The Levitan Pitch Presentation
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This entertaining presentation on how to build and deliver killer presentations and pitches was given to the Hispanic marketing association AHAA! ar their annual conference: Miami 4/27/15. The presentation is from my book, "The Levitan Pitch. Buy This Book. Win More Pitches."
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The Levitan Pitch Presentation
- 1. THE LEVITAN PITCH. AHAA! Annual Conference Miami, April 27, 2015
- 3. THE LEVITAN PITCH. PITCH SMARTER. INCREASE YOUR NEW BUSINESS BATTING AVERAGE.
- 9. 1. WHY YOU SHOULDN’T PITCH 2. THE WORST PITCH EVER 3. THE LEVITAN PITCH SYSTEM 4. SOME CARTOONS
- 10. I’VE BEEN IN YOUR SHOES. 100+ PITCHES.
- 11. Peter Levitan 16 YEARS AT SAATCHI & SAATCHI: RAN BUSINESS DEVELOPMENT IN LONDON AND NEW YOURK 7 AS CEO AT TWO INTERNET START-UPS 9 AS CEO AT CITRUS ADVERTISING 3 AT PETER LEVITAN & CO. ADVISING ADVERTISING AGENCIES ON NEW BUSINESS www.peterlevitan.com
- 12. MY ‘FIRST TIME’
- 14. LEARNING Very Smart / Dedicated Team Research = ‘Instant Mail’ Strategy The Right Presentation Technology We Built Chemistry With The Client
- 16. Tell them what you are going to tell them. Tell them what you just told them. Tell them again. Tell them again.
- 17. THE LEVITAN PITCH. TO PITCH OR NOT TO PITCH…
- 18. PITCHING IS: GOOD FOR YOU. BAD FOR YOU.
- 19. PITCHING IS GOOD. Proof that your agency is healthy Proof that your new business program is working Proof that you are sexy
- 20. PITCHING IS BAD. Pitching is very expensive Pitching eats up your staff The 47% Factor And… You will probably lose
- 21. SORRY
- 22. SOME AGENCY MATH 10 RFP’s + 6 Pitches Per Year RFP = $15,000 X 10 = $150,000 Pitch = $35,000 X 6 = $210,000 Annual Agency Cost = $360,000
- 23. MORE AGENCY MATH Annual RFP / Pitching = $360,000 Plus… Business Development = $150,000 The Real Total = $510,000
- 24. MORE MATH If you are a Hall of Fame batter and win 3 out of 10 at bats… Your agency’s cost per win is…
- 25. $170,000
- 27. You Don’t Have To Swing At Everything. So…
- 28. JUST SAY NO!
- 29. I know, I know. It’s Hard To Say No.
- 31. How Clients Choose Agencies Creativity Positioning Specialization Location Size
- 32. How Clients Choose Agencies Reputation Culture Chemistry Fear
- 33. Before you start writing your pitch, how did the client find your agency? A Referral Inbound Marketing Outbound Marketing Press = Fame
- 34. Why do they want you? Your Fame Your Location Your ‘Creativity’ Your Attitude Your Experience & Specialization
- 35. Why do you want them? Famous Client Love ‘Creative’ Has Cash Nice People
- 36. 7 TOUGH QUESTIONS Before You Say Yes To The Pitch
- 37. 1. Have the client clearly stated what they need? 1. Have they discussed their budget and compensation? 2. Do you know the client’s Agency selection criteria?
- 38. 4. Have you met with the client or search consultant? 5. What is the client’s agency history? 4. Should this client hire you?
- 40. Are you the incumbent?
- 41. Sorry… Only 10% of incumbents win.
- 42. OK, GO WIN IT
- 45. THE PITCH Saatchi Brothers Adidas CEO Fear Of Nike My Very Own London Agency
- 48. PHARAOHS
- 49. Insight: Sports is a key ingredient In our humanity. It brings out the best In us and it brings the world together.
- 53. THE MISTAKES Ego-rich environment Wrong team for Adidas No rehearsals We didn’t know all of the key decision makers
- 55. 1. PROCESS 1. CONTENT DEVELOPMENT 2. PRESENTATION PREP 3. DELIVERY
- 56. PROCESS
- 58. PROCESS: The ‘Chosen One’ Brains & Time Respect Personal responsibility Detail orientation
- 59. PROCESS: The Team Best presenters only Strategists Synergy Back home / training
- 60. “Single biggest mistake is forgetting the client’s brief.” Joanne Davis. #1 READ!
- 61. PROCESS: The Client’s Brief Study the brief SWOT analysis Agency Pitch Creative Brief Know who will be in the room
- 62. PERSONAS PLEASE
- 63. PROCESS: Budget & Checklist What is the budget? “Oh shit, did you confirm, which building, do you have the connector, who has the leave behind?”
