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Presentation Skills For MARKETING Managers

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Presentation Skills For MARKETING Managers

  1. 1. Presentation Skills for Marketing Managers
  2. 2. You can download this presentation at: Visit for more presentations on Marketing, Strategy, Innovation, and Branding
  3. 3. <ul><li>Developing Great CONTENT </li></ul><ul><li>Preparing Great DESIGN </li></ul><ul><li>Conducting Great DELIVERY </li></ul>Contents
  4. 4. Content Three Elements of Great Presentation Design Delivery Great Presentation !
  5. 5. Developing Great CONTENT
  6. 6. Steps in Preparing Content Analyzing Your Audience Gathering Relevant Data & Information Converting Your Data into an Outline
  7. 7. Analyzing Your Audience <ul><li>Needs </li></ul><ul><li>Knowledge level </li></ul><ul><li>Attitude – how do they feel about the topic? </li></ul><ul><li>Demographic Information – this may include the age, gender, culture, and language of the audience members </li></ul>
  8. 8. Gathering Relevant Data & Information <ul><li>Before you start your research to gather relevant information, there are three questions should be considered : </li></ul><ul><ul><li>What do I want my audience to gain? </li></ul></ul><ul><ul><li>What might they already know about my topic? </li></ul></ul><ul><ul><li>What is the objective of the presentation? </li></ul></ul>
  9. 9. Converting Your Information into an Outline <ul><li>There are three steps to creating an outline : </li></ul><ul><ul><li>Determine the outline style </li></ul></ul><ul><ul><li>Group your raw data </li></ul></ul><ul><ul><li>Arrange into outline format </li></ul></ul>
  10. 10. Outline Style Chronological Shows events in order as they occurred Takes the audience on a journey through a flowing presentation States the problem, the why’s, your solution, and a summary States the cause and explains the effect(s) Narrative Problem/ Solution Cause/ Effect
  11. 11. Outline Style Topical Divides the general topic into several subtopics Uses some or all of the what, who, where, when, why, and how questions Journalistic Questions
  12. 12. Outline Format Introduction Body Conclusion Outline Format
  13. 13. Outline Format <ul><li>Introductions </li></ul><ul><ul><li>Should include an agenda and clarify the goals and objectives of your presentation. </li></ul></ul><ul><ul><li>Can include an overview of a situation, a statement of the current situation of the organization, or a recap of history. </li></ul></ul><ul><ul><li>Can use the strategies that help an introduction get attention: a quote, a question, humor, a creative image, an anecdote, or a sharing of emotions . </li></ul></ul>
  14. 14. Outline Format <ul><li>Body </li></ul><ul><ul><li>Chronological </li></ul></ul><ul><ul><li>Narrative </li></ul></ul><ul><ul><li>Problem/Solution </li></ul></ul><ul><ul><li>Cause/Effect </li></ul></ul><ul><ul><li>Topical </li></ul></ul><ul><ul><li>Journalistic Question </li></ul></ul>
  15. 15. Outline Format <ul><li>Conclusion </li></ul><ul><ul><li>Summarize the main points of your presentation </li></ul></ul><ul><ul><li>Provide closure, and leave an impression </li></ul></ul><ul><ul><li>Can consist of recommendations, future directions, next steps to take, and so forth </li></ul></ul>
  16. 16. Building Great DESIGN
  17. 17. Presentation Design <ul><li>Key Rules when Creating Bulleted Text: </li></ul><ul><ul><li>Use one concept per slide </li></ul></ul><ul><ul><li>Use key words and phrases </li></ul></ul><ul><ul><li>Make your bullet points consistent in structure </li></ul></ul><ul><ul><li>Capitalize properly – capitalize the first letter of the first word only </li></ul></ul>
  18. 18. Three Keys of Great Design <ul><li>Layout </li></ul><ul><li>Consistency </li></ul><ul><li>Color </li></ul>Great Slide Presentation Design
  19. 19. Layout <ul><li>Layout </li></ul><ul><ul><li>Consider your layout to be like the skeleton of your presentation….Just as our skeleton support our bodies, your layout should support your message and provide structure. </li></ul></ul>
