Delivery of marketing campaigns is as important as their foundation. As David Ogilvy, ‘The Father of Advertising’ once said:
Information is power, but it has no use if it’s not implemented and presented well. So, how can you turn insights into actionable assets and marketing campaigns?
Extracting key insights
If you have conducted comprehensive market research, you will have a lot of information that could be taken into the creative process.
However, developing a campaign that implements all information would be just an attempt to tick multiple boxes. Such campaigns would also be less effective than a well-thought-out one based upon rationale and solid constructive insight.
71% of marketers feel overloaded and overwhelmed when it comes to analysing data. The trick when working with extensive amounts of data is to identify repetitive patterns and extract those key insights that will help shape your strategies. Sometimes pieces of information will resonate with others and shape up single, in-depth and actionable insights. For example, you may identify that a particular group of your target audience uses a certain channel or platform at a specific time of the day. However, in other cases, you may need to conduct further research and analysis to support your findings.
Once you have a selection of stand-alone information insights, it’s time to revisit your company goals and objectives. This is a very important step as some findings might be more relevant to one objective than another. It will help to develop actionable creative briefs with a singular focus that will ensure effective and solid outcomes. The result of this will help your busines thrive. So let’s find out how you can create a great creative brief.
Make sure you develop a clear and compelling brief that will get the creative juices flowing. Your brief will establish the framework, help the creative process stay on track, especially during a brainstorm session.
In fact, creative outcomes depend on the quality of the creative brief. To help you create an outstanding creative brief, we’ve summed up the features that make it stand out and help achieve the desired result.
When developing a creative brief ask yourself if it sparks the imagination. If it doesn’t, you need to revisit it. After all, creative briefs are meant to kickstart creativity.
By now you should know what is going to work and resonate with your target audience and what won’t. So, does your brief clearly state what needs to be done? Is it a marketing campaign with multiple assets? Or is it a single brochure? Whatever needs to be developed, make sure the ultimate end product is clearly stated to save time and money making amends.
What is the key purpose of this marketing campaign? What is its function, focus and desired end result? Is it to drive sales? Is it to grow your data base? A narrow objective will deliver solid Return On Marketing Investment (ROMI).
Creating a great creative brief is only to first step to turning key insights into successful campaigns…. brainstorming, conceptualising, user testing, benchmarking…. all these steps are described in the second part of our Post-Brexit Action Plan for 2017.