dma awards unplugged slides 24 july
TRANSCRIPT
DMAAwards 2013
Find out more at www.dmaawards.org.uk
Entries open:
04.07.13
Entry deadline:
06.09.13#dmaawards
Headline sponsors
Category sponsors and partners
Agenda
About this workshop
The DMA’s 2013
The basics
Break-out sessions
Q&A
Close
About this workshop
It’s interactive
What’s different for 2013?
Stephen Poliakoff
What’s different for 2013?
Category changes
DMA Big Difference Award
The basics
Entry deadline:6 SeptemberEarlybird: 1 August
The basics
Sign off
The basics
Work that ran until 31st July 2013
The basics
Anonymity
The basics
Online entry process
Behind the scenes
The DMAs 2013Which category?
If it’s worth entering . . .
• Is the piece or campaign exemplary?
• Will it make a great case study?
• If so, it’s almost certainly worth entering in more than one category
Category selectionSector
Channel(s)
Craft e.g.:WritingDesign
StrategyTechnology
Only one sector entry per piece
Multiple entries permitted in relevant channels, especially digital
Multiple entries permitted in relevant crafts
Special e.g.:Integration
LaunchCreative solution
Multiple entries permitted where relevant
Business sectorsOnly enter a piece or a campaign once in this section•1 Automotive
– Car sales, retention, motoring services, accessories. Automotive financial services should be in finance category.
•2 Travel and holidays– Business and consumer travel services,
e.g. individual hotels, hotel chains, railways, ferries, cruise lines and travel companies.
Categories
• 3 IT/Telecomms– Hardware, software, IT training. NOT web
sites. Telecoms campaigns should promote the industry itself e.g. fixed lines, mobiles, broadband. Sales or leads.
• 4 Retail– Online or offline shopping, catalogues
• 5 Financial Services and Utilities– Consumer or business to business, inc
banking, savings, loans, pensions, insurance
Categories
• 6 Pharmaceutical– For campaigns promoting OTC products, healthcare
or pharmaceutical products.
• 7 Public Sector– Not For Profit, public organisations and charities
• 8 Charity– For campaigns raising funds and support for
charities.
• 9 FMCG– Direct marketing used to promote FMCG to
consumers
Categories
• 10 Business to business– Only if not covered by any other category.
• 11 Business to consumer– Only if not covered by any other category.
Digital
If you’ve already made a Sector entry, you can enter again here, where relevant, multiple times
•12 Best use of e-mail– A single e-mail, a campaign or programme.
NOT eCRM (separate category)
•13 Best use of eCRM– A digital customer relationship programme.
•14 Best digital destination– Excludes main brand and corporate
websites, but CAN include micro-sites linked to the main site.
Digital
– 15 Best use of mobile technology• Best use of mobile devices and/or
mobile portals in a direct marketing campaign. E.g. mobile application, proximity-based campaign, mobile video, mobile TV ad.
Digital
• 16 Best use of search, natural and paid– Search optimisation and search marketing
to generate direct response. Organic search could include optimisation, link-building, content seeding (terms, phrases). Illegitimate or unethical search practices will be inadmissible. PPC entries could include creative bid management, creative integration with organic search
Digital
• 17 Best use of social media for brand building– Excludes offline word of mouth– Obviously include brand metrics
• 18 Best use of social media for customer acquisition– Excludes offline word of mouth– Include ROI metrics
Responsive communicationsIf you’ve already made a Sector entry, you can enter again here
•19 Best online display advertising– For best use of online display ad formats to
generate response. B2B or B2C.
•20 Best use of film and/or audio– Consumer or business. Primarily for response, or
part of a wider campaign?
•21 Best print advertising including inserts– Selling off the page, generating enquiries via print
ads, loose or bound inserts, wraps, mailing inserts.
Channels
• 22 Best use of door drops– Best unaddressed direct marketing
campaign delivered to residential households, Newshare, Solus, Royal Mail.
