Combined guide dma echo awards india 2013

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DMA ECHO Awards India …

DMA ECHO Awards India
PFA the Comprehensive Guide to filling up the form for your reference and how to make the payment. Entry submissions are simple and online. Enter here To get your passcode to enter call Mitalee at the DMAi Secretariat

Participation at DMA International ECHO Awards
As you are aware, All entries are now eligible for the Round 1 of the DMA International ECHO Awards without payment of further fee. To avail this benefit please fill up the independent DMA International ECHO form present here. Entry Deadline for ECHO Awards: June 3rd, 2013 Once you have filled this in you will need to inform us of your filled in entry details. PFA the ECHO kit for your reference as a part of the Comprehensive Guide.

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  • 1. Quick Start Guide - Online Entry FormDMA ECHO India Awards 2013For queries please contact Mitalee Telang - (O) +91 22 2437 3742 (M) +919819749188 or email secretary@direct-marketing-association-india.orgCall to get a passcode. This is to ensure that priorknown / paid entries are treated with priority.You may get past the screen by entering sometext in case you are unable to get through to us.But in that case, you will still need to get thepasscode & use the edit option for updating toensure that your entry gets judged.Welcome Screen
  • 2. Quick Start Guide - Online Entry FormDMA ECHO India Awards 2013For queries please contact Mitalee Telang - (O) +91 22 2437 3742 (M) +919819749188 or email secretary@direct-marketing-association-india.orgChoose as appropriate.Select this BoxAwards Entry Form - Screen 1
  • 3. Quick Start Guide - Online Entry FormDMA ECHO India Awards 2013For queries please contact Mitalee Telang - (O) +91 22 2437 3742 (M) +919819749188 or email secretary@direct-marketing-association-india.orgAwards Entry Form - Screen 2
  • 4. Quick Start Guide - Online Entry FormDMA ECHO India Awards 2013For queries please contact Mitalee Telang - (O) +91 22 2437 3742 (M) +919819749188 or email secretary@direct-marketing-association-india.orgAwards Entry Form - Screen 3
  • 5. Quick Start Guide - Online Entry FormDMA ECHO India Awards 2013For queries please contact Mitalee Telang - (O) +91 22 2437 3742 (M) +919819749188 or email secretary@direct-marketing-association-india.orgAwards Entry Form - Screen 4
  • 6. Quick Start Guide - Online Entry FormDMA ECHO India Awards 2013For queries please contact Mitalee Telang - (O) +91 22 2437 3742 (M) +919819749188 or email secretary@direct-marketing-association-india.orgAwards Entry Form - Screen 5!
  • 7. Quick Start Guide - Online Entry FormDMA ECHO India Awards 2013For queries please contact Mitalee Telang - (O) +91 22 2437 3742 (M) +919819749188 or email secretary@direct-marketing-association-india.orgAwards Entry Form - Screen 5 ( Cont’d)
  • 8. Quick Start Guide - Online Entry FormDMA ECHO India Awards 2013For queries please contact Mitalee Telang - (O) +91 22 2437 3742 (M) +919819749188 or email secretary@direct-marketing-association-india.orgAwards Entry Form - Screen 6
  • 9. Quick Start Guide - Online Entry FormDMA ECHO India Awards 2013For queries please contact Mitalee Telang - (O) +91 22 2437 3742 (M) +919819749188 or email secretary@direct-marketing-association-india.orgAwards Entry Form - Screen 7
  • 10. Quick Start Guide - Online Entry FormDMA ECHO India Awards 2013For queries please contact Mitalee Telang - (O) +91 22 2437 3742 (M) +919819749188 or email secretary@direct-marketing-association-india.orgAwards Entry Form - Screen 8
  • 11. Quick Start Guide - Online Entry FormDMA ECHO India Awards 2013For queries please contact Mitalee Telang - (O) +91 22 2437 3742 (M) +919819749188 or email secretary@direct-marketing-association-india.orgAwards Entry Form - Screen 9
  • 12. 12013 Direct Marketing Association (DMA)International ECHO™ Awards CompetitionCelebrating Great Work That Works Great!The Direct Marketing Association International ECHO Awardsis presented by the ECHO Board of Governors the governing body of the ECHO Awards Program.ECHO AwardsECHO is the premier response marketing award competition. ECHO celebrates great workthat works great and honors the worlds best response marketing campaigns — campaignsthat have raised the bar in terms of strategy, creativity and results. Since ECHO looks at acampaign in its entirety, we are able to identify programs that have the power to changebusiness. Which is why no other awards competition is so important.The Power to Change BusinessECHO winning campaigns have the power to change business. The Formula is Simple – 30%strategy, 30% creative, 30% results, and 10% Mojo – that extra something that takes acampaign from competent to special. Only the ECHO number measures the complete storyof business impact. From your first “a ha” down to the judges hunch, it all adds up tobusiness impact that last far beyond any campaign run date.Tell the ECHO judges your campaign story. Write your entry like a short story, but keep it simple,clear, and concise. While ECHO judges are highly experienced marketing professionals, theyreview several campaigns in a single judging session, so keep it interesting and readable. To seecampaigns which really worked, go to the ECHO website (www.dma echo.org), and click onWinners Program. For additional insight and to see how the entry form was written, visit theonline ECHO Case Studies Library. The ECHO case studies library is a complete collection ofECHO Winners from the last several years of competition.Go to the ECHO website, www.dma echo.org and click on the case studies library icon.How Good is Your Work? 97 Good? Or More Like 89 Good? See if the ECHO Judgesagree with your number Enter now.2013 DMA INTERNATIONAL ECHO™ AWARDS ENTRY KIT
