1. The MAANZ MXpress ProgramSelling the PlanPart 1DrBrianMongerCopyright May 2013.This Power Point program and the associated documents remain the intellectual property and thecopyright of the author and of The Marketing Association of Australia and New Zealand Inc. Thesenotes may be used only for personal study Persons and/or corporations wishing to use these notes for anyother purpose should contact MAANZ for written permission.

2. MAANZInternational MAANZInternational,isaNotforProfit,internetbasedprofessionalandeducationalinstitutewhichhasoperatedforover25years. MAANZInternationaloffersProfessionalMemberships; MarketingCourses(FormalandShort) AndMarketingPublications www.marketing.org.auMarketingInBlackandWhite 2 3. Dr.BrianMonger BrianMongeristheCEOofMAANZInternationalandaProfessionalmarketerandconsultantwithover40yearsexperience.MarketingInBlackandWhite 3 4. MarketingInBlackandWhite 4PersonalPresentations Apresentationisanoraldeliverysupportedbyvisualsandaudiomediathatreinforce,andinsomecasescarrythebulkof,themessage.Thecontentofthemessageisasetofrecommendationsusingallthepersuasionthatlogicandargumentcanbringtothemessage. Theabilitytomakeeffectivepresentationsisanessentialexecutiveskillnotonlyinsellingtoprospects,butalsoforinhousepresentations(presentinginformationsuchasthebusinessplanormarketresearchreport)atexecutivemeetings.Theobjectiveofthepresentationmustbeto: 5. MarketingInBlackandWhite 5SellingthePlan Inallcommunication,thekeyelementstoconsiderare: theaudience themessages themedia theobjectives/expectedresult. 6. MarketingInBlackandWhite 6PresentationStrategy Presentationstrategyvarieswiththesituation.Themoreformalthepresentation,themorepreparationisneeded.Thesearethemattersyoushouldconsider: Understandtheobjectivesandpurposeofyourpresentation. Knowtheprospectiveaudience. Presenttotheaudiencespointofview. Anticipatequestionsandobjections. Organisematerialinaneffectiveandlogicalsequenceandformatforthepresentation. 7. MarketingInBlackandWhite 7PresentationStrategy Discussarangeofmarketingpresentationstrategiesandtheireffectivenessfordifferentpresentationsituations. Developarangeofsupportmaterialsthatcanbeusedtopresentavarietyofideasandconceptsforapresentation. 8. MarketingInBlackandWhite 8OrganisingtheMessage Thepresentationwillhaveahighlycomplexmessagebaseduponvoluminousfactsandresearchdata,asophisticatedandintricatestrategy,andcarefullydevelopedconclusionsandjustifications. Thechallengeindevelopingapresentationistocondenseallthematerialintoamessagethatisabsorbingandeasytolistento. 9. MarketingInBlackandWhite 9Theme Forapresentationtobememorable(andthatisimportantinacompetitivesituation),anchoritwithastrongtheme. Keypoints Whatarekeypointsfortheaudiencetoremember?Thesekeypointsarethecriticalpiecesofinformationonwhichthelogicoftheproposalwillbebuilt. Anaudiencesabilitytoretaininformationwillbelimited. 10. MarketingInBlackandWhite 10KeyElementsofthePresentation Presentclearly Usepreparedaidsasvisualparagraphmarkersforideas. Keepwordstoaminimum. Ensureuniformityofsize,colourandlayout. Introducetheaid,talkitthroughandthenremoveit.Therightaudience Ensurethatthekeypeoplearepresent. Ensurethattheyarepresoldandlookingforwardtoyourpresentation. Avoidpresentinganythingnewthatmaycreateresistance. 11. MarketingInBlackandWhite 11KeyElementsofThePresentationEmphasisethepointsthathavealreadybeenagreedwiththedecisionmakerandhis/heradvisers.Reinforceyourmessagewithsimple,graphicvisuals.UseyourselfasapresentationalaidBeenthusiasticifyouarenotconvinced,theywillnotbe.Standorsituprightbutwithvariedpositions. 12. MarketingInBlackandWhite 12KeyElementsofThePresentation Usehandstoemphasiseratherthandistract. Lookatindividualsandchangeyourexpression,voicepitch,tone,paceandduration. Uselanguageasanaidtointerest 13. MarketingInBlackandWhite 13KeyElementsofThePresentation Usequestionsaswellasstatements. Usemetaphors,similesandanalogies. Useexamplestopaintpictures. Repeatandsummarisefrequentlybefore,duringandafter. Getfeedback Involvetheprospectscontinuallytogettheiragreementbeforemoving on. Refertothesituation,tomattersclearlyagreed. Watchfacesandbodymovementsforreactions. Askquestionstoensureagreementontheneedtointroduceeachmainpoint. 14. MarketingInBlackandWhite 14KeyElementsofThePresentation Dontmoveonifpeoplearestillworried. Summarisefrequently. Makenotesofpointsofagreementanddisagreement. Watchthetime(anaccuratelytimedsessionis,initself,impressive). 