As a six times award winning wedding DJ, you'd expect me to be pro-awards. Let me explain why I recommend putting the expense of entering near the top of your marketing budget; and why you should invest valuable time shaping your company to win.
1. There can only be one winner granted, but that could be you! So what does winning mean?
Well, to some I've debated with over the years, it means nothing. They've told me it's just a hollow badge on your website. Some have even tried to persuade me that brides do not even value awards, arguing they look to other distinguishers in wedding suppliers when selecting who to hire. IMHO they could not be more misguided.
Should you be lucky enough to win one, you'll have a marketing differentiator no one else on the planet has; the specific award, in your specific category, for the specific year you are in. And it's this specificity that provides a difference when prospects compare you to your competitors. A difference with the capacity to elevate and separate you from the marketing messages everyone else in your industry amplifies. It's one thing others will never be able to replicate, so winning an award will make you unique, different, and given I've yet to meet a couple who do not want something unique and brilliantly different at their wedding, the benefit of being an award winner is a no-brainer. But there's more...
2. In his book No BS Marketing To The Affluent, Dan Kennedy identifies some of the buying triggers for discerning couples to include wanting:
i) A professional vendor with a proven ability to excel.
ii) A reliable 'done for you' service.
iii) Strong emotional benefits like 'bragging rights', uniqueness and status.
iv) Suppliers who are considered to be the best
v) The ability to uncover efficiencies when problem-solving.
Winning an award ticks all of the above.
3. Even if you don't win the award, there is strong marketing mileage in just being a participant.
I remember after winning my first wedding award some seven years ago, a non-believer suggested I never enter another award again because it would harm me if I lost. (What?) Of course, I ignored the advice, and if anyone ever tries to discourage you from entering an award, please do the same. There are few marketing strategies capable of helping your wedding business as much as winning awards, so try and fill your cabinet!