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DMA Awards UnpluggedThursday 30 July 2015
@DMA_UK #dmawards
9.00am Registration and breakfast
9.30am Welcome
Mark Runacus, Partner, Karmarama and Chair of the DMA Awards Committee
9.45am How best to present your creative
Nicky Bullard, Executive creative director, LIDA
10.00am How best to present your strategy
Mark Runacus
10.15am How best to present your results
Gavin Wheeler, CEO, WDMP
10.30am Category overview: Which to enter and why
Mark Runacus
10.45am Q&A
11.00am Close
Agenda
WelcomeMark RunacusPartner, Karmarama and Chair of the DMA Awards Committee
@DMA_UK #dmawards
Sponsors
About this workshop
It’s interactive
The basics
11th September
Early bird – Friday 7th August
The basics
Sign-off
The basics
Work that ran until 31st July 2015
The basics
Anonymity
The basics
Samples
About
Why enter?• Winning a DMA has real value
For the company. For the agency. For an individual career.
• The DMAs are viewed by the marketing community as one of the most respected awards schemes
• More robust, more business-driven
Thought leadership• Category winners are well-publicised
• DMA provides winners with assets for promotion
• Winners become case histories in business and education
The marketing equivalent of winning a gold medal
• If you win – shout about it
Insight• Developing the entry
“Like holding up a mirror to your marketing strategy”
• Identify areas for future improvement
Developing people• Developing the entry is a collaborative process Winning recognises the whole team.
Identify and reward outstanding contributions from individuals
Attracting talent• Ambitious young marketers use the DMA
Awards as part of their research process when deciding who they want to work for
• A business that has entered – and won – DMA awards has engendered a culture of excellence
Is it worth it?• Difficult to measure ROI, nevertheless
• Proven direct correlation between brand’s awards success and business performance
• Effective organisations win DMA awards
DMAs• Always been associated with
effectiveness
• Judged on strategy, creativity and results
• Each year over 600 agency and client awards entries
The best clients, agencies, and businesses enter the DMAs to prove they can
make a significant difference to the bottom line.
Judging
The judging process
• Three days of evaluation
• Each category is judged by a jury comprising industry experts, client, creative, planner
• Silent evaluation to produce short list
• Confidentiality maintained relentlessly
The judging process
• Open and robust discussion of shortlisted entries
• Secret voting throughout
• Any interested parties must abstain and not comment
• Dedicated Grand Prix judging day
Get involved
Get involved• Enter some work
• Consider or recommend sponsorship
Tips• Use the DMA help
– See contact details
• Make your submission interesting and enjoyable– The judges have a lot to read!– Tell a story with passion and conviction
Good luck!
How best to present your creativeNicky BullardExecutive Creative Director, LIDA
@DMA_UK #dmawards
Creative
THE SWEET SMELL
OF SUCCESS
CLIENT
EXCITEMENT
DO THE
AWARD FILM
BEFORE THE
AWARD FILM
GIVE IT A NAME
WHAT’S YOUR
SOUNDBITE
THE INTERROGATORS
&
THE INSTINCTIVE
YOU CAN SMELL
IT A MILE OFF
GOOD LUCK
How best to present your strategyMark Runacus
@DMA_UK #dmawards
Strategy
Ten top tips for a top notch entry
Objectives, meet results
11
Assume no knowledge
22
Avoid jargon
33
Share your insights (and how
you got them)
44
Justify your decisions
CustomerCreativeChannel
55
Tell a story
66
Make the whole story flow
77
Write, re-write and re-write again
(yep, you need to start now!)
88
Make your summary sell
99
Misuse of apostrophes and
other such misdemeanors
1010
How best to present your resultsGavin WheelerCEO, WDMP
@DMA_UK #dmawards
Results
The Importance of Results
1/3rd
Varies by category – higher in data lower in creative
Often Hurried
Difficult to interpret
Different ways to show results
Scoring
• An entry can be marked down or ignored if the results are not presented correctly OR not at all
Confidentiality
All judges have signed confidentiality agreements
Remember YOUR clients have signed-off the entry
Be Clear• In the main body of the entry explain:
– How will you be measuring the campaign?– What behaviour are you trying to change?
• ROI• Value of sales• Uplift against control• Number of new registrations• Cots/ response, cost/click• Click through rate• Retention rates
• Make sure your results section is consistent with this
Don’t make us guess
• What is the definition of success?– Target was to reduce CPR
of £1.16, achieved £0.95
• Ideally we need 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”
“ Brand awareness improved”
“ The campaign
achieved 10 million media impressions”
“ We had 10,000 people
like our Facebook
page”
Real numbers please
• Use actual results where you can• Try to avoid ratios
Categories overview: Which to enter and whyMark Runacus
@DMA_UK #dmawards
Which 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 selection
• Industry sector awards
• Channel and campaign awards
• Craft awards
Industry sectorsWhether it’s single or multi-channel, we want to see how your campaign compares to the rest of your sector. We’ll be looking for break-through, original ideas, inspired strategy and outstanding results.
•1. Automotive•2. Travel, leisure & entertainment•3. IT/Telecommunications•4. Retail•5. Financial Services•6. Healthcare•7. Public Sector•8. Charity•9. FMCG•10. The best business to business campaign•11. The best business to consumer campaign
We don’t just want to see a fantastic creative execution, we want to understand how you got to it. And we want to see how your audience responded.
•12. Best use of e-mail marketing•13. Best digital destination•14. Best use of mobile•15. Best use of search, natural and paid for•16. Best use of social media•17. Best digital performance•18. Best loyalty or CRM programme•19. Best use of press and inserts•20. Best use of door drops•21. Best use of direct mail
•22. Best use of experiential•23. Best integrated campaign•24. Best launch campaign•25. Best use of programmatic
Channel & Campaigns
Craft awardsPlease enter work into the craft categories that have also been entered into other categories outside this section.
•26. Best use of film and/or audio•27. Best writing•28. Best design or art direction•29. Best data strategy•30. Best brand building campaign•31. Best customer acquisition campaign•32. Best use of technology•33. Best creative solution or innovation•34. Best customer journey
Questions?
Key datesEntries open: Now!Close of entries: 11 SeptemberJudging: 5 – 8 OctoberAwards night: 1 December
Thank your for attending Please visit www.dmaawards.org.uk/
for more information
@DMA_UK #dmawards
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