dma awards unplugged slides 24 july

DMAAwards 2013

Find out more at www.dmaawards.org.uk

Entries open:

04.07.13

Entry deadline:

06.09.13#dmaawards

Headline sponsors

Category sponsors and partners

Agenda

About this workshop

The DMA’s 2013

The basics

Break-out sessions

Q&A

Close

About this workshop

It’s interactive

What’s different for 2013?

Stephen Poliakoff

What’s different for 2013?

Category changes

DMA Big Difference Award

The basics

Entry deadline:6 SeptemberEarlybird: 1 August

The basics

Sign off

The basics

Work that ran until 31st July 2013

The basics

Anonymity

The basics

Online entry process

Behind the scenes

The DMAs 2013Which category?

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

Category selectionSector

Channel(s)

Craft e.g.:WritingDesign

StrategyTechnology

Only one sector entry per piece

Multiple entries permitted in relevant channels, especially digital

Multiple entries permitted in relevant crafts

Special e.g.:Integration

LaunchCreative solution

Multiple entries permitted where relevant

Business sectorsOnly 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.

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

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

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.

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.

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.

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

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

Responsive communicationsIf 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.

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

Craft awardsIf 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

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

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

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

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

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

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.

Special awards

• 37 Best loyalty programme or campaign– Direct marketing to build on-going

relationships, build loyalty, and customer retention

DATA | DIGITAL | BRAND

DMA Awards Unplugged

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 resultsDifferent ways to show results

DATA | DIGITAL | BRAND

Confidentiality

• All judges have signed confidentiality agreements not to disclose any details or results

• Your clients have signed-off the entry

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

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’

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

DATA | DIGITAL | BRAND

Questions

Ten top tips for a top notch entry

Objectives, meet results

11

Assume no knowledge

22

Nail your summary

33

Share your insights (and how

you got them)

44

CustomerCreativeChannel

55

Story telling

66

Make the whole form flow

77

Write, re-write and re-write again

88

Avoid jargon

99

Misuse of apostrophes and

other such misdemeanors

1010

Thank you for attending

Please visit www.dmaawards.org.uk for more information