Web & mobile based Collective Buying Club: European-US start-up planning to rebrand across Global Markets (US, UK, France, Italy, Spain & Germany).
Collective buying is the best way to get big discounts on anything (clothes, health clubs, restaurants,…) and the principle behind it is very simple: people sign up for a given discount and when there are enough subscribers the deal gets approved.
Deals and discounts are local.
The Collective Buying Membership Club will bring loads of special offers to its members.
Local deals (involving 50-80% discounts) will be available for a limited timeframe, only if a minimum number of sales are done on time.
In order to get the discounts you must first join the Club.
The Collective Buying Club has a full Global scope and presents a premium thanks to an improved CRM and a strong Mobile Phone DNA.
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 :)
Rebranding: identify the right BRAND (by finding the proper name for the Company), the BRAND PAY-OFF, for the existing company (both in English), and the LOGO.
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 !
Target Audience is represented by the following target groups:
1) 'SHOPPINGHOLICS':∞ Age: 19-45, leaving in Urban centers
∞ Mostly females (60%)
∞ They are looking for unique deals
∞ Good education, Medium / High income
∞ They visit the CLUB to find interesting deal in order to improve their lifestyle
∞ They love Brands and buying cool stuff
∞ They are regular but not loyal buyers
2) THE FAMILY:
∞ 4-5 members: the mother is family budget owner
∞ They are looking for saving
∞ Main focus is home services and products
∞ They are looking for trust
∞ Good education and medium /high income
∞ They visit the CLUB in order to look for convenience and fun
∞ They are regular buyers and very loyal
3) THE SAVERS:
∞ Male, 19-35 & female, 19-45
∞ They are looking for new experiences and savings
∞ Low / medium low income
∞ They see the CLUB as an opportunity to try new staff
∞ They are regular buyers, but not loyal
4) THE ENTHUSIASTICS
∞ Early adopter of new trends
∞ Always important organizers for the others
∞ They are promoters of ideas and initiatives within their friends' community
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 !
The name should convey immediately the core proposition of the club.
The BRAND promise:
“The more we are, the less we spend”
“ XX simplifies the life of its members offering them the best saving deals on the market and a unique lifestyle experience”
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 !
The club offers good deals and opportunities, exclusively for members.
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!
Keep in mind that the key words of the brand are: trustable, convenient, fun, unique, cool and metropolitan.
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 !
All media but with strong focus on Web & Mobile.
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 !
About the BRAND-NAME: the shortest, the better.
IMPORTANT:
1) Please, avoid IN THE NEW BRAND NAME the words: GROUP, BUYWITH, SOCIAL, DAILYDEAL, WOW;
2) Please avoid IN THE BRAND PAY-OFF the words: COLLECTIVE BUYING
www.COM AVAILABLE
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) !
