Our company - along with 230 others - was fortunate enough to win an award from the Wisconsin Economic Development Corporation for our work in innovation.
In most cases, a company might just take the money and do the work that they promised to do, but we want to share the 5 steps we're taking to maximize the impact of our award.
Let's Walk Through the Specifics
Create a press release. This may seem overly simplistic, but it's important to understand that, more often than not, publicity does not publicize itself. If there has already been a release created by the entity granting the award or recognition, you can use that as a guide - but it's also important that you say it in your own words.
Reach out to local publications (papers, magazines, television stations, etc.) with your press release and let them know you have good news to share about the community. This is important because it establishes third-party credibility. It's someone else bestowing that award or recognition on you, as opposed to you saying it yourself.
Reach out to other winners and congratulation them. This is a wonderful opportunity to engage with your peers and let them know that, hey, you're also just like them. It gives you a meaningful reason to reach out and perhaps have important business conversations. For instance, "Hey, what are you up to? Let's share what it is that we've done and how we've won this award."
Share how you've won. This is an important step, especially from a business development standpoint. It's one thing to go to your clients or prospects and let them know that you've won. They'll pat you on the back and tell you that you've done a great job. But, if you were to break down the steps necessary to win this award, that gives your salespeople or business development professionals a reason to let people know that you're credible - this is something you've done and can share the process. A much more impactful sales call than simply trying to brag about yourself.
Use social media - both free and paid. Most social media posts from a business now get very little exposure, even if it is good news, because it is being deliberately throttled by social media platforms. They want individual people to get more organic (or free) reach and businesses to have to pay for it. So, from a paid standpoint, it's important to think in terms of who we would like to have see news like this. If you were to map out a list of ideal clients or prospects, how can we ensure that they see this news? On a platform such as LinkedIn, this can be accomplished very simply through targeting on a company or organization level, job title level, or even down to the individual email, if you have email addresses.
Use these five steps and go beyond simply receiving an award and the recognition involved with it to make sure you help other people see the fact that you've won this award.