I had a moment of joy this week when an email dropped into my inbox from a client; Morgan Printing, who I had prepared a marketing strategy for last year.
These guys are based in Sydney and have a stellar reputation for their work. Tony, the print expert, works really closely with the client (mostly graphic designers working for big brands) to ensure that their print job is mind-blowingly awesome. You can take a sneak peak at some of their work here.
So when you are a small business who is this great at what you do, one of the marketing tactics I will often recommend is entering business and industry awards. Not for the tick of approval, more for the opportunity to gain media exposure (helping more people find out about your award winning business), recognising the team, and creating an additional trust point for prospective clients who have not yet had the chance to work with you and experience your awesomeness.
And so Morgan Printing had followed my advice and they were emailing their database to share their proud win. Tick, tick and tick!
So if you are really good at what you do in your business, here are those three bloody great reasons as to why you should enter business awards fleshed out.
- It gives you a chance to talk about your business
Winning an industry or business award is a great story to tell. And before you start thinking that it seems a little boastful to beam openly and profusely about a win, let me tell you, your community will love to hear about this. Firstly, if you have a good relationship with your community (customers, suppliers, social media followers, email subscribers etc.) then they will be genuinely happy to share in your joy. I’m yet to meet a social media post promoting an award finalist or win status that doesn’t go completely bonkers. Plus, if they choose you to do business with, this little nod of approval from a local, state or national award recognition, gives them a little reason to pat themselves on the back for choosing to work with you.
- This is a chance to energise your team
Sometimes it’s easy to get caught up in the day to day busyness of your business. Everyone works so hard and achieves so much and instead of stopping to reflect and celebrate a great job done, you just move on to the next job. Entering awards is a fantastic way to reflect back on the excellent work that you and your team are doing. It’s also a great way to identify any gaps in your business (particularly if you are entering business wards). Winning an award can be a great way to recognise the team for their hard work and let’s face it, it’s the perfect excuse to get frocked up and all go and drink champagne to celebrate!
- It’s a really strong trust point to increase confidence levels of prospective customersWhen you start to invest in marketing, if your marketing is done well, then you will be driving a whole bunch of new people to your website and to check out your social media profiles to find out more about you. These are people who have not necessarily been referred to you by a trusted friend or colleague and they haven’t worked with you before, so the role of your marketing is to not only create awareness and intrigue, but to also build trust. So when I am framing up a marketing plan, I’m looking to instil as many trust points as possible in your marketing ecosystem – i.e on your website, in your presentations, in your marketing collateral, social profiles and more. And guess what? Award recognition is a huge trust point.
In fact, according to communications consultancy Green Door Co, research has shown that 82% of senior business people are influenced to buy products or services when they come across a business or person with a relevant industry-award win.
It’s hard to ignore the three bloody great reasons above to enter business awards. They do take a bit of work to enter, but don’t let that turn you off. The effort is definitely worth it.
If you want to find out more about how you can enter awards, keep an eye out for an excellent upcoming episode of The How To Do Marketing Show where I speak with Heather from Green Door Co. Heather writes awards submissions for a living and has close to 100% hit rate of getting her clients to finalist status. Heather has some EXCELLENT tips about how to best approach submitting for awards, this ep will be published on Tuesday 6 September.
You want more? Check these out...
Helpful Marketing Articles For You
Access the first chapter of 'How To Do Marketing - A Comprehensive Guide For Small Businesses FREE
Simply sign up to our small business marketing newsletter to receive really useful articles about how to get the best bang for your marketing buck.