{"id":2345,"date":"2021-10-23T11:00:59","date_gmt":"2021-10-23T09:00:59","guid":{"rendered":"https:\/\/comeup.com\/experts\/?p=2345"},"modified":"2023-11-13T10:34:42","modified_gmt":"2023-11-13T09:34:42","slug":"limportance-dun-bon-brief-et-comment-le-mettre-en-place","status":"publish","type":"post","link":"https:\/\/comeup.com\/experts\/limportance-dun-bon-brief-et-comment-le-mettre-en-place\/","title":{"rendered":"L’importance d’un bon brief et comment le mettre en place ?"},"content":{"rendered":"

Si vous vous \u00eates tourn\u00e9s vers le marketing digital pour booster votre entreprise, que ce soit dans le domaine du service ou de la vente, vous savez d\u00e9j\u00e0 sans doute l\u2019importance de bien pr\u00e9parer cette nouvelle visibilit\u00e9. Que ce soit dans les messages \u00e0 transmettre \u00e0 votre cible, les canaux \u00e0 choisir pour cela, la communication \u00e0 pr\u00e9voir, etc. On parle \u00e9galement de l\u2019importance de conna\u00eetre parfaitement en amont son persona afin d\u2019\u00eatre capable de communiquer correctement avec sa cible.\u00a0<\/span><\/p>\n

Oui mais, dans tout ceci, ce qu\u2019il ne faut surtout pas oublier, c\u2019est que pour choisir son canal, choisir ses supports marketing, choisir m\u00eame son budget digital et bien plus encore, il faut savoir r\u00e9fl\u00e9chir \u00e0 un brief parfaitement clair.<\/p>\n

Mais tout d\u2019abord, qu\u2019entend-on par \u00ab brief \u00bb ?<\/h2>\n

Le brief a pour objectif de donner des informations sur son entreprise et activit\u00e9, sur ses objectifs et sur sa cible.\u00a0<\/span><\/p>\n

Qui est concern\u00e9 ? Toutes les entreprises qui souhaitent se d\u00e9velopper doivent conna\u00eetre l\u2019importance d\u2019un bon brief et l\u2019appliquer de nombreuses fois. En voici des exemples :\u00a0<\/span><\/p>\n

Un brief peut s\u2019adresser \u00e0 un graphiste qui va \u00eatre en charge de la cr\u00e9ation du logo<\/a> et de la charte graphique d\u2019une entreprise \u2013 mais aussi \u00e0 une agence d\u2019\u00e9v\u00e9nementielle charg\u00e9e d\u2019imprimer des publicit\u00e9s en 4×3 dans la rue \u2013 ou encore \u00e0 un d\u00e9veloppeur de site web qui va cr\u00e9er la boutique en ligne.<\/p>\n

\u00c0 quoi ressemble un brief ?<\/span><\/h2>\n

Un brief peut prendre plusieurs formes, et cela, en fonction du destinataire.\u00a0<\/span><\/p>\n

Prenons un exemple : si vous souhaitez faire de la publicit\u00e9 sur Google ou sur les r\u00e9seaux sociaux afin de mettre en avant votre activit\u00e9\/vos produits, votre brief va devoir comporter des informations incontournables afin que le prestataire puisse comprendre clairement votre projet et le respecter :<\/p>\n

– O\u00f9 se situent vos prospects g\u00e9ographiquement ? : en effet, dans la publicit\u00e9, on paie pour se rendre visible. Nous n\u2019allons donc pas communiquer aupr\u00e8s d\u2019internautes situ\u00e9s \u00e0 650 km de notre petite boutique de chaussures pour enfant.<\/p>\n

– Quelle(s) activit\u00e9(s) ou quel(s) produit(s) voulez-vous promouvoir ? : vous sortez un nouveau produit tendance et c\u2019est celui-ci que vous souhaitez mettre en avant, non pas votre plus ancien produit qui cartonne depuis des ann\u00e9es naturellement.<\/p>\n

– Quel budget publicitaire vous souhaitez investir ? : si on fait confiance aux canaux tels que Google ou Facebook, on pourrait investir des milliers d\u2019euros par jour. Attention donc \u00e0 ma\u00eetriser vos investissements.<\/p>\n

