Sales Promotion Document
A structural template
Date Month Year
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Client/
Brand
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Copyright statement
Agency
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The Primary Objective of the Brief
Put down what you understand to be the brief’s Primary Objective.
Make sure the objective is single minded Multiple/blurred objectives are the
route to compromise - and compromise is the route to failure
If the Primary Objective is not single-minded and crystal clear to you,
ask the Client which of these questions is most relevant to the brief:
• “What evaluation data will determine if the campaign has been a
success or not?”
• “What tangible objective, if achieved, will deliver the highest pay
back?”
Client/
Brand
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Agency
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Agency’s Objective
To develop a powerful, visible and ownable campaign that will:
Client/
Brand
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Deliver (Brand’s business objectives – share/sales/whatever)
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Deliver (the Brand’s communication/promotional objective)
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Positively differentiate (Brand name) from (the competition)
in the eyes of (the target audience of the brief)
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Agency
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A rigorous approach to the Brief
1.
Demonstrate a complete understanding of the challenges faced by
the Brand and how specific challenges relate to this brief
2.
Get an in-depth understanding of the primary audience
3.
Use the Brand’s Positioning statement (and USP if it has one) and
the insight into the target audience to determine which simple
message will most engage with (the target audience) to maximise
the achievement of (the promotional objective):
The simple message becomes the promotional proposition
4.
Client/
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Decide which medium/media are most appropriate/cost
effective to deliver this message at the most opportune time to
meet the objective.
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A rigorous approach to the Brief
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5.
Determine which method to use
6.
And the mechanic/technique which case studies conclude is the
most appropriate to meet the objective
7.
Present a highly persuasive offer that research shows will
undoubtedly motivate the audience to (do whatever the
primary objective is)
8.
Establish what (if anything) will follow up the campaign,
and the business case/argument for doing so
9.
Explain how the campaign will be evaluated (so that it
can be demonstrated that the brief’s business objectives
have been achieved)
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Agency
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1.
The Challenge of the Brief
(In no more than 1 or 2 pages) Review your understanding of:
• The Brand’s customers (if different to the brief’s target audience)
• The Brand’s marketplace
• The Brand’s personality
How do these interrelate with the primary objective?
• Demonstrate quickly/prove that you understand the key
issues facing this Client team/Brand.
• Include what challenges (if any) need to be met/overcome for
the agency/the Brand to achieve the brief’s primary objective
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• What considerations must be taken into account?
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1.
Competitor understanding
If relevant to the brief, review your understanding of the
Brand’s primary competition.
What are their USPs? Strap lines? Positioning?
Do you also need to demonstrate your understanding of
the Category?
(Would mapping competitor positions enhance your explanation/understanding?)
Client/
Brand
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Agency
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2.
Key consumer insights that have
driven our Promotional Strategy
Agree with Planning how to gain the (consumer) insight, using:
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TGI/Brand Republic analysis
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Factory/store/site visit
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Vox-pops
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Questionnaires
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Consumer focus groups (both pre- and post-creative)
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Other desk research/MSN/Google/etc
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Client team supplied research
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Previously campaign evaluation/case studies
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2.
What makes them tick?
Create a Pen Portrait:
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What excites and inspires them?
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How we can ideally appeal to them?
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How do they feel about (the Brand’s competitors)?
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What is their role in the decision to buy (the product)?
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What do they do, feel that is relevant to the Brief?
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What is their relationship to (the Brand)?
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What do they think about it?
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2.
Client/
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Changing what they think
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What do we want them to think about (the Brand)
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What do we want them to do?
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3.
The Brand Positioning
(The Brand’s Positioning statement)
Client/
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Agency
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3.
The Brand’s USP Positioning
The Brand’s unique selling proposition
OR
The unique selling personality
Brand personality is often a more powerful sales message than a Unique
selling proposition. Few brands have a substantial USP, and consumers
are often more comfortable buying a personality that they want to
associate with.
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3.
The campaign Proposition
The Promotional Proposition:
(The single-minded benefit-led proposition, ideally using
the Brand’s USP, if it has one)
Support: (Why should this statement be believed?)
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3.
The campaign Proposition
What is the rationale for this Proposition?
Why is this Proposition the most persuasive message we can put to
our audience to get them to do what we want
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4.
The ideal medium/media
Which medium/media are most appropriate/cost effective to deliver
this message at the most opportune time to meet the brief’s primary
objective?
