1.
Is the ECHO the "results award?"
No, not exactly. The DMA International ECHO Awards recognize the total package:
brilliant strategy, breakthrough creative, and phenomenal results. All three
matter in the real world, so all three are considered here. We judge these
criteria individually and as a whole to determine the best of the best. Some
campaigns are true works of art and get awards. Other campaigns are like sketchings
that have to go back to the drawing board. Because ECHO is the only award in
the industry that considers results in the judging, many tend to think of it
as the "results award." But that doesn't begin to tell the whole
story. You need more than that to win an ECHO.
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2. Must
I use the official entry form?
Absolutely– filling out the entry form is the only way you can enter your
masterpiece and compete for an ECHO. Therefore, we have made getting and using
the official form easier than deciding which color you should use to paint
a sky. Just click here and you'll be connected
to our Official Entry Form page. Just download it, fill it out, and mail it
in along with your payment and creative sample.
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3.What
do I do if I'm not sure what business category to
enter?
Refrain from throwing your paintbrush and take a deep breath. If you can't
decide which business category is best for your canvas, just read the descriptions
of categories preceding the entry form. The general rule is to try to match
your skills to the category and media that most narrowly define your industry,
product, or service. If you are having trouble finding your niche (story of
your life?), call us and ask for the ECHO department at (212) 768-7277, fax
us at (212) 719-5106, or e-mail your questions to echo@the-dma.org.
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4. Can
I enter the same campaign or program into the competition
more than once?
NO. You can only submit a campaign/program once. For instance, if you enter
a campaign/program whereby you used more than one advertising medium to promote
the product or service (i.e., mail, DRTV and print) you can either submit the
entry as an integrated campaign --(response results must be a combination of
all the media used) OR you can submit the entry using only one of the media
(i.e., print only or DRTV only -- results information must pertain to that
medium only).
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5. Is
my package still eligible if my target audience was
very small?
But of course. It doesn't matter how big the audience, as long as you’re
at the show. Your entry will be judged on its overall merit in achieving your
strategy and objectives, regardless of audience size. Indicate your target
audience where prompted, and be sure to provide as much additional information
as you can to demonstrate the unique effectiveness of your work.
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6. Do
I have a chance entering a piece that had a low cost-per-unit,
that isn't sexy, yet produced dynamic results?
Sure. Every masterpiece has a chance at an ECHO depending on its successful
execution of the total package: brilliant strategy, breakthrough creative,
and phenomenal results. And creativity is judged for the originality, effectiveness,
and professionalism of the copy and graphics, not the price tag. Just because
you're thrifty doesn't mean you don't have a chance.
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7. What
will happen if my entry is chosen for an ECHO Award?
You will receive your invitation to the showing via mail in August and are
welcomed to participate in the 2004 ECHO Awards Ceremony, Sunday, October 17th,
2004 at the DMA's 87th Annual Conference and Exhibition in New Orleans, Louisiana.
Gold, Silver, and Bronze winners will receive two trophies each, with additional
ones available (at a reasonable cost) from the DMA. In many cases, ECHO winners
get invited to speak at DMA conferences and have their entries featured in
trade publications and local press. But after you relax and enjoy the fanfare
for a while, it will be time to get back to the drawing board and start working
towards next year's show.
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8.
How are ECHOs judged?
To win, your entry must pass three
rounds of brutal judging. First, DM professionals with
at least seven years of experience in the category you
have entered score your campaign for strategy, creativity,
and results. If your project passes round one, you will
need to re-submit your entry in a portfolio format along
with an additional fee of $150 for round two. In round
two (the semi-finals), three industry professionals scrutinize
your entry, and your cumulative scores from both rounds
determine if you are a finalist for an International
ECHO Award. By the time this round is done, only the
best entries will be left. In round three (the finals),
an elite panel of judges, each with fifteen years experience,
will make the final decisions about who gets ECHOs and
who doesn't. Of course, the score each entry receives
also has to exceed a certain minimum benchmark. If no
entries meet this standard, then an ECHO is simply not
awarded.
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9. Did
the deadline change? Can I still enter?
The deadline is April 15, 2004 but if it's past April 23, 2004, you are out
of luck. If it's before then, start getting your entries together and move
on over to our Official Entry Form page for the
form you need.
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10.
Do you have to be a member of DMA to enter the competition?
No, but don't you want to be? This competition is open to anyone who feels
they are good enough to win. But DMA member or not, make sure you submit your
best work, because our judges are tough.
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