The "Must-Have" Meeting Every Business Should Hold To Improve Campaigns

You’ve sent a detailed email to your marketing agency telling what you’d like for them to do, and now they want to set up a call. Why? Your email was detailed. Your email was clear. Your request was not complicated. While it may seem time-consuming, here are some reasons why you should want to review your email brief, also know as the creative brief, with your ad agency person to person.

Is everyone running in the same direction? 

The direction is decided by the ultimate, most important goal. If the ultimate goal is not clear, then your spend with the ad agency could result in little to no results. For example, you’ve sent detailed instructions for creating a really engaging podcast series. Now, the agency can create a beautiful podcast series that is designed to be shared and get in front of as many eyeballs as possible, but if your goal were to collect viewer details to pass to your sales teams as leads, a brand awareness video would be a waste of money. Making sure that the agency understands exactly what you want to accomplish before the project is completed will help make sure you get the expected results out of your spend.

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They might be trying to save you money

What? Save you money? How? If you’re using the same agency to do different campaigns, they may see a way to build elements for reuse later, buy ad space strategically to get you a volume discount, or to introduce a more efficient way to get the same results. If the agency asks a few questions that don’t seem pertinent to the tactic, they may be relevant to the back-end or operations side of the campaign. They questions could save time and money or improve performance. So invest that extra hour in the creative brief review, because it could result in a significant return for your campaign.

Details key to execution may be missing

Even a simple marketing project involves multiple considerations if you want your campaign to be a standout success. What’s the goal (see above bullet), what’s the offer, who’s the audience, what are the benefits, who’s the competition, are there restrictions and more. Also, there is a constant stream of digital marketing innovation introduced into the market daily. You may not know what they are, but your agency does, and to use them, certain details are required. The brief is the ideal way of providing overall instruction – like a map. The follow-up call is perfect for providing detail, like the red mailbox at Center St and Avenue to help you mark that you’re on the right path. God is in the details, and a missed marker can send your campaign off on the wrong route. 

Signal amplification bias

a.k.a. the I’m sure it’s obvious effect

:  when people routinely fail to realize how little they are actually communicating.

Source: Psychology Today

They might be trying to save you money

What? Save you money? How? If you’re using the same agency to do different campaigns, they may see a way to build elements for reuse later, buy ad space strategically to get you a volume discount, or to introduce a more efficient way to get the same results. If the agency asks a few questions that don’t seem pertinent to the tactic, they may be relevant to the back-end or operations side of the campaign. They questions could save time and money or improve performance. So invest that extra hour in the creative brief review, because it could result in a significant return for your campaign.