References: essence and practical necessity

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There are no clear boundaries in the marketing sphere, because their presence would hinder the manifestation of creativity and inventiveness. Because of this, it is quite difficult for people working on the same project to agree. In teams, you can often hear the phrase: "I see it a little differently." To avoid misunderstandings, facilitate interaction and increase work efficiency, a reference was invented. We will talk about this tool in this article.

WHAT IS THIS?
Reference is an auxiliary material that describes what the final result should be. With its help, the customer wordpress web design agency can show what he likes and what final product he expects to see. The contractor, in turn, receives a visual sample that sets the direction of the work.

What does a reference consist of? It can include anything: examples of posts or articles, photographs, drawings, diagrams, images, descriptions, manuals, and so on. Everything depends on the tasks of the performer. The main thing is that the information provided is sufficient for the implementation of the project.

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HOW ARE THEY DIFFERENT FROM MOODBOARDS?


Some people confuse references with moodboards, but these are two different concepts. The first refers to individual elements, while the second conveys the overall concept of the project. Let's look at more precise definitions of these words with examples.

A reference is a specific example that is provided to the performer. For example, a customer hires a photographer for an advertising campaign and provides him with a photo that reflects the visual features of the frame: composition, color and light.




A moodboard is a collection of examples that show the general concept. In this case, the photographer will receive a series of images that will show the mood, style and atmosphere of the shoot, as well as the features of the models.

WHAT ARE THEY NEEDED FOR?
As you already understood, references are a useful tool in the work of marketers. They save time and help achieve better results. But let's take a closer look at what their benefits are, using the example of cooperation with bloggers.

They are a source of information. An influencer cannot know all the data about your advertising campaign, and with the help of a reference, you can convey all the necessary information and show examples of integrations with other opinion leaders.
Explain your wishes and concept. The tool will help you interact with bloggers more effectively. It will be easier for you to convey your idea and convey your vision of the result.
Inspire. Often, performers do not know where to start. Examples of work help them get their bearings, adopt some ideas and start working.
Save time . They help synchronize the performer and the customer's ideas about what the result of the collaboration should look like. Thanks to this, your expectations are more likely to coincide with reality and the influencer will not have to redo everything many times.
By creating examples for performers, marketers dive into the context and work to understand what the final version should be. Working through materials helps to learn current trends and adapt them to the project, see what competitors are doing, and come up with something more creative. As a result, references are useful not only at the collaboration stage, but also long before that.