A marketing brief is a form of marketing initiative framework. Subsequently, the copywriter, art director and other member of the creative team would have a plan to work with. The brief must relate the goal, message, parameters and purpose of the initiative. Avoid writing a brief that is too generic, very complicated, and almost impossible to execute.
Here are expert tips for writing result-oriented marketing brief;
Tip #1: Brainstorm with Your Team
It’s always good to work with a team when writing a marketing brief. Your team should comprise of experts within your organization and advisors. This way, you are not likely to miss any essential information. Besides, you will spend less time creating and completing your marketing brief when you take advantage of other experts’ opinions and inputs.
Also, working with other eligible persons to create marketing brief will help you double check the brief. Others can point out errors or misrepresentations that you may not see. Team work helps to reduce error and increase quality. If you are thinking of who to include in your brainstorming team, you should consider experts in marketing.
Tip #2: Concentrate on the Goals
You probably have a marketing plan and goals in place. So, you should focus on that plan when creating a brief. The goal or plan may include improving sales or reaching a new audience. Make sure you communicate the goals and plan to your creative team.
You should lay the current situation of your company bare to your team. Then, let them know what you intend to achieve with the advertisements. This is a great way to make sure your marketing brief yields the desired result at the end of the day.
Tip #3: Assess Your Audience
Next to marketing goals and plan is the need to analyze your audience. In fact, assessing the audience is the most important aspect of an advertising campaign. In essence, you should assess the demographic you are targeting. These include socio-economic status, age, and gender – it all depends on your current campaign and marketing plan.
It’s also important to consider the display point for your advertisement, as well as the geographic location of your target audience. Also, you should make sure the advertisement appeals to a need or want that your audience has.
Tip #4: Provide a Background for Your Brief
Simply put, you should emphasize the reason for embarking on a new campaign. You should see this as a big picture for your marketing plan, your target market, and your company as a whole. Some of the information to feature will include market opportunities.
Finally, you should include any other information that will be useful for the brief. Examples include logos, slogans, sponsors, or other extra facts that will back your marketing goals.
Daven Michaels is a New York Times Best Selling Author and CEO of premiere global outsourcing company, 123Employee. The company employs hundreds of young bright individuals on three continents. His International event, Beyond Marketing Live! Inspires entrepreneurs to build & grow their business with revolutionary new theories and systems allowing them to design the business and personal lifestyle of their dreams.