And the winner is... Awards programs as marketing

Posted by David Meerman Scott 11:35 AM on December 10, 2009

I'm always on the lookout for an interesting ways that organizations engage with both existing customers and their buyers.

For example, a few weeks ago I wrote about a video contest from Boreal Mountain Resort that generated 72,000 views in ten days.

Another great way to involve customers and buyers is to run an awards competition. Trade magazines and associations do this all the time, but corporations have an opportunity to create awards as well.

For example, each year, Speakers Platform, a full-service speakers bureau, recognizes five speakers within fifteen popular speaking topic areas.

Top5speaker The Top5 Speaker awards are for excellence in speaking, and are based on: expertise, professionalism, innovation within the topic area, client testimonials & references, presentation skills, and original contribution to the field.

This awards program is a clever way for Speakers Platform to do a number of marketing things at once:

  • Differentiate Speakers Platform from other speakers bureaus
  • Introduce existing Speakers Platform customers to new speakers
  • Provide valuable content for potential customers to learn about Speakers Platform
  • Deliver reasons for speakers to talk up Speakers Platform
  • Gives speakers a reason to update their profile on the Speakers Platform site

As a frequent keynote speaker, I work with about a dozen speakers bureaus. Because Speakers Platform alerted me to this contest, I hightailed it to the site to update the content on my Speakers Platform profile. I felt a sense of urgency to have my content fresh when people are voting got me to focus on my listing.

Okay, here's the shameless promotion part: If you’ve heard me speak and have a moment, perhaps you’d consider voting for me? I'm nominated in the marketing category.

The Top5 Speaker award winners will be announced on January 15th, 2010.

Consider your own business. Can you sponsor an awards competition as a way to generate interest in your organization and its products and services?

Disclosure: I am represented by Speakers Platform and have been nominated for a Top5 Speaker award in the marketing category.

David Meerman Scott

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