How to Use an Award Entry to Promote Your Company and Win More Customers

If you play your cards right, an award nomination or win can help you promote your company and new clients may actually come knocking on your door.
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Winning an award can be satisfying and so much fun. It is that simple really. Not only is it fun to compete against the rest of the industry and get your work validated (with the chance of beating competitors and archrivals as an obvious upside).

It is also quite intriguing to imagine yourself and your team posing with a shiny award trophy in ways that may do a World Champion Winner justice.

New clients may actually come knocking when they hear the buzz about your company excellence – IF you play your cards right that is.

However, the exultation related to winning an award can also be extended in ways that could prove actual business results if you plan your communications and marketing efforts around a potential win. And that is, in all honesty, the true value of any participation in any marketing award program.

New clients may actually come knocking when they hear the buzz about your company excellence – IF you play your cards right that is.

RELATED: How 24sata Leveraged their 11 Native Ad Awards

With a focused effort and an overall objective to use your award entry to generate increased brand awareness among your peers you can use a shortlist nomination and an award to ultimately drive new sales leads to your company.

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Before making any radical decisions to spend a piece of your marketing budget on award entries, make sure you have got a bulletproof answer to WHY applying your work to win an award.

Set your own objectives for your award entries

Entering an awards program because “it would be nice to win” is not exactly an argument that would do justice to the hours that you are going to put into making a stellar application. You know it, and your boss knows it.

So before making any radical decisions to spend a piece of your marketing budget on award entries, make sure you have got a bulletproof answer to WHY applying your work to win an award would be relevant to you and your company. Would it matter to your customers? Your business partners? Your fellow co-workers? Your organization? Your overall business goals?

Once you have got that covered and framed your objectives for your entry, you can start looking at WHAT you should do to meet such objectives. What case material would be relevant to showcase your organization’s true expertise and boost actual strategic business goals?

We all know that it takes time to write a good award entry, so make sure that you are able to prove return on your investments.

It’s not over when you hit ‘submit’

You should keep in mind, that an award entry is not finished once you hit the ‘SUBMIT’ button. In fact, this is where your own communications and marketing efforts should start.

If you are not prepared, a shortlist nomination or a potential winning streak could go unnoticed by your peers or be limited to a ‘light breeze’ lacking proper preparation and execution with little to no effect whatsoever.

RELATED: The 8 Biggest Mistakes to Avoid When Making an Award entry

If you mean business, you should take your time to make a proper content plan. This plan should take into account HOW, WHEN and WHERE you are going to reach all relevant stakeholders, keep them in the loop, build social proof and make them care.

Ideally, making the business case for your application efforts and deciding how you want to measure your efforts might prove worth the while. We all know that it takes time to write a good award entry, so make sure that you are able to prove return on your investments.

If your work is shortlisted, you should be ready to tell the world.

Actual touchpoints to amplify your shortlisting

There are quite a few touchpoints that you can use to leverage your award application and make sure that it does not go unnoticed. First of all, it is a great starting point to let others know that you entered an awards program.

This can be done with a subtle social media update and a bit of internal communication to spark the interest among colleagues and clients. Even if you do not win, it is a great opportunity to let your internal peers know that you take pride in what you do and are motivated to showcase it to let others be inspired by what you do.

If your work is shortlisted, you should be ready to tell the world. Although a shortlisting is not a definite win, it is still an obvious touchpoint for telling colleagues, clients, friends, and family that you got through the eye of a needle.

A few suggestions for amplifying this are:

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 A well-written press release could earn you more reach and enable positive brand awareness.

1. Produce a press release and earn coverage in your market(s)

A nomination could very well be a most welcome story for your local trade media if you manage to frame the story right.

RELATED: 10 Jury Tips to a Good Award Entry – This Is How You Impress Them

So write and send out a press release with a unique story. E.g. you might be the only company in your region or country nominated. Or your entry itself might contain a great storyline that is worth mentioning.

Be original when putting together the press release. A well-written press release could earn you more reach and enable positive brand awareness.

A nomination badge may help validate your work and tell the world that your work is solid.

2. Use the official shortlist logo in your owned media

If the awards program you enter offers you an official nominee logo for being shortlisted, you should consider using it in your marketing.

Place it on your company website, in email signatures, in updates, and on cover banners, on official social media business profiles, in your showreel, on your blog, in internal and external company newsletters, in company brochures, print ads, on exhibition stand material. This a great way to make sure that people notice this distinction.

A nomination badge may help validate your work and tell the world that your work is solid.

You might be surprised to see how many of your peers that are in fact willing to share the news on social media and in their own channels.

3. Leverage the love of your peers

Additionally, your clients and business partners, colleagues and friends are all potential ambassadors for letting the world know that you are a badass. A well-written piece of copy that can be used for internal communication to spark excitement and can prove very effective in terms of spreading the word.

