The meaning of briefing is the informative document that a client provides to a where the most relevant information of the first is collected. With these useful data the development of an action is facilitated. A briefing translation could be instructions.
The marketing briefing is an instructive element that serves as a starting point for the development of a task. Through these reports the bases are established to create a campaign or a brand. There are several sectors that resort to briefing, such as the advertising industry, the field of design or public communications.
The more complete the information provided by the client, the better results will be reaped. It is a way to get to know the client more in depth, to soak up their philosophy and work methods. In some way it is considered that it constitutes the base from which the strategies are established with which to achieve the established objectives.
It is not necessary to have a too long document. This will depend on the characteristics of the client company and the size of the project.
How to do a briefing
It must be said that there is no common briefing in the world of marketing, since each campaign or project has its own characteristics. However, there are a number of common aspects to making an advertising briefing:
- Objectives: consists of a summary of the project, where the services or products that will be worked with are established. The exact objectives that the client intends must also appear, which can be increase sales, make yourself known or simply retain customers.
- Brand: presentation of the firm to really understand what the client wants and what the philosophy of the company is. The history and track record of the firm should be included.
- Target: it will be necessary to focus the proposal on a specific audience. It is necessary to know who we are addressing (age, sex, profession, studies, etc.)
- Structure: establish the parts that the campaign will have. When it comes to a web page, the sections and a summary of each one must be detailed.
- Style: you have to create attractive and original content that fits the client's idea.
- Success indicators: they are used to set metrics that allow us to know the results.
- Expense: know the budget handled by the client. Knowing this will know what type of proposal can be presented.
- Deadlines: provide the customer with realistic delivery dates.
- Delivery: once the campaign is finished, all the informative and audiovisual material must be delivered to the client.
Creative Briefing Template