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2017 Awards Categories

 

The judging and categories this year have changed. We have introduced new categories based upon our changing business, and changed the criteria for others. Please pay close attention to the rules below each category and good luck!

Top Awards

You may submit your campaign for either a Direct Response award, or a Brand Response award but not both. (You are permitted to submit multiple campaigns to either category.)

  • Traditional Direct Response is defined as selling directly to the consumer via the commercial. These products are sold on the As Seen On TV retail shelves. Examples are Hoverball and the Red Copper Pan, etc.
  • Brand Response is defined as a branded product being marketed primarily to support “in line” distribution at retail. Examples are Waterpik and Shark/Ninja, etc.

 

Best Short Form of the Year, Traditional Direct Response

The direct response short form show that exemplifies the best of the best. You will be judged on creative, effectiveness of the spot, offer, and overall look of the show. Show must be 2 minutes long.

Please include the following:

  1. How many weeks has your spot appeared in the top 20 on industry reports? 
  2. Creative strategy
  3. Media results – CPO, MER 
  4. How much money was spent on the media campaign?
  5. Sales or sales expectations

 

Best Long Form of the Year, Traditional Direct Response

The direct response long form show that exemplifies the best of the best.You will be judged on creative, demonstrations, effectiveness of the show, CTA’s, offer, and overall look of the show.

Please include the following:

  1. How many weeks has your infomercial appeared in the top 20 on industry reports? 
  2. Creative strategy including CTA’s and offers
  3. Media results – CPO, MER 
  4. How much money was spent on the media campaign?
  5. Sales or sales expectations

 

Best Short Form of the Year, Brand Response 

The direct response short form show that exemplifies the best presentation for a brand. You will be judged on creative, effectiveness of the spot, offer, and how the show represents the brand. Show must be two minutes long.

Please include the following:

  1. How many weeks has your spot appeared in the top 20 on industry reports?
  2. How many airings have you had?
  3. Creative strategy including CTA’s and offers
  4. Results based upon retail sales

 

Best Long Form of the Year, Brand Response

The direct response long form show that exemplifies the best presentation for a brand. You will be judged on creative, effectiveness of the show, offer, and how the show represents the brand. 

Please include the following:

  1. How many weeks has your infomercial appeared in the top 20 on industry reports? 
  2. How many airings you have had?
  3. Creative strategy including CTA’s and offers
  4. Results based upon retail sales

 

NEW CATEGEORY
Best Product of the Year

This product represents the best of the best in our industry. Product must be new and unique. There is nothing else like it. It must be a product that can change people's lives for the better – whether it is big or small, expensive or inexpensive. 

Please include the following:

  1. How many weeks did your show appear in the top 20 in industry reports?
  2. How well did the product demonstrate?
  3. Was there a high perceived value to the product relative to the price?

 


 

Best Digital Marketing Campaign

Note – This category does not include website design.

The direct response marketing campaign that best utilizes digital channels including but not limited to search engine marketing, product listings, display ads, affiliate marketing, online video, mobile marketing, social media, email and other digital channels.

  • Campaign goals: What were the goals of the campaign and how were they accomplished.
  • Key Considerations: Creativity in utilization strategy, offers, calls to action, spend mix, channel performance, and continuity.
  • Success metrics: Number of airings, MER or CPO, ROAS, CVR, and ranking in industry publications
  • Please indicate which channels were utilized and what methods were used to measure success.

 

Best Direct Response Radio Campaign

The radio spot/s that successfully demonstrate the best media strategy, execution, results and effectiveness based upon its objectives and goals. Key considerations include offer, call to action, script, voiceover, testimonials and the perceived value and credibility. Please only submit a maximum of three per campaign.

Please include the following:

  • What were the goals of these spots and how did you achieve those goals?
  • Conversions or sales results

 

Best DR Website Design

The website that offers a cutting-edge, unique and user-friendly design. This website may be a part of an integrated direct response marketing campaign, or an internet retailing campaign, and must be fully operational at the time of judging. Key considerations include overall creativity, ease of navigation, privacy, efficiency of the shopping cart, tracking abilities, customer service, data security, and the ability of the site to communicate with its audience and maximize sales in an ethical manner.

Please include the following:

  • What were the goals and objectives for this website?
  • What methods were used to measure success? Items to address may include: sales volume, ratio of visitors to orders, click through rates, and the use of up sells and cross promotions?

