A presentation on how to approach advertising or PR agency pitches. Practical tips for winning new business pitches.

1. This is a presentation about winning new business pitches It’s by Matthew Gain @matthewgainormatthewgain.com

2. A few things I know Winning business is one of the most important aspects of working in an agency, but it isn’t always easy to do The best agency doesn’t always win There can be many factors that can determine who the client selects that are not included in the brief Relationships matter – sometimes more than you can imagine The decision process does not commence when the presentations begin The decision process does not end when the presentations end

3. But there is something else…

4. Your presentation is a performance

5. Your desired client is the audience

6. The client will often buy the best performance. Not always the best agency…

7. How to make a great performance Know what the audience wants and treat them with respect Know the genre well Feature star performers Ensure the performance is error free Engage your audience Build anticipation and climaxes Remember it’s not over till the fat lady sings

8. Let me break it down for you

9. Know what the audience wants What the clients states in the brief may not be the real problem Do your research on the company, competitors and sector Know strengths, weaknesses opportunities and threats Speak with as many people within the organisation as possible – push hard if necessary for this access Ask them what they want/don’t want in your response Read media coverage, analyst reports, review conversations online Build a relationship

10. Know the genre well Don’t wear suits if you’re speaking to Nike Don’t wear Nike if you’re speaking to Adidas Match your team to their team Grey hairs like grey hairs Hipsters like people who ride fixies Speak the right language Even better speak their language I know that COI has worked in EMEA, but here in APAC we still think a BMU and OSG split is best That is actually a real conversation I had Know what their competitors have done and don’t copy

11. Feature star performers Give the starring roles to your best performers If the client knows your agency because of a certain individual ensure they are involved Play to strengths Not everyone is right for the spotlight, some people are better operating the spotlight If a performer is not cutting it drop them, it is for the good of the performance Know which stars are right for which audience

12. Make sure it is error free Rehearse Rehearse Rehearse Rehearse Rehearse Rehearse

13. Make sure it is error free Know the room where the performance will be given Know where you want the client to sit Take your own IT and have a back up Workshop potential questions and know who will answer them Rehearse again

14. Generate engagement Make it a conversation, not a pitch State the problem and get the client to agree - this will make them feel like part of the solution Invite feedback and adjust your suggestions on the fly

15. Build anticipation and climaxes Dress the room, this should be no ordinary meeting Do something memorable and unexpected Use props Wear a costume Maybe not use PPT? Don’t simply unveil the ‘solution’ take the audience on a journey Pause for effect

16. It’s not over till the fat lady sings The end of your presentation is not the end of the performance Follow up anything you felt was not strong and clarify anything you missed Even a no is not even the end of the performance, it is merely signifies an extended performance

17. Credits I learnt this stuff from either reading the words or learning from these people: Chris Savage (CEO STW) Michelle Hutton (CEO Edelman Aus) Samantha Allen (MD Global Consumer Marketing Ogilvy PR) Marty Kellard & Ian Elliot (Authors of Stop Bitching Start Pitching)

18. Thank you@matthewgainmatthewgain.com