There are business awards running in every sector, and in every region – but how and why should you enter?
Firstly, we’re going to tackle the ‘why’. In short, business awards are an excellent opportunity to have a third party – often a trusted one, such as an industry publication or organisation – declare that your business is a success. This might be generally speaking, in categories such as ‘business of the year’, or it might have a more specific focus, for example awards for marketing, growth, sustainability, customer service or innovation.
Such an accolade will acknowledge the talent and hard work of your team, and so will have a great effect on morale, and the upbeat message can also help convey a positive message about the company to the partners or board, investors, existing clients, and even potential customers. You can use your win (or even a short-list position) to generate good publicity about your firm, as it gives you a reason to write a press release, or alternatively blog about it or announce it through social media channels.
On reflection
In addition, going through an award application process might help you to highlight areas of the business that are operating particularly well, as well as you think could be improved – and this intelligence can be used to inform your business planning activities.
So where do you start? The first step is to find a suitable award to enter, so discover what is being run in your area (check out local newspaper and business networking groups’ websites), and also find out what your industry has to offer too (trade publications are usually a good place to look).
Once you’ve discovered all the award entry options out there, sift through and decide which ones your firm is eligible for – read the criteria carefully, since it’s best to only enter awards you can be sure you can put forward a strong case for. Don’t be tempted to dash off an entry into every category, since it won’t get you far. Winning entries are considered, well-crafted, persuasive, and should take more than just a few minutes to create – it’s simply not worth wasting your time on below-par entries.
Plan ahead
Before you go any further, you should schedule the entry deadlines, along with time blocked out for completing your application, into your diary. Make sure you ask any colleagues involved in the entry process to do the same. It’s as important as any marketing activity, and the results will depend on the strength of your written application, so it’s worth taking the time to put things together properly. It’s a good idea to gather together any information and evidence that you will need to inform and illustrate your answers before you get started – a team brainstorm can be good for this, as several minds are better than one.
Then you should read all the questions again – it’s a bit like taking an exam, one of the golden rules is ‘make sure you answer the question’, so ensure that you really understand what the judges are looking to see before you start writing. Don’t be tempted to trot out the same entry to several different awards, it really is a case of tailoring your argument each time. You can recycle any particularly persuasive copy about your business in general by all means, but you really need to make sure each entry addresses the judging criteria for each award.
Keep it concise
The next golden rule is to keep to the wordcount. Judges don’t look favourably on very long answers since it makes their job more lengthy, plus length doesn’t necessarily indicate quality – it’s possible to pad out copy quite significantly without including any further information, so make sure your entry doesn’t waffle in this way.
Some awards ask specific questions and give individual wordcounts for each section, but others are more flexible and ask you to cover a number of areas in one sizeable piece of copy. If you come across the latter, it’s really important to make sure your entry has a logical structure, so use headings and sub-headings if necessary to clarify.
The beginning and the end are the most important bits, so make sure that these are the strongest part. The first paragraph will set the tone (first impressions count!), whereas the final paragraph will stick in the judges’ minds (and create lasting impression). Whatever you do, don’t be modest in any part of your application, as playing down your achievements won’t get you anywhere.
If your award guidelines state that you can use enclosures, put together additional documentation that can add weight to your case. Charts and graphs are particularly useful, if they’re relevant to the category – for example, if you’re entering an award where one of the criteria is business growth.
Check carefully
Well before the closing date, have your finished entry looked over by at least two people who have not been involved in writing it, to pick up on errors or typos that the team may have missed. If this isn’t possible, get your entry completed early, put it aside for a week, and revisit it before you make your submission (you’ll be able to see it with a fresh pair of eyes, and spot errors you may have missed previously). Once it’s ready to go, make sure you present your entry well. Paper forms should be typed rather than handwritten, and if you must enter online, be very careful when copying and pasting.
It’s a good idea to go to the awards ceremony, even if you don’t think you’ve won – for starters you never know, plus it’s a great opportunity for your team to get together and celebrate its successes, as well as do a spot of networking.
Whether you make the shortlist or actually win your category, use it as an excuse to do some PR. Most awards publicise the winners, but will do so with their interests to the fore, so it’s best to do your own publicity too. It’s also a good idea to write a blog post on your own site (if you don’t have a dynamic site, read this article to find out why you need one), and add the winner’s logo to it – available from the award organisers, this can also be put on marketing materials or stationery. You could also display trophies, certificates, press cuttings and photos from the ceremony at your premises, so that staff and visitors alike know that your firm’s achievements have been recognised in this way.
Of course, it should go without saying, but if you don’t win, simply try again next time!