  • 13. 2TABLE OF CONTENTSDeadlines & Fees………………………………………………………………………………. Page 3Payment Criteria……………………………………………………………………………… Page 3Entry Requirements & Process………………………………………………………….. Pages 5 8Completing the Entry Form……………………………………………………………. Page 5 6Foreign Language Entries……………………………………………………………….. Page 6Video Clip of Your Entry (OPTIONAL)…………………….………………………… Page 6New for 2013………………………………………………………………………………… Page 7Where to Send Payments & Creative Samples………………………………….. Page 7 8Entry Rules & Criteria……………………………………………………………………….. Pages 9 10Eligibility………………………………………………………………………………………… Page 9Terms, Conditions & Publication of Winning Work…………………………. Page 9 10Categories of Entry (Business Category Explanations)…………………………… Pages 11Accepted Formats / Creative Work Advertising Media…………………………. Pages 13Submitting Your Creative ElementsHow Entries Are Judged……………………………………………………………………... Pages 16 17Entry Checklist………………………………………………………………………………….. Page 18 19Frequently Asked Questions ……………………………………………………………….. Pages 20 22How to Win an ECHO™ Tips………………………………………………………………….. Pages 23 25Enter by May 3 and Save $100!Click here to enter >> https://www.omnicontests4.com/?comp_id=1059
  • 14. 3DEADLINES & FEESDeadline Date Entry FeeEarly Bird Deadline May 3, 2013 $395 per entry a $100 savings!Entry Deadline June 3, 2013 $495 per entrySave on your entry fee! If you ENTER by May 3, 2013 and pay just $395 per entry!If you submit into more than one category, the second category will receive a $200 entry feediscount.The entry fee is determined by when you submit your entry for judging with full payment.Entries, payment and creative samples are to be submitted to the Direct Marketing AssociationECHO™ Award Competition office in New York.For wire transfer and mailed in checks, please allow an extra week to process. You may enteranytime between now and June 3, 2013. Entries, payment and creative samples are to besubmitted to the ECHO office in New York.In order to be processed and entered into the competition, all parts of the entry must be BOTHphysically and electronically submitted to ECHO. Once you submit an entry online, you cannotchange it without contacting the ECHO office. Please note that changes will not be made to anyentries after judging has started.All entries intended for judging must be paid in full and submitted prior to the entry deadline.This includes online payments, wire transfers, and checks mailed to the DMA.PAYMENT CRITERIAPayment may be made by Check, Credit Card (Visa, MasterCard, American Express, andDiscover) or Wire Transfer. Please complete the appropriate information on the entry form.Checks must be submitted in U.S. Dollars (drawn on a U.S. bank), payable to the 2013 DMAInternational ECHO Awards.All entries intended for judging must be paid in full and submitted prior to the entry deadline.This includes online payments, wire transfers, and checks mailed to the DMA. For wire transferand mailed in checks, please allow an extra week to process. Entry fees are non refundable.Wire transfer payments should be sent directly to our bank:Direct Marketing Association, Inc.Bank of America, N.A.208 Harristown RoadGlen Rock, NJ 07452USABank Account #: 381032720446Bank Routing #: 026 009 593Swift Code: BOFAUS3NBank Contact: Amy BrinkmanBank Contact Phone #: (201) 251 5742Bank Contact Fax #: (800) 491 0212If you have any questions, please contact our Finance Department at (212) 768 7277.
  • 15. 4All originating bank charges must be prepaid. Add $20 to cover intermediary bank processing fees. Makesure the amount being transferred is in U.S. Dollars and covers the full amount of the entry fee(s).Please write your entry number(s) on a photocopy of your bank wire transfer confirmation and mail to:Direct Marketing Association – International ECHO™ Awards(Attn. DMA Finance Department)1120 Avenue of the Americas, 13th Fl.New York, NY 10036or email it to jabreu@the dma.org.Enter by May 3 and Save $100!Click here to enter >> https://www.omnicontests4.com/?comp_id=1059
  • 16. 5ENTRY REQUIREMENTS & PROCESSPlease read entry rules and criteria before beginning the 2013 ECHO entry process.Direct response marketing campaigns produced, completed, and response results tabulatedfrom October 1, 2011 – March 31, 2013 will be eligible to enter into the ECHO awards.How Good Is Your Work? 97 Good? Or More Likely 89 Good? Only an ECHO number measuresgreatness in strategy, creative, and results. Even the judges’ gut feelings. It all adds up tobusiness impact, which lasts far beyond campaign run dates. The Formula is Simple – 30%strategy, 30% creative, 30% results, 10% Mojo – that extra something that takes a campaignfrom competent to special.Completing the Entry FormEntry Form – Work On/Maintain it OnlineEntries must be entered online using the online entry form. See Entry Criteria and AcceptedFormats/Creative Work Advertising Media for more information on labeling and mailing yourcreative samples.The electronic form cannot be altered or modified in any way. No other form or substitution willbe accepted. Please provide all required information. Failure to provide complete informationwill be subject to disqualification. An entry is considered submitted after clicking the “submit forjudging” button. An entry is considered received and processed by the ECHO Awards oncepayment is accepted and you receive your confirmation email.Complete and CompliantEntrants are required to answer all questions in the three main areas: Strategy, Creative andResults. Each question has subheadings indicating the kind of information that should beincluded. Please be as specific as possible. And please be concise — the better written yourentry, the more likely you are to win.We recommend that you write your entry like a short story, but keep it simple, clear, andconcise. While ECHO judges are highly experienced marketing professionals, they review severalcampaigns in a single judging session. We recommend that you consider the readability of eachentry and attempt to tightly edit your write ups, using short, succinct paragraphs whereverpossible.To protect the integrity of the judging, do not include the agency name except where asked onthe entry form. Any mention of the submitting agency in the body of the Entry Form is groundsfor disqualification. The only exception would be for agency self promotion campaigns. Also,please avoid any markings on samples that could identify the creative group or agency, such asaddresses, labels, credits in the code of digital entries, etc.Credits for Your EntryThe area to list companies and individuals who worked on your campaign is part of the entryform. You should list agency individuals as well as client individuals. Please be accurate – theyway you list it on the form is the way it will be presented in all written material. The creditinformation you list will be considered final. We do not allow removal of credits at time of winbecause our policy is to recognize those credited at the time of entry.
