Marketing Strategy
If you want your marketing strategy to be effective, the manual should answer the essential questions to guide your campaign to success.
The briefing is perhaps the most controversial element of any campaign or action of communication, and also the most important .
is the document that is based your campaign advertising and should facilitate the task of marketing .
If misdirected , everything derives of it will be too.
A briefing is not to occupy a more of or two pages of text, it is not necessary in PowerPoint presentations not overextend in each point .
is much more useful for creative have clear answers and concise these questions that have a lot of information . If need , ask you the .
However, that does not mean it short it easy . The briefing is ideal containing clear answers, concise and inspiring to the following questions :
Why we want to do an act of communication?
first thing we do is describe briefly what is the problem that we face .
may be a loss of market share of the launch a new product the need of loyal customers to a inappropriate positioning of the brand . There are hundreds
reasons why should put in place an action communication.
What do we get? Here
define what is the ideal solution to problem in the previous question. This is
become the target of campaign, so the solution can increase sales by X units , encourage the consumption repetition, reposition the brand.
The response this question is not simple, but fundamental for the campaign really help solve the problem .
Who are you going?
important thing is avoid the descriptions purely demographic (age, sex, habitat and social class).
are important , but by themselves not help much . Interestingly
complement to descriptions of habits and attitudes (what they do, how they are and what they think the people that we are going, etc..).
How do we want to see us?
This is an offer image as clear as possible how we are perceived and how want to be perceived in the market in relationship with our competitors .
This will normally use a positioning map .
What do we mean?
One of the key of effective communication is the message center in a single idea. To do this we will focus the benefit of our product or service that best to help us achieve the objective of action.
Why do we believe?
The credibility any of our messages is fundamental, both for people to which we turn to the creative work to be in campaigns.
How do we want to say? This is the
time focusing on the tone and style that want to have our communication, which typically are defined the essence of own brand.
What we do at this point is describe , adjectives through the atmosphere that want to convey the communication pieces.
What is the available budget for this campaign / action?
This is the easiest question of answer, but not the least .
need to know what media is available to properly size the actions. Original
Note: 9 keys to do a good briefing
Source: Altonivel.com.mx
www.altonivel.com.mx
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