Winning Awards: Scale, quality and marketing

My wife and I have attended the Greater Ottawa Home Builders Association Housing Design Awards Gala for 17 years. We have reason to be there, even though we aren't home builders and have never designed one. With my ongoing responsibility to publish the association's internal newsletter, The GOHBA Impact!, I'm there in a journalistic capacity.

However, with a week before our firm publishing deadline, and the fact the awards are extensively covered by the local daily media, I don't need to "work" that hard as a journalist during the evening. We can soak up the atmosphere and, today, I can discuss some general concepts about the awards and award-winning process, without naming individual businesses. (I'll write the appropriate, totally positive story next week.)

In general, awards competitions (if properly and fairly judged as the GOHBA Awards are), are incredible marketing equalizers. You could put the entries into three core groups:

1. Smaller or high-end boutique builders and designers who submit selectively projects they truly believe are really the best in their categories;'
2. "Category stuffers" -- larger niche businesses who enter multiple entries within specific categories where they think they have some chance of winning or which suit their marketing framework/focus.
3. Larger builders who may try to emulate the ideals of (1) above, but simply don't have the oomph, in part because of their size and scope.

I'm not suggesting anyone is wrong here -- the reality is that really great work requires individual creative talent and ability and is hard to replicate and expand on larger scales. Boutique high-end builders and designers are likely to walk away with more awards in the first category simply because they really do amazing work which dazzles the judges (and they probably take as much care in their entries as their original work.)

Category stuffing makes plenty of marketing sense, especially if you have a significant marketing and advertising budget. Entry fees aren't that high, and if you are the only company in the category, with multiple entries, you are sure to win (and you can then compare your work objectively to see why one project succeeded above the others).

Of course, it may be somewhat embarrassing in the room when you are competing against (1), and if you have three entries within the category and the one boutique project wins against your force. But realistically, the people in the room aren't your potential clients, they won't see the competition, and you only need to announce and trumpet your success if you win.

Finally, the third category, large builders and renovators with multiple projects, often fare poorly in these competitions, simply because it is hard for them to convert volume into the dazzling quality that appeals to judges. Of course, the awards organizers (and judges) still found ways to recognize and respect the builders who have contributed significantly to the community and the association's budgets. These builders know they can't really expect to do well at the awards, but are good sports about it.

Can we learn some marketing lessons here?

• I've seen astounding and truly exciting business growth stories from smaller builders who won key awards. One modest builder, who won the "People's Choice" Award a few years ago, saw his business virtually double. There can't be much better return on your marketing investment: An entry fee, and you win the recognition (with the support of the awards major sponsor, the Ottawa Citizen), of greatness with plenty of free publicity.

• Of course if you only enter in one or two categories where you truly think you are great, but win nothing, you end up with nothing (except perhaps a slightly bruised ego.) You have the choice of following the third point.

• Category stuffing, when allowed by the rules, is a wise marketing move. You can broadcast any win you achieve, and ignore the results if they aren't so great. If you are spending thousands of dollars on advertising and marketing, the entry fees are not going to break your budget.

(My views have changed on some of these points in the past year. See last year's posting on the same topic.)

Publicity, recognition and awards (2)

Further to the earlier announcement regarding the Ontario Construction Report's Readers' Choice Awards, consider this earlier posting about which awards competitions you should enter, and why.

If you are participating in the Design and Construction Network (recommended), consider the "Best Website Competition" (if you think your website is best -- if not, can you learn some useful things from the competition's results?)

Publicity, recognition and awards

Awards and recognition competitions can be truly effective in promoting and marketing your business. The best competitions will, if successful, provide you recognition among your potential clients.

The Ontario Construction Report's Readers' Choice Awards is an excellent example of a competition worthy of entering. One nominee called me earlier in the week, expressing concern. "Is there any cost associated with this -- either to be nominated or if we win?" he asked.

"There is absolutely no charge or fee involved," I responded.

Some competitions, especially ones co-ordinated by associations and business groups, charge modest entry fees (they also often earn significant revenue from awards dinners and banquets). These competitions are usually worth entering.

A third group of "Awards" are operated by commercial businesses who earn revenue by structuring the competition so that the businesses which pay the substantial fees for 'entering' generally win the competition. Some structure their affairs so that you learn that you have been nominated, but you cannot share the news or announce your success without paying the high fees.

