the art of the pitch - full overview

CONNOR SWEGLE [email protected] 207 9199

THE ART OF THE PITCHHOW TO CONNECT WITH CLIENTS, DELIVER YOUR IDEAS, AND PRESENT WITH CONFIDENCE, TO GIVE YOUR WORK THE BEST CHANCE FOR SUCCESS.

mailto:[email protected]


http://livepage.apple.com/




THE ART OF THE PITCH

OBJECTIVE

OVERVIEW

I want you to be better at your job

&

get more ideas approved

by

having more confidence in the pitch

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OVERVIEW

• About the Pitch

OVERVIEW

• Prepping for the Pitch

• Delivering the Pitch

• Owning the Pitch

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ABOUT ME

LA, NYSalesMain Titles/Promo

EXPERIENCE

MONTGOMERY • COcreative

NY, LA, DC, ATLNational Sales/EPPromo/Rebrands/VFX

NY, LA, DC, ATL, LON, PARGlobal SalesPromo/Rebrands/Campaigns

NY, LA, DC, ATL, CAN, S.AmEP/Account DirectorBrand Strategy, Rebrands, Campaigns

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AboutTHE PITCH

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EXPERIENCE

YOUR IDEA


“A person can have the greatest idea in the world. But if that person can’t convince enough other people, it doesn’t matter” - Gregory Burns

ABOUT THE PITCH

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What are the different types of pitches?

Capabilities Design Branding Campaigns

Are we the right strategic partner for you?

Do we have the best creative for the challenge?

What is best approach for you and how can we bring that to life?

How do engage and inform audiences?

ABOUT THE PITCH

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PITCHER CLIENT

...I want...

...my job is to...

...my goal is to...

time and budget

develop strong creative solutions

do innovative work

speed and impact

make efficient decisions

move the business forward

Clients and pitchers have different motivations

ABOUT THE PITCH

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PITCHER CLIENT

Clients and pitchers have different motivations

IDE

A

coolest shit in the world

what I knowwill work for the business

ABOUT THE PITCH

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Grounded, well-pitched ideas, can stand out

ABOUT THE PITCH

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This is not the first pitch your client has seen

• 12+ Hour days

• 365 day schedule

• Hundreds of emails

• Thousands of pitches

ABOUT THE PITCH

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There is no perfect pitch

Focus on: connecting: Asking the right questions clarity: Focusing your presentationpresence : Confidence and ownership

ABOUT THE PITCH

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PREPPINGFOR THE PITCH

PITCHTHE


PreppingFOR THE PITCH

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“The secret to selling great work is to sell the idea of the work before you sell the work.- Peter Coughter

PREPPING FOR THE PITCH

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Your prep should connect what your client wants and what you will be offering

1. Understand the assignment2. Determine the client’s #1 objective 3. Surface constraints4. Build a winning strategy brief5. Engage with the client6. Block it out


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1. Understand the assignment

What is the property?What are the deliverables?When is it due?What is the budget?



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2. Determine the client’s #1 objective

What do they want to be different after the project?How would they measure success?What are they looking for in the pitch to select the winning idea?



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3. Surface constraints

Are they envisioning a solution already?TalentSource MaterialsTeamSign-off Process



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4. Build a winning strategy briefAm I ensuring that I have hit all the main points to be successful? - Assignment - Goal - Approach - Outcome



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4. Build a winning strategy briefEXAMPLE: Assignment: On-Air Promo Campaign for Longmire’s Final Season (:30, :15)Goal: We want resonate with core viewers and critics to cement the network as a premium content provider using Walt is a unique character and throwback to an earlier timePitch Approach: Three approaches, Live Action to Composited Desired Outcome: Select one campaign to move forward



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5. Engage with the client

Get them on board before the pitch to make them part of the process

Use pre-presentations or even the meeting invite



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“I want to make sure that the time is the most effective for you, so I understand the objective to be...”

Subject: Pitch meeting to review Todd’s Promo ConceptsEmail: Reviewing concepts that will engage new viewers around the talent for the Final Season of Longmire



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6. Block it out

Use your winning strategy brief as a guide

Build a living outline with note cards or loose paper that you can fill as you develop your creative


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1. Understand the assignment2. Determine the client’s #1 objective 3. Surface constraints4. Build a winning strategy brief5. Engage with the client6. Block it out


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DeliveringTHE PITCH

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EXPERIENCE

“You know, The Matrix is a difficult concept to pitch. In the pitch, I just didn’t see it.”