Ces exemples montrent que chaque d\u00e9tail a son importance, car il permet de cibler non seulement pr\u00e9cis\u00e9ment vos prospects, mais de fa\u00e7on pertinente.\u00a0<\/span><\/p>\n

De plus, chaque prestataire qui va r\u00e9aliser une mission pour votre entreprise doit apprendre \u00e0 conna\u00eetre pleinement les objectifs et l\u2019activit\u00e9, ceci afin de faire un travail de qualit\u00e9 pour vous.<\/p>\n

2e exemple : vous souhaitez r\u00e9aliser un film promotionnel<\/a> pour mettre en avant vos \u00e9quipes. Le monteur vid\u00e9o doit donc avoir un brief lui permettant de comprendre :<\/p>\n

– vos objectifs (qui souhaitez-vous cibler et pourquoi avec ce film ?)\u00a0<\/span><\/p>\n

– votre vision de l\u2019entreprise et de ses salari\u00e9s afin de cr\u00e9er un film qui vous ressemble.<\/p>\n

\u00c0 quoi faut-il faire attention dans la mise en place d’un brief ?<\/h2>\n

Quand on est une entreprise, on conna\u00eet parfaitement son domaine d\u2019activit\u00e9. Mais conna\u00eet-on forc\u00e9ment les diff\u00e9rents canaux de communication qui vont aider cette entreprise \u00e0 se faire conna\u00eetre ?\u00a0<\/span><\/p>\n

La plupart du temps, non, et c\u2019est normal !<\/p>\n

De ce fait, on peut facilement ne pas savoir ce qu\u2019il faut donner comme informations aux diff\u00e9rents prestataires. Et si ces derniers fournissent un brief d\u00e9j\u00e0 fait, on peut \u00e9galement se sentir parfois perdu dans les r\u00e9ponses \u00e0 donner (quel budget voulez-vous investir \/ \u00e0 quels horaires vos prospects sont-ils le plus connect\u00e9s \/ voulez-vous une musique douce ou dynamique sur votre spot vid\u00e9o, etc.).<\/p>\n

Tout ceci peut amener \u00e0 mal remplir un brief en faisant notamment confiance aux diff\u00e9rents prestataires pour r\u00e9pondre \u00e0 votre place.<\/p>\n

C\u2019est une erreur \u00e0 ne pas commettre.<\/p>\n

M\u00eame un partenaire s\u00e9rieux ne pourra pas conna\u00eetre votre activit\u00e9 comme vous la connaissez vous, et pourra donc passer \u00e0 c\u00f4t\u00e9 de choses primordiales.<\/p>\n

Prenez donc le temps de vous poser, de consulter vos \u00e9quipes, de demander conseil aussi aux prestataires, mais remplissez vos brief un maximum.<\/p>\n

Autre conseil : si vous souhaitez \u00eatre pr\u00eat le plus possible pour r\u00e9pondre aux futurs briefs, demandez-vous tout ce que vous estimez important \u00e0 conna\u00eetre sur votre activit\u00e9 pour quelqu\u2019un d\u2019externe \u00e0 l\u2019entreprise. Notez-les, regroupez-les par typologie, et servez-vous des diff\u00e9rents briefs que vous avez d\u00e9j\u00e0 rempli. Ainsi, vous aurez un document pr\u00e9cieux \u00e0 fournir \u00e0 tous les prochains prestataires.<\/p>\n

\"Faites<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Si vous vous \u00eates tourn\u00e9s vers le marketing digital pour booster votre entreprise, que ce soit dans le domaine du…<\/p>\n","protected":false},"author":53,"featured_media":3347,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[857,6],"tags":[50],"class_list":["post-2345","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-blog-pour-les-clients-comeup","category-marketing-et-communication","tag-astuces"],"yoast_head":"\nBrief : comment le mettre en place ? | Experts ComeUp<\/title>\n<meta name=\"description\" content=\"Pour choisir son canal, ses supports marketing, et m\u00eame son budget digital, il faut savoir r\u00e9fl\u00e9chir \u00e0 un brief parfaitement clair.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/comeup.com\/experts\/limportance-dun-bon-brief-et-comment-le-mettre-en-place\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brief : comment le mettre en place ? 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