  • 17. 6Sample EntryTo see a sample entry for ideas, go to http://dma echo.org/call for entries/docs/call for entriessample form.pdf.Submit/Upload Proper Materials – Online and OfflinePlease submit one complete set of creative sample(s). Do not mount samples on boards. Allmounted materials will be disqualified. See Rules and Entry Criteria and AcceptedFormats/Creative Work Advertising Media for more detailed information.Physical samples (1) of all direct mail, print, catalogs, scripts/storyboards for broadcast,telemarketing scripts and other materials. You may upload samples in addition to sendingphysical samples.Digital: submit via upload, (50 MB maximum), or enter URL address in appropriate area on theentry form.DRTV/Video/Radio: submit samples via upload (50 MB maximum).Online Video Advertisements: submit via upload, (50 MB maximum), or enter URL address inappropriate area on the entry formSocial Media: submit via upload, (50 MB maximum), or enter URL address in appropriate area onthe entry formTranslations into English of all non English copy. (Please see Foreign Language Entries section).Payment (please see Payment Criteria).Do not place an insured value on the contents of your entry shipment. Send all materials viaPriority Mail or special courier (i.e., FedEx or UPS). Do not send via an airline or agent, as we areunable to collect from the airport or customs. Also, should you need to confirm delivery of yourentry package, please check with your courier for delivery confirmation.Please keep a copy of your entry application. Should your campaign entry advance to the Finals,you will be asked to resubmit your entry and creative components in July mounted in aportfolio that will become property of the DMA. Please note that the person submitting theentry form will be considered the entrant and will be advised of the competition results.Foreign Language EntriesAll foreign language copy must be translated into English. Clear translations must be providedfor all work not in English. Broadcast entries may be dubbed or subtitled in English or include acomplete written translation. Local idioms that may not be understood in the U.S. must beexplained. Entries not accompanied by translations and/or explanations will not be judged.For foreign language support, you may contact the ECHO International Ambassador, DenmarkJudging Chair, or Australian Judging Chair for further assistance. Go to http://dmaecho.org/welcome ambassadors.jsp for the list of ambassadors.Video Clip of Your Entry (OPTIONAL)Please submit a video showcasing of how you brought your idea to life. This video shouldsupport your entry which should summarize the challenge, strategy, objectives, execution, andoutcome of your entry. This clip will be viewed by the Judges during the judging sessions. If yourentry is a winner, the clip will also be used at the ECHO Gala, in the ECHO Gallery during theDMA Annual Conference, on the ECHO website, and for media and educational purposes. Pleaseindicate when you submit your submission if there are reasons, such as music licensing, thatmean your video showcase cannot be shown at or after the Gala.
  • 18. 7Your video showcase should be no longer than 3 minutes. The video should capture thestrategy, creative, implementation and results of the campaign. This explanatory clip must beconcise and should contain key visuals video, still images or any other relevant footage to bestexplain the campaign with a simple, clear commentary in English summarizing your entry.Please name this video clip as 2013 entry video showcase and upload on your entry form. Videospecifications:3 minute video to be provided in the widescreen (16:9) aspect ratio, at the minimum of853px x 480px.The format should be an .h264 Quicktime move. A larger HD720p or HD1080p file mayalso be provided.The size of the file allowed by the entry portal should be no larger than 50MB.You are not required to submit a video showcasing – this is “option only”. The video clip shouldnot be in place of any of the required creative work to be submitted with your entry.New for 2013!Enter Your Campaign in Multiple Business CategoriesThe ECHO Board has determined that beginning in 2013 a campaign may be entered intomultiple business categories. You just need to determine the business categories that mostaccurately describe the product or service of your entry. For a listing of categories, please seethe Categories of Entry section.Redesigned Entry FormThe ECHO entry form has been redesigned. It is now more concise, therefore making it easierand a faster entry process.Tips from Past ECHO WinnersThe DMA will offer two webinars with past ECHO™ winners giving tips on "How to Win anECHO™" that will be scheduled during the 2013 Call for Entries promotion, for those who wishto have assistance from past ECHO™ winners. If interested, email Jenny Abreu, CMP, MTA —DMA, Director of Awards & Recognition Programs and note "Webinar — How to Win anECHO™" in the subject line.Where to Send Payments, and Creative Sample(s)If you are in North America or Latin/South America, entries must be submitted and sent to:Jenny Abreu, CMP, MTADMA International ECHO™ Awards1120 Avenue of the Americas13th FloorNew York, NY 10036 6700Telephone: 212 790 1450/ 212 768 7277Email: jabreu@the dma.org
  • 19. 8If you are in Europe, the Middle East or Africa, entries must be submitted and sent to:Finn Overgaard, ECHO™ Chair of European JudgingRelationshusetGEKKORosenvaengets Alle 11 1. salDK 2100 Copenhagen, DenmarkTelephone: 45 31 10 00 95Email: finn@relationshusetgekko.dkIf you are in the Asia Pacific, Australia or New Zealand, entries must be submitted and sent to:Mike Chuter, ECHO™ Chair of Australian JudgingCubed Communications125 Ferrars StreetSouthbank VIC 3006AustraliaTelephone: 61 3 9696 8333Email: mikec@cubedcommunications.com.au
  • 20. 9ENTRY RULES & CRITERIAEligibilityProvide a clear, concise and logical response to each and every question that is applicable toyour campaign. All entries must use the official entry form. Please do not exceed the spacingavailable on this form or include any supplementary pages. Additional pages will be discardedupon receipt. Entries that exceed space restrictions and those submitted without resultsinformation will automatically be disqualified.We recommend that you write your entry like a short story, but keep it simple, clear, andconcise. While ECHO judges are highly experienced marketing professionals, they review severalcampaigns in a single judging session so kept it interesting and readable. (To see a sample, go tohttp://dma echo.org/callfor entries/docs/call for entries sample form.pdf).The ECHO Awards reserves the right to reassign entry categories that are deemed incorrectlyentered. Samples and DVDs cannot be returned. Please retain a copy of your creativesample(s) for your files.Campaigns must employ direct marketing and must have been produced, printed and/or airedand had response results tabulated between October 1, 2011 and March 31, 2013.You can enter the campaign/program into multiple categories in the competition. You can enterthe same campaign in multiple business categories. Please choose the business categories thatmost accurately describe the product or service. See Categories of Entry (Business CategoryExplanations) details.All entered work must be done in the normal course of business. Any advertiser, agency,client, consultant or producer may submit an entry, provided each qualifies within thedefinition of the category entered. All entries must be approved by advertiser/client forsubmission in the 2013 DMA International ECHO Awards Competition.Tips from Past ECHO WinnersThe DMA will offer two webinars with past ECHO™ winners giving tips on "How to Win anECHO™" that will be scheduled during the 2013 Call for Entries promotion, for those who wishto have assistance from past ECHO™ winners. If interested, email Jenny Abreu, CMP, MTA —DMA, Director of Awards & Recognition Programs and note "Webinar — How to Win anECHO™" in the subject line.Terms, Conditions, & Publication of Winning and Noteworthy WorkTerms & ConditionsThe DMA International ECHO Awards assumes all entries are original and the entrant eitherowns the work or has permission from the owners approved agent to enter the work, with allrights granted therein. The DMA International ECHO Awards shall not be liable for anytrademark or copyright infringement on the part of the entrant.All entrants will strictly observe the Entry Rules. Completion of form, signature, submitting theentry for judging, and receipt of entry form will imply full acceptance by each entrant. Noncompliance with any of the Entry Rules will result in automatic disqualification of the entry.
