How to attract high-quality awards entrants without a huge marketing budget

The calibre of your awards entrants can affect how your awards program is perceived. High-quality entrants signal to the public that your awards program has a high standard and garners respect. Great entrants lead to stronger winners, nurturing high benchmarks of excellence, attracting more sponsors and driving overall program growth over time.

This means it’s imperative to market your program well to attract outstanding entrants.

Attracting exceptional award entrants doesn’t have to be expensive. If you’re operating with a limited marketing budget, don’t fret! Here are some tips to attract elite applicants to your awards program.

1. Target the right audience

Attracting high-quality entrants to your awards program requires going narrow and deep rather than broad and shallow. Focusing on a defined, relevant audience can help you find potential entrants who are genuinely eligible and aligned with your award’s purpose.

It’s important to have an ideal entrant profile. Begin by determining who should qualify for the award. It’s helpful to identify where they spend their time online and offline, and concentrate your marketing efforts on such areas.

This will ensure that your applicant pool is comprised of the right entrants.

2. Use free and low-cost media channels creatively

Media channels can function as cost-effective ways to market your awards program. A marketing website for the awards program is a great starting point. There, you can outline the details and benefits of the awards program.

Consider demonstrating thought leadership through SEO-optimised blog posts. Publish relevant articles on your website and other high-authority sites to provide target reach without high costs.

Getting active on social media is essential. You can share engaging posts and visual content to build a strong presence. By initiating and contributing to relevant conversations, tagging past participants and using a memorable hashtag, you can get the attention of quality entrants.

3. Leverage past entrants, winners and participants

Past winners, entrants and participants, such as judges, can function as the perfect ambassadors, lending credibility and expanding your program’s reach. Past winners and entrants often belong to the audience you’re trying to attract. Sharing their experience on different platforms can influence their peers to enter the program.

Similarly, when past reputable judges and other participants speak highly of your program, it emphasises its prestige.

4. Enlist the support of your network

Partners, sponsors and community members in your network can help with the marketing heavy lifting. Consider collaborating with organisations that have access to your target audience. This could include professional associations, trade groups or academic institutions.

Such bodies already have established communities in the form of social media followers and newsletter subscribers that you can tap into. They may also share your mission, so promoting your awards program may align with their overarching goals.

They can support your awards program marketing by sharing your call for applications across different channels. If they have an event, they can feature you as a presenter or co-host. This can create a valuable opportunity to announce your award program and generate visibility.

5. Make the application simple and participation worthwhile

First impressions matter. Quality entrants want a seamless entrant experience. Likewise, they want to know what they stand to gain from the awards program.

To make the program attractive right off the bat, leverage awards management software to ensure smooth entry.

Award Force has notable features for easy entry, such as:

• Accessible entry forms
• Secure registration
• Save-and-resume functionality
• Mobile-friendly interface
• Multi-language support
• Application preview
• Robust media compatibility

It’s also important to highlight the benefits of participation, including any prizes, exposure and/or networking opportunities.

6. Highlight the program through social proof

Social proof can be a low-cost, yet powerful promotional tool for your awards program. Its ability to attract award entrants lies in its authenticity. It weaves a strong narrative around your awards program, reassuring potential entrants of its legitimacy.

Social proof, or testimonials from past participants, can attract ambitious entrants through the fear of missing out (FOMO) by piquing their interest in the program.

To market your awards program with social proof:

• Share the testimonials of past winners and participants
• Feature progress reports of past winners, detailing how the awards powered personal and professional breakthroughs
• Repost stories from your community across your social channels
• Mention the number of entries and audience size in marketing materials to signal its growing popularity

Attracting the best and the brightest to your awards program doesn’t require a hefty marketing budget. Use the tips above and see how you can ignite the interest of distinguished entrants.