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November 2020

Mohammad Anas Wahaj | 26 nov 2020

An effective advertising pitch along with an innovative idea and solid foundation is what it takes to come closer to landing a client for a marketing agency. Six experts from Ad Age Collective provide advice to develop a successful pitch - (1) Explain who you are and don't sell: Reid Carr, Red Door Interactive - '...they help the prospective client find the best match for their business. Winning a pitch isn't really a win if the relationship isn't a long-term fit between partners and peers.' (2) Lead with the result: Patrick Ward, Rootstrap - '...they (audience) care about what the product can do for them. So focus on the result that will accrue for the audience. Tap into FOMO (Fear Of Missing Out) so they will see what they lose by not purchasing the product.' (3) Understand all the stakeholders: Maggie O'Neill, Peppercomm - '...what drives their path to purchase or engagement...You need to know what, when and where their audience wants to hear from them. This audience-first mindset will set up and provide the rationale for any strategy, and creativity that follow.' (4) Focus on building consumer connection: Dan Beltramo, Onclusive - '...clearly convey that you understand what motivates the consumer or customer relative to the objective of the campaign and how your recommendation delivers against that...' (5) Explain how you're solving a particular problem: Duran Inci, Optimum7 - '...Give them a reason to pay attention to you and hear you out. Tell them how you are going to solve a particular problem and why it matters to your audience...' (6) Provide examples of similar campaigns: Syed Balkhi, WPBeginner - '...collect examples of previous ad campaigns that are similar and to present the results. Another option is to find data about your target market and why they would respond positively to your ad...' Read on...

AdAge: Six Essential Steps To An Effective Advertising Pitch
Author: NA



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