Thursday, January 2, 2014

The Briefing

As you get ready to get to know your client later this week for your client briefs you shouldn't go in blind. The more prepared you are the better your campaigns will be. And asking the right questions is key to this. So here are a few resources to help you - a little light reading on day 1:
  1. http://www.studiowide.co.uk/assets/how-to-write-a-brief.pdf - This document is written from the clients perspective - what they should know and be ready to explain during a client brief, but spin that around. How do you make sure they tell you all this if they don't do it voluntarily?
  2. http://www.rab.com/public/reports/cr.pdf - this one's a little long but gives you some goodies to draw from. The risk with focusing a lot on developing your questions ahead of time is that during the brief you focus so much on getting questions answered that you miss the key little nuggets in the answers - DON'T fall into this trap. If you hear a nugget, forget your questions and go down that path, dig deeper.
  3. http://www.marketingtrenches.com/marketing-sales/seven-key-questions-marketing-consultants-must-ask-their-clients/ - this is a short and simple list but will get the juices flowing so you can look out for those nuggets (see #2)
Individual Assignment:
  • Summarize what the client said (include as much as possible - the more detail the better - direct quotes great).
  • Highlight the 3 most important points uncovered in the briefing and say why they are important
  • List the question you asked with the answer
  • Describe at least 2 ideas that relate to DM that developed during or after the briefing in response to what the client said.
This assignment should be typed, printed and handed in at the start of class February 3rd.

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