How to Build Stronger Creative Briefs

How to Build Stronger Creative Briefs

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By: 321

December 7, 2020

Strategizing creative communications is much like the question, “what do we get dad for Christmas this year?” We must make inferences about the consumer’s wants/needs based on concrete evidence. Dad liked his socks last year…he wears them every Sunday. Dad never opened that new blender. Dad prefers wrapped gifts over gift bags.

And so, as marketers outline their 2021 communication plans, it’s time to start applying data and analytics first and foremost for higher-quality creative marketing. This is the sum of our Agency Trident: Smarter data upfront. Stronger creative briefs and concepts. Better activations. Improved ROI.

321’s Agency Trident

Stronger creative starts with gathering data to define the consumer

Too commonly, the creative process starts with guesstimations: Who do we assume the consumer is? What do we think their interests are?

We are bolstering the creative process through better-informed decision making. And it starts with data at the start of the process — not the end. Through our proprietary Ethos technology, we access and aggregate the IP address data and geolocation data of our target audiences to:

Map mobile and desktop devices to a consumer’s household and
Identify patterns and demographic attributes such as purchasing habits, household income, likes/dislikes, hobbies, and so forth

321’s “Ethos” process for data access and aggregation

By gathering IP and geo-location data, we anonymize and categorize our target consumers into detailed consumer profiles. This is where it gets fun for marketers.

Analyze who the consumer actually is

While desk research holds near and dear to a marketer’s heart — it’s often aided and can take too much time. We’re slashing the wasted hypotheticals (+ inaccuracies) and adhering to a reliable, 360-degree insight into the consumer profile.

Through our exclusive access to national data, we are helping marketers:

  • Analyze groups and types by key demographics and attributes such as age, gender, income and presence of children.
  • Leverage predictive insights, property characteristics and summarized credit and automotive data.
  • Match products and offerings to complement consumers’ behaviors, needs and lifestyles.

And…

Develop creative briefs that work harder for results

In a marketing setting, a creative brief should house the most important information. However, it’s oftentimes marketer-first, consumer-second — approach-focused and channel-driven: How will we communicate with this audience? What constraints must we keep in mind? What are the channels our media buyer outlined?

We’re flipping this process. By building a consumer profile, rather than a hypothetical persona, creative briefs become a guide into the consumer.

  1. What are their hobbies?
  2. How do they prefer to be communicated with?
  3. What type of imagery will resonate?
  4. etc.
Example of a data-modeled consumer profile

For a product manager, this type of evidence can inform annual promotions. For a salesperson, it can inform lead generation planning. For a brand strategist, it can inform positioning and approach. For a media buyer in the planning phase, it informs channel activations.

And for a creative team, a meatier creative brief removes the guesswork and gets a campaign closer to quality results. Sooner.

Connect with us to learn more about your consumer for smarter marketing spending and improved results.

WE ARE 321

A UNIQUE CULMINATION OF BUSINESS INTELLIGENCE, STRATEGICALLY CRAFTED CREATIVE AND PERFORMANCE-DRIVEN MARKETING, WE PROVIDE THE BLUEPRINT FOR IMPROVED BUSINESS AND MARKETING DECISIONS. WE ARE PROPELLED BY SOLVING BUSINESS CHALLENGES, INVESTING OURSELVES IN BECOMING THE EXPERTS OF YOUR BRAND AND ITS CONSUMERS.

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