Monthly Archives: April 2015

Awards: how to reap more than you sow

Are you thinking of entering the 2015 Highlands and Islands Food and Drink Awards? The deadline is Friday 8th May.

The deadline for 2015 applications is 8th May.

The deadline for 2015 applications is 8th May.

Understandably, applying for an award like this takes time, and consideration. However, what you may not realise is that it also offers tremendous opportunities — some of which you probably hadn’t considered.

Accountants Johnston Carmichael are a sponsor of the awards, and this week hosted an information session for #HIFDA2015. In addition to some practical information about the nomination process from host Jillian Sharp, a previous winner was on hand to speak about the impact it has had on her business. What she said was surprising.

FAO27 won the 2014 Food and Drink Business Growth Award. Anne Moseley, from FAO27, described how her company “got far more than expected”. What was unique about Anne was the degree to which she involved her team in the nomination. She prepared the application with a great deal of input from her team. “There was a lot of consultation,” she said. And the impact of that? “The team boost was phenomenal.”

After the nomination was completed, and FAO27 won, there was another surprise: the response from customers. “It was a tremendous win for us, and we got a tremendous reception from our customers.” Winning an award like this gives an organisation a great deal of external validation, well beyond the publicity it generates.

She advised companies thinking of applying to identify where you excel, and to think precisely of how you excel, and why? “You must work from the general, to narrow it down to what makes you different from your competitors,” she advised. “Modesty goes out the window!” she said.

Find your unique selling point, she said. She noted that it has helped FAO27 as a business, in that the HIFDA application process generates what is in essence, a “mini business plan”. “It’s handy when you go to the bank, and elsewhere,” she concluded.

The work you do preparing a solid nomination will stand your business in good stead quite apart from the awards process. The written materials can be used as a case study, as a mini business plan, and also on your website, in advertising, and across your marketing materials.

If you win an award, the publicity will directly benefit your company. However, even if you don’t win, you have done some quality thinking about your business and gotten it down on paper. Further, you have involved your team in the nomination process. It’s a win-win, whatever way you cut it.

If preparing your nomination is about as appealing as preparing your tax return, don’t despair. Bruce PR can take you through the steps, and together we can craft a nomination that you will be proud of. Click here to contact us.

For full details of the Highlands and Islands Food and Drink Awards, please visit the Awards website: www.hifoodanddrinkawards.com. Remember, the closing date is Friday, 8th May 2015. @hifooddrink #HIFDA2015