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THE LEVITAN PITCH.
AHAA! Annual ConferenceMiami, April 27, 2015
THE LEVITAN PITCH.
PITCH SMARTER. INCREASE YOUR NEW BUSINESS BATTING AVERAGE.
1. WHY YOU SHOULDN’T PITCH
2. THE WORST PITCH EVER
3. THE LEVITAN PITCH SYSTEM
4. SOME CARTOONS
I’VE BEEN IN YOUR SHOES.
100+ PITCHES.
Peter Levitan
16 YEARS AT SAATCHI & SAATCHI: RAN BUSINESS DEVELOPMENT IN LONDON AND NEW YOURK
7 AS CEO AT TWO INTERNET START-UPS
9 AS CEO AT CITRUS ADVERTISING
3 AT PETER LEVITAN & CO. ADVISINGADVERTISING AGENCIES ON NEW BUSINESS
www.peterlevitan.com
MY ‘FIRST TIME’
EasyLink First Commercial
Email Service1983
LEARNING
Very Smart / Dedicated Team
Research = ‘Instant Mail’ Strategy
The Right Presentation Technology
We Built Chemistry With The Client
Use The Right Technology
Tell them what you are going to tell them.
Tell them what you just told them.
Tell them again.
Tell them again.
THE LEVITAN PITCH.
TO PITCH OR NOT TO PITCH…
PITCHING IS:
GOOD FOR YOU.
BAD FOR YOU.
PITCHING IS GOOD.
Proof that your agency is healthy
Proof that your new business program is working
Proof that you are sexy
PITCHING IS BAD.
Pitching is very expensive
Pitching eats up your staff
The 47% Factor
And… You will probably lose
SORRY
SOME AGENCY MATH
10 RFP’s + 6 Pitches Per Year
RFP = $15,000 X 10 = $150,000
Pitch = $35,000 X 6 = $210,000
Annual Agency Cost = $360,000
MORE AGENCY MATH
Annual RFP / Pitching = $360,000
Plus…
Business Development = $150,000
The Real Total = $510,000
MORE MATH
If you are a Hall of Fame batter and win 3 out of 10 at bats…
Your agency’s cost per win is…
$170,000
You Don’t Have To Swing At Everything.
So…
JUST SAY NO!
I know, I know.
It’s Hard To Say No.
A ‘GO-NO-GO’ DECISION MATRIX
How Clients Choose Agencies
CreativityPositioning
SpecializationLocation
Size
How Clients Choose Agencies
ReputationCulture
ChemistryFear
Before you start writing your pitch, how did the client find your agency?
A Referral
Inbound Marketing
Outbound Marketing
Press = Fame
Why do they want you?
Your Fame Your Location
Your ‘Creativity’ Your Attitude
Your Experience & Specialization
Why do you want them?
Famous Client Love ‘Creative’
Has Cash Nice People
7 TOUGHQUESTIONS
Before You Say Yes To The Pitch
1. Have the client clearly stated what they need?
2. Have they discussed their budget and compensation?
3. Do you know the client’s Agency selection criteria?
4. Have you met with the client or search consultant?
5. What is the client’s agency history?
6. Should this client hire you?
The Toughest Question.
Are you the incumbent?
Sorry…
Only 10% of incumbents win.
OK, GOWINIT
THE WORST ADVERTSING PITCH
EVER
THE WORST ADVERTSING PITCH
EVER
THE PITCH
Saatchi Brothers
Adidas CEO
Fear Of Nike
My Very Own London Agency
PHARAOHS
Insight:
Sports is a key ingredient In our humanity.
It brings out the best In us and it brings the
world together.
We Swung For The Fences
THE MISTAKES
Ego-rich environment
Wrong team for Adidas
No rehearsals
We didn’t know all of the key decision makers
THE LEVITAN PITCH SYSTEM.
1. PROCESS
2. CONTENT DEVELOPMENT
3. PRESENTATION PREP
4. DELIVERY
PROCESS
PROCESS: The ‘Chosen One’
Brains & Time
Respect
Personal responsibility
Detail orientation
PROCESS: The Team
Best presenters only
Strategists
Synergy
Back home / training
“Single biggest mistake is forgetting the client’s brief.”
Joanne Davis.
#1 READ!
PROCESS: The Client’s Brief
Study the brief
SWOT analysis
Agency Pitch Creative Brief
Know who will be in the room
PERSONAS PLEASE
PROCESS: Budget & Checklist
What is the budget?
“Oh shit, did you confirm, which building, do you have the
connector, who has the leave behind?”
PROCESS: “War Room”
The hub = focus
Physical format to frame issues
Timetable & responsibilities
Google / Basecamp / ProofHub
PROCESS: Meeting Control
Meeting manager
State the objectives
Start on time Time = $$$
Stop and get up!
