The winning part of your next marketing plan….
Did you know there is one thing you can do for small business that is going to give you clarity, credibility, content and confidence…… AND in most cases it’s actually FREE?
Well, that one thing happens to be…….entering AWARDS. It could be on a small or large scale, be it local or global awards for excellence, for achievement in small business or a particular category (eg sustainability.) Fact is, putting your business forward to receive recognition you deem to be relevant, relatable and authentic to your brand can be a huge boost in more ways than one and should DEFINITELY be part of your marketing plan for the year ahead. Here’s why….
To start with, the entry process alone required to enter some awards can be a real learning curve. In many cases, you are asked to share your vision, successes, the intricacies around your product offering, financial status, long term goals etc. This really forces you as a business owner to think hard and reflect on the answers to those very big questions. It’s one thing to have all that floating around in that big beautiful brain of yours and another thing to be able to succinctly articulate the answers with clarity whilst adhering to a word count and specific set of criteria.
Most awards these days have a similar process…ie First of all you’re nominated by peers within your industry or consumers, then you complete the entry criteria, the finalists are announced and THEN the winners are awarded. ALL of these steps are something worth talking about and sharing with your audience and potential customers. The awards process in addition to the outcome is a great opportunity for unique content to use in your marketing. Sure, ‘tall poppy syndrome’ will be rife, but telling people the facts here about your nominee/finalist/winner status is really important because it adds credibility to your brand via a third party endorsement. People will care about it, they’ll cheer you on, support your next steps and even vote if it’s required. In some cases, particularly when it comes to NEW customers, they may even make their decisions on whether or not to spend with your business based on it. An award nomination or win could be what sets you apart from others in your industry. So be sure to share the process with your audience - was it challenging or easy? Are you surprised to be nominated or were you quietly confident? Did you have to meet the judges face to face or prepare a speech? Were you nervous about it? All of this helps build connection, shows a hint of vulnerability and gives your audience a little insight into your life as a small business owner.
Going through an awards process can be time consuming, challenging and nerve wracking but it’s gong to be absolutely worth it. Regardless of the end result, just by going through the process you are going to learn new skills, gain valuable insights, forge new relationships and most importantly gain confidence in yourself, your ability, the business you’ve created and the brand you are continuing to build.
As Bruce Williams, judging chair of the Sunshine Coast Business Awards recently said to a room full of business owners from the region “You don’t lose, you learn…” He’s right, right? The whole process is one big learning curve - for yourself, your team, your business.
So go channel your inner Oscar winner and give it a shot! There’s nothing to lose.