  20. 20. Consistency <ul><li>2. Consistency </li></ul><ul><ul><li>You must be consistent in the following design elements: </li></ul></ul><ul><ul><ul><li>Your placement of text and images </li></ul></ul></ul><ul><ul><ul><li>Your fonts style and sizes </li></ul></ul></ul><ul><ul><ul><li>Your background </li></ul></ul></ul><ul><ul><ul><li>The sytle and treatment of your imagery </li></ul></ul></ul><ul><ul><ul><li>Your charts </li></ul></ul></ul>
  21. 21. Color <ul><li>3. Color </li></ul><ul><ul><li>Use high contrast to increase legibility (e.g., black text on clear and yellow on dark blue) </li></ul></ul><ul><ul><li>Colors should not clash – they should have a high degree of harmony </li></ul></ul><ul><ul><li>Avoid clutter by using no more than four colors </li></ul></ul>
  22. 22. Consistent Fonts <ul><li>The two main classifications of fonts are serif and sans serif fonts </li></ul><ul><li>Serif fonts have small flourishes extending from the main strokes of each letter (examples : Times New Roman , Book Antiqua , Bookman Olds Style , Garamond ). Sans serif don’t; they are straight and clean (examples : Arial, Verdana , Helvetica ) </li></ul><ul><li>Sans serif fonts are best suited for electronic presentations </li></ul>
  23. 23. Tips for Planning Great Slides <ul><li>Use slides sparingly. Avoid the overuse of slides or unnecessary slides. </li></ul><ul><li>Make slide pictorial. Graphs, flowcharts, etc., all give the viewer an insight that would otherwise require many words. </li></ul><ul><li>Make text and numbers legible. Minimum font size for most room set-ups is 20 pt. </li></ul><ul><li>Make pictures and diagrams easy to see. </li></ul>
  24. 24. Design Guidelines Avoid this This is better
  25. 25. Effective Charts and Graphs
  26. 26. Avoid slide like this one……
  27. 27. Conducting Great DELIVERY
  28. 28. Delivering Your Presentation Voice Language Usage Movement Body Language Great Delivery
  29. 29. Managing Your Voice <ul><li>Try to sound natural, so your rhythm and tone is appropriate to the message you are delivering </li></ul><ul><li>Develop three important qualities: </li></ul><ul><ul><li>Volume </li></ul></ul><ul><ul><li>Intonation </li></ul></ul><ul><ul><li>Pacing </li></ul></ul>
  30. 30. Managing Your Voice Volume Avoid to speak in monotone. Put more feeling into your voice and make it livelier by changes in your intonation. Speak loudly enough to reach all the members audience without overpowering those closest to you. Intonation
  31. 31. Managing Your Voice For most of us, this is natural – except when we are nervous or excited. Practice, and you can figure out what sounds natural and appropriate for the points you are making. Pacing
  32. 32. Language Usage <ul><li>When you speak, convey confidence and show interest in what you’re presenting. Speak with feeling . </li></ul><ul><li>Use short sentences and short, simple words . </li></ul><ul><li>Speak slowly and clearly enough that everyone in your audience can understand every word. </li></ul>
  33. 33. Movement <ul><li>If possible, “ work the room and work the audience ” </li></ul><ul><li>Move appropriately and with purpose – don’t move simply because you’re nervous </li></ul><ul><li>Your movements should be natural and support your words and the rest of your presentation </li></ul><ul><li>Don’t move constantly. Pause for effect. Stand still to make an important point </li></ul>
  34. 34. Body Language <ul><li>Stand straight , but not stiff. You should radiate energy </li></ul><ul><li>Be relaxed , be casual, but don’t be lazy </li></ul><ul><li>Use your hands, arms and gestures. Just let your body react to how you feel </li></ul><ul><li>Make good eye contact – the rule of thumb for eye contact is three to five seconds per person </li></ul>
  35. 35. Body Language <ul><li>Do not keep hands in your pockets </li></ul><ul><li>Do not keep hands “handcuffed” behind your back </li></ul><ul><li>Do not keep your arms crossed </li></ul><ul><li>Do not put hands in “fig leaf” position </li></ul><ul><li>Do not wring your hands nervously </li></ul>
  36. 36. In advance of your presentation <ul><li>Practice – a lot . Don’t just think your presentation through : act it out, in front of friends, or family. Time each section of your presentation and develop a schedule. </li></ul><ul><li>Memorize the first two minutes of your presentation, so you breeze on through the time when the butterflies are most active. </li></ul>
