We've received hundreds of campaign briefs over the years. The ones that produce great results share a specific set of qualities. The ones that don't — regardless of budget — nearly always have the same gaps.
If you're planning a promotional campaign with an external staffing agency, this is what your brief needs to cover.
1. The product, not just the name
Tell us what the product does, who it's for, and what objection a consumer is most likely to raise. Don't assume your agency knows your category. Give us the details: price point, key benefits, how it compares to the competitor on shelf, and any claims you can or can't make.
A promoter who understands the product sells it. A promoter who's just holding it is expensive shelf furniture.
2. The success metric
"We want to create brand awareness" is not a brief. Neither is "we want to drive sales."
What does success look like, specifically? Is it units sampled? Units sold? Consumer engagements? Data captured? The number of stores where sell-through exceeds a threshold? If you can't measure it, you can't manage it — and your agency can't be accountable to a target that doesn't exist.
3. The consumer
Who is actually buying this product? Age range, income bracket, shopping habits. Are they a loyalist switching from a competitor, or a new-to-category buyer? This shapes everything: the promoter profile, the messaging, the store selection.
4. The store environment
Are these promotions in-store, at the front of house, or in a specific category aisle? Is there a sampling point? What are the store's restrictions — some retailers have strict rules about what can be sampled, how much counter space is available, or what branded materials are allowed on floor.
5. The timeline with real dates
"ASAP" is not a date. Good staffing takes time: recruitment, selection, training, logistics, and placement. If you brief a complex 50-store national campaign with two weeks' lead time, you will get compromises.
Give your agency a realistic timeline and you'll get the execution you're expecting.
The brief as a partnership tool
A strong brief isn't just paperwork — it's the foundation of accountability on both sides. It lets your agency ask the right clarifying questions before the campaign starts, not after the first weekend of poor performance.
The brands that give great briefs get great results. It's that simple.