Effective Presentations- Delivering the right message to stakeholders

Communicating the Right Message

Design Deliver

2

Don’t Let This Happen To You!


3

4 Things We Need To Know To Design Our Presentation


Followingthe

PyramidPrinciple

UsingPIPtoCraftour

Introduction

Craftingour

Ending

“I don’t mind change, it’s the changing I hate.”

UsingtheFrom-

To/Think-Domatrix

4

Using The From/To Think/Do Matrix To Influence Our Presentation Story


Size PersonalityTyp

e

From/ToMatrix

ManagementLevel

FROM TO

THINK

What are they Thinking Now? What should they be Thinking After your presentation?

DO

What are they Doing Or Not Doing today?

What should they Start Doing Or Not Doing after your

presentation?

5

What Is The PIP?


What is your

Purpose

Why is it

Importance

Pis for

Preview

“A presentation should answer a question for the audience”

6

The PIP Used For This Presentation


Importance - This is important as you start to ask for decisions based on your presentations from upper level management.

l Preview - In the time we have together we’ll discuss the techniques required to design and deliver a successful presentation.

Purpose - My purpose this evening is to present to you a series of skills and techniques to help you deliver a extraordinary presentation that influence your audience.

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Putting The Conclusion At End Loses Impact


8

Having The Conclusion Upfront Increases Impact


9

Structure The Pyramid With Recommendation First


This ima

Recommendationupfront

Nextisapreviewofallconclusions

Conclusion

Evidencetobackconclusion

This image

This ima

This ima

This ima

SummaryofConclusion/Recommendation

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At What Point Do You Now Know What The Recommendation Is?


Preview of Conclusions

1.Brazil is becoming a leading economy2.Brazil ’s returns are excellent

Topic 1 Brazil is becoming a leading economy

Evidence A)World’s GNP share increasing rapidlyB)Enormous growth in outgoing foreign tradeC)Increasing Foreign investment

Topic 2 Brazil ’s returns are excellent

Evidence A)Low cost labor is readily availableB)Government is willing to subsidize investment

Recommendation - World Wide Wickets INC. should proceed with entering the Brazilian market

11

Recommend Directing Our Marketing Efforts On Lapse Members


Percent of our Fairly Active Members that are Lapsed in dues is high

How We Engage With Members And Its Consequences

Categorization of Lapsed Members

Strategies for Membership Renewals

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31% Of Our Members Are Lapsed In Dues

0

2

4

6

8

10

12

14

16

18

20

Non-Engaged FairlyActive Never-Engaged SuperEngaged RecentlyActive

The number of contacts that are non-engaged seem to line up with their lapsed state.

The number of contacts that are “Fairly Active” but in a lapsed state is concerning.


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How We Engage With Members And Has ConsequencesLapsed membership may indicate gaps in how we engage with members and has implications for our continued operation and ability to obtain new members.

Lapsed Members

Loss of future recurring revenue

Lack of Perceived value?

Poor membership experience?

Reduced word of mouth value articulation to prospective membersLack of the appropriate

marketing and communications to retain existing members?

31%Of contacts with a

membership product

Programs don’t meet members expectations?

External factors ConsequencesCommunicating the Right Message

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Categorization Of Lapsed Members

Non-Engaged

Fairly Active

Recently Active

Never Engaged

Super Engaged

Analyzed our contacts to determine if there were behavioral similarities or groupings…

…5 groupings were identified, representative of a behavioral funnel for our contacts.

0 event registrations within the last 2 years or only 1 over the last 4 years

At least 1 event registration with in the last 2 years or a total of more than 3 over the last 3 years

At least 1 event registration in 2016

over 13 event registrations over the last 4 years or an existing member of the board.

No event registration ever captured

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47

77

172

235

0 100 200 300SuperEngaged

FairlyActive

RecentlyActive

Non-Engaged

Never-EngagedContact DB Behavioral Segment Totals


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Strategies For Membership RenewalBehavioralSegment Members Chanceof

RecoveryOtherAlternatives

Non-Engaged 18 L • What’snewwiththechaptercommunications• Specificallycalloutnewbenefitsastheresultofrecent

partnerships• Surveywithpointedquestionsabouttheirrelationshipwiththe

chapter• Personalcall

FairlyActive 11 M • Personalizedreminderemail(calloutevent’sthey’vebeentoo.Askthemhowtheirjobisgoing)

• Reminderofchapterbenefits• Inviteforlunchorcoffee

Never-Engaged 3 L • Reminderofchapterbenefits• Specificallycalloutnewbenefitsastheresultofrecent

partnerships• Directemailaskingthemiftheywanttoremainachapter

members

SuperEngaged 2 H • Personalizedreminderemail

RecentlyActive 1 H • Reminderemail


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Recommend Directing Our Marketing Efforts On Lapsed Members


Percent of our fairly active members that are lapsed in dues is high

We must better engage with our members or suffer the consequences.

We need to implement strategies for membership renewals.

Approved ?

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Crafting Our Ending


The Ending Is Where The Audiences

Attention Is The Highest

Summarize The Major Points

Spell Out The Recommendations Again

Present The Action Plan

Ask Specifically For Agreement

Close Off With Next Steps

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Asking For What You Want At The Beginning


19Communicating the Right Message

AlwaysAsk“SoWhat”?

MakeSureto

Transition

UsethePIPforOur

Introduction

Rehearse!Rehearse!Rehearse!

4 Things We Need To Know To Deliver Our Presentation

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For Our Introduction Use The Pip


What is your

Purpose

Why is it

Importance

Pis for

Preview

21

Always Ask “So What”?


What’s my takeaway?

Where are the Root Causes?

Tell me about the

Implications!

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Make Sure To Transition Between Slides


Leads from one visual to the next

Draws the audience’s attention to the next visual

Explains what the next visual will be about

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Rehearse! Rehearse! Rehearse!1. Practice the presentation out loud and improvise2. Write a script3. Repeat practicing, working on length, simplifying language4. Revise the presentation, eliminating or combining slide ideas5. Present to someone else to solicit feedback6. Practice with the script and then toss the script7. Get a good night’s sleep8. Review just before the presentation


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And One More Thing


l Resources- The Pyramid Principle book by Barbara

Minto- Say it with Charts by Gene Zelazny

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Takeawaysl Introduce you presentation with PIPl Use the Pyramid Principle to put your recommendation up front

and structure you conclusions.l Use the from/to matrix to lead your audience to thinking and

doing.l Always Ask “So What”?l Make Sure To Transition Between Slidesl Rehearse! Rehearse! Rehearse!


Effective Presentations- Delivering the right message to stakeholders

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