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.
|