Más contenido relacionado La actualidad más candente (20) Similar a The Pitch Process: Turning client briefs into great ideas, then selling them (20) The Pitch Process: Turning client briefs into great ideas, then selling them1. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
Miami Ad School - July 2013
the pitch process
2. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
Leads a team of creatives, planners,
analysts and generally smart people.
Responsible for managing clients.
who the hell
are we?
Let’s introduce ourselves !
Creative social planner who drives
program development for Beyond’s
global client base
Matt Basford
Director, Beyond NY
Ben Martin
Head of Planning
3. © Copyright 2013 Beyond. All rights reserved. Private and Confidential
INSIGHT
TECHNOLOGY SOCIAL
LESS FINANCIAL RISK, MORE CREATIVE PRECISION, AWESOME RESULTS
a little bit about us
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WE drive brand
engagement through the
CREATIVE
application
of technology
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create
let’s talk about how to
Great ideas don’t come cheap
What we are going to talk about today
Go
selland them
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A QUICK PRIMER
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WHAT ARE
CLIENTS
LIKE?
REALLY
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clients don’t know
what they want
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they have more
customers than ever
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more stakeholders
than ever
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so many channels
to cover
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It used to be really...
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20 years ago
HR Consultants
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
PR
Accountants
Management
Consultants
Branding Agencies
Ad Agencies
Corporate
Training
Consultants
Sales
Consultants
Product design
& innovation
agencies
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and then the web came along
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
Brand website
Online ads
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and got useful for more things
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
Brand website
Online ads
Social
E-commerce
SEM
“Fun” apps
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and a few more things
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
Social analytics
Digital supply chains
Digital transformation /
change management
E-Recruiting
E-Learning
Co-creation
Crowdsourcing
“Serious” apps
Digital product
design & testing
Digital service design
Brand website
Online ads
Social
E-commerce
SEM
“Fun” apps
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everybody’s getting into each others’ business
Just a few examples...
branding
PR
management
consultancies
data
analytics
Design
social
advertising
digital
Accenture
buying Fjord
W+K
aces social with Old Spice
WCG
buying predictive analytics
firm
WPP
buying AKQA
PR + data
analytics
digitalADVertising +
ADVertising+social
+management
consultancies Design
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SO WHAT’S THE NET?
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briefs are getting
more confusing
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some stats...
20%
27%
53%
found briefs complete
but lacking focus
found briefs incomplete
and inconsistent
found briefs complete
and focused
Source: Joanne Davis Consulting
...in a 2013 survey of
200 agency heads
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some confusing things that
we’ve seen in briefs...
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...leading to direct roi
via sales leads”
“the goal is conversation and
brand awareness...
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“we’re looking for a
completely immersive...
...but ultimately
simpLE EXPERIENCE”
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“we’re looking for a
very focused campaign...
...the audience is
anyone from ages 18 - 50”
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DEFINITION OF A STRATEGY:
KNOWING WHAT NOT TO DO
(THERE ARE ALWAYS TOO MANY THINGS WE CAN DO)
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some (more) stats...
2%
3%
45%
49% clients have “limited”
strategic capabilities
clients have “adequate”
strategic capabilities
clients have “excellent” strategic
capabilities
Source: Joanne Davis Consulting
didn’t respond
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we are (meant to be)
the experts!
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but we make it hard
for ourselves
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it’s time for
a different view
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THE REDUX PROCESS
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BrandBriefing inputs
agencyUnderstanding
Our know how...Their agenda...
REDUX process Starts Here:
VERSUS
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STRATEGY AND PLANNING:
IS A REDUX PROCESS.
BOILING DOWN.
REDUCING THE STOCK.
GETTING FUNDAMENTAL.
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step 1:
boil it down
create a one sentence brief
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step 2:
assess the situation
do your research
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turn unstructured data into insights & strategy
who
influences
them?
where Does the
audience spend
their time?
What drives
consideration?
What drives
brand
Preference &
emotional
connections?
?
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are there
White space
opportunities
for content?
what do they
search for?
what are they
talking about?
what content
will they
share?
turn unstructured data into insights & strategy
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step 3:
outline the strategy
in just a few simple statements
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now it’s time to
communicate your ideas
some things to remember...
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BULLETS ARE
FOR SUCKERS
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MAXIMS
ARE FOR CHAMPS
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A PICTURE PAINTS
A THOUSAND WORDS
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AN ANALOGY PAINTS
A THOUSAND PICTURES
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SALESOPPORTUNITY CLIENTRFPDOC
BYNDBRIEFDOC
BRAINSTORM REDUX RESEARCH STORYBOARDING CREATIVETHREAD
Three simple steps:
#1 - distilling the brief
#2 - stating the
situation analysis
#3 - reducing our
creative strategy to
simple statements.
A copy written
description of
our creative
treatment.
The Brief Distilled
Situation Analysis
Creative strategy
REDUX workflow:
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THE IDEA ISN’T ENOUGH
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sell it
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CLIENTS ARE ALWAYS
QUESTIONING HOW
MUCH WORK YOU ARE
CREATING FOR THEM
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AND, YET, WHAT DO THEY WANT?
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M.O.A.S
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MOON.ON.A.STICK
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SO WHAT SHOULD YOU DO?
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REMEMBER:
THEY ARE
BUYING YOU
AS MUCH
AS THE
IDEA
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FOCUS ON RELATIONSHIPS
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set the stage: Find common ground
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GET YOUR FOOT IN THE DOOR
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“Foot-in-the-door (FITD) technique is a compliance tactic
that involves getting a person to agree to a large request by first
having that person agree to a modest request. The foot-in-the-
door technique succeeds owing to a basic human reality that
social scientists call ‘successive approximations’. FITD works by
first getting a small 'yes' and then getting an even bigger 'yes.'”
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SELL OUTCOMES
NOT TACTICS
MAKE THE CLIENT
THE HERO
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prepare to pitch your idea in 1 minute with no notes.
answer: so what?
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But... respect your own time.
if the client is late (really late), reschedule.
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STAND FOR SOMETHING
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“Make your
product so good,
so addictive, so
‘can’t miss’ that
giving customers
a small, free taste
makes them come
back with cash in
hand.”
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THANK YOU
timefor your