A marketing strategy often overlooked by professional practices is participation in industry based awards.
Award entries are an opportunity for professional practices to promote their brand, highlight differentiation, and ultimately create or increase competitive advantage in the marketplace. Here’s what to watch out for when preparing a submission.
Common mistakes include:
- not responding to all of the criteria
- entering awards that are ill-suited to your practice
- unclear responses where judges have to unravel content and images
- entering a “standard submission” for multiple entries
- no data or evidence to back up claims
- poor presentation.
Tips for award entries:
- format your entry around the ‘criteria and points weighting’
- start preparing your submission as soon as possible, involving all appropriate team members
- keep the response focused on a real need, perceived problem or an opportunity
- enlist the help of clients where financial, statistical data or measurable results are available
- start with bullet point responses to each question/criteria, and then flesh them out after further consideration
- keep sentences and paragraphs concise
- use images and charts where appropriate
- get a second opinion
- ask someone impartial to view and evaluate the submission before you enter
- always include an executive summary
- do not exceed the word count
- adhere to all rules and guidelines of each award.
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