COMPREHENSIVE MARKETING BRIEF DEVELOPMENT - EDT

Like anything else that looks so simple, it’s not.
A good brief takes time, effort and – above all – a great deal of considered thought to create.
Let’s start with the basics.
1.
WHO are we talking to? You’d think that the answer to this question would be really simple.
Many briefs answer the question “who is my audience?” and then move on.
Although this is part of the answer, it’s not the whole picture.
The other “who” we need to include in the brief is you.
Although you know your business inside out, you should never assume that the people working on the response to your brief will have the same level of insight.
So, always include a description of your company, its role in the market, its competitors, its market share and anything else that is relevant to the purpose of understanding the brief.
Cutting and pasting from previous briefs is fine.
But, before you sign the brief and deliver it, take a good look at what you say about your business.
is it still honest, accurate and up to date? "You’d think that the answer to this question would be really simple." Now, let’s get back to where we started.
“who is my audience?” Many briefs will attempt to define the audience by demographics data – A, B, C1 social strata, age range, gender, family size, income band.
All useful stuff.
But, what else do we need to know about them? Are we talking to customers, non-customers, or is the audience mixed? How do they perceive your product or service.
essential purchase, basic commodity, bargain buy, or expensive luxury? Do they have a positive, negative, or neutral attitude towards your brand? Why do they have that view? Where are they in the buying funnel.
are they on the cusp of making a purchase decision or are they in the very early stages of looking and comparison shopping? These are simply examples of the type of information you may have about your audience.
Include whatever you know that is relevant to the brief.
Finally, there’s a third “who” to be considered.
Who else will have a hand in judging and approving work produced in response to the brief? Will other stakeholders in your organisation be actively involved? Have they seen and approved the brief? Are there internal politics that and strong egos that have to be accommodated (you may not want to put this last point in writing, but make sure that the people you are briefing are aware of the context).
2.
WHAT are we talking about? Be specific.
The more focused your brief, the more focused the response.
What product or service are we supposed to be selling? What makes it different? What benefits does it provide to the customer? Is it better, worse or no different to the competition? Why would people want to choose this particular product over another? You should also define what you expect to be produced.
A TV commercial or a website landing page? A billboard or an email? A combination of many different materials, perhaps aimed at different segments of the target audience? Finally, define what the measure of success will be.
But, be realistic and honest.
Your measure may be the number of silk purses sold.
But if all you have to sell is sow’s ears, you’re setting yourself up to fail.
"There's one way this can go very wrong." Of course, you should provide supporting information where it is available.
web pages, brochures, packaging, technical specs, competitor information.
But, be focused.
One way in which this part of the brief can go wrong very easily is if you try to take a short cut by simply attaching every bit of literature or hyperlink you can find that is related to the product or service.
Much of the information you attach will be irrelevant and you will end up paying for billable hours spent on reading pointless information.
You will get a better result from your brief if you give yourself enough time to edit and comment upon each piece of information you supply, making it clear how and why it is relevant to the brief.
3.
WHY are we doing this? Good question.
Glad you asked.
Ideally, of course, you’ll have a compelling story to tell.
The ‘why’ may include the launch of a new or improved product, the creation of a new service, the opening of a new store, the birth of a new brand, or the launch of a new website.
You may be reacting to competitor activity or an unexpected downturn in revenue.
Or you may simply be playing a “me too” role – “everyone else is having a sale, so we need one too.” Whatever the reason, spell it out and provide an honest and clear rationale for taking action.
Better still, provide a rationale for your thinking behind the sale offers.
Why is it important for the business to take part in a ‘me-too’ exercise? 4.
WHERE are we going to be seen? All the channels are available to you.
Online, out of home, social media, press, TV, at a trade show, on a staff bulletin board …the choices are wider than ever.
Explain why and how the recommended media options have been chosen.
What was your thinking behind each choice? Does it appeal to the whole of your target audience or a specific segment? What are the limitations that we have to be aware of? Budget, for instance.
Or technical limits to each medium.
If you’re briefing an agency that has a media planning and buying service available, consider asking them to provide proposals based on their analysis of your brief.
5.
WHEN is all this happening? When will the activity take place? How long will it run? When do you need to see initial ideas? When will you provide feedback or approval to move to final production? When is the deadline for preparing the materials you’ll need? Build in as much time as possible for the preparation of ideas and production of materials.
The more time spent at this stage means less possibility of getting the message wrong.
6.
BRIEF means BREVITY Brevity does not mean that everything has to fit on one side of paper or conform to some arbitrary maximum number of words.
Brevity means that all the information you provide should be carefully chosen and included only if it helps the brief to be clearly understood.
I have worked on great briefs that filled less than half a page of A4, others needed a ring binder to contain them.
What they had in common was that they contained all of the information that was necessary for the brief to be fully understood.
7.
HONESTY pays Honesty means exactly what it says.
Don’t make claims about the product or service that cannot be substantiated.
If it’s in the brief, it will be in the work that gets produced.
And it won’t fool your audience for a second.
So be brutally honest.
The work will be better and more effective as a result.
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