This document provides information and guidance about entering the 2013 DMA Awards. It discusses the entry deadline of September 6th, the categories one can enter such as sectors, channels, and crafts. It emphasizes that entries should clearly explain objectives and measurable results. The workshop encouraged attendees to assume no prior knowledge from judges, tell a cohesive story, and avoid jargon. Proper grammar is also important when crafting a top-notch award entry.

1. DMA
Awards
2013
Find out more at
www.dmaawards.org.uk
Entries open:
04.07.13
Entry deadline:
06.09.13#dmaawards

2. Headline
sponsors

3. Category sponsors
and partners

4. Agenda
About this workshop
The DMA’s 2013
The basics
Break-out sessions
Q&A
Close

5. About this workshop
It’s interactive

6. What’s different for 2013?
Stephen
Poliakoff

7. What’s different for 2013?
Category changes

8. DMA Big Difference Award

9. The basics
Entry deadline:
6 September
Earlybird: 1 August

10. The basics
Sign off

11. The basics
Work that ran until 31st July 2013

12. The basics
Anonymity

13. The basics
Online entry process

14. Behind the scenes

15. The DMAs 2013
Which category?

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Special awards
• 37 Best loyalty programme or campaign
– Direct marketing to build on-going
relationships, build loyalty, and customer
retention

36. DATA | DIGITAL | BRAND
DMA Awards Unplugged

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. 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. 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. 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. 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. DATA | DIGITAL | BRAND
Questions

43. Ten top tips for a
top notch entry

44. Objectives, meet
results
11

45. Assume no
knowledge
22

46. Nail your
summary
33

47. Share your
insights (and how
you got them)
44

48. Customer
Creative
Channel
55

49. Story telling
66

50. Make the whole
form flow
77

51. Write, re-write and
re-write again
88

52. Avoid jargon
99

53. Misuse of
apostrophes and
other such
misdemeanors
1010

54. Thank you for attending
Please visit
www.dmaawards.org.uk for
more information