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09/08/2013
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PARTE – A
Intro
Se requiere un brief?
Qué compone un buen brief
PARTe – B
Prepararse para dar un brief
Research
Engaging
Un caso
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Brief
La pieza de información más importante para una agencia
Establece el problema o la oportunidad
Es un documento claro, sucinto y sumario del posicionamiento corporativos, su estrategia de marketing y lo que desea obtener de las RRPP
Habitualmente contiene información en pequeños nuggets
Need for a Brief
Proporciona una idea más medible del trabajo a realizar
Ahorra tiempo y dinero Research revealed that 99% of
agencies and 98% of clients agree that: “un brief apestoso solo da mas dolores de cabeza y no deja cobrar lo que nos merecemos”
Vuelve más justa la remuneración Over 90% of agencies and 84% of
clients agree that: “el pago por resultados es imposible cuando no hay alineación de objetivos & el brief es la herramienta que permite medir resultdos”
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Componentes del buen Brief
Written Briefs Lo ideal es una combinación de
briefs escritos y orales
Razones The discipline of writing a brief
RIGOR PARA LA DISCUSIÓN
The opportunity to discuss EN OTRA REUNIÓN MAS FORMAL
Avoids the significant waste Y LA PRDIDA DE TIEMPO Y RECURSOS
Components of a Good Brief
Claridad de pensamiento
Ni el más largo ni el más detallado, simplemente buen PR insight y una solución más efectiva
Te dejan con una idea más clara de lo que pretendes conseguir
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Componentes
Objetivos más claros y defindos
Objectives must be crystal clear The business problem should be clearly
defined Concrete business objectives rather than
woolly intermediate objectives are essential
Ejemplos : If the objective is indeed to attract & retain
talent for XYZ company then :
Explain the desired objective that XYZ company wants to achieve. How will it achieve this objective, What is the medium of communication – PR specific? If the objective is achieved – how does one measure it?
Preparando un Brief
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Preparando el brief
Investigación
3 Ws of Research
Engaging
Questions to ask
Por qué hacer Investigación
Entender percepciones, ofertas no cumplidas
Agregar valor al conocimiento previo
Mejora la proposición de valor
Agudiza los datos existentes, dándoles más precision
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Modes of Research
Search Engines
Specific Research Sites
Perception/ Awareness Audit
Market Research agencies
Analysts
Yahoo
Rediff
Wi-ki Pedia
Where to (RE)Search?
- Search Engines
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Factiva
Cirrus
Thompson Gale
Reuters
Where to (RE)Search?
- Specific Research Sites
The perception audit provides
clients with a candid and real
time view of what their target
audience think and say about
them
The output from the
perception audit includes
providing clients with strategic
insights & highlights the
opinion that the target
audience has on the
company/brand
Where to (RE)Search?
- Perception Audit
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It will help us refine/ define
business messaging and the
communications strategy of
the company
Where to (RE)Search?
- Perception Audit
Where to (RE)Search?
-Analysts
IDC
Forrester
Frost & Sullivan
Gartner
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Engaging The Client
Building blocks of the Brief
Marketing
Corp
ora
te
Technology
Human Resources
Com
petitio
n
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Questions to ask the client under Corporate
The Financials of the company – Whether listed or not
Positioning of the company and its business objectives
Who is the spokesperson/ face of the company
Company’s plan ahead/ way forward in terms of investment
Questions to ask the client under Marketing
Define your target audience & market opportunities
Detail your the product/service USP
Define the market that you address
Company’s marketing plan / way forward for the current year
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Questions to ask the client under Human Resources
Company unique HR policies / practices
Define the market the company is addressing in terms of talent
Current headcount of the company
Company’s HR plans in terms of increasing headcount
Questions to ask the client under Technology
Competition to the company on the technology front
What is the company’s latest technology offerings
The technology domain that the company operates in
Company’s technology plan / way forward for the current year
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Questions to ask the client under Competition
SWOT - You versus your competition
What are your competition’s USPs
Who are your competition
A Case
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The Brief…
XYZ Inc. is an IT Services company. Their top management is visiting India in the month of July to announce their ‘Way Forward’ plan.
Questions :-
What do you understand from
this brief?
What are the Qs you would ask
as part of the Brief?
CONFIDENTIALIDAD: SIEMPRE PEDIR UN NDA HAY MUCHOS EJEMPLOS EN LA WEB
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PRINCIPIOS FUNDAMENTALES
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CONFIDENTIALIDAD: SIEMPRE PEDIR UN NDA HAY MUCHOS EJEMPLOS EN LA WEB
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INTEGRIDAD: ES PRECISO MEDIR QUÉ TAN SENSITIVO ES
EL MATERIAL A REVELAR A LA POSIBLE AGENCIA. DEPENDE LA EMPRESA DE ESTE MATERIAL? QUÉ PASA SI HAY UN LEAK? DIGA LA VERDAD, SIEMPRE LA VERDAD, PERO NO SIEMPRE TODA LA VERDAD. ANTICIPE UNA CRISIS Y TRÁTELA COMO TAL ANTES DE DAR UN BRIEF
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RELEVANCE: QUÉ SE DESEA QUE APOYE LA AGENCIA?
