Leverage Brand Equity
So you won an award...now what?
Hollywood isn’t the only club that throws a big party celebrating itself a few times each year. We in marketing do it too. Of course, we may not have the same knack for bacchanalia as those lampshade wearing, banshee swearing, bodice tearing party professionals from the left coast, but we do OK. Yet this begs the question–after the last game of duct tape twister, after the last delinquent has peed in the sink, and after the last goat has been thrown in the pool, then what?
(No, I mean after the call to housekeeping.)
There are industry awards for top tech, B2B, automotive, content marketing and many more. Winning an award, any award, is a blast and a great stroke for the corporate ego. But more importantly, an award is a (often unexpected) marketing opportunity. Internally, it tells your employees that they are collectively rockin’ the joint and should be proud (boosting morale). It tells them that their company is a great place to be with a bright future (boosting morale and retention). It even speaks to prospective employees and puts your firm on their job-seeking radar. It motivates. It energizes. It empowers. All that is great, but so far your award is an internal matter. Your company has just been honored in a public forum–RUN WITH IT! Develop a plan to leverage your award, and do it yesterday! If you do nothing I will personally encourage your employees to stake you to an anthill with a week-old box of Krispy Kremes in your shorts.
But Brian, how do I leverage my award? I’m so glad you asked:
Create a press release and post it prominently on your website
Share your press release through a wire service and via social media
Have your PR people contact local media (everyone loves the “local company done good” story)
Use the award logo liberally in your advertising
This last one is very important, because by advertising I don’t just mean “advertising.” The award logo can be shamelessly shilled in many subtle ways. Use it in product packaging, as part of company email signatures, in store displays, on business cards, on company swag like notepads, stationery and shirts, job announcements–the list is endless. All of this is (of course) in addition to including the award logo on the company website, in social media profiles, and in print/digital ads.
You must take full advantage of every opportunity to show potential customers how great your products and services are (and by association, how magnificent, insightful and jaw-droppingly handsome you are). So follow my suggestions, or I’ll see you at the bakery….