Home' micenet eMag : micenet June 2018 Contents MEA UPDATE | ROBYN JOHNSON
o, you know you have a point of
difference in selling your services
and products or your event. You
know you’re a cut above your
competitors. But how do you prove this to
new prospects who are evaluating your offer
Every company is looking at opportunities
to shine above their competitors. Industry
awards are often overlooked in favour of social
media marketing or other marketing tools and
strategies. However, winning an award,
whether as an individual or for your company,
is a solid and very public endorsement of your
ability to deliver – and a great opportunity to
go out to market with a positive story about
what sets you apart in the market.
Here are four reasons why you should
1 They position you or your company as
experts and leaders in your area of
expertise. When potential clients are
tendering for support with their event, an
industry award for your company acts as
a source of credibility and confirms you
as an elite brand. The same goes when
you or one of your team receives an
individual achievement award.
2 You’ll find that awards will also help to
retain current clients. If you’re the best
at what you do, why would they bother
going elsewhere? Make sure you share
your excitement and achievement with
your clients; they also want to be
associated with a winning team.
MEA CEO Robyn Johnson gives four reasons
why winning industry awards matter.
3 Awards boost morale in your organisation. Everyone wants to be a winner or part of a
winning team. Being a member of a winning team validates their decision to work with your
organisation. Celebrate with your team and maximise the opportunity to acknowledge their
contribution to the success of the company. If a team member wins an individual award,
celebrate their achievement. Don’t miss the chance to build on morale – take time out to
acknowledge triumphs. It is an honour to be recognised by your peers and it enhances
your team’s reputation.
4 Being a winner attracts the right type of candidates when you are recruiting. When you
have a reputation as being one of the best it will reflect in the quality of applicants who
respond to your job vacancies. Often you do not need to solicit for new team members;
they will come directly to you.
If you’re considering entering for an award, do your homework. Research previous winners
and attend seminars and webinars on how to enter awards. Also consider and plan for how you
will promote your brand when you win.
When you do win, seek as much attention as possible. Use the award to position your brand
by promoting it on your website, email signatures, media releases and via a special notice to
your database announcing your achievement. You will have a finite time to promote your
message to have the greatest impact. So do not hesitate!
Applying for awards can seem time consuming and tedious and the entry deadlines always
seem to come around so quickly. Factor time into your annual marketing plan or strategy and
allocate a budget, either to have an external person write your application or for the time you or
your staff need to allocate to the process. Research what awards are available and which would
be most valuable to you or your organisation.
Even if you don’t win, the process of writing the application is often a valuable experience.
Being prompted to reflect on your achievements and the positive outcomes is very rewarding
and one that you should share with your team.
In a growing and very competitive business environment, achieving a high level of recognition will
distinguish your brand above the rest. Industry awards certainly justify the time spent on applications.
Meeting & Events Australia will be launching the 2018 Awards program this September.
Don’t leave it to the last minute to submit – this is a massive marketing opportunity.
The qualifying period for the 2018 MEA Awards is from January 1, 2018, to December 31,
2018. The event that you are working on, your venue going above and beyond expectations, or
someone on your team who is excelling right now could all be national winners. m
Robyn Johnson can be contacted on RJohnson@mea.org.au. Visit www.meetingsevents.com.au.
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