CONTENT
MeetOur Truly
WONDERFULAGENCY
“The single biggest mistake that agencies make is that they are still desperate to talk about themselves, but the best ones talk about the client from the off.”
Angus Crowther.
CONTENT: Client Think
The pitch is about ‘them’
Understand their rational and emotional needs
Winning is about minds and hearts
“No one, in fact, wants to “buy” advertising, or media, or digital, or public relations. Rather, prospects are interested in solving their Business Issues.
Smart agencies bond with prospects around their problem – their business issue – not the agency solution.”
Robin Boehler.
KISS
CONTENT: KISS
Lincoln’s Gettysburg = 272 Words
“I Have A Dream” = 17 Minutes
“If It Doesn't Fit You Must Acquit”
WOW!THEM
“At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature…”
Bill Bernbach
CONTENT: WOW! Insights
Digital Tools:
Search / PDF’s / TopsyeMarketer / CompeteBlogs / Google Trends…
CONTENT: WOW! Insights
Agency Tools:
Research / Industry BlogsOnline Surveys/ InterviewsMystery Shopper / Video
Use ‘Cute’ Strategic Charts
CONTENT: Case Histories
“Why are they showing me this irrelevant and LOOONG
case history?”
“Yawn…”
London Advertising Has A Concise Case History System
CONTENT: Spec Creative?
Spec sucks
The other agencies suck
Get over it – Just do it
Unless the client is very unreasonable
CHUTZPAH&
BHAG’s
CHUTZPAH&
BHAG’s
PREP
“Approximately half of advertising professionals surveyed by Provoke Insights say they are dissatisfied with the current internal approach to pitching.
Unrealistic timelines.
Long work hours.”
47%
PREP: The Agency System
Take the time to get it right
Have a standardized RFP and Pitch System
But, be careful…
PREP: No Excuses
Blind dates are so yesterday
Hire an industry expert
Hone the client personas
The reverse look-up LinkedIn trick
“David is one of the most passionate and innovative marketers in the business. David's knowledge and insights into the brand strategy process (vision, segmentation, target customer, positioning, etc...) enabled him to lead a global team in the development of Mazda's global brand positioning centered around "Zoom-Zoom". Having worked for David in Japan, I witnessed how he easily adapts to his environment, working cross-functionally and cross-culturally.”
KIA’s EVP Michael Sprague… Strategic
Passionate and innovative marketer
Brand strategy process
Lead a global team
Global brand positioning
Cross-functionally and cross-culturally
KIA’s EVP Michael Sprague… Strategic
PREP: Its Sales Stupid
PREP: The Script
PREP: Rehearse
Rehearse & rehearse
But…
Watch out for over rehearsal
DELIVERY
DELIVERY: Clock Slavery
Arrive very early
Maintain total control
Have 2 hours? Plan for 1.5
DELIVERY: Own The Room
Scout the room -- Ask
Prep if you can -- Goodby
Tech glitches
Be the host
Serving / eating food can a major distraction
CHEMISTRY
“Practically every consultant, or 96% of the sample, pointed to “chemistry” as the key factor for winning.
But what exactly is chemistry? Generally speaking it is simpatico between the client and agency teams.”
Avidan Strategies
“Most agencies don’t pay enough attention to the chemistry and culture aspects of their pitch. Where do the philosophies and values of their firm align with those of the client?
Are your people communicating well and easily with each other in the pitch? How are your folks attired vs. those on the client side? Do they talk numbers and you talk general concepts? Are they all business and you’re all smiley?”
Bob Wolf
DELIVERY: Interpersonal Chemistry
Keep the agency numbers low
Assign roles
Listen, lean in & pay attention
DELIVERY: Body Language
Verbal – words, content – 7% Vocal – tone, pitch, intonation – 38% Visual – body language, gestures,
facial expression – 55%
Albert Mehrabian.
DELIVERY: Leave Behind
Support your brand & story
Write for downstream readers
Do not overwhelm
Be digital and physical
DELIVERY: Presentation Tools
Death By PowerPoint
Dreaded Bullets
PPT As Tele Prompter
Over Stuffed Slides
DELIVERY: The End…
Gently but firmly “follow-up’
Win or loose:
Get honest feedback
Post-pitch questionnaire
WHEW!(117 Slides)
Tell them what you are going to tell them.
Tell them what you just told them.
Tell them again.
Show… them again.
HOW TO NOT
WIN PITCHES.
Available on Amazon as a paperback and eBook.
Download The Advertising Agency Pitch Playbook:
http://goo.gl/15fHGc
Thanks.
