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8/2/2019 Presentation Skills for Marketing Managers
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1www.studymarketing.org
Presentation Skillsfor Marketing Managers
8/2/2019 Presentation Skills for Marketing Managers
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2www.studymarketing.org
You can download this presentation at:
www.studyMarketing.org
Visit www.studyMarketing.orgfor morepresentations on Marketing, Strategy,
Innovation, and Branding
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1. Developing Great CONTENT
2. Preparing Great DESIGN
3. Conducting Great DELIVERY
Contents
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Content
Three Elements of Great Presentation
Design
Delivery
GreatPresentation !
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Steps in Preparing Content
Analyzing
Your Audience
Gathering
Relevant Data &
Information
Converting
Your Data into
an Outline
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Analyzing Your Audience
Needs
Knowledge level
Attitude how do they feel about the topic?
Demographic Information this may include the
age, gender, culture, and language of the audience
members
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Gathering Relevant Data & Information
Before you start your research to gather relevant
information, there are three questions should be
considered :
What do I want my audience to gain?
What might they already know about my topic?
What is the objective of the presentation?
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Converting Your Information into an Outline
There are three steps to creating an outline :
1. Determine the outline style
2. Group your raw data
3. Arrange into outline format
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Outline Style
Chronological Shows events in order as they occurred
Takes the audience on a journey through aflowing presentation
States the problem, the whys, your
solution, and a summary
States the cause and explains the effect(s)
Narrative
Problem/
Solution
Cause/ Effect
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Outline Style
Topical Divides the general topic into severalsubtopics
Uses some or all of the what, who, where,when, why, and how questionsJournalisticQuestions
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Outline Format
Introduction
Body
Conclusion
Outline
Format
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Outline Format
Introductions
Should include an agenda and clarify the goals and
objectives of your presentation.
Can include an overview of a situation, a statement
of the current situation of the organization, or a recap
of history.
Can use the strategies that help an introduction get
attention: a quote, a question, humor, a creative
image, an anecdote, or a sharing of emotions.
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Outline Format
Body
Chronological
Narrative Problem/Solution
Cause/Effect
Topical
Journalistic Question
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Outline Format
Conclusion
Summarize the main points of your presentation
Provide closure, and leave an impression
Can consist of recommendations, future directions,
next steps to take, and so forth
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Building Great DESIGN
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Presentation Design
Key Rules when Creating Bulleted Text:
Use one concept per slide
Use key words and phrases
Make your bullet points consistent in structure
Capitalize properly capitalize the first letter of
the first word only
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Three Keys of Great Design
1. Layout
2. Consistency
3. Color
Great SlidePresentation
Design
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Layout
1. Layout
Consider your layout to be like the skeleton of your
presentation.Just as our skeleton support ourbodies, your layout should support your message and
provide structure.
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Consistency
2. Consistency
You must be consistent in the following design elements:
Your placement of text and images
Your fonts style and sizes
Your background
The sytle and treatment of your imagery
Your charts
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Color
3. Color
Use high contrast to increase legibility (e.g., black text
on clear and yellow on dark blue)
Colors should not clash they should have a high
degree of harmony
Avoid clutter by using no more than four colors
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Consistent Fonts
The two main classifications of fonts are serifand sans serif
fonts
Serif fonts have small flourishes extending from the main
strokes of each letter (examples : Times New Roman, Book
Antiqua, Bookman Olds Style, Garamond). Sans serif
dont; they are straight and clean (examples : Arial,
Verdana, Helvetica)
Sans serif fonts are best suited for electronic
presentations
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Tips for Planning Great Slides
Use slides sparingly. Avoid the overuse of slides or
unnecessary slides.
Make slide pictorial. Graphs, flowcharts, etc., all give the
viewer an insight that would otherwise require many words.
Make text and numbers legible. Minimum font size for most
room set-ups is 20 pt.
Make pictures and diagrams easy to see.
