Main Categories - Questions
Answer these questions to submit an entry to all categories bar Agency of the Year, Marketer of the Year and Young Marketer of the Year.
QUESTION 1. What was the issue or challenge facing the business?
(50 marks)
Articulate the problem, challenge, project or opportunity.
Describe the business environment in which the marketing activity was completed. Only by giving a clear, well-articulated and quantified description of the issues at outset, will the judges be able to determine the overall effectiveness of your marketing activity.
QUESTION 2. What was the insight that underpinned your strategy and tactics?
(50 marks)
How and why did you establish your approach to solve the original issue?
What drove the decision to focus your resources on this marketing activity?
Perhaps it was insight from external research, or a collection of comments from your colleagues.
Provide a clear explanation of the insight and how it was developing your strategic thinking.
QUESTION 3. What was your proposed strategy to address the issue or challenge?
(50 marks)
Provide an explanation of the overall marketing strategy being used.
The strategy might encompass a number of marketing campaigns for a brand (maybe not specific to the category being entered) but your description here should explain why certain activities were performed as described in your answer to question 4.
QUESTION 4. How did you execute the strategy?
(50 marks)
Describe in detail, using images if necessary, the marketing activity completed.
Whether using an innovative approach, or just doing the basics well, showcase the tactics or elements of the campaign that you feel delivered the greatest impact – and explain clearly and convincingly why this was the case.
QUESTION 5. What metrics did you put in place to track the effectiveness of your solution?
(50 marks)
Give a clear description of the controls used to measure the effectiveness of your marketing activity.
Were metrics and objectives set at the start of the campaign, giving a clear definition of effectiveness over a set period?
How well do these metrics complement the category being entered?
QUESTION 6. How can you prove that your campaign strategy met it's objectives?
(100 marks)
Tell us how your marketing activity met, or exceeded, the original objectives.
Where possible, provide the data related to all the metrics you had in place to measure effectiveness.
How well does this go towards resolving the issue – or meeting the opportunity – set out in your answer to question 1?
Can you link the marketing activity specifically to the results being achieved?
Is there clear evidence that the activity was cost-effective – ie, that in the medium term at least, revenue is – or has the clear potential to be – greater than cost?
QUESTION 7. What value was added to your business as a result of your strategy?
(100 marks)
As well the short-term cost-effective benefits of the marketing activity provided in the answer to Question 6, the judges are looking for evidence of long-term value-added to the business.
The very best entries go beyond the results of the marketing activity, to explain the additional benefits achieved for the organisation as a whole.
What long-term impact will this activity have on your business or the industry sector?
Give a complete account of the value to the business, with quantification where possible.