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Saturday, January 14, 2006


This week's featured woman entrepreneur is Lynne Marcus, CEO of Marcus + Company (Boston, MA), a boutique marketing agency that specializes in awards and recognition programs.

about Marcus + Company
Boston-based Marcus + Company (www.marcusco.com) specializes in developing awards and recognition programs for organizations and corporations including the Massachusetts Innovation and Technology Exchange (MITX), the MIT Enterprise Forum of Cambridge Clean Energy Group, the Society for Human Resource Management (SHRM), and Sun Microsystems to help them honor their members, customers, partners, suppliers, employees, or other constituencies. Since 1986, the company has helped companies win more awards and managed creative and effective awards submissions programs. Marcus + Company maintains the Marketing with Honors Directory, an online database with detailed descriptions of over 750 awards competitions.


Lynne's Top 10 Tips


1. Use winning awards as part of your marketing plan
Winning an award, even being a finalist, provides many opportunities for a company to get recognition locally and nationally. Make sure you consider how winning awards can contribute to your marketing plans and devote time to researching appropriate competitions to enter.

2. Be strategic about the competitions you enter
Before you submit an entry for a competition, think how winning the award can help you fulfill your marketing objectives. Spend your time entering competitions that provide a good fit for your objectives. Do you want to promote your company or yourself? Do you want to be known for your products or your philanthropy? Knowing why you want to win will help you when you are looking for competitions to enter.

3. Fill out entry forms with your objectives in mind
Many competition entry forms require short essays. When you write your answers, keep your marketing objectives in mind and frame your answers using the right messages. Use the entry form to provide a message that is consistent with the rest of your marketing materials.

4. If you have a question, contact competition organizers
Many competitions will disqualify you if you do not fill out the entry form correctly so if you have any questions, call and ask them.

5. Write clearly and avoid jargon
Make it easy for judges to select you as a winner. Write your answers to any questions in grammatical English and avoid acronyms and industry jargon.

6. Provide proof that you deserve to win
Include any relevant facts and figures. Judges like actual numbers or at least percentages and not just a statement that what you did was better. A statement that you increased sales 25% is more powerful than just increased sales. Winners are usually entries that include relevant details and not vague generalities.

7. Don't provide more than is requested
If the entry form requests additional information such as a biography, photo, letter of reference, or product sheet, make sure you provide it in the format requested. Don't send anything that is not requested. Competition organizers usually don't have time to sort through unwanted material to find what is relevant and may disqualify your entry.

8. Fill out the form properly
A frequent complaint by competition organizers is how many people do not read - and follow - directions. Competition rules and regulations are not there to challenge you. they keep the playing field even for all entrants.

9. When you win, don't keep it a secret
After going through all the trouble to submit an entry, don't forget to tell the world when you win. Send a press release to your local newspapers. Send a letter to your customers. Post the logo on your Website and your products.

10. If you win a competition for work you did for a client, be sure to include them
Whenever you submit work you did on behalf of a client in a competition it is a good idea to let them know. Sometimes they will also be recognized when you win with a certificate or plaque. If the competition does not honor them, you should. Take them to lunch. Buy an extra plaque if you can just so you can give it to them.


Contact Information

Lynne S. Marcus
President
Marcus + Company
www.marcusco.com
617.232.1370


A big thanks to Lynne for her wise words.


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January 21 - Anna Belyaev, CEO, Type A (Chicago, IL)

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