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:[email protected] Linktothissite http://www.slideshare.net/bmonger forfurtherpresentationsMarketingInBlackandWhite 26 27. 27ENDMAANZ MXPress Program
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