Hogeschool van Amsterdam Interactieve Media The art of pitching Hoorcollege marketing blok 2 week 6.

Hogeschool van Amsterdam Interactieve Media

The art of pitching

Hoorcollege marketing blok 2 week 6


Learning goals

By the end of this college you should understand: What a pitch process is and why it is used by organizations Who the key players in the pitch process What the concerns are of the players in a pitch process Some best practice for preparing, giving and following-up

on pitches How you can prepare for your assessment presentations


Agenda

What is a pitch?

Why use a pitch?

The key players and their concerns

Preparing for a pitch

Giving the pitch

After the pitch

Some tips for the assessment

Summary


What is a pitch?


This is your client and they have a problem…

It is your job to show them how you can solve it


What is a pitch?

A pitch is a competitive process where a client organization tries to find an (internal/external) organization that can help them solve their problem The client organization asks more than one organization to come

up with possible solutions and then selects the best from their perspective

Usually the client organization is looking to see: Who has the best ideas to solve their problem

AND Who they can work with most effectively to implement them

Having the best ideas do not usually mean you win The combination of ideas and ability to work together is essential


Why use a pitch?


Clients use pitches to

Get other perspectives on their problem

Get a “work sample” from other organizations

Compare options and ensure the best combination of ideas and ability to work together

And sadly sometimes they use them to steal the good ideas of others Outside organizations should try to protect themselves

from this


Agencies use pitches to

Get new business

Build awareness

Gather market information

However in an ideal world most agencies would prefer not to pitch


The key players and their concerns


Players and concerns


Preparing for a pitch


The 5 Ps of pitching

Pathetic

Preparation

Prompts

Poor

Presentation

Preparation is the key


Preparation


Field Of Dreams

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are needed to see this picture.

If you build it…

…they will come

FIELD OF DREAMSX


The Field of Dreams almost never happens

Consumers generally need to be aware of solutions to their problems If you build it… …you have to tell them about it somehow… …and then… …they might come

Telling them can involve Communication

And/or Distribution


Miracles rarely occur

A miracle is a hole in your argument It means you have not thought

your story through

Or Your story is not complete

Or Your story is not being told

well

The best sign that you are expecting a miracle is the phrase “We hope that…”

Hope has no place in a pitch presentation


Scenarios help

Constructing different scenarios will help you avoid the field of dreams and miracles

Create scenarios for situations where the customer/user: First finds out about the product Is persuaded to trial and/or buy the product Uses the product in different ways Tells their friends about how much they like the product

Think of how you can ensure that they do find out, trial/buy, enjoy using and tell their friends


Preparation


Giving the pitch


A pitch is about selling

The word pitch is short for “sales pitch”

This is your opportunity to sell: Your ideas Yourself Your organization

The client organization has a problem and wants a solution You need to show them yours is the best and that you are

the right organization to help them implement it


To do this you need to

Be prepared

Be professional

Be convincing

Be visual

Tell a complete story


After the pitch


Both the client and your organization need to decide something

The client Are their ideas good? Do we believe they can deliver? Can we work with them? Do the benefits justify the cost?

Your organization Can you work with them? Do the benefits justify the costs? Do you want the contract?

You do not have to take the job if offered Although you have to get out of it carefully!


Post-pitch best practice

Review how it went with your colleagues What can you learn for future pitches?

Talk to the client and ask for feedback (especially if you were unsuccessful) Again what can you learn for the future?

If successful, negotiate terms and conditions as soon as possible

If unsuccessful, try to maintain contact with the client for the future


Some tips for the assessment

Make sure you prepare well and rehearse Watch out for the field of dreams and miracles

Where you can use visuals in place of text do so Don’t make your presentations like a hoorcollege (too much text)

Agree an earlier meeting time with your team to check the presentation and computer one last time

Be ready at the start time

Imagine that your tutor is the client Try to sell your ideas and your team

Try to tell a story

Take notes of all feedback BTW you should always take notes when talking to your client

(e.g. in the project)


Summary

A pitch is a competitive presentation aimed at showing the client that you have the best ideas and you are the best organization to work with to implement them

Preparation is the key Remember the briefing is the basis of what you present

Make sure your story is complete and strong

To pitch is to sell Make sure everything you do contributes to selling both

your ideas and your organization

Hogeschool van Amsterdam Interactieve Media The art of pitching Hoorcollege marketing blok 2 week 6.

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Transcript of Hogeschool van Amsterdam Interactieve Media The art of pitching Hoorcollege marketing blok 2 week 6.