In April, at the Asia Dive Expo in Singapore, Ceningan Divers was named Dive Operator of the Year at the BlueGreen360 Awards. The awards recognize sustainable marine tourism, and the judges came from conservation and sustainable tourism organisations. For a shop that has just passed its third anniversary, on a small island next to a slightly larger one, this recognition was significant.
Almost six months later, we can assess it from a marketing perspective. Our experience in marketing has shown that an award is not a business plan. This article therefore examines what an award does and does not do for a small business.
What does a business award actually do?
An award is primarily a trust signal. An independent party has assessed your business and confirmed that you are doing things well. For a guest comparing five dive shops on a phone, all showing blue-water photos and "friendly professional staff," it provides a reason to choose one over the others.
It also gives people a simple way to justify their choice. "We chose the one that won Dive Operator of the Year" is an easy statement to share with a travel companion, and it makes the decision feel less uncertain.
It also benefits the team. We return to this point below, because it is the most important one.
Why won't an award fill your bookings on its own?
This is where owners are often disappointed. A business wins an award and posts about it, and the likes come from people who already know it: friends, past guests, other operators, family. The booking calendar then looks much like the previous month's.
This is to be expected. The people who liked the post were not the ones deciding where to dive next month. A social media post celebrates; it does not sell.
An award helps at the moment someone is already choosing. It can tip a decision, but it does not create demand on its own. If your website is hard to find, if the booking process is cumbersome or if the reviews are mixed, an award logo will not resolve those issues.
Moreover, relying too heavily on an award can suggest that a business has little else to offer.
Where should an award appear on your website?
Most businesses publish the award on social media, and perhaps in a news post, after which it disappears from the feed within a week. We recommend placing it where people make decisions.
Why on the booking page?
This placement is often overlooked. The moment someone is about to pay is the moment they hesitate. A short line near the booking button, such as "Dive Operator of the Year, BlueGreen360 Awards 2018," provides discreet reassurance at that point. A large banner is not needed; a simple reminder that the customer is making a good choice is sufficient.
Why on the about page, with context?
The about page is where you can explain what the award recognized and who presented it. On our site, it appears on the Ceningan Divers about us page, alongside the story of the team and the conservation work. This is the appropriate context: the award is most meaningful next to the reasons behind it, namely operating without single-use plastic, the weekly beach cleanups, and joining Green Fins in January.
Which listings and profiles should mention it?
Your Google My Business description, your listings on booking platforms and review sites, and your email signature. These are the places where prospective customers evaluate your business.
Accuracy matters. Include the year. An award from this year will remain valid in five years, but presenting it as recent will not be. Customers notice, and it leads them to question the accuracy of other claims.
Why should the team receive the credit?
Owners receive awards, but staff earn them.
The guides giving thorough briefings at seven in the morning for the hundredth time, the boat crew, the front desk staff resolving whatever went wrong for a guest that day, and the people doing the beach cleanup when no one was watching. None of them are named on the certificate.
The first step after receiving an award is therefore to thank them, in person and in public. Any post about the award should focus on the team, with their photos if they agree. Guests respond better to this approach, because people choose to book with people.
It also helps retain good staff. In tourism, as in most small businesses, people stay where they feel their work is recognized. An award is a valuable opportunity to show them that it is.
What do we recommend to any small business that wins an award?
Awards now exist in almost every field: local business awards, tourism prizes, chamber of commerce recognitions and industry categories. Their value varies. If you win one judged by a credible panel, use it effectively.
- Place it on the page where people make their decision, not only on Facebook.
- State what it recognized, who presented it, and the year.
- Credit the people who did the work.
- Do not let it replace the fundamentals: a site people can find, clear prices, easy booking and good reviews.
The last point deserves particular emphasis. If your site makes it difficult to book or call, address that first. Effective small business websites place the booking or contact step prominently, and every other element, including awards, supports it. An award complements a solid foundation; it does not replace it.
This award is a source of pride. The greater accomplishment will be a team that continues the same work, to the same standard, when no certificates are being presented.