Stop wasting time at trade shows!
Of course, all trade award winners are selected on merit…the greater the client’s ad spend, the more they merit an award!
If that client is not your client then I would think twice before booking a table at the now mandatory awards dinner.
But our recent client award successes have compelled me to share a few nuggets that may help you experience similar success, and hopefully temper the cynicism:
As your agency, our job is getting you to the finals. As a finalist you make a statement to the market that you’re a contender, one to watch.
2016 Olympic 100m Men’s Final: based upon previous performance, no one was really going to challenge Usain Bolt for the title. However, the other seven athletes, five of whom were first time finalists, generated/shared considerable media coverage and raised awareness that propelled them into the limelight.
The award organisers favour entries that put work in – they can see that you value their award. Don’t just submit the mandatory 300 words form, support this with compelling evidence: testimonials, past editorial coverage, photography. Treat it as a new business pitch.
Submit a hard copy booklet for maximum impact! You can make a good first impression with the judges using digital printing, a cost effective solution for short runs. Use the same tactic for online entries with a pdf booklet.
If you get shortlisted as a finalist you’ve earnt the right to beat your chest a little. Tell all your customers and supply chain partners that they’re backing a winner.
Tell your employees too: the marketing and sales departments will happily take all the credit, but much of what goes on in the factory contributes to creating the brand that customers want to buy.
Awards are good but remember; if you’re not in it, you can’t win it!
Finalist: Electrical Industry Awards 2014 – Hamilton Litestat
Innovative Residential/Domestic Product
Finalist: Lux Awards 2014 – Hamilton Litestat
Controls Innovation of the Year – Highly Commended
Winner: Electrical Industry Awards 2015 – Kosnic Lighting
Light Source Product of the Year
Winner: Voltimum Smart Solutions Awards 2018 – Hamilton Litestat
Best Manufacturer of Smart Controls
Finalist: Electrical Wholesaler Awards 2019 – Hamilton Litestat
Best Training Provider