Many times when we are developing a project, we believe that we will obtain good results by dedicating many hours to it or by having the necessary collaboration of our work team, but the truth is that there is no way to guarantee that our work is being developed in the right way when the communication between the advertising agency and the client is inappropriate. To talk about the communication process, we will lay stress on a key element of marketing, which is of utmost importance for the planning and development of projects: Briefing or Brief. Yes, you might have heard or read about it already, as is the element that determines the actions within any marketing project and thus achieve the success and satisfaction of your clients. It is usually presented as an informative document with each one of the requirements demanded by a project or campaign. What should I include in the brief? The first thing to take into account when making a brief is asking the following questions: What do I want to do? For whom? How am I going to do it? When will it be delivered/published? How much will it cost? “WHAT I WANT TO DO” is related to the goals we want to achieve with the project. We will start from there to go step by step through specific, measurable and achievable goals. Set up to three goals per project to be concrete and precise with what we really want to achieve. “FOR WHOM?” It could be said that this is one of the most important aspects of briefing and the main cause of failure in a project. If the target audience is defined and a good analysis of the information of the people that we want to reach is carried out, we will move forward with greater fluidity in the activity. We have to be very well acquainted with our target audience, with its most relevant data, consumption habits and needs. Do not be afraid to ask a couple of questions when you have doubts, because the audience will define the success of what you are offering. HOW AM I GOING TO DO IT? We have to describe each of the marketing actions to be carried out (general and technical level). This is another strong aspect of briefing because it also details the communicational tone of the project and the creative part of the same. WHEN WILL IT BE DELIVERED/PUBLISHED? When developing a project, we plan the actions to be carried out and the time in which we must do each thing. A document with these specifications must be filled out so delivery times can be met. If this is not done the right way, things can go wrong with the agency-client relationship. HOW MUCH WILL IT COST? Many believe that the budget is the least challenging part, but that is not true because in many cases, according to the actions being carried out in a project, this may vary. If we do not know the processes, it is preferable not to set a budget but rather provide different options for costs, always telling your clients the reasons why they would pay “a certain amount of money.” Before you start working on an unknown project don’t do it right away but, if a document explaining all the details you already know exists, go ahead or contact your client. Do not improvise with something you don’t know and demonstrate a professional attitude. THE BEST ADVERTISING AGENCIES DO IT LIKE THIS! After reading this article, do you think briefing is a component that we can do without? We invite you to subscribe to our page and share your opinion with us!
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