06 Oct 9 Ways to Promote Your Award Win
Congratulations! Your hard work and dedication has been recognized by a leading award program. But the excitement shouldn’t stop there – many times, our clients know they’ve won an award. What they don’t always know is how to leverage that recognition into increased brand equity and sales.
We’re here to help. Earned media is a critical component of modern marketing strategies. It takes a finely focused strategy to generate earned media, and once obtained, it must be integrated into your marketing strategy. You need to tell your story, and who can tell your story better than you?
We’ve outlined several ways to make the most of your earned media. While the sky’s the limit, consider your audience and the best communication channels for them.
1. Print and Digital Ad Campaigns
If you are already investing in print and digital ads, consider adding the award logo or highlight a pull quote across your campaigns.
If you’re running a digital ad campaign like below, consider creating a custom landing page that continues your story.
Earned media drives 4 times the brand lift of paid media and 51% of millennials are more likely to be influenced by earned media. (BazaarVoice, 2012)
2. Product Packaging
You’re likely competing for eyeballs on the store shelves if you’re in the B2C space. Using your product packaging as a place for your award win is genius. Your products are probably housed next to your competitors and research shows that 47% of consumers view earned media as the most influential medium for driving purchasing decisions. (Bulldogreporter.com)
3. Search Engine Marketing
As a marketer, one of my favorite ways to implement award wins is in SEM campaigns. Did you know that Google Adwords has an extension specific to 3rd party online reviews? Take full advantage of this, since we all know the more ‘beefy’ your ad is, the higher likelihood it will get clicks.
The pull quote can be associated with a review or an award win. Notice how TurboTax has aligned their brand with one of the most trusted 3rdparty review sites, TopTenReviews.
Did you know that 88% of people have their reasons for trusting online reviews written by other consumers as much as they trust recommendations from personal contacts? (Brightlocal, 2014)
4. Social Media Content
Getting back to storytelling, social media plays a primary role for many businesses. Using this channel to promote your award win increases brand awareness, builds trust and drives your audience back to your website. Again, we recommend tying your social media content to a custom landing page that delivers even more content around your award win.
With 74% of consumers relying on social media to inform their purchasing decisions (Gartner), consider designing Gifs, social media header images and videos to promote your award win.
5. Product Displays
Similar to product packaging, consider promoting your products using in-store product displays. This works particularly well for consumer goods that are on display in retail stores. Shoes, cameras, video games, vacuum cleaners and appliances are just a few examples for this type of earned media promotion.
A jaw-dropping 92% of consumers say they trust earned media, while only half trust paid ads. (Webbed Feet) Take full advantage of giving your consumers what they want while they shop.
6. Online Product Pages
Online shopping is a primary channel for the majority of consumers. Use this to your benefit and leverage your earned award wins across individual product pages. This works well for both B2C and even B2B businesses. Whether you sell products or services, people are researching those online and even purchasing online without ever contacting your business.
7. Pop-Up Displays
These are one of the most versatile ways of promoting your award win. From tradeshow banner pop-ups to lobby displays, the possibilities are nearly endless on leveraging earned media in this way.
Plaques have recently had a revitalization when it comes to earned media, especially for companies with several locations. Hotels, restaurants and enterprise businesses should take the opportunity to promote their award wins at their front desk with a high-quality, branded plaque.
Whether it’s a TV commercial, a social media video, a corporate video or simply a branded video for YouTube, video is one of the best ways to leverage your award win.
90% of users say that seeing a video about a product is helpful in the decision process. (Insivia)
Your audience is hungry for easy, digestible video content, so give it to them.
Earned media isn’t just handed out – it’s earned. Be sure you have a strategy in place so when it happens, you can take full advantage of the win.