1.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
Miami Ad School - July 2013
the pitch process

2.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
Leads a team of creatives, planners,
analysts and generally smart people.
Responsible for managing clients.
who the hell
are we?
Let’s introduce ourselves !
Creative social planner who drives
program development for Beyond’s
global client base
Matt Basford
Director, Beyond NY
Ben Martin
Head of Planning

3.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
INSIGHT
TECHNOLOGY SOCIAL
LESS FINANCIAL RISK, MORE CREATIVE PRECISION, AWESOME RESULTS
a little bit about us

4.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
WE drive brand
engagement through the
CREATIVE
application
of technology

5.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
create
let’s talk about how to
Great ideas don’t come cheap
What we are going to talk about today
Go
selland them

6.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
A QUICK PRIMER

7.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
WHAT ARE
CLIENTS
LIKE?
REALLY

8.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
clients don’t know
what they want

9.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
they have more
customers than ever

10.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
more stakeholders
than ever

11.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
so many channels
to cover

12.
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
It used to be really...

13.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
20 years ago
HR Consultants
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
PR
Accountants
Management
Consultants
Branding Agencies
Ad Agencies
Corporate
Training
Consultants
Sales
Consultants
Product design
& innovation
agencies

14.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
and then the web came along
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
Brand website
Online ads

15.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
and got useful for more things
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
Brand website
Online ads
Social
E-commerce
SEM
“Fun” apps

16.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
and a few more things
brand
HR
pr
finance
operations
strategy
marketing
learning
r&D
product development
sales
Social analytics
Digital supply chains
Digital transformation /
change management
E-Recruiting
E-Learning
Co-creation
Crowdsourcing
“Serious” apps
Digital product
design & testing
Digital service design
Brand website
Online ads
Social
E-commerce
SEM
“Fun” apps

17.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
everybody’s getting into each others’ business
Just a few examples...
branding
PR
management
consultancies
data
analytics
Design
social
advertising
digital
Accenture
buying Fjord
W+K
aces social with Old Spice
WCG
buying predictive analytics
firm
WPP
buying AKQA
PR + data
analytics
digitalADVertising +
ADVertising+social
+management
consultancies Design

18.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
SO WHAT’S THE NET?

19.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
briefs are getting
more confusing

20.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
some stats...
20%
27%
53%
found briefs complete
but lacking focus
found briefs incomplete
and inconsistent
found briefs complete
and focused
Source: Joanne Davis Consulting
...in a 2013 survey of
200 agency heads

21.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
some confusing things that
we’ve seen in briefs...

22.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
...leading to direct roi
via sales leads”
“the goal is conversation and
brand awareness...

23.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
“we’re looking for a
completely immersive...
...but ultimately
simpLE EXPERIENCE”

24.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
“we’re looking for a
very focused campaign...
...the audience is
anyone from ages 18 - 50”

25.
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
DEFINITION OF A STRATEGY:
KNOWING WHAT NOT TO DO
(THERE ARE ALWAYS TOO MANY THINGS WE CAN DO)

26.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
some (more) stats...
2%
3%
45%
49% clients have “limited”
strategic capabilities
clients have “adequate”
strategic capabilities
clients have “excellent” strategic
capabilities
Source: Joanne Davis Consulting
didn’t respond

27.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
we are (meant to be)
the experts!

28.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
but we make it hard
for ourselves

29.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
it’s time for
a different view

30.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
THE REDUX PROCESS

31.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
BrandBriefing inputs
agencyUnderstanding
Our know how...Their agenda...
REDUX process Starts Here:
VERSUS

32.
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
STRATEGY AND PLANNING:
IS A REDUX PROCESS.
BOILING DOWN.
REDUCING THE STOCK.
GETTING FUNDAMENTAL.

33.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
step 1:
boil it down
create a one sentence brief

34.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
step 2:
assess the situation
do your research

35.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
turn unstructured data into insights & strategy
who
influences
them?
where Does the
audience spend
their time?
What drives
consideration?
What drives
brand
Preference &
emotional
connections?
?

36.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
are there
White space
opportunities
for content?
what do they
search for?
what are they
talking about?
what content
will they
share?
turn unstructured data into insights & strategy

37.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
step 3:
outline the strategy
in just a few simple statements

38.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
now it’s time to
communicate your ideas
some things to remember...

39.
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
BULLETS ARE
FOR SUCKERS

40.
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
MAXIMS
ARE FOR CHAMPS

41.
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
A PICTURE PAINTS
A THOUSAND WORDS

42.
© Copyright 2012 Beyond. All rights reserved. Private and Confidential
AN ANALOGY PAINTS
A THOUSAND PICTURES

43.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
SALESOPPORTUNITY CLIENTRFPDOC
BYNDBRIEFDOC
BRAINSTORM REDUX RESEARCH STORYBOARDING CREATIVETHREAD
Three simple steps:
#1 - distilling the brief
#2 - stating the
situation analysis
#3 - reducing our
creative strategy to
simple statements.
A copy written
description of
our creative
treatment.
The Brief Distilled
Situation Analysis
Creative strategy
REDUX workflow:

44.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
THE IDEA ISN’T ENOUGH

45.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
sell it

46.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
CLIENTS ARE ALWAYS
QUESTIONING HOW
MUCH WORK YOU ARE
CREATING FOR THEM

47.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
AND, YET, WHAT DO THEY WANT?

48.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
M.O.A.S

49.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
MOAS?

50.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
MOON.ON.A.STICK

51.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
SO WHAT SHOULD YOU DO?

52.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
REMEMBER:
THEY ARE
BUYING YOU
AS MUCH
AS THE
IDEA

53.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
FOCUS ON RELATIONSHIPS

54.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
set the stage: Find common ground

55.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
GET YOUR FOOT IN THE DOOR

56.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
“Foot-in-the-door (FITD) technique is a compliance tactic
that involves getting a person to agree to a large request by first
having that person agree to a modest request. The foot-in-the-
door technique succeeds owing to a basic human reality that
social scientists call ‘successive approximations’. FITD works by
first getting a small 'yes' and then getting an even bigger 'yes.'”

57.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
SELL OUTCOMES
NOT TACTICS
MAKE THE CLIENT
THE HERO

58.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
prepare to pitch your idea in 1 minute with no notes.
answer: so what?

59.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
But... respect your own time.
if the client is late (really late), reschedule.

60.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
STAND FOR SOMETHING

61.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
“Make your
product so good,
so addictive, so
‘can’t miss’ that
giving customers
a small, free taste
makes them come
back with cash in
hand.”

62.
© Copyright 2013 Beyond. All rights reserved. Private and Confidential
THANK YOU
timefor your