Death by PowerPoint is a sure way to turn off a potential client. Many agencies rely on “creds” presentations to show off their talents. These presentations can often take the form of lots of pictures and overwhelmingly positive results, all of which a prospect can probably get hold of by simply looking at your website.
The most important aspect of a prospect selecting one successful agency over another will often be the personal chemistry between the agency and the client – do they trust you? Do they see that they can work with you? In the past agencies with the least successful creative ideas have won a pitch, solely on the connection they have with the client. As plans can always be updated post pitch, but personalities cannot.
Instead of talking ‘at’ a prospect in a dull meeting room, one way that agencies are trying to creatively build these personal bridges with potential clients is through showcasing their talents in a more social way. These “showcase” events are designed to offer a more relaxed environment in which to actually demonstrate the skills the agency has to offer, often through interaction.
There are some key factors that the organiser needs to remember to strengthen the chance of getting the target audience to the event and to ensure the resulting evening is effective:
• Personalized invites to targeted prospects – less is more, it is not about sheer numbers but the quality of the prospects
• Select an aspirational and interesting venue
• Short punchy presentation on what you offer, use interactive techniques where possible to get the prospect to see what you offer first hand – no death by PowerPoint!
• Alcohol and canapés to ensure it is a relaxed evening
• Fully briefed staffing team that are aware of who is there, what they do and what the opportunities there are
• Follow up! This is just the start of the relationship
Thanks,
Mark Dunn
Senior Account Director
iD Experiential & Say Cheese UK
markd@idinfo.com
0207 428 1480