The Pitch Process: Turning client briefs into great ideas, then selling them

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As clients have more customers, stakeholders and channels than ever, briefs are getting more confusing; lacking focus, strategy and asking for the "moon on a stick". As the agency, it's getting harder to know where to focus with our ideas and strategy, then sell it effectively. This presentation was originally delivered at Miami Ad School's New York campus as part of the "Industry Heroes" lecture series.

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The Pitch Process: Turning client briefs into great ideas, then selling them

  1. 1. © Copyright 2013 Beyond. All rights reserved. Private and Confidential Miami Ad School - July 2013 the pitch process
  2. 2. © Copyright 2013 Beyond. All rights reserved. Private and Confidential Leads a team of creatives, planners, analysts and generally smart people. Responsible for managing clients. who the hell are we? Let’s introduce ourselves ! Creative social planner who drives program development for Beyond’s global client base Matt Basford Director, Beyond NY Ben Martin Head of Planning
  3. 3. © Copyright 2013 Beyond. All rights reserved. Private and Confidential INSIGHT TECHNOLOGY SOCIAL LESS FINANCIAL RISK, MORE CREATIVE PRECISION, AWESOME RESULTS a little bit about us
  4. 4. © Copyright 2013 Beyond. All rights reserved. Private and Confidential WE drive brand engagement through the CREATIVE application of technology
  5. 5. © Copyright 2013 Beyond. All rights reserved. Private and Confidential create let’s talk about how to Great ideas don’t come cheap What we are going to talk about today Go selland them
  6. 6. © Copyright 2013 Beyond. All rights reserved. Private and Confidential A QUICK PRIMER
  7. 7. © Copyright 2013 Beyond. All rights reserved. Private and Confidential WHAT ARE CLIENTS LIKE? REALLY
  8. 8. © Copyright 2013 Beyond. All rights reserved. Private and Confidential clients don’t know what they want
  9. 9. © Copyright 2013 Beyond. All rights reserved. Private and Confidential they have more customers than ever
  10. 10. © Copyright 2013 Beyond. All rights reserved. Private and Confidential more stakeholders than ever
  11. 11. © Copyright 2013 Beyond. All rights reserved. Private and Confidential so many channels to cover
  12. 12. © Copyright 2012 Beyond. All rights reserved. Private and Confidential It used to be really...
  13. 13. © Copyright 2013 Beyond. All rights reserved. Private and Confidential 20 years ago HR Consultants brand HR pr finance operations strategy marketing learning r&D product development sales PR Accountants Management Consultants Branding Agencies Ad Agencies Corporate Training Consultants Sales Consultants Product design & innovation agencies
  14. 14. © Copyright 2013 Beyond. All rights reserved. Private and Confidential and then the web came along brand HR pr finance operations strategy marketing learning r&D product development sales Brand website Online ads
  15. 15. © Copyright 2013 Beyond. All rights reserved. Private and Confidential and got useful for more things brand HR pr finance operations strategy marketing learning r&D product development sales Brand website Online ads Social E-commerce SEM “Fun” apps
  16. 16. © Copyright 2013 Beyond. All rights reserved. Private and Confidential and a few more things brand HR pr finance operations strategy marketing learning r&D product development sales Social analytics Digital supply chains Digital transformation / change management E-Recruiting E-Learning Co-creation Crowdsourcing “Serious” apps Digital product design & testing Digital service design Brand website Online ads Social E-commerce SEM “Fun” apps
  17. 17. © Copyright 2013 Beyond. All rights reserved. Private and Confidential everybody’s getting into each others’ business Just a few examples... branding PR management consultancies data analytics Design social advertising digital Accenture buying Fjord W+K aces social with Old Spice WCG buying predictive analytics firm WPP buying AKQA PR + data analytics digitalADVertising + ADVertising+social +management consultancies Design
  18. 18. © Copyright 2013 Beyond. All rights reserved. Private and Confidential SO WHAT’S THE NET?
  19. 19. © Copyright 2013 Beyond. All rights reserved. Private and Confidential briefs are getting more confusing
  20. 20. © Copyright 2013 Beyond. All rights reserved. Private and Confidential some stats... 20% 27% 53% found briefs complete but lacking focus found briefs incomplete and inconsistent found briefs complete and focused Source: Joanne Davis Consulting ...in a 2013 survey of 200 agency heads
  21. 21. © Copyright 2013 Beyond. All rights reserved. Private and Confidential some confusing things that we’ve seen in briefs...
  22. 22. © Copyright 2013 Beyond. All rights reserved. Private and Confidential ...leading to direct roi via sales leads” “the goal is conversation and brand awareness...
  23. 23. © Copyright 2013 Beyond. All rights reserved. Private and Confidential “we’re looking for a completely immersive... ...but ultimately simpLE EXPERIENCE”
  24. 24. © Copyright 2013 Beyond. All rights reserved. Private and Confidential “we’re looking for a very focused campaign... ...the audience is anyone from ages 18 - 50”
  25. 25. © Copyright 2012 Beyond. All rights reserved. Private and Confidential DEFINITION OF A STRATEGY: KNOWING WHAT NOT TO DO (THERE ARE ALWAYS TOO MANY THINGS WE CAN DO)
