A marketing brief is the very essential first step to a campaign, clearly outlining the needs of your client and setting the objectives for execution. It will provide a clear direction to your campaign, by ensuring that your requirements are well-outlined and that the output matches those requirements.
At Amura, we also use marketing briefs to ensure that everyone involved, from the client to our teams, is on the same page and working towards the same output. We found that these 7 tips are instrumental to the perfect brief. Try them out!
Set specific and achievable objectives: Specify what you want the TG to think, feel or do after experiencing your advertisement, website or activation.
Don’t: keep your objective overloaded and ambiguous, such as ‘To showcase the project advantages to create a buzz in the market about the location by leveraging social media and online advertising to drive traffic to the website which would be the first touch point displaying the premium property with the best of amenities in Mulund.’
Do: keep it clear and specific: ‘To showcase the advantage of living in a premium property with the best of amenities at an enviable location in Mulund’.
Include a well-defined positioning statement: Highlight the SMP/main pitch in the brief clearly: ‘Buy this product and you will get this particular benefit’.
Create buyer personas: Get a better understanding of the users/buyers.
About Satish Jain, a buyer for a project in Mulund
He is 35 years old
Working as the Sr. Team lead at ABC IT company
The current accommodation isn’t matching his aspirations. He wants to live in a better apartment with better amenities
He wants his family to enjoy the pleasures of life. Hence, he is keen on buying a property with modern, world-class amenities
He aspires to move ahead in life amongst his social group. Hence, he wants to buy a home in a premium project, thereby obtaining a higher badge value
Include consumer insights where possible: Understand consumer behaviour and preferences, why people buy or don’t buy the product.
Be consistent with brand guidelines: It’s important to maintain consistency in tone and visuals. Tell/show the TG the same thing all the time!
Mention the action triggers: Incorporate direct response with call-to-action (Call, enquire, CTC, clicks, brand exposure, etc.)
Listen and interact with the sales & marketing teams: Product insights & consumer insights will make for a stronger marketing brief!
Siddharth Bhakay & Vaidehi Mirashi
Design & Visual Conceptualization – Avinash Nikam
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