Ed Daly, Director Market Management and Pete Davis, Manager, Market Management, in our Cisco Services US Field Marketing Team recently encountered a marketing dilemma -- a dilemma I’m sure most marketers can relate to. Fresh from winning a couple of prestigious awards, Pete and Ed wanted to tell the world, but were told by PR that awards are something that are not exactly “press release worthy”. As we all do, when we’ve experienced rejection, Ed and Pete did a bit of soul searching on the need for marketers to promote awards. The result is this tongue-in-cheek post. Hope you enjoy it as much as I did. Oh -- by-the-way, that’s Pete in the photo with the awards in question.
“We don’t do press releases for awards.” “No one cares about awards except marketing people.” “We don’t have enough budget.” Have you ever heard this from the PR team when you’ve won an industry award that you’re really proud of? You want to shout from the nearest rooftop how cool it is, but you keep getting told no. You’re not alone. The Cisco Services marketing team won two IT Services Marketing Association (ITSMA) for the Accelerate services training and Smart Care partner enablement programs..
The Smart Care program won the 2010 Gold Award for Marketing Excellence in the category of Developing and Launching New Offerings. The Accelerate Services Training program won the 2010 Diamond Award for Marketing Excellence in the category of Enabling Sales. This is the first time that Cisco has scooped both a Diamond (first place) and Gold (second place) Award and only the second ever time that we have won a Diamond Award.
When we approached the PR team to publicize the win externally, we were given the standard answer, a double whammy in this instance “We don’t do press releases for awards, and no one but marketing cares about awards anyway”. So we decided to do some soul searching to understand why we feel so compelled to boast about having won these awards…and why no one else seemed to get it.
And here’s what we came up with.
Top 10 Reasons Why Marketing People Like to Promote Awards They Win:
10. Standing in the middle of the office shouting “look at me, look at me” wasn’t going down very well.
9. You know, fake it till you make it.
8. Sales is where the rubber meets the road, but marketing is where the rubber meets the sky.
7. We are looking for attention because we can’t sing or dance.
5. Ed wanted something to hang on the blank wall in his office.
4. The PR budget was cut; we had to get creative to get visibility.
3. To get more Twitter followers than Ashton Kutcher.
2. We like to show off…so sue us.
The number one reason why marketing people like to promote awards they win:
1. Our team works hard, and we’re really proud!
So the next time you’re told no by the PR team, put your marketing minds together…and write a convincing blog post that not only promotes your award but shows the value of that to your customers.