After receiving an influx of emails advising her that she had either won, been nominated for, or qualified for an award, local celebrant Isabel Lockhart used due diligence and, upon checking, confirmed that every single one was a fake, not entirely a surprise.
In an increasingly competitive market, genuine business awards can provide a powerful means to enhance credibility and differentiate oneself from the crowd. However, as the number of accolades grows, so too does the need for business owners to discern between prestigious, well-regarded honours and so-called “vanity awards”. These awards, often described as "pay to play", can be little more than a costly marketing exercise.
For small business owners, an award should be a meaningful validation of their work, not a financial drain. Isabel stressed the importance of knowing the difference, advising that while some awards are genuine, others can feel less like an honour and more like a transaction.
Types of awards
Awards generally fall into two broad categories:
- Legitimate, Prestigious Awards: These are typically given out by well-established industry bodies, reputable professional organisations, or respected media outlets. The key characteristic is a rigorous and transparent judging process.
- Vanity Awards: These are often created by marketing or publishing companies. Their primary function is to generate revenue, not to recognise excellence. They prey on a business's desire for recognition.
How to spot a vanity award
To help members of the Chamber of Commerce avoid a costly mistake, here are some key indicators that an award may not be as prestigious as it seems:
- Fee Structure: While some legitimate awards have a small entry fee to cover administrative costs, a major red flag is a significant fee to accept or receive the award itself. You may be required to pay for the physical trophy, a place in a "winner's guide," or to attend a mandatory gala dinner.
- The Nomination Process: Be wary if you receive a surprise email congratulating you on a "win" for an award you never applied for. Legitimate awards almost always have a clear, formal application or nomination process.
- Lack of Transparency: A reputable award will have a clear, published list of judges, detailing their credentials and impartiality. Vanity awards often have vague judging criteria and a lack of transparency around who is on the panel.
- Vote-Based Recognition: Isabel highlighted a particularly common issue: being advised you have won an award based on the highest number of votes from the public. While public support is valuable, these types of awards can be easily influenced by a business's social media following or by incentivising votes, rather than truly reflecting the quality of their work. A genuine award should be judged on merit, not popularity.
- Too Many Winners: If an award programme seems to give an accolade to every single nominee, or has an excessive number of sub-categories to ensure everyone gets a prize, its value is significantly diminished.
- The Name: Be cautious of awards with overly grandiose titles, such as "Global Excellence" or "World's Best," particularly if you've never heard of the organisation before.
In short, a genuine award is something that is earned, not bought. It's a testament to a business's quality, customer service, and dedication, and it should evoke a sense of pride. By being cautious and doing your research, you can ensure that any recognition you receive is truly meaningful.