Expert: Peter Gabany - 12/16/2008

Question
Peter- My Advertising group is piching our campaign to the client this week.  
None of us has ever given a pitch like this, or even a persuasive or
argumentative speech.  We feel like fish out of water.  Do you have advice as
to which direction we should take? Good phrases to use? Levels of confidence
to portray?  Although it does not affect our grade, we are in competition with
the two other groups in our class.  We want to prove ourselves as strong
competitors and not seem to crack under pressure.  Anything you have to tell
us would be great! Thanks so much!

Answer
Wow, this is a long one to answer and I have to leave but here are some highlights

Agency positioning - what does your agency stand for? See our site limelight.org - it should be obvious after reading the tops of the page screens that our agency is about change and where business meets creative. What is your positioning.? How does it relate to the client and their needs?

Credentials - Who are the players? What is their background? Who is the shining light and why? (X number of years in the business, winner of x # of awards etc.) Experience with the category? Be certain to cover account management (if awarded the contract - Joe here will be in charge of your account - he is our most senior account exec and a strategic planner to boot… yada yada yada), media, creative, design, photography (in house/other) Illustration (in house/other), other assets, like printing in house for quick turnaround.

Next: State the background the client has - be all encompassing but brief - bullet points (no more than 6)

• Best in sports for 45 years
• Number two in sports sales for the greater Chicago area
• Loosing ground to competitor who has greater buying power
• Client base says (based on research) our store has the best customer care and it shows.

Next: What are the key objectives?

• Position Joe's Sports as the preferred market choice when it comes to competitive price and personal attention.

Strategy: Get people in the store.

Supports:
Once in the store, our sales people will do the rest- Joes personal attention is it's brand. it is proven, we can rely on it.

Enhance current customer support initiative. Smooth any rough edges

Finally: Why choose your agency? Experience, in house…, knowledge of the client, eagerness to create business effective, creative communications.

Add humour if appropriate. Use product mapping, competitive analysis but most important be brief and effective. Dress the part. If it is a sorts client - wear football jerseys. if it is a bank, wear business suits.

Prepare a credentials pack. Prepare a separate business presentation.

Thank them.