 

Best Social Media Campaign

The direct response marketing campaign with the best and most effective use of social media including but not limited to Facebook, Twitter, Instagram, LinkedIn, Tumblr, Snapchat, Vine and Pinterest.

Please include the following:

  • Campaign goals: What were the goals of the campaign and how were they accomplished?
  • Key Considerations: Creativity of approach, execution, consistency and overall use of different social networks.
  • Success Metrics: attributed revenue, site visitors, ROAS, CVR and engagement levels. (i.e., if a Facebook campaign, views/likes/comments/shares.

 

Best Short Form, Beauty

The direct response short form show that demonstrates the best selling techniques for the beauty products being marketed. “Beauty” products include skin care, hair care, topical items, creams, lotions, liquids, cosmetics and electrical devices that enhance physical beauty (i.e., electrical or non-electrical hair appliances, facial appliances, etc.). Key considerations include casting, demonstrations, the open, the call to action, set design, and overall creativity.

Please include the following:

  • Has your spot appeared in the top 20 at any time in any of the industry reports?
  • What was your creative strategy; media strategy?
  • Sales results – CPO and MER

 

Best Long Form Beauty

The direct response long form show that demonstrates the best selling techniques for the beauty products being marketed. “Beauty” products include skin care, hair care, topical items, creams, lotions, liquids, cosmetics and electrical devices that enhance physical beauty (i.e., electrical or non-electrical hair appliances, facial appliances, etc.). Key considerations include casting, demonstrations, the open, the call to action, set design, and overall creativity.

Please include the following:

  • Has your infomercial appeared in the top 20 at any time in any of the industry reports?
  • What was your creative strategy; media strategy?
  • Sales results – CPO and MER

 

Best Short Form, Housewares

The direct response short form show that demonstrates the best selling techniques for the housewares product being marketed. “Housewares” include any household item generally used to clean or cook (i.e., kitchen appliances, pots and pans, heaters, humidifiers, cleaners, vacuum cleaners, etc.). Key considerations include casting, demonstrations, the open, the call to action, set design, and overall creativity.

Please include the following:

  • Has your spot appeared in the top 20 at any time in any of the industry reports?
  • What was your creative strategy; media strategy?
  • Sales results – CPO and MER

 

Best Long Form, Housewares

The direct response long form show that demonstrates the best selling techniques for the housewares product being marketed. “Housewares” include any household item generally used to clean or cook (i.e., kitchen appliances, pots and pans, heaters, humidifiers, cleaners, vacuum cleaners, etc.). Key considerations include casting, demonstrations, the open, the call to action, set design, and overall creativity.

Please include the following:

  • Has your infomercial appeared in the top 20 at any time in any of the industry reports?
  • What was your creative strategy; media strategy?
  • Sales results – CPO and MER

 

Best Short Form, People’s Choice

The short-form show, as selected by the members of the Electronic Retailing Association via online voting, that represents what the ERA members believe to exemplify the direct response industry in being innovative, appealing, entertaining and successful.

  • Has your spot/infomercial appeared in the top 20 at any time in any of the industry reports?
  • What was your creative strategy; media strategy?
  • Sales results – CPO and MER

 

Best Long Form, People’s Choice

The long-form show, as selected by the members of the Electronic Retailing Association via online voting, that represents what the ERA members believe to exemplify the direct response industry in being innovative, appealing, entertaining and successful.

  • Has your spot/infomercial appeared in the top 20 at any time in any of the industry reports?
  • What was your creative strategy; media strategy?
  • Sales results – CPO and MER

 

Best Short Form, Variety

The direct response short-form show that demonstrates the best selling techniques for any show not included in the above categories – for example: electronic items, tools, automotive products, pet products, garden products, books, lighting, decorations, holiday, etc. Key considerations include casting, demonstrations, the open, the call to action, set design, and overall creativity.

Please include the following:

  • Has your spot appeared in the top 20 at any time in any of the industry reports?
  • What was your creative strategy; media strategy?
  • Sales results – CPO and MER

 

Best Long Form, Variety

The direct response long-form show that demonstrates the best selling techniques for any show not included in the above categories – for example: electronic items, tools, automotive products, pet products, garden products, books, lighting, decorations, holiday, etc. Key considerations include casting, demonstrations, the open, the call to action, set design, and overall creativity.

