Cg&web 2010 Xentio Steve 30 million

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Steve Keil from Xentio shouts about creating better presentations.

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Cg&web 2010 Xentio Steve 30 million

  1. 1. GOAL
  2. 2. (Million)
  3. 3. What’s the Point?
  4. 4. Fame
  5. 5. Recognition
  6. 6. DONATIONS
  7. 7. AGREE
  8. 8. ACTION
  9. 9. ROI
  10. 10. What’s the Problem?
  11. 11. Most of them are REALLY bad.
  12. 12. Why does this matter?
  13. 13. You’re killing us; your business; and your reputation.
  14. 14. Prove it, Steve
  15. 15. KILLING
  16. 16. Cycle of Doom
  17. 17. Bad Presentation Communicate Poorly Bad Image (yourself, company) Less Sales (less jobs, customers) Less Money 1 2 3 4 5
  18. 18. Bad Presentation Communicate Poorly Bad Image (yourself, company) Less Sales (less jobs, customers) Less Money 1 2 3 4 5
  19. 19. Communications Model Creators Recipients Messages Media Approach Imagine & create a message Observe, understand, believe ACT. (PRESENTING) Input Output PROCESSING
  20. 20. Communications Model Recipients Messages Media Approach Observe, understand, believe ACT. (PRESENTING) GOAL PROCESSING
  21. 21. Communications Model Recipients Messages Media Approach Observe, understand, believe ACT. (PRESENTING) GOAL PROCESSING
  22. 22. Bad Presentation Communicate Poorly Bad Image (yourself, company) Less Sales (less jobs, customers) Less Money 1 2 3 4 5
  23. 23. Cycle of Doom
  24. 24. Bad Presentation Communicate Poorly Bad Image (yourself, company) Less Sales (less jobs, customers) Less Money 1 2 3 4 5
  25. 25. Bad Presentation Communicate Poorly Bad Image (yourself, company) Less Sales (less jobs, customers) Less Money 1 2 3 4 5
  26. 26. Examples:
  27. 27. Slide #... 56 (of 187)
  28. 28. 56 Push and standardise e-channel (web touchpoint) Source: XYZ Team Topic description and scope Description • Achievement of a shift from manual/direct interaction with the customer to an electronic one (internet/EDI) and thus – Improving efficiency with corresponding DOE reduction – Decreasing DSO – Increasing compliance and accuracy of documentation/reporting – Gaining more customer insight, e.g., preferences, potential business – Satisfying customer requirements – Creating a new sales channel to tap small businesses and individuals – In addition to the above, define processes to motivate customers to use 100% the e- channel In-scope • Processes incl. – Account creation (credit application) – Credit approval – Online quoting request – Compliance check of shipment and compliance support – Specification of requirements for implementation of a self-service (e.g., e-selling) customer portal potentially reusing existing customer facing applications – All currently offered value added services – Integrated up- and cross-selling – Customer e-connectivity, i.e., link to standard e-procurement tools – Interfaces to other channels, e.g., customer self-service Out-of-scope • Product design, pricing definition, and tariff and product maintenance • New track & trace systems • New tariff and pricing system • Customer master data base • CRM analysis • Customer service functionality • Roles and responsibilities for the organisation (sales, operations, finance, etc.) Strategic themes Business relevance and implementation complexity DOE reduction Customer intimacy Trans- parency Business risk Implementa-tion complexity 2 Low Moderate High
  29. 29. And now, Slide # 58 (of 187)
  30. 30. 58 Physical operations (2/4)5 Execute export operations Perform freight handling instructions as per local requirements M M I/O Get sign-off from carrier (shipment acceptance) M M I/O Core operations systemTransactional operations * Trucks, plane, etc. ** Overall contour, e.g., Q6, Q7 • Shipment monito- ring Transactio- nal ops • SOP Perform freight handling instruc- tions M M I/O M M I/O Do build-up (consolidation)* and map shipment to ULD/ move- ment M M I/O Present documen- tation to customs M M I/O Produce shipment labels M M I/O Check weigh (and dimen- sions) M M I/O Map ULD to move- ment* M I/O Get sign-off from carrier (shipment accep- tance) M Transactio- nal ops M M I/O Source required ULD • Capa- city M M I/O Store and label freight* M M I/O Confirm ULD contour • House bill • Weigh • Dimen- sions • Relevant documen- tation AFR Perform freight handling instructions Store and label freight* Perform con- solidation and map to container (LCL only) Get sign-off from carrier (shipment acceptance) M M I/O M M I/O M M I/O M M I/O Core opera- tions system Transactional operations Transactional operations • SOP Transactional operations • House bill OFR – LCL OFR – FCL Transactio- nal ops Transactio- nal ops Transactio- nal ops Transactio- nal ops, capacity management Transactio- nal ops, customer service Transactio- nal ops, customer service, capacity mgmt Customs • ULD con- tour**
