A question came into NYSAE headquarters recently re: awards promotion. Here is the question and the recommendations we shared.

Q. Our awards program is not doing well. We have fewer entries in today than we had last year at this time. Since there’s a dollar amount attached to each entry, we’re very worried about the budget. Can you please share any tips with us that we may not have thought about to increase the amount of entries and revenue?

A. Here are a few tactics to consider:

• Special promotions targeted to those who have already submitted this year. Thank them for their submission and offer them a special discount if they enter additional entries at $x each. Consider 50% savings (loyalty rate).
• Check entry contacts against the last 2-3 years. Contact those who have entered before and not now. Let them know you notice, we’ve missed them and offer an incentive to return. Contact the honorees from the last 2-3 years and do the same – you’ve won before, please submit again, and provide an incentive.
• Make a few 1:1 calls. Make sure that the technology is not a barrier and you’re communicating the full value of the program. Once the awards program is finished, be sure to evaluate the process via a survey and include a space to input suggestions for improvement.
• or next year, if you’re not instituting already, consider multiple early bird deadlines for submissions.

You don’t want to learn at the 11th hour that you haven’t come close to budget and the number of entries dropped. Good luck!

Readers are solely responsible for how the info, content or material in Ask the Expert is interpreted and how it’s applied. NYSAE shall not be liable for any indirect, special, incidental or consequential damages arising out of action, use of or reliance on any content or materials contained in Ask the Expert. The reader releases NYSAE and its directors, officers, members and authors from and against any and all such liability.