Aside from having a good knees-up – it’s good to go to awards ceremonies and come away with a win. There can be some cynicism about awards, how applications are sought and how they are awarded, but the fundamental truth is this: brands that win more awards win more business.

Ultimately, awards boost credibility and reputation and, although awards submissions can seem like a confusing and protracted process, they’re typically less tricky than they seem. As with so many things, the more experience you have, the easier they become. Having put together hundreds of awards submissions – literally hundreds – we can provide a few pointers.

Pick your battles

Where marketing and comms activity is concerned you can’t do everything. You have to focus on the things that are most effective and efficient. Awards are no different. For most businesses, there are almost always a number of different awards and awards categories that they could be eligible for. It’s worth spending some time to identify those that are most worthwhile and focusing your effort on them.

Read the question

It may sound obvious, but if you’re taking the time to submit an awards entry then make sure to address everything that’s asked of you. Rest assured, other submissions do. Most awards provide pretty detailed judging criteria. Try to address everything in there with at least one point and, if you don’t think you can, try to find a way!

Keep up appearances

Keep in mind that awards judges often have to review tens or even hundreds of submission entries. It’s up to you to make yours stand out and easy to read. We’re not talking about completely redesigning submission forms or filling them with colour. Simple things like breaking up long word counts with headings and short paragraphs, justifying text and using clear font-types and -sizes can curry favour.

Support yourself

If there's the opportunity to submit supporting documents, take it. One submission form looks pretty much like the rest to judges, but the supporting documents are where you can really set yourself apart by showing off your work – and often they don’t count against the word limit. Use this as another way to address the judging criteria and use plenty of sumptuous imagery to bring your submission to life.

Blow your own trumpet

Make sure to show impact. Your organisation (or product or service or idea or building etc.) might sound great, but has it actually achieved anything? What has it done for its users or its community? Impact can change an awards submission from a nearly ran to a winner and stats like job creation, money saved and new business generated are its currency.

Photo by Ezra Comeau-Jeffrey on Unsplash