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Judges are looking for either one specific marketing activity of which the business is really proud and that has really worked, or a look at the whole marketing programme. This offers an opportunity for businesses, attractions and organisations to gain recognition for their efforts in adopting a proactive approach to marketing – be that through print, online, outdoor, press activity or a mix of all these.
Judges will be looking to see that businesses have:
- researched and thought through the various marketing platforms that they are using
- can evidence that a significant impact has been achieved from their marketing campaign or activity, be it through footfall, profile or profitability
- ensured that their marketing activities are communicated internally and adopted within the business
- can evidence that their marketing activities fit strategically within the overall company business plan and within its brand values