Objective 4.07 Position venture/product to acquire desired business image
Writing a creative brief. Marketing Objective Why we are advertising Consumer Objective The desired...
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Transcript of Writing a creative brief. Marketing Objective Why we are advertising Consumer Objective The desired...
Writing a creative brief
Marketing Objective
Why we are advertising
Consumer Objective
The desired change in attitude or behaviour
Advertising Objective How we want people to react
How it worksThe advertising has to affect people in such a
way
That they are moved from one mind state or type of behaviour
to another
Which in turn generates the required
commercial outcome
Advertising Objective
Consumer Objective
MarketingObjective
Guinness Marketing Objective
Increase frequency of use amongst Guinness drinkers
Consumer ObjectiveMake people adopt Guinness as their pint of preference
Advertising ObjectiveInstill Guinness drinkers with a real sense of pride
Which objective do I put into the creative brief?The one that points creatives in the right direction
Marketing Objective restates the business problem which is more useful to the clients than to the creatives
Consumer Objective tells creatives what effect we would like the advertising to have on people’s attitudes and/or behviour
Advertising Objective tells creatives how people are supposed to react to their ads
Need for being realistic The only one I buy One of my favourites One I occasionally buy I have heard of it, but I never tried it I have never heard of it before
Need for being realistic
Do we need to …► Extend usage to new targets?► Increase frequency of usage amongst
current users?► Increase loyalty?► Establish or regain our relevance?► Activate the brand at contact?► Clarify our positioning?
Knowing the Target audience A clear, simple objective and clear
recognizable target audience. Who they are? –
Definition v/s description18-25 years males with high disposable income and enjoy sports on television, reads the Midday and tends to share its views, goes to a holiday at Goa, has a club membership, etc.
Insight
What makes a good core idea
Single minded
The Creative plea
‘Give me the one thought and a thousand facts
to back it up’
Motivating
The Consumer Button
‘Tell me why I should be interested in what you
are selling’
Different
The Competitive Set
‘Show me how it stands out from the
crowd’
By asking the right people…
..the right questions about the brand
What are its key characteristics? Where is it made? What goes into the making of it? Does it have an interesting heritage? Why is it better than its competitors? Any exciting news?
…and the right question about the brand usership
Who uses the brand? How, where and when is it used? What distinguishes users of the brand
from non-users? How does the brand benefit them? What physical, social, psychic needs
does it fulfill?
What is the support?
If it does, it isIf it doesn’t it isn’t
What it isn’t?
‘Everything I know about the product’
What it is?
Support for the proposition Focused but rich
Focused but rich?
As many interesting and relevant facts - emotional as well as rational - as much as you can get your hands on
Tone of voice
It’s how we say what we are going to say How we speak depends on who we are
- Think of the brand as a person- Now what sort of personality traits
would you like the brands to have- How would you describe that person to
group of friends- And what kind of conversation would
you expect to have with that person
Every line in the brief should be
Relevant to the strategy
Relevant to the creative team
The briefing is more important than
the Brief
What is briefing?
Unlike briefs, briefing is all about inspiration
Everyone puts so time on getting the brief right and yet it is more often a chance remark at the briefing that sets off an idea in mind
What briefing should not be Slipping the brief under the door… or
emailing it A meeting squeezed in before lunch or
after a pre-production meeting A speech by the planner An event attended by the client Group therapy
What briefing should be An open exchange of ideas between
planner, account service, media and creatives
A change of scene – use inspiring location
A piece of theatre – use props/ images/audio to bring your vision to life
An experience – invite creatives to use/ taste/ drink the product themselves
A few suggestions
Check in advance if your creative team have already worked on a similar brand and ask them or their input into the brief
Conduct a category advertising review – show them how other brands are behaving
Know your brand's advertising history – what’s been done before, what’s worked/hasn’t worked and why
Remember the creative team can read! No need to slavishly follow exact order or wording brief
Talking To Creative
Trying to speak their language
Creative Brief
A short ‘piece of communication’ to the creative team/s across disciplines on the problem
As the name suggests it needs to be two things Creative And Brief
Do not load the brief with unnecessary detail and numeric objectives
Crystallizing Your Thoughts
Brief Background Brand History ( If new agency) Market situation (Brands and competitive
position – Category growth, Brand growth etc)
The years marketing objectives Marketing approach/strategy Views on the communications Role &
Objectives
Crystallizing Your Thoughts The Target Audience
Demographics Psychographics
Key Message/s Supports for the claim Expected media mix Mandatory Inclusions Budgets (media and production) Timelines
GOLD – Case Study
The Preamble
A painting of the environment
Background
• About the brand
•The competition
•The Category
•A lead up to the problem
Crisp Is the word !
•Current perceptions
Background – Gold
History – Strength, Alternative Currency, Largest Market
The brand gold – ‘a must’, Tradition - marriage, status symbol, security
Current Environment – Under attack at the top – Diamonds & Platinum + a host of other fashion accessories, loosing ground with the young urban
Communication Intent
What is the communication/advertising intended to achieve?
What is the advertising trying to do for the brand?
Position gold as a fashion accessory for the young urban woman.
Gold – Advertising Intended to achieve
Target Audience Definition
Who is this animal ?
- Specific
- One person definition
Gold – Target Audience Sheetal Gandhi, 21 years old living in Bandra, Mumbai
Sheetal studied in St. Xaviers College and is currently working for Viz Craft.
She loves parties and visits discs and pubs on a weekly basis. She uses western clothing on a daily basis
Sheetal is very fashion conscious. She is aware of all the latest trends and is one of the first in her circle to buy the ‘new stuff’
Sheetal believes that the woman of today is not as bound as her earlier generations
She feels that she has her destiny in her hands
She is willing to explore and try out new and exciting things that come her way
Category Relationship
Summarize his or her feelings about the brand/ category in relation to the task at hand.
Gold – Her relationship with the category
Gold conjures up images of old fashioned, heavy, ornate, marriage, responsibility
She does not wear gold on a regular basis. In fact she wears it only when her mother forces her to wear on formal occasions
She loves Diamonds and wares and swears by her sliver and junk jewellery
She knows that Gold would be part of her life someday but does not wait for that day
Creative Challenge
What challenge must the creative rise to meet?
Gold-Creative Challenge The advertising must break down this barrier and change the ‘not for me feeling in her mind’
Gold
Key Consumer Insight
The one truth that rings true with the consumer in relation to the task at hand.
Gold – Key Consumer Insight
The Task – Position Gold as a fashion accessory for the young urban woman
Gold does not go with any of my outfits. There are no trendy designs available that match my style.
The Proposition
Describe the one reward or benefit we are promising, from the consumers perspective.
Gold – Proposition
‘Collection g’ a range of gold jewellery that defies current usage boundaries.
The support What do we have that we can share that proves our point
The collection in use. Demonstrated in her environment … her dressing style … her attitude
The creative idea – Gold so different you’ll wear it differently
Gold – Support
Tone/ Personality Small idea of your brand and the tone of this particular communication.
Gold – Tone The communication should be young
friendly and lighthearted
Visually it should be contemporary and warm
Mandatory
What do you need? What are the elements that must appear. (logos, conditions, mediums, templates etc)
Gold Mandatory Logo of gold
World gold council
Other Initiatives
Contests
Direct Contact
Events
PR Cross promos
T H A N K Y O U!