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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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© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
The Fine Art of Pitching Your Creative
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Hi.
@justicemitchell
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Reality Of The Pitch
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Fantasy & Fun Crushing
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Creative Development Process & Structure
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
REVIEW & TEST
BRAND STANDARDS
Creative Development Structure
EMOTIONALSTATES
REFINEMENTEXECUTIONALVARIATIONSCREATIVE
VISUALS:TONE
COLORVOLUMEMANTRAIMPACT
SIZE
STORYLINE
KEY DIFFERENTIATORS
COMPETITIVEANALYSIS
AUDIENCE& PERSONA
GOALASSESSMENT
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Pitching Creative
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
There 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
Pitching Creative
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Pitching Creative: Identities & Logos
GOALS
AUDIENCE
COMPETITION
KEY DIFFERENTIATORS
EMOTIONS
STORY
VISUAL
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
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
Pitching Creative: Campaigns & Storytelling
GOALS
AUDIENCE
COMPETITION
KEY DIFFERENTIATORS
EMOTIONS
STORY
VISUAL
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Pitching Creative: Brand Construction
GOALS
AUDIENCE
COMPETITION
KEY DIFFERENTIATORS
EMOTIONS
STORY
VISUAL
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
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
Pitching Creative: Integrated Campaigns
GOALS
AUDIENCE
COMPETITION
KEY DIFFERENTIATORS
EMOTIONS
STORY
VISUAL
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Pitching Creative: Integrated Campaigns
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
The Modern Media Landscape
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Owned, Earned & Paid Media Models: Defined
Owned Earned Paid
Collateral & Direct Response
Web, Mobile & Tablet Site
Blog & Video Content
Social Media Channels
Email/SMS & Lists
Location Marketing
Custom Apps
Intellectual Property
Public Relations
Word-of-Mouth
Speaking Engagements
Awards, Recognition
Search Engine Optimization
Social Distribution
Customer Support
Buzz/Viral/Mass Opinion
Print Advertising
Advertising Networks
Paid Search
Affiliate
Co-Op & Advertorials
Sponsorships
Specials & Coupons
Outdoor & Trade Shows
Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive ModelingUI/UX Testing • Optimization • Progressive Refinement
Intelligence
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
The Checklist
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Before entering a pitch, you MUST research, discover and receive "buy-in" on a number of things in order to earn the client's 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
Pitching Creative: The Checklist
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
The Disaster Scenario
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
The Pitch
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
• 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 complexity
Pitching Creative: Who’s In The Room?
• Organized• Budget Conscious• Logical• Professional
• Cool• Creative• Unexpected• Passionate
DRESS THE PART!
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
• 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
Pitching Creative: The Pitch
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Pitching Creative: What To Show
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Pitching Creative: What To Show
K.I.S.S.
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Pitching Creative: The Concepts
1Safe Creative
“Fuzzy Puppies”
2
Moderate Risk
“Guard Dogs”
3Unexpected & Risky
“Satan’s Bulldozers”
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Pitching Creative: Campaign Elements
1“Fuzzy Puppies”
GO
ALS
TAC
TIC
S
DE
PLO
YM
EN
T &
TIM
ING
OW
NE
D, E
AR
NE
D &
PA
ID
INTE
ND
ED
RE
SU
LTS
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Pitching Creative: Recommendation
YES
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Creating “Dad’s Decision”
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
• 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 client's 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
Pitching Creative: The Jedi Mind Trick
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Post Pitch Communications
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
• 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 ...
Pitching Creative: Constant Intel’
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
Secret Weapons & Kill Moves
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
• 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
Pitching Creative: Self Protection
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
• 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
Pitching Creative: Self Protection Continued
© 2012 COPYRIGHT • BIG BLOCK STUDIOS, INC. • JUSTICEMITCHELL.COM • ALL RIGHTS RESERVED
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