  • 21. 10Timely submission of an entry meeting the eligibility requirements and payment of the entryfee as stated herein ensures that an entrants work will be reviewed and considered forrecognition. No other representation or warranty is made by the ECHO Awards concerningentries, and all implied warranties are hereby expressly disclaimed.If an entry receives an award, the manner and details of announcing such nomination andaward is strictly within the discretion of the DMA International ECHO Awards. Entrantunderstands that all awards may not be presented to awardees or publicized in the samemanner and some may be presented in a ceremony and others may not at the discretion of theDMA.Any material submitted in the course of entering the awards becomes the property of the DMAand cannot be returned.PublicationSubmission of any entry acknowledges the right of the DMA International ECHO Awards to useit for exhibition, promotion and publication purposes in any medium.In addition to the above, winning cases will be on display in the ECHO Gallery during the DMAAnnual Conference in October, published in the ECHO Case Studies Library, ECHO website, ECHOAcademy Newsletter, and the Warc Ltd. (World Advertising Research Center) website.We respect that entries may have information that the clients wishes to keep confidential. Ifyou have these concerns, please contact Jenny Abreu at 202 861 2496.Please make sure to include the DMA ECHO™ Disclosure form with each entry submission. Fora sample of the disclosure form, click here.MiscellaneousIn the event of a win, any duties, fees and charges accrued from the transporting of the trophy,will be covered by the recipient.Enter by May 3 and Save $100!Click here to enter >> https://www.omnicontests4.com/?comp_id=1059
  • 22. 11CATEGORIES OF ENTRY – BUSINESS CATEGORY EXPLANATIONSThe 2013 ECHO Awards are categorized, judged and presented by 15 primary businesscategories. Note there are three new categories for 2013 as noted below.Determine the Primary Business Categories that Best Fit Your EntryThe creative elements of your campaign or program can be entered in multiple categories in thecompetition (at a discount of $200). Please choose the business categories that most accuratelydescribe the product or service. The ECHO Board reserves the right to reassign entries to propercategories as necessary.Choose from ONE of these 15 business categories:1. Automotive: Programs designed to generate automotive dealer traffic, promotebrand/model loyalty and/or market new or used vehicle sales or leasing, parts oraccessories. Includes programs developed by manufacturers and marketing organizations,fleet operators, leasing companies, dealer groups or individual dealerships.2. Business and Consumer Services: Programs to market non product offerings. Thisencompasses home and office maintenance and security, employee recruitment,postal/delivery services, government programs, professional services and educationalprograms, including student recruitment and enrollment.3. Communications/Utilities: Programs initiated by communications or utility companies, suchas telecommunications carriers, electric or gas power companies, satellite or cable TVfranchise operators or Internet and broadband service providers.4. New! Consumer Products: Programs to market merchandise or other items of common ordaily use, ordinarily bought by individuals or households for private consumption.5. New! Education: Programs to market educational products and services to consumers orbusinesses.6. Financial Products and Services: Programs to market banking, securities, investments,loans, real estate, credit cards or other financial products or services. Does not includeinsurance marketing, which is a separate category.7. Information Technologies: Programs to market computer hardware, software, accessories,services and/or upgrades, including educational programs sponsored by companies thatmarket IT products.8. Insurance: Programs that support the marketing of insurance products and services toconsumers or businesses. Includes agent support programs, health benefits/maintenanceplans and third party insurance offers.9. Not for Profit: Programs generated by a not for profit organization, such as charitablefoundations, cultural institutions, trade associations or political/advocacy groups. Includesfundraising, public health and safety, public service and social action educational programs.
  • 23. 1210. Pharmaceutical/Healthcare: Programs created by pharmaceutical companies, healthcareproviders such as hospitals and clinics, government run health initiatives and manufacturersof health related items to promote products and services that benefit the general health.11. Product Manufacturing and Distribution: Programs initiated by manufacturers or their nonretailing intermediaries This includes packaged goods offerings such as food/groceryproducts, beverages, personal care products (not pharmaceuticals or medications),industrial products and cleaning supplies. Does not include automotive, telecom, computerand technology manufacturers or distributors as other specific categories apply to thesebusiness segments.12. New! Professional Services: Programs created to generate new business, identify newopportunities, developing services that align with the changing needs of clients and buildingrelationships that ensure a flow of profitable engagements.13. Publishing/Entertainment: Programs to generate single sales or subscriptions for printed orelectronic publications like books, magazines, newsletters, e newsletters, podcasts,periodicals, subscription based research services or websites; drive ticket sales or traffic forfilms or theatrical events; promote sports teams or sporting events, encourage the viewingof television programming; promote electronic games and software; or stimulate lotteryparticipation.14. Retail and Direct Sales: Programs created by retail establishments or non retail direct orderEnterprises to generate traffic, inquiries, sales or loyalty, or to enhance employee relations.Includes businesses such as department stores, specialty shops, equipment dealers, autoparts stores (but not auto dealerships), restaurants, health clubs/spas/groomingestablishments, catalogers, mail order companies, continuity plans, membership programsand buying clubs. Includes online and TV shopping enterprises.15. Travel & Hospitality/Transportation: Programs to generate inquiries, sales or traffic formarketers of travel and transportation services, such as airlines, hotels, car rental firms,mass transit systems, tourism boards, cultural attractions, sports/entertainment venues andtimeshares/vacation properties. Includes retail and online travel agencies and services. Doesnot include programs from automobile manufacturers, dealers or fleet operatorsEnter by May 3 and Save $100! Click here to enter>>https://www.omnicontests4.com/?comp_id=1059
