Tuesday, November 13, 2012

Hints & Tips for Winning Awards

I’m very lucky to judge many different awards ranging from mobile industry specific ones like the Meffys and the Effective Mobile Marketing Awards to ones that are not immersed in mobile like the Sony Radio Academy Awards and the Wirehive 100 to innovation awards like Vodafone Mobile Clicks and Vodafone Foundation Smart Accessibility Awards. As such, over the years, I’ve seen many awards entries and see what a winning entry looks like.

Since it’s the run up to the Effective Mobile Marketing Awards, David Murphy, Editor, Mobile Marketing Magazine, asked a selection of judges to join a Tweet Chat to discuss this year’s entries – what was good, what was lacking and what we’d like to see more of. It was a really interesting discussion with Rob Thurner, Russell Buckley, myself and James Cameron. You can see the collection of tweets over on Mobile Marketing Magazine http://www.mobilemarketingmagazine.com/content/awards-preview-judges-twitter-panel

Some common mistakes creep in to these things. Often the task of filling in the form is delegated to someone junior or someone who has not been hands on with the campaign. I still see a lack of evidence. Saying something along the lines of ‘the client was really happy with the results’ just doesn’t cut it. You could have the coolest sounding concept, but if you can’t tell the judges what the results were, then we can’t judge you and your entry will be discarded. I also see entries that have not answered the questions and also have clearly been cut and pasted from a case study or press release which means it can be harder to discover the nuggets of information that you need to judge one entry over another. And I see entries for categories where I really can’t see the connection at all. So my advice is, keep it to the point, answer the questions and justify why you deserve to win the award with actual demonstration of innovation, originality, effectiveness etc. And include the numbers. The information is kept private and is not published. Be proud of your work and take the time to communicate why it’s so good with the judges. Make our jobs harder each time!

If you’re interested to see who made the shortlist (and there are some fab companies and campaigns on that list), you can find more information here http://mobilemarketingmagazine.com/awards/ and you can also book your tickets to the Award Ceremony on 29th November. I think there are a handful of tickets left. If the last two years are anything to go by, it should be a good night.

I recently talked about this stuff for the MEFFYs too on video which you also may find useful.

So for the next time you enter an award, best of luck and don’t let yours be the entry that gets discarded for not completing the entry form properly.

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