I read this article and it struck me how we have left creative
in the wings in favor of tactics and technology so I ask?
A Better Way to Pitch
Time to Trash the Old Way of Doing Capabilities Presentations
Phil Johnson is CEO of PJA Advertising & Marketing
“What ever happened to creative insights, creative point of difference,
for that matter creative seems to have taken a back seat to technology
and placement. We seem so star struck by all the options we have
forgotten the message. My challenge to you is this. Name one client,
product or service and clearly state the position they hold in
the market. You can’t. Nor can I. What is the Real thing today.
It is all over the place and without focus.”
When it comes to creative and agencies we have forgotten our souls. We are more
concerned with where we place ads than what we say in ads. The discipline of keeping to
the brand position, a single minded and clear message has been lost. Replaced by
insecurity and a sense of being left behind.
Technology is not creative anymore than a telephone or a car. They are simply methods
by which we communicate. The object is inert the message is alive.
As advertising agencies we should be focused on the message and not the means or
technology to be used. We can “google” the expertise in technology and find many
suitable sources. But the thinking and insight is not something one can “google”
it is arrived at through thinking and study.
We should all walk into presentations today with the knowledge that all of these forms
of technology are available to all of us. We should focus on our thinking and our
insights and how they sete us apart from the rest of the agencies, boutiques etc.
As we approach New business we should again stand out with our thinking and focus
on the Brand and develop insights that set us apart from the rest. Setting
the Brand apart from the rest of the market is our goal.
Before the presentation, we set ourselves apart through insightful strategy.
Have confidence in our team and step out with early communication, directly
if possible. A creative direct mail piece, an Ad, a video, a web site, etc.
something to show you are different from the pack.
During the presentation, we present in a unique way not as the norm would have it.
Stand out through method, Act out the presentation as if it were on a Broadway stage,
Dress like the Blue Man Group. Pick a point of difference and follow your creative gut.
You must stand out as different. Don’t present but ask questions and listen to the
client and their needs. Your position is everything you have to offer make it count.
After the presentation, follow up with a meaningful document or communication
something again to set your group apart. A news release, A commentary on the business,
A blog post, a YouTube video thank you, again set yourself apart from the crowd as you
intend to set the Brand apart from the rest of the Brands in the Marketplace.
If you get the business, remember how you got the business and do not falter from
your position and direction, always seek the unique position and the point of
difference for your Brand. Be consistent in your focus on the Brand position
and be sure to have a consistent message that is recognizable and clearly definable
by the consumer.
We all know of batting averages, 3 out of 10 is great. We need to be prepared
to loose our shirts most of the time. So it is imperative to create as we would for a client
a clear point of difference for our Brand and what we stand for. These things add up
to fame and fortune. Think of Bogart, Wayne, Bacall, etc. and why we remember them.
We are no different. We must stand for something as should the Brands we represent.
What is your creative difference? What sets you apart from the crowd? Remember
that as we set Brands apart in the market, we must set ourselves apart as well. Are we
willing to set ourselves apart? Do we have the courage to stand out and be loved
or hated? We must if we want to stand out in the storm of competition which surrounds us.
Again we must stand out, before, during, after the presentation to insure consideration
and continue with this position if we get the business as this position got us that
Solid insight that seems to get lost in the current flood of techno-wizardry. Technology is the tool. Without the creative insight, spark, talent it will not whir or spin. It is just technology.