The award business is big business. There are literally thousands of awards for which your brand could apply. The real question is, what’s the return on your investment of time and effort into award submissions? Sure awards are earned media, but not exactly tier 1 earned media. Should you even bother?
Proceed with Caution
There’s really no harm that can come to your brand from receiving an award and there are some benefits. Awards can help you stand out in a crowded marketplace. They can drive website traffic and boost SEO. They also give your brand the appearance of momentum and legitimacy. On the other hand, you’ve got a lot on your plate and every hour you spend working on an award submission is one that you can’t spend doing anything else. The trick is to be very thoughtful about the awards for which you apply and to get the most out of the ones you receive.
Before You Answer the Submission Questions, Answer These
To help you determine which awards are worth your time, ask yourself these questions:
- Is this award really a good fit with our brand and/or products?
- What are the odds that our submission will be successful?
- Does this award have credibility with my audience?
- Does it validate a proof point that is important to my prospective buyers?
- Would it help attract potential employees, partners or investors?
- Could it be leveraged to gain additional earned media?
- If we receive the award, how will we feature and promote it?
- How much effort does the award presenter put into publicizing the results?
- Have we received this award or one like it before? If so, did it result in measurable positive outcomes?
If your answers to these questions are only lukewarm, you might want to save yourself the trouble. On the other hand, if you can see a clear path between getting the award and business value in terms of traffic, leads or a shorter sales cycle, go for it.
Modern PR and marketing teams simply have too many priorities to juggle to do anything just for the sake of doing it or just because it’s always been done. We need to question everything and be very selective about the tasks we take on. Awards submissions, like everything else should be addressed with careful deliberation.
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