  31. 31. And now, Slide # 60 (of 187)
  32. 32. 60 Sales1 Actual revenues Actual costs Internal rates Main interactions Product/capacity management3 Sales Transactional operations1 4 Customer service Physical operations2 5 2 3 Cus- tomer Targets • Customer/ account profit- ability • Volume targets • Fulfillment of committed fore-cast given to capacity mgmt. • Performance of accounts pipeline (new/existing customers) Customer facing • Undi- fferenti- ated by product • Split by custom-er type and sales channel Out- side sales Self service sales Inside sales (centra- lised) Tradelaneexperts Sectorstrategy Key activities • Farming and hunting of customers • Single customer contact (key account manager for nominated accounts and pool of account managers for non-nominated accounts) • RFQ management • End-to-end product configuration and pricing • SLA calculation • Business development (incl. marketing strategy) • Campaign management • Administrative support for sales (e.g., agenda planning, data gathering) • Implementation Back office Non customer facing Sales account managers (outside and inside sales) liaise with relevant customer service key account/front-office responsible on • End to end service pricing (sales ownership) • Relevant customer events identified by sales or CS • Potential leads (up-selling/ potential churn) identified by CS Trade lane experts (sales) liaise regularly with route managers (product/capacity mgmt) on • Bilateral commitments on cargo volumes (sales) and pricing (capacity mgmt.) • Capacity imbalances/required cargo identification and special deals creation • New product design and developments (capacity mgmt) • Owner of customer relationship • Contract/terms definition and SOP creation Staff, facilities, other costs Source: XYZ Team
  33. 33. Can you imagine HOW I/YOU will FEEL
  34. 34. 186 (of 187)
  35. 35. 187 (of 187)
  36. 36. Will I
  37. 37. ?
  38. 38. BAD •Communication •Presentations
  39. 39. Good Presentations: 1. Goal 2. Significance 3. Structure 4. Simplicity 5. Are Rehearsed
  40. 40. Good Presentations: 1.GOAL
  41. 41. GOAL ROI
  42. 42. Good Presentations: 1. Goal 2. Significance 3. Structure 4. Simplicity 5. Are Rehearsed
  43. 43. Good Presentations: 2. SIGNIFICANCE
  44. 44. Why do you present? 1. Your boss told you to? 2. Give information? 3. Create Meaning! Significance
  45. 45. Meaning = Passion 1. Passion = energy 2. Energy = excitement 3. Excitement = attention 4. Attention = ACTION!! Significance
  46. 46. Communications Model Recipients Observe, understand, believe ACT!! GOAL
  47. 47. Good Presentations: 1. Goal 2. Significance 3. Structure 4. Simplicity 5. Are Rehearsed
  48. 48. Good Presentations: 3. STRUCTURE
  49. 49. 1. Make an opening • What is this going to be about? • State your GOAL. Structure
  50. 50. 2. Tell a STORY • We love stories. • Use examples (story). Structure
  51. 51. 2-3 million years Structure
  52. 52. 3. Make a limited # (3-4) of points • We won’t remember more anyway… Structure
  53. 53. 4. Close the Story • Provide a summary, restate your GOAL. Structure
  54. 54. Story = IMPACT
  55. 55. Good Presentations: 1. Goal 2. Significance 3. Structure 4. Simplicity 5. Are Rehearsed
  56. 56. Good Presentations: 4. SIMPLICITY
  57. 57. Simplicity “I apologize for the length of my letter, but I didn’t have time to write a short one.” - Mark Twain
  58. 58. Simplicity Simplicity: •Keep it simple, stupid (KISS)
  59. 59. Simplicity Simplicity: •Focused: limit your message
  60. 60. Simplicity Simplicity: •Re-write, re-write, re-write (shorter and more concise)
  61. 61. Simplicity Simplicity: •Big words are NOT impressive, (they alienate your audience) •You want your audience to UNDERSTAND
  62. 62. Simplicity Simplicity: •PowerPoint is not a book •If you feel the need to present me 187 pages of text, WRITE A BOOK.
