Simpler. Faster. More efficient. These are the demands we all face, each and every day. The economy demands it. Our livelihood depends on it. And it’s not going to change anytime soon. In fact, it will probably never change.
But we have to be very careful that in our pursuit of efficiency, we don’t lose sight of purpose. Especially when it comes to marketing communications.
At any given time at Stephan & Brady, you’ll find us working at a fast and furious pace, doing smart and strategic work for our clients that is delivered on time and on budget. Oftentimes, when our solutions are ready, we’re asked to simply “send them on for review.” Just like that. No set up. No rationale. No pitch.
This is a recipe for disaster.
When there is no pitch, there is no purpose. The pitch reminds everyone of the goals and objectives that surround the work they are about to review. It refreshes everyone at the table about the nuances of who the target audiences are and what matters to them. It frames the work appropriately, so that it can be judged on a collective understanding of what it is supposed to achieve.
Just take a look at all the negativity surrounding last week’s changes to Facebook. I don’t think I heard one positive thing, either online or in-person. My theory is that it’s because no one listened to the pitch. People just saw that it was different and decided they didn’t like it.
Maybe if they had heard Zuckerberg’s pitch (or better yet, Don Draper’s), they would have had a better understanding of how it works, and why it works. And opinions might have been different.
If you’re a client or prospect of ours, you might be tempted to have us hurriedly hurl solutions in your direction. But expect that we’ll push back in order to engage you in proper presentation. By doing so, we’ll work with you to help ensure both you and your team are properly positioned to make the best possible decisions when it comes to connecting with your customers.
We’re also pretty certain you’re going to like what you see.
~ Emily
Labels: client relations, concepts, pitch, pitches