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Design Guidelines
Avoid this
This is better
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Effective Charts and Graphs
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Avoid slide like this one
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Conducting Great DELIVERY
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Delivering Your Presentation
Voice
Language Usage
Movement
Body Language
GreatDelivery
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Managing Your Voice
Try to sound natural, so your rhythm and tone is
appropriate to the message you are delivering
Develop three important qualities:
Volume
Intonation
Pacing
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Managing Your Voice
Volume
Avoid to speak in monotone. Put more
feeling into your voice and make it livelier by
changes in your intonation.
Speak loudly enough to reach all the
members audience without overpowering
those closest to you.
Intonation
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Managing Your Voice
For most of us, this is natural except when
we are nervous or excited. Practice, and you
can figure out what sounds natural and
appropriate for the points you are making.
Pacing
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Language Usage
When you speak, convey confidence and show interest in
what youre presenting. Speak with feeling.
Use short sentences and short, simple words.
Speak slowly and clearly enough that everyone in your
audience can understand every word.
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Movement
If possible, work the room and work the audience
Move appropriately and with purposedont move
simply because youre nervous
Your movements should be natural and support your
words and the rest of your presentation
Dont move constantly. Pause for effect. Stand still to
make an important point
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Body Language
Stand straight, but not stiff. You should radiate energy
Be relaxed, be casual, but dont be lazy
Use your hands, arms and gestures. Just let your bodyreact to how you feel
Make good eye contact the rule of thumb for eye
contact is three to five seconds per person
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Body Language
Do not keep hands in your pockets
Do not keep hands handcuffed behind your back
Do not keep your arms crossed
Do not put hands in fig leaf position
Do not wring your hands nervously
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In advance of your presentation
Practice a lot. Dont just think your presentation through :
act it out, in front of friends, or family. Time each section of
your presentation and develop a schedule.
Memorize the first two minutes of your presentation, so
you breeze on through the time when the butterflies are
most active.
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In the hours before presentation
Think positive thought : visualize yourself feeling at ease
with the audience
Use affirmation(e.g., I can do this. I am prepared. It will
go well)
Make sure all the equipment is working properly
Remember that the people in your audience are human too,
just like you. They want you to succeed !
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When you enter the room:
Focus on making your movements fluid and confident,
neither too slow nor too fast
Find a few friendly faces in the audience, for reassurance
Smile. Show that you want to be there
Be yourself
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How to Handle Tough Situations
Problem :
Know-it-all A participant who feels like more of an expert than
you.
Solution :
Dont fight it. Involve know-it-alls in your presentation.
They may have some great information to contribute. Allowing
them to participate and share their thoughts will not only showhow confident you are, but also help them get more out of your
presentation.
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Problem :
Unprepared participantsThose who havent prepared for the
presentation as you requested.
Solution :
Be flexible. Take something out of your agenda to allow the group
time to get up to speed.
Keep in mind your overall objective of the presentations.
Dont force your agenda; modify it to meet your objective.
How to Handle Tough Situations
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Problem :
After-lunch nap time One of the toughest times to keep people
engaged.
Solution :
If you have anything to do with planning the lunch selections, go
light and no heavy desserts.
If you really need to get everyone going again, get out thoseicebreakers.
How to Handle Tough Situations
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Problem :
Non-stop talker A participant who carries on conversations
during the presentation.
Solution :
Take a few moments to share what you talked about. This usually
makes the talker feel more involved and want to stay engaged and
participate with you instead of others.
How to Handle Tough Situations
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Planning for the Questions
Anticipate the questions that might come up
Listen carefully to the questioner
Repeat or rephrase the question
Answer clearly and concisely
Go to the next question
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Dealing with Disasters
You find out that the time allotted has been reduced. At the
very worse, you can make your points, support the with the
essentials, ask and answer the most likely questions on your list.
The slide equipment fails. You know then saying, The show
must go on. Apologize to the audience and then add something
like Now return with me to a distant past, before Powerpoint,
when all we had for presentations was our notes and perhaps a
blackboard or flipcharts. Then, make the most of your primitivetools.
