And the winner is... Awards programs as marketing

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.

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.

Comments

[Keith Jennings]

I'm re-reading Faith Popcorn's book EVEolution. The first of her 8 "truths" essentially says that connecting customers to each other connects them to your brand. Awards and recognition programs are a great tactic for accomplishing this.

My organization is preparing to test its first awards program in 2010. We'll see what happens!

PS - I just cast my vote.

[John Wall]

Hey this is great timing! The Marketing Over Coffee Awards is a holiday tradition - we pick the most remarkable campaigns of the year and nominations are free.

http://www.marketingovercoffee.com/the-moc-awards/

[Alrik Swagerman]

Last May we started with our own Viewbook PhotoStory Awards http://www.viewbookphotostory.com with good effects! It's a lot of work, but gives us nice opportunities to partner with other companies, media, engage with photographers (our potential clients), generate signups, etc.. Cheers, Alrik // Viewbook.com

[wine glass racks]

Trade magazines and associations do this all the time, but corporations have an opportunity to create awards as well.