Five actions to take when you win an award
One of the time-tested ways of establishing yourself as a standard in your industry is to win an industry recognised award. An award serves as independent evaluation of your company's quality – an evaluation that your customers are more likely to trust than your own marketing material.
Most business owners already know this – and yet many fail to take full advantage of a win and leverage it for the massive authority building that it so easily provides.
Shweta Jhajharia from The London Coaching Group encourages all her clients apply for the Business Excellence Forum Awards. They win so frequently that she now boasts the most awarded client base in Europe.
Here are Jhajharia’s recommended actions that will allow every business owner to utilise an award win to its full potential.
1) Write a Press Release
Writing a press release can be one of the best ways to leverage an award.
Once you have written a press release, you then have some base content which you can adapt into a slew of marketing materials – for your blog, for your social media channels, to send in emails etc.
2) Add it to your website
Potential clients often visit your website to look for proof of what you do, and the quality of what you do. An awards section will help this tremendously.
Convert your press release into a blog article. The win will contribute to your status for anyone sitting on the fence, and reinforce the belief of those who already believe in what you do.
3) Add it to social media
Share a link on your social media channels to where the release has been published or to your blog post.
Share a snippet from your press release; something short, sweet and natural sounding, which is in line with the tone of your business.
Include a picture of the award or one from the awards night. Social shares with photos tend to capture attention better than those without.
Sharing to your social media is essential as many consumers look to social channels to find out more about you and gauge your quality.
4) Send an email to your existing contacts
Using your press release as a starting point write a short announcement to those who have opted in to receive your emails.
Upload any relevant photos to your Facebook or other social media platforms. Then place a link to the album within your email. This helps encourage readers to share via their own channels.
Gaining social shares contributes not only to your authority but to your "social signals" which is great for your Search Engine Optimisation (SEO).
Towards the end of the email mention how to get in touch, or one of your latest offers, to encourage those who have become more convinced of your quality to convert now.
5) Celebrate with your team
This is an opportunity to build authority with the public AND to also foster a sense of achievement amongst your employees. It is their win as well and they need to see that you understand their contribution to the business.
Create a break in your day-to-day activities and really celebrate this achievement.
This will allow you to get to know your team better and have a good time with them. Plus, it will contribute to motivating your team to keep your business on a trajectory of greatness.
Putting into action these five steps whenever you win an award may take some time out of your hectic schedule. However, the time taken to leverage something like this is worth it for the authority building that has far reaching effects with your customers and with your team.
SAS: Improving the British Army’s decision making with data
SAS’ long-standing relationship with the British Army is built on mutual respect and grounded by a reciprocal understanding of each others’ capabilities, strengths, and weaknesses. Roderick Crawford, VP and Country GM for SAS UKI, states that the company’s thorough grasp of the defence sector makes it an ideal partner for the Army as it undergoes its own digital transformation.
“Major General Jon Cole told us that he wanted to enable better, faster decision-making in order to improve operational efficiency,” he explains. Therefore, SAS’ task was to help the British Army realise the “significant potential” of data through the use of artificial intelligence (AI) to automate tasks and conduct complex analysis.
In 2020, the Army invested in the SAS ‘Viya platform’ as an overture to embarking on its new digital roadmap. The goal was to deliver a new way of working that enabled agility, flexibility, faster deployment, and reduced risk and cost: “SAS put a commercial framework in place to free the Army of limits in terms of their access to our tech capabilities.”
Doing so was important not just in terms of facilitating faster innovation but also, in Crawford’s words, to “connect the unconnected.” This means structuring data in a simultaneously secure and accessible manner for all skill levels, from analysts to data engineers and military commanders. The result is that analytics and decision-making that drives innovation and increases collaboration.
Crawford also highlights the importance of the SAS platform’s open nature, “General Cole was very clear that the Army wanted a way to work with other data and analytics tools such as Python. We allow them to do that, but with improved governance and faster delivery capabilities.”
SAS realises that collaboration is at the heart of a strong partnership and has been closely developing a long-term roadmap with the Army. “Although we're separate organisations, we come together to work effectively as one,” says Crawford. “Companies usually find it very easy to partner with SAS because we're a very open, honest, and people-based business by nature.”
With digital technology itself changing with great regularity, it’s safe to imagine that SAS’ own relationship with the Army will become even closer and more diverse. As SAS assists it in enhancing its operational readiness and providing its commanders with a secure view of key data points, Crawford is certain that the company will have a continually valuable role to play.
“As warfare moves into what we might call ‘the grey-zone’, the need to understand, decide, and act on complex information streams and diverse sources has never been more important. AI, computer vision and natural language processing are technologies that we hope to exploit over the next three to five years in conjunction with the Army.”
Fundamentally, data analytics is a tool for gaining valuable insights and expediting the delivery of outcomes. The goal of the two parties’ partnership, concludes Crawford, will be to reach the point where both access to data and decision-making can be performed qualitatively and in real-time.
“SAS is absolutely delighted to have this relationship with the British Army, and across the MOD. It’s a great privilege to be part of the armed forces covenant.”