Successful marketing relies on asking the right questions. In this mini series I’ll be looking at how to get the information you really need, whether you’re doing keyword research, putting paid search ads together, or in this case, entering awards.
Award entries always take more work than you think, more people’s input than you’d like, and more money than you were planning to spend (if you end up attending). So, before you begin drafting that 2,000-word entry, ask yourself the following questions.
Why do you want this award?
Because your KPIs include a set amount of award wins this year isn’t the best reason. Neither is showing off to your competitors.
If it’s a well-regarded award in your sector, and acts as a trust signal to prospective customers and partners, then it absolutely makes sense to give it a shot. I think it’s great to be selective about which awards you enter. For example, you may choose one that’s based on votes from your customers because it means more.
It doesn’t just have to be about winning new business though. I’ve worked with clients who have entered certain awards to recognise the achievements of particular departments, boosting morale. I also had a client recently mention that it was worth attending an awards ceremony just to hear about other inspiring work in their sector and I thought that was lovely. Where else are you going to hear that many great ideas in one go?
Is the work good enough?
The elephant in the room. Just because the work is good doesn’t mean it’s award-worthy. Feel proud, sure, but don’t enter it into an award unless it’s truly innovative or the results are outstanding (preferably both). Read the previous year’s winning entries and judge how yours compares.
Award ceremonies can have a reputation for being influenced by the strength of a company name, or who greases the right palms. While that does still occasionally happen, for the most part, getting shortlisted for, or winning an award, requires an outstanding product or project and a really well put together entry. How you word it and what information you include and prioritise completely shapes how the judges view it.
What would be a good outcome?
Would you be happy to be shortlisted? If so, great. You can make the entry fee worthwhile by shouting about it through your marketing channels. If that’s never going to be enough, make sure you’re happy spending the time and money it takes to enter for something you have a smaller probability of achieving.
Have you got permission from everyone you need permission from?
If you do nothing else, do this! It’s all too common on joint entries, or project-based work where there’s a lot of collaboration, to not get buy-in from clients or partners until it’s too late. Check that they’re happy for you to talk about the work in advance, and if they’re going to be approving it, make sure you allow enough time for some back and forth. It may be that you don’t technically need their blessing, but it’s never worth risking a client relationship for the chance of an award win.
How will you promote it?
If you’ve entered to raise awareness of your brand, or to try and win new business, make sure you have a plan in place for if you get shortlisted or win. Consider blogs, social posts, emails and adding logos to your site. Don’t forget to add it to sales decks, proposals or email signatures. If you’re planning to enter awards regularly, get a process in place to ensure you’re making the most of it.
Are you planning to attend?
Ah, catch 22. You don’t attend because you never win, but you’re unlikely to win if you aren’t there. And so the cycle continues.
Entering awards can get really expensive, so I get the need to make a judgement call. If the budget doesn’t allow for a table of ten (*rolls eyes at the ridiculous nature of award ceremonies*) but you’re happy to just be shortlisted, then fair play. If you only want to win and you feel really confident of the work you’re submitting, then commit to going if you’re entering.
If you do decide to go ahead with your award, good luck! And get in touch if you’d like a hand putting the entry together :-)
