There is an award ceremony for advertising
Good reasons for the MAX Award
MAX Award: Deep Dive for the most modern dialogue marketing competition in Germany
MAX Award: Continue the story of the dialogue marketing competition!
Digital touchpoints, marketing automation, omni-channel marketing: Terms that are part of the normal usage of every marketer today were the cornerstone of the predecessor of the German Dialog Marketing Association (DDV), the Association of Address Publishers (ADV) for today's MAX-Award, nobody was on the screen yet. Long before bits and bytes, the Internet and the digitization hype, the chairman of the ADV, Heinz Fischer, decided in the mid-1960s to present the best direct marketing campaigns in Germany as an accompanying program to the traveling exhibition “Direct Advertising in the USA”.
In 1967 the campaign show was included in the annual specialist congress - later DIMA - of the ADV and gradually gained popularity. This new German competition quickly became a hit: In 1969, 116 direct advertising campaigns were on display at the ADV event in the Hoechst pavilion in Frankfurt. The campaign show of the 1960s laid the foundation for the development of the German Dialog Marketing Prize (ddp) and the current MAX Awards in the course of the association's history.
1983 was another milestone in the history of the ddp. Deutsche Post AG, at that time still Deutsche Bundespost, joined the ADV competition as the main sponsor. In 1984 the annual ADV competition for the best direct marketing campaigns was awarded for the first time under the label "German Direct Marketing Prize". Over the years, the ddp has become the most coveted trophy in the German dialogue industry. Once a year, the association honors service providers and their clients for creative and successful direct marketing campaigns. In 1988, the DIMA in Wiesbaden was the venue for the award ceremony for the first time.
In the 1990s the word “integrated” or “holistic communication” made the rounds, but for a long time this remained more pure theory than successful practice. The aim was to consistently address consumers in all possible ways - whether traditionally via TV commercial, radio or poster or in dialogue by letter or telephone - and to present the brands from a single source. Cross-media and multichannel marketing have become strategic factors. The first harbingers of the digital revolution appeared at the end of the 1990s. Digitization was a turbo for dialogue marketing, because the further it progressed, the more important it became to master dialogue. In 1999 the award was spun off from DIMA and presented for the first time as an independent event in Berlin-Tempelhof.
In the 2000s, dialogue marketing became a household name in the marketing industry. Social media, communities, forums and blogs, video platforms, e-mails and messengers became a natural part of everyday communication - and people were better informed than ever. Since then, they have been exchanging ideas about companies and products. In 2006 the awards for “Agency of the Year” and “Best in Show” were introduced at the ddp. With the renaming of the DDV to the German Dialog Marketing Association in 2008, the competition was awarded once a year from then on under the name of the German Dialog Marketing Prize.
Today, new digital touchpoints increasingly enable companies to come into contact with customers around the clock, more and more data complete the knowledge of customer expectations, and multichannel is increasingly becoming omnichannel. Dialogue takes place everywhere around the clock - and that also has an impact on the work of creative minds in agencies and companies. For this reason, after 33 years, the DDV decided to further develop the ddp and created the MAX Award.
2017 was the year of birth of the new competition for dialogic communication in the digital age. A completely new concept makes the MAX so unique and valuable. For the first time in the DDV's award history, the winners will not be determined by a jury. Instead, the general public is called upon to vote on the 30 best dialogue campaigns of the year selected by a preliminary jury in a public online voting. This creates maximum transparency and interactivity when determining the winners. The categories include all facets of contemporary, modern dialog communication. In addition, each work - no matter how many categories it was submitted in - can only win one MAX.
A public online voting from April 9 to 24, 2021 will decide on the placement of the works. Only when the award ceremony is broadcast on May 4, 2021 via the website, Facebook and Youtube will it be announced which works will win gold, silver and bronze.
The submission phase for MAX 2021 runs until February 26th. There is a choice of 27 categories and two special prizes. After assessing the cases in one of three independent specialist juries on the topics of consumer involvement, data & digitalization and brand activation, the decision jury then determines the shortlist.
Do you have what it takes to continue the history of the German Dialog Marketing Prize and win the MAX? Then submit now!
All information about the competition and the possibility of submitting it can be found here!
Boris von Nagy, Head of Communication, German Dialog Marketing Association e.V.
Emotional Distancing - What Corona really puts companies at risk
How to protect yourself sustainably against alienation and loss of customers with the right dialogue marketing strategies.
