Great Creative Briefs Allow For Great Direct Mail Creative

Getting Started Guide 
Product/Service: _____________________________     Date: 
Program Name: ______________________________    Team Leader: 
Brief Prepared By: ____________________________ 
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WHAT IS THE SITUATION?
Background 
* Set the scene with pertinent background info. Be focused and brief. 
Competition 
* Who’s the competition & how do we compare? State pros & cons – don’t sell. 
Objectives 
* Concisely define the results we’re after in order of importance. Include desired response rate if possible. 

WHO IS YOUR TARGET? 
Our target audience 
* Who is our primary target? Secondary target? (Include sex, income, education, activity level, marital status, housing, etc.).
What Our Product/Service Does For Them 
* Why do people use this product/service? What problem does it solve or need does if fulfill? (i.e. what are the benefits?) 
Product/Service Positioning 
* What is the product/service’s positioning statement? What are its key features (not benefits)? 
Current Product Perception 
* What adjectives would consumers use to describe this product or service now? 
Desired Product Perception 
* What adjectives would we like consumers to use? 
What Mailing Lists Will Be Used 
* Are we using a house list? Rental lists? A combination? 

WHAT ABOUT THE SELL? 
Selling Proposition 
* How does our product/service solve our customer’s problem or fulfill a need? This is our key message or USP (Unique Selling Proposition). 
Offer
* What are we offering the customer? Are there savings? Discounts? Freebies?, etc. 
Supports 
* Is there anything else relevant to sell the product? (Any concerted activities or events? etc. ) 

ALWAYS CHECK THE DM FUNDAMENTALS
* Response – How does the prospect respond? State methods in order of priority. 
* Urgency – Why should the prospect respond promptly? (Note any deadlines or closing dates, etc.) 
* Payment – How can the prospect pay? State methods in order of priority. 
* Tracking – How will responses be measured? 
* Testing – What testing are we doing? What are we trying to learn? 
* Fulfillment - How will orders be processed? 
* Technical Considerations – Size or colour restrictions, corporate guidelines.  
* Mandatories – What must appear in or be incorporated into this creative? 
* Timing – When does the package drop? The ad appear? The spot air? 
* Budget – What has been budgeted to produce & mail this campaign and fulfill the orders? 
 

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