WHY ENTERING AWARDS IS ALWAYS A WINNER
HOW TO MAKE THE MOST OF PROFESSIONAL AWARD SCHEMES
❝ FIND YOURSELF THE BEST PEOPLE TO WORK WITH. IT MIGHT BE MORE EXPENSIVE AT FIRST, BUT HAVING RUN❞ THAT EXPERTISE IS WORTH IT IN THE LONG
Last year, Amy Wright of Londe Botanics entered two prestigious awards. She was shortlisted in The British Beauty Council’s Next British Beauty Brand Awards, and runner up for the Spotted Award (which recognises new and emerging talent) at Top Drawer, the UK’S leading lifestyle trade show for designled brands. Here we look at why entering awards can benefit your business...
WHY ENTER?
As the saying goes, ‘It’s not the winning, but the taking part that counts’, which certainly applies when you enter a wellconsidered award scheme. ‘The process itself can be a good exercise because a detailed entry – which is often required – acts as a sort of checklist,’ points out Charlotte Abrahams, who is curator for the Spotted section at Top Drawer.
‘It forces you to consider aspects of your business which may have been overlooked or require attention.’ Typically, an entry might include a requirement to explain what makes your business unique, along with defining your target audience. You’ll need to outline your objectives now and for the future, and how you plan to achieve them. You may be asked to sum up your success so far, and the ways you plan to grow the company. Finally, you could be asked to include your business plan and financial projections for your profits and cash flow. Client feedback may also be required.
WHAT THE JUDGES LOOK FOR
It should be immediately clear what the business is about and why it’s so special, so take time to convey that clearly and concisely in your entry. ‘At Top Drawer, we’re looking for originality but also commercial viability,’ explains Charlotte. ‘A business needs to be market ready – everything from its pricing structure to its social media presence.’ Don’t underestimate the importance of good uniform design (logo, signage, website) and excellent photography – both are crucial, giving your business distinction and conveying professionalism.
MAKE THE MOST OF A WIN
‘It doesn’t matter whether you win the top prize or you are shortlisted, shout it from the rooftops,’ advises Charlotte. ‘Make sure it’s on your website, and that every business email or piece of correspondence includes the award logo. It gives everyone – from potential customers to suppliers and even possible collaborations – confidence that your business or product has been recognised by a professional judging panel.’ Winning a prestigious award is also a fantastic chance to make the most of media opportunities. Many award bodies have an active PR presence, so may be able to garner coverage in print, social media, radio and TV. For many small businesses, this is valuable publicity.
There are other benefits too. ‘The Top Drawer runner-up prize was mentoring from industry professionals,’ says Amy. ‘The British Beauty Council’s process involved me talking through my brand with the judges, and their feedback and advice has been incredibly useful, too. ‘This recognition has not only given me confidence in what I’m doing, it means new customers are more likely to try Londe products, and it has also raised my profile with the industry at large.’