7 Rules for Preparing Effective Briefs

Why do we brief?

A brief is a basic element in creative work and cyprus telephone number data a starting point for recognizing the situation and the stage at which the project is. A well-completed document will allow the team or agency to learn about the target groups, the new product or service, the market situation, as well as expectations and goals. The main task of a brief is therefore to organize knowledge, save time and facilitate communication between the parties, which in turn is to improve the implementation of marketing activities.

What should be Preparing Effective included in the brief?

• metrics , i.e. brand, product, process, contact persons, decision-makers
• goal , i.e. what you want to achieve and how you plan to measure it
• scope , i.e. what is needed to develop
• context , i.e. the brand’s position, challenges and history in relation to the category and competition
• target group , i.e. who you want to reach; it is not only demographics, but also information about who these people are, what they feel, what their aspirations are
• communication channels , i.e. where the recipient will see the content
• concept , i.e. insight, benefits resulting from the product, reason to believe (confirmation of benefits)
• single minded message , i.e. one thing that the consumer should remember
• framework , i.e. brand book, ton Preparing Effectivee of voice, category cues, legal
• other advertising activities , i.e. what happened in the past, what is happening now, what would like to change and how future activities are seen
• budget , i.e. remember that the value of the activity should always be given, it can also be a range
• time , i.e. how long it will take to complete the project
• attachments , but not everything you have, only what can really be useful

Rule #1: Set business goals

The most important question in this case is: “What do we want to achieve?”. A marketer has two goals: first, to sell, and second digital accessibility: brazil has only 1% of websites with accessibility to sell at a profit. We have different paths to this business goal: we can gain more users, we may want to increase the penetration of our product on the market (make a larger percentage of the population reach for it) or the frequency of its use. A great example would be the category of dental care (brushing twice a day, using mouthwash, reaching for chewing gum after a meal, etc.). What is important in this principle is to decide on what will drive sales. If we have categories in which we observe high penetration, we know that we need to increase consumption or take market share from a competitor. That is why it is so important to set these goals and define KPIs so that they can be verified later. We can also go a step further and agree with the agency that if the KPI is higher than expected, we will introduce a so-called success fee .

Rule #2: Choose your communication channels

A good example of understanding this principle are YouTube bumpers (6-second ads in video materials). If we know that ej leads we want to communicate on YouTube and will use these highly sales-friendly formats, our agency immediately receives a signal on how to direct the preparation of communication. If, on the other hand, we want our communication to appear on Facebook, YouTube, Instagram, then we also know that we need  Preparing Effective to prepare communication horizontally and squarely, and vertically for Instastory. So when creating a video, we will already know which format we care about the most.

Rule #3: Create a persona to whom you will direct your campaign

In principle #3, we focus on asking a few questions that will help us create a living persona. The Empathy Map Canvas will help us with this:

• Who do we talk to, i.e. who do we empathize with?
• What do these people want to do and what do they want to do differently, i.e. what are their aspirations?
• What do they see in the market or in their environment?
• What do they say, what are their opinions?
• What do they do, what behavior do they have?
• What do they hear from others around them and from brands?
• What do they feel, what do they think, what worries them, and what can they gain?

Answers to the questions asked will allow us to build a more global image of the person and consider what role our brand will play in their lives . For example, we have a person who is a student and at this point is starting their adult life, has decided that they want to be healthy and do sports, and sees on Instagram and around them how people approach a healthy lifestyle, but is also aware of their financial capabilities. In this case, the brand can offer the recipient sports shoes from a lower price range, which will motivate them to run, and also initiate a community in the city, within which it will be possible to go for a weekly jog with a group under the supervision of a trainer.