Direct Marketing Document
(A basic structure)
Date Month Year
Make sure the logo definition is sharp
Client/
Brand
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Copyright statement
Agency
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The Primary Objective of the Brief
Put down what you understand to be the brief’s Primary
Objective.
Make sure the objective is single minded Multiple/blurred objectives
are the route to compromise - and compromise is the route to failure
Make sure it is SMART
(Specific, Measurable, Achievable, Realistic and Timely)
Client/
Brand
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Copyright statement
Agency
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The Primary Objective of the Brief
If the Primary Objective is not single-minded and crystal clear
to you, ask the brand team which of these questions is most
appropriate to work it out:
• “What evaluation data will determine if the campaign has
been a success or not?”
• “What tangible objective, if achieved, will deliver the
highest pay back?”
Client/
Brand
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Copyright statement
Agency
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Agency’s Objective
To develop a powerful, visible and ownable campaign that will:
• Deliver (Brand’s business objectives – share, sales, or
whatever)
• Deliver (the Brand’s communication and/or marketing
objective)
• Positively differentiate (Brand name) from (the
competition) in the eyes of (the target audience of the
brief)
Client/
Brand
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Copyright statement
Agency
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A rigorous approach to the Brief
Client/
Brand
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1.
Present a complete understanding of the challenges faced
by the Brand and how specific challenges relate to this
brief
2.
Demonstrate an in-depth understanding of the primary
audience
3.
Use the Brand’s Positioning statement (and USP if it has
one) and the insight into the target audience to determine
which simple message will most engage with (the target
audience) to maximise the achievement of (the marketing
objective): The simple message becomes the proposition.
Copyright statement
Agency
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A rigorous approach to the Brief
Client/
Brand
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4.
Decide which medium/media are most appropriate/cost
effective to deliver this message at the most opportune
time to meet the objective.
5.
Data Processing/Media Planning proposal
6.
Test strategy/proposal
Copyright statement
Agency
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A rigorous approach to the Brief
Client/
Brand
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7.
The mechanic/technique that will maximise response
levels
8.
Establish how the response will be followed up.
9.
Explain how the campaign will be evaluated (so that it
can be demonstrated that the brief’s business objectives
have been achieved)
Copyright statement
Agency
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1.
The Challenge of the Brief
(In no more than 1 or 2 pages) Review your understanding
of:
• The Brand’s customers (if different to the brief’s target audience)
• The Brand’s marketplace
• The Brand’s personality
How do these interrelate with the primary objective?
Client/
Brand
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Copyright statement
Agency
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1.
The Challenge of the Brief
• Demonstrate quickly/prove that you understand the
key issues facing this brand/brand team.
• Include what challenges (if any) need to be
met/overcome for the agency/The Brand to achieve the
brief’s primary objective.
• What considerations must be taken into account?
Client/
Brand
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Copyright statement
Agency
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1.
Competitor understanding
If relevant to the brief, review your understanding of the
Brand’s primary competition.
What are their USPs? Strap lines? Positioning?
Do you also need to demonstrate your understanding of
the Category?
Client/
Brand
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Copyright statement
Agency
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2.
Key consumer insights that have
driven the Strategy
Agree with Planning how to gain the (consumer) insight.
Use the MarketingMentor section ‘Understand your target
audience’ for guidance.
Create a Pen Portrait
Client/
Brand
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Agency
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2.
Changing what they think
• What do we want them to think about (the Brand)
• What do we want them to do?
Client/
Brand
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Copyright statement
Agency
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3.
The Brand Positioning
(The Brand’s Positioning statement)
Client/
Brand
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Copyright statement
Agency
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3.
The Brand’s USP Positioning
The Brand’s unique selling proposition
OR
The unique selling personality
Brand personality is often a more powerful sales message than a Unique
selling proposition. Few brands have a substantial USP, and consumers
are often more comfortable buying a personality that they want to
associate with.
Client/
Brand
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Copyright statement
Agency
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3.
The campaign Proposition
The Proposition:
(The single-minded benefit-led proposition, ideally using
the Brand’s USP, if it has one)
Support: (Why should this statement be believed?)
Client/
Brand
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Agency
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3.
The campaign Proposition
What is the rationale for this Proposition?
Why is this Proposition the most persuasive message we can
put to our audience to get them to do what we want
Client/
Brand
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Copyright statement
Agency
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4.
The ideal medium/media
Which medium/media are most appropriate/cost effective to
deliver this message at the most opportune time to meet the
brief’s primary objective?
Why?
How responsive is our audience to the/each medium?
Client/
Brand
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Copyright statement
Agency
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4.
Communication Strategy - media
The simpler this is, the more likely the campaign will achieve
its objective
Client/
Brand
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Copyright statement
Agency
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5.
Data processing/Media planning
Depending on the medium/media used, explain how the
target audience will most cost effectively be targeted.
Client/
Brand
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Copyright statement
Agency
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6.
The test proposal
See the appropriate MarketingMentor section for guidance on
what and how you should test.
(See the ‘Your strategic approach’ in the ‘The brief and your
strategy’ tab).
Client/
Brand
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Copyright statement
Agency
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7.
The mechanic/offer
Go through the options in the ‘Promotional Mechanics’ tab on
the Home Page.
Make use of the document ‘Matching the Objective to the
Mechanic’ in the Consumer section.
Give the rationale for the chosen mechanic
Also for a bit of inspiration, have a look at ‘Direct marketing
offers – 57 varieties’ in Chapter 7.5 of the IDM Practitioner’s
Guide (pages 12 to 21).
Client/
Brand
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Copyright statement
Agency
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The Creative Work
Client/
Brand
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Copyright statement
Agency
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Creative rationale
Client/
Brand
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Copyright statement
Agency
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Implementation process
Go into enough detail to reassure the Client that the Agency is
experienced and competent using the chosen media, method
and mechanic.
Client/
Brand
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Copyright statement
Agency
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8.
The follow-up to the campaign
What follows up the response?
When?
Client/
Brand
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Copyright statement
Agency
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9.
The campaign evaluation
Agree with Planning, what evaluation/measurement proposal
should be put forward to prove that the brief’s primary
objective has been achieved.
Client/
Brand
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Copyright statement
Agency
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The Time Plan
• Give the key dates here – using the template in the ‘100
templates’ tab on the Home Page.
Client/
Brand
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Copyright statement
Agency
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Budget Overview
• Use the Budgeting template in the ‘100 Templates’ tab to
develop a Budget Breakdown for the campaign.
Client/
Brand
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Copyright statement
Agency
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Copyright
This proposal is presented on the basis that it will be treated as
confidential by the recipient. The recipient will ensure that it is only
seen by those of its senior managers who need to see it. This
proposal shall not be used in whole or in material part without
(Agency name’s) agreement. This proposal is a copyright work of
(Agency name’s) and may not be reproduced in whole or in part in
any form or any media without the prior written consent of (Agency
name). The client is recommended to discuss with (Agency name) any
points made in the proposal relating to the client’s company, products
or Business All information, advice and forecasts of redemptions given
by (Agency name) are estimates and expressions of opinions only,
and whilst they are given in good faith, the client makes use of such
information, advice and forecasts at its own risk (Agency name)
recommends that all proposals are reviewed by the client’s specialist
legal advisers before implementation. However, (Agency name) can
arrange for legal clearance to be obtained for the proposal following
written instruction from the client
Client/
Brand
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Copyright statement
Agency
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