I was doing a web site marketing brief for a new client today.
One of the things I always ask a new client is - Have you ever won any awards in your business?
Ninety nine times out of a hundred I'll get one of the following responses:
a blank stare or,
the client saying - "Awards are a load of crap"!
Hmmmmm.
Let's assume for a second that a complete stranger is searching through the internet comparing companies that offer a similar product or service as yours.
If all else is equal; let's say your company has won the best design award, customer service award, or local community award from xyz.
Assuming you've had a look at xyz and they are credible, this says to the stranger that a credible third party believes your company delivers higher than expected standards in your industry, or community - I might try them.
Sometimes a slight edge is all you need in a highly competitive market.
The other thing that an award does is provide your business with an opportunity to get a few lines in a newspaper, magazine, or newsletter.
Another credible third party.
Even if that award only gets you one new client, all you had to do was nominate for an award.
One new client may be worth a substantial amount to your business, and even if they're not, having dealt with your company they might tell five other people about your company and one of them becomes a new client.
So what is the only thing you need to do to win an award?
Nominate your business for every conceivable award that you can. Most businesses don't even consider nominating for awards as part of their web site marketing or general marketing strategy. |
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