Similar to how a resume provides individual accomplishments, the creative dossier encapsulates the product’s offerings, focusing on features, benefits, and applications. The creative dossier, as comprehensive or as brief as the company dictates, serves as the main product communications guide on how to describe the product’s unique advantages within the global marketplace.
Working in concert with product development, sales, operations, and other key internal personnel, marketing communications professionals are tasked with not only understanding what a new product does, but communicating the product’s unique competitive advantage in an ever-crowded competitive landscape; it is their role to describe the product’s distinct selling benefit to end users, retailers, distributors, and vendors. As an alternative to the Creative Dossier, companies can certainly forge ahead with creating each individual marketing content piece without a main content guide.
Product features and benefits are needed for the product packaging and instructions, sales pitches, website copy, and retailer on-line pages. There’s a need to highlight the product attributes at tradeshows, in merchandising, on point-of-sale, and more. Somehow these elements are written, published, and distributed via different marketing streams, often via projects owned by different tactical and strategic marketers. However, rather than piecing various elements together in an ad hoc manner, wasting time that can be spent on other projects, and duplicating efforts, a Creative Dossier can be the answer.
It is the “It” document in providing the product’s key. It answers the questions of why the product exists and what makes it distinct. The Creative Dossier provides a one-stop content piece that all communications personnel can reference when crafting each product content piece.
Whether you’re part of a start-up company or well established organization, crafting a detailed Creative Dossier will start your product launch in the right direction.