Marketing: A Guideline for Presentations
In the advertising industry, the pitch isn’t the sole component that will make your agency successful, but it can seal a contract. The presentation is an opportunity where the months of research, development and hard work finally come together. People remember good presentations, not only for the content, but also for a well-executed delivery. I’ve drawn from personal experience, tips from veteran presenters and secondary research to put together general guidelines for delivering a show stopping presentation.
Setting Objectives
First, it’s important to ask yourself and your team four questions. Those are: Why are you giving this presentation? Who will you be talking to? How much do they know about the subject? What effect do you want your presentation to have? The key is to think about what you want to achieve. Do you want to inform your audience or inspire them to think about a new topic, or are you trying to convince them of a certain view? When researching your audience, also think about how you are going to involve them in your presentation.
Talk to Your Audience
It’s important to talk to your audience and not to read them an overly rehearsed presentation. Nobody enjoys seeing a speaker read from a script. If needed, use note cards or cue cards, then talk from your notes. Pay attention to your audience and they will pay attention to you. It’s often effective to engage your audience throughout the presentation to form a sense of a conversation. This way the audience feels at ease and a part of the presentation.
The Tease
Although you are an expert on the content being presented, a helpful tip is to not present all of the information. Often, questions will be asked at the end of the presentation, and what better way to nail the questions, than to leave gaps in the presentation where you can then answer those questions with well thought out answers. Give them just enough content to spark engagement, but leave some gaps for questions.
Voice
The biggest mistake many presenters make is by going through the content too fast or speaking too fast. Remember that your audience is hearing the material for the first time, and they are not as familiar with the information as you. It’s important to talk clearly and concisely. Also note the volume of your voice, breathe slow, and relax. While noticing your pace, also keep track of time. This can be done through practice.
Body Language
An important aspect in public speaking is to make eye contact with people seated in all parts of the room. That shows people you are interested in communicating with them, not just getting through the presentation. Nonverbal communication is often stronger than verbal; so showing a smile and being enthusiastic is key. Walking around the room also shows the crowd that you are interested. Posture is important to remember as well. Be sure to stand straight in a comfortable position; don’t slouch or shuffle your feet. Also, be aware of your hands. When you talk to your friends, you talk with your hands, so do it in your presentation as well.
Although these are general guidelines, it’s important to note that everyone will have a different presentation style that fits their personalities. Authenticity can be more important than these guidelines. Remember to be yourself, relax and, most importantly, be confident in what your team has delivered for your client.
Marketing