Creating a marketing brief for a boutique agency – 8 questions we will ask (and you should ask yourself too)
Hello! Nice to meet you! Getting to know each other is a crucial part of cooperation between the boutique agency and the client. During our first meeting or call we will ask you a couple of questions that will help us prepare a strategy for you. And to be honest – these are the questions each entrepreneur should ask himself.
In this post we will explain why they are important and why we ask them. Boutique agencies like ours usually create tailor-made offers, and as every good tailor – we need to take a measure first (And the sartorial comparisons are good to describe how a boutique agency works and will surely be used more than once in this post).
Read it to the very end, as we have a proposition for you!
1. What is your budget?
It’s true, ladies and gentlemen don’t talk about the money, and some clients prefer to ask us for a price first. This however, is one of the most important questions. A good tailor can propose a less or more time (and money) consuming suit model, a less or worse quality fabric, depending on how much money you are willing to spend.
The same goes for marketing – we can come up with an idea for almost any budget, but knowing how much money you are willing to spend will give us a frame to create something that will reach your business goals.
A larger budget will allow you to have more choice, to do more work on a project, to reach more people with your message, and use more channels.
A small one is still okay but it often implies less options, less time for changes and a simpler straight forward idea and media plan.
2. What is your business goal?
In other words: what does your business do and what reaction does it expect from the broad audience. We need to understand what needs to happen to make your business thrive.
- If you have an app – it will be app download.
- For handbag manufacturers, it will be the number of handbags sold.
- Interior designers will most likely want to increase the volume of queries and projects launched.
3. What is your marketing goal?
Sometimes clients come and say “My handbags are great, but they don’t sell as much as I’d like, please, help me” – we run an audit of the current marketing activities, look for room for improvement and then propose a strategy.
But sometimes the marketing goals are more specific. You may want more traffic on your website. Or more followers. Or less people abandoning a basket in your e-commerce. In this case we narrow down our audit and propose specific solutions.
If an e-commerce owner comes to us asking for PPC campaigns and we see that the construction of the shop is causing problems, we will suggest UX changes.
4. Who is your client?
Our job is to generate an idea for effective communication for your brand. But for this we need to know who is the recipient of this communication. Is your business a B2B or B2C? What industries and which professionals do you target? Or who consumes your goods and services in the B2C world. What are they like? What do they like? What don’t they like? Where to find them? What media do they use? Are they on TikTok or on Linkedin? This is a very broad question to be honest and we usually spend a while on this one.
5. Who is your competition?
If your competition is a real threat, then they must be doing something right. We will ask you this question and then take a closer look at their marketing activities. We may also run a benchmarking of similar businesses in other markets to note down their marketing good practices and see if they could be adapted to your business.
6. What is your business model?
Sometimes the answer is pretty clear after discussing business goals, but sometimes it needs more clarification. How do you sell your goods and services? Do you sell them online? Do you have a chain of stores or service points? Or do you let other people sell it, either via direct selling or in a store? Do you have partners? Or maybe your whole activity happens online? Do you give away free trials or samples? Or maybe you run a loyalty program?
Your clients see your product in a context and it’s extremely important to fit the communication to this context.
7. What is your value proposition?
What makes you better than your competitors? A good tailor will take a glance and know in a second that these long legs or broad shoulders should be shown off. The same applies to your business – we will find a way to tell your potential clients about all the reasons they should use your product, but first – we need to know them.
8. What do you do now and how is it working?
It doesn’t happen often that fresh entrepreneurs with no marketing history in their companies become our clients. Usually companies have a track record of ineffective marketing activities and we like to analyze them – so that we learn from mistakes and don’t duplicate them.
So now you know – all our questions have a good reason. As we said in the beginning – we have a proposition. If you fill in this form, we will get back to you with a consultation and ideas on how to improve your company’s marketing efforts.