Dma awards unplugged 2012

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Dma awards unplugged 2012

  1. 1. DMA Awards Unplugged
  2. 2. Agenda• About this workshop• The DMAs 2012• The basics• Behind the scenes• Break-out groups• Q&A• Close• Surgery
  3. 3. Sponsors
  4. 4. About this workshop It’s interactive
  5. 5. What’s different for 2012? Wayne Hemingway
  6. 6. What’s different for 2012?New categories
  7. 7. What’s different for 2012?Some categories are scored differently
  8. 8. What’s different for 2012? Campaigns from outside UK
  9. 9. The basics 7th SeptemberEarly-bird – Friday 24th August
  10. 10. The basics Sign-off
  11. 11. The basics Work that ran until 31st July 2012
  12. 12. The basics Anonymity
  13. 13. The basics Samples
  14. 14. Behind the scenes
  15. 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. 16. Ten top tips for a top notch entry
  17. 17. 1Objectives, meet results
  18. 18. 2Assume noknowledge
  19. 19. 3Nail yoursummary
  20. 20. 4 Share yourinsights (and how you got them)
  21. 21. 5CustomerCreativeChannel
  22. 22. 6Story telling
  23. 23. 7Make the whole form flow
  24. 24. 8Write, re-write and re-write again
  25. 25. 9Avoid jargon
  26. 26. 10 Misuse ofapostrophes and other such misdemeanors
  27. 27. DMA Awards Unplugged Results
  28. 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. 29. Confidentiality• All judges have signed confidentiality agreements not to disclose any details or results• Your clients have signed-off the entry
  30. 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. 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. 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. 33. Questions
  34. 34. Q&APlease put your questions to ourspeakers!
  35. 35. Thank your for attendingPlease visit www.dmaawards.org.uk/for more information

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