  • 24. 13ACCEPTED FORMATS / CREATIVE WORK ADVERTISING MEDIASubmitting Your Creative ElementsThe 2013 ECHO Awards are entered, categorized, judged and presented by Primary BusinessCategories. After you have selected the primary business category (See Business Categories),additionally please:1. Identify all appropriate Advertising Media used for your entry.2. Submit the proper samples with your entry.Note: To protect the integrity of the judging, creative samples must not have labels or markingsthat could identify the creative group or agency. Also, the agency name must not appear in thebody text of the entry application. Obviously, self promotion entries are an exception.Alternative & Insert Media: Non traditional media channels including package inserts,card packs, billboards, transit advertising, take ones, door hangers, kiosks, point of salematerials and all other forms of media not covered by other categories. Submit actualsamples. If actual samples cannot be submitted due to size or complexity, please sendone or more photographs (8 1/2" x11").Catalog: Promotional pieces that include specific product descriptions of multiple items,designed to generate retail traffic or non store orders. Includes printed and electronicformats. Submit an actual sample of printed catalog (including order form). For onlinecatalog, upload digital elements to accompany online entry form.Digital Content & Video: Includes vehicles used in the practice of digital contentmarketing such as blogs, online videos, e books, white papers, podcasts, webcasts andwebinars, blogs, web video series/webisodes and online presentations.All entries must be self running applications and must be submitted for review in anappropriate digital format via URL provided on entry form or uploaded as an attachmentto the online entry form. Please submit a list of any special applications needed to viewthe creative work, as well as any necessary user names/passwords. If the sites or webpages are no longer live, a self contained version of a site or sites with the ads should beprovided. For "static" executions, screen shots are acceptable. Please avoid agencyidentification as part of the URL. Video entries should be formatted for QuickTime orWindows Media Player.Direct Mail: All direct mail, either flat or dimensional, delivered to home or office byconventional postal services, courier or messenger. Submit one actual sample. If actualdimensional piece is not available, you may send one or more color photographs (8 1/2"x 11"). However, you must send an actual copy of the letter. Do not mount samples.Mock ups and electronic graphics are not acceptable.E Mail: E mail communications sent to personal computers. (mobile messaging is aseparate category). All entries must be self running applications and must be submittedfor review in an appropriate digital form via URL or uploaded as an attachment to the
  • 25. 14online entry form. For "static" executions (with no animation or video), screen shots areacceptable. Please submit a list of any special applications needed to view the creativework, as well as any necessary user names/passwords.Mobile: Permission based marketing communications specifically intended for deliveryto mobile phone, tablet or other mobile devices. Marketing messages can either bepush or pull, depending on the tactics and vehicles used. The tactics and vehiclesinclude: application development, mobile site development, content distribution(downloaded or streamed), mobile search, web browsing, GPS location services,MMS/SMS messaging, and mobile display advertising. Submit mobile messagingsamples electronically via URL or uploaded with online entry form, formatted for eitherQuickTime or Windows Media Player.Print Advertising: Space advertisements, including freestanding inserts (FSI) inpublications. Submit one actual sample of tear sheet or insert. Please mark clearlywhether it is a magazine or newspaper ad and give publication dates. Mounted samplesand electronic reproductions such as PDF files are not allowed.Search Marketing: Search engine optimization (SEO) and paid pay per click (PPC)advertising. All entries must be self running applications and must be submitted forreview in an appropriate digital form via URL provided on entry form or uploaded as anattachment to the online entry form.For PPC, explain how you used advanced techniques and tools to generate more traffic,improve conversion rates and/or increase return on investment. PPC can include postclick optimization (i.e., multivariate landing page testing, heat maps, web analytics, etc.).Submit screen captures or reproductions of PPC ads posted to a URL or as anattachment. Screen captures or reproductions should reflect both ads displayed onsearch engines, as well as messaging on landing pages.For SEO, explain how you assisted in increasing ranking and streamlining navigation ofwebsite(s) through site structure changes, link development, social media and otherstrategies. Please post relevant web page(s) or site from the ECHO™ entry time windowto a URL and submit associated results (screen captures of search rank,report/reproduction of link development strategy, web analytics data, etc.) as anattachment so that we may review your use of SEO. Please submit a list of any specialapplications needed to view the creative work, as well as any necessary usernames/passwords. For SEO, printouts of web site screen shots are not acceptable assource code can be important in evaluation. Also, please avoid agency identification aspart of the URL.Social Media: Participatory digital media channels that facilitate dialogue and usergenerated content from among a self selected audience. Includes publicly availablechannels such as Facebook, Twitter, LinkedIn, YouTube, Google+, Pinterest, etc. Doesnot include blogs or proprietary digital communities that reside on a marketers ownwebsite Does not include display advertising appearing on social networks.
