B2B briefing template
Introduction
- A brief outline of the scope and purpose of the
communication
- An explanation of how and why the need has arisen
- What opportunity/problem does the communication seek to
address?
The offer
- Factual information about the product or service offer (to
include the key message)
- Similarity to other products or services in your portfolio
- Generic information about your competitors
Explanation of what is to be communicated
- Business benefits of the product or service (in order of
importance)
- Unique Selling Point (something special that differentiates
your offer from the competition)
- Competitive analysis (specific information relating to
percentage of market share)
Marketing objectives
- Objectives of the overall marketing programme within which
the communication fits
- List brand values
Promotional objectives
- Measurable targets
- Customer awareness/image shift
- Lead generation/expected sales
- Launch date
- Withdrawal date (if applicable)
Target audience
- Size and type of organisation
- Market sector
- Type of targeted customer
Timing
- When is the communication required? Include availability
dates of products or services being launched
Budget
Contacts
- List of company contacts (e.g. product and service
specialists)
Don't forget the communications brief
With time pressing, the communications brief is often
overlooked.
If you're using creative suppliers, this is what they
need. Without one, they'll be shooting in the dark.
Putting it another way, if you don't explain exactly what
you want, you can hardly complain when what you get falls well below
your expectations.
Failing to produce a communications brief is tantamount
to throwing money down the drain, because the creative supplier will
still expect to be paid.
Even more seriously, if the communication that has been
produced isn't fit for purpose and it's used anyway, it's likely to
do more harm than good out there in the marketplace.