Direct Mail Creative Brief
Getting Started Guide
Product/Service: _____________________________ Date:
Program Name: ______________________________ Team Leader:
Brief Prepared By: ____________________________
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WHAT IS THE SITUATION? Background
* Set the scene with pertinent background info. Be focused and brief.
Competition
* Who’s the competition & how do we compare? State pros & cons – don’t sell.
Objectives
* Concisely define the results we’re after in order of importance. Include desired response rate if possible.
WHO IS YOUR TARGET?
Our target audience
* Who is our primary target? Secondary target? (Include sex, income, education, activity level, marital status, housing, etc.).
What Our Product/Service Does For Them
* Why do people use this product/service? What problem does it solve or need does if fulfill? (i.e. what are the benefits?)
Product/Service Positioning
* What is the product/service’s positioning statement? What are its key features (not benefits)?
Current Product Perception
* What adjectives would consumers use to describe this product or service now?
Desired Product Perception
* What adjectives would we like consumers to use?
What Mailing Lists Will Be Used
* Are we using a house list? Rental lists? A combination?
WHAT ABOUT THE SELL?
Selling Proposition
* How does our product/service solve our customer’s problem or fulfill a need? This is our key message or USP (Unique Selling Proposition).
Offer
* What are we offering the customer? Are there savings? Discounts? Freebies?, etc.
Supports
* Is there anything else relevant to sell the product? (Any concerted activities or events? etc. )
ALWAYS CHECK THE DM FUNDAMENTALS
* Response – How does the prospect respond? State methods in order of priority.
* Urgency – Why should the prospect respond promptly? (Note any deadlines or closing dates, etc.)
* Payment – How can the prospect pay? State methods in order of priority.
* Tracking – How will responses be measured?
* Testing – What testing are we doing? What are we trying to learn?
* Fulfillment - How will orders be processed?
* Technical Considerations – Size or colour restrictions, corporate guidelines.
* Mandatories – What must appear in or be incorporated into this creative?
* Timing – When does the package drop? The ad appear? The spot air?
* Budget – What has been budgeted to produce & mail this campaign and fulfill the orders?
