More often than not, when we are working with a brand to support their efforts to engage consumers in a more meaningful and relevant way, the difficulty of how to manage this across our various stakeholders, agencies and partners comes to the fore. To navigate this complexity, adopting a holistic and cohesive approach is essential. Enter the “Get To By” briefing framework – a powerful tool designed to enhance marketing relevance, improve stakeholder communication, and break down internal silos. This framework not only ensures your marketing efforts are finely tuned to your audience’s needs but also streamlines collaboration among all teams involved.
The Essence of “Get To By”
The “Get To By” framework is a strategic tool that guides the development of marketing programs by focusing on three critical components:
1. Get Identifying the Audience
2. To Defining the Desired Change
3. By Crafting the Communication Strategy
Let’s delve into each component to understand how this framework can revolutionise your marketing execution.
Get: Understanding the Audience Beyond Demographics
Traditional marketing often relies heavily on socio-demographic profiles. However, in today’s dynamic landscape, understanding the audience requires a more nuanced approach.
The “Get” phase emphasises the importance of holistic audience descriptions that capture their current thoughts, feelings, and challenges.
Benefits:
Enhanced Relevance: By focusing on the audience’s emotional and cognitive states, marketers can create messages that resonate more deeply and foster stronger connections.
Informed Decision-Making: A comprehensive understanding of the audience provides insights that inform not just the messaging but the overall strategy, ensuring alignment with audience needs and preferences.
(Implementation Tip: Conduct qualitative research, such as in-depth interviews or focus groups, to gain a more profound understanding of your audience’s psyche. Supplement this with quantitative data for a well-rounded perspective)
To: Shaping Desired Outcomes
The “To” phase involves defining what you want your audience to think, feel, or do differently as a result of your communication. This step is crucial for setting clear, actionable objectives that drive your marketing strategy.
Benefits:
Clarity and Focus: Clear objectives streamline the creative process, ensuring all efforts are directed towards achieving specific outcomes.
Measurable Impact: By articulating desired changes, you establish benchmarks for success, enabling you to measure and evaluate the effectiveness of your campaigns.
(Implementation Tip: Use SMART [Specific, Measurable, Achievable, Relevant, Time-bound] criteria to define your objectives. This approach ensures that your goals are realistic and aligned with broader business aims)
By: Crafting the Communication Strategy
The final component, “By,” outlines how you will communicate your proposition to meet your audience’s needs. This involves deciding what to say, show, or do to convey your message effectively across different channels.
Benefits:
Consistent Messaging: A well-defined communication strategy ensures consistency across all touchpoints, reinforcing your brand message and values.
Integrated Campaigns: By considering how different elements work together, you can create cohesive campaigns that leverage the strengths of each channel.
(Implementation Tip: Develop a detailed communication plan that includes key messages, strategies to reach the consumer in the moments that matter, and execution timelines. Ensure that all stakeholders are aligned with this plan to maintain consistency and coherence)
Bridging the Gap: Better Briefing for Better Results
Effective briefing is the linchpin of successful marketing execution. The “Get To by” framework facilitates comprehensive and clear briefings that enhance collaboration among all stakeholders, including agencies, internal marketing teams, and other departments.
Benefits:
Aligned Objectives: Clear, detailed briefings ensure that everyone involved understands the goals and their role in achieving them.
Streamlined Processes: A structured approach to briefing minimises misunderstandings and reduces the time spent on revisions, allowing for more efficient execution.
(Implementation Tip: Regularly review and update your briefing processes. Encourage feedback from all stakeholders to continuously improve the clarity and effectiveness of your briefs)
Breaking Down Silos: Fostering a Collaborative Culture
One of the most significant challenges in marketing is the existence of silos within organisations. The “Get To by” framework promotes a culture of collaboration by providing a common language and clear objectives that unite different teams.
Benefits:
Enhanced Collaboration: A shared understanding of goals and strategies fosters teamwork and encourages knowledge sharing.
Holistic Campaigns: When teams work together seamlessly, campaigns are more integrated and effective, delivering a unified brand experience.
Implementation Tip: Establish regular cross-functional meetings and collaborative workshops. Use the “Get To By” framework as a foundation for these discussions to ensure everyone is on the same page.
Conclusion
The “Get To by” briefing framework is more than just a tool – it’s a strategic approach that can transform your marketing execution. By focusing on nuanced audience insights, clear objectives, and cohesive communication strategies, this framework ensures your marketing efforts are relevant, effective, and aligned across all channels. Moreover, it fosters better briefing practices and breaks down silos, paving the way for a collaborative and agile marketing environment.