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All the latest from Indigo Technologies

Monday, 06 January 2014

Why Business Awards Should be Part of Your Marketing Strategy

By Sean Thomson, Director, Indigo Technologies

If you are planning your marketing activity for 2014, entering business awards should be an integral part of your strategy. Winning, or even just making the shortlist for such awards, comes with a range of benefits for the firms involved.

Business Appraisal

Right back at the beginning of the process, the completion of the application alone provides you with a valuable opportunity to appraise your business. The application process will see you identify strengths and weaknesses, opportunities and threats. This will give you the opportunity to adopt a new perspective on your business, something that many business owners don’t take the time out from the day-to-day running to evaluate.


The application will also act as a benchmarking exercise. You will compare your product or service delivery to that of your competitors. This will allow you to identify your USPs as well as areas for improvement.

PR Exposure and Credibility

Reaching the shortlist, or indeed winning, will raise your profile as the awards generate vast amounts of publicity. This will have a positive effect on your company reputation, as it is a third party endorsement for your business. Winning an award clearly differentiates you from the competition and provides competitive advantage when seeking to retain clients or win new business, thus providing a financial benefit too.

Employee Motivation

Awards recognise the hard work of your staff and give them something to be proud of. By involving staff in the awards and recognising their valuable contribution to the company’s success can increase their loyalty to your firm as well as leading to an increase in morale and motivation.

Retaining and Attracting Talent

By winning an award, especially those for customer service or commitment to your employees, sets you apart from the competition and positions you as an attractive employer. This will not only help to retain your staff, but also attract the best talent out there.

So if you are looking to improve you business in any of the ways listed above, you should be in doubt as to whether or not entering awards would be beneficial to you.

Indigo’s excellence in business has been recognised by being winners and finalists of over 10 local and national awards spanning a consecutive six-year period. Its most recent accolades include winning the title of Excellence in Customer Service Customer Service, which was received at the prestigious 2013 Northern Star Business Awards. This is the second time that Indigo have won this prestigious title having also picked up the accolade in 2010. It was also shortlisted for the Commitment to People Development category of the same awards. The company can directly attribute customer and employee retention, as well as new business wins to its award nominations and wins.

AGCC is now preparing for the 11th awards event, to be held on September 25, 2014, with applications being accepted from March 2014.

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