How to WIN at a Business Presentation
Planning, Presenting and Measuring your campaign
“Our number 1 question which we ask new clients on approaching them is “why do you want a video?” the answer, more often than not – “I hear that video marketing is important” or “I think a video will look good”.!”
You really must pull out all the stops to engage people in a business presentation. Now that may seem a little pessimistic of me, especially as a business woman, but we have all been sat in a room waiting not-so-patiently for a presentation to END!
So, how do you WIN at presenting, blow the socks off your audience and achieve the interaction you require?
Well I can’t profess that I know all the answers, but I will offer a case study style peek into one of our business presentations and its success.
Setting the Scene:
Let me start by telling you a bit about AWOL. In a nutshell, we are a Media Production company who specialise in Strategic Communications. Now that might seem like a bit of a mouthful, so in plain English- we make videos for people which support their Company Strategy.
Why the need for Strategic Communications?
This is a question that we answer day in, day out and in reality, it’s quite a simple concept. We have existed as a company for around 7 years and throughout that time we have worked with many clients across the UK and internationally producing video and media forms. Our number 1 question which we ask new clients on approaching them is “why do you want a video?” the answer, more often than not – “I hear that video marketing is important” or “I think a video will look good”. Now although I would agree, video marketing is very important and yes, some videos do look good, the real answer we want to hear is “Our end state is [………] and videos could help us support that by [ ……].
Some of you will be scratching your heads by now and wondering “what is end state?” … if that’s you, then head on over to our Strategic Communications page where you can find out a lot more about it and access the resources which I will discuss in this Blog.
How did the presentation come about?
Following a meeting, we were asked to present at Blackpool Business Leadership Group, the topic- Strategic Communications- We were given a 10 minute slot to present to around 125 people. The breakfast meeting (including an excellent breakfast) was to be held at the wonderful Imperial Hotel in Blackpool.
There is always a point when planning to present, when you look to your colleagues and say “what if nobody listens” – it’s a given… the answer- make it impossible for people not to!
At the heart of AWOL is the creative input of every member of our team and during times like this, the best way to work is to smash everyone’s thoughts together. So, we start our planning in our meeting room and I think the first step when planning things like this is to make sure that everyone’s head is in the same place, so we go through the topic we are presenting and note down the points we want to cover- what are we trying to tell people? Why do they need to know this? How are we going to tell them? And our all-time favourite- “So what?!”
After we had nailed the answers to these questions, it was time to think about content.
As a media production company, we know the importance of being able to successfully connect with your target audience, using video is a powerful way to achieve this, so there was no question that our presentation was going to include video.
What was in the presentation?
We decided on a little text, a bit of video tactically placed to break things up and keep viewers’ attention, and a narrative highlighting the key points. We decided to include:
- A bit about our directors and their employment history which helped to secure the audiences trust in our skills
- A video shown from our Vlog about Strategic Communications which enabled us to get our point across without talking too much and boring the audience
- A link to our company resources (explained in the next section)
- Case studies about our previous work relating to Strategic Communications, this helped us to show that what we were presenting actually works, and that other companies have trusted us to assist them with Company Strategy
As a Marketing Manager, I always consider what I can do to add my skills and knowledge to our projects and in this case, I decided to create a campaign around our presentation.
Part of the presentation would be examining our company strategy & resources and talking to others about what has enabled us to be successful. It made sense that off the back of this- we should really make those resources available to download following the presentation so that others could use them as examples and editable templates so that they would be able to create their own.
We uploaded our first 2 Strategic Communications Vlog videos- but I didn’t want just anyone to be able to access this, from a Marketing perspective this was a perfect opportunity for me to collect leads, and what would be the point in all this work without some measurement of the campaign’s success?
I decided to create a landing page and pass the URL on to those attending the presentation so that they would be able to access the resources
Following it. The landing page required details to be entered into a form so that access could be gained to the resources, and in the process I could collect contacts who had signed up with more information about our services whilst adhering to GDPR guidelines.
After creating the landing page, uploading documents and videos and giving the link to others, I needed to measure the results to see if anyone was even accessing this page. Of course I could see that people were entering their details on the landing page to access the resources because I received an email alert one the form had been used, but I couldn’t see what happened before or after this- for instance, which resources were people interested in? Did they have a problem and have to drop off the site? Were all of the links working like they should be?
At this point I headed over to Google Tag Manager and Analytics and set up tags, triggers and events (you can read more about GTM and GA on my previous blog posts). This meant I was able to analyse a few different behaviours:
- The number of users who accessed the URL
- The number of users who completed the form and accessed the resources page
- The resources that were clicked and downloaded
The combination of tracking these tags meant that I had a good idea of how my campaign was shaping up.
I also thought it was important to place a google ad on Strategic Communications, this would bring in an audience from the web who didn’t attend our presentation but still may be interested in our resources.
Our final step was to upload a video of the presentation we gave to the BBLG meeting at The Imperial Hotel. We took our Head of Media with us to the presentation and recorded our guys in action, this was then edited with the video we played and the actual presentation itself. All of this was beneficial for those who hadn’t attended so that they would still be able to see the presentation and understand the available resources.
Photo Credit: Old Fellows Contracting.com
Following on from our presentation and campaign, we have had a lot of communication from those who attended the meeting, as well as others who have found us through the ad placed on the internet. Not only has this expanded our lead collection, but it has enabled us to make some solid connections within Blackpool which we hope to do business with in the future.
- Get your team involved- many brains are better than one!
- Fully understand the topic of your presentation and make sure that the presenters you choose are passionate about it
- Plan and rehearse your presentation to members of your team or your friends- make sure that they understand it and be open to any feedback or improvements
- Make sure your content is ready, and check everything- Preparing the resources took the most time for us- this resulted in some excellent interaction from our audience
- Give something away- it always helps to share documents and resources about the topic of your presentation so that people can go away and fully digest what you have talked about
- Set up tracking before the campaign starts- if it wasn’t for the tracking that I set up then we would have no idea if our campaign was a success or not- this is by far the most important part of any campaign for me
- Contact the people you have met- always follow up with new links, leads or contacts you have found at any meeting or event- they may not be interested in your services, but if you impress them then they may suggest you to someone else who is
- Thank those who arranged the event or meeting- always be grateful for the opportunity to speak, make sure that they ask you to come back
- Follow up with some link sharing- Ask those who hosted the event to share the link to any resources following your presentation
As I said earlier, I don’t know everything about presenting or about campaigns- but one thing I do know is that it is vital to plan. Remember to ask “so what?”, make sure you cover your bases by providing content in many formats which is accessible to all, and ALWAYS measure your results!
I would be interested to know what campaigns or presentations have been successful for others, please feel free to contact on this post or contact me to discuss.
View our presentation video here!
Heather Hodsdon- Marketing Manager