Steve Loe, Managing Director of the event management company Precedent Productions, has been helping small businesses shine for over 30 years.
Using his experience in strategy, marketing, and event production, Steve founded the Australian Small Business Champion Awards in 1999 to celebrate the nation’s entrepreneurial spirit. This initiative now spotlights around 1,000 small businesses from around Australia every year. He also introduced the Local Business Award brand where 25 programs are presented involving 15,000 business registrants annually. He was also the mind behind the Australian Child Care Week which has significantly impacted the sector.
Want to learn more? You can listen to our chat with Steve Loe on YouTube, Spotify, Listen Notes, or Player FM. It’s also available anywhere you listen to your favourite podcasts via Buzzsprout.
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Authored by Steve Loe, Managing Director of Precedent Productions.
The Local Business Awards are celebrating their 40th anniversary this year. What started as a small program to recognise the hard work of the community has now become a prestigious event celebrated by businesses in multiple cities. This growth is closely tied to my own journey and the stories of many small business owners who work hard every day without much formal recognition.
Today, the Local Business Awards run about 30 programs each year, and we’re planning to expand into Victoria and Queensland These awards have not only lasted but have flourished. Here’s what small business owners can learn from the Local Business Awards and its winners right there in your communities.
Celebrating hard work and dedication
I grew up in a small business, so I know first-hand the dedication and hard work it takes to run one. My parents owned a corner store that sold groceries, fruits, vegetables, and more. From a young age, my siblings and I had chores like filling fridges and helping customers, while my parents worked tirelessly from early morning until late at night, seven days a week. Despite all their efforts, there was no formal recognition for the sacrifices they made. This experience inspired me to start the Local Business Awards, a program to ensure small businesses get the acknowledgment they deserve.
Over the years, I’ve seen how much these awards mean to the recipients. Whether it’s a restaurant, a fashion store, or any other small business, the joy and pride of winning are unmatched. Many winners tell me how much it means to be recognised for their hard work. For some, it’s the first time in decades that they’ve received such acknowledgment. It’s not just a plaque or a certificate to them. It’s a validation of the effort, passion, and dedication that small business owners put into their work every day.
Every year, new businesses join the awards, keeping it fresh and exciting. Many make it an annual celebration for their staff and families, whether they win or not. It’s a night to step back from the daily grind and appreciate the journey. For small business owners, nominating their business for a Local Business Award is a way to celebrate their perseverance and achievements.
Using awards for business growth and visibility
Winning a Local Business Award can be a game-changer for small businesses. It is an excellent opportunity for marketing and promotion. In today’s digital age, it’s easier than ever to use any award like this to boost visibility and attract new customers.
One of my favourite success stories is of a fish and chip shop that won an award. They used it for marketing by taking out an ad that said they had the “greatest fish and chips in the universe” and displayed their award in the shop. This clever move brought in a lot more customers, turning a good shop into a local favourite. They are still thriving today, nearly 20 years after their first win.
Another inspiring story is that of Gina Field, who runs Nepean Regional Security in Penrith. After winning several Local Business Awards, she used her recognition to win government contracts, significantly growing her business. Today, she runs a multimillion-dollar company providing security services to major clients, including government agencies.
These stories show how powerful awards can be for business growth. An award acts as a stamp of quality and trust. You can use it in marketing materials, on social media, on local radio, and in newspapers. When you display that Local Business Award logo, with its gold circle and red background, you’re telling your customers, “We are recognised as the best, come see why.” It can open doors to new opportunities, partnerships, and increased customer loyalty.
Awards can also boost team morale. Celebrating the win with your team, recognising their contribution, and making them feel valued can enhance team spirit and motivation. It’s a reminder that their hard work is appreciated and contributes to the business’s success.
A catalyst to business evaluation
The Local Business Awards are also a way for businesses to evaluate and improve their operations. When businesses nominate themselves, they have to take a close look at all the essential parts of running a successful business. This process helps businesses understand their strengths and areas where they can improve.
The criteria for an outstanding business cover many aspects, like marketing strategies, how staff are hired and trained, environmental initiatives, future plans, and past achievements. The evaluation looks at both what customers see and the internal management practices.
One unique part of our judging process that I’m particularly proud of is using anonymous shoppers. These shoppers judge businesses just like real customers. Alongside this, we have businesses fill out a detailed questionnaire about their management and operations. In short, we assess how your business is in the real world and on paper. We make sure both the customer experience and the behind-the-scenes management are thoroughly evaluated.
Through this process, businesses gain valuable insights into their strengths and areas for improvement. The self-assessment questionnaire helps business owners find gaps and opportunities for growth. For example, we often see that businesses with strong management practices also do well in customer service. This shows how important it is to have a balanced approach to business management, where good internal practices lead to great customer experiences.
So it’s not just about winning. It’s about using the nomination process as a tool for improving your business. Many businesses have told me that the self-assessment required for the awards has been crucial in refining their operations and improving customer satisfaction.
Staying relevant in a changing world
The business landscape is constantly evolving, and so are the Local Business Awards. When the program started 40 years ago, most of the entries were from retail businesses, making up 90% of the participants. Today, the balance has shifted, with service industries now making up about 75% of the entries. This reflects the broader changes in the economy. We’ve expanded the categories to include professional services, digital marketing, transport logistics, and more.
One significant change we’ve seen recently, which isn’t as welcomed as much, is the impact of digital technologies and AI on business applications. AI can make entries very generic, so much so that you can’t even tell what the business does. This year, we’ve seen an explosion of AI-generated entries, which isn’t a good thing. Yes, more people are entering, but the judges need to figure out who the better business is when many answers sound the same across a number of categories.
Nothing comes from the heart anymore, and local businesses should always be run from the heart. It’s important to stay genuine and put in the effort to highlight what truly makes your business unique. Businesses that do so often end up as winners.
Another trend is the growing recognition of trade services, a sector often overlooked. Last year, we launched a separate award program for trades, acknowledging the crucial role they play in our communities. The response was overwhelming, with many businesses eager to participate and celebrate their contributions.
To stay relevant, we constantly adapt the categories and criteria to reflect current market trends and business practices. Like the businesses we judge, we want to remain meaningful and valuable to the audience. It’s a lesson for business owners in itself – always be open to changing with the times.
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Nominating your business for a Local Business Award is a fantastic chance to get recognised, reevaluate your business, and gain new marketing opportunities. I’ve dedicated my life to celebrating small businesses and have seen how these awards can transform them. They acknowledge hard work, encourage improvement, and create new opportunities.
It’s about celebrating your journey and learning from the process. Whether you win or not, the benefits are significant, making it a great opportunity for any small business looking to grow and succeed.
