Marketing presentations are a marketing channel in themselves. After all, marketing is about moving people towards an idea, and so are presentations! So say your company has found the winner message/ strategy that will effectively communicate your client's value proposition to their costumers, and now it's time to show what you've been working on. How do you nail that presentation and leave the meeting room with a pocket full of yeses? In this article we'll go through the essentials on how to give a successful marketing presentation!
Have an agenda: People have a tendency to beat around the bush when they are in a meeting. Tackle this by having a clear agenda on what you wish to accomplish from it, and make it clear at the beginning of the meeting. What points will be covered, who will cover them, and approximately how long each topic will take. This allows people to get in track, and set expectations on the meeting's purpose.
Be ready: Have everything you think necessary at hand and ready. Have the projector previously set up and your presentation ready to roll as soon as the meeting kicks off. Test the clicker if you're using one as they tend to be tricky to control. Don't waste precious minutes during the meeting for this, as people's concentration will tend to stray prematurely.
Market yourself: Your personal branding (as it is commonly referred) is sometimes as important as what you will say during your presentation. Have business cards ready if you're meeting someone for the first time, and wear something that makes you feel sharp. Not just for the sake of appearances, but also because it unconsciously boosts your personal confidence to the max, which is key to making business. Sometimes you win or loose people before you even begin talking. So stand tall, speak aloud and let the others now you have something relevant to say and that you are worth their time.
Make people comfy: Sometimes external factors operate in favour or detriment of people's attitude. Something as simple as having cold water, coffee and a few cookies can make people feel at ease, and have a much better attitude towards you. Also, have some note pads and pens at hand (not everybody has a tablet and they might appreciate the gesture). Little things like these go a long way.
About the presentation
Live presentations vs sendable presentations: This is an important distinction most people fail to tell apart. The first one needs to be more concise, visual and complementary to your speech; the latter is usually a little (just a little, please!) more filled with content as it has to be more self-explanatory. Be über picky on what information is absolutely essential, and what can be left out or said verbally.
As people are shifting to online presentation platforms, it's becoming increasingly odd to share downloadable files. Instead, people are using these tools' online sharing to pass on their work to others without leaving the cloud. Greener, easier, better. Tools like Slidebean let users even embed their presentations in other sites.
Don't dwell on the problem too long: A common mistake within marketers is they spend too long explaining the problem and the research that lead to the results, which may end up leaving too little time to explain the actual marketing strategies and proposals. Those are the main dish, so find a proper balance between the problem, the possible solutions, conclusions and Q&As. People usually get the problem quickly and expect to hear more about how you plan to deal with them.
Consumable information: Present digestible chunks of information. Stats, ideas, next steps, think of presenting such content in a way people can easily remember/ take note/ action.
"Keep your information as simple to learn and as easy for them to implement as possible. Let attendees know the content you're delivering doesn't require any specialized or technical know-how" - Entrepreneur Press and Robert Skrob
Always have an email follow up: Summarise what was discussed, remind people the tasks assigned during the meeting, or follow up to close the deal. A successful marketing meeting doesn't end when you leave the meeting room. It leads to actions, be that of fellow employees or potential clients. So have someone (other than yourself) take note, and send an email soon after the meeting is over!