brief matters. this is how we work together for alignment of achievement. it's not a noun., a verb. instead.
this is what i consolidate those i were trained in 4A creative agency.
Joining Publicis Sapient means while joining a single, global team that is dedicated to making an impact in the world, together.
Hear from members of our global executive leadership team about why they chose a career at Publicis Sapient and what keeps them here.
Consider a career at Publicis Sapient and start your journey to NEXT.
The document provides an overview of the digital production process from start to finish. It includes an agenda, credentials for the agency, information on the current digital market, best practices for estimating and profitability, and a detailed breakdown of the typical production process including define and discover, UX/design, development, and deployment phases. Key outputs and activities are outlined for each phase with the overall goal of bringing creative design and technology together to build digital experiences that meet business and user needs.
Switch on your B2B customer experience strategyTomorrow People
B2B Marketing Leaders Gather to Share insights
NOTES- Participants at London Tech Weeks “Switch on your B2B mobile content strategy” discussed research and strategy on how to take advantage of mobile capabilities, what techniques can be used, Mobile customer experience and what is working best for B2B organisations.
Areas Covered
Why the current customer experience is broken
How mobile can be a powerful extension of your brand and marketing.
The current customer journey
The fully mobile customer journey
How to engage your audience through the customer journey
Customer experience is the new marketing
Gaining a better customer insight
Capturing critical data along the customer journey
Technology integration: API’s, Marketing automation, CRM
Success metrics (adoption, engagement and conversion)
“For marketers, mobile is the biggest opportunity of our time to give consumers the exceptional discovery, engagement and purchasing experiences they demand.” (Mobile Marketing Association, 2017)
Mobile content is both a great opportunity and a threat to many marketing professionals. How best to take advantage of a device business users check multiple times an hour, making them a real-time tool in driving brand awareness and target their prospects or channel partners to ensure their mobile marketing works effectively.
“The event hosted by strategic partnering firm Tomorrow People and Contento their mobile customer experience service took a tactical look at how to encounter the advantages of a mobile audience and how to redefine current materials for mobile usage."
This document presents 7 proven templates for writing value propositions: 1) Geoff Moore's template focuses on the target customer, their need, and how the product/service addresses it. 2) Venture Hacks' template compares the product to a proven example in a new domain. 3) Steve Blank's template follows the format "We help X do Y by doing Z". 4) Patrick Vlaskovits & Brant Cooper's CPS template addresses the customer, their problem, and the solution. 5) Dave McClure's elevator pitch template is short, simple, memorable and focuses on what, how and why. 6) David Cowan's Pitchcraft template highlights the problem, states what the company sells, and
This document outlines a presentation on email marketing strategies for small businesses and nonprofits. It includes sections on the economics of email marketing, getting started with an email list, choosing the right message content and calls-to-action, and measuring email marketing success. The presentation provides tips on building an email list, creating engaging content, designing effective calls-to-action, and tracking key metrics like open and click-through rates.
UX STRAT 2014: Bill Rattner, "Creating a Long-Term, Unified Plan for Digital ...UX STRAT
The document outlines the process of creating a digital strategy for a large energy company over 8 weeks. Key aspects included gathering requirements through stakeholder interviews, analyzing communication trends and challenges, and defining strategic priorities around customer experience, brand clarity, and community awareness. The digital strategy aimed to transform the organizational culture, coordinate processes, build necessary skills, and establish governance to effectively measure outcomes.
Developing and implementing value propositionReza Hashemi
The document discusses developing value propositions for customers. It presents a 10-point template for crafting a value proposition, including identifying the intended customer, their experience, the offerings and benefits, alternatives, proofs of ability to deliver, timeframe, communication plan, operationalization, and metrics. Examples are provided of value propositions from accounting and technology firms that address key elements such as price, experience, and benefits in a way that differentiates the company from alternatives.
Here are some things to audit at the top of the funnel to assess a prospect's traffic generation efforts:
- Keyword research - Are they targeting the right long-tail keywords relevant to their business?
- On-page SEO - Do their pages have optimized titles, meta descriptions, headings? Is content well-structured?
- Content marketing - Do they have a blog? How frequently do they publish relevant, shareable content?
- Social profiles - Are their profiles optimized for their business and industry? How is their engagement?
- Website usability - Is the site easy to navigate? Does it clearly communicate their value proposition?
- Calls to action - Are there clear calls to action on landing pages
Joining Publicis Sapient means while joining a single, global team that is dedicated to making an impact in the world, together.
Hear from members of our global executive leadership team about why they chose a career at Publicis Sapient and what keeps them here.
Consider a career at Publicis Sapient and start your journey to NEXT.
The document provides an overview of the digital production process from start to finish. It includes an agenda, credentials for the agency, information on the current digital market, best practices for estimating and profitability, and a detailed breakdown of the typical production process including define and discover, UX/design, development, and deployment phases. Key outputs and activities are outlined for each phase with the overall goal of bringing creative design and technology together to build digital experiences that meet business and user needs.
Switch on your B2B customer experience strategyTomorrow People
B2B Marketing Leaders Gather to Share insights
NOTES- Participants at London Tech Weeks “Switch on your B2B mobile content strategy” discussed research and strategy on how to take advantage of mobile capabilities, what techniques can be used, Mobile customer experience and what is working best for B2B organisations.
Areas Covered
Why the current customer experience is broken
How mobile can be a powerful extension of your brand and marketing.
