Marketing with Moxie

"Aw, nuts." We have to get that award entry in tomorrow. Why bother?  We won't win."

Perhaps you've had a similar conversation at your office. There are lots of corporate award programs -- from your local chamber awards program to specialty awards within your industry.

Most award entry forms take a little time complete. Depending on the scope of the award they can be tedious, time consuming and there may be a science to getting your entry noticed by the judges. But it could be time well spent if you consider the effort part of your marketing strategy.

But we won't win

There is often a very small pool for awards programs, so your chances to win are probably greater than you think. Even if you don't win, being a finalist can still get your company attention. Just connecting with the judging panel can make an impact. I have served as a judge for numerous business awards, and I have frequently talked about the most compelling entries with colleagues, or even referred that company to them. That's great word-of-mouth marketing.

Visibility

When you do win, or you're named as a finalist, it creates a buzz. Everybody likes a winner. Even your competitors take notice. Many award events list all the entrants in their program. Your name listed there leaves the impression that you're a player. You can often buy ad space in the program, enhancing your reputation as a good corporate citizen for a pretty low cost.  Tie your ad message to your submitted product or service.  Go ahead, brag.

Impress customers and motivate employees

When you win an award, leverage it. Put the trophy or plaque in the lobby. Customers will take notice. Announce it in the employee newsletter and credit employees for their efforts.  You'll inspire workplace pride and boost morale. Some companies make winning an award a part of their business strategy. David Tripoli of Austin's Truluck's Seafood Steak and Crab House focuses on winning the Greater Austin Chamber's Business Award for Customer Service. And it has paid off.  He posted a badge on his website about the 2009 victory, and in an interview on News8 Austin (where he got more free publicity), David said, "When you walk into Trulucks, you see those awards displayed.  And they (our employees) know they did the hard work to earn that.  It really gives them a good feeling and we believe it helps us build our brand in the marketplace."

So go on enter!  And if you're in Austin, the deadline to enter the Greater Austin Business Award is June 11.  Check it out.