Every PR agency knows that an award win builds credibility for its clients’ customers, prospects and future employees – which is why including entries as part of your marketing plan is key. Here are some pointers on the benefits it can offer your business, and why.

I’ve been working in the foodservice PR arena for more than two decades, and am delighted to say I now have a number of client award wins under my belt from over the years. The most recent one was for Filta Group, which won The Sustainable Catering Equipment Manufacturer accolade at this year’s Foodservice Footprint Awards.

Going forward, we have more award entries planned for our clients – entering into some of the biggest accolades within the foodservice industry, including the Caterer Supplier Awards, the Catering Insight Awards and the prestigious FEJ Awards.

Yes, it’s about winning – after all who doesn’t want to win – but it’s more than that. It’s also about generating awareness, increasing brand exposure and of course, boosting employee morale. Putting your business ‘out there’ can really raise your profile, whilst providing a host of marketing and PR opportunities.

Teamed up with a seamless social media plan in the lead up and on the day, awards can be a great way to shine the spotlight on your business, build brand awareness and promote key products, services or messages. This is why as an agency, we have always included it as part of our clients’ marketing plan.

While entering awards can bring a whole host of benefits for your business, it’s equally as important to know and understand which awards you should be entering. So, before you jump in feet first, ensure you do your research – and why not let your PR agency take care of this for you. At Proactive, we take our clients through the entire awards process – from start to finish, offering valuable industry knowledge and insight every step along the way.

Here’s a few more examples of how, as an experienced PR agency in foodservice, we can provide the support you need when entering awards as part of your marketing strategy.

Driving positive exposure

Interest will be at its strongest in the days before the awards, on the day and in the next 48 hours afterwards – therefore having your marketing pre-prepared will ensure that you can make the most out of this time. Proactive can come up with a strategy plan that will give your business maximum exposure throughout the event. Using social media and blog posts are two prime examples of how to achieve this. You want your company to stand out from the crowd and whilst social media allows you to share the best parts of your brand, it also allows you to communicate with the industry who aren’t present at awards ceremonies.

Why being a finalist still carries weight

Even if your business doesn’t win on the night, we can still make the most of you being a runner-up. Being a finalist still carries a positive message, especially if the awards receive many submissions. You can use this as an opportunity to maximise PR exposure, share across your social media channels and update your marketing materials. Proactive can help you gain kudos and credibility within the industry through releasing well timed press releases, case studies and in-depth interviews off the back of making it through to being
named a finalist.

And the winner is….

If your business has been successful, it’s important that you very quickly make the most of your success. Where possible incorporate the awards ‘badge/logo’ on your website and shout across your social media pages. Award organisers are also likely to be monitoring the results of the event and will share/like or retweet your updates so make sure you fully capitalise on this.

As part of your PR strategy, Proactive can issue detailed press releases to your key sector press and tell customers, contacts, and social media followers – sending them out at the right time, to the right publications, and then following up when necessary. A good PR agency will have solid relationships with key journalists and editors, which in return, means more exposure for you. Targeting the right audience can also lead to new business leads which in the long run, could add great value to the business.

The ‘big’ night

If your company has been shortlisted, ensure you make the most of the ceremony in terms of networking and utilising social media. Events can provide the perfect opportunity to make new industry connections, reach new customers and build better relationships with peers. When it comes to awards’ night social media, make sure you’re using the event’s correct hashtags, handles and key accounts to make the most of any online exposure.

Try and get a guest list in advance to target key contacts, as well as potential new ones. Again, this comes back to being well connected within the industry and if your PR is an expert in their field, they will be able to ‘work the room’ – introducing you to key industry players. Particularly within foodservice, it is as much about who you know, as it is about what you know.

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