The current customer journey
The fully mobile customer journey
How to engage your audience through the customer journey
Customer experience is the new marketing
Gaining a better customer insight
Capturing critical data along the customer journey
Technology integration: API’s, Marketing automation, CRM
Success metrics (adoption, engagement and conversion)
“For marketers, mobile is the biggest opportunity of our time to give consumers the exceptional discovery, engagement and purchasing experiences they demand.” (Mobile Marketing Association, 2017)
Mobile content is both a great opportunity and a threat to many marketing professionals. How best to take advantage of a device business users check multiple times an hour, making them a real-time tool in driving brand awareness and target their prospects or channel partners to ensure their mobile marketing works effectively.
“The event hosted by strategic partnering firm Tomorrow People and Contento their mobile customer experience service took a tactical look at how to encounter the advantages of a mobile audience and how to redefine current materials for mobile usage."
This document presents 7 proven templates for writing value propositions: 1) Geoff Moore's template focuses on the target customer, their need, and how the product/service addresses it. 2) Venture Hacks' template compares the product to a proven example in a new domain. 3) Steve Blank's template follows the format "We help X do Y by doing Z". 4) Patrick Vlaskovits & Brant Cooper's CPS template addresses the customer, their problem, and the solution. 5) Dave McClure's elevator pitch template is short, simple, memorable and focuses on what, how and why. 6) David Cowan's Pitchcraft template highlights the problem, states what the company sells, and
This document outlines a presentation on email marketing strategies for small businesses and nonprofits. It includes sections on the economics of email marketing, getting started with an email list, choosing the right message content and calls-to-action, and measuring email marketing success. The presentation provides tips on building an email list, creating engaging content, designing effective calls-to-action, and tracking key metrics like open and click-through rates.
UX STRAT 2014: Bill Rattner, "Creating a Long-Term, Unified Plan for Digital ...UX STRAT
The document outlines the process of creating a digital strategy for a large energy company over 8 weeks. Key aspects included gathering requirements through stakeholder interviews, analyzing communication trends and challenges, and defining strategic priorities around customer experience, brand clarity, and community awareness. The digital strategy aimed to transform the organizational culture, coordinate processes, build necessary skills, and establish governance to effectively measure outcomes.
Developing and implementing value propositionReza Hashemi
The document discusses developing value propositions for customers. It presents a 10-point template for crafting a value proposition, including identifying the intended customer, their experience, the offerings and benefits, alternatives, proofs of ability to deliver, timeframe, communication plan, operationalization, and metrics. Examples are provided of value propositions from accounting and technology firms that address key elements such as price, experience, and benefits in a way that differentiates the company from alternatives.
Here are some things to audit at the top of the funnel to assess a prospect's traffic generation efforts:
- Keyword research - Are they targeting the right long-tail keywords relevant to their business?
- On-page SEO - Do their pages have optimized titles, meta descriptions, headings? Is content well-structured?
- Content marketing - Do they have a blog? How frequently do they publish relevant, shareable content?
- Social profiles - Are their profiles optimized for their business and industry? How is their engagement?
- Website usability - Is the site easy to navigate? Does it clearly communicate their value proposition?
- Calls to action - Are there clear calls to action on landing pages
The document discusses the importance of the voice of the customer (VOC) practice for businesses. It defines VOC as focusing on collecting customer data through questions and feedback to understand expectations and improve products and services. Developing a strong VOC program requires time, employee commitment, and focusing on customer experience, satisfaction, and loyalty. The document provides tips for developing a VOC program, including designating leaders, setting goals, engaging customers, and measuring business metrics.
Why the Way You Collect the Voice of the Customer MattersJose Briones
Voice of the Customer may be one of the most misunderstood concepts in the product management process. Unfortunately any survey or conversation with a customer these days is labeled as “Voice of the Customer” and just viewed as a “check box” item.
We will relate different Voice of the Customer approaches with project portfolio classifications for product development
This document summarizes a presentation about business model innovation, the maker culture, and the future. It discusses startup knowledge companies, business developers, and consultants gathered at the event. It then provides an overview of the business model canvas tool, explaining the key components of a business model - key resources, key activities, value propositions, customer relationships, revenue streams, and more. Examples are given for how different companies utilize various aspects of the business model.
Planning and launching a Voice of Customer program might seem like a daunting task, but fear not, we have put together a best practice guide to help you launch an effective Voice of Customer program in 2016. Download the full guide at pages.kampyle.com/2016-voc-toolkit
This document provides guidelines for writing an effective client brief for communications agencies. It emphasizes that a written brief is crucial for setting clear objectives and expectations upfront. The brief should clarify the current situation, the desired destination or goals, and how success will be measured, but not dictate how agencies do their work. This ensures agencies can be creative while understanding the goals. A written brief followed by discussion allows all parties to be on the same page and align their efforts. Proper briefing saves time and money by avoiding wasted work from unclear or changing directions. It also enables fair payment based on results. The guidelines recommend brevity, focus, and concrete, measurable objectives in the brief.
The next generation in customer engagement - Coginov Semantics search -Emmanuel Perdikis
interactive semantics search to understand your customers question and grow your understanding of what your customer is asking for and what you may be failing to deliver on your communications, offerings or website.
