An interesting client meeting on Friday to discuss the possibility of entering (and hopefully winning!) one or two industry awards, primarily as a means of attracting positive publicity.
The client already had a very clear idea of which awards they'd like to win, but was somewhat less clear on what it was about their business that might justify such aspirations. This is a common mistake, which often leads companies to enter awards that the proverbial 'cat in hell' stands more chance of winning.
Believe it or not, in order to win an award, you must have done something 'award-winning' and we encourage clients with such aspirations to look first at their business, products and services to identify those elements that genuinely differentiate them from their competitors. Then look at the award schemes, categories and criteria and identify those which 'match' your particular success story - if you've done this properly, there probably won't be many.
Having done this with the client in question, we now have a realistic shortlist of awards which they might actually win!
This was also the first time this company has enlisted external help to produce awards entries. In the words of the marketing manager: "We've always cobbled them together ourselves, but we've never won anything."
Far be it for us to suggest that the two things might just be connected! Whilst there are never any guarantees, with our proven track record in producing winning award entries, I get the feeling their luck might be about to change...
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