Smarties Awards - Tips for winning
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Transcript of 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