By: Michael Bennett, Managing Director, ESG
And the winner is …….!
It’s hard to think of an industry that doesn’t have its own awards scheme, they are often billed as ‘the industry’s equivalent of the Oscars’.
It’s easy to get cynical about industry awards, but they are an often overlooked tool in the marketing toolbox which can help elevate your organisation above the competition and create some great PR opportunities.
I confess, the PR industry is one of the leaders when it comes to giving itself awards, although we do trail behind our advertising cousins.
Over the years, I’ve been to everything from the UK Packaging Awards through to the Pest Awards, where the achievements of the UK’s leading pest control professionals were recognised.
But winning a gong needs time and careful planning. So if you’d like to see your organisation’s name up in lights, read our 10 top tips.
Find the right award
Sound obvious, but there are numerous awards schemes out there and some are simply more prestigious than others. So, do your research. The best place to start your award search is with your industry’s trade press and industry associations as they tend to organise the most prestigious award schemes.
Be aware of scams
There are plenty of scams out there, so be careful. You may hear from a random company that claims you’ve been nominated for an award: all you need to do is pay the official entry fee. Though they sound great, bogus accolades like these should be avoided. If it looks dodgy, it probably is.
Be selective
Whilst you my want to enter as many awards as possible, quality over quantity should be your mantra. Target the most prestigious awards as these are the ones with the most kudos. Then commit the time and energy to developing a really good submission.
Think laterally
So you’re a construction company doing some great environmental work, why not enter a CSR award or a waste management award as well as the construction industry awards? This can be a great way to differentiate yourself from competitors and get recognition for achievements that might otherwise go unnoticed, as well as generating some great PR.
Plan ahead
Unless you have a really compelling story to tell, an entry prepared in haste is always going to come second to a well-considered and crafted submission. Best to save your time and money and reserve your entry until next year.
Review last year’s winners
If you want to get an idea of what ‘floats the judges’ boat’, review last year’s winners. You will often find that awards websites will showcase previous winners’ entries. This is a great way of finding out what an award-winning entry looks like and how you should craft your entry.
Tell a story
Now you’re at the stage when you can start to craft your entry. Yours may be one of hundreds of entries that the judges have to wade through. So put yourself in their shoes and make your award one they want to read. Humans are storytelling animals. We all love stories, and we all love to hear a good one This is where your PR agency can help you craft a story with a beginning, middle and end. Even if what you have done is complex or technical, keep it simple and easy to understand. Don’t assume the judges will have a detailed understanding of your business.
Provide evidence
Back up your entry with evidence such as a percentage increase in sales, research that demonstrates a change in customer attitudes or a boost in profits. Also add quotes from customers, clients or colleagues, as they can help personalise your entry.
Follow the rules
It’s tempting to go overboard and send anything and everything that might seem relevant or spend lots of time and money on designing a standout entry. But it’s important to keep to the word count and entry format. Failing to follow the instructions can mean you fall at the first hurdle, especially if it’s a relatively large competition, a failure to follow directions can knock you out of the running from the start.
10. Supply additional evidence
If there’s an opportunity to attach supporting materials to your application do so as they can make the difference when the judges have to choose between two closely matched entries.
One last thought
Producing an award entry is time consuming and is a real skill. The Jargon Group has been crafting winners for many years, in fact we are one of the most recognised agencies in the UK, with an ever-growing list of awards.
We’d be happy to discuss how we can help stock your trophy cabinet. As professional storytellers we can simplify the complex, craft the narrative and make your story standout from the crowd. Get in touch with us on hello@thejargongroup.com.