Direct Marketing 

Association of Detroit 




Programs designed to generate automotive dealer traffic, promote brand/model loyalty and/or market new or used vehicle sales or leasing. Includes programs developed by manufacturers and marketing organizations, fleet operators, leasing companies, dealer groups or individual dealerships.

·                    Under $500M (M = per thousand)

·                    Over $500M (M = per thousand)

Automotive Parts and Service

Programs designed to market automotive parts, accessories or services.

·                    Under $500M (M = per thousand)

·                    Over $500M (M = per thousand)

Business and Consumer Services

Programs to market products and services that are intangible. This encompasses home and office maintenance and security, employee recruitment, postal/delivery services, government programs and professional services.

Communications and Utilities

Programs initiated by communications or utility companies, such as telecommunications carriers, electric or gas power companies, satellite or cable TV franchise operators, or Internet and broadband service providers. 

Consumer Products/Services

Programs to market merchandise, services or other items, ordinarily bought by individuals or households for private consumption.


Programs to market educational products and services to consumers or businesses, including student recruitment and enrollment.

Financial Products and Services

Programs to market banking, securities, investments, loans, real estate, credit cards or other financial products or services. Does not include insurance marketing, which is a separate category.


Programs that support the marketing of insurance products and services to consumers or businesses. Includes agent support programs, health benefits/maintenance plans and third-party insurance offers.


Programs generated by a not-for-profit organization, such as charitable foundations, cultural institutions, trade associations or political/advocacy groups. Includes fundraising, public health and safety, public service and social action educational programs.


Programs created by pharmaceutical companies, healthcare providers such as hospitals and clinics, government-run health initiatives and manufacturers of health-related items to promote products and services that benefit general health.

Product Manufacturing and Distribution

Programs initiated by manufacturers or their non-retailing intermediaries This includes packaged goods offerings such as food/grocery products, beverages, personal care products (not pharmaceuticals or medications), industrial products and cleaning supplies. Does not include automotive, telecom, computer and technology manufacturers or distributors as other specific categories apply to these business segments.

Professional Services

Programs created to generate new business, identify new opportunities, developing services that align with the changing needs of clients and building relationships that ensure a flow of profitable engagements.


Programs to generate single sales or subscriptions for printed or electronic publications such as books, magazines, newsletters, e-newsletters, podcasts, periodicals, subscription-based research services or websites; drive ticket sales or traffic for films or theatrical events; promote sports teams or sporting events; encourage the viewing of television programming; promote electronic games and software; or stimulate lottery participation.

Retail and Direct Sales

Programs created by retail establishments or non-retail direct-order enterprises to generate traffic, inquiries, sales or loyalty, or to enhance employee relations. Includes businesses such as department stores, specialty shops, equipment dealers, auto parts stores (but not auto dealerships), restaurants, health clubs/spas/grooming establishments, catalogers, mail order companies, continuity plans, membership programs and buying clubs. Includes online and TV shopping enterprises.


Programs marketing computer hardware, software, accessories, services, mobile, and apps.

Travel & Hospitality/Transportation

Programs to generate inquiries, sales or traffic for marketers of travel and transportation services, such as airlines, hotels, car rental firms, mass transit systems, tourism boards, cultural attractions, sports/entertainment venues and timeshares/vacation properties. Includes retail and online travel agencies and services. Does not include programs from automobile manufacturers, dealers or fleet operators.

“Other” Category

Any other category that does not fit into one of the defined categories above.


New to the Target Awards this year are the Craft Awards. These awards recognize the best-in-class executions of the direct marketers’ crafts:


Demonstrate how analytics and data provided insight into consumer behavior to deliver relevant messages at the right time, through the appropriate channels. The entries will be judged as follows: Strategy 40%, Results 30% and Creativity 30%. Strategy will be judged on the approach, messaging, delivery of that message and the channel used to deliver it. Results will be judged on the impact made on the business results (ROI) and creativity will be judged on how data impacted the creative process. 


Showcase how creative copywriting engaged your target audience, moving them from consideration of your product or service to a purchase decision.  Entries can be across any channel (mail, email, etc.) and results are required. Entries in copywriting will be judged primarily on creativity: Creativity 60%, Strategy 20% and Results 20%.

Art Direction

Celebrate how engaging it can be to bring a campaign strategy to life with visual originality and relevance to an audience. The results are required to ensure the work was effective, entries in Art Direction will be judged primarily on creativity: Creativity 60%, Strategy 20% and Results 20%.


Don’t let the category name fool you—there is no small thinking to be found at smaller sized agencies. Shop size can range from 1 to 20 employees. Agency capabilities can range from full-service (creative, media and production solutions) to specializing in digital, social, events, etc. In addition, agencies that focus on one capability (creative, analytics, etc.) or that don’t fit any particular mold of agency definitions can apply as well.

Please explain your agency size, capabilities, clients and provide 2-3 examples of work that demonstrates how you bring your agency capabilities to life. What makes your shop unique and how do you apply your small agency approach to solving client problems.


Awards will be presented for the Best Use of the following direct marketing channels. No additional entry is required for consideration for these awards. The judges will evaluate the entries submitted above for their determination.  On your Entry Forms please indicate which channel(s) your work encompasses.

Best Use of Direct Mail

Show us how you are pushing the envelope across residential or business efforts. Only the most innovative and creative examples of audience engagement will make the fold.

Best Use of Email Marketing

We are looking for innovative email that generates response, engagement, relationships and results. This category can be for a single or bulk email campaign targeting a consumer or business audience.

Best Use of Social Media

Provide social media campaigns that generate response, engagement, relationships – and results. It may be part of a multi-channel campaign, though – it will be judged on results attributable to social media. 

Best Use of Mobile

We are looking for solutions that integrate mobile with other channels or where the unique attributes of mobile meet specific business goals. Entrants will be judged on mobile result attribution.

Best Use of Display/Video/DRTV

Showcase your ability to rule across the multi-screen landscape with your campaigns that impact a data-driven or a direct response campaign. Entrants will need to showcase clear objectives, strong strategies, creative and metrics specific to channels used.

Best Use of SEO

Search engine optimization (SEO) and paid pay-per-click (PPC) advertising. All entries must be self-running applications and must be submitted for review in an appropriate digital form.  For pay-per-click (PPC) ads, submit screen captures or reproductions. For SEO, please provide relevant Web page(s) or site URL and submit associated results (screen captures of search rank, traffic data, etc.).

Best Integrated Media Campaign

Entrants will need to clearly outline how the following for their integrated campaign: overall business objectives and the key brand challenge, consumer insight and strategy the program was built around, the big integrated marketing idea, activations (marketing tactics to accomplish objectives) and business results/key success measure and sales. 

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