The 1994 Marketing Summit Awards.Who are the real marketing stars of the software industry? To help answer that question, earlier this year we announced that Soft.letter would host a new series of awards honoring the year's best software marketing campaigns. The Software Marketing Summit Awards attracted 101 entries from 52 companies, and--after our panel of expert judges finished reviewing the entries--22 campaigns emerged as finalists or first-place winners. The awards (presented April 7 at a banquet A banquet is a large public meal or feast, complete with main courses and desserts. It usually serves a purpose, such as a charitable gathering, a ceremony, or a celebration. Sometimes a banquet consists of only desserts, but it is advisable to include main courses as well. at San Francisco's Mark Hopkins Hopkins, city (1990 pop. 16,534), Hennepin co., SE Minn., a suburb of Minneapolis; inc. as West Minneapolis 1893, name changed 1928. The city manufactures machinery, computer and electronic parts, steel products, air pollution equipment, ophthalmic lenses, tools, Hotel, during our new Marketing Summit conference) showcased campaigns in six categories--advertising, direct mail, public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most , packaging, merchandising merchandising Element of marketing concerned especially with the sale of goods and services to customers. One aspect of merchandising is advertising, which aims to capture the interest of the segment of the population most likely to buy the product. , and marketing strategy. The winners were graded on a combination of concept and execution; each entry included a one-page definition of campaign goals and a summary of results. The envelopes, please:
1994 Software Marketing Summit Awards Winners
First place: "SmartSuite vs.
Microsoft Office" Lotus Development
Finalists: "1993 Campaign" Peachtree Software
"Notes Customer Testimonial" Lotus Development
"1-2-3 Release 4 Launch" Lotus Development
* Direct Mail
First place: "Approach 2.1 Direct Campaign"
Lotus Development
Finalists: "Alpha Four 3.0 Upgrade" Alpha Software
"Print Shop Deluxe Upgrade" Broderbund Software
"Knowledge Adventure Direct
Campaign" Knowledge Adventure
* Public Relations
First place: "CA-Simply Money Launch" Brodeur & Partners
(tie) "Peachtree Accounting
for Windows 2.0" Peachtree Software
Finalists: "Opus 'n' Bill Screen Saver" Delrina Corp.
"Visioneer Corporate Launch" Visioneer Corp.
* Packaging
First place: "Aldus HomePublisher" Aldus Corp.
Finalists: "Yearn 2 Learn--Snoopy" Image Smith
"Musicware Piano"
Musicware
"Frame Technology
Framemaker 4" Neumeier Design
"Peachtree Accounting
for Windows 2.0"
Peachtree Software
* Merchandising
First place: "Free-Standing Flying
Toaster Display" Berkeley Systems
Finalists: "Living Books POP Sampler" Broderbund Software
"Land 'n' Space
Odyssey Promotion" Broderbund Software
* Marketing Strategy
First place: "CA-Simply Money Launch" Computer Associates
Finalist: "Quattro Pro 5.0 Campaign" Borland
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