E-Commerce Link Good Brief
A strong creative brief is key to successful online direct response creative
By Peter Figueredo
Building online direct response ad units over the last 10 years has taught me and my team more than a few lessons. The first lesson is that all good creative development projects begin with the creative brief.
A creative brief has one simple goal: To elicit the necessary client input needed to guide the production process.
These days many advertisers seem to rush through, or skip, this process. This likely is a direct result of the rushed timelines for media campaigns and lack of proper resources. However, the cost, in terms of lost opportunities, of neglecting this process can be high when the final product does not perform to full potential. In this column, we'll explore several key elements of the creative brief process using questions from actual creative briefs and examples of appropriate answers.
Company X is a financial services company looking for mortgage leads.
Q: What do we want the advertising to accomplish?
This question seeks to find the main metric that will be used to judge whether or not the ad units were successful. The answer should be as specific as possible and tied to a performance metric.
A: Deliver qualified traffic to our order form that will result in at least a 10 percent conversion from click to completed mortgage lead generation form.
Q: What's happening in the marketplace to make our communication of interest to the consumers?
Here, we try to learn about any relevant industry trends that could influence this ad campaign. This information helps provide some context to the advertiser's overall marketing efforts.
A: Interest rates are at an all-time low and consumers are looking to buy homes or refinance their current mortgage. With the rise of the Internet as a trusted informational resource, many consumers are searching for the best mortgage rate online. The Web is being flooded by advertisers looking for mortgage leads so ad space is at a premium. We can offer consumers the best rates at well- respected banks.