Expert advice: how to maximise on awards

Published 25th Mar 2011 by rachael
Expert advice: how to maximise on awards Sarah-Bowron-2011.jpg
Sarah Bowron, co-owner of Aesthetics Hair and Beauty, winner of the Redken NYC Colour Genius award 2010, reveals how to maximise on awards.


Not only do award nominations offer an adrenalin rush for the whole team, they are a fantastic way to boost your business too. 


Here are six tips to help you use a competition nomination, or win, to attract new clients, strengthen your relationship with existing customers, and raise your salon's profile.


























Pre-awards promotion
A hairdressing award nomination is a big achievement, even if you don't go on to win - that's why, if you're shortlisted for a competition, you need to start promoting this before the awards ceremony to maximise the benefits.


Communicate with current clients
As soon as you learn of your nomination, announce the news to your existing clients. During the build-up to our competition win, we kept our clients informed via newsletters and word of mouth during salon visits. Doing this will help engage your current customers, making them feel part of the process. It will generate excitement within the salon, and will get people talking about you on a wider scale in the community - potentially bringing in more business.


Spread good news speedily
Thanks to social networking and the internet, communication is instant, so make the most of this tool and report the news as it unfolds. On the night of the Redken NYC Awards, we blogged live, bringing our customers instant news as the evening progressed. This helps reinforce client involvement and raises suspense, then if you're lucky enough to scoop the prize, you can announce the win immediately and get the business-boosting ball rolling.


Display your achievement
If it's a photographic entry, display pictures of your collection in your salon window, on your website and any other merchandise, with news of your finalist position. This will ensure everyone from potential clients to suppliers knows about your achievement, which will help draw new customers to your salon.


Invest in PR
An award win gives you newsworthy status, so ensure you seek out opportunities by investing in a PR campaign while media interest is at its peak. With some competitions like the Redken NYC awards, a personalised PR plan is part of the prize, which you should capitalise on immediately. 


After a win, begin a PR campaign aimed at local, consumer and trade press. We work closely with two PR companies, and this has helped us profile the company to a wider audience. 


Clients love to see their salon in magazines, and the more people who hear of your business, the more intrigued new clients will be to look you up. 


Get your collection out there
Whether you've scooped the top prize, or are a nominee, magazines are always looking for great imagery, so if part of your awards entry is photographic work, get your collection out there. 


Decide which hair consumer or trade publications you feel will best benefit the business, and contact them. Showcasing your work in the press is a great way to show potential clients your impressive skills and increase your salon's and team's reputation, attracting more business as a result.  
rachael

rachael

Published 25th Mar 2011

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