It can be astonishing how many marketing projects are created without a clear brief.
To set out on the right foot when starting work on a project, it is important to have a very clear idea of what you need and how it can be achieved. This might be the development of a new strategy or plan, a brand, a website or promotional materials.
You may need help in the early stages, to define what your requirements are, to develop the brief. This is a natural part of the process.
You may be working right at the centre of your farm or rural business, amongst the spinning plates and sometimes, it really does help to bring in someone with a new perspective and clear, fresh ideas to unpick what your requirements might be.
I met a new client, for the first time a couple of months ago. Within the hour we’d established the five or six key areas of the brief, examined in detail the complex challenges faced, I asked some pertinent questions and received honest, open answers.
Then, with a clear brief, I was able to write a proposal which provided some powerful solutions and mapped out a clear path forward.
A great brief can be a simple, beautiful thing. So, give a little time before you meet with your marketing consultant to address these five points.
1. What do you want to achieve?
2. Who are your audiences?
3. How do you think you want to achieve this?
4. What are the challenges or barriers?
5. What are the timescales and budgets?
That’s it in a nutshell.
But be prepared to have your idea challenged. Perhaps what you think you want to achieve, is slightly different from what you need to achieve.
You may have a clear idea of who your audiences are, but there may be a different, more effective way to engage with them.
Sometimes, just sometimes, the challenges can help form an elegant solution and create a more cost-effective way forward. When that happens, it can be astonishing, for all the right reasons.
Emma Finn, ARC
To find out how ARC can support your marketing plans click here.