Why?
How responsive is our audience to the/each medium?
Client/
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4.
Communication Strategy - media
The simpler this is, the more likely the campaign will achieve its
objective
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5.
The ideal method?
Your choice of method could be one/a combination of the following:
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Field Marketing
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Interactive Promotion
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Couponing
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Trade Promotion
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Sampling
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Click Through
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An exhibition stand
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Events
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Advertorial
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Insert
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Public Relations campaign
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Microsite
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Newspaper supplement
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SMS
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Bounce-back offer
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Viral/word of mouth
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Cause related campaign
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Direct Response
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(Charity)
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6.
The ideal mechanic
Go through the options in the ‘Promotional Mechanic’ tab on the Home
Page.
Make use of the document ‘Matching the Objective to the Mechanic’
Give the rationale for the chosen mechanic
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Brand
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Agency
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6.
Communication Strategy - mechanic
The simpler this is, the more likely the campaign will achieve its
objective
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Agency
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7.
The offer
This is where a brainstorm may well deliver you the answer
Also for a bit of inspiration, have a look at ‘Direct marketing offers –
57 varieties’ in Chapter 7.5 of the IDM Practitioner’s Guide (pages 12
to 21).
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Brand
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The Creative Work
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Check to Success – part 1
To succeed the promotion must be:
1. Seen
What proportion of your target audience will see the offer?
2. Interesting
Why will the added value be particularly interesting to this audience?
3. Understood
The offer must be crystal clear – at a quick glance.
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Check to Success – part 2
To succeed the promotion must also be:
4. Credible
Is the value that’s being offered truly credible?
the fun of taking part
Even if the value is
5. Relevant to its time and the Brand
Could the Brand’s competitor run the same promotion?
6. Persuasive
Is the audience going to make the effort to participate?
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Consumer Journey
The simpler this is, the more likely the campaign will achieve
its objective
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Implementation process
Go into enough detail to reassure the Client that the Agency is
experienced and competent using the chosen media, method
and mechanic.
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8.
The follow-up to the campaign
This may be the fulfilment of the promotion
A bounce-back offer
An email saying ‘Thank You’
An emailed questionnaire researching the affects of the campaign
Whatever it is, it needs a business case argument for doing it
Client/
Brand
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Tailormades
Are tailormade campaigns feasible?
Cost effective?
Are tailormades going to make the primary objective more
achievable?
Is there a business case for them?
Can we give any guarantee of them being accepted by the thirdparty?
Client/
Brand
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Agency
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9.
The campaign evaluation
Agree with Planning, what evaluation proposal should be put forward
to prove that the brief’s primary objective has been achieved.
Client/
Brand
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Agency
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Example key dates in the Time Plan
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Creative presented: Day, date, month, year.
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Feedback on creative: Day, date, month, year.
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Creative and design developed: Day, date, month, year.
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Copy written/approved: Day, date, month, year.
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Photography complete by: Day, date, month, year.
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Artwork signed off by Client/Legal: Day, date, month, year.
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Print Proof signed off by Client/Legal: Day, date, month, year.
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POS artwork sent to print: Day, date, month, year.
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Website copy written/approved: Day, date, month, year.
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Website approved: Day, date, month, year.
Client/
Brand
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Budget Overview
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Client/
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Use the Budgeting template in the ‘100 Templates’ tab on the Home
Page, to develop a Budget Breakdown for the campaign.
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Agency
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Copyright
This proposal is presented on the basis that it will be treated as
confidential by the recipient. The recipient will ensure that it is only
seen by those of its senior managers who need to see it. This
proposal shall not be used in whole or in material part without
(Agency name’s) agreement. This proposal is a copyright work of
(Agency name’s) and may not be reproduced in whole or in part in
any form or any media without the prior written consent of (Agency
name). The client is recommended to discuss with (Agency name)
any points made in the proposal relating to the client’s company,
products or Business All information, advice and forecasts of
redemptions given by (Agency name) are estimates and expressions
of opinions only, and whilst they are given in good faith, the client
makes use of such information, advice and forecasts at its own risk
(Agency name) recommends that all proposals are reviewed by the
client’s specialist legal advisers before implementation. However,
(Agency name) can arrange for legal clearance to be obtained for the
proposal following written instruction from the client
Client/
Brand
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Agency
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