  63. 63. Simplicity Design Rules 1. One idea per slide 2. Few matching colors 3. Few fonts 4. Images, not text Simplicity
  64. 64. Images = IMPACT
  65. 65. Example: (images & story)
  66. 66. Facts and Figures on Hunger and Poverty • In 2005, almost 1.4 billion people lived below the international poverty line, earning less than BGN 2 per day. • Among this group of poor people, many have problems obtaining adequate, nutritious food for themselves and their families. As a result, 947 million people in the developing world are undernourished. They consume less than the minimum amount of calories essential for sound health and growth. • Undernourishment negatively affects people’s health, productivity, sense of hope and overall well-being. A lack of food can stunt growth, slow thinking, sap energy, hinder fetal development and contribute to mental retardation. • Economically, the constant securing of food consumes valuable time and energy of poor people, allowing less time for work and earning income. • Socially, the lack of food erodes relationships and feeds shame so that those most in need of support are often least able to call on it.
  67. 67. 15,000,000 (Children only)
  68. 68. 41,096 (Day)
  69. 69. 1,712
  70. 70. While we sat here (1 hour)
  71. 71. (dead)
  72. 72. While we sat here (1 hour)
  73. 73. 1,712
  74. 74. Children
  75. 75. (died)
  76. 76. Emergency relief Program
  77. 77. HELP (Please: donate)
  78. 78. HELP (Please: donate)
  79. 79. YOUR HELP
  80. 80. IMPACT
  81. 81. Good Presentations: 1. Goal 2. Significance 3. Structure 4. Simplicity 5. Are Rehearsed
  82. 82. Good Presentations: 5. REHEARSED
  83. 83. Relevant
  84. 84. Designers, Copy, Ad, Marketing
  85. 85. Pitch
  86. 86. We don’t care: • About you being #1 • About your creativity
  87. 87. (Or, we shouldn’t)
  88. 88. We DO care • About ROI • And what you can do for ME, and my business.
  89. 89. We understand your business needs.
  90. 90. Sure, we are creative.
  91. 91. But we realize that for every EUR you spend, you need 1+ EUR back.
  92. 92. “If it doesn’t sell, it isn’t creative.” - David Ogilvy
  93. 93. Our campaign
  94. 94. Incorporate best practices • We illustrated a benefit • ADS WITH BENEFIT SELL MORE
  95. 95. Incorporate best practices • Didn’t use riddles • Didn’t use platitudes (meaningless phrases) • SELL LESS
  96. 96. Incorporate best practices • Easy to understand • SELL MORE
  97. 97. Incorporate best practices • TOLD them what to DO ACTION = SELLS MORE
  98. 98. Headline MS causes impotence & paralysis. It can happen to anyone.
  99. 99. Caption Underneath We’re working on a cure, but we need your help. Please donate:
  100. 100. Tested it Limited run
  101. 101. Tested it WHY?
  102. 102. Tested it WORKS!
  103. 103. Tested it Special account # for donations
  104. 104. Tested it WHY?
  105. 105. Results: MS donations increase 25%, or 250,000 EUR over the run of the ad.
  106. 106. Results: Company went nation-wide
  107. 107. Results: MS Donations increased 2.2 MILLION EURO.
  108. 108. Summary: • Keep your GOAL in mind (ROI) • Have MEANING (or don’t do it) • Have STRUCTURE (story) • Keep it SIMPLE (understanding = action) • REHEARSE (practice makes perfect) • You’re selling YOU.

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