By Patrick Avenell
Product of the Year's tagline is “Consumers vote, sales increase”. But before marketers can sit back and watch the bar on the GfK chart become a skyscraper they must first compete.
Entries are now open for the 2014 Product of the Year Awards. Unlike in previous years, where FMCG has been the clear focus, the organisers are now targeting growth through the appliance categories. While no specific sub-categories are available — such as Refrigeration, Air Conditioning, Microwaves — there is scope for all appliances to be included.
While it is free to enter the Awards, it is not free to win. Long listed products are required to pay $6,000 to progress to the Jury Stage and winners must pay a further $17,500. These amounts cover all licensing of the Product of the Year logo for use in promotional material and the actual awards night is to free to attend. There is a $500 discount on entries received before 5 July 2013.
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Here’s how Product of the Year describes the Jury Process:
“Once all products have been submitted, a Jury of distinguished industry professionals is invited to review the submitted products to ensure that the innovation criteria are met before they go on the consumer research.”
The organisers of the Awards have told Current.com.au that the most appealing part of the process for suppliers is the next stage: the public vote. In addition to selecting their favourite product from among the entries, consumers must also provide reasons and feedback, which is then packaged and sent to the suppliers as part of the fee.
“We partner with leading global research firm Nielsen to conduct the study – Australia’s biggest independent consumer survey on innovation. Nielsen administers the study and puts together a detailed research report highlighting your category and general information on shopping trends and innovation. As a finalist, win or lose, you receive this report in exchange for participation.”
Entries close on 2 August 2013. Once a supplier enters a product, it cannot back out of the process and will be liable for the Jury and Winners fees should the product progress that far.