Background- Why effectively using a creative input document is important to a mid-marketer

Merrily we roll along, roll along, roll along.

As MidMarketers, we spend huge amounts of our marketing dollars every year competing for market and mind share. And while much has changed in the way we reach our targets and measure success, some things just never change.

Perhaps the most perplexing, yet practiced one is this: In our zeal to create an ad, or a “something,” we commonly want to solve the problem before even knowing what it is.

To complicate things, then we judge potential solutions not against a sound strategy, but against the subjective aspects of maybe our own likes or dislikes. Or what our significant other likes. Or whatever. Can of worms, anyone? Stop the world, I wanna get off.

Does this imply the death of intuition? Spontaneity? Trusting your gut?

No, it simply means that the talented people you employ to give your brand life need and deserve the opportunity to ground themselves in the fertile landscape you know as the business world. Sharing what you know, and presenting it in a logical way provides open-ended opportunity to get the most out of your highly paid creative minds- whether they’re on your staff or at an agency, and dramatically increase the likelihood of achieving your communication goals.

This is what a creative input and direction document is for

As a MidMarketer, we know you probably don’t have enough time to stop for lunch let alone properly prepare to get projects going. This is why many wing it- in an attempt to jump-start projects or campaigns, and then figure on “filling in the details” later. Boy, can this cost you… mentally and financially.

Taking too long (if ever) to get really great creative ideas invites frustration. Not to mention consuming loads of time to manage and re-explain things to resources. And when the project’s overall performance doesn’t meet (or certainly doesn’t beat) anyone’s expectations, who pays? You do, of course.

MidMarketer’s response is that EVERY project should start with a carefully constructed Creative Input and Direction Document. In this MidMarketer Perspective, we identify all of the elements that define a good direction document. Also, we offer tips on getting everyone on the same page. And you’ll learn ways to measure the progress of a project to the document.
The purpose of a Creative Input and Direction Document is to clearly and succinctly communicate what the project is about, and drive a “stake in the ground” to reference throughout the life of the project.

Along the way, here’s how it can help you:

• It assumes nothing.
• Forces management to take not an obvious, but wide-eyed look at the marketplace, and consider strategies that address real, timely market needs.
• Builds an intimacy with the target that may have been lacking.
• Provides a genuine basis from which to evaluate the relevance and value of any particular creative execution (reducing subjectivity).
• Saves everyone time and helps you stay on budget.
• Increases the likelihood that you will achieve your communication goals.
• Helps to ensure that you get the best from your creative resources.

Obviously, the more inside information they have, the more they can help

You can download the MidMarketer Creative Input & Direction template in the “tools” section of MidMarketer.com. It’s an MS Word file that gives you a format for starting immediately.