Do Business Well

1. Describe how the required campaign fits into the overall marketing strategy and communications strategy, including targeting marketing and differentiation strategy.
2. State clearly the success criteria or objectives for the campaign.
3. Ensure that the brief should not be too prescriptive about the form of the execution; briefs often describe the exact media and offer to use and, by being too prescriptive, creativity is stifled. However this may be more practical if time is tight.
4. Detail the characteristics of the target audience(s). This may include database selects based on demographic profiles, or previous purchase or response patterns, and should include psychographics as well as demographics.

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Where have all the customers gone? If the bad news is that your competitors have got them, the good news is that you can win them back or attract new ones.

As we have emphasized, the starkest challenge facing business today is customer scarcity: too many sellers for too few buyers.

In our democratized marketplace, practically anyone can participate in the competitive fray, and to harried managers it sometimes seems that practically everyone has. The result is that despite the fact that customers are more plentiful and richer than ever, each of them is being pursued by more suppliers than ever before. In addition to their traditional rivals, managers face new competitors that have transcended industry boundaries or erupted from the Internet with a new concept that threatens whole lines of existing products. And with the rise in the number and quality of suppliers, it’s no longer production that is the bottleneck to growth. It’s consumption. Continue Reading »

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