Obviously, I don't think much of the latter type of award but I see many businesses proudly proclaim their victory. And I suppose, if you budget it as a marketing expense, and can control the fact that you know you are going to win in advance, the cost may be justifiable as an advertising expense.

But our Readers' Choice Awards -- and many similar competitions -- are very different. You win if you earn your victory by the number of votes you receive (or if it is a judged competition, you convince the independent judges that your entry is the best.)

The key to winning the Ontario Construction Report's Readers' Choice Awards, of course, is getting out the vote. Some businesses email or communicate with their suppliers and clients and invite their support. This is fair game, as long as people don't vote more than once for the same businesses.

Or you can follow the example of George Stone & Sons Ltd. in Sault. Ste. Marie, Ontario, who parlayed their nomination into a news story in the local newspaper and its website.

The result, this posting on soonews.ca

The staff at George Stone and Sons Ltd. in Sault Ste. Marie have no idea who nominated them, but they are glad someone did.

April Foster, administrative assistant at the local contractor told Soonews.ca that now that construction firm has been nominated, they want to win! People can vote by going to The Poll and cast your vote.

George Stone and Sons is nominated in the "All-Around Best General Contractor" category.

Another Sault firm, FICMAR Builders Inc was also nominated in the Ontario Construction Report Reader's Choice Awards for Best Residential Contractor."It would be great for Sault Ste. Marie to have us win these awards" said Foster. Winners will be announced March 1st - Good Luck to the two local companies nominated!

To see the complete list of nominated companies from across Ontario check out the following link:

https://constructionnrhroup.wufoo.com/forms/readers-choice-awards-poll/

Winning awards

The Greater Ottawa Home Builders' Association has co-ordinated annual design awards for 25 years. In recent years, the awards ceremonies have been at the National Gallery of Canada -- an appropriate high-culture venue for this event. Hundreds of members attend, and with sponsorships and admission tickets, the event raises significant funds for the association. The awards competition also provides members a special opportunity to showcase their best work, and receive positive recognition and publicity.

You could tell who the winners would be in certain categories in the Greater Ottawa Carleton Home Builders Association (GOHBA) Housing Design Awards last night, well before the official ceremonies, and without any inside knowledge or cheating. When one company enters five projects -- and only that company enters -- within the category, the results are, well, somewhat predictable.

Of course, from the company's perspective, this makes absolutely logical marketing sense. They're pretty sure to win the trophy (judged by an independent judging panel) and can take home the publicity value, recognition, and enhanced client relationships which go with winning the awards.

Paradoxically, in other categories, where there are several potential competitors, including the region's largest builders and renovators, you could see surprisingly few entries -- and the largest home builders didn't even enter the competition. Why? They have much to lose and very little to gain -- if they enter, and cannot win the number of awards equal or greater than their size and 'clout', they appear as less-than-stellar in design and public marketing standings. As it is, one well established but not overly large designer and builder/renovator walked away with more awards than I've seen in years. Another renovator, sitting at our table, who had won several awards in previous years but didn't win a single trophy this time, said: "The judges like a certain style, and that style (and designer) will win."

Maybe. Could be, the winning designer's work is simply the best this year.

I'll of course write a comprehensive story and we'll publish many pictures in our local publications describing the winners, the success, and the special recognition (through a custom recognition award ) to the region's largest builder, who didn't enter any designs this year. This blog entry will focus, however, on the marketing process and why these competitions can be useful resources in your marketing tool-kit, with some do's and don'ts.

Do:

• Enter the competition, and put your best efforts forward, if you are a smaller or otherwise unrecognized builder or renovator. The costs of entry are far less than the publicity rewards you will receive if you win, and you have little to lose other than your time and modest entry fees if you lose.
• If you have a highly specialized niche and the rules allow, 'stack' your entries in categories so that you will almost certainly win the category. Your entry costs are higher, but your odds of success are great enough.
• Use and exploit all the marketing potential of the competition -- share the news with your clients, employees, and community.

