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What is a good briefing? by Perkal

Without a good question there will be no good answer. The starting point of a successful promotional product is a good briefing. The nice thing about the briefing is that it directs the result and indicates immediately where the potential gaps are in the information.

A good briefing is short, but with just the information essential for the promotional products supplier. The model we use in the promotional products industry is:

  • Introduction: Why we start this project?
  • Objective: What is the objective? Try to quantify what you would like to achieve with your promotion or campaign.
  • Purpose of promotional product. What exactly is the purpose or the role of the promotional product within your promotion or campaign?
  • Target: Who are the recipients and users of promotional products? Are there intermediaries that play an important role? (Eg the shop where the promotional product will be marketed)
  • Numbers: How many promotional products are needed?
  • Message.:What message should the promotional product tell the audience?
  • Budget: What budget is available for promotional products? Which budget is allocated for the entire activity?
  • Planning: When should the promotional product be delivered? When will the promotional product be actually marketed or put into service?
  • Procedure: What does the customer expect from the offer made by the supplier? Sampling or not? Sketches? When should the offer be in? And how? And so on.
  • Details This applies only if there is anything relevant to say in addition.
The main rule for the preparation of a briefing is still: Keep it short and relevant. Another important aspect is the possible avoidance of concepts or axioms that add nothing to the message and are vague or not defined.

This article was published on Friday 04 October, 2013.

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