A Quick Guide for a Digital Campaign Briefing
When we meet with potential clients interested in our services, we like to ask them a lot of questions. Besides being naturally curious, we want to have the most of information available to understand who they are, what they need, and what they are looking to achieve.
This preparatory questioning is called a briefing, and it will guarantee that the voyage we are about to embark is the right one to reach the client’s goals, will define expectations and success criteria, and the methods to attain it.
Before reaching out to us, get familiar with the first step in the creation of a digital media campaign.
What is a briefing
A briefing is a meeting designed to collect all the relevant informations for the upcoming campaign so that both your company and our team are on the same page.
A good briefing will present clearly the goals to achieve, it will present the brand’s identity and its clients profile, so that the production process becomes more effective by choosing the right tools and channels to use from the start, and defining the characteristics of content and design materials
Each business is unique, with its own story that sets it apart from the competition, and we want to hear it so we can reach the people who are looking for the experiences you provide, even if they didn’t know they were looking for them.
A good briefing will keep everyone in the same frequency, from day one. And if it’s a really good one, it will inspire and motivate those involved.
What is in it?
Your briefing will present your brand, identity, strategy and goals. To find those out, we’ll ask a few questions:
- Who are you? Don’t stick to facts, like your foundation date, what products and services you provide, how many stores you have online and outside in the real world. Tell us your story: are you a family business, a startup born out of a career change, a centenary institution with deep rooted values, or a big company looking to have a more huma side?
- How are you? What kind of personality do you have? What are the words, philosophy, concepts, quotes or fictional characters that reflect better your company, your products / services, and your relationship with your clients?
- Where are you now? In which stage of its life is your company? Just born, growing, going through a renewal? Where does it stand compared to the competition? What do you value the most and what makes you different? What are your current concerns? Who is your audience?
- Where do you want to be? What goals do you have in mind? What are your business goals – increase sales in x%? What about your target – who do you want to reach and how? What behavior do you want to promote: more visits, more conversions, more engagement? Who is your target and what is your message to them? Which channels are you willing to explore?
- What are you currently doing to get there? Which channels are you using, what marketing actions have been made and what were their outcomes, how much data was collected?
- What is the next step you want to take? What do you want to do next and how? Why do you need us? What is your motive?
- What will your target gain from this campaign?
What kind of language should you use
One of the biggest difficulties you will face when we sit down for your briefing is to find the right words. Avoid unclear, ambiguous concepts like “urban transport innovation” and substitute it by the object or action that defines your business: “go from A to B with an app”.
But don’t worry, we listen but we also talk, and we’re here to help you clarify your concept. Your briefing should be an inspiration both for you and the team that will help you reach your goals. In this situation, our team. And all of this in a 30 minute session that, well prepared, will establish the success of your digital campaign.
Schedule a briefing. Inspire us.