How to Develop a Successful Campaign Pitch
Campaign pitches are used for any product, organization, or brand. Clients want to fully understand your idea, and they want to understand it the first time around. There are no second chances. Creating a strong campaign pitch is essential to gaining you and your agency money. Don't slip. You never know when you may fall off of a multi-million dollar bandwagon. Scary, right? Well, don't feel TOO pressured. This simple outline, if done correctly, can bring you one step closer to the prize. You simply must be organized. Clients want things made easy and to look easy. You must move your pitch from point A, to point B, to C.
Campaign Pitch Outline:
- What We Learned
- What It Means
- Our Work
- Why It Is Going to Be Successful
You may feel like this part of the pitch is redundant. The client already knows what my assignment was. They gave it to me! You're right; however, what makes this section so important is clarity. Clients want and need to know that you clearly understood the assignment they gave you. If not, you are wasting their time. They want you to tell them again what THEIR goals are. Once you explained the assignment, give its purpose. A simple example would be, if your mother or father wants you to spend more time with them, you should tell them that. That is the assignment. Then, reiterate the purpose of doing this, "so that we can learn more about each other and have an overall bonding experience."
Now you must tell your client what you did to prepare for the creation of the campaign. This should be thorough. Clients want to know if you did on-line surveys, face-to-face interviews, polls, general research on the company and/or competitors, etc. Give detail. Clients want to know why you chose each method of research. Going back to the parent example, your mother may want to know how you went about trying to figure out the best ways to spend time together. Maybe you talked to respectable sources, like your mother's best friend about her interest. Maybe you extensively researched the activity on your mother's Facebook page to develop an understanding of what kinds of people she enjoys talking to and being around so that you could properly fit the mold. Naturally, I understand you wouldn't be stalking your mother, but I hope you get the point. It is also important to note that in this section, you do not have to tell of your findings. That will come next.
What We Learned
This is the moment that you will discuss the results of your studies, research, or 'preparation.' Data should be plentiful in this section, including poll results, survey results, unique facts you thought were important on the clients website, even direct quotes from consumers about their likes or dislikes regarding the client's product or brand, etc. While this should include all of your findings, be general, don't give away too much about what those findings mean to the client and overall campaign. That comes next.
What It Means
Now you can start shining. This section will begin the bulk of your presentation, taking up more than half of your time on the floor. Analyze all of your findings at this time. By analyze, I do NOT mean give the results again, one after the other. This is the time to make it all make sense. At this point you should be sharing insights. Insights are the unique things you found that are useful for the company. What does your research mean for the company and your work? What approach did you find necessary to take after all of your research was complete?
This should be brief. Your strategy should reflect all the things you discussed in the "What It Means" section. This strategy should be evident in all of your creative work in your campaign. It should be reflective of what you are trying to do (and if you're good enough, what you did do). For example, think about the gecko in the famous GEICO commercials. The strategy was to use a friendly, humorous, cute gecko to discuss facts about GEICO. Through use of the cute figure, people are more likely to trust what he is saying, therefore, trust the brand. The next part is important. Now you must say what you are trying to do in a unique way. I recommend giving this its own slide. This will be the introduction of your creative work, but it still deals with this section. How can you sum up what we just said about GEICO? GEICO's slogan, I believe, is "15 minutes can save your 15% or more on your car insurance." Understand that the SLOGAN does not necessarily have to be your overall one to two line strategy statement. The slogan only has to be reflective of what you are trying to dish out and may or may not only be used in creative work. For example, GEICO's strategy may have been (I haven't had much time to think about this, bare with me), "We have two priorites on the top of our list, not just one: fast and affordable." Therefore, the 15 minute/15 percent slogan works.
Now that you've introduced your work by stating your strategy, it is time to show it. Be thorough when showing your work. You've spent a lot of time on this at this point. Give it the time and respect it deserves. Explain positioning. In what magazines do you want this print ad to circulate in. Why? Tell the client how your idea works with the analysis of your research and strategy. You can do the same with color choice, tone, etc. Do this with each piece of work. Do not leave any loose ends here. It is your goal to NOT leave the client with TOO many questions. In some cases, that would mean that you did not explain in enough detail.
Why It Is Going To Be Successful
I am confident that by now you understand what this means. You may feel like you are reiterating how everything ties together, and you are, but this time you must do it with more precision. Be clear. Be confident. Sum up why your campaign will work in their favor. How will it achieve all the goals your client wishes to accomplish?
HELPFUL NOTES ON DELIVERY:
Use only keywords on slides. Consider diagrams and charts when giving data (something easier to understand than a bulk of words). Refer to your client as if you are already partners using words like 'we' and 'us'. Delivery should sound like a conversation. Expose ideas: DON'T act like a know-it-all. Be memorable: what will make them remember this pitch over others?
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