Download - The Art Of The Creative Pitch

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The Fine Art of Pitching Your Creative


Hi.

@justicemitchell


Reality Of The Pitch


Fantasy & Fun Crushing


Creative Development Process & Structure


REVIEW & TEST

BRAND STANDARDS

Creative Development Structure

EMOTIONALSTATES

REFINEMENTEXECUTIONALVARIATIONSCREATIVE

VISUALS:TONE

COLORVOLUMEMANTRAIMPACT

SIZE

STORYLINE

KEY DIFFERENTIATORS

COMPETITIVEANALYSIS

AUDIENCE& PERSONA

GOALASSESSMENT


Pitching Creative


There are all kinds of creative and levels at which you will pitch them including (but not limited to):

• Identities & logotypes

• Single executions, short-run campaigns & one offs

• Campaigns & storytelling development

• On/Offline media planning

• Brand construction

• Fully integrated campaigns

Pitching Creative


Pitching Creative: Identities & Logos

GOALS

AUDIENCE

COMPETITION

KEY DIFFERENTIATORS

EMOTIONS

STORY

VISUAL


Pitching Creative: Single Executions & Short-Run Campaigns

GOALS

AUDIENCE

COMPETITION

KEY DIFFERENTIATORS

EMOTIONS

STORY

VISUAL


Pitching Creative: Campaigns & Storytelling

GOALS

AUDIENCE

COMPETITION

KEY DIFFERENTIATORS

EMOTIONS

STORY

VISUAL


Pitching Creative: Brand Construction

GOALS

AUDIENCE

COMPETITION

KEY DIFFERENTIATORS

EMOTIONS

STORY

VISUAL


Pitching Creative: On/Offline Media Planning

GOALS

AUDIENCE

COMPETITION

KEY DIFFERENTIATORS

EMOTIONS

STORY

VISUAL


Pitching Creative: Integrated Campaigns

GOALS

AUDIENCE

COMPETITION

KEY DIFFERENTIATORS

EMOTIONS

STORY

VISUAL


Pitching Creative: Integrated Campaigns


The Modern Media Landscape


Owned, Earned & Paid Media Models: Defined

Owned Earned Paid

Collateral & Direct Response

Web, Mobile & Tablet Site

Blog & Video Content

Social Media Channels

Email/SMS & Lists

Location Marketing

Custom Apps

Intellectual Property

Public Relations

Word-of-Mouth

Speaking Engagements

Awards, Recognition

Search Engine Optimization

Social Distribution

Customer Support

Buzz/Viral/Mass Opinion

Print Advertising

Advertising Networks

Paid Search

Affiliate

Co-Op & Advertorials

Sponsorships

Specials & Coupons

Outdoor & Trade Shows

Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive ModelingUI/UX Testing • Optimization • Progressive Refinement

Intelligence


The Checklist


Before entering a pitch, you MUST research, discover and receive "buy-in" on a number of things in order to earn the client's trust and the elusive "approval:"

✓ Define and approve the budget (this can change AFTER you pitch)

✓ Define the client’s goals and objectives

✓ Define the audience, demo and geographic location of the intended customer

✓ Define the media types you are prepared to create for within the budget

✓ Define the schedule of the creative and its perceived ROI

Pitching Creative: The Checklist


The Disaster Scenario


The Pitch


• The client(s) – duh.

• Account representative (Account Executive)

• Creative representation (Creative Director)

• Interactive/development representation (ICD/IAD; Developer)

• Agency Executive (Partner, VP, Executive)

Alternates:

• TBD based on campaign complexity

Pitching Creative: Who’s In The Room?

• Organized• Budget Conscious• Logical• Professional

• Cool• Creative• Unexpected• Passionate

DRESS THE PART!


• Open with a story of how you got to this point in the process

• Be positive and entice the room to feel your excitement about what they’re about to see

• Talk about the process and the “countless” concepts that have lead you to:

• Concept 1 - (Insert story title narrative here)

• Concept 2 - (Insert story title narrative here)

• Concept 3 - (Insert story title narrative here) - THE WILD CARD

Pitching Creative: The Pitch


Pitching Creative: What To Show


Pitching Creative: What To Show

K.I.S.S.


Pitching Creative: The Concepts

1Safe Creative

“Fuzzy Puppies”

2

Moderate Risk

“Guard Dogs”

3Unexpected & Risky

“Satan’s Bulldozers”


Pitching Creative: Campaign Elements

1“Fuzzy Puppies”

GO

ALS

TAC

TIC

S

DE

PLO

YM

EN

T &

TIM

ING

OW

NE

D, E

AR

NE

D &

PA

ID

INTE

ND

ED

RE

SU

LTS


Pitching Creative: Recommendation

YES


Creating “Dad’s Decision”


• Make sure the clients seen ALL the work before commenting

• If asked for a recommendation - have one. Be sure to point out, however, that ALL the examples will work for their needs and be successful

• Listen and understand the client's concerns. Have someone taking notes at all times

• Assess any concerns as they pertain to the goals

• Define how the creative has accomplished the goals (ideally beyond what was requested)

• If you have case-study materials from previous clientele – support the ROI

• Review final comments and close the meeting

• If they do not like any direction, do not give them the work as a “leave-behind”

• Always leave upbeat and positive that you will deliver the perfect FINAL for Approval

Pitching Creative: The Jedi Mind Trick


Post Pitch Communications


• Immediately compile all notes and email them to the client to ensure you didn’t miss anything

• If you feel firmly that unchosen piece of creative could work ASK if you can bring it back with the revisions to the version that the client selected

• Follow up prior to secondary review to ensure the client that things are going smoothly and that you’re quite sure they’ll LOVE the results

• Re-pitch revised work

• Restate your position and explain how you applied the revisions to the new design

• Reveal, Pitch & Pray ...

Pitching Creative: Constant Intel’


Secret Weapons & Kill Moves


• All your work should be contractually approved prior to start

• Assign the client a contact person (AE); request a single point of contact with client for approvals

• Keep strict hours, descriptions on work performed and labor rates for each duty

• Use an online approval management system (AMS) such as Basecamp (www.basecamphq.com)

• Apply the fee for the (AMS) within your contract

Pitching Creative: Self Protection

http://www.basecamphq.com

http://www.basecamphq.com


• Your schedule should have “not to exceed” hours written within your revision process

• Issue change orders to clients who abuse the contracts - AKA “SHOCK COLLARS”

• Make sure all work created can be used within your portfolio contractually

• Ensure your contract allocates additional charges for fonts, photos and external vendors if necessary

• Make sure you create and receive approval signatures THROUGHOUT the process of the work

• Contract Signing

• Research Approval

• Creative Approval

• Project Closure

Pitching Creative: Self Protection Continued


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www.JusticeMitchell.com

http://www.JusticeMitchell.com


