It was exciting to see that one of my clients made the shortlist for some prestigious industry awards.
The happy occasion occurred two weeks ago.
Exciting for them because, against their better judgement, they entered, and to their surprise, they’ve been shortlisted.
Exciting for me because I encouraged them to enter, and I wrote their entry.
Of course, they haven’t won anything yet; they’re only on the shortlist.
And they may not win because of some very stiff competition.
However, they’ve already won in the publicity stakes and, more importantly, in the profile-raising arena.
My client is a leader in what they do, but over the years, they’ve not been very good at marketing that fact.
That’s because they hadn’t needed to do so.
Much of their work came from referrals, but over time, many of their clients have retired or moved on.
Enter the awards.
The goal is not so much to win, although that would be nice. Instead, it’s to show their world how exceptional they are at what they do.
How’s that working?
So far, so good.
We’ve done all the usual “so excited to make the shortlist” stuff everyone else is doing, but…and this is what’s working really well; we’ve used the awards to run stories about the scope of the work they do, going into great detail about the huge number of clients they deal with annually and in worldwide locations.
These pieces show current and potential clients that our client is the company to be with for large-scale projects.
So whether they collect one of those shiny trophies next month or not, they’ve already notched up a significant “win” in the competition to acquire and retain sales.
We can help your company make the most of the marketing opportunities that industry awards offer.
That includes shaping and writing entries and creating marketing campaigns like the one described above.
To start a conversation, email david@theexhibitionagency.com
Very best,