Why a Pitch is a Bomb?

1. Suddenly happens 2. Breaks the daily routine 3. Needs time, more time, much more time 4. But all the things must be done in a short time 5. Always a tense process 6. Brings nervous (breakdown) 7. Needs attention and care 8. Planning is a must 9. Makes Boss Nervous!

Requirements for a Pitch

1. A great project manager 2. A well written brief 3. A good strategy 4. Brilliant idea and a good story* 5. Excited creatives and calm account

people 6. Time management is vital 7. Overtime working hours 8. A well executed presentation 9. Lots of Orange ! 10. JOY and Enthusiam

* Numbers tell, Stories sell

The Process

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

Who is in the room? • The client(s) • 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

In 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

The Concept

Campaign Elements

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

Secret Weapons and Kill Moves

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

Self Protection

Secret Weapons and Kill Moves

• 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

Self Protection

May the God of Pitch be with you!

Thank you…