dma awards unplugged 2012
TRANSCRIPT
![Page 1: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/1.jpg)
DMA Awards Unplugged
![Page 2: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/2.jpg)
Agenda
• About this workshop
• The DMAs 2012
• The basics
• Behind the scenes
• Break-out groups
• Q&A
• Close
• Surgery
![Page 3: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/3.jpg)
Sponsors
![Page 4: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/4.jpg)
About this workshop
It’s interactive
![Page 5: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/5.jpg)
What’s different for 2012?
Wayne
Hemingway
![Page 6: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/6.jpg)
What’s different for 2012?
New categories
![Page 7: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/7.jpg)
What’s different for 2012?
Some categories are scored differently
![Page 8: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/8.jpg)
What’s different for 2012?
Campaigns from outside UK
![Page 9: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/9.jpg)
The basics
7th September
Early-bird – Friday 24th August
![Page 10: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/10.jpg)
The basics
Sign-off
![Page 11: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/11.jpg)
The basics
Work that ran until 31st July 2012
![Page 12: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/12.jpg)
The basics
Anonymity
![Page 13: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/13.jpg)
The basics
Samples
![Page 14: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/14.jpg)
Behind the scenes
![Page 15: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/15.jpg)
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)
![Page 16: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/16.jpg)
Ten top tips for a
top notch entry
![Page 17: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/17.jpg)
Objectives, meet
results
11
![Page 18: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/18.jpg)
Assume no
knowledge
22
![Page 19: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/19.jpg)
Nail your
summary
33
![Page 20: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/20.jpg)
Share your
insights (and how
you got them)
44
![Page 21: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/21.jpg)
Customer
Creative
Channel
55
![Page 22: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/22.jpg)
Story telling
66
![Page 23: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/23.jpg)
Make the whole
form flow
77
![Page 24: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/24.jpg)
Write, re-write and
re-write again
88
![Page 25: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/25.jpg)
Avoid jargon
99
![Page 26: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/26.jpg)
Misuse of
apostrophes and
other such
misdemeanors
1010
![Page 27: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/27.jpg)
DMA Awards Unplugged
Results
![Page 28: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/28.jpg)
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
![Page 29: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/29.jpg)
Confidentiality
• All judges have signed confidentiality
agreements not to disclose any details or
results
• Your clients have signed-off the entry
![Page 30: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/30.jpg)
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
![Page 31: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/31.jpg)
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’
![Page 32: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/32.jpg)
Real world numbers
• We are bound by confidentiality
agreements
• So, wherever you can:
– Use actual results, whether (£), response
rates (%) etc
– Try to avoid ratios
![Page 33: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/33.jpg)
Questions
![Page 34: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/34.jpg)
Q&APlease put your questions to our
speakers!
![Page 35: Dma awards unplugged 2012](https://reader033.vdocuments.mx/reader033/viewer/2022042816/55974bc11a28ab6d628b45f9/html5/thumbnails/35.jpg)
Thank your for attending
Please visit www.dmaawards.org.uk/
for more information