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Ashley at RevThink here.

I was speaking with a studio owner over the holidays about “awardness.”

And no, that’s not a typo. I did not mean “awareness.” I mean awardness. Which I define as:

a·ward·ness | əˈwôrdnəs |
noun
A method for creative firms to generate killer awareness by winning awards.

But — if you’re like me — you’re jaded by the endless awards hoopla. Right? They’re ridiculous. What a sick cycle! Who needs them? Why even bother submitting…

And even though I advise some of the industry’s top TV Networks, Brands, and Creative Studios award strategy behind the scenes… I agree. Awards are a joke.

Yet, I disagree. Because although, yes, awards themselves are pointless…

The experience of winning awards is everything.

Huh?

Hang with me. What if I told you that the true power of awards isn’t hiding in your submission entry… or the overpriced trophy… or even your “We won an Emmy!!!” email blast.

Nope. Generating awardness is found in:

Embracing the gift of travel…
Connecting with your peers…
Meeting new potential collaborators…
Overhearing the latest buzz…
New client collisions in elevators, sessions, and charging stations…
That momentous celebratory happy hour, VIP party, or cab ride with your client…

These are the moments where awards generate killer awareness (better yet – remembrance)… unlike anything else.

Here’s to your firm generating awardness.
-Ashley

P.S. Start crushing awardness yourself (and other contrarian marketing strategies) at our upcoming Compound workshops.

P.P.S. Can’t wait until then? Just holler.