Those who really know their customers can deliver relevant content and offer them positive experiences. And so fill the emotion account on the credit side and get it out of the way. Not just as a push. Or as a pull. But in dialogue. Which means: learning. Building on experiences and actions. Real relationship maintenance. It's that simple: a response to a post. The little personal greeting by email. The helpful tutorial on Youtube. The well-run service chat ... All of this pays off immediately in a crisis - and even more so when it is finally over. But some find it difficult:
Stationary retail, gastronomy and hotels, event and tourism providers - the list of industries that are seriously threatened in their existence by COVID-19 is long. The need for rapid digitization of business models is no longer denied by anyone. Investments are being made: in new digital experts. In technology. In process consulting. This focus on restructuring one's own company puts investments in one of the most important factors for economic success in the background: one's own customers. Especially now that we are in lockdown and many companies cannot offer their services and products, regular contact should be a matter of course. But far from it. There is radio silence in many places.
Obviously, hardly any thought is given to the last time a customer had positive contact with their own company. Accordingly, the great danger of "emotional distancing" is overlooked or misjudged.
The well-known "physical distancing" is easy to measure: for example in missing visits or declining sales. Mental alienation is much harder to raise. It must be clear to everyone. The well-known brand triad (awareness, sympathy, willingness to buy) has been turning into negative for months: Fewer contacts lead to less sympathy and less willingness to buy.
The reasons for this effect are very easy to explain psychologically. For every brand and every company there is an individual emotion account in the mind of a consumer. Every contact, every experience with a company or a brand is saved as pleasure or pain. ALL experiences count. Not only the superficial product services, but also and especially service or communication experiences.
There is also a second dangerous effect: the emotional fading. Emotion accounts that are not filled regularly move further and further in perception. Like unused apps on the phone.
Right now there is a huge chance to maintain and fill up your own emotional account through regular, close, touching dialogue. All people are currently reduced to very limited spaces. The physical freedom of movement has become smaller.
But how do the companies remember that were used a lot before Corona and are now on hold? Now it is taking its toll that too little has been invested in the further development of CRM strategies in the last few years, and in many cases customer databases are up to 15 years ago. Much information is neither collected nor stored and certainly not evaluated. It is also tragic that customer dialogues in the performance age are often only recorded as transactions. Digitization will come to nothing if customer data and customer communication are not included. Unfortunately, many companies are far from taking a holistic view of the customer journey. Direct-to-consumer sounds promising, but it is a rocky road without customer data and corresponding customer communication.
The necessary building blocks for re-emotionalization are not rocket science: CRM, content and social media form the magic triangle of effective dialogue marketing of the future, which wins and binds customers and increases their value over the long term.
Each year the MAX Award, Germany's most prestigious prize for dialogue marketing, recognizes which companies are particularly clever and effective. Excellent work can be found in the archive of the MAX Award. If you are one of them in 2021 and want to know how good your own strategies are, submit now.
The deadline for submissions is February 19th. Apply here now!
Matthias Berndt, Executive Client Partner, Digitas Pixelpark and Chairman of the DDV Competence Center Agencies
From dialogue to MAXilog
Crises also have their good side: they harbor opportunities in very different ways. A lot
make them visible ... even very mundane things. In our industry, for example, that it is for
great creation doesn't always need months of productions and suitcases full of money.
Listen carefully, understand what moves people, really focus on your counterpart
let in, and then ideally not only shoot out emotional messages, but in the
Exchange go. Allow reactions. Tickle out the resonance. There was one in there
communicative opportunity that many companies took advantage of in 2020.
As a creative person, I am thrilled by the number of brands that have quickly responded to them in the last year
changed circumstances. Often with very simple ideas, with special ones
emotional campaigns, ... and with very open, intensive dialogues. It is of course that
DNA of dialogue marketing campaigns that are especially good for them
Remaining invisible to the public: Either, personally, I am part of the dialogue, or I am
under no circumstances do I notice anything of it. (Thanks DsGVO)
To be very clear: I am a real fan of data protection and an advocate of cleanliness
managed and secured databases. Only that is why there are often good dialogue marketing cases
Earn a shadowy existence, not discussed let alone celebrated, that is allowed
This is precisely why the MAX Award has existed for many years: Here you can see which ones
Masterpieces in dialogue marketing are created in German-speaking countries. Be here
outstanding ideas and particularly well-solved campaigns from the best minds of
Industry judged, here is the stage for all those dialogical campaigns that take place in the
The previous 12 months were created and successfully managed.
How did you win new customers in 2020, how did you use technology and data to
to have particularly exciting dialogues, how creative you are with the corona crisis
handled, what triggers did you set to trigger dialogues with your customers? We
are excited about your cases and look forward to one after a special year
Now is the time: Show how your brands are on par with prospects and customers
communicate. Submit your best cases for the MAX Award now. Look forward to it
Feedback from renowned professional juries and on a very special performance show - MAXimal
visible in the public voting of the best 30 works from April.
Ann-Sophie Sell, Creative Director Digitas Pixelpark and jury president of the MAX Award
Submit it here!
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