IMPACT Annv Spl: Srinivasan Swamy’s 7 tips to make a successful pitch
Insightful thinking and outstanding creative need to be packaged well and presented with drama, confidence and flourish, emphasises Srinivasan Swamy, RK Swamy BBDO.
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.
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