The media plan is drawn up and approved, the advertising campaign has begun… But the client keeps demanding redoes and is angry that the budget is wasted. The client is convinced the agency is doing a bad job, while the agency is convinced the client doesn't know what they want. Revisions pour in, and with them, time is wasted correcting the flaws. And the end result? Obviously, nothing good.
No matter how tight the advertising campaign rwanda telemarketing database launch deadline is, it's essential to find the time to thoroughly fill out the brief. Clearly and thoroughly presenting information in line with the task will save time that could otherwise be wasted on revision. And, of course, the client's precious nerves.
Situation 2. "Filling out the brief takes a long time. I don't have that much time."
Yes, a brief can't be completed in five minutes, as many of its points require a thorough understanding of the strengths and weaknesses of not only your brand but also your competitors. If the client lays out everything in detail and accurately in the brief, the agency will have a better understanding of what it's working with. And understanding the capabilities, available tools, and budget will help develop a tailored advertising campaign.
When filling out a brief, the abundance of unfamiliar terms and abbreviations can be off-putting. And Googling them all takes time... Clients usually worry about this needlessly: the agency has a manager to explain such matters. Don't be shy about asking—it will help you establish rapport with the contractor faster!
Situation 3. “What if everything I write is wrong?”
There's no need to worry about this: an honestly completed brief can't be incorrect. The client should clearly state all their expectations and wishes. If any of this doesn't align with the task at hand, the agency specialist will point it out. The contentious issue will be resolved promptly, and this will help avoid disagreements and problems later.
It's especially important for customers to be honest about how they see their brand. There's no need to embellish or claim that your product is of the highest quality and has the lowest prices. It would be very disappointing if the opposite were revealed during an advertising campaign. It's better to emphasize the small but real advantages of a brand than to create a false image that could jeopardize the effectiveness of the advertising campaign.
Situation 4. "Haven't we discussed everything? Why do we need a brief?"
This question most often arises after the client's first meeting with the agency, when the agency sends a brief for completion. If the meeting does cover most of the issues, the agency manager should complete the brief themselves and then send it to the client for approval.
This is done so the client can add to or correct any points the manager misunderstood or missed. Therefore, proofreading such a brief should be approached with no less responsibility than filling it out from scratch.
All that remains is to approve it. This is a crucial step for the agency: it ensures that the team working on the advertising campaign is accountable for the client's commitment to the task and the information they provide.