Foundation Documents
Exploring a Products Marketplace Potential
To build a great house, you need a solid foundation and to build a great DRTV campaign (marketing and advertising) you need a solid foundation document.
A complete (solid) foundation document guides the entire DRTV process, creating both a great marketing strategy that works, and a focused creative execution that includes great scripts and an efficient production schedule that meets ALL the client’s needs for short-form spots, long-form shows, or both.
The foundation document enables Envision Response to always keep the end in mind—the client’s success—every step of the way.
Some of the questions answered in a foundation document include:
- What is the product’s story?
- Who is the primary targeted consumer and what are their primary needs/wants?
- Who is the secondary consumer and what are their primary needs/wants?
- What are the primary (and secondary) customer’s motivations to buy? The two global, primary motivations are desire for gain and fear of loss, so what is the consumer seeking to gain or what are they afraid to lose?
- What are the consumer’s objections? Why won’t they buy? (Objections can be statements such as:“I don’t need it,” or “I would never buy something from TV,” or “there isn’t enough difference from other products” – these objections need to be prioritized as part of the whole creative process and addressed in the logic of the strategy and storytelling)
- What are the rebuttals to these objections?
- What is the product’s promise?
- What is the offer? What are you selling and how do you express it visually?
- What are the consumer benefits? (ordered in a hierarchy)
- How do you build perceived value? (celebrity endorsement, guarantees, testimonials, packaging, etc)
- Why will it work through DRTV?
- What would the ideal creative strategy look like?
- Recommendations for formats to use (long-form? short-form?) with pros and cons for each
- Exploration of the creative and marketing opportunities and challenges of a specific project or product
Once we’ve done our research, we present the client with the logical flow of their product’s story. We then build the picture of how the creative will look, recommending formats and timing if multiple formats are suggested. Finally, we explore the creative and marketing opportunities and challenges of the specific product and project.
Prioritizing helps us get to the essence of what makes a product work on DRTV. Prioritizing helps with writing scripts. Prioritizing builds production schedules. Prioritizing helps us always keep the end in mind.
Envision Response prepares a foundation document for all our clients.
We also offer this as a separate service for potential clients who are contemplating a DRTV project but still need to sell investors, partners, or boards on the validity of a DRTV campaign.
Envision. Create. Succeed.