  • 26. 15Submit a self running application of social media activity as experienced by the targetaudience at the time of the campaign in digital format via URL or uploaded as anattachment to the online entry form. Please include any necessary user names andpasswords. For "static" executions, screen shots are acceptable. Please avoid agencyidentification as part of the URL.Telemarketing: Outbound Calls — Telephone sales programs. Submit an MS Word orPDF file of the call guide (script) including objection responses, telephone FAQs, etc. Ifavailable, a call recording can be electronically uploaded with the entry from. InboundCalls — Lead or sales program. Submit source(s) of calls. Also submit a MS Word or PDFfile of the call guide (script) including objection responses, telephone FAQs, etc. Ifavailable, a call recording can be electronically uploaded with the entry from.TV/ Radio: Broadcast advertisements in both spot and program length format. Submitsamples electronically (upload with online entry form or post to a proprietary URL)formatted for either QuickTime or Windows Media Player. Identify PC or MACcompatibility. All entries must be submitted without agency identification. A hard copyof the script or storyboard must also be supplied and should accompany a hard copy ofthe Entry Form. Note: Electronic files uploaded to the ECHO™ entry portal should be nolarger than 50MB.Web Display Advertising: Web ads and online paid advertising other than e mail andsearch (which are separate categories). All entries must be self running applications andmust be submitted for review in an appropriate digital format via URL provided on entryform or uploaded as an attachment to the online entry form. Please submit a list of anyspecial applications needed to view the creative work, as well as any necessary usernames/passwords. If the sites or web pages are no longer live, a self contained versionof a site or sites with the ads should be provided. For "static" executions, screen shotsare acceptable. Please avoid agency identification as part of the URL.Websites/Landing Pages: Websites, landing pages, microsites and other forms of webdevelopment. This is content that is not paid web advertising. All entries must be selfrunning applications and must be submitted for review in an appropriate digital formatvia URL provided on entry form or uploaded as an attachment to the online entry form.Please submit a list of any special applications needed to view the creative work, as wellas any necessary user names/passwords. If the sites or web pages are no longer live, aself contained version of the sites or pages should be provided. For "static" executions,screen shots are acceptable. Please avoid agency identification as part of the URL.Enter by May 3 and Save $100!Click here to enter >> https://www.omnicontests4.com/?comp_id=1059
  • 27. 16HOW ENTRIES ARE JUDGEDThe Direct Marketing Association International ECHO™ Awards represent the oldest andmost prestigious honor in response based marketing. Supported by the DMA, the ECHO™ isthe only international award where judges rigorously assess entries based on strategy,creative and results. The focus is on balanced judging assessment, combining top notch,experienced judges and outstanding entries year in and out, has played a major role in theECHO™ Awards representing the best that direct and digital marketing have to offer.ECHO™ entries are judged by fifteen separate categories representing business segments.Categorizing entries by business segment enables entries to be evaluated by judging panelswho are experts and leaders in their peer groups in the relevant business category. Thisleads to a more intelligent and insightful evaluation of entries.Only an ECHO number measures greatness in strategy, creative, and results. From your first“a ha” down to the judges hunch, it all adds up to business impact that last far beyond anycampaign run dates.The Formula is Simple:30% strategy, 30% creative, 30% results + 10% Mojo – that extra something that takes acampaign from competent to specialEntry CategoriesECHO entries are judged by business category. There are twelve separate categoriesrepresenting business segments. Categorizing entries by business segment enables entries to beevaluated by judging panels of direct and interactive marketing professionals with actualexperience in the relevant business category. This leads to a more intelligent and insightfulevaluation of entries.How Work is ReviewedAll International ECHO Award winners go through three rounds of judging.Round 1 is a screening round. Through a combination of individual reviews andcollaborative discussion, judging panels determine which entries represent an effectivebalance of strategy, creative execution and results; and which move on to the next round.In Round 2, all surviving entries are then scored numerically with regard to strategy,creative execution and results. After scores are totaled and re checked, the top entriesadvance to the third and final round.Gold, Silver and Bronze Winners are ChosenIn Round 3, the shortlisted entries are evaluated individually by a minimum of three judges,all of whom are senior level, most experienced response marketers. All earlier scores arewiped out, so finalist entries start out on equal footing. As in Round 2, entries are scorednumerically with regard to strategy, creative execution and results. An entry needs to reacha certain minimum score to quality for a Gold, Silver or Bronze ECHO. Therefore, it ispossible for some categories to have multiple winners at each level, while other categories
  • 28. 17might have a single Bronze winner, or no winners at all. All scoring is done anonymouslyand confidentially.ECHO JudgesThe ECHO Judges are an elite group of senior level professionals with years of responsemarketing experience as well as specific industry experience. All judges are real practioners –marketers, agencies, advertisers, or solution providers. Judges are required to submit anapplication, which is reviewed by the Judging Committee. The committee verifies qualificationsand expertise. After they are verified as experts and leaders in their peer groups, they areassigned categories of their expertise. Judges also may be nominated by the ECHO Board ofGovernors, ECHO Ambassadors, and fellow ECHO judges. The Judging Committee will thenreview and verify qualifications and expertise. ECHO judges are fair, impartial, and committed tokeeping the ECHOs the most meaningful Response Marketing Award. They may not vote for anyentry which they have a conflict of interest or any professional or personal affiliation. TheJudging Committee monitors the work of each judge for fairness and accuracy. New judges areeligible to judge in round one only.Screening (round 1) and Semi Final (round 2) judges have 3+ years of response basedmarketing experience and are experienced in all relevant response marketing strategiesincluding traffic, demand generation, conversation, conversion, retention/loyalty, advocacy,and enhancing customer value.Final Round Judges have 15+ years of response marketing experience, experienced in allrelevant direct marketing strategies in at least one industry, with 7+ years in industry.ECHO Judging and Rules CommitteeChair:• Angella Hubbert — Director of Print Production, Russ ReidMembers:• Jenny Abreu — Director of Award Programs & Recognition, Direct Marketing Association• Eamon Boyle — Managing Director, Data Intelligence, Havas Discovery• Carolyn Goodman — President, Creative Director, Goodman Marketing Partners, Inc.• Ethan Harlow — Client Support Services, OMNI Solutions Group, Inc.• JP LaFors — Chief Operating Officer, Free Agents Marketing• Matt Leonard — General Manager, Bergen Aesthetics• Lori Savage — Managing Editor, Deliver Magazine, United States Postal ServiceEnter by May 3 and Save $100!Click here to enter >> https://www.omnicontests4.com/?comp_id=1059
  • 29. 18ENTRY CHECKLISTBefore submitting your online entry form for the 2013 Direct Marketing AssociationInternational ECHO™ Awards competition, please be sure that you have completed all stepsbelow:• Step 1 — Complete the "Entrant Form” tab• Step 2 — Complete the “Add Entry” tabStep 3 — Complete the “Entry” tabList the advertiser/client and agency information on form.Step 4 — Review “NEW! For 2013”Step 5 — Complete the “Entry Information” tabStep 6 — Complete the “Strategy”Step 7— Complete the “Creativity & Results” tabStep 8 — Provide the “Campaign Elements” tabComplete the "Media Channel" section. Please indicate all elements you aresubmitting for judging via upload or mail. You may also submit a proprietary websitefeaturing elements of your campaign. This should match the media details on yourwritten entry form.If sending elements to one of the ECHO™ offices, check the box next to the channeland then the number of elements you are sending to the ECHO™ office.If uploading elements with the entry form, check the box next to the channel andthen the number of elements uploaded with the entry form.• Step 9 — Complete the “File Uploads” tabUploaded all Campaign Elements and entry files, including your 3 minute (optional)video showcase.The size of the files allowed by the entry portal is noted below.Video: The video showcase file should be 70 MB or smaller. Allowed video filetypes include: WMV, MOV, MP4, AVI, M4V, and SWF.Document: The program structure file should be 25 MB or smaller. Alloweddocument file types include: DOC, DOCX, XLS, XLSX, PPT, and PDF.Images: Each image should be 10 MB or smaller. Allowed types include JPG,JPEG, and PNG.•Step 10 — Complete the “Credits” tabList the team members who were responsible for the campaign.