The document provides an overview of how to conduct a Voice of the Customer (VOC) analysis to identify customer needs. It discusses defining customer segments, collecting qualitative and quantitative customer data through methods like focus groups and surveys. The Kano model and 5I's framework are then used to analyze the data to understand customer wants and needs and design product specifications and marketing strategies accordingly.
This document discusses strategies for consulting firms to engage clients through their corporate websites. It recommends focusing on understanding the client's needs and buying lifecycle to provide contextual and personalized experiences. Key aspects include developing thought leadership content, optimizing the user experience, adopting responsive design for mobile, improving search and social media integration, measuring engagement, and leveraging technologies like CRM to track engagement across channels. The overall approach is to move websites beyond just information sharing to truly engaging clients through the online experience.
Experience Matters: Understanding the New ROI of UX/CX Mediacurrent
In today’s digital landscape, Global User Experience factors heavily into the ROI equation: every dollar spent on UX design yields up to $100 in return. Join experts from Mediacurrent and Lingotek to learn about UX and CX strategies to boost your global revenue and conversions.
You'll Learn:
-What companies like Amazon, Google and Airbnb can teach us about building a better user experience
-Tips to build the investment case for maximizing your UX How to uncover the value of translation — and why localization should be the core of your global
-Customer Experience (CX) strategy
-How integrating UX and CX can improve your brand’s value
-A practical approach to improve the UX and CX that your organization is delivering to customers, employees and other stakeholders
-Presenting in your customer's primary language is the first step in providing a global CX
-Why managing global customer expectations are critical to Customer Experience (CX) and to the perception of your company brand
10 Best Practices Informational WebinarsWebAttract
The document provides best practices for producing informational webinars. It discusses 10 best practices:
1. Make your audience the top priority by understanding them and ensuring they get value from the webinar.
2. Develop a clear work plan with business objectives, roles, deliverables and an 8 week planning horizon.
3. Recruit the audience through identifying the target group, creating compelling messages, and using an informed invitation strategy.
4. Identify the target group to recruit from by profiling them and matching the value proposition.
5. Develop compelling recruitment messages by using the audience's language, exciting them without selling, and communicating value.
6. Broadcast recruitment messages through
This document provides tips on how to gain and retain users during the COVID-19 pandemic. It recommends focusing on SEO, referrals, paid acquisition, affiliates, and social media to acquire new users. It also suggests communicating with users, improving the experience, being generous with policies, personalizing engagement, and providing ongoing content to retain existing users. The document stresses showing empathy, engaging communities, and focusing on customer support during this challenging time.
This document outlines an eight-step guide for small companies to develop consistent and effective marketing communications. The steps include: 1) understanding market context and company capabilities, 2) defining specific objectives, 3) determining an appropriate strategy, 4) developing powerful key messages, 5) creating valuable supporting content, 6) ensuring consistent presentation, 7) planning implementation, and 8) reviewing results and lessons learned. Following this process helps small marketing teams overcome complexity and generate compelling communications within their resource constraints.
The document provides guidance on creating effective video marketing content for B2B businesses. It discusses defining the purpose and goals of the video, choosing an appropriate video type based on the purpose, and selecting an optimal length. The recommended length is between 3-5 minutes based on executive preferences, though very popular videos tend to be 90-120 seconds. The document stresses tailoring the video style and format to the business brand and target customer industries.
This document provides tips and guidance for using video marketing for B2B businesses. It discusses defining the purpose and goals of video campaigns, choosing the right video format and length, and establishing a brand personality in videos. Examples are given of hypothetical video marketing campaigns for different types of companies. The document emphasizes determining the desired outcome of the video and targeting the appropriate audience before selecting a video type, tone, and length that align with the purpose.
Webinar: Crate and Barrel Accelerates Their Personalization Program with Opti...Optimizely
A New, More Relevant Way to Personalize
Personalization is a difficult concept to bring to life at scale as it can require large data purchasing and building rigid rules, or taking an automated approach that doesn’t always feel human. In the end, you can be left with more questions than answers. Optimizely’s new approach to personalization, Adaptive Audiences, is powered by natural language processing, and blends machine learning with human expertise to deliver the most relevant experiences to users.
Join Christine Garvey, Senior Manager of Personalization and Optimization at Crate and Barrel, to learn how they have improved their personalization program. Using Adaptive Audiences, Crate and Barrel has been able to increase homepage conversion rates by 20%+ while reducing bounce rates by up to 30%.
Tune into this webinar to learn how:
- Adaptive Audiences decreases the time it takes to target visitors on your website with relevant content
- Crate and Barrel scales their website reach and drives substantial business impact through personalization
- To develop strategies for new personas and segments in your business today
The document discusses voice of the customer (VoC) strategies and their importance for customer-centric organizations. It provides guidance on implementing an effective VoC program with the following key steps: 1) understanding all customer touchpoints, 2) optimizing customer journeys, 3) surveying customers at relevant touchpoints, 4) building relevant surveys, 5) designing survey triggers, 6) implementing surveys, 7) analyzing feedback, and 8) optimizing processes based on feedback. It also stresses the importance of including employee and stakeholder feedback in VoC programs for a holistic view of processes.
The document provides definitions and explanations of key terms related to business contracts and agreements:
- Contractual agreements create legal obligations between two or more parties and are typically in writing.
- Negotiations involve parties trying to reach a mutually agreeable decision on contractual terms and end when all guidelines have been finalized.
- Formal interactions are serious, proper and get straight to the point while informal discussions are more relaxed and casual without serious obligations.
