Top Story

e4m_logo.png

Home >> Advertising >> Article

IMPACT Annv Spl: Srinivasan Swamy’s 7 tips to make a successful pitch

21-November-2011
Font Size   16
Share
IMPACT Annv Spl: Srinivasan Swamy’s 7 tips to make a successful pitch

Agency pitch presentations today are similar to producing mellifluous music from the seven notes to create harmony and vision for the brand. Here are seven notes towards a successful pitch presentation...

First understand the motivation of the prospect as to why “the pitch”. Is this based on unhappiness with the current agency? Is it for a new additional product? Are they serious marketers or are they fishing for ideas?

Can you make a difference to the product/ service? Once in principle, it is a ‘go’, study the product/ category that is being pitched. Do you think you have knowledge that you could leverage on? Are your competitors unlikely to be far more impressive?

Look for bias against agency/ people. Now it is time to take a look at decision-making people in the prospect’s organisation. Any bias against the agency/people assigned to work on the pitch, in the least, should be neutral and open-minded.

Is ‘just’ remuneration assured? What is the likely remuneration structure? Will it be liberal or at least reasonable? Get comfort before pitching that the decision is not based on lowest price. There is no point in winning based on creative strategy and losing out on price.

Do you have adequate time for the pitch? Once the decision is taken to pitch based on the above four considerations, consider the time available to participate in the pitch and whether the resources you have can do all you need to impress the prospect with thinking and c6reativity.

Pre-sell your thinking. This may not always be possible, but it is good to go back to the prospect and check whether your direction of thinking is in sync with that of the prospect’s. Before the actual presentation, look for the much needed course correction based on this discussion. And work hard to excel based on the inputs re7ceived to impress them.

Rehearse your presentation. Insightful thinking and outstanding creative needs to be packaged well and presented with drama, confidence and flourish. This comes from rehearsing at least twice with all the presenters acting in unison. Many irrelevant and non- impactful statements will automatically go.

With these, you will end on a high note with the prospects.

 

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends