The time is gold. After investing years and effort in getting a customer, when finally you do it first thing you want to do is get it to work and show everything your agency can do.
Do not rush!
You might want to start a project right away with the idea that everyone has the same vision, but there is a problem rarely is.
Why creative reports are essential; integrated vision of all and most importantly, they determine the direction of the project.
However, writing a good report requires skill; you should know what information to include to generate adequate income and have the ability to ask the right questions.
The best creative reports have a primary role: to inspire the creative team to resolve specific problems with brilliant and effective responses.
While such reports only collect data, they should serve as an inspiration for your creative team discover innovative and ingenious solutions.
Creative reports also help clear up any confusion before we all start working. This document concerns of all participants (copywriters, designers, developers, and mainly the client) on all aspects of the project, including the objectives and deadlines are met. Furthermore, the purpose of the report is that customers confirm that you understand their problem and accounts with a strategy to solve it.
Creative report is the starting point for aligning all decisions and activities carried out in connection with the project, and this means that it is a kind of living document. As you know, change projects, requirements are added or removed, and useful new information is discovered. You can update this document as the project evolves to ensure that all focus attention on the underlying problem and make sure everyone knows exactly what their responsibilities are.
Exceptional reports have certain characteristics: they are clear, concise and contain inspirational language.
Creative report is not published for approval of the masses and also need not be politically correct board for your client. However, it should touch the heart of your creative team and motivate them to solve the customer’s problem from becoming a priority.
It is not necessary to include all available information. Five minutes should be enough to understand the project, strategy and objectives. It should be a kind of useful, easy to examine, clear and practical document.
Good creative reports answer the following questions:
Describe the problem you need to solve not only what the customer; it is possible that neither he knows that the problem is more important or different than you think. When you talk to the client, investigate thoroughly to find the root of the problem. Make the necessary steps to get the client to change your perspective on the problem or difficulty and understand the main cause questions.
Who is the target audience or buyer person? How to solve this consumer group their problems today? What other options do they have? In communication, it comes down to generate a change in behavior. To achieve this, you must first find out what consumers do today, and identify all available options that leverage and those that do not implement.
This brings us back to question 1: continuing to study the situation thoroughly. You have to analyze everything from 10 different angles to hit the target. For example, Apple has always strived to make their technology products are easy to use. Why? What is the real reason? Frustration and fear that causes us technology. This company tries to create an experience simple, fun, fluid and without interference mark. When advertising agency Chiat / Day found that these feelings were the main obstacles to Apple, it managed to convey that the product was easy to use in a way that the ideal consumer identify with the message. We advise you to see your business in 1984 on the Macintosh computer .
It seems obvious, but remember that confused minds refuse to try something unfamiliar. Why you need to keep a clear and easy to understand position. Also, it avoids overwhelming the potential customer with too many options because it will no longer lend attention.
All brands make a promise (as we saw in Question 4), and your job is to arouse consumer interest in it. How that promise will improve your life? It is necessary to integrate an emotional secondary aspect to all rational evidence available, and the message “X% of doctors recommend the brand and on other”. We must ensure that the recipients are interested in our message .
What messages and key points must convey? What words, images, sounds, etc., they are better to express the answers to questions 4 and 5?
Will we use print advertising, social networks, trade fairs, billboards, television commercials, podcasts, interviews or video ads? What communication channels you will use and how you do it? How do they relate and integrate with each other? What are the best means to reach the desired audience? What end products to provide you got engaged?
Clearly the goal is to convert them into customers of your client, but all channels and media you use must demonstrate a call to action (CTA) to boost consumers in their buying process. This CTA should make the most of the medium in which it is presented. The CTA video ads are different from those found in print ads in publications or blogs. Sometimes they have different texts and may even have different purposes to provide specific information. Travel planning buyer, identify their questions and concerns about the ongoing consultation and find out what resources for information will help you answer this question.
It is scientifically proven that all decisions are emotional and rationalizes only once they are taken. Therefore, you need to know what feelings you want to evoke in consumers during their decision making process and after they buy the solution you sold them. What are these feelings and when perceived by the audience?
How will you measure the success of your client your efforts? What metrics indicate you generated a significant change in your company and you managed your goals? Before taking the first step you must set SMART goals so that everyone clear that the most important thing is to generate results for the client.
What should be included in the final project? Examples include slogans, logos, images, sounds characteristic, deadlines, budgets, approval processes, names of participants who approve the work, etc. You might even consider including a black list of items that you should avoid using, as specific colors using customer competition, words or phrases.
Create a list on competition can help your creative team to better understand the market and find out what emphasize rival companies when it comes to advertising. Furthermore, when examining customer competition, your team has the opportunity to delve into the factors that differentiate the brand and highlight them in the final draft.
Customers pay for your information, experience and opinion. They want to hear your honest opinion, especially if you prevent your company make serious mistakes. The best agencies always offer a strong and assertive point of view. This is essential in the creative reports, especially when customers forget to mention some aspects or request something extra that represent an obstacle to solving the problem.
In this section you have the freedom to express without hesitation (appropriately, of course). Remember to be concise and only use this resource when necessary. You may not always your client likes your opinions, but if you act wisely, hear what you have to say. Do not use your views to escape the main objective; strategically use it to help your client.
Editor’s Note: This article was originally published in September 2014 and updated for the purposes of accuracy and completeness.