TROPHY TIME L
et me ask you this: how many times have you heard of a film being ‘Oscar Nominated’ or ‘Oscar Winning’? It makes you want to see the film, doesn’t it? Entering a credible Awards programme can have the same impact on your business. However, not all awards are created equal, so consider the following to determine whether a business Awards programme is bona fide or not:
Awards. Every industry has their own. They are an opportunity to recognise and celebrate excellence, and are a great addition to an entrant’s marketing proposition. Damian Bailey of The Wedding Industry Awards (TWIA) initiative, explains and advises...
1 Is clear and transparent information on the Awards process publicly available? What is that process and how are the Awards judged? If details aren’t easily accessible, ask yourself why not. Too many ‘awards’ offer little or no robust methodology, and are simply a means of harvesting your valuable personal data. 2 Is there a judging panel and, if so, who is on it and are they experts? A credible Awards programme is nothing without a judging panel with specific experience and expertise in your field. 3 If voting is involved, who can vote? If anyone can vote is this a valuable reflection on your business? If people can vote more than once, is that fair? 4 What does the Awards programme offer your business over and above the chance to win a trophy and a glitzy event? Branding, feedback, multitiered recognition (eg regional and national), exclusive directory listings – these are all things that can really help enhance your marketing. Through the rest of this article, I shall
82 ♦ W E D D I N G T R A D E R ♦ S E P T E M B E R / O C T O B E R 2 0 2 1
assume that you have done your homework and found a respected, established, trusted, and coveted awards platform to enter. The next question is… Why enter an Awards? One of the main reasons people enter Awards is in order to raise their profile in the wedding industry; to stand out from the crowd. In short, it’s great for your marketing, but only if you make it work for you. Social Media. We all know it’s important, but how many of us really know what to do with it? The main thing to remember is that your audience craves engaging content. In fact, Facebook and Instagram reward users who regularly show content with which their audience engages. Do this on your platforms and you’ll tickle their algorithms right where they love it, and your content will get shown to more of your audience, often, resulting in an increase in business. Did you know that 62% of all TWIA entrants showed up to a 30% increase in business just from entering the Awards, let alone being a finalist or winning? ➢By entering for an Award, you are taking the brave, self-confident step of putting your hand up as one of the best in the business. This is an incredibly positive message in itself, and the start of a whole load of amazing content that you can generate with which to engage your audience(s). An often-overlooked benefit of entering a credible and rigorous scheme is the chance for self-analysis. Submitting your entry requires clear and concise thought about what you do, how you do it and why you do it.
