Building credibility in the business community often involves earning recognition, and winning awards is a powerful way to achieve this. Recognition from a credible third-party enhances reputation, boosts sales, and drives growth, while also providing a morale boost, especially during challenging times like a recession. We have been writing award entries for many years, so wanted to share our experience, as entering awards requires time and effort, but the rewards are well worth it.
Why Enter Awards?
Winning prestigious awards, such as an ICT Cluster Excellence Award (which our PR agency promotes), brings multiple benefits. It motivates employees, generates awareness, and serves as an independent endorsement, reassuring potential customers. For start-ups and SMEs, this can significantly enhance sales and marketing efforts. Many award programs also provide valuable feedback to help businesses improve.
In terms of sales, a survey* found that 82% of senior business decision-makers are influenced by awards when making purchases, and 76% believe awards boost business generation and brand value.
Awards also offer long-term marketing opportunities. Recognition should be showcased across websites, brochures, recruitment materials, and other assets to maximize its value.
Award Opportunities for Tech Companies
A common misconception is that only large companies win awards. In reality, there are countless programs tailored to businesses of all sizes. These are often run by magazines, newspapers, professional institutes like the British Computer Society, or government organizations.
Search online or subscribe to an awards-alert service to discover opportunities. Examples include:
- General IT awards (e.g., UK IT Industry Awards)
- Regional awards (e.g., ICT Excellence Awards)
- Specialized sector awards (e.g., information security, retail, finance)
Broader business awards, such as regional and national schemes, and smaller competitions like British Small Business Champions are also worth exploring. Entering multiple schemes can amplify your success. For instance, Rapide Communication won the 2008 ICT Cluster Awards and later became National Chamber Awards winners and finalists in the National Business Awards. Similarly, Data Driven Logistics leveraged their ICT Cluster win to achieve success in the British Computer Society Industry Awards.
How to Maximize Your Chances of Winning
With increasing competition, preparation is essential. Here’s how to improve your chances:
- Choose the Right Categories:
Select categories that align with your strengths and check eligibility for multiple categories. - Understand the Criteria:
Review entry requirements carefully to ensure you meet all conditions, such as product launch dates or company size. - Provide Strong Evidence:
Support your claims with examples like customer testimonials, sales data, industry partnerships, or growth metrics. If you lack evidence, reconsider your entry. - Craft a Strong Submission:
Write a clear, compelling, and concise entry. Include supporting materials like videos or images if allowed. Have someone review your submission for accuracy and objectivity. - Be Engaging:
Write with enthusiasm, stick to the word count, and avoid unnecessary fluff.
6 Tips for Writing Winning Award Entries
Based on our tech PR experience, here are tips for crafting standout submissions:
- Answer the Questions:
Follow the criteria and address the questions directly without going off-topic. - Provide Proof:
Back up claims with tangible facts—whether it's sales growth, product launches, or other measurable achievements. - Be Creative:
If allowed, use visuals or video to make your entry more engaging. - Engage the Organizers:
If in doubt, ask the organizers for clarification—they’re often helpful. - Write with Passion:
Showcase your enthusiasm and pride in your achievements. - Highlight Innovation:
Focus on what makes your product or service unique and how it outperforms competitors.
Spotlight: ICT Excellence Awards
Our agency provides PR services for the West Midlands ICT Cluster, which hosts the annual ICT Excellence Awards. These free-to-enter awards recognize achievements in the ICT sector. This year’s awards will be announced at the ICT Cluster Conference on 10th November 2009 at the National Motorcycle Museum, Solihull.
Categories include:
- Best Innovative Product
- Best Innovative Service
- Best Knowledge Transfer Project
- Most Improved Business
The overall champion will receive £2,000. An additional category, High Growth Potential Business 2009, offers recognition and expert guidance from the Technology Strategy Board.
In Conclusion
Awards are a cost-effective way to gain recognition from customers, peers, and the broader industry. They boost credibility, morale, and business growth, making them a powerful tool for any organization. By showcasing your achievements, you’re setting the stage for long-term success.
*Source: "Awards: Vanity or Sanity?" Survey by Shape-the-Future and Boost Marketing (October 2008).
