FREQUENTLY ASKED QUESTIONS

1. Is the ECHO Award based on results alone?
No, although strong results are extremely important. Because ECHO is one of the few awards in digital and interactive marketing to consider results in the judging, many 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. Just follow these easy steps: Complete the form, process your payment, submit for judging and mail appropriate creative samples before the April 25th deadline. You can submit by the extended deadline date of May 2nd, however, there is an extended deadline fee.

IMPORTANT: Once you've submitted your entry, you can't change it.

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3. What do I do if I'm not sure what business category to enter?
Start by reading the “Categories of Entry” page. The general rule is to match your entry to the category that most narrowly defines your industry, product or service. If you're still not sure, e-mail your questions to echo@the-dma.org, call 212-790-1450 or fax 212-719-7643. You can also e-mail the ECHO Ambassador in your region.

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4. Can I enter the same creative work into the competition more than once?
No. Judging is done by a business category, and entries are to be submitted only to the category that best fits your industry, product or service. 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., email, DRTV, and online display), you can either submit the entry as a multimedia campaign, or submit separate entries for each medium used.

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5. Is my entry 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 low budget campaign, that isn't sexy, yet produced dynamic results?
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. Do bigger agencies have an unfair advantage?
Absolutely not. The agency name is not revealed on the entry, so ECHO judges don't know the size or identity of the applicant. Judges are looking for great creative and stellar results, regardless of whether it's from freelancers, consultants or large agencies.

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8. What will happen if my entry is chosen for an ECHO Award?
In August, you will receive your invitation to participate in the 2012 ECHO Awards Ceremony and Gala. The black-tie-optional ceremony will be held during the DMA2012 Conference and Exhibition in Exhibition in Las Vegas, Nevada on Tuesday, October 16th. Gold, Silver, Bronze and Special Award winners will receive two trophies each. Additional trophies can be purchased at a reasonable cost from The Award Group, www.theawardgroup.com/dma. In some cases, ECHO winners get invited to speak at DMA conferences and have their entries featured in trade publications. In addition, winning cases will be on display at the ECHO Gallery during the DMA2012 Conference in Las Vegas, Nevada, published in the ECHO Case Studies Library, ECHO website, and the Warc Ltd. (World Advertising Research Center) website.

We respect that entries may have information that the clients wish to keep confidential. If you have these concerns, please contact Barbara Parker at 212-790-1450 or bparker@the-dma.org.

Please note that the individual who completed the submitter form for your entry will be the contact for communications, as well as distribution of trophies, plaques, etc. If this contact changes from between the time you submitted your entry and August, you must contact the ECHO department. Otherwise, all communications (including winning trophies, plaques, etc.), will be sent to the original entrant submitter.

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9. How are ECHOs judged?
To win, your entry must pass three rounds of rigorous judging:

• In Round 1 (screening), direct marketing 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 (finals), 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. Their evaluation will determine who wins an ECHO. Scores must exceed a certain minimum benchmark for each level of award (Bronze, Silver and Gold). If no entries meet the standard, then an ECHO is simply not awarded.

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10. What's the deadline for entering?
The deadline is April 25, 2012. The extended deadline is May 2, 2012, which includes an extended deadline fee of $55 per entry. Enter by April 13th and save $100 off of your entry fee. So please don't delay!

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11. What is the entry fee? The fee is a one-time fee.
Entry Deadline: April 25 — Entry fee $395 per entry.
Extended Deadline: May 2 — Entry fee $450 per entry.
Enter by April 13th and pay just $295 — a savings of $100 off the entry deadline fee.

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12. Do you have to be a member of the DMA to enter the competition?
No, you don't. 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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