• 23 Best use of direct mail– Campaigns of any volume posted to
a UK address.– A single mailing or a campaign
Craft awardsIf you’ve already made a Sector and Channel entry, where relevant you can enter again here multiple times
•24 Best writing in any medium– Excellence in copywriting for direct marketing
– 60% creativity 20% strategy 20% results
•25 Best design or art direction– Excellence in design and art direction for
direct marketing, judged primarily on creativity
– 60% creativity 20% strategy 20% results
Craft awards
• 26 Best data strategy– Best use of data, analytics, targeting, proving
the value of a direct marketing campaign, judged primarily on strategy and results
– 40% results 40% strategy
• 27 Best use of data in a digital campaign– Accessing a new digital data set– Use of digital insights– 40% results 40% strategy
Craft awards
• 28 Best media strategy– Best use of media strategy, insight, analytics,
or planning in creating, targeting and proving the value of a direct marketing campaign, judged primarily on strategy and results
– 40% strategy 40% results
• 29 Best brand building campaign– Best use of direct marketing to build brand
awareness, perceptions and attitudes amongst prospects and customers in the long term
Craft awards
• 30 Best customer acquisition campaign– An outstanding acquisition campaign, using
direct marketing
• 31 Best use of technology– Business or consumer, products or
services, overall should demonstrate excellence in the use of any new technology – offline or online – delivering a direct marketing message
Craft awards
• 32 Best customer journey– In a direct marketing campaign– Insights into key moments of truth for
the consumer, how the campaign exploited them
– How the entire journey brings to life the creative idea
– Examples of online and offline touchpoints
Special awards
Designed to award whole campaigns, you may enter work from other categories here again
•33 Best use of experiential– In a direct marketing campaign, at POS or in the
field.
•34 Best integrated campaign– A direct marketing campaign using more than one
medium (any combination of TV, press, radio, mail, digital)
•35 Best launch campaign– Direct marketing played a pivotal role in the launch
strategy of a new product
Special awards
• 36 Best creative solution or innovation– Excellence in creative thinking to
solve a particular challenge in a direct marketing campaign, judged on the strength of the creative idea or innovation, with results to support.
Special awards
• 37 Best loyalty programme or campaign– Direct marketing to build on-going
relationships, build loyalty, and customer retention
DATA | DIGITAL | BRAND
DMA Awards Unplugged
DATA | DIGITAL | BRAND
The importance of results
• In nearly all categories, results make up 1/3 of the scoring criteria
• In the data categories, higher emphasis on results• Yet:
• An entry can be marked-down or ignored, if the results are not presented correctly OR not at all
Often hurriedOften hurried Difficult to interpret
Difficult to interpret
Different ways to show resultsDifferent ways to show results
DATA | DIGITAL | BRAND
Confidentiality
• All judges have signed confidentiality agreements not to disclose any details or results
• Your clients have signed-off the entry
DATA | DIGITAL | BRAND
Be clear
• In the main body of the entry, explain• How will you be measuring the campaign?• What behaviour you are trying to change?
• ROI• Value of sales• Uplift against a control• Number of new registrations• Cost/response, cost/click• Click through rate• % increase in retention
• Make sure that your results section is consistent with this
DATA | DIGITAL | BRAND
Don’t make us guess
• What is the definition of success?• ‘Target was to reduce CPR to £1.16,
achieved £0.95’• Ideally, we need to be able to benchmark
against previous activity• Avoid:
‘This campaign did better than expected’
‘This campaign did better than expected’
‘We achieved a 5% response rate, better than last year’
‘We achieved a 5% response rate, better than last year’
‘We doubled the number of enquiries’
‘We doubled the number of enquiries’
DATA | DIGITAL | BRAND
Real world numbers
• We are bound by confidentiality agreements• So, wherever you can:
• Use actual results, whether (£), response rates (%), ROI etc
• Try to avoid ratios
DATA | DIGITAL | BRAND
Questions
Ten top tips for a top notch entry
Objectives, meet results
11
Assume no knowledge
22
Nail your summary
33
Share your insights (and how
you got them)
44
CustomerCreativeChannel
55
Story telling
66
Make the whole form flow
77
Write, re-write and re-write again
88
Avoid jargon
99
Misuse of apostrophes and
other such misdemeanors
1010
Thank you for attending
Please visit www.dmaawards.org.uk for more information