DMA Awards Unplugged
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DMA Awards Unplugged
Agenda
• About this workshop
• The DMAs 2012
• The basics
• Behind the scenes
• Break-out groups
• Q&A
• Close
• Surgery
Sponsors
About this workshop
It’s interactive
What’s different for 2012?
Wayne
Hemingway
What’s different for 2012?
New categories
What’s different for 2012?
Some categories are scored differently
What’s different for 2012?
Campaigns from outside UK
The basics
7th September
Early-bird – Friday 24th August
The basics
Sign-off
The basics
Work that ran until 31st July 2012
The basics
Anonymity
The basics
Samples
Behind the scenes
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)
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
Customer
Creative
Channel
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
DMA Awards Unplugged
Results
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 hurriedDifficult to
interpret
Difficult to
interpret
Different ways to
show results
Different ways to
show results
Confidentiality
• All judges have signed confidentiality
agreements not to disclose any details or
results
• 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 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
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’
Real world numbers
• We are bound by confidentiality
agreements
• So, wherever you can:
– Use actual results, whether (£), response
rates (%) etc
– Try to avoid ratios
Questions
Q&APlease put your questions to our
speakers!
Thank your for attending
Please visit www.dmaawards.org.uk/
for more information
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