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Win more ad agency new business pitches. It’s easier than you think.
The document by Peter Levitan discusses strategies for winning advertising pitches, highlighting both the cost and challenges associated with the pitching process. It emphasizes the importance of understanding client needs, conducting thorough preparation, and managing interpersonal chemistry during presentations. Key takeaways include the necessity of aligning agency strengths with client expectations and the pitfalls of assuming that agencies need to focus solely on their own capabilities rather than the client's business issues.
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Similar to Win more ad agency new business pitches. It’s easier than you think.
Win more ad agency new business pitches. It’s easier than you think.
- 1. THE LEVITAN PITCH. Nashville,October 8, 2015 Peter Levitan
- 2. I’VE BEEN IN YOURSHOES. 100+ PITCHES.
- 3. LET’S START WITHMY WORST ADVERTSING PITCH EVER
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- 7. THE SCENARIO Very BigPersonal Stakes… …My Very Own London Agency
- 8. Our Adidas Insight: Sportsis a key ingredient In our humanity. It brings out the best In us and it brings the world together.
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- 14. THE MISTAKES Ego-rich environment Wrongteam for Adidas No rehearsals & very last minute We actually didn’t know all of the key decision makers
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- 17. THE LEVITAN PITCH. TOPITCH OR NOT TO PITCH…
- 18. PITCHING IS: GOOD FORYOU. BAD FOR YOU.
- 19. PITCHING IS GOOD Proofthat your agency is healthy Proof that your new business program is working Proof that you are ‘sexy’
- 20. PITCHING IS BAD Pitchingis very expensive Pitching eats up your staff The 47% Factor And… You will probably lose
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- 22. SOME AGENCY MATH 10RFP’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 AnnualRFP / Pitching = $360,000 Plus… Business Development = $150,000 The Real Annual Total = $510,000
- 24. A HALL OF FAME BATTING AVERAGE
- 25. At .262 YourAgency’s Cost Per Win Is… $133,000
- 26. You Don’t HaveTo Swing At Everything. So, Before You Commit, Think About….
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- 28. I Know, IKnow. It’s Hard To Say No.
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- 30. How Clients ChooseAgencies Positioning Specialization Location Creativity Size Reputation Chemistry Culture
- 31. How Clients ChooseAgencies HOPE & FEAR
- 32. How Did TheClient Find You? A Referral Reputation / Press = Fame Inbound Marketing Outbound Marketing
- 33. Why Do TheyWant You? Your Fame Your Location Your ‘Creativity’ Your Attitude Your Experience & Specialization
- 34. Why Do YouWant Them? My Big 4… Famous Client Loves ‘Creative’ Has Cash Nice People
- 35. 7 TOUGH QUESTIONS Before YouSay Yes To The Pitch
- 36. 1. Has theclient clearly stated what they need? 2. Have they discussed their budget and compensation? 3. Do you know the client’s Agency selection criteria?
- 37. 4. Have youmet with the client or search consultant? 5. What is the client’s agency history? 6. Should this client hire you?
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- 40. Sorry…In Most Cases Only10% of Incumbents Win.
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- 42. 1. PROCESS 2. CONTENTDEVELOPMENT 3. PRESENTATION PREP 4. DELIVERY
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- 45. PROCESS: Your ‘ChosenOne’ Brains & Time Respect Personal responsibility Detail orientation
- 46. PROCESS: Your Team Bestpresenters only Strategists Synergy Back home / training
- 47. “Single biggest mistakeis forgetting the client’s brief.” Joanne Davis. #1 READ THE BRIEF!
- 48. PROCESS: The Client’sBrief Study the brief Do a SWOT analysis Write a Pitch Creative Brief Know who will be in the room
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- 50. PROCESS: Budget &Checklist Have a pitch budget. And, no… “Oh shit, did you confirm, which building, do you have the connector, who has the leave behind?”
- 51. PROCESS: “War Room” Thehub = focus Physical format to frame issues Timetable & responsibilities Google / Basecamp / ProofHub
- 52. PROCESS: Meeting Control Meetingleader State the objectives Start on time… Time = $$$ Read the room!
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- 55. NO, IT’S ABOUTTHEM! “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.
- 57. CONTENT: Client Think Thepitch is about ‘them’ Understand their rational and emotional needs Winning is about minds and hearts
- 58. ONE MORE TIME… “Smartagencies bond with prospects around their problem – their business issue – not the agency solution.” Robin Boehler.
- 59. KISSKeep It SimpleStupid
- 61. CONTENT: KISS “Four Square…”= 272 Words “I Have A Dream” = 17 Minutes “If It Doesn't Fit You Must Acquit”
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- 63. “At the heartof an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature…” Bill Bernbach
- 65. CONTENT: WOW! Insights DigitalTools: Search / PDF’s / Topsy eMarketer / Compete Blogs / Google Trends
- 66. Is It HispanicOr Latino?
- 67. CONTENT: WOW! Insights AgencyTools: Research / Industry Blogs Online Surveys/ Interviews Mystery Shopper / Video ‘Cute’ Strategic Charts
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- 69. CONTENT: Case Histories “Whyare they showing me this irrelevant and LOOONG case history?” “Yawn…”
- 71. London Advertising: AConcise Case History System
- 72. CONTENT: Spec Creative? Specsucks The other agencies suck Get over it – Just Do It Unless the client is very unreasonable
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- 77. “Approximately half ofadvertising professionals surveyed say they are dissatisfied with the current internal approach to pitching. Unrealistic timelines. Long work hours.” Manage Your Team: The 47% Say… Provoke Insights
- 78. PREP: Have AnAgency System Have a standardized RFP and Pitch System Take the time to get it right But, be careful…
- 80. PREP: Back ToPersonas Blind dates are so yesterday Hone the client personas Hire an industry expert … A LinkedIn insight trick
- 81. “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 On David
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- 83. PREP: It’s SalesStupid
- 84. PREP: Follow TheScript
- 85. Think This GuyWinged It?
- 87. PREP: Rehearse Rehearse &Rehearse But… Watch out for over rehearsal
- 88.
- 89. DELIVERY: Own TheRoom Scout the room -- Ask Prep – Goodby & Atari Tech glitches You are the host
- 90. DELIVERY: Clock Slavery Arrivevery early – AT&T Maintain total control Pay attention Have 2 hours? Plan for 1.5
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- 93. “Practically every consultant,or 96% of the sample, pointed to “chemistry” as the key factor for winning.” Avi Dan
- 94. “Where do thephilosophies and values of your firm align with those of the client?” Bob Wolf
- 95. DELIVERY: Interpersonal Chemistry Rememberthe client personas Keep the agency numbers low Assign specific roles Actively listen & lean in
- 96. DELIVERY: Body Language Verbal– words, content – 7% Vocal – tone, pitch, intonation – 38% Visual – body language, gestures, facial expression – 55% Albert Mehrabian
- 97. DELIVERY: The ‘LeaveBehind’ Support your brand & story Write for downstream readers Do not overwhelm (Paper!!) Be digital and physical
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- 100. Death By PowerPoint DreadedBullets PPT As Tele Prompter Over Stuffed Slides
- 101. Unless You AreTom Peters
- 102. DELIVERY: Presentation Tools YouCan KISS
- 103. DELIVERY: The End… Gentlybut firmly “follow-up” Win or loose: Get honest feedback via a Post-pitch questionnaire!!!
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