Judging Process

The Footprint Shopping Centre Marketing Awards first round judges will review and assess all of the entries for eligibility and qualification of a minimum standard for judging. The first-round judges consist of shopping centre marketing experts, asset managers, managing agent and owner representatives, as it is important the marketing and strategic centre objectives are met.

At this stage, the judges might disqualify entries that differ substantially from the entry guidelines. First-round judges score the entries (excluding entries that are in conflict). Each entry then scores an overall average score which the average of all scores given for that entry by the judges. Entries that are eligible for second-round which are entries that scored an average of 65% or more in the judging will then be determined.

The judging panel for round two is made up of a combination of shopping centre and general advertising and marketing practitioners from around the world, who will adjudicate and score the entries. The entries are screened according to official criteria

Important thing to note: The judging committee members are not allowed to review entries for their own companies. We’ll also check if there are any possible conflicts of interest and make sure that they don’t judge those either.

Please Note: the judges reserve the right to withhold an award, should the entries not meet the minimum standards required within a category and therefore there maybe instances where there is no winners for that category.

Click here to view Judges Criteria

How Are The Entries Scored?

The judges will be using an official and detailed checklist to score all of the entries.

Compare your entry to the below criteria.

Marketing objectives and strategy

  • Based on fact – not opinion?
  • Directly linked to the situation?
  • Was a clear problem or opportunity identified that the plan could realistically address?
  • Did strategies appear realistically capable of accomplishing goals?
  • Were the strategies business based, i.e. owner’s interests considered?
  • Are / were the goals specific, time based?
  • Can the goals be measured quantitatively? If not, can qualitative goals be measured objectively?

Tactics and implementation

  • Were the tactics used appropriate to the strategies?
  • Was the implementation appropriate and consistent with the objectives, strategy and tactics employed?
  • Was a high level of competence and professionalism exhibited in the implementation?
  • Did the entry properly document all the claims made, i.e. was it believable?
    Were materials and documentation appropriate for achieving the desired results?

Creativity

  • Are the strategies original and innovative?
  • Did solutions maximise the opportunity to succeed?
  • If the programme was new, did the entry find a new twist?
  • Were the advertising elements effective, as opposed to simply novel or attractive?

Cost-effectiveness

  • Did the amount appear to be a wise use of the centre / company funds?
  • Did results obtained merit the expense made?
  • Was creativity and resourcefulness shown in the budget without compromising quality and ability to get results?
  • Was there clear return on investment?

Results

  • Was strong detail provided in results documentation?
  • Did results link to original objectives?
  • Are the results credible?
  • How did the results impact on the centre?
  • Were the interests of the owner of the shopping centre well served?
  • Is this entry worthy of emulation by the rest of the industry?

Ultimately we want to know that the campaign /promotion achieved the objectives set and the objectives were measurable or quantifiable.