- 64. PROCESS: “War Room” The hub = focus Physical format to frame issues Timetable & responsibilities Google / Basecamp / ProofHub
- 65. PROCESS: Meeting Control Meeting manager State the objectives Start on time Time = $$$ Stop and get up!
- 66. CONTENT
- 68. “The single biggest mistake that agencies make is that they are still desperate to talk about themselves, but the best ones talk about the client from the off.” Angus Crowther.
- 69. CONTENT: Client Think The pitch is about ‘them’ Understand their rational and emotional needs Winning is about minds and hearts
- 70. “No one, in fact, wants to “buy” advertising, or media, or digital, or public relations. Rather, prospects are interested in solving their Business Issues. Smart agencies bond with prospects around their problem – their business issue – not the agency solution.” Robin Boehler.
- 72. KISS
- 73. CONTENT: KISS Lincoln’s Gettysburg = 272 Words “I Have A Dream” = 17 Minutes “If It Doesn't Fit You Must Acquit”
- 74. WOW! THEM
- 75. “At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature…” Bill Bernbach
- 78. CONTENT: WOW! Insights Digital Tools: Search / PDF’s / Topsy eMarketer / Compete Blogs / Google Trends…
- 80. CONTENT: WOW! Insights Agency Tools: Research / Industry Blogs Online Surveys/ Interviews Mystery Shopper / Video Use ‘Cute’ Strategic Charts
- 83. CONTENT: Case Histories “Why are they showing me this irrelevant and LOOONG case history?” “Yawn…”
- 85. London Advertising Has A Concise Case History System
- 86. CONTENT: Spec Creative? Spec sucks The other agencies suck Get over it – Just do it Unless the client is very unreasonable
- 91. PREP
- 92. “Approximately half of advertising professionals surveyed by Provoke Insights say they are dissatisfied with the current internal approach to pitching. Unrealistic timelines. Long work hours.” 47%
- 93. PREP: The Agency System Take the time to get it right Have a standardized RFP and Pitch System But, be careful…
- 95. PREP: No Excuses Blind dates are so yesterday Hire an industry expert Hone the client personas The reverse look-up LinkedIn trick
- 97. “David is one of the most passionate and innovative marketers in the business. David's knowledge and insights into the brand strategy process (vision, segmentation, target customer, positioning, etc...) enabled him to lead a global team in the development of Mazda's global brand positioning centered around "Zoom-Zoom". Having worked for David in Japan, I witnessed how he easily adapts to his environment, working cross-functionally and cross-culturally.” KIA’s EVP Michael Sprague… Strategic
- 98. Passionate and innovative marketer Brand strategy process Lead a global team Global brand positioning Cross-functionally and cross-culturally KIA’s EVP Michael Sprague… Strategic
- 99. PREP: Its Sales Stupid
- 101. PREP: The Script
- 103. PREP: Rehearse Rehearse & rehearse But… Watch out for over rehearsal
- 104. DELIVERY
- 105. DELIVERY: Clock Slavery Arrive very early Maintain total control Have 2 hours? Plan for 1.5
- 106. DELIVERY: Own The Room Scout the room -- Ask Prep if you can -- Goodby Tech glitches Be the host
- 107. Serving / eating food can a major distraction
- 108. CHEMISTRY
- 109. “Practically every consultant, or 96% of the sample, pointed to “chemistry” as the key factor for winning. But what exactly is chemistry? Generally speaking it is simpatico between the client and agency teams.” Avidan Strategies
- 110. “Most agencies don’t pay enough attention to the chemistry and culture aspects of their pitch. Where do the philosophies and values of their firm align with those of the client? Are your people communicating well and easily with each other in the pitch? How are your folks attired vs. those on the client side? Do they talk numbers and you talk general concepts? Are they all business and you’re all smiley?” Bob Wolf
- 111. DELIVERY: Interpersonal Chemistry Keep the agency numbers low Assign roles Listen, lean in & pay attention
- 112. DELIVERY: Body Language Verbal – words, content – 7% Vocal – tone, pitch, intonation – 38% Visual – body language, gestures, facial expression – 55% Albert Mehrabian.
- 113. DELIVERY: Leave Behind Support your brand & story Write for downstream readers Do not overwhelm Be digital and physical
- 116. Death By PowerPoint Dreaded Bullets PPT As Tele Prompter Over Stuffed Slides
- 117. DELIVERY: The End… Gently but firmly “follow-up’ Win or loose: Get honest feedback Post-pitch questionnaire
- 118. WHEW! (117 Slides)
- 119. Tell them what you are going to tell them. Tell them what you just told them. Tell them again. Show… them again.
- 133. Available on Amazon as a paperback and eBook.
- 134. peter@peterlevitan.com Download The Advertising Agency Pitch Playbook: http://goo.gl/15fHGc Thanks.