I run a niche, hyperlocal marketing and design blog, so, of course, I ooh and aah whenever someone on LinkedIn wins a Design Award. But that’s because I’m a nerd and love seeing new and creative things people have been doing with their money.
However, I take great issue with the idea that any of these awards will magically earn my clients credibility or customer loyalty. If we’re being completely honest with ourselves, the link between increased sales or customer loyalty and winning awards is tenuous at best.
The Design Awards Debate
As someone who primarily writes for small businesses and niche, hyperlocal markets the budget for pursuing these kinds of strategies usually just, isn’t there to begin with. And many professionals aren’t even sure if external awards they’ve received affected their career trajectory in any measurable way. Research on the subject is also scattered which doesn’t help much.
So, when it comes to award-driven marketing, “it’s complicated.”
Awards and the Real ROI
Sure, awards can provide regional, national or global exposure. However, they rarely offer the same or comparable return on investment (ROI) when compared to other marketing efforts.
For small businesses especially, the benefits of winning can be limited if your customer base has no interest in the award or its organizers. Still, it’s a talking point that just won’t die.
Because sometimes, it works.
According to some research, small to medium sized business do see results in the short and medium term. But see less impact over the long term by comparison. Which suggests awards should be only one of many tools in your toolbox.
Still, if you really have your heart set on gaining a couple of awards for the shelf. I want to give you the best shot possible at finding a reputable organization that aligns with your goals. So, here are a few things to consider.
High-Profile Award Dropouts and the Quest for Perfection
Back in 2017, Sébastien Bras baffled the culinary world when he requested to have his restaurant, Le Suquet in Laguiole, removed from the prestigious Michelin Guide despite holding three stars at the time.
It may be hard to comprehend for anyone who dreams of achieving even one Michelin Star. But, for Bras, the pressure associated with maintaining this coveted award was simply too high.
The constant scrutiny from both inspectors and himself had begun to stifle his creativity. Eighteen years of stress was sapping his love of cooking and he felt this decision was in the best interest of his mental and professional health.
And he’s not the only one.
Marco Pierre White (1999), Alain Senderens (2005), Philippe Gaertne (2005), Olivier Douet (2008), Frederick Dhooge (2014), Julio Biosca (2013) and Magnus Nilsson (2019) all chose to return their Michelin Stars.
Some gave their stars back due to issues with the culture around the award, the toll on their mental health, guiding principles or simply because they wanted to make fried chicken.
And it’s easy to see why.
We’ve come a long way since the years of Kitchen Confidential’s initial success and re-contextualization. We’ve been exposed to deeper conversations on the creative and personal aspects of the culinary world with popular programs like Chef’s Table.
And come into a new era of filmmaking where this highly competitive, often toxic world has been deconstructed for a new generation of chefs with films like Hunger and The Menu.
All of which highlight a very important lesson for business owners who struggle with perfectionism. Awards can be a nice bit of recognition for the excellent work you’re already doing. But it’s important to manage your expectations effectively and never lose sight of your core mission and objectives.
Both for your customers and the health of your business.
Beware of Vanity Awards and "Easy" Shortcuts
Many award competitions, especially ones that target small businesses, are profit-driven. There’s generally an entry fee or some sort of sponsorship requirement. Which while fine on its own has led to an increase of vanity art galleries and pay-to-win type award scams that prey on small business owners.
Some like the Consumer’s Choice Award have even been accused of holding the ability for winners to announce they’ve won the award behind a $2000 – $4000 paywall here and here.
These kinds of blogs, awards and events rarely offer the winners any tangible value for their time and effort, with the organizers benefitting a lot more than the participants.
And, similar to the buyer’s remorse clients experience when buying fake followers or artificially boosting their web traffic numbers, paid-for awards can tarnish a business’s reputation before they even get off the ground.
Before committing to anything, It’s always a good idea to look up reviews for organizations contacting you. If reviews aren’t readily available you can search ‘reddit [award]’ or ask other businesses and previous winners about their experiences with the organization.
This can be an essential step if you happen to have come across a scammer impersonating a legitimate organization. Or an organization that doesn’t have its winner’s best interest at heart. If, after all that, you’re still unsure, it’s a good fit. It’s always better to say no than risk diluting your brand with a cheap accolade.
Contrary to popular belief, cheating can give savvy customers the impression the awards weren’t won because a business was the best. But simply because they were willing and able to pay for the privilege.
In very special cases a companies’ annoying and comically bizarre ad campaign about awards they’ve “won” can draw so much hatred people create an entire Youtube channel just to make fun of them.
Which is why I’d strongly caution against cheating the system.
The Awards You Refuse or Accept Say a Lot About You
Back in 2019 a perfectly innocent Nando’s received a lot of negative attention via Twitter when Preston locals learned the restaurant had been voted “Restaurant of the Year” as part of the business districts Smile Better Awards Campaign.
Of course, it wasn’t really the restaurants fault they’d been voted for. The organizers simply hadn’t considered the optics of judging well know national chains alongside lesser known local businesses when conducting the event.
But the whole thing left a bad taste in residents mouths.
As brands become more visible, they tend to receive more offers and opportunities. But it also comes with added complexity. Which is why part of branding suddenly means saying no to offers that might dilute your brand. Or conflict with your values.
Especially if you are, for example, accepting an award for sustainability when you have a long, controversial history of greenwashing. Hypothetically of course.
