Successful Presentations – Where, Who and Tone
Drayton Bird on Effective Presentation Skills
Many Account Executives dread making presentations. After all, presentations determine whether the agency gets the deal or not. An unsuccessful presenter has to bear the wrath of a disappointed creative team as well as the ire of the management. Drayton Bird, former Vice Chairman and International Creative Director of Ogilvy & Mather shows account executives how to present successfully.
Preparation is Important Before a Presentation
Account Executives should know who will be present from the client side. What are their jobs? How do they think? Who matters? Who doesn't?
Where is the presentation to be held, in the agency, or at the client's office? If possible, account executives should hold the presentation in the ad agency itself. But wherever it is, they must be there in advance so that they may survey the scene. This is especially important if it is to be held at the client's office.
There are many practical things to consider when looking at the venue. The equipment should be checked. So should the seating. Can the client see the visual aids etc. clearly from his position?
Seating arrangements which place the agency opposite the client should be avoided. The idea is to mingle, so that the process does not become antagonistic.
Account executives will find pre-arranging a room in this way psychologically rewarding. They are taking control of the situation in advance and this can pay big dividends.
The Number of People Attending the Presentation
There shouldn't be too many people at the presentation. Everybody at a presentation should be there for a reason. Contrary to popular belief, clients are not impressed by numbers.
The net result of having too many people at a presentation says Bird, is "a series of people the client can't remember, all jumping up and down like jack-in-the-boxes. It's confusing, boring and unnecessary."
On the other hand, a change of presenter in a long presentation can add interest.
And one important tactical error: very senior agency people should not be wheeled in to present to relatively junior clients. It makes the clients nervous, whilst simultaneously lowering the status, by implication, of the agency's senior people.
Should Creative People Attend Presentations?
This question is very common. According to Bird, if the presentation is important, the creative team should be present. Clients often like to meet the creative people, and find out what they're thinking.
Creative people who are proud of their work often want to present. If they are articulate and have been able to present to the account team in a convincing manner, they should be allowed to make the presentation.
One bonus is that if the work gets turned down, the creative team sees why.
The Tone of the Presentation
It's important to decide what degree of formality is appropriate for a particular presentation.
Major presentations tend to be of a formal nature, minor ones informal. But this may often depend upon the nature of the client, or on how close the agency's relationship is with the client.
Bird prefers informality, except when the issues are important. A relaxed atmosphere, in his view, "tends to be more beguiling."
How to Present Successfully
According to Bird, account executives should prepare in advance for their presentation by arranging the venue in a suitable manner and deciding on how many agency people should attend the presentation. They also need to consider whether the tone of the presentation should be formal or informal.
Read this article about rehearsing, structure and length of the presentation.
Note: This guide is based on Drayton Bird's notes written for Ogilvy & Mather.
How to Prepare For a Successful Presentation
|
What do you think about this article?
More in Business & Finance
Latest Articles