westminster university lecture: new business pitches - art or science?
DESCRIPTION
A lecture that by Richard Houghton to first year undergraduates at Westminster University studying PR and mass communications. Tips and pointers on how to build and sell compelling new business pitch. www.agencydoctor.biz @rhoughtonTRANSCRIPT
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PITCHING: ART OR SCIENCE?Richard Houghton (@rhoughton)
11th March 2014
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Who is the guy at the front?
Associate partner, AgencyPeople Management consultancy: ‘We help agencies grow’
PR Week’s – Agency Doctor
25 year PR consultancy track record: Founder specialist agency, Carrot Communications MD – Ketchum London CEO – Shandwick Public relations SVP – Fleishman Hillard Chairman, PRCA President, International Communications Consultants
Organisation
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Engage in the next 60 minutes and decide for yourself...
Pitching Art or Science?
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Three parts of pitching puzzle
1. Brief & Objectives
2. Insight &
Strategy
3. Presentat
ion
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Brief and Objectives
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Understanding What the Prospect Wants
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Getting the Full Brief
Objectives Audience/
stakeholders Messages Supporting data Timescales Budgets Evaluation criteria
Keep my boss happy
Help my career Win an award Bring some fun to
my work life Help me build my
network
Overt Expectations Covert Expectations
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What will have happened in the next12 months for the programme to be a success?
The golden question
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Working the brief
Get it in writing Confirm it with the prospect BEFORE
preparing your proposal Share it with ALL the pitch team Check it against your programme and
presentation: EVERY step of the way The prospect will expect you to tick every
box!
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Objectives
Develop measurable PR objectives: If not measurable how do we demonstrate value
and success? Can be understood by no PRs in client Lets you charge more or negotiate a fee bonus
Development: Specific Measurable Achievable Relevant Time bound= SMART
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Sample objective
Estate agent business objective: Increase the number of house buyers and sellers signing up with them
Communications objective: Action – attract more people to estate agent’s web site to see benefits
of using them Audience – ABC 1, Birmingham and Manchester, £28k+ per
annum Timescale – six months Measurement – 12% increase
Communicate the benefits of using estate agent member in order to increase number of visits of ABC1 in Birmingham and
Manchester by 12% to website in next six months
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Insight & Strategy
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Insight
Insights help us cut through noise to reach audiences
Can shift ‘stuck behaviour’ Move understanding of trend, client
research or customer behaviour: From – ‘What it is’ To – ‘What it means’
Motivating and provocative way of looking at situation
Wide range of data sources
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Forms of Insight
Changes in behaviour Sector trends that fit with or could lead
media agenda Consumer patterns Revisit existing research Why do consumers do what they do? Blockages to change
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Using Insights
Output Aha! moment Trigger strategy Basis for brainstorms
Write down – short sharp sentences Specific not general Not hard sell Are emotive - resonate
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PR Strategies
Build it around the insight Make sure it runs through the whole
presentation; The ‘red thread’
Make sure it fits with the PR objective Consider:
Does you PR objective and strategy support a client business objective?
Is it simple enough to explain quickly and clearly in the presentation?
Do you believe it will work?
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Presentation
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Before you present
Match your team to the prospect Ideally you need to meet the prospect BEFORE pitch
Find out: Where you are presenting? How long do you have? How many you are presenting to? What the budget is – no budget no pitch Audio visual and props
If possible: Pre-test your strategy with prospect Get to know as much as you about the client’s personal
needs Rehearse, rehearse, rehearse
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Presentation content
Make sure you have a big opening and close! Think like a magician
Consider what you want to be remembered for: There will be a minimum of three agencies
pitching We often look and sound the same!
Make sure every one on your team has a clear role and speaks
Listen hard to the questions you get asked: Agree before hand who will answer what
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Final thought...think broadly and creatively
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If you want to learn more..
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Pitching Art or Science?
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PITCHING: ART OR SCIENCE?Richard Houghton (@rhoughton)
11th March 2014