Forget About Winners And Losers
Many small business owners are afraid that not having a award makes you second place. And being second place somehow makes you the ‘first loser.’ But when it comes to small businesses, the reality is very different.
Ever seen the “We’re Number Two. But We Try Harder” Campaign from Avis motors? One of the advantages of being a small business, is that people already understand you can’t necessarily compete in the same way that the big guys do. But they trust that the service will be better. Because it has to be.
So, if it’s a legitimate contest and you think you might have a shot there really isn’t anything to lose. If you win a shiny new plaque, it will just reinforce the trust your customers already have in you. And if you don’t they’ll know you’re still the best hole in the wall shawrma joint in the entire town.
According to research, simply completing an application can help clarify your messaging and build confidence in invaluable ways. Even if you don’t win. And that’s what matters.
How to Find Local and Community Based Awards
Research into customer loyalty and engagement consistently shows that recognition from peers and local communities (e.g. Best of Local awards) are far more valuable for businesses that rely on local traffic.
These awards tend to carry more weight when tied directly to a community you serve. And, they are generally, run by, judged by and directly benefit the local community. Sometimes encouraging locals to visit each nominee and vote for their favorite.
Which can add a rare, fun opportunity to interact directly with customers. And create a sense of pride and ownership around your business as not only a service but a fixture.
They also tend to have the cheapest entry or sponsorship requirements. While providing simple, easy to understand benefits to participants. And, these small efforts to get your brand recognized for their efforts can steamroll into bigger opportunities.
Where to Look
✅ Local Business Directories
✅ Community Newsletters
✅ Regional Newspapers
✅ When in doubt ask your customers!
Looking to grow your business without the hefty price tag? Explore more affordable ways to boost your small business’s visibility here.
How to Find Industry and Innovation Based Awards
Gaining local media coverage can have a far more tangible effect than winning a prestigious Creative or Design award. And the same thing can be said for industry and innovation based awards.
Often my clients may come in asking about how they can boost certain types of vanity metrics. But after a deeper conversation. I find a decent amount of them really want to be seen as industry leaders in excellence. Or promote a strong, passionate commitment to innovative practices as part of their work culture.
This is exactly where entering industry award competitions is the most impactful. Often industry awards speak to a certain level of excellence, quality or professionalism. Which can be very meaningful in a commercial or B2B industry where high standards are an essential operating component.
Small businesses often discount their own progress when comparing themselves to multinationals. And may not try for awards they are fully capable of winning. But, if you have dedicated significant time to creating a more sustainable process, cutting edge technology for your sector or unusual marketing tactics these things may stand out more than you’d think.
Especially in commercial, blue collar industries known for being very traditional like pest control.
Where to Look
✅ Association Newsletters
✅ National Publications
✅ Trade Publications
✅ Competitor Websites and Marketing Materials
✅ Provincial Bodies (for community-based organizations like Alberta Agricultural Societies)
How to Find Niche or "Gag" Based Awards
While prestigious, outside of my industry, the general public probably isn’t even aware design awards exist. Which is just proof an award doesn’t have to be big or fancy to draw the right crowd if it’s targeted correctly.
Some, like the “winners” of the Cochrane outhouse race may not receive a special trophy. But the willingness to participate in a fun or silly competition is a major opportunity to humanize your business. While showing potential customers that you aren’t “too cool” to have a good time.
If your staff really enjoy running or baking why not try entering a charity run or a gingerbread house baking competition? Likewise, if your business caters to a unique crowd like a movie store that imports foreign films you may be able to find an award or ‘best of list’ catered to this specific audience.
And as an added bonus, employee involvement and enthusiasm not only creates an environment where you’re more likely to succeed in competitons–it also creates internal motivators for your team to grow in the long term.
Where to Look
✅ Charity Events
✅ Community Fundraisers
✅ Niche Specific Blogs
✅ Local Micro-influencers
And Lastly, A Few Red Flags to Look Out For
❌ Sponsors are from unrelated industries or include businesses with questionable ethics.
❌ The event has a history of controversy or poor management.
❌ Additional hidden fees are discovered later in the process.
❌ Past competitions have faced complaints about disorganization, favouritism, or low turnout.
❌ Participants have expressed dissatisfaction with the event.
❌ The competition targets an audience outside your field or focuses on values that conflict with your brand identity.
❌ The organization offers no clear explanation of what benefits or type of exposure you’ll receive
❌ The organizers cannot provide clear judging criteria or details about the panel of judges
❌ It’s unclear how the funds from sponsorships are being used.
❌ Winners consistently come from the highest-paying sponsors
❌ The competition has little to no media coverage or audience engagement
The Bottom Line
Don’t be discouraged when it comes to entering a competition just because you’re a small business. A strong commitment to innovation or excellence can help you enter—and even win—industry-leading awards with the right approach.
As long as you don’t lose sight of yourself in the process.
If there’s one thing I want you to take away from all this. Awards should compliment your existing values, goals, team. and business efforts. Not drive them. While it’s easy to fall into the trap of overspending in the hopes of winning a fancy design or “best of” award *you don’t need to.* Because awards are just a nice compliment to the great work you’re already doing.
Customers remember the experiences they had with your brand. And, if it was positive, that word-of-mouth can snowball overtime into opportunities that lead to this kind of recognition organically. Which feels far more meaningful than cheating to get there.
So, keep your head up. And always remember that the cornerstone of sustainable, long-term business strategies is customer experience first. Accolades second.
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