This entertaining presentation on how to build and deliver killer presentations and pitches was given to the Hispanic marketing association AHAA! ar their annual conference: Miami 4/27/15. The presentation is from my book, "The Levitan Pitch. Buy This Book. Win More Pitches."
11. Peter Levitan
16 YEARS AT SAATCHI & SAATCHI: RAN BUSINESS
DEVELOPMENT IN LONDON AND NEW YOURK
7 AS CEO AT TWO INTERNET START-UPS
9 AS CEO AT CITRUS ADVERTISING
3 AT PETER LEVITAN & CO. ADVISING
ADVERTISING AGENCIES ON NEW BUSINESS
www.peterlevitan.com
37. 1. Have the client clearly stated
what they need?
1. Have they discussed their
budget and compensation?
2. Do you know the clientâs
Agency selection criteria?
38. 4. Have you met with the client or
search consultant?
5. What is the clientâs agency
history?
4. Should this client hire you?
63. PROCESS: Budget & Checklist
What is the budget?
âOh shit, did you confirm, which
building, do you have the connector,
who has the leave behind?â
64. PROCESS: âWar Roomâ
The hub = focus
Physical format to frame issues
Timetable & responsibilities
Google / Basecamp / ProofHub
68. âThe single biggest mistake that agencies
make is that they are still desperate to talk
about themselves, but the best ones talk about
the client from the off.â
Angus Crowther.
69. CONTENT: Client Think
The pitch is about âthemâ
Understand their rational and
emotional needs
Winning is about minds and hearts
70. âNo one, in fact, wants to âbuyâ advertising,
or media, or digital, or public relations.
Rather, prospects are interested in solving
their Business Issues.
Smart agencies bond with prospects around
their problem â their business issue â not the
agency solution.â
Robin Boehler.
92. âApproximately half of advertising professionals
surveyed by Provoke Insights say they are
dissatisfied with the current internal approach
to pitching.
Unrealistic timelines.
Long work hours.â
47%
93. PREP: The Agency System
Take the time to get it right
Have a standardized RFP
and Pitch System
But, be carefulâŚ
94.
95. PREP: No Excuses
Blind dates are so yesterday
Hire an industry expert
Hone the client personas
The reverse look-up LinkedIn trick
96.
97. âDavid is one of the most passionate and
innovative marketers in the business.
David's knowledge and insights into the
brand strategy process (vision,
segmentation, target customer, positioning,
etc...) enabled him to lead a global team in
the development of Mazda's global brand
positioning centered around "Zoom-Zoom".
Having worked for David in Japan, I
witnessed how he easily adapts to his
environment, working cross-functionally and
cross-culturally.â
KIAâs EVP Michael Sprague⌠Strategic
98. Passionate and innovative marketer
Brand strategy process
Lead a global team
Global brand positioning
Cross-functionally and cross-culturally
KIAâs EVP Michael Sprague⌠Strategic
109. âPractically every consultant, or 96% of the
sample, pointed to âchemistryâ as the key factor
for winning.
But what exactly is chemistry? Generally
speaking it is simpatico between the client and
agency teams.â
Avidan Strategies
110. âMost agencies donât pay enough attention to the
chemistry and culture aspects of their pitch. Where
do the philosophies and values of their firm align
with those of the client?
Are your people communicating well and easily with
each other in the pitch? How are your folks attired vs.
those on the client side? Do they talk numbers and
you talk general concepts? Are they all business and
youâre all smiley?â
Bob Wolf