In October last year, I thought of starting a series of posts on ๐ฐ๐ผ๐ป๐๐ฟ๐ผ๐๐ฒ๐ฟ๐๐ถ๐ฎ๐น ๐บ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด ๐ต๐ผ๐ ๐๐ฎ๐ธ๐ฒ๐. I posted one a day for four days straight. This was the first one.
“๐๐ ๐ฎ๐ค๐ช๐ง ๐๐๐ข๐ฅ๐๐๐๐ฃ ๐๐ค๐ข๐๐จ, ๐๐จ ๐ก๐๐ ๐๐ก๐ฎ ๐๐๐๐๐ช๐จ๐ ๐ฎ๐ค๐ช๐ง ๐๐ง๐๐๐ ๐จ๐ช๐๐ ๐๐.”
Controversial Marketing Hot-Take #1
Here’s how to write a good campaign brief – ๐๐ฒ ๐ฆ๐ฝ๐ฒ๐ฐ๐ถ๐ณ๐ถ๐ฐ. ๐๐ฒ ๐๐ป๐ณ๐ผ๐ฟ๐บ๐ฒ๐ฑ. ๐๐ฒ ๐ฅ๐ฒ๐ฎ๐น๐ถ๐๐๐ถ๐ฐ.
It’s too easy to blame the agencies, the competition, the “macro,” or something else if you’re not seeing the results you expected from your marketing efforts. But did you take a closer look at your brief?
๐ฏ ๐๐ฒ ๐ฆ๐ฝ๐ฒ๐ฐ๐ถ๐ณ๐ถ๐ฐ: lay out the singular objective, target audience, value proposition, and reasons to believe. ๐๐ฆ๐ฎ๐ฆ๐ฎ๐ฃ๐ฆ๐ณ ๐ช๐ต’๐ด ๐ข ๐ฃ๐ณ๐ช๐ฆ๐ง, ๐ฏ๐ฐ๐ต ๐ข ๐ญ๐ฆ๐ต๐ต๐ฆ๐ณ ๐ต๐ฐ ๐๐ข๐ฏ๐ต๐ข.
๐ ๐๐ฒ ๐๐ป๐ณ๐ผ๐ฟ๐บ๐ฒ๐ฑ: research the barriers preventing the consumer from choosing your product/brand against the competitive offering โ or not buying any product at all. ๐๐ต’๐ด ๐ธ๐ฉ๐ข๐ต ๐ต๐ฉ๐ฆ๐บ ๐ต๐ฆ๐ญ๐ญ ๐บ๐ฐ๐ถ, ๐ฏ๐ฐ๐ต ๐ธ๐ฉ๐ข๐ต ๐บ๐ฐ๐ถ ๐ต๐ฆ๐ญ๐ญ ๐บ๐ฐ๐ถ๐ณ๐ด๐ฆ๐ญ๐ง.
๐คช ๐๐ฒ ๐ฅ๐ฒ๐ฎ๐น๐ถ๐๐๐ถ๐ฐ: no one cares as much about your product/brand as you do. Have expectations in line with the resources available. ๐๐ฉ๐ฆ๐ณ๐ฆ ๐ข๐ณ๐ฆ ๐ข๐ญ๐ธ๐ข๐บ๐ด ๐ฆ๐น๐ค๐ฆ๐ฑ๐ต๐ช๐ฐ๐ฏ๐ด; ๐ข๐ด๐ด๐ถ๐ฎ๐ฆ ๐บ๐ฐ๐ถ ๐ข๐ณ๐ฆ ๐ฏ๐ฐ๐ต ๐ฐ๐ฏ๐ฆ.