It’s no good complaining to your agency about a failed campaign unless you can be sure you gave them, or allowed them to obtain, all the information required to develop the right creative message. To achieve this you must develop a comprehensive brief that includes the following.
Your campaign objectives – is this brand awareness, increased market share, diversification, etc.
Your target market – you should have undertaken market research before now that describes who your market is, what they buy, how they reach purchasing decisions.
What is your products USP (Unique Selling Point/Proposition) – Why should it be purchased above a competitor, what makes it different
Your core message – what you are offering the customer – further information, a chance to sample, special offers
Your call to action – How you want potential customers to respond – request information, call a telephone line, go to your website
Media – where your message is going to be delivered. More reasons to have conducted research
What supporting activities will be required – point of sale, telemarketing, exhibitions
This is vital information that will help creatives approach the job in a logical way, ensuring all the relevant facts are taken into account and that the copy and creative ideas fit the task.
A brief of this nature is vital whether you are using outside suppliers or your own in house team.
David has worked in advertising and marketing services for 30 years both client and agency side. Having worked with local, national and muliti-national clients, he set up DLH Marketing to help small organisations, owner managed businesses and those organisations without in-house marketing.