Dma awards unplugged slides 24 july


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  • This workshop is designed to be interactive. We don’t intend to stand/sit here and lecture you. Come with your questions prepared. Don’t be afraid to talk about your own entries. The more you ask, the more you’ll get out of it. Who’s started? Who doesn’t know where to start? Who’s entered before? Who’s entering for the first time? Who doesn’t know what to enter? Who’s won a DMA award before? Who’s staying for the surgery later?
  • We have had some category changes which will be revealed in the breakout…
  • Pass the parcel… The journey began on 4 July when the DMA Awards Parcel began its epic tour of the nations finest direct agencies. Its last destination before the big Awards night? in the box? All will be revealed on 3 December. Find out more on at To get involved, create a 30-second video explaining the biggest difference you've made in the past year. Every agency that takes part will get a free bottle of champagne at this year's Awards night - and the best submission will win the special DMA Big Difference Award. To upload a video please log in to the awards site.
  • Put these dates in your diary and enter before 1 August to get £30 off each entry.
  • Get client or other relevant sign-off.
  • To be eligible most of the categories demand that the work ran between 1 st August 2012 and 31 st July 2013. Some categories – like brand building – allow work and results across a two-year period.
  • Make sure you don’t do anything on the entry form or supporting materials including films etc that could identify the entering agency.
  • All samples must be submitted online. Visit our site and the “How to enter” section for all the maximum sizes etc. The only sample that can be sent in can be direct mail or print pieces.
  • It’s worth running through how the judging is done, to help you write an entry form that brings your work to life. All judging is anonymous. Judges don’t know who has entered the work. All judges sign confidentiality forms promising never to discuss any of the work and the results they have seen. Work is NOT pre-judged. Judges won’t have seen anything until the judging day arrives. Each judging panel will consist of agency and client people, category, creative and channel experts where relevant. Two main rounds of judging Shortlisting Finalists Shortlisting is silent and individual. Judges sit in silence reading the entry forms and reviewing all the work. Their objective is to select the entries that they think are worthy of going through to the next round. In a busy category judges may only have five minutes to read the entry form and scrutinise the work. This then produces a shortlist. The shortlisted entries are then discussed by the judges in a group session. One judge would normally present the entry and the work and invite the other judges to comment. The work is then robustly and almost always hotly debated. At the end of this debate the judges vote in secret for their Gold, Silver and Bronze finalists. The judges never know what has won.
  • Dma awards unplugged slides 24 july

    1. 1. DMA Awards 2013 Find out more at Entries open: 04.07.13 Entry deadline: 06.09.13#dmaawards
    2. 2. Headline sponsors
    3. 3. Category sponsors and partners
    4. 4. Agenda About this workshop The DMA’s 2013 The basics Break-out sessions Q&A Close
    5. 5. About this workshop It’s interactive
    6. 6. What’s different for 2013? Stephen Poliakoff
    7. 7. What’s different for 2013? Category changes
    8. 8. DMA Big Difference Award
    9. 9. The basics Entry deadline: 6 September Earlybird: 1 August
    10. 10. The basics Sign off
    11. 11. The basics Work that ran until 31st July 2013
    12. 12. The basics Anonymity
    13. 13. The basics Online entry process
    14. 14. Behind the scenes
    15. 15. The DMAs 2013 Which category?
    16. 16. 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
    17. 17. Category selection Sector Channel(s) Craft e.g.: Writing Design Strategy Technology Only one sector entry per piece Multiple entries permitted in relevant channels, especially digital Multiple entries permitted in relevant crafts Special e.g.: Integration Launch Creative solution Multiple entries permitted where relevant
    18. 18. Business sectors Only 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.
    19. 19. 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
    20. 20. 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
    21. 21. 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.
    22. 22. 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.
    23. 23. 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.
    24. 24. 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
    25. 25. 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
    26. 26. Responsive communications If 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.
    27. 27. 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
    28. 28. Craft awards If 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
    29. 29. 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
    30. 30. 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
    31. 31. 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
    32. 32. 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
    33. 33. 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
    34. 34. 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.
    35. 35. Special awards • 37 Best loyalty programme or campaign – Direct marketing to build on-going relationships, build loyalty, and customer retention
    36. 36. DATA | DIGITAL | BRAND DMA Awards Unplugged
    37. 37. 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 results Different ways to show results
    38. 38. DATA | DIGITAL | BRAND Confidentiality • All judges have signed confidentiality agreements not to disclose any details or results • Your clients have signed-off the entry
    39. 39. 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
    40. 40. 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’
    41. 41. 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
    42. 42. DATA | DIGITAL | BRAND Questions
    43. 43. Ten top tips for a top notch entry
    44. 44. Objectives, meet results 11
    45. 45. Assume no knowledge 22
    46. 46. Nail your summary 33
    47. 47. Share your insights (and how you got them) 44
    48. 48. Customer Creative Channel 55
    49. 49. Story telling 66
    50. 50. Make the whole form flow 77
    51. 51. Write, re-write and re-write again 88
    52. 52. Avoid jargon 99
    53. 53. Misuse of apostrophes and other such misdemeanors 1010
    54. 54. Thank you for attending Please visit for more information