What's the big idea?
1. What's the big idea?
You'll first need to know what this campaign is about. The big idea is the thing that makes it stand out so that it's memorable.
2. How does the campaign support your strategy?
If the campaign doesn't support your marketing and sales strategy then you're wasting your time and money. It could be brand awareness, announcing an offer or developing interest in a new product.
3. What does it do for your clients?
An alternative to this question is "so what?". If your potential customers can't see a benefit from buying this product or service, then they're not going to part with their cash.
4. What's the message?
What message are you going to use? Is it simple, with a single train of thought? Anything complex is going to get lost. Also, if you try to say too much then what incentive do clients have to come and find out more?
5. What do you want them to do?
As a result of people noticing your campaign, what do you want them to do? This is the "call to action", and could be to buy, to download some information, to apply for a special discount, to get in touch with you or to buy. It needs to be clear as to what you want people to do, and what they get out of doing it.