  37. 37. In the hours before presentation <ul><li>Think positive thought : visualize yourself feeling at ease with the audience </li></ul><ul><li>Use affirmation (e.g., “I can do this. I am prepared. It will go well”) </li></ul><ul><li>Make sure all the equipment is working properly </li></ul><ul><li>Remember that the people in your audience are human too, just like you. They want you to succeed ! </li></ul>
  38. 38. When you enter the room: <ul><li>Focus on making your movements fluid and confident , neither too slow nor too fast </li></ul><ul><li>Find a few friendly faces in the audience, for reassurance </li></ul><ul><li>Smile. Show that you want to be there </li></ul><ul><li>Be yourself </li></ul>
  39. 39. How to Handle Tough Situations <ul><li>Problem : </li></ul><ul><li>Know-it-all – A participant who feels like more of an expert than you. </li></ul><ul><li>Solution : </li></ul><ul><li>Don’t fight it. Involve know-it-alls in your presentation. </li></ul><ul><li>They may have some great information to contribute. Allowing them to participate and share their thoughts will not only show how confident you are, but also help them get more out of your presentation. </li></ul>
  40. 40. <ul><li>Problem : </li></ul><ul><li>Unprepared participants – Those who haven’t prepared for the presentation as you requested. </li></ul><ul><li>Solution : </li></ul><ul><li>Be flexible. Take something out of your agenda to allow the group time to get up to speed. </li></ul><ul><li>Keep in mind your overall objective of the presentations. </li></ul><ul><li>Don’t force your agenda; modify it to meet your objective. </li></ul>How to Handle Tough Situations
  41. 41. <ul><li>Problem : </li></ul><ul><li>After-lunch nap time – One of the toughest times to keep people engaged. </li></ul><ul><li>Solution : </li></ul><ul><li>If you have anything to do with planning the lunch selections, go light – and no heavy desserts. </li></ul><ul><li>If you really need to get everyone going again, get out those icebreakers. </li></ul>How to Handle Tough Situations
  42. 42. <ul><li>Problem : </li></ul><ul><li>Non-stop talker – A participant who carries on conversations during the presentation. </li></ul><ul><li>Solution : </li></ul><ul><li>Take a few moments to share what you talked about. This usually makes the talker feel more involved and want to stay engaged and participate with you instead of others. </li></ul>How to Handle Tough Situations
  43. 43. Planning for the Questions <ul><li>Anticipate the questions that might come up </li></ul><ul><li>Listen carefully to the questioner </li></ul><ul><li>Repeat or rephrase the question </li></ul><ul><li>Answer clearly and concisely </li></ul><ul><li>Go to the next question </li></ul>
  44. 44. Dealing with Disasters <ul><li>You find out that the time allotted has been reduced. At the very worse, you can make your points, support the with the essentials, ask and answer the most likely questions on your list. </li></ul><ul><li>The slide equipment fails . You know then saying, “The show must go on”. Apologize to the audience and then add something like “Now return with me to a distant past, before Powerpoint, when all we had for presentations was our notes and perhaps a blackboard or flipcharts.” Then, make the most of your primitive tools. </li></ul>
  45. 45. Dealing with Disasters <ul><li>You tell a joke that falls flat. Ouch! Just shrug your shoulders and apologize: “I am sorry. I got that joke at a Henry Youngman clearance sale.” (You can choose your own comedian). </li></ul><ul><li>You get nervous and flustered and lose track of where you are . Figure out where you are from your slides and notes. If you can’t, just be honest : “My brain has derailed. Who can back me up so I can the on the track again?” </li></ul>
  46. 46. References/Recommended Further Readings: <ul><li>Jennifer Rotondo and Mike Rotondo, Presentation Skills for Managers , McGraw Hill. You can obtain this excellent book at this link: </li></ul><ul><li>2. David A. Whetten and Kim S. Cameron, Developing Management Skills , Harpers Collins Publisher . You can obtain this book at this link: </li></ul>
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