This Awards Masterclass looks at why industry award nominations (and hopefully wins!) should be intergrated into your business, especially tourism businesses, as part of your business strategy. It also takes a practical look at what should go in applications and how the quality of content and your messages should be carefully scripted to create the right first impression and leave judges feeling a sense of 'wow'!
Take control of your SAP testing with UiPath Test Suite
Awards Masterclass presentation 250612 df
1. Making the most of your
‘Excellence’ application…
David Friesner, Director of Tourism
LeicesterShire Promotions
March 2010
Hotel Maiyango, Leicester
3. Success
• Success breeds success!
• Everybody wins – you, your staff, your
business, your CUSTOMERS!
• It’s all about continuous improvement –
build it into your processes…
• Winning an Award is one of the biggest
MOTIVATORS there is!
25/06/12 David Friesner 3
4. First Impressions count
• Opening WOW first impressions in your
first sentences!
• Inspiring language - lively - positive leaving
judges FEELING YES! (no ‘so whats’)
• Tell YOUR story
• Make it easy for the judges – less is more
• FOCUS all of your application – what you
want to say, how you want to say it…
25/06/12 David Friesner 4
5. Website WOW
• How inspiring is yours?
• How does your website reinforce your
application?
• Judges will view your website
• Review and edit your website – make sure
it is complementary and covers ALL
aspects
25/06/12 David Friesner 5
6. People power
• You have a whole team behind you – use
them!
• Involve and engage your staff
• Encourage customers to provide feedback
• Remember - collect, collate, present
• Quality and Excellence are everything! -
they make a difference in business, too!
• Awards are what you should do 24/7, 365
25/06/12 David Friesner 6
7. Process
• Link Q to A, reference everything.
• Don’t waffle – link what you say and lead judges
• Would ‘Joe Public’ understand?
• Don’t keep it a secret – tell your whole story!
• You have a whole team behind you – use them!
• Involve and engage your staff
• Encourage customers to provide feedback
• Remember - collect, collate, present
25/06/12 David Friesner 7
8. Answer the question!
• WHY should you be celebrated as No.1?
• WHAT makes you unique?
• WHAT makes you distinctive?
• WHAT is your USP?
25/06/12 David Friesner 8
9. Storytime
• Retailer – pork pie shop – NOT JUST ANY pork
pie and shop
• Application for Outstanding Customer Excellence
• Reached national finals in London; invited to
Royal Opera House and WON!
• The business never looked back
• http://www.telegraph.co.uk/travel/destinations/eur
ope/uk/724095/UK-And-the-winner-is...-a-pork-
pie.html
25/06/12 David Friesner 9
10. Storytime 2
• ‘…preaching the yeoman virtues of his favourite
foodstuff’
• Cheese and pie ‘the synergy of Melton Mowbray’
• Each visitor buys a pie and spreads the gospel
• No two pies the same. That’s all part of the
charisma of pies’
• ‘Charisma and pork pie’ SH makes them sound
habitual semantic neighbours
• ‘This shop epitomises what retailing should be
about today, and that is theatre’ (podium)
25/06/12 David Friesner 10
11. Trade Secrets
• Emulate others – do it better!
• Few ideas are NEW ideas
• Learn from the best – past finalists and
winners
• Compare and view competitor / previous
finalist / winner websites
25/06/12 David Friesner 11
12. And finally
• We CAN do it!
• YOU can do it!
• YES, WE CAN!
• THANK YOU!
25/06/12 David Friesner 12