Get the Most From Your Marketing Budget with a Brief
Imagine you need to get to somewhere for a meeting, but you don’t know how to get there, or even where you are now. You set out on your journey, but find the road signs blank. You check your phone for a map, but you’ve got no signal. Unsurprisingly, you miss your meeting. This is the creative process without a brief – inefficient, and potentially with a result far from what you envisioned.
Now imagine that same journey, but with a map, road signs, SatNav and all the information you could possibly need. There are many options for how to get there, but whichever you choose, you’ll reach your destination, on time, ready for your meeting. This is the creative process with a brief – on point, on message and perfect for the brand.
A brief is the single most essential part of any creative project. Acting as a road map taking you from point A – the requirement, to point B, a perfect, efficient creative solution. It allows both parties to check back and ensure the work is matching the initial objectives, keeping everyone on track.
What does a brief need to contain?
Here are Bright Spark Creative’s top points to consider when briefing creative work.
1. What is your product?
What are you selling or promoting? What is it for, and what does it do?
2. What is your USP?
Your product has a single Unique Selling Point. What is it? What single thing distinguishes you from your competitors? Your product might have ten unique features, but one will always stand out to your consumers. Consider featuring other key points across other marketing materials.
3. What information supports your USP?
What product features, facts or figures emphasise the uniqueness or usefulness of your product? Evidence is essential to ensure your customers believe your claims, and choose your product over a competitor.
4. Who is your target customer?
The more detail you have on your target market, the better. Trying to sell to everyone creates a ‘muddy message’, which can lead to barely selling to anyone. Determine your key demographics – age group, gender, profession, background etc. – what makes your customer tick, and how should they be made to feel by your advertising.
5. What do you want potential customers to do?
What should your audience be encouraged to do first by your marketing? Do you want them to visit your premises, view your website, donate money? Specifying a single call to action is much more effective than encouraging several different actions at once. Remember – if a potential customer ‘leaves’ your ad to follow the first call to action, they might not return to see the second one.
6. The nitty-gritty
There will be essential elements ensuring your advertising works. Contact details are a must, and there may be legal requirements regarding what you can and can’t say on an advert.
These six simple points will allow you to communicate your needs with your creative team efficiently and effectively. A more efficient system will allow you to spread your spending to impact on larger numbers of potential customers, increasing your income.
In essence, good briefing leads to great marketing, which means happy clients, happy creatives and happy consumers – it’s a win-win-win.
Get in touch with Bright Spark Creative to engage your consumers and boost revenue – give us a call on 0191 276 5566. Take a look at Bright Spark Creative’s work here.