You are about to witness a presentationthat may contain content of an adult nature.

Some Images and Humor in this presentation is for a Mature Audience only!

U.S. Retail Sales of Womens Razors

Near $587 Million in 1996

* P&G Annual Report

How and Why?

A creative person and a marketing person united

Took a trip to Venus

Understood their customers needs

Adapted, Evolved, Survived, Grew

The Basics

A Company Hierchy

The Agency Hierchy

The call for a pitch

The Typical Agency Presentation

Strategy Presentation Creative Presentation

The Agenda for Today

CreativePresenters

StrategyPresenters

The need to fill the gap

The Agenda

Understand the Gap

Filling the Gap

Presenting Creativity

Protecting Creativity

Board the Next Flight to Venus

A world of a difference

Different School of Thought

The weird guys in class! Front 2 rows

Company Presidents Brand Managers

Window Facing Art Directors Visualizers

Back Rows Copywriters Ideators

Near the Door Marketing and BDM

Computer Screens

Communities on Networking Websites

Two different worlds!

Channel Surfing

Magazine Flipping

Shopping for Clothes

Bookstores

In a day, over 3 million presentations are made

in Power Point!

* Reports Microsoft

Besides that.. Everyone is selling something or the else..

Companies Products Services Credit Cards/ Loans Financial Reports Research Reports Trend Reports Vegetables Etc…

So what makes you the guy who closes the deal?

Let’s experiment

Who can you convince to buy Designer Wear?

Paris Hilton

Bridal Wear$ 3600

Winter Wear$ 1250

Maternity Wear$ 1900

Who can you Sell Lipsticks to?

Just Kiddin!

But you need to understand how things work at Venus

Welcome to Venus!

Why do you need to be a Creative Sale

Executive?

The Man who invented the wheel could not sell it for years!!!!!

The Quaker Oats: 1877 AD

Nobody knew from where Oats originated. They simple bought it

A entrepreneur named Quaker started putting his name and a illustration on the bags

Soon it became a symbol of Quality

The first sign of Creative Selling and Advertising

The Inventor

Dr. Spencer Silver, a scientist, was a scientist developing glue

He discovered a formula for the sticky stuff back in 1968.

It stuck to objects temporarily

The Seller

Art Fry,

a colleague of Silver

finally came up with a practical use for it.

Unfortunately

You cannot create or get great creative work…

every time

BUT…

Have you ever wondered..

Behind each of these ads…

Is either a Horrible Client

Or a

Great Casanova at Venus

What kind of brands suit SRK?

Brand Ambassador: Hritik Roshan

David BeckhamFace of a brand for?

Presenting your Work

Before you go for the Kill!

Hunter- Marketers

Dog- Researchers

Gun- Creative

Best practices Collect Data, before you fire up Powerpoint

Preparation is more important than Presentation

Interpret the Data Look for trivia, general information, cartoons on the category, news articles

Get away from your work for a while

Filter it Summarize the entire strategy in 2 minutes

Write the story… Don’t write what you want to say…write what you would ‘like’ them to hear

Rule 1: Study the Client

Study the Client

Spend Time with the Client and Servicing Executive Become Friends, not just associates Get a Feel of the Company Get to know what they find funny/ serious/ emotional Try and understand the size of the campaign and

where they are going to release it If you don’t follow Rule No. 1…your chances of

succeeding in selling a campaign grow slightly lesser

What happens if you don’t do enough

study…

Raymond’s TVC aired in the Arab Continents

Targeted at Office Executives Not at Arabs…

But… Brief Sheet contained only TA….not overall Public Perspective

Problem : Dogs are not seen in the right light in Muslims

Effect: Negative Word of Mouth

Parker Pen

"It won't leak in your pocket and embarrass you."

In Mexico it read as… "It won't leak in your pocket and make you

pregnant."

Electrolux

Scandinavian vacuum manufacturer

The American campaign "Nothing Sucks like an Electrolux."

Colgate

Introduced a toothpaste in France called Cue

The name of a notorious porno magazine.

American Airlines

When wanted to advertise its new leather first class seats in the Mexican market, it translated its "Fly In Leather" campaign

Which meant "Fly Naked" (vuela en cuero) in Spanish.

Dairy Association's

The huge success with the campaign "Got Milk?" prompted them to expand advertising to Mexico.

It was soon brought to their attention the Spanish translation read "Are You Lactating?"

What happens when you study a client really well?

What happens when you study the product well?

Rule 2: Practice selling your Campaign

Practice…makes perfect

606 takes

6 million dollars

1 hell of a commercial!

Gold Cannes 2005

Rule 3: Make it Real

Make it Real

Don’t expect a client to visualize ‘Picture it’ for them

Use Photoshop to get a real feel

Paste in the Magazine/ Newspaper and give it to the Client to Flip the Pages

Stationery (VC / Envelopes / Letterheads)

Rule 4: Present your own work

Present your own work

Nobody knows it better than you

Observe other people present

Create a Magic

Speak confidently

Rule 5 : Don’t get in the loop of Cultivated Eccentricity

Visualize a… A Fashion Designer

Gay

A Indian Painter Jholawala

A Insurance Agent Spectacled Uncle

A Hacker Geek

A Typical Ad. Creative Person! @$*&/#+#@

Cultivated Eccentricity

Be who you are…don’t try and be someone else

Smoking is uncool!

You cant think better when your drunk!

Clients hate typical creative people…because they can’t communicate with them.

In Roman, do like the Romans (Talk to them in the language they understand)

Rule 6: The first 90 seconds of any presentation are crucial!

