Growth
Small businesses should learn how to plan marketing
Indie businesses should use creative briefs. It is a planning tool to implement the marketing program. More than 50% of business failures are because of wrong marketing.
J Walter Thompson is the father of modern advertising. He also invented brand management. His agency JWT, asked questions before coming up with a target plan or a creative brief. It can be used when creating communications directed at clients, employees,shareholders, potential investors, the media, or any other target group.
What is the opportunity and/or problem which the advertising must address?
What is the role of advertising (sales or brand building)?
Who are we talking to (target audience)?
What is the key response we want from the advertising (outcomes)?
What information attributes might help produce the response?
What aspect of the brand personality should the advertising express?
Are there any media considerations?
This could be helpful (any extra information).
Check out: 15 creative briefs from the marketing industry Link