Introduced in 1998 by the Direct Marketing Association, the Assegais have fast become the industry benchmark for recognising customer-focused campaigns designed to achieve measurable bottom line results. "The Awards do not give accolades for extravagant production values, enormous budgets, or off-the-wall shock advertising," says Assegai Chairperson, Audrey Price-Dix. "Rather, an Assegai rewards breakthrough strategy, creative brilliance and outstanding results - in all direct marketing media, including mail and print, broadcast and telemarketing, direct distribution and the Internet."
Participation in the 2001 awards were up by an impressive 70% over the previous year, a trend that is anticipated again this year, and one which has been attributed to the growing understanding of the efficacy of direct marketing when compared with other traditional marketing and advertising strategies. "Direct Marketing is one of the fastest growing marketing disciplines, with more and more companies recognizing the value of response driven marketing," said Price-Dix.
"Creativity in the context of direct marketing is not necessarily about the price tag, sexy ideas or media hype, but rather the way the creative execution shines through in the utilization such as typography, photography, design, copy and art direction. And simple low cost, once-off campaigns stand as much chance as winning as do any other," she added.
A large proportion of this years judging process will be focussed on the bottom line results achieved by the campaign – in other word, the return on investment, (ROI). Entrants will be assessed against the financial viability of their various marketing initiatives using a unique ROI calculator, which has been designed to measure marketing investment and then compare actual results achieved against the budgeted forecasts. This easy to use calculating tool is being heralded as a first in the South African Direct Marketing Industry.
As with previous years, Independent judges who are well versed in direct marketing will be selected to assess the campaigns.
The Direct Marketing Association will be holding a series of Assegai workshops in both Cape Town and Johannesburg during March and April, to present the entry and judging process, as well as to showcase the 2002 ROI model.
It’s time to get your entries ready for the Assegai Awards!
The closing date for Assegai entries is just around the corner, so get on line to www.assegai.co.za for your entry forms, and a complete breakdown of Assegai categories and entry procedures. Winners will be announced at a glittering banquet at Vodaworld on the 8th August. Bookings for the evening banquet, or any of the Assegai Workshops can be made with the DMA’s Assegai Co-ordinator either online, or by calling (011) 482-6440.