  26. 26. © Copyright 2013 Beyond. All rights reserved. Private and Confidential some (more) stats... 2% 3% 45% 49% clients have “limited” strategic capabilities clients have “adequate” strategic capabilities clients have “excellent” strategic capabilities Source: Joanne Davis Consulting didn’t respond
  27. 27. © Copyright 2013 Beyond. All rights reserved. Private and Confidential we are (meant to be) the experts!
  28. 28. © Copyright 2013 Beyond. All rights reserved. Private and Confidential but we make it hard for ourselves
  29. 29. © Copyright 2013 Beyond. All rights reserved. Private and Confidential it’s time for a different view
  30. 30. © Copyright 2013 Beyond. All rights reserved. Private and Confidential THE REDUX PROCESS
  31. 31. © Copyright 2013 Beyond. All rights reserved. Private and Confidential BrandBriefing inputs agencyUnderstanding Our know how...Their agenda... REDUX process Starts Here: VERSUS
  32. 32. © Copyright 2012 Beyond. All rights reserved. Private and Confidential STRATEGY AND PLANNING: IS A REDUX PROCESS. BOILING DOWN. REDUCING THE STOCK. GETTING FUNDAMENTAL.
  33. 33. © Copyright 2013 Beyond. All rights reserved. Private and Confidential step 1: boil it down create a one sentence brief
  34. 34. © Copyright 2013 Beyond. All rights reserved. Private and Confidential step 2: assess the situation do your research
  35. 35. © Copyright 2013 Beyond. All rights reserved. Private and Confidential turn unstructured data into insights & strategy who influences them? where Does the audience spend their time? What drives consideration? What drives brand Preference & emotional connections? ?
  36. 36. © Copyright 2013 Beyond. All rights reserved. Private and Confidential are there White space opportunities for content? what do they search for? what are they talking about? what content will they share? turn unstructured data into insights & strategy
  37. 37. © Copyright 2013 Beyond. All rights reserved. Private and Confidential step 3: outline the strategy in just a few simple statements
  38. 38. © Copyright 2013 Beyond. All rights reserved. Private and Confidential now it’s time to communicate your ideas some things to remember...
  39. 39. © Copyright 2012 Beyond. All rights reserved. Private and Confidential BULLETS ARE FOR SUCKERS
  40. 40. © Copyright 2012 Beyond. All rights reserved. Private and Confidential MAXIMS ARE FOR CHAMPS
  41. 41. © Copyright 2012 Beyond. All rights reserved. Private and Confidential A PICTURE PAINTS A THOUSAND WORDS
  42. 42. © Copyright 2012 Beyond. All rights reserved. Private and Confidential AN ANALOGY PAINTS A THOUSAND PICTURES
  43. 43. © Copyright 2013 Beyond. All rights reserved. Private and Confidential SALESOPPORTUNITY CLIENTRFPDOC BYNDBRIEFDOC BRAINSTORM REDUX RESEARCH STORYBOARDING CREATIVETHREAD Three simple steps: #1 - distilling the brief #2 - stating the situation analysis #3 - reducing our creative strategy to simple statements. A copy written description of our creative treatment. The Brief Distilled Situation Analysis Creative strategy REDUX workflow:
  44. 44. © Copyright 2013 Beyond. All rights reserved. Private and Confidential THE IDEA ISN’T ENOUGH
  45. 45. © Copyright 2013 Beyond. All rights reserved. Private and Confidential sell it
  46. 46. © Copyright 2013 Beyond. All rights reserved. Private and Confidential CLIENTS ARE ALWAYS QUESTIONING HOW MUCH WORK YOU ARE CREATING FOR THEM
  47. 47. © Copyright 2013 Beyond. All rights reserved. Private and Confidential AND, YET, WHAT DO THEY WANT?
  48. 48. © Copyright 2013 Beyond. All rights reserved. Private and Confidential M.O.A.S
  49. 49. © Copyright 2013 Beyond. All rights reserved. Private and Confidential MOAS?
  50. 50. © Copyright 2013 Beyond. All rights reserved. Private and Confidential MOON.ON.A.STICK
  51. 51. © Copyright 2013 Beyond. All rights reserved. Private and Confidential SO WHAT SHOULD YOU DO?
  52. 52. © Copyright 2013 Beyond. All rights reserved. Private and Confidential REMEMBER: THEY ARE BUYING YOU AS MUCH AS THE IDEA
  53. 53. © Copyright 2013 Beyond. All rights reserved. Private and Confidential FOCUS ON RELATIONSHIPS
  54. 54. © Copyright 2013 Beyond. All rights reserved. Private and Confidential set the stage: Find common ground
  55. 55. © Copyright 2013 Beyond. All rights reserved. Private and Confidential GET YOUR FOOT IN THE DOOR
  56. 56. © Copyright 2013 Beyond. All rights reserved. Private and Confidential “Foot-in-the-door (FITD) technique is a compliance tactic that involves getting a person to agree to a large request by first having that person agree to a modest request. The foot-in-the- door technique succeeds owing to a basic human reality that social scientists call ‘successive approximations’. FITD works by first getting a small 'yes' and then getting an even bigger 'yes.'”
  57. 57. © Copyright 2013 Beyond. All rights reserved. Private and Confidential SELL OUTCOMES NOT TACTICS MAKE THE CLIENT THE HERO
  58. 58. © Copyright 2013 Beyond. All rights reserved. Private and Confidential prepare to pitch your idea in 1 minute with no notes. answer: so what?
  59. 59. © Copyright 2013 Beyond. All rights reserved. Private and Confidential But... respect your own time. if the client is late (really late), reschedule.
  60. 60. © Copyright 2013 Beyond. All rights reserved. Private and Confidential STAND FOR SOMETHING
  61. 61. © Copyright 2013 Beyond. All rights reserved. Private and Confidential “Make your product so good, so addictive, so ‘can’t miss’ that giving customers a small, free taste makes them come back with cash in hand.”
  62. 62. © Copyright 2013 Beyond. All rights reserved. Private and Confidential THANK YOU timefor your

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