If you are a self-taught marketer, you should know that an advertising pitch is the proposal of an advertising agency to promote a brand, its products or services. The pitch states the goals and objectives of the campaign and describes how the campaign will deliver its results. During the pitch, a good advertising agency should demonstrate that the marketing budget will effectively create greater value for the brand. But what happens before, during and after a pitch? Depending on how large is the company you are pitching, things can go slightly different. However, there are some steps that every pitch will follow:
Before the meeting. Arrange a meeting to make your pitch and bring the team to the meeting. In this way, the company gets to know the team members that will be working on its account if your pitch is successful. Prepare your proposed budget for the campaign, including the design of the media and the cost to produce it. Compare the campaign costs with the predicted results to demonstrate value for money and ROI. Think about the campaign schedule, the key dates and the key measurements for the campaign. Don’t forget to bring anything you need at the meeting, including the equipment to share the presentation, either you are using print media, video or even PowerPoint slides.
During the meeting. Show your gratitude for the opportunity to pitch and introduce your team. Describe your credentials and start to explain why do you believe that the team can meet the campaign requirements. Thoroughly describe the goals and objectives of the advertising campaign and explain how you will measure success. The pitch is very similar to the Marketing Plan. You need to demonstrate that you understand the company, its products, and services, what is the outcome of your marketing research, what is the strategy, the timeline, the budget and how will you measure the results. Moreover, you need to present the creative proposals for the campaign. That means you need to explain why the designed media represents the most effective strategy for reaching the target audience that you believe is the most appropriate. Provide the client with as much information as you can gather.
During the conclusion. Briefly summarize all the key points of your pitch and explain why you believe your pitch will bring value and will help the company to meet its marketing objectives. Invite the audience to ask questions, answer professionally and as detailed as possible. In this way, you will show knowledge and understanding of the matter. Try to end your pitch in a good vibe and try to make a connection with the audience all the way through.
The day after. The day after the presentation, send the company a letter summarizing the reasons why the company should pick your agency. This will help the company to make the right decision. However, this long and expensive process does not necessarily result in the selection of the best agency, or your agency. Commonly, agencies make tremendous efforts for a pitch, and they never hear any feedback or results. So, try to be selective and not to pitch for everything, besides a good company to work with. Or, you can consider David Ogilvy’s famous and cold humor statement: “If you are too feeble to get accounts under your own steam, you can buy them – by buying agencies”.