QUÉ EXPECTACIONES HAY DE LOS DIFERENTES DEPTOS. DE LA EMPRESA DEL CLIENTE? QUÉ CLIMA REINA EN LA EMPRESA?
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NO HAY LIMITES DE PALABRAS, SINO DE BUEN CONTENIDO. DEJE EL BULSHIT PARA LOS OTROS, USTED DEBE DECIR LO QUE VALE LA PENA QUE SEPA SU AGENCIA
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1) THE CORPORATE STORY THIS SECTION MUST GIVE AS MUCH FLAVOR ABOUT THE DIMENSION, CHARACTER, VALUES AND PRINCIPLES OF AN ORGANIZATION TO HELP PR AGENCY FAMILIARIZATION BUT ALSO TO AID EXTERNAL CORPORATE POSITIONING. WHAT IS THE COMPANY PROVENANCE/HISTORY AND TRACK RECORD? WHAT HAVE ITS MILESTONE ACHIEVEMENTS BEEN? WHAT ARE ITS STATED MISSION, VISION, VALUES? WHAT ARE ITS KEY METRICS (FINANCIAL/GEOGRAPHIC) AND GROWTH AMBITIONS? IS IT A MARKET LEADER OR CHALLENGER?...
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1) THE CORPORATE STORY ... AND HOW DOES IT SHAPE AND EXECUTE THAT ROLE? WHAT CHARACTERIZES THE COMPANY'S LEADERSHIP AND INTERNAL CULTURE? WHAT IS ITS BUSINESS MODEL AND STRUCTURE? WHAT ARE THE COMPANY'S ISSUES AND CRISIS ALERT PROCEDURES?
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2) THE TRADING ENVIRONMENT HERE FOLLOWS AN ANALYSIS OF THE COMPANY'S TRADING PROSPECTS AND OPPORTUNITIES, COUPLED WITH A REALISTIC ANALYSIS OF THE MARKETPLACE THREATS/ISSUES THAT THE AGENCY MAY BE REQUIRED TO TAKE INTO ACCOUNT AS IT DEVELOPS PR PLANS. WHO IS THE COMPETITION?
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2) THE TRADING ENVIRONMENT ALTERA LA ESTRATEGIA DE LA EMPRESA? QUE MEDIOS YA EXPLOTA ACTUALMENTE COMO LA HAN HECHO EN NEGOCIOS QUE DIFERENCIA MARCAN EN EL MERCADO FODA
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2) THE TRADING ENVIRONMENT WHAT ARE THE REGULATORY BARRIERS? HOW ARE THESE BEING ADDRESSED? HOW DOES THE COMPANY PLAN TO RAISE FUTURE MARKET ENTRY BARRIERS?...
...OR EXPLOIT CURRENT MARKET CONDITIONS? WHAT IS THE COMPANY'S PRODUCT/SERVICE ROADMAP?
WHAT KEY SALES AND MARKETING INITIATIVES ARE PLANNED OVER THE NEXT YEAR TO DRIVE GROWTH?
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3) THE MARKET ENVIRONMENT THIS SECTION BEGINS TO DEAL DIRECTLY WITH THE COMPANY'S PUBLIC OUTREACH STRATEGY AND BEGINS TO PROVIDE INSIGHT INTO THE MORE DIRECT ROLE A PR AGENCY CAN BE EXPECTED TO PLAY IN SUPPORT. WHO IS THE COMPANY TRYING TO REACH? HOW ARE THESE AUDIENCES SEGMENTED? WHAT IS THE CURRENT COMPANY PROPOSITION/MESSAGE TO THESE AUDIENCES?
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3) THE MARKET ENVIRONMENT WHAT MOTIVATES AND CHARACTERIZES THE TARGET CONSUMER/PURCHASER/SPECIFIER GROUPS? WHICH (ONLINE AND OFFLINE) MEDIA CHANNELS MOST INFLUENCE THESE GROUPS? WHICH OTHER ORGANIZATIONS (NGOS ETC) ALSO INFLUENCE PURCHASE DECISION?
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3) THE MARKET ENVIRONMENT WHAT IMPACT HAVE THESE MEDIA/GROUPS HAD? WHAT HAVE BEEN THE COMPANY'S PAST, PUBLIC ISSUES? WERE THEY RESOLVED? WHICH MARKETING/CORPORATE OUTREACH INITIATIVES HAVE SEEN MOST SUCCESS? WHERE HAS THE COMPANY FAILED TO REACH/PENETRATE ITS MARKETS? WHAT ARE THE COMPANY'S KEY MARKETING OBJECTIVES OVER THE NEXT 1-5 YEARS?
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4) THE INTERNAL COMMUNITY EMPLEADOS, ENGAGEMENT, QUÉS ESPERAN DE LA EMPRESA, CUÁLES SON SUS PREOCUPACIONES, QUÉ RESTRICCIONES PERCIBEN A SU CRECIMIENTO COMO REACCIONAN A LAS RESTRUCTURACIONES, QUIENES SON LOS VOCEROS Y POR QUÉ HAY EMBAJADORES DE MARCA? QUÉ TAN EQUIPADOS ESTÁN ESTOS EMBAJADORES O VOCEROS?
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4) THE INTERNAL COMMUNITY QUÉ TAN RELACIONADAS ESTÁN LAS AUDIENCIAS INTERNAS Y EXTERNAS?
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