- Commissions are fees paid to an agent for services, often a percentage of a transaction value. Tenders invite suppliers to submit proposals for projects. Cooperative briefs involve joint ideas from partnering parties.
Differential Value Proposition presented by GE and ValkreBMAChicago
This document discusses GE's use of the Differential Value Proposition (DVP) method and Render software to address business challenges. DVP helped GE identify new offerings, understand customer needs, and develop growth plans. Render software enabled the DVP process at scale and speed across many business units worldwide. GE executives shared that DVP built stronger customer partnerships and improved their ability to create value.
This document contains Abdulsalam Saidu Achem's advertising brief assignment. It begins with his identification and course details. The introduction defines an advertising brief and notes that it is agreed upon between client and agency. The body then discusses different types of advertising briefs such as template, email, missing, and data dump briefs. It also explains what a typical brief contains like client requirements, business background, objectives, target audience, and timing/budget. Key aspects of a brief like product definition, market/market size, market shares, and target consumers are then defined in more detail.
Make it Personal: Accelerating Your Personalization Game PlanOptimizely
While many talk about personalization and the value it can bring, the challenges of implementing it often mean the initiative never gets off the ground. Where should you start, and what tools should you use to test, learn, and create the most powerful and relevant experiences? Join Optimizely’s Senior Strategy Consulting and Solutions Engineering managers to learn how to lay out your personalization strategy and use new product features that make it faster and easier to personalize your campaigns with Optimizely.
In this session you’ll learn:
- How to develop a personalization strategy, and where to get started
- How machine learning capabilities can help you start personalizing today
- A walkthrough of Optimizely’s Personalization solutions, including Extensions, Recommendations, and the recently launched Adaptive Audiences
The document discusses ways for sales organizations to co-create value with customers through a customer-centric approach. It outlines 8 forms of co-creation that sales organizations can use, including crowdsourcing, mass customization, peer-to-peer networks, shared resources, open innovation, joint ideation, experience centers, and product as a service. The key is focusing on helping customers achieve their goals rather than just selling products, and involving customers as active participants in the process.
The document discusses the importance of the voice of the customer (VOC) practice for businesses. It defines VOC as focusing on collecting customer data through questions and feedback to understand expectations and improve products and services. Developing a strong VOC program requires time, employee commitment, and focusing on customer experience, satisfaction, and loyalty. The document provides tips for developing a VOC program, including designating leaders, setting goals, engaging customers, and measuring business metrics.
Why the Way You Collect the Voice of the Customer MattersJose Briones
Voice of the Customer may be one of the most misunderstood concepts in the product management process. Unfortunately any survey or conversation with a customer these days is labeled as “Voice of the Customer” and just viewed as a “check box” item.
We will relate different Voice of the Customer approaches with project portfolio classifications for product development
This document summarizes a presentation about business model innovation, the maker culture, and the future. It discusses startup knowledge companies, business developers, and consultants gathered at the event. It then provides an overview of the business model canvas tool, explaining the key components of a business model - key resources, key activities, value propositions, customer relationships, revenue streams, and more. Examples are given for how different companies utilize various aspects of the business model.
Planning and launching a Voice of Customer program might seem like a daunting task, but fear not, we have put together a best practice guide to help you launch an effective Voice of Customer program in 2016. Download the full guide at pages.kampyle.com/2016-voc-toolkit
This document provides guidelines for writing an effective client brief for communications agencies. It emphasizes that a written brief is crucial for setting clear objectives and expectations upfront. The brief should clarify the current situation, the desired destination or goals, and how success will be measured, but not dictate how agencies do their work. This ensures agencies can be creative while understanding the goals. A written brief followed by discussion allows all parties to be on the same page and align their efforts. Proper briefing saves time and money by avoiding wasted work from unclear or changing directions. It also enables fair payment based on results. The guidelines recommend brevity, focus, and concrete, measurable objectives in the brief.
The next generation in customer engagement - Coginov Semantics search -Emmanuel Perdikis
interactive semantics search to understand your customers question and grow your understanding of what your customer is asking for and what you may be failing to deliver on your communications, offerings or website.
The document provides an overview of how to conduct a Voice of the Customer (VOC) analysis to identify customer needs. It discusses defining customer segments, collecting qualitative and quantitative customer data through methods like focus groups and surveys. The Kano model and 5I's framework are then used to analyze the data to understand customer wants and needs and design product specifications and marketing strategies accordingly.
This document discusses strategies for consulting firms to engage clients through their corporate websites. It recommends focusing on understanding the client's needs and buying lifecycle to provide contextual and personalized experiences. Key aspects include developing thought leadership content, optimizing the user experience, adopting responsive design for mobile, improving search and social media integration, measuring engagement, and leveraging technologies like CRM to track engagement across channels. The overall approach is to move websites beyond just information sharing to truly engaging clients through the online experience.
Experience Matters: Understanding the New ROI of UX/CX Mediacurrent
In today’s digital landscape, Global User Experience factors heavily into the ROI equation: every dollar spent on UX design yields up to $100 in return. Join experts from Mediacurrent and Lingotek to learn about UX and CX strategies to boost your global revenue and conversions.
