Marketing Awards: What Are They Good For?
When I first started in this business, I remember that our new business pitch at Ogilvy & Mather Direct always included a page about the many awards the agency had won — and the DMA ECHO Award was always front and center.
Considering we spent all our energy trying to methodically figure out how to stimulate response among a target audience, the ECHO Award was worth bragging about as it celebrated the equal weighting of strategy, creative and results. And after all, if you got that trifecta right, the client was celebrating right along with you.
Today it's no different. The Direct Marketing Association ECHO Award still recognizes and rewards those individuals who have figured out how to successfully achieve (or exceed!) a desired marketing objective — whether it's to increase new lead volume, increase average order size, achieve a specific sales goal, retain customers or improve brand perception.
These are all goals established by the most senior of company management as part of overall business objectives, and they then leave it up to sales and marketing to figure out how to meet them. For most, it takes planning, research, strategic thinking, ingenuity, design and copy skill and, sometimes, a whole lot of luck, to create a marketing effort that explodes with success.
How many people can claim that they've been on that team?
Often, the DMA and the ECHO Awards are viewed as "old fashioned" or "the people who do direct mail" — but that's far from reality. The techniques that were carefully cultivated over years of testing and re-testing, are now being applied across the digital landscape, from email to landing pages, in games and on Facebook.
Despite Millenials believing that they are the ones who invented targeting, retargeting, video, and the ability to track, collect and share data insights, direct marketers have been mastering and refining these tools for decades.
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.