Don't:

• Enter if your reputation will suffer by entering and losing. Painfully, this is most likely to apply if you are really big and a generalist -- You could try stacking the categories as described above, but then you would be seen as a big operation bullying the contest and trying to rig it. It is simply best to stay away.
• Enter half-heartedly, or carelessly. You need to give your best to these competitions, if you don't, you are not helping your reputation (or employee morale) and you are just wasting your employees' energies in the process.

Competitions and awards are probably one of the most effective and creative ways a smaller business or one just arriving on the scene can acquire credibility, reputation, and strength. So, yes, you should enter if you are satisfied you can follow the do's outlined above, and avoid the don'ts.

P.S. These observations apply to legitimate awards, through reputable organizations, where entry fees are modest and support valid industry organizations and causes. Some awards are actually money-grabs for commercial organizations, with truly high marketing fees/costs. I think these awards are dishonest, but acknowledge that many businesses enter them, and use their "winning recognition" in marketing materials effectively. These "awards recognition" businesses, of course, are simply taking advantage of the public perception of the award's validity. If you need to pay tens of thousands of dollars in rights fees and marketing materials to announce your success, however, maybe you could use that money to improve your product/service or value more effectively and wisely.


A special note: You should consider nominating your own business or your suppliers/clients in the Ontario Construction Report's Readers' Choice Awards. There are no entry fees for these awards, and you of course will gain all the publicity and marketing advantages of winning them if you are successful. See the nomination form here.

Awards programs -- the great uplift

Corvanelli Home's "Pearl" model wins OCHBA People's Choice award

Third-party awards programs can be a powerful boost to your business, especially if your business is small, new, or dominates a niche. They will probably be a disaster to your ego if your business is large, mediocre, and wishes 'control' in your marketing plan (unless you elect to pay to participate in what are essentially 'pay for your award' marketing gimmicks.) Finally, if you are an association or publisher, operating an awards program can be truly rewarding for your group or business; creating good-will and often significant streams of additional revenue.

We will need to wait a few months to confirm whether John Corvanelli's Corvinelli Homes reaps significant benefits as the Ottawa Citizen People's Choice winner in the Ottawa-Carleton Home Builders Association Housing Design Awards. My bet is his business will surge. He is a modest-sized builder, perhaps constructing 10 homes a year, in a rural area outside of Ottawa. I'd never heard about his business before he received the award.

He tells me he felt some shock at the price of the association members dues when he joined a couple of years ago. His goal, to obtain some recognition from his peers and a housing design award. He entered one home in the competition.

Ottawa's major daily newspaper sponsors a People's Choice award in conjunction with the Capital Fall Home Show where visitors can select from all the various candidates for specialized awards their favorite. Corvanelli's "Coral" model won the prize. For his business, it is the top end home, and at a price of more than $300,000 is certainly not inexpensive in the rural area he serves -- but in the more urban areas nearby, this price would seem incredibly low (and Ottawa is certainly not the most expensive housing market in Canada or the U.S.)

How many people will call him when his home is written up in the homes page of the daily newspaper; how many others will feel comfortable committing to purchase knowing that hundreds of others voted in favour of his model as their favourite? How much would he have to pay for this attention if he tried to purchase conventional advertising?

Yes, indeed, awards programs can be absolutely incredible if you are smaller or getting started.

But what if your business is larger, and you are the marketing specialist there? Then you have more difficult choices. There may be few things more demoralizing than when your team spends hours preparing an entry of its best work, then your company spends hundreds of dollars to pay for tickets to the awards dinner, only to find you don't win. And this happens with disturbing frequency. Simply put, many businesses achieve success and efficiency as they grow but lose some of the magic edge that makes them the truly best at what they do. And their employees' ego, reinforced internally by business scope and size, grows beyond the marketplace (and award judges) perceptions. Wham. Here, the awards program proves to be a powerful reality check.

The solution is either to specialize and truly lead in a niche (bathrooms or kitchens, for example) or buy your award. Yes, these types of awards programs exist. They'll take your money, set up a rigged survey, and then give you permission to market your business touting your award 'win'. I'm really cynical about these things -- sadly, I see some really good businesses apparently buying into these fake awards. I suppose they work but they don't seem right to me.

No, I prefer an honest award won by a business that is catapulted to fame and recognition because it does great work -- like Corvanelli Homes.