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Dealing with Disasters
You tell a joke that falls flat. Ouch! Just shrug your shoulders
and apologize: I am sorry. I got that joke at a Henry Youngman
clearance sale. (You can choose your own comedian).
You get nervous and flustered and lose track of where you
are. Figure out where you are from your slides and notes. If you
cant, just be honest : My brain has derailed. Who can back me
up so I can the on the track again?
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References/Recommended Further Readings:
1. Jennifer Rotondo and Mike Rotondo, Presentation Skills for
Managers, McGraw Hill.You can obtain this excellent book at this link:http://www.amazon.com/Presentation-Skills-Managers-Jennifer-
Rotondo/dp/0071379304/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801273&sr=1-1
2. David A. Whetten and Kim S. Cameron, Developing
Management Skills, Harpers Collins Publisher. You can obtain this book atthis link: http://www.amazon.com/Developing-Management-Skills-David-
Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801369&sr=1-1
http://www.amazon.com/Presentation-Skills-Managers-Jennifer-Rotondo/dp/0071379304/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801273&sr=1-1http://www.amazon.com/Presentation-Skills-Managers-Jennifer-Rotondo/dp/0071379304/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801273&sr=1-1http://www.amazon.com/Developing-Management-Skills-David-Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801369&sr=1-1http://www.amazon.com/Developing-Management-Skills-David-Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801369&sr=1-1http://www.amazon.com/Developing-Management-Skills-David-Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801369&sr=1-1http://www.amazon.com/Developing-Management-Skills-David-Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801369&sr=1-1http://www.amazon.com/Developing-Management-Skills-David-Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801369&sr=1-1http://www.amazon.com/Developing-Management-Skills-David-Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801369&sr=1-1http://www.amazon.com/Developing-Management-Skills-David-Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801369&sr=1-1http://www.amazon.com/Developing-Management-Skills-David-Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801369&sr=1-1http://www.amazon.com/Developing-Management-Skills-David-Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801369&sr=1-1http://www.amazon.com/Developing-Management-Skills-David-Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801369&sr=1-1http://www.amazon.com/Developing-Management-Skills-David-Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801369&sr=1-1http://www.amazon.com/Developing-Management-Skills-David-Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801369&sr=1-1http://www.amazon.com/Developing-Management-Skills-David-Whetten/dp/0131747428/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801369&sr=1-1http://www.amazon.com/Presentation-Skills-Managers-Jennifer-Rotondo/dp/0071379304/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801273&sr=1-1http://www.amazon.com/Presentation-Skills-Managers-Jennifer-Rotondo/dp/0071379304/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801273&sr=1-1http://www.amazon.com/Presentation-Skills-Managers-Jennifer-Rotondo/dp/0071379304/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801273&sr=1-1http://www.amazon.com/Presentation-Skills-Managers-Jennifer-Rotondo/dp/0071379304/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801273&sr=1-1http://www.amazon.com/Presentation-Skills-Managers-Jennifer-Rotondo/dp/0071379304/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801273&sr=1-1http://www.amazon.com/Presentation-Skills-Managers-Jennifer-Rotondo/dp/0071379304/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801273&sr=1-1http://www.amazon.com/Presentation-Skills-Managers-Jennifer-Rotondo/dp/0071379304/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801273&sr=1-1http://www.amazon.com/Presentation-Skills-Managers-Jennifer-Rotondo/dp/0071379304/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801273&sr=1-1http://www.amazon.com/Presentation-Skills-Managers-Jennifer-Rotondo/dp/0071379304/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801273&sr=1-1http://www.amazon.com/Presentation-Skills-Managers-Jennifer-Rotondo/dp/0071379304/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801273&sr=1-1http://www.amazon.com/Presentation-Skills-Managers-Jennifer-Rotondo/dp/0071379304/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1219801273&sr=1-18/2/2019 Presentation Skills for Marketing Managers
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