Also, a preparation of a modest media kit with an enticing picture and a social media update framing the news of your shortlisting could go a long way. Team members and other colleagues may share this out of pure excitement.

RELATED: 3 Perfect Examples of Native Advertising Awards Entries

You might be surprised to see how many of your peers that are in fact willing to share the news on social media and in their own channels. Especially if they have had a part to play in the making of the campaign, has a stake in it, or can deduce value from a mention of this shortlisting. Providing them with a streamlined piece of content that is easy to integrate and share in their own channels is a cool service and it shows that you are on top of your game.

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If you want to be extra cool, you should consider connecting with other finalists to congratulate them on their nomination.

4. Connect with other shortlist nominees

If you want to be extra cool, you should consider connecting with other finalists to congratulate them on their nomination.

It is a great way to build on your professional network and potential referral source, and it is also a respectful gesture that could earn you credit amongst your peers in the industry.

Your nomination proves that you belong in the pool of experts.

5. Don’t underestimate the power of LinkedIn

Flaunt your nomination on LinkedIn. There might just be potential clients discovering you this way, or publishers looking for know-how from experts. And your nomination proves that you belong in the pool of experts.

Take advantage of this opportunity and leverage that your name is rubber-stamped and share your expertise with the world.

Don’t miss out on the opportunity to be there to shine when the actual winners are announced.

6. Be there for the winner announcement

Don’t miss out on the opportunity to be there to shine when the actual winners are announced. If you are amongst the winners, you want to be there to receive that award on stage and show the industry who you are.

The winners of the Native Advertising Awards 2018 will be announced at the annual Native Advertising DAYS 2018 conference. The conference takes place in Berlin, November 6th-8th. Joining the conference will, additionally, be a perfect way for you to extend your network and get new contacts in the industry while flaunting your success as a nominee/winner of an award.

Share your excitement, flaunt your award figurine and use your credentials in your marketing efforts.

And if you do win….

You won!! You did it!! And yes, you do need to celebrate your victory, but most importantly, you need to shout out this extraordinary accomplishment to the world. Share your excitement, flaunt your award figurine and use your credentials in your marketing efforts.

Let the world know that you are a winner!

1. Do it all over again

As soon as you can, go through the above-mentioned to-do-list all over again – only now with an even bigger splash saying “Award-Winning”. Let the world know that you are a winner and make sure that potential clients become aware of your success.

Your award win is an obvious benchmark for creating a few blog posts that take a deep-dive into relevant strategic and tactical areas related to your work.

2. Create content that highlights your expertise

If your company run a corporate blog, your award win is an obvious benchmark for creating a few blog posts that take a deep-dive into relevant strategic and tactical areas related to your work. This will make for great content on your blog and could be a powerful driver to maximize the outcome of a SEO strategy created to drive traffic to your website.

Look out for activities from the awards organizers, sponsors, trade media and fellow award entrants.

3. Monitor media & share links

You may also be able to leverage social media activity and online mentions from outlets that are not your own. Look out for activities from the awards organizers, sponsors, trade media and fellow award entrants and track mentions, pictures or videos from the event.

RELATED: How to Run a Native Advertising Award-Winning Branded Content Studio

If you add such stories to a section of your website, this will quite likely work wonders for your website’s SEO as well as raise the level of visibility for your award win.

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Give current and potential new clients the opportunity to spend a few hours with you and your team to gain new insights and inspiration.

4. Events & morning seminars

Consider hosting a public event to extend your marketing efforts and give current and potential new clients the opportunity to spend a few hours with you and your team to gain new insights and inspiration.

A morning seminar based on your field of expertise and sprinkled with your award-winning casework and best practices would be a way of once again leveraging your win.

Such efforts are likely to establish brand credibility, strengthen current and new relations and, ultimately, boost new business.

5. Share the ebook

Last but not least, If you win a Native Advertising Award, you are asked to share your winner campaign with the world. If you allow this, the Native Advertising Institute will include your winning campaign(s) in the annual premium content piece  ‘Award-Winning Native Advertising Examples’.

You may share the link to the ebook on all social media channels and let people know that your winning campaign is featured among the very best native advertising projects this year. Use may also use the ebook as a showcase for prospective clients who wants to see some of your best work before signing a contract.

The potential return of investment can be huge and your efforts may be an efficient driver for gaining momentum in your market.

Gain momentum

Overall, if you decide to spend some of your marketing budgets on award entry fees, the potential return of investment can be huge and your efforts may be an efficient driver for gaining momentum in your market if you plan for it.

But of course, the first step to get a nomination or winning an award is actually submitting your award entry. Hurry up and submit for the Native Advertising Awards 2018 before July 6th 

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