogs
- Google search “industry awards” and the name of your industry.
Stick to the Rules Judges are at the top of their fields — they’re busy, in demand and stuck reading a mountain of applications, with a cup of coffee as their only companion. What’s more, their time is donated, so make yourself easy to like:
- Only apply for awards that fit with your business and where you are in the business cycle.
- Answer the questions … don’t ramble or stray off topic. If you don’t know what a question really means, call the award host for help.
- Keep your answers clear and simple … give as much information as you can in as few words as possible, and always choose small words over big, bureaucratic ones.
- Stick to word limits. If none are given, keep to a page per question or, again, call that host.
- Be professional — keep formatting basic and consistent, and pay attention to spelling and grammar.
Show You’re the Best The essence of an award application is to demonstrate why you should win. Let me scribble the phrase “demonstrate why” so big that you can see it from space!
You need to show the judges that you’re the best by providing specific examples, case studies and statistics. For instance, “Independent tests show our product is three times safer than competing products”, “Here’s how our partnership with XYZ charity shows our commitment to the community”.
Bang the Gong Tell the whole world when you win! Undertake a publicity campaign, even if the award organisers also do one:
- Send a media release
- Add the award to your email signature and use the phrase “award-winning” in all future marketing materials
- Make announcements on your website, newsletter, Facebook and Twitter
- Celebrate with a sale, or a party for close friends, associates and VIP customers
- Frame or display your award in your premises.
Want evidence that even the smallest snippet of publicity works? Here’s an excerpt from my Facebook page after my friend Claire recently won an award:
Me: Congratulations Claire Connelly! Friend 1: Why? Me: Claire from Papercut was crowned Highly Commended Business Woman of the Year by the ACT Chamber of Women in Business. Friend 2: I’m curious – what is Papercut? What an awesome name for a business. Am Googling now.
You Don’t Have to Win to Grin So you didn’t win … perhaps you weren’t even short-listed. There are still ways to make that application work to your advantage:
- Attend any associated award social events. Pack your handbag with business cards and schmooze at presentation ceremonies, cocktail parties and sit-down dinners.
- Send hand-written “thank-you” and “congratulations” cards to the organisers and winners … you never know what relationships might develop.
- Learn from the winner and other finalists. Chat in person or look at their marketing materials and website to see what they do that you don’t.
- Awards selection criteria usually relate to core business, so revisit your business plan and fill any gaps.