Please include the following:

  • Has your infomercial appeared in the top 20 at any time in any of the industry reports?
  • What was your creative strategy; media strategy?
  • Sales results – CPO and MER

 

New Category
Best Children's Product – Long or Short Form

This show represents the best children’s product including toys, books, educational products, plush or other items used by children under 15. Key considerations are use of children in the commercial, demonstrations and overall imagination and creativity.

Please include the following:

  • Has your spot/infomercial appeared in the top 20 at any time in any of the industry reports?
  • What was your creative strategy; media strategy?
  • Sales results – CPO and MER

 

Best Exercise and Fitness – Long or Short Form

The direct response short form or long form show that demonstrates the best selling techniques for the product or service being marketed. This category includes any product or video that is related to exercise, sports or fitness. Key considerations include casting, demonstrations, the open, the call to action, set design, and overall creativity.

Please include the following:

  • Has your spot/infomercial appeared in the top 20 at any time in any of the industry reports?
  • What was your creative strategy; media strategy?
  • Sales results – CPO and MER

 

Best Financial Services Show – Long or Short Form

The direct response short form or long form show that demonstrates the best selling techniques for financial services products or services. “Financial Services” include but are not limited to insurance, mortgage, loans, credit cards, banking and other related services.

Please include the following:

  • Please show how you achieved your goals for your show.
  • Any other relevant information?
  • Sales results CPO and MER

 

Best Health or Weight Loss – Long or Short Form Show

(Note: This category does not include fitness programs. See “Best Exercise, Fitness”.)

The Brand response short form or long form show that demonstrates the best selling techniques for the health product being marketed. “Health” products include but are not limited to ingestibles, weight-loss programs, over-the-counter drugs, pain relief, prescription drugs, or nutraceuticals. Key considerations include casting, demonstrations, the open, the call to action, set design, and overall creativity.

Please include the following:

  • Has your spot/infomercial appeared in the top 20 at any time in any of the industry reports?
  • What was your creative strategy; media strategy?
  • Sales results – CPO and MER

 

Best Pro Bono, Long or Short Form

This direct response short form or long form show that was provided as a philanthropic work for an organization. This category includes any product or video that was developed as a pro bono project for a non-profit organization. This award seeks to identify and honor those that have enhanced the human dignity of others by improving or delivering services to deserving group.

Please include the following:

  • Who was the organization the pro bono program was developed for?
  • What were the goal of the program?
  • What was your creative strategy; media strategy?
  • What were the results of the program?

 

Best Product Expert

The product expert from a short form, or long form, who distinguishes themselves and most effectively presents the product with sincerity, credibility, enthusiasm and knowledge. The product expert must NOT be a celebrity under a contract with or employed by any company involved in the production of the show. Key considerations include personal involvement, attitude, energy, creditability, knowledge of the product and “beyond the call of duty” attributes.

  • What were the goals of the show and how did the product expert’s involvement play a pivotal role?

 

New Category
Best Celebrity Presenter

Male or Female who effectively presents the information in a long form production with sincerity, credibility, and enthusiasm. Personal involvement, attitude, energy, credibility, knowledge of the product and “beyond the call of duty” attributes will be evaluated.

  • What were the goals of this show and how did the presenter help achieve those goals?

 

Best Female Presenter - Non Celebrity

The female who most effectively presents the information in a long-form production with sincerity, credibility, and enthusiasm. Personal involvement, attitude, energy, credibility, knowledge of the product and “beyond the call of duty” attributes will be evaluated.

  • What were the goals of this show and how did the presenter help achieve those goals?

 

Best Male Presenter – Non Celebrity

The male who most effectively presents the information in a long-form production with sincerity, credibility, and enthusiasm. Personal involvement, attitude, energy, credibility, knowledge of the product and “beyond the call of duty” attributes will be evaluated.

  • What were the goals of this show and how did the presenter help achieve those goals?

 

Best International DRTV Show

The direct response short form or long form show for broadcast outside the United States that demonstrates the best creative strategy and execution. Key considerations include casting, demonstrations, the open, the call to action, set design, and overall creativity. All submissions must be in English, or have English subtitles.

  • In what markets has this show aired?
  • What were the goals of this show and how did you achieve those goals?

 

Best U.S. Hispanic Show

The direct response short-form or long-form show produced solely for the U.S. Hispanic market that demonstrates the best selling techniques for the product being marketed. This only includes shows with original creative (shows that have been dubbed or have otherwise adapted language are not eligible).

  • What were the goals of this show and how did you achieve those goals?