This was one of the most popular marketing tips I posted on Twitter this month; probably because it mentions the term Return on Investment (ROI).
Many companies invest a great deal of money with firms supplying new websites, advertising, public relations, social media and other marketing tools without really thinking through what they expect from that investment and documenting it in term of a brief.
Briefs come in all shapes and sizes and of course in this case I am not referring to the underwear variety!
A well-written brief helps you define what you want and gives your supplier/agency a clear indication of your expectations. It helps both sides know what's expected and ensure each penny is used wisely.
Typical things to include are:
Company overview - set the scene on who you are and what you are trying to achieve from this project.
Who are you targeting - define your target audience. In non-marketing speak, this means the people you are trying to talk to. Be as specific as possible!
What you need - for example a new website, press release, advert, social media campaign etc. Are there certain features, benefits or functionality that must be included?
Why you need it - what are you hoping to acheive e.g raise awareness, collect data, generate on-line sales, etc.
When you need it by -outline the key milestones and deadlines for the project's completion.
How success will be monitored - what will you be measuring? How will you all know if it has been successful?
Budget - however large or small, this is essential to understand what you can achieve from the amount invested. Agencies and suppliers want to help you achieve a realistic return on your investment, but to do that they need to know how much that will be.
Details and facts - include as much detail as possible. When quoting, it's easier for suppliers to ignore what they don't need rather than fill in the blanks! Use facts wherever possible and avoid assumptions.
Plain English - try to avoid using abbreviations, acronyms and technical terms (although if these are necessary, provide a glossary).
Including these elements will help you to ensure that no penny is wasted. Outlining your requirements means that suppliers can let you know what you can reasonably expect from your budget and you will be able to monitor that you do gain a return from your investment.
Hannah Sookias is a marketing consultant and trainer who works with many different companies helping them implement effective marketing campaigns and generate a return on their marketing budgets. For more information, contact Hannah on +44 (0)1283 808460 or email hello@sookiasmedia.com.
