Most of our posts focus on what winning awards mean for those who actually enter themselves (or, indeed, are nominated by others). This week we thought it might be worthwhile looking at things from a client’s perspective – i.e. what difference does it make to your target market if you are award-winning or not?

Now, let’s be entirely honest here – we didn’t go out with clipboards in hand to ask those purchasing products and services what made them choose a particular brand or provider. No, to put this together we simply referred back to what our own clients and contacts have told us about the feedback they received from their customers’ post-award-win. We are, of course, also consumers ourselves and we know why we too as individuals might veer towards a company or brand which has achieved some form of accolade.

Here is a summary of the feelings expressed by the clients of our clients, as to how they are positively affected by their supplier or service provider’s award success: –

• It gives a greater degree of confidence in the quality of the products/services they are buying
• It provides reassurance that the company has been independently audited – and passed with flying colours
• It proves that progress and/or innovation are important to them and are therefore more likely to have future-proofed their wares
• It shows a level of investment in the company infrastructure and in its employees which usually also points to ethical practices being embedded in the company culture
• It suggests that those in charge are proud of their achievements, caring about more than simply profit alone
• As an early adopter, the customer has been benefitting from their excellence ‘before they were famous’ which makes them leaders rather than followers

With the above points in mind, it isn’t hard to see why award entry forms an important part of any forward-thinking business’ strategy. It also reinforces the point that those who experience any degree of award success should capitalise on the opportunities presented throughout the nomination, submission, judging and decision-making stages, each being an excellent chance to impress both existing and potential clients.

The ‘boost’ which can be achieved by taking part in an award process is, in some ways, comparable to a sustained, targeted marketing campaign; the kind of activity which would undoubtedly have a significant cost associated with it and need a considerable amount of time devoted to it. Awards not only achieve the same desired result, but you can have so much more fun in the process!