The customer decision
Give consumers a reason to care, credible product detail and a dependable purchase route.
Content and journey requirements
Organise creative tests around customer situations. Coordinate creators, product pages and availability; approve claims and usage rights before distribution.
Measurement that fits the sector
Separate reach from purchase intent. Review approved orders, repeat buying and discount-adjusted contribution.
Your working brief
Describe the actual offer, customer segment and process after the first enquiry. Include verified claims, approved assets, service coverage and restrictions on customer data. Name the subject reviewer and the person responsible for acting on new demand.
A controlled launch
The channel mix should follow the brief. Before increasing budgets, review lead quality, duplicate events, response ownership and fulfilment. Keep campaign tasks and approvals linked to the original objective, and document the evidence behind each change.