You'll Learn:
-What companies like Amazon, Google and Airbnb can teach us about building a better user experience
-Tips to build the investment case for maximizing your UX How to uncover the value of translation — and why localization should be the core of your global
-Customer Experience (CX) strategy
-How integrating UX and CX can improve your brand’s value
-A practical approach to improve the UX and CX that your organization is delivering to customers, employees and other stakeholders
-Presenting in your customer's primary language is the first step in providing a global CX
-Why managing global customer expectations are critical to Customer Experience (CX) and to the perception of your company brand
10 Best Practices Informational WebinarsWebAttract
The document provides best practices for producing informational webinars. It discusses 10 best practices:
1. Make your audience the top priority by understanding them and ensuring they get value from the webinar.
2. Develop a clear work plan with business objectives, roles, deliverables and an 8 week planning horizon.
3. Recruit the audience through identifying the target group, creating compelling messages, and using an informed invitation strategy.
4. Identify the target group to recruit from by profiling them and matching the value proposition.
5. Develop compelling recruitment messages by using the audience's language, exciting them without selling, and communicating value.
6. Broadcast recruitment messages through
This document provides tips on how to gain and retain users during the COVID-19 pandemic. It recommends focusing on SEO, referrals, paid acquisition, affiliates, and social media to acquire new users. It also suggests communicating with users, improving the experience, being generous with policies, personalizing engagement, and providing ongoing content to retain existing users. The document stresses showing empathy, engaging communities, and focusing on customer support during this challenging time.
This document outlines an eight-step guide for small companies to develop consistent and effective marketing communications. The steps include: 1) understanding market context and company capabilities, 2) defining specific objectives, 3) determining an appropriate strategy, 4) developing powerful key messages, 5) creating valuable supporting content, 6) ensuring consistent presentation, 7) planning implementation, and 8) reviewing results and lessons learned. Following this process helps small marketing teams overcome complexity and generate compelling communications within their resource constraints.
The document provides guidance on creating effective video marketing content for B2B businesses. It discusses defining the purpose and goals of the video, choosing an appropriate video type based on the purpose, and selecting an optimal length. The recommended length is between 3-5 minutes based on executive preferences, though very popular videos tend to be 90-120 seconds. The document stresses tailoring the video style and format to the business brand and target customer industries.
This document provides tips and guidance for using video marketing for B2B businesses. It discusses defining the purpose and goals of video campaigns, choosing the right video format and length, and establishing a brand personality in videos. Examples are given of hypothetical video marketing campaigns for different types of companies. The document emphasizes determining the desired outcome of the video and targeting the appropriate audience before selecting a video type, tone, and length that align with the purpose.
Webinar: Crate and Barrel Accelerates Their Personalization Program with Opti...Optimizely
A New, More Relevant Way to Personalize
Personalization is a difficult concept to bring to life at scale as it can require large data purchasing and building rigid rules, or taking an automated approach that doesn’t always feel human. In the end, you can be left with more questions than answers. Optimizely’s new approach to personalization, Adaptive Audiences, is powered by natural language processing, and blends machine learning with human expertise to deliver the most relevant experiences to users.
Join Christine Garvey, Senior Manager of Personalization and Optimization at Crate and Barrel, to learn how they have improved their personalization program. Using Adaptive Audiences, Crate and Barrel has been able to increase homepage conversion rates by 20%+ while reducing bounce rates by up to 30%.
Tune into this webinar to learn how:
- Adaptive Audiences decreases the time it takes to target visitors on your website with relevant content
- Crate and Barrel scales their website reach and drives substantial business impact through personalization
- To develop strategies for new personas and segments in your business today
The document discusses voice of the customer (VoC) strategies and their importance for customer-centric organizations. It provides guidance on implementing an effective VoC program with the following key steps: 1) understanding all customer touchpoints, 2) optimizing customer journeys, 3) surveying customers at relevant touchpoints, 4) building relevant surveys, 5) designing survey triggers, 6) implementing surveys, 7) analyzing feedback, and 8) optimizing processes based on feedback. It also stresses the importance of including employee and stakeholder feedback in VoC programs for a holistic view of processes.
The document provides definitions and explanations of key terms related to business contracts and agreements:
- Contractual agreements create legal obligations between two or more parties and are typically in writing.
- Negotiations involve parties trying to reach a mutually agreeable decision on contractual terms and end when all guidelines have been finalized.
- Formal interactions are serious, proper and get straight to the point while informal discussions are more relaxed and casual without serious obligations.
- Commissions are fees paid to an agent for services, often a percentage of a transaction value. Tenders invite suppliers to submit proposals for projects. Cooperative briefs involve joint ideas from partnering parties.
Differential Value Proposition presented by GE and ValkreBMAChicago
This document discusses GE's use of the Differential Value Proposition (DVP) method and Render software to address business challenges. DVP helped GE identify new offerings, understand customer needs, and develop growth plans. Render software enabled the DVP process at scale and speed across many business units worldwide. GE executives shared that DVP built stronger customer partnerships and improved their ability to create value.
This document contains Abdulsalam Saidu Achem's advertising brief assignment. It begins with his identification and course details. The introduction defines an advertising brief and notes that it is agreed upon between client and agency. The body then discusses different types of advertising briefs such as template, email, missing, and data dump briefs. It also explains what a typical brief contains like client requirements, business background, objectives, target audience, and timing/budget. Key aspects of a brief like product definition, market/market size, market shares, and target consumers are then defined in more detail.
