Have you ever thought it’s quicker to do something yourself than explain how to do it to someone else? We’re all guilty of this. Though it may be true in the short term, the long-term rewards of training (and trusting) others to deliver your vision benefits both parties. Briefing your marketing agency is no different. And regular communication throughout a project is essential. Following the guide below will help your agency to deliver your vision on time and on budget.
A well-considered brief reduces ambiguity
Put pen to paper and you’ll quickly identify the gaps in the story you’re trying to tell. Resolve these before you speak to your agency’s project manager so that more of your budget goes on bringing your idea to life rather than on resolving uncertainty.
Give your project manager the full picture
It’s better to give too much information than not enough. If you’re after a series of web banners, tell your project manager how they fit into the bigger campaign and whether their content is also likely to be used in additional mediums such as print, or if they need localising later on. Having this knowledge up front means that the source files (from which the artwork is created) can be set up correctly for any number of outputs.
Repurposing is smart
Truly novel ideas are rare, but most concepts can be reinterpreted and improved, so tell your project manager if you’ve previously worked with a different member of their agency. The chances are that they can learn from what’s been done before.
Be specific about what you want to achieve
Your objectives are our objectives, so have a goal and don’t be shy about making sure your project manager really understands it. Is this a lead-generation exercise or brand building? Equally, if you’re visualising an eight-page, doubled-sided, A5 portrait brochure with a tearout-and-keep “how-to” guide, just let us know.
Remain open to ideas
If you’re not sure what you want, that’s OK. Trust your project manager to guide your output; they may surprise you with an alternative that could deliver your message with more clarity and creativity than you imagined.
Green Street Marketing has been helping B2B companies turn their ambitious plans into real results for more than a decade. We specialise in high-tech and engineering companies, and believe that marketing is more science than art. If that’s how you feel marketing should be approached, then get in touch to discuss how we can help you.