Our creation must convince your target

The measure of the effectiveness of a creation in communication lies in the opinion and perception of the target - those who are recipients of the message. After all, they are the ones who need to be touched, engaged and influenced by your communication.

By involving the intended target in the evaluation of your advertising campaign, you get valuable information that cannot be obtained otherwise. Here are some reasons why this approach is crucial:

• Validation of the relevance of the message: your target can confirm whether the message of your campaign resonates with it, whether it is understandable and whether it meets its needs and interests.
• Identifying gaps: By asking for their opinion, you can identify areas of the campaign that could be improved or adjusted to better reach your target audience.
• Increased engagement: Simply soliciting their opinion shows your audience that you value their perspective, reinforcing their commitment to your brand.
• Creating a relationship of trust: By giving members of your audience the opportunity to contribute to the improvement of your communication, you establish a relationship of trust that can lead to long-term loyalty.

It is however quite rare in BtoB to see brands calling on their targets to measure a priori the quality of a campaign. In question? lack of time, lack of budget, lack of habit. Managers are more inclined to ask their opinion to their management committee, their professional partners, or even their personal entourage (especially in the start of activities!). However, these advisors who are also experts in their profession and functions will not be able to judge the ability of the campaign to reach the target (unless they are part of it), but they can put themselves in the shoes of the client by appropriating his brief, and make the critical analysis of the creation as a response adapted to the request described in the brief.

The brief is the keystone of the agency’s work and allows third parties to judge the quality of the creative response

A well-contextualized brief is essential to ensure that the agency fully understands your needs, objectives and the environment in which your business operates. This will allow the agency to create a relevant and effective campaign that meets its target audience. It is also with this specification of which you are the author that you will be able to ask others other than you (who are also not the target) to judge the alignment of the response with it.

Understand your business goals

Before writing your brief, make sure you have a clear understanding of your business goals. What do you hope to accomplish with this campaign? Is it an increase in sales, increased brand awareness or something else? The more you can specify your goals, the better the agency will be able to integrate them into its creative proposal.

Analyze your market and your audience

Provide the agency with detailed information about your target market, including trends, buying behaviours and preferences. The more the agency understands your audience, the better it can create a message and a concept that affects them.

Specify your positioning and brand identity

Clearly explain what distinguishes your business from your competitors. What are your values, tone of voice and visual style? The more the agency understands your brand identity, the more it can create a campaign that accurately reflects who you are.

Encouraging creativity and innovation

Finally, give way to creativity. Don’t be too prescriptive in your brief. Give the agency the freedom to explore different ideas and creative approaches to meet your needs.