Who is the target audience for this campaign?
Are we communicating with present customers or prospects? If customers, what did they buy and when?
For direct mail, what data can we use from the mailing list to personalize the direct mail package to increase response rates?
Are these prospects? If so, how was the media selected and why this selection?
The media plan reveals insights into the customers that can help the creative team better understand the customers the client seeks.
What is the size of the selected target audience? Geographic distribution? Can we use local terminology or other local characteristics to make the message more pertinent?
Go into any available research or client input of why people buy and do not buy the offered product.
Review the emotional motivators of why the audience might buy or not buy the product.
Summarize key research information about the customer or prospect audience.
Summarize the customer/prospect perceptions
How does the target audience view the offered product in the competitive environment?
What can our target audience turn to instead of us?
If possible, give the creative team a comparison chart pitting the offered product against the competition (a SWOT — strengths, weaknesses, opportunities and threats — analysis).
Based on the competition and how it relates to the brand, what tone should the creative take on?
Objectives: What will make this a successful campaign?
Generate actual appointments for the sales team
Enroll new members
Convert existing leads to buy the product or donate
Generate completed applications
Remind lapsed members of a deadline for an existing offer
Quantify the objectives. Are there specific targets or goals you would like to meet?
Describe the product or service benefits
What are the benefits offered by this product?
Are there any relevant testimonials to support specific benefits
What research supports the specific benefits?
What is the primary benefit?
Is there a unique selling proposition or a key differentiation point?
What do third parties who are respected by the audience say about this product?
Particularly important to B-to-B lead generation, what is the product’s value proposition?
How does your service or product compare with the competition?
How has this product or service been marketed previously?
What is the messaging, offer, call to action?
What offers have worked in the past?
What offers have not worked in the past?
What other offers are worthy of a test?
What offers have worked for competitors or in other industries directed to the target audience?
When creating new offers, how much can we afford to spend on it based on the allowables for this product or service?
Shall we test variations? Develop a test grid and start testing ideas such as offers, formats and multi-channel testing
What are the “givens” and brand requirements?
Include any regulatory or legal copy requirements.
Provide any graphic guidelines, logos and other graphic support required for the creative execution.
Review any verbiage or language that must not be used in the copy.
Relevant budgets
What is the budget for executing this creative effort?
What is the allowable cost per lead?
What is the allowable cost per sale?
See also:
Marketing Tactics Home Page
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