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Persuasive Presentations Jeff Ritchie WWII
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Presentations (60 points total) Audience – your client and WWII students Persuasive- Different Purposes –illustrates how project meets client's needs –explains and showcases your project –argues why the client should choose your project over others PowerPoint presentation 15 minutes minimum, 20 maximum
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Two types of Presentations- New Business Presentations Project Presentations
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Two types of Presentations- New Business Presentations Project Presentations
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New Business Presentations –(AKA “shootout” presentations) Formal, competitive presentations –solicits new clients –builds reputation of presenter –demonstrates skills and expertise Define the problem for the client –might not have a unified idea of the problem –do not really know/recognize the problem present the problem as they know it then make a counter recommendation as to the real problem
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Purpose of new business presentations Persuade client that –Your project will meet their needs –That you are credible can deliver on your promises –Under budget –On schedule
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Cost of New Business Presentations Costs mount- determine the budget for the presentation and stick to it. Costs of Functional Prototype and presentation 5 employees 3 weeks to produce 40 hours week (conservative) @ 50 dollars/hour (5emp)x(3x40hrs)x$50/hr=$30,000
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Two types of Presentations- New Business Presentations Project Presentations
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Project Presentations- You’ve already landed client Persuasive- Purpose –your project/solution to their problem is sound and meets the client’s needs Begin with the basic information Move quickly to persuasion Focus- how the Project meets client’s needs
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Questions to ask when creating a project presentation Who is the decision maker? On what basis will the decision be made?
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Anticipate Resistance Points: Resistance points are objections to new ideas –that possibly challenge the client’s current business practices –that possibly differs from the client’s understanding of the problem/market –that possibly challenge a key player’s power/position –that possibly infringes on the “turf” of a key player (for instance the marketing VP) Tactfully deal with them –Acknowledge –Accommodate –Refute
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Project Presentations usually have An opening A statement of position A description of Strategy A Media Rationale A demonstration of the Creative Supporting evidence for your argument A plan for the Evaluation of the project’s effectiveness An explanation/justification of the Budget The closing that reinforces the argument
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The opening- Establishes tone Establishes identity Grabs attention
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Basic Sections of a Project Presentation The opening The statement of position Strategy Media Creative Supporting evidence Evaluation Budget The closing
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The statement of position- sets the goals and objectives identifies the problem proposes a solution
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Basic Sections of a Project Presentation The opening The statement of position Strategy Media Creative Supporting evidence Evaluation Budget The closing
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Strategy- Outlines the key strategy decisions such as –primary and secondary audiences –behavioral objectives
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Basic Sections of a Project Presentation The opening The statement of position Strategy Media Creative Supporting evidence Evaluation Budget The closing
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Media: presents the media rationale explains how media choice furthers goals and objectives of the client
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Basic Sections of a Project Presentation The opening The statement of position Strategy Media Creative Supporting evidence Evaluation Budget The closing
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Creative: Presents the creative strategies of the project Illustrates and explains project emphasizes return on design –shows how project’s functions and features maximize workflows further behavioral objectives and goals reinforces/creates client brand identity
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Basic Sections of a Project Presentation The opening The statement of position Strategy Media Creative Supporting evidence Evaluation Budget The closing
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Supporting evidence- provides relevant data and research findings logically developed justifications
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Basic Sections of a Project Presentation The opening The statement of position Strategy Media Creative Supporting evidence Evaluation Budget The closing
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Evaluation: Presents proposals for evaluating the success of the project
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Basic Sections of a Project Presentation The opening The statement of position Strategy Media Creative Supporting evidence Evaluation Budget The closing
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Budget: this section wraps up the costs for all aspects of the project emphasizes return on design explains/justifies cost overruns
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Basic Sections of a Project Presentation The opening The statement of position Strategy Media Creative Supporting evidence Evaluation Budget The closing
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The closing summarizes benefits restates benefits reinforces purpose of presentation –to persuade client that the project will meet their needs
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Basic Sections of a Project Presentation The opening The statement of position Strategy Media Creative Supporting evidence Evaluation Budget The closing
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Beginnings, Middles, and Endings People more attentive at the beginning and ending Beginnings –Introduce all key points Endings –summarize key points Middles –don’t introduce new points –for elaboration and discussion –Keep attention
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Dramatic techniques to keep attention Change of pace Dynamic visuals Little plays Leading questions Exaggerated statements for dramatic effect
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Make your presentation- A showcase for your project Demonstrate it solving their problem or meeting their needs Highlight specifics of project
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Selecting and Planning Visuals Use visuals throughout Use visuals as signposts of your logic Visualize key phrases, relationships, comparisons and numbers
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Functions of visuals Memorability Reinforce logic Key points- don’t just say “sales”- say “sales jump 17%” Clarity- show them what you mean Identity and image- show them who you are, make them remember you
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Six Effective Visual Characteristics Visibility Legibility Simplicity Clarity Correctness CONTROL
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Visibility Check out the room beforehand Kodak study (assuming the screen correct height) 1/25 the height of the screen 60 inch tall screen x 1/25= 2 ½ inches projected Or the low-tech route visible from the back of the room you will use
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Legibility Use Sans Serif fonts Bold No more than two fonts per figure Avoid Italics Underlining outlines shadows All Caps
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Simplicity One idea per visual
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Clarity The point of the graphic must remain clear. Don’t cut out too much
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Correctness No typos The same rules apply to presentation graphics as applies to resumes- Mistakes take away from the ethos of the presenters
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CONTROL Control the visual Make it do what you want it to, given the audience Take it away from the audience so that they focus on you.
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Six Effective Visual Characteristics Visibility Legibility Simplicity Clarity Correctness CONTROL
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Forecasting and Summarizing Can you remember the last points? What is the most effective means?
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Remember as well Contrast Repetition Alignment Proximity
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Revelation and Release
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Revelation Start off on a blank slide Reveal information- don’t let them read it ahead of you Danger in giving out handouts before discussion How will the audience use them?
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Release Forecast the end…in conclusion Summarize your main points Allow for feedback/questions End on a blank slide
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Equipment What type of equipment Always have a backup in another media Check the media/room beforehand
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Length of the presentation try to have a graphic every minute 15-20 minutes of presentations 15-20 slides
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Oral Nature of Presentations Forecast and Summarize Involve the Audience
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Forecast and Summarize Specific Advance Organizers Summariesat strategic spots Transitions Repeat Memorable words
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Involve the Audience Refer to people, not to abstractions- Uncle Joe Stalin Use interesting Facts, figures, and quotations
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Use concrete information “Think about how your audience will interact with the information, not how they should interact with it.” Provide –examples –illustrations –little narratives –analogies
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Summary- Oral Nature of Presentations Forecast and Summarize Involve the Audience
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Questions?
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