BUSINESS: Awards

Sharon Bassett of http://broderie.coriandr.com/ gives us the low down on Business Awards.

Artists, artisans and makers are always on the lookout for creative ways to promote unique businesses. Entering awards is a very positive and often free way to do this. Whether you are a sole trader, small business owner or limited company – working '9 to 5', '5 to 9' or both – there's an award opportunity out there for you.

Reasons to enter awards
Often the only barrier to entering awards is that you don't know that they exist and, when you do, you haven't the confidence to enter. Here's why you should...

For business planning:

• Putting your submission together helps to focus your current and future business strategies.
• Award- and business-specific research often inspires new ideas.
• Judges' feedback (where supplied) can bring fresh momentum to strategic ways forward.

For business profile / PR / promotion:

• National and local press: press release templates are supplied by award organisers at every stage of the competition (it's equally in their interest to build their profile through the event).
• Case studies: your story can be featured on the organiser’s and sponsors’ websites as well as your own and in printed publicity.
• Business networks: new opportunities to spread the word and learn from others e.g. through attending events, giving talks etc.
• Find new customers through networking connections and revive old ones: having a shortlisted or winning entry is an engaging talking point or re-introduction (many businesses have reported increases in turnover following an award win).
• Use bespoke logos on your stationery, marketing literature and website to enhance credibility and interest, often available for the different stages (depending on the structure of the competition) e.g. nominated, shortlisted, finalist, highly commended, winner.

Awards to enter

*Submission deadlines are a guide only based on the most recent information available. Dates (and in some cases categories / details for entry) may differ slightly year on year.

Tips for entering awards

Put yourself in the judges’ shoes
Make sure you cover the award criteria and use any supplementary questions to your business’s advantage. The judges will be looking for ways of differentiating your entry from all the others, so try to find both factual and innovative ways to highlight success. Be specific where you can: unique ideas, growth, sales, return on investment, customer feedback, competition and future plans.

Keep your writing clear and simple
The best business tools, – from strategic plans to websites, marketing materials and press releases – are written clearly, simply and without annoying jargon, clichés and metaphors. Treat your entry in the same way. After writing a first draft, give yourself time to put it to one side for a day or two and come back to it with fresh eyes or ask a willing volunteer to give you honest feedback.

The personal touch
Don’t forget that the challenges you’ve had to overcome are a legitimate part of your business’s success, from initial inspiration to your current position. Indeed, how you tackled these challenges, or even how others perceived your success beyond them (testimonials) could well be a distinguishing factor in the judges’ minds. Your business idea, innovativeness and realistic ambitions can all add originality to your entry.

And don't forget……to have a good look at previous winners entries.

Good luck!