What’s the reward for awards?
Monday, May 18th, 2009The results of a number of award submissions have come in or are imminently due.
But what is the value?
Reward submissions are time consuming. At a time when many agencies and businesses are working harder to maintain there client relationships and new business pipeline the issue of whether this is the best use of resources is hightened.
I think it comes down to this: if a client knows and understands the supplier’s industries then they are more likely to chose their agency on criteria other than whether they have won an award. Reputation, a referral, a chat at a business event or a reference from a current client are going to be better indicators.
If clients are new or not so attuned to the services on offer then awards mean much more. You might also think that if a decision maker wants to cover themselves then a fistful of awards gives them some insurance as well as assurance.
But awards are so subjective. Indeed they are open to fault. The most recent CIPR awards in the North West resulted in farce. “The outstanding agency of the Year” Koan went into adminstration the next day. So much for having in confidence in the judegement of an awarding panel.
When it comes down to it if you win then the time and the awards will be worth the effort of attaining them. Awards do give businesses credibility. If not it has not been a good use of time. Either way it is a numbers game and you play with that risk.
