An awards strategy? What’s one of those?
As it turns out, it’s just as important as a social media or marketing strategy. Plus, it could actually be key in helping your agency achieve more than just a trophy.
“Like business development or content marketing, agencies have to create a strategy that links into their business objectives,” explains Stef Brown, an awards expert and marketing consultant.
“People look at awards as a way of boosting their CV, but they don’t see how and why awards should actually loop into what the overall business wants to achieve. That’s where agencies go wrong right at the beginning.”
If you haven’t planned in advance, you might find yourself scrambling a couple of weeks before a deadline to get an entry together. Or perhaps you’re applying to any which award you can afford to in order to improve your creative reputation.
“You don’t need to win creative awards to prove that you are creative,” argues Stef. “But I do believe there’s a place for more business effectiveness, or business impact, awards that prove a business case - you want agencies to prove that the creative work they did worked.”
It’s all about defining the exact reason why you’re entering particular awards, and what you hope to achieve if and when you win them. And planning out exactly which awards to enter could help you figure out if your awards budget is actually worth it.
“If you set aside X thousand pounds for awards in order to attract talent, what other things could you do with that money that would get you face to face with the talent [instead]?” muses Stef.
In this session, we’ll talk all about working out which awards are right for you and your agency’s objectives, budgeting and investing in awards wisely, and integrating an effective awards strategy to improve your agency’s overall progression.