Fratzke (2019) says that the most important thing to start a campaign is to make the digital marketer uFratzke (2019) says that the most important thing to start a campaign is to make the digital marketer understand the goal of the campaign. Therefore, the company need to first explain its background, its brand statement or personality (Aaker, 1997) and then its objectives.
MorMoreover, the company has to describe its target audience with demographics and psychographic criteria such as gender, the age range, which class the customer should be belonging to, the rate of life and finally how the customer should feel by wearing the product.
TThen, before describing their product in detail with all the advantages and how it provides the need of the clients, the company will give its driving idea and key message for the campaign. The company also has to describe to their marketer the type of competition they are facing (the number of competitors and the hardness of competition).
FinFinally, the company will describe their brand voice, what channels they decide to communicate on (multichannel or omnichannel?) and precise the logo of the brand, the product and its price, and the brand’s website. This briefing is a long process but it will avoid losing time in the future due to misunderstandings between the marketer and the goal of the brand’s campaign.
G. Vanbosterhaut
References
Aaker (1997). Dimension of Brand Personality. Stanford, Ca, Graduate School of Business, Stanford University.
Fratzke (2019). 6 Easy steps to Help you understand your client’s business. [online] Available at : https://metrictheory.com/blog/6-easy-steps-to-help-you-understand-your-clients-business/.
[Accessed 11 May 2022]