Marketing with Awards

[jawn_tech]

We all know some of the most famous awards, such as the Grammy's, Nobel Peace Prize, or an Olympic Gold Medal. The existence of such an award tends to speak highly of the recipient, often resulting in lasting fame -- and in many cases, prosperity.

Businesses have put this phenomenon to work for them. Perhaps you've seen the commercials. Car dealerships boast to be the award-winning best seller in the area. A steakhouse showcases their blue-ribbon winning steak. Why? Because they know from a marketing standpoint, it works. But the catch is, where do these awards come from? People have a mindset to think more about the recipient of an award than the giver of the award. Sometimes if you read between the lines, you can see the award came from an internal or affiliated source, so in essence the company has awarded themselves. Or, at least they were not awarded in such a manner as some think, such as a third party or by a consumers' organization. But does it matter? Is it still working?

Perhaps an obscure award can help. And perhaps it's not only awards, but also badges or insignias that show a product or service has been 'approved' or 'certified'. Examples of these could be Verisign, BBB, etc. But what about those who give awards? Some businesses or organizations that give awards can use that to their branding efforts, creating the perception that they must be the 'authority' along those lines. In fact this phenomenon seems so powerful that givers of awards or certifications can seem to go a great distance of being trusted simply on that premise, until someone actually asks, 'why?'. Case in point -- online diploma mills.

[added 12/15]

One interesting thing I've seen are various website awards and ratings, based on quality of design, ranking, traffic, and IBL's, or other factors. These are things definitely coveted by other webmasters, because they are indicators of a site that may perform well. It still remains to be seen what value it has in the eyes of visitors/consumers.

[jawn_tech]

Oh this sure was a winning topic. Way to go, jawn. 100 views and no replies. It's like I brought the caserole to the pot luck dinner that everyone poked at, but no takers.

Desserts are on the other end, move along now. :P

[digitalhost]

In Our humble opinion, the Awards that you speak of do tend to create credibility in the eyes of the customers...they appear to add value to your services and or products and can create the illusion that you are an award winning authority in whatever subject you are advertising.

Now the bad news....like everything else within the Net, over time the scammers and alsorans, jump unto the bandwagon and proudly advertise their award from"Big Fat Cow Productions" for "Best Website 2004" or "Outstanding Customer Service Award"...

the feedback from Our Customers indicate that they treat Awards like they do when they hear a car alarm going off....they have a look and keep on walking...simply because 9 out of 10 are false alarms.

If used correctly and originate from an internet authority may hold more credence.....what do you think....look forward to your feedback, good, bad or indifferent...all the best for xmas and the New Year

[jawn_tech]

Welcome to WPW digitalhost! Great to have you here.

I agree with you and your customer's feedback 10%. It's almost like the boy who cried wolf in some cases. Customers can become immune to certain claims.

On the other hand, a more prestigious award of notoriety can speak for itself.

As for web design, I've seen some great sites that made me think, 'if they haven't won an award for this, someone should give them one.'

In that venue, just staying away from being listed on sites like "sitesthatsuck.com" can be awarding in itself.

[digitalhost]

Thank you for the welcome...Appreciate it..just to clarify your reply..was it 10% or 100% you agreed with Our Customers. If it's the former dont worry about it...hee hee.

So with all this in mind, should We expect Our Award, from Yourself shortly or does Our Site require a major rebuild.

Perhaps an Awards Section within Your Site would prove to be fruitful...judged by your members and or the administrators... just a thought..

Look forward to your feedback....kind regards

[jawn_tech]

Oops, I meant 100%.

What a difference that extra 0 can make, huh.

I'll gladly give you an award...(I mean, 'we'). But sounds like you won't need one from me/us (just kidding), and are doing well.

That would be interesting to suggest WPW awards, or iEntry award systems -- like 'site of the week/day/year' or something with a voting panel. Web design sites might wear the badge proudly. Other sites would probably want awards not based on their site, but a merit relating with (and from) their industry. But an award complimenting their site is always flattering.