Small business success depends on smart marketing and public relations and winning business awards can prove to be a cost-effective solution.
Drafting a business awards entry can be a daunting process, but often the hardest part is knowing where to start. You must always remember that there will be many other entrants all vying for the same coveted award so make sure your application stands out from the crowd. It is essential that your submission is well-planned, clear and easy to read.
Before you even start your entry thoroughly read the award criteria and use it as a guide as to what is expected. You may believe in yourself and your business but you have to make the judges believe that what you are doing is outstanding.
You only get one chance to make your entry shine; it could make the difference between getting shortlisted and possibly a visit from the judges or being discarded immediately so make sure you get it right.
You should always;
• Leave yourself plenty of time. This is not something that should ever be rushed.
• Always back up your claims with relevant evidence and examples
• Be clear and concise and don’t fill your submission with industry jargon. In fact avoid it altogether as the judges may not be familiar with your sector
• Give the judges a fresh take on the business, not just a re-written marketing brochure, don’t forget, they may have seen that already
• If specific questions are asked, don’t leave any blanks. Answer every question thoroughly and focus on the awards criteria
• Decide on your approach to your entry, will you tell it in a story format or straight forward bullet points, whatever you chose, stay within the guidelines
• Aim to enter one award a month. You may not win first time around and awards only usually last for one year so stick at it if you want to be the coveted ‘most award winning company in your sector’.
• Be sure to get the submission written by, or with advice from someone within the company that understands fully why your business should win and what the corporate strategy is. Alternatively, appoint a professional awards management company or business consultant to handle the whole process for you. Compared to advertising and many other forms of marketing, their fees will be relatively low given the potential benefits.
Small Business Success
Winning a business award is about more than just receiving a trophy. An award has longevity and will help your business to raise its profile and gain the recognition it deserves. Using the award logo on subsequent stationary and on your web site will not only make your business stand out as ‘award winning’ it will provide a vital morale boost for everyone directly involved as well impressing existing and potential customers, investors and staff across the business.
Gerald is working for Awards Intelligence, an Awards website providing UK Business Awards and Company Awards listings.