15. MarketingInBlackandWhite 15Chooseastyleofdelivery Willyouaddressthedecisionmakerortheaudienceingeneral? Willyouuseaformalstanduporlowkeydiscussionstyle? Willtherebeagreaterorlesserinvolvementofateam? Willtherebealiberalorselectiveuseofaids? Willyoumakeuseofclientlanguage/jargon?Presentcredibly 16. MarketingInBlackandWhite 16PresentingFactualInformation Facts,especiallynumbersbythemselves,aredifficulttocomprehendandevenmoresowhenthevarietyandsignificanceoftrendsarecomplex. Whenexpressingstatisticsvisuallyinareport,youcanhelpthereadertograsptheirsignificanceortocomprehendanideaquicklyandrelatethemessagemorereadilytothedecisionmakingprocessiftheinformationispresentedwell. 17. MarketingInBlackandWhite 17MethodsOfDisplayingDataandInformationTablesandgraphs(pictorialrepresentations)maysimplifyandclarifytheresearchdata.Tabularandgraphicrepresentationsofthedatamaytakeanumberofforms,rangingfromadirectcomputerprintouttoelaboratepictographs.Barcharts,piecharts,curvediagrams,pictogramsandothergraphicformscreateavisualimpression. 18. MarketingInBlackandWhite 18DesigningTheVisuals Numberstellastory. Thetrickisknowingwhatstoryyouwanttotellandtotellitclearly. Generally,peoplefindnumberspersuasive.Numbersprovidesoundevidenceformanydecisions. Userfriendlytables,graphsandnumberscanshortenmeetings,savetimeandmakeagoodimpression. 19. MarketingInBlackandWhite 19SuggestionsforThePresentationOfStatisticalInformationInVisualForm 1.Keepitsimple.Anoverlycomplicatedgraphishardtocomprehendandmayconfuseanissueratherthanclarifyit.Thelesscomplexthegraph,thebetter. 2.Keepthescalingconsistent.Oncethebestpossiblescaleforthegraphisidentified,setitupsothateachsegmenthasequalvalue.Thatstheonlywaytoaccuratelyreportyourinformation.Ifscalingisnotconsistent,thevisualsummaryofthenumberswillbeinaccurate. 3.Usethesamescaleforrelatedgraphs.Thishelpsthereadertounderstandhowonetrendismoreorlessmeaningfulthananotherrelatedtrend. 20. MarketingInBlackandWhite 20SuggestionsforThePresentationOfStatisticalInformationInVisualForm 4.Avoidchartjunk.Chartjunkisdecorationthatinterfereswithmeaning.Chartjunkconsistsofunnecessaryanddistractingelements.Themostcommonofthesearegridlines,patternedbarsandslices,backgrounds,borders,inappropriateandconfusingcolours,actualnumbersandvalues. 5.Keepshapessimple. Avoidthreedimensionalandoddshapedgraphs,whichdrawattentiontothedesignratherthanthecontent.Oddshapeswillnothelpreaderstounderstandyourmessageorthedata.Evenreaderswhotakethetimetostudythefollowinggraphareunlikelytomakesenseofit. 6.Showtrendsandrelationships. 7.Attractattention. 21. MarketingInBlackandWhite 21Thefollowingarecommonlyusedvisuals: Flowcharts Diagrammaticcharts Linegraphs Bargraph Pie(orcircle)charts Pictographs 22. SALES10203040506070J A S O N D J F M A M JMONTHSLine graphsA line graph shows points on two dimensions. Usually the vertical dimensionrepresents some amount such as dollars or volume. The horizontal dimension istime. A horizontal line connects -the dots or points in time. The most frequent usefor a line graph is to show some kind of change over time. A line graph is goodfor a trend analysis, such as a comparison of prices or sales over time. 23. 0.001000.002000.003000.004000.005000.006000.0015- 20Male15- 20Female21- 35Male21- 35Female35-45Male35-45Female45+ Male 45+FemaleBar graphA bar graph is similar in format to a line graph except it depicts units rather than points.For example, the vertical may represent dollars or volume. The horizontal, however,would represent companies, brands, or population segments. You might use a bar graph tocompare the consumption patterns of three different segments of your target audience orthe dollars spent on advertising by all the various competitors. 24. % Sales By StateN.S.W36%VIC22%QLD25%SA6%WA11%Pie (or circle) chartsA pie chart, for example, is the standard form to use to depict pieces of a whole. Anytime you talk about percentages, such as market share or budget allocations, that total100 percent, a pie chart is a good way to express the relationships. As a rule of thumb,pie charts should not have more than six pieces. 25. PictographsA variation on many of the previous types of charts and graphs is apictograph. A pictograph is typically a pie, line, or bar graph that representsthe elements with a symbolic graphic. It makes the chart more graphic andmore visually interesting. It can however also be confusing. 26. FormoreinformationaboutMAANZInternationalandarticlesaboutMarketing,visit: www.marketing.org.au http://smartamarketing.wordpress.com http://smartamarketing2.wordpress.com . http://www.linkedin.com/groups/MAANZSmartaMarketingGroup2650856/about Email:info@marketing.org.au Linktothissite http://www.slideshare.net/bmonger forfurtherpresentationsMarketingInBlackandWhite 26 27. 27ENDMAANZ MXPress Program