Top 10 Tips on preparing a brief

on Mon 24 May 2010

Richard Wood is Managing Director of High Profile and the ex-Chairman and President of the British Promotional Merchandise Association (BPMA), where he served on the board for eight years. 

In 2006 Richard, along with his business partner, purchased High Profile as part of a management buyout. Prior to this he worked at the company for over 18 years as the Sales Manager before being appointed to the role of General Manager.

High Profile a leading UK manufacturer of standard and bespoke plastic promotional products. The company has in-house tool, mould, print and assembly processes in place to provide customers with the products they need. Being a UK based company, High profile controls its own production processes including custom manufactured products. 

As Richard and his team know, producing the right solution can only be achieved if they are given a comprehensive brief, so here are Richard’s Top 10 tips for buyers on preparing a clear brief: 

1. First and foremost tell your supplier what you are trying to achieve and get a clear understanding of the aims and objectives of the promotion or campaign.

2. Set a budget.

3. Identify your target audience – age, gender, etc., which all help to identify suitable products.

4. Be clear on how many colours you want printed so that your supplier can see if the number of colours required suits the product and print processes available.

5. Confirm the lead-time – think about a pre production sampling process and the time taken to achieve this. Is tooling involved and if so how will this impact on the lead times, etc? If in doubt, ask your supplier.

6. Be clear on your quantity requirements – don’t ask for quotes from one to one million as this demonstrates a lack of campaign knowledge.

7. Give your supplier some history as to what has been used previously so time is not wasted on quotes or samples that are of no interest.

8. Consider any warehousing and pallet/packaging requirements when goods are shipped to either a fulfilment or handling house.

9. Are there any special packing requirements for the product and does it have to comply with any specific standards or regulations.

10. Finally listen to your supplier – they want your business – but they know best about what is or is not achievable.

Richard Wood

MD High Profile


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