How Awards Work

The world of awards is indeed a large one. And whilst every awards program is different, there are also many similarities. When you’re entering awards, it’s helpful to understand how the awards world works. This should be helpful.

The business of awards - A local approach that works globally

Wherever they are, throughout the World, Awards programs normally run on an annual cycle, with deadlines, key dates and awards ceremonies repeated from one year to the next.

Most awards organisers run as commercial operations, either by publishing houses, or by events businesses, membership associations or trade bodies. In addition to awards events, they will often operate conferences and exhibitions too. Examples of established operators in the UK include:

• The Mark Allen Group - They specialise in healthcare, education, and manufacturing.

• Don’t Panic Events – They run several awards in the digital marketing, PR, and technology sectors.

• EMAP Events - They cover the retail sector through Retail Week and architecture and construction through their Construction News title.

Here is what else you should know:

Award event promotions – Organisers deploy a variety of marketing tactics to attract entries, including advertising in industry publications, email outreach and social posts. Their websites will host details of each of the award’s programs that they run. It is here that you will find all the details you need to enter an award.

Awards deadlines – Most operate 10 - 12 week entry windows. Some organisers will also announce a deadline extension as the deadline looms, which can be frustrating if you’ve rushed your entry to submit it on time.

Discounts – Early bird offers for early entry, and discounts for multiple entries are common. Standard entry fees vary from nothing to £400 per entry.

Entry format – Covid forced the use of online applications. Here, you will be able to read the guidelines and submit your entry. Entries are either composed of one catch-all question, or a series of questions that must be answered. Expect to be limited to a word-count. You can often upload additional information such as video links, website references and PDF’s.

Further reading: The art of making every word count

Judge and jury – Judges typically volunteer their time. Many have been recruited as past winners. And some will be paying for the privilege of being a judge. Most will be asked to sign a non-disclosure agreement forbidding them from referencing the details of each entry.

Pre-Covid it was common for judging to be conducted within a large room where all the judges met to review entries, being guided by a chair. This is also done virtually. However, it has become more popular for the judges to evaluate the entries on their own. Because there are often 25+ categories for each awards event, judges are allocated one or a few categories each.

Scores on the doors – Judges are given guidelines and a score sheet to help guide them on the evaluation of each entry. Judges normally submit their scores blind and are unaware who has won each category. They are often asked to explain their score and some organisers will pass this feedback on to entrants or refer to it when the winner of each category is announced.

Evaluation process – Most awards have a one-step process where shortlisted entrants make the final. High demand events often use a two-step process where a long list is subjected to a second set of evaluation, which is often a face-to-face interview with a panel. From there, the highest scoring candidates are shortlisted for the finals when the winner of each category is announced.

PR copy - Most organisers will ask you to complete an elevator pitch of your awards entry which they will use for PR purposes. Be careful re. what you tell them as they’ll assume that they can publish it without your permission. So don’t include any sensitive information.

Finalists – With the scoring all done and dusted, the winners’ names are a closely guarded secret. All finalists are invited to attend the awards ceremony. They will also be given promotional materials such as a ‘finalist’ logo for them to use on their social media.

Awards event – During the Covid pandemic, many awards pivoted to an online format, but these are difficult to profit from. The most common format is a mid-week early evening affair with a drink’s reception, three course meal and ceremony. Entrants usually buy a half or full table (of 10 or 12). Budget on £500 per head. Single places are often available nearer the time. These events are a good opportunity to promote your success by inviting customers, staff, and stakeholders as appropriate, so I would recommend budgeting to attend them. However reputable organisers won't withhold your award if you don't book a table at their ceremony.

And the winner is – The bronze, silver and gold approach of the Olympics is rare in the awards world. Most awards events have one winner per category. Some will also reward entrants who ‘nearly won’ with a ‘judges commendation’ or ‘silver award’. Organisers normally issue one trophy per winner and sell additional copies afterwards. This can be useful where the entry is for winners based in different locations.

In my next blog: I'll run through the pros and cons of awards. Are they worth it?