WINNER
Some awards limit entries by word
count and it can often be difficult to get your key points across, so allow time. Some awards require supporting documentation such as marketing
material, photographs etc. Make sure that these are relevant and reinforce your entry. Some businesses engage the help of
consultants and copy writers to ensure that their presentation is first class. This shows the value that they place on winning. If the award requires you to galvanise
response from customers, then plan and implement a strong communication process, record responses, chase those that have not done so and thank those that have.
DIFFERENTIATE
Content is, of course, key. For most businesses, 80 per cent of what they do is much the same as their competitors. You may feel that your service or marketing is better than your competition – it needs to be clearly demonstrated. Think about the things that make your business different and make a virtue of them. Statistics to
WHAT ARE YOU WAITING FOR?
Winning awards can be hugely beneficial to business. The majority of agencies don’t enter any awards at all and therefore, even if you don’t win, you might still be the top agent in your location and be able to say so. Our industry is competitive, we all
back up any claims are always useful. Your award entry needs to stand out
from the other entries and grab the attention and interest of the judges.
MAXIMISE THE PR
Entering awards presents a fantastic opportunity for that you should maximise. Inform staff and customers that you have entered. Getting shortlisted provides another PR opportunity to potentially win new customers. Winning creates a whole raft of opportunities; add awards logos and information to your marketing, issue specific press releases and, in future press releases, refer to the awards.
want to be the best. Entering awards provides opportunities to galvanise teams and create strong positive cultures. Award winners tend to secure more business. Crucially, awards provide a differentiator to help you stand out from the crowd. Come on… what are you waiting for?
Michael Day MBA FRICS FNAEA is Managing Director of Integra Property Services and provides a range of business and marketing mentoring and consultancy services to the property industry. He was a judge for the 2012 PROPERTYdrum B2B Awards.
www.integra-ps.com E:
msd@integra-ps.com
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PROPERTYdrum AUGUST 2012 17
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