1: Awards create value beyond recognition
- They are a unique experience and drive emotional connection as well as an informal networking opportunity.
- They provide a confidence boost, and elevate team morale.
- Remember that awards offer more than just accolades – they contribute to a meaningful, emotional connection. Your awards audience will chose your event based on the trust and the emotional connection they have with their brand.
2: Differentiation matters
- Understand your clients’ objectives, and build a package that will have the right impact on their audience to achieve these.
- Teach your prospects things they don’t already know that offer value… and guide them to see that only your awards can offer this.
- Prove the ROI and ROO of your award. Implement pre-event questionnaires to gauge the current status of participants. Follow up with post-event and six-month assessments to demonstrate tangible returns. Look at underwriting the levers you can control, and working with the client to help them drive results where they want to see them.
- Solid ROI evidence can be a persuasive tool in selling your awards. Help them know what to measure and focus on ROO because this is provable
3: Awards only sell out in the last week
- Leverage editorial support to drive intrinsic value – use case studies to inspire and drive investment. Consider ‘spotlight on’ and ‘a conversation with’ articles to celebrate your winners and drive ROI for winners and entrants.
- Extend the awards reach by featuring winners and shortlisted entrants in podcast, webinar and speaker engagements.
- These elements ensure you bridge the gap between the sales cycle and the awards.
4: The brand isn’t working hard for you
- Is your research up to date?
- Are you diversifying revenues?
- What is the category offering?
- Do you use an advisory panel?
5: Embrace sustainability and inclusivity
- Are your products inclusive? Consider introducing a bursary scheme to make your awards accessible. Seek sponsorship of the bursary to enhance perception and widen the audience pool.
- Is your judging panel 50:50 gender split?
- Keep checking on the sustainability credentials of your venue and products, and invest in cleaner, greener options.