Corporate Identity in Graphic Design - Advertising Pitch Research

What is an advertising pitch?
In the advertising industry, a pitch is when an advertising agency is trying to win the business to represent a product. Several agencies will probably be attempting to get the contract and have to go through a pitch process - they send in written details then some are shortlisted to make a presentation to the company. this may include examples of ads, the creative ideas, etc.

How to make a advertising pitch?

Step 1

Arrange a meeting to make your pitch. Bring any other members of your team to the meeting so that the client company knows who will be working on its account if your pitch is successful. Ask the client to ensure that everyone involved in the selection decision will be present at the meeting. Bring any essential equipment, such as a laptop, projector or flip chart, to the meeting.

Step 2

Thank the client for the opportunity to pitch and introduce your team. Describe your credentials and state why your firm can meet the campaign requirements. State the objectives for the advertising campaign and explain how you will measure results against the objectives. If the objective is to generate quality leads for the sales force, state your target for number of leads.

Step 3

Profile the target market for the advertising campaign and present any market research that you have carried out. Describe the target audience and detail their product preferences. Explain how your advertising messages align with the product factors the audience rates as important. Show how your messages differentiate the client's product from those of competitors.

Step 4

Present the creative proposals for the campaign. Show press advertisement proposals in-situ in a mocked-up newspaper or magazine to demonstrate impact. Make a test video of a television or cinema commercial, rather than presenting the proposal on a two-dimensional storyboard. Present any available results you have obtained from concept research. Advertising researchers monitor response to different concepts, helping to validate proposals, according to research firm Power Decisions Group. Present the media proposals for the campaign, explaining why the selected media represent the most cost-effective strategy for reaching the target audience.

Step 5

Provide the client with a proposed budget for the campaign, including creative, media and production costs. Where possible, compare the campaign costs with the forecast results to demonstrate value for money and return on investment. Go through the campaign schedule, setting out key dates for detailed creative proposals, client approvals and publication. Restate the key measurements for the campaign.

Step 6

Summarize the key points of your pitch and state why you believe your pitch will help the client's team meet its marketing objectives. Invite questions from the client team. Thank the client team members for their time and ask when they will make their decision on the winning pitch.

Steve job way of advertising pitch

1. Plan your presentation with pen and paper
2. Create a single sentence description for every service/idea
3. Create a villain that allows the audience to rally around the hero—you and your product/service
4. Focus on benefits
5. Stick to the rule of three for presentations
6. Sell dreams, not your services
7. Create visual slides
8. Make numbers meaningful
9. Use plain English
10. Practice, practice, practice