PRO Awards Categories
1. Best Multidiscipline Campaign
Awarded to the campaign best utilizing more than one marketing discipline (broadcast, direct marketing, advertising, events, interactive media, public relations, etc.) Judges will be looking for outstanding creativity, consistency of message and achievement of objectives.
2 .Best Use of Event Marketing (Five or Less Venues)
Awarded to the campaign best utilizing creativity while enhancing the strategic position of the product or service being promoted. The event should have been produced in five or fewer venues and have provided a brand experience to the target audience. Promotions using Gorilla Marketing as its main form of promotion can be submitted into this category. Judges will consider strategy, brand/market relevance, execution and measurable results.
3. Best Use of Event Marketing (More Than Five Venues)
Awarded to the campaign best utilizing creativity while enhancing the strategic position of the product or service being promoted. The event should have been produced in more than five venues and have provided a brand experience to the target audience. Promotions using Gorilla Marketing as its main form of promotion can be submitted into this category. Judges will consider strategy, brand/market relevance, execution and measurable results.
4. Best Vehicle-Based Experiential Campaign
Awarded to the best campaign delivering a promotion marketing experience using a vehicle at the heart of the program; from promotional advertising on tractor trailers to vans to smart cars to sampling and grassroots promotions. Judges will consider the strategy, brand/market relevance, vehicle design, execution and measurable results.
5. Best Sampling Program or Trial Recruitment
Awarded to the program that demonstrates effective sales promotion of a product or service by means of sampling or trial. Sampling and trial can include in-store, in-pack/on-pack where the sample is affixed to the package of related product or packed inside, event sampling & direct mail. Program should demonstrate in its results an effective trial/conversion rate.
6. Best Incentive Campaign – New Category
Awarded to the best use of an incentive to up-sell or cross-sell using loyalty programs, discounts, rewards, incentive to drive purchases.
7. Best Cause-Based Promotion
Awarded to the best campaign tied to a charitable organization, event or community outreach program. Entry should define in quantifiable terms how both brand and cause benefited.
8. Best Sponsorship or Tie-In Campaign
Awarded to the campaign that does the most to leverage a sports or entertainment activity as the primary means of marketing a product or service.
9. Best Campaign that Uses a Holiday Theme in its Promotion
Awarded to campaigns that use any form of Promotion Marketing to focus on a particular holiday (Valentine’s Day, Christmas, St. Patrick’s Day, Kwanzaa, etc.) to drive sales.
10. Best Use of Public Relations in a Promotion Campaign
Awarded to the campaign judged to make the best use of press placement in either traditional media (TV, radio, print) or non-traditional media (web news, organic search results, influencer blogs).
11. Best Use of Games, Contests, and Sweepstakes
Awarded to the campaign that best promotes a product or service through the use of games, contests or sweepstakes. This tactic can be part of a broader integrated campaign, but the impact of the game, contest or sweepstakes should be clear.
12. Most Innovative Communication Strategy
Awarded to the campaign best utilizing an innovative form of communication through any medium or channel. The judges will be looking for inspirational, creative thinking and performance against set objectives.
13. Best Web-Based Promotion
Awarded to the campaign that makes best use of a web site by conducting a specific marketing campaign either over a brand’s primary web site, a specially designed microsite, or a brand profile page on a social network.
14. Best Mobile Marketing Campaign
Awarded to the promotion judged the most innovative in using mobile devices to deliver any marketing message or offer, including text messages, mobile coupons, 2D barcodes and other visual recognition tactics, location-centered promotions, mobile search marketing, and smartphone apps.
15. Best Multicultural/Ethnic Campaign
Awarded to the promotional campaign that most successfully targets a specific cultural or ethnic audience. (If your campaign is in a language other than English, please provide a translation.)
16. Best Campaign Targeting a Specific Demographic
Awarded to the promotional campaign that most successfully targets a vertical niche, (subset of the population based on a specific demographic criteria i.e.: age, gender, pet owner, parents, or a specific area of interest).
17. Best Campaign Generating Brand Awareness
Awarded to the campaign most effective in gaining measured market awareness for a brand or product, including re-launches, repositions and new introductions.
18. Best Use of a Promotion Campaign Executed Outside the U.S. – New Category
Awarded to the promotional campaign that achieves all stated objectives but was executed outside of the United States. Where an agency or brand is based does not matter but the promotion itself must have been executed outside the U.S. Judges will consider innovation, creativity, execution and results.
19. Best Dealer, Sales Force or Business-to-Business Campaign
Awarded to the best campaign targeted to trade partners, sales forces or business customers.
20. Best Use of Social Marketing in a Promotion Campaign –Revised Category
Given to the campaign that shows the most creativity and innovation using social media to get consumers to disseminate its message virally. Promotions can involve online or offline media, including social networks, forward-to-a-friend messages, widgets, etc., but should produce measurable reach results.
21. Best Retail Campaign
Awarded to the campaign that best leverages the strengths of both a retailer and a brand for a marketing initiative. Eligible campaigns may have originated with retailers or been developed by a supplier for a specific retailer. Judges will consider strategy, execution and measurable results.
22. 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. The under $250,000 budget should be for the entire program not just a particular portion. Although the entry may appear to fit into one of more of the other categories, it may be a better fit here if the budget limitations actually made the campaign stronger. Judges will consider innovation, creativity, execution and results.
23. Best Idea or Concept
Awarded to genuinely new promotional ideas or fresh interpretations of established ideas, in relation to promotional mechanics, channels of communication, types of incentives, etc.
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