  • 30. 19• Step 11 — Complete the “Submit” tabReview, accept and submit the ECHO™ Entry Disclosure and Authorization form.Provide payment information for your entry via the approved payment methods.Officially submit your entry by clicking on the "submit for judging" button.All entries intended for judging must be paid in full and submitted prior to the entry deadline.This includes online payments, wire transfers, and checks mailed to the DMA. For wire transferand mailed in checks, please allow an extra week to process.Please remember that the person who completes the submitter page, will be considered theentrant and will be the contract for the entry. All communications will be sent to this individual.Enter by May 3 and Save $100!Click here to enter >> https://www.omnicontests4.com/?comp_id=1059
  • 31. 20FREQUENTLY ASKED QUESTIONS1. Is the Direct Marketing International ECHO™ Award based on results alone?No, although strong results are extremely important. Because ECHO™ is one of the fewawards in digital and interactive marketing to consider results in the judging, many thinkof it as the “results award.” But to win an ECHO™ requires much more: brilliant strategy,breakthrough creative and phenomenal results. All three matter in the real world, so allthree are considered here. We judge these criteria individually and as a whole todetermine the best of the best.2. Must I use the official Entry Form?Absolutely. Filling out the Entry Form is the ONLY way to enter the ECHO™ Awards. Justfollow these easy steps: Complete the form, process your payment, submit for judging,and mail appropriate creative samples before the May 3rd deadline. You can submit bythe extended deadline date of June 3rd, however, there is an extended deadline fee.IMPORTANT: Once youve submitted your entry, you cant change it.3. What do I do if Im not sure what business category to enter?Start by reading the "Categories of Entry" page. The general rule is to match your entryto the category(s) that best defines your industry, product or service. If youre still notsure, email your questions to echo@the dma.org. Or call 202.861.2496. You can alsoemail the ECHO™ Ambassador in your region.4. Can I enter the same creative work into the competition more than once?Yes. Judging is done by business category, and entries are to be submitted into thecategory(s) that best fits your industry, product or service. If you believe that yourcampaign fits more than one category, you may enter it in as many categories asappropriate. If you submit and enter into more than one category, you will receive a$200 discount on the second category only. You can submit a creative element morethan once. If you enter a campaign/program in which you used more than oneadvertising medium to promote the product or service (i.e., email, DRTV and onlinedisplay), you can either submit the entry as a multi media campaign, or submit separateentries for each medium used.5. Is my campaign still eligible if my target audience was very small?Of course. It doesnt matter how big the audience. Your entry will be judged on itsoverall merit in being on strategy, employing innovative creativity and achieving yourobjectives, regardless of audience size. Indicate your target audience where promptedon the entry form, and be sure to provide as much additional information as you can todemonstrate the uniqueness of your work.
  • 32. 216. Do I have a chance entering a low budget campaign that isnt sexy yet produced dynamicresults?Sure. Every entry has a chance at an ECHO™. It all depends on the successful executionof the total package: brilliant strategy, breakthrough creative and phenomenal results.Whats more, creativity is judged for the originality, effectiveness and professionalism ofthe copy and graphics. Not the price tag.7. Do bigger agencies have an unfair advantage?Absolutely not. The agency name is not revealed on the entry, so ECHO™ judges dontknow the size or identity of the applicant. Judges are looking for great creative andstellar results, regardless of whether it’s from freelancers, consultants or large agencies.8. What will happen if my entry is chosen for an ECHO™ Award?In August, you will receive your invitation to participate in the 2013 ECHO™ AwardsCeremony and Gala. The black tie optional ceremony will be held during The DMA2013Annual Conference and Exhibition in Chicago, Illinois on Tuesday, October 15th. Gold,Silver, Bronze and Special Award winners will receive two trophies each. Additionaltrophies can be purchased at a reasonable cost. In many cases, ECHO™ winners getinvited to speak at DMA conferences and have their entries featured in tradepublications. In addition, winning cases will be on display at the ECHO™ Gallery duringthe DMA2013 Annual Conference and Exhibition in Chicago, published in the ECHO™Case Studies Library, ECHO™ website, and the Warc Ltd. (World Advertising ResearchCenter) website.We respect that entries may have information that your client wishes to keepconfidential. If you have these concerns, please contact Jenny Abreu at 212.861.2496.Please note that the individual who completed the submitter form for your entry will bethe contact for communications, as well as distribution of trophies, plaques, etc. If thiscontact changes between the time you submitted your entry and August, you mustcontact the ECHO™ Department. Otherwise, all communications (including winningtrophies, plaques, etc.), will be sent to the original entrant submitter.9. How are ECHOs™ judged?To win, your entry must pass three rounds of rigorous judging:1. In Round 1 (screening), marketing professionals with at least seven years ofexperience, including three or more years in the category you have entered,judge your campaign based on strategy, creativity and results.2. In Round 2 (the semi finals), three or more industry professionals scrutinize yourentry, and your score determines if your entry moves on to the finals (Round 3).
