Describe the target audience.
Next, define your project’s target audience. This is the segment of your market that will directly benefit from the product or service you’re launching.
You can take audience segmentation a step further by identifying a primary and secondary audience. Doing so will give your team more freedom to explore creative ideas that might resonate with one group more than the other.
When crafting the target audience section, be sure to include the following:
- Demographics. Simple demographic india telegram data information gives your team insight into exactly who the audience is. This includes data points like age, income, education, ethnicity, and occupation.
- Behaviors. Buying behaviors, trends, and other customer history make up the target audience behaviors. These provide important context to the creative brief because they explain where the customer is in their buyer journey.
- Psychographics. This is how the audience thinks and feels about your brand and the product or service you sell, in general.
- Geographics. Digital, physical, and hybrid campaigns will benefit from having geographics stated explicitly in the creative brief so that media buyers can price ad slots in each market.
Pro tip: Your creative brief shouldn’t be too long, and this section can take up quite a bit of space. To make this section more digestible, consider using buyer personas.
Here’s how I explained a new product’s target audience in the example above:
Knowing what your competitors are doing is advantageous for the whole team.
You can use competitive data to come up with new ideas, learnfrom their failed projects, or build a project that improves on a strategy they’ve used in the past.
Include a quick list of competitors with similar product or service offerings.
Briefly list a few things your company has in common with them, how your brand has differentiated itself already, and a few areas where this project can help you get ahead.
6. Prepare the key message.
Developing the key message can be the most difficult part of the creative brief because stakeholders may have differing opinions.
The key message includes:
- the pain point,
- what the audience’s experience might be like without the pain point,
- and the benefit they‘ll receive as a result of your company’s solution.
This framework places the customer in the campaign’s spotlight. Instead of telling them what this product or service could do for them, it positions them as the main character in the journey from problem to solution.
Pro tip: To get buy-in faster, try this simple trick. Ask yourself, “We’re launching this project, so what?” The “so what?” is your key message. It explains why your target audience should stop what they’re doing and pay attention to your campaign.
7. Define the key consumer benefit.
If you‘re launching a new product, there are likely several features and benefits that the target audience will experience when they how to prepare for what’s new on instagram reels decide to purchase it. However, it’s very difficult to structure a campaign around several different features.
That’s why marketers and creatives use something called a key consumer benefit (KCB) in the creative brief to keep everyone aligned on the primary benefit being communicated.
To choose the right KCB, you’ll want to get input from the project stakeholders and rely on consumer data to guide the decision.
Pro tip: Your KCB won’t always phone number thailand be the fanciest feature of your product. The benefit that solves the biggest problem for your audience is a great choice for the KCB.