Larry Asher provides guidance on how to effectively present and sell creative work in 3 key steps:
1. Thorough preparation in the days and minutes before the presentation, including getting sign-off on a creative brief, understanding the audience and stakeholders, and rehearsing the presentation.
2. An engaging presentation that explains the work, sets the context and problem being solved, demonstrates how the work addresses the brief, and is explicit about next steps.
3. Consideration for alternative presentation methods like video calls or PDF decks if an in-person presentation is not possible.
27. The briefest of briefs
Deliverable: HTML email for loyalty program
customers
Audience: Starbucks card users; frequent visitors
to Starbucks retail stores
Takeaway: “You should buy aVerismo System
because it allows you to make Starbucks
lattes at home.”
Tone: Newsy, simplified, welcoming
Offer: Pre-order online
78. We see a close-up photo of a
young guy wearing a t-shirt.
He’s wearing his seatbelt.
The seatbelt is covering up
some of the words.
The copy reads,“Buckle up.
Stay alive.”
Here’s a small Province of
Quebec logo.
86. Days Before
Right Before
The Presentation
Get a signed-off brief
Agree on your standards
Try for face-to-face
Prepare mind and soul
Re-brief
Set the stage
Tell them what you’re after
Own the room
Put on a show
Explain what they’re seeing
Use your checklist
Tell how you’ve solved the problem
Be explicit about next steps
Shut up
88. Presentation Agenda
1.Why we’re here today
2.The problem we’re trying to solve
3. Here it is!
4.Why this work solves the problem
5. Do we agree?
6.What we’ll do next.
96. Research Highlights:
The at-risk don’t care much about cancer.
“Not very” or “not at all” concerned about getting cancer:
57%
Spend “a little” or “almost no” effort staying up to date on the
latest approaches to cancer treatment:
82%
96
98. Research Highlights:
No organization has a strong position.
Rates concept statement as “extremely” or “very” important:
“Highest Survival Rates”
77%
“Personalized, Genetic Medicine”
70%
98
100. What’s the single take-away?
100
You should consider the
Swedish Cancer Institute
because we now use
genetic sequencing, an
exciting new advancement,
to lead us to the most
effective treatment plan.
103. Listen Up
Copy Revised 3-29-14
They can intercept the genetic profile of a
patient’s cancer cells, and then prescribe a
personalized therapy.
RICHARD: Hey, Cancer...When you try to harm
people with your sorry cancer cells...
I’m going to explain it for you real quick: SCI!and you go up against the Swedish Cancer Insti-
tute, what result do you think you’re gonna get?
RICHARD: Hey, Cancer, you know what
happens when the Swedish Cancer Institute
comes after you? Game.
That is not mediocre. That is extraordinary. [That
is what you want.]
106. 8. Let’s present.
> Choose a creative sample to present
> Write your takeaway sentence
> Write your presentation notes (10 minutes)
> Give a 5-minute presentation
> We’ll give you a 5-minute critique
126. He’d remind you what this assignment was:
Create a multi-media campaign to:
1. Build preference for the Swedish brand
2. Drive people to take a free online health screening
127. But then he’d say, this is the actual priority of the message:
Build preference
Get screenings
128. He’d say that there are lots of different stages in the purchase cycle
OrthoHealthy
Former
Patient
PatientAt-Risk DiagnosedDiagnosed
MD
129. But, when you use mass media, you’re mostly talking to these guys
OrthoHealthy PatientAt-Risk DiagnosedDiagnosed
MD
Former
Patient
130. And this is what they think of health care and hospital ads
We
don’t
care
131. He would remind us that women, not
men, are the most important audience
X XXX X
135. He’d remind us not to say these words:
Leading edge
State of the art
Compassion
Care/Caring
Excellence
Right here at home
136. He’d remind us not to show these images:
Docs in white coats
Docs in blue scrubs
Docs in green scrubs
Docs with arms crossed
Happy couples on bikes
Big buildings
137. Then he’d light up a new one and ask
if you have any questions
138. He’d say good bye, good luck, and
then he’d step out to “take a call.”
139.
140.
141.
142. If you must send PDFs,
password protect them,
and give out the
password at the
beginning the call.