Award Events as a Part of a Corporate and Business Communication Campaign

By: Tetiana Hanchar Tetiana Hanchar
Date: Oct 26, 2017
Comment: 0
Category: Awards Management

The landscape of business communication strategies and campaigns is based on a variety of approaches. Companies feel the need to make their stories stand out to capture the attention of their target markets. With the tools that the digital world gives us today, it is possible to tweak business communication into some absolutely unique presentations. Setting up event awards or ensuring their own participation in an industry awards event is one of the methods for companies to stand out today.

The meaning of a corporate and business communications campaign.

What is a communication campaign, and why should businesses make so much fuss about it? The big deal is the realization that the business projects focused on any form of interaction with clients cannot be “numb.” Organizations have to agree upon the new campaign, conceptualize it, deliver and explain to the prospective buyers. This means that meaningful communication has to be the primary, integral part of each business effort.

By selecting the means of interaction effectively, businesses encourage as many clients as possible to “consume” the delivered messages. To put it simply, an outstanding communication campaign can be the major catalyst of project growth, driving sales and increasing traffic.

Award events in corporate and business communications campaigns

A big mistake made by many businesses is that they view a communication campaign as the process of conveying a message, the end goal of which is consuming the message. Unfortunately, that’s not enough to build a strong position for a company in any industry. To make a long-term success of your campaign, you have to cater to three key aspects that include empathy, engagement, and recycling. Award event as a part of a corporate communication campaign can be aligned with all three in the following way:

Maintain empathy by appealing to buyers’ emotions. The participation in an award campaign attracts the attention of both existing and prospective clients to your company. By accepting the challenge and taking their expertise to the big stage, companies reveal that they have confidence in the quality of services or goods that they sell. Apart from that, businesses can encourage people to follow their participation, reveal the experiences they are having at an awards event, and demonstrate that they care about the opinion of clients. In the end, empathy gives birth to trust, and trust means profits!
Encourage engagement to attract attention to the company. Award events are about voting, judging, and recognizing achievements. All of these actions are excellent engagement boosters which can help businesses capitalize on buyers’ attention.

Do experience recycling. You’ve probably heard about the importance of sustainability for the protection of global ecosystems. The same can be applied to the effectiveness of business communication campaigns. The companies that acquire recognition in award events can use the evidence of such experiences for further stages of interacting with their clients. For example, you have the choice between two shoe brands. The prices and quality seem to be the same, but you find out that one of these brands has been nominated for the award, “Footwear Brand of the Year,” some time ago. Will it impact your buying decision? Obviously!.

What award events should be considered?

Some businesses and PR consultants question what award events they have to participate in to benefit a corporate campaign. The short answer would be: relevant: Check out the recommendations on award event formats that business can choose to build meaningful interaction with clients:

#1. Industry awards. These are the best platforms for companies that aim at strengthening their positions in the industry, introducing a new product to their target audiences, and beating their key competitors.

#2. Project awards. Telling a creative story about a project and delivering it to the target audience at an awards event can be of great help for businesses. Whether the end goal is promoting a product or attracting more buyers, setting the story in the context of a projectis a win-win.

#3. Creative contests. Communication is just the another form of art. Think in terms of the spicy discussions you can open if you engage people to interact with the business campaign that you want to promote. Set up an essay competition, create a name contest for the new feature together with your clients, or invite contest winners for a talk with your company experts. The golden rule: maintain a meaningful conversation.

People don’t use the same standard sentences all the time while communicating with friends or colleagues. It should be that way with business communication campaigns too. What’s important here: craft your unique communication strategy, define the end goals, and look for award events that could help you reach the best results.

How to integrate an award event with a corporate and business communications campaign.

To align a communication campaign with an awards event, you can go many different ways:

Use people power. And yes, to convey a message, you can simply start talking. Encourage someone of the company’s talents to apply for participation in the awards event and let him/her disclose their story to the target audiences from the event stage. Honesty and personalization will go a long way in favor of the business campaign you’re promoting.

Create the material and find a way to pitch it at award events. This is a good idea for those businesses that want to showcase some specific features or products. Shoot the video, create a manual or a visual presentation to add value to your application and highlight your project. The great example is Apple’s video on iPhone use in parenthood to showcase some unconventional product features.
Set up an awards event that “speaks” for your brand. Let’s say a business is launching the new line of organic production. In this case, it is reasonable to organize a green event that focuses on the values of sustainability and informs people about the new campaign.

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