Promoting your photographic awards entries
Putting together a photographic entry for hairdressing awards is a huge investment, not just financially but also of time and emotions. So it goes without saying that you'll want to get maximum mileage from your investment.
An award-winning collection will give you all the satisfaction and return for your investment that you could hope for but even if you don't win or get shortlisted for the award you can still use your entry to generate positive PR.
Sharleen Hunter, founder of Unleashed Potential, a consultancy specialising in marketing and PR for the hair industry gives her top tips for making the most of your photographic awards entries - from international competitions to in-salon challenges - whatever the outcome.
- If you become a finalist
Becoming a finalist in any competition is an amazing yet very time sensitive accomplishment. Don't wait until the winner has been announced to promote yourself. Start implementing marketing initiatives before the big night to increase exposure. Display your finalist status on your website, any new marketing material and even in your shop window straight away. Start researching the feasibility of amending new price lists and corporate stationery now, so they can be updated immediately after the awards with either a line naming you as a finalist or a winner. This will ensure clients, suppliers, potential staff and passers-by know about your achievement. - Communicate your news to existing clients
Whether you choose to communicate via a newsletter or an announcement poster at reception, tell your clients their salon has been selected as one of the best in the country. They'll be eager to tell their friends how great you are, which means more business for you. - Implement a PR campaign
Build on the PR support you'll receive from the awards' organisers, by using your newsworthy status to seek out other opportunities. Could you provide hair tips for your local paper? Hire a PR to start a profile-boosting campaign, or study and contact the press yourself, while awards interest is at it's peak. - Plan for all eventualities
Nobody likes to think about losing, especially when you've come so close, but it's important to plan for every eventuality. While winning is the ultimate goal, if you don't make it through, all is not lost. Look at your entry objectively and assess it with fresh eyes. If you were entering the same category again, is there anything you would do differently? Don't let it defeat you. Use this experience to evaluate and enhance your business so you can come back with an even better entry next year. - Get your collection out there
If you truly feel your images are worthy of showcasing, contact the appropriate hair consumer or trade magazines to gain feedback, or ask a PR to do this for you. Display your photos in frames around the salon and, if you have the appropriate rights, place them on your website and marketing materials so everyone can see the fruits of your labour. - Plan for next year, now
Few salons strike gold with their initial attempt; so if you haven't become a finalist the first time, don't give up. Start planning next year's entry now. Look again at the criteria and begin gathering evidence and ideas, while the knowledge of why you may have missed out is fresh in your mind. You'll have lots of information and inspiration to draw from, which will make for a stronger application and could well mean success for you next time.
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