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.

Snow Day is a Work Day :-(

Well, I wish we could take the day off but it would put us too far behind in our campaigns so we have to trudge on. So class will go on today, but if you live out of town and can't make it in (and you've sent me an email communicating this) you don't have to loose the marks for 5% in class case for today. Both in class assignments are individual and should be emailed to me at lfair@sl.on.ca.  Here are the details:

In class assignment:
Using the newbie to town - Target Retailer as your client determine the following: (resources to help)

1. Find the NAICS code for local business offices so that Target can purchase the proper list to promote their upcoming business product offer.
2. Look up the house count through Canada Post to determine how many flyers they need to print for their grand opening weekend.
3. According to PRISZM what products would be the best to promote in the grand opening flyer if they are going to focus on the immediate area around their location?
4. Look up in the City of Kingston profiles the demographics of the area to determine number of parking spots needed, pricing point that would be most advantageous.
5. Using Twitter & KRED determine the local trends that would be timely for messaging in the flyer.

In class lab assignment:

1. Segment & Profile your classmates using as much as of the segmentation categories and tools that you can.
2. Create an excel database with the appropriate fields.
3. Populate your database.
4. Secure your database.
5. Email me your database without the password - send that in a seperate email.

These are due by 3:30 today.
Post questions if you have them.

PS - don't forget your client briefing notes are also due today.

Take care, stay warm, build a snowman.

Campaign Development #1: Markets & Lists

1. Describe how you will develop your list

2. Choose a database management tool that is appropriate

3. Determine type of list and why it is appropriate

4. Minimum of 25 unique contacts

5. A minimum of 2 segmentation categories used for determining audience

6. Set up database correctly (includes security of data and detailed fields)

7. Description of target segment & rationale for this

8. Research into audience to successfully plan campaign and creative/messaging ie: what

motivates this demographic, how can you reach them?

/15

This assignment is done in your campaign groups.
Due: Feb 14 - start of class
Submission: email secure database to lfair@sl.on.ca, print hard copy of database plus rest of info above plus password for secure database.

Class 2 - Slidedecks - Markets & Lists

direct response market segmentation and lists from Lindsey Fair

 

Developing Lists for Direct Marketing from Lindsey Fair

Class 2 - Resources for Segmentation & Lists

This whitepaper has great information on why / how and when to segment well. The section on behavioural will be really helpful for the course, but more importantly once you're out in the field.

Segmentation Tools

• http://environicsanalytics.ca/prizmc2_cluster_lookup.aspx
• http://www.canadapost.ca/cpc2/addrm/hh/pending/indexp/cpALL-e.asp
• http://www.tetrad.com/pub/documents/pnesegments.pdf
• http://www.naics.com/search.htm
• http://www.cityofkingston.ca/cityhall/neighbourhoods/data.asp

Class 2 - What list are these guys on?

MCOM 30 - What lists are they on? from Lindsey Fair

Can you see how these folks were segmented? What lists could they be on? How would you use those lists? 

Class 2 - Target Case Study

Great case example from the soon-to-be-in-Kingston retail giant Target on how proper segmentation can be very insightful. Do you see this as great customer service or intrusive?