Is your brief, too brief?
We are not talking about showing too much skin, but we are talking about improving your bottom line.
When you measure the success of your marketing project it is dependent on how well your marketing agency met your expectations. But, how do they know what you are expecting? It’s all in the brief!
Consider a dating site, you fill in the questionnaire and it doesn’t ask you some critical questions…what’s the likelihood that on your first date you’ll end up with Mr/Mrs. Right? Highly unlikely! Asking the right questions, leads to the right outcomes.
So, it makes sense that if you only tell your marketing agency half of what you really want them to do, they will never be able to fully meet your expectations. You don’t set out to withhold information from your marketing agency, but if they don’t ask all the right questions…. it’s not surprising that they won’t know your full expectations.
Take the situation of a B2B company, perhaps one with a smaller budget, chances are they have only ever completed a handful of briefs to agencies. Brief writing is hard to do and takes experience to master. At The Marketing Network, a marketing agency and advertising agency, all in one, we assume that our clients need guidance with completing their briefs. Our briefs are specific and detailed; they are simple, yet comprehensive and all online.
In many cases, the first step with our clients is not receiving a brief; we undertake a marketing audit or brand health check, a review of all existing communication and how effective it’s been or ineffective. Then we work on their advertising or creative brief collaboratively to reach a better return on investment.
Make sure that when using a marketing agency, they know you and your brand inside and out, and if the brief seems too brief, then it probably is!
See The Marketing Network resources for all briefing needs…