An effective pitch clearly delivers the message and convinces clients

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Your pitch should clearly establish client confidence that you understand the challenge and

have unique solutions

1. Assess the environment2. Intro: State why you are there 3. Overview: Show that your client’s goal is your goal4. Concepts: Multiple organized concepts 5. Conclusion: Navigate to a decision

DELIVERING THE PITCH

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1. Assess the environment



Prep: Have materials and tech ready beforeTiming: Ask about time frameAudience: Focus on your client with respect for the room


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introduction

overview

Hi I am...and I specialize in...I have...to show you todayto get your feedback in order to...

The goal of the assignment is to...I have [multiple] approaches to share

concepts TitleDescriptionDesign/Writing

conclusion OverviewNext StepsOpen Questions


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• Establish presence• Make a personal connection with

expertise• Be clear about what they are going to

see• Tell them what you need from them

and confirm your timing

State why you are there

introduction

overview






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• State how you are going to move their business forward

• Reflect a knowledge of the subject

• Multiple examples give variety, choice, and proof that all avenues have been inspected

Show that your client’s goal is your goal

introduction

overview






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• Have we left anything out?

• I am moving quickly, are we in line with the discussions to date?

• This is the accurate goal, correct?

• This feedback will help you pivot

Note: confirming questions help, if your room seems confused, or not engaged

introduction

overview






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• The title gives familiarity, like knowing someone’s name

• The description gives it character• Organize big to small• They want to see the pictures• Don’t speak to what they CAN see,

speak to what they CAN’T

Multiple organized concepts

introduction

overview

Hi I am...and I specialize in...I have...to show you todayto get your feedback

The goal of the assignmentI have [multiple] approaches




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• Next steps give momentum• Open questions help them give

feedback

Navigate to a decision


introduction

overview





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1. Assess the environment2. Intro: State why you are there 3. Overview: Show that your client’s goal is your goal4. Concepts: Multiple organized concepts 5. Conclusion: Navigate to a decision

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Owning the pitch

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Your presence should make the client confident that you are the right person for the job

1. Be Concise2. Present Yourself3. Use Your Ears/Eyes4. Plan For the Unexpected5. Have fun

OWNING THE PITCH

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1. Be Concise

It’s not “kinda like” anythingOr “Basically” “Pretty Much” or “So Forth”

Extra slides dilute impact


OWNING THE PITCH

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2. Present Yourself

The Keynote shouldn’t be the only thing that is cleaned up


OWNING THE PITCH

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3. Use Your Ears/Eyes

Listen to feedback and acknowledge what you are hearing

Ask questions throughout

If focus wanes: “Am I stuck in the details on this one?”

If all fails (and that’s very ok): “I hear you”


OWNING THE PITCH

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4. Plan For the Unexpected

Know your slides without having to see them

Ask yourself the hardest question before

Don’t dig in harder if your client doesn’t understand


OWNING THE PITCH

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5. Have fun

OWNING THE PITCH

It is YOUR room

They want you to succeed

If you are likable, clear, and prepped, you are already 100% someone worth sitting down with


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1. Be Concise2. Present Yourself3. Use Your Ears/Eyes4. Plan For the Unexpected5. Have fun

OWNING THE PITCH

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Overview of the pitch

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OVERVIEW

PREPPINGFOR THE PITCH

DELIVERINGTHE THE PITCH

OWNINGTHE THE PITCH1. Be Concise

2. Present Yourself

3. Use Your Ears/Eyes

4. Plan For the Unexpected

5. Have fun

1. Assess the environment

2. Intro: State why you are there

3. Overview: Show that your client’s goal

is your goal

4. Concepts: Multiple organized concepts

5. Conclusion: Navigate to a decision

1. Understand the assignment

2. Determine the client’s

#1 objective

3. Surface constraints

4. Build a winning strategy

brief


6. Block it out

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THANK YOU

CONNOR SWEGLE [email protected]

Impact through partnership for Creative Agencies,Entertainment Media Executives & Brand Managers

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the art of the pitch - full overview

Marketing

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