How to Create Dramatic Marketing Research Presentations
Life is about Drama! Didn’t you notice that, yet?
Everyone, from housewife to your client is craving for the ancient human desperation for meaningful story, unadorned truth, and compelling drama, something that can make them shine. And I am sure you noticed it, right? All studies suggest everyone is seeking appreciation through some value additive that only they could manage.
We are in the business of information. Did you notice that Information is simultaneously too much and not enough? You think I am making this up, right? read more about infobesity and here is some more, and even an infographic (happy)
But let me tell you that Information alone can’t reach the hearts and minds of those who can use your research findings. And hence, they have hired you. Not to show the numbers, but to bring meaning & certainty in what they already know.
How? Numbers are numbers
Clients want to see numbers and that’s why they have hired us. Well, that assumption is not true
You can do better than that!
Imagine 50,000 people were waiting. Untold thousands would watch online in the hours and days ahead.
He walked onto the dark stage in faded jeans and running shoes. In his right hand was a simple clicker that moved the images behind him as he spoke.
For two hours, the audience laughed, roared and gasped as the unassuming every day man showed them exactly what they wanted. And then gave it to them, in spades.
Steve Jobs knew it was not about the phone, and it never will be. Tim doesn’t know that.
What Did I learn in Advertising
JWT taught me, that an account planner is a magician. Simon Silvestor (from Team YR) made me believe in our power as insight discoverers (here is one of his great articles)….he mastered the art of bringing life to numb numbers.
Please keep this in mind that You are not a number crunching nerd; you my friend are a charmer.
3 untold principles of awesome presentations
Cover. Discover. Uncover.
Cover your usual technical stuff here. People expect the usual, give it to them. But for no more than 5 mins and 2 slides
Discover. Start with your conclusions, not all conclusions. But conclusions that surprised you. You did discover something awesome during the project, right? Talk about it, with passion
Uncover The Impact of your recommendations, sell it to them. Weave your story; let them feel the pain of the problem and the relief of your solution. If the problem told is unclear, solution proposed will be a failure. So it all boils down to how you have crafted your story.
And do it with Finesse, at that moment no one knows the truth more than you.
But before you become a charmer, here is your homework
1.) During Research brief, understand the confidence of client in decisions that this research will help them to take. (here is an infographic, showing why research fails)
2.) Understand clients’ fears related to that decision. This fear is the preamble of your solution
3.) Start your ‘while settling the projector’ moments with those fears to re-instate them in the subconscious.
4.) Lead the discussion, but don’t decide. Let the client anticipate the slide before it comes. That’s the Art.
Rise and Shine
If you have done the needful and proper homework – The moment lights are out in the meeting room, you will Rise and Shine.
Have a bright sunny day.
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