B2B briefing template
Introduction
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A brief outline of the scope and purpose of the communication
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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 objective
-
Objectives of the overall marketing programme within which
the communication fits
-
List brand values
Promotional objectives;
-
Measurable targets
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Customer awareness/image shift
-
Lead generation/expected sales
- Launch
date
- Withdrawal date (if applicable)
Target audience
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Size and type of organisation
-
Market sector
-
Type of targeted customer
Timing
- When is the communication required? (don't forget to include
availability dates of products or
services being launched)
Budget
Contacts
-
List of company and agency contacts
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 supplier will
still expect to be paid.
Even more seriously, if the communication that has been
produced isn't fit for purpose and you use it anyway, it's likely to
do more harm than good out there in the marketplace.