Make it Personal: Accelerating Your Personalization Game PlanOptimizely
While many talk about personalization and the value it can bring, the challenges of implementing it often mean the initiative never gets off the ground. Where should you start, and what tools should you use to test, learn, and create the most powerful and relevant experiences? Join Optimizely’s Senior Strategy Consulting and Solutions Engineering managers to learn how to lay out your personalization strategy and use new product features that make it faster and easier to personalize your campaigns with Optimizely.
In this session you’ll learn:
- How to develop a personalization strategy, and where to get started
- How machine learning capabilities can help you start personalizing today
- A walkthrough of Optimizely’s Personalization solutions, including Extensions, Recommendations, and the recently launched Adaptive Audiences
The document discusses ways for sales organizations to co-create value with customers through a customer-centric approach. It outlines 8 forms of co-creation that sales organizations can use, including crowdsourcing, mass customization, peer-to-peer networks, shared resources, open innovation, joint ideation, experience centers, and product as a service. The key is focusing on helping customers achieve their goals rather than just selling products, and involving customers as active participants in the process.
Your Rock Solid Digital Approach to Attract More Industry AttentionAtlas Integrated
Learn how to identify which digital tools attract attention from companies, how to incorporate industry attraction into your digital media strategy, how to digitally target entrepreneurs within an industry, and how to digitally target site selectors and business location decision makers.
Rehashing offline copy or boring marketing collateral for your website just doesn't cut it anymore. Your website, blogs, webinars, video and podcasts, social media, and other online content all offer you tremendous opportunities to connect with your customers and drive business. Sounds great right? It is. But only if you do it well, and create the kind of content that both resonates with your customers and meets your business objectives.
Convincing Your Boss(es) to Confidently Spend (more) on AdvertisingKevin Dieny
My Presentation from my Session at HeroConf 2019, in Philadelphia.
This presentation is for anyone who wants to invoke data-decision making and business transformation learning:
1) How to convince your boss to spend more budget on advertising so it benefits your entire organization.
2) How to conquer the proper success metrics, "The Golden Metrics" linked to Customer Lifetime Value (CLV).
3) How to confidently use your data to transform your business to be more customer-centric.
B2B Digital Marketing Playbook for the COVID EraRohas Nagpal
Customers have changed.
Spending patterns have changed.
People's priorities have changed.
How people spend their time has changed.
So naturally, marketing techniques
NEED TO CHANGE.
The "B2B Digital Marketing Playbook for the COVID Era" recommends an 11-point approach:
1. Understand what you are selling
2. Understand whom you are selling to
3. Design your digital marketing strategy
4. Optimize your website
5. Incentivize influencers
6. Optimize your digital marketing assets
7. Distribute your digital marketing assets
8. Make it easy for potential customers to contact you
9. Aim for a 60-second response time
10. Use dynamic QR codes
11. Use Artificial Intelligence
The document defines and provides examples of different types of creative production briefs: contractual, negotiated, formal, informal, commission, tender, cooperative, and competition. It also discusses opportunities for professional self-development in communication, time management, technical skills, and career progression when working to different briefs. Finally, it provides three annotated examples of creative briefs, specifying information about the client, required media products, timescale, target audience, legal/ethical considerations, and constraints. The brief types vary in their flexibility, negotiation process, and legal binding requirements. Working to different briefs provides chances to improve various professional skills. The examples give details about hypothetical briefs for a hair accessory company, headphones company, and supermarket.
Convincing Your Boss(es) to Confidently Spend (more) on AdvertisingHanapin Marketing
Could your business profit from the scaling of advertisement spend? Wrangling your boss with swagger and tact is not always enough to win larger budgets. The Answer? Arming yourself with a customer-centric strategy, backed by CLV, that can drive a responsible and ‘winning’ conversation with your organization. In this session you will walk away with knowledge and actionable resources so you can:
- Convince your boss how spending more on advertising will benefit your organization.
- Conquer your omnichannel success metrics and their impact on your customer lifetime value.
- Confidently use your data to transform your organization to be more customer-centered.
Marketing Your Technical Communication Services Internally and ExternallySaul Carliner
Whether working internally or externally, technical communicators work as service providers. By actively promoting—marketing—our work, we promote strong relationships with our internal and external clients, satisfaction with our work, and build interest in the full range of services that we provide. This session provides an introduction to marketing technical communication processes in services, including reasons for marketing, the effective use of online and social media to make people aware of our services, and the use of well-timed messages to build and maintain relationships with internal and external stakeholders.
The document discusses how retailers can gain a competitive advantage through effective loyalty programs. It recommends that retailers enhance the customer profile data collected through loyalty programs to gain a deeper understanding of each customer. Using a custom online customer panel integrated with loyalty program data allows retailers to engage customers, test promotions, and gain insights that increase average promotional lift between 8-26% and sales of new products by 400%.
Summary - Lead Generation For The Complex Sale - Brian J. CarrolJohn Kivit
Summary of "Lead Generation For The Complex Sale" by Brian J. Carrol produced by John Kivit (www.multiscope.nl). Useful for your B2B marketing & sales knowledge!
