By Heather Ripley
Do you remember the first time you received an award?
Whether it was in school, after an athletic competition or through an after-school or volunteer program, you were probably elated. Getting recognized for a job well done spurs a sense of pride in most people.
But as we grow into adulthood, awards are more likely to come as a result of our work performance. And, as the owner of your own plumbing or HVAC company, getting your community’s “Best of” award or winning recognition for your company’s growth rate from a national magazine is something you should celebrate with your employees and customers.
Receiving an award is not just an excuse to hold a party, though. You should also consider the public relations value that receiving that award can garner. That’s why you shouldn’t neglect sharing your award with your local media and with the trade publications that cover your industry.
Vying for Awards
The first thing you need to do to win an award is compete for it. Many home service contractors don’t realize that they’re not simply nominated for these awards organically but rather they need to actively pursue these opportunities.
While it can be true that a pleased customer might nominate you for the local “Best of” awards, it takes some planning to net some of the bigger awards, like the Inc. 5000 or Entrepreneur of the Year.
Vying for awards should be an integral part of your marketing budget. While it may take you some time to gather financial information or work with your public relations partner to wordsmith essay questions, the PR value in winning these awards can be used in a variety of ways.
According to Best Business Awards, smaller companies that win awards can see a 63% increase in their income and a 39% growth in their sales. The truth is that consumers like doing business with award-winning companies because they view them as more reputable.
Write a Press Release
Earning a top spot as your community’s best HVAC company or winning the best customer service award as a local plumbing company is something your entire area should know about.
If your local newspaper or radio station is the entity sponsoring the award, chances are they will prepare a news article or report on your awards, but that shouldn’t stop you from issuing a press release. Winning a local award can translate into regional coverage.
By sending out a well-crafted press release to newspapers and news stations in your regional area, you can drum up attention locally, which helps you draw new customers.
But don’t forget to include the media that covers your trade.
If you net a spot on Inc. magazine’s fastest-growing companies or your young general manager becomes a Top 40 Under 40 winner, make sure the trade magazines in your industry also get a press release about your accomplishments.
Trade publications aren’t usually read by your customers, but they are still considered valuable to others in your industry. By building your critical managers up as thought leaders and by showcasing your company as a growing force, you will gain the respect and admiration of your peers.
Having your company featured and your critical managers quoted in trade publications is also a boon for your recruiting efforts. The best skilled tradesmen and women want to work for organizations that show themselves to be thought leaders.
This may not net you more customers, but if selling your business to a larger organization becomes part of your growth strategy or you are planning your exit strategy, having a good name in the industry matters.
Building Relationships
Finally, sharing your award-winning news with journalists in your local media or with trade publications helps you build relationships with these reporters and their publications.
If you have a solid reputation with your local news, you’ll be the first expert they call when there is a news story relating to your industry. If a cold snap hits your area, your plumbing company will be the one tapped to provide tips to avoid frozen pipes. If a heat wave is on the agenda, local reporters will think of your HVAC professionals if they need pointers on how to stay cool.
Being your local expert helps you build credibility with potential customers and keeps your company top-of-mind when a homeowner needs professional work done.
Having good relationships with the trades that cover your industry may also mean you’ll be asked to author opinion pieces on news within your market. These reporters will also know they can call on you if they need a quote about industry trends, or they may even want to do a feature on your milestones.
So, if your team wins an award as the best plumber in town or your HVAC company lands a great spot on the Inc. 500, don’t forget to celebrate the news by sharing it with the media. Doing so helps you build relationships with reporters and within your industry.
Heather Ripley is founder and CEO of Ripley PR, an elite, global public relations agency specializing in the skilled trades, franchising and B2B tech industries. Ripley PR is recognized as the top PR agency for the home service industry. It also has been listed by Entrepreneur Magazine as a Top Franchise PR Agency for six consecutive years and was recently named as one of Newsweek’s Top PR Agencies 2024. Heather Ripley was recently named as a 2024 PRNews Top Women honoree in the business entrepreneur category. She is also the author of “NEXT LEVEL NOW: PR Secrets to Drive Explosive Growth for your Home Service Business,” which is now available on all audiobook platforms. For additional information, visit www.ripleypr.com.
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