Episode 174: How to Win at Awards with Stephanie Brown

Join Debbie Gilbert from The Business Awards Show to find out How to Win at Awards with Stephanie Brown. Stef is an expert awards consultant with an impressive 88% success rate across 500+ award entries.

She shares her unique journey from professional dancer in Montreal to becoming a sought-after awards specialist in the UK. After working in creative agencies for 15 years, she discovered her talent for crafting winning award entries that combine creative storytelling with analytical thinking.

Key insights from this episode:

• Why award strategy matters more than simply entering awards; align entries with your business objectives (business development, recruitment, or investment readiness)
• The importance of context in award entries - big numbers mean nothing without proper framing and comparison
• How to identify when you're not "award ready" and why waiting can save money and credibility
• Red flags to avoid in pay-to-play awards: mandatory expensive winner packages, charging judges to participate, unclear judging criteria, forcing attendance, and public voting systems
• Why you should announce being shortlisted, not just winning - it's valuable PR at every stage
• The dreaded "oh sh*t moment" - why last-minute entries rarely succeed and how to create an awards schedule instead

Stephanie emphasizes that winning isn't the end goal - it's about creating valuable content you can leverage across your marketing channels. Furthermore, with her marketing background, she helps clients maximize their award investment beyond just winning a trophy.

Whether you're considering entering awards or want to improve your success rate, this episode provides invaluable guidance on navigating the awards landscape ethically and strategically.

About Stephanie

Stephanie became an independent awards and case study consultant in 2009, after 15 years as an in-house marketer at various creative agencies. She works with clients to define their awards strategy, identify what to enter, and to write copy/provide advice for winning entries. She has over 500 entries under her belt and an 88% shortlist success rate. Stef also helps to review entries written by her clients.

What has she learned over the years? Everyone loves to win awards. It’s bright and shiny recognition you can feel good about. But entering (and winning) awards should be more than that. People decide they need to enter awards, they don’t actually think about why they should do so. That’s where they can go wrong – and potentially waste a lot of time and money. It’s all about defining the exact reasons why to enter awards, how they support business/brand objectives, and what you hope to achieve if and when you win them.  

Prior to her marketing and awards career, she was a professional dancer, choreographer and lighting designer. Originally from Canada, she's lived in the UK since 1992. Outside of work, her passions include dancing Argentine Tango and cultivating exotic orchid genera.

 

{1:30} Stef's journey into award-writing.

{7:23} Applying strategy to entering awards.

{8:58} Identifying the right awards and collating information that will increase  your chances of                     winning.

{12:18} How to manage clients who aren't award ready.

{13:59} Unethical award programmes.

{14:44} How to spot the red flags of poor awards.

{17:41} Justifying entry fees but why judges should not be paying for the privilege.

{20:54} Charging extortionate fees for winning is not right!

{22:51} Publicising being a finalist, not just a winner.

{25:05} The problem with awards based on public votes.

{26:36} Stef's key awards tips.

{29:29} Deadline extensions are wrong!

 

Connect with Debbie at: https://thebusinessawardsshow.co.uk

                                        https://bestsmeawards.co.uk/

Connect with Stephanie:  https://www.linkedin.com/in/stefbrown/