The product brief is the presentation of the environment and the sales strategy that our product or service will have. It has a lot to do with the marketing strategies that are going to be used, the image of the product and, above all, its characteristics.
If I present an article for young children, the brief or characteristics to be shown must be focused on the target market (the parents who buy), so to develop the presentation it will be necessary to take into account:
Media positioning.
Define supply and demand of the media.
Advertising strengths and weaknesses.
Determination of niches.
Setting of rates and discounts.
Analysis of efficiency and effectiveness.
Audience trend analysis
You need to ask yourself:
Assignment What have they asked us to do? Include any offer (price, prizes, payment option), which increases the response. If it is a promotion, include mechanics.
Target Group Who are we talking to? (demographic and psychographic characteristics).
Consumer Insight Why we think they would be interested in our message: What makes sense to our consumer once they see it. It goes beyond profit. It is something with which the consumer identifies. Something we tell you that you didn't know you knew Example: "Women are depressed in their days" or "Children want dessert before eating their meal."
Action required What do we want our target group to do?
Strategy How are we going to motivate our target group to do what we want?
General approach.
Basic Promise What does the product or service do for our target group that no one else can? It should be able to be verbalized in one or two lines.
Supporting reasoning What are the key characteristics of the product or service? What give our target group a "reason to believe"? Everything that makes the benefit valid or credible.
Net take away What is the most important point we want our target group to obtain?
The competition Who are they? What are they doing? (attach examples, if possible). What is your promise? Business source What product is the consumer willing to give up to buy ours?
Legal Restrictions Mandatory Elements What specific text, or what element should be included in the advertisement? (Never more than three). The creative strategy, as a working document, should be simple but not insufficient.
Tone and manner How shall we say it?
