Each time I speak about frugal marketing or personal branding at a conference, I begin with a series of questions. Usually, all hands go up when I ask, “How many of you won awards in school?” When the same question is extended to how many people have won awards in college, roughly three quarters of the audience raises its hands again. Soon, things begin slowing down when I ask, “How many of you or your businesses have won an award in the past two years?” Only a handful (pun intended) remain. My last question gets the least response. An even smaller number raise their hands to “How many of you applied for an award last year?”
I wonder why. When you won an award in school, not only did you feel great about yourself, your parents basked in the reflected glory. The positive reinforcement from the award probably pushed you to go out and win more, and more often. Schools understand that awards and recognition are powerful motivators. It’s why they tend to give them out pretty generously.
Now let’s look at awards in the corporate context. When a company wins an award, the employees are thrilled. When they hear about it, your clients feel reassured that they made the right choice. Heck, even your families are happy especially if they get to come and see you receive it at a glittering ceremony. Your entire ecosystem—personal and professional—gets that warm, fuzzy feeling. Post the initial enthusiasm of the trophy, certificate or web listing, a tangible benefit remains. Of course, the euphoria varies a little depending on the reputation of the award and the quantum benefits attached, but not much. Just as in school when you were happy winning even a small reading or swimming contest, most companies are quite happy getting any award.
Still culturally not everyone is comfortable about formally applying for awards. Somehow, there’s a sense that it’s immodest. One should be conferred an award and not apply for it, many people have told me. This modesty debate is rooted in our culture, and it would be fine to live with it if we were dealing with a homogenous business culture. Unfortunately, we are not. Even in India, there is no uniform code of what is modest, what’s not, and if we look globally, perceptions vary widely. Think about this. If you happen to bid for business against an award-winning competitor, other things being fairly equal, the award-touting fellow is likely to get that business too. So, of course, wait expectantly for honours that are conferred to you. But there is really no harm in asking for a few too.
If you’re convinced, this is how you can get started. Tell your marketing team or PR agency to compile a list of relevant awards, and systematically apply for them. I know I said earlier that any award is a good award. But, there are some exceptions. Stay clear of the seemingly dubious ones—the sort where you have to credits $250,000 into an unknown foreign bank before you can win a $25 acrylic trophy.
Modesty comes into play most when we speak about individual awards. As a company owner though, it doesn’t pay to be modest. If you were an employee of a large firm, being shy and reticent about beating your own drum may not have a commercial drawback for your company. Indeed, many large firms shortsightedly make it rather difficult for their employees to build their own brands (but that’s a whole different column). Entrepreneurs have to say goodbye to their shy, retiring days. In a first generation company, or a start-up, often the CEO’s brand is equal to or possibly even greater than the company’s.
There are tangible benefits attached to fame. When you send out an e-mail, I’m willing to take a bet that the digital signature which says “Winner of 2011 All-Star Award” will get you more attention and respect. It will make setting up meetings easier. It could possibly also lead to better prices and higher conversions. Most importantly, an armful of awards gives you great confidence.
Always remember success breeds success. The first award is the most difficult. After this, you’ll become an established winner and attract further recognition. So, start small, with a simple, easy-to-win award and then broaden your horizons.

The potential is endless. An award is truly a gift that keeps giving."- Jessie Paul, CEO, Paul Writer

Till now I have talked only about winning an award. Why not think about giving some away? Each time I suggest this, companies ask me why anybody would be interested in getting an award from them. Here’s the thing. If you are in a line of business, and making profits, you are presumably good at something. Why not recognise others in this space? Besides, the beauty of instituting awards is that you are recognising excellence, not necessarily making a claim to be excellent yourself.
Not sure about doing this? Give your awards a credit boost by associating with experts in your field. Most awards have a jury of leaders in that field. For example, if I wanted to launch a Hall of Fame to recognise modern marketing successes, I would have a panel of leading CMOs to help me select the best. Recently, Ashok Soota’s Happiest Minds Technologies, which launched India’s first crowdsourcing programme to create its logo, roped in a panel of experts to help them choose from over 1,400 applications.
Of course, the simplest award is to recognise your best clients. This can be a valuable tool to reinforce positive client behaviour. As long as you are careful to keep it inclusive, simple and transparent it can be a big motivator. Yes, sometimes people who don’t win it might get upset. But, a lot depends on the structure and how you market your award.
Now, let’s get down to the brass tacks. Awards are one of the lowest-cost marketing tools around. If you’re applying for them there is usually no fee, and the organiser takes care of publicising your win too. Your only cost is to actually show up to collect the award. If you are handing them out, then your costs are usually limited to the trophies and a dinner to recognise the winners, and one press release.
While an award more than once a year would test credibility, it is possible to add bells and whistles that keep interest going throughout the year. For example, you could select winners at various levels and then have a grand winner. You could compile all the winners into a book and send that out to a larger distribution list. You can interview all the winners and build content for a website. The potential is endless. An award is truly a gift that keeps giving.
As I write this piece I realise that I haven’t won an award in the past 18 months. I haven’t applied for any either—a case of the shoemaker’s children lacking shoes. So, if you’re starting an award programme and wondering who to give it to, remember me.

-Jessie Paul is the CEO of Paul Writer, a firm that hosts India’s largest community of B2B marketers at paulwriter.com. She is also the author of No Money Marketing, a bestseller.