CHIEF MARKETER PRESENTS THE 31st ANNUAL
The World’s Largest Awards Program Recognizing Excellence in Promotion Marketing
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ELIGIBILITY RULES
- The PRO Awards are open to marketers, agencies, suppliers, and manufacturers involved in campaigns utilizing promotion marketing.
- B-to-C and B-to-B events and campaigns are eligible.
- Campaigns must have launched or debuted between January 1, 2019 and December 31, 2019.
- International entries are welcome!
- Entrants may submit as many campaigns as they wish into the PRO Awards. Campaigns may be entered in multiple categories, as long as it is within category guidelines.
HOW ARE THE PRO AWARDS JUDGED
Each PRO Award category will have a Gold, Silver and Bronze winner. A panel of promotion marketing experts judges will be looking for evidence of campaigns that demonstrate the following:
- Clear strategic thinking
- Innovation
- Effectiveness
Winners will have succeeded in reaching out and effectively promoting to the target audience. Results must be supported.
There are 29 categories available for submission. Entries can be made into more than one category.
CREATIVITY & INNOVATION
The campaigns with the freshest and most disruptive ideas. The branding, content, promotional displays and environments that made jaws drop and eyes pop.
Best Use of Disruptive Marketing
This campaign really caused a ruckus. It stood out from the competition like a cat in a dog park to prevent competitors or entrepreneurs from moving in — even squeezing an elbow in. Judges will be looking for a little risk or lots of courage.
Best Vehicle-Based Campaign
Awarded to the best campaign that delivers a marketing experience by using a vehicle at the heart of the program. Judges will consider the strategy, brand/market relevance, vehicle design, execution and measurable results.
Best Use of Event or Experiential Marketing (Five Venues or Less)
Awarded to the campaign best-utilizing creativity in producing a live event or customer experience to enhance the strategic position or sales of a product or service. The event should have been produced in five or fewer venues and have provided a brand experience to the target audience. Judges will consider strategy, brand/market relevance, execution and measurable results.
Best Use of Event or Experiential Marketing (More Than Five Venues)
Awarded to the campaign best utilizing creativity in producing a live event or customer experience to enhance the strategic position or sales of a product or service. The event should have been produced in five or more venues and have provided a brand experience to the target audience. Judges will consider strategy, brand/market relevance, execution and measurable results.
Best Sampling or Trial Recruitment Campaign
Awarded to the program that effectively introduced or promoted a product or service by means of sampling or trial. Sampling and trial can include in-store, in-pack/on-pack, event sampling and direct mail. Program should demonstrate in its results an effective trial/conversion rate.
Best Buzz
Awarded to the campaign that innovatively created a buzz and disrupted the status quo in a brand’s space through any medium or channel. Judges will consider how new ideas performed against the set objectives the brand had for the campaign or promotion.
Best Campaign on a Budget (under $250,000)
Awarded to the campaign that achieves all stated objectives while adhering to a budget under $250,000. Judges will consider innovation, creativity, execution and results.
PROMOTION STRATEGY
The promotion campaigns that had it all—engaged consumers, killer execution, a rock-solid strategy and a proven ROI.
Best Integrated Campaign
Awarded to the campaign best utilizing more than one marketing discipline (i.e. broadcast, direct marketing, advertising, sweepstakes, events, digital media, public relations) that showcases outstanding creativity, consistency of message and achievement of objectives.
Best Holiday or Seasonal-Themed Campaign
Awarded to entries that use campaign marketing to focus on a particular holiday or season (i.e. Valentine’s Day, Earth Day, St. Patrick’s Day, Father’s Day, Christmas, Kwanzaa, Summer, Winter, Spring, Fall, back-to-school etc.) to drive sales. Judges are looking for a strategic and innovative use of creative, messaging and execution.
Best Entertainment Sponsorship or Tie-In
Awarded to the campaign that best leverages an entertainment brand or activity to market a product or service. Judges will consider creativity, execution and relevance to both the entertainment and product brand, as well as measurable results.
Best Sports Sponsorship or Tie-in
Awarded to the campaign that best leverages a sports brand or activity to market a product or service. Judges will consider creativity, execution, relevance to both the sport/sport franchise and product brand and measurable results.
Best New Product Launch
Awarded to the campaign that most innovatively launched a new product or service via any medium or channel. Measurable results, creativity and the overall launch plan will be considered.
Best Loyalty Marketing Campaign
Awarded to the best use of loyalty marketing to motivate consumers to take action and/or encourage repeat purchases, including using discounts, points, rewards, coupons, premiums, membership programs, clubs and other incentives.
Best Brand Awareness Campaign
Awarded to the campaign most effective in gaining measured market awareness for a brand, service, product or event including re-launches, repositions and new introductions.
Best B2B Campaign
Awarded to the best business-to-business campaign to generate prospects, leads, sales or customer retention. Judges will consider creativity, execution, relevance to the vertical market targeted and measurable results.
TARGETED CAMPAIGNS
The best promotions targeting specific demographics, groups, people and places.
Best Use of Influencer Marketing
Awarded to the campaign that executed a successful strategy that identified the influencers who have sway over potential buyers and oriented marketing activities around these individuals.