  • 33. 223. If your entry makes it to Round 3 (finals), you will need to re submit it in aportfolio format. Your entry will be reviewed by an elite panel of judges, eachwith fifteen years of direct and digital marketing experience. Their evaluationwill determine who wins an ECHO™. Scores must exceed a certain minimumbenchmark for each level of award (Bronze, Silver and Gold). If no entries meetthe standard, then an ECHO™ is simply not awarded.10. Whats the deadline for entering?The deadline is May 3, 2013. The extended deadline is June 3, 2013, which requires anadditional extended deadline fee of $100 per entry. Enter by May 3 and save $100 off ofyour entry fee. If you submit into more than one category you save $200 on the secondcategory only. So dont delay! Enter to save!11. What is the entry fee?1. Early Bird Deadline: May 3rd— Entry fee $395 per entry — a $100 savings!2. Entry Deadline: June 3, 2013 — Entry fee $495 per entry.12. Do you have to be a member of DMA to enter the competition?No, you dont. The competition is open to anyone who feels theyre good enough to win.DMA member or not, make sure you submit your best work, because our judges aretough.Enter by May 3 and Save $100!Click here to enter >> https://www.omnicontests4.com/?comp_id=1059
  • 34. 23HOW TO WIN AN ECHO TIPSThe Direct Marketing Association International ECHO™ Awards competition recognizes "thewhole package": marketing strategy and tactics, creative execution and results. To win anECHO™, you must prove you have a brilliant strategy, revolutionary creative, databasetechnique, planning and astounding results. And it is important to submit a good entry write up.Write your entry like a short story, but keep it simple, clear, and concise. Know the differencebetween objectives, strategies and tactics. The judges who read the entries know the differenceand expect intelligently written entries. With your entry form, everything counts.Here are a few pointers to increase your chance to win an ECHO™.Get started on the entry process earlyThe final ECHO™ entry deadline is June 3, 2013. Read the rules and entry application; noting therequirements, the number of samples you will need to gather, and what format the entries mustsubmitted in. Remember, you must get client approval for each entry submitted.Understand the categories and select carefullyThere are 15 separate categories representing business segments. Unlike other awards, whichare judged by media category, the ECHOs™ are judged by business category. Read the businesscategory glossary carefully and select the proper business category(s) for your entries. An autodealer traffic building campaign belongs in the Automotive category, not the Retailing category.A Website for a pain clinic belongs in the Pharmaceutical/Healthcare category, not ConsumerServices.If uncertain about a category, email your questions to Jenny Abreu or call 202.861.2496 or youcan email the ECHO™ Ambassador in your region.Completeness countsBe sure to fill out the form completely. If the information requested is not relevant to the entry,or if its confidential and the client will not approve its release, say so. But complete the form.Spelling countsMisspellings, grammatical errors and typos are other ways of showing carelessness — andspelling counts. Also, the DMA maintains archives of winning entries, so poorly written entriesmake you look bad for years to come.Math countsIncorrect or improperly stated figures can undermine your opportunity to show your entry at itsbest. For example, a few years back we read an entry where the section on results includedsomething like this: "The new package got a 2.4% response, compared to a 1.2% response forthe control. This entry should be a winner because it pulled 1.2% better than the control." Huh?An improvement of 1.2%? The new package doubled response. It improved response by 100%over the control. This kind of performance can get your entry into award consideration … as longas it is presented properly. So look for ways to express your results most dramatically. And shareas much result information as you can in hard, numerical form. Percent response, cost per lead,conversion rates, cost per sale and ROI. Judges are impressed by hard results. And results countfor 33% of your entrys score.
  • 35. 24Content countsAs that example about results illustrates, what you say and how you say it can be extremelyimportant, especially when you summarize the reasons why your entry is deserving of anECHO™ award. When you get to this point, focus on why your entry is so significant.Context countsTo dramatize the importance of your entry, you often have to put your accomplishments insome kind of context. With the ECHOs™, you have the opportunity to explain how the entry wasmeasured. In the marketplace challenge and marketing strategy sections, set up the context inwhich your program was devised and evaluated. This helps the judges know the challenges youfaced.Context counts, too, when it comes to results. If your client wont let you reveal results in termsof actual response rates or sales, express results in relative terms — like percentageimprovement over control or return on investment ratio. Index results against your allowable,your past campaigns successful performance or another standard. But if you do, be sure toexplain what that standard is. Index numbers are meaningless if out of context.Conciseness countsBe clear and concise — pay attention to space limits within appropriate sections of the entryform. Watch the adjectives. And resist the temptation to add "stuff" to the entry.When you have a multimedia/integrated campaign, its not easy to say much about each step ofthe campaign in the Marketing Tactics section of the ECHO™ entry form. In such cases, add aCampaign Flow page in with the creative samples to help explain the order of the efforts and towhom they were directed. This will aid in explaining complicated campaigns.Keep hotlinks live until AugustThe ECHO™ judges want actual, live samples. If youre entering a three dimensional campaign,send actual samples instead of an electronic photograph. If youre entering digital media, yourcontent should be live, and continue live — exactly the same as it was when you entered it —until August. Judges want to see the entry in the way that the consumer would be seeing it.You can move it to a server so it is the way it was at the time of the entry. And remember toprovide appropriate user IDs and passwords.Borrow portfolios and visit the ECHO™ Case Studies LibraryThe DMA maintains a small collection of ECHO™ entries for award Winners from the last year ofcompetition. You can access award winners, for the past 3 years, by visiting the online ECHO™Case Studies Library — click here to access the library.Tips from Past ECHO™ WinnersThe DMA will offer two webinars with past ECHO™ winners giving tips on "How to Win anECHO™" that will be scheduled during the 2013 Call for Entries promotion, for those who wishto have assistance from past ECHO™ winners.If interested, email Jenny Abreu, CMP, MTA — DMA, Director of Awards & RecognitionPrograms — jabreu@the dma.org and note "Webinar — How to Win an ECHO™" in the subjectline.If interested, email Mitalee Telang, DMAi, Awards & Recognition Programs — secretary@dmai.coand note "Webinar — How to Win an ECHOTM" in the subject line.
  • 36. 25Enter by May 3 and Save $100!Click here to enter >>https://www.omnicontests4.com/?comp_id=1059
  • 37. PAYMENT OPTIONS FOR THE DMAi AWARDSOption 1 - You can deposit the amount in any branch of HDFC BANK,favoring: DIRECT MARKETING ASSOCIATION INDIAAccount Number 00122000004687, Branch Prabhadevi, Mumbai 400025IFSC Code: HDFC0000012SWIFT Code: HDFCINBBMICR Code : 400240006.Option 2 - For Bank transfer :- Please inform us of the relevant transactionnumber from the bank by email at secretary@direct-marketing-association-india.org to process your payment receipt.Option 3 - For physical cheque :- It must be sent to the secretariat at 03rdFlr., Nav Bhavna, 422 Veer Savarkar Marg, Prabhadevi, Mumbai-400025.Please mention your Entry Title on the reverse of the cheque, along withyour name and contact numbers. Please inform us of the relevanttransaction number from the bank along with the Proforma Invoice Numberby email secretary@direct-marketing-association-india.org to processyour payment receipt.