The creative briefs have always been there as they increase e the chances of creating a draft that meet business goals. This has been their in off line marketing earlier. However, online product managers and others will benefit from writing creative briefs for every campaign. For writing these creative briefs, some tips are given as below:
A creative brief is the summary of the details about your business and products from a competitive and strategic point of view. The creative team has to find it interesting and absorbing with the material they need to start the work. Some of the key words here are;
It is important to list product features and their advantages or benefits over the other competitive products available. If your product is part of a larger line, be sure to include the features/benefits/advantages of the line as well as that individual product. However, it is necessary to give the minute details about the product so that the team gets the total control of it.
The creative team has to understand the position of the product in market. Therefore, the customer feedback and testimonials help a lot. It is advisable to give these to the team ...”as it is’’. This will help them to formulate a better email marketing strategy.
Web offers tremendous opportunities to obtain customer testimonials and insights. Web sites such as Amazon.com offer customer reviews of consumer goods; topics etc. Many forums that are business-to-business (B2B), can provide inside information on what's important to your audience.
Most email marketing campaigns have a click-through as at the least part of the call to action. It's important to clearly list all links you want to include in the email You have to set your priorities for such links. Do not forget to include the URLs for your creative teams,. without disconnecting the email.
As email is only one part of a cross-media campaign, you should provide a list of key taglines or phrases used in other marketing channels. You can include some images also about the product. Web sites, flyers, commercials –can provide the creative team with such things.. All promotions must work together to convey a consistent message across channels, for getting the maximum return.
In addition to all the above, include the specifics of your offer in the creative brief.likethe Time frame of the scheme offered and its advantages etc.. The information about the company should be transparent to give confidence to the readers. The legal policy also should be well defined clearly.
Including a detailed schedule in the briefs for project management,. always helps towards better planning and organization..
In any case, your creative team will take a few days to review the brief and come back with questions and comments. Such questions could be about assets like graphics or enquire about the audience and any segmentation provided. All information about the product and business will always help.