Rule 7: Never present your work as Risk Taking work!

Rule 8: Avoid Handing out Materials before you present!

Police Public

Rule 9: Step by Step

Step by Step

Pretend you are the Client

When an agency unveils the ad. There is so much to look at.

Therefore step by step introduce a Print Ad.

Rule 10: Never say..You are going to Love this!

The ‘F’ Word

We Feel that….

Clients don’t believe in feelings…

They want facts…numbers…research

Instead say “Our research/ Study/ experience says that….”

Rule 11: Don’t just sit there

Rule 12: Defend your strategy

Even before you meet the client

The Devils Advocate

Criticize it

Hate it

Look at it as if in a bad mood

Now defend it. Every thing you didn’t like.

Defend it

Rule 13: They might be right!

Other Tips…

The 2 minute summary

The Importance and Relevance of the most integral part of your presentation

Little things… Get Introduced the right way…if need be explain how you would

like to be introduced…it’s a great investment

Shake Hands…Confidently and Give your Visiting Card

Emit a Positive Vibe…

Remember the Name of the people you meet if not handed over a visiting card If you cant try and ask him/ her for the spelling of the name…. But your in trouble if his name is Raj! Better still ask for the Email ID!

Little Things…

You have nothing to loose…everything to gain! Even dogs and snakes can Sense fear!

Murphy’s Law No.1 If something can go wrong….it will

Technology will always fail when needed most Keep a Joke Handy* It will help break the ice

Protecting your work

When do you need to protect your work?

When the client say’s “There are a few changes…”

Strategy Message Idea Images Logos Colors Fonts Layouts Sizes etc…

Why do you need to protect you work?

The client’s apprehension

The Ad Pyramid

Defend your Priorities

Positioning

Strategy

Campaign

Idea

Design

Copy

Logo Sizes/ Colors / Fonts

Trademark Pending

The Logo

The Brief for MSN’s new Logo

"We want a logo that is unique among the major Internet brands Different

That fits with the Microsoft brand Similar

That captures the spirit and imagination of what Microsoft's software, content and services can do to empower people's everyday lives. Abstract???

The Solution

Creative Selling A multicolored butterfly that symbolizes

Uniqueness, Aspiration, Freedom and Personal empowerment

that people experience when using MSN to bring the Internet into their everyday lives.

Because MSN aims not only to make common tasks truly simple on the Web, but also opens up a new world of adventure by connecting

people and information around the world. That's why the new butterfly logo is the perfect embodiment of

what MSN stands for.

Technical Selling

The MSN butterfly logo, for Microsoft branding, retains the yellow, orange, blue and green color scheme common to Microsoft's other major brands including the Microsoft® Windows® operating system, Office and the BackOffice® family.

The MSN butterfly icon is clean, with a simple font that accompanies it, are meant to capture the imagination and freedom that people should feel from using MSN.

Convincing a Client

Is the Ad. Strategically correct?

Is it creatively satisfying and convincing?

Does it Grab Attention?

If yes…then your target audience will notice

If still not...look for his competitors ads and try and locate a good ad with a small logo!

Complaint No.1

The client wants to say many things in the Ad.

Let’s Recall that ad.

When you say a lot of things and speak about everything…your listener eventually hears…

NOTHING!

How to convince..

The story of the TT Balls

1 message = 1 ad 2 messages = a dissolved ad 3 messages and more… is not an ad… it’s a

waste

Complaint No.2

Negative Headline…No way!

Unilever

Surf Excel Tagline : Surf Excel Hai na! While Everyone talking about

Better Stain Remover Lesser water consumption Whiter/ Brighter/ Color Preservation Formula X with X boosters etc etc etc

A new pitch invited…

Daag Acche Hain!

Does that mean…hum burey hain?

What sells…

Home Truths in Femina

Breaking News

The K series

Item Girl Interviews

Negativity attracts attention!

Will you read this article?

Newspaper with headline saying…

Peaceful meeting at Parliament

Plane lands safely at airport

Mother delivers healthy baby

The Truth is..

Eventually, as long as the product is portrayed in the right way…the result is positive

The end customer does not remember your headline or your body copy.

Just the main idea.

Complaint No.3

Our competitor could run the same ad…

Yeah so!

How drastically is your product different from your competitor?

In most cases it isn't…the advertising brings about the differentiation Travel and Tour Operators Colas Detergents

The truth is…Once you say it first…its yours

How to sell it…

Personalize it..

The content

The look and feel

The Tone (study the history)

The Execution

Complaint No.4

Make it Bigger na…

The Size Problem!

The Art Director wants it Smaller

The Client wants it Bigger

The Dilemma

The Art Director feels that if the logo is too big, it can look ugly, forced, can spoil his layout etc.

The client feel that if his number is not big nobody will call. Nobody will notice its his brand etc.

Convincing the Client

If the advertising is creatively interesting the reader will notice the company

If the consumer needs the number at the right time, he will find it…somehow.

Small Tip: Always ask the Art Director to keep the logo smaller than he wants it to actually be and then change it to the right size after the client complains

Complaint No.5

But you ad says that Hutch is a ….

DOG?!!!!

Taking it literally

How to convince… See the ad as a consumer...not a product manager

Ask him when do you read a newspaper or a magazine?

In fact.. A little exaggeration, humor will make them happy

Don’t underestimate your consumers IQ

Make advertising..entertainment…not a science programme

The difference between a ad and a product catalogue

Rule 13: They might be right!

Take a look at the creative again

Would you buy it if your life depended on it?

So the next time you need to present…

Remember…