This document provides guidance on creating an effective pitch deck and presentation. It recommends including the following key elements in no more than 10 slides: 1) Lead with the venture name and compelling headline, 2) Briefly describe the product/service and how it creates value for customers, 3) Quantify the addressable market and provide proof of concept, 4) Explain how customers will pay and the operations to deliver the product/service, 5) Introduce the founding team and their relevant experience, 6) State the funding request and how funds will be used, and 7) Summarize the venture's strengths to sell its potential for success. The pitch should convince the audience of the venture's value proposition, differentiation from competitors,
The document provides tips for effective bidding on the freelance platform Elance to win more jobs. It recommends thoroughly reviewing project descriptions, including focused comments and details about your approach, pricing accurately, specifying revisions, timelines, and payment terms. Uploading relevant work samples and files is also suggested. Overall, the document advises freelancers to demonstrate their understanding of projects and tailor their bids to address all client needs and requirements.
This document provides tips for writing effective bids on Elance to win projects. It recommends:
1) Reviewing the project description and buyer's profile thoroughly to understand what is being requested.
2) Including focused comments that address the project requirements and skills, rather than irrelevant information.
3) Describing your proposed approach, sources that will be used, tools, and how the work will be completed.
4) Providing accurate pricing that reflects the true cost of the project and clarifying any assumptions. Revisions to the price after winning should be avoided.
Elevate your business above the competition by creating an unforgettable personal brand. Learn how to stand out in a crowded marketplace as the go-to expert and build a bigger audience, generate more leads, and close more sales. You will walk away from this presentation with innovative marketing strategies that you can implement immediately for increased influence and income generating opportunities.
Learn How To:
• Stand out and make an impact by positioning yourself as the go-to expert in your niche market.
• Accelerate your income-generating opportunities by up-leveling your marketing with expert positioning.
• Race past your competition with a proven and strategic action plan to grow and expand income streams.
• Develop innovative marketing funnels that generate more followers, more income streams, more sales and more profits!
Looking forward to next steps!
The document provides guidance on how to write an effective creative brief for an advertising campaign. It emphasizes that a good brief should be tightly focused yet creatively stimulating. It should begin by addressing the client's core business issues and goals. It then needs to define the target audience and articulate clearly what consumer behavior change the communication aims to achieve and what messages will be conveyed. The brief outlines key questions that should be answered including the marketing objectives, issues, audience profile, desired communication tasks and messages. It stresses the brief should be measurable and include budget details. Providing a well-written brief is important to help the creative team develop compelling work that meets the client's objectives.
The idea of this presentation is to create a current snapshot of the ongoing development of the discipline of buyer persona modelling. As a consultant for customer centered marketing I do buyer persona interviews for clients and I personally believe, that persona modeling is an indispensible fundament of every kind of customer centered marketing no matter if it is outbound marketing oriented or inbound marketing focused. This presentation gives an expert view on "best practices" for buyer persona development, the insights are coming from an interview with the leading subject-matter experts for buyer persona modeling.
The document discusses building the best customer experience. It covers defining what customer experience means, how it is viewed across different business functions, and putting customer experience planning into action. The planning is broken into four stages: define, build, measure, and personalize. The goal is to research customers, build relationships, measure customer journeys across channels, and tailor experiences based on customer data and interests.
I believe it's very practical sharing. no doubt it will inspire creative director or project manager.
welcome any comments or questions , i'd like to share more experience with you.
it's what Dave and I work together to conclude how we did so many showcases and where we kick start.
also it's for senior people to study in Integrate marketing communication.
This document provides training on brainstorming techniques. It discusses concepts like single minding and insightful idea, as well as how to generate ideas in a unique and driven way through techniques like crazy 8s. Video links are included for additional learning on brainstorming methods.
approaching is also critical for communication and for sure it's the last mile to influence people.
it's for junior people who are interested in advertising.
insight is core for communication idea. the sharp insight can lead us to find out what we called a big idea.
it's for junior people who are interested in advertising.
This document provides training information and rules from two presenters, Eleny and Dave. It includes:
1) Eleny's 5 rules for brand work which focus on passion for brands, delivering solutions, always being ready, avoiding personal issues, and teamwork.
2) Dave's 5 rules for brand work which are to find the best way to communicate a brand's best aspects, provide direction for brands and consumers, do the right thing with courage, create inseparable partnerships, and always be humble.
3) Encouragement to choose your path and go after your goals, as well as quotes about finding reasons to continue pursuing your dreams even when facing difficulties.
This document provides an overview of training for a brand agency. It includes:
- Key roles and departments in a brand agency like creative, planning, advertising, PR, and digital.
- Rules and advice from the trainers like having passion for brands, always delivering solutions, being ready at all times, not letting personal issues affect work, and always working as a team.
- Additional motivational quotes about finding reasons to continue pursuing your goals even when facing challenges.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
3. Definition of advertising brief:
Document confirming understanding
between a client & an advertising agency
on
(1) objectives of an advertising campaign to Approach Consumers
.....
4. 1) Background / Overview:
What's the big picture? What's going on in the market? Anything
happening on the client side that the creative team should know about? Any
opportunities or problems in the market?
This is where you introduce the project to the creative team. You'll go over
this again in the briefing session, but write it down as well.
For an overview, state, "Who is the ad talking to, and what is the one main
thing we want to say?"
Example: This is a test campaign to a selection of Citibank customers. We
want them to try Citibank's new "CitiClick" - which is available as a mobile
app for all operating platforms, from iPhone to Android. This smart app
makes online purchases easier and more secure - and we've got a $1 pizza
offer to get them started.
5. 2) What is the objective, the
purpose of the ad?
A concise statement of the effect the ad should have on consumers.
Typically expressed as an action. And frequently focused on what the ad
should make the audience think, feel, or do.
