The Art Of The Creative Pitch

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Pitching your designs, ideas, media and marketing can be the culmination of all your hard work. It can also be the hardest part! Walk through this helpful guide for pitching your marketing campaigns and related initiatives.

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The Art Of The Creative Pitch

  1. 1. The Fine Art of Pitching Your Creative © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  2. 2. Hi. @justicemitchell© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  3. 3. Reality Of The Pitch© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  4. 4. Fantasy & Fun Crushing© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  5. 5. Creative Development Process & Structure © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  6. 6. Creative Development Structure GOAL AUDIENCE COMPETITIVE KEY EMOTIONAL ASSESSMENT & PERSONA ANALYSIS DIFFERENTIATORS STATES BRAND REVIEW STANDARDS & TEST VISUALS: TONE COLOR EXECUTIONAL STORYLINE VOLUME CREATIVE REFINEMENT VARIATIONS MANTRA IMPACT SIZE © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  7. 7. Pitching Creative© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  8. 8. Pitching CreativeThere are all kinds of creative and levels at which you will pitch them including (but not limited to): • Identities & logotypes • Single executions, short-run campaigns & one offs • Campaigns & storytelling development • On/Offline media planning • Brand construction • Fully integrated campaigns © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  9. 9. Pitching Creative: Identities & Logos GOALS AUDIENCE COMPETITION KEY DIFFERENTIATORS EMOTIONS STORY VISUAL © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  10. 10. Pitching Creative: Single Executions & Short-Run Campaigns GOALS AUDIENCE COMPETITION KEY DIFFERENTIATORS EMOTIONS STORY VISUAL © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  11. 11. Pitching Creative: Campaigns & Storytelling GOALS AUDIENCE COMPETITION KEY DIFFERENTIATORS EMOTIONS STORY VISUAL © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  12. 12. Pitching Creative: Brand Construction GOALS AUDIENCE COMPETITION KEY DIFFERENTIATORS EMOTIONS STORY VISUAL © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  13. 13. Pitching Creative: On/Offline Media Planning GOALS AUDIENCE COMPETITION KEY DIFFERENTIATORS EMOTIONS STORY VISUAL © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  14. 14. Pitching Creative: Integrated Campaigns GOALS AUDIENCE COMPETITION KEY DIFFERENTIATORS EMOTIONS STORY VISUAL © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  15. 15. Pitching Creative: Integrated Campaigns © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  16. 16. The Modern Media Landscape © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  17. 17. Owned, Earned & Paid Media Models: Defined Owned Earned PaidCollateral & Direct Response Public Relations Print AdvertisingWeb, Mobile & Tablet Site Word-of-Mouth Advertising NetworksBlog & Video Content Speaking Engagements Paid SearchSocial Media Channels Awards, Recognition AffiliateEmail/SMS & Lists Search Engine Optimization Co-Op & AdvertorialsLocation Marketing Social Distribution SponsorshipsCustom Apps Customer Support Specials & CouponsIntellectual Property Buzz/Viral/Mass Opinion Outdoor & Trade Shows Intelligence Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive Modeling UI/UX Testing • Optimization • Progressive Refinement © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  18. 18. The Checklist© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  19. 19. Pitching Creative: The ChecklistBefore entering a pitch, you MUST research, discover and receive "buy-in" on a number of thingsin order to earn the clients trust and the elusive "approval:" ✓ Define and approve the budget (this can change AFTER you pitch) ✓ Define the client’s goals and objectives ✓ Define the audience, demo and geographic location of the intended customer ✓ Define the media types you are prepared to create for within the budget ✓ Define the schedule of the creative and its perceived ROI © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  20. 20. The Disaster Scenario© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  21. 21. The Pitch© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  22. 22. Pitching Creative: Who’s In The Room? • The client(s) – duh. • Account representative (Account Executive) • Creative representation (Creative Director) • Interactive/development representation (ICD/IAD; Developer) • Agency Executive (Partner, VP, Executive)Alternates: • TBD based on campaign complexityDRESS THE PART! • Organized • Cool • Budget Conscious • Creative • Logical • Unexpected • Professional • Passionate © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  23. 23. Pitching Creative: The Pitch • Open with a story of how you got to this point in the process • Be positive and entice the room to feel your excitement about what they’re about to see • Talk about the process and the “countless” concepts that have lead you to: • Concept 1 - (Insert story title narrative here) • Concept 2 - (Insert story title narrative here) • Concept 3 - (Insert story title narrative here) - THE WILD CARD © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  24. 24. Pitching Creative: What To Show © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  25. 25. Pitching Creative: What To ShowK.I.S.S. © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  26. 26. Pitching Creative: The Concepts “Fuzzy Puppies” “Guard Dogs” “Satan’s Bulldozers” 1 2 3 Safe Creative Moderate Risk Unexpected & Risky © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  27. 27. Pitching Creative: Campaign Elements“Fuzzy Puppies” OWNED, EARNED & PAID DEPLOYMENT & TIMING INTENDED RESULTS 1 TACTICS GOALS © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  28. 28. Pitching Creative: Recommendation YES © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  29. 29. Creating “Dad’s Decision”© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  30. 30. Pitching Creative: The Jedi Mind Trick • Make sure the clients seen ALL the work before commenting • If asked for a recommendation - have one. Be sure to point out, however, that ALL the examples will work for their needs and be successful • Listen and understand the clients concerns. Have someone taking notes at all times • Assess any concerns as they pertain to the goals • Define how the creative has accomplished the goals (ideally beyond what was requested) • If you have case-study materials from previous clientele – support the ROI • Review final comments and close the meeting • If they do not like any direction, do not give them the work as a “leave-behind” • Always leave upbeat and positive that you will deliver the perfect FINAL for Approval © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  31. 31. Post Pitch Communications © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  32. 32. Pitching Creative: Constant Intel’ • Immediately compile all notes and email them to the client to ensure you didn’t miss anything • If you feel firmly that unchosen piece of creative could work ASK if you can bring it back with the revisions to the version that the client selected • Follow up prior to secondary review to ensure the client that things are going smoothly and that you’re quite sure they’ll LOVE the results • Re-pitch revised work • Restate your position and explain how you applied the revisions to the new design • Reveal, Pitch & Pray ... © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  33. 33. Secret Weapons & Kill Moves © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  34. 34. Pitching Creative: Self Protection • All your work should be contractually approved prior to start • Assign the client a contact person (AE); request a single point of contact with client for approvals • Keep strict hours, descriptions on work performed and labor rates for each duty • Use an online approval management system (AMS) such as Basecamp (www.basecamphq.com) • Apply the fee for the (AMS) within your contract © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  35. 35. Pitching Creative: Self Protection Continued • Your schedule should have “not to exceed” hours written within your revision process • Issue change orders to clients who abuse the contracts - AKA “SHOCK COLLARS” • Make sure all work created can be used within your portfolio contractually • Ensure your contract allocates additional charges for fonts, photos and external vendors if necessary • Make sure you create and receive approval signatures THROUGHOUT the process of the work • Contract Signing • Research Approval • Creative Approval • Project Closure © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
  36. 36. Questions & Statistically Probable Answers “JusticeMitchell” - Twitter, Skype, AIM, Gmailwww.JusticeMitchell.com © 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED

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