Strategic Marketing. Tip 1
The most successful firms understand that their marketing mix must incorporate both online and offline processes. And all that can be very expensive. By entering national or regional ‘excellence’ competitions, firms may receive ‘free’ publicity in the form of editorial – much the best way of advertising. I say ‘free’ because of course such competitions are not without cost – usually entry fees are payable: however the resulting ‘column inches’ written about the firm’s entry more than compensates for this initial outlay. Another cost to consider is the cost of time it takes to complete the competition submission – the forms can be lengthy and intrusive.

Entries are usually short listed and the finalists are invited to make a presentation if front of a panel of judges. It is usual for the judges to have signed a non-disclosure before seeing the competition submission.