Example: We want people to download the free app and use it within 10
days to buy the special offer, a $1 family size pizza from Papa John's.
> Click to read How to write the objective for a creative brief.
it's just below the Flash slideshow.
6. Write a specific,
attainable objective.
The objective should always be
clear and specific.
Never ambiguous or overloaded.
7. A beautiful objective:
“The purpose of this campaign is to
position ElectroQuick as a less
expensive, equally effective alternative
to BigBrand.”
本次活動⽬的是定位ElectroQuick更便宜與有效,
可取代BigBrand.
8. A ugly objective:
“The purpose of this campaign is to
raise awareness, generate blogger buzz and create
excitement for the client’s new ElectroQuick by
positioning the client as a leader in innovative global
technology with a uniquely humanistic yet
professional and sophisticated brand image that
compares favorably to BigBrand.”
本次活動⽬的是提⾼知名度,增加部落客⼜碑,透過創新
領導品牌的地位,具有獨特⼈性化⽽有專業的品牌形象,
創造全新ElectroQuick,⾜以媲美BigBrand.
9. One way to write a
lovely objective is to
specify what the audience
should think,feel or do.
10. Example:
The objective of this ad
is to get the audience to
realize and remember that
Preem is now serving
healthier foods at all truck
stop restaurants.
12. Example:
The objective of this ad
is to get the audience to
understand and believe
that Mr. Clean cleans the
toughest stains.
13.
14. Example:
The objective of this ad
is to get the audience to
click and sign up for
Netflix with a free trial
membership to get started
15.
16. 3) Target audience: who are we
talking to?
The more precise and detailed the better. Go beyond age and sex to describe
demographics and psychographics. Explain how the audience currently thinks,
feels and behaves in relation to the product category, the client's brand, and the
client's specific product or service.
Example: This campaign will be aimed exclusively at existing Citibank customers
in three test markets: Sacramento, CA, Houston, TX, and Washington DC.
The primary target will be segments of our customer database: male and female,
20 to 35 years old, with at least one Citibank credit card. The target will be
approximately 70% married, with combined HH incomes of $85k on average.
This audience is comfortable with new technology, and quick to test new smart
phone apps that leverage their time. They like to be among the first to have the
latest and greatest electronics, apps and especially phones. They make multiple
online purchases monthly. We will call our representative personas "Joe and
Jenna".
18. Give prospects and
customers a voice in the
brief by
interviewing the sales and
customer support staff
Ask questions like,
“what is the most unusual or
unexpected compliment you’ve
heard from a customer?”
19. Give prospects and
customers a voice in the
brief by
collecting quotes and
testimonials
“I can also give you an insight or two and
tell you what copy points work best.”
20. 4) What's the single most
important thing to say?
What's the single most persuasive or most compelling statement we can make to
achieve the objective?
This should be a simple sentence. No more than a few sentences if absolutely
necessary. Avoid generalities.
Example: "Joe / Jenna: CitiClick will simplify and speed all of your online
purchases, while providing increased security."
21. What's the single most
persuasive or most compelling
statement we can make to
achieve the objective?
Challenge
23. 5) What are the supporting
rational and emotional 'reasons to
believe and buy?'
Explain why the consumer should believe what we say, and why they should buy.
Include all the major copy points, in order of relative importance to the consumer.
In other words, 'What else can we say and show to achieve the objective?'
Example:
1) It's free, from Citibank - your trusted financial partner.
2) Get any PJ pizza for $1. Full details come with the app.
3) Backed with a 100% purchase / fraud protection guarantee.
4) It has earned rave reviews from real users. (See attached quotes.)
5) Takes just seconds to select from multiple pre-personalized download options
via your online account.
24. 6) What else will assist creative
development?
Here's where you can include consumer insights, a description of the brand
personality, positioning tag lines, creative thought starters, terms of the direct
response offer, result expectations, and mandatory elements such as the logo and
Web address.
Be sure to include sources for additional research information, customer quotes,
and certainly at least one consumer insight.
- User quote: "I see. I want. I click. I get."
- More info: Call Bill in research 555 8888 for full research report.
- Insight: "People don't like to input their credit card and shipping details over and
over when making online purchases. But they also don't like feeling their credit
card information is vulnerable to theft. This app is the solution."
25. 7) Schedule: What do we need
from the creative team? When do
we need it?
Here you provide all details on media, including size and color - for both the initial
concepts and finished art. Example:
1) Date _______initial creative review of rough pencil sketch ideas.
2) Date _______review revised creative. Half size, with color, hand or computer created.
3) Date _______final internal creative presentation. Same finish as previous round.
4) Date _______client creative & media presentation. Full size, full color.
Hand or computer created.
5) Date ______ [ digital, print, video, other ] final material delivered to broadcaster / publishers.
26. A client services check list
[ ] Do we have sufficient reference sources: previous ads, brochures, competitor
ads, books, videos or Web sites?
[ ] Do we have contact info / links to people, research or resources that can help
the creative team?
[ ] Do we need a supplemental brief / info for a long format, social media, direct
response, or new business pitch project?
[ ] Is it clear from the client what must be in the communication, and what might
be in the communication? What are the client requirements versus client
preferences?
[ ] Do we represent the client's issues, concerns, wishes?
This brief assumes you have defined the brand, as well as how the product or
service is positioned in the marketplace. Be sure to identify at least one consumer
insight.