Más contenido relacionado La actualidad más candente (20) Más de Justice Mitchell (20) The Art Of The Creative Pitch1. The Fine Art of Pitching Your Creative
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2. Hi.
@justicemitchell
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3. Reality Of The Pitch
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4. Fantasy & Fun Crushing
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6. Creative Development Structure
GOAL AUDIENCE COMPETITIVE KEY EMOTIONAL
ASSESSMENT & PERSONA ANALYSIS DIFFERENTIATORS STATES
BRAND REVIEW
STANDARDS & TEST
VISUALS:
TONE
COLOR
EXECUTIONAL
STORYLINE VOLUME CREATIVE REFINEMENT
VARIATIONS
MANTRA
IMPACT
SIZE
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8. Pitching Creative
There are all kinds of creative and levels at which you will pitch them including (but not limited to):
• Identities & logotypes
• Single executions, short-run campaigns & one offs
• Campaigns & storytelling development
• On/Offline media planning
• Brand construction
• Fully integrated campaigns
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9. Pitching Creative: Identities & Logos
GOALS
AUDIENCE
COMPETITION
KEY DIFFERENTIATORS
EMOTIONS
STORY
VISUAL
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10. Pitching Creative: Single Executions & Short-Run Campaigns
GOALS
AUDIENCE
COMPETITION
KEY DIFFERENTIATORS
EMOTIONS
STORY
VISUAL
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11. Pitching Creative: Campaigns & Storytelling
GOALS
AUDIENCE
COMPETITION
KEY DIFFERENTIATORS
EMOTIONS
STORY
VISUAL
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12. Pitching Creative: Brand Construction
GOALS
AUDIENCE
COMPETITION
KEY DIFFERENTIATORS
EMOTIONS
STORY
VISUAL
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13. Pitching Creative: On/Offline Media Planning
GOALS
AUDIENCE
COMPETITION
KEY DIFFERENTIATORS
EMOTIONS
STORY
VISUAL
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14. Pitching Creative: Integrated Campaigns
GOALS
AUDIENCE
COMPETITION
KEY DIFFERENTIATORS
EMOTIONS
STORY
VISUAL
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16. The Modern Media Landscape
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17. Owned, Earned & Paid Media Models: Defined
Owned Earned Paid
Collateral & Direct Response Public Relations Print Advertising
Web, Mobile & Tablet Site Word-of-Mouth Advertising Networks
Blog & Video Content Speaking Engagements Paid Search
Social Media Channels Awards, Recognition Affiliate
Email/SMS & Lists Search Engine Optimization Co-Op & Advertorials
Location Marketing Social Distribution Sponsorships
Custom Apps Customer Support Specials & Coupons
Intellectual Property Buzz/Viral/Mass Opinion Outdoor & Trade Shows
Intelligence
Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive Modeling
UI/UX Testing • Optimization • Progressive Refinement
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18. The Checklist
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19. Pitching Creative: The Checklist
Before entering a pitch, you MUST research, discover and receive "buy-in" on a number of things
in order to earn the client's trust and the elusive "approval:"
✓ Define and approve the budget (this can change AFTER you pitch)
✓ Define the client’s goals and objectives
✓ Define the audience, demo and geographic location of the intended customer
✓ Define the media types you are prepared to create for within the budget
✓ Define the schedule of the creative and its perceived ROI
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21. The Pitch
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22. Pitching Creative: Who’s In The Room?
• The client(s) – duh.
• Account representative (Account Executive)
• Creative representation (Creative Director)
• Interactive/development representation (ICD/IAD; Developer)
• Agency Executive (Partner, VP, Executive)
Alternates:
• TBD based on campaign complexity
DRESS THE PART! • Organized • Cool
• Budget Conscious • Creative
• Logical • Unexpected
• Professional • Passionate
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23. Pitching Creative: The Pitch
• Open with a story of how you got to this point in the process
• Be positive and entice the room to feel your excitement about what they’re about to see
• Talk about the process and the “countless” concepts that have lead you to:
• Concept 1 - (Insert story title narrative here)
• Concept 2 - (Insert story title narrative here)
• Concept 3 - (Insert story title narrative here) - THE WILD CARD
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24. Pitching Creative: What To Show
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25. Pitching Creative: What To Show
K.I.S.S.
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26. Pitching Creative: The Concepts
“Fuzzy Puppies” “Guard Dogs” “Satan’s Bulldozers”
1 2 3
Safe Creative Moderate Risk Unexpected & Risky
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27. Pitching Creative: Campaign Elements
“Fuzzy Puppies”
OWNED, EARNED & PAID
DEPLOYMENT & TIMING
INTENDED RESULTS
1 TACTICS
GOALS
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30. Pitching Creative: The Jedi Mind Trick
• Make sure the clients seen ALL the work before commenting
• If asked for a recommendation - have one. Be sure to point out, however, that ALL the
examples will work for their needs and be successful
• Listen and understand the client's concerns. Have someone taking notes at all times
• Assess any concerns as they pertain to the goals
• Define how the creative has accomplished the goals (ideally beyond what was requested)
• If you have case-study materials from previous clientele – support the ROI
• Review final comments and close the meeting
• If they do not like any direction, do not give them the work as a “leave-behind”
• Always leave upbeat and positive that you will deliver the perfect FINAL for Approval
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32. Pitching Creative: Constant Intel’
• Immediately compile all notes and email them to the client to ensure you didn’t miss anything
• If you feel firmly that unchosen piece of creative could work ASK if you can bring it back with the
revisions to the version that the client selected
• Follow up prior to secondary review to ensure the client that things are going smoothly and that
you’re quite sure they’ll LOVE the results
• Re-pitch revised work
• Restate your position and explain how you applied the revisions to the new design
• Reveal, Pitch & Pray ...
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33. Secret Weapons & Kill Moves
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34. Pitching Creative: Self Protection
• All your work should be contractually approved prior to start
• Assign the client a contact person (AE); request a single point of contact with client for approvals
• Keep strict hours, descriptions on work performed and labor rates for each duty
• Use an online approval management system (AMS) such as Basecamp (www.basecamphq.com)
• Apply the fee for the (AMS) within your contract
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35. Pitching Creative: Self Protection Continued
• Your schedule should have “not to exceed” hours written within your revision process
• Issue change orders to clients who abuse the contracts - AKA “SHOCK COLLARS”
• Make sure all work created can be used within your portfolio contractually
• Ensure your contract allocates additional charges for fonts, photos and external vendors if
necessary
• Make sure you create and receive approval signatures THROUGHOUT the process of the work
• Contract Signing
• Research Approval
• Creative Approval
• Project Closure
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36. Questions & Statistically Probable Answers
“JusticeMitchell” - Twitter, Skype, AIM, Gmail
www.JusticeMitchell.com
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