It’s Award Season so no better time to ask: Are Wedding Awards a Waste of Time?“In our humble opinions, the short answer is no.” But as the organisers of the 11th weddingsonline awards this year, you'd expect us to say that.
Let us explain why we recommend putting the expense of entering credible wedding awards near the top of your marketing budget; and why you should invest valuable time shaping your company to win.
There can only be one winner granted, but that could be you! So what does winning mean? Some say it's just a hollow badge on your website. Some argue that couples do not even value awards and that they look to other distinguishers in wedding suppliers when selecting who to hire.
Here's why we disagree.
Should you be lucky enough to win a gong, you'll have a marketing differentiator no one else on the planet has; the specific award, in your specific category, for the specific year you are in. It's this specificity that provides a difference when compared to your competitors.
A difference with the capacity to elevate and separate you from the marketing messages everyone else in your category amplifies. It's one thing others will never be able to replicate, so winning an award will make you unique, different, and given I've yet to meet a couple who do not want something unique and different at their wedding, the benefit of being an award winner is a no-brainer.
But there's more… In his book No BS Marketing To The Affluent, Dan Kennedy identifies some of the buying triggers for discerning couples as them wanting:
1. A professional with a proven ability to deliver.
2. A reliable 'done for you' service.
3. Strong emotional benefits like 'bragging rights', uniqueness, status.
4. Experts who are considered to be the best.
Winning an award ticks all of these boxes.
Even if you don't win the award, there is strong marketing mileage in just being a participant.
There are few marketing strategies capable of helping your wedding business as much as winning awards, so fill your boots and fill your cabinet!