Tutto Gonfiabili is a company that designs Play Areas for children, Play centres, Game Rooms, Inflatable parks and any other recreational - learning structures for children.
The products handled by our company include: Inflatable rides, Playgrounds and equipment for game rooms as well as advertising inflatable items, inflatable Christmas decorations, mini inflatable items and confectionary equipment.
In designing the various locations, Tutto Gonfiabili pays particular attention to child safety and we provide our clients with professionalism and expertise that sets us apart from the other companies on the market.
All of our products comply with regulations in force.
When opening businesses, the legislation can seem confusing and often times the incompetence of the various city hall offices discourage initiatives. Given this incompetence and confusion, our company has become a reference point for the bureaucratic process to follow when opening these types of businesses.
A practical and graphic technical support together with the kindness and professionalism of our technical staff.
Careful attention to everything that is part of the creation of these activities.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
We are asking Creators to create two different outputs that are part of the same "engagement" strategy: the collection of new visitors (point 1) + gathering of their information (point 2).
a) A layout for a web marketing campaign, implemented into one of the following:
- a banner
- a pop-up,
- a flash animation
- a slide show
The objective of the campaign is to bring new visitors to our website.
In line with the graphics proposed for the layout of the campaign, the second request is:
b) Restyling of the enrolment form that is found on our site (see the attached screenshot):
- New graphics
- New "call to action", replacing the current "want a discount?", that has currently brought us very little results
- Proposals for the differentiation of graphics and call to action depending on the web page and thus the type of product (for example: different proposals for Inflatable Rides, Game Rooms Equipment, Mini Inflatable items, etc.)
The fields must remain the same as the current fields: name, email, telephone, information box regarding privacy and "send" key
We want the client to be willing to leave their information so that we can then contact them by telephone and send them our newsletter.
In fact, we offer discounts to everyone who signs up to our site and technical and bureaucratic support for the starting up of their business.
We would like the form to have attractive graphics or that it is designed in a dynamic way so that the visitor (who is often more concentrated in looking at the products) has the notion that by filling out the form they can obtain the abovementioned tangible benefits.
!!!Update as of January 5, 2011
To facilitate the task and allow you to concentrate better on the job, we are only asking for a restyling of the graphic appearance of the sign-up form and its graphic positioning on the page (see list below).
The fields must remain the same as today's:
1. Name
2. E-mail
3. Telephone
4. privacy notice box and
5. “Send” key
The form must have a different graphic organization for the following pages:
1. Inflatable Merry-Go-Rounds
2. Play Equipment
3. Mini-Inflatables
We would like the form section to be personalized for the all the pages listed above (as indicated in the new file attached).
The new graphic appearance should be stylistically coordinated with the current site (www.tuttogonfiabili.it) and all the versions for each page should, in any case, follow a single graphic guideline.
We would like the personalizations to consist of a variant of: color, background, photograph, icon, etc.
In other words, the form should have a different color, photograph or illustration that is related and dedicated to the category of the page and the products it contains.
For the graphic composition, you can use the photographs on the site directly.
In addition, we would like the part above the form to be conceived dynamically (an example graphic, even a JPG, that shows the animation steps would be acceptable).
Finally, the graphic (in the part above, as is currently done now) should contain a new text message, call-to-action, intended to stimulate filling it out immediately instead of the current, simple “Would you like to receive discounts?”
The target must, in any case, understand that our company's prices are lower than the competition’s.
To all those that sign-up, we offer discounts on the purchase of our products and technical and bureaucratic support for starting their own business.
!!!The end of update!!!
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
The target of clients from which we want to draw attention is variable.
Our ideal client is a person who want to open a Games room or a park.
Those who tend to contact us is a young target group (20 – 40 years of age), medium-high education, generally women. This is a new type of job and thus it is difficult to identify a precise target.
In realty, our target is not really limited and does not have special needs.
To be clear, our hypothetical client can also be a "casual" client, someone who wants to start a new business and seeing our advertising banner could be stimulated by the idea of opening a business dedicated to children (Games Room – Park – Inflatable Ride Rental, Etc.)
Thus, we have a variable target that goes from a young person who is thinking about the future to a mature person who wants to change their job, or even a housewife who has older children and wants to start up their own business.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
Our target should understand that our company has lower costs compared to others and not because our products have a lower level of quality but because the way our company works. We have eliminated costs due to exhibitions, business representatives, canonical advertising and by basing everything on the internet, we have been able to cut a long series of intermediations that weigh on the final price of the product. Doing this, we have been able to keep our quality levels very high at a price that is lower than our competitors.
The ideal situation would be that the target fill out the form and then contact us by telephone (or ask us to contact them) because we feel that our strong point is our kindness and the competence of our operators who are often able to start up a relationship based on trust with our clients.
In the worse case scenario, the target only fills out the form.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
Because we try to create a relationship with our clients. We want to know that we are not interested in the sales but rather we want to please them, make them satisfied of what they have created. We want to grow with our clients by following their requests and we want them to continually update us.
To strengthen the trust that our clients have, we try to supply quotes in real time and we try to give them detailed advice.
It should be easy to believe in our offer because we are real, concrete and we are one of the few Italian companies that can say "come and see our products for yourself", the majority of our competitors are virtual (dealers - agents - renters who act as sellers). Our products are always in our company and we are available to show them to our clients who want to come and see them.
Our proposal is credible because it can be assessed.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
Innovative – Cheerful – Stimulating.
Innovative because those who decide to work with us is starting a job that is different than the rest.
Cheerful because together with our clients we will create a job that is not just a job but a FUN PLACE in which to work.
Stimulating because nothing is more stimulating than doing a job that has to be in step with the creativity and needs of children.
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
The two sections of the campaign are to be carried out simultaneously and in parallel since our website is already discreetly positioned on search engines and is constantly present on google adwords. It is fundamental that we receive new clients from the web campaign and that the visitors from ad words fill out the form.
The second phase is based on the whole site, the forms will be inserted into each page of the site.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
We want the creative people to provide us with ideas on how to speed up our web campaign. Our idea is that of definitely bringing a type of business on the web that until today has only worked with representatives, agents and millions of intermediaries. We are confident that the beauty of this job could generate the interest of many people but it is fundamental that these people SEE THE IDEA.
Here is a prime example of what we can do: Many of our clients are people who have CASUALLY fallen into our products (moms who have brought their children to a party in a park created by us or dads who have watched their children play on inflatable rides at the seaside and when they calculated how much they paid for 5 minutes, they realized that it could be an interesting BUSINESS.)
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
