Campaign assists in record entries for Assegai Awards

The 'call for entries' campaign was designed and executed by 5th Dimension, a leading direct marketing specialist agency.

"We opted to take the theme for this year's event out of the realm of left brain, rational thinking where direct marketing usually sits, and to focus on the one key element of why agencies and companies enter any type of awards programme - the joy of winning," explains Keith Wiser, the founder and MD of 5th Dimension. "We decided to focus on the one thing that all direct marketers aim for in a campaign - an emotional bond with the customer!

"We borrowed a quote from Vince Lombardy, the successful manager of the Greenbay Packers - 'Winning isn't everything...it's the only thing', which became our theme for the awards. This seemed to be the spark needed to ignite the marketing and advertising industry's highly competitive spirit. With a target of 250 entries for 2011, we had our work cut out for us in achieving these numbers, as we were aware that locally and globally the industry was only just beginning to haul its way out of one of the worst economic recessions in decades. Advertising and marketing always takes a slap in depressed economies.

Electronic campaign

"The campaign was entirely electronic, using e-mail and the website to drive entries and awareness of the event. Launch mails were followed up with segmented mailers about the 30 campaign categories - a spin-off of this was the educational exercise in demonstrating how diverse the direct marketing space is.

"A subtle tweak was made to include the word 'integrated' into the awards title and logo. The evolution of marketing and advertising is showing a distinct move towards integrating traditionally above-the-line campaigns with a call to action or response mechanism - a trend that the recession certainly gave impetus to as marketers came under pressure to show measurable ROI. Secondly, it also refers to the growing trend of channel integration and the use of multiple media across marketing campaigns to drive response."

"Finally, we overhauled the entry website, making it is as straightforward as possible for users to register, download their entry forms and then upload the completed forms along with the creative material for submission. It's our view that excellence lies in simplicity and it's paid off."

The DMA attributes this year's growth because direct marketing uptake is increasing rapidly, as businesses come under increasing pressure to measure the ROI on campaigns and seek closer relationships with and insights into their customer base.

The gala awards event takes place on 17 November 2011 at Emperor's Palace - email az.oc.sdrawaiagessa@pvsr. For more, go to www.assegaiawards.co.za.