Dma awards unplugged 2012
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Dma awards unplugged 2012 Presentation Transcript

  • 1. DMA Awards Unplugged
  • 2. Agenda• About this workshop• The DMAs 2012• The basics• Behind the scenes• Break-out groups• Q&A• Close• Surgery
  • 3. Sponsors
  • 4. About this workshop It’s interactive
  • 5. What’s different for 2012? Wayne Hemingway
  • 6. What’s different for 2012?New categories
  • 7. What’s different for 2012?Some categories are scored differently
  • 8. What’s different for 2012? Campaigns from outside UK
  • 9. The basics 7th SeptemberEarly-bird – Friday 24th August
  • 10. The basics Sign-off
  • 11. The basics Work that ran until 31st July 2012
  • 12. The basics Anonymity
  • 13. The basics Samples
  • 14. Behind the scenes
  • 15. Break-out groupsPlease refer to the hand for groups and timings. You will see all four speakers in rotation How best to present your creative – Main room How best to present your strategy – Main room How best to present your results – Downstairs (B2) Categories overview: Which to enter and why Downstairs (B1)
  • 16. Ten top tips for a top notch entry
  • 17. 1Objectives, meet results
  • 18. 2Assume noknowledge
  • 19. 3Nail yoursummary
  • 20. 4 Share yourinsights (and how you got them)
  • 21. 5CustomerCreativeChannel
  • 22. 6Story telling
  • 23. 7Make the whole form flow
  • 24. 8Write, re-write and re-write again
  • 25. 9Avoid jargon
  • 26. 10 Misuse ofapostrophes and other such misdemeanors
  • 27. DMA Awards Unplugged Results
  • 28. 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: Difficult to Different ways to Often hurried interpret show results• An entry can be marked-down or ignored, if the results are not presented correctly OR not at all
  • 29. Confidentiality• All judges have signed confidentiality agreements not to disclose any details or results• Your clients have signed-off the entry
  • 30. 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
  • 31. 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: ‘We achieved a 5% response rate, better than last year’ ‘This campaign did better than expected’ ‘We doubled the number of enquiries’
  • 32. Real world numbers• We are bound by confidentiality agreements• So, wherever you can: – Use actual results, whether (£), response rates (%) etc – Try to avoid ratios
  • 33. Questions
  • 34. Q&APlease put your questions to ourspeakers!
  • 35. Thank your for attendingPlease visit www.dmaawards.org.uk/for more information