We feel very strongly that small, ‘proud as punch’ companies should enter as many credible awards as is feasible on the proviso that you have something genuinely impressive to talk about.
There is a school of thought that suggests that entering such awards is either frivolous, crass or quite possibly both.
At Purple Pilchard we actively encourage our clients to take a few bows for their great work, because we feel that if the brand owners of a young starting out brand can’t be proud of their team’s hard work and success who exactly can?
We’re not suggesting an overbearing ‘pushy parent’ approach, more of a gentle ‘shared wisdom’ philosophy.
N.B. Our favourite soup client Rod & Ben's has enjoyed a real increase in both interest and orders ever since they won a prestigious Soil Association award at the end of 08.
A FEW TRUTHS
Awards are one of the few marketing arenas that are genuinely weighted towards the ‘hungry for success’ underdog. Every judging panel likes to be part of the process that discovers tomorrow’s ‘shining star’ as opposed to simply patting on the back some dull established brand that already had loads of love and adulation heaped upon it.
An award also fills a brand’s internal team with a real heartfelt sense of pride that their hard work and clever insights have finally been identified and appreciated by their peers, providing yet further stimulus for everyone to pull together and carry on their great work.
Buyers and key decision-makers do notice award and peer approval. During my days at Ben & Jerry’s a constant stream of award success in the early years was pivotal in retailers and accounts taking chances on a young wet-behind-the-ears brand with only a modest church mouse marketing budget.
Awards are also a great way of generating PR miles, by adding a nice splash of third-party anecdotal to a well-crafted piece of self-publicity.
Finally for a brand like Cawston Vale a few telling awards (Q & Grocer) in 2008 have been integral in securing new outsider investment that will ultimately see the brand propelled into an even higher orbit.
So stop being modest and enter an award today
WWW.purplepilchard.co.uk
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