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Research |
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Is the desire to win awards commercial sanity or nothing more than vanity? Well, we've always plumped for the former, and whenever we hear someone say those wonderful words "well it must be good it's won an award" our belief becomes that little bit stronger. The trouble is, we are a little biased and let's be honest, not everyone likes awards as much as we do. So, in October 2008 us curious folk at Boost commissioned Shape-the-Future to conduction a major research exercise to see the extent to which awards influenced buying decisions. Our belief was confirmed when the survey demonstrated that of the 400 senior business people who took part, 81% admitted to being influenced by awards when buying products and services for their business (see pi chart). This was then reinforced by 76% also agreeing with the statement “awards are important for generating business or improving the value of a brand”. There is a challenge though: the survey clearly showed that on balance the number of awards being entered was on the increase, so the competition is getting more intense for these wonderfully cost effective assets that influence such a large proportion of buying decisions. For an executive summary and the ability to buy the full survey for £95, please click here. |
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Articles |
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Every now and then Boost are asked to offer a few words on the subject of awards. Here are some examples:
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(c) 2008 Boost Marketing |
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