This document summarizes a workshop about the DMA Awards for 2012. It provides an agenda for the workshop which includes an overview of what is new for the 2012 DMAs, the basics of entering, tips for submitting a top-notch entry, and a session on presenting and measuring results. Break-out groups are scheduled to discuss how to present creative work, strategy, and results. Key tips for the results section include clearly defining objectives and measures of success, using real numbers instead of ratios wherever possible, and providing enough information that judges do not have to make assumptions.

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 September
Early-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 groups
Please 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. 1
Objectives, meet
results

18. 2
Assume no
knowledge

19. 3
Nail your
summary

20. 4
Share your
insights (and how
you got them)

21. 5
Customer
Creative
Channel

22. 6
Story telling

23. 7
Make the whole
form flow

24. 8
Write, re-write and
re-write again

25. 9
Avoid jargon

26. 10
Misuse of
apostrophes 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&A
Please put your questions to our
speakers!

35. Thank your for attending
Please visit www.dmaawards.org.uk/
for more information