Is winning awards worth the hype?

We’re at that time of year again where award winners are being named, and everyone who’s snagged an award is sharing about their success. I can’t help but get a little disheartened.

Now, that’s not because their wins aren’t worthy, or because good work isn’t out there… It’s because they’re all talking about the award within the echo chamber of our industry.

I saw a post the other week that described the awards as “important work” and it rubbed me the wrong way. It took me a moment or two to unpack the reason why, and then it hit me. All this clapping each other on the back and saying “Well done!” is usually done so by your peers. Of course the awards are important, but the opportunity to share the value of the award is gone in a flash.

Here’s my gripe with awards: (Before you come to the conclusion that I don’t like them, please read on.)

Awards are great for getting recognition and making your way in the world of design. I do not disagree with this for a second. HOWEVER, so many people say to me that they use awards as a way to market their practice. 

They are missing the opportunity entirely

With any form of marketing that’s outside your own brand – such as awards, publicity, podcast interviews, or speaking events – it’s more about what you do BEFORE and AFTER said opportunity that will build your profile and position your practice to the right audience. 

For example: most practices I know who win an award will post an, “I’m humbled to receive this award…” piece to their social media feed. Maybe even send out an email newsletter. But, very few will speak about the award in the context of the value of their design. It is quite rare to hear them talk about why it is an exemplary piece of good design and how it impacts the end user or our communities at large. 

(One of our dear friends, Rebecca Caldwell of Maytree Studios, recently wrote a powerful article on why “they’re not award-winning architects” and why they’re “okay with that.” Read it here.) 

Further on from Maytree’s recent article, you have to decide if awards are indeed a worthy marketing venture for your practice. And if you believe it is, then you are doing yourself a disservice by only talking about the award itself in isolation. 

If you receive an award, what you must consider is:

• What will I do next? 

• What are the opportunities to promote it?

• Why should people in my target audience care?

• How will I communicate the design value in the project?

• How has the project impacted the end user or the community?

• What story can I tell about the project that speaks to the ‘why’ and ‘how’ of its value? 

Here’s what you need to know

It is quite rare for a client to choose to work with you based solely on an award you’ve won. More often than not, it’s the cherry on top that gets you over the line. However, there is a reason you have won the award, and it’s up to you to communicate the value of good design. Only then will the world outside of the industry begin to understand the value of what you and your colleagues do. 

The award is simply the first step. The next is to maximise the win with targeted marketing efforts that connect with your audience and answer these questions.

👉 Need a little help with your marketing? Whether you just won an award or looking to streamline your strategy, we’re here to help. Let’s have a chat and create a plan of action.