Best Cause-Based Campaign
Awarded to campaign tied to charitable objectives, including campaigns tied to nonprofit organizations, events or corporate outreach. Initiatives can include pro bono, cause-related, green efforts or corporate donations. Judges will consider how the brand and/or any involved cause benefited from effort.
Best Local/Regional Campaign
Campaigns executed on a local or regional level with the intent of reaching consumers in a specific geographic area. Creativity and measurable results will be considered.
Best Multicultural Campaign
Awarded to the campaign that most successfully targets a specific vertical niche/subset of the population based on specific demographic criteria. For example, ethnicity, gay/lesbian, parents, faith, pet owners or a specific age range of consumers: teens, boomers, etc. (Millennials has its own category). Campaigns will be judged on creativity, execution, market relevance and measurable results.
Best Campaign Targeting Millennials or Gen-Z
Awarded to the campaign that most creatively and successfully targets Millennials via any, or multiple, marketing channels. Campaigns will be judged on innovation, execution and measurable results.
Best Use of Shopper Marketing
The award goes to the brand/agency who can show the judges the specific trail of shopper marketing work pre-, during- and post- retail that led to a successful outcome. This entry should outline what shopper data led to what marketing tactics and ultimately to what follow up communications with customers.
Best Retail Campaign
Awarded to the campaign that best leverages the strengths of a retail marketing initiative. The program can be executed by the brand or co-branded with other brands or a retailer. This category accepts both brick-and-mortar and online retail promotions.
PROMOTION TECHNOLOGY
The campaigns that utilized the latest technologies, content strategies and social media techniques to amplify their programs—and generate results.
Best Use of Content Marketing
Given to the campaign that shows the most strategic use of content marketing. Judges will consider how marketers consistently created and/or curated and promoted content to attract and retain customers, create brand awareness loyalty, and drive ROI for the overall marketing strategy.
Best Use of Gamification, Contests and Sweepstakes
Awarded to the campaign that best promotes a product or service through the use of gamification, contests or sweepstakes. This tactic can be part of a broader integrated campaign, but the impact of the gamification, contest or sweepstakes should be clear.
Best Use of AI/VR/AR
Given to the campaign that shows the most strategic use of AI, VR or AR to attract, retain or engage consumers. Judges will consider use, creativity, execution and results.
Best Use of Video
You must have a great video up your marketing sleeve! Show us! Awarded to the agency/brand that produced/integrated branded or consumer-generated video into its marketing. Judges will consider how well the video generated awareness for the brand.
Best Digital/Social Campaign
Awarded to targeted, measurable and interactive campaigns using digital technologies, mainly using the Internet or mobile devices as a core promotional medium to reach and convert leads into customers. Given to the campaign that shows the most creativity, innovation and measurable results using any digital technologies (using the Internet or mobile devices as a core promotional medium) or social media channel to drive brand awareness and/or sales. Judges will consider sharability and viral reach of the campaign.
SPECIAL AWARDS CATEGORIES
New this year, we recognize post-COVID-era campaigns, direct-to-consumer campaigns and the campaign picked by you to be the best promotion of the year.
NEW: Best Post-COVID-Era Campaign
Awarded to the campaign that pivoted into the post-Coronavirus era with the most compelling message, marketing and call to action.
*Date range from Jan. 2020-ongoing.*
NEW: Best Direct-to-Consumer Campaign
Awarded to the campaign that promoted a D-to-C brand in the most innovative way, OR, any brand that pivoted into D-to-C utilizing innovative promotion marketing.
Platinum PRO
Honoring the best overall campaign of the year.
*This category is not open for entries. All entrants are eligible!*
Benjamin Martinez
Head of Sponsorship-Beyond Beer and Premium & Super Premium Brands
Anheuser-Busch
Brandi Ray
Senior Marketing Director
Cheetos/Pepsi Co
Chin Wu
Senior Marketing Manager
HP Inc
Chris Bingel
Director-Loyalty and Database Marketing
Redbox
Eric Mills
Associate Director of Marketing
The Kraft Heinz Company
Mike Kopech
Senior Director Sports and Experiential Marketing
ESPN
Patrick Perkins
Product Marketing Xbox Console & Platform
Microsoft
Karla Dover
Senior Manager Experiential Marketing
Pernod Ricard USA
Angela Burgin
Director of Marketing
AT&T
Kathryn Pratt
Director of Brand Engagement
L.L. Bean
Saloni Janveja
Executive Director, Social Media and Marketing Innovation
Ally Financial
Dave Spencer
Chief Marketing Officer
Central Healthcare
Christie Fleming
Senior VP of Sales & Marketing
Evolve BioSystems, Inc.
This year’s gala is going virtual! Winners will be named ‘live’ during the 2020 virtual PRO Awards Gala being held September 2 at 4:00 PM in Chief Marketer’s digital environment. Join us as we raise a toast to the brands and agencies who created the best marketing campaigns of the year, connect with industry peers in our networking lounge and more.
CLICK HERE TO RESERVE YOUR COMPLIMENTARY SEAT
Interested in sponsorship opportunities?
Contact Dara Brooks at dbrooks@accessintel.com to position yourself as a co-host of this commemorative affair in front of hundreds of brand and agency marketers!
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