Column: The role of awards in marketing your business

We just won an award! How do we use that to market ourselves? Wondering why we didn”™t have fliers about our company to hand out at every table at the awards ceremony. At the very least, we can learn from this experience. We should work on this for the future ”“ getting more awards and using them to promote the business. How would you go about doing this?

Thoughts of the Day: Winning awards is all about picking your shots versus hoping to get lucky. Find out what awards fall into your space now and which ones you”™d have to work to get qualified for. Campaign to get the awards you want. Have a plan for how to pitch your company at the time of the award and post award.

There are lots of awards out there, from local business organizations, to industry associations, networking groups, philanthropies and publications; the list of backers goes on and on. Rarely do candidates for awards end up on the radar of award organizations just by accident. They have already done something for which they deserve to be recognized or they have done something to make themselves more visible so that they do get recognized.

When it comes to deciding what awards to pursue, think about who you ultimately want to notice you. In which industry segments do you want to make a splash? Which awards are likely to be meaningful to the business? Which are good for boosting PR? Which make you more attractive to potential suppliers and referral sources? Where do your potential customers turn for advice on go-to firms? That”™s your target list for awards.

Once you have a target list, do your homework to figure out how to win awards in each of those spaces. Build a multiyear plan. You don”™t want to, and probably can”™t, go after every award all at once.

Assign a point person to each desired award. Make a list of things that have to be done to qualify. Create a timeline to prepare for each competition, taking into account any filing deadlines. Always keep your eye on the cost-benefit ratio of filing for awards ”“ some may be more work than they”™re worth. It does take time and effort to win an award.

You”™ll need people advocating for your company. Line up your influential sources now and start working them. Figure out how long it will take to get them to know enough about your company so that they”™d be willing to recommend you.

Not all awards have the same application cycle ”” some awards are one and done, some take repeat tries before your company rises to the top. Some are highly politicized. For each competition, think through what makes your company important enough to be recognized by the judges and sponsors.

It”™s ultimately about telling a story. Take a close look at the overall company ”“ products, services, employees, customers, innovation, thought leadership, philanthropy. What makes your company stand out? If you”™re not sure you can do a good job getting the message across, hire a PR firm. Let them craft and promote the messages you want out there ”“ whether you win or not, promotion efforts will probably boost your market presence.

Once you”™ve been notified about winning, prepare for the announcement and post-announcement marketing campaign. Keep in mind that most awards organizers like the ripple effect that comes from your company”™s self-promotion.

Ask lots of questions about promoting the award. Can you take video of the awards ceremony? Post it online and on social media platforms. Create a handout for the awards ceremony; ask the promoter how to get that into everyone”™s hands. Ask how people can attend and if you”™re expected to pay anything. Find out if speeches will be necessary.If so, carefully select a speaker and rehearse. Ask about press releases and how can you tie in to the sponsors.

Think about making a video telling how your company competed for the award or how your company delivers something exceptional. Make a plan to keep the award visible to customers and prospects, employees and candidates long after the award ceremony is past.

Looking for a good book? Try “How To Win Business Awards” by Louise Prunty.

Andi Gray is president of Strategy Leaders Inc., strategyleaders.com, a business-consulting firm that specializes in helping entrepreneurial firms grow. She can be reached by phone at 877-238-3535. Do you have a question for Andi? Please send it to her, via email at AskAndi@StrategyLeaders.com or by mail to Andi Gray, Strategy Leaders Inc., 5 Crossways, Chappaqua, NY 10514. Visit www.AskAndi.com for an entire library of Ask Andi articles.