Smarties Awards - Tips for winning

TIPS FOR WINNING A SMARTIES AWARD

Mobi le is the most compel l ing , accurate ,

and inc lus ive market ing prac t ice today

In the past few years , mobi le has

exp loded f rom an a f ter thought in

market ing and adver t is ing budgets to a

top pr io r i ty in every marketer ’s campaign

The Smart ies Awards is the only g lobal

awards program created speci f ica l ly to

recognize best in c lass mobi le work f rom

around the wor ld

Winning a Smart ies is va l idat ion that you

are among the best , smartest , and most

creat ive in mobi le market ing, whi le a lso

reward ing and enhancing c l ient /agency

re la t ionships

There are many oppor tuni t ies to win a

Smart ies

We have in t roduced some new country

speci f ic programs and new regional

programs, in addi t ion to our ex is t ing

global program

These new programs wi l l prov ide winners

greater levels of v is ib i l i ty wi th in both

local markets and on a g lobal s tage

We encourage you to enter campaigns

not just in mul t ip le categor ies, but a lso

across these mul t ip le programs

Th is PowerPo in t i s a b r ie f ou t l ine o f t ips fo r

en t ry submiss ions . I t i s impor tan t tha t you

read the Genera l Ru les on the Smar t ies

webs i te -

h t tp : / /www.mmagloba l . com/events / the -

smar t ies /2014/overv iew

COMPLETING THE ENTRY FORM

Read the entry overv iew and genera l

ru les, and note the requi res and formats

for creat ive mater ia ls

Star t bu i ld ing your entry off l ine f i rs t ;

once you’ve proofed i t , then you can cut

and paste each sect ion in to the onl ine

form

Entr ies should engage the judges and

bui ld your business case for winning a

Smart ies award

Wri te your entry l ike a shor t s tory, but

keep i t s imple, c lear, and concise

Be sure to ar t icu late object ives,

s t ra tegies, and tact ics

Be sure your entry form does not have

typ ing errors, is wel l -wr i t ten, and has

log ica l thought sequences

At tempt to t ight ly ed i t your wr i te -ups,

using shor t , br ie f paragraphs wherever

possib le

Smart ies are judged by four areas

¤ Strategy

¤ Execut ion

¤ Creat iv i ty

¤ Resul ts

Al l four areas make up 25% of the to ta l score

Judges look for in format ion and

understanding of the business and/or

market ing chal lenge a long wi th a so l id

mobi le s t rategy

Bui ld your s tory in th is sect ion of the

entry form

STRATEGY

Inc lude s t ra tegic object ives

¤Increased market share

¤Brand awareness

¤Time engaged wi th the brand

¤Sales

¤Leads

STRATEGY

Who was the in tended ta rge t aud ience?

What was the c rea t i ve and med ia s t ra tegy?

Contex t - F i r s t year o f campa ign? ¤I f no t , how has t he s t r a tegy adap ted t o

p rev i ous resu l t s and new techno logy?

STRATEGY

Describe how the campaign was

implemented and i ts level of success

EXECUTION

How d id the execu t ion o r enab l ing techno logy

he lp ach ieve resu l t s?

How was the mob i le component o r enab l ing

techno logy in tegra ted in to the overa l l

marke t ing s t ra tegy?

How c rea t i ve o r soph is t i ca ted was the

campa ign in i t s use o f mob i le med ia?

EXECUTION

What d id the mob i le channe l o r enab l ing

techno logy b r ing to the overa l l campa ign tha t

other marke t ing channe ls m issed?

How was i t matched to spec i f i c marke ts ,

demograph ics re levan t to the overa l l

campa ign execu t ion?

What percen t o f the campa ign budget went to

mob i le?

EXECUTION

How we l l was mob i le techno logy leveraged?

Was the campa ign compl ian t w i th MMA

gu ide l ines and bes t p rac t i ces?

What impac t d id the campa ign have on the

marke t?

EXECUTION

Make i t as easy as possib le for judges to

exper ience the creat ive as or ig ina l ly

in tended

CREATIVITY

Judges wi l l consider

¤Consumer engagement

¤Unique use of mobi le media types

¤Creat iv i ty dynamics and in tegrat ion

wi th overa l l campaign

CREATIVITY

We strongly encourage submit t ing a

shor t (2 -3 minute) case study v ideo

OR

Br ie f wr i t ten case study (2 pages

maximum) that captures the creat ive and

actual in teract ive exper ience

CREATIVITY

I nc lude ac t i ve URL to land ing page o r FTP s i te

w i th l i nks to each c rea t i ve e lement o f the

campa ign

OR

Mu l t ip le ac t i ve URLs (separa te each URL w i th

a comma)

Make sure s i tes a re l i ve

CREATIVITY

Inc lude qual i ta t ive and quant i ta t ive data

to suppor t c la ims of success

RESULTS

Did the campaign achieve i ts ob ject ives

and goals?

What impact d id the campaign have on

the market , i f any?

How innovat ive was the campaign?

RESULTS

What impact d id the campaign or

enabl ing technology have on fu ture

ut i l izat ion of mobi le in the i r bus iness?

How did consumers receive the

campaign?

RESULTS

When prov id ing resul ts , hard numbers

and context wi l l have a great impact on

how your entry is judged

RESULTS

I f your c l ien t won ' t le t you revea l resu l t s in

te rms o f ac tua l response ra tes o r sa les ,

express resu l t s in re la t i ve te rms

¤Percen tage improvement over con t ro l o r

re tu rn on inves tment ra t io

¤I ndex resu l t s aga ins t your a l lowab le , your

pas t campa igns ' success fu l per fo rmance o r

ano ther s tandard

RESULTS

I f you do index against past campaigns’

performance, be sure to expla in what

that s tandard is

Index numbers are meaningless i f out o f

context

RESULTS

DEADLINES & ENTRY FEES

Deadlines

Ear ly Bi rd – May 16, 2014

On-Time – June 30, 2014

P lease v is i t the Smart ies websi te for

Entry Fees and Mul t ip le Discounts ht tp : / /www.mmagloba l . com/events / the -

smar t ies /2014/overv iew

Smarties Awards Great Work That

Works Great

Show Us What You’ve Got

Enter Now: ht tp : / /www.mmagloba l . com/events / the -

smar t ies /2014/overv iew

Quest ions?

Contact Barbara Parker

barbara.parker@mmaglobal .com or

Your Local or Region Smart ies Off ice