What needs to be in a 2010 communications brief?
Unique selling proposition, single most important point, target market, media, communications objective...these are all things that are in briefs. In an era where all messages could be designed to be shared, what do you think could be in the brief?
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Roberto ( Bobby) F.
the late Associate Professor, Terry College of Business, University of Georgia
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Hi Matt.
The answers you have are good. If time permits, ( and good planning should allow you to do so) would suggest enriching them by purposefully "sabotaging" the norm ( USP, key positioning anchor, media mix preferred) and letting the agency really shine in terms of creativity, outside the box thinking, and true innovativeness with a purposefully "vague" brief, where you state the impact you wish to have on the audience.
In order to creak through the remarkable amount of communication noise in today's market, true creativity comes from challenging usual assumptions, looking at the business or product from a true vantage point, and most importantly, bringing into play perspectives that can be borrowed from a wide array of fields ( ethnography, sociology, geography, social psychology, etc.). When these approaches are well crafted together, we tend to find engaging, paradigm-shifting ideas, great communication campaigns, new products, wonderful ads, and "WOW!" type of service delivery mechanisms.
Hope this helps.
Best
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2010, we have a lot of products to choose from and lead very busy lives.
In order to stand out from the rest than just a (USP) - unique selling point.
I think it's vital a story is created carrying the message to your customers. What type of experience you want them to feel. What's the relationship you want to have and keep longevity of the product.
What are the key challenges you're going to faces?
And how each stage of the release of marketing this product, will want your customer coming back for more.
You should create a story and type of experience you want the customer to feel. The core values of your company, brand attributes, and key message you want to get across.
Wallace J.
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Anything that promotes your product or service without revealing intellectual property.
Christine H.
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What content is relevant, engaging and value-rich for your audience?
Timothee S.
China Airport media specialist @ JCDecaux. Business Matchmaker in China.
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the link btw your service/product and sustainable development or green economy is almost a MUST now.
While you do need to include the USP and key selling points to ensure top management buys into the resulting outcome and you can justify the marketing you present to them, high up on the list needs to be what you want to achieve and what success looks like.
- Are you trying to build reach and brand image? How much reach? What is the measure of brand image?
- Sell more product? If so, how much more?
think of some campaigns that went viral (ie, many of the BK spots) and if the goal was to sell more burgers, the campaigns probably weren't successful. But if it was to build 'hype' and have the brand discussed in all forms of media, they hit the nail on the head.
Tim W.
Vice President of Marketing at Lawson Products
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Matt,
I don't believe the basics of a communication brief are changed for 2010. Elements that you outline are broad and still relevant. I recommend addding business/marketing objectives, positioning, credible proof points supporting the USP, and success measures. To adjust for today's market dynamics, I do believe the target audiences need to be exceptionally well defined and include influencers and well as decision-makers. And consequently, the approach to messaging needs to accomodate these influencers. My presumption is that there is affinity in sharing - it will be the exception that messaging targeting a specific audience gets wide-engagement due to relevancy outside of the target affinity network. Marketing mix tactics, content and media are ideally an output of the brief, not an input. Good Luck!
Shabeena A.
Give me a good challenge, and ideas would reap.
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I will include the following:
1. What is the cultural context?
2. What is object that adds to making this product sustainable and relevant?
3. What are the possible objections that can come with the use of this product (competition, availability?)
Just my two cents.
