How to bolster your marketing strategy through business awards
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How to bolster your marketing strategy through business awards

Awards provide key opportunities to endorse your brand messages, support business objectives and generate newsworthy content.

Yet, they are often viewed as a stand-alone tactic and their potential to shape broader communications can be overlooked. Here are our top four tips for creating an awards strategy to support your wider marketing objectives.

1. Select awards to support your key messages

Winning awards begins with ensuring you are entering the right awards for your business. Firstly, consider what you are trying to achieve through awards success, the audiences you would like to reach and the impact on your business positioning.

Often, companies need to convey different messages to a variety of audiences – customer service may be important for your clients, however partners may be more interested to know that you are a high-growth company.

By planning your strategy at the beginning of the year, you will ensure the chosen awards support your key messages and the target stakeholders you wish to appeal to.

2. Set goals and achieve them

It is important to choose awards that play to your strengths. However, if you have ambitious goals to take your business to the next level, build a campaign to support your award submission. By adding awards to your marketing strategy, you will be able to map out a communications plan, painting a picture of why you deserve the prestigious accolade.

Share blog posts supporting the criterion, update your website showcasing the initiative you are seeking recognition for, and gain press coverage of your achievements. Remember, the judges will be looking at more than just your written submission, therefore any additional evidence will add credibility to your claims.   

3. Plan ahead to construct your submissions

Depending on the size of your company, you may have multiple departments who will benefit from the marketing potential of awards. If you are looking to enter more than one award this year, time constraints can feel prohibitive – especially when you are being pulled in so many directions.

By looking ahead, you can schedule in time to gather evidence and construct your entries well in advance of deadlines, saving that last minute panic. The more time you have to review and edit your submission, the more chance you have of awards success.

4. Capitalise on PR and marketing opportunities

To capitalise on the PR opportunities awards provide, plan your communications in advance of the shortlist/winners being announced, and allow time to finalise and distribute press releases post-event.

Make sure you have considered all options for maximising your success by adding award logos to your website, emails, marketing collateral, and tender documents. You can also blog about your experience and share your journey through social media.

As with every aspect of business, planning ahead improves your chances of success and ensures you maximise all of the benefits awards provide. After all, as said by Antoine de Saint-Exupéry, “a goal without a plan is just a wish.”

Suzy Pettican is managing director of PR and awards consultancy Reflection PR, and has helped clients build their reputation through PR and marketing for the last 17 years.

Suzy Pettican Managing Director Reflection PR
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