TROPHY TIME

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...

Let 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:

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. 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.

As business owners we rarely get the chance to think deeply about such things, so the opportunity to do so is invaluable.

Tell your story

Your audience and followers crave interesting and engaging content; it’s the Holy Grail of Social Media.

Just entering a credible Awards scheme is exciting news. You’ll be one of only about 2% of wedding suppliers in the country who have the self-confidence to enter TWIA. Your journey through the process over time produces increasing content as you go along and If you become a Regional Finalist and attend the Awards in your region, there are loads of photo opportunities. Same if you get to the National Awards Event, too.

If you win (Regional or National)... just imagine! In short, your audience and followers will love to see that you have entered, and they’ll follow your progress. The confidence you show by entering will bring increased confidence in your business, which can lead to more bookings. They’ll talk about it, and in an industry driven by word of mouth, this is very good news.

Now, I know what you are going to say... “It feels like I’m boasting. No one likes a boaster!” and “What if I don’t win? It’ll be really embarrassing.”

I hear you. We are British, and don’t like to stand up and shout about how good we think we are. But sometimes, you just have to...

By entering a great Awards, you have put your hand up as one of the best in the business. That takes considerable self-confidence and courage. This, in turn, gives brides and grooms (or anyone organising a wedding) confidence in you and your business, which can lead to more enquiries and more/better-quality bookings.

This is not boasting, it’s marketing. You are using the considerable differentiation that a respected Awards scheme brings, to help promote your business. Why wouldn’t you?

“What if I don’t win?” I hear you on

this, but if you don’t bring people with you on your TWIA journey you won’t so easily see the benefits of being involved.

If you don’t win you can still share this with your audience in a positive way, like this for example:

“Well, it wasn’t my year this year, but I am going to learn from those who won, continue to try to improve every aspect of my business, and come back next year and try again. Thank you to all my amazing couples who voted for me; I have loved working for you all this year.” ... or something like that!

It gets in front of the story and turns it into a positive narrative. This also takes bravery and self-confidence; attractive qualities as already mentioned.

Share each other’s Awards journeys

If you know others who have entered for an Award, tag them and share their journeys and ask them to do the same. There is strength in numbers so encouraging your industry colleagues to enter TWIA (see below) and then sharing each other’s content can be extremely powerful.

I bet you have a small circle of suppliers that you love working with and recommend. A great photographer, make-up artist, hair stylist, florist, band and more. Run a venue? Encourage your preferred supplier list to enter with you.

If you all enter and then commit to a concerted promotional plan and strategy based around your TWIA journeys, the marketing potential is undoubtedly huge.

You could have a little photo shoot and send a brief write-up to your local paper. They are always looking for interesting content. If you become a finalist or win then a follow up article is a no-brainer.

HOW TO CREATE AN EYE-CATCHING ENTRY

Complete all parts of your submission – nothing annoys a Judge more than an incomplete entry. With specific focus on TWIA: • Answer your category-specific

‘Profile Questions’. Don’t write too much and don’t write too little • Get your points across in as concise a way as possible. Not easy but worth spending some time on.

Grammar and Spelling

Check and double-check your entry for spelling and grammatical mistakes. If you make one, correct it! If this isn’t your strong point, ask someone to proofread your entry.

Photos

There is NO excuse whatsoever for poor photography these days. Make sure your photos really show what you do (and where and how you do it, if applicable).

Before uploading your own photos, whether from an actual camera or from your phone, make sure you run them through some sort of editing app. Lightroom or Photoshop are the go-to essentials for photographers but apps like Snapseed are great for phone editing. Be consistent and don’t over-do it.

Where possible, ask the professional photographers you know, or work alongside at weddings, for access to their photos of your work/what you do etc.

You might want to do a photography course with a specific focus – capturing images of the way you work, for example. Maybe ask a photographer you know for some tips to begin with. Not necessarily just for TWIA but to improve your photography for the benefit of your business. Show a great photo of yourself (and your team where applicable) on your website.

Videos

If you have a video that is relevant to the Judging process, upload it. Why not make a short video on your phone showing the panel who you are?

I know, I know! No one likes how they look on film but suck it up and go for it. Most people don’t do this so if you do it might really help you stand out from the crowd.

This industry is all about people booking people. The skills offered by wedding suppliers can sometimes come further down the list. You are integral to what you do. Show this to the Judges. Be brave!

Make that video!

Entering Awards can be great for your business as long as you enter the right Awards and then make them work for you. TWIA 2022 opened in August. For full details and to enter, go to www.thewedding-industry-awards.co.uk All photographs are from TWIA finalist events, held in January 2020.