The brief can be designed as a table or questionnaire. For this, tools such as Google Docs, Excel, Word, Google Forms or a special questionnaire on the website can be used.
Important to remember! Ideally, after filling out the brief, the information is automatically sent to the customer by email, so that this document is always at hand.
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Mandatory and additional questions
Let's move on to an analysis of the key points that should be included in a marketing brief.
In the first section, we learn shareholder data package about the customer's company, obtain analytics data, and request relevant documentation. Each of the following points can be converted into a question, but it is recommended to keep the information brief and clear.
Name of the company or project.
Link to the official page. If the customer has accounts on social networks, links to them will probably also be important.
The main purpose of business.
Tasks to be completed.
Target audience. Specify what information about it interests you: gender, age, interests, segments, etc.
Sales regions.
Competitors: Ask for information about their strengths and weaknesses, provide links to their websites, and find out what the client likes about their competitors.
Full name and contact phone number of the company representative.
Necessary documents. Specify what data is required: customer statistics, sales volumes, number of clicks from advertisements, cost per click or application, and so on.
Next we move on to questions about the client’s previous experience:
What strategy was used previously?
What marketing channels were used?
What results have been achieved? Is it possible to get access to advertising accounts?
What difficulties did the customer encounter?
Are there any current problematic aspects?
Are there any technical barriers?
Additional questions:
What did you particularly like about previous marketing activities?
Were third-party contractors used for promotion?
Why were some channels not used?
Is there a mobile app? Provide a