DMA-Echo :: What's In Your Head?

1. Is the ECHO the "results award?"
No, not exactly. Because ECHO is the one of the few awards in direct and interactive marketing to consider results in the judging, many tend to think of it as the “results award.” But to win an ECHO requires much more: 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.
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2. Must I use the official entry form?
Absolutely. Filling out the entry form is the ONLY way to enter the ECHO Awards. So we've made getting and using the official form easy. Just click on the "Entry Form" link at the top of this page. Then download the form to your desktop, fill it out and mail it along with your payment and creative samples before the April 24th deadline.
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3.What do I do if I'm not sure what business category to enter?
Start by reading the descriptions of the categories. You can find those descriptions by clicking on the “Award Categories” link on the left side of this page. The general rule is to match your entry to the category that most narrowly define your industry, product or service. If you're still not sure, contact us. Call 212-790-1450. Fax 212-302-6714. Or email your questions to echo@the-dma.org.
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4. Can I enter the same creative work into the competition more than once?
No. You can only submit a creative element once. For instance if you enter a campaign/program in which 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 a multi-media campaign, or you can submit separate entries for each of the media used.
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5. Is my package still eligible if my target audience was very small?
Of course. It doesn't matter how big the audience. Your entry will be judged on its overall merit in being on strategy and achieving your objectives, regardless of audience size. Indicate your target audience where prompted on the entry form, and be sure to provide as much additional information as you can to demonstrate the uniqueness 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 entry has a chance at an ECHO. It all depends on the successful execution of the total package: brilliant strategy, breakthrough creative and phenomenal results. What's more, creativity is judged for the originality, effectiveness and professionalism of the copy and graphics. Not the price tag.
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7. What will happen if my entry is chosen for an ECHO Award?
In August you will receive your invitation to participate in the 2006 ECHO Awards Ceremony and Gala. The black-tie optional ceremony will be held during DMA06 Conference & Exhibition in San Francisco, California on Tuesday, October 17th. Gold, Silver and Bronze winners will receive two trophies each. Additional trophies can be purchased at a reasonable cost from The Award Group, www.theawardgroup.com/dma. In many cases, ECHO winners get invited to speak at DMA conferences and have their entries featured in trade publications.
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8. How are ECHOs judged?
To win, your entry must pass three rounds of rigorous judging. First, DM professionals with at least seven years of experience, including three or more years in the category you have entered, judge your campaign based on strategy, creativity, and results. In round two (the semi-finals), three or more industry professionals scrutinize your entry, and your score determines if your entry moves on to the finals (round three). If your entry makes it to round three, you will need to re-submit it in a portfolio format. Your entry will be reviewed by an elite panel of judges, each with fifteen years of direct and interactive marketing experience. They will make the final decisions about who gets ECHOs. 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. What's the deadline for entering?
The deadline is April 24, 2006. Enter by April 14th and save 25% off of your entry fee. If it’s past April 24, 2006, you’re out of luck. If I were you, I wouldn’t delay. Download your entry form today.
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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? The competition is open to anyone who feels they're good enough to win. DMA member or not, make sure you submit your best work, because our judges are tough.
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