This article is based on Drayton Bird's advice on how to make successful presentations. Bird was former International Creative Director and Vice Chairman of Ogilvy & Mather and these tips were previously only available to the employees of Ogilvy & Mather. His advice applies not just to account executives, but also to anyone who makes business presentations.
Encourage Client Reaction During a Presentation
Bird suggests that the presenter encourage his clients to react to the creative work. However, he should not push for comments and he should try and prevent them from going through all the work on the spot. Unless they are enthusiastic about the ideas and only want to make "small amendments."
It takes a while for creative work to sink in and for comments to take shape, especially when it comes to the copy. Visuals evoke more immediate reactions.
Says Bird: "Normally, you should suggest they go away and reflect on what they have seen, because you're sure they'll have comments which you would welcome. Under no circumstances let them start going through the copy piece by piece and changing words here and there. This is an utter waste of time."
Make Sure the Presentation Covers Essential Details
Although the logistics of how the work is going to be prepared within the constraints of time and budget may be uninteresting, it has to be covered during the presentation.
"Even more important" points out Bird, "and something many agency people are frightened of talking about – is money.
I have been to countless presentations where the agency was unwilling to give the client even the vaguest idea of how much money it was all going to cost. It is extremely important that this hurdle is leapt over right at the very beginning. Later on you could find yourself in real financial squeeze if you have not done this.
Never forget that it is the moment when the client has seen the work and enthusiastically bought it that he (or she) is most willing to pay out good money for it. Later on when you are battling your way through getting everything done, the client will be far less enthusiastic about parting with cash."
It is a good idea to explain clearly why the agency is charging what it is charging; how the details have been worked out; and even sometimes, on what sort of profit margins the agency is operating.
Make a Presentation that Grabs a Coveted Account
While it is important to ask clients for their comments on the creative work, they should be given time to mull over the work. Pushing them into a decision straightaway can result in too many pointless changes in the copy.
Another point to remember is to discuss essentials such as money and deadlines. Following these guidelines, and others featured in the articles listed below will help account executives make effective presentations.
Find out about structure and timing of the presentation, the theme and right attitude, dealing with questions, and more.
Source:
The Notes of Drayton Bird – Commonsense Creative
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