Recognition for your achievements is always gratifying, but applying for industry awards can be a time-consuming process. Is it really worth the effort?
The short answer: yes. Winning an award can elevate your brand, position your business as an industry leader, and open doors to new opportunities. It’s also a fantastic morale booster that brings pride to your entire team. However, not all awards are created equal, so it’s essential to focus on the right ones.
Choosing the right awards
Before investing time in award applications, do your research. Identify the most prestigious and relevant awards in your industry. There’s little value in entering the Retail Tech Awards if you only have one retail client. Instead, seek awards that align with your expertise and business objectives.
Once you’ve chosen an award, carefully select the category that maximises your chances of success. Read the category description thoroughly; your product or service must not only meet the criteria but also stand out from the competition. If you can’t confidently demonstrate why your business deserves to win, reconsider your choice.
Start drafting your submission early and really commit to it. A rushed submission rarely wins. Give yourself ample time to evaluate the criteria, craft a strong narrative, and submit a polished entry before the deadline. If you’re unable to do it properly, it’s better to skip it altogether.
Once you’re ready to start drafting, choose the right people to write it – and that’s not necessarily the management team. Award submissions require storytelling and persuasion, so engage your PR or marketing team to ensure your entry aligns with your brand voice and presents your achievements effectively.
Crafting a winning entry
Firstly, and I can’t stress this enough, keep it simple. Don’t fall into the trap of thinking you need to cram your entry with complicated jargon to sound like experts. Ensure your writing is clear, concise, and most importantly, compelling.
Having been on both sides of the judging table, I can tell you it’s exhausting and boring sifting through dozens of generic entries. A successful award submission goes beyond listing achievements, it grabs your attention – it tells a story.
Your submission should have a clear structure:
- The beginning: What’s your origin story? What inspired your product or service? What market gap did you identify, or what problem did you aim to solve?
- The middle: Add some jeopardy! Every great story includes challenges. What obstacles did you encounter? How did you overcome them?
- The end: How successful has your solution been? This is where many entries fall short. It’s not enough to claim your product is award-worthy, you must prove it.
Backing up your claims
Metrics are essential in any winning entry. If you claim your product increased productivity, specify by how much. If it helped prevent fraud, provide concrete evidence. Your entry is only as strong as the data supporting it.
Testimonials also add credibility, so think about who can support your claims, and how. A glowing client quote is great, but a short video from a satisfied customer explaining the impact of your product can be even more persuasive.
Once you have all the component for a winning entry in place, re-draft and refine. Once you think your submission is complete, review every fact and figure. Are they accurate? Scrutinise every claim. Is it truly compelling? Remove buzzwords and vague language and make every word count.
Maximising your win
If all goes well, you’ll take home a new trophy for the office. But the benefits don’t end when you walk off stage! Winning an award is a powerful PR opportunity so don’t let it go to waste.
- Issue a press release and promote your win across your website, social media, internal communications, and newsletters.
- Many award programmes offer downloadable media kits with finalist and winner logos. Use them in marketing materials, email signatures, and stationery.
- Prepare your winner’s press release in advance. That way, you only need to add the judge’s remarks, freeing you to enjoy the celebrations without scrambling for copy the next morning.
- Use your win to attract new clients and strengthen relationships with existing ones.
Industry awards take a concerted effort, but the potential rewards far outweigh the time investment. A compelling submission can enhance your credibility and give you a distinct edge over the competition.
More than just recognition, winning (or even being a finalist) builds trust, opens doors to new opportunities, and solidifies your reputation as a leader in your field. If you’re not confident in crafting a strong entry, consider seeking the help of a specialist PR team, because the right submission can make all the difference.
